what is social media find out exactly what is social media
DESCRIPTION
TRANSCRIPT
Social Media “Risks & Rewards”
Start Sharing & Socializing?
Lisa Marie Wark, MBA@LisaMarieWark
www.LisaMarieWark.comwww.BuyYourApp.com
Founder/Owner: Lisa Marie Wark & Assoc.
President: BuyYourApp.comFounder/President Revage Medical Spa, LLC
Medspas.comPrinciple: Glow Spa, LLCSVP Marketing: Century Wellness Clinic
SVP Marketing: Cancer Screening & Treatment Center of Nevada
Affiliated Associations
Founding Member: Medical Spa AssociationMember: International Spa Association
Public Member: Nevada State Board of Dental Examiners
“Social Media is the BIGGEST shift since the
Industrial Revolution” – Erik Qualman, Socialnomics
“The OLD way of advertising is no longer working….
Like it used to….”
86 % of viewers don’t trust traditional advertising any longer
Advertising use to be “Pay to Play” NOW it’s “Play to Play”
Only 18% of traditional TV campaigns generate a positive ROI
90% of people skip ads via TiVo/DVR
24 out of the 25 largest newspapers are experiencing record declines in circulation
Newspaper Advertising is down 18.7%
The Consumer Shift is Happening Now!
def (Wikipedia) - Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.It refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks
Social Media IS NOT
A fadA replacement for traditional advertisingThe first step and only stepThe magic bulletFREEA monologue/Sales Pitch about YOU
Social Media IS
A Democratization of Marketing, a powerful new venue to integrateEngagement in conversation with your patients.Going where your patients already are or where they want to beTime-consumingListening and dialogue… All about THEM
What is Social Media?
The most three most trusted forms of advertising are: Recommendations from people I know - 90%Consumer opinions posted online - 70%Branded websites - 70%
What Social Media has done is make the traditional two-way word of mouth marketing accessible and available to everyone with a computer (or phone). FROM THIS TO THIS
The question is, how do we engage a patient to influence others?
Word-of-Mouth Goes Virtual
For the Healthcare Industry TRUST is Key
47% of People Trust Ads on TV
70% of People TRUST consumer recommendations
For purchase decisions
90% of People TRUSTRecommendations from
People they know
For Medical Professionals/Practices
BloggingFacebook/Twitter
LinkedInYouTube
Mobile Application
The Stats - The Why - The How
The BIG FIVE
• Fastest Growing Segment on Facebook is 55-65 year old females
• 74% of North Americans use the Internet
• Over 50% of the world’s population is under 30 years old
• 96% of Millennials have joined a social network
• One in every nine people on Earth is on Facebook ( This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)
• People spend 700 billion minutes per month on Facebook
Why Facebook?
The stats speak for themselves
Mix of paid (Highly targeted)
And unpaid (permission marketing)
FacebookAKA THE BIG ONE
• Each Facebook user spends on average 15 hours and 33 minutes a month on the site
• More than 250 million people access Facebook through their mobile devices
• More than 2.5 million websites have integrated with Facebook
• 30 billion pieces of content is shared on Facebook each month
• Twitter is handling 1.6 billion queries per day
• Twitter is adding nearly 500,000 users a day
def - The platform that allows users to send a receive 140 character messages known as tweets. You opt in to follow users whose content you want to receive.
The stats“Twitter” was the top word of 2009, according to the Global Language Monitor.
Average age is 39
100 million-ish users
Only about 20% are active
TwitterIt’s not about what you had for breakfast. Ok, maybe sometimes.
• 47.6% of users use LinkedIn 0-2 hours per week
• 26% use it from 3 to 4 hours a week
• 12.2 % use it for 5-6 hours per week (that is nearly 1,400 minutes per month)
The Stats50 million+ users
The largest truly business-oriented site
Average age is 44
LinkedINYour Virtual Resume
• YouTube has 490 million unique users who visit every month (as of February 2011)
• YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)
• Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)
The Stats2 billion videos watched daily
The number two search engine after Google
YouTubeCute kittens everywhere get their 15 minutes.
Good Content
Targeted Audience
Sustainable Results
Media Strategy 101
Social Media Strategy
Objectives:
1. Strengthen and Protect Your Brand/Reputation
2. Foster a Network of Followers & Champions/Influencers
3. Extend Opportunities of Engagement
4. Identify Real Trends by Listening to conversations
5. Shape conversations about medicine
def (wikipedia.com) - "A type of website with regular entries of commentary, descriptions of events, or other material such as graphics or video."
Blogging
• Approximately 200 million blogs
• The majority of web users interact with blogs every single day
Why blog?
