1. Thank you for attending our Greater New York
Social Media Marketing Workshop!
Welcome
Annie Tsai
Chief Customer Officer, Demandforce
Social Media Strategy Session
Manny Rivas
Account Manager, aimClear
Introduction to Generation Demandforce,
the online community we’ve built for customers like you.
Becca Piastrelli
Community Manager, Demandforce
Thank you & iPad Raffle
Team Q&A
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2. How to optimize your social
marketing strategy
GDNY 2012
Manny Rivas, Account Manager
@MannyRivas
aimClear
November 26th, 2012
3. Awards and Recognition
aimClear has been cited on the 2012
Inc. 500 list of fastest-growing
private companies in America. The
Inc. 500 is a prestigious annual list
showcasing businesses that
demonstrate exceptional growth and
admirable success.
In June 2012, we were recognized as
one of Minnesota Business’ 100 Best
Companies to Work For.
www.aimclear.com
4. Most do not consider going to
the dentist a social event.
www.aimclear.com
6. What are the channels?
Search Channels
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7. What are the channels?
Contextual Channels
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8. Search vs. contextual
2 Main Types of Online Marketing
• Search (Looking for answers)
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9. Search vs. contextual
2 Main Types of Online Marketing
• Contextual – (Viewing content & conversation)
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10. Search vs. Social
Search Engine Optimization
Search Marketing Variety #1
•Google, Yahoo, Bing “organic” search results
•YouTube search
•User enters query, gets result, advertiser didn’t pay to be in
results
11. Search vs. Social
Paid Search
Search Marketing Variety #2
•Google, Yahoo, Bing, YouTube sponsored search results
•User types question, gets result, advertiser paid to be in
results
12. Search vs. contextual
Contextual – Social Media
Contextual Marketing Variety #1
•Facebook walls, likes, comments,
•Twitter, LinkedIn, forums, blog comments
•Advertisers don’t pay, they market by participation
13. Search vs. contextual
Contextual – Paid Social
Contextual Marketing Variety #2
•Linkedin and Facebook Ads
•Ads targeted in publications
•Advertisers pay for highly targeted walk-by traffic
23. Facebook Ads Case Study
Goal: increase seminar attendance with geo-specific Facebook
ads targeted in a radius of the seminar location.
Revenue from registrations: $595 + 50% of registrants will
purchase roughly $4k of materials.
Ad campaigns were created and targeted by geo + interests or
education for each seminar.
Results:
Total spent: $4,147.13
Registrations: 13
Profit: ($7,735 + $24,000) - $4,147.13 = $27,587.87
www.aimclear.com
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30. Selecting A Landing Page
• Make It Painfully Simple For Your Visitors
www.aimclear.com
31. Organic Community Building:
Sharing Content
Why Is Sharing Important?
– Sharing topical content with your community can help:
• Establish yourself as an authority
• Stay up to speed on industry events & news
• Initiate & foster engagement with customers
www.aimclear.com
32. Resources for Content
• Aggregators a la…
–AllTop.com
–Facebook
–SomeEcards
–Reddit
–Pinterest
• Top News & Content Aggregators in Vertical
• Local News Sites
www.aimclear.com
40. Grow Your Reputation on Facebook
Reviews Automatically
Updated
Word of Mouth for
Every Prospective
Patient
Certified Reviews
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41. Demandforce Easy Reviews
Consistent reviews across the web:
Practice Website, Facebook & Google Places
42. Connect with New Patients
Capture new patients right from your Facebook page
Appointment requests appear in your Demandforce Dashboard
49. Campaigns vs promotions
In our
‘Campaigns’
tab, you will be
able to create a
promotion with
a highlighted
special
incentive, or
create a
custom
newsletter with
unlimited
possibilities.
50. Step 1: Select Your message type
Choose from
one of our
standard
templates
Or our
Reputation
Builder Section
to build your
presence
online
Or simply
51. Step 2: customize your message
Our platform is
similar to many
word processing
programs. You
can edit your
fonts, styles and
colors to your
liking for any
message you are
creating.
Template text
can be edited,
added to, or
52. Preview your message
Always make
sure to preview
your message
along the way
to ensure that
the content you
are sending is
accurate and
designed the
way you want.
You can preview
in full on Steps
2, 3 and 6.
53. Step 3: Send an email proof
In Step 3, you
can preview
your message
and send a
copy to your
personal email
address to
view a copy in
your inbox
before sending
to your
patients or
customers.
54. Step 4: select your recipients
In Step 4, you can target and
segment with tremendous power
to reach folks who have left you
great feedback or said they would
refer a friend to you.
For certain management systems,
55. Segment your message
For certain
management
systems, we
can target
further down
by specific
criteria pulled
directly from
your ledger to
target the
exact group
you wish to
receive your
email
56. Step 5: refine your list of recipients
In Step 5, the
list generated
based on your
criteria will be
shown for
further pruning
ensuring your
message only
goes to people
you want to
receive your
message
57. Step 6: schedule your message
In Step 6, you
can decide
when you
want your
communicatio
n to be
scheduled for
delivery, or to
send the
communicatio
n now.
You also have
one more
chance to
review your
message and
58. Topic Ideas Throughout the Year
January February March April
•New Years •The Grammys •March Madness •Easter (Candy)
Resolutions
•The Oscars •Spring Break •Tax Day Reminder
•The Superbowl
•Valentine’s Day •St. Patrick’s Day •April Fools!
May June July August
•Mother’s Day •Father’s Day •Summer Vacation •Back to School
(College)
•Graduation •Summer Is Here •4th of July (BBQ)
•End of Summer
Promo
September October November December
•Insurance Reminder
•Back to School •Halloween •Thanksgiving •Holidays
•Labor Day •World Series •Black Friday Deals
•Voting Reminder
59. o A complete social strategy in
30 minutes per month
o Timely automatically
schedules posts to maximize
Type your
Facebook or reach and clicks
Twitter updates
here. Click “Post
Now” to post o Easily track the performance
immediately or
“Schedule” to let of every post you send to
Timely choose the
optimal time for Twitter or Facebook
you.
o Set it and forget it!
The best way to stay active on social media for the busy
professional!
Regardless if you will run ads or not, knowing the approximate numbers for each of these segments will give you an understanding of where interest pockets in your community exist
This feature is available right in their product portal! Can post immediately to their pages OR queue up a ton of posts for later. Analyses their past 200 posts so it sends out the post at the perfect time for the MOST exposure. Tagline for Timely is “set it and forget it” Mention you can take 30 minutes and have 30 posts for 30 days!
Reviews Widget for Facebook
Review Widget for Facebook
Appointment Widget for FB
Get across the value of deals but include that DF is working on making this EVEN easier! High volume of people confirming appts online. Gives them a chance to share with friends on Facebook in click! Social referrals help you turn your best customers into your best marketers. It allows you to give a gift to an existing customer that they can then give to a Facebook friend. In turn helping you get new customers from your existing customers. It's the evolution of word of mouth marketing.
100 Appointment Confirmations = 1 Lead 5 Leads = 1 New Customer
