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Social Media 101

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Presentation for Local Physical therapy organization on Social media

Presentation for Local Physical therapy organization on Social media


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  • Age tells a very different story with respect to content creation online.
    64% of online teens have created some kind of content for the internet, and they are far more likely than adults to blog, post photos, videos, remix content, and share all kinds of digital media online.
    Teen content creators initiate conversations every time they post material online. Most receive feedback on the material they post, and most give feedback to others—whether that’s on a blog, Flickr or YouTube.
    Teens expect to be able to annotate their offline experiences with online media. They embrace the work-in-progress attitude that allows them to experiment with new media tools without fear.
    The coming wave of young content creators moving into college and the workplace will inevitably force us to change the way we think about the influence of the content-creating public.
    Of course, it’s also important for us to pay attention to this group, because today’s kids are not only tomorrow’s innovators, they are today’s innovators.
  • Transcript

    • 1. Social Media 101 Pro PT- Using Social Media For Marketing and Business
    • 2. What We’ll Cover What is Social Media? Why should we consider a social media/new media strategy? What are the most popular tools, and how can we use them? Using social media for competitive advantage
    • 3. Things to Keep in Mind Relevance is most important Strategy versus Tactics- Have to have a plan, and then use tools wisely to get you there. Adjust tools and plan as necessary.
    • 4. What is New Media? Digital, computerized and networked communication websites, blogs, wikis, podcasts, video-podcasts, forums, e-books- even e-mail- could all be considered New Media
    • 5. What is Social Media? Social media is comprised of internet & mobile technologies that enhance/enable communication between individuals or groups. Facebook, Twitter, Skype, ooVoo, del.icio.us, StumbleUpon, & Digg; Flickr, Picassa, Ning, LinkedIN, Plurk, Ustream, YouTube, Qik and more are all social media sites.
    • 6. What’s The Big Deal? New ways of communication allows collaboration over distance and time; this can be used strictly for social or community-building purposes, or also for business purposes. Examples- Comcast Cares; Tribes; LINUX
    • 7. Who Are We Talking About? Hint: not just these guys...
    • 8. Facts From Pew Research 62% of people employed full or part-time can be considered networked workers 85% own a desktop; 61% own a laptop and 93% own a cell phone 27% own a blackberry, palm or other digital assistant These numbers are growing monthly....
    • 9. First Things First Quick Facts from Pew (Pew Internet.org) & Forrester research By 2020, they predict that a mobile device will be the primary connection tool for most people in the world.
    • 10. What are they doing online?? 21% 37% 19% 35% 69% (up from 48% in ’07 25% (down from 44% in ’07) Source- Forrester Research; 2008
    • 11. Content Creation: Age 80 60 Percentage 40 20 0 Ages 12-17 Ages 18-29 Ages 30-38 Ages 39-48 Ages 49-60 Ages 61-69 Ages 70+ Internet users Total population 13
    • 12. Where do people get their information? Websites Friends Blogs
    • 13. How Popular is this stuff? The share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four years -- from 8% in 2005 to 35% at the end of 2008. Nielsen Online reports that Twitter grew 1,382% year-over-year in February, 2009, registering a total of just more than 7 million unique visitors in the US for the month. This is also a month to month increase from 4.5M in Jan to 7 M in Feb- a 50% increase in traffic.
    • 14. Search Engines Search Engines, Search Engine Optimization and Search Engine Marketing are “Ground Zero” Search determines who will find you online, including the press, investors, competitors and/ or customers doing research
    • 15. Everyone has Global Reach Google Analytics
    • 16. And you can know where they’re coming from
    • 17. Google Google Alerts- get notified when something shows up on web, news, blogs Google reader- curate your own newspaper; Social media dashboard Gmail- threaded conversations, IM, integrated with Documents for cloud computing, easy polls, etc. Google Forms- Cheapest Polls ever
    • 18. Web 2.0- Not just for geeks anymore!
    • 19. Information Overload There are tons of social media sites- we’ll concentrate on the most popular It’s important to remember each one has it’s own culture and community, just like any off- line community you might belong to. We’ll discuss each, its features and advantages/disadvantages
    • 20. Twitter
    • 21. ADVANTAGES Small, short messages; great way to draw attention to another piece of content, ie. blog post, offer, etc. “microblogging” great for customer service- Comcast cares, Best Buy, Rick Sanchez on CNN, NPR Great news source Good way to “crowdsource” information, take an instant poll Very popular mobile apps; real time reporting (CES)
    • 22. Disadvantages Limited to 140 characters, must shorten most URLs Not a place for traditional advertising; more peripheral awareness and conversations SPAM has a toxic effect- must be careful where you tread Sometimes hard to get to know your own community on Twitter- who to follow and why?
    • 23. Facebook
