Social Media MBA - Vegas Cosmetic Surgery 2013

WELCOME…SOCIAL MEDIA MBA

Presented at Vegas Cosmetic Surgery 2013

Meet Monique…Founder and Social Media Horticulturalist

20+ years experience: medical practice management, marketing, training, and consulting

Certified Relationship Marketing and Social Media Strategist (2009)

• Winner 2010 #influenceSD Award for Best Social Media in Business

• Alert Press Top 5 Medical Practice Facebook Fan Pages• Named on of 17 Top Facebook Pages for Small Business, 2012 (Fluxe Digital)

Interviewed by SmartMoney Magazine, American Medical Association, Dermatology Times, Surge, Medical Economics, ReachMD on Satellite Radio

Contributor to Cosmetic Surgery for Dummies

Board – San Diego Social Media Society

♥music, ♥USC, ♥sports,

♥spa days, ♥shoes ♥driving fast ♥creative

endeavors!

Meet Courtney…

General Dermatology, Cosmetic Dermatology, and Plastic Surgery Medical Assistant

15+ years clinical experience & administrative operations

4 years experience in PR, Marketing, Social Media

Appeared on nationally and locally known television programs

• Nerd Extraordinaire• Venerator of Vintage• Lover of Books• Practitioner of

Adventure• Self Appointed

Grammar Patrol Chief• Guilty Pleasure: Shoe

Shopping

Partner & Chief Community Cultivator

Overview of Today

2:00pm Welcome & Start With StrategyPlatforms: Tips, Best Practices, & Cultivating Your Community

2:30pm Facebook3:15pm BREAK3:30pm Facebook4:00pm Snapshot #14:15pm Google+, Twitter, Foursquare5:00pm BREAK5:15pm Social Snapshot #25:30pm Pinterest, Instagram, LinkedIn6:00pm Q & A6:30pm Adjourn

Audience Poll

• How many of you are on social media?

• How many of you believe you should be there? (have to vs. want to)

• # of Platforms• Frequency

Social StrategyWho are you?• Brand (2 – 5 words)• Voice• Messaging

Who is your patient?• Target Audience (could

be different than current patient base)

Social Strategy

What Are Your Current Marketing Channels?• eBlasts, Promotions, Events, Loyalty

Programs, Seminars, Product Launches, Studies/Research, TV, Radio, Print, Direct Mail, Yellow Pages

What Are Your Online Assets?• Website, Blog, Mobile, Video, Social,

AdWords, Banner Ads/Re-Marketing, etc.

Social Strategy – Goals• NP Leads• Increased Website Traffic• Increased Patient Retention (loyalty)• Increased Referrals• Reputation Repair / Patient Relations• Trusted Resource• Launching a New MD’s practice• Launching a New Division/Product• Greater Community Awareness• Launching/ Re-Defining Your Brand • Selling Your Practice• Grow Email List

Social Strategy - Tactics

What Approach Will You Take? (Road Map)

What Tools Will You Use?

Social Strategy - MeasureTrack and Measure• Google Analytics• Short Links (bud.url)• Facebook Insights• Google Ads Manager• Facebook Analytics• Coupon Redemptions• Email Program

Analytics

Social Strategy - MeasureTrack and Measure, Cont.• Tracking Links• Blog Comments• Re-Tweets, Re-Pins, Shares• Facebook Ad Manager • 3rd Party Tools (General):

Hootsuite, HubSpot, Sprout Social• 3rd party Facebook Tools:

PageLever, ZuumSocial, Crowdbooster, Edgerankchecker

Social Strategy - Tactics• Which Platforms• Social Ads• Engage with Other Pages &

Users• Blog• E-blasts• Mobile Friendly Website• Video• Local Business Relationships• Building a Rapport

What Will You Implement and How Often?

Social Media Policy

Internal (Staff)

External (Fans)

Who is Going to Write?

Where Post?

Expectations• Are They Realistic?

– Time to Implement– Outcome– Time to Be Successful

• Do You Have Buy-In?– Are you truly on board?– Is your staff on board?– Social Ambassador?

Internal– Invest in promoting social

in all patient touch-points

Social SnapshotsToday: Two opportunities for a quick free consult your Facebook page! Put your name in the hat & we’ll draw throughout today’s session.

