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Social media 101 smc to egg bank

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Social media 101 smc to egg bank

  1. 1. Solomon McCown & CompanyPresentation to My Egg BankOctober 11, 2012
  2. 2. Agenda• Twitter• Facebook• Pinterest• Blogs• YouTube• LinkedIn• Discussion October 11, 2012 2
  3. 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
  4. 4. Current Social Media Presence October 11, 2012 4
  5. 5. FACEBOOK
  6. 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. October 11, 2012 6
  7. 7. Facebook Goals• Consistency – 2-5 posts per week• Interactivity• Resourcefulness• Engagement• Social media hub• Self-centered October 11, 2012 7
  8. 8. Who to Like?• Whomever your target audiences like• Targeted media publications• Mommy bloggers & other influencers• Partner organizations• Health leaders• Research institutions October 11, 2012 8
  9. 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 October 11, 2012 9
  10. 10. Sample Posts Based on MessagingMessage:• 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/SAbneVMessage:• 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. 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
  12. 12. TWITTER
  13. 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. 14. Twitter Goals• Consistency – 3-5 times per day• Resourcefulness• Engagement• Interactivity• Cross promotion• Listening October 11, 2012 14
  15. 15. Who to Follow?• Media outlets & journalists• Mommy bloggers & other influencers• Key thought leaders in health• Research institutions• Competitors• Partners October 11, 2012 15
  16. 16. Recommended Hashtags• #infertility • #baby• #women • #health• #mothers • #family• #moms • #clinic• #pregnancy • #mom• #fertility • #woman• #IVF• #parenting• #mother October 11, 2012 16
  17. 17. Sample My Egg Bank TweetsMessage:• 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 #infertilityMessage:• 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. 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 October 11, 2012 18
  19. 19. PINTEREST
  20. 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 October 11, 2012 20
  21. 21. Recommendations for Pinterest• Become a resource• Share original images & encourage visiting the My Egg Bank website• Interact with key influencers October 11, 2012 21
  22. 22. BLOGS
  23. 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 October 11, 2012 23
  24. 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
  25. 25. YOUTUBE
  26. 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” October 11, 2012 26
  27. 27. LINKEDIN
  28. 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. 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
  30. 30. DISCUSSION
  31. 31. Thank You! Solomon McCown & Company, Inc. www.solomonmccown.com @TWITTER 177 Milk Street tel 617-695-9555 Boston, MA 02109 fax 617-695-9505