SlideShare a Scribd company logo
DC Dental Society
                             79th   Annual Nation’s Capital Dental Meeting
                                                              April 2, 2011




         Engaging Content
                For Social Media


Presented by:
Adele McAlear
@AdeleMcAlear
adele@mcalearmarketing.com
adelemcalear.com
About Me


•  20+ years marketing experience
•  Consulting for last 4 years specializing in social
   media
•  Joined LinkedIn February 2004
•  Joined Facebook (the 2nd time) in May 2007
•  Joined Twitter in April 2007
•  Named one of top 10 most influential women in
   social media in Canada in 2009
Your Turn
•  Did you go to David R. Norton’s session yesterday?

•  Who’s got a business page on Facebook?
   –  Personal profile?
•  Is your dental practice on LinkedIn as a company?
   –  Personal LinkedIn profile?
•  Who’s on practice has a Twitter account?
   –  Personal Twitter account?
What’s on the sched?
•    I’m going to play mythbuster with some tough love
•    We’re going to take one BIG step back
•    Everything is social
•    Ideas for original content
•    Help you with an action plan
•    Answer lots of questions
Social Media
 Mythbuster
Reality Check
Have you tried to use Facebook, Twitter or Linked in
      and were disappointed with the response?

  Do you feel like you’re missing something here?
Don’t believe the
      hype!
    You are less likely to “go viral”
    than you are to win the lottery.

  Often brands only go “viral” because
           they pay agencies
 tens/hundreds of thousands of dollars
           to make it happen.
Who cares?
•  Why should someone Like your page on Facebook?

•  Why should they follow you on Twitter?

•  Why should they visit your web site?

•  Why should they read your blog?

•  Why should they watch your videos?

              WHAT’S IN IT FOR THEM?
Broadcasting vs.
     Conversing
        Why “join the conversation”
      does NOT mean it’s all about you.

Old marketing values vs. new marketing values

              Don’t be that guy.
Ooo! Shiny!
                 They’re just tools.

Facebook, Twitter, LinkedIn, YouTube, Flickr, blogs,
   podcasts, Foursquare, Google Places, etc., etc.

        New channels to speak to people.

          There will always be new tools.

 What you are saying and who you are saying it to
               is most important.
      Not which tool you are using to say it.
Social Media is a
   long-term
  commitment
              It’s a slow burn.
                 A marathon.

The web is littered with abandoned accounts
        from well-meaning people
    who just didn’t think things through.
Why Bother?
Because…

•  The social web is happening whether you are
   participating or not.

•  You are losing business to those doing a better job
   at it.

•  You are likely over-spending on traditional
   advertising.
Big Step Back
    a.k.a.
Marketing 101
Strategy & Tactics
     The 5 Ws are strategic
            Who
            What
            When
            Where
             Why

         How is tactical

       (Guinea pig time!)
What?
•  What are your objectives?
   –    Get new clients?
   –    Increase frequency of visits?
   –    Increase the level of services? (upsell)
   –    Raise your profile within your peer group?
   –    Raise your profile outside of your local geography?
Who?
•  Who do you want to reach for those objectives?
   –    Non-clients in your geographic locale?
   –    Existing clients?
   –    Friends & family of existing clients?
   –    Other dentists and/or specialists?
   –    National organizations?
   –    Media?
Why?
•  Why are you different from your competition?
   –    Staff?
   –    Ambiance?
   –    Awards?
   –    Rare abilities?
   –    Specialization?
   –    Customer care?
   –    Flexible booking schedule?
When?
•  When should you market to reach your objectives?
   –    Time of day?
   –    Season?
   –    New staff?
   –    Daily/Weekly/Monthly intervals?
   –    New techniques/products?
   –    At time of visit?
Where?
•  Where should you target your potential clients?
    –    In your office?
    –    In their homes?
    –    At work?
    –    In the car/on transit?
    –    In the neighborhood?
    –    On the internet?


(I’ll explain a bit later how everything is social now.)
What About How?
•  Once you know your strategy:
   –    What your objective is
   –    Who you want to reach
   –    Why you are different
   –    When you should reach them
   –    Where you should reach them
•  How is the LAST thing you should answer
   –  Don’t make the mistake of starting with How.
How?
•  Devise the tactics that you’ll use to reach your
   objectives
    –  Tactics are measureable
    –  You will likely have several that work together
    –  The 5Ws will drive everything you do.


