1. SOCIAL MEDIA
: Making the Connection

2. AGENDA
• Review best practices for dentists across social media
• Answering “The Why”
• Content strategies
• Time & Budget investments
• Understanding the why and how to build community
• Measuring effectiveness
• Using video and reaching the millennial generation

4. Most dentists do not have a documented social
strategy.
Responsibility typically falls to one employee
Half of all for-profit businesses spend at least 6 hours
per week

5. WHY SOCIAL
MEDIA?
65% of monthly Facebook users use it daily
Average number of Facebook friends is ~250
91% of millennials use Facebook
63% of adults online age 50-64 use Facebook
SEOValue of social media indicators

6. Social media can
amplify social justice
issues.
Post issue-centric
content to establish
that you are a
thought leader in
your area of focus.
What is your core
issue?

7. SOCIAL MEDIA PLATFORMS
Top social networks:
Facebook (can link to Instagram & Twitter)
Twitter
YouTube
Pinterest
Also: G+, Flickr,Tumblr, Slideshare

8. IDENTIFYINGTHE GOAL
Facebook : Sharing trending topics, links to larger bodies of
content, memes, event information
Twitter : Sharing images, linking to larger bodies of content (link
FB/Twitter to cross-post)
YouTube : Uploading and sharing video content, both
professionally done and from smartphone
Pinterest : Uploading images (before & after cases), pinning
humorous memes, inspirational quotes

9. CONTENT Avoid too many:
events
activities
about you
Instead:
invite dialogue
be visual
editorial calendar
be mobile friendly
share others
clear & concise

10. HOWTO STRATEGIZE
1. Start by identifying your demographic
2. Quantify interests based on that demographic
3. Identify why your target uses social media
4. Map out content to share, and track interaction

11. COMMUNITY
Your community will make or break you on social
media. Find ways to connect with active user groups
in meaningful, sharing ways for maximum effect.

12. CONTENT
• Take the time to write/tweet in clear language and with proper
punctuation
• Look for trending topics around your issue / location
• Curate content by other, similar organizations
• Give your followers useful, interesting content - that they would
share with others
• Make it a conversation : ask fans to share their favorite non-profit,
their favorite local coffee shop, ask fans about what they want to see
as a member benefit, etc.

13. TRENDINGTOPICS
Fun Facebook post or tweet
could center around:
first, make your next cleaning appointment!
or
call us about our new same day crowns!

14. CURATING CONTENT
• Think of other businesses in your community
(health clinics, schools, after school activity groups)
• Look for other businesses that are in your area
and have been or may be supportive to your
cause
• Like, Share, Comment, Cross-post

15. • Appreciation : showcase a local company or patient referral
• Interact with relevant pages and share content
• Tweet to a landing page on your website that has a specific ask, or
some useful educational content
• Create “behind-the-scenes” content : images at a volunteer gala or
benefit
• Encourage peer-to-peer collaboration with other dentists
• Post a thank you message on a local business/referring partner’s
page
• Share content more than once - ICYMI

16. MIX IT UP
• 4-1-1 : 4 pieces of content from others, 1 re-share, 1 self-
serving post
• 5-3-2 : 5 pieces of content from others, 3 from you, 2 personal
updates
• Golden Ratio : 60% others’ content, 30% your content, 10%
promotional
• Rule of Thirds : 1/3 posts about you, 1/3 curated content, 1/3
conversations

17. TIME INVESTMENT
• Facebook - post 1 to 2x per day
• Twitter - tweet or re-tweet 2 to 8x per day, and weekends
• Timing is everything - respond quickly to relevant events
KEY: Better to spend your time managing a few networks,
than many poorly
Remember: Theories about times of day / days of week :
Bottom line - test it for your practice and see what happens

18. BUDGET
• Allocate budgets for specific sponsored posts / ads
and for boosted posts.Test,Test,Test!
• Ad campaign might run between $100 - $350
depending on length (7 days vs 30 days)
• Boosted posts can do quite well on $40 - $100;
again depending on length and target

19. MEASURING CAMPAIGNS
Almost 71% of people have indicated that they use Facebook insights to
measure engagement. Use exportable spreadsheets (both by post and by
date), which can help organizations pinpoint the days, times, and types of
content that resonate best with their audience.
It also doesn’t hurt to keep track of weekly re-tweets, clicks and other
metrics through programs such as Bit.ly.
Engagement doesn’t need to be a scary or abstract concept.All it takes is a bit
of content development and some investigative work. Once you learn
your community’s habits, you can then work towards engaging them and
adjusting where necessary.

20. http://mashable.com/2015/10/08/millennials-video-marketing/#T758bNTFWsq0
Video as a social medium is becoming increasingly
relevant, especially among millennials.The numbers
don't lie.

21. WHERE DIDTHE MILLENNIALS
GO?
• 84% of millennials follow brands on Facebook
• 75% follow onYouTube
• 47% follow onTwitter
• 50% of millennials relied on video sharing websites
compared to 29% of the 35+ used video sharing
websites

22. Keep eyes on:
54% Health/Fitness
75% News
50% Careers
46% Education

23. In analyzing 2 million tweets posted over the
course of a month last year,Twitter found videos
boosted retweets by 28%.
Two-thirds of millennials said in an Animoto
survey that they would rather watch a video
from a company instead of reading text; nearly
half said they only watch video on their
mobile devices.

