This document provides an overview and agenda for a social media training session presented by Monique Ramsey and Courtney. It introduces the presenters and their backgrounds in marketing, social media, and the medical field. The agenda outlines topics that will be covered including social media strategy, Facebook, Google+, Twitter, Pinterest, Instagram, and LinkedIn. It also includes polls to gauge the audience's current social media use and two opportunities to win a free consultation. The goal is to provide tips, best practices, and help attendees cultivate their online communities.

1. WELCOME…
SOCIAL MEDIA MBA
Presented at Vegas
Cosmetic Surgery 2013

3. 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
♥music, ♥USC,
♥sports,
♥spa days, ♥shoes
♥driving fast
♥creative endeavors!

4. Meet Courtney…
General Dermatology, Cosmetic
Dermatology, and Plastic Surgery
Medical Assistant
15+ years clinical experience &
administrative operations
4 years experience in PR, Marketing,
Social Media
Appeared on nationally and locally
known television programs
• Nerd Extraordinaire
• Venerator of Vintage
• Lover of Books
• Practitioner of
Adventure
• Self Appointed
Grammar Patrol Chief
• Guilty Pleasure: Shoe
Shopping
Partner & Chief Community Cultivator

5. Overview of Today
2:00pm Welcome & Start With Strategy
Platforms: Tips, Best Practices, &
Cultivating Your Community
2:30pm Facebook
3:15pm BREAK
3:30pm Facebook
4:00pm Snapshot #1
4:15pm Google+, Twitter, Foursquare
5:00pm BREAK
5:15pm Social Snapshot #2
5:30pm Pinterest, Instagram, LinkedIn
6:00pm Q & A
6:30pm Adjourn

6. Audience Poll
• How many of you are on social
media?
• How many of you believe you
should be there? (have to vs.
want to)
• # of Platforms
• Frequency

7. Social Strategy
Who are you?
• Brand (2 – 5 words)
• Voice
• Messaging
Who is your patient?
• Target Audience (could
be different than
current patient base)

8. Social Strategy
What Are Your Current Marketing Channels?
• eBlasts, Promotions, Events, Loyalty
Programs, Seminars, Product
Launches, Studies/Research, TV, Radio, Print,
Direct Mail, Yellow Pages
What Are Your Online Assets?
• Website, Blog, Mobile, Video, Social, AdWor
ds, Banner Ads/Re-Marketing, etc.

9. Social Strategy – Goals
• NP Leads
• Increased Website Traffic
• Increased Patient Retention (loyalty)
• Increased Referrals
• Reputation Repair / Patient Relations
• Trusted Resource
• Launching a New MD’s practice
• Launching a New Division/Product
• Greater Community Awareness
• Launching/ Re-Defining Your Brand
• Selling Your Practice
• Grow Email List

10. Social Strategy - Tactics
What Approach Will
You Take? (Road
Map)
What Tools Will You
Use?

11. Social Strategy - Measure
Track and Measure
• Google Analytics
• Short Links (bud.url)
• Facebook Insights
• Google Ads Manager
• Facebook Analytics
• Coupon Redemptions
• Email Program
Analytics

12. Social Strategy - Measure
Track and Measure, Cont.
• Tracking Links
• Blog Comments
• Re-Tweets, Re-Pins, Shares
• Facebook Ad Manager
• 3rd Party Tools (General):
Hootsuite, HubSpot, Sprout Social
• 3rd party Facebook Tools:
PageLever, ZuumSocial, Crowdboo
ster, Edgerankchecker

13. Social Strategy - Tactics
• Which Platforms
• Social Ads
• Engage with Other Pages &
Users
• Blog
• E-blasts
• Mobile Friendly Website
• Video
• Local Business Relationships
• Building a Rapport
What Will You
Implement
and How
Often?

14. Social Media Policy
Internal (Staff)
External (Fans)
Who is Going to
Write?
Where Post?

15. Expectations
• Are They Realistic?
– Time to Implement
– Outcome
– Time to Be Successful
• Do You Have Buy-In?
– Are you truly on board?
– Is your staff on board?
– Social Ambassador?
Internal
– Invest in promoting social in
all patient touch-points

16. Social Snapshots
Today:
Two opportunities
for a quick free
consult your
Facebook page!
Put your name in
the hat & we’ll
draw throughout
today’s session.