Create A (educational info - why)
Targeted to B (parents - who)
Distributed via C (email - where)
Every D (month - when)
Call to action resulting in E (2 referrals/month – what)
Everything is Social
Physical Places
Physical Places
Physical Places
Print
•  Billboards & print ads
    –  QR codes
    –  URLs
Any Web Page
•  Any page on the web
   –  Like / Tweet / +1

   –  Email



   –  Delicious, Google Reader, Digg, Reddit, Stumbleupon
Reviews
     Yelp, Google




http://dc.doctoroogle.com/
Types of Media
Your Social Hub
Your web site is your social hub.
•  Make sure you’ve given it a tune up
•  If you choose to have a blog, it should be on your
   site’s domain.
•  Any online accounts should link back to your site
•  Drive traffic from your outposts to your web site.
•  Your site/blog will hold links to everything you’ve
   published online.
V.I.T.A.L.
Conent Ideas
V.I.T.A.L. Content
 Video
 Images
 Text
 Audio
 Links
Where Can I Put
  Content?
Examples to create cross-linking
•  Blog - home to all content + outposts + sharing
•  YouTube channel - video content
•  Facebook page – text*, photo*, video* + updates
•  Twitter - updates & links
•  Flickr - photo & light video content + sharing
•  Email newsletter - text content + sharing
•  Podcast - audio or video content

* Beware Facebook’s right to use your content
I Don’t Have Time for
 All of That!
•  It comes down to making realistic expectations for
   how much you can produce and maintain
•  Many of these ideas can be sliced & diced to
   multipurpose content across channels.
•  Email marketing can repurpose blog content
•  If you are in clinic, have Dentists take turns creating
   content.
•  Think about partnering with a complementary
   service provider.
Content Guidelines
•  Video: ideal = 60 seconds, max = 3 mins.
•  Blog posts: minimum 200 words, illustrate with an
   image, embed video from YouTube, photos from
   Flickr.
•  Audio podcasts: Shorter is better. 5, 10, 20 minutes
   are more likely people will listen to whole thing.
•  Make sure it fulfills your 5 Ws strategy.
•  Be aware of your tone.

•  Don’t be evil.
Content Ideas
•    Demystify the dentist: tools, jobs, who does what, dental specialties, why
     certain things are done (dental dams etc.), UV light, how to talk to your kids
     about visiting the dentist
•    Care and maintenance: partials, braces, elder care, infants (milk), flossing
     for kids, the truth about baby teeth
•    Health: X-ray facts, amalgam facts, Wisdom teeth facts, causes of bad
     breath, healthy mouth/healthy taste buds, top foods to damage teeth, cold
     sores & teeth, cankors – what are they?
•    Procedures: Extraction, fillings, cleaning, fluoride, cosmetic procedures,
     how do braces get put on
•    Emergency care: what do do if…/on weekend, tooth knocked out, lost
     filling, lost crown, cracked/chipped tooth, dry socket
•    Consumer products review: truth about toothbrushes, toothpaste, home
     whitening, floss
•    Community Help: non-profit/low-cost dental options for low income,
     students etc.; dental-related charity (smile train, etc.)
•    Pop Culture: dental humor, celebrity makeover smiles (who’s had what
     done?), who are the dentists to the stars, top movies featuring dentists
Content Aggregation
•  Collect the best of the web for your niche. Make sure
   that it supports the 5 Ws.

•  Once a week make a links post to the highlights from
   the web / news etc.
•  Use Delicious to share your bookmarks to your blog.
•  Use Google Reader and share the feed here.
•  Use your Twitter account (in part) to post links to
   interesting stories (in addition to your own original
   content)
•  Use Storify or Scoop.it for more depth
Staying on Track
•  Create a spreadsheet with the following:
•  Editorial calendar, by week
•  Measureable objectives with time frame
•  Who’s responsible for which editorial piece
•  Where editorial is distributed.
•  Each week record # of Facebook Likes, Twitter
   followers, YouTube subscribers, # of Foursquare
   checkins, # of reviews left on each of the sites etc. to
   track changes over time and spikes in performance.
•  If you are using incentives like couponing or refer a
   friend loyalty via Facebook or other, track
   conversion.
•  Track web traffic/visitors from Google Analytics on
   your site.
•  Track Google Page Rank.
Paid & Earned Media
•  Facebook Ads & Google AdSense are highly
   targetable to location.

•  If you have a special story to tell, reach out to
   bloggers to see if they’ll write about you (mom
   bloggers, dental bloggers, health bloggers.)
•  Offer to guest post on other blogs.
•  Don’t forget to reach out to your traditional local
   media as well.
Last Words
•  Don’t bite off more than you can sustain over the
   long-haul.
•  Start small and grow incrementally.
•  Make sure your sharing tools are everywhere!
•  Explore what other dentists are doing and get
   inspired for ideas.
•  Don’t forget to talk to your fans/followers directly. Be
   human. Show humor and tact. Show an interest in
   them, ask them what they want to see/know about.
   Be helpful. Be a good member of the community.
Resources
•    Content Rules by Ann Handley and CC Chapman
•    SocialFresh.com (social media education)
•    Hubspot.com (inbound marketing tools, gradrs and info)
•    Oneforty.com (directory of social business tools)
•    SocialMediaExaminer.com (how to, videos etc.)
•    Animoto.com (make video with music from photos)
•    AudioBoo.com (simple audio podcasting)
•    NorthSocial (suite of Facebook apps)
Thank you!

