Generate MORE Quality New Cosmetic and Dental

Implant Patients With These 10 Facebook Campaigns: Ramp Up Your Dental Web and Social Media Marketing Programs By Using These

Amazing Facebook Campaigns Created By The World’s Most Successful Companies

(NOTE: Actual campaigns begin on page 4)

Facebook marketing campaigns are turning all warm and

fuzzy. At least three of the Top 10 Facebook Campaigns in this

list have an altruistic reason behind their campaigns, from

donating $500,000 each to 20 schools, to raising funds for the

“Make a Wish Foundation”.

In this Slide Presentation my goal is to show you what the top

companies and social media marketers are doing to promote

their businesses, and I’m going to show you how you can

utilize these same principles to grow your dental practice

faster than you thought possible.

The results of these campaigns have been fantastic, and you

too can get in on the “giving” side of social media while still

profiting from your campaigns.

Remember you have to spend a little money to make a lot of

money, and this has never been truer than with social media.

What is the importance of using social media? We have

discussed in prior blogs how your SEO can be souped up by

getting lots of Retweets, FB “Likes”, Google+ Reviews,

Pinterest “Pins” etc… But more importantly, to grow your

practice FAST, you need to build virality into your online

efforts.

What is virality?

Growth Hacker Central can help you grow your patient base

faster than you ever thought possible, and we do it by training

you how to get people not just to walk in your office for a

dental appointment…

…but by getting each patient to tell all their FB friends about

your office, and then getting all those friends to tell their

friends about your office, and then getting all those friends to

tell their friends about your office in what’s called a viral loop.

(FB is of course just one vehicle for this viral loop, and these FB

campaigns are an example of one way to do it.)

These companies have varying marketing goals for their

Facebook pages, but often the simple goal is just to increase

their fan count to their Facebook page so they appear to be at

the top of the list in terms of brand awareness so they can

reach 1000’s if not millions of potential customers with every

update they make to their FB page.

Companies have also realized that a customer’s main reason

for becoming a fan for the most part is not so charitable, but is

about having access to the latest special offers and freebies.

(So don’t feel guilty about having an ulterior motive to your

“charitable campaign”. The people who participate often have

an ulterior motive as well. This is a win/win scenario.)

Think of your dental office as a microcosm of what these

larger companies are trying to accomplish.

On a smaller scale, you can build your dental office’s presence

in your community by doing similar campaigns to the ones you

are about to view.

By reaching not just your present patients, but their friends

and friends of friends, you will be increasing awareness about

your office in a positive way, creating goodwill in the

community you serve, and your patients, friends, and people

you don’t even know will be doing the advertising for you –

which is the viral loop we want to create! (Let’s take a look at these winning campaigns now!)

Top 10 Best Facebook Campaigns:

1. Kohl’s

The Department store Kohl’s gave away $10 million to various

schools on Facebook. It was an excellent promotional

campaign where fan votes decided which 20 schools would be

given $500 thousand each.

(Schools with the most fan votes won the prizes and this was a

very interactive way to keep customers involved in the

process.) Kohl’s Facebook page sky rocketed to well over a

million fans, and the winning schools each tallied well over

100,000 votes each. Kohl’s hit a Grand Slam so to speak with

this campaign centered around FB (but any social network

could have been used), and they did an excellent job utilizing

social media tactics to help in its efforts to be socially

responsible.

Remember your dental office needs to benefit, customers need

to benefit, and you need to create goodwill and a positive view

of your business in the process so everyone wins.

Your dental office could decide to give on a much smaller scale

to 5 local schools’ sports teams. Apply the same principles and

you will find your patients always want to raise money for

sports teams at their local schools.

You might find they tell tons of people about the program –

people who are not currently patients, but who will view your

office in a more positive light and be more apt to become

patients in the future.

The viral loop starts when patients tell friends and co-workers,

then those people tell more friends and co-workers,

etc…People can be very competitive too. They don’t want to

get 6th place and be cut out of the loop!

2. Target

In February 2013, this popular department store left the

choice of where to donate $1 million into the hands of their

fans on their social network.

