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WELCOME…
SOCIAL MEDIA MBA
Presented at Vegas
Cosmetic Surgery 2013
Meet Monique…
Founder and Social Media Horticulturalist
20+ years experience: medical practice management,
marketing, trai...
Meet Courtney…
General Dermatology, Cosmetic
Dermatology, and Plastic Surgery
Medical Assistant
15+ years clinical experie...
Overview of Today
2:00pm Welcome & Start With Strategy
Platforms: Tips, Best Practices, &
Cultivating Your Community
2:30p...
Audience Poll
• How many of you are on social
media?
• How many of you believe you
should be there? (have to vs.
want to)
...
Social Strategy
Who are you?
• Brand (2 – 5 words)
• Voice
• Messaging
Who is your patient?
• Target Audience (could
be di...
Social Strategy
What Are Your Current Marketing Channels?
• eBlasts, Promotions, Events, Loyalty
Programs, Seminars, Produ...
Social Strategy – Goals
• NP Leads
• Increased Website Traffic
• Increased Patient Retention (loyalty)
• Increased Referra...
Social Strategy - Tactics
What Approach Will
You Take? (Road
Map)
What Tools Will You
Use?
Social Strategy - Measure
Track and Measure
• Google Analytics
• Short Links (bud.url)
• Facebook Insights
• Google Ads Ma...
Social Strategy - Measure
Track and Measure, Cont.
• Tracking Links
• Blog Comments
• Re-Tweets, Re-Pins, Shares
• Faceboo...
Social Strategy - Tactics
• Which Platforms
• Social Ads
• Engage with Other Pages &
Users
• Blog
• E-blasts
• Mobile Frie...
Social Media Policy
Internal (Staff)
External (Fans)
Who is Going to
Write?
Where Post?
Expectations
• Are They Realistic?
– Time to Implement
– Outcome
– Time to Be Successful
• Do You Have Buy-In?
– Are you t...
Social Snapshots
Today:
Two opportunities
for a quick free
consult your
Facebook page!
Put your name in
the hat & we’ll
dr...
BREAK
15 minutes
Be back at
3:00pm for
Facebook
FACEBOOK
Cutting Through The
Facebook Noise:
How to Make Sure
Your Fans See Your
Message
#VCS2013 Follow on Twitter @MoniqueRamsey
Your business has
the potential for
exponential
distribution through
the social ...
• Be a resource: your
own content & relevant
shared content
• Moderate
• Respond & engage
• notifications via FB
email, Pa...
#VCS2013 Follow on Twitter @MoniqueRamsey
Ask Questions
AIM FOR SHARES
• 3,651
impressions
• Get in the
conversatio
n in real (or
semi-real)
time
ASK QUESTIONS
#VCS2013 Follow on Twitter @Moniq...
RESPOND~
Call them by name
with the @ tag
Ask for the “like”
#VCS2013 Follow on Twitter @MoniqueRamsey
Keep It Real
#VCS2013 Follow on Twitter @MoniqueRamsey
Facebook
Ads to
promote
ContestsCONTESTS
#VCS2013 Follow on Twitter @MoniqueRamsey
https://www.facebook.com/page_guidelines.ph
p
Contest
Guidelines
Tips…
• Use a 3rd party app
 Wildfire, NorthSocial, Wish...
Best Time(s) to Post
But… do what
works best for
you (check your
analytics)
And - consistency
= success
24/7/365
#VCS2013 ...
Scheduling a Post
Clock =
SCHEDULING ICON
Note: Date can
also be in the past
& it will drop in to
the proper spot in
your ...
Milestones
#VCS2013 Follow on Twitter @MoniqueRamsey
• Founded
• Office Location
Open
• New Equipment
• New
Procedures
• N...
Milestone
Scavenger Hunt
• Entrants had to scavenge
through timeline to find
milestones
• “Timeline Time Warp”
• Read Deta...
