0
Supercharge
Your Social
Media
Marketing
Xaña Winans
Golden Proportions Marketing
www.facebook.com/GoldenProportions
#GNYDM
Xana@GoldenProportions.com
866-590-4476
5 year old Myles Scott
Defeats Leukemia and
Becomes Batkid
The Results?
• 15,000 strangers signed up to be “grateful
onlookers”
• 6,400 photos shared
• 130,000 Tweets
• Video from T...
There are only TWO reasons
to use social media:
1. Your patients use it daily

2. Your prospects use it daily
Why is Social
Networking
so Popular?
People are inherently curious and voyeuristic
It’s
incredibly
easy to
use
But the real reason
we love it?
• 30-40% of our daily conversations
center around our own
experiences.
• Up to 80% of what we post on
social media is abou...
Harvard Study, 2012
Participants were given the choice of:
Talking about themselves or
Listening to others judge their tho...
An MRI showed that the act of self disclosure
lights up areas of the brain
associated with eating and sex.
Participant’s pleasure centers
lit up more when they were told
they had an audience.
Participants enjoyed sharing about
themselves so much that they were willing
to forego money for it.
What Can Social Media
Do For You?
1. Helps You To Connect
• Form new and rekindle old connections
• Enhance the connections you make in the
office on a dail...
2. Reinforces Branding
• Share your style and your brand with a larger
audience
• Gets the word out about your core values...
B
R
A
N
D
!
3. Acts as Word of Mouth
• Modern day version of back fence
conversations
• Passive endorsement of your practice to a
trus...
4. Creates a Cost Effective
Alternative to Advertising
• No charge to create social accounts
• Inexpensive media option in...
5. Keeps You On Top Of Your Reputation
• Reviews help keep you accountable
• Lets you address problems in advance
Not To Be Ignored…And Yet It Was
6. Lets You Learn What Patients Want
• Use social media to ask them!
• Patients become real time focus groups
• See what t...
7. Supports Your SEO
• Google measures your:
– Social media fan base size
– Social commenting
– Social sharing
– Likes, +1...
7 of the top
10 rank
factors are
SOCIAL
When NOT to Use Social Media
• If you don’t have the time to do it right
• If you plan to outsource 100%
• If you’re not a...
So Many Social Channels –
Where Do You Start?
1.15 Billion Users World Wide - June 2013
669 Million Users Login EVERY SINGLE DAY
78% of
users
access
Facebook
on a
mobile
device
Facebook Factoids
• Average 8 hours spent on Facebook per month
• 4.5 Billion average daily “likes”
• 350 Million photo up...
Why Does Facebook Matter?
• People buy from people that they:
– KNOW
– LIKE
– TRUST

• Facebook gives patients a glimpse i...
A Review of the Basics:
Profiles vs. Pages
Link to your practice page

Link Your Work to Your Practice Page
Using Your Personal Page For Business
• Personal pages can’t be used EXCLUSIVELY for
business – but some is okay!
• Trust ...
Business Page
Don’t Have A Practice Page?
Look for the “Create Page” Button, Upper Right

Or go to Facebook.com/Pages
Want Check-Ins On Facebook?
Choose Your Business
Name Wisely! Use
NAP Protocol

You can only change this ONCE!
Only 180 x 180 pixels – frame your logo
properly or it gets cut off

Solo Practice – Your Photo I Group Practice - Logo
• Add to your favorites so you see it when
logged in as personal profile
• Go to admin page
• Don’t forget to like
your ow...
Create Your Timeline Cover Photo

Include Website, Phone Number, Calls to Action
851 x 315 Pixels, 20% may be text
Next, Optimize Your Apps
• Maximum of 12 Apps, but 6-8 is best
• 4 standard apps
– Photos – always in the #1 position
– Li...
Add Free Apps
• Smile Reminder
• Demand Force
• 1-800 Dentist
• Rate a Dentist/Lighthouse
Request an Appt. App
Add Review App
Booth 2216 – 50% off Activation, $200 Amex
Card and 2 Month Money Back Guarantee!
Is Your Practice Page Up To Date?
Update your profile photo
Maximize your cover image
Add apps
Completely fill out the “about” page
using search keywords
Customize your Facebook URL

Add “Local Business” to your
bu...
Start Posting!
Schedule
Ahead
What’s the Magic Formula?
• 3 informative, educational posts – link to
articles, infographics, videos
• 1-2 promotional po...
Perfect Post Length
Posts between 100 and 250 characters
(less than 3 lines of text) see 60% more likes,
comments and shar...
Need a
Few
Ideas?
• Holidays
– What was your favorite Christmas present?
– What did you dress as for Halloween?

