1. Supercharge
Your Social
Media
Marketing
Xaña Winans
Golden Proportions Marketing
www.facebook.com/GoldenProportions

2. 5 year old Myles Scott
Defeats Leukemia and
Becomes Batkid

7. 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

8. 1. Your patients use it daily
2. Your prospects use it daily
There are only TWO reasons
to use social media:

11. Why is Social
Networking
so Popular?

12. People are inherently curious and voyeuristic

13. It’s
incredibly
easy to
use

15. But the real reason
we love it?

17. 30-40% of our daily conversations
center around our own experiences.
Up to 80% of what we post on social
media is about ourselves.

18. Harvard Study, 2012
Participants were given the choice of:
Talking about themselves or
Listening to others judge their thoughts.

19. An MRI showed that the act of self disclosure
lights up areas of the brain
associated with eating and sex.

20. Participant’s pleasure centers
lit up more when they were told
they had an audience.

21. Participants enjoyed sharing about
themselves so much that they were willing
to forego money for it.

22. What Can Social Media
Do For You?

23. 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

24. 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

25. B
R
A
N
D
!

26. 3. Acts as Word of Mouth
Modern day version of back fence conversations
Passive endorsement of your practice to a
trusted audience

27. 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 energy!

28. 5. Keeps You On Top Of Your Reputation
Reviews help keep you accountable
Lets you address problems in advance

30. Not To Be Ignored…And Yet It Was

31. 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

32. 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?

33. 7 of the top
10 rank
factors are
SOCIAL

35. 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

36. So Many Social Channels –
Where Do You Start?

38. 1.15 Billion Users World Wide - June 2013

39. 669 Million Users Login EVERY SINGLE DAY

40. 78% of
users
access
Facebook
on a
mobile
device

41. 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

42. Why Does Facebook Matter?
People buy from people that they:
– KNOW
– LIKE
– TRUST
Facebook gives patients a glimpse into the “Man
Behind the Mask”

43. A Review of the Basics:
Profiles vs. Pages

44. Link to your practice page
Link Your Work to Your Practice Page

45. 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

46. Business Page

47. Don’t Have A Practice Page?

48. Look for the “Sign Up” Button, Upper Left
Or go to Facebook.com/Pages

49. Want Check-Ins On Facebook?

50. Choose Your Business
Name Wisely! Use
NAP Protocol
You can only change this ONCE!

52. Solo Practice – Your Photo I Group Practice - Logo
Only 180 x 180 pixels – frame your logo
properly or it gets cut off

53. 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. Create Your Timeline Cover Photo

56. 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

57. Add Free Apps
Smile Reminder
Demand Force
1-800 Dentist
Rate a Dentist/Lighthouse

58. Request an Appt. App

60. Add Review App

65. Is Your Practice Page Up To Date?
Update your profile photo
Maximize your cover image
Add apps

66. Completely fill out the “about” page
using search keywords
Customize your Facebook URL
Add “Local Business” to your
business category to allow check-ins

67. Start Posting!

68. Schedule
Ahead

69. 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

70. 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.

71. Need a
Few
Ideas?

72. 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

73. 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

74. 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

75. 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

76. 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

77. Certification
New Tech
Adding an Employee/Promotions
Fun Photos/Behind the Scenes
Tell Patients Why You Love What You Do!

78. 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

79. Facebook is
All About
Engagement

80. 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

81. 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

82. Go Beyond Basic Text
Photo albums - 180% more engagement
Pictures – 120% more engagement
Videos - 100% more engagement

83. Emoticons
Hubspot reports that “something as simple as a
smiley face emoticon in your post” can:
Increase likes by 57%
Increase comments by 33%
Increase shares by 32%


85. 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?

86. 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?

87. Posting Tip!
Write your question in a
“blank text” photo to get more
engagement and higher visibility

88. If money was not an
object, would you
prefer a white smile
or a straight smile?

89. 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. 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

94. 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

96. Team Can Share CE Trips on Personal Pages
Tag Your Co-Workers!

97. Create a Like
vs. Share
Competition

98. Bring a Little Personality To Your Office

101. Grow Your
Fan Base!

102. 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

104. Add Promotions

107. What Incentives Generate Likes?
Whitening
Gift Cards
Kindle Fire
Spa Services
Ipad
Anything TECH

108. 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

109. 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

111. 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

113. Highlight a Post – Stretch it!

114. Find a Charity to Support

115. Start With Those Who Already Know You

120. Target Age Range
Choose Interests
Set Your Budget

121. 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.

