Social Media 101 for Addiction Professionals

1. Social Media 101for Addiction Professionals Bob Ferguson / Jaywalker Lodge Colorado WSAD - February 2, 2011

2. 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.

3. 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

4. Social Media 101

Part 3 Whats Next?

Social Media Ethics for Addiction Professionals

Q/A Site demos, etc.

5. THANKS! Credit for the following slides on social media statistics Marta Kagan, Managing Director, US Espresso Marketing 6. 7. 8. 9. 10. 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)

11. Social Media 101

www.davidmeermanscott.com

New Rules of Marketing & PR David Meerman Scott 12. Social Media 101

Old Rules

Marketing = advertising, period.

New Rules

Marketing = advertising + PR + service + thought leadership.

Old Rules

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.

Old Rules

Creative messaging via broadcast interruption.

Designed to appeal to the masses.

New Rules

Media shift from TV/print to social media via the web.

Timely delivery of detailed information on demand.

Old Rules

Creative messaging via broadcast interruption

Designed to appeal to the masses

1-way messaging: company to consumer

New Rules

Media shift from TV/print to social media via the web.

Timely delivery of detailed information on demand

2-way interactive dialogue; audience participation.

Old Rules

New Rules

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

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 18. 19. 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)

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.

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

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 Challenges for Addiction Treatment Field

1. Rehab Community Competitive Online, Still Evolving

24. 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 anothers reviews. In this environment, the audience BECOMES the experts. 25. This page, entitled drugrehabreview.com comes up first on a Google search for Colorado drug rehab reviews.Notably, there are no drug rehab reviews on this site, nor are there any Colorado treatment programs listed! 26. Social Media 101

Challenges for Addiction Treatment Providers

Rehab Community Competitive Online, Still Evolving

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.

Challenges for Addiction Treatment Providers

Rehab Community Competitive Online, Still Evolving

Transparency Comes with a Price

Prepare for Public Discussion on Sensitive Topics

How much does it cost? Whats your refund policy?

What is your success rate? Your completion rate?

Where do you stand on suboxone?

What is your current occupancy?

28. Nov. 7, 2009 Author comments on Dad on Fire blog re: Suboxone. Make no mistake, harm reduction + compliance does NOT equal sobriety 29. Nov. 10, 2009 Dad on Fire blog comment posted on Changing Lives Foundation blog: a heated discussion re: the articleGeneric Suboxone Hits the Market. 30. Social Media 101

Social Media DOs and DONTs

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.

33. Company Website YouTube Channel Alumni Blog Twitter Company Blog Facebook 34. Company website is the anchor store of your social media campaign. 35. Prominent link from company homepage to blog real-time content management. 36. 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. 37. 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. 38. 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. 39. 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. 40. 41. Linked In All Business Professional Networking 42. Linked In Professional Profile: Your Resume On-line 43. 44. Bob Ferguson Facebook page (personal) 45. Friends of Jaywalker Lodge Facebook page (for business colleagues.) 46. Its okay to promote business-related events on Friends of Facebook page. 47. 48. Twitter a 140 character mini-blog for quick posts, real-time journaling, and links to articles and websites that resonate with Jaywalkers values and beliefs. 49. 50. 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. 51. Social Media 101

Part 3 Whats Next?

Social Media Ethics for Addiction Professionals

Personal / Professional Boundaries

Liability issues he said WHAT?

Client Confidentiality

Sample Guidelines (Small Town recovery community)

Non-clinical staff may accept friend request after graduation

Clinical staff may accept friend request after 1 year sober

All staff must un-friend any former client who returns

No staff may friend ever only accept or ignore requests

Bob Ferguson, Director/Founder - Jaywalker Lodge.

www.jaywalkerlodge.com

[email_address]

www.twitter.com/jaywalkerforeal

www.jaywalkerblog.org