Presentation to John Paul the Great Catholic University
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I was invited to speak on the business of social media to the students at John Paul the Great Catholic University. We covered how I got my social media agency off the ground and the day-to-day processes and tools we use at Cosmetic Social Media.
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Presentation to John Paul the Great Catholic University
- 1. @CosmeticSocial * @MoniqueRamsey * #LetsGrow Good Morning The Business of Social Media
- 2. Meet Monique… Founder - Cosmetic Social Media 25 years experience in aesthetic medicine Certified Relationship Marketing and Social Media Strategist (2009) • Winner, PRSA Bronze Bernays Award • Winner, 2010 #influenceSD Award - Best Social Media in Business • Alert Press Top 5 Medical Practice Facebook Fan Pages • Flux Digital 17 Top Facebook Pages for Small Business ♥music, ♥USC, ♥sports, ♥spa days, ♥shoes ♥driving fast ♥creative endeavors!
- 3. Executive Trainee Assistant Buyer Department Manager Director of Marketing Administrator Chief Operating Officer
- 4. :-!
- 6. Certified Relationship Marketing and Social Media Strategist
- 13. @CosmeticSocial * @MoniqueRamsey * #LetsGrow
- 14. Less Spam - More Relevance! ★ more delight ★ Feel connected w/ brands same as w/ friends and peers @CosmeticSocial * @MoniqueRamsey * #LetsGrow
- 15. Social media is about sociology and psychology, not technology. ~ Brian Solis @CosmeticSocial * @MoniqueRamsey * #LetsGrow
- 16. #SocialDoneRight •Give your knowledge freely (ex: exam room) •Sharing not Selling •Pay Forward / Give Back •Upshot: cultivates brand awareness = big returns @CosmeticSocial * @MoniqueRamsey * #LetsGrow
- 17. Percentage of all Facebook posts by fans that went unanswered. source: locowise.com
- 18. Customer Service Portals • The new “norm” • Expectation 30 minutes or less • Facebook rewards those who respond quickly with a “Very responsive to messages” badge • shows people which Pages respond quickly and consistently to private messages.
- 19. • To get the badge: you must have achieved both of the following over the last 7 days: • A response rate of 90% • A median response time of 5 minutes • ON- Anyone can see it. • OFF - Only people who manage your Page can see responsiveness #’s BE RESPONSIVE @CosmeticSocial * @MoniqueRamsey * #LetsGrow
- 21. @CosmeticSocial * @MoniqueRamsey * #LetsGrow Social Strategy
- 22. Who are you? • Brand (2 – 5 words) • Voice • Messaging Who is your patient? • Target Audience (could be different than current patient base) Social Strategy
- 23. Social Strategy What Are Your Current Marketing Channels? • eBlasts, Promotions, Events, Loyalty Programs, Seminars, Product Launches, Studies/Research, TV, Radio, Print, Direct Mail, Yellow Pages What Are Your Online Assets? • Website, Blog, Mobile, Video, Social, AdWords, Banner Ads/Re-Marketing, etc.
- 24. Social Strategy – Goals • NP Leads • Increased Website Traffic • Increased Patient Retention (loyalty) • Increased Referrals • Reputation Repair / Patient Relations • Trusted Resource • Launching a New MD’s practice • Launching a New Division/Product • Greater Community Awareness • Launching/ Re-Defining Your Brand • Selling Your Practice • Grow Email List
- 25. Social Strategy - Tactics What Approach Will You Take? (Road Map) What Tools Will You Use?
- 26. Social Strategy - Tactics • Which Platforms • Social Ads • Engage with Other Pages & Users • Blog • E-blasts • Mobile Friendly Website • Video, MicroVlogs, Live Video • Podcast • Local Business Relationships • Building a Rapport What Will You Implement and How Often?
