Supercharge your social media marketing

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

Transcript of Supercharge your social media marketing

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Supercharge Your Social

Media Marketing

Xaña Winans Golden Proportions Marketing

www.facebook.com/GoldenProportions #GNYDM

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5 year old Myles Scott Defeats Leukemia and

Becomes Batkid

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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

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1. Your patients use it daily

2. Your prospects use it daily

There are only TWO reasons to use social media:

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Why is Social Networking so Popular?

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People are inherently curious and voyeuristic

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It’s incredibly easy to use

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But the real reason we love it?

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• 30-40% of our daily conversations center around our own experiences.

• Up to 80% of what we post on social media is about ourselves.

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Harvard Study, 2012

Participants were given the choice of:

Talking about themselves or

Listening to others judge their thoughts.

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An MRI showed that the act of self disclosure lights up areas of the brain

associated with eating and sex.

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Participant’s pleasure centers lit up more when they were told

they had an audience.

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Participants enjoyed sharing about themselves so much that they were willing

to forego money for it.

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What Can Social Media Do For You?

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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

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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

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B R A N D !

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3. Acts as Word of Mouth

• Modern day version of back fence conversations

• Passive endorsement of your practice to a trusted audience

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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 expertise!

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5. Keeps You On Top Of Your Reputation

• Reviews help keep you accountable

• Lets you address problems in advance

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Not To Be Ignored…And Yet It Was

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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

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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?

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7 of the top 10 rank

factors are SOCIAL

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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

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So Many Social Channels – Where Do You Start?

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1.15 Billion Users World Wide - June 2013

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669 Million Users Login EVERY SINGLE DAY

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78% of users

access Facebook

on a mobile device

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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

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Why Does Facebook Matter?

• People buy from people that they:

– KNOW

– LIKE

– TRUST

• Facebook gives patients a glimpse into the “Man Behind the Mask”

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A Review of the Basics:

Profiles vs. Pages

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Link to your practice page

Link Your Work to Your Practice Page

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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

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Business Page

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Don’t Have A Practice Page?

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Look for the “Create Page” Button, Upper Right

Or go to Facebook.com/Pages

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Want Check-Ins On Facebook?

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Choose Your Business Name Wisely! Use

NAP Protocol

You can only change this ONCE!

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Solo Practice – Your Photo I Group Practice - Logo

Only 180 x 180 pixels – frame your logo properly or it gets cut off

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• 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!

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Include Website, Phone Number, Calls to Action 851 x 315 Pixels, 20% may be text

Create Your Timeline Cover Photo

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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

• Most app tabs will not appear on mobile devices

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Add Free Apps

• Smile Reminder

• Demand Force

• 1-800 Dentist

• Rate a Dentist/Lighthouse

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Request an Appt. App

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Add Review App

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Booth 2216 – 50% off Activation, $200 Amex Card and 2 Month Money Back Guarantee!

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Is Your Practice Page Up To Date?

Update your profile photo

Maximize your cover image

Add apps

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Completely fill out the “about” page using search keywords

Customize your Facebook URL

Add “Local Business” to your business category to allow check-ins

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Start Posting!

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Schedule Ahead

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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

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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.

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Need a Few Ideas?

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• 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

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• 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

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• 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

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• 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

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• 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

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• Certification

• New Tech

• Adding an Employee/Promotions

• New Office/Renovations

• Fun Photos/Behind the Scenes

• Tell Patients Why You Love What You Do!

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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

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Facebook is All About Engagement

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• 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

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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

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Go Beyond Basic Text

• Photo albums - 180% more engagement

• Pictures – 120% more engagement

• Videos - 100% more engagement

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Emoticons

Hubspot reports that “something as simple as a smiley face emoticon in your post” can: 1. Increase likes by 57% 2. Increase comments by 33% 3. Increase shares by 32%

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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?

Put a time limit on the game

so they know when a winner is announced.

Multiple right answers? Pick the first one.

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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?

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Posting Tip!

Write your question in a

“blank text” photo to get more engagement and higher visibility

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If money was not an object, would you

prefer a white smile or a straight smile?

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Tell Me a Story…

• Tell a patient’s story in phases of treatment

– Motivation to come see you

– Consult

– Prep

– Seat

– Life changing result

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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

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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

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

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Create a Like vs. Share

Competition

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Bring a Little Personality To Your Office

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Grow Your Fan Base!

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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

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Add Promotions

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What Incentives Generate Likes?

Whitening

Gift Cards

Kindle Fire

Spa Services

Ipad

Anything TECH

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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

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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

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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

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Highlight a Post – Stretch it!

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Find a Charity to Support

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Start With Those Who Already Know You

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Target Age Range

Choose Interests

Set Your Budget

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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.

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

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

1.

2.

3.

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Large Local Employer?

