Presenter(s): Topic. Level. Ryan Hourigan - Sr. Sales Analyst Monica Durazo - Marketing Acct. Rep.
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2 Presenter(s): Ryan Hourigan - Sr. Sales Analyst Monica Durazo - Marketing Acct. Rep. Topic Social Media and Online Advertising for your Practice Level Tuesday, November 13-11:00AM to 12:15PM
3 Things our lawyers make us say... Neither NextGen Healthcare nor any presenter at the Users Group Meeting is engaged in rendering legal or other professional advice and this presentation is not a substitute for the advice of your attorney, accountant and/or other professional advisor.
4 Session Guidelines Turn off all cell phones & pagers Questions will be addressed at the end of the presentation Refrain from personal discussion
5 Part I Search Have you started advertising online? Two major Platforms: Adwords, Google Main traffic source Googles ad network Adcenter, Bing and Yahoo
6 Part I Search Where do you start or take it to the next level? Ad Agency Local Expert Google Adwords Support
7 Part I Search Where do you start or take it to the next level? Ad extensions: Bid-per-call (very new) Offer extensions (very new) Call metrics Seller rating extensions Ad sitelinks (favorite of mine) Product extensions Location extensions
8 Part I Search Get inspired with different search and display ad formats! Text Ads on Websites Image Ads on Websites Video Ads on Websites Ads on Mobile Websites
9 Part I Search KPI Key Performance Indicators CPA Cost per Conversion/Acquisition New Business CPM Cost per 1000 views Branding Call Conversions Call tracking numbers Monitor calls and frequency Setting Goals (i.e. Filling out a contact us form or time on site more than 1 minute) Aiming to make an impact
10 Part I Search How do you segment and target for success? Reaching your local audience Location radius targeting How is your audience choosing to browse Device Targeting Bidding on your name protecting your brand Using Ad Extensions links within Adwords offer them more places to click Advertising for value or specialty work make a distinct value offering
11 Part I Search Other tools to segment and target for success? Above the fold Advertising Ad Scheduling Frequency Capping Negative Words Test, Test, Test and Test.
12 From Online Advertising To Getting Social
13 Part II Social Media in Dentistry Today, I was liked, requested, friended, tagged, poked, IM d, pinged, polled, tweeted, #hashtagged, grouped and then finally deleted.(it was a rough day)
14 Part II Social Media in Dentistry What is Social Media? 1. Social media includes web and mobile-based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals. 2. Social Media can be summarized in 1 word: a. Collaboration, Network, Conversation, Sharing, Relationships, Multi-dimensional, Inclusive, Information, Community, its Personalization.it s real It s PEOPLE. *Wikipedia, Mashable.com*
15 Part II Social Media in Dentistry Top social media sites Facebook YouTube Twitter Pinterest Yahoo! Answers Google+ Tagged Linkedin MySpace MeetMe! *Alexa.com
16 Part II Social Media in Dentistry Consistently changing rankings 1. New websites, like MeetMe, Instagram and others - evolving and replacing other well-known Top 10 sites. Example: Yelp! 1. Yahoo! Answers, Google+ and Tagged are gaining momentum and in some studies passing the well knowns like Linkedin, Pinterest and Twitter.
17 Part II Social Media in Dentistry 1. Page creation for a company EZ and FREE. 2. Goal setting - Be realistic. 3. Pick an administrator Has to be someone YOU like. Facebook Timelines the what s and why s 4. Like other industry partners, voices of authority, publications Keep an eye on them, share their info. 5. Create albums, add historical information - Humanize your brand timelines tell your practice story! 6. Start posting and REMAIN CONSISTENT - Don t give up. 7. Start promoting and build your fan base It s ok to ask Mom! 8. Offer contests, offerings Starbucks gift cards, anyone? 9. Add videos, pictures, testimonials, cover picture Lovin the photo opp. 10. Link your website, signatures to your Facebook page Like us here! 11. Loosen up a little bit, have fun! Remember the people who like your page are people interested in what you are doing. So keep it interesting and keep doing it!
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19 Part II Social Media in Dentistry 1. EVERYTHING! Facebook Newsfeed 2. Current news, local news, industry related news, publications, white papers, videos 3. Its all about you You can learn about YOU, your practice and what the market is saying about, well, you.
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21 Part II Social Media in Dentistry YouTube YouTube is a video-sharing site on which users can upload, share, and view videos. Cool Stats: YouTube is the 2nd largest search engine in the world. Nearly 17 million people have connected their YouTube account to at least one social service (Facebook, Twitter,etc). Over 12 million people are connected and auto-sharing to at least one social network. 100 million people take a social action on YouTube (likes, shares, comments, etc) every week. More than 50% of videos on YouTube have been rated or include comments from the community.
22 Part II Social Media in Dentistry Why YouTube 1. Setting up a channel is E-Z and it s FREE! 2. YT does not require HD video anyone can upload a video. 3. YT does not require editing software they let you use theirs. 4. YT is one of the only websites where you & your patients can be the STAR! The power of video can be really good (or can teach your practice a lesson). Moral: Do the right thing by the customers. They have a much bigger voice than ever.
23 Part II Social Media in Dentistry YouTube Things to think about: 1. Get media release forms 2. Have a clear goal of the TYPES of videos you wish to upload 3. Brand your page with your logo, catchy description information, graphics 4. Read the YT guidelines 5. Link your FB &YT pages add the YT button to your signature, websites, s 6. Invite patients to view and vote on your videos ask patients to be IN your videos 7. Use your videos to help garner trust from prospective patients share your videos!
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25 Any Questions?
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