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5/1/17
1
ìCreatingaFacebookMarketing&CommunicationStrategyEricD.Garcia,IT&DigitalMarketingConsultant
©2017Allrightsreserved.EricD.Garcia
Itisdetrimentaltotheemployeeproductivity
Fearoftheunknown
Wealreadyhaveinformationoverload
Noguaranteedresults
Wewilllosecontrolofourbrandandimage
Lackofexperience
Ignorance
HardtodeterminetheROIbecauseyououtsource
Reasons You Might Be Afraid of Social Media
©2017Allrightsreserved.EricD.Garcia
Facebook? Twitter? Instagram? Ah!?
©2017Allrightsreserved.EricD.Garcia
5/1/17
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Facebook Statistics
50%ofuserslogintoFacebookanygivendayì 365daystoplaceyourselfinfrontofyour
clientsandprospects
Theaverageuserisconnectedto130people
Morethan30billionpiecesofcontentaresharedeachmonth
©2017Allrightsreserved.EricD.Garcia
Facebook App vs. Facebook Desktop
©2017Allrightsreserved.EricD.Garcia
The “Rules of Facebook”
Neverrelayanytypeofmedicalinformation
Donotplanonutilizinganymessagingserviceasaformofe-mail
Don’tcomeoffasamarketer
Don’thireamarketertopostforyou
Stayawayfromnegativetopics
Recognizeclientsandpatients
Educate
©2017Allrightsreserved.EricD.Garcia
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Implement Facebook Page Moderation
©2017Allrightsreserved.EricD.Garcia
Facebook Demands Marketers Pay for Ads
©2017Allrightsreserved.EricD.Garcia
“AndonFriday,thecompanytoldmarketersthatifthey(businesses)wantedtoreachcustomersonFacebook,theyneededtobuyanad.”
http://nytimes.com/2014/11/15/technology/facebook-to-cut-unpaid-posts-by-marketers-on-news-feeds.html
“Facebooksaysthatit’sallforthegoodoftheusersandthatcreative,engagingpostswillstillattractattentionandbubbleupintothe
feed.”
Most Effective Types of Paid Ads
©2017Allrightsreserved.EricD.Garcia
BoostPostì Offers
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Boost Post: Offers
©2017Allrightsreserved.EricD.Garcia
©2017Allrightsreserved.EricD.Garcia
Boost Posts: People who like your Page
©2017Allrightsreserved.EricD.Garcia
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Total Budget
©2017Allrightsreserved.EricD.Garcia
Audience: People you choose through targeting
©2017Allrightsreserved.EricD.Garcia
How Much Do We See?
Theaverageusershasabout1,500newitemstheycouldseewhentheylogon
Somepeoplehaveasmanyas15,000accordingtoFacebook
Facebook’salgorithmissettoshowthetop300ì Avg.userseestop100
©2017Allrightsreserved.EricD.Garcia
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If You Don’t Have Time…DO NOT POST JUST BECAUSE
Yourfirstimpressionisthemostimportanttonewfollowers.
Engage!
©2017Allrightsreserved.EricD.Garcia
The Art of Storytelling
Storytelling istheconveyingofeventsin
words,soundand/orimages.
©2017Allrightsreserved.EricD.Garcia
The Facts & Data…
ArecentstudyinSciencemagazineaddsmoresupporttotheideathatstoriescanhelppeopleunderstandothers,determiningthatliteraryfiction“uniquelyengagesthepsychologicalprocessesneededtogainaccesstocharacters’subjectiveexperiences.”ì Source:http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/
JenniferAaker,aprofessorofmarketingattheStanfordGraduateSchoolofBusiness,saysthatpeoplerememberinformationwhenitisweavedintonarratives“upto22timesmorethanfactsalone.”ì Source:http://leanin.org/education/harnessing-the-power-of-stories/
©2017Allrightsreserved.EricD.Garcia
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©2017Allrightsreserved.EricD.Garcia
You Become a Certified Cat Friendly Practice
You Let Everyone Know on Social Media (and everywhere else online)!
What Do You Do?
We Are a Cat Friendly Practice!
©2017Allrightsreserved.EricD.Garcia
What?
OK?
Whatdidyoudotomycatbefore?
IsthiswhyGazpachois
peeingoutsidehislitterboxnow?
©2017Allrightsreserved.EricD.Garcia
NoMrs.Smith.It’sbecausewehaven’tseenyourcatinlike8years.AndpleasestopaskingusthesequestionsonFacebook.
Cat Owners On Social Media Are Like:
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Cat Friendly Practice Album
TakingYourCattotheVetwithGazpachoTheCatì CatFriendly
Practicelogoì Catfriendly
crateswithtransporttips
ì Catfriendlywaitingarea
ì Feliway Diffuserwithexplanation
ì Feline-friendlyhandlingtechniqueimages
ì Actionshotofanexamination
©2017Allrightsreserved.EricD.Garcia
We Are a Fear Free Hospital!
©2017Allrightsreserved.EricD.Garcia
OK?
ShouldIhavebeenscaredtotakemypettoyoubefore?
Didyouscaremypetbefore?
Areyoulessscarynow?
©2017Allrightsreserved.EricD.Garcia
Clients Are Like:
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©2017Allrightsreserved.EricD.Garcia
Chico Hospital for Cats
Facebook Page Info
©2017Allrightsreserved.EricD.Garcia
Verify Your Page!
