Susan Bloom, Director of Marketing and Donor Recruitment at Fertility SOURCE Companies, gave a presentation on using social media for marketing. She discussed how social media has grown exponentially and its impact is likely to continue growing. She outlined objectives for social media including gaining insight from social touchpoints and leveraging that information. The presentation contrasted traditional outbound marketing with modern inbound social media marketing and highlighted benefits like low cost promotion. Bloom provided tips for developing a social media strategy including determining responsibilities, relevant networks, content types, and posting frequency. She also reviewed key social media platforms like Facebook, LinkedIn, and using groups. The presentation emphasized the importance of listening in social media conversations.
How to Grow Your Practice Using Social Media Marketing- pcrs presentation
1. Susan Bloom
Director of Marketing
& Donor Recruitment
Fertility SOURCE Companies
The Donor SOURCE
The Surrogacy SOURCE
2. Disclosure Information
Neither I, nor any member of my immediate
family, have financial relationships to disclose,
relevant to the content of this presentation
I will not discuss off-label use of any drug or
therapy
3. What is Social Media?
“It’s media (content that is published) with a
social (anyone can add to it) component.”
It is a powerful strategy that will get you links,
attention and massive amounts of traffic.
The practice of creating compelling content from
a marketing angle.
5. Impact likely to continue being felt more
deeply and broadly as time goes on
6. Objective
At a minimum, social relationship
management needs to enable you to:
Gain insight and information from across all social
media touch-points and
Leverage that information
Take action with consumers by engaging online and
participating with them via communities and
conversations
10. Re-Thinking Marketing
Outbound Marketing Inbound Marketing
Telemarketing
Trade shows
Direct mail
Email blasts
Print ads
TV/Radio ads
SEO / SEM
Blogging
Social Media
RSS
Free tools/trials
Viral videos
Interruption Permission
11. Benefits of Social Media Marketing
No other low-cost promotional method…
That will easily give you large numbers of visitors,
some of whom may come back to your website again
and again.
Studies show:
People are more likely to take action based on
information in content
In-bound
Than information contained in advertising.
Outbound
12. Why is it Important?
Can help to grow a website very quickly
under the right conditions
Helps with SEO
Promotes your Blog (or newsletter)
The conversation has already started…
JOIN IT – OR BE LEFT IN THE DUST!
14. Strategy Items to Consider…
Who is responsible
Which networks to use
How your competition is using it
Who your target is
Types of content that will be shared
Frequency of posts
15. Don’t “learn as you go”
Jumping in without a plan is a
Waste of Time!!
SM marketing reflects on your brand
If your brand seems clueless in SM, it may just look
clueless, period!
Have a strategy from the get-go
16. Who is Responsible?
Appoint single person or team for oversight
Assign posting/comments to staff
Rotate for variation of posting/comment styles
17. Which Networks to Use
Search out relevant networks (FB communities; LI
groups) to join and comment on
Become the known “industry expert”
Choose wisely…
Look for networks that will give you the most “bang for
your buck”
Be aware of time necessary to make an impact
Choose a few sites – don’t spread yourself so thin
your posts are too infrequent
18. How is your competition using it?
No need to do everything your competition
is doing
Stand out – examine their strategy, and
emulate it with a twist
Create your own campaigns
Find your own style
19. Who is your target audience?
Your target audience in social media isn’t “everyone”
Who do you want to engage with?
Existing patients?
Potential patients?
Professionals in related industries?
Don’t forget your referral base!
Demographic specific target advertising
Search for groups to comment on within Facebook and
LinkedIn
20. Types of content that will be shared
Once your target audience is determined, content
strategy can begin
Can be a combination of:
promotional
Informational
Conversational
Key is to remember --- social media is about being social.
DON’T use it as another one-way medium to advertise!
21. Frequency of posts
Varies depending on many factors
Are you creating lots of great informational content?
Share content every day
Important to find the balance
Post enough to be noticed
Not too much to be considered annoying
Find the right mix appropriate to the needs of your
followers
22.
23. Statistics
2004 = Facebook.com
4 college students launch Facebook from their Harvard
dorm room. Originally only open to those who had a school
e-mail.
