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Teri LichtensteinTwitter handle: Terilichten
A Whole New World of Social Dietetics
#HSN752
Social Media is aconversation
Supported by online tools and
technology
From this…
To this…
The important thing is Social Media is the real people who use it
and their social interactions.
Why We Communicate?
To make life easierTo build relationshipsTo help othersTo craft identity
You can tailor information to your needs and find people.....
......who like what you stand for in your business and your life.....
.....who may spread your word for you.....
......for very little cost
Build your reputation!
Social Media in Australia
Reach
>12Mpeople
monthly>9M
people daily
of monthly active users return daily75%
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013
>7.3Mpeople daily on mobile
>9.8Mpeople
monthlyon mobile
Every day. Every month.
71%of internet users inAustralia
That’s
54%of mobile phone users
in Australia
That’s
Top social media sites in Australia
• Twitter: 2,500,000 users• LinkedIn: 3,500,000 users• Google+: 75,000 users• Pinterest: 490,000 users• Tumblr: 4,100,000 users• Myspace: 210,000 users• Instagram: 1,600,000 users
Dietitians on social media
Dietitians on social media
80%use social media personally
78%Social network sites
52%use social media professionally
63%Network with colleagues
38%Keep up with technology
25%Provide nutrition info to the public
A twitter follow is the most loyal explicit expression of loyalty and interest online. A follow doesn’t just confirm an existing affinity, it increases purchase intent and the willingness to listen
Twitter Global Stats:
23
The world’s events happen on Twitter
Osama bin laden death – 3,440 tweets per second!
•@BHF created “Hard and Fast”
campaign
•Promoted tweets to drive users
to watch video online before
TV
•#hard-and-fast
•Pre-populated message to
easily share with followers
•Promoted tweets continued
once on TV to amplify
campaign message
Expand your networks – nutrition & beyond
@EmmaStirling please add me to dietitians-down-under
Listen up….Listen up….Visit www.search.twitter.com
Have a go at searching for key words, it works just like Google!
Think about what types of things people would be saying...
Some ideas:
1.“dietitian”
2.“nutrition for X”
3.Health condition
Top 10 Reasons Why I Probably AM Following You on Twitter:
• You make me laugh.• You make me think.• You've changed my mind.• You've sent me places online, pointed me to articles and blogposts and
provided resources I might not have found as quickly on my own.• You've cheered me on when I'm excited about something.• You've helped me promote something that's important to me (a blogpost,
a contest, a cause, a friend).• You've told me when you think I'm wrong.• You've argued with me, respectfully.• You've taught me something.• You make me feel like I'm a part of something global.
Twitter terminology• FEED – the main item you see when logged into your
twitter account. List of tweets of people you follow• TWEET – message you send out . Maximum 140
characters, including photos and weblinks (use bit.ly to shorten links)
• RT- retweet. Sharing a tweet created by someone else. Can RT original or with added comments.
• @MENTION – using someone’s Twitter handle in a Tweet so it links back to their account
• #HASHTAG using # before a word makes it a clickable search term in Twitter
• DM – Direct Message. Twitter’s non-public communication channel.
• Twitter chat / Tweetchat – designated time for people to discuss a topic using a hashtag to join conversation.
Twitter terminology
Tea break
• Set up your own twitter account• Recommend: use your name• Tweet using #HSN752
At home• Personalise a custom twitter background
http://www.twitip.com/custom-twitter-backgrounds/• Follow colleagues, mentors, industry experts• Secure your preferred name / handles on a range of accounts• Listen and participate in the conversation
LinkedIn Global Statistics
More than 150 million members worldwide
Top 3 countries are USA, India and UK (Australia 5th)
41% female, 59% male
Over 4 million users in Australia (19% penetration)
A new user joins every second
Source: Socialbakers.com
Dietitian Bloggers in Australia
www.scoopnutrition.com Applesundermybed.com www.thinkingnutrition.com.au
www.offdutydietitian.comCarmenskitchen.com.au/blog Foodwatch.com.au
Largest bloggers’ network with more than 200k bloggers and 500k social media users. Collection of blogs written by registered
dietitians. Trusted nutrition advice
Online cooking community voted to health, delicious recipes
Food photos by bloggers of healthy food (dietitians only)
Follow me on Twitter @shift_the_focus
Be transparent, honest, evidence basedBe transparent, honest, evidence based
• Blog with integrity• Respect copyright,
provide links, cite sources
• Disclose all marketing relationships
• Include section on your blog, profiles
Collaborate with global colleagues
@NutritionBlogs
What is Instagram?
Instagram is a fast, beautiful way to share photos and videos.
1. Create an Instagram Account and complete your profile information
2. Start posting Photos and Videos
3. Link your Instagram account to Facebook
4. Start building a community
5. Bring your brand to life with photos and videos relevant for your brand
Getting started with Instagram
Starbucks – moments of connection
Everybody is an athlete.“You’re not disabled by the disabilities you have, you are able by the abilities you have.” – Oscar Pistorius
Never look back.
Don’t let hump day take you under. Make your own rainbows.
Red Bull – Uplift people’s minds.
Cyclists conquer France – experience the sights of Paris with Oreo!
23. July
Oreo – Brings out the child in you.
CocaCola - evoking a feeling
1. Extend Instagram conversations on Facebook
2. Use @mentions for users and #hashtags to create collections around an event or campaign
3. Experiment and learn about your audience
4. Use the Instagram API to bring the Instagram experience into your website
5. Promote your campaigns and hashtags on Facebook
How to leverage Instagram
What is Pinterest?
