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TDA2011 Social Media


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Presentation handout for presentation on Social Media: Translating Trends into Reality, presented by Chuck Jones at #TXFNCE11

Presentation handout for presentation on Social Media: Translating Trends into Reality, presented by Chuck Jones at #TXFNCE11

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  • 1. Using Social Media to Enhance Your Personal, Professional and Community Outreach for the Texas Dietetic Association (TDA) Food & Nutrition Conference & Exhibition Translating Trends into Reality for the Dietetic Professional Twitter Hashtag #TXFNCE11 Presented by: Chuck Jones Executive VP - Sales and Marketing Synergy Broadcast Systems
  • 2. This is to provide you with a background piece to support our discussion atTXFNCE11. We will focus on the Internet and Social Media to translate thesenew, exciting tools into reality to understand the impact they have in our worldand our marketplace. We will also look at what tools are available, how you canadopt and use them in your day-to-day professional activities and how to usethem strategically in marketing, education and patient interaction.Get a head start on your “after conference” Social Media activity by bringing adigital camera or personal video camera to the conference to take photos orvideo. We’ll talk about what to do with this content during our workshop.What is Social Media?Thanks to the magic of world-wide connectivity and creative people we havethe ability to connect, share, collaborate, interact, socialize, meet, and workright from our computers and mobile devices. Our ability to publish, connectand share information has been facilitated by exciting applications that aregrouped together in an ever expanding wave of change call Social Media.With Social Media we can: 1. Connect with others of like minds through networking sites like Facebook, LinkedIn, Plaxo and Ning. 2. Share information on Twitter, Facebook, YouTube, StumbleUpon, Delicious, and others. 3. Communicate with video conversations using Skype or Oovoo or make online presentations using GoToMeeting or WebEx. 4. Participate in Forums and online Community sites to ask and answer questions, seek advice from others or offer helpful advice to people that share similar interests. 5. Publish content and information so people who need our services or expertise can find us easily. 6. Network and build relationships with people that make us stronger.Why Is this Important?Traditional Marketing (Out-bound) has focused on media campaigns that useprint, TV, radio, billboards, direct mail and telemarketing to interrupt us and talkabout their products and services regardless of need or interest. Using thesetools is costly and wasteful. Today, thanks to technology, we “tune-out”irrelevant messages and “block” any intrusion we can.  DVR’s allow us to skip commercials in our favorite TV shows  Caller ID and voice mail allow us to ignore any unwanted caller  National Do Not Call Registry allows us to block telemarketers  Most junk mail goes unread and recycled and you can remove yourself from mailing lists through the U. S. Postal Service.Social Media – TXFNCE11 2
  • 3. Old style interruptive marketing is being replaced by In-bound marketing and in-bound marketing is all about “being found” in a “search driven” world.Thanks to the growth of the Internet and our ability to “search” for products orservices we want or need the power is shifting away from the big mediacompanies and now resides at the “grass roots” level. Your future success depends largely on your ability to create excellent content; be found by those who are searching for you; and master the communication tools that your clients and patients find most acceptable.Why Should You Care About or Use Social Media?That’s where the people are.  Facebook has over 500 million members  YouTube had over 700 billion playbacks and users uploaded over 13 millions ours of content in 2010  LinkedIn averages more than 12 million unique visitors per month with over 100 million users  Twitter has over 190 million users per month tweeting over 65 million tweets per day  Billions of searches are done each month and Google (#1) 65.1% is the 900 pound gorillaIs Social Media Relevant for Healthcare?Consider this:  More people consult the Internet than doctors for healthcare information.  83% of people search online for healthcare information.  57% are eager to share their new knowledge with others.  33% compare prescription drug options online.  30% compare and choose their physician online.  Facebook has over 1,000 communities around chronic illnesses.  Patients are only able to recall 50-60% of the information given to them by physicians.  The average length of a primary care visit is 10 minutes.  Half of the 2 billion prescriptions filled each year are not taken correctly.  3 of the top 10 health searches on Google were associated with diet and nutrition.Social Media – TXFNCE11 3
  • 4. What Does this Mean?The flood gates have been opened. Information overload is now the norm. As ahealthcare professional how do you control the message? You don’t, insteadyou get out in front of it and drive the message by providing compelling andrelevant content that people find and share with others. Provide value. Behelpful and you will be successful.Are hospitals riding the wave of Social Media? Not quite yet…Depending on who you ask the number of hospitals in the United States issomewhere between 5,700 and 6,800. In 2009:  391 Hospitals total using Social Media  194 Youtube Channels  203 Facebook pages  284 Twitter accounts  44 BlogsIn 2010 the numbers jumped to:  557 Health Systems, Hospitals and Clinics  254 Youtube Channels  336 Facebook pages  430 Twitter Accounts  70 BlogsIs There Opportunity?The opportunity within healthcare is huge. The industry is just beginning tounderstand what Social Media is and how it can be used. Most are still afraidand have not yet jumped into the pool.One of the best sites I’ve found on hospitals and Social Media is a blog run by EdBennett, a hospital web manager for the University of Maryland Medical System.Ed tracks Social Media usage by hospitals and keeps a list of what they aredoing. His site is’s some of the information you can find on Ed’s site in addition to thestatistics on the number of hospitals using Social Media:  Hospitals on Facebook  Hospitals using Twitter  Hospitals on Youtube  Hospitals with a Blog  Hospitals on LinkedIn Media Talking Points Media – TXFNCE11 4
