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Getting started in
SOCIAL MEDIA
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This booklet is for the social media webinar hosted by Digitaria and sponsored by CareCredit.
The following content follows the webinar posted online and will help your practice use social media effectively to meet your business goals. This information will help you become active in social media within just 10 minutes a day, and will help enhance conversations around your practice and its services in the community.
MaximizeSocial Media in your practice to achieve your
business goals.
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GOAL TODAY:
Social Media in just 10 minutes a day.
Table of Contents:
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Content is Important
Social Channels
Yelp
YouTube
SEO & SEM
Getting Started
Measuring Social Effectiveness
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HIPAA: http://www.hhs.gov/ocr/privacy/hipaa/understanding/index.htmlAMA: http://www.ama-assn.org/ama/pub/meeting/professionalism-social-media.htmlFDA: http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/Guidances/UCM285145.pdf
The following is provided as a guideline; please consult best practices.
Consult HIPPA, FDA, AMA and your industry association for social media guidelines.
Take questions of�ine; have patients call you.
Never post full responses with off-label information; stick to text from approved labeling and do
not provide additional commentary.
Validate every answer or comment with a link to an of�cial site for reference.
1. CONTENT IS IMPORTANTCONTENT IS IMPORTANT
PROVIDE YOUR AUDIENCE WITH THEIR PREFERRED CONTENTTypes of Content:
Aim to be considered a provider that cares about your patients holistically. Be sure to:
Develop content your existing and/or potential patients may be looking for:
Short texts - tweets, comments, postsArticles - blogs, news articlesVideos - tutorialsPhotos - of�ce snapshotsPodcasts - patient education
Show patients you are an industry expertTake real interest in their needsHear their problems and address concernsMake it fun and engagingDevelop transparency and trust
Your speci�c industry knowledgeNew services or programsBreaking news within your industryInformation and education regarding your services and their payment options (such as CareCredit)
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CREATE A PLAN TO MEET EACH GOALIncrease patient base by showing up higher in search rankings Goal
Find and share articles and blogs relevant to your healthcare industry Plan
Patients �nd and learn about your practice through search engines Result
CONTENT IS IMPORTANT
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THE “DO NOTS” OF SOCIAL CONTENT When developing content do not post the following:
Anything negative regarding the industry, competitors, your practice or your colleagues
Con�dential patient information, especially in regards to their medical condition
Blog posts, videos and other content created by competitors
Photos of patients or employees without prior written consent
Anything related or taking sides with or in regards to politics or religion
HAVE A COHESIVE BRAND ACROSS DIGITAL
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Inclusive of the various channels your of�ce, doctors and/or secretaries are present on, it’s important to have a cohesive brand
Tone of voice from one channel should align with others, although content may be positioned differently (i.e.: Twitter will be shorter)
Creative components such as backgrounds should match to tell a holistic story (i.e. Website should have the same color scheme as social channels)
SOCIAL CHANNELS
2. SOCIAL CHANNELS
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FACEBOOK PROVIDES A STRUCURED SETTING FROM WHICH TO PUBLISH CONTENT
FACEBOOK HAS RULES ABOUT COVER PHOTOS
EXAMPLES:
A common misconception is that companies can use Facebook’s cover photo to broadcast deals. Cover photos may not include:
Violating these rules can result in the suspension or even deletion of your page from Facebook. Read through Facebook’s guidelines to learn more: http://www.facebook.com/page_guidelines.php
CareCredit Facebook post examples are available for your practice. Visit CareCredit's Advertising Toolkit by going to www.carecredit.com/pro, click on Provider Resources, then click on Provider Tools, and select "Posts and Tweets." CareCredit highly advises you do not alter this content.
Ensure your page is operating in a business pro�le (extended insights)
Share articles, videos and blogs to start a conversation; post photos of the of�ce, staff and voluntary patients
Engage with followers by asking questions and taking polls
Interact with other complementary local businesses
Integrate Facebook applications to educate audiences about �nancing options such as CareCredit to increase visits/services rendered
Price or purchase information such as “$20 off your �rst visit”
Contact information such as a website address, email, mailing address, or information that should go within the “About” section
References to actions such as "Like,” "Share,” or an arrow pointing from the cover photo to any of these features
3. FACEBOOK
Do you �oss every day? Flossing helps remove the particles stuck between your teeth and gums left over from brushing. If you don't �oss, these particles can gather and harden into tartar, which can cause gum disease. To ensure you maintain a healthy mouth, don't put o� your regular check ups. Ask us how CareCredit can help (subject to credit approval).
