Dietitians in the Digital AgeHow to Seize Social Media To Educate the Public, Build Your Personal Brand and Advance Your C...
@janethelm<br />Facebook.com/janethelm<br />Facebook.com/NutritionUnplugged<br />NutritionUnplugged.com<br />Janet Helm, M...
3<br />#DiabetesRD<br />
1<br />2<br />3<br />Provide a quick overview of                              social media <br />Showcase digital tools an...
OK,DIETITIANS<br /> the digital age is<br />HERE…<br />
6<br />
It’s not  just a bunch of destinations<br />
Social media is a change in expectations.Now: We can the get things we need from one another.<br />Instead of just from tr...
<ul><li>News and new ideas
Products and services
Support and resources
Health information
Nutrition advice</li></ul>Social media is a change in expectations.It’s how: We get the things we need from one another.<b...
How Americans Get Health Information Has Changed<br />61%<br />41%<br />50%<br />Of patients leave a physician’s office un...
How people get nutrition information has changed…<br />11<br />
We No Longer Have a Monopoly as The Nutrition Experts<br />12<br />http://www.flickr.com/photos/thechuck/3008542159/<br />
People Hear Who Talks The Loudest<br />13<br />
14<br />125, 650 followers<br />296, 834 people like<br />
16<br />
Web 1.0 vs. Web 2.0<br />Content is private/closed<br />Content is public/open<br />Established experts<br />Everyone’s an...
The old<br />communications model<br />was a monologue.<br />
Web 2.0 is a<br />DIALOGUE.<br />
Ideals of the Social Web<br />
Web 1.0<br />Static<br />Centrally managed<br />Slow to change<br />Unidirectional<br />Tech-heavy<br />
Web 1.0<br />
Web 2.0<br />23<br />
How can dietitians benefit fromSOCIAL media?<br />
answerquestions,     	be a resource<br />
	CONNECT and                                                                        	network<br />
Attract<br />NEW BUSINESS<br />
T<br />Establish<br />THOUGHT<br />	LEADERSHIP<br />
Build your<br />PERSONAL<br />	BRAND<br />
Personal Branding<br />	The process individuals and entrepreneurs differentiatethemselves and stand out from the crowd by ...
Elevating Your Brand Online<br />Taking control of your <br />Increasing your <br />social equity<br />
38<br />
Create A Google Profile<br />39<br />Your virtual calling card<br />Increase your searchability<br />Control the message<b...
So, Do I Start My Own…<br />
To Blog, Or Not To Blog<br />Think about WHY you want to have your own blog<br />What are your reasons, what’s your end go...
“<br />The main reason to blog is that you have something to say to the world – and you want to see what the world has to ...
200,000,000<br />blogs<br />
There are tons of blogsout there, <br />with tons of voices.<br />
So do your research <br />to explore the other blogs in your space.<br />
And then focus your topic <br />so that you’re the<br />best (or the ONLY) <br />blog in your area.<br />
At this point, you should be able to distill your blog topic into a single short sentence.<br />anELEVATOR<br />pitch,<br ...
No. 1<br />Pick a Topic That’s <br />Uniquely You<br />
Define Your Niche<br />
No. 2<br />Have a Point of View<br />
“<br />	A strong personality. We want food bloggers who are fun, intelligent, opinionated, creative, make us think, and ma...
No. 3<br />Be Newsworthy<br />
No. 4<br />Build Real Relationships<br />
No. 5<br />Make it Easy to <br />Spread the Word<br />
No. 6<br />Be Transparent<br />
Ethical Blogging<br />
71% have greater visibility in their industry<br />63% said clients purchased products and services<br />56% now regarded ...
new business opportunities,                                                                        incremental income<br />
Monetization and Revenue<br />Professional bloggers monetize their blogs via:<br />40% display ads (up from 28% in 2008)<b...
Register Your Domain Name <br />
Choose a Blogging Platform<br />
Study Other Blogs<br />
How Do You Handle It All?<br />73<br />How do you handle it all?<br />
Building Your Follower Base<br />Follow influential people<br />Tweet from events you attend<br />Include helpful links in...
Twitter Tools You Can Use<br />
80<br />
81<br />
So whether you plan toLISTEN, CONNECT or CREATE…<br />
JUMP IN!<br />
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  • And the choices you have on how you interact…it’s endless.There are thousands of social media sites and platformsThere are 85,000 applications of things you can “do” on an iphone alone
  • The size of social media is staggering70MM+ U.S. users on FacebookThat’s 2x the population of California!If Facebook were a country, it would be the world’s fourth largest.
