Supercharge Your Social Media

Greater New York Dental Meeting - Supercharge Your Social Media Marketing.

Social media lecture by Xaña Winans, President and Owner of Golden Proportions Marketing.

Transcript

1. Supercharge Your Social Media Marketing Xaña Winans Golden Proportions Marketing www.facebook.com/GoldenProportions #GNYDM
2. Booth 305 Xana@GoldenProportions.com 866-590-4476
3. 5 year old Myles Scott Defeats Leukemia and Becomes Batkid
8. 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
9. 1. Your patients use it daily 2. Your prospects use it daily There are only TWO reasons to use social media:
12. Why is Social Networking so Popular?
13. People are inherently curious and voyeuristic
14. It’s incredibly easy to use
16. But the real reason we love it?
18. • 30-40% of our daily conversations center around our own experiences. • Up to 80% of what we post on social media is about ourselves.
19. Harvard Study, 2012 Participants were given the choice of: Talking about themselves or Listening to others judge their thoughts.
20. An MRI showed that the act of self disclosure lights up areas of the brain associated with eating and sex.
21. Participant’s pleasure centers lit up more when they were told they had an audience.
22. Participants enjoyed sharing about themselves so much that they were willing to forego money for it.
23. What Can Social Media Do For You?
24. 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
25. 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
26. B R A N D !
27. 3. Acts as Word of Mouth • Modern day version of back fence conversations • Passive endorsement of your practice to a trusted audience
29. 4. Creates a Cost Effective Alternative to Advertising • No charge to create social accounts • Inexpensive media in expensive media markets • Only takes your time…and a lot of expertise!
30. 5. Keeps You On Top Of Your Reputation • Reviews help keep you accountable • Lets you address problems in advance
31. Not To Be Ignored…And Yet It Was
32. 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
33. 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?
34. 7 of the top 10 rank factors are SOCIAL
36. 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
37. So Many Social Channels – Where Do You Start?
38. Social Media, Explained with Donuts
39. • Facebook – I like donuts • Twitter – I’m eating a #donut • Foursquare – This is where I eat donuts • Instagram – Here is a photo of my donut • Youtube – Watch me eat my donut • Linked In – My skills include eating donuts • Pinterest – Here’s a donut recipe • Spotify – Now listening to “donuts” • Google+ - I’m a Google+ engineer who eats donuts
41. 1.15 Billion Users World Wide - June 2013
42. 669 Million Users Login EVERY SINGLE DAY
43. 78% of users access Facebook on a mobile device
44. 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
45. Why Does Facebook Matter? • People buy from people that they: – KNOW – LIKE – TRUST • Facebook gives patients a glimpse into the “Man Behind the Mask”
46. A Review of the Basics: Profiles vs. Pages
47. Link to your practice page Link Your Work to Your Practice Page
48. 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
49. Business Page
50. Don’t Have A Practice Page?
51. Look for the “Create Page” Button, Upper Right Or go to Facebook.com/Pages
52. Want Check-Ins On Facebook?
53. Choose Your Business Name Wisely! Use NAP Protocol You can only change this ONCE!
55. Solo Practice – Your Photo I Group Practice - Logo Only 180 x 180 pixels – frame your logo properly or it gets cut off
56. • 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!
58. Include Website, Phone Number, Calls to Action 851 x 315 Pixels, 20% may be text Create Your Timeline Cover Photo
60. 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
61. Add Free Apps • Smile Reminder • Demand Force • 1-800 Dentist • Rate a Dentist/Lighthouse
62. Request an Appt. App
64. Add Review App
67. Booth 5009: Half off activation and $200 Amex Gift Card
69. Is Your Practice Page Up To Date? Update your profile photo Maximize your cover image Add apps
70. Completely fill out the “about” page using search keywords Customize your Facebook URL Add “Local Business” to your business category to allow check-ins
71. Start Posting!
72. Schedule Ahead
73. 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
74. 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.
75. Need a Few Ideas?
76. • 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
77. • 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
78. • 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
79. • 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
80. • 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
81. • Certification • New Tech • Adding an Employee/Promotions • New Office/Renovations • Fun Photos/Behind the Scenes • Tell Patients Why You Love What You Do!
82. 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
83. Facebook is All About Engagement
84. • 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
85. 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
86. Go Beyond Basic Text • Photo albums - 180% more engagement • Pictures – 120% more engagement • Videos - 100% more engagement
87. 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% 
89. 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.
90. 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?
91. Posting Tip! Write your question in a “blank text” photo to get more engagement and higher visibility
92. If money was not an object, would you prefer a white smile or a straight smile?
93. Tell Me a Story… • Tell a patient’s story in phases of treatment – Motivation to come see you – Consult – Prep – Seat – Life changing result
96. 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
97. 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
99. Team Can Share CE Trips on Personal Pages Tag Your Co-Workers!
100. Create a Like vs. Share Competition
101. Bring a Little Personality To Your Office
104. Grow Your Fan Base!
105. 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
107. Add Promotions
110. What Incentives Generate Likes? Whitening Gift Card Sonicare Kindle Fire Dinner Out Spa Services Ipad
111. 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
112. 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
114. 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
116. Highlight a Post – Stretch it!
117. Find a Charity to Support
118. Start With Those Who Already Know You
123. Target Age Range Choose Interests Set Your Budget
124. 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.
128. Upload as many photo options as available. These are used to test response.
129. 1. Write the ad. 2. Choose placement. 3. Check your work. 1. 2. 3.
131. Large Local Employer?
132. Set Your Budget – Daily or Lifetime Max
133. This is NOT Like Google Adwords
134. Boosted Post Facebook Ads
135. What’s Working? What’s Not?
136. Facebook Insights • Check to see which posts had the most impact • Measure New Likes • Measure Engagement – Clicks – Likes – Comments – Shares • Post by Post scorecard
138. Summary Overview
139. Hide, Spam and Unlikes
140. Age and Gender Distribution
141. Best Time to Reach Your Audience
142. Which Posts Engaged Users Most?
143. What Types of Posts Engage Best?
144. How to Get Unliked
146. 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.”
148. 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
149. 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
150. Choose Local Business or Place Visit “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” (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
154. Link to Relevant Pages on Your Website
155. Promote Your Page • Post, post, post – just like Facebook • Choose who sees the posts or make “Public”
156. 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
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 • If you post it on Facebook, tweet it on Twitter
169. 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
171. 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?
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
181. The Value of Blogging • Shows Google your site is active • SEO value – Google rewards fresh content • Creates opportunities for social media links
182. Blogging Topics • Highlight important cases • Tell a patient’s story • Premiere new technology • Show videos • Share testimonials • Share life outside of the office
183. Think About Patient Pain Points • Fear • Money • Pain • Time • Security/Guarantee • Reliability Don’t Hide the Negative - Build Your Blogs By Being Direct!
184. 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
185. 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
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 and 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. • 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
198. • 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
199. Who Would You Call?
200. 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
206. 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
207. So Many Review Sites, So Little Time
210. Measuring Your Results • Google Analytics • Facebook Insights • Shares, Comments and Likes • Community Reputation • Website Rank
211. What Did You Learn Today?
212. Booth 305 866-590-4476 Xana@GoldenProportions.com