Did you know you can get designer glasses and an annual supply of contact lenses with CareCredit (subject to credit approval)? Which would you get? Apply today www.carecredit.com/apply
Interested in refreshing your look with Botox? We accept CareCredit to help �t Botox into any budget. www.carecredit.com/cosmetic
TWITTER ENABLES TWO-WAY DIALOGUE WITH VIRTUALLY ANYONE
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CareCredit Twitter post examples are available for your practice. Visit CareCredit's Advertising Toolkit by going to www.carecredit.com/pro, click on Provider Resources, then click on Provider Tools, and select "Posts and Tweets." CareCredit highly advises you do not alter this content.
SPEAKING THE TWITTER LANGUAGE
TRICKS OF THE TWITTER TRADE
EXAMPLES:
Twitter handle: Twitter username such as @DigitariaHealth
Tweet: Twitter content (140 characters maximum)
Retweet (RT): When someone else’s tweet is quoted and/or shared
Mention (@): When a username is included in someone’s post
Hashtag (#): A type of microblogging language; enables people to �nd your content
Direct Message (DM): A private Twitter message sent to individual inboxes. Messages can only be sent to those that follow you
Share relevant articles, videos, blogs, quotes or photos. Be sure to mention original source and writer (use Google to identify handle)
Always include a call-to-action or engage other people by asking followers questions
Target relevant audiences such as existing and potential patients or industry and local �gures
Pose questions to health in�uencers related to your �eld of practice
Compose tweets with up to 120 characters to leave room for retweets (RT)
See the social media section of CareCredit’s Advertising Toolkit for content you can copy and paste to your social channels
4. TWITTER
Choosing between glasses or contacts is a personal decision. Either way, we accept CareCredit to help with cost. www.carecredit.com
Have stains on your teeth from coffee? Get pearly teeth with teeth whitening. Ask us about your payment options to stay within your budget.
Treat yourself to a fresh look with a chemical peel. Remember, we accept CareCredit. www.carecredit.com/cosmetic
USE HASHTAGS (#) TO HELP PEOPLE FIND YOUR CONTENT
TWITTER CAN BE USED TO INTERACT WITH EXISTING AND POTENTIAL PATIENTS
TWITTER CAN BE USED TO DRIVE NEW LEADS
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Tagging speci�c content with hashtags can increase chances of the right people �nding that content
Proactively search for relevant keywords and conversations by localizing your search on search.twitter.com
For example, for optometrists in the Bay Area of California, relevant keywords may include “glasses” and “San Francisco”
Establish expertise within medical �eld by
regularly publishing content and engaging
with others
Become a part of conversations and
identify prospective patients
Identify new potential/local patients
and initiate a discussion
Build relationships in an authentic setting Maintain relationships
#CosmeticSurgery doctor uses social to educate patients about their health priorities www.tinyurl.b2d.com
For example, typing in #CosmeticSurgery on search.twitter.com yields relevant results, providing opportunity to �nd and engage with the right people and content
This just in. #CosmeticSurgery industry heats up in digital. www.tinyurl.b2d.com
The best #cosmeticsurgery implant doctors in the US discuss social here: www.tinyurl2x8.com
CONVERSATIONS ARE TAKING PLACE ABOUT YOUR PRACTICE…RIGHT NOW
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Set email noti�cations to ensure you are aware of all new reviews
ADDRESS NEGATIVE REVIEWS AND USE THEM TO TURN THE NEGATIVE INTO POSITIVEAlways address posts from dissatis�ed patients off public social media channels:
Make sure you do not mention patient information (check HIPAA guidelines)
Always follow up on negative reviews or comments
Show concern by apologizing for their experience, asking them to email you information relating to their visit/complaint
Across channels, never delete negative reviews or comments, or ask the patient to take them down, unless it is spam or contains profanity/inappropriate topics
Take action to ensure you are driving patients in, and not away from your practice.
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YELP
5. YELP
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Address negative reviews through private messages to mediate the negative
Acknowledge positive reviews to maintain continued patient af�nity
See competitor reviews to understand which experiences are resonating best with patients
70% TRUST THE APPRAISAL AND CRITICISM IN ONLINE REVIEWS
VIDEO IS A SIMPLE AND EFFECTIVE WAY TO MAKE NEW PATIENTS FEEL COMFORTABLE WITH YOUR OFFICE ENVIRONMENT.
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TELLING YOUR PRACTICE’S STORY THROUGH VIDEO
OPTIMIZING VIDEO CONTENTTo generate ideas about the type of video content you can produce, use tools like YouTube’s Keyword Generator
Provides context around what keywords users are searching for
When uploading the video be sure to tag with keywords that are searched for, displayed by the “Keywords” category
Professional videography is no longer expected; non-professional video creates a less corpo-rate, more accessible feeling (iPhone or Flip cam)
Feature calls-to-action throughout videos to engage viewers. For example, in demonstrating how to properly �oss, ask patients what types of other tips they’d be interested in learning about. Viewers will respond in the comment �eld; use info to inform future content
Inform viewers there are payment options for speci�c services
The YouTube Keyword Generator can be found at https://ads.youtube.com/keyword_tool/
YOUTUBE
6. YOUTUBE
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SOCIAL ACTIVITY IMPACTS SEARCH RESULTS
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FREE KEYWORD TOOLS ARE AVAILABLE FOR YOU TO KEEP YOUR END-PATIENT IN MIND WHILE CREATING CONTENTWhat would your potential patients be searching?
