Maximizing Social Media, Minimizing Risk Content strategy, implementation & measurement

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Content

•  Strategy •  Content: Best practices •  Content curation •  Content creation •  Implementation •  Measuring success

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Strategy

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Is anybody out there?

•  Who is your audience? •  How will you speak to them?

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Game plan

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•  Who will post? •  What? •  When? •  Where? •  Why?

Goals

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•  Humanize •  Educate •  Entertain •  Strengthen

relationships •  Retain patients •  Practice

ambassadors

Anatomy of a content calendar

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Pick a platform, any platform

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Content delivery

•  Social networking •  Micro-blogging •  Photo sharing •  Video sharing •  Blogging •  Social bookmarking •  Content sharing •  Image bookmarking •  Location-based •  Music sharing •  Event sharing

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Content: Best practices

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Why does content matter?

•  Trust •  Loyalty •  Credibility •  Brand advocates

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Content should be

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Social media rules

1. There are NO rules!

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Social media content best practices

•  Consistency is key •  Calls fans to action •  Inspires conversation •  Shareable •  Achieves goals •  Fun, easy, social •  Two-way street

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80/20 content ratio

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Reciprocal relationship

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Fans share…

•  to appear a certain way •  to provoke emotion •  to inspire •  to educate •  to share a laugh or smile •  to start conversation •  to feel included

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To share a laugh

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To educate

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To inspire

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To feel included

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To provoke emotion

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Content curation

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Where do I !nd content?

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Hashtags

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My Social Practice: National Children’s Dental Health Month

Current trends

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Bookmarking sites

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Content from content

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Weekly features

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Actual holiday & informal holidays

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Dental campaigns

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Viral trends

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Contests

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Press & informational releases

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Internal Milestones

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Content creation

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Social toolbox: Creation

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PicStitch & Over

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Implementation

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Anatomy of a (good) post

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Anatomy of a (good) post

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When do I post?

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Social toolbox: Schedule & post

•  Sprout Social •  HootSuite •  Crowdbooster •  TweetDeck

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HootSuite quick demo

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Measuring success

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Metrics that matter

•  Reach •  Impressions •  Click-throughs •  Shares •  Likes

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Social Toolbox: Measuring success

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Facebook Insights

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Social toolbox: Resources

•  CDA Guide for New Dentist •  ADA Social Media Guide •  ProSites •  HubSpot •  Social Media Today •  My Social Practice

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Questions?

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