Supercharge Your Social

Media Marketing

Xaña Winans Golden Proportions Marketing

www.facebook.com/GoldenProportions #GNYDM

Xana@GoldenProportions.com 866-590-4476

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

B R A N D !

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 expertise!

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 “Create Page” Button, Upper Right

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!

Include Website, Phone Number, Calls to Action 851 x 315 Pixels, 20% may be text

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

• Most app tabs will not appear on mobile devices

Add Free Apps

• Smile Reminder

• Demand Force

• 1-800 Dentist

• Rate a Dentist/Lighthouse

Request an Appt. App

Add Review App

Booth 2216 – 50% off Activation, $200 Amex Card and 2 Month Money Back Guarantee!

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

• New Office/Renovations

• 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 About Engagement

• 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: 1. Increase likes by 57% 2. Increase comments by 33% 3. 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?

Put a time limit on the game

so they know when a winner is announced.

Multiple right answers? Pick the first one.

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?

Whitening

Gift Cards

Kindle Fire

Spa Services

Ipad

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 impact

• Measure New Likes

• Measure Engagement

– Clicks

– Likes

– Comments

– Shares

• Post by Post scorecard

Summary Overview

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 first

• Google will suggest people to add to your circles

• These circles

help you

premiere your

Local page

when ready

Choose Local Business or Place

Visit “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” (Do not share just yet)

• 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

Promote Your Page

• Post, post, post – just like Facebook

• Choose who sees the posts or make “Public”

You Can’t Do This On Facebook!

• You can follow your page’s fans back and add them to your circles

• Drag them into one of 4 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)

• Or, create new circles

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

• If you post it on Facebook, tweet it on Twitter

Retweeting

• If you like a tweet you can retweet it (similar to FB sharing) Now everyone in your list can see it.

• Use hastags (often overused) – use for the topic – makes it searchable

• See what hashtags are trending

Answer a Series of FAQ’s

• How do I brush a baby’s teeth?

• 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 Topics

• Highlight 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

• Fear

• Money

• Pain

• Time

• Security/Guarantee

• Reliability

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!

• Add personal non-dental stories

Need Topic Inspiration?

http://tweakyourbiz.com/tools/title-generator/ • Apply These 5 Secret Techniques To Improve Teeth Whitening • Teeth Whitening Doesn't Have To Be Hard. Read These 5 Tips • Knowing These 5 Secrets Will Make Your Teeth Whitening

Look Amazing • My Life, My Job, My Career: How 5 Simple Teeth Whitening

Helped Me Succeed • Take Advantage Of Teeth Whitening - Read These 5 Tips • The Next 5 Things You Should Do For Teeth Whitening

Success • The 5 Best Things About Teeth Whitening • The 5 Biggest Teeth Whitening Mistakes You Can Easily Avoid

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

and link.

Want a Blog That Goes Viral?

Domain Authority

• Microsoft 100/100

• Successful Smiles Blog 94/100

• Visa: 92/100

• Ford: 91/100

• Netflix: 91/100

• Pepsi: 89/100

Managing Your Online Reviews

Think Reviews Don’t Matter?

• 75% of reviews posted on review websites are positive.

• 95% of unhappy customers will return if an issue is resolved quickly and efficiently.

• 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.

• People are 63% more likely to purchase a product from a site if it has product ratings and reviews.

• Customer reviews create a 74% increase in product conversion

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?

1. Call the patient, solve their problem and ask them to remove the review.

2. Write a public response to the review

3. Get 10x as many positive reviews published

4. If not your patient, ask Google to remove it

So Many Review Sites, So Little Time

Measuring Your Results

• Google Analytics • Facebook Insights • Shares, Comments and Likes • Community Reputation • Website Rank

What Did You Learn Today?

Booth 305 866-590-4476

Xana@GoldenProportions.com