Writing for Social Media: Why Content Matters – Part 2

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Do you feel you’re not getting nearly enough interaction with patients on Facebook? More and more doctors are realizing there is a secret behind posting on their social media sites. In part two of this series, you’ll learn how to make your blog postings, Facebook status updates and tweets more relevant, valuable and interesting to your patients and readers.

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Writing for Social Media: Why Content Matters – Part 2

  1. 1. Writing for Social Media: Why Content Matters – Part 2 Presented by: Brandon Knapp Sesame Confidential
  2. 2. A Little About Me… • Graduate of the Business Administration program at the University of Washington with a concentration in Marketing • Specialized in developing integrated marketing campaigns, consumer buying behavior, and digital marketing strategy • Joined Sesame Communications at the beginning of 2012 • Lead Social Media Specialist on the Sesame Search team 8/14/2013 | 2 Sesame Confidential Brandon Knapp Lead Social Media Specialist
  3. 3. REVIEW Why is content marketing important? What are the goals? 8/14/2013 Sesame Confidential | 3
  4. 4. Review: Why is content important? • 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company. (Custom Content Council) • 1.11 Billion monthly active users – 23% increase year-over- year • Americans aged 18 – 64 y/o spend an average of 3.2 hours PER DAY on social media networks • Average of 67% of online adults use Facebook 8/14/2013 | 4 Sesame Confidential
  5. 5. Review: What are the goals? 8/14/2013 | 5 Sesame Confidential
  6. 6. Review: Website Blog • What should I be writing about? • Use your blog as the hub of all your networks • ‘On-Site’ vs. ‘Off-Site’ blogs • Frequency: At least once a week 8/14/2013 | 6 Sesame Confidential Blog Content: • Articles • Posts over 100 words • Newsletters • Office Events • Community
  7. 7. Review: Facebook • What should I be posting about? • It’s all about engagement, not just your number of Likes • When is the best time to post? • Frequency: 2 – 3 times per week 8/14/2013 | 7 Sesame Confidential Facebook Content: • Pictures • Videos • Office updates • Emergencies • Special Occasions
  8. 8. Review: Twitter • Twitter is a conversation, focused on nurturing relationships • Give people a reason to follow you. Tweet and Retweet interesting things. • Twitter vs. Facebook: Breaching the two-degrees of separation • Frequency: Daily - VERY high level of engagement 8/14/2013 | 8 Sesame Confidential Twitter Content: • < 140 Characters • Share KOP leaders tweets • Retweet Community Tweets
  9. 9. YouTube Part II - Agenda 8/14/2013 | 9 Sesame Confidential InstagramGoogle+
  10. 10. GOOGLE+ Google+ Local helps users discover and share places… 8/14/2013 Sesame Confidential | 10
  11. 11. Creating content for Google+ • Posting custom content can help your business page rank. • “Posts” vs. “About” • What is good content for Google+? • Reviews! • Words of caution… 8/14/2013 | 11 Sesame Confidential Google+ Content: • Articles • Office Videos • Office Pictures • Links to Blog • Promotions
  12. 12. INSTAGRAM A fun and quirky way to share your life with friends through a series of pictures… 8/14/2013 Sesame Confidential | 12
  13. 13. Creating content for Instagram • Quick & Easy • Has to be setup on a ‘smart-device’ • iPhone • Android Phone • Easily connect, post and share to Facebook & Twitter • Utilize hashtags • #tbt • #ff • #DrSesame 8/14/2013 | 13 Sesame Confidential Instagram Ideas: • Office fun • Photos of the office • Dr & Patient Photos
  14. 14. Creating content for Instagram • Link Instagram gallery to website • What kind of videos and photos should I post on Instagram? • 15 seconds • Office tours • Before & Afters • Quick testimonials • New product / New office equipment • Office celebrations / decorations 8/14/2013 | 14 Sesame Confidential Instagram Ideas: • Office fun • Photos of the office • Dr & Patient Photos
  15. 15. Creating content for Instagram • Protip: Use ‘Pic Stich’ to create simple collages (Free) 8/14/2013 | 15 Sesame Confidential
  16. 16. YOUTUBE YouTube allows billions of people to discover, watch and share originally- created videos… 8/14/2013 Sesame Confidential | 16
  17. 17. Creating content for YouTube • Every minute, more than 72 hours of video is uploaded to YouTube • Second most searched content provider on the internet • “How to tie a tie” • “How to install a ceiling fan” • “Best ways to floss” • How do people find the videos? 8/14/2013 | 17 Sesame Confidential YouTube Content: • Testimonials • Meet the Team • Office Tours • Community Events • Announcements
  18. 18. Creating content for YouTube • Create and brand a YouTube Channel • Favorite relevant YouTube videos • Upload videos from the practice – What is good content? • Share with your patients 8/14/2013 | 18 Sesame Confidential YouTube Content: • Testimonials • Meet the Team • Office Tours • Community Events • Announcements
  19. 19. YouTube – NEW ‘YouTube One’ • Channel Trailer • Scaled Branding • TVs • Mobile Phones • Desktop Browsing • More Customization 8/14/2013 | 19 Sesame Confidential
  20. 20. WHAT ABOUT OTHER NETWORKS? 8/14/2013 Sesame Confidential | 20
  21. 21. What about those other networks? • Remember, not all networks are perfect for your goals • Think about what is ‘doable’ for your practice • What can you utilize and maintain successfully? • We’re here to help and keep you be cutting edge 8/14/2013 | 21 Sesame Confidential
  22. 22. MEASURING RESULTS Tools to measure engagement and reaction to your online content 8/14/2013 Sesame Confidential | 22
  23. 23. Measuring Success • How do you know it’s working? • Remember to keep your goals in mind – evaluate your results based off of those initial goals you outlined • Utilize tools to track success: • Facebook Insights • Google Analytics • Sesame First Call Tracking • Sesame Social Monthly Performance Reports 8/14/2013 | 23 Sesame Confidential
  24. 24. Facebook Insights 8/14/2013 | 24 Sesame Confidential
  25. 25. Facebook Insights – NEW 8/14/2013 | 25 Sesame Confidential
  26. 26. Sesame First Call Tracking 8/14/2013 | 26 Sesame Confidential
  27. 27. Sesame Monthly Performance Report 8/14/2013 | 27 Sesame Confidential
  28. 28. RECAP Writing for Social Media: Why Content Matters! 8/14/2013 Sesame Confidential | 28
  29. 29. Writing for Social Media: Recap • Write for patients, not search engines • Don’t forget that social media is about having a two way conversation. • Remember the purpose of social media – increased awareness • Be cautious of posting too often – Be strategic • Focus on the main social networks to start 8/14/2013 | 29 Sesame Confidential
  30. 30. solutions@sesamecommunications.com www.sesamecommunications.com 877·633·5193 solutions@sesamecommunications.com www.sesamecommunications.com 877·633·5193 Writing for Social Media: Why Content Matters – Part I 8/14/2013 Sesame Confidential | 30

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