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Supercharge Your Social
Media Marketing
Xaña WinansGolden Proportions Marketing
www.facebook.com/GoldenProportions
5 year old Myles Scott Defeats Leukemia and
Becomes Batkid
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
1. Your patients use it daily
2. Your prospects use it daily
There are only TWO reasons to use social media:
Why is Social Networking so Popular?
People are inherently curious and voyeuristic
It’s incredibly easy to use
But the real reason we love it?
30-40% of our daily conversations center around our own experiences.
Up to 80% of what we post on social media is about ourselves.
Harvard Study, 2012
Participants were given the choice of: Talking about themselves or
Listening to others judge their thoughts.
An MRI showed that the act of self disclosure lights up areas of the brain
associated with eating and sex.
Participant’s pleasure centers lit up more when they were told
they had an audience.
Participants enjoyed sharing about themselves so much that they were willing
to forego money for it.
What Can Social Media Do For You?
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
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
BRAND!
3. Acts as Word of Mouth
Modern day version of back fence conversations
Passive endorsement of your practice to a trusted audience
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 energy!
5. Keeps You On Top Of Your Reputation
Reviews help keep you accountable
Lets you address problems in advance
Not To Be Ignored…And Yet It Was
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
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?
7 of the top 10 rank
factors are SOCIAL
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
So Many Social Channels – Where Do You Start?
1.15 Billion Users World Wide - June 2013
669 Million Users Login EVERY SINGLE DAY
78% of users
access Facebook
on a mobile device
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
Why Does Facebook Matter?
People buy from people that they:– KNOW– LIKE– TRUST
Facebook gives patients a glimpse into the “Man Behind the Mask”
A Review of the Basics:
Profiles vs. Pages
Link to your practice page
Link Your Work to Your Practice Page
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
Business Page
Don’t Have A Practice Page?
Look for the “Sign Up” Button, Upper Left
Or go to Facebook.com/Pages
Want Check-Ins On Facebook?
Choose Your Business Name Wisely! Use
NAP Protocol
You can only change this ONCE!
Solo Practice – Your Photo I Group Practice - Logo
Only 180 x 180 pixels – frame your logo properly or it gets cut off
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!
Create Your Timeline Cover Photo
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
Add Free Apps
Smile Reminder
Demand Force
1-800 Dentist
Rate a Dentist/Lighthouse
Request an Appt. App
Add Review App
Is Your Practice Page Up To Date?
Update your profile photo
Maximize your cover image
Add apps
Completely fill out the “about” page using search keywords
Customize your Facebook URL
Add “Local Business” to your business category to allow check-ins
Start Posting!
Schedule Ahead
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
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.
Need a Few Ideas?
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
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
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
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
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
Certification
New Tech
Adding an Employee/Promotions
Fun Photos/Behind the Scenes
Tell Patients Why You Love What You Do!
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
Facebook is All AboutEngagement
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
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
Go Beyond Basic Text
Photo albums - 180% more engagement
Pictures – 120% more engagement
Videos - 100% more engagement
Emoticons
Hubspot reports that “something as simple as a smiley face emoticon in your post” can:
Increase likes by 57%Increase comments by 33%
Increase shares by 32%
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?
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?
Posting Tip!
Write your question in a “blank text” photo to get more
engagement and higher visibility
If money was not an object,
would you prefer a white smile or a straight smile?
Tell Me a Story…
Tell a patient’s story in phases of treatment– Motivation to come see you– Consult– Prep– Seat– Life changing result
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
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
Team Can Share CE Trips on Personal Pages Tag Your Co-Workers!
Create a Like vs. Share
Competition
Bring a Little Personality To Your Office
Grow Your Fan Base!
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
Add Promotions
What Incentives Generate Likes?
WhiteningGift CardsKindle Fire
Spa ServicesIpad
Anything TECH
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
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
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
Highlight a Post – Stretch it!
Find a Charity to Support
Start With Those Who Already Know You
Target Age Range
Choose Interests
Set Your Budget
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.
