1. Social Media
“Risks & Rewards”
Start Sharing & Socializing?
Lisa Marie Wark, MBA
@LisaMarieWark
www.LisaMarieWark.com
www.BuyYourApp.com

2. Founder/Owner: Lisa MarieWark & Assoc.
President: BuyYourApp.com
Founder/President Revage Medical Spa, LLC
Medspas.com
Principle: Glow Spa, LLC
SVP Marketing: CenturyWellness Clinic
SVP Marketing: Cancer Screening &Treatment
Center of Nevada
Affiliated Associations
Founding Member: Medical Spa Association
Member: International Spa Association
Public Member: Nevada State Board of Dental Examiners

3. “Social Media is the BIGGEST shift since the
Industrial Revolution” – Erik Qualman, Socialnomics
“The OLD way of advertising
is no longer working….
Like it used to….”

4. 86 % of viewers don’t trust traditional advertising any longer

5. Advertising use to be “Pay to Play”
NOW it’s “Play to Play”

6. Only 18% of traditional TV campaigns
generate a positive ROI
90% of people skip ads
via TiVo/DVR

7. 24 out of the 25 largest newspapers are experiencing
record declines in circulation
Newspaper Advertising is down 18.7%

8. The Consumer Shift is Happening Now!

9. def (Wikipedia) - Social media is media designed to be disseminated through social
interaction, created using highly accessible and scalable publishing techniques.
It refers to the means of interactions among people in which they
create, share, and exchange information and ideas in virtual communities and
networks
Social Media IS NOT
A fad
A replacement for traditional advertising
The first step and only step
The magic bullet
FREE
A monologue/Sales Pitch about YOU
Social Media IS
A Democratization of Marketing, a powerful new venue to integrate
Engagement in conversation with your patients.
Going where your patients already are or where they want to be
Time-consuming
Listening and dialogue… All about THEM
What is Social Media?

10. The most three most trusted forms of advertising are:
Recommendations from people I know - 90%
Consumer opinions posted online - 70%
Branded websites - 70%
What Social Media has done is make the traditional two-way word of mouth
marketing accessible and available to everyone with a computer (or phone).
FROM THIS TO THIS
The question is, how do we engage a patient to influence others?
Word-of-Mouth Goes Virtual

11. For the Healthcare Industry TRUST is Key

12. 47% of People Trust Ads on TV
70% of People TRUST
consumer recommendations
For purchase decisions
90% of People TRUST
Recommendations from
People they know

13. For Medical Professionals/Practices
Blogging
Facebook/Twitter
LinkedIn
YouTube
Mobile Application
The Stats - The Why - The How
The BIG FIVE

14. • Fastest Growing
Segment on
Facebook is 55-65
year old females
• 74% of North
Americans use the
Internet
• Over 50% of the
world’s population
is under 30 years
old

15. • 96% of Millennials
have joined a social
network
• One in every nine
people on Earth is on
Facebook ( This
number is calculated
by dividing the
planets 6.94 billion
people by Facebook’s
750 million users)
• People spend 700
billion minutes per
month on Facebook

16. Why Facebook?
The stats speak for themselves
Mix of paid (Highly targeted)
And unpaid (permission marketing)
Facebook
AKA THE BIG ONE

17. • Each Facebook user
spends on average 15
hours and 33 minutes a
month on the site
• More than 250 million
people access Facebook
through their mobile
devices
• More than 2.5 million
websites have integrated
with Facebook
• 30 billion pieces of
content is shared on
Facebook each month

18. • Twitter is
handling 1.6
billion queries
per day
• Twitter is
adding nearly
500,000 users
a day

19. def - The platform that allows users to send a receive 140 character messages known
as tweets. You opt in to follow users whose content you want to receive.
The stats
“Twitter” was the top word of 2009, according to the Global Language
Monitor.
Average age is 39
100 million-ish users
Only about 20% are active
Twitter
It’s not about what you had for breakfast. Ok, maybe sometimes.

20. • 47.6% of users use LinkedIn 0-2 hours per week
• 26% use it from 3 to 4 hours a week
• 12.2 % use it for 5-6 hours per week (that is nearly 1,400 minutes per month)

21. The Stats
50 million+ users
The largest truly business-oriented site
Average age is 44
LinkedIN
Your Virtual Resume

22. • YouTube has 490 million unique users who visit every month (as of February 2011)
• YouTube generates 92 billion page views per month (These YouTube stats don’t
include videos viewed on phones and embedded in websites)
• Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)

23. The Stats
2 billion videos watched daily
The number two search engine after Google
YouTube
Cute kittens everywhere get their 15 minutes.