Promoted Posts (buying
airtime)
Click “public” to
make this box
appear
It re-calculates
reach as you
change budget
Set run...
Notice
baseline
Engagement Rate
Calculation:
(MANUAL!)
talking about / total
“likes”
2% is average so
anything over this i...
Facebook
recommend
s your
practice to
the friends
of your
current
Highest
likelihood
to buy
Get More Fans
#VCS2013 Follow ...
Polls
#VCS2013 Follow on Twitter @MoniqueRamsey
Make it Easy
& Engaging
with Apps
#VCS2013 Follow on
Twitter
Polls
Change Cover Image
Cover images can get
9x more ENGAGEMENT
–
change often
#VCS2013 Follow on Twitter @MoniqueRamsey
Fill out your cover
image description!
Use this valuable space
– graph search SEO
value! #VCS2013 Follow on Twitter @Moniq...
E-blasts &
mailers
Print: Ads &
Collateral
Promotions /
Events
Facebook
timeline
cover photo
20% Rule
#VCS2013 Follow on T...
https://www.facebook.com/ads/tools/text_overl
ay
Source: MariSmith.com
New 20% Rule for Timeline Cover
http://go.cosmeticsocialmedia.com/p
ics
Hot Tip:
Image Sizer - FREE
Keywords – About Section
Put keywords
in your About
Section for
better results
when people
search
Click here to
edit
#VCS2...
Avatar
90% of FB users
see your
content in their
newsfeed so
your avatar
needs to be
great!
(no logos or buildings)Look fo...
Website
Contest
s
In-Office
Social
Media and
Apps
Consistent
Branding
#VCS2013 Follow on Twitter @MoniqueRamsey
Facebook.com/secu
rity
WARNING:
Don’t delete (unless
they are really
belligerent, abusive,
ETC). Invite them to
talk offli...
• Organic Growth
• Connect with
businesses and
events and interact
with them, share
their content
• About Section
• Settin...
BREAK
15 minutes
Be back for Snapshot,
Google+, Twitter,
Foursquare
SOCIAL
SNAPSHOT #1
GOOGLE+
Google+
Photo
Albums
Sparks
(interests)
Circles
Profile
Hangouts
(“Meetings” for Biz)
=
Value of G+
• SEO Benefit
• Rapid growth - 135 Million
active users and 60% log in
every day
• Communities
• Getting a +1 ...
Full Google
Integration
Connect & Categorize Peeps into “circles”*
Manage
Events
Be Aware: All content is indexed by
Googl...
G+ Hangouts & YouTube
Hangouts – Up to 10
people
Then everyone else
can be live
broadcast /
streaming on
YouTube and
recor...
TWITTER
SOCIAL LISTENING
Twitter is considered
a “micro-blog”
Can You Hear Me Now?
60% of Twitter
usage is via a
mobile*… people
update
anywhere,
anytime…
imagine what
that means for
b...
• Share publications
• Educational info
• Be selfless
• Not # times of day but
VALUE of the post
• Info on topics YOUR cli...
What to Share, Cont.
• Alert followers of something big on the
horizon (build anticipation!)
• Add comments when you RT (r...
You *Can* Measure
CSM’s Favorite Resources:
BudURL (link shortener) with
analytics
Platform to manage tweets
Hootsuite,
Tw...
Cool Tool to
Determine % Fake
Followers on Twitter
Fakers.statuspeople.com
FOURSQUARE
Claim & Manage
Your Location
Be There or Be 4Square
Haha!
Add
specials
(up to
two) to
really
help
you
stand
out
from
the
crowd
to users
BREAK
15 minutes
Be back
for Snapshot, Pinterest,
Instagram, LinkedIn
Q & A
SOCIAL
SNAPSHOT #2
PINTEREST
VISUAL SCRAPBOOK
• Create “boards” to
organize and share visual
images (including video)
• Repin others’ images &
they wil...
