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Oct 31, 2022 43 likes •403 views

Todays Webinar: Social Media & Patient Outreach Thank you for joining us, we will begin our Webinar shortly Please help us to provide the best Webinar experience for everyone and to conserve your internet bandwidth: - Please turn off

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Thank you for joining us, we will begin our Webinar shortly… Please help us to provide the best Webinar experience for everyone and to conserve your internet bandwidth:

  • Please turn off your video feed
  • Please place your phone on mute

Today‘s Webinar: Social Media & Patient Outreach

This webinar is not ABO approved

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ZEISS upcoming webinars

https://zeiss.com/webinars

Next Week:

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Social Media & Patient Outreach

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Sara Cecchini, MBA

Manager, Social Media/Web Content

Maureen Hanna, MBA

Senior Customer Marketing Manager

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Agenda

2 3 4 Establishing a Tone Video vs. Imagery Platforms/Demographics Emerging Trends How to Write Compelling Headlines 5 7 6 Frequency of Posting 8 9 10 1 11 Call-to-Actions Content Tips Facebook Advertising Work Smarter, Not Harder Questions

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Platforms and Demographics Facebook

Demographics:

  • 1.37 billion people use it every day
  • 7 in 10 U.S. adults use Facebook
  • Over 57% of Americans spend over

40 minutes/day on it

It has become the master at building awareness, creating conversations, engagement and participation

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Platforms and Demographics Instagram Demographics:

  • Instagram has over 1 billion worldwide

monthly users

  • 120 million use it daily in the US
  • 37% of U.S. adults use it
  • 90% of users on Instagram follow a

business account (2019)

Instagram’s mission is to capture the world’s

  • moments. Your Instagram

page will tell a visual story.

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Platforms/Demographics

(2019 EyeCare Business)

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Content Tips

 Keep your content fun and organic  Delegate  Engage, converse, story telling

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Content Tips

  • Practice photos- fun, memorable,

events

  • New frame lines or products
  • Eye health
  • Anything that is locally relevant
  • Medical specialties or topics
  • Staff reviewing or trying on glasses
  • Patient testimonials
  • Patient success stories
  • Addressing popular questions or myths
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What to Say during COVID-19

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Repurpose information and insights as visuals Use your fan’s content Find the right tools to help you get the job done

Work Smarter, Not Harder

Real people are compelling. Spotlighting businesses and individuals reminds followers that your practice is part of a real community of people that are working hard together to make healthy eyes and vision a reality for everyone.

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Work Smarter, Not Harder Finding Content Graphics Tools Posting/Analytics

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Work Smarter, Not Harder Finding Content Graphics Tools

Visage Animoto Canva

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Work Smarter, Not Harder Finding Content Posting/Analytics Tools

Buffer Hootsuite

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Work Smarter, Not Harder Finding Content Finding Content

Feedly BuzzSumo

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Work Smarter, Not Harder

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Work Smarter, Not Harder My Vision Profile

myvisionprofile.zeiss.com/

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myvisionprofile.zeiss.com/optician-link-generator/en_us/form

Work Smarter, Not Harder My Vision Profile

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Work Smarter, Not Harder My Vision Profile

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Work Smarter, Not Harder Google My Business

Be found on Google and the ZEISS website.

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Video vs. Imagery What are you trying to accomplish with your visual content?

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Video vs. Imagery

Visuals can craft compelling messages that speak volumes without a single word

Give your imagery room to breathe Don’t be afraid to get emotional Use generic stock images wisely

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Establishing a Tone

Follow channels that you enjoy for inspiration. @Orcahealth @elysiumhealth @dr_oz

1. Write like you talk 2. Think from a patient’s perspective 3. Talk about what you know 4. Be consistent 5. Listen to your patients

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1. Use numbers, and make them big. Create lists.

  • “109 Ways to Grow your Social Following” will
  • utperform “9 Ways to Grow your Social Following”
  • “50 Hilarious Memes about Optometrists”
  • 2. How-to Posts – Teach People something useful.
  • “How to insert contact lenses for the first time”
  • “How to properly apply makeup for eyeglass wearers”
  • 3. Resource Posts
  • “The Ultimate Guide to Your Best Vision”
  • 4. Question Posts/Quiz/Survey
  • “Did you know?”
  • “How long should an eye exam take?”
  • 5. Heart-to-Heart Posts
  • “20 things you don’t know about me”

How to Write Compelling Headlines

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Call to Action

Contact Us Learn More Watch Now

What is your business goal?

Book an Appointment Now Shop Now

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Frequency of Posting

Is how often you post important? ...Consistently post quality content

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Facebook Advertising Facebook Pixel

Reach New & Existing Customers Track Website Activities Improve ROI

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Facebook Advertising Boosted Posts

Make up for declining organic reach Reach a wider, targeted audience

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1. Placement 2. Objectives 3. Images, Carousel Ads, Video 4. Advanced Targeting

Facebook Advertising Facebook Ads

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Emerging Trends for 2020

  • Focus on building meaningful

connections

  • More advanced, dynamic and

direct social ads- “Social Selling”

  • Stories & video content
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Facebook Advertising Reviews

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Questions?

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Maureen.Hanna@zeiss.com Sara.Cecchini@zeiss.com

THANKS

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ZEISS upcoming webinars

https://zeiss.com/webinars

Next Week:

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