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Deakin social media presentation may 2013


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Social media presentation to nutrition and dietitian students

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Deakin social media presentation may 2013

  1. 1. Teri LichtensteinTwitter handle: TerilichtenA Whole New World ofSocial Dietetics#HSN752
  2. 2. • University: industry preference over clinical• 2000: Catering manager buttering bread rolls at6am!• 2001: Diabetes Australia volunteer• 2001-2005: The Food Group Australia• 2002-2003: Diploma in nutrition marketing, SportsDietitian Accreditation• 2005-2009: Brand management and marketingexperience and training• 2009-2010: maternity leave• 2011: new role and new direction
  3. 3. What is Social Media?
  4. 4. Social Media is aconversationSupported by online tools
  5. 5. like these…
  6. 6. The important thing is SocialMedia is the real people who use itand their social interactions.
  7. 7. You can tailor information to your needsand find people...........who like what you stand for in yourbusiness and your life..........who may spread your word for you...........for very little costBuild your reputation!
  8. 8. Social Media in Australia
  9. 9. Source: comScore Feb 2011
  10. 10. Source: comScore Feb 2011
  11. 11. A twitter follow is themost loyal explicitexpression of loyalty andinterest online. A followdoesn’t just confirm anexisting affinity, itincreases purchase intentand the willingness tolisten
  12. 12. Twitter Global Stats:
  13. 13. 15The world’s events happen on Twitter
  14. 14. TwitterOsama bin laden death – 3,440 tweets per second!
  15. 15. 17Twitter is a platform based oninterests, not demographics
  16. 16.•@BHF created “Hard and Fast”campaign•Promoted tweets to drive usersto watch video online beforeTV•#hard-and-fast•Pre-populated message toeasily share with followers•Promoted tweets continuedonce on TV to amplifycampaign message
  17. 17. Top 10 Reasons Why I Probably AM Following You on Twitter:• You make me laugh.• You make me think.• Youve changed my mind.• Youve sent me places online, pointed me to articles and blogposts andprovided resources I might not have found as quickly on my own.• Youve cheered me on when Im excited about something.• Youve helped me promote something thats important to me (a blogpost,a contest, a cause, a friend).• Youve told me when you think Im wrong.• Youve argued with me, respectfully.• Youve taught me something.• You make me feel like Im a part of something global.
  18. 18. Twitter terminology• FEED – the main item you see when logged into yourtwitter account. List of tweets of people you follow• TWEET – message you send out . Maximum 140characters, including photos and weblinks (use toshorten links)• RT- retweet. Sharing a tweet created by someone else.Can RT original or with added comments.• @MENTION – using someone’s Twitter handle in a Tweetso it links back to their account• #HASHTAG using # before a word makes it a clickablesearch term in Twitter• DM – Direct Message. Twitter’s non-publiccommunication channel.• Twitter chat / Tweetchat – designated time for people todiscuss a topic using a hashtag to join conversation.
  19. 19. Twitter terminology
  20. 20. Tea break• Set up your own twitter account• Recommend: use your name• Tweet using #HSN752At home• Personalise a custom twitter background• Follow colleagues, mentors, industry experts• Secure your preferred name / handles on a range of accounts• Listen and participate in the conversation
  21. 21. LinkedIn Global StatisticsMore than 150 million members worldwideTop 3 countries are USA, India and UK (Australia 5th)41% female, 59% maleOver 4 million users in Australia (19% penetration)A new user joins every secondLinkedIn Contacts – mobile service for maintaining relationships
  22. 22. Power of Blogs
  23. 23. Largest bloggers’ network with more than200k bloggers and 500k social mediausers.Collection of blogs written by registereddietitians. Trusted nutrition adviceOnline cookingcommunity voted tohealth, deliciousrecipesFood photos bybloggers of healthyfood (dietitiansonly)
  24. 24. Follow me on Twitter@shift_the_focus
  25. 25. Dietitian Bloggers in
  26. 26. British Nutrition Foundation
  27. 27. What is Instagram?
  28. 28. Instagram Facts
  29. 29. What is Pinterest?
  30. 30. “Succeeding on Pinterest is about findinghow your products or services fit into thelifestylesof your target audience”
  31. 31. Mobile is here now…2013:smartphonesales overtakePC sales50%: of all newconnections arenow mobile70%: number ofAU mobile userswith asmartphone2014: numberof mobileinternet usersexceed desktopinternet users600%: growth ofmobile users payingfor goods or serviceson their mobilephones from 2009 to201450X: more searcheson smart phones thanWAP phones