BREAK

15 minutesBe back at 3:00pm for Facebook

FACEBOOK

Cutting Through The Facebook Noise: How to Make Sure Your Fans See Your

Message

#VCS2013 Follow on Twitter @MoniqueRamsey

Your business has the potential for exponential distribution through the social graph if you can engage users so it’s seen in the 1st place!

EdgeRank

• Be a resource: your own content & relevant shared content

• Moderate• Respond & engage• notifications via FB

email, Pages app, FB notification, and/or HyperAlerts)

• Connect• Keep it fun and mix it

up!



Ask QuestionsAIM FOR SHARES

• 3,651 impressions• Get in the

conversation in real (or semi-real) time

ASK QUESTIONS


RESPOND~

Call them by name with the @ tag

Ask for the “like”


Keep It Real


Facebook Ads to promote

ContestsCONTESTS


https://www.facebook.com/page_guidelines.php

Contest Guidelines

Tips…• Use a 3rd party app

Wildfire, NorthSocial, Wishpond, Rafflecopter • Don’t offer a prize that seems too good to be true – looks

spammy and people won’t share• Comply with Federal, State, Local Laws• Comply with State Medical Board, AMA, and your

society rules• Difference between “sweepstakes” and a “lotto” (illegal)• Users cannot purchase add’l entries• Must notify winner outside of FB first!


https://www.facebook.com/page_guidelines.php

Best Time(s) to Post

But… do what works best for you (check your analytics)

And - consistency = success

24/7/365


Scheduling a PostClock =

SCHEDULING ICON

Note: Date can also be in the past & it will drop in to the proper spot in your timeline


Milestones


• Founded• Office Location

Open• New

Equipment• New

Procedures• New MD’s • Awards (Best

of 2013) etc.• Remodel• Legislation

Extend the “story of your brand”

Milestone Scavenger Hunt

• Entrants had to scavenge through timeline to find milestones

• “Timeline Time Warp”• Read Details: http://go.cosmeticsocialmedia.com/warp

Sources: SocialFresh.com, DigitallyApproved.com #VCS2013 Follow on Twitter @MoniqueRamsey

Promoted Posts (buying airtime)

Click “public” to make this box appear

It re-calculates reach as you change budget

Set run time


Notice baseline

Engagement Rate Calculation: (MANUAL!)

talking about / total “likes”

2% is average so anything over this is AWESOME

70% Engagement

Rate


Facebook recommends your practice to the friends of your current page fans.

Highest likelihood to buy

Get More Fans


Polls


Make it Easy & Engaging

with Apps


Polls

Change Cover Image

Cover images can get 9x more ENGAGEMENT – change often


Fill out your cover image description! Use this valuable space – graph search SEO value! #VCS2013 Follow on Twitter @MoniqueRamsey

Change Cover Image

E-blasts & mailers

Print: Ads & Collateral

Promotions / Specials

Events

Facebook timeline cover photo

20% Rule


Exam Room displays

https://www.facebook.com/ads/tools/text_overlay

Source: MariSmith.com

New 20% Rule for Timeline Cover

https://www.facebook.com/ads/tools/text_overlay

http://go.cosmeticsocialmedia.com/pics

Hot Tip:Image Sizer - FREE

Keywords – About Section

Put keywords in your About Section for better results when people search

Click here to edit


Avatar

90% of FB users see your content in their newsfeed so your avatar needs to be great! (no logos or buildings)Look for faces! That’s what captures people’s attention


Website

Contests

In-Office Promotions

Social Media and Apps

ConsistentBranding


Facebook.com/security

WARNING:Don’t delete (unless they are really belligerent, abusive, ETC). Invite them to talk offline. Have a policy in place to fall back on!

Posts You Don’t Want to See

You can:


• Organic Growth• Connect with

businesses and events and interact with them, share their content

• About Section• Settings – Set 13+,

allow , comments, tagging, to post, etc.

• Admins

Slideshare.net/moniqueramsey

Additional Tips

BREAK

15 minutesBe back for Snapshot, Google+, Twitter, Foursquare

SOCIAL SNAPSHOT #1

GOOGLE+

Google+

Photo Albums

Sparks(interests)

Circles

Profile

Hangouts (“Meetings” for

Biz)

=

Value of G+

• SEO Benefit• Rapid growth - 135 Million

active users and 60% log in every day

• Communities• Getting a +1 is like

someone giving a recommendation for your practice – and it shows up in search

• Posts show up in search too!

