Asoprs facebook visibility & branding presentation 2013


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ASOPRS 2013 Meeting - June 2013 - Hyatt Regency in Newport, Rhode Island - American Society of Opthalmic Plastic & Reconstructive Surgery. Facebook visibility tips, maximizing Facebook's EdgeRank score, online and offline branding strategies for cosmetic medical practices.

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  • The Pages with the freshest, most engaging content stand to gain the most…eachtrack playedvideo viewedreview writtenevent attendedgenerates News Feed stories that propagate through the social graph.
  • Asoprs facebook visibility & branding presentation 2013

    1. 1. Getting YourRetinal BlastomaVideo to Go Viral#ASOPRS2013 Follow on Twitter @MoniqueRamseyWelcome“David After Dentist” viral video
    2. 2. Welcome…2 Parts TodayVisibility & Branding#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    3. 3. Meet MoniqueFounder, Cosmetic Social Media20+ years experience: medical practice management, marketing, training, andconsultingCertified 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 MedicalAssociation, Dermatology Times, Surge, Medical Economics, ReachMD onSatellite RadioContributor to Cosmetic Surgery for DummiesBoard – San Diego Social Media Society♥music, ♥USC,♥sports,♥spa days,♥shoes♥driving fast♥creativeendeavors!#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    4. 4. @MoniqueRamsey Cosmetic Social Media“The Internet has foreverchanged the way ourpatients will approachhealthcare. Digital orsocial media is NOT apassing fad… get pastthat.”- Howard J. Luks, MDFast Fact: Nearly 1 in every5 minutes spent online isnow spent on socialnetworking sites.
    5. 5. Referral Paths – Then & Now
    6. 6. Cosmetic Social Media #VCS2012@MoniqueRamseySocial Mediais not…A Broadcastingtool(ever…)
    7. 7. Cosmetic Social Media #VCS2012@MoniqueRamsey• High Trust• High Transparency(authentic, genuine,humble)• High Touch #touchpoints / year• High Traction spreadsto more eyeballs!Look through a“High T’s” LensImage
    8. 8. Cosmetic Social Media #VCS2012@MoniqueRamseySpaces & Places to Be
    9. 9. • Milestone: Over 1.1 BILLION active users• 665 million daily active users• 751 million accessing via their mobiledevices (700 billion++ min/mo)• 30-45 age fastest growing• #1 Most trafficked site on web• 700,000+ local business pages• 30 billion+ pieces of content sharedeach monthFacebook by the Numbers• Over 1.13 trillionlikes (since „09)• 140.3 billion friendconnections• 219 billion photos• 17 billion location-tagged postsSources: Gizmodo, Facebook,
    10. 10. Twitter by the Numbers• 140 Million Daily Visitors• 500 million total users• 288 million monthly active users• 340 million Tweets per day• 300,000 new users per day• Twitter search engine gets roughly600 million search queries per daySources: Reach Local, The NextWeb, Global WebIndex StudyTwitter’s fastest growingage demographic is 55 to64 year olds, registering anincrease in active users of79%
    11. 11. Google+Photo AlbumsSparks(interests)CirclesProfileHangouts(“Meetings” for Biz)
    12. 12. Google+ andSearch
    13. 13. Social & SEOSource:
    14. 14. Pinterest by the NumbersSources: Mashable, Cosmetic Social Media• 7.5 million visitors(12/11)• 11.7 million visitors(1/12)• 48.7 million users (4/13)• 1.36 MILLIONvisitors/day onaverage• 80% users are women• Americans spend 1hour, 17 minutes on site• More referral traffic %than YouTube,Google+ and LinkedIncombined.
    15. 15. #ASOPRS2013 Follow on Twitter @MoniqueRamseyEdgeRankYour businesshas thepotential forexponentialdistributionthrough thesocial graph ifyou canengage usersso it‟s seen inthe 1st place!
    16. 16. EdgeRankFresh &RELEVANTcontentCNN Study –75% get theirnews fromsocial sites &email (&blogs)
    17. 17. • Be a resource: yourown content & sharedcontent• Moderate• Respond & engage(notifications via FBemail notificationand/or HyperAlerts• Connect• Keep it fun and mix itup!
    18. 18. #ASOPRS2013 Follow on Twitter @MoniqueRamseyAsk Questions
    19. 19. • 932 impressions• 1.29% feedback• Get in theconversation inreal (or semi-real)timeAsk Questions#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    20. 20. AND RESPOND~Call them by name with the@ tagAsk for the “like”#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    21. 21. Keep It Real#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    22. 22. FacebookAds topromoteContests#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    23. 23. Volume Of FacebookSharing By DayBut… do whatworks best for you(check youranalytics)And -consistency =success#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    24. 24. Scheduling a PostClock = SCHEDULING ICONNote: Date can also bein the past & it will dropin to the proper spot inyour timeline#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    25. 25. #AACS2013 Follow on Twitter@MoniqueRamseyPromoted Posts(airtime)Click “public” to makethis box appearIt re-calculates reachas you changebudgetSet run timeNote: You cannot runpromoted posts unless youhave 400+ fans.
