3. Why Social Media?
• More than 53% of all the US residents & more than ¾ of all US adults
are online.
• As early as 2000, women were found to have surpassed men in
Internet usage.
• 87.1 million women online are active on a weekly basis in social media
(including blog interactions, Facebook, message boards, and other
social networking sites).
• 90% of journalists use social media for research and/or story ideas.
• Women are dominant on Twitter, Facebook and Pinterest.
October 11, 2012
August 2, 3
6. Why Facebook?
• 65% of journalists use Facebook for research
• Facebook has over 1 billion users, with over
250 million of them (over 50%) who log in every
day. 93% of US adult Internet users are on
Facebook.
• The 35+ demographic is growing rapidly, now with
over 30% of the entire Facebook user base.
• 48% of young people said they now get their news
through Facebook.
• In 20 minutes on Facebook over
1 million links are shared.
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7. Facebook Goals
• Consistency
– 2-5 posts per week
• Interactivity
• Resourcefulness
• Engagement
• Social media hub
• Self-centered
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8. Who to Like?
• Whomever your target audiences like
• Targeted media publications
• Mommy bloggers &
other influencers
• Partner organizations
• Health leaders
• Research institutions
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9. What to Post?
• Photos & videos on Facebook get 120% & 100%
more engagement respectively
• Language should be “short & sweet”
• Take a stance & share opinions
• Encourage engagement
• Promote My Egg Bank messages
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10. Sample Posts Based on Messaging
Message:
• It is estimated that MEB-NA’s proprietary rapid egg freezing technique developed at RBA
in Atlanta has produced more children than all other IVF centers in the country combined.
Facebook post:
• Did you know My Egg Bank’s egg freezing technique has produced more children than all
over IVF centers in the country combined? Learn about our services. http://bit.ly/SAbneV
Message:
• MEB-NA provides fertility preservation for women who are prolonging conceiving a child
for both social and medical reasons, including women of advanced reproductive age who
face the possibility of not having fertile eggs when they decide to get married, as well as
women undergoing cancer or other medical treatment with side effects that could leave
them infertile.
Facebook post:
• Are you prolongining conceiving a child to advance your career or undergo medical
treatment? Join the thousands of women who utilize My Egg Bank opting to utilize My
Egg Bank for fertility preservation.
October 11, 2012 10
11. Sample Expert Positioning Posts
• A step in the right direction! Japanese researchers recently produced mouse
eggs from stem cells that bred healthy offspring, a breakthrough that may one
day help treat human infertility. http://ti.me/TsezuT
• Celebrity Kim Kardashian is considering freezing her eggs. As she says, “It’s
better to be safe than sorry” when it comes to starting a family. Why are you
considering freezing your eggs? http://bit.ly/Tsgmjo
• Did you know research shows using recently frozen embryos could lead to safer
pregnancies and a reduction in complications during delivery?
http://on.wsj.com/Tsk7W4
• Welcome to the world, Sarah! Our 551st birth from rapidly frozen
eggs. Ain’t she a beauty!
October 11, 2012 11
13. Why Twitter?
• 55% of journalists use Twitter
• 45% of Twitter users are age 18-34
& 24% are 35-49 years old
• Twitter.com has 500 million users
• Companies that use Twitter average
2x more leads per month than
those that do not
October 11, 2012 13
14. Twitter Goals
• Consistency
– 3-5 times per day
• Resourcefulness
• Engagement
• Interactivity
• Cross promotion
• Listening
October 11, 2012 14
15. Who to Follow?
• Media outlets & journalists
• Mommy bloggers & other influencers
• Key thought leaders in health
• Research institutions
• Competitors
• Partners
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17. Sample My Egg Bank Tweets
Message:
• MEB-NA has produced more than 550 live births in the last five years using the rapid egg
freezing technique and is expected to complete its 1,000 egg transfer in five years by the
end of 2012. It is estimated that MEB-NA has produced more live births and transfers using
this technique than any other fertility practice in the United States.
Tweet:
• Happy to help #women become #moms! We’ve seen 550+ live births in 5yrs using
@MyEggBank rapid egg freezing http://twitpic.com/SAgKL2 #infertility
Message:
• MEB-NA’s rapid egg freezing technique is half the cost of traditional fresh egg donation
per cycle, providing women and couples with a fertility treatment option that is less
economically burdensome than traditional fresh egg donation. MEB-NA offers an
affordable solution that doesn’t compromise success rates.
Tweet:
• Afraid of #IVF treatment costs? @MyEggBank rapid egg freezing technique is ½ the price
of other #infertility options http://bit.ly/SAhK1J
October 11, 2012 17
18. Sample Expert Positioning Tweets
• Japanese scientists make viable mouse eggs in lab, raising hopes for
#infertility treatments for people http://on.wsj.com/QwPYRG
• US #fertility rates have fallen to all time low: http://bit.ly/QwTn2J
• Did you know @KimKardashian is one of thousands of #women opting
to freeze their eggs? http://bit.ly/Tsgmjo
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20. Why Pinterest?
• Pinterest is the most popular social
media platform for women.
• Pinterest users spend an average
of 1 hour & 17 minutes on the site,
well ahead of Twitter (36 minutes) or
LinkedIn (17 minutes).
• More than half of Pinterest users
are 25-44 years old
• 80% of users have a college or
graduate degree
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21. Recommendations for Pinterest
• Become a resource
• Share original images & encourage visiting the My
Egg Bank website
• Interact with key influencers
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23. Why Blog?
• For the first time, more people get their news online than from
newspapers
• 4 out of 5 internet users visit read blogs
• 61% of U.S. online consumers have made a purchase based on
recommendations from a blog
• Companies that blog have 55% more website visitors
• 80% of companies that blog daily acquire customers through their
blog
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24. Recommendations for Blogging
• Blog regularly (daily – 3 times a week)
• Share expertise, insights, opinions
• Leverage keywords for SEO
• Include images
• Invite guest bloggers
• Blog about patient success stories
October 11, 2012 24
26. Recommendations for YouTube
• Create & customize your channel
• Video content: process explanations, testimonials,
interviews with experts
• Promote YouTube videos on blogs, social media &
website
• Utilize relevant titles, tags & descriptions on your
videos to drive traffic to the page
• Organize YouTube video content by establishing
“Playlists”
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28. Why LinkedIn?
• World’s largest professional network
with over 175 million registered
members
• Users tend to be better educated &
earn higher incomes than other social
networks
• LinkedIn members did nearly 4.2
billion professionally-oriented searches
on the platform in 2011 and are on pace
to surpass 5.3 billion in 2012
• More than 2 million companies have
LinkedIn Company Pages
October 11, 2012 28
29. Recommendations for LinkedIn
• Remember: Limited interaction & engagement
• Highlight milestones & business news
• Insert My Egg Bank leaders into key groups &
discussions
• Research
October 11, 2012 29