• Local pages – part of Google search results. (You can merge your Local Page (aka. “places page”) into a new Google+ page

• Reviews• Important Note:

Authorship (not for pages – only personal profile accounts)

Full Google Integration

Connect & Categorize Peeps into “circles”*

Manage Events

Be Aware: All content is indexed by Google – even communities

that are private/invite only

Discover trending

topics and jump into

the conversatio

n

*Nice for separation of your patients and personal life…

This is you!

Add your biz page

here!

G+ Hangouts & YouTube

Hangouts – Up to 10 peopleThen everyone else can be live broadcast / streaming on YouTube and recording saved for future views.

TWITTER

SOCIAL LISTENING

Twitter is considered a “micro-blog”

Can You Hear Me Now?

60% of Twitter usage is via a mobile*… people update anywhere, anytime… imagine what that means for bad customer experiences!?

*Source: blog.twitter.com

• Share publications• Educational info• Be selfless• Not # times of day but

VALUE of the post• Info on topics YOUR client is

interested in• Mommy blogs• Beauty• Health• Fitness, etc…

Provide Value 1st Momentum Mktg.

• Look for opportunities to take advantage of something bigger than yourself– Queen’s Jubilee, Royal

Wedding, Oscars– Heroic act in local news

• BE NIMBLE• Be SMART – 3 second rule

What to Share

What to Share, Cont.

• Alert followers of something big on the horizon (build anticipation!)

• Add comments when you RT (re-tweet)

• Don’t just schedule – HAVE LIVE INTERACTIONS TOO

• Stick to your brand’s voice

• Context is king – make sure you don’t lose the message in 140 characters

• Use #hashtags so peeps can follow subject, but don’t “#geekout with @’s and #Syntax LOL <-This!:”

You *Can* Measure

CSM’s Favorite Resources:

BudURL (link shortener) with analytics

Platform to manage tweetsHootsuite,TweetdeckSocialOomphetc…

Twellow (Yellow Pages)

Manage Flitter (for managing follows and un-follows)Fake Followers Check:

Cool Tool to Determine % Fake Followers on Twitter

Fakers.statuspeople.com

FOURSQUARE

Claim & Manage Your Location

Be There or Be 4Square Haha!

Add specials (up to two) to really help you stand out from the crowd to users

BREAK

15 minutesBe back for Snapshot, Pinterest, Instagram, LinkedInQ & A

SOCIAL SNAPSHOT #2

PINTEREST

VISUAL SCRAPBOOK• Create “boards” to

organize and share visual images (including video)

• Repin others’ images & they will do the same

• Follow people in your industry, town, and users who are interested in your niche (health, beauty, wellness, etc)

• Cross-promote your other social media posts

• Drive users back to your website = SEO benefit & valuable links

VISUAL SCRAPBOOK• Use keywords to be found on

search (both in Pinterest and on web)

• Keep your pins relevant to your audience

• Think “outside the board” – can use to promote events, link videos, email campaign landing page, etc.

• Do “Pin to Win” contests to bring awareness to a new procedure, MD, financing program, branding, etc.

• Change your board cover images frequently to keep it fresh

INSTAGRAM

Visual Sharing

• Photo sharing app that added video (up to 15 seconds) last week

• 2.5 years old but rapid growth (Facebook purchased in 2012)

• 130+ Million active monthly users

• Hashtag heavy platform #UseForSearchingTopics

What to Share

• Insider views: office parties, birthdays, seminars, etc.

• Quotes• Your local town:

events / happenings• Things that

represent your brand in a visual way

• HIPAA compliant & with all proper authorizations

Statigram

LINKEDIN

It’s All About Connections

• Be sure your physician profile is fully complete & check back quarterly to see if you need to add more

• Use “skills and expertise” section

• Endorse your connections (reciprocate!)

• Use keywords to be found• Create a Company Page for

your practice• Join and participate in groups• Post in here on a regular

basis. Can use Hootsuite or other dashboard for efficiency

Q & A

STAY TUNEDSign up to be notified aboutour upcoming Monthly Training Webinar Series…

Tons of Social Media Secrets for One Low Monthly Subscription!

http://go.cosmeticsocialmedia.com/list

Social Media MBA - Vegas Cosmetic Surgery 2013

Health & Medicine