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Communicating Through Social Media: Essential for RD's


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Registered Dietitians learn how to create a social media strategy to effectively and efficiently use social media to benefit your professional career and business and create opportunities for success.

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Communicating Through Social Media: Essential for RD's

  1. 1. Communicating Through Social Media: Essential for RD’s May 13, 2011 Presented at the New Jersey Dietetic Association 79th Annual Meeting Elisabeth D’Alto, RD D’Alto Nutrition, LLC a nutrition communications and consulting company www. daltonutrition .com Presentation  2011 D’Alto Nutrition, LLC
  2. 2. Learning Objectives <ul><li>Understand how the Internet has shifted towards Web 2.0, an interactive means of communication </li></ul><ul><li>Understand how to use Social Media efficiently and effectively by creating a Strategic Plan </li></ul><ul><li>Learn how to create opportunities for your career and business through Social Media </li></ul>
  3. 3. Web 1.0 > Web 2.0 <ul><li>The Internet has evolved dramatically over recent years </li></ul><ul><li>Social Media has exploded. </li></ul><ul><ul><li>We cannot ignore this. </li></ul></ul><ul><li>We must adapt to change and grow with it, instead of fear the unknown. </li></ul>
  4. 4. Traditional Media vs. Social Media <ul><li>TV </li></ul><ul><li>Newspaper </li></ul><ul><li>Magazines </li></ul><ul><li>Newsletters </li></ul><ul><li>Brochures </li></ul><ul><li>Radio </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Linked in </li></ul><ul><li>You Tube </li></ul><ul><li>Websites </li></ul><ul><li>E-zines </li></ul><ul><li>And many more! </li></ul>
  5. 5. Web 1.0 vs. Web 2.0 <ul><li>One Way </li></ul><ul><li>Authoritarian </li></ul><ul><li>Passive </li></ul><ul><li>Static </li></ul><ul><li>Closed </li></ul><ul><li>Two Way </li></ul><ul><li>Democratic </li></ul><ul><li>Active </li></ul><ul><li>Dynamic </li></ul><ul><li>Collaborative </li></ul>
  6. 6. Basic Communication Model <ul><li>Communication Model </li></ul><ul><ul><ul><li>Listen </li></ul></ul></ul><ul><ul><ul><li>Create and transmit message </li></ul></ul></ul><ul><ul><ul><li>Get Feedback </li></ul></ul></ul><ul><ul><ul><li>Repeat with Changed Behavior </li></ul></ul></ul><ul><ul><li>This is our basic structure of communication, no matter which method we choose. (traditional media or social media) </li></ul></ul>
  7. 7. Social Media Takeover <ul><li>WEB 2.0…aka Social Media Takeover </li></ul><ul><li>Now, it’s a place where people communicate and have conversations </li></ul><ul><li>Constant stream of communication </li></ul><ul><ul><li>24/7/365 </li></ul></ul><ul><li>Expect Feedback (both positive and negative) </li></ul>
  8. 8. Quote by Nadine Fisher, MS, RD/LD Entrepreneur and Web Developer <ul><li>“ Social Media provides you the ability to self publish and promote yourself, your products, and your thoughts in real time to literally millions of people who can respond back.” </li></ul>
  9. 9. 2011 Social Media Marketing Industry Report <ul><li>Released April 2011 </li></ul><ul><li>Sponsored by Social Media Examiner </li></ul><ul><li>By: Michael A. Stalzner </li></ul><ul><li>About how marketers are using social media to grow their businesses </li></ul>
  10. 10. 2011 Social Media Marketing Industry Report <ul><li>Top Benefits of Social Media </li></ul><ul><ul><ul><li>#1 Advantage is… Generating more business exposure </li></ul></ul></ul><ul><ul><ul><li>#2 Increased traffic </li></ul></ul></ul><ul><ul><ul><li>#3 Improved search rankings </li></ul></ul></ul><ul><li>Other Benefits of Social Media </li></ul><ul><ul><li>Improved Sales </li></ul></ul><ul><ul><li>New business relationships </li></ul></ul><ul><ul><li>Generates qualified leads for opportunity </li></ul></ul><ul><ul><li>Reduce overall marketing expenses </li></ul></ul>