Upload as many photo options as available. These are used to test response.
1. Write the ad. 2. Choose placement. 3. Check your work.
1.
2.
3.
Large Local Employer?
Set Your Budget – Daily or Lifetime Max
This is NOT Like Google Adwords
Boosted Post
Facebook Ads
What’s Working? What’s Not?
Facebook Insights
Check to see which posts had the most impactMeasure New LikesMeasure Engagement– Clicks– Likes– Comments– Shares
Post by Post scorecard
Summary Overview
Growth in Page Likes
Hide, Spam and Unlikes
Age and Gender Distribution
Best Time to Reach Your Audience
Which Posts Engaged Users Most?
What Types of Posts Engage Best?
How to Get Unliked
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.”
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
New to Google+?Create your personal Google+ account
Choose Local Business or Place
Next, Visit the “Create a Page” on Google+
Google will ask for your business name or phone number and tie it to your Google Places profile
Complete the Profile
Add your tagline (10 words) and profile photo
Click “Finish”
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
Link to Relevant Pages on Your Website
Start Posting!Choose which circles get to see the posts
You Can’t Do This On Facebook!
You can follow your page’s fans back
Create custom 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)
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
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
Temporary Mass Confusion
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
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
And I’ll Follow You Back!
Find LOCAL Followers
Search.Twitter.com/Advanced
Twellow.com/Twellowhood
NearbyTweeps.com
LocalTweeps.com
#Lewisburg
What Do You Tweet About?
Tweets and Engagement
Blog Posts
Newsletter Links
Facebook Posts
Contests
Photos
Retweeting
If you like a tweet you can retweet it (similar to FB sharing) Now everyone in your list can see it.
Use hashtags (often overused) – use for the topic – makes it searchable
See what hashtags are trending
Answer a Series of FAQ’s
How does Invisalign work?
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?
Record Patient Testimonials
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
Celebrate Their Special Day
Create Your Boards
Whitening Cases
Smile Rejuvenation
Celebrity Smiles
Charity Work/Mission Trips
Pick a theme and stay with it
The Value of Blogging
Shows Google your site is active
SEO value – Google rewards fresh content
Creates opportunities for social media links
Blogging TopicsHighlight important cases
Tell a patient’s story
Premiere new technology
Show videos
Share testimonials
Share life outside of the office
Think About Patient Pain Points
FearMoney
PainTime
Security/GuaranteeReliability
Don’t Hide the Negative - Build Your Blogs By Being Direct!
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!
Get Inspiration From The Competition
Topsy.com
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
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
Smush.It
Load times matter to Google!
Upload images to Smush.it, compress, download
Smaller file size, same quality photo
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 & link
Want a Blog That Goes Viral?
Domain Authority
Microsoft 100/100Successful Smiles Blog 94/100Visa: 92/100Ford: 91/100Netflix: 91/100Pepsi: 89/100
Managing YourOnline Reviews
Think Reviews Don’t Matter?
75% of reviews posted on review websites are positive.
71% agree that consumer reviews make them more comfortable that they are buying the right product/service
70% of people consult reviews/ratings before purchasing.
Who Would You Call?
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
Negative Reviews?
Call the patient, solve their problem and ask them to remove the review.
Write a public response to the review
Get 10x as many positive reviews published
If not your patient, ask Google to remove it
95% of unhappy customers will return if an issue is resolved quickly and efficiently.
So Many Review Sites, So Little Time
Measuring Your Results
Google Analytics
Facebook Insights
Shares, Comments and Likes
Community Reputation
Website Rank
Buy 12 Months of Posting and Get Your “Go Social” Fan Campaign 50% Off
Need a Comprehensive Approach to Your Marketing?
BrandingInternal Marketing
Patient PhotographyPrint/Radio/TV
Direct MailWebsites/SEOSocial Media
Marketing Diagnostic $500 Off
866-590-4476 [email protected]