By Dec ‘04 - Nearly 1 million active users
2006 opened up to business networking, then to the general public ;
>12 million active users
Mar 2009 - >200 million active users in 27 Countries
Feb 2012: Facebook jumps to 845 million users
24. Feb 2012: 845 million users
*Statistics per Infographics and AnsonAlex.com
Jan 2013: Facebook remains the most powerful social
media platform available with 1.1 Billion users
25. Over 50% of the population in North American uses Facebook
*Statistics per Infographics and AnsonAlex.com
27. To not take advantage of such
powerful marketing tools would be
like starting up a business and…
not unlocking the front door or
activating your telephone service
28.
29. First things first…
Determine who will be the administrator
Company page must be linked to single profile
This should be the person chosen to oversee your
social media campaign(s)
Administrator should create a personal profile
Strictly professional - with a bit of “personal” mixed in
…nothing you wouldn’t put on your desk at work for all
to see
Invite and accept “professional” friends ONLY
31. Work Related Contact Info
Phone
Address
Website(s)
Email
Profile Details
Bio section should reflect
your position at the
company (with a marketing flair)
32. What do I post?
Concentrate your status
updates on passively
promoting your company
*Photo credits: East Coast Fertility
Facebook
33. Post your own, or share status
updates from your co-workers
(or employees) relating to
company events
What do I post?
35. Infiltrate into the FB Social
sphere…
Search for beneficial pages
to “Like” (promote)
36. Actively Participate in Relevant Communities
Look for ACTIVE communities (fan pages)
“Likes” and “people talking about it”
6,028 / 214
897 / 75
19,180 / 96
37.
38. How Do I start?
Go to an existing company page to see the “create page” icon
39. Choose what type of page to create
This is also where you can create a “cause” or
“community” page
40. Admin Interface
Create a
display ad
Decide if you
will post as the
company, or
yourself
Note: 30 “likes” needed to begin accessing insights
Assign &
Manage
additional
Admin
42. Company Profile Content
Design your “About” page to passively promote your
company
Link to your practice URL
Don’t omit contact
information
Include satellite offices
Add lots of photos
Staff photos
Event photos
Patient baby pics
Link your blog through “networked blogs”
43. Customizing your Company Page
Consider hiring a professional designer:
Look for one that specializes in Social Media applications
Brand your website theme across all social sites
Place tracking code into pages
Create custom app pages & campaigns that link to website
Design FB ads
44. With custom FB app pages that cross link back to
your company website
Welcome
Meet the Team
Make an Appt
Philanthropic
Videos
Events
Contests
Testimonials
*Photo credits: IVF NJ; Boston IVF
Supercharge your SEO
45.
46. Call to Action Campaigns
Use your philanthropic campaign to get “likes” and “fans”
Donate $1 to (insert charity) for every “like”
Promote!!!!! (friends; email contacts; patient DB; Referral Network, etc)
48. Summing it up
Incorporate the tools you’re already using into your
profile
Add the respective app, FB does the rest.
Share your Blog posts:
Wordpress.com automatically pushes your post to FB
with Networked Blogs app (along with recent
comments)
Use Twitter app to get updates from your FB contacts
without following their updates in Twitter itself.
49.
50. LinkedIn
2002 - 2003 = LinkedIn.com
Started out in the living room of co-founder Reid
Hoffman in the fall of 2002. Officially launched in
2003. By Dec ‘08 reached 88 Million users
Predominantly a Business oriented social network
49% of it’s users are Top Level Professionals
Our target market!
51. Why Use LinkedIn Company Pages?
Practice Reach
Consumer Awareness
Search Engine Optimization
Lead Generation
Recruitment
52. What makes LinkedIn different?
Your extended network
LinkedIn’s core value proposition is simply this:
The ability to answer the question…
“Who do I know who knows and can recommend
somebody that…” …has a background in electronic
medical records? …is an expert in egg freezing
procedures? …is a good lawyer specializing in
surrogacy law abroad?
53. How do we use LinkedIn?
Business Development / Marketing / Sales
Secrets LinkedIn can tell you about your customers / target
prospects
Rolodex substitute – Online / Self Managed
Use “Updates” to announce events
Market your business
Career Management / Personal Branding
Become a recognized subject matter expert on LinkedIn
Enhance your profile with LinkedIn testimonials from
colleagues or patients
54. How do we use LinkedIn?
Recruiting
Discover talent for future use
LinkedIn has been established as one of the leaders in the
recruiting and sourcing of passive job candidates
Narrow down your candidate responses
Eliminate resume’s from a stack of hundreds
Grow your Network – New members joining daily!
