Digital Media Training for British Dietetic Association Members

Digital Media Training
–

Joanne Jacobs, 2011


Digital Media Training for British
Dietetic Association Members

Joanne Jacobs

Social Media Consultant


Digital Media Training
–

Joanne Jacobs, 2011


Overview

•
Part 1:
Setting up online

•
Website hosting/subscription services

•
Content management systems

•
Email marketing software and hosting

•
Analytics and search engine optimisation

•
Part 2:
Social media rationale

•
What are we doing and why do we need a strategy?

•
Value of social media

•
Primary objectives for social media

•
Which social media technologies?

•
Part 3:
Social media production and monitoring


Digital Media Training
–

Joanne Jacobs, 2011


PART 1: SETTING UP ONLINE

Digital Media Training
–

Joanne Jacobs, 2011


Setting up an online presence


1.
Domain name


2.
Content hosting


3.
Email marketing

(newsletters etc)


4.
Analytics and SEO


Digital Media Training
–

Joanne Jacobs, 2011


Domain Hosting

Your domain name is your web address, eg:
www.yourbusiness.com
.


It’s possible to have your domain hosted separately from your
website content. You just need to point your domain at
hosted content.


Search for available domains at
http://www.domainsearch.com/



Use the suggestion tool at
http://www.nametumbler.com

or
http://www.domaintools.com


Digital Media Training
–

Joanne Jacobs, 2011


Hosting a website

OPTIONS:

1.
Use of a
hosted service

(paid
or unpaid)

EG: Blogger, Wordpress.com,
TypePad.com, Ning.com

2.
Hosting your own site with a
website hosting service

EG: GoDaddy (small sites),
Hostgator (medium sites),
Rackspace (large to very large
communitiy sites).


Greater control = lower costs but
higher technical involvement.



Digital Media Training
–

Joanne Jacobs, 2011


Content management systems

1.
Blogging:

Wordpress, Drupal, Movable Type.


2.
Community content:

Drupal, Joomla!, Django
-
cms,
Refinery CMS, Dot Net Nuke, Magnolia, etc (more at
Wikipedia list
).


3.
Project Management systems:

Huddle, Basecamp,
Collabtive, Workengine, Workspace.


4.
Ecommerce:

Magento, Ubercart, Virtuecart, Zen Cart.


What do you want to do?

How do you want your audience to engage?

Digital Media Training
–

Joanne Jacobs, 2011


Example: Hosted service account

1.
http://www.blogger.com/

2.
http://www.wordpress.com/


NB: Hosted services don’t usually allow you to have a
company email address. You would have to set
this up with a web hosting service.


Digital Media Training
–

Joanne Jacobs, 2011


Example: Web hosting at GoDaddy

http://www.godaddy.com/

http://www.youtube.com/watch?v=GOX_HPPq7jw



Digital Media Training
–

Joanne Jacobs, 2011


Basic, user
-
control package


1.
Wordpress installation on your own host (£60/year
average cost, including domain name)

2.
Use an existing free or paid theme (paid themes
average £40/year)

3.
Start not on blog, but on a static page

4.
Use community and ecommerce plugins for
premium content.

NB: You will need a payment gateway for product sales.
It may be easier to use eBay for this purpose.


Digital Media Training
–

Joanne Jacobs, 2011


Email marketing

OPTIONS:

1.
Email marketing software
installed on your own
server

2.
Email marketing hosted
services


Hosting email marketing on
your own server allows for
control but can be difficult
to manage.

Digital Media Training
–

Joanne Jacobs, 2011


Email marketing examples

1.
PHPList
: free email marketing software to install
on your server. High degree of technological
literacy required.

2.
PHPList Hosted
: email marketing service, with
cost based on frequency of messages sent.

3.
MailChimp
: newsletter service
–

free for up to
2000 subscribers and 12,000 emails per month.
Paid service for greater numbers.

Digital Media Training
–

Joanne Jacobs, 2011


Analytics

After establishing your site, you should set
up a Google Analytics account.


NB: if you are using a hosted website
service, an additional cost may be
associated with using analytics services.


