Harnessing Social Media for Brand Marketing and Patient Retention

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Social Media strategies for doctors of chiropractic seeking to understand the basics of Facebook and Twitter for business, growing an online community, social media integration tools, and increasing …

Social Media strategies for doctors of chiropractic seeking to understand the basics of Facebook and Twitter for business, growing an online community, social media integration tools, and increasing media relations through online social presence.

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  • Patients aren’t your\n
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  • Give your business or brand an identity on Facebook.  With a Business Page, those interested and following your brand can “like” your biz, and when they do so, all their friends will see this. You can store photos, videos, information about your company, and custom applications on your Page.  All activity on Pages gets posted back to your Mini Feed for all your friends (and those who like) to see.\n
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Transcript

  • 1. Harnessing Social Mediafor Brand Marketingand Patient RetentionDOLLY GARNECKI, DC
  • 2. Social Agenda❋ Differentiating Business Page, Group Page, andPersonal Profile on Facebook❋ Using a Facebook page to Create and Grow aCommunity❋ Twitter basics❋ Time-saving tools to help you integrate andschedule your social media updates❋ Grow strong media relations through your onlinesocial presence
  • 3. When it comes to socialmedia, do you ask . . .
  • 4. Internet & Facebook Usage StatsIn June 2011, there were 347,394,870 estimated populationfor North America.272,066,00 were internet users with 78.3% penetration rate.User growth from 2000 - 2011 increased 151.7%.167,999,540 Facebook users, 48.4% penetration rate.*Data from U.S. Census Bureau, Nielsen Online, ITU, and internetworldstats.com
  • 5. Personal Profilevs. Business Page vs. Group Page
  • 6. Personal Profiles - for peopleBusiness Pages - for businesses - All of your business page activity enters your mini feed for all your friends to see. - Users who “Like” can interact, and their friends see.Groups - for groups of people, not forbusinesses or brands - No “Like” feature, and information isn’t shared with friends as group users interact
  • 7. Facebook Personal Profile
  • 8. One common mistake made time and again is that chiropractic offices inadvertently create Facebook personal profiles for their businesses instead of a Facebook business page. Not only is this a violation of Facebook’s terms of use, but these businesses are also missing out on many other benefits.Acampora C, Beebe K. “Stand Out via Social Media.” ACA News.September 2011: 18 - 19.
  • 9. Facebook Business Page
  • 10. Facebook Business Page
  • 11. Personal profile pages require a two-way confirmation process in order for someone to be a “friend”. In the business world, it seems backward for a patient to request to like your practice, before being able to follow and access your office’s information. Then, there’s the added task on your part of monitoring/accepting friend requests. It doesn’t make sense to put your patients (and yourself) through this added and unnecessary step.Acampora C, Beebe K. “Stand Out via Social Media.” ACA News. September2011: 18 - 19.
  • 12. Creating a Business Page1. Login to Facebook.2. Search “Create page” or go to https://www.facebook.com/pages/create.php3. Select “Local Business or Place”4. Fill in the information.
  • 13. Biz PhotoUse your brand logoor your head shot
  • 14. InviteUse your personal profilecontacts to invite your “warm”contacts and import yourpatient e-mail contact list.
  • 15. InfoInclude your practicewebsite. Give a briefdescription about yourpractice: mission,specialty, purpose, etc.
  • 16. Share❋ Engage your fans.❋ Re-share postsfrom others consistentwith your message.❋ Be consistent.
  • 17. URL❋ After 25 “Likes” youcan create a unique urlfor your Facebookbusiness page.❋ It’s permanent, soconsider carefully.
  • 18. Creating & Growing aCommunity on FacebookKeys to interaction and style points for managing yourbusiness page
  • 19. Interact- Reshare relevantinformation- Respond to comments- Ask questions- Be relevant- Update status regularly(1 - 4 times per week . . .minimum)
  • 20. Posting as YOU instead of BizAs a Facebook page administrator, there is only one way topost as you (profile) instead of as your biz on your pagewall.1. Select “Edit Page”2. Select “Your Settings”3. Deselect “option to always comment and post on your page...”
  • 21. Now, comment away!
  • 22. Basics
  • 23. Internet & Twitter Usage StatsIn June 2011, there were 347,394,870 estimated populationfor North America.272,066,00 were internet users with 78.3% penetration rate.User growth from 2000 - 2011 increased 151.7%.29,927,260 - 54,413,200 Twitter users, 11% - 20%penetration rate.*Data from U.S. Census Bureau, Nielsen Online, ITU, and internetworldstats.com
  • 24. Micro-bloggingIn 140 characters or less per post or tweet, stay connected.According to Webopedia.com,“Twitter is based on you answering the question "What areyou doing?" You then post thoughts, observations andgoings-on during the day in answer to that question.”