  11. 11. 2011 Social Media Marketing Industry Report <ul><li>Top Social Media Tools (in that order) </li></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Linked In </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul>
  12. 12. 2011 Social Media Marketing Industry Report <ul><li>Age Factor </li></ul><ul><ul><ul><li>People aged 20-29 spend more time than any other age group using social media marketing followed by 30-39 year olds. </li></ul></ul></ul><ul><ul><ul><li>There is a direct relationship b/w age and time spent on social media. </li></ul></ul></ul>
  13. 13. 2011 Social Media Marketing Industry Report <ul><li>Time Commitment </li></ul><ul><ul><ul><li>The majority of marketers (58%) are using social media 6 hours or more each week. </li></ul></ul></ul><ul><ul><ul><li>More than 1/3 (34%) are using it 11 hrs or more/week </li></ul></ul></ul><ul><li>Video Marketing </li></ul><ul><ul><ul><li>77% of marketers plan on increasing their use of You Tube and video marketing </li></ul></ul></ul><ul><li>The Learning Curve </li></ul><ul><ul><ul><li>70% of marketers want to learn more about Facebook </li></ul></ul></ul><ul><ul><ul><li>69% of marketers want to learn more about Blogging </li></ul></ul></ul>
  14. 14. 2011 Social Media Marketing Industry Report <ul><li>High Value on Social Media </li></ul><ul><ul><li>90% of marketers indicate that social media is important for their business </li></ul></ul>
  15. 15. “The New Phone” <ul><li>Think about it… </li></ul><ul><ul><li>No longer are people calling up </li></ul></ul><ul><ul><li> ‘ 1-800-customer service’ </li></ul></ul><ul><ul><li>They go right on their computers and post their feelings about a certain product or company online. For ALL to see, without giving the company a chance to defend themselves. </li></ul></ul>
  16. 16. Social Media <ul><li>Brings ‘word of mouth’ to a whole new level </li></ul><ul><li>Things can go viral in a matter of minutes (even seconds) on the internet. </li></ul><ul><li>Remember: </li></ul><ul><li>Better not to participate, than participate, and do a ‘so-so’ job </li></ul><ul><li>It’s a commitment to build and defend your brand. </li></ul>
  17. 17. Social Media Monitoring <ul><ul><li>Social Monitoring is VERY important. </li></ul></ul><ul><ul><li>Is anyone (current/potential clients) talking about you? your business? Your competition? The industry? </li></ul></ul><ul><li>And it gives you a chance to correct what is wrong </li></ul><ul><li>Many tools available now for Social Media monitoring to help companies monitor conversations about products, competitors, and the industry. </li></ul>
  18. 18. Social Media Strategic Plan
  19. 19. Four Steps <ul><li>Create a Social Media Strategy </li></ul><ul><li>Build Relationships </li></ul><ul><li>Deliver Great Content </li></ul><ul><li>Be Consistent and Follow Through </li></ul>
  20. 20. Create a Social Media Strategy <ul><li>A “Social Media Strategic Plan” is a MUST </li></ul><ul><li>Ask yourself… </li></ul><ul><ul><li>What are your goals for becoming involved in Social Media? </li></ul></ul><ul><ul><ul><li>(Ex. -Use social media to increase exposure and reach target audiences) </li></ul></ul></ul>
  21. 21. Quote by Cheryl Toner, MS, RD President, CDT Consulting, LLC <ul><li>“ A Strategic Plan for your business and your career (even if you are an employee) is critical. Ask yourself where do you want to be in 5, 10, 20 years? And Social Media should be a part of that.” </li></ul>
  22. 22. Goals of Social Media Strategy <ul><li>Generate awareness </li></ul><ul><ul><li>Put yourself out there and have people talking about you </li></ul></ul><ul><li>Build Loyalty among customers/clients </li></ul><ul><ul><li>Have them trust you and come back to your business, good referral source as well </li></ul></ul><ul><li>Driving Sales </li></ul><ul><ul><li>Generate business $$$$ </li></ul></ul>