• Team member of the month
...
• Smile Quotes
• Special “Days”
– National Ice Cream Day
– Patient Day
– www.HolidayInsights.com (Bizarre & Unique Days)

...
• Charity Work
– Mission trips
– Battered women smile makeovers
– Fee extraction days

• Dental Emergencies
– Treating a k...
• Dental Anxiety
– Don’t make the kids nervous
– Breathing/relaxation techniques
– Sedation options

• TMJ Pain
– What cau...
• Blog Posts – link to your website’s blog!
• Dental care for pets
• Patient comfort items
• Awards and accreditations
• G...
• Certification

• New Tech
• Adding an Employee/Promotions
• New Office/Renovations
• Fun Photos/Behind the Scenes
• Tell...
A Note About Team Participation
• Make team admins but protect your
passwords!
• Make sure they have their own social acco...
Facebook is
All About
Engagement
• 15 million business pages on Facebook

• Complex algorithms that help people see what
matters most

Your fans don’t see ...
Edgerank
• An algorithm that measures:
– Affinity: how closely affiliated you are to that
follower. Interact more frequent...
Go Beyond Basic Text
• Photo albums - 180% more engagement
• Pictures – 120% more engagement
• Videos - 100% more engageme...
Emoticons
Hubspot reports that “something as simple as a
smiley face emoticon in your post” can:
1. Increase likes by 57%
...
Take Your Best Guess
• Guess how many pounds of candy got turned in
during the candy buy back program? (Photo!)
• Guess ho...
Ask a Question
• If Dr. Winans’ life was a feature film, what
would it be? (kick start with an answer)
• Dr. Miller wants ...
Posting Tip!
Write your question in a
“blank text” photo to get more
engagement and higher visibility
If money was not an
object, would you
prefer a white smile
or a straight smile?
Tell Me a Story…
• Tell a patient’s story in phases of treatment
– Motivation to come see you
– Consult
– Prep
– Seat
– Li...
Don’t Leave Them Hanging!
• Respond immediately or same day
• Leave Facebook open – look for notifications
• Reply as doct...
Share Progress
• Renovating Your Office?
– Show interior design boards & architectural plans
– Show construction
– Show th...
Team Can Share CE Trips on Personal Pages
Tag Your Co-Workers!
Create a Like
vs. Share
Competition
Bring a Little Personality To Your Office
Grow Your
Fan Base!
Contests
• Incentive requires that you like the page
• Complete a contest entry form
• Require an email address and use fo...
Add Promotions
What Incentives Generate Likes?
Whitening
Gift Cards
Kindle Fire
Spa Services
Ipad
Anything TECH
Contests without Apps
• Now legal to run contests for likes and
comments without an app
• Free “pick your winner” tool on ...
Promote Your Contest
• Post 2-3x/week with a link to the app
• Ask people what they will do with the prize
• Give people a...
Increase Visibility
• Highlight your post - Stretch it across the width of
the page
• Highlight your promotion on your web...
Highlight a Post – Stretch it!
Find a Charity to Support
Start With Those Who Already Know You
Target Age Range
Choose Interests

Set Your Budget
Facebook Advertising
• Promoting posts with a paid ad increases
organic and viral reach, but reduces click
throughs.
• Pai...
Upload as many photo options as available.
These are used to test response.
1. Write the ad. 2. Choose placement. 3. Check your work.

1.

2.