  • 5. How Should You Begin Using Social Media? 1. Get Listed. Start by putting yourself out there so others can find you. a. Create profiles and groups on public and industry web sites. i. LinkedIn ii. Facebook iii. Google iv. Professional and Local Interest sites 2. Listen. Use search tools to listen. Listen to what others talk about. Listen to how they describe their problems and issues and how they might want to solve them. Listen to other professionals. What are they saying? How are the professionals reaching out to their patients or clients? Is it resonating or falling on deaf ears? Listening can help you develop a unique strategy to “connect” to your audience. Listening tools include: a. Google Reader and Blog Search b. Forums c. Twitter Search d. Facebook Groups e. LinkedIn Groups 3. Participate. Be willing to engage others with comments and opinions by reading and commenting on Blogs or participating in Forum discussions. 4. Publish. Think like a publisher. Create content and publish relevant articles about health, nutrition, weight loss, eating philosophies, guiding principles, diabetes, fitness, or whatever your particular niche. Consider what keywords are important. When people search for what you do, what terms or phrases will they use? Your goal is to position yourself as an expert on your topics but most of all, be real and be credible. a. Blog. When you are ready it’s time to create your own blog or convince your hospital of the value of blogging and Social Media. b. White Papers and eBooks. Write and publish White Papers or eBooks on relevant topics within your specialty. c. Newsletter. Publish a monthly newsletter via email on relevant topics and news to clients and prospective clients. d. Speak. Offer to speak on relevant topics to business, social and service organizations. The information in your field can be made interesting and entertaining so even Rotarians will enjoy it. e. Events. Participate or host special events but don’t just stand behind a table. Tweet about it. Offer specials via Facebook and give visitors a reason to come see you. f. Video. We are a multimedia society. Video no longer requires thousands of dollars and years of professional experience. Now you can have your own YouTube channel.Social Media – TXFNCE11 5
  • 6. What Tools Are Important to Your Success?LinkedIn – http://linkedin.comThis is one of your professional networking sites. Set up a free profile and craft itcarefully because LinkedIn is your resume on steroids. Post a professional photoand look for colleagues to start building your network. Search for interestinggroups, join and listen to the conversation. If someone asks a question and youknow the answer speak-up.Facebook – http://facebook.comOriginally started as social network at Harvard, Facebook has grown to over 500million members worldwide. It’s a great resource for family and friends but alsohas a business element. Business pages can be utilized by both hospitals andprivate practitioners.Google Profile – your own free personal profile on Google so when people “google” yourname you can be found and they can see relevant information about you andwhat you do professionally. If you don’t have a web site or blog this is a “musthave” so you show up in search results. Google is in the process of enriching thefeatures of “Profiles” so they will evolve and become more important.Website – http://youoryourcompany.comA website is the most important item for your hospital or business in a “searchdriven” world. Websites are no longer brochure displays but interactiveinformation resources that constantly evolve. To compete you have be there soyou can be found.Blog – http://blog.yourwebsite.comBlogging is the best way to publish new, relevant and compelling content tokeep your website fresh. A good blog can also be your professional web site aswell. Content can be original articles you write as well as links to other blogs,articles, news stories and videos that are relevant.Google Reader – A Listening Tool – Reader is a way to “listen” to what’s going on. Set up a Google Readeraccount and use search terms that are relevant to your area of expertise.Subscribe to relevant blogs. Create RSS feeds from Twitter and other sources.What’s an RSS feed? It’s an online subscription to content that updates itself.You tell it what you are interested in and it brings you the content. Here’s atutorial that explains Reader, – Follow, Relate, Chat, Listen and More – http://twitter.comTwitter is a micro-blogging platform that you use to publish short messagescalled “tweets” to people who follow you. A “tweet” can be no longer than140Social Media – TXFNCE11 6
  • 7. characters. Twitter can be used effectively as a marketing and promotional toolbut it also can be used as a “listening” tool using Twitter Search. I use Twitter topromote blog posts, share interesting links and to search conversations thatmention important key words.To search Twitter, go to Enter various keywords orsearch terms to see what’s being talked about. If you find a particular searchthat produces good results you can set up an RSS feed in Google Reader tohave this information automatically updated and put in your Reader.Within Twitter you will see the “#” next to various words or acronyms. This iscalled a hashtag and identifies a specific topic. As an example the hashtag fordietitians is #dietitian. Other hashtags of interest are #diabetes; #diet; and#nutrition. The hashtag for this year’s conference is #TXFNCE11. There’s also ahashtag for Social Media in healthcare #hcsm as well as a hashtag forhealthcare marketers #hcmktg.To find people to follow visit Search using the tag“dietitian” and you will get a list. There are currently only 105 people listed asdietitians on so there is a big opportunity