Pharmacy Social Media Crash Course - Social Media Measurement and Monitoring

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Measuring Your Pharmacy's Return on Influence

How many people is your message reaching? Who exactly is it reaching? Can you measure the impact of your efforts? What gets measured gets improved--once you understand how to answer these questions, you can significantly improve your social media marketing efforts and fortify strong relationships with your community.

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Pharmacy Social Media Crash Course - Social Media Measurement and Monitoring

  1. 1. Mat Silverstein Samantha Timmermann@matsilverstein @sjtimmermann  
  2. 2. Social Media Crash Course1.  Create a Social Media Strategy2.  Establish Your Online Presence3.  Content Marketing Ideas for Pharmacies4.  Build and Promote Your Community5.  Measure Your Effectiveness
  3. 3. Social Media Strategy…it’s not enough
  4. 4. Social Media Monitoring vs.Measurement
  5. 5. Social Media Monitoring •  Customers •  Prospects •  Local Thought Leaders •  Competitors •  Community Resources •  Keyword Phrases
  6. 6. Social Media Measurement
  7. 7. Monitoring:  “Who  is  talking  about  [Family  Pharmacy]  right  now  and  what  are  they  saying?”    
  8. 8. Measurement:    • How  did  my  keywords  and  posts    perform  over  Ame?    • How  does  this  compare  to  my  compeAtors?    • What  are  some  trends  or  issues  I  can    tap  into  and  build  a  beCer  customer  experience?  
  9. 9. Six Steps toMeasuring and MonitoringYour Pharmacy’sSocial Media Health
  10. 10. #1 – Have a Goal
  11. 11. #2 - Select Your Tools and Know How To Use Them
  12. 12. Monitoring Tools
  13. 13. Measurement Tools: Links
  14. 14. Impressions and Mentions
  15. 15. Facebook Insights: demographics, interactions, etc.
  16. 16. #3 – Conduct aSocial Media Audit
  17. 17. #4 – Have a Plan
  18. 18. #5 – Do A/B Testing
  19. 19. #6 – Evaluate & Engage
  20. 20. Benefits of Starting a Community
  21. 21. Benefits of Starting a Community•  Improve Customer Success•  Generate Leads•  Improve Search Engine Optimization (SEO)•  Harness Innovation•  Gain Customer Insight•  Create Competitive Differentiation
  22. 22. Customer Have Many Priorities•  Ego•  Perceived Gain•  Sense of Belonging•  Security•  Ease of Use
  23. 23. How can your pharmacybe perceived as an expert in the community?
  24. 24. Marketing Hourglass•  Know •  Like •  Trust •  Try •  Buy •  Repeat •  Refer
  25. 25. Why do people go toindependent pharmacies?
  26. 26. Be the expert in why people prefer to dobusiness with your… competition.
  27. 27. People Spread AWESOME “When you’re your authentic self, youhave no competition.”
  28. 28. Best Four Words of Talk:“Ideas that Spread, Win.”
  29. 29. Key Takeaway
  30. 30. Session Five Homework•  Complete/update your social media strategy•  Register for the appropriate monitoring and measurement tools•  Review your social sites’ analytic platforms
  31. 31. Life After the Crash Course: Next Steps •  Stay the course – use your strategy! •  Connect to the Pharmacy Health Hub •  Network with the other crash course participants •  Join the PDS online community •  Build your personal brand and recommend others •  Ask questions, share best practices, and tips
  32. 32. Lunch and Learn:Social Media Roundtable Discussions!PDS Pharmacy Business Growth ConferenceFebruary 17-18, 2011Lunch Provided

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