3.
Large Local
Employer?
Set Your Budget – Daily or Lifetime Max
This is NOT Like Google Adwords
Boosted Post

Facebook Ads
What’s Working?
What’s Not?
Facebook Insights
• Check to see which posts had the most impact
• Measure New Likes
• Measure Engagement
– Clicks
– Likes...
Summary Overview
Hide, Spam and Unlikes
Age and Gender Distribution
Best Time to Reach Your Audience
Which Posts Engaged Users Most?
What Types of Posts Engage Best?
How to Get
Unliked
Facebook #Hashtags
• Easy way to group, discover and follow
conversations
• Simply type in the search bar to find all post...
Google+ is Growing Fast
• Started in June 2011
• Over 500 Million active users
• Second largest social media site in the w...
New to Google+?
• Create your personal Google+ account first
• Google will suggest people to add to your
circles
• These c...
Visit “Create a Page” on Google+

Choose Local Business or Place
Google will ask for your business name or phone
number and tie it to your Google Places profile
Complete the Profile
• Add your tagline (10 words) and profile photo
• Click “Finish” (Do not share just yet)
• Complete y...
Link to Relevant Pages
on Your Website
Promote Your Page
• Post, post, post – just like Facebook
• Choose who sees the posts or make “Public”
You Can’t Do This On Facebook!
• You can follow your page’s fans back and add
them to your circles
• Drag them into one of...
Google+ Engagement
• Longer posts do better here
• Format your text
– BOLD *this* becomes this
– ITALICS _this_ becomes th...
Contests on Google+
“You may not run contests, sweepstakes, or
other such promotions directly on Google+
or in a manner th...
Temporary Mass Confusion
Twitter Growth
• Created March 2006
• 1 Billion tweets a week
• 288 Million monthly active users
• 10 tweets a second ment...
Twitter Tips
• 140 characters or less (including links!)
• Extremely mobile audience – 60%
• You must be responsive – Twit...
And I’ll Follow You Back!
Find LOCAL Followers
• Search.Twitter.com/Advanced
• Twellow.com/Twellowhood
• NearbyTweeps.com
• LocalTweeps.com
• #Lewis...
What Do You Tweet About?
Tweets and Engagement
• Blog Posts
• Newsletter Links
• Facebook Posts
• Contests
• Photos
• If you post it on Facebook, t...
Retweeting
• If you like a tweet you can retweet it (similar
to FB sharing) Now everyone in your list can
see it.
• Use ha...
Answer a Series of FAQ’s
• How do I brush a baby’s teeth?
• How do I floss properly?
• Do I have an abscess?
• What is a o...
Record Patient Testimonials
Add a Little Personality!
• Dr. and Team profiles are the most popular
pages on most dental websites
• Let them see who yo...
Celebrate Their
Special Day
Create Your Boards
• Whitening Cases
• Smile Rejuvenation
• Celebrity Smiles
• Charity Work/Mission Trips
• Pick a theme a...
The Value of Blogging
• Shows Google your site is active
• SEO value – Google rewards fresh content
• Creates opportunitie...
Blogging Topics
• Highlight important cases
• Tell a patient’s story
• Premiere new technology

• Show videos
• Share test...
Think About Patient Pain Points
•
•
•
•
•
•

Fear
Money
Pain
Time
Security/Guarantee
Reliability
Don’t Hide the Negative B...
Overcoming Bloggers Block
• Set Google alerts for topics related to
dentistry
• Keeps your blogs fresh and relevant to cur...
Need Topic Inspiration?
http://tweakyourbiz.com/tools/title-generator/
• Apply These 5 Secret Techniques To Improve Teeth ...
Get Inspiration From
The Competition

Topsy.com
Effective Blogging Techniques
• Blog on a regular basis for Google to
continuously index your site.
• Length: minimum of 5...
• Use relevant keyword phrases.
• Avoid repeating phrases or risk penalties. Use
synonyms.
• Use interesting images for yo...
Smush.It
• Load times matter to Google!
• Upload images to Smush.it, compress,
download
• Smaller file size, same quality ...
Promote It!
• Link back to your website
• Talk up to patients
• Promote with feed on main page
• Use it for e-newsletter c...
Want a Blog That Goes Viral?
Domain Authority
•
•
•
•
•
•