24. FACEBOOK ANDVIDEO
In June 2015, Facebook
revealed that its users
watch 4 billion video
streams every day. http://
mashable.com/2015/04/22/facebook-q1-earnings-2015/

25. - Mark Zuckerberg
Facebook’s content will be mostly video in five years.

26. YOUTUBE
FOR
DENTISTS
Having an activeYouTube
account can act as a second
website for you, and add SEO
value to your current website.

27. • Ad buyers only pay when someone views an ad
• Targeted delivery based on demographic data
• Catered to desktop and mobile devices alike
• Measurable returns such as new channel subscribers and video
sharing
• Campaign around a specific objective, such as total video views
• 15-second PremiumVideo Ads featuring content pre-screened for
creativity
• Call-to-action can be displayed when video ends
• Robust delivery based on reach and frequency

28. TIPS FOR ENGAGINGVIDEO
Videos that showcase your non-profit’s culture are
perfect for humanizing your brand and bringing it to life.
Create a clear call-to-action. Have a purpose and
goal for the video, and invite the viewer to visit the
website for a specific purpose.
It takes practice! Don’t expect to get it right the first
time; learn, learn, learn.

29. OPTIONS
#1 Educational/Informational Shorts
1. Average time of ad is 0:30.
2. Shoot your video either straight on or right
above the object you want to bring the
most attention to. Speed up the
footage in premiere or use an
intervalometer on your DSLR to create
a time-lapse.
3. Use text and/ or images heavily on-screen
so the viewer knows what you’re doing
without having to turn on the audio.
4. Option: Worksafe videos use text or
captions to tell the story without having
to turn the volume on.
Source:Top 3 FacebookVideo Ad Formats for 2016 http://www.reelseo.com/top-3-
facebook-video-ad-formats-2016/#ixzz3z1TWhwp8
#2 Gifs
1. Popular Gifs use a collection of still
images that are animated inside a
larger context.
2. Use sound effects and stunning lens
filters to create a sense of
motion.
3. These videos generate a ton of
views and they are easy to share.
They are easier to produce if you
have the right images.
Source:Top 3 FacebookVideo Ad Formats for 2016 http://www.reelseo.com/top-3-
facebook-video-ad-formats-2016/#ixzz3z1U5nLnS

30. PINTEREST

31. GOAL :
Building
Community
Social
Media
Indicators

32. Facebook Business Manager - Ad Analytics

33. CASE STUDY - ADS
https://business.facebook.com/220206114691633/posts/
1029662917079278 -
Ad preview not showing this morning - try to grab

34. FACEBOOK SAMPLE - DON’T
Always use an image - fun,
engaging, genuine
Short lead in - about 2-3
sentences, unless you are
engaging community in a
conversation
Link the rest of the information
on a webpage (use a bit.ly!)
1,585 fans
267 check ins
16 reviews

35. FACEBOOK SAMPLE - DO
Great image and sharing
about the community
Recommend: putting the link
behind a bit.ly to track clicks
and interactions other than
“likes”
Tag Dr. Snyder
Share to his Facebook page

36. TWITTER - DON’T
Use proper language: no “u” and
“just as much” what?
Put links behind a bit.ly link to
track clicks
Images will generally get better
play with real people vs. stock
images - but good branding.
Less titles - use characters to
inspire
383Tweets
39 Following
1825 Followers

37. Be Honest
Care About Reviews
Don’t Try Too Hard

38. SOCIAL MEDIA POLICIES
• “A social media policy takes
the guesswork out of what is
appropriate for employees to
post about your company to
their social networks.”
• Policies should advise
employees how they can
comment on blogs or social
networks to boost brand
awareness and drive traffic to
the company’s site.

39. SOCIAL MEDIA POLICIES
• You will want to cover two main areas in your
policy: how employees are using their own social
media accounts and how your company is using
social media (and those involved in conduct here).

40. WHEN NEGATIVITY STRIKES
• Listen and correct mistakes on your end
• Ignore
• Respond with facts
• Diffuse the situation with humour
• Block or ban when appropriate
• Come up with your own unique response

41. What is your product?
What is your story?
Who are your community?

42. GOALS & PURPOSES
• What is your goal for social
media?
• How much time are you
prepared to allocate to social
media?
• What is your projected
budget for social media?
• Reviewing current usage of
social media platforms

43. • Recruit your staff, patients, and friends to
be your social media ambassadors
• Ambassadors would be featured in telling
their story with videos and testimonials to
place on website.Videos and links to
testimonials/stories will be pushed to
social media.
• Ambassadors also commit to sharing
social media posts from AZDA to their
Facebook,Twitter, and Google following.
• Ambassadors should be specifically
targeted for:
• Social media presences
• Active member
• Community or nonprofit partner

44. By reaching out to your community, you invite them to engage
in positive activity.

45. TOOLS & RESOURCES
• HootSuite
• Social Media Examiner
• Facebook - “like” other social media marketing

46. THANKYOU!
Rosalea Peters,WEO Media
rosalea@weomedia.com @MsRosalea