17. BREAK
15 minutes
Be back at
3:00pm for
Facebook

18. FACEBOOK

19. Cutting Through The
Facebook Noise:
How to Make Sure
Your Fans See Your
Message

20. #VCS2013 Follow on Twitter @MoniqueRamsey
Your business has
the potential for
exponential
distribution through
the social graph if
you can engage
users so it’s seen in
the 1st place!
EdgeRank

21. • Be a resource: your
own content & relevant
shared content
• Moderate
• Respond & engage
• notifications via FB
email, Pages app,
FB notification,
and/or HyperAlerts)
• Connect
• Keep it fun and mix it
up!
#VCS2013 Follow on Twitter @MoniqueRamsey

22. #VCS2013 Follow on Twitter @MoniqueRamsey
Ask Questions
AIM FOR SHARES

23. • 3,651
impressions
• Get in the
conversatio
n in real (or
semi-real)
time
ASK QUESTIONS
#VCS2013 Follow on Twitter @MoniqueRamsey

24. RESPOND~
Call them by name
with the @ tag
Ask for the “like”
#VCS2013 Follow on Twitter @MoniqueRamsey

25. Keep It Real
#VCS2013 Follow on Twitter @MoniqueRamsey

26. Facebook
Ads to
promote
ContestsCONTESTS
#VCS2013 Follow on Twitter @MoniqueRamsey

27. https://www.facebook.com/page_guidelines.ph
p
Contest
Guidelines
Tips…
• Use a 3rd party app
 Wildfire, NorthSocial, Wishpond, Rafflecopter
• Don’t offer a prize that seems too good to be true –
looks spammy and people won’t share
• Comply with Federal, State, Local Laws
• Comply with State Medical Board, AMA, and your
society rules
• Difference between “sweepstakes” and a “lotto”
(illegal)
• Users cannot purchase add’l entries
• Must notify winner outside of FB first!#VCS2013 Follow on Twitter @MoniqueRamsey

28. Best Time(s) to Post
But… do what
works best for
you (check your
analytics)
And - consistency
= success
24/7/365
#VCS2013 Follow on Twitter @MoniqueRamsey

29. Scheduling a Post
Clock =
SCHEDULING ICON
Note: Date can
also be in the past
& it will drop in to
the proper spot in
your timeline
#VCS2013 Follow on Twitter @MoniqueRamsey

30. Milestones
#VCS2013 Follow on Twitter @MoniqueRamsey
• Founded
• Office Location
Open
• New Equipment
• New
Procedures
• New MD’s
• Awards (Best of
2013) etc.
• Remodel
• Legislation
Extend the
“story of
your
brand”

31. Milestone
Scavenger Hunt
• Entrants had to scavenge
through timeline to find
milestones
• “Timeline Time Warp”
• Read Details:
http://go.cosmeticsocialmedia.co
m/warp
Sources: SocialFresh.com, DigitallyApproved.com
#VCS2013 Follow on Twitter @MoniqueRamsey

32. Promoted Posts (buying
airtime)
Click “public” to
make this box
appear
It re-calculates
reach as you
change budget
Set run time
#VCS2013 Follow on Twitter @MoniqueRamsey

33. Notice
baseline
Engagement Rate
Calculation:
(MANUAL!)
talking about / total
“likes”
2% is average so
anything over this is
70%
Engagement
Rate
#VCS2013 Follow on Twitter @MoniqueRamsey

34. Facebook
recommend
s your
practice to
the friends
of your
current
Highest
likelihood
to buy
Get More Fans
#VCS2013 Follow on Twitter @MoniqueRamsey

35. Polls
#VCS2013 Follow on Twitter @MoniqueRamsey

36. Make it Easy
& Engaging
with Apps
#VCS2013 Follow on
Twitter
Polls

37. Change Cover Image
Cover images can get
9x more ENGAGEMENT
–
change often
#VCS2013 Follow on Twitter @MoniqueRamsey

38. Fill out your cover
image description!
Use this valuable space
– graph search SEO
value! #VCS2013 Follow on Twitter @MoniqueRamsey
Change Cover
Image

39. E-blasts &
mailers
Print: Ads &
Collateral
Promotions /
Events
Facebook
timeline
cover photo
20% Rule
#VCS2013 Follow on Twitter @MoniqueRamsey
Exam
Room
displays

40. https://www.facebook.com/ads/tools/text_overl
ay
Source: MariSmith.com
New 20% Rule for Timeline Cover

41. http://go.cosmeticsocialmedia.com/p
ics
Hot Tip:
Image Sizer - FREE

42. Keywords – About Section
Put keywords
in your About
Section for
better results
when people
search
Click here to
edit
#VCS2013 Follow on Twitter @MoniqueRamsey

43. Avatar
90% of FB users
see your
content in their
newsfeed so
your avatar
needs to be
great!
(no logos or buildings)Look for
faces! That’s
what
captures
people’s
attention
#VCS2013 Follow on Twitter @MoniqueRamsey

44. Website
Contest
s
In-Office
Social
Media and
Apps
Consistent
Branding

45. #VCS2013 Follow on Twitter @MoniqueRamsey

46. Facebook.com/secu
rity
WARNING:
Don’t delete (unless
they are really
belligerent, abusive,
ETC). Invite them to
talk offline. Have a
policy in place to fall
back on!
Posts You Don’t Want to See
You can:
#VCS2013 Follow on Twitter @MoniqueRamsey

