- 1.Communicating ThroughSocial Media:Essential for RDs May 13,
2011 Presented at the New Jersey Dietetic Association 79thAnnual
Meeting Elisabeth DAlto, RD DAlto Nutrition, LLC a nutrition
communicationsand consulting company www. daltonutrition .com
Presentation2011 DAlto Nutrition, LLC
2. Learning Objectives
- Understand how the Internet has shifted towards Web 2.0, an
interactive means of communication
- Understand how to use Social Media efficiently and effectively
by creating a Strategic Plan
- Learn how to create opportunities for your career and business
through Social Media
3. Web 1.0 > Web 2.0
- The Internet has evolved dramatically over recent years
- Social Media has exploded.
- We must adapt to change and grow with it, instead of fear the
unknown.
4. Traditional Media vs. Social Media
5. Web 1.0 vs. Web 2.0
6. Basic Communication Model
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- Create and transmit message
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- Repeat with Changed Behavior
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- This is our basic structure of communication, no matter which
method we choose. (traditional media or social media)
7. Social Media Takeover
- WEB 2.0aka Social Media Takeover
- Now, its a place where people communicate and have
conversations
- Constant stream of communication
- Expect Feedback (both positive and negative)
8. Quote by Nadine Fisher, MS, RD/LD Entrepreneur and Web
Developer
- 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.
9. 2011 Social Media Marketing Industry Report
- Sponsored by Social Media Examiner
- About how marketers are using social media to grow their
businesses
10. 2011 Social Media Marketing Industry Report
- Top Benefits of Social Media
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- #1 Advantage is Generating more business exposure
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- #3 Improved search rankings
- Other Benefits of Social Media
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- New business relationships
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- Generates qualified leads for opportunity
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- Reduce overall marketing expenses
11. 2011 Social Media Marketing Industry Report
- Top Social Media Tools (in that order)
12. 2011 Social Media Marketing Industry Report
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- People aged 20-29 spend more time than any other age group
using social media marketing followed by 30-39 year olds.
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- There is a direct relationship b/w age and time spent on social
media.
13. 2011 Social Media Marketing Industry Report
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- The majority of marketers (58%) are using social media 6 hours
or more each week.
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- More than 1/3 (34%) are using it 11 hrs or more/week
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- 77% of marketers plan on increasing their use of You Tube and
video marketing
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- 70% of marketers want to learn more about Facebook
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- 69% of marketers want to learn more about Blogging
14. 2011 Social Media Marketing Industry Report
- High Value on Social Media
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- 90%of marketers indicate that social media is important for
their business
15. The New Phone
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- No longer are people calling up
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- 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.
16. Social Media
- Brings word of mouth to a whole new level
- Things can go viral in a matter of minutes (even seconds) on
the internet.
- Better not to participate, than participate, and do a so-so
job
- Its a commitment to build and defend your brand.
17. Social Media Monitoring
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- Social Monitoring is VERY important.
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- Is anyone (current/potential clients) talking about you? your
business? Your competition? The industry?
- And it gives you a chance to correct what is wrong
- Many tools available now for Social Media monitoring to help
companies monitor conversations about products, competitors, and
the industry.
18. Social Media Strategic Plan 19. Four Steps
- Create a Social Media Strategy
- Be Consistent and Follow Through
20. Create a Social Media Strategy
- A Social Media Strategic Plan is a MUST
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- What are your goals for becoming involved in Social Media?
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- (Ex. -Use social media to increase exposure and reach target
audiences)
21. Quote by Cheryl Toner, MS, RD President, CDT Consulting,
LLC
- 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.
22. Goals of Social Media Strategy
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- Put yourself out there and have people talking about you
- Build Loyalty among customers/clients
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- Have them trust you and come back to your business, good
referral source as well
23. Social Media Marketing Tool
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- What do I want to accomplish?
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- Who is my target audience?
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- Where is my target audience?
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- How do I plan to reach them?
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- Facebook and Twitter are the most effective methods for
reaching customers/clients
24. #1 Facebook (founded in 2004)
- Central hub of all social media
- Most visited and active social media networking venue
- 550 M + users on a global basis!
- > 700,000 local business have FB
- 50% active users log on every single day
25. #2 Twitter (founded in 2006)
- Tweets - 140 characters or less
- Constant stream of communication available to the public
- Averages 50 M tweets everyday
- 2-3 new accounts are created every second
- Tweetlater - set up scheduled tweets in advance
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- You can use Twitter to drive traffic to your other social media
accounts
26. #3 Linked In (founded in 2002)
- Great networking tool, tailored more for the business
professional
- Its another source of free marketing
- Only can link up if you have a mutual acquaintance or a
connection
27. Professional Networking and Linked In
- 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.
- They will do this by visiting your other social media
platforms.
