115th Annual Convention

Transcription

1 115th Annual Convention Date: Monday, October 14, 2013 Time: 4:00 p.m. 5:30 p.m. Location: The Walt Disney World Swan and Dolphin Resort Northern Hemisphere Salon E1-E2 Title: Activity Type: Speaker: Sharing Secrets of Your Successful Peers: Establishing and Maintaining Your Social Media Presence ACPE # L04-P 0.15 CEUs ACPE # L04-T Knowledge-based Liz Tiefenthaler, President, Pharm Fresh Media Jeff Harrell, PharmD, Peninsula Pharmacies Stacey Swartz, PharmD, Neighborhood Pharmacy of Del Ray Pharmacist Learning Objectives: Upon completion of this activity, participants will be able to: 1. Outline a successful social media strategy for communicating your pharmacy s value. 2. Discuss methods used by successful pharmacy peers to create social media content. 3. List the most common sites for customer reviews and discuss how to manage your online reputation. Technician Learning Objectives: Upon completion of this activity, participants will be able to: 1. Outline a successful social media strategy for communicating your pharmacy s value. 2. Discuss methods used by successful pharmacy peers to create social media content. 3. List the most common sites for customer reviews and discuss how to manage your online reputation. Disclosures: Liz Tiefenthaler is the President of Pharm Fresh Media. The conflict of interest was resolved by peer review of the slide content. Jeff Harrell declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. Stacey Swartz declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. NCPA s education staff declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. NCPA is accredited by the Accreditation Council for Pharmacy Education as a provider of continuing pharmacy education. This program is accredited by NCPA for 0.15 CEUs (1.5 contact hours) of continuing education credit.

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3 Sharing Secrets of Your Successful Peers: Establishing & Maintaining Your Social Media Presence Tuesday, October 15, :00 p.m. 5:30 p.m. Moderator: Liz Tiefenthaler, Pharm Fresh Media Panelists: Disclosure Liz Tiefenthaler is the President of Pharm Fresh Media. The conflict of interest was resolved by peer review of the slide content. Learning Objectives 1. Outline a successful social media strategy for communicating your pharmacy s value. 2. Discuss methods used by successful pharmacy peers to create social media content. 3. List the most common sites for customer reviews and discuss how to manage your online reputation. 1

4 Facebook didn t exist Twitter was a sound The cloud was in the sky 4G was a parking space LinkedIn was a prison Skype was a typo all that changed in 6 years. The Evolution of Marketing 2

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6 The best brands consistently win two moments of truth, said Kevin Roberts, CEO of Procter & Gamble, in The first moment occurs at the store shelf, when a consumer decides whether to buy one brand or another. The second occurs at home, when she uses the brand and is delighted, or isn't. That first moment of truth, or FMOT, became a huge focus for marketers, and still is today. But the minds at Google have introduced a new moment of truth: the zero moment of truth, or ZMOT. At ZMOT, shoppers are preshopping online researching products and brands, reading reviews, watching videos, asking questions. 4

7 Marketing is no longer about the stuff you make, but about the stories you tell. Seth Godin Marketing is no longer about the stuff you make, but about the stories WE tell. Seth Godin Marketing is no longer about the stuff you make, but about the stories THEY tell. Seth Godin 5

8 Social media still needs a good website to work most effectively. Websites are the hub of marketing. Everything we do (events, direct mail, search) culminates with the target visiting the website. Once you have attracted someone to your website through mainstream media ads and PR, search or word of mouth move the prospect through the consideration and evaluation stages, all the way to purchase with various conversational triggers such as personalized s through content management systems, or personalized coupons, requests for product ideas or improvements, invitations to trial and more. Joel Book, Director, emarketing Education at ExactTarget Visit Site Let s compare some of the Social Media sites for effectiveness. 6

9 Facebook Good Easy and efficient way to reach your entire demographic Can be used to create and push content or manage your reputation One of the quickest, easiest and most cost effective ways to gain brand exposure Effective way to send traffic to your site Fan page + 1 like = 20 new site visitors OK Although social sharing might hold more weight in the future, right now only shared links from fan pages matter, not personal links Visit Page Twitter Good The best channel for direct communication with customers Most under 24s prefer Twitter as a forum for customer service Easy and cost effective way to gain exposure for your brand Unmatched ability to drive traffic directly to a site OK Google gives authority ranks for Twitter profiles so link juice is limited 7

10 Pinterest Good Visual content is viewed 70% more than written content, making Pinterest a powerful tool for brand exposure About 25% of users have purchased a product/service they discovered on Pinterest Pinned images contain links back to a site, which is why Pinterest tends to be one of the top three traffic referral sites OK Pinterest does not pass much link juice and pinning does not allow follow links Poor Although businesses now have a presence on Pinterest, little opportunity exists for direct communication with customers Visit Page 8

