1. Social Media Marketing
Dan Klusman, Northwest Insight LLC

2. 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

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

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

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

6. 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”

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

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

9. 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

10. 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

11. “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

12. 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

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

14. 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

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

16. 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

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

18. 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)

19. 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
Host a Twitter Chat

20. 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

21. 60% of Twitter users purchased from a business
because of something they saw on Twitter
Marketo

22. 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

23. 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

24. 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

25. 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

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

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

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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)

37. 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

38. Thank you!
Dan Klusman Northwest Insight, LLC