3. 5 year old Myles Scott
Defeats Leukemia and
Becomes Batkid
4.
5.
6.
7.
8. The Results?
• 15,000 strangers signed up to be “grateful
onlookers”
• 6,400 photos shared
• 130,000 Tweets
• Video from The President
• Massive support & publicity for Make-A-Wish
9. There are only TWO reasons
to use social media:
1. Your patients use it daily
2. Your prospects use it daily
24. 1. Helps You To Connect
• Form new and rekindle old connections
• Enhance the connections you make in the
office on a daily basis
• Creates an impression of accessibility
25. 2. Reinforces Branding
• Share your style and your brand with a larger
audience
• Gets the word out about your core values
• Shows how patients feel about you
• Brand reinforcement/repeated exposure
27. 3. Acts as Word of Mouth
• Modern day version of back fence
conversations
• Passive endorsement of your practice to a
trusted audience
28.
29. 4. Creates a Cost Effective
Alternative to Advertising
• No charge to create social accounts
• Inexpensive media option in expensive
media markets
• Only takes your time…and a lot of expertise!
30. 5. Keeps You On Top Of Your Reputation
• Reviews help keep you accountable
• Lets you address problems in advance
32. 6. Lets You Learn What Patients Want
• Use social media to ask them!
• Patients become real time focus groups
• See what topics generate the most interest
33. 7. Supports Your SEO
• Google measures your:
– Social media fan base size
– Social commenting
– Social sharing
– Likes, +1’s and Retweets
• Guess who made the #1 SEO factor the most
important?
36. When NOT to Use Social Media
• If you don’t have the time to do it right
• If you plan to outsource 100%
• If you’re not a personable person
• If you don’t trust your team to participate
• If you don’t trust your patients to engage in a
positive manner
42. Facebook Factoids
• Average 8 hours spent on Facebook per month
• 4.5 Billion average daily “likes”
• 350 Million photo uploads per day
• 53% Female/47% male
43. Why Does Facebook Matter?
• People buy from people that they:
– KNOW
– LIKE
– TRUST
• Facebook gives patients a glimpse into the
“Man Behind the Mask”
45. Link to your practice page
Link Your Work to Your Practice Page
46. Using Your Personal Page For Business
• Personal pages can’t be used EXCLUSIVELY for
business – but some is okay!
• Trust factor among friends is high
• Celebrate important business moments
• Tag people to spread the reach
53. Only 180 x 180 pixels – frame your logo
properly or it gets cut off
Solo Practice – Your Photo I Group Practice - Logo
54. • Add to your favorites so you see it when
logged in as personal profile
• Go to admin page
• Don’t forget to like
your own page!
55.
56. Create Your Timeline Cover Photo
Include Website, Phone Number, Calls to Action
851 x 315 Pixels, 20% may be text
57.
58. Next, Optimize Your Apps
• Maximum of 12 Apps, but 6-8 is best
• 4 standard apps
– Photos – always in the #1 position
– Likes
– Videos
– Events
• Move your apps to promote them
• Most app tabs will not appear on mobile
devices
59. Add Free Apps
• Smile Reminder
• Demand Force
• 1-800 Dentist
• Rate a Dentist/Lighthouse
65. Booth 2216 – 50% off Activation, $200 Amex
Card and 2 Month Money Back Guarantee!
66.
67. Is Your Practice Page Up To Date?
Update your profile photo
Maximize your cover image
Add apps
68. Completely fill out the “about” page
using search keywords
Customize your Facebook URL
Add “Local Business” to your
business category to allow check-ins
71. What’s the Magic Formula?
• 3 informative, educational posts – link to
articles, infographics, videos
• 1-2 promotional posts – contest, special offers
• 2-3 personal social posts
72. Perfect Post Length
Posts between 100 and 250 characters
(less than 3 lines of text) see 60% more likes,
comments and shares than posts greater
than 250 characters.
71 to 140 characters is the sweet spot.