11 LinkedIn Good Provides impressive exposure to the business world allowing you to promote personal and business brands to professional contacts and communities OK Provides some opportunity to connect with customers through groups with specific interests connected to your brand Profiles remain some of the easiest and most frequently SEO ranked social profiles on the Web, but doesn t have a huge effect on individual content Poor Not a huge referral source for sites yet but numbers are climbing Visit Page YouTube Good Video enables customer involvement in the most unique way possible Customers can be entertained, informed and engaged all at the same time, as well as being able to respond directly through comments YouTube is a community it allows sharing, channel creating and advertising which is being accepted by users, provided the video is worth watching Active YouTube channels bump up SEO rankings OK Can drive traffic to a site through links in a video and ads before a video begins Popular channels and videos are highly effective in driving traffic 9

12 Visit Page Blogging Good A powerful tool to connect with prospects and customers by delivering valuable, educational and useful information Easy allowance for people to share on social media by adding buttons for Facebook, Twitter, LinkedIn, etc to your blog post Blog posts increase website traffic and can improve SEO Provides a pathway to qualified lead generation Content is king blogging is about content What does all of this look like in practice? 10

13 NCPA s 2012 Multiple Locations Conference Naples, Florida Social Media Marketing for Peninsula Pharmacies, Inc. Jeff Harrell, PharmD, CFts Disclosure Liz Tiefenthaler is the President of Pharm Fresh Media. The conflict of interest was resolved by peer review of the slide content. Jeff Harrell declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. Stacey Swartz declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. Agenda Our Social Media Tools How Did We Begin? How We Target and Maintain Our Followers. Measuring Our Success. 1

14 NCPA s 2012 Multiple Locations Conference Naples, Florida Our Social Media Tools What Tools Should I Use? Social Networking: Facebook Twitter LinkedIn Blogging: Wordpress Tumblr Pinterest enewsletters: MailChimp Facebook Business Pages Share status updates. Advertise in store, local, or other important events. Reveal exclusive content: photos, videos, new services Ask questions and allow for customer feedback. Introduce promotions & specials for your loyal fan base. 2

15 Facebook Business Pages Discover Twitter Connect to customers in real time. Share the latest and greatest Think breaking news! Build relationships with influential people. Stay on top of industry trends and topics of interest. Monitor conversations about your business and join in! Discover Twitter 3

16 LinkedIn Company Pages Provide a peek at the individuals behind your business. List your products and services and allow your customers to leave testimonials and recommendations. Use Company Status Updates to engage potential customers. Encourage your followers to share your content. Simple Blogging with Tumblr Establish a web presence with fresh content daily. Short, visual posts are popular and easy to maintain. Tumblr is designed to host multiple forms of content: Text Photos Video Links Blogging or Web Design with Wordpress Create a dynamic company blog or website with vast customization options to incorporate your branding. While customizing your Wordpress site can be complex, the blog is easy to update and does not require any knowledge of HTML. Explore thousands of free widgets and plugins: polls, contact forms, social media integration & more! 4

17 Blogging or Web Design with Wordpress Marketing with MailChimp Explore customizable templates for your Monthly or quarterly enewsletters. Holiday ecards or evites. Company or industry wide announcements. Special promotions or events. Customer follow ups and surveys. Marketing with MailChimp 5

18 NCPA s 2012 Multiple Locations Conference Naples, Florida How Did We Begin? Getting Started Start by following likeminded individuals and companies to better understand what you re getting into. Choose your social media outlets and create a business account on each niche website. Commit to a schedule! Social media doesn t have to be a huge time drain. Plan for it. Create a Social Media Marketing Plan Generate a list of tangible goals (e.g. build awareness, improve customer service, increase sales). Make sure you have the proper resources (computer, camera, video, smart phone, etc). Set realistic expectations and remember that social media is always evolving stay current! Decide whether you d like to hire a consultant or maintain your online presence internally. 6

19 Where To Find Content Read industry forums, websites, social media, blogs, RSS feeds, and the news every day! Listen to your customers: What do they want to learn about? If you don t know ask! Attend industry events and make new connections. How to Develop Content Speak to your audience in a voice they understand. You are targeting people, not a search engine. SHOW and tell: Use photos, videos, and links to back up your message. Post regularly to develop deeper relationships with your customers and create an engaging community. Focus on highly influential content and encourage your fans to like and share your posts. Establish an Online Community Mention your online presence on in store signs, s, receipts, and business cards. Reward your fans and followers with specials and discounts give them a reason to keep coming back. Encourage all of your employees to spread the word to your instore customers. Link your social media accounts to your website. Make sure your content is relevant and engaging. 7

