Beyond the Buzzwords

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Beyond The Buzzwords: How Optometrists Market Their Practice with Social Media Nathan Bonilla-Warford, OD, FAAO REAL
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    19-Nov-2014
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How real optometrists use social media.

Transcript of Beyond the Buzzwords

  • 1. Beyond The Buzzwords: HowOptometrists Market Their Practice with Social Media Nathan Bonilla-Warford, OD, FAAO

2. A bit about me I practice in Tampa, FL Solo doc Bright Eyes Family Vision Care Specialize in Vision Therapy Social media consultant since 2009 3. Questions? Tweet @NateBWText 813-469-2366 4. My Assumptions1) You want to be successful2) Social Media is here to stay3) Social Media is good for Business4) Social Media is good for Optometry5) You want to know more 5. First, a show of handsHow many here: 6. First, a show of handsHow many here: Have a website? 7. First, a show of handsHow many here: Have a Facebook Account? 8. First, a show of handsHow many here: Have a Blog? 9. First, a show of handsHow many here: Have a Pinterest account? 10. With social media, there is aW IDEdifference in knowledge & experience. ASK QUESTIONS! 11. What is Social Media? Media designed to be disseminated through onlinesocial interaction, created using highly accessibleand scalable publishing techniques. Social mediaincludes websites like Facebook, blogs, andnetworks like Twitter and Youtube. All of theseallow for instant interaction with unlimited peoplein an organized fashion, largely cloud-based andon smart phones or tablets or desktops fromalmost any location at any time around the clock,blah, blah, blah, engage with real-time back-channel curation to optimize your crowd-sourcedROI of viral platforms. 12. What is Social Media?(Buzzword free) Ways to share stuff online(Note: Everything online is shareable.) 13. Evolution of the Web: Web 1.0: Webpages, links Web 2.0: Social, interactive Web 3.0: Mobile, location 14. Online Trivia. Globally __ % of adults use social media ___ most popular online activity. Social networking is Over ___ billion smartphone app uses per year. Average of __ minutes a day on smartphones. Over ___ million people shop online. Of those, __% share purchases online. 15. Online Trivia. Globally 62 % of adults use social media ___ most popular online activity. Social networking is Over ___ billion smartphone app uses per year. Average of __ minutes a day on smartphones. Over ___ million people shop online. Of those, __% share purchases online. 16. Online Trivia. Globally 62 % of adults use social mediaTHE most popular online activity. Social networking is Over ___ billion smartphone app uses per year. Average of __ minutes a day on smartphones. Over ___ million people shop online. Of those, __% share purchases online. 17. Online Trivia. Globally 62 % of adults use social mediaTHE most popular online activity. Social networking is Over 400 billion smartphone app uses per year. Average of __ minutes a day on smartphones. Over ___ million people shop online. Of those, __% share purchases online. 18. Online Trivia. Globally 62 % of adults use social mediaTHE most popular online activity. Social networking is Over 400 billion smartphone app uses per year. Average of 77 minutes a day on smartphones. Over ___ million people shop online. Of those, __% share purchases online. 19. Online Trivia. Globally 62 % of adults use social mediaTHE most popular online activity. Social networking is Over 400 billion smartphone app uses per year. Average of 77 minutes a day on smartphones. Over 160 million people shop online. Of those, __% share purchases online. 20. Online Trivia. Globally 62 % of adults use social mediaTHE most popular online activity. Social networking is Over 400 billion smartphone app uses per year. Average of 77 minutes a day on smartphones. Over 160 million people shop online. Of those, 60% share purchases online. 21. Why Social Media foryour Practice? SM fans more likely to spend Doesnt cost money (but is not free) Ability to update in real-time Failure of traditional methods SM growing rapidly in all demographics All the cool kids are doing it 5X more people trust SM reviews to ads 22. Social Media Ground Rules Social Media is like Real Life Separate public and private Billboard Rule Breadcrumbs Filtering Most Things Dont Go Viral People are interested in THEMSELVES! 