Focus2011 - Corey Walker - Social Media

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An overview of why having a web site is important, basics of social media, Facebook 101, Twitter 101 and managing your social media time effectively.

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  • If you precede someone’s username with the @ symbol in a post on Twitter (i.e. “@tomraftery how is it going?”) then your post appears in the @Mentions tab on their Twitter page. This works whether they are following you or not. When you @reply to someone, and they see you appear in their @Mentions tab, they are likely to check out your profile and posts and may decide to follow you. This is a very powerful way to build up your network with people who don’t necessarily know you but with whom you want to connect.Check out the TwitterGrader page for your area, for instance, if you are based in Andalucia, in the south of Spain, like me, check the TwitterGrader page for Sacramento and you’ll find some interesting people you may want to connect to, to get into the local scene.
  • If you precede someone’s username with the @ symbol in a post on Twitter (i.e. “@tomraftery how is it going?”) then your post appears in the @Mentions tab on their Twitter page. This works whether they are following you or not. When you @reply to someone, and they see you appear in their @Mentions tab, they are likely to check out your profile and posts and may decide to follow you. This is a very powerful way to build up your network with people who don’t necessarily know you but with whom you want to connect.Check out the TwitterGrader page for your area, for instance, if you are based in Andalucia, in the south of Spain, like me, check the TwitterGrader page for Sacramento and you’ll find some interesting people you may want to connect to, to get into the local scene.
  • Focus2011 - Corey Walker - Social Media

    1. 1. Integrating Social Media & Your Web Site <br />Into Your Marketing Mix<br />Corey C. Walker<br />President<br />The Marketing Specialist<br />
    2. 2. Corey C. Walker<br />President, The Marketing Specialist<br /><ul><li>Worked for and with several Sacramento companies, specializing in healthcare, real estate and non-profits.
    3. 3. Works closely with Mercy/CHW on a variety of marketing needs including managing their six-hospital social media efforts, producing internal newsletters and producing web content.
    4. 4. Helps several small businesses with social media, e-zines, sales collateral and other marketing programs.</li></ul>themarketingspecialist.com<br />facebook.com/TheMarketingSpecialist<br />@marketing_gal<br />
    5. 5. Agenda<br /><ul><li>The importance of having a web site
    6. 6. Web site basics and next level needs
    7. 7. Introduction to social media
    8. 8. Facebook 101
    9. 9. Twitter 101
    10. 10. Managing your social media time
    11. 11. How to integrate your web site and social media into your marketing mix
    12. 12. Q & A
    13. 13. Raffle for Marketing Shortcuts for the Self-Employed </li></li></ul><li>Why YOU need a Web Site<br /><ul><li>Adds value to your business AND your patients.
    14. 14. You stop being invisible.
    15. 15. It’s available 24/7 – you are not.
    16. 16. You can offer online appointment scheduling.
    17. 17. You create another sales tool for your business.
    18. 18. You build authority & credibility.
    19. 19. You can build an e-mail list for other promotions.
    20. 20. It can be a hub for your social media networks and blog.
    21. 21. PS – Make sure your site is mobile-friendly!</li></li></ul><li>Web Site Basics<br /><ul><li>Home
    22. 22. About us
    23. 23. Services
    24. 24. Product lines (frames/lenses)
    25. 25. Contact/location information
    26. 26. Photos of office and staff</li></li></ul><li>Next Level Web Site Needs<br /><ul><li>Articles about a variety of eye health topics
    27. 27. Patient forms
    28. 28. Online appointment scheduling
    29. 29. Promotions
    30. 30. Events
    31. 31. Success stories/testimonials
    32. 32. Contact lens reordering
    33. 33. Videos
    34. 34. E-mail newsletter sign-up
    35. 35. Blog
    36. 36. Social media icons or feeds</li></li></ul><li>Design Speaks to Professionalism<br />
    37. 37. Design Speaks to Professionalism<br />
    38. 38. Social Media<br />
    39. 39. Communicate<br />Aggregate<br />Disseminate<br />Discover<br />What is Social Media?<br /><ul><li>Easy
    40. 40. Transparent
    41. 41. Generous</li></li></ul><li>What is Social Media?<br />User generated content shared with many<br /><ul><li>Writing
    42. 42. Graphics
    43. 43. Photography
    44. 44. Video
    45. 45. Audio</li></ul>“Spend less time perfecting your blog post and editing your video and more time in your community, online and off.”<br />Gary Vaynerchuk<br />Wine Library TV<br />
    46. 46. Why should you participate in social media as an optometrist or ophthalmologist?<br /><ul><li>Keeps you “top of mind” for current patients and prospects if you are updating regularly.
