Thank you for attending our Greater New York         Social Media Marketing Workshop!                                    W...
How to optimize your socialmarketing strategyGDNY 2012Manny Rivas, Account Manager@MannyRivasaimClearNovember 26th, 2012
Awards and Recognition         aimClear has been cited on the 2012         Inc. 500 list of fastest-growing         privat...
Most do not consider going tothe dentist a social event.             www.aimclear.com
Search vs. SocialComponents of Online Marketing            www.aimclear.com
What are the channels?Search Channels          www.aimclear.com
What are the channels?Contextual Channels          www.aimclear.com
Search vs. contextual2 Main Types of Online Marketing• Search (Looking for answers)                         www.aimclear.com
Search vs. contextual2 Main Types of Online Marketing• Contextual – (Viewing content & conversation)                      ...
Search vs. SocialSearch Engine OptimizationSearch Marketing Variety #1•Google, Yahoo, Bing “organic” search results•YouTub...
Search vs. SocialPaid SearchSearch Marketing Variety #2•Google, Yahoo, Bing, YouTube sponsored search results•User types q...
Search vs. contextualContextual – Social MediaContextual Marketing Variety #1•Facebook walls, likes, comments,•Twitter, Li...
Search vs. contextualContextual – Paid SocialContextual Marketing Variety #2•Linkedin and Facebook Ads•Ads targeted in pub...
Building a strong socialcommunity            www.aimclear.com
Managing Goals & Expectations• Goal types:  – Community (likes, followers)  – Engagement (comments, likes, retweets, etc…)...
Paid Community Building: Facebook Ads• Define targets & serve ads                  www.aimclear.com
Paid Community Building: FB Targeting• Precise targeting options:   – Location (country, state, city, zip code)   – Age   ...
Paid Community Building: FB Targeting• Student & Parent + West Seattle High School                    www.aimclear.com18
Paid Community Building: FB Targeting               www.aimclear.com19
Paid Community Building: FB Targeting• Student & Parent + West Seattle High School + Geo20
Paid Community Building: FB Targeting               www.aimclear.com21
Paid Community Building: FB Targeting• Recently moved                   www.aimclear.com22
Facebook Ads Case StudyGoal: increase seminar attendance with geo-specific Facebookads targeted in a radius of the seminar...
Facebook Ads Targeting               www.aimclear.com24
Creating the Ads           www.aimclear.com
Facebook Ads UI: Creative• 25 character headline limit• 90 character body copy limit• Verbiage – Be provoking – Obtain ad ...
Facebook Ad Fatigue• What is Ad Fatigue?                        www.aimclear.com
Facebook Ad Fatigue Solutions•   Change Image•   Change Headline•   Change Ad Copy•   Roll out periodically•   Manually ro...
Selecting A Landing Page
Selecting A Landing Page• Make It Painfully Simple For Your Visitors                         www.aimclear.com
Organic Community Building:Sharing ContentWhy Is Sharing Important? – Sharing topical content with your community can help...
Resources for Content• Aggregators a la…   –AllTop.com   –Facebook   –SomeEcards   –Reddit   –Pinterest• Top News & Conten...
Content Sources: Alltop33
Content Sources: Dental Art & Humor               www.aimclear.com34
Content Sources: SomeEcards              www.aimclear.com35
Content Sources: Reddit (/r/Dentistry)               www.aimclear.com36
Content Sources: Pinterest Boards               www.aimclear.com37
Generating Sales: Direct Response• Create Facebook offers and promote with ads.• Same targeting options apply.            ...
Automate Your Social Media Posts                www.aimclear.com
Grow Your Reputation on Facebook                                   Reviews Automatically                                 ...
Demandforce Easy Reviews        Consistent reviews across the web:    Practice Website, Facebook & Google Places
Connect with New Patients           Capture new patients right from your Facebook page      Appointment requests appear ...
www.aimclear.com
Tools for Measuring Success• Facebook insights• DemandForce - Timely• Raven Tools45
Resources• aimClearblog.com/facebook-advertising• Socialbakers.com• AllFacebook.com• SearchEngineWatch.com• SearchEngineLa...
Thanks!  www.aimclear.com
Campaigns and Newsletters Best Practices for Email        Marketing         people
Campaigns vs promotions                                In our                            ‘Campaigns’                      ...
Step 1: Select Your message type                              Choose from                               one of our        ...
Step 2: customize your message                            Our platform is                            similar to many      ...
Preview your message                         Always make                       sure to preview                        your...
Step 3: Send an email proof                               In Step 3, you                                can preview       ...
Step 4: select your recipients           In Step 4, you can target and        segment with tremendous power         to rea...
Segment your message                         For certain                       management                        systems, ...
Step 5: refine your list of recipients                                   In Step 5, the                                  l...
Step 6: schedule your message                                In Step 6, you                                  can decide   ...
Topic Ideas Throughout the Year   January           February              March                  April  •New Years        ...
o A complete social strategy in                                       30 minutes per month                                ...