  23. 23. Social Media Marketing Tool <ul><li>Ask yourself: </li></ul><ul><ul><li>What do I want to accomplish? </li></ul></ul><ul><ul><li>Who is my target audience? </li></ul></ul><ul><ul><li>Where is my target audience? </li></ul></ul><ul><ul><li>How do I plan to reach them? </li></ul></ul><ul><ul><li>Facebook and Twitter are the most effective methods for reaching customers/clients </li></ul></ul><ul><ul><li>(and FREE!) </li></ul></ul>
  24. 24. #1 Facebook (founded in 2004) <ul><li>Central hub of all social media </li></ul><ul><li>Most visited and active social media networking venue </li></ul><ul><li>550 M + users on a global basis! </li></ul><ul><li>> 700,000 local business have FB </li></ul><ul><li>50% active users log on every single day </li></ul>
  25. 25. #2 Twitter (founded in 2006) <ul><li>Tweets - 140 characters or less </li></ul><ul><li>Constant stream of communication available to the public </li></ul><ul><li>175 M users </li></ul><ul><li>Averages 50 M tweets everyday </li></ul><ul><li>2-3 new accounts are created every second </li></ul><ul><li>Tweetlater - set up scheduled tweets in advance </li></ul><ul><ul><li>You can use Twitter to drive traffic to your other social media accounts </li></ul></ul><ul><ul><ul><li>(ex. TweetDeck) </li></ul></ul></ul>
  26. 26. #3 Linked In (founded in 2002) <ul><li>Great networking tool, tailored more for the business professional </li></ul><ul><li>It’s another source of free marketing </li></ul><ul><li>Only can link up if you have a mutual acquaintance or a connection </li></ul>
  27. 27. Professional Networking and Linked In <ul><li>This can help to grow your business because you are making connections with others who may make referrals to you once they trust you, understand you. </li></ul><ul><li>They will do this by visiting your other social media platforms. </li></ul>
  28. 28. Search Engine Rankings <ul><li>Social media profiles, (like Facebook, Twitter, and Linked in) rank high with major search engines </li></ul><ul><li>Google yourself, and see what pops up first </li></ul>
  29. 29. #4 Blogging <ul><li>Blogging helps build your brand </li></ul><ul><li>Over 200 M blogs and >50% post daily </li></ul><ul><li>~1/3 of bloggers post opinions about brands </li></ul><ul><li>Choose a platform (wordpress, blogger) </li></ul><ul><li>Helps increase visibility </li></ul><ul><li>Blog 3x/week, or be consistent in whatever amount you choose </li></ul><ul><li>Best time of day to update posts either </li></ul><ul><ul><li>6:30 - 8:30 AM or 8:00 - 10:00 PM (my experience) </li></ul></ul>
  30. 30. You Tube (founded in 2005) <ul><li>4th most visited site on the Internet </li></ul><ul><li>#2 search engine on the web (Google is #1) </li></ul><ul><li>Video Marketing is on the rise </li></ul><ul><ul><li>Be the nutrition expert </li></ul></ul><ul><ul><li>Share your knowledge and expertise </li></ul></ul><ul><ul><li>Give people a taste of what you have to offer </li></ul></ul><ul><ul><li>Create a mini-commerical about “You” or “Your Company” (a sound bite) </li></ul></ul>
  31. 31. Website <ul><li>Very important to be visible on the web </li></ul><ul><li>Provide an “About Me” page, “Contact” page, “Services” page, etc… </li></ul><ul><li>After people see your social media platforms, they will go to your website for more info. </li></ul><ul><li>Then take business to another medium to close business (phone, email, in person meeting) </li></ul>
  32. 32. Quote from Christine Palumbo, MBA, RD <ul><li>“ Enjoy a social media balanced diet of Facebook, Twitter, Linked In, blogs and whatever the “next big thing” is. Participate in all of them but, do not neglect your “real” personal relationships.” </li></ul>
  33. 33. Building Relationships
