Date post: | 16-Apr-2017 |
Category: |
Marketing |
Upload: | cosmetic-social-media |
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@CosmeticSocial * @MoniqueRamsey * #LetsGrow
Good MorningThe Business of Social Media
Meet Monique…
Founder - Cosmetic Social Media
25 years experience in aesthetic medicine
Certified Relationship Marketing and Social Media Strategist (2009)
• Winner, PRSA Bronze Bernays Award • Winner, 2010 #influenceSD Award - Best Social Media in Business
• Alert Press Top 5 Medical Practice Facebook Fan Pages
• Flux Digital 17 Top Facebook Pages for Small Business
♥music, ♥USC, ♥sports,
♥spa days, ♥shoes ♥driving fast
♥creative endeavors!
Executive TraineeAssistant BuyerDepartment Manager
Director of MarketingAdministrator
Chief Operating Officer
>>> 20 :-!
Certified Relationship Marketing and Social
Media Strategist
#GlassExplorer #ThroughGlass
ヽ (⌐ _ )■ ■ ノ
Our Philosophy
#beautiful#lovely#makeup#fashion#love
Ethics
@CosmeticSocial * @MoniqueRamsey * #LetsGrow
Less Spam - More Relevance!
★ more delight
★ Feel connected w/ brands same as w/ friends and peers
@CosmeticSocial * @MoniqueRamsey * #LetsGrow
Social media is about sociology and psychology,
not technology.~ Brian Solis
@CosmeticSocial * @MoniqueRamsey * #LetsGrow
#SocialDoneRight•Give your knowledge freely (ex: exam room)
•Sharing not Selling
•Pay Forward / Give Back
•Upshot: cultivates brand awareness = big returns
@CosmeticSocial * @MoniqueRamsey * #LetsGrow
87%Percentage of all Facebook posts by fans that went unanswered.
source: locowise.com
Customer Service Portals
• The new “norm”• Expectation 30 minutes or
less• Facebook rewards those
who respond quickly with a “Very responsive to messages” badge
• shows people which Pages respond quickly and consistently to private messages.
• To get the badge: you must have achieved both of the following over the last 7 days:• A response rate of
90%• A median response
time of 5 minutes• ON- Anyone can see it.• OFF - Only people who
manage your Page can see responsiveness #’s
BE RESPONSIVE
@CosmeticSocial * @MoniqueRamsey * #LetsGrow
@CosmeticSocial * @MoniqueRamsey * #LetsGrow
Social Strategy
Who are you?• Brand (2 – 5 words)• Voice• Messaging
Who is your patient?• Target Audience (could be
different than current patient base)
Social Strategy
Social StrategyWhat Are Your Current Marketing Channels?• eBlasts, Promotions, Events, Loyalty
Programs, Seminars, Product Launches, Studies/Research, TV, Radio, Print, Direct Mail, Yellow Pages
What Are Your Online Assets?• Website, Blog, Mobile, Video, Social,
AdWords, Banner Ads/Re-Marketing, etc.
Social Strategy – Goals• NP Leads• Increased Website Traffic• Increased Patient Retention (loyalty)• Increased Referrals• Reputation Repair / Patient
Relations• Trusted Resource• Launching a New MD’s practice• Launching a New Division/Product• Greater Community Awareness• Launching/ Re-Defining Your Brand • Selling Your Practice• Grow Email List
Social Strategy - Tactics
What Approach Will You Take? (Road Map)
What Tools Will You Use?
Social Strategy - Tactics• Which Platforms• Social Ads• Engage with Other Pages &
Users• Blog• E-blasts• Mobile Friendly Website• Video, MicroVlogs, Live Video• Podcast• Local Business Relationships• Building a Rapport
What Will You Implement and How Often?
Social Strategy - Measure
Track and Measure• Google Analytics• Short Links (bud.url)• Facebook Insights• Google Ads Manager• Facebook Analytics• Coupon Redemptions• Email Program Analytics
Social Strategy - Measure
Track and Measure, Cont.• Blog Comments• Re-Tweets, Re-Pins, Shares• Facebook Ad Manager &
Power Editor• 3rd Party Tools (General):
Hootsuite, HubSpot, Sprout Social, NUVI
Setting Expectations• Are They Realistic?
– Time to Implement– Outcome– Time to Be Successful
• Do You Have Buy-In?– Are you truly on board?– Is your staff on board?– Social Ambassador?
Internal– Invest in promoting social in
all patient touch-points
Social Media Policy
Internal (Staff)
External (Fans)
Who is Going to Write?
Where Post?
Make it Easy to Connect
• Move Your Website Social Icons to TOP
• Embed a tweet (or other post) at the bottom of each blog post
• Embed social posts (or links to posts) in e-blast
• Have social links Email signatures
everytouchpoint
@CosmeticSocial * @MoniqueRamsey * #LetsGrow
Measurement
Social IntelligenceAre you listening?Billions of conversations.
NEED TOOLS TO: Monitor Listen Prioritize Engage Learn Adjust Grow
She’s the best doctor!
Arrogant! Don’t go!
5 stars!
Waited too long.
EEEW~ exam room a mess
Great doctor and staff!
@CosmeticSocial * @MoniqueRamsey * #LetsGrow
But with billions of conversations happening right now… you’re not in
control of the conversation.Or are you?
ToolsNUVI** (our example today)
HubspotMarketo
HootsuiteViralHeat
Beyond Google Alerts
@CosmeticSocial * @MoniqueRamsey * #LetsGrow
Overview / Snapshot
Sentiment
#IMCAS2016 * @CosmeticSocial * @MoniqueRamsey * #LetsGrow
Live feed of mentions
Zero in and Act
CompareTime Periods- Week/Week- This Mo./Last- This Year/Last Competitors,Etc.
Practice A Practice A
Practice A
Practice B
Proof Consistency Works
173
1, 2
From 6 days/week to 3 days
Types of Posts that Work
Paid vs Organic
for Instagram
IdentifyInfluencers
and reach out
@CosmeticSocial * @MoniqueRamsey * #LetsGrow
…one last thing
Slideshare
slideshare.net/moniqueramsey
#IMCAS * @CosmeticSocial * @MoniqueRamsey * #LetsGrow
My Reading List
Books: • Brian Solis: What’s
the Future of Business
• Jay Baer: Youtility: Why Smart Marketing is About Help Not Hype
• Guy Kawasaki: Enchantment: The Art of Changing Hearts, Minds, and Actions
Questions?Monique Ramsey
Toll Free Direct Dial 877-401-5485
Email: [email protected]
Facebook.com/CosmeticSocialMedia
Twitter.com/MoniqueRamsey
CosmeticSocialMedia.com/Blog