Thank You!
Greater New York Community Event Deck
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  • Going to the dentist is not a social event
  • Regardless if you will run ads or not, knowing the approximate numbers for each of these segments will give you an understanding of where interest pockets in your community exist
  • This feature is available right in their product portal! Can post immediately to their pages OR queue up a ton of posts for later. Analyses their past 200 posts so it sends out the post at the perfect time for the MOST exposure. Tagline for Timely is “set it and forget it” Mention you can take 30 minutes and have 30 posts for 30 days!
  • Reviews Widget for Facebook
  • Review Widget for Facebook
  • Appointment Widget for FB
  • Get across the value of deals but include that DF is working on making this EVEN easier! High volume of people confirming appts online. Gives them a chance to share with friends on Facebook in click! Social referrals help you turn your best customers into your best marketers. It allows you to give a gift to an existing customer that they can then give to a Facebook friend. In turn helping you get new customers from your existing customers. It's the evolution of word of mouth marketing.
  • 100 Appointment Confirmations = 1 Lead 5 Leads = 1 New Customer
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  • Greater New York Community Event Deck

    1. 1. Thank you for attending our Greater New York Social Media Marketing Workshop! Welcome Annie Tsai Chief Customer Officer, Demandforce Social Media Strategy Session Manny Rivas Account Manager, aimClear Introduction to Generation Demandforce, the online community we’ve built for customers like you. Becca Piastrelli Community Manager, Demandforce Thank you & iPad Raffle Team Q&A1
    2. 2. How to optimize your socialmarketing strategyGDNY 2012Manny Rivas, Account Manager@MannyRivasaimClearNovember 26th, 2012
    3. 3. Awards and Recognition aimClear has been cited on the 2012 Inc. 500 list of fastest-growing private companies in America. The Inc. 500 is a prestigious annual list showcasing businesses that demonstrate exceptional growth and admirable success. In June 2012, we were recognized as one of Minnesota Business’ 100 Best Companies to Work For. www.aimclear.com
    4. 4. Most do not consider going tothe dentist a social event. www.aimclear.com
    5. 5. Search vs. SocialComponents of Online Marketing www.aimclear.com
    6. 6. What are the channels?Search Channels www.aimclear.com
    7. 7. What are the channels?Contextual Channels www.aimclear.com
    8. 8. Search vs. contextual2 Main Types of Online Marketing• Search (Looking for answers) www.aimclear.com
    9. 9. Search vs. contextual2 Main Types of Online Marketing• Contextual – (Viewing content & conversation) www.aimclear.com
    10. 10. Search vs. SocialSearch Engine OptimizationSearch Marketing Variety #1•Google, Yahoo, Bing “organic” search results•YouTube search•User enters query, gets result, advertiser didn’t pay to be inresults
    11. 11. Search vs. SocialPaid SearchSearch Marketing Variety #2•Google, Yahoo, Bing, YouTube sponsored search results•User types question, gets result, advertiser paid to be inresults
    12. 12. Search vs. contextualContextual – Social MediaContextual Marketing Variety #1•Facebook walls, likes, comments,•Twitter, LinkedIn, forums, blog comments•Advertisers don’t pay, they market by participation
    13. 13. Search vs. contextualContextual – Paid SocialContextual Marketing Variety #2•Linkedin and Facebook Ads•Ads targeted in publications•Advertisers pay for highly targeted walk-by traffic
    14. 14. Building a strong socialcommunity www.aimclear.com
    15. 15. Managing Goals & Expectations• Goal types: – Community (likes, followers) – Engagement (comments, likes, retweets, etc…) – Direct response (sales, coupon redemption)15
    16. 16. Paid Community Building: Facebook Ads• Define targets & serve ads www.aimclear.com
    17. 17. Paid Community Building: FB Targeting• Precise targeting options: – Location (country, state, city, zip code) – Age – Gender – Precise interests – Category interests – Connections – Relationship status – Sexual orientation – Languages – Education – Workplaces www.aimclear.com17
    18. 18. Paid Community Building: FB Targeting• Student & Parent + West Seattle High School www.aimclear.com18
    19. 19. Paid Community Building: FB Targeting www.aimclear.com19
    20. 20. Paid Community Building: FB Targeting• Student & Parent + West Seattle High School + Geo20
    21. 21. Paid Community Building: FB Targeting www.aimclear.com21
    22. 22. Paid Community Building: FB Targeting• Recently moved www.aimclear.com22
    23. 23. Facebook Ads Case StudyGoal: increase seminar attendance with geo-specific Facebookads targeted in a radius of the seminar location.Revenue from registrations: $595 + 50% of registrants willpurchase roughly $4k of materials.Ad campaigns were created and targeted by geo + interests oreducation for each seminar.Results:Total spent: $4,147.13Registrations: 13Profit: ($7,735 + $24,000) - $4,147.13 = $27,587.87 www.aimclear.com23
    24. 24. Facebook Ads Targeting www.aimclear.com24
    25. 25. Creating the Ads www.aimclear.com
