Social Media 101

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Social Media 101


December 1, 2010


Sponsored By


Social Media 101


for Addiction Professionals


Bob Ferguson / Jaywalker Lodge


December 1, 2010


Social Media 101




Part 1
-

The Bigger Picture
(15
-
20 minutes)




What is “social media”
-

and why do we care?



Web 2.0 & the “New Rules” of marketing.



Issues/opportunities for addiction professionals.


Social Media 101




Part 1
-

The Bigger Picture
(15
-
20 minutes)




What is “social media” and why do we care?




The shift from traditional marketing to the “New Rules.”



Issues/opportunities for addiction treatment providers.




Part 2
-

Social Media Tools
(15
-
20 minutes)




The company website
-

your “anchor store” online.



Blogs
-

connecting your audience with one another.



Facebook, Twitter, YouTube, and more…


Social Media 101




Part 1
-

The Bigger Picture
(15
-
20 minutes)



Part 2
-

Social Media Tools
(15
-
20 minutes)



Part 3
-

Q&A
(15
-
20 minutes)


Social Media 101




Definitions
-

“Social Media”




online activities that integrate technology, social


interaction, and the construction of words, pictures,

videos and audio.


This interaction depends on the varied perspectives
-

and


the “building” of shared meaning among communities


-

as people share their stories and experiences.


(Source: Wikipedia.com)


THANKS!


Credit for the


following slides on


social media


statistics…


Marta Kagan,


Managing Director,


US Espresso


Marketing


Social Media 101


Old Rules

New Rules



Marketing = advertising,



Marketing = advertising +

period.

PR + service + thought

leadership.


New Rules of Marketing & PR
-

David Meerman Scott


Social Media 101


Old Rules




Marketing = advertising,


period.




Creative messaging via


media interruption


(broadcast +/or print.)


New Rules




Marketing = advertising +


PR + thought leadership.




Consumer shift from


TV/print to online and


social media sites.


New Rules of Marketing & PR
-

David Meerman Scott


Social Media 101


Old Rules




Marketing = advertising,


period.




Creative messaging via


broadcast interruption.




Designed to appeal to the


masses.


New Rules




Marketing = advertising +


PR + thought leadership.




Media shift from TV/print


to social media via the web.




Timely delivery of detailed


information on demand.


New Rules of Marketing & PR
-

David Meerman Scott


Social Media 101


Old Rules




Marketing = advertising,


period.




Creative messaging via


broadcast interruption




Designed to appeal to the


masses




1
-
way messaging: company


to consumer


New Rules




Marketing = advertising +


PR + thought leadership.




Media shift from TV/print


to social media via the web.




Timely delivery of detailed


information on demand




2
-
way interactive dialogue;


audience participation.


New Rules of Marketing & PR
-

David Meerman Scott


Social Media 101


Old Rules




Marketing = advertising




Creative messaging via


broadcast interruption




Designed to appeal to the


masses




1
-
way messaging: company


to consumer




Focus on selling products or


services.


New Rules




Marketing = advertising + PR +


thought leadership.




Media shift from TV and print


to social media via the web.




Timely delivery of detailed


information on demand





2
-
way interactive dialogue;


audience participation.




You are what you publish;


content = king.


New Rules of Marketing & PR
-

David Meerman Scott


Social Media 101




Definitions
-

“Web 2.0”




is a term describing changing trends in the use of World Wide


Web technology and web design that aims to enhance


creativity, secure information sharing, collaboration and


functionality of the “we.”


(Source: Wikipedia.com)




refers to the second generation of the Web, which enables


people with no specialized technical knowledge to create


their own websites, to self
-
publish, create and upload audio


and video files, share photos and information and more.


(Source: Capilano University, Vancouver, CA)


Social Media 101


Web 1.0

Web 2.0



Traditional website



A Web 2.0 website interacts

provides information for

with users while providing

users.

information.

Social Media 101


Web 1.0




Traditional website provides


information for users.




Provides call to action in


the form of either toll
-
free


telephone number +/or

email contact button.


Web 2.0




Web 2.0 interacts with users


while providing information.




Provides online users with


the opportunity to interact


with one another; vote

+/or write product


reviews; invite friends;


recommend site or service


to others.


Social Media 101


Web 1.0




Traditional website provides


information for users.




Provides toll
-
free number


and (maybe) email contact


button.




Traditional websites were a


one
-
way street on the


information super highway.


Web 2.0




A Web 2.0 website interacts


with users while providing


information.




Provides opportunity for


user feedback and reviews.




Web 2.0 is a two
-
way street


that gives users the ability


to communicate too.