Microsoft
Successful Smiles Blog
Visa:
Ford:
Netflix:
Pepsi:

100/100
94/100
92/100
91/100
9...
Managing Your
Online Reviews
Think Reviews Don’t Matter?
• 75% of reviews posted on review websites are
positive.
• 95% of unhappy customers will retur...
• 70% of people consult reviews/ratings before
purchasing.
• People are 63% more likely to purchase a
product from a site ...
Who Would You Call?
Google Reviews
1. Login to your G+ account or create one
2. Search for the business / doctor name
3. Click on the listing ...
Negative Reviews?
1. Call the patient, solve their problem and ask
them to remove the review.
2. Write a public response t...
So Many Review Sites,
So Little Time
Measuring Your Results
• Google Analytics
• Facebook Insights
• Shares, Comments and Likes
• Community Reputation
• Websit...
What Did You
Learn Today?
Booth 305
866-590-4476
Xana@GoldenProportions.com
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
Supercharge your social media marketing
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Transcript of "Supercharge your social media marketing"

  1. 1. Supercharge Your Social Media Marketing Xaña Winans Golden Proportions Marketing www.facebook.com/GoldenProportions #GNYDM
  2. 2. Xana@GoldenProportions.com 866-590-4476
  3. 3. 5 year old Myles Scott Defeats Leukemia and Becomes Batkid
  4. 4. The Results? • 15,000 strangers signed up to be “grateful onlookers” • 6,400 photos shared • 130,000 Tweets • Video from The President • Massive support & publicity for Make-A-Wish
  5. 5. There are only TWO reasons to use social media: 1. Your patients use it daily 2. Your prospects use it daily
  6. 6. Why is Social Networking so Popular?
  7. 7. People are inherently curious and voyeuristic
  8. 8. It’s incredibly easy to use
  9. 9. But the real reason we love it?
  10. 10. • 30-40% of our daily conversations center around our own experiences. • Up to 80% of what we post on social media is about ourselves.
  11. 11. Harvard Study, 2012 Participants were given the choice of: Talking about themselves or Listening to others judge their thoughts.
  12. 12. An MRI showed that the act of self disclosure lights up areas of the brain associated with eating and sex.
  13. 13. Participant’s pleasure centers lit up more when they were told they had an audience.
  14. 14. Participants enjoyed sharing about themselves so much that they were willing to forego money for it.
  15. 15. What Can Social Media Do For You?
  16. 16. 1. Helps You To Connect • Form new and rekindle old connections • Enhance the connections you make in the office on a daily basis • Creates an impression of accessibility
  17. 17. 2. Reinforces Branding • Share your style and your brand with a larger audience • Gets the word out about your core values • Shows how patients feel about you • Brand reinforcement/repeated exposure
  18. 18. B R A N D !
  19. 19. 3. Acts as Word of Mouth • Modern day version of back fence conversations • Passive endorsement of your practice to a trusted audience
  20. 20. 4. Creates a Cost Effective Alternative to Advertising • No charge to create social accounts • Inexpensive media option in expensive media markets • Only takes your time…and a lot of expertise!
  21. 21. 5. Keeps You On Top Of Your Reputation • Reviews help keep you accountable • Lets you address problems in advance
  22. 22. Not To Be Ignored…And Yet It Was
  23. 23. 6. Lets You Learn What Patients Want • Use social media to ask them! • Patients become real time focus groups • See what topics generate the most interest
  24. 24. 7. Supports Your SEO • Google measures your: – Social media fan base size – Social commenting – Social sharing – Likes, +1’s and Retweets • Guess who made the #1 SEO factor the most important?
  25. 25. 7 of the top 10 rank factors are SOCIAL
  26. 26. When NOT to Use Social Media • If you don’t have the time to do it right • If you plan to outsource 100% • If you’re not a personable person • If you don’t trust your team to participate • If you don’t trust your patients to engage in a positive manner
  27. 27. So Many Social Channels – Where Do You Start?
  28. 28. 1.15 Billion Users World Wide - June 2013
  29. 29. 669 Million Users Login EVERY SINGLE DAY
