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Reputation Management & Social Media Update

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Cosmetic Social Media
Cosmetic Social Media

This talk was given at the San Diego County Medical Society in September 2013. We went through what physicians need to know about protecting their online reputation. We also touched on the latest news in the world of social media and what practices should be doing to take advantage of it.

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Welcome… Social Media & Reviews: A Dynamic Duo Look for these in today’s talk… GROWTH TIP #SDCMS Follow on Twitter @MoniqueRamsey
Meet Monique… Founder and Social Media Horticulturalist 20+ years experience: medical practice management, marketing, training, and consulting Certified Relationship Marketing and Social Media Strategist (2009) • Winner 2010 #influenceSD Award for Best Social Media in Business • Alert Press Top 5 Medical Practice Facebook Fan Pages • Named on of 17 Top Facebook Pages for Small Business, 2012 (Fluxe Digital) Interviewed by SmartMoney Magazine, American Medical Association, Dermatology Times, Surge, Medical Economics, ReachMD on Satellite Radio Contributor to Cosmetic Surgery for Dummies Board – San Diego Social Media Society #SDCMS Follow on Twitter @MoniqueRamsey ♥music, ♥USC, ♥sports, ♥spa days, ♥shoes ♥driving fast ♥creative endeavors!
“The Internet has forever changed the way our patients will approach healthcare. Digital or social media is NOT a passing fad… get past that.” - Howard J. Luks, MD Fast Fact: Nearly 16 minutes of every hour is now spent on social networking sites. (Experian study 2013) #SDCMS Follow on Twitter @MoniqueRamsey
Connected Consumers • Empowered • Informed • Demanding • More Discerning #SDCMS Follow on Twitter @MoniqueRamsey
Connected Consumers • Will share more if there is value in return • Make decisions differently • They influence and are influenced differently • MOMENTS OF TRUTH Read: Brian Solis What’s the Future of Business #SDCMS Follow on Twitter @MoniqueRamsey
A *NEW Consumer Culture THEN - Traditional • Reliant on WOM among people they know and trusts in the real world. One to one • Influenced by print, traditional online ads, TV, radio • Selling • Push Marketing NOW - Connected • One to Many • Shared Experiences • Powerful Influence • Window to the world is REAL TIME • Readily share reviews and experiences in social networks. • Can be a practice ally
Social Presence DID YOU KNOW: 72% of consumers trust online reviews as much as personal recommendations! Personal recommendations are the number one driver of consumer purchase decisions at every state in the purchase cycle. Sources: Search Engine Journal, Forbes, Social Media Today
The Basics… Claim all the free listings you can on review and consumer sites such as Yelp, RealSelf, Vitals, etc. and fill them out completely and with KEYWORDS. #SDCMS Follow on Twitter @MoniqueRamsey
Getting Reviews – Need ###s ASK – think of touch points: • Surveys / Respond to patients you know are happy • Sign up for alerts so you don’t miss happy pt. reviews • Exam Room – MD ask #SDCMS Follow on Twitter @MoniqueRamsey
Secret Web Page Share Your Experience! link link link link link link www.yourwebsite.com/myexperience #SDCMS Follow on Twitter @MoniqueRamsey
Reviews in Hand In Office • Pictures / brag books • Screen Savers Online • Reviews Page on website • Add a branded badge to your website • Blog content • Social Media… #SDCMS Follow on Twitter @MoniqueRamsey
GROWTH TIP: Real Patient Ratings • 3rd party service • reviews of your REAL patients • Adds new and fresh review content daily that Google actually sees • Leads 2x-6x more likely to convert • Benchmarks • 100 % of member websites on page 1 of Google • 96% of RPR listings on page 1 of Google • Free trial Real Patient Ratings
Social Integration… Review Amplification #SDCMS Follow on Twitter @MoniqueRamsey
Turn Your Reviews Into Shareable Content
GROWTH TIP: PicMonkey.com Create “Art”
Create Photo Albums #SDCMS Follow on Twitter @MoniqueRamsey
Considerations: • Formats (and keeping them uniform or not) • Branding
Now Post! • Include links back to your site where the reviews are “live” and/or back to your Real Patient Ratings profile (3rd party adds legitimacy) • Use #hashtags, keywords, and consider typing out the words in the graphic for searchability • Don’t post them all at once • Instagram (#hashtags important) • Twitter • Google+ • Facebook • LinkedIn • Pinterest
GROWTH TIP Pinterest – Create Boards https://www.viraltag.com/ for auto-pinning / IV drip method ;)
Facebook Recommendations #SDCMS Follow on Twitter @MoniqueRamsey
Address is KEY
Admin – Edit Page #SDCMS Follow on Twitter @MoniqueRamsey
LinkedIn Recommendations “The best LinkedIn recommendations are ones that offer specific results or tell a story of transformation. To request a LinkedIn recommendation you must be connected to the person you want to receive it from.” – Laura Rubenstein www.laurarubenstein.com #SDCMS Follow on Twitter @MoniqueRamsey
Skills and Endorsements for Those Skills #SDCMS Follow on Twitter @MoniqueRamsey
You’ve Got Mad Skills* *To be very talented at something. Source: Urban Dictionary NEW
NEW Adding Skills
Google+ / Local
Case Study… Google Search
Search Like a Patient Would…
So What’s Missing?