20 Your Social Media Marketer Should Have in depth knowledge of your customers, products, industry, and company. Maintain an authentic voice to represent your brand. Have great communication skills and a strong work ethic. Be a quick study on technology! Have the TIME to keep up on your accounts. How Do You Measure Success? Are your goals being met? Have you noticed an increase in sales, brand awareness, customer satisfaction, and number of followers, comments, likes, and re tweets? Social Media is the vehicle, not the destination. For example, how do you calculate the ROI of a business card? Social media has the same concept it is also a tool for communication. Don t make yourself crazy with data and metrics. Social media success is defined by positive change within your business & goals attained! NCPA s 2012 Multiple Locations Conference Naples, Florida Questions? 8

21 NCPA s 2012 Multiple Locations Conference Naples, Florida Our Social Media Strategy The Neighborhood Pharmacy Stacey Swartz, PharmD Our Business Goals After establishing a presence on several social media sites, we determined that we needed to be clear about our business goals and what we wanted to achieve with our social media efforts. Our Top 3 Business Goals for Social Media 1. Make us easy to find. 2. Build a community. 3. Increase awareness of what we offer. Tools We Use We set up our various social media sites and our blog, but it took time to determine what our strategies for each are. To achieve our business goals, we create content on our blog and then use social media to drive people to our website. This helps people find us, become more aware of what we offer, and builds our community. 1. We have a Wordpress website with a blog component. 2. We have presences on Twitter, Facebook, Pinterest, and Yelp. 3. We use Hootsuite to schedule our content. 4. We use Google Analytics to help us measure how we re doing. 9

22 Sticking with Our Strategy Determining a set schedule and sticking with it has been key to getting the results we want and achieving our business goals. It s important to set a schedule you can reasonably achieve. Social Media Schedule 1. Two blog posts per week. 2. Two tweets per day 3. Two Facebook posts per week 4. Adding new pins to Pinterest boards three times per week. Is It Working? Businesses struggle to find ways to measure the effectiveness of what they are doing, but we ve seen some specifics we can point to that show we are on the right track. We refer back to our business goals to see if we are seeing increases or improvements in those areas. Results We ve Measured 1. People are finding us because we come up over competitors in Google searches. 2. Increase in web traffic, particularly new visitors. 3. Increase in followers and fans on Twitter, Facebook, and Pinterest. 4. Increase in time spent on our website and multiple page views. Adding Social Media into Your Week and Your Work The time spent can vary (and it takes longer in the beginning), but it s important to note that social media takes time. If you can t do it personally, consider breaking these efforts down and delegating responsibility for them among your staff. If that isn t practical (and it often is not), consider hiring someone to research and write your original content. Hours Required for Social Media 1. 4 hours per week blogging (2 hours per blog post) 2. 2 hours per week scheduling Tweets and Facebook posts 3. 1 hour per week creating pins and repinning content to Pinterest TOTAL: 7 hours per week for social media 10

23 Quality Content Counts By posting quality content to our blog and social media sites, we have built a community of followers. Each channel has its purpose, and we differentiate content on that basis. Our Social Media Sites 1. Our website blog ( com/blog) 2. Twitter (@delraypharmacy) 3. Facebook (The Neighborhood Ph armacy of Del Ray) 4. Pinterest (Del Ray Pharmacy) 5. Yelp It s All About Search Engine Optimization (SEO) One of our main goals is to ensure that we come up first when someone searches specifically for The Neighborhood Pharmacy or Del Ray Pharmacy, as well as in generic searches. In this generic search for Alexandria pharmacies, our pharmacy comes up first over the local Target, Walgreens, and CVS. Note: While we are pleased with what we ve achieved with our Google search results, we still need to improve where we appear in similar Bing searches. Google Analytics Social Referrals You can see a marked increase in the percentage of traffic to our website once we dedicated time and resources to developing quality content for our website and pushing that content out through our social media channels. Note: While Twitter and Facebook provide us with more visits, Yelp and Pinterest provide us with more page views. 11

24 Future Plans Now that we have steady quality content posted regularly to our blog, and we have engaged communities on our social media sites, we want to reach out more directly to our customers who are not active on social media. We plan to do that with an e- newsletter, using the content we re already producing to increase customers awareness of services we offer. Awareness of our brand is driven by who we are as people as well as what our business does. Our future strategies will build on how to combine those to better advantage. On Our To-Do List 1. Develop an e-newsletter, either monthly or quarterly. 2. Expand our blog content to feature more profiles and interviews to expand the reach of our social media communities. 3. Follow more community members on social media and engage more directly to grow our reach. 4. Adjust strategy as needed to move up in Bing searches to match our Google results. 5. Incorporate Linked In as part of our strategy. {Table of Contents} Questions? Facebook: The Neighborhood Pharmacy of Del Ray Pinterest: The Neighborhood Pharmacy Yelp: The Neighborhood Pharmacy, Alexandria 12