  30. 30. 78% of users access Facebook on a mobile device
  31. 31. Facebook Factoids • Average 8 hours spent on Facebook per month • 4.5 Billion average daily “likes” • 350 Million photo uploads per day • 53% Female/47% male
  32. 32. Why Does Facebook Matter? • People buy from people that they: – KNOW – LIKE – TRUST • Facebook gives patients a glimpse into the “Man Behind the Mask”
  33. 33. A Review of the Basics: Profiles vs. Pages
  34. 34. Link to your practice page Link Your Work to Your Practice Page
  35. 35. Using Your Personal Page For Business • Personal pages can’t be used EXCLUSIVELY for business – but some is okay! • Trust factor among friends is high • Celebrate important business moments • Tag people to spread the reach
  36. 36. Business Page
  37. 37. Don’t Have A Practice Page?
  38. 38. Look for the “Create Page” Button, Upper Right Or go to Facebook.com/Pages
  39. 39. Want Check-Ins On Facebook?
  40. 40. Choose Your Business Name Wisely! Use NAP Protocol You can only change this ONCE!
  41. 41. Only 180 x 180 pixels – frame your logo properly or it gets cut off Solo Practice – Your Photo I Group Practice - Logo
  42. 42. • Add to your favorites so you see it when logged in as personal profile • Go to admin page • Don’t forget to like your own page!
  43. 43. Create Your Timeline Cover Photo Include Website, Phone Number, Calls to Action 851 x 315 Pixels, 20% may be text
  44. 44. Next, Optimize Your Apps • Maximum of 12 Apps, but 6-8 is best • 4 standard apps – Photos – always in the #1 position – Likes – Videos – Events • Move your apps to promote them • Most app tabs will not appear on mobile devices
  45. 45. Add Free Apps • Smile Reminder • Demand Force • 1-800 Dentist • Rate a Dentist/Lighthouse
  46. 46. Request an Appt. App
  47. 47. Add Review App
  48. 48. Booth 2216 – 50% off Activation, $200 Amex Card and 2 Month Money Back Guarantee!
  49. 49. Is Your Practice Page Up To Date? Update your profile photo Maximize your cover image Add apps
  50. 50. Completely fill out the “about” page using search keywords Customize your Facebook URL Add “Local Business” to your business category to allow check-ins
  51. 51. Start Posting!
  52. 52. Schedule Ahead
  53. 53. What’s the Magic Formula? • 3 informative, educational posts – link to articles, infographics, videos • 1-2 promotional posts – contest, special offers • 2-3 personal social posts
  54. 54. Perfect Post Length Posts between 100 and 250 characters (less than 3 lines of text) see 60% more likes, comments and shares than posts greater than 250 characters. 71 to 140 characters is the sweet spot.
  55. 55. Need a Few Ideas?
  56. 56. • Holidays – What was your favorite Christmas present? – What did you dress as for Halloween? • Team member of the month – Favorite dental practice memory – Last really good laugh and what was it about – How do you spend your weekends? • Get LOCAL! HS sports, 5K races, charity events
  57. 57. • Smile Quotes • Special “Days” – National Ice Cream Day – Patient Day – www.HolidayInsights.com (Bizarre & Unique Days) • Financial Information – Insurance participation/how to maximize – Care Credit – links to apply – Invisalign for only $230/month
  58. 58. • Charity Work – Mission trips – Battered women smile makeovers – Fee extraction days • Dental Emergencies – Treating a knocked out tooth – What to do with an abscess on the weekend – Signs of an impacted wisdom tooth • Classic Dental Videos – Bill Cosby – David at the Dentist
  59. 59. • Dental Anxiety – Don’t make the kids nervous – Breathing/relaxation techniques – Sedation options • TMJ Pain – What causes it – Signs and symptoms – How to treat it • Cancer and Dentistry • Pregnancy and Dentistry
  60. 60. • Blog Posts – link to your website’s blog! • Dental care for pets • Patient comfort items • Awards and accreditations • Guess the celebrity smile • Foods and recipes for healthy smiles
  61. 61. • Certification • New Tech • Adding an Employee/Promotions • New Office/Renovations • Fun Photos/Behind the Scenes • Tell Patients Why You Love What You Do!
  62. 62. A Note About Team Participation • Make team admins but protect your passwords! • Make sure they have their own social account and friend/follower base • Rotate duties for different perspectives