1.
Go to
http://www.google.com/analytics/


2.
Set up an account with your site details

3.
Add the script to your website
homepage

4.
Track your content regularly

Digital Media Training
–

Joanne Jacobs, 2011


Search Engine Optimisation basics

1.
Ensure home page content includes
text describing your business

2.
Use keyword suggesting tools for
metadata (eg:
https://freekeywords.wordtracker.com/
)
–

this is also useful for Google
AdWords

3.
Generate an XML sitemap
from your
website and submit to Google

4.
Register your site
with other search
engines

5.
Build and store a
Robots.txt file on your
server


Digital Media Training
–

Joanne Jacobs, 2011


PART 2: SOCIAL MEDIA RATIONALE

Digital Media Training
–

Joanne Jacobs, 2011


Common misconceptions

•
Social media will help sell
more widgets

•
A facebook page is a way
of getting new supporters

•
Twitter should be used for
press release messages

•
Your CEO should be
blogging

•
Community management
can be done by young
people

•
Large numbers of followers
is proof of your value as a
social media master
company

Image source:

http://mashable.com/wp
-
content/uploads/2009/03/o_rly.jpg


Digital Media Training
–

Joanne Jacobs, 2011


Correcting the misconceptions

Social Media is NOT:


•
A way to push more
marketing messages to
partner/donors;

•
An easy way to get
people talking positively
about your brand and
services;

•
An alternative to
traditional marketing.

Image source:
http://www.flickr.com/photos/25152449@N06/


Digital Media Training
–

Joanne Jacobs, 2011


HOWEVER

There are exceptions to every
rule….


Where social media is
implemented
appropriately

it
can:

–
enhance brand awareness

–
develop supporter loyalty

–
assist in market research

–
further understanding of
issues


But it still can’t get you world
peace. Or coffee. Sorry.

Image source:

h
ttp://www.flickr.com/photos/gunjankarun/2641352297


Digital Media Training
–

Joanne Jacobs, 2011


Why do we need a social media strategy?

•
Need a
more integrated and targeted
strategy to
engage current and potential customers and
partners effectively

•
Need to
build brand awareness

of your business

•
Need to
access hot leads

(new customers) by
identifying people who have expressed interest in
nutrition and health.

Image source:
http://www.flickr.com/photos/jreed/2376261816/


Digital Media Training
–

Joanne Jacobs, 2011


Social media statistics

OFCOM Report

–
65% of all UK households have fixed broadband connections

–
Social networking is growing more slowly than previously. Facebook
cemented its position as the most used site, growing by 73% since May
2008 to reach a monthly unique audience of 19 million, compared to 5
million for MySpace and 4 million for Bebo. But new services are still
growing fast
–

Twitter now has 2.6 million unique users, up from 150,000
in May 2009.

–
SOURCE:
http://www.ofcom.org.uk/research/cm/cmr09/cmr09.pdf


Nielsen stats (January 2009)

–
Social networks and blogs are now the 4th most popular online activity
ahead of personal email

–
Member communities are visited by 67% of the global online population

–
Time spent is growing at 3 times the overall internet rate, accounting for
almost 10% of all internet time

–
SOURCE:
http://server
-
uk.imrworldwide.com/pdcimages/Global_Faces_and_Networked_Places
-
A_Nielsen_Report_on_Social_Networkings_New_Global_Footprint.pdf



Digital Media Training
–

Joanne Jacobs, 2011


Social media segmentation

–
US Pew Internet and American Life
: the median age of a
Twitter user is 31. In comparison, the median age of a
MySpace user is 27, Facebook user is 26 and LinkedIn
user is 40.


–
Facebook’s 35
-
54 year old demographic segment
accelerated to a 276.4% growth rate over the past 6
months. That demo is DOUBLING roughly every two
months.


–
The 55+ demo is not far behind with a 194.3% growth rate


–
Global takeup among internet users is high (see next 2
slides)



Digital Media Training
–

Joanne Jacobs, 2011


Time on websites

March 2009, Source:

http://www.coremetrics.co.uk/solutions/industry
-
report.php

Digital Media Training
–

Joanne Jacobs, 2011


Time on websites (2)

DWELL TIME vs PAGE VISITS vs USE


Dwell time on sites is often inappropriately measured
as evidence of use. Similarly, number of page hits is
inappropriately considered page use.


US advertisers need 50 million impressions to reach
five million users, and 200 million impressions to
reach 18 million users

Source:
MediaMind
, May 2011

Digital Media Training
–

Joanne Jacobs, 2011


Why do we need a social media strategy?

SOURCE:

New Marketing

(Intersection

Consulting)


Digital Media Training
–

Joanne Jacobs, 2011


What value can social media bring to us?

Business users are
increasingly using social
media as a short cut to
pose questions and
access information on
items of interest.


