Talking points of a talk given to a wellness-based networking group on the basics of web pages, online content and social media marketing.

1. Basics of Taking Your
Wellness-Based
Business Online

2. Should be noted these slides were used as talking points on an iPad
mini that I had in-hand while giving the talk, supplemented by a
handout.
With certain exceptions, slide presentations are corrosive to audience
attention, creative thinking and the ability of the audience member to
form questions from their own perspective and properly internalize
what you’re talking about versus what’s on display.
So take the slides as a brief synopsis and little more.

3. Technology in/as/augmenting
practice
 Technology as fulfilling/meaningful/positive contribution to practice
 Evolving practice with technology
 Express yourself creatively
 Balance risks with rewards
 Website trends, social media guidance, security awareness

4. Tech and healing
 Societal approach to tech fosters imbalance that can lead to
unhealthy relationship in general populace and an adversarial one
between tech and healers
 Physical stuff such as posture, eye strain, headache
 But also psychological - disconnection, isolation, territoriality and
trolling
 Not entirely the fault of technology!

5.  We also see, for good or ill, where priorities lie. They're sending Apple
towards a $1T stock market valuation.
 Tech and wellness aren't mutually exclusive, though. You're not
necessarily compromising personal or professional ethics by going
there.
 And you're potentially reaching a much wider audience, bringing
them further toward wellness.

7. You need a website.
 You need a website. That's how young people search. Someone
reluctantly looking for a therapist is already way out of their comfort
zone. Allow them to find you on more familiar ground.
 Can be simple - general explainer of who you are, what you do and
how to contact you.
 Blog is recommended - static web page is just an online busienss
card without depth or activity/signs of life. Not memorable or
explorable and people explore first to orient themselves in the
notional space of becoming healthier.

8. Going deeper
 Provide multimedia content. Again about feeling their way around
in a notional space. They can get an impression of you from voice
and video that's unavailable in text and a headshot.
 Start with free content to provide that impression. And don't skimp.
A 30 second teaser video that suggests they buy your video or
come in fools no one. The internet is full of halfhearted efforts and
cynical marketing that the digital generations have grown up on.
We can spot it in a second and are tired of it. Anything but genuine
content does you no favors.

9. Paid content
 Meditations, videos, full courses, books, etc
 Use a big third party site, establish an account there (or have your
technologist do it) and refer people from your site to there. You lose
a percentage and some traffic, but you don't have the resources to
host and protect your own ecommerce.
 Breaches happen every day, self hosted and small ecommerce sites
are what're called "low hanging fruit" to hackers.

10. Authenticity
 Make your content authentic. It shouldn't be picture perfect. If you
want to bring in new yoga students, put up a video of a beginner
class with beginner students. Highlight the humanity of it, the
fundamental truth that neither you nor your clientel are infallible.
That it can be outside of everyone's comfort zone and that's okay.
 Video content needs to be well lit with clear audio. Professional
recording of very human proceedings.

11. Mobile
 Mobile is incredibly important. Who really surfs on their phone?
Everyone.
 Pew:
 As of October 2014: 64% of American adults own a smartphone.
 7% can only access internet on their phone
 As of May 2013, 63% of adult cell owners use their phones to go
online.
 34% of cell internet users go online mostly using their phones, and
not using some other device such as a desktop or laptop computer.

12. Evolving your practice to offer new
services
 Digital content we've talked about. DRM FREE.
 Teaching courses, sites like Udemy. Doesn't have to be hard-nosed
or incredibly expansive. Life skills, even. But needs to be genuine
and worthy content.
 Remote sessions via skype or other. Get paid in advance. Make
clear that client's tech/connectivity is their responsibility.
 Can also do series of sessions - offer block discount (still paid in
advance). Work with them toward whatever goal your practice
centers around. Even simple accountability sessions/check-ins.

13. Collaborative Tools
 Google Drive
 Evernote
 Mindmapping tools
 As simple as a spreadsheet, as complicated as a fully-formed app.
 Self-tracking via health/symptom apps, fitness tracker devices
(beware of step counts).
 The quantified self and the gamified self.

15. Social Media
 Broadcast, but also engage.
 Keep priorities, responsibilities and boundaries crystal clear.
 Be careful of geotagged photographs or posts – may give away a
location you’d rather keep confidential.
 Pew: as of January 2014, 74% of online adults use social networking sites.
 40% of cell phone owners use a social networking site on their phone,
and 28% do so on a typical day.

16. Numbers
 Pew: As of September 2014:
 71% of online adults use Facebook
 23% of online adults use Twitter
 26% use Instagram
 28% use Pinterest
 28% use LinkedIn

17. Services
 Facebook – 1.4B users – significant connections among multiple
subgroups, huge sharing ecosystem.
 Twitter – 289M users - 140-char microblogging, engagement,
facilitation. Another sharing ecosystem, but engagement much
more important here.
 Instagram – 300M users – posting and sharing images, from art to
daily life/meals/selfies/quotes.
 Tumblr – 240M users – blogging/sharing platform made easy,
reblogging/sharing huge on here.
 Pinterest – 73M users – curating images and other media on a virtual
pinboard. Lots of sharing once you have a network with overlapping
interests.
 LinkedIn – 340M users – professional networking. Be especially
careful with client boundaries here. Growing potential – LinkedIn is
changing into a better platform.

19. Safety and Security
 Always use a passcode on your phone and computer.
 Most devices have encryption capabilities – learn about and use
them.
 Use strong passwords and don’t reuse them elsewhere.
 Always use updated antivirus software.
 Keep your operating system up to date.
 Be very careful with free programs due to malware that usually rides
in with them.
 Be very careful with email attachments.
 Don’t use public wifi (especially not without a VPN).
 Be careful what you share online – make sure everyone involved
consents.

20. Ian Campbell - Technologist
 www.igcampbell.com
 Ian.graham.campbell@gmail.com