Social Media MBA - Vegas Cosmetic Surgery 2013
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WELCOME…SOCIAL MEDIA MBA
Presented at Vegas Cosmetic Surgery 2013
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Meet Monique…Founder and Social Media Horticulturalist
20+ years experience: medical practice management, marketing, training, and consulting
Certified Relationship Marketing and Social Media Strategist (2009)
• Winner 2010 #influenceSD Award for Best Social Media in Business
• Alert Press Top 5 Medical Practice Facebook Fan Pages• Named on of 17 Top Facebook Pages for Small Business, 2012 (Fluxe Digital)
Interviewed by SmartMoney Magazine, American Medical Association, Dermatology Times, Surge, Medical Economics, ReachMD on Satellite Radio
Contributor to Cosmetic Surgery for Dummies
Board – San Diego Social Media Society
♥music, ♥USC, ♥sports,
♥spa days, ♥shoes ♥driving fast ♥creative
endeavors!
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Meet Courtney…
General Dermatology, Cosmetic Dermatology, and Plastic Surgery Medical Assistant
15+ years clinical experience & administrative operations
4 years experience in PR, Marketing, Social Media
Appeared on nationally and locally known television programs
• Nerd Extraordinaire• Venerator of Vintage• Lover of Books• Practitioner of
Adventure• Self Appointed
Grammar Patrol Chief• Guilty Pleasure: Shoe
Shopping
Partner & Chief Community Cultivator
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Overview of Today
2:00pm Welcome & Start With StrategyPlatforms: Tips, Best Practices, & Cultivating Your Community
2:30pm Facebook3:15pm BREAK3:30pm Facebook4:00pm Snapshot #14:15pm Google+, Twitter, Foursquare5:00pm BREAK5:15pm Social Snapshot #25:30pm Pinterest, Instagram, LinkedIn6:00pm Q & A6:30pm Adjourn
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Audience Poll
• How many of you are on social media?
• How many of you believe you should be there? (have to vs. want to)
• # of Platforms• Frequency
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Social StrategyWho are you?• Brand (2 – 5 words)• Voice• Messaging
Who is your patient?• Target Audience (could
be different than current patient base)
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Social Strategy
What Are Your Current Marketing Channels?• eBlasts, Promotions, Events, Loyalty
Programs, Seminars, Product Launches, Studies/Research, TV, Radio, Print, Direct Mail, Yellow Pages
What Are Your Online Assets?• Website, Blog, Mobile, Video, Social,
AdWords, Banner Ads/Re-Marketing, etc.
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Social Strategy – Goals• NP Leads• Increased Website Traffic• Increased Patient Retention (loyalty)• Increased Referrals• Reputation Repair / Patient Relations• Trusted Resource• Launching a New MD’s practice• Launching a New Division/Product• Greater Community Awareness• Launching/ Re-Defining Your Brand • Selling Your Practice• Grow Email List
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Social Strategy - Tactics
What Approach Will You Take? (Road Map)
What Tools Will You Use?
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Social Strategy - MeasureTrack and Measure• Google Analytics• Short Links (bud.url)• Facebook Insights• Google Ads Manager• Facebook Analytics• Coupon Redemptions• Email Program
Analytics
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Social Strategy - MeasureTrack and Measure, Cont.• Tracking Links• Blog Comments• Re-Tweets, Re-Pins, Shares• Facebook Ad Manager • 3rd Party Tools (General):
Hootsuite, HubSpot, Sprout Social• 3rd party Facebook Tools:
PageLever, ZuumSocial, Crowdbooster, Edgerankchecker
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Social Strategy - Tactics• Which Platforms• Social Ads• Engage with Other Pages &
Users• Blog• E-blasts• Mobile Friendly Website• Video• Local Business Relationships• Building a Rapport
What Will You Implement and How Often?
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Social Media Policy
Internal (Staff)
External (Fans)
Who is Going to Write?
Where Post?
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Expectations• Are They Realistic?
– Time to Implement– Outcome– Time to Be Successful
• Do You Have Buy-In?– Are you truly on board?– Is your staff on board?– Social Ambassador?
Internal– Invest in promoting social
in all patient touch-points
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Social SnapshotsToday: Two opportunities for a quick free consult your Facebook page! Put your name in the hat & we’ll draw throughout today’s session.
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BREAK
15 minutesBe back at 3:00pm for Facebook
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Cutting Through The Facebook Noise: How to Make Sure Your Fans See Your
Message
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#VCS2013 Follow on Twitter @MoniqueRamsey
Your business has the potential for exponential distribution through the social graph if you can engage users so it’s seen in the 1st place!
