cocsa 2016 - loop · 2018-04-01 · •invite your email list, members, and subscribers •embed...

11/7/2016

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SOCIAL MEDIA STRATEGIES THAT MULTIPLY YOUR INFLUENCE IMPACT AND ASSOCIATION INCOME

‐Dr. Matthew Loop (COCSA Members only)

INFLUENCE, IMPACT AND ASSOCIATION INCOME

“IN TIMES OF CHANGE THE LEARNERS WILL INHERIT THE EARTH WHILE THE LEARNED FIND THEMSELVES BEAUTIFULLY EQUIPPED TO DEAL WITH A WORLD THAT NO LONGER EXISTS.”

‐‐ ERIC HOFFER

TWITTER.COMFACEBOOKINSTAGRAM

LET’S CONNECT ‐ @MATTHEWLOOP

©2016 BY DR. MATTHEW LOOP. ALL RIGHTS RESERVED

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FREE FACEBOOK MARKETING CHEAT SHEET


DCincome.com/go/CheatSheet


DCincome.com/go/CheatSheet

GOAL OF TODAY


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Impact

Evolution


Evolution

Systematize


Systematize

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Improve Communication


Improve Communication

Increase Memberships and


Increase Memberships and

Dues Collected

Increase Non Dues Revenue


Increase Non Dues Revenue

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WHY SHOULD YOU LISTEN TO ME?




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• Reputation / social proof management

• Facebook organic

• Pay per click advertising (Facebook, Adwords, etc)

• Search Engine Optimization (SEO)

PILLARS OF SOCIAL MEDIA OUTREACH


Search Engine Optimization (SEO)

• Online Video (YouTube) and live streaming apps (Periscope/FB live)

• Blogging / Microblogging

• Photo sharing (Pinterest and Instagram)

• Podcasting (iTunes)

• News releases and publicity

THE SOCIAL NETWORK


• Over 1.7 BILLION users!

• Organic, referral‐based ‐ free / earned

FACEBOOK


(business pages, groups, “likes” “shares” “comments” “check‐ins”)

• Facebook Advertising ‐ paid

(sponsored ads to the right and in the newsfeed, boosts)

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• Set‐up an account if you don’t have one. (lol… it’s almost 2017)

• Go to Facebook.com/pages to set‐up a business fan page for your association (Page title is very important)

ACTION STEPS TO TAKE


association (Page title is very important)

• Then go to Facebook.com/username to select a vanity URL

THE IMPORTANCE OF HAVING A LARGE QUANTITY OF FACEBOOK FANS

• Indicator of popularity

Creates trust quickly• Creates trust quickly

• More fans = more post views = more website visits

• Good for search engine optimization (SEO)


HOW TO GET YOUR FIRST 3,000 FANS QUICKLY


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RUN A FACEBOOK CONTEST


• Do a giveaway in order to stimulate engagement

RUN JOINT VENTURE PROMOS


• Invite Your Email List, Members, and Subscribers

• Embed Facebook Fan Page Widgets on Your Website

• Add your URL to Your Email Signature Block

HOW TO GET YOUR FIRST 3,000 FANS QUICKLY


• Use Facebook as your fan page to like, comment, etc.

• Run Facebook Ads to a Your Facebook Page

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• Link to your social media profiles and post

• Use Facebook’s check‐in feature (if your association has a physical location) and incentivi e docs to participate

CONT…


and incentivize docs to participate

• Use Print Media, TV, or radio

• Post on your association Facebook page 4x per day. Update your status with high quality information, pics, open‐ended questions, chiropractic research, health tips docs can distribute to their fans, Facebook videos, blogs, and graphics to build liking and trust.

IMPORTANT ACTION STEPS


• Engage with your fans on Facebook to show you’re actually listening to what they have to say. Post comments on friends statuses, “like” status updates, comment on your wall post responses, and ask open‐ended questions.

• Use “Facebook search” to find prominent chiropractic fan pages and groups. Join / interact.

• Very underutilized.

• Status updates have MUCH more visibility.

START A FACEBOOK GROUP FORYOUR ASSOCIATION


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• They’re like an instant message and they stay at the top of the Facebook news feed longer.

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• Doctor support hub

• Private membership area

4 WAYS TO USE GROUPS


• Team communication depending how large your association is.

• Target a specific keyword or brand that docs know. (ex… California Chiropractic Association)

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• Ask questions stimulate engagement

• Comments are key

• Image Caption Contests and fill in the blank updates

BEATING THE NEWS FEED FILTER


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• Post more frequently (4 times per day at minimum)

• Review your Insights tab on your Facebook business page

• Facebook advertising (and boosting posts)

• Upload videos to Facebook and use Live Mentions

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EXAMPLE OF A “BOOSTED” POST


• The HOLY GRAIL of Facebook promotion

• I’ve spent over $500,000 on Ads in the last few years and managed over 1

FACEBOOK ADVERTISING


p , y gmillion for clients.

• Flip a switch and flood your website with highly targeted traffic

• Ads appear in the news feed or on the right column

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• Ads for state association sponsored events (page off of Facebook)

• Ads going to an ethical bribe (free report, video, quiz, etc)

4 TYPES OF FACEBOOK ADS


• Ads going to blog posts, research or other information

• Video ads

HOW I GOT 1,800 LIKES TO ONE BLOG POST


Let’s say you want to increase


Let s say you want to increase Memberships

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FACEBOOK AD EXAMPLE




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AD FORMAT, HEADLINE, DESCRIPTION IMAGES, ETC


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CTA AND NEWS FEED LINK DESCRIPTION


• .33 cents per click or less

• .02 cents per video view or less

METRICS TO SHOOT FOR


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• 5% conversion on a landing page or event registration page

• Under $1.50 per chiropractor lead

• Go to your Facebook ads manager

REACTIVATING MEMBERS WITH FACEBOOK AND TARGETING EMAIL SUBSCRIBERS


• Facebook.com/ads/manager

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Sh H l h USA2020


www.ShareHealthyUSA2020.com

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INCREASING NON DUES REVENUE


MISTAKE TO AVOID #1

Inconsistency


MISTAKE TO AVOID #2

Not getting started(It’s almost 2017!!)


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MISTAKE TO AVOID #3

Going at it without professional guidance


We don’t have the time.

EXCUSE 1


We’re not computer geeks.

EXCUSE 2


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3 Types of Association Execs Here


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For those in category 2 and 3


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Professional guidance and mentorship


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I’ve encountered any obstacle and h ll ’ll f i h i l di


challenge you’ll face with social media.

I’ll be at table 44


“THERE IS NO PASSION TO BE FOUND IN PLAYING SMALL, IN SETTLING FOR A LIFE THAT IS LESS THAN THE ONE YOU ARE CAPABLE OF LIVING.”

‐‐ NELSON MANDELA

cocsa 2016 - loop · 2018-04-01 · •invite your email list, members, and subscribers •embed...

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