Presentation to John Paul the Great Catholic University

@CosmeticSocial * @MoniqueRamsey * #LetsGrow

Good MorningThe Business of Social Media

Meet Monique…

Founder - Cosmetic Social Media

25 years experience in aesthetic medicine

Certified Relationship Marketing and Social Media Strategist (2009)

• Winner, PRSA Bronze Bernays Award • Winner, 2010 #influenceSD Award - Best Social Media in Business

• Alert Press Top 5 Medical Practice Facebook Fan Pages

• Flux Digital 17 Top Facebook Pages for Small Business

♥music, ♥USC, ♥sports,

♥spa days, ♥shoes ♥driving fast

♥creative endeavors!

Executive TraineeAssistant BuyerDepartment Manager

Director of MarketingAdministrator

Chief Operating Officer

>>> 20 :-!

Certified Relationship Marketing and Social

Media Strategist

#GlassExplorer #ThroughGlass

ヽ (⌐ _ )■ ■ ノ

Our Philosophy

#beautiful#lovely#makeup#fashion#love

Ethics

Less Spam - More Relevance!

★ more delight

★ Feel connected w/ brands same as w/ friends and peers


Social media is about sociology and psychology,

not technology.~ Brian Solis


#SocialDoneRight•Give your knowledge freely (ex: exam room)

•Sharing not Selling

•Pay Forward / Give Back

•Upshot: cultivates brand awareness = big returns


87%Percentage of all Facebook posts by fans that went unanswered.

source: locowise.com

http://locowise.com/

Customer Service Portals

• The new “norm”• Expectation 30 minutes or

less• Facebook rewards those

who respond quickly with a “Very responsive to messages” badge

• shows people which Pages respond quickly and consistently to private messages.

• To get the badge: you must have achieved both of the following over the last 7 days:• A response rate of

90%• A median response

time of 5 minutes• ON- Anyone can see it.• OFF - Only people who

manage your Page can see responsiveness #’s

BE RESPONSIVE



Social Strategy

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

Who is your patient?• Target Audience (could be

different than current patient base)

Social Strategy

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

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

What Will You Implement and How Often?

Social Strategy - Measure

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

Social Strategy - Measure

Track and Measure, Cont.• Blog Comments• Re-Tweets, Re-Pins, Shares• Facebook Ad Manager &

Power Editor• 3rd Party Tools (General):

Hootsuite, HubSpot, Sprout Social, NUVI

Setting 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 Media Policy

Internal (Staff)

External (Fans)

Who is Going to Write?

Where Post?

Make it Easy to Connect

• Move Your Website Social Icons to TOP

• Embed a tweet (or other post) at the bottom of each blog post

• Embed social posts (or links to posts) in e-blast

• Have social links Email signatures

everytouchpoint


Measurement

Social IntelligenceAre you listening?Billions of conversations.

NEED TOOLS TO: Monitor Listen Prioritize Engage Learn Adjust Grow

She’s the best doctor!

Arrogant! Don’t go!

5 stars!

Waited too long.

EEEW~ exam room a mess

Great doctor and staff!


But with billions of conversations happening right now… you’re not in

control of the conversation.Or are you?

ToolsNUVI** (our example today)

HubspotMarketo

HootsuiteViralHeat

Beyond Google Alerts


Overview / Snapshot

Sentiment

#IMCAS2016 * @CosmeticSocial * @MoniqueRamsey * #LetsGrow

Live feed of mentions

Zero in and Act

CompareTime Periods- Week/Week- This Mo./Last- This Year/Last Competitors,Etc.

Practice A Practice A

Practice A

Practice B

Proof Consistency Works

173

1, 2

From 6 days/week to 3 days

Types of Posts that Work

Paid vs Organic

for Instagram

IdentifyInfluencers

and reach out


…one last thing

Slideshare

slideshare.net/moniqueramsey

#IMCAS * @CosmeticSocial * @MoniqueRamsey * #LetsGrow

http://slideshare.net/moniqueramsey

My Reading List

Books: • Brian Solis: What’s

the Future of Business

• Jay Baer: Youtility: Why Smart Marketing is About Help Not Hype

• Guy Kawasaki: Enchantment: The Art of Changing Hearts, Minds, and Actions

Questions?Monique Ramsey

Toll Free Direct Dial 877-401-5485

Email: [email protected]

Facebook.com/CosmeticSocialMedia

Twitter.com/MoniqueRamsey

CosmeticSocialMedia.com/Blog

mailto:[email protected]

Presentation to John Paul the Great Catholic University

Marketing

Transcript of Presentation to John Paul the Great Catholic University