                                                     Q&A

                 @AdeleMcAlear
                 Blog: adelemcalear.com
                 adele@mcalearmarketing.com
                 514.277.5623



Attribution-Noncommercial-Share Alike   2.5 Canada

More Related Content

What's hot

Brave social media January 2016
Brave social media January 2016Brave social media January 2016
Brave social media January 2016
Natasha Baldwin
 
Social Media Training Bath College Jan 2016
Social Media Training Bath College Jan 2016Social Media Training Bath College Jan 2016
Social Media Training Bath College Jan 2016
Natasha Baldwin
 
Social Media Frameworks 2014
Social Media Frameworks 2014Social Media Frameworks 2014
Social Media Frameworks 2014
Chris Snider
 
Crowd Funding Workshop - TechNow
Crowd Funding Workshop - TechNowCrowd Funding Workshop - TechNow
Crowd Funding Workshop - TechNow
Beth Kanter
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small Business
Laura Gesin
 
Social Media Training 2016
Social Media Training 2016Social Media Training 2016
Social Media Training 2016
Noisy Little Monkey
 
Alternatives to Facebook for your 2018 Digital Marketing
Alternatives to Facebook for your 2018 Digital MarketingAlternatives to Facebook for your 2018 Digital Marketing
Alternatives to Facebook for your 2018 Digital Marketing
Chris Snider
 
Networking farrms 215
Networking farrms 215Networking farrms 215
Networking farrms 215
Glenn Muske
 
Emerging Leaders: Smarter Professional Networking
Emerging Leaders:  Smarter Professional NetworkingEmerging Leaders:  Smarter Professional Networking
Emerging Leaders: Smarter Professional Networking
Beth Kanter
 
Building a Social Media Strategy Beyond Facebook
Building a Social Media Strategy Beyond FacebookBuilding a Social Media Strategy Beyond Facebook
Building a Social Media Strategy Beyond Facebook
Chris Snider
 
Marketing with Impact for Small Business
Marketing with Impact for Small BusinessMarketing with Impact for Small Business
Marketing with Impact for Small Business
Whizbang
 
Self Guided Social Media Training Presentation
Self Guided Social Media Training PresentationSelf Guided Social Media Training Presentation
Self Guided Social Media Training Presentation
Cristen Yancey
 
Digital Media Skills to Master to Get a Job in 2019
Digital Media Skills to Master to Get a Job in 2019Digital Media Skills to Master to Get a Job in 2019
Digital Media Skills to Master to Get a Job in 2019
Chris Snider
 
How To Pave The Way For a Successful #GivingTuesday
How To Pave The Way For a Successful #GivingTuesdayHow To Pave The Way For a Successful #GivingTuesday
How To Pave The Way For a Successful #GivingTuesday
Bloomerang
 
Building Your Nonprofit Internship Program: First Steps
Building Your Nonprofit Internship Program: First StepsBuilding Your Nonprofit Internship Program: First Steps
Building Your Nonprofit Internship Program: First Steps
Bloomerang
 
Valley gives knowing_your_donors_through_data_segmentation_2016_updated
Valley gives knowing_your_donors_through_data_segmentation_2016_updatedValley gives knowing_your_donors_through_data_segmentation_2016_updated
Valley gives knowing_your_donors_through_data_segmentation_2016_updated
Community Foundation of Western Mass
 
Awesome Apps and Cool Tech Tools
Awesome Apps and Cool Tech ToolsAwesome Apps and Cool Tech Tools
Awesome Apps and Cool Tech Tools
Jodi Rudick
 
Effective Networking
Effective NetworkingEffective Networking
Effective Networking
Glenn Muske
 
Triple Threat: Leveraging LinkedIn, Facebook and Google+ Business Pages
Triple Threat: Leveraging LinkedIn, Facebook and Google+ Business PagesTriple Threat: Leveraging LinkedIn, Facebook and Google+ Business Pages
Triple Threat: Leveraging LinkedIn, Facebook and Google+ Business Pages
LegalTalkNet
 
Awesome Apps 2018 - Marketing
Awesome Apps 2018 - MarketingAwesome Apps 2018 - Marketing
Awesome Apps 2018 - Marketing
Jodi Rudick
 

What's hot (20)

Brave social media January 2016
Brave social media January 2016Brave social media January 2016
Brave social media January 2016
 
Social Media Training Bath College Jan 2016
Social Media Training Bath College Jan 2016Social Media Training Bath College Jan 2016
Social Media Training Bath College Jan 2016
 
Social Media Frameworks 2014
Social Media Frameworks 2014Social Media Frameworks 2014
Social Media Frameworks 2014
 
Crowd Funding Workshop - TechNow
Crowd Funding Workshop - TechNowCrowd Funding Workshop - TechNow
Crowd Funding Workshop - TechNow
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small Business
 
Social Media Training 2016
Social Media Training 2016Social Media Training 2016
Social Media Training 2016
 
Alternatives to Facebook for your 2018 Digital Marketing
Alternatives to Facebook for your 2018 Digital MarketingAlternatives to Facebook for your 2018 Digital Marketing
Alternatives to Facebook for your 2018 Digital Marketing
 
Networking farrms 215
Networking farrms 215Networking farrms 215
Networking farrms 215
 