Keeping in touch - Keep track of your business
contacts as they migrate
55. How do we use LinkedIn?
Organizing and joining Groups
Groups help drive traffic to your web site via your
linkedIn landing page
Aids in SEO
Get high visibility in search results and profile views (in
the form your group logo/name)
Place website links w/in posts
Find your prospects via the LinkedIn “Group Search
Feature”
63. Join Relevant Groups
Seek out groups
where your
target market is
Use the “group
search” feature
Actively Post
Become the
“known” expert
64. Which Groups?
LI’s NEW “Group Statistics” feature…
Allow you to analyze
Demographics and
activity of Group
65. Form Your Own Group(s)
Promote
your Group
Moderate
Posts
Invite
Participants
66. Promote your group
Post to your own
profile
Feed to Twitter profile
Post to group(s)
Send to individuals
67. Tips for forming LinkedIn Groups
Your group name is important!
Consider which keywords your target members will search for.
Make sure your group name is clear and includes these
keywords.
Create a group for your industry, not your company
People are more likely to join a group when it's not simply for
fans of your company.
Design a group logo to fit the small standard logo size
The group logos that are displayed will actually be quite small -
keep this in mind, and don't cram lots of hard-to-read-text into
the small image.
68. Tips for Promoting LinkedIn Groups
Promote the group on your website, blog, email
newsletter, and social media networks
Purchase a unique URL to go with your group, and redirect
it to a page on your site with more information about the
group.
Provides more content, engagement and visibility for your group.
Aids in SEO efforts for your company website
Your Group automatically displays in the Group
Directory and on members' profiles
Take advantage of the functionality already in place on
LinkedIn to help your group get more visibility.
69. Tips for Promoting a LinkedIn Group
Invite coworkers, colleagues & patients to join and start
discussions
Make sure people know that you have a group and how to
join
Don’t forget to invite your referral base
Leverage your existing network to get your group started
After all, who wants to join a group with no members?
Invite key industry experts to join and engage
Seek out the highly respected industry experts, invite them
to engage with the community
70. Tips for Promoting a LinkedIn Group
Cross-market to related groups that you manage on
different networks
Create a similar group or Page on Facebook and invite
members of each network to join the group on the other
network
Integrate LinkedIn into all of your marketing efforts
Every time you do a webinar or go to a conference, notify
your group and invite those you meet to join the group as
well
Add the group URL to your email signature
71.
72. Customize Your Page
New Format similar to Facebook
Must link to Individual profile
Can add sub-pages
Create an Aesthetically Appealing Main Page
Add your logo and main photo
Home; Products; Insights – Standard / Alterable
Consider adding: Recent News & Careers;
Change out Products for “Services”
77. Consistency is Key to Success
Post frequently - Set up a schedule
Utilize Networked Blogs for consistency with
Facebook
Give your readers a reason to come back
Random bursts off effort don’t produce sustainable
results.
Planning is key, so use a content calendar
Many forms of social media marketing including:
Blogs
Newsletters
Social Networks
For this talk, I’m only going to focus on Social Networks. – LinkedIn & FaceBook, and Twitter
Old School Marketing
Most of our old school marketing techniques are now being blocked by those very recipients we’re trying to reach! These methods are obsolete now.
The best analogy I can come up with is that traditional marketers looking to garner interest from new potential customers are like lions hunting in the jungle for elephants.
The elephants used to be in the jungle in the '80s and '90s when they learned their trade, but they don't seem to be there anymore. They have all migrated to the watering holes on the savannah (the internet).
So, rather than continuing to hunt in the jungle, I recommend setting up shop at the watering hole or turning your website into its own watering hole.
Some other benefits of Social Media marketing
The conversation has already started…
You NEED to join it!
If I was to talk about all the social networks out there today, we would be here for a week.
Facebook, Twitter and LinkedIn are the most widely used (aside from U Tube – which is a full day in itself).
So for purposes of this talk, These are the ones I am going to focus on
Just because Steve owns a picture his buddy took of him getting sick after an all-night party doesn’t mean he’s going to frame it and put it out for his co-workers to admire.
