Digital and social media tips and practices for the National Ayurvedic Medical Association (NAMA). Ayurveda, yoga practitioners.

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Extend Your Reach with
Digital & Social Media for
Ayurvedic Professionals
Prepared for NAMA
Presented by Petra Neiger
@petra1400
Digital &
Social Media
Introduction

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What We’ll Cover
 Start with the “Why?”
 Understand the (Online) Consumer Landscape
 How to Make Digital & Social Work for You
 Key Takeways: 7 Steps to Success

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Why?
Raise awareness
Build credibility
Build loyalty
Get new customers
Drive return visits &
purchases

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People Are Bombarded with Messages
Human attention
span in 2013
- The AP, MSFT
Interactions with
your content before
customers believe it
-SMT webinar
Exposure to
your content before
customers act on it
8sec 3-5X 7X

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Consumers Explore Many Sources
Before They Come to You
“I’ve heard of you”
Awareness
“I’m interested in you”
Interest “I like you”
Consideration
“I relate to/trust you”
Evaluation
“I buy from you”
Purchase
“I love you”
Experience“I recommend you”
Advocate
92% of consumers trust
WOM and
recommendations from
friends and family above
all other forms of
advertising - Nielsen

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What These Findings Mean to You
Prioritize your audience and channels
Provide value to your audience
Give them a taste of the overall experience
Commit to social long term

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How to Make Digital &
Social Work for You
Seven Tips and Practices

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1. Get to Know Your Audience
 Who is your audience?
 Find out what they read,
watch, listen to and share
 Learn where they engage/go
for information
 Understand how they search
 It’s not all about you…

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2. Select Your Online Channels Carefully
 Your, someone else’s or hybrid? How many?
 Start small! Website + email
 How should you set it up? E.g., Facebook personal or brand page

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3. Treat Your Online Presence As
Your Online Office
 Make it easy to find
 Make it easy to navigate, share
and connect with you
 Make it mobile friendly
 Keep it fresh
 Offer hooks for list building
 Measure results

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4. Follow the 3C’s of Content:
Concise, Clear, Call to Action
 Balance between writing for search engines and humans
 Concise: Less is more
 Clear: Use the language they understand
 Call to action (CTA): Help move people along – next step to take?

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5. Engage through Content, Activities
And Conversations
 Remember the “1-9-90” rule
 Use stories and visuals often
 Offer multiple ways to engage
 Activate your network
 Respect the channel
 Use social management tools
 E.g., Hootsuite, Buffer, TweetDeck,
etc

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6. Integrate Everywhere
 Online and offline complement each other
 Add social profiles to offline materials, run email campaigns,
promote and augment events with social

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7. Promote, Promote, Promote
 Post on your channels, use hash tags, tag people/organizations
 Ask people to share your content
 Cross-promote your content, make it easy to share
 Consider paid promotions and retargeting

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If You Plan to Run Facebook Ads
Source: fb.com/redpantzcompany

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Putting It All Together
“I’ve heard of you”
Awareness
“I’m interested in you”
Interest “I like you”
Consideration
“I relate to/trust you”
Evaluation
“I buy from you”
Purchase
“I love you”
Experience“I recommend you”
Advocate

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Key Takeaways: 7 Steps to Success
 Start with the “Why?”
What do you want to accomplish? Measure success based on objectives
 Lead with listening
Understand yourself, your audience, uncover your influencers, and get them involved
 Respect the platform
Tailor your content to your audience and channels
 Become a storyteller
Share your passion via #hash tags and visuals. Make content easy to find and share
 Integrate social into your activities and presence
Add social to your events, website, email, business card, etc
 Be flexible and adjust as you go
Be willing to experiment and learn from your audience
 Be patient
Give, give, give before you take

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QUESTIONS?

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Petra Neiger
@petra1400
www.slideshare.net/petra1400
www.redpantz.com
www.fb.com/redpantzcompany
Thank You!

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Content Best Practices In 4 Questions
 Why?
 Inform
 Educate
 Entertain
 How?
 Create
 Curate
 Inspire creation
 Reuse or update
 Repurpose
 What?
 Original content
 Modified content
 Derivative content
 Others’ content
 Where?
 Owned channels
 Earned/rented channels
 Paid channels
Thesis
Infographic
(awareness, share)
Ebook, webinar
(lead gen)
Blog
(consideration)
Video
(lead/revenue gen)