VISUAL SCRAPBOOK
• Use keywords to be found on
search (both in Pinterest and on
web)
• Keep your pins relevant to your
aud...
INSTAGRAM
Visual Sharing
• Photo sharing app
that added video (up
to 15 seconds) last
week
• 2.5 years old but rapid
growth (Faceboo...
What to Share
• Insider views: office
parties, birthdays,
seminars, etc.
• Quotes
• Your local town:
events / happenings
•...
Statigram
LINKEDIN
It’s All About Connections
• Be sure your physician profile is
fully complete & check back
quarterly to see if you need to...
Q & A
STAY TUNED
Sign up to be notified about
our upcoming Monthly Training
Webinar Series…
Tons of Social Media Secrets for One...
Social Media MBA - Vegas Cosmetic Surgery 2013
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Social Media MBA - Vegas Cosmetic Surgery 2013

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These days it's not who you know, but WHO knows YOU that matters, and one of the best places to get known is through social media. This fast-paced half-day session will take you through the major social media platforms and give you actionable items to implement immediately. We will give you tips and best practices for using Facebook, Twitter, Google+, LinkedIn, Instagram, Pinterest, and Foursquare.

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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.
  • Transcript of "Social Media MBA - Vegas Cosmetic Surgery 2013"

    1. 1. WELCOME… SOCIAL MEDIA MBA Presented at Vegas Cosmetic Surgery 2013
    2. 2. Meet Monique… Founder and Social Media Horticulturalist 20+ years experience: medical practice management, marketing, training, and consulting Certified 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 Medical Association, Dermatology Times, Surge, Medical Economics, ReachMD on Satellite Radio Contributor to Cosmetic Surgery for Dummies Board – San Diego Social Media Society ♥music, ♥USC, ♥sports, ♥spa days, ♥shoes ♥driving fast ♥creative endeavors!
    3. 3. Meet Courtney… General Dermatology, Cosmetic Dermatology, and Plastic Surgery Medical Assistant 15+ years clinical experience & administrative operations 4 years experience in PR, Marketing, Social Media Appeared on nationally and locally known television programs • Nerd Extraordinaire • Venerator of Vintage • Lover of Books • Practitioner of Adventure • Self Appointed Grammar Patrol Chief • Guilty Pleasure: Shoe Shopping Partner & Chief Community Cultivator
    4. 4. Overview of Today 2:00pm Welcome & Start With Strategy Platforms: Tips, Best Practices, & Cultivating Your Community 2:30pm Facebook 3:15pm BREAK 3:30pm Facebook 4:00pm Snapshot #1 4:15pm Google+, Twitter, Foursquare 5:00pm BREAK 5:15pm Social Snapshot #2 5:30pm Pinterest, Instagram, LinkedIn 6:00pm Q & A 6:30pm Adjourn
    5. 5. Audience Poll • How many of you are on social media? • How many of you believe you should be there? (have to vs. want to) • # of Platforms • Frequency
    6. 6. Social Strategy Who are you? • Brand (2 – 5 words) • Voice • Messaging Who is your patient? • Target Audience (could be different than current patient base)
    7. 7. Social Strategy What Are Your Current Marketing Channels? • eBlasts, Promotions, Events, Loyalty Programs, Seminars, Product Launches, Studies/Research, TV, Radio, Print, Direct Mail, Yellow Pages What Are Your Online Assets? • Website, Blog, Mobile, Video, Social, AdWor ds, Banner Ads/Re-Marketing, etc.
    8. 8. Social Strategy – Goals • NP Leads • Increased Website Traffic • Increased Patient Retention (loyalty) • Increased Referrals • Reputation Repair / Patient Relations • Trusted Resource • Launching a New MD’s practice • Launching a New Division/Product • Greater Community Awareness • Launching/ Re-Defining Your Brand • Selling Your Practice • Grow Email List
    9. 9. Social Strategy - Tactics What Approach Will You Take? (Road Map) What Tools Will You Use?