Don’t add anything to your profile that you wouldn’t display for your supervisors, co-workers and clients to see as they’re walking by your work environment.
Just read that as of Jan 2013 – FB has 1.1 BILLION active users
The social media giant has 425 million mobile users.
57% of Facebook user are female (43% male).
The average Facebook user spends 20 minutes on the site per visit.
2. Look for old co-workers and current connections.
I found more contacts on Facebook this way than I did on LinkedIn. Former colleagues have “Googled” me, and after a few emails to catch up we don’t communicate again.
By adding these people to Facebook, I feel more connected to them without having to actively maintain a conversation via email. Look for business opportunities out of shared interests.
3. Add friends selectively.
Contrary to popular belief, Facebook isn’t about “collecting” friends. There’s no reward for quantity, and you can have a rich experience on the platform with only a handful of connections. The quality of your Facebook experience will be based on the quality of the people in your network. Create a limited profile for those people that you are on the fence about whether to include. By default your limited profile contains everything in your full profile, so take the time to edit it down.
Incorporate the tools you’re already using into your profile.
Do you blog? Do you Twitter? Do you read feeds? There are FB apps available for all these services.
If you already use these tools professionally, why not add them to your Facebook profile?
After you add the respective app, you simply do what you were already doing and let the app do the work. You can see the Twitter updates from your Facebook contacts without necessarily following their updates in Twitter itself.
If your blog is on WordPress.com, you can add the WordPress app and your posts will automatically be pushed to your Facebook profile, along with recent comments. If you don’t host your blog with WordPress.com, you can easily use the built-in Notes application to post your blog feed as you publish. It will let your contacts know through your mini-feed when you’ve posted a new entry. Since your friends can edit their news feeds as easilly as you can, they can control how much of your life they really want to see.
YOUR EXTENDED NETWORK
Without LinkedIn, how do you do this?
You either a) pick the most likely people in your network to know that kind of person, but you may still miss them because so often those connections aren’t necessarily obvious; or
b) you contact everybody you know, which starts wearing thin if you do it a lot, since 99% of the people you ask won’t be able to help.
LinkedIn makes it so that you only ask the people who are likely to be able to help. It’s like being able to search not only your own contact database, but those of your friends, and their friends, and then ask for the introduction when you find the right person.
Secrets –learn where your targeted prospect worked before and with whom. Do you know someone who knows them? This eases your pitching and is less intrusive for the prospect.
rolodex. Because it is online and self-managed, LinkedIn offers a much more robust way of maintaining your business connections and seeing what they are up to.
Warm Calling - get introduced to your targets through your current contacts.
Market your business – through a LI business page
Last month, a prospective client contacted me who had found my profile on LinkedIn. The client was motivated to call me because of: The number and quality of my connections; The number and consistency of my endorsers and their comments about my experience and creative approach to Internet Marketing.
The fact that the client and I were two degrees away from one another within LinkedIn, separated by mutual contacts we had.
B - Branding - Becoming a recognized subject matter expert on LinkedIn – start a group about your particular niche market; Financial advice column; Bankruptcy laws; Tips for first time buyers
Enhance your resume with LinkedIn testimonials;
Create a perma-link – from your “about Me” page on your website – directly to your LinkedIn profile
C - Recruiting – In 2008, more than 550 major companies deployed LinkedIn Corporate Solutions across their staffing departments, establishing LinkedIn as one of the leaders in the recruiting and sourcing of passive job candidates.
Companies like Logitech, Microsoft, Google, are incorporating LinkedIn into their staffing efforts –
- Weed out excess resume’s received
Discover information left out of their resume’s
Find recruits not otherwise looking to change jobs
D – Growing your Network - 1st advice “Grow your network while you don’t need it” Perhaps you don’t need to network today, but what about tomorrow?
This “Grow your network while you don’t need it” statement may sound weird but it is essential
Do it slowly – ask your contacts for “introductions” to their contacts.
E – Keeping in touch - One of the top reasons people like social sites is that it means they don’t have to keep track of their friends’ migration through a long series of e-mail addresses.
Documented success stories about LI users finding jobs, employees, and investors.
Setup a group with a broader theme related your industry. Use the group to lead thinking in your market, then promote the group and build membership