Integrating Social Media Into Your Dental Practice. Art Ruiz, Jr Created A Four-Part Training Series For The Colorado Springs Dental Society. This Lecture Focused On Creating, Implementing & Delivering A Powerful, Brand Centric Social Strategy For Their Dental Practices.

1. Integrating Social Media Into
Your Dental Practice.
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

2. Founded In 2004
NASDAQ: RLOC
64 Offices Worldwide
Over 1,500 Employees
Over 450,000 Campaigns For Advertisers
Over 15,000 Campaigns For Dental Clients
Art Ruiz, Jr.
Internet Marketing Consultant
10 Years+ Advertising Field
Expert In Web Presence Optimization, Search Engine
Marketing, Search Engine Optimization, & Social Media.
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

3. Overview
• Social Landscape
• Impact Of Social Media On Your Search
Engine Results
• Elements Of A Successful Social Media
Strategy
• Social Media 101 – Facebook, Twitter,
Youtube, Yelp, Google Places
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

4. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

5. Social Media In A Google World
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

6. “86% Of Consumers Consult
Online Reviews Before Buying
& 90% Of Consumers Trust
The Reviews They Read.”
- Kudzu Research
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

7. New Patient Decision Making Process
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

8. Social Media Phenomenon
• Social Networking Is The #1 Online
Activity In The U.S.
• 90% Of All Internet Users Visit A Social
Media Site Each Month
• Over 50% Of Online Consumers Are
More Likely To Buy From Businesses
Who They Follow On Social Media
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

9. “7 Out Of 10 Consumers
Share Reviews With Friends,
Family & Colleagues.”
- Deloitte & Touche
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

10. Elements Of A Successful Social Media
Strategy For Your Dental Practice
• Brand Management
• Reputation Management
• Content Creation & Distribution
• Social & Search Discovery
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

11. “80 percent of online
consumers reverse purchase
decisions based on negative
online reviews.”
- 2011 Cone Online Influence Trend Tracker
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

12. Brand Management
• Defined
• Consistency Everywhere
• Your Brand, Your Responsibility
• Brand Equity Is Earned Or Purchased
• If Not Managed Properly, Can Be Destroyed
• The How To
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

13. Brand Management
• Marketing Audit
• Messaging
• Website
• Online Assets
• Business Cards
• Print Assets
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

14. “87% Of Consumers Said A
Favorable Review Has Confirmed
Their Decision To Go Through
With A Purchase.”
- 2011 Cone Online Influence Trend Tracker
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

15. Reputation Management
• What Do You Mean?
• Perception Is Reality
• Get Control Of Your Online Reputation
• The Good, The Bad, The Fake Reviews
• Fix Your Reputation
• The How
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

16. Reputation Management
• Google Your Practice Name, Your Name &
Your Phone Number
• Consolidate Your Map Listings
• Update Your Information, Logos, Photos
On Every Listing On The First Page
• Set Up Google Alerts (It's Free!)
• Respond To Negative Reviews
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

17. “78% Of Consumers Do An
Offline Activity As A Result Of
Online Research.”
- Google & OXT, Health Consumer Study
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

18. Content Creation & Distribution
• There Is That “R” Word Again, Relevancy
• Ideal Post A Minimum Of 250 Words
• Add A Blog To Your Website
• Publish Your Content Everywhere
• Minimum Weekly Updates / Posts
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

19. Content Creation & Distribution
• People & Google Love Lists
• Re-post Dental Articles Or Research
• Post Reviews You Receive
• Create & Publish FAQ's
• New Procedures Your Practice Is Doing
• Before & After Photos
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

20. Content Facts – Hubspot Research
• Companies That Blog Receive 55% More
Website Visitors
• # Of Indexed Pages On Google Directly
Impacts # Of Leads To Your Website
Less Than 60 Pages = 5 Leads
60-120 Pages = 7 Leads
121-175 Pages = 12 Leads
176-310 Pages = 22 Leads
311+ Pages = 74+ Leads
• Companies That Blog Have 97% More
Inbound Links
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

21. “Patients Are Talking About You,
With Or Without You. Join The
Online Conversation & Watch
Your Practice Grow.”
- Art Ruiz, Jr.
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

22. Social & Search Discovery
• Getting Found, Getting Noticed
•Creating, Distributing & Managing Your Content
Across The Web To Increase Brand Awareness,
Authority & Word Of Mouth Referrals.
• More Content + More Places = More Customers
• Define Your Web Presence Strategy
• Facebook Alone Is NOT A Strategy
• 2-4 Months To See Results
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

23. How This Affects Your Web Presence
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

24. Complete Dental Web Presence Strategy
• Website / Landing Page
• SEO Optimized Site
• SEM Program
• Conversion Strategy
• Measurable ROI
• Social Strategy
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

25. LinkedIn
• 100 Million Members
• 2 Billion People Searches In 2010
• 1 Million New Users Every 12 days
• 69% Of All Users Make At Least $60k;
39% Make Over $100k
• 68% Of Users Are Over The Age Of 35
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

