Integrating Social Media & Your Web Site Into Your Marketing Mix. Corey C. Walker President The Marketing Specialist

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1 Integrating Social Media & Your Web Site Into Your Marketing Mix Corey C. Walker President The Marketing Specialist

2 Corey C. Walker President, The Marketing Specialist Worked for and with several Sacramento companies, specializing in healthcare, real estate and non-profits. Works closely with Mercy/CHW on a variety of marketing needs including managing their six-hospital social media efforts, producing internal newsletters and producing web content. Helps several small businesses with social media, e-zines, sales collateral and other marketing programs. themarketingspecialist.com

3 Agenda The importance of having a web site Web site basics and next level needs Introduction to social media Facebook 101 Twitter 101 Managing your social media time How to integrate your web site and social media into your marketing mix Q & A Raffle for Marketing Shortcuts for the Self-Employed

4 Why YOU need a Web Site Adds value to your business AND your patients. You stop being invisible. It s available 24/7 you are not. You can offer online appointment scheduling. You create another sales tool for your business. You build authority & credibility. You can build an list for other promotions. It can be a hub for your social media networks and blog. PS Make sure your site is mobile-friendly!

5 Web Site Basics Home About us Services Product lines (frames/lenses) Contact/location information Photos of office and staff

6 Next Level Web Site Needs Articles about a variety of eye health topics Patient forms Online appointment scheduling Promotions Events Success stories/testimonials Contact lens reordering Videos newsletter sign-up Blog Social media icons or feeds

7 Design Speaks to Professionalism

8 Design Speaks to Professionalism

9 Social Media

10 What is Social Media? Easy Transparent Generous Communicat e Aggregate Disseminate Discover

11 What is Social Media? User generated content shared with many Writing Graphics Photography Video Audio Spend less time perfecting your blog post and editing your video and more time in your community, online and off. Gary Vaynerchuk Wine Library TV

12 Why should you participate in social media as an optometrist or ophthalmologist? Keeps you top of mind for current patients and prospects if you are updating regularly. You can learn more about your patients expectations and experiences by listening and commenting when appropriate. You can extend your marketing reach beyond your web site or printed materials. You can get better search engine rankings by participating in several places.

13 Why should you participate in social media as an optometrist or ophthalmologist? A referral from a friend is a much stronger form of advertising. Information found in someone s News Feed is not considered an ad. It s an extremely inexpensive form of advertising (but it takes time!). Shows you are innovative, and on-trend with the latest marketing tactics.

14 Facebook

15 Facebook Stats More than 750 million active users 50% of active users log on to Facebook in any given day Average user has 130 friends Fastest growing population on Facebook: women People spend over 700 billion minutes per month on Facebook

16 Facebook Do s Create a FAN page for your business Look at other successful fan pages to see how it s done Post regularly every day if possible Be warm, friendly and helpful, yet still professional Pay attention to what your patients are saying and respond to comments, complaints or questions Follow HIPAA guidelines for patient information Use a mixture of text, links, photos and video to keep things interesting (Facebook EdgeRank algorithm)

17 Facebook Don ts Use a personal profile for your business unless you are using the new Subscribe feature Build a page then rarely or never post to it Feel like you have to create everything yourself Post anything you wouldn t want your own mother to see

18 Facebook Fan Page

19 Facebook Fan Page Basics Photo of you, your staff, your business or logo Contact info and web site address Summary of your services In Photos section, take some pictures of staff, post pictures of office events or specialty frames Use Notes tab to post longer articles Use Events tab to post any upcoming events or specials

20 Getting Facebook Fans Start a personal Facebook profile and get friends first. Then invite friends using Suggest to Friends link on your Facebook fan page. Get a personal Facebook URL. Once you achieve 25 fans go to facebook.com/username to get a URL with your name Link Facebook on your web site, print on your direct mail, flyers and business cards. Talk it up to your patients, friends, family and other business associates! Once they become a fan, the message John Smith likes Eagle Eye Vision goes in the News Feed of all of John Smith s friends. Place a sign on your reception area with all of your social media sites listed

21 Getting Facebook Fans Contests They do allow third-party apps to promote contests. I suggest WildFire applications. It is against Facebook s rules to giveaway anything directly on the page. Especially anything that requires you to Like the page or post a comment.

22 Twitter

23 Twitter Stats There are 200,000,000 registered Twitter users Almost 88% of people have awareness of Twitter and its existence There are 450,000 new Twitter accounts created every day 46% of Twitter users are female 54% are male very equal demographics The majority of twitter users are aged between 30 and 49

24 Twitter Basics Described as a real-time micro-blog Signing up is easy You follow other people s tweets, and when other people follow you they can see your tweets Tweets are limited to 140 characters Most people will write a brief message and include a link You can also include links to photos or videos Use a URL shortener like tinyurl.com to shorten links

25 Twitter = tweet directed at someone that is not where are we meeting? DM = direct message is private D marketing_gal where are we meeting? RT = retweet, re-sending someone s tweet great link about social media # = called hashtag, used to categorize Meet us at the #focus2011 reception

26 Your Twitter Profile

27 Your Twitter Profile Unique user name (twitter handle) Max 20 characters, shorter is better Headshot Very short biography Link to your web site or blog

28 Best Ways to Tweet Follow others in your industry Use twellow.com to register yourself and search for other local businesses to follow Share interesting articles and information links Be a generous resource Ask questions, answer other people s questions to direct info or questions at people Retweet other people s tweets

29 Using other tools to manage Twitter There are many other 3 rd party tools to view Twitter in an easier way, or manage multiple accounts Hootsuite Tweetdeck Seesmic Ping.fm You can also schedule tweets for later times/dates

30 Hootsuite

31 Managing your social media time Recruit your staff to help with ideas for posts Have a brainstorming session to think of what types of info you want to post Develop a content schedule to make things easier: Monday: Eye health article Tuesday: Promotion or office event Wednesday: Patient photo w/new glasses Write several posts in batches, then schedule in Hootsuite Set a 10 min time block in the morning & evening to monitor page comments

32 Integrating social media & your web site Put links to your social media sites on your web site Or, go one step further and put a mini-feed on your web site Link your social media posts to information/articles on your web site Put social media and your web site links on: Business cards Advertisements signatures campaigns Direct mail Signs in your office

33 Q & A Corey C. Walker Contact me for: Social media coaching, set-up, content and management Copywriting Graphic design Marketing planning campaigns themarketingspecialist.com 2011 Eyefinity, Inc. Eyefinity is a registered trademark of Eyefinity, Inc. JOB#7020XA