Reasons You Might Be Afraid of Social Media · 5/1/17 2 Facebook Statistics 50% of users log into...

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ìCreatingaFacebookMarketing&CommunicationStrategyEricD.Garcia,IT&DigitalMarketingConsultant

©2017Allrightsreserved.EricD.Garcia

Itisdetrimentaltotheemployeeproductivity

Fearoftheunknown

Wealreadyhaveinformationoverload

Noguaranteedresults

Wewilllosecontrolofourbrandandimage

Lackofexperience

Ignorance

HardtodeterminetheROIbecauseyououtsource

Reasons You Might Be Afraid of Social Media


Facebook? Twitter? Instagram? Ah!?


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Facebook Statistics

50%ofuserslogintoFacebookanygivendayì 365daystoplaceyourselfinfrontofyour

clientsandprospects

Theaverageuserisconnectedto130people

Morethan30billionpiecesofcontentaresharedeachmonth


Facebook App vs. Facebook Desktop


The “Rules of Facebook”

Neverrelayanytypeofmedicalinformation

Donotplanonutilizinganymessagingserviceasaformofe-mail

Don’tcomeoffasamarketer

Don’thireamarketertopostforyou

Stayawayfromnegativetopics

Recognizeclientsandpatients

Educate


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Implement Facebook Page Moderation


Facebook Demands Marketers Pay for Ads


“AndonFriday,thecompanytoldmarketersthatifthey(businesses)wantedtoreachcustomersonFacebook,theyneededtobuyanad.”

http://nytimes.com/2014/11/15/technology/facebook-to-cut-unpaid-posts-by-marketers-on-news-feeds.html

“Facebooksaysthatit’sallforthegoodoftheusersandthatcreative,engagingpostswillstillattractattentionandbubbleupintothe

feed.”

Most Effective Types of Paid Ads


BoostPostì Offers

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Boost Post: Offers



Boost Posts: People who like your Page


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Total Budget


Audience: People you choose through targeting


How Much Do We See?

Theaverageusershasabout1,500newitemstheycouldseewhentheylogon

Somepeoplehaveasmanyas15,000accordingtoFacebook

Facebook’salgorithmissettoshowthetop300ì Avg.userseestop100


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If You Don’t Have Time…DO NOT POST JUST BECAUSE

Yourfirstimpressionisthemostimportanttonewfollowers.

Engage!


The Art of Storytelling

Storytelling istheconveyingofeventsin

words,soundand/orimages.


The Facts & Data…

ArecentstudyinSciencemagazineaddsmoresupporttotheideathatstoriescanhelppeopleunderstandothers,determiningthatliteraryfiction“uniquelyengagesthepsychologicalprocessesneededtogainaccesstocharacters’subjectiveexperiences.”ì Source:http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/

JenniferAaker,aprofessorofmarketingattheStanfordGraduateSchoolofBusiness,saysthatpeoplerememberinformationwhenitisweavedintonarratives“upto22timesmorethanfactsalone.”ì Source:http://leanin.org/education/harnessing-the-power-of-stories/


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You Become a Certified Cat Friendly Practice

You Let Everyone Know on Social Media (and everywhere else online)!

What Do You Do?

We Are a Cat Friendly Practice!


What?

OK?

Whatdidyoudotomycatbefore?

IsthiswhyGazpachois

peeingoutsidehislitterboxnow?


NoMrs.Smith.It’sbecausewehaven’tseenyourcatinlike8years.AndpleasestopaskingusthesequestionsonFacebook.

Cat Owners On Social Media Are Like:

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Cat Friendly Practice Album

TakingYourCattotheVetwithGazpachoTheCatì CatFriendly

Practicelogoì Catfriendly

crateswithtransporttips

ì Catfriendlywaitingarea

ì Feliway Diffuserwithexplanation

ì Feline-friendlyhandlingtechniqueimages

ì Actionshotofanexamination


We Are a Fear Free Hospital!


OK?

ShouldIhavebeenscaredtotakemypettoyoubefore?

Didyouscaremypetbefore?

Areyoulessscarynow?