  32. 32. Phones aren’t just Phones• 79% access information online• 76% visit websites or search online• 72% use mobile for entertainment• 69% email on their mobile• 42% bought products online• 31% check email on their phone at least 5 times a day• 25% visit websites on their phone at least 5 times a day• 17% use mobile to buy things at least once per weekSource: 2012 Australian mobile phone lifestyle index
  33. 33. The Mobile Apps Explosion• Over 5 billion iTunesapps downloads andcounting•Average android userdownloads 40 apps•25% of iPhone &Android users spend 2hours per day in apps•GS1 Go Scanrecently launched inAustralia
  34. 34. First Aid
  35. 35. Kraft iFood Assistant
  36. 36. Diabetes
  37. 37. Weight Watchers Mobile
  38. 38. Food Industry
  39. 39. Now it’s your turn
  40. 40. Social SuccessYou are a qualified dietitian working in a community centre and want topromote an upcoming healthy cooking classHow can social media help you promote this event?• Post on Facebook and ask friends to share.• Tweet about event• University blog – invite students to volunteer• Recipes on Youtube (with permission from centre)• At event, refer patients back to video• Position yourself as the ‘go to’ person within your community for accurateand practical nutrition information
  41. 41. Risky BusinessStudent dietitian on a rural placement was feeling isolated and overwhelmed.One night she had a rant on Twitter about how much she hated herworkplace.What are the flow on effects and is her behaviour “socially acceptable”?• Someone at the hospital follows this student on Twitter and read herpublic tweet. His mother had attended an outpatient clinic with the samestudent that day. He retweeted her tweet to his colleagues and expressedhis dismay at the student’s attitude• The next day many other colleagues had read this tweet and weregossiping about this student. One of the staff made a formal compliant toher supervisor.
  42. 42. Social SuccessA dietitian involved in a clinical research trial is struggling to get subject’sto enrol. She is looking for new mothers that had Gestational Diabetesduring their pregnancy. She advertised in major and local papers withlittle success.What social channels can she tap into to generate enrolments? How wouldshe go about this• Create a Twitter list of people with popular “mummy” blogs with lots offollowers• Form a rapport by commenting and listening to blogs• Once rapport established, approach blogger and explain research project(WIIFM)• Blogger wrote a post about prevalence of gestational diabetes andincluded call to action for people to sign up to trial
  43. 43. Risky BusinessDietitian on way to work one morning stopped at hr local newsagent in ashopping centre. She took a “happy snap” on her iPhone of the queue ofpeople at the nearby fast food counter and posted to her Face book pagewith the message “it’s not even 8am and look at the huge number ofpeople eating fried food.”.Is there anything wrong with doing this? What could happen? Have you takena similar photo in public and shared via social media?• Photo on phone was fuzzy but when enlarged on a computer faces couldbe identified. A facebook friend of the dietitian recognised her neighbourin the queue and tagged the photo with her full name, Jane Smith.• Jane (lawyer) was not happy as she was merely buying a coffee and tookgreat pride in her health and fitness. She write a stern letter to thedietitian threatening a defamation case.
  44. 44. 7 Ways to Make the Right StartBeing More Social
  45. 45. 1. Be confident in your expertise1. Be confident in your expertise
  46. 46. 1. Listen up….1. Listen up….Visit a go at searching for key words,it works just like Google!Think about what types of thingspeople would be saying...Some ideas:1.“dietitian”2.“nutrition for X”3.Health condition
  47. 47. ........before you cheep
  48. 48. 3. Be transparent, honest, evidence based3. Be transparent, honest, evidence based• Blog with integrity• Respect copyright,provide links, citesources• Disclose all marketingrelationships• Include section onyour blog, profiles
  49. 49. 4. Expand your networks –nutrition & beyond
  50. 50. @EmmaStirling please add me to dietitians-down-under
  51. 51. 5. Collaborate with globalcolleagues@NutritionBlogs
  52. 52. 6. Define what’s private, but give aslice of life
  53. 53. 7. Pay it forward
  54. 54. Resources• Dialing into the digital age: guidance on social media fordietitians (DAA website)• Legal risks of social media: what dietetics practitionersneed to know (Journal Academy Nutrition and Dietetics)• Mashable – the world’s source for social media news.••• - blogging tips
  55. 55. The sit down social test• I have uploaded a photo ofmyself to a website• I have a Twitter account• I have bought or sold on ebay• I have posted a video on Youtube• I have commented on a blog post• I take photos of my food andupload to Instagram• I have used the internet to find adate• I broke up with my internet datevia Twitter or Facebook
  56. 56. Twitter @TerilichtenPinterest @tezzaInstagram @terilichtensteinLinkedIn Terilichtenstein