  • Gen Y tends to rely on their network of friends and their recommendations, not traditional ads. &quot;Ads that push a slogan, an image, and a feeling, the younger consumer is not going to go for,&apos;&apos; says James R. Palczynski, retail analyst for Ladenburg Thalmann &amp; Co. Instead, they respond to &quot;humor, irony, and the unvarnished truth.&quot;
  • Dce leadership retreat

    1. 1. Dietitians in the Digital AgeHow to Seize Social Media To Educate the Public, Build Your Personal Brand and Advance Your Career<br />DCE Leadership Retreat<br />April 29, 2010<br />
    2. 2. @janethelm<br />Facebook.com/janethelm<br />Facebook.com/NutritionUnplugged<br />NutritionUnplugged.com<br />Janet Helm, MS, RD<br />Chief Food and Nutrition Strategist, North America<br />Weber Shandwick<br />
    3. 3. 3<br />#DiabetesRD<br />
    4. 4. 1<br />2<br />3<br />Provide a quick overview of social media <br />Showcase digital tools and rules<br />Offer tangible, actionable ideas to help dietitians dive in<br />
    5. 5. OK,DIETITIANS<br /> the digital age is<br />HERE…<br />
    6. 6. 6<br />
    7. 7. It’s not just a bunch of destinations<br />
    8. 8. Social media is a change in expectations.Now: We can the get things we need from one another.<br />Instead of just from traditional institutions -- like media, corporations or the government. <br />
    9. 9. <ul><li>News and new ideas
    10. 10. Products and services
    11. 11. Support and resources
    12. 12. Health information
    13. 13. Nutrition advice</li></ul>Social media is a change in expectations.It’s how: We get the things we need from one another.<br />Instead of just from traditional institutions, like media, corporations or the government. <br />
    14. 14. How Americans Get Health Information Has Changed<br />61%<br />41%<br />50%<br />Of patients leave a physician’s office unsure of what they were told.<br />Of them read about other’s medical experiences on social websites or blogs.<br />Of Americans go online to research health information<br />We look for health information for ourselves online and for each other. Half of all health searches are on behalf of someone else. And two-thirds of us talk with someone else about what we find online.<br />The Social Life of Health Information, Pew Internet and American Life Project, 2009<br />
    15. 15. How people get nutrition information has changed…<br />11<br />
    16. 16. We No Longer Have a Monopoly as The Nutrition Experts<br />12<br />http://www.flickr.com/photos/thechuck/3008542159/<br />
    17. 17. People Hear Who Talks The Loudest<br />13<br />
    18. 18. 14<br />125, 650 followers<br />296, 834 people like<br />
    19. 19.
    20. 20. 16<br />
    21. 21. Web 1.0 vs. Web 2.0<br />Content is private/closed<br />Content is public/open<br />Established experts<br />Everyone’s an expert<br />Companies/brands in control<br />Consumers in control<br />Web sites are aboutself-expression <br />(one-way conversation)<br />Blogs are about engagement (two-way conversation)<br />17<br />
    22. 22. The old<br />communications model<br />was a monologue.<br />
    23. 23. Web 2.0 is a<br />DIALOGUE.<br />
    24. 24. Ideals of the Social Web<br />
    25. 25. Web 1.0<br />Static<br />Centrally managed<br />Slow to change<br />Unidirectional<br />Tech-heavy<br />
    26. 26. Web 1.0<br />
    27. 27. Web 2.0<br />23<br />
    28. 28.
    29. 29. How can dietitians benefit fromSOCIAL media?<br />
    30. 30. answerquestions, be a resource<br />
    31. 31. CONNECT and network<br />
    32. 32. Attract<br />NEW BUSINESS<br />
    33. 33. T<br />Establish<br />THOUGHT<br /> LEADERSHIP<br />
    34. 34. Build your<br />PERSONAL<br /> BRAND<br />
    35. 35. Personal Branding<br /> The process individuals and entrepreneurs differentiatethemselves and stand out from the crowd by identifying and articulating their unique value proposition…and then leverage it across platforms with a consistent message and image to achieve a specific goal.<br />“To be in business today, our most important job is to be head marketer for the brand called You.”<br />-- Tom Peters<br />
    36. 36.