    10. 10. Social Strategy - Measure Track and Measure • Google Analytics • Short Links (bud.url) • Facebook Insights • Google Ads Manager • Facebook Analytics • Coupon Redemptions • Email Program Analytics
    11. 11. Social Strategy - Measure Track and Measure, Cont. • Tracking Links • Blog Comments • Re-Tweets, Re-Pins, Shares • Facebook Ad Manager • 3rd Party Tools (General): Hootsuite, HubSpot, Sprout Social • 3rd party Facebook Tools: PageLever, ZuumSocial, Crowdboo ster, Edgerankchecker
    12. 12. Social Strategy - Tactics • Which Platforms • Social Ads • Engage with Other Pages & Users • Blog • E-blasts • Mobile Friendly Website • Video • Local Business Relationships • Building a Rapport What Will You Implement and How Often?
    13. 13. Social Media Policy Internal (Staff) External (Fans) Who is Going to Write? Where Post?
    14. 14. Expectations • Are They Realistic? – Time to Implement – Outcome – Time to Be Successful • Do You Have Buy-In? – Are you truly on board? – Is your staff on board? – Social Ambassador? Internal – Invest in promoting social in all patient touch-points
    15. 15. Social Snapshots Today: Two opportunities for a quick free consult your Facebook page! Put your name in the hat & we’ll draw throughout today’s session.
    16. 16. BREAK 15 minutes Be back at 3:00pm for Facebook
    17. 17. FACEBOOK
    18. 18. Cutting Through The Facebook Noise: How to Make Sure Your Fans See Your Message
    19. 19. #VCS2013 Follow on Twitter @MoniqueRamsey Your business has the potential for exponential distribution through the social graph if you can engage users so it’s seen in the 1st place! EdgeRank
    20. 20. • Be a resource: your own content & relevant shared content • Moderate • Respond & engage • notifications via FB email, Pages app, FB notification, and/or HyperAlerts) • Connect • Keep it fun and mix it up! #VCS2013 Follow on Twitter @MoniqueRamsey
    21. 21. #VCS2013 Follow on Twitter @MoniqueRamsey Ask Questions AIM FOR SHARES
    22. 22. • 3,651 impressions • Get in the conversatio n in real (or semi-real) time ASK QUESTIONS #VCS2013 Follow on Twitter @MoniqueRamsey
    23. 23. RESPOND~ Call them by name with the @ tag Ask for the “like” #VCS2013 Follow on Twitter @MoniqueRamsey
    24. 24. Keep It Real #VCS2013 Follow on Twitter @MoniqueRamsey
    25. 25. Facebook Ads to promote ContestsCONTESTS #VCS2013 Follow on Twitter @MoniqueRamsey
    26. 26. https://www.facebook.com/page_guidelines.ph p Contest Guidelines Tips… • Use a 3rd party app  Wildfire, NorthSocial, Wishpond, Rafflecopter • Don’t offer a prize that seems too good to be true – looks spammy and people won’t share • Comply with Federal, State, Local Laws • Comply with State Medical Board, AMA, and your society rules • Difference between “sweepstakes” and a “lotto” (illegal) • Users cannot purchase add’l entries • Must notify winner outside of FB first!#VCS2013 Follow on Twitter @MoniqueRamsey
    27. 27. Best Time(s) to Post But… do what works best for you (check your analytics) And - consistency = success 24/7/365 #VCS2013 Follow on Twitter @MoniqueRamsey
    28. 28. Scheduling a Post Clock = SCHEDULING ICON Note: Date can also be in the past & it will drop in to the proper spot in your timeline #VCS2013 Follow on Twitter @MoniqueRamsey
    29. 29. Milestones #VCS2013 Follow on Twitter @MoniqueRamsey • Founded • Office Location Open • New Equipment • New Procedures • New MD’s • Awards (Best of 2013) etc. • Remodel • Legislation Extend the “story of your brand”