74. • Holidays
– What was your favorite Christmas present?
– What did you dress as for Halloween?
• Team member of the month
– Favorite dental practice memory
– Last really good laugh and what was it about
– How do you spend your weekends?
• Get LOCAL! HS sports, 5K races, charity events
75. • Smile Quotes
• Special “Days”
– National Ice Cream Day
– Patient Day
– www.HolidayInsights.com (Bizarre & Unique Days)
• Financial Information
– Insurance participation/how to maximize
– Care Credit – links to apply
– Invisalign for only $230/month
76. • Charity Work
– Mission trips
– Battered women smile makeovers
– Fee extraction days
• Dental Emergencies
– Treating a knocked out tooth
– What to do with an abscess on the weekend
– Signs of an impacted wisdom tooth
• Classic Dental Videos
– Bill Cosby
– David at the Dentist
77. • Dental Anxiety
– Don’t make the kids nervous
– Breathing/relaxation techniques
– Sedation options
• TMJ Pain
– What causes it
– Signs and symptoms
– How to treat it
• Cancer and Dentistry
• Pregnancy and Dentistry
78. • Blog Posts – link to your website’s blog!
• Dental care for pets
• Patient comfort items
• Awards and accreditations
• Guess the celebrity smile
• Foods and recipes for healthy smiles
79. • Certification
• New Tech
• Adding an Employee/Promotions
• New Office/Renovations
• Fun Photos/Behind the Scenes
• Tell Patients Why You Love What You Do!
80. A Note About Team Participation
• Make team admins but protect your
passwords!
• Make sure they have their own social account
and friend/follower base
• Rotate duties for different perspectives
82. • 15 million business pages on Facebook
• Complex algorithms that help people see what
matters most
Your fans don’t see all your posts
• 96% of fans don’t go back to a brand’s page
after initial engagement
83. Edgerank
• An algorithm that measures:
– Affinity: how closely affiliated you are to that
follower. Interact more frequently with a patient,
get seen more often by that person.
– Weight of type of post: Photos, Videos, Text
– Time Decay: The older the post, the less valuable
• Only 16% of your fans will see any given post
on average
84. Go Beyond Basic Text
• Photo albums - 180% more engagement
• Pictures – 120% more engagement
• Videos - 100% more engagement
85. Emoticons
Hubspot reports that “something as simple as a
smiley face emoticon in your post” can:
1. Increase likes by 57%
2. Increase comments by 33%
3. Increase shares by 32%
86.
87. Take Your Best Guess
• Guess how many pounds of candy got turned in
during the candy buy back program? (Photo!)
• Guess how many smiles we have transformed?
• Guess how many patients we helped on our
mission trip?
Put a time limit on the game
so they know when a winner is announced.
Multiple right answers? Pick the first one.
88. Ask a Question
• If Dr. Winans’ life was a feature film, what
would it be? (kick start with an answer)
• Dr. Miller wants to sponsor a local charity –
which one should we help and why?
• True or False?
89. Posting Tip!
Write your question in a
“blank text” photo to get more
engagement and higher visibility
90. If money was not an
object, would you
prefer a white smile
or a straight smile?
91. Tell Me a Story…
• Tell a patient’s story in phases of treatment
– Motivation to come see you
– Consult
– Prep
– Seat
– Life changing result
92.
93.
94. Don’t Leave Them Hanging!
• Respond immediately or same day
• Leave Facebook open – look for notifications
• Reply as doctor for clinical posts, team for
social posts
95.
96. Share Progress
• Renovating Your Office?
– Show interior design boards & architectural plans
– Show construction
– Show the team putting the place back together
– Unveil the finished product with a photo gallery
• Talk up continuing education trips
97.
98. Team Can Share CE Trips on Personal Pages
Tag Your Co-Workers!
