Ask Dr. Park · What You’ll Learn: • What is social media? • 10 reasons why you should use...

Steven Y. Park, MDdoctorstevenpark.com

Ask Dr. Park:Using Social Media to Increase Your Online

Visibility, Enhance Your Reputation, and Massively Improve Other People Lives

What You’ll Learn:• What is social media?

• 10 reasons why you should use social media

• The basics of social media: blogging, Facebook, Twitter, Linkedin, & YouTube

• How to develop relationships with autoresponders

• How to write and publish a book in180 days

• How to brand yourself and become the leading expert in your field

• Effective outsourcing to save time and money

• Productivity pearls

Disclaimer

• Owner of doctorstevenpark.com

What Is Social Media?

• Wikipedia: Web and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals

• A group of internet-based applications that build on ideological and technological foundations of Web 2.0 that allow the creation and exchange of user-generated content

What Is Social Media?• At its heart, digital media is about people, it is

about relationships, and it is about communication. A social media presence is about educating, engaging and growing your audience, improving outcomes, compliance and potentially the bottom line of your practice

• Reinventing and reinvigorating relationships

• stories

Howard Luks, MD. A complete guide to planning a social media presence for healthcare. KevinMD.com

• Consumer generated media

• Blending of technology and social interaction to co-create value

• Inexpensive

• Can reach small or large audiences

• Real-time content creation / instant publication

• Permanence - can be modified by editing or comments

What Is Social Media?

Web 2.0

• A website which allows users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community

• Web 1.0: Users limited to passive viewing of content that was created for them

http://en.wikipedia.org/wiki/Web_2.0

5 Reasons to Use Social Media

AMA Study citing Pew Internet Research Group Data, 2011

• 80% of internet users (60% of adults) have searched online for health information

• Source and content comes from a few engaging providers and institutions, but most patients are exposed to commercialized content driven by profit

#1: Almost Everyone Else Is Already Using It

• 50% of world population < 30 y.o.

• They consider email passé

• Email and telephone is obsolete

• Fastest growing Facebook segment is women > 55 y.o.

• SMS, direct messaging, micro-blogging and digital media are the new communication standard


• Almost 1 billion people on Facebook

• 85% log in every day

• Facebook traffic > Google

• Google #1 search engine

• YouTube almost #2

• Wikipedia: 2 million pages


• 76% of consumers trust peer recommendations (social networks or traditional communication)

• 14% trust advertisements

• 41% of patients look for medical content from social media sites

• 94% use Facebook

• What are they saying about you?


#2: Reputation Management

• Search engine placement

• What are people saying about you?

• Comments are permanent

• Satisfied patient/customer tells 3-5 people

• Dissatisfied patient/customer tells 10-20

• Comments can spread in minutes to thousands of people

• Google yourself

#3: Great Opportunity for Marketing

• Traditional referral patterns essentially nonexistent

• Insurance company panels

• Patients are using internet more often

• What’s your profession?






• “marketer of ______ services”






• “marketer of ______ services”

• 10% your time spent marketing

#4: Rebuilding Doctor-Patient Relationships

• Not enough time for patients to tell you their stories in 15-20 minutes

• Inability to truly get to know patients

• Focused visits

• Less trust in physicians

#5: Lower Risk of Lawsuits

• Counterintuitive

• Due to #4 (better doctor-patient relationships)

• More trust

Basics of Social Medial

• blogs

• social networks

• internet forums

• wikis

• podcasts

• magazines

• photo and video sharing sites

• social bookmarking

• rating sites

• review sites

• games

• Q&A sites

Blogs

• Portmanteau of web log

• Discrete entries called “posts”

• Individual or group

• Simplified content creation system or platform that can be syndicated

• Inexpensive to $$$

• Minimal to no technological knowhow

• Templates or custom designed

Blogs• Blog platforms

• Wordpress (online & hosted)

• Blogger (Google)

• Tumblr (microblogging)

• Weebly (blog and website builder)

• Posterous (email posts)

• Blogs can link to FB, Twitter, etc.

Blogs

• Example Blogs

• KevinMD.com

• New York Times Health/Well Blog

• DoctorStevenPark.com

Social Networks

• Facebook

• Twitter

• Linkedin

• YouTube

• Google+

• Countless others

Facebook• Social networking site

• “Like”

• Exclusivity

• Biggest social media site

• $1 Billion net profit in 2011

• Lets friends and families stay in touch

• Allows businesses to promote services

• Play games, video chat, upload photos, etc.

Twitter

• Real time micro-blogging

• 140 character limit

• Messaging to a group or following

• Links to other sources, articles, videos

• URL shrinkage (bit.ly, t.co, etc.)