Case Study… Negative Review – What to Do
Case Study - YELP
YELP Private Message (same day) Step 1 - Respond ASAP* Hi Kathryn, Thank you for posting your comments. This is not the kind of 5 star experience that we strive for. I would like to send your comments to the CEO for review. If you could email me with your full name and email address, I will be able to have your chart pulled and examine what went wrong. Thank you again for bringing this to our attention. Oh, one more question... did you happen to tell anyone else about this, prior to posting on Yelp? I am just curious so I can try to re-trace what happened. My email is monique@ljcsc.com. Thank you so much, Monique Ramsey Director, LJCSC Community *( = you have to monitor!)
Step 2 – Administrator Contact
5 Days Later on YELP Step 3 – Thank them! / Acknowledge
“The Blemish Effect” Stanford Graduate School of Business and Tel Aviv University “…small doses of mildly negative information - a socalled blemishing effect may actually strengthen a consumer's positive impression of a product or service.”
Social Buzz… Other New Things You Need to Know
Keywords – About Section Put keywords in your About Section for better results when people search Click here to edit #SDCMS Follow on Twitter @MoniqueRamsey
Promoted Posts (Reach More Fans) Click “public” to make this box appear It re-calculates reach as you change budget Set run time
Promoted Posts (Reach More Fans) #SDCMS Follow on Twitter @MoniqueRamsey Polls
Notice baseline 70% Engagement Rate Engagement Rate Calculation: (MANUAL!) talking about / total “likes” 2% is average so anything over this is AWESOME #VCS2013 Follow on Twitter @MoniqueRamsey
Fan of the Week (rewards engagement!)
Value of G+ • SEO Benefit • Rapid growth - 135 Million active users and 60% log in every day • Communities • Getting a +1 is like someone giving a recommendation for your practice – and it shows up in search • Posts show up in search too! • Local pages – part of Google search results. (You can merge your Local Page (aka. “places page”) into a new Google+ page • Reviews • Important Note: Authorship (not for pages – only personal profile accounts)
Full Google Integration Connect & Categorize Peeps into “circles”* Be Aware: All content is indexed by Google – even communities that are private/invite only *Nice for separation of your patients and personal life… #SDCMS Follow on Twitter @MoniqueRamsey This is you! Discover trending topics and jump into the conversation Manage Events Add your biz page here!
G+ Hangouts & YouTube Hangouts – Up to 10 people Then everyone else can be live broadcast / streaming on YouTube and recording saved for future views.