    37. 37.
    38. 38.
    39. 39.
    40. 40.
    41. 41. Elevating Your Brand Online<br />Taking control of your <br />Increasing your <br />social equity<br />
    42. 42. 38<br />
    43. 43. Create A Google Profile<br />39<br />Your virtual calling card<br />Increase your searchability<br />Control the message<br />Promote links to your blog, social networking platforms<br />
    44. 44. So, Do I Start My Own…<br />
    45. 45. To Blog, Or Not To Blog<br />Think about WHY you want to have your own blog<br />What are your reasons, what’s your end goal?<br />Do you have something unique to say?<br />Are you willing and able to say it?<br />Are you willing to be challenged and criticized?<br />Are you able and willing to dedicate the time and resources?<br />
    46. 46. “<br />The main reason to blog is that you have something to say to the world – and you want to see what the world has to say back.<br />”<br />
    47. 47. 200,000,000<br />blogs<br />
    48. 48. There are tons of blogsout there, <br />with tons of voices.<br />
    49. 49. So do your research <br />to explore the other blogs in your space.<br />
    50. 50. And then focus your topic <br />so that you’re the<br />best (or the ONLY) <br />blog in your area.<br />
    51. 51. At this point, you should be able to distill your blog topic into a single short sentence.<br />anELEVATOR<br />pitch,<br />if you will<br />
    52. 52.
    53. 53. No. 1<br />Pick a Topic That’s <br />Uniquely You<br />
    54. 54. Define Your Niche<br />
    55. 55. No. 2<br />Have a Point of View<br />
    56. 56. “<br /> A strong personality. We want food bloggers who are fun, intelligent, opinionated, creative, make us think, and make us learn. No matter what they're writing about, we want them to be passionate and well informed. -- Dianne Jacob<br />”<br />
    57. 57. No. 3<br />Be Newsworthy<br />
    58. 58.
    59. 59. No. 4<br />Build Real Relationships<br />
    60. 60.
    61. 61.
    62. 62. No. 5<br />Make it Easy to <br />Spread the Word<br />
    63. 63.
    64. 64. No. 6<br />Be Transparent<br />
    65. 65. Ethical Blogging<br />
    66. 66. 71% have greater visibility in their industry<br />63% said clients purchased products and services<br />56% now regarded as a thought leader<br />40% asked to speak at conferences<br />Benefits of Blogging<br />
    67. 67. new business opportunities, incremental income<br />
    68. 68. Monetization and Revenue<br />Professional bloggers monetize their blogs via:<br />40% display ads (up from 28% in 2008)<br />39% search ads<br />36% affiliate links<br />8% paid postings<br />Self-employed bloggers are the most likely to sell their inventory through a blog ad network and use affiliate links<br />2 out of 3 part-timers and self-employed bloggers use self-serve ad platforms<br />17% say blogging is their primary income<br />
    69. 69.
    70. 70.
    71. 71.
    72. 72.
    73. 73.
    74. 74. Register Your Domain Name <br />
    75. 75. Choose a Blogging Platform<br />
    76. 76. Study Other Blogs<br />
    77. 77. How Do You Handle It All?<br />73<br />How do you handle it all?<br />
    78. 78.
    79. 79.
    80. 80.
    81. 81. Building Your Follower Base<br />Follow influential people<br />Tweet from events you attend<br />Include helpful links in your tweets<br />Learn the etiquette<br />Add Twitter handle to all your signatures<br />Compliment and acknowledge (#FF)<br />Answer questions<br />Retweet often<br />Include relevant hashtags (#nutrition)<br />Offer advice<br />Be helpful!<br />
    82. 82.
    83. 83. Twitter Tools You Can Use<br />
    84. 84. 80<br />
    85. 85. 81<br />
    86. 86.
    87. 87.
    88. 88. So whether you plan toLISTEN, CONNECT or CREATE…<br />
    89. 89. JUMP IN!<br />
    90. 90. Keep in mind…<br />
    91. 91. Your Future Clients Are Digital Natives<br />87<br />
    92. 92. Now go out &<br />CRUSH IT!<br />
    93. 93. Reasons It Goes Wrong<br />89<br /><ul><li>Profile mismatches
    94. 94. Lack of defined objectives
    95. 95. Strategic timidity
    96. 96. Flawed technology implementation</li></ul>psd on flickr<br />

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