  63. 63. Facebook is All About Engagement
  64. 64. • 15 million business pages on Facebook • Complex algorithms that help people see what matters most Your fans don’t see all your posts • 96% of fans don’t go back to a brand’s page after initial engagement
  65. 65. Edgerank • An algorithm that measures: – Affinity: how closely affiliated you are to that follower. Interact more frequently with a patient, get seen more often by that person. – Weight of type of post: Photos, Videos, Text – Time Decay: The older the post, the less valuable • Only 16% of your fans will see any given post on average
  66. 66. Go Beyond Basic Text • Photo albums - 180% more engagement • Pictures – 120% more engagement • Videos - 100% more engagement
  67. 67. Emoticons Hubspot reports that “something as simple as a smiley face emoticon in your post” can: 1. Increase likes by 57% 2. Increase comments by 33% 3. Increase shares by 32% 
  68. 68. Take Your Best Guess • Guess how many pounds of candy got turned in during the candy buy back program? (Photo!) • Guess how many smiles we have transformed? • Guess how many patients we helped on our mission trip? Put a time limit on the game so they know when a winner is announced. Multiple right answers? Pick the first one.
  69. 69. Ask a Question • If Dr. Winans’ life was a feature film, what would it be? (kick start with an answer) • Dr. Miller wants to sponsor a local charity – which one should we help and why? • True or False?
  70. 70. Posting Tip! Write your question in a “blank text” photo to get more engagement and higher visibility
  71. 71. If money was not an object, would you prefer a white smile or a straight smile?
  72. 72. Tell Me a Story… • Tell a patient’s story in phases of treatment – Motivation to come see you – Consult – Prep – Seat – Life changing result
  73. 73. Don’t Leave Them Hanging! • Respond immediately or same day • Leave Facebook open – look for notifications • Reply as doctor for clinical posts, team for social posts
  74. 74. Share Progress • Renovating Your Office? – Show interior design boards & architectural plans – Show construction – Show the team putting the place back together – Unveil the finished product with a photo gallery • Talk up continuing education trips
  75. 75. Team Can Share CE Trips on Personal Pages Tag Your Co-Workers!
  76. 76. Create a Like vs. Share Competition
  77. 77. Bring a Little Personality To Your Office
  78. 78. Grow Your Fan Base!
  79. 79. Contests • Incentive requires that you like the page • Complete a contest entry form • Require an email address and use for email marketing • Offer additional contest entries for sharing (SEO Benefit!), or shares that become entries
  80. 80. Add Promotions
  81. 81. What Incentives Generate Likes? Whitening Gift Cards Kindle Fire Spa Services Ipad Anything TECH
  82. 82. Contests without Apps • Now legal to run contests for likes and comments without an app • Free “pick your winner” tool on WooBox.com • Login with Facebook account • Choose your page • Pick your winner at random
  83. 83. Promote Your Contest • Post 2-3x/week with a link to the app • Ask people what they will do with the prize • Give people a countdown to the drawing date • Announce the winner • Post a photo of the winner collecting their prize
  84. 84. Increase Visibility • Highlight your post - Stretch it across the width of the page • Highlight your promotion on your website • Add a link in your e-newsletter • Create a custom cover image • Pin it to the top of your page for 7 days
  85. 85. Highlight a Post – Stretch it!
  86. 86. Find a Charity to Support
  87. 87. Start With Those Who Already Know You
  88. 88. Target Age Range Choose Interests Set Your Budget
  89. 89. Facebook Advertising • Promoting posts with a paid ad increases organic and viral reach, but reduces click throughs. • Paid ads are used for promotional content. Naturally gets less result. • Best for brand awareness, not engagement.
  90. 90. Upload as many photo options as available. These are used to test response.
  91. 91. 1. Write the ad. 2. Choose placement. 3. Check your work. 1. 2. 3.
  92. 92. Large Local Employer?