Emerging Leaders: Smarter Professional Networking
Emerging Leaders:  Smarter Professional NetworkingEmerging Leaders:  Smarter Professional Networking
Emerging Leaders: Smarter Professional Networking
 
Building a Social Media Strategy Beyond Facebook
Building a Social Media Strategy Beyond FacebookBuilding a Social Media Strategy Beyond Facebook
Building a Social Media Strategy Beyond Facebook
 
Marketing with Impact for Small Business
Marketing with Impact for Small BusinessMarketing with Impact for Small Business
Marketing with Impact for Small Business
 
Self Guided Social Media Training Presentation
Self Guided Social Media Training PresentationSelf Guided Social Media Training Presentation
Self Guided Social Media Training Presentation
 
Digital Media Skills to Master to Get a Job in 2019
Digital Media Skills to Master to Get a Job in 2019Digital Media Skills to Master to Get a Job in 2019
Digital Media Skills to Master to Get a Job in 2019
 
How To Pave The Way For a Successful #GivingTuesday
How To Pave The Way For a Successful #GivingTuesdayHow To Pave The Way For a Successful #GivingTuesday
How To Pave The Way For a Successful #GivingTuesday
 
Building Your Nonprofit Internship Program: First Steps
Building Your Nonprofit Internship Program: First StepsBuilding Your Nonprofit Internship Program: First Steps
Building Your Nonprofit Internship Program: First Steps
 
Valley gives knowing_your_donors_through_data_segmentation_2016_updated
Valley gives knowing_your_donors_through_data_segmentation_2016_updatedValley gives knowing_your_donors_through_data_segmentation_2016_updated
Valley gives knowing_your_donors_through_data_segmentation_2016_updated
 
Awesome Apps and Cool Tech Tools
Awesome Apps and Cool Tech ToolsAwesome Apps and Cool Tech Tools
Awesome Apps and Cool Tech Tools
 
Effective Networking
Effective NetworkingEffective Networking
Effective Networking
 
Triple Threat: Leveraging LinkedIn, Facebook and Google+ Business Pages
Triple Threat: Leveraging LinkedIn, Facebook and Google+ Business PagesTriple Threat: Leveraging LinkedIn, Facebook and Google+ Business Pages
Triple Threat: Leveraging LinkedIn, Facebook and Google+ Business Pages
 
Awesome Apps 2018 - Marketing
Awesome Apps 2018 - MarketingAwesome Apps 2018 - Marketing
Awesome Apps 2018 - Marketing
 

Similar to Engaging Content for Social Media - DC Dental Society Nation’s Capital Dental Meeting

Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social Media
Cosmic
 
The foundation of your social strategy 9 24-14
The foundation of your social strategy 9 24-14The foundation of your social strategy 9 24-14
The foundation of your social strategy 9 24-14
VerticalResponse
 
Marketing in the Aged Care Sector - Samantha Singer
Marketing in the Aged Care Sector - Samantha SingerMarketing in the Aged Care Sector - Samantha Singer
Marketing in the Aged Care Sector - Samantha Singer
Marketing Success
 
Marketing in the Aged Care Sector
Marketing in the Aged Care SectorMarketing in the Aged Care Sector
Marketing in the Aged Care Sector
samantha singer
 
How to Brand and Grow Your Small Business Online
How to Brand and Grow Your Small Business OnlineHow to Brand and Grow Your Small Business Online
How to Brand and Grow Your Small Business Online
Marsha Lynn Hudson
 
Using Engagement Marketing to Build Trust and Generate Business for Your Dent...
Using Engagement Marketing to Build Trust and Generate Business for Your Dent...Using Engagement Marketing to Build Trust and Generate Business for Your Dent...
Using Engagement Marketing to Build Trust and Generate Business for Your Dent...
Dale "DataDale" Filhaber
 
Social media for start ups
Social media for start upsSocial media for start ups
Social media for start ups
Incrementa consulting
 
Fundamentals for Your Social Media Strategy
Fundamentals for Your Social Media StrategyFundamentals for Your Social Media Strategy
Fundamentals for Your Social Media Strategy
VerticalResponse
 
Dream Local Digital: latest trends in social media
Dream Local Digital: latest trends in social mediaDream Local Digital: latest trends in social media
Dream Local Digital: latest trends in social media
Shannon Kinney
 
Build Trust in Your Dental Practice with Engagement Marketing
Build Trust in Your Dental Practice with Engagement MarketingBuild Trust in Your Dental Practice with Engagement Marketing
Build Trust in Your Dental Practice with Engagement Marketing
Dale "DataDale" Filhaber
 
Social Media Marketing for Real Estate Professionals
Social Media Marketing for Real Estate ProfessionalsSocial Media Marketing for Real Estate Professionals
Social Media Marketing for Real Estate Professionals
Nicholas Scalice
 
NAID Presentation
NAID PresentationNAID Presentation
NAID Presentation
Damien Eames
 
