I want to thank you for attending our workshop. It is a PLEASURE to bring quality education like this specific to our industry to fellow practice managers in New York, Pennsylvania and the great state of New Jersey. I'm glad to know you and work with you!
If you didn't have a chance to say hello to Steve from Best Pet Rx, please make sure that you connect with him at some point down the line. Steve is an incredibly bright and good-hearted person whose first goal is to help you and your practice succeed. His company holds excellent client care as its highest priority.
I want you to successfully market your practice online...so do all of our experts, Brie, Phillip and Brenda. Please reach out to any of them down the line if you have questions. Our goal for you is 90 days from today. 90 days from today we want a successful social media campaign up and running at your practice. Take out your calendar and mark it up. Set deadlines and goals for yourself and your team. Take your thoughts to the entire practice. Share your ideas and ask how they can help. Your individual efforts won't take you far...but involve your entire team and you'll not only smoke your deadline, you'll ignite enthusiasm throughout your practice.
As I mentioned at the meeting, Brenda's notes can be found on her Website (see how that savvy girl is driving you to her website? By emailing your clients with links to your website for handouts, you not only keep the earth greener, but achieve the same thing that Brenda is doing each time she speaks.) The link for Brenda's notes is below. The rest of the experts notes are pasted in just below the hyperlink to Brenda's page.
And of course, I would be remiss if I didn't send you some Social Media Links with pictures
http://www.facebook.com/media/set/?set=a.373964582672123.82090.133652936703290&type=1&l=7418bd4c01
https://plus.google.com/115630163119101207897/posts
@halowconsult
Brenda Tassava Resource Page
Use the link for helpful resources that you will need to get your social media plan started
Beginner Twitter
1.
Getting started (demo)
a. Setting up your account
i. Go to www.twitter.com
ii. Complete the form
ii. Complete the form
iii. Click the Sign up for Twitter button
iv. Spend some time setting up your icon,
background, description, location and color scheme
logo should be in 400px by 800px space on left
total graphic image should be 1920px by 1080px
b. Understanding the language
i. 140 Character
limit
ii. Retweets
iii. @ Replies
v. Bit.ly and other shortened links
(www.bitly.com)
Intermediate Twitter
2.
Finding followers
a. Set up Twitter searches for
keywords in your area
b. Peruse the followers of people you know
and follow them (see Brenda’s book for a list of “who’s who” in our industry
ii.
Mention it in your other marketing efforts (like mailings)
Advanced Twitter
3.
Finding your voice
a. Who is tweeting for your practice?
A doctor, the practice manager, the clinic cat?
b. Look at what other veterinarians are
doing and see what is working
c. Be yourself
4.
Planning and automation
a. Create a spreadsheet of tweets
i. Date and time to send
ii. Under 140 character limit
ii. Under 140 character limit
iii. URLs to which you are linking
Date
|
Time
|
Tweet
|
Length
|
URL
|
4/16/2012
|
10:00 AM
|
Hi. How are you today?
|
22
|
|
4/16/2012
|
10:02 AM
|
We're so happy it is spring because of all the beautiful new
animals that are born in this season and because of all the beautiful flowers
that bloom!
|
150
|
|
4/17/2012
|
7:54 PM
|
We're happy it's spring because of all the beautiful new flowers
and animals that arrive with the season!
|
105
|
|
4/17/2012
|
9:18 PM
|
Happy #WoofWednesday to our friends over at @northstarvets
|
58
|
|
4/19/2012
|
9:00 AM
|
Check out our newest service, neurology at
http://www.northstarvets.com/neurology.php
|
85
|
http://www.northstarvets.com/neurology.php
|
b. Add your tweets to socialoomph.com
i. Schedule tweets for the year
ii.
Set it, but don’t forget it!
5.
Engaging with followers
a. Balance between putting your
message out there and interacting with others
b. Stay positive in your messaging
c. Address negative tweets with tact
and respect
d. Know when to take the conversation
offline
e. Only provide relevant content for your
audience
6.
