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Social Media 101 for Addiction Professionals
 

Social Media 101 for Addiction Professionals

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Intro to Social Media: Tips and Tactics for Addiction Treatment Professionals seeking to gain a foothold in the fast changing world of Facebook, Tweets, Blogs and Videos. Presented by Bob Ferguson, ...

Intro to Social Media: Tips and Tactics for Addiction Treatment Professionals seeking to gain a foothold in the fast changing world of Facebook, Tweets, Blogs and Videos. Presented by Bob Ferguson, Founder and CEO Jaywalker Lodge, LLC, at the 37th Annual Colorado Springs MidWinter Symposium on Feb. 2, 2011

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    Social Media 101 for Addiction Professionals Social Media 101 for Addiction Professionals Presentation Transcript

    • Social Media 101 for Addiction Professionals Bob Ferguson / Jaywalker Lodge Colorado WSAD - February 2, 2011
    • Social Media 101
      • Part 1 – The Bigger Picture (15-20 minutes)
        • What is “social media” - and why do we care?
        • Web 2.0 & the “New Rules” of marketing.
        • Issues/opportunities for addiction professionals.
    • Social Media 101
      • Part 1 – The Bigger Picture (15-20 minutes)
        • What is “social media” and why do we care?
        • The shift from traditional marketing to the “New Rules.”
        • Issues/opportunities for addiction treatment providers.
      • Part 2 – Social Media Tools (15-20 minutes)
        • The company website – your “anchor store” online.
        • Blogs – connecting your audience with one another.
        • Facebook, Twitter, YouTube, and more…
    • Social Media 101
      • Part 3 – What’s Next?
        • Social Media Ethics for Addiction Professionals
        • Q/A – Site demo’s, etc.
    • THANKS! Credit for the following slides on social media statistics… Marta Kagan, Managing Director, US Espresso Marketing
    •  
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    • Social Media 101
      • Definitions – “Social Media”
        • … online activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.
        • This interaction depends on the varied perspectives - and the “building” of shared meaning among communities - as people share their stories and experiences.
        • (Source: Wikipedia.com)
    • Social Media 101
      • www.davidmeermanscott.com
      New Rules of Marketing & PR – David Meerman Scott
    • Social Media 101
      • Old Rules
      • Marketing = advertising, period.
      • New Rules
      • Marketing = advertising + PR + service + thought leadership.
      New Rules of Marketing & PR – David Meerman Scott
    • Social Media 101
      • Old Rules
      • Marketing = advertising, period.
      • Creative messaging via media interruption (broadcast +/or print.)
      • New Rules
      • Marketing = advertising + PR + thought leadership.
      • Consumer shift from TV/print to online and social media sites.
      New Rules of Marketing & PR – David Meerman Scott
    • Social Media 101
      • Old Rules
      • Marketing = advertising, period.
      • Creative messaging via broadcast interruption.
      • Designed to appeal to the masses.
      • New Rules
      • Marketing = advertising + PR + thought leadership.
      • Media shift from TV/print to social media via the web.
      • Timely delivery of detailed information on demand.
      New Rules of Marketing & PR – David Meerman Scott
    • Social Media 101
      • Old Rules
      • Marketing = advertising, period.
      • Creative messaging via broadcast interruption
      • Designed to appeal to the masses
      • 1-way messaging: company to consumer
      • New Rules
      • Marketing = advertising + PR + thought leadership.
      • Media shift from TV/print to social media via the web.
      • Timely delivery of detailed information on demand
      • 2-way interactive dialogue; audience participation.
      New Rules of Marketing & PR – David Meerman Scott
    • Social Media 101
      • Old Rules
      • New Rules
    • Social Media 101
      • Old Rules
      • Marketing = advertising
      • Creative messaging via broadcast interruption
      • Designed to appeal to the masses
      • 1-way messaging: company to consumer
      • Focus on selling products or services.
      • New Rules
      • Marketing = advertising + PR + thought leadership.
      • Media shift from TV and print to social media via the web.
      • Timely delivery of detailed information on demand
      • 2-way interactive dialogue; audience participation.
      • You are what you publish; content = king.
      New Rules of Marketing & PR – David Meerman Scott
    •  
    • Social Media 101
      • Definitions – “Web 2.0”
        • … is a term describing changing trends in the use of World Wide Web technology and web design that aims to enhance creativity, secure information sharing, collaboration and functionality of the “we.”
        • (Source: Wikipedia.com)
        • … refers to the second generation of the Web, which enables people with no specialized technical knowledge to create their own websites, to self-publish, create and upload audio and video files, share photos and information and more.
        • (Source: Capilano University, Vancouver, CA)
    • Social Media 101
      • Web 1.0
      • Traditional website provides information for users.
      • Provides toll-free number and (maybe) email contact button.
      • Traditional websites were a one-way street on the information super highway.
      • Web 2.0
      • A Web 2.0 website interacts with users while providing information.
      • Provides opportunity for user feedback and reviews.
      • Web 2.0 is a two-way street that gives users the ability to communicate too.
    • Social Media 101
      • Business Objectives for Social Media
        • Real-Time Content Management
        • Brand Building / Reputation Management
        • Improved Search Engine Rankings
        • Increased Visitor Traffic to Website
