Facebook in Healthcare Marketing

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Marie Ennis-O'Connor

Social Media Residency Clinic Middle East Healthcare Summit, Dubai

Marketing

©2019 MFMER | slide-1
Facebook
Marie Ennis-O’Connor
@JBBC

©2019 MFMER | slide-2
What Will We Cover?
• Brief overview – why should you
consider FB? Key demographics
• Understanding the Facebook Algorithm
• How to optimize your content - posts,
visuals, stories
• How to generate more organic
engagement with your content
• Setting up Facebook Messenger
• Facebook Insights - key metrics
@JBBC #hcsmDXB19 #MCSMN

©2019 MFMER | slide-3
Why Choose Facebook?
@JBBC #hcsmDXB19 #MCSMN

©2019 MFMER | slide-5
Is It The Right Place For Your Organization?
@JBBC #hcsmDXB19 #MCSMN

©2019 MFMER | slide-6
The Downside However….
@JBBC #hcsmDXB19 #MCSMN

©2019 MFMER | slide-7
Facebook Zero
@JBBC #hcsmDXB19 #MCSMN
Introduced in 2018 to prioritize
“meaningful” person-to-person
interactions among friends and
family over posts from Facebook
pages.

©2019 MFMER | slide-8
Understanding FB Algorithm
@JBBC #hcsmDXB19 #MCSMN

©2019 MFMER | slide-9
@JBBC #hcsmDXB19 #MCSMN

©2019 MFMER | slide-10
@JBBC #hcsmDXB19 #MCSMN

©2019 MFMER | slide-11
How to Optimize Your Content for the Facebook
Algorithm
• Create content likely to elicit positive
feedback from your audience.
• Create posts that are likely to result
in your audience liking, commenting,
and sharing with their friends.
• Publish content that promotes
engagement.
• Create posts that are likely to result
in people clicking on your links,
photos, copy, videos, and other
content.
@JBBC #hcsmDXB19 #MCSMN

©2019 MFMER | slide-12
Let’s Dive A Little Deeper…
@JBBC #hcsmDXB19 #MCSMN

©2019 MFMER | slide-13
@JBBC #hcsmDXB19 #MCSMN
1. Identify Which Content Resonates

©2019 MFMER | slide-14
@JBBC #hcsmDXB19 #MCSMN
Research Similar Pages

©2019 MFMER | slide-15
@JBBC #hcsmDXB19 #MCSMN
Look To Industry Studies

©2019 MFMER | slide-16
@JBBC #hcsmDXB19 #MCSMN
Cool Tool: Buzzsumo

©2019 MFMER | slide-17
@JBBC #hcsmDXB19 #MCSMN
Research Facebook Ads

©2019 MFMER | slide-18
@JBBC #hcsmDXB19 #MCSMN
2. Post When Your Followers Are Online

©2019 MFMER | slide-19
@JBBC #hcsmDXB19 #MCSMN
3. Keep Things Simple
• Keep your color scheme
clean and consistent.
• Include images that are
recognizable.
• Use minimal, concise and
impactful text.

©2019 MFMER | slide-20
@JBBC #hcsmDXB19 #MCSMN
4. Generate an Emotional Response

©2019 MFMER | slide-23
@JBBC #hcsmDXB19 #MCSMN
Cool Tools Alert
Life of Pix Unsplash Pixabay

©2019 MFMER | slide-24
@JBBC #hcsmDXB19 #MCSMN
Graphic Design Tools
Adobe Spark
Stencil
Canva

