Integrating Social Media Into    Your Dental Practice.                      Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
Founded In 2004NASDAQ: RLOC64 Offices WorldwideOver 1,500 EmployeesOver 450,000 Campaigns For AdvertisersOver 15,000 Campa...
Overview   • Social Landscape   • Impact Of Social Media On Your Search      Engine Results   • Elements Of A Successful S...
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
Social Media In A Google World                           Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
“86% Of Consumers ConsultOnline Reviews Before Buying& 90% Of Consumers TrustThe Reviews They Read.”                     -...
New Patient Decision Making Process                          Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
Social Media Phenomenon   • Social Networking Is The #1 Online      Activity In The U.S.   • 90% Of All Internet Users Vis...
“7 Out Of 10 ConsumersShare Reviews With Friends,Family & Colleagues.”                   - Deloitte & Touche              ...
Elements Of A Successful Social Media   Strategy For Your Dental Practice   • Brand Management   • Reputation Management  ...
“80 percent of onlineconsumers reverse purchasedecisions based on negativeonline reviews.”            - 2011 Cone Online I...
Brand Management• Defined• Consistency Everywhere• Your Brand, Your Responsibility• Brand Equity Is Earned Or Purchased• I...
Brand Management        • Marketing Audit        • Messaging        • Website        • Online Assets        • Business Car...
“87% Of Consumers Said AFavorable Review Has ConfirmedTheir Decision To Go ThroughWith A Purchase.”                  - 201...
Reputation Management  • What Do You Mean?  • Perception Is Reality  • Get Control Of Your Online Reputation  • The Good, ...
Reputation Management  • Google Your Practice Name, Your Name &    Your Phone Number  • Consolidate Your Map Listings  • U...
“78% Of Consumers Do AnOffline Activity As A Result OfOnline Research.”               - Google & OXT, Health Consumer Stud...
Content Creation & Distribution  • There Is That “R” Word Again, Relevancy  • Ideal Post A Minimum Of 250 Words  • Add A B...
Content Creation & Distribution • People & Google Love Lists • Re-post Dental Articles Or Research • Post Reviews You Rece...
Content Facts – Hubspot Research • Companies That Blog Receive 55% More    Website Visitors • # Of Indexed Pages On Google...
“Patients Are Talking About You,With Or Without You. Join TheOnline Conversation & WatchYour Practice Grow.”              ...
Social & Search Discovery• Getting Found, Getting Noticed•Creating, Distributing & Managing Your Content Across The Web To...
How This Affects Your Web Presence                          Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
Complete Dental Web Presence Strategy• Website / Landing Page• SEO Optimized Site• SEM Program• Conversion Strategy• Measu...
LinkedIn  • 100 Million Members  • 2 Billion People Searches In 2010  • 1 Million New Users Every 12 days  • 69% Of All Us...
LinkedIn – Best Practices  • Create For Professional Use Only  • Network Purposefully  • Complete Your Profile  • Join Nic...
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
Twitter   • 250 Million Tweets A Day   • 106 Million Accounts On Twitter   • Ages 18-34 = 45% Usage   • Ages 35-49 = 24% U...
Twitter – Best Practices    • Join The Conversation    • Always Brand Centric    • Keyword Rich Titles For Tweets    • Sim...
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
Yelp • More Than 41 Million Visitors Every Month • More Than 15 Million Reviews • 50% Of Reviews Are For Restaurants & Ret...
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
Google Places (Map Listings)• Absolutely, 100% Critical To Complete• Important Piece Of Your Web Presence Strategy• Impact...
Google Places (Map Listings) Best Practices • Claim/Update Google Places Listing • Update Business Information • Update Se...
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
YouTube• World’s Largest Video Sharing Platform• 2nd Largest Search Engine• 3rd Most Visited Website In The World• 3 Billi...
YouTube – Best Practices• Short Videos – Under 2 Minutes• Relevant, Focused Topics• Keyword Rich Titles, Tags• Brand Centr...
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
Facebook • 800 Million Active Users • 50% Of Active Users Sign On Daily • Average User Has 130 Friends • Average User Is C...
Facebook   • Personal Page vs Business Page   • Permission Based Marketing   • “Grass Roots” Marketing   • Measurable   • ...
Facebook – Best Practices   • Participate, Be Active Weekly   • Keyword Rich Titles & Content   • Video, Link or Photo   •...
Facebook – Best Practices   • Add The Like Button To Your Website   • Staff Training, Collateral   • Post Between Time 7am...
Facebook – Best Practices   • Be Genuine   • Write For Your Audience   • 90/10 Rule   • Content Calendar   • Find The “Soc...
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
Getting Over The HIPPA WallChris Swanson, MBA, MACertified Inbound Marketing ProfessionalMedical Web Strategies           ...
Health Care Adoption Of Social Media• HIPAA Applies Just Like Anything Else• Having A Social Media Policy In Place   For Y...
Source: ebennett.org                       Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
Social Media Policy for The Practice• Clarify That Social Media Is Subject To HIPAA Regulations     & Its Penalties• Clari...
