Social Media: A Strategic Business Imperative to Drive Revenue, Market Share, Growth, Engagement, and Your Online Brand.
This talk was given by Monique Ramsey of Cosmetic Social Media to the San Diego Organization of Healthcare Leaders (SOHL) on March 27, 2017.
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Social media: A Strategic Business Imperative / SOHL 2017
1. www.csm.buzz * @MoniqueRamsey * #LetsGrow
Welcome
Social Media: A Strategic Business
Imperative to Drive Revenue, Market
Share, Growth, Engagement,
and Your Online Brand
2. WELCOME TO A NEW ERA
of marketing and service
in which your brand
is defined
BY THOSE WHO
EXPERIENCE IT.
~ @BrianSolis
3. millennial madness
(born 1977-1995)
80 million
millennials
they use social
media DAILY
Win with them = win
with every age group
Likely to outspend
Boomers in 2017
sources: GEN HQ, Forbes
fastest-growing,
most diverse generation
of consumers
4. millennial madness
(born 1977-1995)
source: genhq.com
fail to adapt at your own peril
- they move on
Millennials prefer to communicate in this
order:
•Text; IM apps such as WhatsApp are used
more than texting
•Email, subject line most important
•Social media
•Phone call
•In-person
7. 10x content
Content people want to
share is:
• funny
• powerful
• interesting
• newsworthy
• unique
Personalize the
experience whenever
and wherever you can.
Tell a story that people
can relate to.
Teach your audience
something.
www.csm.buzz * @MoniqueRamsey * #LetsGrow
8. video
BoomerangFacebook
live
#GoLive - Twitter - Periscope Adobe Spark Video
Instagram
Stories
85% of videos on Facebook are watched without sound so use subtitles!
Viewers spend 3x more time watching live videos
than videos that aren’t broadcasting in real time.
Lumyer
Ripl
10. Send people to another of
your social sites
Higher post visibility (video
beats out every other kind of
post in terms of engagement)
Promote your own special in a
way that is not overly
promotional
Relevant message (season of
Valentine's Day is coming up
so people want to get in the
mood)
14. • Use hashtags to get
found & increase
engagement by 20%
• Trending topics – but
beware (relevant)
• Size your photos
• Use humor & emotion
• Use a dashboard
• identify power user
• track trends
• metrics
15. paid content
pay to play
is the new
reality in social
www.csm.buzz * @MoniqueRamsey * #LetsGrow
(but… that’s always
been true in traditional
media)
17. “Customers
won’t be ignored.
The last ten years have
been about social media.
The next 20 will be about
customer service.”
~ Peter Shankman
HARO Founder, Author
19. “Soon, brands might not bother
having a website at all, and conduct
all their customer relations through
social media.”
CHATBOTS
• self-service
• prefer technology (vs people)
• fast
• efficient
• brief
33% prefer social
media over a
phone call for
customer support*
*source: Forbes
Social Media = Customer Service
21. Fast Response
• The new “norm”
• Medicine is no exception
• Expectation 30 minutes
• Facebook rewards those
who respond quickly with
a “Very responsive to
messages” badge
• you must have
achieved both of the
following over the last 7
days:
• A response rate of 90%
• A median response time
of 5 minutes
24. Need Social Intelligence
She’s
the best
doctor!
Arrogant!
Don’t go!
5 stars!
Waited
too long.
EEEW~
exam room
a mess
Great doctor
and staff!
#IMCAS * www.csm.buzz * @MoniqueRamsey * #LetsGrow
30. data case study
month 1 total
7,515,061
month 2 total
8,856,808
month 3
total
12,673,629
month 4
total
7,474,353
www.csm.buzz * @MoniqueRamsey * #LetsGrow
Key Trends 2015: Social = <3 of consumer behavior // conversation tools & customer service pathways // Less spam & more delight // Relevant content & remarkable content // Expect to pay to promote posts $$ but be selective & test
Key Trends 2015: Social = <3 of consumer behavior // conversation tools & customer service pathways // Less spam & more delight // Relevant content & remarkable content // Expect to pay to promote posts $$ but be selective & test
Key Trends 2015: Social = <3 of consumer behavior // conversation tools & customer service pathways // Less spam & more delight // Relevant content & remarkable content // Expect to pay to promote posts $$ but be selective & test
Key Trends 2015: Social = <3 of consumer behavior // conversation tools & customer service pathways // Less spam & more delight // Relevant content & remarkable content // Expect to pay to promote posts $$ but be selective & test
Key Trends 2015: Social = <3 of consumer behavior // conversation tools & customer service pathways // Less spam & more delight // Relevant content & remarkable content // Expect to pay to promote posts $$ but be selective & test
Key Trends 2015: Social = <3 of consumer behavior // conversation tools & customer service pathways // Less spam & more delight // Relevant content & remarkable content // Expect to pay to promote posts $$ but be selective & test
Key Trends 2015: Social = <3 of consumer behavior // conversation tools & customer service pathways // Less spam & more delight // Relevant content & remarkable content // Expect to pay to promote posts $$ but be selective & test
Fast forward 20 years… and her career was not quite as fun and exciting as it was 20 years earlier. The stress was wearing her down and definitely making that smile less and less apparent. She yearned for something new. Something that would bring back the sparkle.