Maximizing Social Media, Minimizing Risk: Content strategy, implementation & measurement

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"Maximizing Social Media, Minimizing Risk: Content strategy, implementation & measurement" presented by Casey Kirk at CDA Presents San Francisco August 17, 2013.

Tecnologia Negócios

Maximizing Social Media,
Minimizing Risk
Content strategy, implementation &
measurement
8/17/13
2

Content
•  Strategy
•  Content: Best practices
•  Content curation
•  Content creation
•  Implementation
•  Measuring success
8/17/13
3

Is anybody out there?
•  Who is your audience?
•  How will you speak to them?
8/17/13
5

Game plan
8/17/13
6
•  Who will post?
•  What?
•  When?
•  Where?
•  Why?

Goals
8/17/13
7
•  Humanize
•  Educate
•  Entertain
•  Strengthen
relationships
•  Retain patients
•  Practice
ambassadors

Pick a platform, any platform
8/17/13
11

Content delivery
•  Social networking
•  Micro-blogging
•  Photo sharing
•  Video sharing
•  Blogging
•  Social bookmarking
•  Content sharing
•  Image bookmarking
•  Location-based
•  Music sharing
•  Event sharing
8/17/13
12

Social media rules
1. There are NO rules!
8/17/13
16

Social media content best practices
•  Consistency is key
•  Calls fans to action
•  Inspires conversation
•  Shareable
•  Achieves goals
•  Fun, easy, social
•  Two-way street
8/17/13
17

Fans share…
•  to appear a certain way
•  to provoke emotion
•  to inspire
•  to educate
•  to share a laugh or smile
•  to start conversation
•  to feel included
8/17/13
20

Hashtags
8/17/13
28
My Social Practice: National Children’s Dental Health Month

Actual holiday & informal holidays
8/17/13
33

Press & informational releases
8/17/13
37

When do I post?
8/17/13
45Social
Caﬀeine

Social toolbox: Schedule & post
•  Sprout Social
•  HootSuite
•  Crowdbooster
•  TweetDeck
8/17/13
46

Metrics that matter
•  Reach
•  Impressions
•  Click-throughs
•  Shares
•  Likes
8/17/13
49

Social Toolbox: Measuring success
8/17/13
50

Social toolbox: Resources
•  CDA Guide for New Dentist
•  ADA Social Media Guide
•  ProSites
•  HubSpot
•  Social Media Today
•  My Social Practice
8/17/13
52

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Maximizing Social Media, Minimizing Risk: Content strategy, implementation & measurement

2. Maximizing Social Media, Minimizing Risk Content strategy, implementation & measurement 8/17/13 2

3. Content •  Strategy •  Content: Best practices •  Content curation •  Content creation •  Implementation •  Measuring success 8/17/13 3

4. Strategy 8/17/13 4

5. Is anybody out there? •  Who is your audience? •  How will you speak to them? 8/17/13 5

6. Game plan 8/17/13 6 •  Who will post? •  What? •  When? •  Where? •  Why?

7. Goals 8/17/13 7 •  Humanize •  Educate •  Entertain •  Strengthen relationships •  Retain patients •  Practice ambassadors

8. Anatomy of a content calendar 8/17/13 8

9. 8/17/13 9

10. 8/17/13 10

11. Pick a platform, any platform 8/17/13 11

12. Content delivery •  Social networking •  Micro-blogging •  Photo sharing •  Video sharing •  Blogging •  Social bookmarking •  Content sharing •  Image bookmarking •  Location-based •  Music sharing •  Event sharing 8/17/13 12

13. Content: Best practices 8/17/13 13

14. Why does content matter? •  Trust •  Loyalty •  Credibility •  Brand advocates 8/17/13 14

15. Content should be 8/17/13 15

16. Social media rules 1. There are NO rules! 8/17/13 16

17. Social media content best practices •  Consistency is key •  Calls fans to action •  Inspires conversation •  Shareable •  Achieves goals •  Fun, easy, social •  Two-way street 8/17/13 17

18. 80/20 content ratio 8/17/13 18

19. Reciprocal relationship 8/17/13 19

20. Fans share… •  to appear a certain way •  to provoke emotion •  to inspire •  to educate •  to share a laugh or smile •  to start conversation •  to feel included 8/17/13 20

21. To share a laugh 8/17/13 21

22. To educate 8/17/13 22

23. To inspire 8/17/13 23

24. To feel included 8/17/13 24

25. To provoke emotion 8/17/13 25

26. Content curation 8/17/13 26

27. Where do I find content? 8/17/13 27

28. Hashtags 8/17/13 28 My Social Practice: National Children’s Dental Health Month

29. Current trends 8/17/13 29

30. Bookmarking sites 8/17/13 30

31. Content from content 8/17/13 31

32. Weekly features 8/17/13 32

33. Actual holiday & informal holidays 8/17/13 33

34. Dental campaigns 8/17/13 34

35. Viral trends 8/17/13 35

36. Contests 8/17/13 36

37. Press & informational releases 8/17/13 37

38. Internal Milestones 8/17/13 38

39. Content creation 8/17/13 39

40. Social toolbox: Creation 8/17/13 40

41. PicStitch & Over 8/17/13 41

42. Implementation 8/17/13 42

43. Anatomy of a (good) post 8/17/13 43

44. Anatomy of a (good) post 8/17/13 44

45. When do I post? 8/17/13 45Social Caﬀeine

46. Social toolbox: Schedule & post •  Sprout Social •  HootSuite •  Crowdbooster •  TweetDeck 8/17/13 46

47. HootSuite quick demo 8/17/13 47

48. Measuring success 8/17/13 48

49. Metrics that matter •  Reach •  Impressions •  Click-throughs •  Shares •  Likes 8/17/13 49

50. Social Toolbox: Measuring success 8/17/13 50

51. Facebook Insights 8/17/13 51

52. Social toolbox: Resources •  CDA Guide for New Dentist •  ADA Social Media Guide •  ProSites •  HubSpot •  Social Media Today •  My Social Practice 8/17/13 52

53. Questions? 8/17/13 53

Maximizing Social Media, Minimizing Risk: Content strategy, implementation & measurement

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