Social Media Marketing Dan Klusman, Northwest Insight LLC

Disclosures Dan Klusman, Northwest Insight LLC Owner, marketing and communications consulting agency Spouse is a vascular surgeon Clients include small businesses, medical practices, technology companies, and higher education institutions All logos used in this presentation are property of their respective copyright owners Dan Klusman, Northwest Insight LLC

% of all American adults and Internet-using adults who use at least one social media site Pew Research Center surveys, 2005-2006, 2008-2015. No data are available for 2007.

Social Media Marketing is… Items that we post or share to our platforms

Social Media Marketing is… Items that we pay to have posted to others’ platforms

Social Media Marketing is… Social media marketing is about establishing a relationship And building on that relationship to create trust which leads to education and “social selling”

a brand says about itself 33% of buyers believe what a brand says about itself The Nielson Company

believe what their peers have to say about a brand 92% believe what their peers have to say about a brand The Nielson Company

Online Marketing is Changing The old paradigm of taking paid created content (i.e. ads) and posting them to social is changing Now great content that is posted and reacted with is being transformed into paid content

Social Media Marketing Websites are increasing used as your marketing hub or home base Social media marketing is most effective when its messages and content support and reinforce those on other marketing channels

“Social media programs cannot exist in a vacuum—you need social, sales, content, SEO, and even advertising working hand-in-hand—so mostly you need a solid marketing strategy. ” John Jantsch, Speaker and Author, Duct Tape Marketing, The Referral Engine, and The Commitment Engine

Getting Started What is your online persona? What is your writing style and voice? Create target audience personas to help you understand potential patients Include early, mid, late messaging 4Rs: Reorganize, Rewrite, Retire, Redesign

Getting Started Content must work across networks but not one size fits all Don’t underestimate the power of images and video

Always Remember Don’t take yourself too seriously. A relationship is between people Focus on valuable content and solid offers Utilize platform targeting for the biggest impact

Always Remember Always add value Always test your ads and content on each platform

How to Choose the Right Platform Works well for your target audience Works well for your brand & business You can manage the workload (and any additional budget required) You can evaluate and measure the results

Where Do Platforms Marketers Use to Advertise? 92% 35% 24% 23% SocialBakers

Twitter Importance of posting schedule and frequency Ideal for Thought Leadership # of Followers is a good indicator of loyalty Puts pressure on your conversion strategy (what do you want them to do next) Allows for quick response (and directive action)

Grow Your Following Create engaging Tweets (mix of entertaining, education, promotional) Make Twitter Lists (curated list of content from others that interest your audience) Keep your Tweets concise and pithy Use #hashtags and @mentions Host a Twitter Chat

Grow Your Following Engage others with interactions and retweeting important posts Include relevant links (use Bit.ly to shorten URLs) Retweet or Quote Tweet (add a comment to Retweet) your own stuff

60% of Twitter users purchased from a business because of something they saw on Twitter Marketo

LinkedIn World’s largest professional network Great opportunity for online branding building, est. relationships, grow network Join local, national, international groups Build referring and referral network Encourage employees to publish, share

LinkedIn Create your company’s profile page Join groups and publish original content (articles, images, videos and slide decks) LinkedIn Pulse – publish, build your audience and LinkedIn may publish your content Showcase pages – extension of your page to promote specific products/services

Facebook Widely used – 71% of U.S. adults have profiles Create Facebook Page for your business – found in search and allows for interactions Use tabs and apps to archive contents and host user events/interactions Create a Facebook Group to create awareness, increase inbound traffic, and foster loyalty

Facebook NEW algorithm! Posts are read based on: Time spent reading Time spent with content (after it loads) Action on videos Diversity of posts Less click bait, more informational headlines

And More… Pinterest Instagram Vine Periscope Snapchat Reddit Presentations sharing platforms Video sharing platforms Q&A sites

word-of-mouth advertising generates a 37% higher retention rate. McKinsey & Company

Define Your (Ad) Strategy Define your goals Identify your audience Pick the right platform and content Pick your targeting options Schedule and frequency of posts Create and measure your campaigns/ROI

How Often Should I Post? Depends on your objectives, such as: Sharing relevant content Showing off your brand’s personality and culture Promoting events Establishing Thought Leadership Staying on top of industry trends

How Often Should I Post? Depends on your objectives, such as: Announcing new products Gathering new names for your marketing database Acquiring new customers Building/nurturing relationships with your buyers Increasing traffic to your blog/website/landing pages

How Often Should I Post? Look at each days post as a total Don’t overwhelm your audience Facebook: no more than 2x/day Twitter: 1x/hour LinkedIn: 1-2x/day Instagram: 3-7x/day Source: Marketo

Marketo, Content Marketing Institute What Should I Post? Entertain Inspire Start Conversation Teach How to Do Something Provide Relevant Information Monthly Biweekly Weekly 2x Week 3x Week Marketo, Content Marketing Institute

Measurement and Metrics Followers – tracks the size of your audience on each platform Engagement – interactions others have with your social media (likes, shares, time spent) Reach – number of people who’ve seen your post

Measurement and Metrics New Names Existing Customer Actions Cost per Lead or Acquisition Determined using platform native analytics or adding Google Analytics Automation platforms allow you to field a broader and deeper campaign with results

Measurement and Metrics Technology stack dependent Marketing Qualified Lead (MQL) – a score assigned to each prospect based on behavior Sales Qualified Lead (SQL) ) – qualified by your sales process as a being a good lead Pipeline – a cumulative measurement of early and mid-stage metrics

Measurement and Metrics Opportunities earned – e.g. number of new patients Revenue earned – total revenue from new patients Lifetime Customer Value – total revenue a new customer adds over the course of their time (i.e. Ave. $ x # x Time)

Michael Brenner, CEO, Marketing Insider Group “When you share other people's great content most of the time, your own great content some of the time, and sprinkle in some 'helpful' promotions, your audience will reward the kindness .” Michael Brenner, CEO, Marketing Insider Group

Thank you! Dan Klusman Northwest Insight, LLC dan@northwestinsight.com