social media presentation to skinmedica management symposium sept. 2011

The Best Tips & Techniquesfor Using Social Media to Grow Your Practice

Use Twitter hashtag #SKMSD @MoniqueRamsey Cosmetic Social Media


Meet MoniqueFounder, Cosmetic Social Media

• 20 years experience: medical practice management, marketing, training, and consulting

• Certified Social Media Strategist since 2009

• Panelist, Speaker, Trainer

• Winner 2010 #influenceSD Award for Best Social Media in Business; Alert Presence recognition of her work with Top 5 Medical Practice Facebook Fan Pages

• Interviewed by SmartMoney Magazine, American Medical Association, Dermatology Times

• Contributor to Cosmetic Surgery for Dummies®, published by Wiley & Sons

• Development and Implementation Team for Inform&Enhance®

practice management software


Social Media Warm-Up


Referral Paths – Then & Now


Twitter by the Numbers

• 120 Million Daily Visitors

• 55 million Tweets per day

• 300,000 new users per day

• Twitter search engine gets

roughly 600 million search

queries per day

• 10th most popular website

on the internet

Source: Reach Local


• Milestone: ½ BILLION people used

Facebook in a single day last week.

• 750+ million active users

• 150 million accessing via their mobile

devices (700 billion+ min/mo)

• 30-45 age fastest growing

• 2nd most trafficked site on web

• 700,000 local business pages

• 30 billion+ pieces of content shared

each month

Facebook by the Numbers

Sources: Reach Local & f8 Keynote


To build EVANGELISM and OWNERSHIP among your customers to drive more revenue. How? By Engagement!

The Goal

Use Twitter hashtag #SKMSD @MoniqueRamsey Cosmetic

Social Media


Social Media

Monique’s Social Media High T’s

• High Trust: Building relationships

• High Transparency: authentic, genuine, humble

• High Touch: # touchpoints / year

• High Traction: more eyeballs!


Click thru rates via

social networks outperform links

shared in emails and

blogs

via socialtwist

Trust

High Trust


• 90% of customers identify word of mouth as the best, most reliable and trustworthy source about ideas and information on products and services.

-Via NOP WorldGreat article here: (posted 6/23/11) https://www.facebook.com/CosmeticSocialMedia

This just in from moms…


68% don't mind having brands contact them through social media if they feel the content is relevant to them.

72% trust the content of a brand/product website, followed by third-party content on Facebook (68%) or articles (68%)


Social Media

• Transparency leads to credibility

• No hidden agendas

• Be Authentic

• Be Humble

• Be Yourself

• Controlling vs. *influencing*

High Transparency

Image Source: EverydayTenacity.com


Social Media

Radical Strategic Visibility


Social Media

31% of mobile users have a smartphone now

43% of mobile users will have one by 2015. That’s 101 million people.

183 million Americans report playing a game for an hour a day. That’s more than half of the population. –Jane McGonigal

Mobile & Gamification of Culture


Social Media

QR CodesEffective gateways to:• Information• Data Exchange• Global CommerceSend them to relevant:• Videos• Photos• Website• “LIKE” on

Facebook, etc.• Biz Card Contact

info

• Store secure patient data for emergency responders

• Rx. Instructions • How To videos• Order meals - hospitals


Social Media

The majority of QR scanning is coming from individuals in the 35-44 years of agebracket (25%)*

Steady adoption is being seen amongst all age brackets between 18 and 54 years of age (84%)*

Free to create or get your own custom work of QR art!* Source: Mobio Study: July to Dec.

2010

34

64

Gender

MaleFemale

CustomQRCodes.com

QR Codes


Social Media

• Make it fit your brand• Ask for the LIKE• Use free resources

such as WildfireApp Show them where else you are – other places to engage

• Poll, contest, activity

Landing Tab

Tabs, Apps, Widgets


Social Media

Check Your Hidden Posts

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 entry

Seminars & other events


Social Media

• 932 impressions

• 1.29% feedback

• Get in the

conversation in

real (or semi-real)

time

Ask Questions


Facebook Ads to promote

Contests


Polls

Don’t Lose ThemKeep them where they are (FB)• For every click

there is a 25% drop-off (ex: move from website to store to blog, etc.)

-Eric Qualman, Socialnomics author


Types of Ads


A destination on Facebook – your page, an event, application

(contest, poll, etc) or group

Types of Ads


A destination off of Facebook – your website, blog, an event, app

Types of Ads


Attributes value to various

objects on the site - photos, wall posts,

status updates, and

notes

The New FB Ticker• Business Page

updates will not appear here…

• BUT Sponsored Stories are eligible to be displayed

• Notice the Hover/Pop-Out Feature



Currently only for individuals. Doing testing with “non-user entities” (Groups, businesses, teams, brands, etc.)

Coming by the end of 2011 for business

Shutting down non-user profiles until the feature becomes available

Full Google experience (integration of all products)

Google+


Social & SEO


Google+

Photo Albums

Sparks(interests)

Circles

Profile

Hangouts (“Meetings” for

Biz)


Google+ and Search

Ad Performance


Testing is critical – Split A/B Test with words, or images, etc.

Responder Demographics – look at who is responding and go after them • How to run this report is available in FB

advertising section

Run reports (schedule) so you keep an eye on performance.

Keep ads fresh


Resources


Final ThoughtsSocial media is no longer optional. You will reap the rewards but need to invest the time to get the benefit.

“When a brand does its job right, it creates an emotional connection.” - Brian Solis

It's not about ROI - It's about creating awareness, having people understand the brand will create engagement, which will lead to revenue.

“If you aren't constantly evolving along with your customers you will be doomed to fail.” – Steve Kaufer, CEO - TripAdvisor

Let’s Connect!


LIKE us on Facebook…Facebook.com/CosmeticSocialMedia

Post on our wall one takeaway from today’s course

Email: [email protected] Free: 877-401-5485

social media presentation to skinmedica management symposium sept. 2011

Health & Medicine