23. Social Media Ground Rules Social Media is like Real Life Separate public and private Billboard Rule Breadcrumbs Filtering Most Things Dont Go Viral People are interested in THEMSELVES! 24. Social Media Ground Rules Social Media is like Real Life Separate public and private Billboard Rule Breadcrumbs Filtering Most Things Dont Go Viral People are interested in THEMSELVES! 25. Social Media Ground Rules Social Media is like Real Life Separate public and private Billboard Rule Breadcrumbs Filtering Most Things Dont Go Viral People are interested in THEMSELVES! 26. Social Media Ground Rules Social Media is like Real Life Separate public and private Privacy Billboard Rule Breadcrumbs Filtering Most Things Dont Go Viral 27. Social Media Ground Rules Social Media is like Real Life Separate public and private Billboard Rule Breadcrumbs Filtering Most Things Dont Go Viral People are interested in THEMSELVES! 28. Social Media Ground Rules Social Media is like Real Life Separate public and private Billboard Rule Breadcrumbs Filtering Most Things Dont Go Viral People are interested in THEMSELVES! 29. Social Media Ground Rules Social Media is like Real Life Separate public and private Billboard Rule Breadcrumbs Filtering Most Things Dont Go Viral People are interested in THEMSELVES! 30. Social Media Ground Rules Social Media is like Real Life Separate public and private Billboard Rule Breadcrumbs Filtering Most Things Dont Go Viral People are interested in THEMSELVES! 31. Social Networks Facebook Largest network, almost 1B users Ave user spends 8 hours per month Twitter Useful for quick, short communication. 84% of marketers use it LinkedIn Largest network for business 71% of marketers use it Google+ Googles social spine 32. Blogs Usually maintained by an individual withregular entries of commentary,descriptions of events, or other materialsuch as graphics or video. 33. Content Communities: Pinterest New, fast-growing, Collections of images YouTube Largest video collection Review Platforms (Yelp, Angies List) Business reviews Location Based (Foursquare) Check-in, get rewards, recommendations 34. Social Media Strategy Overview Outline your goals Identify target audience Combine SM with existing efforts Empower your patients to talk about you Test Test Test 35. Social Media Dos Be Your Truly Awesome Self Be interactive Post interesting AND useful content Make it easy for people Encourage people to check in and review Get staff involved Be consistent 36. Social Media Donts Dont make it all about you Dont be a machine Set it and forget it Spam Do it all yourself Spend more than 15 minutes a day 37. SM for Students Educate Yourself Network, Network, Network What you post now is what futurecolleagues and patients will Google. 38. SM for Employed ODs Increase your value to a practice Create your own brand Contribute to Optometry 39. SM for Opening Cold or Young Practice Start Promoting Yourself &Practice ASAP Book before the doors open Highlight specialties andunique qualities Getting patients excited 40. SM for Mature Practice Patient Retention Increase recall effectiveness Increase sales per patient Gain patient feedback Network with potential partners/buyers Add value for sale 41. SM for Everyone Educate yourself. Dont forget the backchannel. Interact with publishers and organizations. Have fun! 42. You are not aloneSocial Outsourcing Options ECPSocial EyeCarePro.Net Uptempo Group Local companies 43. Take-aways Do Facebook. Dont blog. Be creative. Play games. Have fun. Spotlight your patients as much as possible. Get staff involved. Look at reviews good and bad. Be efficient. Dont get sucked in. Hire outside help if you need to. 44. Take-aways SOCIAL MEDIAisWORD OF MOUTH 45. ReferencesStats: http://thesocialskinny.com/99-new-social-media-stats-for-2012/Pictures: http://www.flickr.com/photos/spine/ http://BrightEyesTampa.com http://www.tenterdentown.co.uk/ http://www.flickr.com/photos/chriggy/ http://www.lifehacker.com.au/2012/02/ask-lh-how-can-i-tell-if-my-diet-and-exercise-routine-is-working/ 46. Books: Searchial Marketing by Alan Glazier, OD Social Pollination by Monica OBrien Six Pixels of Separation by Mitch Joel Groundswell by Charlene Li & Josh Bernoff Social Media 101 by Chris Brogan 47. Social Media Blogs: Mashable: http://mashable.com Social Media Examiner:http://www.socialmediaexaminer.com/ Social Media Today:http://socialmediatoday.com/ 48. Eyecare Communities Online: Optcom: http://optcom.com ODWire: http://ODWire.com ODsOnFacebook:www.facebook.com/groups/122070001227892/