104. Contests
• Incentive requires that you like the page
• Complete a contest entry form
• Require an email address and use for email
marketing
• Offer additional contest entries for sharing
(SEO Benefit!), or shares that become entries
109. What Incentives Generate Likes?
Whitening
Gift Cards
Kindle Fire
Spa Services
Ipad
Anything TECH
110. Contests without Apps
• Now legal to run contests for likes and
comments without an app
• Free “pick your winner” tool on WooBox.com
• Login with Facebook account
• Choose your page
• Pick your winner at random
111. Promote Your Contest
• Post 2-3x/week with a link to the app
• Ask people what they will do with the prize
• Give people a countdown to the drawing date
• Announce the winner
• Post a photo of the winner collecting their prize
112.
113. Increase Visibility
• Highlight your post - Stretch it across the width of
the page
• Highlight your promotion on your website
• Add a link in your e-newsletter
• Create a custom cover image
• Pin it to the top of your page for 7 days
123. Facebook Advertising
• Promoting posts with a paid ad increases
organic and viral reach, but reduces click
throughs.
• Paid ads are used for promotional content.
Naturally gets less result.
• Best for brand awareness, not engagement.
124.
125.
126.
127. Upload as many photo options as available.
These are used to test response.
128. 1. Write the ad. 2. Choose placement. 3. Check your work.
1.
2.
3.
135. Facebook Insights
• Check to see which posts had the most impact
• Measure New Likes
• Measure Engagement
– Clicks
– Likes
– Comments
– Shares
• Post by Post scorecard
145. Facebook #Hashtags
• Easy way to group, discover and follow
conversations
• Simply type in the search bar to find all posts
• However:
Hashtags are not only less likely to go viral, but also
make people less likely to engage with the content
• 15,000 fans of:
– “This is not Twitter. Hashtags don’t work here.”
146.
147. Google+ is Growing Fast
• Started in June 2011
• Over 500 Million active users
• Second largest social media site in the world
• On track to overtake Facebook in 2 years
• 68% male/32% female
148. New to Google+?
• Create your personal Google+ account first
• Google will suggest people to add to your
circles
• These circles
help you
premiere your
Local page
when ready
149. Visit “Create a Page” on Google+
Choose Local Business or Place
150. Google will ask for your business name or phone
number and tie it to your Google Places profile
151.
152. Complete the Profile
• Add your tagline (10 words) and profile photo
• Click “Finish” (Do not share just yet)
• Complete your profile
– Hours, Website & Contact Info
– Add “Recommended Links” to other social media
pages – FB, Tw, Blog
– Upload 5 images to your photo strip
154. Promote Your Page
• Post, post, post – just like Facebook
• Choose who sees the posts or make “Public”
155. You Can’t Do This On Facebook!
• You can follow your page’s fans back and add
them to your circles
• Drag them into one of 4 circles
– Team Members (internal communication)
– VIP’s (special bus. partners, most loyal patients)
– Customers (send special promotions!)
– Following (don’t know you, but you’re interesting)
• Or, create new circles
156. Google+ Engagement
• Longer posts do better here
• Format your text
– BOLD *this* becomes this
– ITALICS _this_ becomes this
• Upload two photos, ask followers to +1 the
image they like best (Similar to FB Likes)
Facebook engagement = Google+ engagement
157. Contests on Google+
“You may not run contests, sweepstakes, or
other such promotions directly on Google+
or in a manner that requires use
of G+ features or functionality.”
However, you CAN link
to promotions hosted elsewhere
160. Twitter Growth
• Created March 2006
• 1 Billion tweets a week
• 288 Million monthly active users
• 10 tweets a second mention Starbucks
• Fastest growing demographic is 55-64 year olds
161. Twitter Tips
• 140 characters or less (including links!)
• Extremely mobile audience – 60%
• You must be responsive – Twitter moves FAST
• Post daily if you can
• The more people your audience follows, the less
likely they will see your post
167. Tweets and Engagement
• Blog Posts
• Newsletter Links
• Facebook Posts
• Contests
• Photos
• If you post it on Facebook, tweet it on Twitter
168. Retweeting
• If you like a tweet you can retweet it (similar
to FB sharing) Now everyone in your list can
see it.