→
AUTHORITY


ReadWriteWeb track over 600
million twitter search queries
per day:

http://socialmediaatwork.com/category/statistics/


Image source

http://www.flickr.com/photos/jmpznz/335301286/


Digital Media Training
–

Joanne Jacobs, 2011


What value can social media bring to us?

Social media is fast
becoming a measure of
influence as content
production is tied to
audience perception of
supporter
care/organisational action

→ PERFORMANCE


See Mashable article on
Importance of Early Adopter
Brands

http://mashable.com/2010/04/18/early
-
adopter
-
brands/


Image source

http://www.flickr.com/photos/pedrosimoes7/1301014184/

Digital Media Training
–

Joanne Jacobs, 2011


What value can social media bring to us?

Cost in advertising is a
fraction of that incurred
through trade events,
networking, print,
television, sponsorships,
and outdoor advertising,
if it is well promoted


→
CHEAPER
MARKETING

Image source

http://www.flickr.com/photos/joeshlabotnik/305410323/


Digital Media Training
–

Joanne Jacobs, 2011


Primary objectives for social media

•
Building a community for
existing supporters


•
Being known as an
authority in nutrition &
health


•
Engaging new
supporters in the nutrition
& health community


Image source

http://www.freefoto.com/browse/04
-
11
-
0?ffid=04
-
11
-
0


Digital Media Training
–

Joanne Jacobs, 2011


Secondary objectives for social media

•
Keeping your
business in front of
mind among
customers


•
Thought leadership


•
Brand awareness


•
Media coverage


Image source

http://www.flickr.com/photos/braydawg/2293042520/


Digital Media Training
–

Joanne Jacobs, 2011


Which social media tools?

•
Blogs


•
Twitter


•
Facebook


•
Google+


•
LinkedIn





SOCIAL MEDIA


Monitoring staff

= 20% of workload



Contributing staff

= 10
-
15% workload

Digital Media Training
–

Joanne Jacobs, 2011


Blogs

•
Profile authors

•
Need bloggers to be people, not faceless voices


•
Write posts that ask for feedback and inspire
engagement

•
Need to inspire responses/comments


•
Enable/encourage cross posting of all blog posts
on other members’ blogs, or product specific
blogs


•
Use research to inspire blog topics

Digital Media Training
–

Joanne Jacobs, 2011


Twitter

•
Research and monitoring staff need to spend
time:

•
Listening for brand name mentions: (“British Dietetic
Association”; “Your business name”), campaigns,
other brand names.

•
Listening in on keywords; nutrition, health, fitness,
wellbeing.

•
Escalate hot leads to senior staff/trained twitter staff
to pursue

•
Escalate research topics to bloggers for review

•
Work to guidelines in @ replies


•
Promote blog posts and other online activity

Digital Media Training
–

Joanne Jacobs, 2011


Facebook

•
Use Facebook tools and apps more effectively
on your business page

•
Integrate twitter feed

•
Promote blog posts and other online activity

•
Use comments sourced from Facebook in other
activities

Digital Media Training
–

Joanne Jacobs, 2011


Google+

•
Now open to creation of public accounts


•
Focused on personal identity approach
–

no
business accounts yet (these are likely to involve a
charge)


•
Promote blogs, share research


•
Develop Circles on research interests or among
clients.



Digital Media Training
–

Joanne Jacobs, 2011


LinkedIn

•
Professional expertise promotion


•
Good for sharing presentations uploaded to
Slideshare.net


•
Good for finding answers to business questions


•
Good for professional development within an
interest sharing community

Digital Media Training
–

Joanne Jacobs, 2011


PART 3: SOCIAL MEDIA

PRODUCTION AND MONITORING

Digital Media Training
–

Joanne Jacobs, 2011


In this section

•
COMPELLING CONTENT

•
Keeping active sponsors and donators involved in campaigns

•
Accessing new campaigners and donators

•
Accessing new partners

•
ACTIVE LISTENING

•
Methods of listening via social media

•
Alerts on keywords

•
Research on topics

•
PLATFORM MOBILSATION

•
Compelling content and group management on social networks

•
Responding to tweets and tweeting 3rd party news/content

•
Widgets (
http://nonprofitwidget.wikispaces.com/
)

•
Issue escalation

•
PERFORMANCE MEASUREMENT

•
Objective oriented criteria

Digital Media Training
–

Joanne Jacobs, 2011


What are the social media management
roles?