- 27. Social Strategy - Measure Track and Measure • Google Analytics • Short Links (bud.url) • Facebook Insights • Google Ads Manager • Facebook Analytics • Coupon Redemptions • Email Program Analytics
- 28. Social Strategy - Measure Track and Measure, Cont. • Blog Comments • Re-Tweets, Re-Pins, Shares • Facebook Ad Manager & Power Editor • 3rd Party Tools (General): Hootsuite, HubSpot, Sprout Social, NUVI
- 29. Setting Expectations • Are They Realistic? – Time to Implement – Outcome – Time to Be Successful • Do You Have Buy-In? – Are you truly on board? – Is your staff on board? – Social Ambassador? Internal – Invest in promoting social in all patient touch-points
- 30. Social Media Policy Internal (Staff) External (Fans) Who is Going to Write? Where Post?
- 31. Make it Easy to Connect • Move Your Website Social Icons to TOP • Embed a tweet (or other post) at the bottom of each blog post • Embed social posts (or links to posts) in e- blast • Have social links Email signatures
- 32. @CosmeticSocial * @MoniqueRamsey * #LetsGrow Measurement
- 33. Social Intelligence Are you listening? Billions of conversations. NEED TOOLS TO: Monitor Listen Prioritize Engage Learn Adjust Grow She’s the best doctor! Arrogant! Don’t go! 5 stars! Waited too long. EEEW~ exam room a mess Great doctor and staff! @CosmeticSocial * @MoniqueRamsey * #LetsGrow
- 34. But with billions of conversations happening right now… you’re not in control of the conversation. Or are you?
- 35. Tools NUVI** (our example today) Hubspot Marketo Hootsuite ViralHeat
- 36. Beyond Google Alerts @CosmeticSocial * @MoniqueRamsey * #LetsGrow
- 38. Sentiment
- 39. #IMCAS2016 * @CosmeticSocial * @MoniqueRamsey * #LetsGrow Live feed of mentions
- 40. Zero in and Act
- 41. Compare Time Periods - Week/Week - This Mo./Last - This Year/Last Competitors, Etc. Practice A Practice A Practice A Practice B
- 42. Proof Consistency Works 173 1, 2 From 6 days/week to 3 days
- 43. 46 Types of Posts that Work
- 44. Paid vs Organic
- 45. for Instagram
- 47. @CosmeticSocial * @MoniqueRamsey * #LetsGrow …one last thing
- 49. Slideshare slideshare.net/moniqueramsey #IMCAS * @CosmeticSocial * @MoniqueRamsey * #LetsGrow
- 50. My Reading List Books: • Brian Solis: What’s the Future of Business • Jay Baer: Youtility: Why Smart Marketing is About Help Not Hype • Guy Kawasaki: Enchantment: The Art of Changing Hearts, Minds, and Actions
- 51. Questions? Monique Ramsey Toll Free Direct Dial 877-401-5485 Email: monique@cosmeticsocialmedia.com Facebook.com/CosmeticSocialMedia Twitter.com/MoniqueRamsey CosmeticSocialMedia.com/Blog
Notas del editor
- She worked at Robinson’s and La Jolla Cosmetic Surgery Centre.
- Fast forward 20 years… and her career was not quite as fun and exciting as it was 20 years earlier. The stress was wearing her down and definitely making that smile less and less apparent. She yearned for something new. Something that would bring back the sparkle.
- She was one of the first 37 to graduate in the world’s first social media certification program. She was doing everything she loved: making connections with people around the world, getting to have FUN every day at work, being able to use her creative talents to make a difference in people’s lives. It was the perfect position.
- And all of a sudden – that “geek” label that she had been called all those years ago became a badge of pride.
- Key Trends 2015: Social = <3 of consumer behavior // conversation tools & customer service pathways // Less spam & more delight // Relevant content & remarkable content // Expect to pay to promote posts $$ but be selective & test
- Notes: Forbes: Social Intelligence. ”Many innovative companies are taking social data to the next level, “listening” to the billions of conversations on social media, to bubble up actionable insights for companies to make better decisions around their brand, marketing, product, etc. I would be very worried how budgets will shift in this direction, if I was a traditional market research firm.” http://www.forbes.com/sites/georgedeeb/2015/01/16/the-top-20-digital-trends-of-2015/
- Key Trends 2015: Social = <3 of consumer behavior // conversation tools & customer service pathways // Less spam & more delight // Relevant content & remarkable content // Expect to pay to promote posts $$ but be selective & test