EdgeRank
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• Be a resource: your own content & relevant shared content
• Moderate• Respond & engage• notifications via FB
email, Pages app, FB notification, and/or HyperAlerts)
• Connect• Keep it fun and mix it
up!
#VCS2013 Follow on Twitter @MoniqueRamsey
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#VCS2013 Follow on Twitter @MoniqueRamsey
Ask QuestionsAIM FOR SHARES
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• 3,651 impressions• Get in the
conversation in real (or semi-real) time
ASK QUESTIONS
#VCS2013 Follow on Twitter @MoniqueRamsey
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RESPOND~
Call them by name with the @ tag
Ask for the “like”
#VCS2013 Follow on Twitter @MoniqueRamsey
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Keep It Real
#VCS2013 Follow on Twitter @MoniqueRamsey
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Facebook Ads to promote
ContestsCONTESTS
#VCS2013 Follow on Twitter @MoniqueRamsey
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https://www.facebook.com/page_guidelines.php
Contest Guidelines
Tips…• Use a 3rd party app
Wildfire, NorthSocial, Wishpond, Rafflecopter • Don’t offer a prize that seems too good to be true – looks
spammy and people won’t share• Comply with Federal, State, Local Laws• Comply with State Medical Board, AMA, and your
society rules• Difference between “sweepstakes” and a “lotto” (illegal)• Users cannot purchase add’l entries• Must notify winner outside of FB first!
#VCS2013 Follow on Twitter @MoniqueRamsey
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Best Time(s) to Post
But… do what works best for you (check your analytics)
And - consistency = success
24/7/365
#VCS2013 Follow on Twitter @MoniqueRamsey
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Scheduling a PostClock =
SCHEDULING ICON
Note: Date can also be in the past & it will drop in to the proper spot in your timeline
#VCS2013 Follow on Twitter @MoniqueRamsey
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Milestones
#VCS2013 Follow on Twitter @MoniqueRamsey
• Founded• Office Location
Open• New
Equipment• New
Procedures• New MD’s • Awards (Best
of 2013) etc.• Remodel• Legislation
Extend the “story of your brand”
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Milestone Scavenger Hunt
• Entrants had to scavenge through timeline to find milestones
• “Timeline Time Warp”• Read Details: http://go.cosmeticsocialmedia.com/warp
Sources: SocialFresh.com, DigitallyApproved.com #VCS2013 Follow on Twitter @MoniqueRamsey
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Promoted Posts (buying airtime)
Click “public” to make this box appear
It re-calculates reach as you change budget
Set run time
#VCS2013 Follow on Twitter @MoniqueRamsey
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Notice baseline
Engagement Rate Calculation: (MANUAL!)
talking about / total “likes”
2% is average so anything over this is AWESOME
70% Engagement
Rate
#VCS2013 Follow on Twitter @MoniqueRamsey
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Facebook recommends your practice to the friends of your current page fans.
Highest likelihood to buy
Get More Fans
#VCS2013 Follow on Twitter @MoniqueRamsey
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Polls
#VCS2013 Follow on Twitter @MoniqueRamsey
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Make it Easy & Engaging
with Apps
#VCS2013 Follow on Twitter @MoniqueRamsey
Polls
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Change Cover Image
Cover images can get 9x more ENGAGEMENT – change often
#VCS2013 Follow on Twitter @MoniqueRamsey
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Fill out your cover image description! Use this valuable space – graph search SEO value! #VCS2013 Follow on Twitter @MoniqueRamsey
Change Cover Image
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E-blasts & mailers
Print: Ads & Collateral
Promotions / Specials
Events
Facebook timeline cover photo
20% Rule
#VCS2013 Follow on Twitter @MoniqueRamsey
Exam Room displays
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https://www.facebook.com/ads/tools/text_overlay
Source: MariSmith.com
New 20% Rule for Timeline Cover
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http://go.cosmeticsocialmedia.com/pics
Hot Tip:Image Sizer - FREE
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Keywords – About Section
Put keywords in your About Section for better results when people search
Click here to edit
#VCS2013 Follow on Twitter @MoniqueRamsey
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Avatar
90% of FB users see your content in their newsfeed so your avatar needs to be great! (no logos or buildings)Look for faces! That’s what captures people’s attention
#VCS2013 Follow on Twitter @MoniqueRamsey
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Website
Contests
In-Office Promotions
Social Media and Apps
ConsistentBranding
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#VCS2013 Follow on Twitter @MoniqueRamsey
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Facebook.com/security
WARNING:Don’t delete (unless they are really belligerent, abusive, ETC). Invite them to talk offline. Have a policy in place to fall back on!