Constantly updated content
Gives visitors a reason to check out your site again and again
Become an EXPERT in your field
Search Engine Optimization
ENGAGEMENT with customers
Blogging
How blog?
Common Blogging PlatformsBlogger, Blogspot, Wordpress
Minimum of 2x per month
1000 words or less per entry
Blogs are NOT press releases
EACH post should have some interactive/multimedia elementPollsVideo, PhotosLinks to other relevant sitesLists
Enable comments and only filter them if they are explicit or spam
Integrate all of your other social media platforms (“Add to Any”;“Tweetmeme”; “Meebo”)
Blogging
The Stats
400 million users
The average U.S. Internet user spends more time on Facebook than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined.
Average age is 38
#2 visited site (after Google)
The New Oxford American Dictionary voted “unfriend” as the 2009 Word of the Year.
FacebookAKA THE BIG ONE
How to Facebook?EVERYDAY – Respond to inquiries, add fans, post on other pages, share links.
WEEKLY – Feed your blog posts.
Use the paid advertising
Friend pages are for individuals; Fan pages are for businesses.
Don't sell, sell, sell
Lighten up
FacebookAKA THE BIG ONE
Why LinkedIN?No brainer
The best Rolodex ever
Lead generation
LinkedINYour Virtual Resume
How to LinkedIN?Make a personal page for everyone in the company. Link them to your company profile.
EVERYDAY Followup on messages/requests; Check in on your contacts; Post a status update.
WEEKLYFeed your blog posts; Answer questions; Make recommendations; Join groups.
Use the search feature for lead generation.
Get serious
LinkedINYour Virtual Resume
Why Twitter?Users in the prime spending period of their lives.
Smaller amount of users, but VERY ENGAGED and CONNECTED.
Real time search capabilities for lead generation and customer service
Twitter results now turn up on the front page of Google.
TwitterIt’s not about what you had for breakfast. Ok, maybe sometimes.
How to Twitter?DAILY – post links, “retweet” content, share your blog.
Engage prominent personalities.
Feed your blog
Press release distribution
search.twitter.com
If you're not going to make a committed effort to use a twitter account, don’t make one.
TwitterIt’s not about what you had for breakfast. Ok, maybe sometimes.
Why use it?For the visual learners
Search Engine Optimization
YouTubeCute kittens everywhere get their 15 minutes.
How to use it?Post at least quarterly; share other Youtube content monthly.
Invest in a video camera, hire a video production company, or use "photo-based" video software.
How-to tutorials, video tours of your office, event wrap ups.
Post videos as "replies" to already existing and related content.
Integrate into your blog with embed feature.
YouTubeCute kittens everywhere get their 15 minutes.
What is your time worth?
DIRECT SALES
Example:$250/week(5 hours/week x $50/hr)
$500/year(Average client spend)
2% closing ratio(Through the website – WITHOUT an incentive)
100 visitors/month(Approximate increase in site traffic to break even)
Are your social media efforts bringing 100 extra site visits/month?
Return on Investment“Half of my advertising spend is wasted, but I don’t know which half.”
PROMOTIONAL EVENT
Example:$2,500 overall event budget
$750.00 spent on social media advertising(15 hours x $50/hr)
$500/year(Average client spend)
10% closing ratio
50 attendees(Amount needed to break even)
Did your social media efforts bring 50 attendees or more?
Return on Investment“Half of my advertising spend is wasted, but I don’t know which half”
OTHER METRICS WORTH MEASURING (BESIDES DIRECT SALES)
SEO Ranking
Media Placements
“Buzz” – Retweets, followers, comments, Facebook page activity, channel subscriptions, pingbacks
Customer retention/referrals
Return on Investment“Half of my advertising spend is wasted, but I don’t know which half”
Mobile. Mobile. Mobile.
Geolocation
Corporate policy & procedures
The end of email marketing?
Trends for the Future
1. Formalize your brand strategy.2. Put together a comprehensive marketing plan.3. Take a critical look at your current website.4. Set benchmarks
Google Analytics; Alexa“How did you hear about us?”SEO Ranking
5. Make a decision on time investment.6. RELAX!7. Set up your accounts.8. Take some time learning the tools and the lingo. 9. SHARE10. CARE
What do I do next?(10 steps)
Mashable.com
Slideshare.net
SocialMediaToday.com
Jeff Bullas’ Blogger
Socialnomics
Neilsen
And, of course, Blogs, Facebook, LinkedIn, Twitter, and Youtube.
Additional Resources
Lisa Marie Wark, MBA@LisaMarieWark
www.LisaMarieWark.comwww.BuyYourApp.com