  34. 34. Build Relationships <ul><li>Social Media can help businesses build trust with customers/clients </li></ul><ul><li>It gives a place for customers to talk back (remember web 2.0…) </li></ul><ul><li>If they trust you, understand you, know you, then they will buy from you </li></ul><ul><li>Social Media is about creating a conversation about your brand </li></ul>
  35. 35. Build Relationships <ul><li>Take the message directly to consumers (engage them in conversation directly) </li></ul><ul><li>Build trust by adding value to the community consistently </li></ul>
  36. 36. Build Relationships <ul><li>Find new customers through friends/family </li></ul><ul><li>Do not neglect your personal social media platforms either </li></ul><ul><li>These too can be potential avenues that drive business to your company </li></ul><ul><li>It’s a great referral source too </li></ul>
  37. 37. Deliver Great Content
  38. 38. Deliver Great Content <ul><li>Content is king when it comes to Social Media </li></ul><ul><li>Keep it timely and relevant </li></ul><ul><li>Important to reach customers wherever they are </li></ul><ul><li>Consumers have 24/7 access to Social Media via cell phones. Be sure they can access your info via mobile phone. </li></ul>
  39. 39. Deliver Great Content <ul><li>Keep content professional and avoid mistakes </li></ul><ul><li>Biggest fault of the internet - “once it’s out there, IT IS out there.” </li></ul><ul><ul><ul><li>Google Never Forgets…. </li></ul></ul></ul><ul><li>Always post to strengthen your brand </li></ul>
  40. 40. Controversy - Good or Bad? <ul><li>It’s good to take a stand on a topic and be controversial ONLY if you are truly passionate about that topic </li></ul><ul><li>Do NOT stir the pot for no reason </li></ul>
  41. 41. Deliver Great Content <ul><li>Advice to RD’s - </li></ul><ul><li>Sign up for ADA Daily News, several newsletters, listservs, e-zines, and other daily news listings. </li></ul><ul><li>This is where you pull your content from. </li></ul><ul><li>What is going on in the world today, see what the trends are, what are people talking about </li></ul><ul><li>Use this information as conversation starters for your social media platforms </li></ul>
  42. 42. Quote from Ellie Krieger, MS, RD <ul><li>“ Being part of SM is essentially like having your own show. You are communicating thru mass media and reaching many people, and your audience has chosen to tune in to “your channel.” </li></ul>
  43. 43. Be Consistent and Follow Through
  44. 44. Be Consistent and Follow Through <ul><li>Use your social media platforms consistently </li></ul><ul><li>Don’t start it and forget it </li></ul><ul><li>This is a commitment </li></ul><ul><li>Follow through or your brand looks less credible </li></ul>
  45. 45. Be Consistent and Follow Through <ul><li>Be consistent in branding </li></ul><ul><li>Consumers get bombarded with millions of messages and advertisements daily </li></ul><ul><li>Keep your message clear to help it break through the clutter </li></ul><ul><li>Ask yourself: Why should they remember ME? </li></ul>
  46. 46. Be Consistent and Follow Through <ul><li>Studies suggest that people need to hear companies name at least 7 times before they trust and respect it enough to become a customer </li></ul><ul><ul><li>7 times! </li></ul></ul><ul><ul><li>So be consistent in your social media activity so people will see you themselves and then also hear about you from others </li></ul></ul>
  47. 47. Strategy: Check out Competition <ul><li>Do your research </li></ul><ul><li>What is my competition doing? </li></ul><ul><li>Who is my competition? </li></ul><ul><li>Where are they on the internet? </li></ul><ul><li>How often do they update their social media platforms? </li></ul><ul><li>What are their “fans” saying? (FB) </li></ul>
  48. 48. Creating Opportunities for YOU
  49. 49. Quote by Dawn Jackson Blatner, RD, CDDS, LDN <ul><li>“ Linked In, Facebook, and Twitter have all allowed me to easily connect with people and companies that would have been nearly impossible for me to do before.” </li></ul>
