Asoprs facebook visibility & branding presentation 2013

Getting Your
Retinal Blastoma
Video to Go Viral
#ASOPRS2013 Follow on Twitter @MoniqueRamsey
Welcome
“David After Dentist” viral video

Welcome…
2 Parts Today
Visibility & Branding

Meet Monique
Founder, Cosmetic Social Media
20+ years experience: medical practice management, marketing, training, and
consulting
Certified Relationship Marketing and Social Media Strategist (2009)
• Winner 2010 #influenceSD Award for Best Social Media in Business
• Alert Press Top 5 Medical Practice Facebook Fan Pages
• Named on of 17 Top Facebook Pages for Small Business, 2012 (Fluxe Digital)
Interviewed by SmartMoney Magazine, American Medical
Association, Dermatology Times, Surge, Medical Economics, ReachMD on
Satellite Radio
Contributor to Cosmetic Surgery for Dummies
Board – San Diego Social Media Society
♥music, ♥USC,
♥sports,
♥spa days,
♥shoes
♥driving fast
♥creative
endeavors!

@MoniqueRamsey Cosmetic Social Media
“The Internet has forever
changed the way our
patients will approach
healthcare. Digital or
social media is NOT a
passing fad… get past
that.”
- Howard J. Luks, MD
Fast Fact: Nearly 1 in every
5 minutes spent online is
now spent on social
networking sites.

Cosmetic Social Media #VCS2012
@MoniqueRamsey
Social Media
is not…
A Broadcasting
tool
(ever…)

@MoniqueRamsey
• High Trust
• High Transparency
(authentic, genuine,
humble)
• High Touch #
touchpoints / year
• High Traction spreads
to more eyeballs!
Look through a
“High T’s” Lens
Image via
elianealhadeff.blogspot.com

@MoniqueRamsey
Spaces & Places to Be

• Milestone: Over 1.1 BILLION active users
• 665 million daily active users
• 751 million accessing via their mobile
devices (700 billion++ min/mo)
• 30-45 age fastest growing
• #1 Most trafficked site on web
• 700,000+ local business pages
• 30 billion+ pieces of content shared
each month
Facebook by the Numbers
• Over 1.13 trillion
likes (since „09)
• 140.3 billion friend
connections
• 219 billion photos
• 17 billion location-
tagged posts
Sources: Gizmodo, Facebook, alexa.com

Twitter by the Numbers
• 140 Million Daily Visitors
• 500 million total users
• 288 million monthly active users
• 340 million Tweets per day
• 300,000 new users per day
• Twitter search engine gets roughly
600 million search queries per day
Sources: Reach Local, The NextWeb, Global Web
Index Study
Twitter’s fastest growing
age demographic is 55 to
64 year olds, registering an
increase in active users of
79%

Google+
Photo Albums
Sparks
(interests)
Circles
Profile
Hangouts
(“Meetings” for Biz)

Social & SEO
Source: http://thefuturebuzz.com

Pinterest by the Numbers
Sources: Mashable, PinterestInsider.com@MoniqueRamsey Cosmetic Social Media
• 7.5 million visitors
(12/11)
• 11.7 million visitors
(1/12)
• 48.7 million users (4/13)
• 1.36 MILLION
visitors/day on
average
• 80% users are women
• Americans spend 1
hour, 17 minutes on site
• More referral traffic %
than YouTube,
Google+ and LinkedIn
combined.

EdgeRank
Your business
has the
potential for
exponential
distribution
through the
social graph if
you can
engage users
so it‟s seen in
the 1st place!

EdgeRank
Fresh &
RELEVANT
content
CNN Study –
75% get their
news from
social sites &
email (&
blogs)

• Be a resource: your
own content & shared
content
• Moderate
• Respond & engage
(notifications via FB
email notification
and/or HyperAlerts
• Connect
• Keep it fun and mix it
up!