Social Media Summer School - Session 2 (social media strategy & voice)
Social Media Summer School - Session 2 (social media strategy & voice)Social Media Summer School - Session 2 (social media strategy & voice)
Social Media Summer School - Session 2 (social media strategy & voice)
Rare Communications
 
Mespil strategy presentation
Mespil strategy presentationMespil strategy presentation
Mespil strategy presentation
Greg Fry
 
How To Win Friends and Influence People - On Facebook
How To Win Friends and Influence People - On Facebook How To Win Friends and Influence People - On Facebook
How To Win Friends and Influence People - On Facebook
Sarah Bauer
 
$ocial media marketing PPT
$ocial media marketing PPT$ocial media marketing PPT
$ocial media marketing PPT
Sysminds IT Solutions
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
Sysminds IT Solutions
 
Marketing Tips for Building your Dental Practice
Marketing Tips for Building your Dental Practice  Marketing Tips for Building your Dental Practice
Marketing Tips for Building your Dental Practice
Dale "DataDale" Filhaber
 
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...
Doyle Buehler
 
NADDA 2011 Web Strategy (PDF)
NADDA 2011 Web Strategy (PDF)NADDA 2011 Web Strategy (PDF)
NADDA 2011 Web Strategy (PDF)
Max Spiegel
 

Similar to Engaging Content for Social Media - DC Dental Society Nation’s Capital Dental Meeting (20)

Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social Media
 
The foundation of your social strategy 9 24-14
The foundation of your social strategy 9 24-14The foundation of your social strategy 9 24-14
The foundation of your social strategy 9 24-14
 
Marketing in the Aged Care Sector - Samantha Singer
Marketing in the Aged Care Sector - Samantha SingerMarketing in the Aged Care Sector - Samantha Singer
Marketing in the Aged Care Sector - Samantha Singer
 
Marketing in the Aged Care Sector
Marketing in the Aged Care SectorMarketing in the Aged Care Sector
Marketing in the Aged Care Sector
 
How to Brand and Grow Your Small Business Online
How to Brand and Grow Your Small Business OnlineHow to Brand and Grow Your Small Business Online
How to Brand and Grow Your Small Business Online
 
Using Engagement Marketing to Build Trust and Generate Business for Your Dent...
Using Engagement Marketing to Build Trust and Generate Business for Your Dent...Using Engagement Marketing to Build Trust and Generate Business for Your Dent...
Using Engagement Marketing to Build Trust and Generate Business for Your Dent...
 
Social media for start ups
Social media for start upsSocial media for start ups
Social media for start ups
 
Fundamentals for Your Social Media Strategy
Fundamentals for Your Social Media StrategyFundamentals for Your Social Media Strategy
Fundamentals for Your Social Media Strategy
 
Dream Local Digital: latest trends in social media
Dream Local Digital: latest trends in social mediaDream Local Digital: latest trends in social media
Dream Local Digital: latest trends in social media
 
Build Trust in Your Dental Practice with Engagement Marketing
Build Trust in Your Dental Practice with Engagement MarketingBuild Trust in Your Dental Practice with Engagement Marketing
Build Trust in Your Dental Practice with Engagement Marketing
 
Social Media Marketing for Real Estate Professionals
Social Media Marketing for Real Estate ProfessionalsSocial Media Marketing for Real Estate Professionals
Social Media Marketing for Real Estate Professionals
 
NAID Presentation
NAID PresentationNAID Presentation
NAID Presentation
 
Social Media Summer School - Session 2 (social media strategy & voice)
Social Media Summer School - Session 2 (social media strategy & voice)Social Media Summer School - Session 2 (social media strategy & voice)
Social Media Summer School - Session 2 (social media strategy & voice)
 
Mespil strategy presentation
Mespil strategy presentationMespil strategy presentation
Mespil strategy presentation
 
How To Win Friends and Influence People - On Facebook
How To Win Friends and Influence People - On Facebook How To Win Friends and Influence People - On Facebook
How To Win Friends and Influence People - On Facebook
 
$ocial media marketing PPT
$ocial media marketing PPT$ocial media marketing PPT
$ocial media marketing PPT
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Marketing Tips for Building your Dental Practice
Marketing Tips for Building your Dental Practice  Marketing Tips for Building your Dental Practice
Marketing Tips for Building your Dental Practice
 
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...
 
NADDA 2011 Web Strategy (PDF)
NADDA 2011 Web Strategy (PDF)NADDA 2011 Web Strategy (PDF)
NADDA 2011 Web Strategy (PDF)
 

More from Adele McAlear

Your Web Content: Forever or Fragile? PCMTL 091210
Your Web Content: Forever or Fragile? PCMTL 091210Your Web Content: Forever or Fragile? PCMTL 091210
Your Web Content: Forever or Fragile? PCMTL 091210
Adele McAlear
 
Turbocharge Twitter With Apps SMBMTL 082510
Turbocharge Twitter With Apps SMBMTL 082510Turbocharge Twitter With Apps SMBMTL 082510
Turbocharge Twitter With Apps SMBMTL 082510
Adele McAlear
 