  93. 93. Set Your Budget – Daily or Lifetime Max
  94. 94. This is NOT Like Google Adwords
  95. 95. Boosted Post Facebook Ads
  96. 96. What’s Working? What’s Not?
  97. 97. Facebook Insights • Check to see which posts had the most impact • Measure New Likes • Measure Engagement – Clicks – Likes – Comments – Shares • Post by Post scorecard
  98. 98. Summary Overview
  99. 99. Hide, Spam and Unlikes
  100. 100. Age and Gender Distribution
  101. 101. Best Time to Reach Your Audience
  102. 102. Which Posts Engaged Users Most?
  103. 103. What Types of Posts Engage Best?
  104. 104. How to Get Unliked
  105. 105. Facebook #Hashtags • Easy way to group, discover and follow conversations • Simply type in the search bar to find all posts • However: Hashtags are not only less likely to go viral, but also make people less likely to engage with the content • 15,000 fans of: – “This is not Twitter. Hashtags don’t work here.”
  106. 106. Google+ is Growing Fast • Started in June 2011 • Over 500 Million active users • Second largest social media site in the world • On track to overtake Facebook in 2 years • 68% male/32% female
  107. 107. New to Google+? • Create your personal Google+ account first • Google will suggest people to add to your circles • These circles help you premiere your Local page when ready
  108. 108. Visit “Create a Page” on Google+ Choose Local Business or Place
  109. 109. Google will ask for your business name or phone number and tie it to your Google Places profile
  110. 110. Complete the Profile • Add your tagline (10 words) and profile photo • Click “Finish” (Do not share just yet) • Complete your profile – Hours, Website & Contact Info – Add “Recommended Links” to other social media pages – FB, Tw, Blog – Upload 5 images to your photo strip
  111. 111. Link to Relevant Pages on Your Website
  112. 112. Promote Your Page • Post, post, post – just like Facebook • Choose who sees the posts or make “Public”
  113. 113. You Can’t Do This On Facebook! • You can follow your page’s fans back and add them to your circles • Drag them into one of 4 circles – Team Members (internal communication) – VIP’s (special bus. partners, most loyal patients) – Customers (send special promotions!) – Following (don’t know you, but you’re interesting) • Or, create new circles
  114. 114. Google+ Engagement • Longer posts do better here • Format your text – BOLD *this* becomes this – ITALICS _this_ becomes this • Upload two photos, ask followers to +1 the image they like best (Similar to FB Likes) Facebook engagement = Google+ engagement
  115. 115. Contests on Google+ “You may not run contests, sweepstakes, or other such promotions directly on Google+ or in a manner that requires use of G+ features or functionality.” However, you CAN link to promotions hosted elsewhere
  116. 116. Temporary Mass Confusion
  117. 117. Twitter Growth • Created March 2006 • 1 Billion tweets a week • 288 Million monthly active users • 10 tweets a second mention Starbucks • Fastest growing demographic is 55-64 year olds
  118. 118. Twitter Tips • 140 characters or less (including links!) • Extremely mobile audience – 60% • You must be responsive – Twitter moves FAST • Post daily if you can • The more people your audience follows, the less likely they will see your post
  119. 119. And I’ll Follow You Back!
  120. 120. Find LOCAL Followers • Search.Twitter.com/Advanced • Twellow.com/Twellowhood • NearbyTweeps.com • LocalTweeps.com • #Lewisburg
  121. 121. What Do You Tweet About?
  122. 122. Tweets and Engagement • Blog Posts • Newsletter Links • Facebook Posts • Contests • Photos • If you post it on Facebook, tweet it on Twitter
  123. 123. Retweeting • If you like a tweet you can retweet it (similar to FB sharing) Now everyone in your list can see it. • Use hastags (often overused) – use for the topic – makes it searchable • See what hashtags are trending
  124. 124. Answer a Series of FAQ’s • How do I brush a baby’s teeth? • How do I floss properly? • Do I have an abscess? • What is a one appointment crown? • What should I do when a tooth gets knocked out?
  125. 125. Record Patient Testimonials
  126. 126. Add a Little Personality! • Dr. and Team profiles are the most popular pages on most dental websites • Let them see who you are • Office tours reduce anxiety