    26. 26. Facebook Ads UI: Creative• 25 character headline limit• 90 character body copy limit• Verbiage – Be provoking – Obtain ad copy from: • Website, catalogs, articles, search PPC, etc… www.aimclear.com
    27. 27. Facebook Ad Fatigue• What is Ad Fatigue? www.aimclear.com
    28. 28. Facebook Ad Fatigue Solutions• Change Image• Change Headline• Change Ad Copy• Roll out periodically• Manually rotate
    29. 29. Selecting A Landing Page
    30. 30. Selecting A Landing Page• Make It Painfully Simple For Your Visitors www.aimclear.com
    31. 31. Organic Community Building:Sharing ContentWhy Is Sharing Important? – Sharing topical content with your community can help: • Establish yourself as an authority • Stay up to speed on industry events & news • Initiate & foster engagement with customers www.aimclear.com
    32. 32. Resources for Content• Aggregators a la… –AllTop.com –Facebook –SomeEcards –Reddit –Pinterest• Top News & Content Aggregators in Vertical• Local News Sites www.aimclear.com
    33. 33. Content Sources: Alltop33
    34. 34. Content Sources: Dental Art & Humor www.aimclear.com34
    35. 35. Content Sources: SomeEcards www.aimclear.com35
    36. 36. Content Sources: Reddit (/r/Dentistry) www.aimclear.com36
    37. 37. Content Sources: Pinterest Boards www.aimclear.com37
    38. 38. Generating Sales: Direct Response• Create Facebook offers and promote with ads.• Same targeting options apply. www.aimclear.com38
    39. 39. Automate Your Social Media Posts www.aimclear.com
    40. 40. Grow Your Reputation on Facebook  Reviews Automatically Updated  Word of Mouth for Every Prospective Patient  Certified Reviews www.aimclear.com
    41. 41. Demandforce Easy Reviews Consistent reviews across the web: Practice Website, Facebook & Google Places
    42. 42. Connect with New Patients  Capture new patients right from your Facebook page  Appointment requests appear in your Demandforce Dashboard
    43. 43. www.aimclear.com
    44. 44. Tools for Measuring Success• Facebook insights• DemandForce - Timely• Raven Tools45
    45. 45. Resources• aimClearblog.com/facebook-advertising• Socialbakers.com• AllFacebook.com• SearchEngineWatch.com• SearchEngineLand www.aimclear.com46
    46. 46. Thanks! www.aimclear.com
    47. 47. Campaigns and Newsletters Best Practices for Email Marketing people
    48. 48. Campaigns vs promotions In our ‘Campaigns’ tab, you will be able to create a promotion with a highlighted special incentive, or create a custom newsletter with unlimited possibilities.
    49. 49. Step 1: Select Your message type Choose from one of our standard templates Or our Reputation Builder Section to build your presence online Or simply
    50. 50. Step 2: customize your message Our platform is similar to many word processing programs. You can edit your fonts, styles and colors to your liking for any message you are creating. Template text can be edited, added to, or
    51. 51. Preview your message Always make sure to preview your message along the way to ensure that the content you are sending is accurate and designed the way you want. You can preview in full on Steps 2, 3 and 6.
    52. 52. Step 3: Send an email proof In Step 3, you can preview your message and send a copy to your personal email address to view a copy in your inbox before sending to your patients or customers.
    53. 53. Step 4: select your recipients In Step 4, you can target and segment with tremendous power to reach folks who have left you great feedback or said they would refer a friend to you. For certain management systems,
    54. 54. Segment your message For certain management systems, we can target further down by specific criteria pulled directly from your ledger to target the exact group you wish to receive your email
    55. 55. Step 5: refine your list of recipients In Step 5, the list generated based on your criteria will be shown for further pruning ensuring your message only goes to people you want to receive your message
    56. 56. Step 6: schedule your message In Step 6, you can decide when you want your communicatio n to be scheduled for delivery, or to send the communicatio n now. You also have one more chance to review your message and
    57. 57. Topic Ideas Throughout the Year January February March April •New Years •The Grammys •March Madness •Easter (Candy) Resolutions •The Oscars •Spring Break •Tax Day Reminder •The Superbowl •Valentine’s Day •St. Patrick’s Day •April Fools! May June July August •Mother’s Day •Father’s Day •Summer Vacation •Back to School (College) •Graduation •Summer Is Here •4th of July (BBQ) •End of Summer Promo September October November December •Insurance Reminder •Back to School •Halloween •Thanksgiving •Holidays •Labor Day •World Series •Black Friday Deals •Voting Reminder
    58. 58. o A complete social strategy in 30 minutes per month o Timely automatically schedules posts to maximize Type your Facebook or reach and clicks Twitter updates here. Click “Post Now” to post o Easily track the performance immediately or“Schedule” to let of every post you send toTimely choose the optimal time for Twitter or Facebook you. o Set it and forget it! The best way to stay active on social media for the busy professional!
    59. 59. Thank You!

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