Do you feel you’re not getting nearly enough interaction with patients on Facebook? More and more doctors are realizing there is a secret behind posting on their social media sites. In part two of this series, you’ll learn how to make your blog postings, Facebook status updates and tweets more relevant, valuable and interesting to your patients and readers.

1. Writing for Social Media:
Why Content Matters – Part 2
Presented by:
Brandon Knapp
Sesame Confidential

2. A Little About Me…
• Graduate of the Business Administration
program at the University of Washington
with a concentration in Marketing
• Specialized in developing integrated
marketing campaigns, consumer buying
behavior, and digital marketing strategy
• Joined Sesame Communications at the
beginning of 2012
• Lead Social Media Specialist on the Sesame
Search team
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Brandon Knapp
Lead Social Media
Specialist

3. REVIEW
Why is content marketing important? What are the goals?
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4. Review: Why is content important?
• 61% of consumers say they feel better about a company that
delivers custom content, they are also more likely to buy from
that company. (Custom Content Council)
• 1.11 Billion monthly active users – 23% increase year-over-
year
• Americans aged 18 – 64 y/o spend an average of 3.2 hours
PER DAY on social media networks
• Average of 67% of online adults use Facebook
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5. Review: What are the goals?
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6. Review: Website Blog
• What should I be writing about?
• Use your blog as the hub of all your
networks
• ‘On-Site’ vs. ‘Off-Site’ blogs
• Frequency: At least once a week
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Blog Content:
• Articles
• Posts over 100
words
• Newsletters
• Office Events
• Community

7. Review: Facebook
• What should I be posting about?
• It’s all about engagement, not just your number
of Likes
• When is the best time to post?
• Frequency: 2 – 3 times per week
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Facebook Content:
• Pictures
• Videos
• Office updates
• Emergencies
• Special Occasions

8. Review: Twitter
• Twitter is a conversation, focused on nurturing
relationships
• Give people a reason to follow you. Tweet and
Retweet interesting things.
• Twitter vs. Facebook: Breaching the two-degrees
of separation
• Frequency: Daily - VERY high level of
engagement
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Twitter Content:
• < 140 Characters
• Share KOP leaders
tweets
• Retweet
Community
Tweets

9. YouTube
Part II - Agenda
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InstagramGoogle+

10. GOOGLE+
Google+ Local helps users discover and share places…
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11. Creating content for Google+
• Posting custom content can help your business
page rank.
• “Posts” vs. “About”
• What is good content for Google+?
• Reviews!
• Words of caution…
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Google+ Content:
• Articles
• Office Videos
• Office Pictures
• Links to Blog
• Promotions

12. INSTAGRAM
A fun and quirky way to share your life with friends through a series of
pictures…
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13. Creating content for Instagram
• Quick & Easy
• Has to be setup on a ‘smart-device’
• iPhone
• Android Phone
• Easily connect, post and share to Facebook &
Twitter
• Utilize hashtags
• #tbt
• #ff
• #DrSesame
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Instagram Ideas:
• Office fun
• Photos of the
office
• Dr & Patient
Photos

14. Creating content for Instagram
• Link Instagram gallery to website
• What kind of videos and photos should I post on
Instagram?
• 15 seconds
• Office tours
• Before & Afters
• Quick testimonials
• New product / New office equipment
• Office celebrations / decorations
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Instagram Ideas:
• Office fun
• Photos of the
office
• Dr & Patient
Photos

15. Creating content for Instagram
• Protip: Use ‘Pic Stich’ to create simple collages (Free)
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16. YOUTUBE
YouTube allows billions of people to discover, watch and share originally-
created videos…
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17. Creating content for YouTube
• Every minute, more than 72 hours of video is
uploaded to YouTube
• Second most searched content provider on the
internet
• “How to tie a tie”
• “How to install a ceiling fan”
• “Best ways to floss”
• How do people find the videos?
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YouTube Content:
• Testimonials
• Meet the Team
• Office Tours
• Community Events
• Announcements

18. Creating content for YouTube
• Create and brand a YouTube Channel
• Favorite relevant YouTube videos
• Upload videos from the practice – What is good
content?
• Share with your patients
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YouTube Content:
• Testimonials
• Meet the Team
• Office Tours
• Community Events
• Announcements

19. YouTube – NEW ‘YouTube One’
• Channel Trailer
• Scaled Branding
• TVs
• Mobile Phones
• Desktop Browsing
• More Customization
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20. WHAT ABOUT OTHER NETWORKS?
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21. What about those other networks?
• Remember, not all networks are perfect for your
goals
• Think about what is ‘doable’ for your practice
• What can you utilize and maintain successfully?
• We’re here to help and keep you be cutting edge
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22. MEASURING RESULTS
Tools to measure engagement and reaction to your online content
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23. Measuring Success
• How do you know it’s working?
• Remember to keep your goals in mind – evaluate
your results based off of those initial goals you
outlined
• Utilize tools to track success:
• Facebook Insights
• Google Analytics
• Sesame First Call Tracking
• Sesame Social Monthly Performance Reports
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24. Facebook Insights
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25. Facebook Insights – NEW
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26. Sesame First Call Tracking
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27. Sesame Monthly Performance Report
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28. RECAP
Writing for Social Media: Why Content Matters!
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29. Writing for Social Media: Recap
• Write for patients, not search engines
• Don’t forget that social media is about having
a two way conversation.
• Remember the purpose of social media – increased
awareness
• Be cautious of posting too often – Be strategic
• Focus on the main social networks to start
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30. solutions@sesamecommunications.com
www.sesamecommunications.com
877·633·5193
solutions@sesamecommunications.com
www.sesamecommunications.com
877·633·5193
Writing for Social Media:
Why Content Matters – Part I
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