Simcoe County OGS - Death and Digital Legacy
Simcoe County OGS - Death and Digital LegacySimcoe County OGS - Death and Digital Legacy
Simcoe County OGS - Death and Digital Legacy
Adele McAlear
 
Ignite! Montreal-Death Digital Legacy
Ignite! Montreal-Death Digital LegacyIgnite! Montreal-Death Digital Legacy
Ignite! Montreal-Death Digital Legacy
Adele McAlear
 
PCTO10 Death And Digital Legacy
PCTO10 Death And Digital LegacyPCTO10 Death And Digital Legacy
PCTO10 Death And Digital Legacy
Adele McAlear
 
Death Digital Legacy - Ignite Ottawa
Death Digital Legacy - Ignite OttawaDeath Digital Legacy - Ignite Ottawa
Death Digital Legacy - Ignite Ottawa
Adele McAlear
 
Twitter Tools For Strategic Marketing
Twitter Tools For Strategic MarketingTwitter Tools For Strategic Marketing
Twitter Tools For Strategic Marketing
Adele McAlear
 

More from Adele McAlear (7)

Your Web Content: Forever or Fragile? PCMTL 091210
Your Web Content: Forever or Fragile? PCMTL 091210Your Web Content: Forever or Fragile? PCMTL 091210
Your Web Content: Forever or Fragile? PCMTL 091210
 
Turbocharge Twitter With Apps SMBMTL 082510
Turbocharge Twitter With Apps SMBMTL 082510Turbocharge Twitter With Apps SMBMTL 082510
Turbocharge Twitter With Apps SMBMTL 082510
 
Simcoe County OGS - Death and Digital Legacy
Simcoe County OGS - Death and Digital LegacySimcoe County OGS - Death and Digital Legacy
Simcoe County OGS - Death and Digital Legacy
 
Ignite! Montreal-Death Digital Legacy
Ignite! Montreal-Death Digital LegacyIgnite! Montreal-Death Digital Legacy
Ignite! Montreal-Death Digital Legacy
 
PCTO10 Death And Digital Legacy
PCTO10 Death And Digital LegacyPCTO10 Death And Digital Legacy
PCTO10 Death And Digital Legacy
 
Death Digital Legacy - Ignite Ottawa
Death Digital Legacy - Ignite OttawaDeath Digital Legacy - Ignite Ottawa
Death Digital Legacy - Ignite Ottawa
 
Twitter Tools For Strategic Marketing
Twitter Tools For Strategic MarketingTwitter Tools For Strategic Marketing
Twitter Tools For Strategic Marketing
 

Recently uploaded

STEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publicationsSTEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publications
mcynthus
 
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAAPETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
projectseasy
 
Singapore Pharmaceutical Market PPT: Growth, Outlook, Demand, Keyplayer Analy...
Singapore Pharmaceutical Market PPT: Growth, Outlook, Demand, Keyplayer Analy...Singapore Pharmaceutical Market PPT: Growth, Outlook, Demand, Keyplayer Analy...
Singapore Pharmaceutical Market PPT: Growth, Outlook, Demand, Keyplayer Analy...
IMARC Group
 
A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
Dubiz
 
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological StyleZodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
my Pandit
 
Mandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your roleMandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your role
khidalgo2
 
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAAPAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
Restaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel HammametRestaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel Hammamet
rihabkorbi24
 
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family FoundationPatrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch
 
The Most Innovative Blockchain Company to Follow in 2024 (5).pdf
The Most Innovative Blockchain Company to Follow in 2024 (5).pdfThe Most Innovative Blockchain Company to Follow in 2024 (5).pdf
The Most Innovative Blockchain Company to Follow in 2024 (5).pdf
analyticsinsightmaga
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
zoyaws1
 
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAAPETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance UpdatesFamily/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
AishwaryaDoiphode3
 
Managing Customer & User Experience of Customers
Managing Customer & User Experience of CustomersManaging Customer & User Experience of Customers
Managing Customer & User Experience of Customers
SalmanTahir60
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Aggregage
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
Workforce Group
 
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
kevinkariuki227
 
1234567891011121314151617181920212223242
12345678910111213141516171819202122232421234567891011121314151617181920212223242
1234567891011121314151617181920212223242
fauzanal343
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
dimplekumaridk322
 

Recently uploaded (20)

STEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publicationsSTEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publications
 
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAAPETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
 
Singapore Pharmaceutical Market PPT: Growth, Outlook, Demand, Keyplayer Analy...
Singapore Pharmaceutical Market PPT: Growth, Outlook, Demand, Keyplayer Analy...Singapore Pharmaceutical Market PPT: Growth, Outlook, Demand, Keyplayer Analy...
Singapore Pharmaceutical Market PPT: Growth, Outlook, Demand, Keyplayer Analy...
 
