Power of Facebook for Attorneys, Dentists, and Plastic Surgeons

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Page 1 Solutions hosts a webinar on social media marketing for attorneys, dentists, plastic surgeons and ophthalmologists. Presented by Kami York-Fiern, social media specialist. the information …

Page 1 Solutions hosts a webinar on social media marketing for attorneys, dentists, plastic surgeons and ophthalmologists. Presented by Kami York-Fiern, social media specialist. the information covers strategies on content, stimulating engagement, how to measure results and get business from Facebook.

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  • Mari Smith (a Facebook Marketing Expert) saw her reach plummet from 50,000 to 3,000 out of her 120,000 fans (41% down to 2.5%) At any given time, there are 1,500 stories to show in the newsfeed but Facebook only shows you 300Facebook is the only platform that filters your newsfeed
  • In each stage, make sure you’re adding value, building your community and testing/measuring
  • By listening, you can identify superfans and influencers
  • Talk about 80/20 rule
  • * Mobile users won’t see a right hand side. Only a smaller version of your desktop newsfeed ad
  • Businesses spend $100-$100,000 on FB ads monthly
  • Power editor gives you more control over audience segmentsDid you know you can text people to direct them to your page: text 32665
  • Ad Results = clicks, engagement, likes depending on what campaign was run
  • *Clients should be using their personal pages in conjunction with business pages
  • *Look Alike = users similar to your current audience #1: can target a list of email subscribers, can target a “Look Alike” audience#2: Facebook data is more precise; expand on this#3: Want to make sure your ad shows up in all the possible areas though: newsfeed (desktop and mobile), right hand sidebar (desktop only)


  • 1. THE POWER OF FACEBOOK Let’s Get Social Part 1
  • 2. What are we covering today?  How to maximize your Facebook marketing  Keys to engagement  Promoting your brands BEST material  Key reporting metrics  Turning Fans into paying customers  Facebook Advertising  Content Creation Tools
  • 3. 2014 Social Media Stats
  • 4. “Content is KING but Engagement is QUEEN and Mari Smith Says…
  • 5. The Current State of Facebook
  • 6. 4 Keys to Planning a Campaign  1. Social Listening and Building Your Community  2. Building Anticipation  The Big Reveal  3. Offer Promotions  4. Release Case Studies, Testimonials, Specials
  • 7. Maximizing Exposure of a Facebook Campaign  Make sure all of your posts:  Add value to your audience  Help build your community  You want to make the sharer look good to their audience  Don’t use more than 2-3 hashtags (#) per post  Don’t use hashtags (#) at the beginning of a post  Recommend having a dedicated content creator who can post and respond to comments
  • 8. Maximizing Exposure Contd.  To gain maximum organic reach:  Don’t be afraid to post outside business hours  LISTEN to what people are saying about your brand  EXPERIMENT!!!!  Frequency, Time of Day, Day of Week, Post Type (text, video, specials, events, milestones, new cover image etc.)  120 characters is optimal on all platforms  Mention your fans in posts (tag, @, +name)  Keep mobile in mind  They don’t see a sidebar in Facebook!
  • 9. It’s About Your Audience, not YOU!  Where are the places you have an online audience?  Let ALL of them know about your social presence  Limit self promotion (ie. Like Us on Facebook)  Drive traffic to a specific Facebook post rather than your page in general  Say “Join the Discussion” rather than using another self promotion
  • 10. It Pays to Use Facebook Ads!  “ Ads are as relevant and timely as the content your friends share with you” – Zuckerberg
  • 11. How do users see ads? Newsfeed (Desktop + Tablet) Right Hand Side (Desktop + Tablet)
  • 12. Types of Facebook Ads  Types of Facebook Ads  Page Post Engagement (glorified boosted post)  Page Likes  Clicks to Website  Website Conversions  Budgets will vary by client and campaign goal  The Power Editor is your best friend!!! (no joke)  Custom Audiences = Better Targeting =
  • 13. The Wide World of Facebook Advertising  Facebook Boosted Posts  Allows a particular post to be seen by a larger audience by paying to promote it  Use Power Editor to create ads  Frequency depends on your audience  BUT…don’t be afraid to experiment
  • 14. What Metrics Does Facebook Measure?  Metrics for Boosted Posts are the same as Ads  Top Metrics:  Ad Spend (by post or ad set)  Ad Results  Reach  Frequency  Clicks  Click Through Rate  Advanced Metrics:  Ad Placement Performance  Demographics (Age + Gender)  “Unique” Metrics
  • 15. So, What Metrics Really Matter?  “Stop focusing on page likes and people talking about that.” –Mari Smith  Metrics to Follow:  Traffic to Website  Growth of email list/opt in subscriptions  SEO  Click Through Rate  Revenue Generated (ROI in our case)  Increased Ad Performance  Increase in Positive Reviews
  • 16. Your Brand vs. Facebook Ads  Target Your Customers  Use Custom Audiences to drive traffic to your site  Facebook will build an ideal audience FOR you  Facebook vs. Google Analytics  GA will only tell you direct referral traffic  Facebook can tell you who converted with in a date range  Ad Placement  The sidebar won’t provide as many conversions as the newsfeed…that’s OK  Mobile newsfeed ads are the MOST expensive in terms of cost per click
  • 17. Content Creation Tools  Contentgems.com  Monitors 200,000+ news sites, blogs and social media accounts and sorts content by keywords you enter  Feedly.com  Follow RSS feeds and sort them into content categories  Spundge.com  Sorts articles into main topic areas to peruse  Paper.li  Create a personalized online newspaper
  • 18. Part 1: Key Takeaways  Don’t be afraid to experiment with your strategy  Every business is different; there is no cookie cutter strategy that works for EVERYONE  Talk WITH your audience, not AT them  92% of marketers say social media increased their brand exposure in 2013  YOU NEED TO BE ON IT!!!  It’s not always about fans and followers; it’s about how you can make them turn into business