This is a presentation proposal on how a cosmetic dentist professional should go about using social media outlets to become a Though Leader in the industry. It contains a few examples and suggestions.

1. Thought Leadership for Cosmetic Dentistry
By: Maria Posada

2. LinkedIn Groups
Connecting with Key LinkedIn Groups would
have the following benefits:
• Exposure to potential customers (Consumers)
• Connecting with other dental professionals for potential partnering
opportunities (Partners)
• Access to providing and
learning new knowledge and
the latest innovations in the
industry (Education)
• This provides a great
opportunity to become a
thought leader in the
industry by sharing your
expertise

3. Channel Diagram
Consumer
Network
Practices
AACD
Individual
Local Practices
Aesthetics &
Beauty
Partner
References
Aesthetics &
Beauty
Alliances
Education
Conferences Online
AACD

4. LinkedIn Group Suggestions
1. American Academy of Cosmetic Dentistry
• Relevancy: With over 9,500 members, the AACD is a national
group for dental professional to exchange in educational
opportunities, promotion of respected and accredited
individuals, creative exchange of knowledge and ideas, and
“providing accurate and useful information to the public and the
profession.”
2. Aesthetics & Beauty
• A private group for industry professional including those in
aesthetics, dermatology, and cosmetic surgery. Over 20,000
members there is an opportunity to reach the “vain” and the
“cosmopolitans” of the group. With this being a big part of our
consumer target market, exposure in this group could lead to
partnerships too. For example, a cosmetic surgeon who has a
client who just had a face lift could refer the client to our
practice to finish off the look with gorgeous teeth too.

5. Outline of a SlideShare
Presentation
1. A great way to captivate your audience is by starting a
presentation with something they want to hear. The first
topic of my SlideShare presentation would be
presenting recent articles about how spending on
cosmetic dentistry has risen worldwide.
Telegraph.co.uk just published an article about this and
knowledge similar to this would be worth sharing
2. A great topic to follow with would be an invitation to an
upcoming online broadcasted one-day seminar. The
world-famous Las Vegas Institute for Advanced Dental
Studies (LVI) will be holding a seminar to share some of
the latest modern dentistry techniques with other
prestigious doctors in the field. I would share my
knowledge of this particular topic in the presentation as
well. Not to mention, encourage others to attend
sessions like this one and share what they learned at
the seminars.

6. Outline of a SlideShare
Presentation cont.
3. One of the major reasons for dental professionals to be
connected is to learn from each other about the latest
innovations and breaking news in the industry. Here,
even tool manufacturers or product developers have a
chance to present their offerings to industry influencers.
Thus, the third topic of my presentation would be a brief
summary some of the latest advances in the industry for
example the newest materials used to repair teeth that
provide natural-looking, tooth-colored, and longer
lasting results.
4. Finally, I would foster a sense of comradery among my
colleagues and end on a positive note that we can all
benefit from each other. That by sharing our
knowledge, partnering up, or using our referent power
to bring a larger influx of customers to each other, we
can all gain from being in a network together.

7. Webinar
• I would suggest hosting an Industry Expert Roundtable
Discussion. Doctors in the dental field like sharing
knowledge and (to be honest) hearing themselves
talk. So I think it would be a great idea to invite a few
of the industry influencers to an online Roundtable
Discussion where they can share ideas and talk about
the latest technique advances in the field. Unlike a
Virtual Conference where participants would have to
take the time to create a presentation, this Roundtable
Discussion would be a very informal gathering with the
purpose to share an expansion of common
knowledge with those interested in hearing experts
talk about the techniques they use with patients.
Topics could include the newer easier application
Veneers, whitening techniques, and the modern
dentistry under-bite correction methods for example.

9. Webinar cont.
• The promotional strategy would be based on inviting people
to watch through LinkedIn groups, Twitter, and Facebook. We
would try to promote it to those in the cosmetic dentistry field
and to all the followers those participating in the Roundtable
Discussion have. This way we ca grow our audience more
through “shares” than through “likes”. The fact that it will be
an informal discussion of relevant topics will attract out target
audience which is other dental professional looking to hear
more from us in the future.
• The target audience would be other dental professionals
rather than end consumers. This is because as we are just
starting off our presence as Thought Leaders in this industry,
we want to gain credibility first through acceptance and
sponsorship from other experts. We first have to show little by
little knowledge in the field about before we develop a large
following.

10. Vine
• For the 6 second Vine video, I would ask the industry
experts that will be leading and participating in the
discussion to record themselves saying a phrase 3
seconds long: “We are the future of cosmetic dentistry.”
With video editing software I will superimpose the clips to
create a strand video where each participants says one
of the words, repeating some of the words for emphasis
and extending it to 4.5 seconds. It would sound
something like: “We…we…we are the future…the future
of cosmetic dentistry.” (with each different color
representing the face of each different speaker). The
remaining 1.5 seconds I would flash the Date and Time in
bold print “April 10 – 6pm” and then flash the phrase
“Google+ HOA – tune in!” All of this with upbeat
background music. In the description I would place the
invite for all to join and watch this public roundtable
discussion with a bit.ly link to more information.

11. Thank You!