A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
 
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological StyleZodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
 
Mandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your roleMandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your role
 
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAAPAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
 
Restaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel HammametRestaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel Hammamet
 
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family FoundationPatrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
 
The Most Innovative Blockchain Company to Follow in 2024 (5).pdf
The Most Innovative Blockchain Company to Follow in 2024 (5).pdfThe Most Innovative Blockchain Company to Follow in 2024 (5).pdf
The Most Innovative Blockchain Company to Follow in 2024 (5).pdf
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
 
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAAPETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
 
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance UpdatesFamily/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
 
Managing Customer & User Experience of Customers
Managing Customer & User Experience of CustomersManaging Customer & User Experience of Customers
Managing Customer & User Experience of Customers
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
 
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
 
1234567891011121314151617181920212223242
12345678910111213141516171819202122232421234567891011121314151617181920212223242
1234567891011121314151617181920212223242
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
 

Engaging Content for Social Media - DC Dental Society Nation’s Capital Dental Meeting

  • 1. DC Dental Society 79th Annual Nation’s Capital Dental Meeting April 2, 2011 Engaging Content For Social Media Presented by: Adele McAlear @AdeleMcAlear adele@mcalearmarketing.com adelemcalear.com
  • 2. About Me •  20+ years marketing experience •  Consulting for last 4 years specializing in social media •  Joined LinkedIn February 2004 •  Joined Facebook (the 2nd time) in May 2007 •  Joined Twitter in April 2007 •  Named one of top 10 most influential women in social media in Canada in 2009
  • 3. Your Turn •  Did you go to David R. Norton’s session yesterday? •  Who’s got a business page on Facebook? –  Personal profile? •  Is your dental practice on LinkedIn as a company? –  Personal LinkedIn profile? •  Who’s on practice has a Twitter account? –  Personal Twitter account?
  • 4. What’s on the sched? •  I’m going to play mythbuster with some tough love •  We’re going to take one BIG step back •  Everything is social •  Ideas for original content •  Help you with an action plan •  Answer lots of questions
  • 6. Reality Check Have you tried to use Facebook, Twitter or Linked in and were disappointed with the response? Do you feel like you’re missing something here?
  • 7. Don’t believe the hype! You are less likely to “go viral” than you are to win the lottery. Often brands only go “viral” because they pay agencies tens/hundreds of thousands of dollars to make it happen.
  • 8. Who cares? •  Why should someone Like your page on Facebook? •  Why should they follow you on Twitter? •  Why should they visit your web site? •  Why should they read your blog? •  Why should they watch your videos? WHAT’S IN IT FOR THEM?
  • 9. Broadcasting vs. Conversing Why “join the conversation” does NOT mean it’s all about you. Old marketing values vs. new marketing values Don’t be that guy.
  • 10. Ooo! Shiny! They’re just tools. Facebook, Twitter, LinkedIn, YouTube, Flickr, blogs, podcasts, Foursquare, Google Places, etc., etc. New channels to speak to people. There will always be new tools. What you are saying and who you are saying it to is most important. Not which tool you are using to say it.
  • 11. Social Media is a long-term commitment It’s a slow burn. A marathon. The web is littered with abandoned accounts from well-meaning people who just didn’t think things through.
  • 12. Why Bother? Because… •  The social web is happening whether you are participating or not. •  You are losing business to those doing a better job at it. •  You are likely over-spending on traditional advertising.
  • 13. Big Step Back a.k.a. Marketing 101
  • 14. Strategy & Tactics The 5 Ws are strategic Who What When Where Why How is tactical (Guinea pig time!)
  • 15. What? •  What are your objectives? –  Get new clients? –  Increase frequency of visits? –  Increase the level of services? (upsell) –  Raise your profile within your peer group? –  Raise your profile outside of your local geography?
  • 16. Who? •  Who do you want to reach for those objectives? –  Non-clients in your geographic locale? –  Existing clients? –  Friends & family of existing clients? –  Other dentists and/or specialists? –  National organizations? –  Media?
  • 17. Why? •  Why are you different from your competition? –  Staff? –  Ambiance? –  Awards? –  Rare abilities? –  Specialization? –  Customer care? –  Flexible booking schedule?
  • 18. When? •  When should you market to reach your objectives? –  Time of day? –  Season? –  New staff? –  Daily/Weekly/Monthly intervals? –  New techniques/products? –  At time of visit?
  • 19. Where? •  Where should you target your potential clients? –  In your office? –  In their homes? –  At work? –  In the car/on transit? –  In the neighborhood? –  On the internet? (I’ll explain a bit later how everything is social now.)
  • 20. What About How? •  Once you know your strategy: –  What your objective is –  Who you want to reach –  Why you are different –  When you should reach them –  Where you should reach them •  How is the LAST thing you should answer –  Don’t make the mistake of starting with How.