•
Content production


•
Research roles


•
Social media
performance
monitoring


•
Issue escalation and
tracking


Image source

http://www.flickr.com/photos/cogdog/3033873597/


Digital Media Training
–

Joanne Jacobs, 2011


Content production: blogs

2
-
3 paragraphs length

Visual content integration

Good headlines

Tips and advice

Resource lists

Responding to key questions emerging in social
media

Responding to mainstream media press

Arguing a popular perspective


See:
http://www.problogger.net/how
-
to
-
write
-
great
-
blog
-
content/

and
http://econsultancy.com/blog/2677
-
the
-
five
-
factors
-
of
-
compelling
-
content


Digital Media Training
–

Joanne Jacobs, 2011


Content production: short messaging

(Twitter, facebook, Google+, etc)

Promotion of blog posts, rich media and other

Responses to crises and news events

Posting links to useful articles and 3
rd

party content
covering territory that is of interest to partners and
clients

Engaging with people/putting a 'human face' on an
organisation


See:
http://www.searchenginejournal.com/anatomy
-
of
-
a
-
successful
-
tweet/17810/


Digital Media Training
–

Joanne Jacobs, 2011


Content production: rich media

•
Podcasts can be recorded

-

on
Audioboo
, or

-

with recording devices in PCs, then edited in
Audacity


•
Videos can be recorded on phones/cameras/flipcams and
uploaded to YouTube where they are converted to low
bandwidth format


•
Interviews make useful audio and video material


•
Videos of service provision are useful in generating media
interest and coverage

Digital Media Training
–

Joanne Jacobs, 2011


Content production: community/group
mobilisation

Many free tools for running communities

(NB: free Ning sites have closed).

Buddypress (
http://www.buddypress.org

)

Pligg (
http://www.pligg.com/

)

Elgg (
http://www.elgg.org/

)

LovdbyLess (
http://lovdbyless.com/

)

Mixxt (
http://www.mixxt.com/

)

Xoops (
http://www.xoops.org/

)

Community Engine (
http://www.communityengine.org/

)


See
http://www.readwriteweb.com/archives/no_free_lunch_for_ning_users.php

and N
ing Alternatives Guide

Digital Media Training
–

Joanne Jacobs, 2011


EXERCISES IN COMPELLING CONTENT

Digital Media Training
–

Joanne Jacobs, 2011


Exercise 1: Compelling blog content

Read the blog posts from health and wellbeing sites:

•
Zen habits

•
Experiments in Life Design

•
LiveStrong.com

•
Diet
-
blog


DISCUSSION

Which blog posts are more compelling and why?

How effective was the use of images in posts (if applicable)?

What did you learn about:

•
the author of the post?

•
the organisation’s interests?

•
other social media activities?


Digital Media Training
–

Joanne Jacobs, 2011


Exercise 2: Compelling rich media

Watch/listen to rich media content on health.

•
Women’s Health videos

•
5 Min Life Videopedia

•
Clip chef

•
Food facts: the Happy Meal


DISCUSSION

What rich media content is more compelling and why?

How well was the media integrated into other organisational
sites?

How relevant is the content over time?


Digital Media Training
–

Joanne Jacobs, 2011


Exercise 3: Group mobilisation

Read the (non spam) posts in forums and Q&A sites:

•
HealthBoards: Healthy lifestyle

•
SELF Diet Club

•
Answers.com nutrition questions

•
Dietetics.co.uk


DISCUSSION

What is the ratio of participation to membership?

How useful are reader posts and questions?

How often do ‘network stars’ appear?

How might network stars be mobilised for organisational
interests?

How well do organisations respond to client comments and
questions?

Digital Media Training
–

Joanne Jacobs, 2011


Content production summary

•
Variable length:

•
Short text in twitter, remembering this will be broadcast into
multiple other channels

•
Long text in inspiring interaction in group discussion and
responding to group queries

•
Long text in blog posts

•
Rich media content for embedding into blogs

•
Photography

•
Audio and video interviews

•
Editing of content involves use of research staff

•
Group mobilisation

•
Involves active participation in conversations and responses
to posts

•
Involves inspiring action without becoming intrusive.

Digital Media Training
–

Joanne Jacobs, 2011


CONTENT MODERATION &
PERFORMANCE MONITORING

Digital Media Training
–

Joanne Jacobs, 2011


Monitoring: moderation

•
Moderation can be
pre
-
publishing, or post
-
publishing oriented


•
Important to
understand community
is
theirs
, not
yours


•
Duty of care to
respond to people in
need.