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Set Your Budget – Daily or Lifetime Max

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This is NOT Like Google Adwords

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Boosted Post

Facebook Ads

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What’s Working? What’s Not?

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Facebook Insights

• Check to see which posts had the most impact

• Measure New Likes

• Measure Engagement

– Clicks

– Likes

– Comments

– Shares

• Post by Post scorecard

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Summary Overview

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Hide, Spam and Unlikes

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Age and Gender Distribution

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Best Time to Reach Your Audience

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Which Posts Engaged Users Most?

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What Types of Posts Engage Best?

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How to Get Unliked

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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.”

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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

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New to Google+?

• Create your personal Google+ account first

• Google will suggest people to add to your circles

• These circles

help you

premiere your

Local page

when ready

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Choose Local Business or Place

Visit “Create a Page” on Google+

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

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Complete the Profile

• Add your tagline (10 words) and profile photo

• Click “Finish” (Do not share just yet)

• 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

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Link to Relevant Pages on Your Website

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Promote Your Page

• Post, post, post – just like Facebook

• Choose who sees the posts or make “Public”

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You Can’t Do This On Facebook!

• You can follow your page’s fans back and add them to your circles

• Drag them into one of 4 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)

• Or, create new circles

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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

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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

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Temporary Mass Confusion

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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

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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

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And I’ll Follow You Back!

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Find LOCAL Followers

• Search.Twitter.com/Advanced

• Twellow.com/Twellowhood

• NearbyTweeps.com

• LocalTweeps.com

• #Lewisburg

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What Do You Tweet About?

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Tweets and Engagement

• Blog Posts

• Newsletter Links

• Facebook Posts

• Contests

• Photos

• If you post it on Facebook, tweet it on Twitter

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Retweeting

• If you like a tweet you can retweet it (similar to FB sharing) Now everyone in your list can see it.

• Use hastags (often overused) – use for the topic – makes it searchable

• See what hashtags are trending

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Answer a Series of FAQ’s

• How do I brush a baby’s teeth?

• 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?

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Record Patient Testimonials

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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

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Celebrate Their Special Day

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Create Your Boards

• Whitening Cases

• Smile Rejuvenation

• Celebrity Smiles

• Charity Work/Mission Trips • Pick a theme and stay with it

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The Value of Blogging

• Shows Google your site is active

• SEO value – Google rewards fresh content

• Creates opportunities for social media links

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Blogging Topics

• Highlight important cases

• Tell a patient’s story

• Premiere new technology

• Show videos

• Share testimonials

• Share life outside of the office

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Think About Patient Pain Points

• Fear

• Money

• Pain

• Time

• Security/Guarantee

• Reliability

Don’t Hide the Negative -

Build Your Blogs By Being Direct!

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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!

• Add personal non-dental stories

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Need Topic Inspiration?

http://tweakyourbiz.com/tools/title-generator/ • Apply These 5 Secret Techniques To Improve Teeth Whitening • Teeth Whitening Doesn't Have To Be Hard. Read These 5 Tips • Knowing These 5 Secrets Will Make Your Teeth Whitening

Look Amazing • My Life, My Job, My Career: How 5 Simple Teeth Whitening

Helped Me Succeed • Take Advantage Of Teeth Whitening - Read These 5 Tips • The Next 5 Things You Should Do For Teeth Whitening

Success • The 5 Best Things About Teeth Whitening • The 5 Biggest Teeth Whitening Mistakes You Can Easily Avoid

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Get Inspiration From The Competition

Topsy.com

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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

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• 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

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Smush.It

• Load times matter to Google!

• Upload images to Smush.it, compress, download

• Smaller file size, same quality photo

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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

and link.

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Want a Blog That Goes Viral?

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Domain Authority

• Microsoft 100/100

• Successful Smiles Blog 94/100

• Visa: 92/100

• Ford: 91/100

• Netflix: 91/100

• Pepsi: 89/100

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Managing Your Online Reviews

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Think Reviews Don’t Matter?

• 75% of reviews posted on review websites are positive.

• 95% of unhappy customers will return if an issue is resolved quickly and efficiently.

• 71% agree that consumer reviews make them more comfortable that they are buying the right product/service

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• 70% of people consult reviews/ratings before purchasing.

• People are 63% more likely to purchase a product from a site if it has product ratings and reviews.

• Customer reviews create a 74% increase in product conversion

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Who Would You Call?

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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

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Negative Reviews?

1. Call the patient, solve their problem and ask them to remove the review.

2. Write a public response to the review

3. Get 10x as many positive reviews published

4. If not your patient, ask Google to remove it

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So Many Review Sites, So Little Time

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Measuring Your Results

• Google Analytics • Facebook Insights • Shares, Comments and Likes • Community Reputation • Website Rank

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What Did You Learn Today?

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Booth 305 866-590-4476

[email protected]