  • 21. How? •  Devise the tactics that you’ll use to reach your objectives –  Tactics are measureable –  You will likely have several that work together –  The 5Ws will drive everything you do. Create A (educational info - why) Targeted to B (parents - who) Distributed via C (email - where) Every D (month - when) Call to action resulting in E (2 referrals/month – what)
  • 26. Print •  Billboards & print ads –  QR codes –  URLs
  • 27. Any Web Page •  Any page on the web –  Like / Tweet / +1 –  Email –  Delicious, Google Reader, Digg, Reddit, Stumbleupon
  • 28. Reviews Yelp, Google http://dc.doctoroogle.com/
  • 30. Your Social Hub Your web site is your social hub. •  Make sure you’ve given it a tune up •  If you choose to have a blog, it should be on your site’s domain. •  Any online accounts should link back to your site •  Drive traffic from your outposts to your web site. •  Your site/blog will hold links to everything you’ve published online.
  • 32. V.I.T.A.L. Content Video Images Text Audio Links
  • 33. Where Can I Put Content? Examples to create cross-linking •  Blog - home to all content + outposts + sharing •  YouTube channel - video content •  Facebook page – text*, photo*, video* + updates •  Twitter - updates & links •  Flickr - photo & light video content + sharing •  Email newsletter - text content + sharing •  Podcast - audio or video content * Beware Facebook’s right to use your content
  • 34. I Don’t Have Time for All of That! •  It comes down to making realistic expectations for how much you can produce and maintain •  Many of these ideas can be sliced & diced to multipurpose content across channels. •  Email marketing can repurpose blog content •  If you are in clinic, have Dentists take turns creating content. •  Think about partnering with a complementary service provider.
  • 35. Content Guidelines •  Video: ideal = 60 seconds, max = 3 mins. •  Blog posts: minimum 200 words, illustrate with an image, embed video from YouTube, photos from Flickr. •  Audio podcasts: Shorter is better. 5, 10, 20 minutes are more likely people will listen to whole thing. •  Make sure it fulfills your 5 Ws strategy. •  Be aware of your tone. •  Don’t be evil.
  • 36. Content Ideas •  Demystify the dentist: tools, jobs, who does what, dental specialties, why certain things are done (dental dams etc.), UV light, how to talk to your kids about visiting the dentist •  Care and maintenance: partials, braces, elder care, infants (milk), flossing for kids, the truth about baby teeth •  Health: X-ray facts, amalgam facts, Wisdom teeth facts, causes of bad breath, healthy mouth/healthy taste buds, top foods to damage teeth, cold sores & teeth, cankors – what are they? •  Procedures: Extraction, fillings, cleaning, fluoride, cosmetic procedures, how do braces get put on •  Emergency care: what do do if…/on weekend, tooth knocked out, lost filling, lost crown, cracked/chipped tooth, dry socket •  Consumer products review: truth about toothbrushes, toothpaste, home whitening, floss •  Community Help: non-profit/low-cost dental options for low income, students etc.; dental-related charity (smile train, etc.) •  Pop Culture: dental humor, celebrity makeover smiles (who’s had what done?), who are the dentists to the stars, top movies featuring dentists
  • 37. Content Aggregation •  Collect the best of the web for your niche. Make sure that it supports the 5 Ws. •  Once a week make a links post to the highlights from the web / news etc. •  Use Delicious to share your bookmarks to your blog. •  Use Google Reader and share the feed here. •  Use your Twitter account (in part) to post links to interesting stories (in addition to your own original content) •  Use Storify or Scoop.it for more depth
  • 38. Staying on Track •  Create a spreadsheet with the following: •  Editorial calendar, by week •  Measureable objectives with time frame •  Who’s responsible for which editorial piece •  Where editorial is distributed. •  Each week record # of Facebook Likes, Twitter followers, YouTube subscribers, # of Foursquare checkins, # of reviews left on each of the sites etc. to track changes over time and spikes in performance. •  If you are using incentives like couponing or refer a friend loyalty via Facebook or other, track conversion. •  Track web traffic/visitors from Google Analytics on your site. •  Track Google Page Rank.
  • 39. Paid & Earned Media •  Facebook Ads & Google AdSense are highly targetable to location. •  If you have a special story to tell, reach out to bloggers to see if they’ll write about you (mom bloggers, dental bloggers, health bloggers.) •  Offer to guest post on other blogs. •  Don’t forget to reach out to your traditional local media as well.
  • 40. Last Words •  Don’t bite off more than you can sustain over the long-haul. •  Start small and grow incrementally. •  Make sure your sharing tools are everywhere! •  Explore what other dentists are doing and get inspired for ideas. •  Don’t forget to talk to your fans/followers directly. Be human. Show humor and tact. Show an interest in them, ask them what they want to see/know about. Be helpful. Be a good member of the community.
  • 41. Resources •  Content Rules by Ann Handley and CC Chapman •  SocialFresh.com (social media education) •  Hubspot.com (inbound marketing tools, gradrs and info) •  Oneforty.com (directory of social business tools) •  SocialMediaExaminer.com (how to, videos etc.) •  Animoto.com (make video with music from photos) •  AudioBoo.com (simple audio podcasting) •  NorthSocial (suite of Facebook apps)
  • 42. Thank you! Q&A @AdeleMcAlear Blog: adelemcalear.com adele@mcalearmarketing.com 514.277.5623 Attribution-Noncommercial-Share Alike 2.5 Canada