• “Follow” and be followed

Linkedin

• Professional / business networking

• “Connections”

Basics of Social Media

• blogs

• social networks

• internet forums

• wikis

• Q&A sites

• photo and video sharing sites

• social bookmarking

• rating sites

• review sites

• Retail

Develop Relationships with Autoresponders

• An online program that collects email addresses through subscriptions, segments the list, and sends emails in bulk, with one or a sequence of automatic responses

• Opt-in email marketing

• Double-opt in

Develop Relationships with Autoresponders

• MailChimp (free and paid)

• AWebber ($19/mo)

• iContact ($10/mo)

• Constant Contact (&15/mo)

• Infusionsoft ($199 to 499)

Develop Relationships with Autoresponders• Features to consider:

• limits for emails

• newsletter

• shopping cart

• storefront

• list segmentation

• forms

• CRM

• price

Develop Relationships with Autoresponders• How many emails did you get when you

signed up for this teleseminar?

• How many emails can you send after you’ve opted in?

• How many times do you need to make contact with someone before they make a decision to take action or purchase a product?

How to Write & Publish a Book in 90 or180 Days

• I had an idea for a book in 2007

• Didn’t know where to start

• John Eggen’s letter/email

• missionmarketingmentors.com

• Dan Poynter’s Book: Writing Nonfiction

6 months

• Self publish or sell to publisher

• Self

• Advantages: more control, faster process, keep rights to book

• Disadvantage: more work, production costs

• Publisher

• Advantages: prestige, lower costs

• Disadvantages: less control, longer process, no rights to book

How to Write & Publish a Book in180 Days


• 1 month research / preparation

• 3 months writing / content creation

• 2 months post-production and printing


• Idea (7 dys)

• 6 Musts from Poynter’s Book (2 dys)

• Research subject, title and competition (10 dys)

• Working title (2 dys)

• Back cover sales copy (3 dys)

• Set up binder / mock book (1 dy)


• Assemble research into chapter piles (18 dys)

• Type or dictate (1 dy)

• First rough draft (14 dys for 180, 45 dys for 365, FT)

• add photos, drawings, quotes, stories

• Second draft, content edit (3 dys, 14 dys for edirtor)

• Third draft, peer review (3 dys, 14 dys for peers)


• Testimonials for front and back cover (14 dys)

• Fourth draft, copy edit (6 dys)

• Fact checking, confirm stories, addresses, figures (4 dys)


• Self-published book

• Cover design, copywriting (14 dys)

• Interior design / typesetting (7 dys)

• Proofread (7 dys)

• Print & Ship (7 to 28 dys)


• Sell to publisher

• Get agent

• Draft proposal

• Sign with publisher

• Proofread

• PROMOTE

Branding Yourself & Becoming the Leading Expert

• 3 Strategies

• Writer’s strategy

• 1% get published

• 10% make any money

• Royalty on $20 book: 72 cents

• Average first run ~3K copies


• Mark Victor Hansen

• Writing and publishing book is 10% of work

• Marketing is 90%


• 3 Strategies

• Marketer’s strategy

• Do market research

• Do marketing (publisher won’t do it)

• 50% author’s discount

• For $20 book: $10 profit

• Promote and sell before 90 dys

• Interviews, book tours, publicity


• 3 Strategies

• Investor’s strategy

• Expand chapters into talks, seminars and workshops

• Recorded live events and transcribed it

• Take transcripts and make more books and information products


• Doer’s strategy

• Develop process or system yourself

• Publish your own success strategy

• Advisor’s strategy

• Advise or mentor clients and publish on their successes

• Information synthesizer’s strategy

• Interview other experts


• Be accessible

• Don’t hold back valuable information

• The more you give away, they more they will trust you

• Funnel system

How to Outsource & Save Time

• Calculate your production in $/hr

• Virtual assistants

• eLance.com, Guru.com

• Timothy Ferriss’ The 4-Hour Workweek

• Webmaster

Productivity Pearls

• Written goals

• Harvard study

• 3% had written goals

• 20 years later, their net worth was greater than the remaining 97% combined

• Mission / purpose statement

Productivity Pearls

• My mission (3 years ago):

• Massively disseminate information about the sleep- breathing paradigm, allowing thousands of people to live healthier, happier, and more productive lives

• A successful, focused practice where people come to see me from all over the country for my expertise as THE authority on sleep apnea

Productivity Pearls

• Time blocking

• Consistency, in small increments

• Accountability partner

• Vacations

Questions?

http://doctorstevenpark.com

Ask Dr. Park · What You’ll Learn: • What is social media? • 10 reasons why you should use...

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