    30. 30. Milestone Scavenger Hunt • Entrants had to scavenge through timeline to find milestones • “Timeline Time Warp” • Read Details: http://go.cosmeticsocialmedia.co m/warp Sources: SocialFresh.com, DigitallyApproved.com #VCS2013 Follow on Twitter @MoniqueRamsey
    31. 31. Promoted Posts (buying airtime) Click “public” to make this box appear It re-calculates reach as you change budget Set run time #VCS2013 Follow on Twitter @MoniqueRamsey
    32. 32. Notice baseline Engagement Rate Calculation: (MANUAL!) talking about / total “likes” 2% is average so anything over this is 70% Engagement Rate #VCS2013 Follow on Twitter @MoniqueRamsey
    33. 33. Facebook recommend s your practice to the friends of your current Highest likelihood to buy Get More Fans #VCS2013 Follow on Twitter @MoniqueRamsey
    34. 34. Polls #VCS2013 Follow on Twitter @MoniqueRamsey
    35. 35. Make it Easy & Engaging with Apps #VCS2013 Follow on Twitter Polls
    36. 36. Change Cover Image Cover images can get 9x more ENGAGEMENT – change often #VCS2013 Follow on Twitter @MoniqueRamsey
    37. 37. Fill out your cover image description! Use this valuable space – graph search SEO value! #VCS2013 Follow on Twitter @MoniqueRamsey Change Cover Image
    38. 38. E-blasts & mailers Print: Ads & Collateral Promotions / Events Facebook timeline cover photo 20% Rule #VCS2013 Follow on Twitter @MoniqueRamsey Exam Room displays
    39. 39. https://www.facebook.com/ads/tools/text_overl ay Source: MariSmith.com New 20% Rule for Timeline Cover
    40. 40. http://go.cosmeticsocialmedia.com/p ics Hot Tip: Image Sizer - FREE
    41. 41. Keywords – About Section Put keywords in your About Section for better results when people search Click here to edit #VCS2013 Follow on Twitter @MoniqueRamsey
    42. 42. Avatar 90% of FB users see your content in their newsfeed so your avatar needs to be great! (no logos or buildings)Look for faces! That’s what captures people’s attention #VCS2013 Follow on Twitter @MoniqueRamsey
    43. 43. Website Contest s In-Office Social Media and Apps Consistent Branding
    44. 44. #VCS2013 Follow on Twitter @MoniqueRamsey
    45. 45. Facebook.com/secu rity WARNING: Don’t delete (unless they are really belligerent, abusive, ETC). Invite them to talk offline. Have a policy in place to fall back on! Posts You Don’t Want to See You can: #VCS2013 Follow on Twitter @MoniqueRamsey
    46. 46. • Organic Growth • Connect with businesses and events and interact with them, share their content • About Section • Settings – Set 13+, allow , comments, taggin g, to post, etc. Slideshare.net/moniqueramsey Additional Tips
    47. 47. BREAK 15 minutes Be back for Snapshot, Google+, Twitter, Foursquare
    48. 48. SOCIAL SNAPSHOT #1
    49. 49. GOOGLE+
    50. 50. Google+ Photo Albums Sparks (interests) Circles Profile Hangouts (“Meetings” for Biz) =
    51. 51. Value of G+ • SEO Benefit • Rapid growth - 135 Million active users and 60% log in every day • Communities • Getting a +1 is like someone giving a recommendation for your practice – and it shows up in search • Posts show up in search too! • Local pages – part of Google search results. (You can merge your Local Page (aka. “places page”) into a new Google+ page • Reviews • Important Note: Authorship (not for pages – only personal profile accounts)
    52. 52. Full Google Integration Connect & Categorize Peeps into “circles”* Manage Events Be Aware: All content is indexed by Google – even communities that are private/invite only Discover trending topics and jump into the conversation *Nice for separation of your patients and personal life… This is you! Add your biz page here!