Ask Questions

• 932 impressions
• 1.29% feedback
• Get in the
conversation in
real (or semi-real)
time
Ask Questions

AND RESPOND~
Call them by name with the
@ tag
Ask for the “like”

Keep It Real

Facebook
Ads to
promote
Contests

Volume Of Facebook
Sharing By Day
But… do what
works best for you
(check your
analytics)
And -
consistency =
success

Scheduling a Post
Clock = SCHEDULING ICON
Note: Date can also be
in the past & it will drop
in to the proper spot in
your timeline

#AACS2013 Follow on Twitter
@MoniqueRamsey
Promoted Posts
(airtime)
Click “public” to make
this box appear
It re-calculates reach
as you change
budget
Set run time
Note: You cannot run
promoted posts unless you
have 400+ fans.

Notice
baseline
Engagement Rate
Calculation: (MANUAL!)
talking about / total “likes”
2% is average so anything
over this is AWESOME
70%
Engagement
Rate

Facebook
recommends
your practice
to the friends
of your
current page
fans.
Highest
likelihood
to buy
Get More Fans

@MoniqueRamsey
Facebook
fans are
much more
likely to
purchase,
consider,
and
recommend
brands
Why

Polls

@MoniqueRamsey
Make it Easy
& Engaging
with Apps

@MoniqueRamsey
Change Cover Image
Cover images can get 9x more
ENGAGEMENT – so change often

Fill out your cover image
description!
Use this valuable space – graph
search SEO value!

Keywords – About Section
Put keywords
in your About
Section for
better results
when people
search
Click here to edit

Newsfeed
90% of FB users
see your
content in their
newsfeed so
your avatar
needs to be
great!
(no logos or buildings)
Look for faces!
That’s what
captures people’s
attention

@MoniqueRamsey
Use Twitter hashtag #SKMSD
@MoniqueRamsey Cosmetic Social
Media

@MoniqueRamsey
You can:
Posts You Don’t Want to See
Facebook.com
/security
WARNING:
Don‟t delete (unless
they are really
belligerent, abusive, E
TC). Invite them to talk
offline. Have a policy
in place to fall back
on!
Posts You Don’t Want to See

In Sync: Making
Your Online and
Offline Brand
(and Voice!)
Congruent

The word "brand" is derived
from the Old Norse
brandr meaning
"to burn."
It refers to the practice
of producers burning their
mark (or brand) onto their
products.
–MarketingMagazine.co.uk

Branding
#ASOPRS2013
Follow on Twitter @MoniqueRamsey
• Who are you?
• How is your
practice unique?
• Could you explain
your brand to the
person next to you
right now?

The intrinsic believability your brand
evokes converts awareness to
commitment.
Brand Trust
A promise of
service, quality, dependability, benefit, etc
. – not just for the product or outcome, for
the company behind the product

Embrace it…
Live it…
Breathe it…
Sing it…
Sweat it…

Consistency
Make sure the
brand image is
consistent across
EVERY patient
touchpoint.

Website
Contests
In-Office Promotions
Social Media
and Apps

• Make landing tab fit
your brand
• Ask for the LIKE
• Use resources such as
WildfireApp and
NorthSocial
• Show them where
else you are – other
places to engage
• Poll, contest, activity
FB Branding - Apps

Tabs, Apps, Widgets
Check Your Messages
Add Your eBlast sign up form
Add Your eBlast archive
Photos in logical albums *(and add
fresh content frequently)
Upload videos
Point to other social platforms
Contest/exclusives
(product, special offers, white
papers - educational content)
Seminars & other events
@MoniqueRamsey Cosmetic Social Media

E-blasts & mailers
Exam Room
displays
Print: Ads & Collateral
Promotions / Specials
Events
Facebook
timeline cover
photo

Voice
“The one thing you never
want to delegate is your
voice!”
~ Mari Smith
Monique and Mari on the
set of “Crunch Time”

Voice
tone
Formal Chatty
Technical Layman’s terms
Distant Accessible
Authoritative Human/Helpful
Serious Fun
Poised Irreverent

Voice
Platform-specific
You will have to adjust
your voice slightly
depending on the
platform’s audience
(LinkedIn is more
formal than
Facebook, for
instance)

Measure 4 Consistency
Staff:
follow through
friendliness
Office:
comfort
hospitality
wait time
(appt., phone, etc.)
Surgical Experience:
Pre-op
Surgery Day
Post-op
vs. patient
expectations

Asoprs facebook visibility & branding presentation 2013

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Asoprs facebook visibility & branding presentation 2013

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