Social Media 101

1. Social Media 101 December 1, 2010 Sponsored By

2. Social Media 101 for Addiction Professionals Bob Ferguson / Jaywalker Lodge December 1, 2010

3. 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.

4. 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…

5. 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)

6. 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)

7. THANKS! Credit for the following slides on social media statistics… Marta Kagan, Managing Director, US Espresso Marketing

12. Social Media 101 Old Rules New Rules  Marketing = advertising,  Marketing = advertising + period. PR + service + thought leadership. New Rules of Marketing & PR - David Meerman Scott

13. Social Media 101 Old Rules New Rules  Marketing = advertising, period.  Marketing = advertising + PR + thought leadership.  Creative messaging via media interruption  Consumer shift from TV/print to online and social media sites. (broadcast +/or print.) New Rules of Marketing & PR - David Meerman Scott

14. Social Media 101 Old Rules New Rules  Marketing = advertising, period.  Marketing = advertising + PR + thought leadership.  Creative messaging via broadcast interruption.  Media shift from TV/print to social media via the web.  Designed to appeal to the masses.  Timely delivery of detailed information on demand. New Rules of Marketing & PR - David Meerman Scott

15. Social Media 101 Old Rules New Rules  Marketing = advertising, period.  Marketing = advertising + PR + thought leadership.  Creative messaging via broadcast interruption  Media shift from TV/print to social media via the web.  Designed to appeal to the masses  Timely delivery of detailed information on demand  1-way messaging: company to consumer  2-way interactive dialogue; audience participation. New Rules of Marketing & PR - David Meerman Scott

16. Social Media 101 Old Rules New Rules  Marketing = advertising  Marketing = advertising + PR + thought leadership.  Creative messaging via broadcast interruption  Media shift from TV and print to social media via the web.  Designed to appeal to the masses  Timely delivery of detailed information on demand  1-way messaging: company to consumer  2-way interactive dialogue; audience participation.  Focus on selling products or services.  You are what you publish; content = king. New Rules of Marketing & PR - David Meerman Scott

18. 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)

19. 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.

20. Social Media 101 Web 1.0 Web 2.0  Traditional website provides information for users.  Web 2.0 interacts with users while providing information.  Provides call to action in the form of either toll-free  Provides online users with the opportunity to interact telephone number +/or email contact button. with one another; vote +/or write product reviews; invite friends; recommend site or service to others.

21. Social Media 101 Web 1.0 Web 2.0  Traditional website provides information for users.  A Web 2.0 website interacts with users while providing information.  Provides toll-free number and (maybe) email contact  Provides opportunity for user feedback and reviews. button.  Traditional websites were a one-way street on the  Web 2.0 is a two-way street that gives users the ability information super highway. to communicate too.

22. 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

23. 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)

24. Social Media 101  Social Media Challenges for Addiction Treatment Field  Rehab Community Competitive Online, Still Evolving

25. 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.

26. 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!!!

27. 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.

28. 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?

29. 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.

30. Facebook Twitter Alumni Blog Company Website YouTube Channel Company Blog

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

32. Prominent link from company homepage to blog - real-time content management.

33. 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.

34. 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.

35. 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.

36. 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.

37. 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.”

38. Nov. 7, 2009 - Author comments on Dad on Fire blog re: Suboxone. “Make no mistake, harm reduction + compliance does NOT equal sobriety…”

39. 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.”

41. Bob Ferguson - Facebook page (personal)

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

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

45. 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.

47. 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.

48. Social Media 101 Bob Ferguson, Director/Founder - Jaywalker Lodge. www.jaywalkerlodge.com bferguson@jaywalkerlodge.com www.twitter.com/jaywalkerforeal www.jaywalkerblog.org

49. Questions and Answers

50. Learn More  Webinars from Addiction Professional  http://www.vendomewebinars.com