The company used an

application titled “Super

Love Sender” and kept

fans updated in real time

which charity was in the

lead. St. Jude Children’s

Research Hospital ended

up being the winning

charity.

Overall though, the excellent campaign was a complete

success as it created quite a boom on the store’s Facebook

page. Remember FB “Likes” and things of this nature up your

SEO. More importantly you are reaching out to a whole

community of people, and you are engaging them in a way you

might never have engaged your audience before. Social media

should always be looked at in this light.

Am I engaging my audience?

Are people telling their friends about me?

Am I creating a positive view of my practice in the community?

3. Ford Explorer

Ford’s promotional techniques began shifting in 2010 as they

gearing their campaigns towards social media outlets. They

started to release smatterings of information leading up to a

Facebook event unveiling the 2011 Ford Explorer.

This campaign was the first time a car company had ever used

a website to reveal their new model as opposed to an auto

show. Ford upped the ante by randomly selecting one of their

fans as the winner of a free Explorer upon their fan total

surpassing a certain number.

You don’t have to give away gift cards for referrals. Many

times we have suggested offices use this tactic to encourage

their patients to refer more patients to them, but this tactic is

getting stale.

You could think on a bigger social media scale. It will help your

SEO and it will reach out to people who are not patients since

you could tell patients that a certain prize will only be given

away if a certain number of “Likes” are accumulated on your

page.

One of the offices I work with leased a MiniCooper when they

first came out. The dentist had his office name and logo painted

all over it. Literally ALL over it. Then the winner of his referral

contest got to drive the car free for 6 months!

I’m sure it was a tax write off, but if you really want to think in a

big way – you could do a joint venture with a local car dealer.

Have both your logos on the car. You both get free advertising

when the winner drives around for 6 months in the car, and

maybe you won’t even have to pay for it since the car dealer is

getting something out of the deal as well!

4. Jack In The Box

Jack In The Box added a nickel in an imaginary jar for every

new fan they accrued on Facebook in their October Rich Fan

Sweepstakes. They

started at just over

$2,000, and when

they gave away the

money about a

month later to a

randomly selected

fan, the jar was up

to over $11,500.

Needless to say,

giving away free

money is one of the best and easiest ways to acquire new fans

on the social network. This is a way for you to see explosive

fan # increases. Jack In The Box certainly did. People are in it

for the freebies and giveaways a lot of times. It’s like the

lottery.

Everyone loves the lottery, and it is even more exciting when

someone in the community where they live actually wins!

5. Bing and Farmville

Spring of 2013 Microsoft’s Facebook page for Bing launched a

campaign that aided in their efforts to accrue nearly half a

million new fans on the social network.

Microsoft did this by giving away FarmVille currency to all new

fans that hit the “LIKE” button. Bing reeled in tons of traffic

and their page grew

FAST, but experts

questioned if these

newly accrued fans

were truly

“engaged”.

The Microsoft page

responded by

making itself a

hotspot with the

latest news about the game (developed by Zynga which is one

of the most popular online game makers), to keep their new

fans interested.

6. Papa John’s Pizza

Papa John’s hosted a FB campaign where fans were to help

conceptualize a new Specialty Pizza.

This contest created quite a buzz, and the company’s fan

numbers jumped in

numbers at an

unprecedented rate

as a result. The

contest put the

fans’ creativity to

the test, and

tapped into their

inner Martha

Stewart or Rachel

Ray.

The winner also saw a piece of the profits, so it was not too

much of a surprise that this creative campaign helped the

popular chain’s fan-base on Facebook continue to expand.

Okay, so maybe your dental office is not going to share in the

profits, but it could offer a paid summer internship to a

student or something of that nature. Get people interested in

the dental profession. Help a kid get some direction in life. Or

maybe you have a different idea? Think with your heart, in the

spirit of giving, and you will always win.

7. Southwest Airlines

Southwest partnered up with the Make a Wish Foundation for

an excellent charitable promotion.

The airline was donating a dollar to the organization every

time a passenger

checked into a

Southwest served

airport. The

promotion has had

great success, as it is

for a great cause.