• Use hastags (often overused) – use for the
topic – makes it searchable
• See what hashtags are trending
169.
170. Answer a Series of FAQ’s
• How do I brush a baby’s teeth?
• How do I floss properly?
• Do I have an abscess?
• What is a one appointment crown?
• What should I do when a tooth gets knocked out?
173. Add a Little Personality!
• Dr. and Team profiles are the most popular
pages on most dental websites
• Let them see who you are
• Office tours reduce anxiety
178. Create Your Boards
• Whitening Cases
• Smile Rejuvenation
• Celebrity Smiles
• Charity Work/Mission Trips
• Pick a theme and stay with it
179.
180. The Value of Blogging
• Shows Google your site is active
• SEO value – Google rewards fresh content
• Creates opportunities for social media links
181. Blogging Topics
• Highlight important cases
• Tell a patient’s story
• Premiere new technology
• Show videos
• Share testimonials
• Share life outside of the office
182. Think About Patient Pain Points
•
•
•
•
•
•
Fear
Money
Pain
Time
Security/Guarantee
Reliability
Don’t Hide the Negative Build Your Blogs By Being Direct!
183. Overcoming Bloggers Block
• Set Google alerts for topics related to
dentistry
• Keeps your blogs fresh and relevant to current
national and local news
• Check out the competition in another city
• Make a list of topics a year in advance
• Google “Dental Infographics” – FULL of ideas!
• Add personal non-dental stories
184. Need Topic Inspiration?
http://tweakyourbiz.com/tools/title-generator/
• Apply These 5 Secret Techniques To Improve Teeth Whitening
• Teeth Whitening Doesn't Have To Be Hard. Read These 5 Tips
• Knowing These 5 Secrets Will Make Your Teeth Whitening
Look Amazing
• My Life, My Job, My Career: How 5 Simple Teeth Whitening
Helped Me Succeed
• Take Advantage Of Teeth Whitening - Read These 5 Tips
• The Next 5 Things You Should Do For Teeth Whitening
Success
• The 5 Best Things About Teeth Whitening
• The 5 Biggest Teeth Whitening Mistakes You Can Easily Avoid
187. Effective Blogging Techniques
• Blog on a regular basis for Google to
continuously index your site.
• Length: minimum of 500 words to ensure that
there is sufficient content to be indexed. Most
bloggers target to write 750 words.
• One topic at a time for proper indexing
188. • Use relevant keyword phrases.
• Avoid repeating phrases or risk penalties. Use
synonyms.
• Use interesting images for your blog.
• Designate an employee to proof and edit prior
to posting.
• Add a call to action at the end of each blog
189. Smush.It
• Load times matter to Google!
• Upload images to Smush.it, compress,
download
• Smaller file size, same quality photo
190. Promote It!
• Link back to your website
• Talk up to patients
• Promote with feed on main page
• Use it for e-newsletter content and link back into
website
• Push out to social media – use a snippet, photo
and link.
196. Think Reviews Don’t Matter?
• 75% of reviews posted on review websites are
positive.
• 95% of unhappy customers will return if an
issue is resolved quickly and efficiently.
• 71% agree that consumer reviews make them
more comfortable that they are buying the
right product/service
197. • 70% of people consult reviews/ratings before
purchasing.
• People are 63% more likely to purchase a
product from a site if it has product ratings
and reviews.
• Customer reviews create a 74% increase in
product conversion
199. Google Reviews
1. Login to your G+ account or create one
2. Search for the business / doctor name
3. Click on the listing to go to the G+ page
4. Click on “write a review”
5. Rate 1 to 5 stars
6. Add your comments
200.
201.
202.
203.
204.
205. Negative Reviews?
1. Call the patient, solve their problem and ask
them to remove the review.
2. Write a public response to the review
3. Get 10x as many positive reviews published
4. If not your patient, ask Google to remove it