125. Upload as many photo options as available.
These are used to test response.

126. 1. Write the ad. 2. Choose placement. 3. Check your work.
1.
2.
3.

128. Large Local
Employer?

129. Set Your Budget – Daily or Lifetime Max

130. This is NOT Like Google Adwords

131. Boosted Post
Facebook Ads

132. What’s Working?
What’s Not?

133. Facebook Insights
Check to see which posts had the most impact
Measure New Likes
Measure Engagement
– Clicks
– Likes
– Comments
– Shares
Post by Post scorecard

135. Summary Overview

136. Growth in Page Likes

137. Hide, Spam and Unlikes

138. Age and Gender Distribution

139. Best Time to Reach Your Audience

140. Which Posts Engaged Users Most?

141. What Types of Posts Engage Best?

142. How to Get
Unliked

144. 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. 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

147. New to Google+?
Create your personal Google+ account

150. Choose Local Business or Place
Next, Visit the “Create a Page” on Google+

151. Google will ask for your business name or phone
number and tie it to your Google Places profile

153. Complete the Profile
Add your tagline (10 words) and profile photo
Click “Finish”
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. Link to Relevant Pages
on Your Website

155. Start Posting!
Choose which circles get to see the posts

156. You Can’t Do This On Facebook!
You can follow your page’s fans back
Create custom 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)

157. 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

158. 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

159. Temporary Mass Confusion

161. 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

162. 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

163. And I’ll Follow You Back!

166. Find LOCAL Followers
Search.Twitter.com/Advanced
Twellow.com/Twellowhood
NearbyTweeps.com
LocalTweeps.com
#Lewisburg

167. What Do You Tweet About?

168. Tweets and Engagement
Blog Posts
Newsletter Links
Facebook Posts
Contests
Photos

169. Retweeting
If you like a tweet you can retweet it (similar to
FB sharing) Now everyone in your list can see it.
Use hashtags (often overused) – use for the
topic – makes it searchable
See what hashtags are trending

171. Answer a Series of FAQ’s
How does Invisalign work?
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. Record Patient Testimonials

174. 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

176. Celebrate Their
Special Day

179. Create Your Boards
Whitening Cases
Smile Rejuvenation
Celebrity Smiles
Charity Work/Mission Trips
Pick a theme and stay with it

182. The Value of Blogging
Shows Google your site is active
SEO value – Google rewards fresh content
Creates opportunities for social media links

183. Blogging Topics
Highlight important cases
Tell a patient’s story
Premiere new technology
Show videos
Share testimonials
Share life outside of the office

184. Think About Patient Pain Points
Fear
Money
Pain
Time
Security/Guarantee
Reliability
Don’t Hide the Negative -
Build Your Blogs By Being Direct!

185. 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!

186. Get Inspiration From
The Competition
Topsy.com

188. 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

189. 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

190. Smush.It
Load times matter to Google!
Upload images to Smush.it, compress, download
Smaller file size, same quality photo

191. 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 & link

193. Want a Blog That Goes Viral?

195. Domain Authority
Microsoft 100/100
Successful Smiles Blog 94/100
Visa: 92/100
Ford: 91/100
Netflix: 91/100
Pepsi: 89/100

196. Managing Your
Online Reviews

197. Think Reviews Don’t Matter?
75% of reviews posted on review websites are
positive.
71% agree that consumer reviews make them
more comfortable that they are buying the right
product/service
70% of people consult reviews/ratings before
purchasing.

198. Who Would You Call?

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

205. Negative Reviews?
Call the patient, solve their problem and ask them to
remove the review.
Write a public response to the review
Get 10x as many positive reviews published
If not your patient, ask Google to remove it
95% of unhappy customers will return if an issue is
resolved quickly and efficiently.

206. So Many Review Sites,
So Little Time

209. Measuring Your Results
Google Analytics
Facebook Insights
Shares, Comments and Likes
Community Reputation
Website Rank

210. Buy 12 Months of Posting and Get Your
“Go Social” Fan Campaign 50% Off

212. Need a Comprehensive Approach
to Your Marketing?
Branding
Internal Marketing
Patient Photography
Print/Radio/TV
Direct Mail
Websites/SEO
Social Media

213. Marketing Diagnostic $500 Off

214. 866-590-4476
Xana@GoldenProportions.com