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Presentation to John Paul the Great Catholic University

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I was invited to speak on the business of social media to the students at John Paul the Great Catholic University. We covered how I got my social media agency off the ground and the day-to-day processes and tools we use at Cosmetic Social Media.

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Presentation to John Paul the Great Catholic University

  1. 1. @CosmeticSocial * @MoniqueRamsey * #LetsGrow Good Morning The Business of Social Media
  2. 2. Meet Monique… Founder - Cosmetic Social Media 25 years experience in aesthetic medicine Certified Relationship Marketing and Social Media Strategist (2009) • Winner, PRSA Bronze Bernays Award • Winner, 2010 #influenceSD Award - Best Social Media in Business • Alert Press Top 5 Medical Practice Facebook Fan Pages • Flux Digital 17 Top Facebook Pages for Small Business ♥music, ♥USC, ♥sports, ♥spa days, ♥shoes ♥driving fast ♥creative endeavors!
  3. 3. Executive Trainee Assistant Buyer Department Manager Director of Marketing Administrator Chief Operating Officer
  4. 4. :-!
  5. 5. Certified Relationship Marketing and Social Media Strategist
  6. 6. #GlassExplorer #ThroughGlass ヽ(⌐■_■)ノ
  7. 7. Our Philosophy
  8. 8. #beautiful #lovely #makeup #fashion #love Ethics
  9. 9. @CosmeticSocial * @MoniqueRamsey * #LetsGrow
  10. 10. Less Spam - More Relevance! ★ more delight ★ Feel connected w/ brands same as w/ friends and peers @CosmeticSocial * @MoniqueRamsey * #LetsGrow
  11. 11. Social media is about sociology and psychology, not technology. ~ Brian Solis @CosmeticSocial * @MoniqueRamsey * #LetsGrow
  12. 12. #SocialDoneRight •Give your knowledge freely (ex: exam room) •Sharing not Selling •Pay Forward / Give Back •Upshot: cultivates brand awareness = big returns @CosmeticSocial * @MoniqueRamsey * #LetsGrow
  13. 13. Percentage of all Facebook posts by fans that went unanswered. source: locowise.com
  14. 14. Customer Service Portals • The new “norm” • Expectation 30 minutes or less • Facebook rewards those who respond quickly with a “Very responsive to messages” badge • shows people which Pages respond quickly and consistently to private messages.
  15. 15. • To get the badge: you must have achieved both of the following over the last 7 days: • A response rate of 90% • A median response time of 5 minutes • ON- Anyone can see it. • OFF - Only people who manage your Page can see responsiveness #’s BE RESPONSIVE @CosmeticSocial * @MoniqueRamsey * #LetsGrow
  16. 16. @CosmeticSocial * @MoniqueRamsey * #LetsGrow Social Strategy
  17. 17. Who are you? • Brand (2 – 5 words) • Voice • Messaging Who is your patient? • Target Audience (could be different than current patient base) Social Strategy
  18. 18. 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, AdWords, Banner Ads/Re-Marketing, etc.
  19. 19. 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
  20. 20. Social Strategy - Tactics What Approach Will You Take? (Road Map) What Tools Will You Use?
  21. 21. Social Strategy - Tactics • Which Platforms • Social Ads • Engage with Other Pages & Users • Blog • E-blasts • Mobile Friendly Website • Video, MicroVlogs, Live Video • Podcast • Local Business Relationships • Building a Rapport What Will You Implement and How Often?
  22. 22. Social Strategy - Measure Track and Measure • Google Analytics • Short Links (bud.url) • Facebook Insights • Google Ads Manager • Facebook Analytics • Coupon Redemptions • Email Program Analytics
  23. 23. Social Strategy - Measure Track and Measure, Cont. • Blog Comments • Re-Tweets, Re-Pins, Shares • Facebook Ad Manager & Power Editor • 3rd Party Tools (General): Hootsuite, HubSpot, Sprout Social, NUVI
  24. 24. Setting 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
  25. 25. Social Media Policy Internal (Staff) External (Fans) Who is Going to Write? Where Post?
  26. 26. Make it Easy to Connect • Move Your Website Social Icons to TOP • Embed a tweet (or other post) at the bottom of each blog post • Embed social posts (or links to posts) in e- blast • Have social links Email signatures
  27. 27. @CosmeticSocial * @MoniqueRamsey * #LetsGrow Measurement
  28. 28. Social Intelligence Are you listening? Billions of conversations. NEED TOOLS TO:  Monitor  Listen  Prioritize  Engage  Learn  Adjust  Grow She’s the best doctor! Arrogant! Don’t go! 5 stars! Waited too long. EEEW~ exam room a mess Great doctor and staff! @CosmeticSocial * @MoniqueRamsey * #LetsGrow
  29. 29. But with billions of conversations happening right now… you’re not in control of the conversation. Or are you?
  30. 30. Tools NUVI** (our example today) Hubspot Marketo Hootsuite ViralHeat
  31. 31. Beyond Google Alerts @CosmeticSocial * @MoniqueRamsey * #LetsGrow
  32. 32. Overview / Snapshot
  33. 33. Sentiment
  34. 34. #IMCAS2016 * @CosmeticSocial * @MoniqueRamsey * #LetsGrow Live feed of mentions
  35. 35. Zero in and Act
  36. 36. Compare Time Periods - Week/Week - This Mo./Last - This Year/Last Competitors, Etc. Practice A Practice A Practice A Practice B
  37. 37. Proof Consistency Works 173 1, 2 From 6 days/week to 3 days
  38. 38. 46 Types of Posts that Work
  39. 39. Paid vs Organic
  40. 40. for Instagram
  41. 41. Identify Influencers and reach out
  42. 42. @CosmeticSocial * @MoniqueRamsey * #LetsGrow …one last thing
  43. 43. Slideshare slideshare.net/moniqueramsey #IMCAS * @CosmeticSocial * @MoniqueRamsey * #LetsGrow
  44. 44. My Reading List Books: • Brian Solis: What’s the Future of Business • Jay Baer: Youtility: Why Smart Marketing is About Help Not Hype • Guy Kawasaki: Enchantment: The Art of Changing Hearts, Minds, and Actions
  45. 45. Questions? Monique Ramsey Toll Free Direct Dial 877-401-5485 Email: monique@cosmeticsocialmedia.com Facebook.com/CosmeticSocialMedia Twitter.com/MoniqueRamsey CosmeticSocialMedia.com/Blog

I was invited to speak on the business of social media to the students at John Paul the Great Catholic University. We covered how I got my social media agency off the ground and the day-to-day processes and tools we use at Cosmetic Social Media.

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