    53. 53. G+ Hangouts & YouTube Hangouts – Up to 10 people Then everyone else can be live broadcast / streaming on YouTube and recording saved for future views.
    54. 54. TWITTER
    55. 55. SOCIAL LISTENING Twitter is considered a “micro-blog”
    56. 56. Can You Hear Me Now? 60% of Twitter usage is via a mobile*… people update anywhere, anytime… imagine what that means for bad customer experiences!? *Source: blog.twitter.com
    57. 57. • Share publications • Educational info • Be selfless • Not # times of day but VALUE of the post • Info on topics YOUR client is interested in • Mommy blogs • Beauty • Health • Fitness, etc… Provide Value 1st Momentum Mktg. • Look for opportunities to take advantage of something bigger than yourself – Queen’s Jubilee, Royal Wedding, Oscars – Heroic act in local news • BE NIMBLE • Be SMART – 3 second rule What to Share
    58. 58. What to Share, Cont. • Alert followers of something big on the horizon (build anticipation!) • Add comments when you RT (re- tweet) • Don’t just schedule – HAVE LIVE INTERACTIONS TOO • Stick to your brand’s voice • Context is king – make sure you don’t lose the message in 140 characters • Use #hashtags so peeps can follow subject, but don’t “#geekout with @’s and #Syntax LOL <-This!:”
    59. 59. You *Can* Measure CSM’s Favorite Resources: BudURL (link shortener) with analytics Platform to manage tweets Hootsuite, Tweetdeck SocialOomph etc… Twellow (Yellow Pages) Manage Flitter (for managing follows and un-follows) Fake Followers Check:
    60. 60. Cool Tool to Determine % Fake Followers on Twitter Fakers.statuspeople.com
    61. 61. FOURSQUARE
    62. 62. Claim & Manage Your Location
    63. 63. Be There or Be 4Square Haha! Add specials (up to two) to really help you stand out from the crowd to users
    64. 64. BREAK 15 minutes Be back for Snapshot, Pinterest, Instagram, LinkedIn Q & A
    65. 65. SOCIAL SNAPSHOT #2
    66. 66. PINTEREST
    67. 67. VISUAL SCRAPBOOK • Create “boards” to organize and share visual images (including video) • Repin others’ images & they will do the same • Follow people in your industry, town, and users who are interested in your niche (health, beauty, wellness, etc) • Cross-promote your other social media posts • Drive users back to your website = SEO benefit & valuable links
    68. 68. VISUAL SCRAPBOOK • Use keywords to be found on search (both in Pinterest and on web) • Keep your pins relevant to your audience • Think “outside the board” – can use to promote events, link videos, email campaign landing page, etc. • Do “Pin to Win” contests to bring awareness to a new procedure, MD, financing program, branding, etc. • Change your board cover images frequently to keep it fresh
    69. 69. INSTAGRAM
    70. 70. Visual Sharing • Photo sharing app that added video (up to 15 seconds) last week • 2.5 years old but rapid growth (Facebook purchased in 2012) • 130+ Million active monthly users • Hashtag heavy platform #UseForSearchingTopics
    71. 71. What to Share • Insider views: office parties, birthdays, seminars, etc. • Quotes • Your local town: events / happenings • Things that represent your brand in a visual way • HIPAA compliant & with all proper authorizations
    72. 72. Statigram
    73. 73. LINKEDIN
    74. 74. It’s All About Connections • Be sure your physician profile is fully complete & check back quarterly to see if you need to add more • Use “skills and expertise” section • Endorse your connections (reciprocate!) • Use keywords to be found • Create a Company Page for your practice • Join and participate in groups • Post in here on a regular basis. Can use Hootsuite or other dashboard for efficiency
    75. 75. Q & A
    76. 76. STAY TUNED Sign up to be notified about our upcoming Monthly Training Webinar Series… Tons of Social Media Secrets for One Low Monthly Subscription! http://go.cosmeticsocialmedia.com/list
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