  127. 127. Celebrate Their Special Day
  128. 128. Create Your Boards • Whitening Cases • Smile Rejuvenation • Celebrity Smiles • Charity Work/Mission Trips • Pick a theme and stay with it
  129. 129. The Value of Blogging • Shows Google your site is active • SEO value – Google rewards fresh content • Creates opportunities for social media links
  130. 130. Blogging Topics • Highlight important cases • Tell a patient’s story • Premiere new technology • Show videos • Share testimonials • Share life outside of the office
  131. 131. Think About Patient Pain Points • • • • • • Fear Money Pain Time Security/Guarantee Reliability Don’t Hide the Negative Build Your Blogs By Being Direct!
  132. 132. Overcoming Bloggers Block • Set Google alerts for topics related to dentistry • Keeps your blogs fresh and relevant to current national and local news • Check out the competition in another city • Make a list of topics a year in advance • Google “Dental Infographics” – FULL of ideas! • Add personal non-dental stories
  133. 133. Need Topic Inspiration? http://tweakyourbiz.com/tools/title-generator/ • Apply These 5 Secret Techniques To Improve Teeth Whitening • Teeth Whitening Doesn't Have To Be Hard. Read These 5 Tips • Knowing These 5 Secrets Will Make Your Teeth Whitening Look Amazing • My Life, My Job, My Career: How 5 Simple Teeth Whitening Helped Me Succeed • Take Advantage Of Teeth Whitening - Read These 5 Tips • The Next 5 Things You Should Do For Teeth Whitening Success • The 5 Best Things About Teeth Whitening • The 5 Biggest Teeth Whitening Mistakes You Can Easily Avoid
  134. 134. Get Inspiration From The Competition Topsy.com
  135. 135. Effective Blogging Techniques • Blog on a regular basis for Google to continuously index your site. • Length: minimum of 500 words to ensure that there is sufficient content to be indexed. Most bloggers target to write 750 words. • One topic at a time for proper indexing
  136. 136. • Use relevant keyword phrases. • Avoid repeating phrases or risk penalties. Use synonyms. • Use interesting images for your blog. • Designate an employee to proof and edit prior to posting. • Add a call to action at the end of each blog
  137. 137. Smush.It • Load times matter to Google! • Upload images to Smush.it, compress, download • Smaller file size, same quality photo
  138. 138. Promote It! • Link back to your website • Talk up to patients • Promote with feed on main page • Use it for e-newsletter content and link back into website • Push out to social media – use a snippet, photo and link.
  139. 139. Want a Blog That Goes Viral?
  140. 140. Domain Authority • • • • • • Microsoft Successful Smiles Blog Visa: Ford: Netflix: Pepsi: 100/100 94/100 92/100 91/100 91/100 89/100
  141. 141. Managing Your Online Reviews
  142. 142. Think Reviews Don’t Matter? • 75% of reviews posted on review websites are positive. • 95% of unhappy customers will return if an issue is resolved quickly and efficiently. • 71% agree that consumer reviews make them more comfortable that they are buying the right product/service
  143. 143. • 70% of people consult reviews/ratings before purchasing. • People are 63% more likely to purchase a product from a site if it has product ratings and reviews. • Customer reviews create a 74% increase in product conversion
  144. 144. Who Would You Call?
  145. 145. Google Reviews 1. Login to your G+ account or create one 2. Search for the business / doctor name 3. Click on the listing to go to the G+ page 4. Click on “write a review” 5. Rate 1 to 5 stars 6. Add your comments
  146. 146. Negative Reviews? 1. Call the patient, solve their problem and ask them to remove the review. 2. Write a public response to the review 3. Get 10x as many positive reviews published 4. If not your patient, ask Google to remove it
  147. 147. So Many Review Sites, So Little Time
  148. 148. Measuring Your Results • Google Analytics • Facebook Insights • Shares, Comments and Likes • Community Reputation • Website Rank
  149. 149. What Did You Learn Today?
  150. 150. Booth 305 866-590-4476 Xana@GoldenProportions.com
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