Digital Media Training for British Dietetic Association Members

1. Digital Media Training for British Dietetic Association Members Joanne Jacobs Social Media Consultant

2. 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

3. PART 1: SETTING UP ONLINE

4. Setting up an online presence • Domain name • Content hosting • Email marketing (newsletters etc) • Analytics and SEO

5. 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

6. Hosting a website • OPTIONS: • Use of a hosted service (paid or unpaid)EG: Blogger, Wordpress.com, TypePad.com, Ning.com • Hosting your own site with a website hosting serviceEG: GoDaddy (small sites), Hostgator (medium sites), Rackspace (large to very large communitiy sites). • Greater control = lower costs but higher technical involvement.

7. Content management systems • Blogging: Wordpress, Drupal, Movable Type. • Community content: Drupal, Joomla!, Django-cms, Refinery CMS, Dot Net Nuke, Magnolia, etc (more at Wikipedia list). • Project Management systems: Huddle, Basecamp, Collabtive, Workengine, Workspace. • Ecommerce: Magento, Ubercart, Virtuecart, Zen Cart. • What do you want to do? • How do you want your audience to engage?

8. Example: Hosted service account • http://www.blogger.com/ • 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.

9. Example: Web hosting at GoDaddy • http://www.godaddy.com/ • http://www.youtube.com/watch?v=GOX_HPPq7jw

10. Basic, user-control package • Wordpress installation on your own host (£60/year average cost, including domain name) • Use an existing free or paid theme (paid themes average £40/year) • Start not on blog, but on a static page • 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.

11. Email marketing • OPTIONS: • Email marketing software installed on your own server • Email marketing hosted services • Hosting email marketing on your own server allows for control but can be difficult to manage.

12. Email marketing examples • PHPList: free email marketing software to install on your server. High degree of technological literacy required. • PHPList Hosted: email marketing service, with cost based on frequency of messages sent. • MailChimp: newsletter service – free for up to 2000 subscribers and 12,000 emails per month. Paid service for greater numbers.

13. 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. • Go to http://www.google.com/analytics/ • Set up an account with your site details • Add the script to your website homepage • Track your content regularly

14. Search Engine Optimisation basics • Ensure home page content includes text describing your business • Use keyword suggesting tools for metadata (eg: https://freekeywords.wordtracker.com/) – this is also useful for Google AdWords • Generate an XML sitemap from your website and submit to Google • Register your site with other search engines • Build and store a Robots.txt file on your server

15. PART 2: SOCIAL MEDIA RATIONALE

16. 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

17. 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/

18. 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: http://www.flickr.com/photos/gunjankarun/2641352297

19. 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/

20. 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

21. 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)

22. Time on websites March 2009, Source: http://www.coremetrics.co.uk/solutions/industry-report.php

23. 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

24. Why do we need a social media strategy? SOURCE: New Marketing(Intersection Consulting)

25. 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 sourcehttp://www.flickr.com/photos/jmpznz/335301286/

26. 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 sourcehttp://www.flickr.com/photos/pedrosimoes7/1301014184/

27. 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 sourcehttp://www.flickr.com/photos/joeshlabotnik/305410323/

28. Building a community for existing supporters Being known as an authority in nutrition & health Engaging new supporters in the nutrition & health community Primary objectives for social media Image sourcehttp://www.freefoto.com/browse/04-11-0?ffid=04-11-0

29. Keeping your business in front of mind among customers Thought leadership Brand awareness Media coverage Secondary objectives for social media Image sourcehttp://www.flickr.com/photos/braydawg/2293042520/

30. Which social media tools? • Blogs • Twitter • Facebook • Google+ • LinkedIn SOCIAL MEDIA Monitoring staff = 20% of workload Contributing staff = 10-15% workload

31. 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

32. 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

33. 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

34. 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.

35. 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

36. PART 3: SOCIAL MEDIA PRODUCTION AND MONITORING

37. 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

38. Content production Research roles Social media performance monitoring Issue escalation and tracking What are the social media management roles? Image sourcehttp://www.flickr.com/photos/cogdog/3033873597/

39. 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

40. 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 3rd 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/

41. 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

42. 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 Ning Alternatives Guide

43. EXERCISES IN COMPELLING CONTENT

44. 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? Exercise 1: Compelling blog content

45. 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?

46. 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?

47. 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.

48. CONTENT MODERATION & PERFORMANCE MONITORING

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

50. 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