        • Stay Connected with Peers and Colleagues
    • Social Media 101
      • Synergies with 12 Step Addiction Treatment Field
        • Rapid, Sustained Growth Driven by Word of Mouth
        • Platform of Anonymity Essential to Engagement
        • First-person Testimonials a Cornerstone
        • Program of Attraction, Not Promotion
        • … . Web 2.0 (2010) = Alcoholics Anonymous (1935)
    • Social Media 101
      • Social Media Challenges for Addiction Treatment Field
        • 1. Rehab Community Competitive Online, Still Evolving
    • On this website, roadbikereviews.com , a community of road bike enthusiasts rate and review products – users are even able to comment upon and rate one another’s reviews. In this environment, the audience BECOMES the experts.
    • This page, entitled “drugrehabreview.com” comes up first on a Google search for “Colorado drug rehab reviews.” Notably, there are no “drug rehab reviews” on this site, nor are there any Colorado treatment programs listed!
    • Social Media 101
      • Challenges for Addiction Treatment Providers
          • Rehab Community Competitive Online, Still Evolving
          • Transparency Comes with a Price
          • Reader comments may not always be positive… or sober!
          • Competing providers may gain visibility into unique program features.
          • Recommendations to consumers for one program or practitioner may alienate competing referents.
    • Social Media 101
      • Challenges for Addiction Treatment Providers
          • Rehab Community Competitive Online, Still Evolving
          • Transparency Comes with a Price
          • Prepare for “Public” Discussion on Sensitive Topics
          • How much does it cost? What’s your refund policy?
          • What is your success rate? Your completion rate?
          • Where do you stand on suboxone?
          • What is your current occupancy?
    • Nov. 7, 2009 – Author comments on Dad on Fire blog re: Suboxone. “ Make no mistake, harm reduction + compliance does NOT equal sobriety…”
    • Nov. 10, 2009 – Dad on Fire blog comment posted on Changing Lives Foundation blog: “ … a heated discussion re: the article Generic Suboxone Hits the Market. ”
    • Social Media 101
      • Social Media DO’s and DON’Ts
        • BE AUTHENTIC… transparency is essential in this environment. (Remember social media is a program of attraction, not promotion.)
    • Social Media 101
      • Social Media DO’s and DON’Ts
        • BE AUTHENTIC… transparency is essential in this environment. (Remember social media is a program of attraction, not promotion.)
        • KEEP IT SHORT… Social media provide an extremely fresh and vital outlet for real time messaging to your marketplace. Always include or link to visual images wherever possible.
    • Social Media 101
      • Social Media DO’s and DON’Ts
        • BE AUTHENTIC… transparency is essential in this environment. (Remember social media is a program of attraction, not promotion.)
        • KEEP IT SHORT… Social media provide an extremely fresh and vital outlet for real time messaging to your marketplace. Always include or link to visual images wherever possible.
        • LINKS, LINKS, LINKS… Tie your content together across the social media platforms. For instance, provide links from Facebook and Twitter to your blog posts and video updates on YouTube.
    • Company Website YouTube Channel Alumni Blog Twitter Company Blog Facebook
    • Company website is the “anchor store” of your social media “campaign.”
    • Prominent link from company homepage to blog – real-time content management.
    • The company blog – emphasizes personality, the lighter side, opinions, etc. In this space, readers can “experience” your program via informal first-person accounts, photos, links, and real-time announcements of events and activities.
    • In addition to providing color, commentary and the lighter side, the company blog also serves an important functional role as well, connecting visitors to your company website; your Facebook and Twitter accounts; and online event registrations.
    • The company blog provides a space for commentary – good and bad – from your colleagues, customers and stakeholders. Testimonials from family members in this space can be authentic, positive and powerful.
    • The Jaywalker Alumni blog… the audience becomes the author. In this space, alumni connect with one another and talk their experiences in your program. The emphasis is on building relationships among – not with – former clients.
    •  
    • Linked In – “All Business” Professional Networking
    • Linked In – Professional Profile: Your Resume On-line
    •  
    • Bob Ferguson – Facebook page (personal)
    • “ Friends of Jaywalker Lodge” Facebook page (for business colleagues.)
    • It’s okay to promote business-related events on “Friends of…” Facebook page.
    •  
    • Twitter – a 140 character mini-blog for quick posts, real-time journaling, and links to articles and websites that resonate with Jaywalker’s values and beliefs.
    •  
    • YouTube Channel – a space for uploading and posting short videos by and about your program. A word of caution… competitors may purchase Google and other ad packages causing random pop-ups on your channel.
    • Social Media 101
      • Part 3 – What’s Next?
        • Social Media Ethics for Addiction Professionals
          • Personal / Professional Boundaries
          • Liability issues – he said WHAT?
          • Client Confidentiality
      • Sample Guidelines (“Small Town” recovery community)
          • Non-clinical staff may accept friend request after graduation
          • Clinical staff may accept friend request after 1 year sober
          • All staff must “un-friend” any former client who returns
          • No staff may “friend” ever – only accept or ignore requests
    • Social Media 101
      • Bob Ferguson, Director/Founder - Jaywalker Lodge.
      • www.jaywalkerlodge.com
      • [email_address]
      • www.twitter.com/jaywalkerforeal
      • www.jaywalkerblog.org