47. • Organic Growth
• Connect with
businesses and
events and interact
with them, share
their content
• About Section
• Settings – Set
13+, allow
, comments, taggin
g, to post, etc.
Slideshare.net/moniqueramsey
Additional Tips

48. BREAK
15 minutes
Be back for Snapshot,
Google+, Twitter,
Foursquare

49. SOCIAL
SNAPSHOT #1

50. GOOGLE+

51. Google+
Photo
Albums
Sparks
(interests)
Circles
Profile
Hangouts
(“Meetings” for Biz)
=

52. 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)

53. Full Google
Integration
Connect & Categorize Peeps into “circles”*
Manage
Events
Be Aware: All content is indexed by
Google – even communities that
are private/invite only
Discover
trending
topics and
jump into
the
conversation
*Nice for separation of
your patients and
personal life…
This is you!
Add your
biz page
here!

54. G+ Hangouts & YouTube
Hangouts – Up to 10
people
Then everyone else
can be live
broadcast /
streaming on
YouTube and
recording saved for
future views.

55. TWITTER

56. SOCIAL LISTENING
Twitter is considered
a “micro-blog”

57. Can You Hear Me Now?
60% of Twitter
usage is via a
mobile*… people
update
anywhere,
anytime…
imagine what
that means for
bad customer
experiences!? *Source: blog.twitter.com

58. • Share publications
• Educational info
• Be selfless
• Not # times of day but
VALUE of the post
• Info on topics YOUR client is
interested in
• Mommy blogs
• Beauty
• Health
• Fitness, etc…
Provide Value 1st Momentum Mktg.
• Look for opportunities to
take advantage of
something bigger than
yourself
– Queen’s Jubilee, Royal
Wedding, Oscars
– Heroic act in local news
• BE NIMBLE
• Be SMART – 3 second rule
What to Share

59. What to Share, Cont.
• Alert followers of something big on the
horizon (build anticipation!)
• Add comments when you RT (re-
tweet)
• Don’t just schedule – HAVE LIVE
INTERACTIONS TOO
• Stick to your brand’s voice
• Context is king – make sure you don’t
lose the message in 140 characters
• Use #hashtags so peeps can follow
subject, but don’t “#geekout with @’s
and #Syntax LOL <-This!:”

60. You *Can* Measure
CSM’s Favorite Resources:
BudURL (link shortener) with
analytics
Platform to manage tweets
Hootsuite,
Tweetdeck
SocialOomph
etc…
Twellow (Yellow Pages)
Manage Flitter (for managing
follows and un-follows)
Fake Followers Check:

61. Cool Tool to
Determine % Fake
Followers on Twitter
Fakers.statuspeople.com

62. FOURSQUARE

63. Claim & Manage
Your Location

64. Be There or Be 4Square
Haha!
Add
specials
(up to
two) to
really
help
you
stand
out
from
the
crowd
to users

65. BREAK
15 minutes
Be back
for Snapshot, Pinterest,
Instagram, LinkedIn
Q & A

66. SOCIAL
SNAPSHOT #2

67. PINTEREST

68. VISUAL SCRAPBOOK
• Create “boards” to
organize and share visual
images (including video)
• Repin others’ images &
they will do the same
• Follow people in your
industry, town, and users
who are interested in
your niche (health,
beauty, wellness, etc)
• Cross-promote your other
social media posts
• Drive users back to your
website = SEO benefit &
valuable links

69. VISUAL SCRAPBOOK
• Use keywords to be found on
search (both in Pinterest and on
web)
• Keep your pins relevant to your
audience
• Think “outside the board” – can
use to promote events, link
videos, email campaign
landing page, etc.
• Do “Pin to Win” contests to
bring awareness to a new
procedure, MD, financing
program, branding, etc.
• Change your board cover
images frequently to keep it
fresh

70. INSTAGRAM

71. Visual Sharing
• Photo sharing app
that added video (up
to 15 seconds) last
week
• 2.5 years old but rapid
growth (Facebook
purchased in 2012)
• 130+ Million active
monthly users
• Hashtag heavy
platform
#UseForSearchingTopics

72. What to Share
• Insider views: office
parties, birthdays,
seminars, etc.
• Quotes
• Your local town:
events / happenings
• Things that represent
your brand in a visual
way
• HIPAA compliant &
with all proper
authorizations

73. Statigram

74. LINKEDIN

75. It’s All About Connections
• Be sure your physician profile is
fully complete & check back
quarterly to see if you need to
add more
• Use “skills and expertise”
section
• Endorse your connections
(reciprocate!)
• Use keywords to be found
• Create a Company Page for
your practice
• Join and participate in groups
• Post in here on a regular basis.
Can use Hootsuite or other
dashboard for efficiency

76. Q & A

77. STAY TUNED
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our upcoming Monthly Training
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