Be There or Be 4Square Haha! Add specials (up to two) to really help you stand out from the crowd to users #SDCMS Follow on Twitter @MoniqueRamsey
Additional Tips • Organic Growth • Connect with businesses and events and interact with them, share their content • About Section • Settings – Set 13+, allow , comments, tagging, to post, etc. • Admins Slideshare.net/moniqueramsey
STAY TUNED Sign up to be notified about our upcoming Monthly Training Webinar Series… Tons of Social Media Secrets for One Low Monthly Subscription! http://go.cosmeticsocialmedia.com/list
Questions? Monique Ramsey Toll Free Direct Dial 877-401-5485 Email: monique@cosmeticsocialmedia.com Facebook.com/CosmeticSocialMedia Twitter.com/MoniqueRamsey CosmeticSocialMedia.com/Blog

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Reputation Management & Social Media Update

  • 1. Welcome… Social Media & Reviews: A Dynamic Duo Look for these in today’s talk… GROWTH TIP #SDCMS Follow on Twitter @MoniqueRamsey
  • 2. Meet Monique… Founder and Social Media Horticulturalist 20+ years experience: medical practice management, marketing, training, and consulting Certified Relationship Marketing and Social Media Strategist (2009) • Winner 2010 #influenceSD Award for Best Social Media in Business • Alert Press Top 5 Medical Practice Facebook Fan Pages • Named on of 17 Top Facebook Pages for Small Business, 2012 (Fluxe Digital) Interviewed by SmartMoney Magazine, American Medical Association, Dermatology Times, Surge, Medical Economics, ReachMD on Satellite Radio Contributor to Cosmetic Surgery for Dummies Board – San Diego Social Media Society #SDCMS Follow on Twitter @MoniqueRamsey ♥music, ♥USC, ♥sports, ♥spa days, ♥shoes ♥driving fast ♥creative endeavors!
  • 3. “The Internet has forever changed the way our patients will approach healthcare. Digital or social media is NOT a passing fad… get past that.” - Howard J. Luks, MD Fast Fact: Nearly 16 minutes of every hour is now spent on social networking sites. (Experian study 2013) #SDCMS Follow on Twitter @MoniqueRamsey
  • 4. Connected Consumers • Empowered • Informed • Demanding • More Discerning #SDCMS Follow on Twitter @MoniqueRamsey
  • 5. Connected Consumers • Will share more if there is value in return • Make decisions differently • They influence and are influenced differently • MOMENTS OF TRUTH Read: Brian Solis What’s the Future of Business #SDCMS Follow on Twitter @MoniqueRamsey
  • 6. A *NEW Consumer Culture THEN - Traditional • Reliant on WOM among people they know and trusts in the real world. One to one • Influenced by print, traditional online ads, TV, radio • Selling • Push Marketing NOW - Connected • One to Many • Shared Experiences • Powerful Influence • Window to the world is REAL TIME • Readily share reviews and experiences in social networks. • Can be a practice ally
  • 7. Social Presence DID YOU KNOW: 72% of consumers trust online reviews as much as personal recommendations! Personal recommendations are the number one driver of consumer purchase decisions at every state in the purchase cycle. Sources: Search Engine Journal, Forbes, Social Media Today
  • 8. The Basics… Claim all the free listings you can on review and consumer sites such as Yelp, RealSelf, Vitals, etc. and fill them out completely and with KEYWORDS. #SDCMS Follow on Twitter @MoniqueRamsey
  • 9. Getting Reviews – Need ###s ASK – think of touch points: • Surveys / Respond to patients you know are happy • Sign up for alerts so you don’t miss happy pt. reviews • Exam Room – MD ask #SDCMS Follow on Twitter @MoniqueRamsey
  • 10. Secret Web Page Share Your Experience! link link link link link link www.yourwebsite.com/myexperience #SDCMS Follow on Twitter @MoniqueRamsey
  • 11. Reviews in Hand In Office • Pictures / brag books • Screen Savers Online • Reviews Page on website • Add a branded badge to your website • Blog content • Social Media… #SDCMS Follow on Twitter @MoniqueRamsey
  • 12. GROWTH TIP: Real Patient Ratings • 3rd party service • reviews of your REAL patients • Adds new and fresh review content daily that Google actually sees • Leads 2x-6x more likely to convert • Benchmarks • 100 % of member websites on page 1 of Google • 96% of RPR listings on page 1 of Google • Free trial Real Patient Ratings
  • 13. Social Integration… Review Amplification #SDCMS Follow on Twitter @MoniqueRamsey
  • 14. Turn Your Reviews Into Shareable Content
  • 16. Create Photo Albums #SDCMS Follow on Twitter @MoniqueRamsey
  • 17. Considerations: • Formats (and keeping them uniform or not) • Branding