Dont:• Talk About Patients, At All, Not Even In   General Terms• Conduct Consultations Online• Promise Outcomes• Be Anonym...
Do:• Talk About Conditions, Procedures Research• Let People Know Who You Are• Talk In A Personal, Friendly Voice• Reinforc...
Questions?Art Ruiz, Jr.Internet Marketing ConsultantPhone (719) 290-6043Email: aruiz@reachlocal.comwww.GetMeResults.com   ...
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Integrating Social Media Into Your Dental Practice.

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Integrating Social Media Into Your Dental Practice. Art Ruiz, Jr Created A Four-Part Training Series For The Colorado Springs Dental Society. This Lecture Focused On Creating, Implementing & Delivering A Powerful, Brand Centric Social Strategy For Their Dental Practices.

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Transcript of "Integrating Social Media Into Your Dental Practice."

  1. 1. Integrating Social Media Into Your Dental Practice. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  2. 2. Founded In 2004NASDAQ: RLOC64 Offices WorldwideOver 1,500 EmployeesOver 450,000 Campaigns For AdvertisersOver 15,000 Campaigns For Dental ClientsArt Ruiz, Jr.Internet Marketing Consultant10 Years+ Advertising FieldExpert In Web Presence Optimization, Search EngineMarketing, Search Engine Optimization, & Social Media. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  3. 3. Overview • Social Landscape • Impact Of Social Media On Your Search Engine Results • Elements Of A Successful Social Media Strategy • Social Media 101 – Facebook, Twitter, Youtube, Yelp, Google Places Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  4. 4. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  5. 5. Social Media In A Google World Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  6. 6. “86% Of Consumers ConsultOnline Reviews Before Buying& 90% Of Consumers TrustThe Reviews They Read.” - Kudzu Research Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  7. 7. New Patient Decision Making Process Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  8. 8. Social Media Phenomenon • Social Networking Is The #1 Online Activity In The U.S. • 90% Of All Internet Users Visit A Social Media Site Each Month • Over 50% Of Online Consumers Are More Likely To Buy From Businesses Who They Follow On Social Media Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  9. 9. “7 Out Of 10 ConsumersShare Reviews With Friends,Family & Colleagues.” - Deloitte & Touche Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  10. 10. Elements Of A Successful Social Media Strategy For Your Dental Practice • Brand Management • Reputation Management • Content Creation & Distribution • Social & Search Discovery Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  11. 11. “80 percent of onlineconsumers reverse purchasedecisions based on negativeonline reviews.” - 2011 Cone Online Influence Trend Tracker Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  12. 12. Brand Management• Defined• Consistency Everywhere• Your Brand, Your Responsibility• Brand Equity Is Earned Or Purchased• If Not Managed Properly, Can Be Destroyed• The How To Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  13. 13. Brand Management • Marketing Audit • Messaging • Website • Online Assets • Business Cards • Print Assets Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  14. 14. “87% Of Consumers Said AFavorable Review Has ConfirmedTheir Decision To Go ThroughWith A Purchase.” - 2011 Cone Online Influence Trend Tracker Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  15. 15. Reputation Management • What Do You Mean? • Perception Is Reality • Get Control Of Your Online Reputation • The Good, The Bad, The Fake Reviews • Fix Your Reputation • The How Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  16. 16. Reputation Management • Google Your Practice Name, Your Name & Your Phone Number • Consolidate Your Map Listings • Update Your Information, Logos, Photos On Every Listing On The First Page • Set Up Google Alerts (Its Free!) • Respond To Negative Reviews Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  17. 17. “78% Of Consumers Do AnOffline Activity As A Result OfOnline Research.” - Google & OXT, Health Consumer Study Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  18. 18. Content Creation & Distribution • There Is That “R” Word Again, Relevancy • Ideal Post A Minimum Of 250 Words • Add A Blog To Your Website • Publish Your Content Everywhere • Minimum Weekly Updates / Posts Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  19. 19. Content Creation & Distribution • People & Google Love Lists • Re-post Dental Articles Or Research • Post Reviews You Receive • Create & Publish FAQs • New Procedures Your Practice Is Doing • Before & After Photos Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  20. 20. Content Facts – Hubspot Research • Companies That Blog Receive 55% More Website Visitors • # Of Indexed Pages On Google Directly Impacts # Of Leads To Your Website Less Than 60 Pages = 5 Leads 60-120 Pages = 7 Leads 121-175 Pages = 12 Leads 176-310 Pages = 22 Leads 311+ Pages = 74+ Leads • Companies That Blog Have 97% More Inbound Links Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  21. 21. “Patients Are Talking About You,With Or Without You. Join TheOnline Conversation & WatchYour Practice Grow.” - Art Ruiz, Jr. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  22. 22. Social & Search Discovery• Getting Found, Getting Noticed•Creating, Distributing & Managing Your Content Across The Web To Increase Brand Awareness, Authority & Word Of Mouth Referrals.• More Content + More Places = More Customers• Define Your Web Presence Strategy• Facebook Alone Is NOT A Strategy• 2-4 Months To See Results Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  23. 23. How This Affects Your Web Presence Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  24. 