for exposure here. Youcan also do a general search in Twitter for broader results.SlideShare – A Presentation Sharing Site – http://slideshare.netSlideShare is a free hosting/sharing service for PowerPoint presentations andWhite Papers or eBooks. Create a profile and upload your best presentationsand relevant documents. To learn more go to - A Photo Sharing Site – http://flickr.comPost relevant photos of events, networking activities, trade shows, success storiesand other important activities here and link them back to your Google Profile,Website or Blog. Take photos at every event and post so others can see howactive your organization is. This is a great recruiting tool.YouTube – A Video Sharing and Hosting Site - http://youtube.comYouTube is the largest video sharing site on the Web and the second largestsearch engine. Think YouTube is only for laughing babies and crazy cat videos?Video is an important information-gathering tool for C-level executives (CFOs,CEOs, etc), particularly for those under 50. That’s right: “streaming video,Webcasts, and similar formats are increasing in prevalence, especially amongexecutives under 50,” according to “The Rise of the Digital C-Suite: HowExecutives Locate and Filter Business Information,” a survey by Forbes Insight inassociation with Google.Social Media – TXFNCE11 7
  • 8. Here are some interesting survey results:  33% of those under 50 said they view work-related videos daily on business-related websites  27% of senior executives under the age of 50 cite Web video as their preferred format for information gathering  24% of all C-suite respondents surveyed indicated a preference for video  23% of those under 50 go daily to YouTube for work-related videosNewsletterA great way to provide information and announce activities or events. This isusually done using a service provider that maintains your lists, keeps you legal,helps you format your newsletter and handles distribution for a monthly fee.StumbleUpon – A Sharing Site – http://stumbleupon.comStumbleUpon helps you discover and share great websites. A user applet letsyou “stumbleupon” or bookmark a web site that can be shared. A search for“dietitian” turned up 2,541 results.Delicious – A Sharing Site – http://delicious.comThis is a bookmaking site. If you find an interesting web page or article and youwant to be able to find it again simply copy the URL into your Delicious account,tag it and you can return to it any time. A search for dietitians produced 1007bookmarks, Registered Dietitian only 118.White Papers and eBooksWhite Papers and eBooks are an excellent way to get your message out. Writean eBook that addresses a problem your patients or clients face and post iteverywhere. Here are links to expert sources on how to write white papers andeBooks as well as two very popular eBooks:     , also called discussion groups, are websites where people go to askquestions, look for answers and find like minded people to chat with. Forums willusually turn up in Google search results. Find the Forums that relate to yourspecialty. Visit and contribute. Solid contributions will help position you as anexpert and help with networking and link building.Social Media – TXFNCE11 8
  • 9. Sources on Social Media and Inbound MarketingHubspot – This company provides web hosting and expert in-bound marketinginformation. I’m a customer. and Iencourage you to subscribe to their blog for lots of valuable information.Social Media Examiner is all about Social Media. – - A blogger who tracks and reports onthe use of Social Media by and for business. Mostly consumer but helpful.David Scott Meerman – Social Media Expert and one of the early pioneers onthe topic. Author and speaker – http://webinknow.comHealthcare Marketing: Making the Case for Social Media – Blog Article Media Talking Points a blog article by Ed Bennett on his Social Mediatalking points in his hospital Free eBooks on Social Media Reading 1. Inbound Marketing: How to Get Found Using Google, Social Media and Blogs by Brian Halligan, Dharmesh Shah 2. The New Rules of Marketing and PR – by David Meerman Scott 3. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley and C. C. Chapman. 4. Get Seen: Online Video Secrets to Building Your Business by Steve Garfield 5. UnMarketing: Stop Marketing. Start Engaging by Scott StrattonSocial Media – TXFNCE11 9
  • 10. Now What?Just thinking about this stuff might give you a headache. It may seemoverwhelming and impossible. Where to start? Begin by doing the simple things.This is a marathon not a sprint. It’s about building an online presence.First Things First  Join Facebook if not already involved and search for Groups within Facebook to join and “listen”. Look for your friends.  Join LinkedIn and begin connecting with your co-workers and their connections. Join several groups to “listen”.  Create a Gmail account on Google and use Google Reader to begin “listening” and reading. Seek out other dietitians who blog and observe.  Get a free Twitter account and follow relevant people and hashtags.  Do Google searches on “in-bound marketing” and find bloggers or websites to follow.  Visit YouTube and look for relevant videos.  Visit to see what hospitals are doing.  Take an inventory of all of your writings, articles, presentation, photos, etc., and see where they can be posted or published.Once you feel comfortable begin spreading your wings, comment, create andpublish content, engage the masses so you can be found. You don’t have todo everything but make sure what you do, you do well. As you try new things,stick with what works. If I can answer any questions or help you please call meat 214-783-1930 or email at Chuck JonesI am currently the EVP for Sales and Marketing at Synergy Broadcast Systems inAddison, TX. I write a blog at called VideoApplications that covers video use in education, healthcare, government,cable and other relevant markets. I’ve been interested in the Internet since itbegan and launched our first web site in 1994. I began using Social Mediaabout five years ago as a blogger and expanded our use to video, Twitter,Facebook and many of the tools discussed here. You can find me here: Media – TXFNCE11 10