Best practices
a. (In)appropriate content
i. Appropriate
content
1. Relevant content for your audience
2. Fun, informational and engaging
tweets
3. Use your top keywords in your
tweets
ii. Inappropriate content
1. Use family-friendly language
2. Avoid jargon
3. Nobody wants to know what you’re
eating for lunch
4. False claims/inaccurate
information
b. Measuring your success
i. Retweets and @ replies
ii. Clickthroughs to your website
iii. Number of people who take advantage of
your offers (Use offers sparingly as people are quick to perceive those who
post lots of offers as spammers)
c.
Ideas for tweets
i. Link to your Facebook page account
ii. Promote pet-related holidays and events
iii.
Offer specials, deals, and discounts
iv. Point to your YouTube videos
v. Point people to key pages on your website
vi. Answer frequently asked questions
vii.
Host an “Ask the Vet” tweet chat at a regular recurring time
viii.
Give shout outs to your followers (#MeowMonday)
ix. Share breaking, but
relevant up-to-the-second news (anything from “it’s Dr. Jones’ birthday today”
to “AVMA announces new protocols for pet care” for example)
Beginner YouTube
1)
Getting
Started
a.
Equipment
that you’ll need
Flip
cam or smartphone
Computer
with an internet connection
b.
Creating
your account
Go
to www.youtube.com and click on Create
Account
Complete
the form
Customize
your profile/channel
2)
Shoot
your first video
a.
Set up
the shots (make sure the area is cleaned and de-cluttered)
b.
Record!
(get a few takes if possible. Total length should not exceed 2 minutes)
3)
Sharing
your first video (uploading to YouTube)
a.
Click
the upload button
b.
Click
on selected files from your computer
Common
problems with uploading videos and online help if you run into a problem
4)
Title
a.
Description
b.
Tags
c.
Location
Intermediate YouTube
5)
Tools
of engagement (demo Generation Vet at www.youtube.com/amandabrowndvm)
a.
Cliff-hangers
b.
Create
a series
c.
Incorporate
visual themes
6)
Measuring
your success
a.
How
many times was the video seen?
b.
Was the
video mentioned on other sites?
c.
If you
included an offer with the video (to track its success), how many people took
advantage of it?
7)
Best
practices
a.
What is
the difference between appropriate and inappropriate content
b.
What is
relevant content for your audience?
c.
What
makes a fun, informative and engaging video?
d.
Avoid
these pitfalls
Non-family friendly language
Non-family friendly language
Jargon
Busy
backgrounds
False
or inaccurate information
8)
Ideas
for videos that work
a.
How to
care for your pets
b.
What to
do if…
c.
Explain
common procedures
d.
Answer
frequently asked questions
e.
Interview
other pet industry people or be interviewed
f.
capture
a community event in which you participated
g.
Highlight
a pet of the week
h.
Give a
hospital tour
Facebook Notes
- Create
an account (page) at https://www.facebook.com/pages/create.php
- Pages
are focused on organizing around topics or ideas which “allow entities
such as public figures and organizations to broadcast information to
their fans.” We are setting up your practice’s “official Facebook
presence” using Facebook Pages.
- Groups
are “for members of groups to connect, share and even collaborate on a
given topic or idea”. While the company continues to make a distinction
between groups and Facebook Pages, we see these products eventually
merging over time. Groups can
serve as an extremely effective marketing tool. Most importantly, groups
serve as a tool for building awareness around various ideas; ability to
make them “invite only” or limited to specific networks.
- Select company icon; choose category: health/medical/pharma
- Upload
a picture of your hospital - attendee will have to come ready on their
laptop with a picture or be ready to upload one from their hospital
website or other website that houses photos. I suggest coming prepared for
both.
- Enter
in a brief description of your hospital that will be visible to those who
visit your page. I recommend it include key info: hours of
operation, phone #, types of patients you see, your
approach to patient/client care,
ideally a mission statement.
- Set up
email contact
- The
page below shows how to create a specific group out of your contacts in
Gmail. Most basic - choose which contacts you want to export; be sure to
choose the group you want to export.
5b. Select the Google CSV format, and then
select Export
5c. Click the Export button to
download your contacts. Follow the instructions on your screen and save the
file to your computer. By default the file will be named 'google.csv'.
5d. Upload your 'google.csv' file to
Facebook using the uploader on your screen
6. Settings
7. Manage
permissions
8. Basic
Information
9. Profile Pic
10.
Featured
11. Manage Admins – Choose
two people: Owner and the person who will handle social media.