24. Complete Dental Web Presence Strategy• Website / Landing Page• SEO Optimized Site• SEM Program• Conversion Strategy• Measurable ROI• Social Strategy Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  25. 25. LinkedIn • 100 Million Members • 2 Billion People Searches In 2010 • 1 Million New Users Every 12 days • 69% Of All Users Make At Least $60k; 39% Make Over $100k • 68% Of Users Are Over The Age Of 35 Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  26. 26. LinkedIn – Best Practices • Create For Professional Use Only • Network Purposefully • Complete Your Profile • Join Niche Groups • Post Your Content To Your Profile Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  27. 27. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  28. 28. Twitter • 250 Million Tweets A Day • 106 Million Accounts On Twitter • Ages 18-34 = 45% Usage • Ages 35-49 = 24% Usage • 5% Of Users Create 75% Of The Content • 140 Characters – Choose Wisely Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  29. 29. Twitter – Best Practices • Join The Conversation • Always Brand Centric • Keyword Rich Titles For Tweets • Simple Content, Lists, Top 10 • Smart Posting • Embed Link From Your Website Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  30. 30. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  31. 31. Yelp • More Than 41 Million Visitors Every Month • More Than 15 Million Reviews • 50% Of Reviews Are For Restaurants & Retail Shopping Stores • 5% Of Reviews Are For Dental / Health • Popularity Of Review Sites Is Increasing Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  32. 32. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  33. 33. Google Places (Map Listings)• Absolutely, 100% Critical To Complete• Important Piece Of Your Web Presence Strategy• Impacts Your Findability, Discoverability & Organic (SEO) Rankings (New Algorithm)• Reviews, Reviews, Reviews Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  34. 34. Google Places (Map Listings) Best Practices • Claim/Update Google Places Listing • Update Business Information • Update Services, Hours • Maximize Photos / Videos • Encourage & Manage Reviews From Patients Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  35. 35. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  36. 36. YouTube• World’s Largest Video Sharing Platform• 2nd Largest Search Engine• 3rd Most Visited Website In The World• 3 Billion Video Views Per Day• 35 Hours Of Footage Is Uploaded Each & Every Minute• YouTube Makes Up 25% Of All Google Searches Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  37. 37. YouTube – Best Practices• Short Videos – Under 2 Minutes• Relevant, Focused Topics• Keyword Rich Titles, Tags• Brand Centric Page Design• Video On YouTube, Not On Your Site• Promote Everywhere• Embed Logo On Your Website Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  38. 38. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  39. 39. Facebook • 800 Million Active Users • 50% Of Active Users Sign On Daily • Average User Has 130 Friends • Average User Is Connected To 80 Communities, Groups, or Businesses • 250 Million Photos Are Uploaded Daily Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  40. 40. Facebook • Personal Page vs Business Page • Permission Based Marketing • “Grass Roots” Marketing • Measurable • High Level Of Engagement • Cost Effective • Indexable By Google (Certain Elements) Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  41. 41. Facebook – Best Practices • Participate, Be Active Weekly • Keyword Rich Titles & Content • Video, Link or Photo • Listen & Respond • Ask Questions, Fill In Blanks • Contests For Likes, Photos Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  42. 42. Facebook – Best Practices • Add The Like Button To Your Website • Staff Training, Collateral • Post Between Time 7am – 8:30am • Insights, Analysis, Answers, Questions, Advice, & Reviews • Find Your Social Voice Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  43. 43. Facebook – Best Practices • Be Genuine • Write For Your Audience • 90/10 Rule • Content Calendar • Find The “Social One” Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  44. 44. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  45. 45. Getting Over The HIPPA WallChris Swanson, MBA, MACertified Inbound Marketing ProfessionalMedical Web Strategies Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  46. 46. Health Care Adoption Of Social Media• HIPAA Applies Just Like Anything Else• Having A Social Media Policy In Place For Your Practice• How Has Health Care Done To Get Past The HIPAA Hurdle To Adopt Social Media? Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  47. 47. Source: ebennett.org Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  48. 48. Social Media Policy for The Practice• Clarify That Social Media Is Subject To HIPAA Regulations & Its Penalties• Clarify That Work Comes First – Activity Should Not Interfere With Work Commitments• Encourage Respectful, honest, & Valuable Social Media Activity (Sharing, Commenting, Liking, Etc. )• Contact Information For Questions• Editable Social Media Policy Word .doc Available Upon Request Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  49. 49. Dont:• Talk About Patients, At All, Not Even In General Terms• Conduct Consultations Online• Promise Outcomes• Be Anonymous Or Corporate• Combine Personal & Professional Accounts• Ignore Compliments Or Complaints• Plagiarize Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  50. 50. Do:• Talk About Conditions, Procedures Research• Let People Know Who You Are• Talk In A Personal, Friendly Voice• Reinforce Online Branding (Logos, Etc.)• Politely Ask To Handle Complaints Offline• Be Genuine & Unique• Monitor & Remove Inappropriate Comments & Posts Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©
  51. 51. Questions?Art Ruiz, Jr.Internet Marketing ConsultantPhone (719) 290-6043Email: aruiz@reachlocal.comwww.GetMeResults.com Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

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