Clients Are Like:

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Chico Hospital for Cats

Facebook Page Info


Verify Your Page!


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Facebook Demands Marketers Pay for Ads


“AndonFriday,thecompanytoldmarketersthatifthey(businesses)wantedtoreachcustomersonFacebook,theyneededtobuyanad.”

http://nytimes.com/2014/11/15/technology/facebook-to-cut-unpaid-posts-by-marketers-on-news-feeds.html

“Facebooksaysthatit’sallforthegoodoftheusersandthatcreative,engagingpostswillstillattractattentionandbubbleupintothe

feed.”

How Much Do We See?

Theaverageusershasabout1,500newitemstheycouldseewhentheylogon

Somepeoplehaveasmanyas15,000accordingtoFacebook

Facebook’salgorithmissettoshowthetop300ì Avg.userseestop100


If You Don’t Have Time…DO NOT POST JUST BECAUSE

Yourfirstimpressionisthemostimportanttonewfollowers.

Engage!


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Facebook Marketing Cycle

PickanEducational

Topic

EducateTeamMembers

CreateAwareness

EngageinDiscussion


Facebook COO Sheryl Sandberg at Nielsen Consumer 360

Branding: Tell Your Story

Usepersonalizedimagery

Createaprofessionalcoverphotoatcanva.com©2017Allrightsreserved.EricD.Garcia

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Branding with Facebook Albums

PracticeDrivenAlbums

Client&PatientDrivenAlbums


Practice Driven: Our Doctors


Practice Driven: Our Team


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Practice Driven: Our Clinic


Client & Patient Driven


Client & Patient Driven


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3 Steps to Using Facebook

① Review RecentPostsbyOthers

② FollowUpwithPreviousPostings

③ Post NewContent


Step One: Review Reviews


Step Two: Follow Up with Previous Posts


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Step 3: Post New ContentFacebook Posting Guideline

3-5postingsaweekì OneorTwoCaseExamplesì OneSharedEducationalArticleorVideoì TwoorThreeClinicSpecificPostings

Trynottopostmorethantwiceinonedayì Ifyoudospaceapartby5+hours


What Clients Want to See


3 Elements of an Effective Case Study


ProblemPresented

ShortCaseStudy– HowDidYou

Help?Socialize/CTA

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Case Example


CoolShades!Caseywasinwithhismom,brother,andsistertogetlasertherapytreatmentonhisjoints.Catsareverysensitivetomedication.Infact,catsdonothavethesameoptionsasdogswhenitcomestopainrelieversandanti-inflammatorymedications.CatsthathaveajointinjuryorarthriticpainintheirbackscanbesuccessfullytreatedwithLaserTherapy justlikeCasey!IfyouareinterestedinseeingifyourcatisaCATdidate letusknow.HelpusgiveCaseysomelove!

Clinic Specific Postings




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Fun Clinic Postings


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Fun Clinic Postings


Fun Clinic Postings




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Featured Feline Friday!


Giving Back to the Community

Giving Back to the Community

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Share Educational Articles


Facebook Posting Guideline

3-5postingsaweekì OneorTwoCaseExamplesì OneSharedEducationalArticleorVideoì TwoorThreeClinicSpecificPostings

Trynottopostmorethantwiceinonedayì Ifyoudospaceapartby5+hours


Team Approach


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Use a Marketing Calendar


Schedule Content within Facebook


Community Awareness

Becometheexpertwithinyourcommunity

Helpeducateanaudiencethatneedsproperpethealtheducation

Takebackcontrolofwhatishurtingyourbottomline

Resourceforpetcareinformation


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Free VetFolio Podcasts

ListentopodcastsonthegoforFREE!ì Facebookì Marketingì YellowPagesì Reputation

Management


vetfolio.com/communication/digital-strategies-for-vets-podcast-series

Break

FollowmeonFacebook:facebook.com/EricGarciaFL

CheckmeoutonInstagram&Twitter:@EricGarciaFL

©2017 Allrightsreserved.EricD.Garcia

Reasons You Might Be Afraid of Social Media · 5/1/17 2 Facebook Statistics 50% of users log into...

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