24. Good
Content
Targeted
Audience
Sustainable
Results
Media Strategy 101

25. Social Media Strategy
Objectives:
1. Strengthen and Protect Your Brand/Reputation
2. Foster a Network of Followers & Champions/Influencers
3. Extend Opportunities of Engagement
4. Identify Real Trends by Listening to conversations
5. Shape conversations about medicine

26. def (wikipedia.com) - "A type of website with regular entries of
commentary, descriptions of events, or other material such as graphics or video."
Blogging
• Approximately
200 million
blogs
• The majority of
web users
interact with
blogs every
single day

27. Why blog?
Constantly updated content
Gives visitors a reason to check out your site again and again
Become an EXPERT in your field
Search Engine Optimization
ENGAGEMENT with customers
Blogging

28. How blog?
Common Blogging Platforms
Blogger, Blogspot, Wordpress
Minimum of 2x per month
1000 words or less per entry
Blogs are NOT press releases
EACH post should have some interactive/multimedia element
Polls
Video, Photos
Links to other relevant sites
Lists
Enable comments and only filter them if they are explicit or spam
Integrate all of your other social media platforms
(“Add to Any”;“Tweetmeme”; “Meebo”)
Blogging

29. The Stats
400 million users
The average U.S. Internet user spends more time on Facebook than on
Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined.
Average age is 38
#2 visited site (after Google)
The New Oxford American Dictionary voted “unfriend” as the 2009 Word of
the Year.
Facebook
AKA THE BIG ONE

30. How to Facebook?
EVERYDAY – Respond to inquiries, add fans, post on other
pages, share links.
WEEKLY – Feed your blog posts.
Use the paid advertising
Friend pages are for individuals; Fan pages are for businesses.
Don't sell, sell, sell
Lighten up
Facebook
AKA THE BIG ONE

31. Why LinkedIN?
No brainer
The best Rolodex ever
Lead generation
LinkedIN
Your Virtual Resume

32. How to LinkedIN?
Make a personal page for everyone in the company. Link them to your
company profile.
EVERYDAY
Followup on messages/requests; Check in on your contacts;
Post a status update.
WEEKLY
Feed your blog posts; Answer questions; Make recommendations;
Join groups.
Use the search feature for lead generation.
Get serious
LinkedIN
Your Virtual Resume

33. Why Twitter?
Users in the prime spending period of their lives.
Smaller amount of users, but VERY ENGAGED and CONNECTED.
Real time search capabilities for lead generation and customer service
Twitter results now turn up on the front page of Google.
Twitter
It’s not about what you had for breakfast. Ok, maybe sometimes.

34. How to Twitter?
DAILY – post links, “retweet” content, share your blog.
Engage prominent personalities.
Feed your blog
Press release distribution
search.twitter.com
If you're not going to make a committed effort to use a twitter account,
don’t make one.
Twitter
It’s not about what you had for breakfast. Ok, maybe sometimes.

37. Why use it?
For the visual learners
Search Engine Optimization
YouTube
Cute kittens everywhere get their 15 minutes.

38. How to use it?
Post at least quarterly; share other Youtube content monthly.
Invest in a video camera, hire a video production company, or use "photo-
based" video software.
How-to tutorials, video tours of your office, event wrap ups.
Post videos as "replies" to already existing and related content.
Integrate into your blog with embed feature.
YouTube
Cute kittens everywhere get their 15 minutes.

41. What is your time worth?
DIRECT SALES
Example:
$250/week
(5 hours/week x $50/hr)
$500/year
(Average client spend)
2% closing ratio
(Through the website – WITHOUT an incentive)
100 visitors/month
(Approximate increase in site traffic to break even)
Are your social media efforts bringing 100 extra site visits/month?
Return on Investment
“Half of my advertising spend is wasted, but I don’t know which half.”

42. PROMOTIONAL EVENT
Example:
$2,500 overall event budget
$750.00 spent on social media advertising
(15 hours x $50/hr)
$500/year
(Average client spend)
10% closing ratio
50 attendees
(Amount needed to break even)
Did your social media efforts bring 50 attendees or more?
Return on Investment
“Half of my advertising spend is wasted, but I don’t know which half”

43. OTHER METRICS WORTH MEASURING
(BESIDES DIRECT SALES)
SEO Ranking
Media Placements
“Buzz” – Retweets, followers, comments, Facebook page activity,
channel subscriptions, pingbacks
Customer retention/referrals
Return on Investment
“Half of my advertising spend is wasted, but I don’t know which half”

44. Mobile. Mobile. Mobile.
Geolocation
Corporate policy & procedures
The end of email marketing?
Trends for the Future

45. 1. Formalize your brand strategy.
2. Put together a comprehensive marketing plan.
3. Take a critical look at your current website.
4. Set benchmarks
Google Analytics; Alexa
“How did you hear about us?”
SEO Ranking
5. Make a decision on time investment.
6. RELAX!
7. Set up your accounts.
8. Take some time learning the tools and the lingo.
9. SHARE
10. CARE
What do I do next?
(10 steps)

46. Mashable.com
Slideshare.net
SocialMediaToday.com
Jeff Bullas’ Blogger
Socialnomics
Neilsen
And, of course, Blogs, Facebook, LinkedIn, Twitter, and
Youtube.
Additional Resources

47. Lisa Marie Wark, MBA
@LisaMarieWark
www.LisaMarieWark.com
www.BuyYourApp.com