Social Media 101




Business Objectives for Social Media




Real
-
Time Content Management




Brand Building / Reputation Management



Improved Search Engine Rankings



Increased Visitor Traffic to Website



Stay Connected with Peers and Colleagues


Social Media 101




Synergies with 12 Step Addiction Treatment Field




Rapid, Sustained Growth Driven by Word of Mouth



Platform of Anonymity Essential to Engagement



First
-
person Testimonials a Cornerstone



Program of Attraction, Not Promotion



. Web 2.0 (2010) = Alcoholics Anonymous (1935)


Social Media 101




Social Media Challenges for Addiction Treatment Field




Rehab Community Competitive Online, Still Evolving


On this website,
roadbikereviews.com
, a community of road bike enthusiasts rate

and review products
-

users are even able to comment upon and rate one another’s

reviews. In this environment, the audience BECOMES the experts.


Believe it or not, this page entitled “drugrehabreview.com” comes up first on a


Google search for “drug rehab reviews.” Because I had been busy researching road

bikes, this site generated a list of website links for… road bikes!!!


Social Media 101




Challenges for Addiction Treatment Providers




Transparency Comes with a Price




Reader comments may not always be positive… or sober!




Competing providers may gain visibility into unique


program features.




Recommendations to consumers for one program or


practitioner may alienate competing referents.


Social Media 101




Challenges for Addiction Treatment Providers




Social Media May Expose “Sensitive” Topics




What is your success rate?




How much does it cost?




What percentage of your complete the program?




Do you refund clients’ tuition if they are discharged?



Where do you stand on suboxone?




What is your current occupancy?


Social Media 101




Social Media DO’s and DON’Ts




BE AUTHENTIC… transparency is essential in this


environment. (Remember social media is a program of


attraction, not promotion.)




KEEP IT SHORT… Social media provide an extremely fresh


and vital outlet for real time messaging to your marketplace.


Always include or link to visual images wherever possible.




LINKS, LINKS, LINKS… Tie your content together across


the social media platforms. For instance, provide links from


Facebook and Twitter to your blog posts and video updates


on YouTube.


Facebook

Twitter

Alumni Blog


Company Website


YouTube Channel


Company Blog


Company website is the “anchor store” of your social media “campaign.”


Prominent link from company homepage to blog
-

real
-
time content management.


The company blog
-

emphasizes personality, the lighter side, opinions, etc. In

this space, readers can “experience” your program via informal first
-
person

accounts, photos, links, and real
-
time announcements of events and activities.


In addition to providing color, commentary and the lighter side, the company

blog also serves an important functional role as well, connecting visitors to

your company website; your Facebook and Twitter accounts; and online event


registrations.


The company blog provides a space for commentary
-

good and bad
-

from

your colleagues, customers and stakeholders. Testimonials from family

members in this space can be authentic, positive and powerful.


The Jaywalker Alumni blog… the audience becomes the author. In this space,

alumni connect with one another and talk their experiences in your program.

The emphasis is on building relationships among
-

not with
-

former clients.


NOTICE the personal vs. professional tone of this blog Dad on Fire.



This web log is inspired from my own experiences with my alcohol and substance abuse early in life and my

current struggles with my own children…You might say that I really have had enough and want to do

something about it.”


Nov. 7, 2009
-

Author comments on Dad on Fire blog re: Suboxone. “Make no

mistake, harm reduction + compliance does NOT equal sobriety…”


Nov. 10, 2009
-

Dad on Fire blog comment posted on Changing Lives Foundation

blog: “… a heated discussion re: the article
Generic Suboxone Hits the Market.”



Bob Ferguson
-

Facebook page (personal)



Friends of Jaywalker Lodge” Facebook page (for business colleagues.)


It’s okay to promote business
-
related events on “Friends of…” Facebook page.


Twitter
-

a 140 character mini
-
blog for quick posts, real
-
time journaling, and

links to articles and websites that resonate with Jaywalker’s values and beliefs.


YouTube Channel
-

a space for uploading and posting short videos by and


about your program. A word of caution… competitors may purchase Google

and other ad packages causing random pop
-
ups on your channel.


Social Media 101


Bob Ferguson, Director/Founder
-

Jaywalker Lodge.


www.jaywalkerlodge.com


bferguson@jaywalkerlodge.com

www.twitter.com/jaywalkerforeal


www.jaywalkerblog.org


Questions and Answers


Learn More




Webinars from
Addiction Professional




http://www.vendomewebinars.com


Contact Information


Richard Jarvis


Webinar Director


Phone: 212.812.1413


E
-
mail:
rjarvis@vendomegrp.com


Drew Salisbury


Phone: 212.812.1416


E
-
mail:
dsalisbury@vendomegrp.com