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WelcomeAnnie 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
Thank you for attending our Greater New York
Social Media Marketing Workshop!
How to optimize your social marketing strategyGDNY 2012
Manny Rivas, Account Manager@MannyRivasaimClearNovember 26th, 2012
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.
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Awards and Recognition
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Most do not consider going to the dentist a social event.
Search vs. Social
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Components of Online Marketing
Search ChannelsWhat are the channels?
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Contextual ChannelsWhat are the channels?
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2 Main Types of Online Marketing
• Search (Looking for answers)
Search vs. contextual
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2 Main Types of Online Marketing• Contextual – (Viewing content & conversation)
Search vs. contextual
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Search Engine OptimizationSearch Marketing Variety #1•Google, Yahoo, Bing “organic” search results•YouTube search•User enters query, gets result, advertiser didn’t pay to be in results
Search vs. Social
Paid SearchSearch Marketing Variety #2•Google, Yahoo, Bing, YouTube sponsored search results•User types question, gets result, advertiser paid to be in results
Search vs. Social
Contextual – Social Media
Contextual Marketing Variety #1 •Facebook walls, likes, comments, •Twitter, LinkedIn, forums, blog comments•Advertisers don’t pay, they market by participation
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
Search vs. contextual
Building a strong social community
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Managing Goals & Expectations
•Goal types:–Community (likes, followers)–Engagement (comments, likes, retweets, etc…)–Direct response (sales, coupon redemption)
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Paid Community Building: Facebook Ads
•Define targets & serve ads
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Paid Community Building: FB Targeting
• Precise targeting options:–Location (country, state, city, zip code)–Age–Gender–Precise interests–Category interests–Connections–Relationship status–Sexual orientation–Languages–Education–Workplaces
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• Student & Parent + West Seattle High School
Paid Community Building: FB Targeting
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Paid Community Building: FB Targeting
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• Student & Parent + West Seattle High School + Geo
Paid Community Building: FB Targeting
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Paid Community Building: FB Targeting
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Paid Community Building: FB Targeting
• Recently moved
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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: $4,147.13Registrations: 13Profit: ($7,735 + $24,000) - $4,147.13 = $27,587.87
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Facebook Ads Targeting
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Creating the Ads
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Facebook Ads UI: Creative
• 25 character headline limit• 90 character body copy limit• Verbiage– Be provoking–Obtain ad copy from:•Website, catalogs, articles, search PPC, etc…
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• What is Ad Fatigue?
Facebook Ad Fatigue
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Facebook Ad Fatigue Solutions
• Change Image• Change Headline• Change Ad Copy• Roll out periodically• Manually rotate
Selecting A Landing Page
Selecting A Landing Page
• Make It Painfully Simple For Your Visitors
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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
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Resources for Content
•Aggregators a la…–AllTop.com–Facebook–SomeEcards–Reddit–Pinterest
•Top News & Content Aggregators in Vertical•Local News Sites
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Content Sources: Alltop
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Content Sources: Dental Art & Humor
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Content Sources: SomeEcards
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Content Sources: Reddit (/r/Dentistry)
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Content Sources: Pinterest Boards
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Generating Sales: Direct Response
• Create Facebook offers and promote with ads.• Same targeting options apply.
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Automate Your Social Media Posts
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Reviews Automatically Updated
Word of Mouth for Every Prospective Patient
Certified Reviews
Grow Your Reputation on Facebook
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Demandforce Easy Reviews
Consistent reviews across the web:
Practice Website, Facebook & Google Places
Connect with New Patients
Capture new patients right from your Facebook page Appointment requests appear in your Demandforce Dashboard
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Tools for Measuring Success
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• Facebook insights• DemandForce - Timely• Raven Tools
Resources
•aimClearblog.com/facebook-advertising•Socialbakers.com•AllFacebook.com•SearchEngineWatch.com•SearchEngineLand
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www.aimclear.com
www.aimclear.com
Thanks!
people
Campaigns and NewslettersCampaigns and Newsletters
Best Practices for Email Best Practices for Email MarketingMarketing
Campaigns and NewslettersCampaigns and Newsletters
Best Practices for Email Best Practices for Email MarketingMarketing
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.
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 create your own custom
message
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 removed at
your discretion.
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.
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.
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, we can target by criteria such as provider,
services received, insurance type and more.
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
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
Step 6: schedule your message
In Step 6, you can
decide when you want
your communicati
on to be scheduled
for delivery, or to send
the communicati
on now.
You also have one
more chance to review
your message and
criteria to make sure they meet
your needs.
Topic Ideas Throughout the Year
January
•New Years Resolutions
•The Superbowl
July
•Summer Vacation
•4th of July (BBQ)
August
•Back to School (College)
•End of Summer Promo
November
•Thanksgiving
•Black Friday Deals
•Voting Reminder
October
•Halloween
•World Series
September
•Back to School
•Labor Day
May
•Mother’s Day
•Graduation
June
•Father’s Day
•Summer Is Here
April
•Easter (Candy)
•Tax Day Reminder
•April Fools!
March
•March Madness
•Spring Break
•St. Patrick’s Day
February
•The Grammys
•The Oscars
•Valentine’s Day
December
•Insurance Reminder
•Holidays
Type your Facebook or
Twitter updates here. Click “Post
Now” to post immediately or
“Schedule” to let Timely choose the optimal time for
you.
o A complete social strategy in 30 minutes per month
o Timely automatically schedules posts to maximize reach and clicks
o Easily track the performance of every post you send to Twitter or Facebook
o Set it and forget it!
The best way to stay active on social media for the busy professional!
Thank You!