©2019 MFMER | slide-25
@JBBC #hcsmDXB19 #MCSMN
How To Post An Image on Facebook

©2019 MFMER | slide-26
@JBBC #hcsmDXB19 #MCSMN
6. Share Video

©2019 MFMER | slide-27
@JBBC #hcsmDXB19 #MCSMN

©2019 MFMER | slide-28
@JBBC #hcsmDXB19 #MCSMN
Experiment With Square Videos

©2019 MFMER | slide-29
@JBBC #hcsmDXB19 #MCSMN
FB Video Creation Kit

©2019 MFMER | slide-30
@JBBC #hcsmDXB19 #MCSMN
Cool Tools
Adobe Spark Ripl

©2019 MFMER | slide-31
@JBBC #hcsmDXB19 #MCSMN

©2019 MFMER | slide-32
@JBBC #hcsmDXB19 #MCSMN
Go Live

©2019 MFMER | slide-33
@JBBC #hcsmDXB19 #MCSMN
Use Facebook Polls

©2019 MFMER | slide-34
@JBBC #hcsmDXB19 #MCSMN
What To Do After You Go Live

©2019 MFMER | slide-35
@JBBC #hcsmDXB19 #MCSMN
Tools To Go Live

©2019 MFMER | slide-36
@JBBC #hcsmDXB19 #MCSMN
Cool Tool: StreamYard

©2019 MFMER | slide-37
@JBBC #hcsmDXB19 #MCSMN
Facebook Premiere

©2019 MFMER | slide-38
@JBBC #hcsmDXB19 #MCSMN
7. Create Stories

©2019 MFMER | slide-39
@JBBC #hcsmDXB19 #MCSMN
Create Stories

©2019 MFMER | slide-40
@JBBC #hcsmDXB19 #MCSMN

©2019 MFMER | slide-41
@JBBC #hcsmDXB19 #MCSMN
Why You Should Use The Stories Feature
• Low-barrier entry point for social video
• Prioritized placement on user feeds
• Engaging bite-sized video content
• Cross-posting functionality
• View performance metrics via Insights
• Gain familiarity with a format that represents the
future of social marketing

©2019 MFMER | slide-42
Facebook Messenger

©2019 MFMER | slide-45
@JBBC #hcsmDXB19 #MCSMN
Facebook Insights

©2019 MFMER | slide-47
@JBBC #hcsmDXB19 #MCSMN
Facebook Insights

©2019 MFMER | slide-48
@JBBC #hcsmDXB19 #MCSMN
Facebook Insights

©2019 MFMER | slide-49
@JBBC #hcsmDXB19 #MCSMN
Building an Engaged
Following

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2. ©2019 MFMER | slide-2 What Will We Cover? • Brief overview – why should you consider FB? Key demographics • Understanding the Facebook Algorithm • How to optimize your content - posts, visuals, stories • How to generate more organic engagement with your content • Setting up Facebook Messenger • Facebook Insights - key metrics @JBBC #hcsmDXB19 #MCSMN

11. ©2019 MFMER | slide-11 How to Optimize Your Content for the Facebook Algorithm • Create content likely to elicit positive feedback from your audience. • Create posts that are likely to result in your audience liking, commenting, and sharing with their friends. • Publish content that promotes engagement. • Create posts that are likely to result in people clicking on your links, photos, copy, videos, and other content. @JBBC #hcsmDXB19 #MCSMN

19. ©2019 MFMER | slide-19 @JBBC #hcsmDXB19 #MCSMN 3. Keep Things Simple • Keep your color scheme clean and consistent. • Include images that are recognizable. • Use minimal, concise and impactful text.

21. ©2019 MFMER | slide-21 @JBBC #hcsmDXB19 #MCSMN 5. Use High Quality Visuals • Every post should include visuals, like images, GIFs or videos. • Make sure these creative assets are high quality. • Avoid visuals that doesn't accurately reflect your brand or message.

41. ©2019 MFMER | slide-41 @JBBC #hcsmDXB19 #MCSMN Why You Should Use The Stories Feature • Low-barrier entry point for social video • Prioritized placement on user feeds • Engaging bite-sized video content • Cross-posting functionality • View performance metrics via Insights • Gain familiarity with a format that represents the future of social marketing

46. ©2019 MFMER | slide-46 @JBBC #hcsmDXB19 #MCSMN Facebook Marketing Key Performance Indicators (KPIs) • Audience Growth • Audience Profile • Audience Engagement • Content Reach • Engagement by Content Type

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