    47. 47. You can learn more about your patients’ expectations and experiences by listening and commenting when appropriate.
    48. 48. You can extend your marketing reach beyond your web site or printed materials.
    49. 49. You can get better search engine rankings by participating in several places.</li></li></ul><li>Why should you participate in social media as an optometrist or ophthalmologist?<br /><ul><li>A referral from a “friend” is a much stronger form of advertising.
    50. 50. Information found in someone’s News Feed is not considered an ad.
    51. 51. It’s an extremely inexpensive form of advertising (but it takes time!).
    52. 52. Shows you are innovative, and on-trend with the latest marketing tactics.</li></li></ul><li>Facebook<br />
    53. 53. Facebook Stats<br /><ul><li>More than 750 million active users
    54. 54. 50% of active users log on to Facebook in any given day
    55. 55. Average user has 130 friends
    56. 56. Fastest growing population on Facebook: women 55-65
    57. 57. People spend over 700 billion minutes per month on Facebook</li></li></ul><li>Facebook Do s<br /><ul><li>Create a FAN page for your business
    58. 58. Look at other successful fan pages to see how it’s done
    59. 59. Post regularly – every day if possible
    60. 60. Be warm, friendly and helpful, yet still professional
    61. 61. Pay attention to what your patients are saying and respond to comments, complaints or questions
    62. 62. Follow HIPAA guidelines for patient information
    63. 63. Use a mixture of text, links, photos and video to keep things interesting (Facebook EdgeRank algorithm)</li></li></ul><li>X<br />Facebook Don’ts<br /><ul><li>Use a personal profile for your business unless you are using the new Subscribe feature
    64. 64. Build a page then rarely or never post to it
    65. 65. Feel like you have to “create” everything yourself
    66. 66. Post anything you wouldn’t want your own mother to see</li></li></ul><li>Facebook Fan Page<br />
    67. 67. Facebook Fan Page Basics<br /><ul><li>Photo of you, your staff, your business or logo
    68. 68. Contact info and web site address
    69. 69. Summary of your services
    70. 70. In Photos section, take some pictures of staff, post pictures of office events or specialty frames
    71. 71. Use Notes tab to post longer articles
    72. 72. Use Events tab to post any upcoming events or specials</li></li></ul><li>Getting Facebook Fans<br /><ul><li>Start a personal Facebook profile and get “friends” first. Then invite friends using “Suggest to Friends” link on your Facebook fan page.
    73. 73. Get a personal Facebook URL. Once you achieve 25 fans go to facebook.com/username to get a URL with your name
    74. 74. Link Facebook on your web site, print on your direct mail, flyers and business cards.
    75. 75. Talk it up to your patients, friends, family and other business associates! Once they become a fan, the message “John Smith likes Eagle Eye Vision” goes in the News Feed of all of John Smith’s friends.