©2017Allrightsreserved.EricD.Garcia
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Facebook Demands Marketers Pay for Ads
©2017Allrightsreserved.EricD.Garcia
“AndonFriday,thecompanytoldmarketersthatifthey(businesses)wantedtoreachcustomersonFacebook,theyneededtobuyanad.”
http://nytimes.com/2014/11/15/technology/facebook-to-cut-unpaid-posts-by-marketers-on-news-feeds.html
“Facebooksaysthatit’sallforthegoodoftheusersandthatcreative,engagingpostswillstillattractattentionandbubbleupintothe
feed.”
How Much Do We See?
Theaverageusershasabout1,500newitemstheycouldseewhentheylogon
Somepeoplehaveasmanyas15,000accordingtoFacebook
Facebook’salgorithmissettoshowthetop300ì Avg.userseestop100
©2017Allrightsreserved.EricD.Garcia
If You Don’t Have Time…DO NOT POST JUST BECAUSE
Yourfirstimpressionisthemostimportanttonewfollowers.
Engage!
©2017Allrightsreserved.EricD.Garcia
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Facebook Marketing Cycle
PickanEducational
Topic
EducateTeamMembers
CreateAwareness
EngageinDiscussion
©2017Allrightsreserved.EricD.Garcia
Facebook COO Sheryl Sandberg at Nielsen Consumer 360
Branding: Tell Your Story
Usepersonalizedimagery
Createaprofessionalcoverphotoatcanva.com©2017Allrightsreserved.EricD.Garcia
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Branding with Facebook Albums
PracticeDrivenAlbums
Client&PatientDrivenAlbums
©2017Allrightsreserved.EricD.Garcia
Practice Driven: Our Doctors
©2017Allrightsreserved.EricD.Garcia
Practice Driven: Our Team
©2017Allrightsreserved.EricD.Garcia
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Practice Driven: Our Clinic
©2017Allrightsreserved.EricD.Garcia
Client & Patient Driven
©2017Allrightsreserved.EricD.Garcia
Client & Patient Driven
©2017Allrightsreserved.EricD.Garcia
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3 Steps to Using Facebook
① Review RecentPostsbyOthers
② FollowUpwithPreviousPostings
③ Post NewContent
©2017Allrightsreserved.EricD.Garcia
Step One: Review Reviews
©2017Allrightsreserved.EricD.Garcia
Step Two: Follow Up with Previous Posts
©2017Allrightsreserved.EricD.Garcia
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Step 3: Post New ContentFacebook Posting Guideline
3-5postingsaweekì OneorTwoCaseExamplesì OneSharedEducationalArticleorVideoì TwoorThreeClinicSpecificPostings
Trynottopostmorethantwiceinonedayì Ifyoudospaceapartby5+hours
©2017Allrightsreserved.EricD.Garcia
What Clients Want to See
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3 Elements of an Effective Case Study
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ProblemPresented
ShortCaseStudy– HowDidYou
Help?Socialize/CTA
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Case Example
©2017Allrightsreserved.EricD.Garcia
CoolShades!Caseywasinwithhismom,brother,andsistertogetlasertherapytreatmentonhisjoints.Catsareverysensitivetomedication.Infact,catsdonothavethesameoptionsasdogswhenitcomestopainrelieversandanti-inflammatorymedications.CatsthathaveajointinjuryorarthriticpainintheirbackscanbesuccessfullytreatedwithLaserTherapy justlikeCasey!IfyouareinterestedinseeingifyourcatisaCATdidate letusknow.HelpusgiveCaseysomelove!
Clinic Specific Postings
©2017Allrightsreserved.EricD.Garcia
Clinic Specific Postings
©2017Allrightsreserved.EricD.Garcia
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Clinic Specific Postings
©2017Allrightsreserved.EricD.Garcia
Clinic Specific Postings
©2017Allrightsreserved.EricD.Garcia
Fun Clinic Postings
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Fun Clinic Postings
©2017Allrightsreserved.EricD.Garcia
Fun Clinic Postings
©2017Allrightsreserved.EricD.Garcia
Clinic Specific Postings
©2017Allrightsreserved.EricD.Garcia
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Featured Feline Friday!
©2017Allrightsreserved.EricD.Garcia
Giving Back to the Community
Giving Back to the Community
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Share Educational Articles
©2017Allrightsreserved.EricD.Garcia
Facebook Posting Guideline
3-5postingsaweekì OneorTwoCaseExamplesì OneSharedEducationalArticleorVideoì TwoorThreeClinicSpecificPostings
Trynottopostmorethantwiceinonedayì Ifyoudospaceapartby5+hours
©2017Allrightsreserved.EricD.Garcia
Team Approach
©2017Allrightsreserved.EricD.Garcia
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Use a Marketing Calendar
©2017Allrightsreserved.EricD.Garcia
Schedule Content within Facebook
©2017Allrightsreserved.EricD.Garcia
Community Awareness
Becometheexpertwithinyourcommunity
Helpeducateanaudiencethatneedsproperpethealtheducation
Takebackcontrolofwhatishurtingyourbottomline
Resourceforpetcareinformation
©2017Allrightsreserved.EricD.Garcia
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Free VetFolio Podcasts
ListentopodcastsonthegoforFREE!ì Facebookì Marketingì YellowPagesì Reputation
Management
©2017Allrightsreserved.EricD.Garcia
vetfolio.com/communication/digital-strategies-for-vets-podcast-series
Break
FollowmeonFacebook:facebook.com/EricGarciaFL
CheckmeoutonInstagram&Twitter:@EricGarciaFL
©2017 Allrightsreserved.EricD.Garcia