Posts You Don’t Want to See
You can:
#VCS2013 Follow on Twitter @MoniqueRamsey
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• Organic Growth• Connect with
businesses and events and interact with them, share their content
• About Section• Settings – Set 13+,
allow , comments, tagging, to post, etc.
• Admins
Slideshare.net/moniqueramsey
Additional Tips
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BREAK
15 minutesBe back for Snapshot, Google+, Twitter, Foursquare
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SOCIAL SNAPSHOT #1
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GOOGLE+
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Google+
Photo Albums
Sparks(interests)
Circles
Profile
Hangouts (“Meetings” for
Biz)
=
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Value of G+
• SEO Benefit• Rapid growth - 135 Million
active users and 60% log in every day
• Communities• Getting a +1 is like
someone giving a recommendation for your practice – and it shows up in search
• Posts show up in search too!
• Local pages – part of Google search results. (You can merge your Local Page (aka. “places page”) into a new Google+ page
• Reviews• Important Note:
Authorship (not for pages – only personal profile accounts)
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Full Google Integration
Connect & Categorize Peeps into “circles”*
Manage Events
Be Aware: All content is indexed by Google – even communities
that are private/invite only
Discover trending
topics and jump into
the conversatio
n
*Nice for separation of your patients and personal life…
This is you!
Add your biz page
here!
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G+ Hangouts & YouTube
Hangouts – Up to 10 peopleThen everyone else can be live broadcast / streaming on YouTube and recording saved for future views.
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SOCIAL LISTENING
Twitter is considered a “micro-blog”
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Can You Hear Me Now?
60% of Twitter usage is via a mobile*… people update anywhere, anytime… imagine what that means for bad customer experiences!?
*Source: blog.twitter.com
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• Share publications• Educational info• Be selfless• Not # times of day but
VALUE of the post• Info on topics YOUR client is
interested in• Mommy blogs• Beauty• Health• Fitness, etc…
Provide Value 1st Momentum Mktg.
• Look for opportunities to take advantage of something bigger than yourself– Queen’s Jubilee, Royal
Wedding, Oscars– Heroic act in local news
• BE NIMBLE• Be SMART – 3 second rule
What to Share
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What to Share, Cont.
• Alert followers of something big on the horizon (build anticipation!)
• Add comments when you RT (re-tweet)
• Don’t just schedule – HAVE LIVE INTERACTIONS TOO
• Stick to your brand’s voice
• Context is king – make sure you don’t lose the message in 140 characters
• Use #hashtags so peeps can follow subject, but don’t “#geekout with @’s and #Syntax LOL <-This!:”
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You *Can* Measure
CSM’s Favorite Resources:
BudURL (link shortener) with analytics
Platform to manage tweetsHootsuite,TweetdeckSocialOomphetc…
Twellow (Yellow Pages)
Manage Flitter (for managing follows and un-follows)Fake Followers Check:
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Cool Tool to Determine % Fake Followers on Twitter
Fakers.statuspeople.com
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FOURSQUARE
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Claim & Manage Your Location
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Be There or Be 4Square Haha!
Add specials (up to two) to really help you stand out from the crowd to users
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BREAK
15 minutesBe back for Snapshot, Pinterest, Instagram, LinkedInQ & A
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SOCIAL SNAPSHOT #2
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VISUAL SCRAPBOOK• Create “boards” to
organize and share visual images (including video)
• Repin others’ images & they will do the same
• Follow people in your industry, town, and users who are interested in your niche (health, beauty, wellness, etc)
• Cross-promote your other social media posts
• Drive users back to your website = SEO benefit & valuable links
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VISUAL SCRAPBOOK• Use keywords to be found on
search (both in Pinterest and on web)
• Keep your pins relevant to your audience
• Think “outside the board” – can use to promote events, link videos, email campaign landing page, etc.
• Do “Pin to Win” contests to bring awareness to a new procedure, MD, financing program, branding, etc.
• Change your board cover images frequently to keep it fresh
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Visual Sharing
• Photo sharing app that added video (up to 15 seconds) last week
• 2.5 years old but rapid growth (Facebook purchased in 2012)
• 130+ Million active monthly users
• Hashtag heavy platform #UseForSearchingTopics
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What to Share
• Insider views: office parties, birthdays, seminars, etc.
• Quotes• Your local town:
events / happenings• Things that
represent your brand in a visual way
• HIPAA compliant & with all proper authorizations
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Statigram
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It’s All About Connections
• Be sure your physician profile is fully complete & check back quarterly to see if you need to add more
• Use “skills and expertise” section
• Endorse your connections (reciprocate!)
• Use keywords to be found• Create a Company Page for
your practice• Join and participate in groups• Post in here on a regular
basis. Can use Hootsuite or other dashboard for efficiency
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Q & A
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