  50. 50. Raising Brand Visibility <ul><li>People need to be aware that you exist </li></ul><ul><li>Follow up with people who leave comments to you on Facebook, Linked In, Twitter </li></ul><ul><li>Write back and start a conversation. </li></ul><ul><li>Then move it to another medium for the potential business transaction (phone, email, in person meeting) </li></ul>
  51. 51. Create the Conversation <ul><li>Social Media conversations can help to grow your business </li></ul><ul><ul><li>Maybe not directly but definitely indirectly </li></ul></ul><ul><ul><li>Helps with customer retention (if you are talking to your customers and answer their questions, then they will come back to your site) </li></ul></ul>
  52. 52. Quote by the Nutrition Twins <ul><li>“ Food companies that we have relationships with look to team up with us to help disseminate their messages by posting on our Facebook and Twitter accounts.” </li></ul>
  53. 53. Sorting Fact from Fiction <ul><li>Ask yourself these questions… </li></ul><ul><ul><li>Are you willing to let misinformation multiply? </li></ul></ul><ul><ul><li>Is the debate winnable? </li></ul></ul><ul><ul><li>Can you offer credible information in quick bites? </li></ul></ul><ul><ul><li>Do you support other credible voices? </li></ul></ul><ul><ul><li>Do you document your position or stand on a given topic? </li></ul></ul>
  54. 54. Separate Yourself from the Crowd <ul><li>How do you distinguish yourself from the NON-RD’s out there giving out nutrition information? </li></ul><ul><li>Flaunt your credentials and expertise. </li></ul>
  55. 55. Quote by Jean Caton, MS, MBA, RD <ul><li>“ Networking with ideal client prospects via SM is a must! </li></ul><ul><li>“ The non-RD food, nutrition, fitness services are very successfully carving out their “expert” status in the eyes of consumers via SM.” </li></ul><ul><li>“ Turn your virtual connections into clients and income.” </li></ul>
  56. 56. Who is the “real” expert? <ul><li>YOU. </li></ul><ul><li>(the RD) </li></ul>
  57. 57. Quote by Maye Musk, MS, RD <ul><li>“ Being out there is all that counts.” </li></ul><ul><li>“ Be everywhere.” </li></ul><ul><li>“ I believe that blogging, having a website, and participating in social media all increase your changes of being found.” </li></ul>
  58. 58. Be Everywhere <ul><li>Be the nutrition expert </li></ul><ul><li>Visit other forums and participate in Q&A’s </li></ul><ul><li>For example, forums for people who enjoy cooking, weight loss support groups, food allergy groups, diabetes groups, the list goes on and on </li></ul>
  59. 59. Networking is Key <ul><li>Do not just network within our profession because guess what?… </li></ul><ul><ul><ul><li>That’s your competition! </li></ul></ul></ul><ul><li>Network with other professionals (doctors, chiropractors, dentists, endocronologists, podiatrists, etc…) </li></ul><ul><li>They are the ones who will refer their clients to you. </li></ul>
  60. 60. Remember… <ul><li>Social Media can help your business grow if you: </li></ul><ul><li>Build Trust with Clients </li></ul><ul><li>Create and Maintain Your Brand </li></ul><ul><li>Provide Relevant Content </li></ul><ul><li>Reach Your Target Audience </li></ul><ul><li>Follow Through on Promises </li></ul>
  61. 61. What’s Next??? <ul><li>Web 3.0 </li></ul><ul><ul><li>Web 3.0 is already out there - smartphone apps, mobile websites, and text campaigns </li></ul></ul><ul><ul><li>To come…..Web 4.0? 5.0? </li></ul></ul><ul><ul><ul><li>Next big trend: Video marketing (more use of You Tube among self-employed and small companies) </li></ul></ul></ul><ul><li>Social Media has gone mainstream . </li></ul><ul><ul><li>We have to learn how to use this medium to grow our business by finding opportunities and capitalizing on them. </li></ul></ul>
  62. 62. <ul><li>Thank you! </li></ul><ul><li>Questions????? </li></ul>