1 - 2 Developing the Ultimate Facebook Marketing Strategy...Apr 01, 2016 · 4/18/16 4 Inadequate Understanding “Inadequate understanding by pet owners of the need for routine examination

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ìDevelopingtheUltimateFacebookMarketingStrategyEricD.Garcia,IT&DigitalMarketingConsultant

© 2 0 1 6 All righ ts re se rve d .EricD.Garcia

About Eric GarciaManagementTeamatLargePracticeinTampa,FL

FormerVPofVeterinaryExclusiveWebMarketingFirm

IT&DigitalMarketingConsultant– FounderofSimplyDoneTechSolutions

VetPartnersMemberConsultant

InternationalSpeaker:USA,Canada,Europe,Turkey,Thailand,Philippines, Austria

PublishedAuthor:ì 15ChaptersintheNewly Revised 5-MinuteVeterinaryPractice

Management ConsultonTechnologyandWebMarketingì AAHATrendsMagazineì Veterinary Practice News


Resources Provided


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Howmanyofyoupersonallyuse…ì Facebookì Twitterì YouTubeì Pinterest

Howmanypractices are on…ì Facebookì Twitterì YouTubeì Pinterest

Quick Poll


Not Generation Specific Anymore

Googleì Allgenerations

SocialMediaì Peopleaged55+aredriving theforceofsocialmedia

WeAreAlwaysConnectedì 65%ofadultmobilephoneusers sleepwith thephoneeitheronornextto

theirbed

SearchforBusinessesì BabyboomersturntoGoogletosearchfornewbusinesses

EmailCommunicationì 91%ofInternetusersarebetweentheagesof18and64andsendemail


The Challenges We Face

BusinessCompetitorsì Oversaturatedmarketplaceì Mobilevaccinationclinicsì Lowcostalternatives

OnlineCompetitorsì OnlinePharmaciesì OnlineReputationì Google,DVMì Non-DVMPetExperts(OnlineandOff)


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What To Know…

Howthe “bad”stuffgets onGoogle


Bondclientstothepractice bykeeping intouch

Allowclientstoobtaininformation24/7

Develop websites witheducationalresources

Share ourknowledge ofpetcare acrosssocialmediaplatforms

What We Need to Do…


The Power of Education

The powertobeat Google, D.V.M.

Aneducated clientisacompliantclient

Clientshavethe CORRECTrecommendation… thePRO-VETERINARY recommendation

Educate starting atgroundzero


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Inadequate Understanding

“Inadequateunderstanding bypetownersoftheneed forroutineexaminationoftheir petsiskeyclient-driven factor for thedeclining

useofveterinary visits”

Developmen t o fn ewcan in e and fel in ep reven tive h eal th care gu id el in es d esigned to imp rovep et h eal th .JAVMA,Vo l 2 3 9 ,No .5 ,Sep tember1 ,2 0 1 1


Itisdetrimentaltotheemployeeproductivity

Fearoftheunknown

Wealreadyhaveinformationoverload

Noguaranteedresults

Wewilllosecontrolofourbrandandimage

Lackofexperience

Ignorance

HardtodeterminetheROI

Reasons You Might Be Afraid of Social Media


Social Media Statistics

Socialmediaisthe#1activity online

U.S.Internet usersspendmore timeonFacebook thanany other brand

Peopleaged55+aredrivingthegrowthofsocialmedia

©2 0 1 6 All righ ts re se rve d .EricD.Garcia

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For once….

We cansupportourprofession

We canmarket toexistingclients

We canbondwithclients

We canattract newclients


Facebook? Twitter? Instagram? Ah!?


Facebook Statistics

50%ofuserslogintoFacebookanygivendayì 365daystoplaceyourselfinfrontofyour

clientsandprospects

Theaverageuserisconnectedto130people

Morethan30billionpiecesofcontentaresharedeachmonth


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Facebook App vs. Facebook Desktop


The “Rules of Facebook”

Never relay anytype ofmedicalinformation

Donotplanonutilizinganymessagingserviceasaformofe-mail

Don’tcomeoff asamarketer

Stay away fromnegative topics

Recognizeclientsandpatients

Educate


Implement Facebook Page Moderation


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Copyright Infringement is Real


Facebook Page Info


Facebook Demands Marketers Pay for Ads


“AndonFriday,thecompanytoldmarketersthatifthey(businesses)wantedtoreachcustomersonFacebook,theyneededtobuyanad.”

http:/ /nytimes .com/2014/11/15/technology/ facebook-to-cut-unpaid-posts -by-marketers-on-news-feeds.html

“Facebooksaysthatit’sallforthegoodoftheusersandthatcreative,engagingpostswillstillattractattentionandbubbleupintothe

feed.”

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How Much Do We See?

The average usershasabout1,500newitemstheycouldseewhenthey logon

Somepeople haveasmanyas 15,000accordingtoFacebook

Facebook’salgorithm issettoshowthetop300ì Avg.userseestop100


Make It Count

Your firstimpressionisthemostimportant tonewfollowers.

Engage!