    76. 76. Place a sign on your reception area with all of your social media sites listed</li></li></ul><li>Getting Facebook Fans<br />Contests<br /><ul><li>They do allow third-party apps to promote contests. I suggest WildFire applications. www.Wildfireapp.com
    77. 77. It is against Facebook’s rules to giveaway anything directly on the page. Especially anything that requires you to Like the page or post a comment.</li></li></ul><li>Twitter<br />
    78. 78. Twitter Stats<br /><ul><li>There are 200,000,000 registered Twitter users  
    79. 79. Almost 88% of people have awareness of Twitter and its existence
    80. 80. There are 450,000 new Twitter accounts created every day
    81. 81. 46% of Twitter users are female
    82. 82. 54% are male – very equal demographics
    83. 83. The majority of twitter users are aged between 30 and 49 </li></li></ul><li>Twitter Basics<br /><ul><li>Described as a real-time micro-blog
    84. 84. Signing up is easy
    85. 85. You follow other people’s “tweets,” and when other people follow you they can see your tweets
    86. 86. Tweets are limited to 140 characters
    87. 87. Most people will write a brief message and include a link
    88. 88. You can also include links to photos or videos
    89. 89. Use a URL shortener like tinyurl.com to shorten links</li></li></ul><li>Twitter Lingo<br /><ul><li>@reply = tweet directed at someone that is not private
    90. 90. @marketing_gal where are we meeting?
    91. 91. DM = direct message is private
    92. 92. D marketing_gal where are we meeting?
    93. 93. RT = retweet, re-sending someone’s tweet
    94. 94. RT @marketing_gal great link about social media http://ow.ly/6rhyt
    95. 95. # = called hashtag, used to categorize information
    96. 96. @jonb Meet us at the #focus2011 reception</li></li></ul><li>Your Twitter Profile<br />
    97. 97. Your Twitter Profile<br /><ul><li>Unique user name (twitter handle)
    98. 98. Max 20 characters, shorter is better
    99. 99. Headshot
    100. 100. Very short biography
    101. 101. Link to your web site or blog</li></li></ul><li>Best Ways to Tweet<br /><ul><li>Follow others in your industry
    102. 102. Use twellow.com to register yourself and search for other local businesses to follow
    103. 103. Share interesting articles and information links
    104. 104. Be a generous resource
    105. 105. Ask questions, answer other people’s questions
    106. 106. Use @mentions to direct info or questions at people
    107. 107. Retweet other people’s tweets</li></li></ul><li>Using other tools to manage Twitter<br /><ul><li>There are many other 3rd party tools to view Twitter in an easier way, or manage multiple accounts
    108. 108. Hootsuite
    109. 109. Tweetdeck
    110. 110. Seesmic
    111. 111. Ping.fm
    112. 112. You can also schedule tweets for later times/dates</li></li></ul><li>Hootsuite<br />
    113. 113. Managing your social media time<br /><ul><li>Recruit your staff to help with ideas for posts
    114. 114. Have a brainstorming session to think of what types of info you want to post
    115. 115. Develop a content schedule to make things easier:
    116. 116. Monday: Eye health article
    117. 117. Tuesday: Promotion or office event
    118. 118. Wednesday: Patient photo w/new glasses
    119. 119. Write several posts in batches, then schedule in Hootsuite
    120. 120. Set a 10 min time block in the morning & evening to monitor page comments</li></li></ul><li>Integrating social media & your web site<br /><ul><li>Put links to your social media sites on your web site
    121. 121. Or, go one step further and put a mini-feed on your web site
    122. 122. Link your social media posts to information/articles on your web site
    123. 123. Put social media and your web site links on:
    124. 124. Business cards
    125. 125. Advertisements
    126. 126. E-mail signatures
    127. 127. E-mail campaigns
    128. 128. Direct mail
    129. 129. Signs in your office</li></li></ul><li>Q & A<br />Corey C. Walker<br />Contact me for:<br /><ul><li>Social media coaching, set-up, content and management
    130. 130. Copywriting
    131. 131. Graphic design
    132. 132. Marketing planning
    133. 133. E-mail campaigns</li></ul>916.847.8671<br />themarketingspecialist.com<br />Facebook.com/TheMarketingSpecialist<br />@marketing_gal<br />©2011 Eyefinity, Inc. Eyefinity is a registered trademark of Eyefinity, Inc.<br />JOB#7020XA<br />

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