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.

2. Mat Silverstein Samantha Timmermann
@matsilverstein @sjtimmermann

3. Social Media Crash Course
1. Create a Social Media Strategy
2. Establish Your Online Presence
3. Content Marketing Ideas for Pharmacies
4. Build and Promote Your Community
5. Measure Your Effectiveness

4. Social Media Strategy…it’s not enough

7. Social Media
Monitoring
vs.
Measurement

8. Social Media Monitoring
• Customers
• Prospects
• Local Thought Leaders
• Competitors
• Community Resources
• Keyword Phrases

9. Social Media Measurement

10. Monitoring:
“Who
is
talking
about
[Family
Pharmacy]
right
now
and
what
are
they
saying?”

11. 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?

12. Six Steps to
Measuring and Monitoring
Your Pharmacy’s
Social Media Health

13. #1 – Have a Goal

16. #2 - Select Your Tools
and Know How
To Use Them

17. Monitoring Tools

18. Measurement Tools: Links

19. Impressions and Mentions

21. Facebook Insights: demographics, interactions, etc.

29. #3 – Conduct a
Social Media Audit

30. #4 – Have a Plan

33. #5 – Do A/B Testing

34. #6 – Evaluate & Engage

35. Benefits of Starting
a Community

36. Benefits of Starting
a Community
• Improve Customer Success
• Generate Leads
• Improve Search Engine Optimization (SEO)
• Harness Innovation
• Gain Customer Insight
• Create Competitive Differentiation

37. Customer Have
Many Priorities
• Ego
• Perceived Gain
• Sense of Belonging
• Security
• Ease of Use

38. How can your pharmacy
be perceived as an expert
in the community?

39. Marketing Hourglass
• Know
• Like
• Trust
• Try
• Buy
• Repeat
• Refer

40. Why do people go to
independent pharmacies?

41. Be the expert in why
people prefer to do
business with your…
competition.

42. People Spread AWESOME
“When you’re your
authentic self, you
have no competition.”

43. Best Four Words of Talk:
“Ideas that Spread, Win.”

44. Key Takeaway

45. Session Five Homework
• Complete/update your social media
strategy
• Register for the appropriate
monitoring and measurement tools
• Review your social sites’ analytic
platforms

46. 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

47. Lunch and Learn:
Social Media Roundtable Discussions!
PDS Pharmacy Business Growth Conference
February 17-18, 2011
Lunch Provided