Misty Absher Clark

Transcription

1 Misty Absher Clark

2 Fitting into the Social Media World Misty Absher Clark VP, Creative Services Jameson (877) We would love to hear To obtain from the YOU! materials and resources we will discuss today, visit Jameson s s website! Click on Recent Events What You Will Learn What is social media What to expect Which Social Media platforms are right for me? Implementing Social Media Who does it? What do I say? What if? Increasing your likes Developing content Monitor Social Media 1

3 Stop Facebooking Start Engaging The Role of Your Champion Your Social Media Tools Content Creation Increasing Likes and Followers Engagement Exposure through Paid Ads Measuring the Results Your Challenge! To think creatively, uniquely about how to better connect with your patients, prospective patients, and your community STOP FACEBOOKING START ENGAGING Why Social Networking Because that IS where your patients are. Because that IS where communication is going. Because no matter age, location, money, ethnicity, or gender, people ARE using it. 2

4 It is PART of your Marketing Channels People need to hear, see, feel, experience your message 5 to 7 before acting on it. Social media is one way people will hear your message. Understanding is Half the Battle Patient retention Build better relationships Increase new patients from existing patient referrals You will only get from social networking what you put into it. 3

5 Existing Patient Referrals Referrals from an existing patient make the best patients 70% of a patient base should be from existing patient referrals Social media takes referrals to a whole new level 78% of consumers trust peer recommendations; 14% trust advertisements The Role of the Champion One person should be your CHAMPION It can be anyone who enjoys social media Business team member Clinical assistant Hygienist Doctor Should understand your message Has buy-in to the practice philosophy However, the ENTIRE team is responsible for your social media Your Social Media Tools Facebook Twitter LinkedIN LinkedIN Pinterest Instagram YouTube 4

6 Implementation Who, What, When, How? Facebook Must have a personal Facebook page Set your business up as a local healthcare business Create a vanity URL Create a great cover photo Use your logo as your Avatar 5

7 Create a Killer Cover Photo Your Logo Interesting Photo of Your Office Collage of Photos Feature a Patient Before and After Highlight a Service/Product Highlight an Award or Honor An Event or Activity What is a Vanity URL A shorter web address to your Facebook page com/username Must have at minimum 25 likes to be able to have a vanity url. Content Creation 80% giving and relationship building Must be valuable content Must humanize the business/practice /p Must show you are listening Must build the relationship Respond to every post made on your wall 6

8 Valuable Post The avg person brushes their teeth sec/day. We recommend brushing 2-3 minutes, 2x/day. How long do you brush? Humanize the Practice Doctor Jones is preparing for New York Triathlon in June. Do you have any tips for her? Join us in congratulating Mary, our devoted hygienist, i on the birth of her son this morning John Lee Smith. 8lbs, 2oz, 20in. Join us in welcoming Sherri, Patient Concierge, to the team. She will handle all of your future appointments to ensure your maximum comfort. Show you are listening. In response to your feedback, we are now offering 7am appointments on Thursdays to better fit your schedule. Click Like if this makes you smile. Lots of questions about Oral B electric tooth brush versus Sonicare. Dr. Smith recommends Sonicare. Ask us why. 7

9 Relationship Building Posts Click like if you & your smile are headed to #GOTRguthrie to see Mumford & Sons. Help us support the Give Back a Smile program by liking their page. (Add link to page) A long-time patient opened up Twisted Root restaurant. AMAZING FOOD! Like their page here. (Add link to page). Share your Halloween costumes and smiles on our page! Content Creation 20% promotion which must be Unique Reward your community Be time sensitive Only available through the one community not offered to the general public Avoid Ghost Writing Content must be relevant, valuable, and not about me How to Create Valuable Posts Ask questions at the end of your posts to entice responses Open Ended Yes/No Keep posts short characters max, under 80 better. Avoid too many We statements Stay positive in your posts Ask viewers to engage Ask them to like something Ask them to post, comment, or tell us Ask people to share Fill in the Polls Keep it casual 8

10 Sample Engagement Posts Click LIKE if you brushed your teeth this morning! Click LIKE if you are happy that it s Children s Dental Health Month. Share this article with your friends! Every mom needs to know this. Tell us about your first experience in our dental practice. Post your favorite toothpaste. Sample Engagement Posts Would you smile more if you knew it made you look younger? Do you brush your teeth at a public restaurant t after you eat? How often do you wear your nightguard? When is the best time of the day for your dental appointments? What makes you smile the most during the day? What keeps you from going to the dentist? Content Activities Video Before and After Photos Photos Team at team meetings, lunches, events Charity events Open house parties CE Events Health fairs, photo sessions, parades, etc. Patient of the month photos 9

11 Your Team Allocate 10 minutes each month during a team meeting to brainstorm Each team member should bring one new idea to the table Each team member should bring one new idea within topic to the meeting Have breakout groups to come up with ideas The When: Timing Facebook shares peek around 11am to noon (lunch hour) during the week 5:30-7am 5 pm 11pm Days of the week Saturday Tuesday-Thursday Worst time to post Friday at 3pm *Brands who post out side of business hours had a 20% higher engagement rate. *Buddy Media Organization Create a monthly storyboard to plan out posts Schedule posts out in via Facebook Commit to devoting 15 minutes a business day to social media and 1-2 additional hours every month. 10

12 17 Top Ways to Increase Likes Advertise on Facebook Add Social Media Plug- In to Website Contests Custom Landing Pages Additional Promotional Banners on Website Ask patients to write on your wall Networking Internal Marketing Campaigns Custom Avatars Link a blog to your FB page Grassroots Marketing Campaign to Patients Add Vanity URL to signatures Set Milestones Use your Team to promote Charities ASK! Charities For every like, donate $X to charity Complete a Facebook Ad Tell your patients Your Internal Marketing Campaign Five to Seven Rule Internal Signage Send an to your patients Include in an enewsletter Add to your on-hold messaging Display prominently on your website Hygiene bag insert Verbal skills internally Wear Like buttons 11

13 Add Facebook to Marketing Collateral Have the Facebook icon on: Stationery Ads Business cards Brochures Any place where your website is listed On your website have: Like button AND link to your Facebook page Advertise on Facebook Ads are effective to increase likes quickly Ads range from $5-250 Pay based on actual clicks or exposure Set up to Like your page as opposed to linking to Website Change ad frequently & use photo instead of logo on traditional ads. Boost your post Measuring the Results Facebook Insights Panel #StatsRock 12

14 Insights Panel Will show you how many more people have liked your page How many unliked it How many views you are getting How active others are with your page If people are viewing videos, photos, etc. Shows how many views you get for each post Breaks down demographics of your likes Engagement We would love to hear To obtain from the YOU! materials and resources we will discuss today, visit Jameson s s website! Click on Recent Events Fitting into the Social Media World Misty Absher Clark VP, Creative Services Jameson (877)