Social Media “Risks & Rewards”

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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