Southwest gained

over 1 million fans on

the social network

with the help of this campaign. How this can apply to your

practice is you could give away a buck to Make a Wish every

time you do a crown or a bridge in your office. Or you could do

something more interactive…When you hit a certain number

of “Likes” maybe you give away free dentistry to a needy

person.

You could ask your base to help you get more “Likes” and they

could confidentially nominate someone to win the free dental

care – someone they consider to be a good person who could

really benefit. The possibilities are endless. You just need to

brainstorm!

8. Kellogg’s

Kellogg’s teamed up with Feeding America, and the Facebook

page Kellogg Cares was the result of this pairing. The page has

quickly increased their fans, and the interactive posts have

made it a huge success on the social network. The page’s

Goal is to educate

younger generations

on proper nutrition

through posts and

video updates.

Remember social

networking is all

about great content,

and you need to be

offering your patients

great content, or a good laugh regularly to keep them

engaged. Appealing to your customer’s interest in being

charitable, socially aware, and altruistic is a good key to

keeping them engaged as well. Kellogg’s used Facebook in an

extremely humane fashion to raise awareness for a particular

issue.

9. Domino’s Pizza

Domino’s Pizza used advertising campaigns and a focus on

interactive social networks to completely revamp its brand

image. The company decided to capitalize on the rumor their

pizza previously tasted similar to cardboard.

They started a tab on their Facebook page where fans could

effectively sound off their complaints with the popular chain.

This let fans know they

were taking the

criticism seriously. Any

tangible changes to the

pizza became

somewhat irrelevant.

Domino’s brand had

been experiencing a

diminishing reputation,

but suddenly it started

to see a revival due to the interactive side to its social media

outlets. Domino’s continues to be extremely interactive on the

page offering responses and updates for fans.

No matter what your dental office decides to do, you need to

understand that you need to be interactive with patients for

this to be effective.

You need to respond to comments, keep people informed

with updates to # of fans if there is a requirement, keep them

updated on how much longer the campaign will last, etc… You

cannot just start a campaign and then ignore it for 1-6 months

till it is over. A campaign like that will never be a success.

10. Corona

Corona Light had a goal last

year to become “The Most

Liked Light Beer In America.”

One of the most notable

aspects to this cross-media

campaign was its use of

Facebook. By fanning the

page you could see

your picture up in the bright lights of New York City’s Time

Square. The campaign was a great social media success in the

sense that it had fans interacting on the pages as well as

spreading the story of the billboard by word of mouth.

The billboard ran for a month until the beginning of

December, and many fans were able to snag pictures and be a

part of this Facebook-based advertisement. This is the kind of

campaign that creates word of mouth. Having people think

their dental experience at your office is acceptable, okay,

average, etc…is not enough to inspire your patients to refer

more people to you in a proactive way.

Often patients wait for other people they know to express a

need for a new dentist. They will always chime in when they

know someone is looking, but they will usually not go to the

extreme of actively thrusting your practice at people who do

not express a need.

NEED HELP WITH YOUR SOCIAL MEDIA CONTESTS?

GROWTH HACKER CENTRAL CAN HELP…

Using FB campaigns is the best known way to inspire

patients to go the extra mile for you and actually promote

you to all their friends.

I’d like to encourage you to share your comments with us at

Growth Hacker Central.

I’m always interested to find out about other FB campaigns or

contests that have really impressed patients. Maybe you have

seen one or heard of one that struck a chord with you? Go to

http://www.growthhackercentral.com/blog to let us know.

Ref: JeffBullas.com, Zephoria.com, marketingpilgrim.com, mox.com

Lisa Newhouse OFFICIAL Growth Hacker of the Dental Profession Worldwide™ and Co-Founder of Growth Hacker Central. (http://www.GrowthHackerCentral.com) Dr. Ken and Lisa Newhouse also own Practice Doctor Management (www.PracticeDoctorManagement.com) and Mass Referral 2.0 “Double Your New Patient Traffic in 60 Days” Seminars (http://www.GrowthHackerCentral.com/Double-Your-Traffic-Seminar/)