28. Search Engine Rankings
- Social media profiles, (like Facebook, Twitter, and Linked in)
rank high with major search engines
- Google yourself, and see what pops up first
29. #4 Blogging
- Blogging helps build your brand
- Over 200 M blogs and >50% post daily
- ~1/3 of bloggers post opinions about brands
- Choose a platform (wordpress, blogger)
- Helps increase visibility
- Blog 3x/week, or be consistent in whatever amount you
choose
- Best time of day to update posts either
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- 6:30 - 8:30 AM or 8:00 - 10:00 PM(my experience)
30. You Tube (founded in 2005)
- 4th most visited site on the Internet
- #2 search engine on the web (Google is #1)
- Video Marketing is on the rise
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- Share your knowledge and expertise
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- Give people a taste of what you have to offer
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- Create a mini-commerical about You or Your Company (a sound
bite)
31. Website
- Very important to be visible on the web
- Provide an About Me page, Contact page, Services page, etc
- After people see your social media platforms, they will go to
your website for more info.
- Then take business to another medium to close business (phone,
email, in person meeting)
32. Quote from Christine Palumbo, MBA, RD
- 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.
33. Building Relationships 34. Build Relationships
- Social Media can help businesses build trust with
customers/clients
- It gives a place for customers totalk back(remember web
2.0)
- If they trust you, understand you, know you, then they will buy
from you
- Social Media is about creating a conversation about your
brand
35. Build Relationships
- Take the message directly to consumers (engage them in
conversation directly)
- Build trust by adding value to the community consistently
36. Build Relationships
- Find new customers through friends/family
- Do not neglect your personal social media platforms either
- These too can be potential avenues that drive business to your
company
- Its a great referral source too
37. Deliver Great Content 38. Deliver Great Content
- Content is king when it comes to Social Media
- Keep it timely and relevant
- Important to reach customers wherever they are
- Consumers have 24/7 access to Social Media via cell phones. Be
sure they can access your info via mobile phone.
39. Deliver Great Content
- Keep content professional and avoid mistakes
- Biggest fault of the internet - once its out there, IT IS out
there.
- Always post to strengthen your brand
40. Controversy - Good or Bad?
- Its good to take a stand on a topic and be controversial ONLY
if you are truly passionate about that topic
- Do NOT stir the pot for no reason
41. Deliver Great Content
- Sign up for ADA Daily News, several newsletters, listservs,
e-zines, and other daily news listings.
- This is where you pull your content from.
- What is going on in the world today, see what the trends are,
what are people talking about
- Use this information as conversation starters for your social
media platforms
42. Quote from Ellie Krieger, MS, RD
- 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.
43. Be Consistent and Follow Through 44. Be Consistent and
Follow Through
- Use your social media platforms consistently
- Dont start it and forget it
- Follow through or your brand looks less credible
45. Be Consistent and Follow Through
- Be consistent in branding
- Consumers get bombarded with millions of messages and
advertisements daily
- Keep your message clear to help it break through the
clutter
- Ask yourself: Why should they remember ME?
46. Be Consistent and Follow Through
- Studies suggest that people need to hear companies name at
least 7 times before they trust and respect it enough to become a
customer
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- So be consistent in your social media activity so people will
see you themselves and then also hear about you from others
47. Strategy: Check out Competition
- What is my competition doing?
- Where are they on the internet?
- How often do they update their social media platforms?
- What are their fans saying? (FB)
48. CreatingOpportunities for YOU 49. Quote by Dawn Jackson
Blatner, RD, CDDS, LDN
- 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.
50. Raising Brand Visibility
- People need to be aware that you exist
- Follow up with people who leave comments to you on Facebook,
Linked In, Twitter
- Write back and start a conversation.
- Then move it to another medium for the potential business
transaction (phone, email, in person meeting)
51. Create the Conversation
- Social Media conversations can help to grow your business
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- Maybe not directly but definitely indirectly
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- Helps with customer retention (if you are talking to your
customers and answer their questions, then they will come back to
your site)
52. Quote by the Nutrition Twins
- 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.
53. Sorting Fact from Fiction
- Ask yourself these questions
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- Are you willing to let misinformation multiply?
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- Can you offer credible information in quick bites?
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- Do you support other credible voices?
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- Do you document your position or stand on a given topic?
54. Separate Yourself from the Crowd
- How do you distinguish yourself from the NON-RDs out there
giving out nutrition information?
- Flaunt your credentials and expertise.
55. Quote by Jean Caton, MS, MBA, RD
- Networking with ideal client prospects via SM is a must!
- Thenon-RDfood, nutrition, fitness services are very
successfully carving out their expert status in the eyes of
consumers via SM.
- Turn your virtual connections into clients and income.
56. Who is the real expert?
57. Quote by Maye Musk, MS, RD
- Being out there is all that counts.
- I believe that blogging, having a website, and participating in
social media all increase your changes of being found.
58. Be Everywhere
- Visit other forums and participate in Q&As
- For example, forums for people who enjoy cooking, weight loss
support groups, food allergy groups, diabetes groups, the list goes
on and on
59. Networking is Key
- Do not just network within our profession because guess
what?
- Network with other professionals (doctors, chiropractors,
dentists, endocronologists, podiatrists, etc)
- They are the ones who will refertheir clientsto you.
60. Remember
- Social Media can help your business grow if you:
- Create and Maintain Your Brand
- Reach Your Target Audience
- Follow Through on Promises
61. Whats Next???
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- Web 3.0 is already out there - smartphone apps, mobile
websites, and text campaigns
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- Next big trend: Video marketing (more use of You Tube among
self-employed and small companies)
- Social Media has gonemainstream .
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- We have to learn how to use this medium to grow our business by
finding opportunities and capitalizing on them.
62.