  • 18. Now Post! • Include links back to your site where the reviews are “live” and/or back to your Real Patient Ratings profile (3rd party adds legitimacy) • Use #hashtags, keywords, and consider typing out the words in the graphic for searchability • Don’t post them all at once • Instagram (#hashtags important) • Twitter • Google+ • Facebook • LinkedIn • Pinterest
  • 19. GROWTH TIP Pinterest – Create Boards https://www.viraltag.com/ for auto-pinning / IV drip method ;)
  • 20. Facebook Recommendations #SDCMS Follow on Twitter @MoniqueRamsey
  • 22. Admin – Edit Page #SDCMS Follow on Twitter @MoniqueRamsey
  • 23. LinkedIn Recommendations “The best LinkedIn recommendations are ones that offer specific results or tell a story of transformation. To request a LinkedIn recommendation you must be connected to the person you want to receive it from.” – Laura Rubenstein www.laurarubenstein.com #SDCMS Follow on Twitter @MoniqueRamsey
  • 24. Skills and Endorsements for Those Skills #SDCMS Follow on Twitter @MoniqueRamsey
  • 25. You’ve Got Mad Skills* *To be very talented at something. Source: Urban Dictionary NEW
  • 29. Search Like a Patient Would…
  • 32. Case Study - YELP
  • 33. YELP Private Message (same day) Step 1 - Respond ASAP* Hi Kathryn, Thank you for posting your comments. This is not the kind of 5 star experience that we strive for. I would like to send your comments to the CEO for review. If you could email me with your full name and email address, I will be able to have your chart pulled and examine what went wrong. Thank you again for bringing this to our attention. Oh, one more question... did you happen to tell anyone else about this, prior to posting on Yelp? I am just curious so I can try to re-trace what happened. My email is monique@ljcsc.com. Thank you so much, Monique Ramsey Director, LJCSC Community *( = you have to monitor!)
  • 34. Step 2 – Administrator Contact
  • 35. 5 Days Later on YELP Step 3 – Thank them! / Acknowledge
  • 36. “The Blemish Effect” Stanford Graduate School of Business and Tel Aviv University “…small doses of mildly negative information - a socalled blemishing effect may actually strengthen a consumer's positive impression of a product or service.”
  • 37. Social Buzz… Other New Things You Need to Know
  • 38. Keywords – About Section Put keywords in your About Section for better results when people search Click here to edit #SDCMS Follow on Twitter @MoniqueRamsey
  • 39. Promoted Posts (Reach More Fans) Click “public” to make this box appear It re-calculates reach as you change budget Set run time
  • 40. Promoted Posts (Reach More Fans) #SDCMS Follow on Twitter @MoniqueRamsey Polls
  • 41.
  • 42. Notice baseline 70% Engagement Rate Engagement Rate Calculation: (MANUAL!) talking about / total “likes” 2% is average so anything over this is AWESOME #VCS2013 Follow on Twitter @MoniqueRamsey
  • 43. Fan of the Week (rewards engagement!)
  • 44. Value of G+ • SEO Benefit • Rapid growth - 135 Million active users and 60% log in every day • Communities • Getting a +1 is like someone giving a recommendation for your practice – and it shows up in search • Posts show up in search too! • Local pages – part of Google search results. (You can merge your Local Page (aka. “places page”) into a new Google+ page • Reviews • Important Note: Authorship (not for pages – only personal profile accounts)
  • 45. Full Google Integration Connect & Categorize Peeps into “circles”* Be Aware: All content is indexed by Google – even communities that are private/invite only *Nice for separation of your patients and personal life… #SDCMS Follow on Twitter @MoniqueRamsey This is you! Discover trending topics and jump into the conversation Manage Events Add your biz page here!
  • 46. G+ Hangouts & YouTube Hangouts – Up to 10 people Then everyone else can be live broadcast / streaming on YouTube and recording saved for future views.
  • 47. Be There or Be 4Square Haha! Add specials (up to two) to really help you stand out from the crowd to users #SDCMS Follow on Twitter @MoniqueRamsey
  • 48. Additional Tips • Organic Growth • Connect with businesses and events and interact with them, share their content • About Section • Settings – Set 13+, allow , comments, tagging, to post, etc. • Admins Slideshare.net/moniqueramsey
  • 49. STAY TUNED Sign up to be notified about our upcoming Monthly Training Webinar Series… Tons of Social Media Secrets for One Low Monthly Subscription! http://go.cosmeticsocialmedia.com/list
  • 50. Questions? Monique Ramsey Toll Free Direct Dial 877-401-5485 Email: monique@cosmeticsocialmedia.com Facebook.com/CosmeticSocialMedia Twitter.com/MoniqueRamsey CosmeticSocialMedia.com/Blog