Facebook Marketing Cycle

Pick anEducational

Topic

Educate TeamMembers

CreateAwareness

Engage inDiscussion


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ìUsingFacebookforMaximizedSuccessPartTwoEricD.Garcia,IT&DigitalMarketingConsultant


Facebook COO Sheryl Sandberg at Nielsen Consumer 360


Branding: Tell Your Story

Usepersonalized imagery

Createaprofessional coverphotoatpagemodo.com© 2 0 1 6 All righ ts re se rve d .EricD.Garcia

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Branding: Tell Your Story

Branding with Facebook Albums

Practice Driven Albums

Client&PatientDriven Albums


Practice Driven: Our Veterinarians


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Practice Driven: Our Team


Practice Driven: Our Clinic


Client & Patient Driven


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Client & Patient Driven


Watermark Images via Canva.com


Photogrid App or Canva.com


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3 Steps to Using Facebook

①Review RecentPostsbyOthers

②FollowUpwithPreviousPostings

③Post NewContent


Step One: Review Reviews


Positive Facebook Reviews

Commentback

Provideapersonalized response

Senda ThankYou cardorcallandthankthe client


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Share Client Praise on Facebook


Step One: Review Posts to Page


Step Two: Follow Up with Previous Posts


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3 Steps to Using Facebook

①Review RecentPostsbyOthers

②FollowUpwithPreviousPostings

③Post NewContent


Facebook Posting Guideline

3-5postingsaweekì OneorTwoCaseExamplesì OneSharedEducationalArticleorVideoì TwoorThreeClinicSpecificPostings

Try nottopostmorethantwice inonedayì Ifyoudospaceapartby5+hours


Worth Going Over Again…

Donotcomeoffasacompanyorpersonconstantlytrying tosellaservice orproduct

Monday:Wehavehotdealsforyoutoday!Buy6ofthisandget5ofthatFREE!

Tuesday:Wehave65%offvaccines!

Wednesday:Wehave50%offneuters!

Thursday:Welovepets!

Friday:Comeintomorrowforafreerabiesvaccinewiththepurchaseofanothervaccine.


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3 Elements of an Effective Case Study


EducationalTopic– IncludeFact/Statistic

ShortCaseStudy– HowDidYou

Help?Socialize/CTA

Sample Case StudyEducationalTopic–LaserTherapy:SweetlittlePipisallsetforherLaserTherapywithDr.Kochan!LaserTherapyisanextremelyhelpful,noninvasivetooltopromotehealing.Itisusedtorelievepain,andreduceinflammationandswellingwhichmakesitanamazingtreatmentforanimalssufferingwitharthritis.Thedeep,soothinglaser,also,reduceshealingtimeaftersurgerybyenhancingbloodflowtothesurgicalsite.

WhatIsYourRecommendation?–LearnMore:Tofindoutmoreaboutthebenef itsofLaserTherapysetupaconsultationatourhospitaltoday.

Socializeand/orCTA:Pleaseletusknowif youhaveanyquestionsorconcernsaboutthebenef itsofLaserTherapyforyourpet.


Sample Case Study


Fact

CaseStudy

Socialize/CTA

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Sample Case Study

Sample Case Study


Share an Educational Video

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Clinic Specific Postings






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Featured Feline Friday!


Giving Back to the Community


Giving Back to the Community


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Clinic Specific Content


Clinic Specific Content


Have Clients Submit Selfies


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Share Educational Articles


Facebook Posting Guideline

3-5postingsaweekì OneorTwoCaseExamplesì OneSharedEducationalArticleorVideoì TwoorThreeClinicSpecificPostings

Try nottopostmorethantwice inonedayì Ifyoudospaceapartby5+hours


Grow Your Social Media Followers

CreateaFacebookURLì GotoEditPage > Update PublicInfo>Usernameì Example: www.facebook.com/EricGarciaFL

LinkonEVERYpageofyourwebsite

PosttheURLonyourbusinesscards

Emailcampaignì “ConnectwithUs!”ì Facebook, Twitter,YouTube,Pinterest

Petphotocontest

New“Like”contest

Donate$X.XXpernew“Like”tocharity© 2 0 1 6 All righ ts re se rve d .EricD.Garcia

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Photo Contest

Inviteclientstouploadphotos

themselves

Clientresponsiblesharingimage

The most“likes”wins!


Photo Contest


Have clientsemailyou

Youuploadtoalbum

Set timeframe

Image withthemost“likes”wins

Rules

Top3withthemost“likes”winsì Set30– 45daycontesttimeperiod

Mustbeacurrent client(visitwithin12months)

Employees noteligible

Ifyouhavewoninthepast12monthsyouarenoteligibletowinagainbutabletosubmit


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Prizes

Noprescriptionproducts

Credit towardpet account

Gift cardtolocalpetshop

Donationtofavorite charity


Types of Contests

Quarterly

PhotoContestì Holiday themecontestì SummerFunì Selfieì IntheExamRoom

GuesstheX-Ray

What’sUndertheMicroscopeì Giveclients aclue!


Most Effective Types of Paid Ads


BoostPostì Offers

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Boost Post: Offers


©2016Allrights reserved.EricD.Garcia

Boost Posts: People who like your Page


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Total Budget


Audience: People you choose through targeting


Share Educational Content


Share educationalcontent &caseexamples duringoffer

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Facebook Insights


Don’t Become Overwhelmed


Facebook Insights

What timeofdayare your followersonline?


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The Basics to Facebook Insights

Reach– ThenumberofpeoplewhohaveseenyourpostPostClicks– Thetotalnumberofuserswhohaveclickedonyourpost

Likes,Comments,Shares–Whensomeonelikes,comments,orsharesyourpost© 2 0 1 6 All righ ts re se rve d .EricD.Garcia

Team Approach


Use a Marketing Calendar


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Community Awareness

Become theexpert withinyourcommunity

Helpeducate anaudience that needsproper pet healtheducation

Take backcontrolofwhatishurtingyourbottomline

Resource forpet care information


Let’s Review Your Facebook!


THANK YOU!

Resources: www.simplydonetechsolutions.com/fvma2016


Followmeon Facebook: facebook.com/EricGar ciaFLCheck meouton Twitter:@EricGarciaFL

Documents

1 - 2 Developing the Ultimate Facebook Marketing Strategy...Apr 01, 2016 · 4/18/16 4 Inadequate Understanding “Inadequate understanding by pet owners of the need for routine examination