Image source:
http://www.emoderationskills.com/?p=66


Digital Media Training
–

Joanne Jacobs, 2011


Monitoring: measurement principles

Measure social media objectives, not followers


Measure as a means of inspiring participation, not as
a means of limiting content


Reading without responding
is participation


Active listening should form part of any measurement
strategy

Digital Media Training
–

Joanne Jacobs, 2011


Monitoring: measurement tools

•
Blog search:
http://blogsearch.google.com/

,
http://addictomatic.com/

,
http://www.blogpulse.com/

.

•
Brand metrics:
http://www.howsociable.com/

,
http://socialmention.com/

.

•
Twitter search:
http://search.twitter.com/

,
http://hashtags.org/

,
http://twitrratr.com/
.

•
Social bookmarking:
http://digg.com/

,
http://del.icio.us/

,
http://stumbleupon.com/


•
Event tracking:
http://www.mediahound.biz/

•
Client/staff surveys:
http://surveymonkey.com/


Digital Media Training
–

Joanne Jacobs, 2011


Monitoring: other tools

http://www.socialoomph.com/


http://boardreader.com


http://www.tinker.com/


http://surchur.com/


http://www.icerocket.com/


http://monitorthis.77elements.com/


http://www.monitter.com/


http://www.postling.com/


http://www.peerindex.net/


http://klout.com/


http://monitor.wildfireapp.com/

-

compare competing Fb or twitter
performances


http://youropenbook.org/

-

fb
mentions

http://twitalyzer.com/


http://www.wikio.com/


http://research.ly/


http://www.kurrently.com/


http://socialseek.com/app/home


https://www.tribemonitor.com

(private beta)

https://twendzpro.waggeneredstro
m.com/default.aspx

(free trial)

http://socialcollider.net/




Digital Media Training
–

Joanne Jacobs, 2011


Monitoring: strategy review

Based on success/failure criteria for social media
strategy


Should be conducted quarterly, but most social media
strategies take at least 6 months to seed


As social media expands, there will be increased
costs of engagement.


Any social media strategy should be integrated with a
mainstream media, communications and
fundraising strategy.

Digital Media Training
–

Joanne Jacobs, 2011


MODERATION AND MONITORING
EXERCISES

Digital Media Training
–

Joanne Jacobs, 2011


Exercise 4: Moderation

Read through the user posts on the
Nestle Facebook
page
.


DISCUSSION

What contingency plan elements need to be in place
to deal with a community revolt?

How might you best respond to a barrage of negative
feedback in terms of blog and rich media content
production?

What intervention is required to minimise personal
attacks in groups?

Digital Media Training
–

Joanne Jacobs, 2011


Exercise 5: Monitoring

Watch the
Google Analytics how
-
to video
.


DISCUSSION

What would you do if you experienced a sudden drop
in traffic to a blog?

How would you increase traffic to your site from
twitter?

Given social media and organisational objectives,
what data indicators should be used as alerts to
change social media tactics?

Digital Media Training
–

Joanne Jacobs, 2011


Research and monitoring summary

•
Content monitoring

•
Keyword alerts and searches in Google, twitter, LinkedIn,
social media buzz metrics tools

•
Research on business sites re: nutrition issues

•
Research on client activity and news

•
Group moderation

•
Setup, management and reading of all contributors' posts

•
Respond to inappropriate/flagged content

•
Draft/chase content producers for responses

•
Performance measurement

•
Google Analytics reports on traffic to and from social media

•
Reports from social media tracking tools,

•
Surveys of staff and clients on value derived from social
engines

Digital Media Training
–

Joanne Jacobs, 2011


Roles and responsibilities (summary)

•
Monitoring staff need to become
listeners
:

•
Research subjects for blog

•
Question topics and responses for Linked in

•
Keywords on twitter

•
Keywords in blog search

•
Keywords on LinkedIn discussions

•
Content developers need to
contribute


(based on research by monitoring staff):

•
Blog content

•
LinkedIn questions/responses

•
Twitter posts/responses

Digital Media Training
–

Joanne Jacobs, 2011


Questions?


Joanne Jacobs

Technology and Interaction Design Consultant

Ph: 07 948 318 298

Email:
joanne@joannejacobs.net

Web:
http://joannejacobs.net/

Twitter: @joannejacobs

Skype: bgsbjj