“Succeeding on Pinterest is about finding how your products or services fit into the
lifestyles of your target audience”
Why mobile matters
Source: comScore MobiLens, Google
Use their mobile to buy things at least once per week
have researched a product or service on their phone
95% smartphone penetration in the top 5 EU markets by October 2012, growing 13% against the same period in 2011
55%
Over 60%70%
penetration in Australia – the second highest around the globe 17%
access the internet on theirsmartphone at least once a day
The Mobile Apps Explosion
• Over 5 billion iTunes apps downloads and counting
•Average android user downloads 40 apps
•25% of iPhone & Android users spend 2 hours per day in apps
Kraft iFood Assistant
Diabetes
Weight Watchers Mobile
Food Industry
Whole Foods executes a brilliant Social Media Strategy.
BLOG: to interact with users & share inside stories.
Shares fresh organic tweets - news, updates, special events, sales, customer feedback and more.
Social Tech Strategy –
Shares natural and organic foods news, recipes, photos, videos, fun information, business happenings.
• Special recipes• Tips on healthy food choices• Events & promotions• Career opportunities• Customer feedback
Social Tech Strategy –
Social Tech Strategy –
Real employees on YouTube.
Supplier stories.
Recipes.
Social Tech Strategy –
Mobile Strategy
- Recipe in your pocket- Store locator near you - Nutrition info in your pocket - Special diets
Twitter accounts for individual stores. Over 250 Twitter accounts
FB fan pages for individual stores. Over 250 FB pages
Now it’s your turn
Social Success
You are a qualified dietitian working in a community centre and want to promote an upcoming healthy cooking class
How can social media help you promote this event?
• Post on Facebook and ask friends to share. • Tweet about event• University blog – invite students to volunteer • Recipes on Youtube (with permission from centre)• At event, refer patients back to video• Position yourself as the ‘go to’ person within your community for accurate
and practical nutrition information
Risky Business
Student dietitian on a rural placement was feeling isolated and overwhelmed. One night she had a rant on Twitter about how much she hated her workplace.
What are the flow on effects and is her behaviour “socially acceptable”?
• Someone at the hospital follows this student on Twitter and read her public tweet. His mother had attended an outpatient clinic with the same student that day. He retweeted her tweet to his colleagues and expressed his dismay at the student’s attitude
• The next day many other colleagues had read this tweet and were gossiping about this student. One of the staff made a formal compliant to her supervisor.
Social Success
A dietitian involved in a clinical research trial is struggling to get subject’s to enrol. She is looking for new mothers that had Gestational Diabetes during their pregnancy. She advertised in major and local papers with little success.
What social channels can she tap into to generate enrolments? How would she go about this
• Create a Twitter list of people with popular “mummy” blogs with lots of followers
• Form a rapport by commenting and listening to blogs• Once rapport established, approach blogger and explain research project
(WIIFM)• Blogger wrote a post about prevalence of gestational diabetes and
included call to action for people to sign up to trial
Risky Business
Dietitian on way to work one morning stopped at her local newsagent in a shopping centre. She took a “happy snap” on her iPhone of the queue of people at the nearby fast food counter and posted to her Face book page with the message “it’s not even 8am and look at the huge number of people eating fried food.”.
Is there anything wrong with doing this? What could happen? Have you taken a similar photo in public and shared via social media?
• Photo on phone was fuzzy but when enlarged on a computer faces could be identified. A facebook friend of the dietitian recognised her neighbour in the queue and tagged the photo with her full name, Jane Smith.
• Jane (lawyer) was not happy as she was merely buying a coffee and took great pride in her health and fitness. She write a stern letter to the dietitian threatening a defamation case.
To share or not to share
You are the owner of a private practise and you have a Facebook page blog where you post nutrition information and updates about your practise.
Recently a patient of yours posted a comment on your page thanking you for helping her to get her diabetes under control and achieve a healthy weight. She also recommended your dietetic services to anyone needing help with their nutrition.
How would you react to this? Would you be happy to have a positive personal story communicated to your fans, especially as it is authentic and your patient was happy to post it so you did not need to ask her permission?
A breach is a testimonial that another person has placed online (e.g. Your website, Facebook or Twitter account)
Using testimonials is against DAA’s Code of Professional Conduct and Statement of Ethical Practise
SOCIAL MEDIA BEST PRACTICES
Ensure brand relevanceGuess the brand?
Guess the brand?
Ensure brand relevance
Use rich images
Keep text short & sweet
Highlight the product
Compelling lightweight action
Make it about your fans
Be timely
1. To make my life easier Tips / tricks, advice, discover something new
2. To build relationshipsReward fans (exclusive access, fan-only promotions, spotlight), entertain fans
3. To help others Ask for feedback, enable/encourage fans to help each other and their friends
4. To craft our identity Enable me to express who I am
Why people communicate?Post content people want to share
The sit down social test
• I have uploaded a photo of myself to a website
• I have a Twitter account• I have bought or sold on ebay• I have posted a video on Youtube• I have commented on a blog post• I take photos of my food and
upload to Instagram• I have used the internet to find a
date• I broke up with my internet date
via Twitter or Facebook
Twitter @TerilichtenPinterest @tezzaInstagram @terilichtensteinLinkedIn Terilichtenstein