  • 25. Twitter Vocabulary BasicsDM - direct message. Allows you to send a private messageto another user.i.e. DM @virginiachiro Do you have any appointments availabletoday?RT - retweet. You post something previously posted byanother user.
  • 26. Twitter Vocabulary BasicsMT - modified retweet. Used when you truncate or edit aretweet for brevity.i.e. MT @virginiachiro Chiropractic care is awesome for kids!Tweeple - Twitter usersTweeps - Twitter users or followers#FF or #followfriday - “Recommendation used to callattention to a user’s fave people on Twitter. When you use#FF with @username, you’re recommending your followerscheck out the user you mentioned in your post.
  • 27. Twitter Vocabulary Basics @mention - a public response to a Twitter user’s post, and it can reference multiple users. It will feed directly into user’s mention column.Reference: Webopedia.com http://www.webopedia.com/quick_ref/Twitter_Dictionary_Guide.asp
  • 28. Truncated URLsTo stay within the 140 characters, and link to a website,Twitters users often use tools to shorten a url.- bitly.com- Hootsuite (automatic) ow.ly- tiny.cc
  • 29. Personal Accountvs. Biz Account
  • 30. Personal - May reference biz site - More personableAccount - More breadth and diversity of discussion topics - DO NOT have multiple account managers for YOU!
  • 31. - Brand LogoBusiness - Industry-specific following and listsPresence - May have multiple account managers
  • 32. Follow Who?Industry leaders & colleaguesBiz professionals in your region#health#chiropractic#williamsburgHint: check out www.tweepz.com
  • 33. Social Media Integration& Time-Saving StrategiesWork Smarter - not Harder!
  • 34. &- Your Twitter feed will be displayed to your LinkedINcontacts.- Follow your contacts in Twitter.
  • 35. Install App1. Login to LinkedIN2. Select “More” from topnavigation menu3. Install TweetsApplication
  • 36. In a glance: check status of how many of my totalcontacts I’m currently not following on Twitter.
  • 37. Time-saving Integration Tools - Hootsuite - Tweetdeck - Ping.fm - Twitterfeed - E-mail integration management tools: -- Mailchimp -- Constant Contact -- Rate Point
  • 38. Multi-Prong Approach:Blog First1. Write and schedule blog poston scoliosisdoc.com/blog topublish at a preset date & time.2. Once published, RSS feeds toFacebook via Networked blogs.3. Facebook feeds to Twitter viaTwitterfeed.4. Blog RSS feeds to Mailchimp toe-mail a weekly newsletter tosubscribers.
  • 39. Multi-Prong Approach:Twitter/FB post1. Use Hootsuite or Tweetdeck towrite your post/status. Selectwhich profile, page to send.2. Schedule in advance for one-time or multiple updates.3. Other apps will auto-updateyour feed to subscribers.
  • 40. Example1. Go to www.tweetdeck.com and create a free account.2. Include TweetDeck in your mobile device as well aslaptop or desktop computer.
  • 41. Defaults to 3 columns:1. Home (All of your Twitter and Facebook feeds from yourfriends)2. Me (your social media feeds)3. Inbox (Twitter direct messages)
  • 42. Add a column tohighlight Twittermentions or directmessages to aspecific profile.- Rearrangecolumns asneeded.
  • 43. Growing Media Relationsthrough Online PresenceRelationships & Branding
  • 44. Reach Out1. Post relevant info on social media sites consistently.2. Contact local media outlets with press releases or timely news.3. Follow up in a courteous manner.4. Posture yourself as the local expert to your fans and followers.
  • 45. FULL POST AVAILABLE HTTP://WWW.NEWSPLEX.COM/HOME/HEADLINES/46127842.HTML
  • 46. WCAV CBS-19“Make Dan Sweat” feature: a Twitter storyVideo http://www.newsplex.com/video?clipID=5286073&autoStart=true&contentID=107377199Blog post http://www.newsplex.com/makedansweat/headlines/Make_Dan_Sweat_Spinal_Wellness_107377199.html
  • 47. WCAV CBS-19 feature Kids andChiropracticFull post: http://www.newsplex.com/home/headlines/Chiropractic_Care_for_Kids_121281409.html
  • 48. Key MessagesOne Story Turns into AnotherStory FULL POST HTTP://WWW.NBC29.COM/ STORY/15454710/CHARLOTTESVILLE- CHIROPRACTOR-RECEIVES-NATIONAL- HONOR
  • 49. Business WebsiteConsiderationsYour Online Business Brochure
  • 50. Internet Usage StatsIn June 2011, there were 347,394,870 estimated populationfor North America.272,066,00 were internet users with 78.3% penetration rate.User growth from 2000 - 2011 increased 151.7%.*Data from U.S. Census Bureau, Nielsen Online, ITU, and internetworldstats.com
  • 51. Chiropractors with Websites 73% or 2497 out of 9290 non-student DC members have websites 63%  or 313 out of 495 DC members have websites
  • 52. Unique Avoid Cookie-cutter templates.Targeted Who are you trying to reach? What action do you want them to take?Dynamic Updated content. Integrate your social media presence into your site.
  • 53. Now You Know...❋ Why you need a business Facebook page separatefrom your personal profile❋ How to create and grow a community on Facebook❋ Tweeps & Tweets❋ Time-saving strategies and tools for social media❋ Relationship building techniques to engage with themedia on social media❋ Website considerations moving forward
  • 54. drdolly@scoliosisdoc.com @virginiachiroThank you! @drdolly spinalhealth www.scoliosisdoc.com/blog