12. Apps – Loading a video
13. Mobile – getting set up
14. Insights - what do they tell you?
|
|
|
15. If you ever need to delete your page
- Click Edit Page in the upper-right corner of
your Page
- Select Manage Permissions from the left
sidebar
- Click Delete [Your Page Name]
For Pages with the new timeline design:
- Open your Page's admin
panel
- Click Manage
- Select Edit Page
- Select Manage Permissions from the left
sidebar
- Click Delete [Your Page Name]
You will have the option to unpublish or delete
your Page. If you choose to delete your Page, please note that its removal is
permanent.
Facebook II for intermediate and advanced users
16. Posting that
keeps your fans following you!
-ask questions, poll people, ask for
their opinion
-respond often to posts; ask follow up
questions; If your site receives a large volume of traffic, you can
inspire fuzzy feelings by posting blog entries that address the most popular or
intriguing questions you receive. You can also host free webinars to
discuss topics that are getting a lot of wall time on your Facebook page.
-personalize as much as possible by
using the “@username.”
it makes the fan feel special and encourages them to respond or post on their
own wall increasing your reach.
|
-post often and during peak time - 9a-2p
of your time zone when most people are at work. get your people
conditioned and take the information to them. you want them looking for
your status update.
-host a promotion - Many of your
fans started following companies on Facebook in order to qualify for giveaways
or contests. Offer something for free to your users occasionally, on the
condition that they “like” your page or update. This increases your number
of fans, but it also ups your traffic – your users’ “like” activity will pop up
in their friends’ news feeds and provoke more activity. (Imagine the
goodwill you’ll receive from the person who wins!)
-Utilize Cross-Exposure
Integrate your
website, your Twitter account, and your other social media sites with Facebook.
This will enable
your clients to visit one site and contribute to a conversation on another,
without leaving the original site they visited.
For example, if
you’re a microbrewery asking fans for name ideas for your newest beer, you’ll
increase the exposure for your marketing campaign by engaging both your
Facebook and Twitter audiences.
-Maintain A Positive Image
Facebook pages
aren’t the place for companies to complain about the economy or changes in the
industry. Keeping your tone light and your topics engaging is crucial to
maintaining readership. However, that doesn’t mean others won’t post
negative comments on your page. Address their concerns quickly and
professionally, and follow up with the posters off Facebook. Your fans
will watch how you react and respond accordingly.
-Make Your Point Fast
People love
Facebook because it allows them to get several bites of information in a short
amount of time. Catch their interest by promising them a short time investment
— post pictures when they can make your point for you, and keep your status
updates short.
If your updates
inch above 200 characters, your audience will lose interest. Brevity is
your friend.
-Provide Information And Sneak Peeks
If your hours or
location have changed, you have new products, or your policies are being
updated, let your Facebook fans know. Your readers will appreciate a
heads-up, and it may remind them to stop by or place an order. When you
are releasing new products or services, giving your established followers a
preview of your new items will inspire curiosity and convey a sense of
loyalty. Your Facebook fans are interested in you; they need to feel that
you’re interested in them. Reward their investment by engaging with them
regularly, and take their feedback under consideration.
(in the above
example from Best Pet Rx you can see four examples of providing information and
it is varied information from light, the Hamptons Canine Concierge, to the
diabetic or cancer patient in your home.
Further, each post had engaged fans
through “likes,” comments, and shares.)
17. Changes to FB
Change from photo strip one
large image to showcase your page and the guidelines are stringent.
Sample - The new Timeline cover photo is
850 by 315 pixels; profile picture is 180 by 180 pixels
18. Larger, Highlighted and Pinned
Posts
To help you tell your stories, the
pictures and videos are now larger and more eye-catching. You can also highlight a story (by
clicking the star icon in the upper right of a post) so that it spans all the
way across the Timeline.
19. Setting company milestones
|
20. Advertising changes: Larger and now called Reach Generator and
Premium on FB
Reach Generator
Premium on FB example
21. Facebook Rolling Out
Additional Page Post Targeting Options:
Facebook page admins will soon be
able to target posts by age, gender, interested in, relationship status,
education information and workplace. This is in addition to the previous
options available: language and location
This is the current target selection available on our Facebook
page.