    26. 26. NoticebaselineEngagement RateCalculation: (MANUAL!)talking about / total “likes”2% is average so anythingover this is AWESOME70%EngagementRate#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    27. 27. Facebookrecommendsyour practiceto the friendsof yourcurrent pagefans.Highestlikelihoodto buyGet More Fans#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    28. 28. #AACS2013 Follow on Twitter@MoniqueRamseyFacebookfans aremuch morelikely topurchase,consider,andrecommendbrandsWhy
    29. 29. Polls#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    30. 30. #AACS2013 Follow on Twitter@MoniqueRamseyMake it Easy& Engagingwith Apps
    31. 31. #AACS2013 Follow on Twitter@MoniqueRamseyChange Cover ImageCover images can get 9x moreENGAGEMENT – so change often
    32. 32. Fill out your cover imagedescription!Use this valuable space – graphsearch SEO value!#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    33. 33. Keywords – About SectionPut keywordsin your AboutSection forbetter resultswhen peoplesearchClick here to edit#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    34. 34. Newsfeed90% of FB userssee yourcontent in theirnewsfeed soyour avatarneeds to begreat!(no logos or buildings)Look for faces!That’s whatcaptures people’sattention#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    35. 35. #AACS2013 Follow on Twitter@MoniqueRamseyUse Twitter hashtag #SKMSD@MoniqueRamsey Cosmetic SocialMedia
    36. 36. #AACS2013 Follow on Twitter@MoniqueRamseyYou can:Posts You Don’t Want to‟t delete (unlessthey are reallybelligerent, abusive, ETC). Invite them to talkoffline. Have a policyin place to fall backon!Posts You Don’t Want to See
    37. 37. In Sync: MakingYour Online andOffline Brand(and Voice!)Congruent#ASOPRS2013 Follow on Twitter @MoniqueRamsey
    38. 38. The word "brand" is derivedfrom the Old Norsebrandr meaning"to burn."It refers to the practiceof producers burning theirmark (or brand) onto theirproducts.–
    39. 39. Branding#ASOPRS2013Follow on Twitter @MoniqueRamsey• Who are you?• How is yourpractice unique?• Could you explainyour brand to theperson next to youright now?
    40. 40. #ASOPRS2013 Follow on Twitter @MoniqueRamseyThe intrinsic believability your brandevokes converts awareness tocommitment.Brand TrustA promise ofservice, quality, dependability, benefit, etc. – not just for the product or outcome, forthe company behind the product
    41. 41. #ASOPRS2013 Follow on Twitter @MoniqueRamseyEmbrace it…Live it…Breathe it…Sing it…Sweat it…
    42. 42. ConsistencyMake sure thebrand image isconsistent acrossEVERY patienttouchpoint.
    43. 43. WebsiteContestsIn-Office PromotionsSocial Mediaand Apps
    44. 44. • Make landing tab fityour brand• Ask for the LIKE• Use resources such asWildfireApp andNorthSocial• Show them whereelse you are – otherplaces to engage• Poll, contest, activityFB Branding - Apps
    45. 45. Tabs, Apps, WidgetsCheck Your MessagesAdd Your eBlast sign up formAdd Your eBlast archivePhotos in logical albums *(and addfresh content frequently)Upload videosPoint to other social platformsContest/exclusives(product, special offers, whitepapers - educational content)Seminars & other events@MoniqueRamsey Cosmetic Social Media
    46. 46. E-blasts & mailersExam RoomdisplaysPrint: Ads & CollateralPromotions / SpecialsEventsFacebooktimeline coverphoto
    47. 47. MobileMarketing
    48. 48. Voice“The one thing you neverwant to delegate is yourvoice!”~ Mari SmithMonique and Mari on theset of “Crunch Time”
    49. 49. VoicetoneFormal ChattyTechnical Layman’s termsDistant AccessibleAuthoritative Human/HelpfulSerious FunPoised Irreverent
    50. 50. Voice
    51. 51. #ASOPRS2013 Follow on Twitter @MoniqueRamseyVoicePlatform-specificYou will have to adjustyour voice slightlydepending on theplatform’s audience(LinkedIn is moreformal thanFacebook, forinstance)
    52. 52. Measure 4 ConsistencyStaff:follow throughfriendlinessOffice:comforthospitalitywait time(appt., phone, etc.)Surgical Experience:Pre-opSurgery DayPost-opvs. patientexpectations
    53. 53. Questions?Thank You!