26. LinkedIn – Best Practices
• Create For Professional Use Only
• Network Purposefully
• Complete Your Profile
• Join Niche Groups
• Post Your Content To Your Profile
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

27. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

28. Twitter
• 250 Million Tweets A Day
• 106 Million Accounts On Twitter
• Ages 18-34 = 45% Usage
• Ages 35-49 = 24% Usage
• 5% Of Users Create 75% Of The Content
• 140 Characters – Choose Wisely
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

29. Twitter – Best Practices
• Join The Conversation
• Always Brand Centric
• Keyword Rich Titles For Tweets
• Simple Content, Lists, Top 10
• Smart Posting
• Embed Link From Your Website
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

30. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

31. Yelp
• More Than 41 Million Visitors Every Month
• More Than 15 Million Reviews
• 50% Of Reviews Are For Restaurants & Retail
Shopping Stores
• 5% Of Reviews Are For Dental / Health
• Popularity Of Review Sites Is Increasing
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

32. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

33. Google Places (Map Listings)
• Absolutely, 100% Critical To Complete
• Important Piece Of Your Web Presence Strategy
• Impacts Your Findability, Discoverability &
Organic (SEO) Rankings (New Algorithm)
• Reviews, Reviews, Reviews
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

34. Google Places (Map Listings) Best Practices
• Claim/Update Google Places Listing
• Update Business Information
• Update Services, Hours
• Maximize Photos / Videos
• Encourage & Manage Reviews From Patients
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

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36. YouTube
• World’s Largest Video Sharing Platform
• 2nd Largest Search Engine
• 3rd Most Visited Website In The World
• 3 Billion Video Views Per Day
• 35 Hours Of Footage Is Uploaded Each &
Every Minute
• YouTube Makes Up 25% Of All Google
Searches
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

37. YouTube – Best Practices
• Short Videos – Under 2 Minutes
• Relevant, Focused Topics
• Keyword Rich Titles, Tags
• Brand Centric Page Design
• Video On YouTube, Not On Your Site
• Promote Everywhere
• Embed Logo On Your Website
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

38. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

39. Facebook
• 800 Million Active Users
• 50% Of Active Users Sign On Daily
• Average User Has 130 Friends
• Average User Is Connected To 80
Communities, Groups, or Businesses
• 250 Million Photos Are Uploaded Daily
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

40. Facebook
• Personal Page vs Business Page
• Permission Based Marketing
• “Grass Roots” Marketing
• Measurable
• High Level Of Engagement
• Cost Effective
• Indexable By Google (Certain Elements)
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

41. Facebook – Best Practices
• Participate, Be Active Weekly
• Keyword Rich Titles & Content
• Video, Link or Photo
• Listen & Respond
• Ask Questions, Fill In Blanks
• Contests For Likes, Photos
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

42. Facebook – Best Practices
• Add The Like Button To Your Website
• Staff Training, Collateral
• Post Between Time 7am – 8:30am
• Insights, Analysis, Answers, Questions,
Advice, & Reviews
• Find Your Social Voice
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

43. Facebook – Best Practices
• Be Genuine
• Write For Your Audience
• 90/10 Rule
• Content Calendar
• Find The “Social One”
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

44. Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

45. Getting Over The HIPPA Wall
Chris Swanson, MBA, MA
Certified Inbound Marketing Professional
Medical Web Strategies
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

46. Health Care Adoption Of Social Media
• HIPAA Applies Just Like Anything Else
• Having A Social Media Policy In Place
For Your Practice
• How Has Health Care Done To Get Past
The HIPAA Hurdle To Adopt Social Media?
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

47. Source: ebennett.org
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

48. Social Media Policy for The Practice
• Clarify That Social Media Is Subject To HIPAA Regulations
& It's Penalties
• Clarify That Work Comes First – Activity Should Not Interfere
With Work Commitments
• Encourage Respectful, honest, & Valuable Social Media Activity
(Sharing, Commenting, Liking, Etc. )
• Contact Information For Questions
• Editable Social Media Policy Word .doc Available Upon Request
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

49. Don't:
• Talk About Patients, At All, Not Even In
General Terms
• Conduct Consultations Online
• Promise Outcomes
• Be Anonymous Or Corporate
• Combine Personal & Professional Accounts
• Ignore Compliments Or Complaints
• Plagiarize
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

50. Do:
• Talk About Conditions, Procedures Research
• Let People Know Who You Are
• Talk In A Personal, Friendly Voice
• Reinforce Online Branding (Logos, Etc.)
• Politely Ask To Handle Complaints Offline
• Be Genuine & Unique
• Monitor & Remove Inappropriate
Comments & Posts
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©

51. Questions?
Art Ruiz, Jr.
Internet Marketing Consultant
Phone (719) 290-6043
Email: aruiz@reachlocal.com
www.GetMeResults.com
Art Ruiz, Jr. & ReachLocal, Inc. 2011 ©