    • 24. Advantages Billboard for your personal and work lives Social by nature; things to do and share - 60M subscribers 12/08 Allows you to bookmark articles and share interesting items with friends; can connect things like Twitter and NYT to Facebook and automatically update without ever entering the site Ease of targeting ads May be a great way to create a local community, support, client connections for fun events
    • 25. Level of Engagement Facebook has a significantly older population spending extended time on the site
    • 26. Disadvantages Mostly social, little business Great way to organize events and meetups, not as good for putting together more professional meetings More and more companies are starting to advertise here- highly localized targets
    • 27. MySpace
    • 28. Pros and Cons Popular particularly for younger people, promoting music, bands Tends to appeal to a more ethnically and economically diverse population Facebook has caught up in terms of Popularity at 60M
    • 29. Blogs Great place for sharing information Great for SEO Great for building a community Cheap and easy RSS feeds- subscription to keep up with others in field
    • 30. “Audience” Blogs
    • 31. Disadvantages Requires schedule, regular content for improving SEO Need to say something or provide value Requires a regular commitment to be effective long term. No guarantees of instant popularity- long term strategy, like a newspaper column- need to
    • 32. Technorati- Blog search
    • 33. Podcasts, Video Podcasts Shares information in multimedia format Subscriptions- building an audience Know the difference between Show & Tell Production values count (to some extent) Curating information- be a resource people go to for information
    • 34. Advantages/Disadvantages of Podcasting People process auditory language much faster than reading or writing Video requires two sense at once- bulkier and harder to access in mobile format Can you create engaging material that helps people learn and delivers value? Long tail of information- can be independent of time and location
    • 35. Long Tail of Content
    • 36. It creates a resource with sticking power...
    • 37. Online Video Sites Ability to broadcast video as it happens- your own TV channel- Ustream, BlogTV, 12seconds, Qik, Seesmic and more. Broadcast out to multiple sites through Tubemogul + Analytics- YouTube, blip.tv, Veoh, Viddler, mDialog and more. Longtail business opportunities- helps get the word out there
    • 38. LinkedIN Resume and Business related online networking Good not only for personal job search, but established business connections- keeps people updated as to your status One hour layoff to interview story Allows you to visualize connection others have
    • 39. SEO of Social Media Fresh content means better SEO Tagging and meta-tags; linking out is very important Data from certain sites shows up preferentially (EDU, GOV) Metrics of success By commenting on other sites, can build inbound links
    • 40. Creating Communities This is a long term versus short term strategy People come to you because of content and added value Grows network, fans, evangelists Must give them something to do- keep it fresh or it dies
    • 41. Fish Where the Fish Are
    • 42. Patient Education • 2007 Jupiter Survey showed 69% of physicians did searches online for patient education materials, and 37% exchanged emails with patients.
    • 43. Translating Information into Action • Give people simple tools that work • Make it fun • Make it meaningful or rewarding • Make it social- podcasts, videos, slideshare
    • 44. Physician Use of Web and Mobile Technology • 54% of US Physicians own a PDA or Smartphone. 70% are predicted to own one by 2011. (Manhattan Research, 9/08) • 20% have adopted EHR and adoption of smart phones will increase EHR adoption (hand in hand) • 90% of Online physicians use literature databases, 83% online journals, 73% physician portals, 61% government websites, 41% manufacturer’s websites, and 37% medical or professional blogs (Jupiter Research (part of Forrester, 9/08)
    • 45. Competitive Intelligence SEOMoz, Alexa.com, Compete.com, Quantcast- How well are you doing, and how well are your competitors doing? Search for trends in trends.google.com to see if you can produce timely or seasonally relevant content Google Adwords- art into itself. Can be pricey- all competitively based.
    • 46. Your Morning Paper/ dashboard
    • 47. Possible Issues Much of the communication is in public, and you are accountable for it forever (internet wayback machine) Privacy issues are a concern Since many messages are short, nuance can be lost- choose your mode of communication carefu&y
    • 48. Social Media Strategy Figure out what success means to you- Sales? Customer engagement? Customer retention? Influence? Increased SEO? Reputation? What do you want to measure? Subscribers? Friends? Followers? Clients? Customer Relations Management & Community are great SM goals
    • 49. Balancing Act Signing up for Social networks is free- but time to participate has a cost. Make sure social networking doesn’t become Social NotWorking. Community building is a long term, not short term strategy and will take patience. Global and Local Reach What do you want to be known for? What is your core story? Make your case for your brand through Social Media
    • 50. Chief benefit of Social Media- The Customer Relationship, Branding & Awareness
    • 51. Social Media Laboratory Experiment, Tweek, Try Again
    • 52. The End
    • 53. Current State of PHR -Increasing interest in PHR in US- 72.5 million, despite adoption of 7.3 million to date
    • 54. Changing the way we Access Information By 2020, they predict that a mobile device will be the primary connection tool for most people in the world.