WHEN DEVELOPING CONTENT IT’S CRITICAL TO KEEP SEARCH ENGINE OPTIMATION IN MIND
Tools like Google Insights for Search provide context around the type of words searched within speci�c topics
Integrate these words throughout your content to optimize results - on your website, blog, and social media
SEO AND SEM
7. SE0 AND SEM
PEOPLE USE GOOGLE AND SOCIAL NETWORKS FOR EDUCATION
PEOPLE USED GOOGLE TO ASK QUESTIONS
In the Past
In the Present& Future
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LEARN ABOUT POPULAR INDUSTRY CONTENT
FREE TOOLS PROVIDE INSIGHT INTO DATA
The Google Insights Search tool can be found at http://www.google.com/insights/search
Incorporate these popular articles and blogs written by experts/media within content, provide a point of view, and use them as a tool to engage with others.
Facebook Insights and tools such as Hootsuite’s analytics provide data to measure:
Change in number of followers
How many people actually see your posts
Change in level of engagement
The amount of responses you receive on content – i.e. number of clicks on links
SEO AND SEM
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TEAM COLLABORATION STREAMLINES EFFORTS, MAXIMIZES RESOURCES
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What are your goals? How will you achieve them?
How does the voice of your of�ce in real life transcend into social?
IDENTIFY A PUBLISHING TOOL
Sit down with your team and create a Social Media Planning document that captures relevant insights:
How often are you comfortable publishing content? Can one person be responsible for creating content once a week and monitoring networks 10 minutes each day?
What types of questions would you anticipate people asking? How would you answer them?
CONTENT IS ALREADY AVAILABLEVisit the CareCredit Advertising Toolkit by going to www.carecredit.com/pro, click on Provider Resources, then click on Provider Tools.
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Select “Posts and Tweets”
Copy and paste relevant content into your editorial calendar; mix within other content
CareCredit strongly advises that your practice copy and paste (not alter) provided content to comply with legal regulations
Use free tools like Hootsuite to conveniently schedule and publish posts to all of your social media pro�les:
Choose a time for each post to be published
Link to articles
Post pictures
Monitor conversations
Reply to comments and tweets in real time
Upload the Facebook tab
Use a publishing tool to schedule content in advance
Log back in regularly to download relevant logos and assets for your website or social channels
GETTING STARTED
8. GETTING STARTED
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Create a sign for the front desk with your handles/URLs
Include links to your social pro�les on your website and newsletter
Add URLs to existing marketing collateral such as business cards, appointment reminders or brochures
Leverage time in patient rooms by providing call-to-action based signage on walls. Ask patients to interact with your practice through social media
BEGIN WITH YOUR EXISTING PATIENTSThe �rst part of the integration process begins with making patients aware that your of�ce is using social media:
GETTING STARTED
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MEASURE SUCCESS TO UNDERSTAND THE IMPACT OF YOUR SOCIAL ACTIVITIES
Users “Talking about this”
Total “Likes”
Total reach
Total impressions
Digitaria’s Social Media Tracker will help you record your results monthly and provide you with a guideline for measuring your social media success. Visit www.carecredit.com/pro, click on Provider Resources, then click on Professional Resources.
# of user views
# of mobile check-ins
Sentiment in reviews
Yelp
Survey patients to determine if they follow your practice in social media. Do they �nd it valuable?
Learn if your patients were referred through social media
Understand what type of content they are and are not interested in
Learn more about their in-of�ce experience and what could have been enhanced
# of mentions
# of retweets
# of followers
# of views
# of likes
# of channel subscribers
Sentiment of comments
YouTube
MEASURE SUCCESS OF YOUR SOCIAL ACTIVITIES Identify ways to measure success and analyze your results:
MEASURING SOCIAL EFFECTIVENESS
9. MEASURING SOCIAL EFFECTIVENESS
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Identify who will be running your social presence.
Develop the Social Media Planning document
Identify which tools you will use to help facilitate content publishing and monitoring
Develop a plan to integrate social throughout your of�ce and marketing materials
Educate all staff members about your prctices social presence, voice and goals
LEAVE HERE TODAY WITH A PLAN TO PLACE YOUR OFFICE ON THE MAP LOCALLY AND INDUSTRY WIDEUse the Social Media Workbook to de�ne the following next steps:
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MEASURING SOCIAL EFFECTIVENESS
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