Susan Bloom, Director of Marketing and Donor Recruitment at Fertility SOURCE Companies, gave a presentation on using social media for marketing. She discussed how social media has grown exponentially and its impact is likely to continue growing. She outlined objectives for social media including gaining insight from social touchpoints and leveraging that information. The presentation contrasted traditional outbound marketing with modern inbound social media marketing and highlighted benefits like low cost promotion. Bloom provided tips for developing a social media strategy including determining responsibilities, relevant networks, content types, and posting frequency. She also reviewed key social media platforms like Facebook, LinkedIn, and using groups. The presentation emphasized the importance of listening in social media conversations.

1. Susan Bloom
Director of Marketing
& Donor Recruitment
Fertility SOURCE Companies
The Donor SOURCE
The Surrogacy SOURCE

2. Disclosure Information
 Neither I, nor any member of my immediate
family, have financial relationships to disclose,
relevant to the content of this presentation
 I will not discuss off-label use of any drug or
therapy

3. What is Social Media?
 “It’s media (content that is published) with a
social (anyone can add to it) component.”
 It is a powerful strategy that will get you links,
attention and massive amounts of traffic.
 The practice of creating compelling content from
a marketing angle.

4. Social media has grown exponentially

5. Impact likely to continue being felt more
deeply and broadly as time goes on

6. Objective
 At a minimum, social relationship
management needs to enable you to:
 Gain insight and information from across all social
media touch-points and
 Leverage that information
 Take action with consumers by engaging online and
participating with them via communities and
conversations

7. Traditional Marketing
vs
Social Media Marketing

8. Marketers Doing Marketing – “Old School”

9. People Blocking Marketing

10. Re-Thinking Marketing
Outbound Marketing Inbound Marketing
 Telemarketing
 Trade shows
 Direct mail
 Email blasts
 Print ads
 TV/Radio ads
 SEO / SEM
 Blogging
 Social Media
 RSS
 Free tools/trials
 Viral videos
Interruption Permission

11. Benefits of Social Media Marketing
 No other low-cost promotional method…
 That will easily give you large numbers of visitors,
some of whom may come back to your website again
and again.
 Studies show:
 People are more likely to take action based on
information in content
 In-bound
 Than information contained in advertising.
 Outbound

12. Why is it Important?
Can help to grow a website very quickly
under the right conditions
Helps with SEO
Promotes your Blog (or newsletter)
The conversation has already started…
 JOIN IT – OR BE LEFT IN THE DUST!

13. The Business Leaders
Facebook
LinkedIn
Twitter

14. Strategy Items to Consider…
 Who is responsible
 Which networks to use
 How your competition is using it
 Who your target is
 Types of content that will be shared
 Frequency of posts

15.  Don’t “learn as you go”
 Jumping in without a plan is a
Waste of Time!!
 SM marketing reflects on your brand
 If your brand seems clueless in SM, it may just look
clueless, period!
 Have a strategy from the get-go

16. Who is Responsible?
 Appoint single person or team for oversight
 Assign posting/comments to staff
 Rotate for variation of posting/comment styles

17. Which Networks to Use
 Search out relevant networks (FB communities; LI
groups) to join and comment on
 Become the known “industry expert”
 Choose wisely…
 Look for networks that will give you the most “bang for
your buck”
 Be aware of time necessary to make an impact
 Choose a few sites – don’t spread yourself so thin
your posts are too infrequent

18. How is your competition using it?
 No need to do everything your competition
is doing
 Stand out – examine their strategy, and
emulate it with a twist
 Create your own campaigns
 Find your own style

19. Who is your target audience?
 Your target audience in social media isn’t “everyone”
 Who do you want to engage with?
 Existing patients?
 Potential patients?
 Professionals in related industries?
 Don’t forget your referral base!
 Demographic specific target advertising
 Search for groups to comment on within Facebook and
LinkedIn

20. Types of content that will be shared
 Once your target audience is determined, content
strategy can begin
 Can be a combination of:
 promotional
 Informational
 Conversational
 Key is to remember --- social media is about being social.
 DON’T use it as another one-way medium to advertise!

21. Frequency of posts
 Varies depending on many factors
 Are you creating lots of great informational content?
 Share content every day
 Important to find the balance
 Post enough to be noticed
 Not too much to be considered annoying
 Find the right mix appropriate to the needs of your
followers

23. Statistics
 2004 = Facebook.com
 4 college students launch Facebook from their Harvard
dorm room. Originally only open to those who had a school
e-mail.
 By Dec ‘04 - Nearly 1 million active users
 2006 opened up to business networking, then to the general public ;
>12 million active users
 Mar 2009 - >200 million active users in 27 Countries
 Feb 2012: Facebook jumps to 845 million users

24. Feb 2012: 845 million users
*Statistics per Infographics and AnsonAlex.com
Jan 2013: Facebook remains the most powerful social
media platform available with 1.1 Billion users

25. Over 50% of the population in North American uses Facebook
*Statistics per Infographics and AnsonAlex.com

26. More interesting Facebook Statistics
*Statistics per Infographics and AnsonAlex.com

27. To not take advantage of such
powerful marketing tools would be
like starting up a business and…
not unlocking the front door or
activating your telephone service

29.  First things first…
 Determine who will be the administrator
 Company page must be linked to single profile
 This should be the person chosen to oversee your
social media campaign(s)
 Administrator should create a personal profile
 Strictly professional - with a bit of “personal” mixed in
…nothing you wouldn’t put on your desk at work for all
to see
 Invite and accept “professional” friends ONLY

30. Profile Details
 Choose a
professional
photo and cover
photo to reflect
your Brand

31.  Work Related Contact Info
 Phone
 Address
 Website(s)
 Email
Profile Details
 Bio section should reflect
your position at the
company (with a marketing flair)

32. What do I post?
 Concentrate your status
updates on passively
promoting your company
*Photo credits: East Coast Fertility
Facebook

33.  Post your own, or share status
updates from your co-workers
(or employees) relating to
company events
What do I post?

34.  Add LOTS of photos!

35. Infiltrate into the FB Social
sphere…
 Search for beneficial pages
to “Like” (promote)

36. Actively Participate in Relevant Communities
 Look for ACTIVE communities (fan pages)
 “Likes” and “people talking about it”
6,028 / 214
897 / 75
19,180 / 96

38. How Do I start?
 Go to an existing company page to see the “create page” icon

39.  Choose what type of page to create
 This is also where you can create a “cause” or
“community” page

40. Admin Interface
Create a
display ad
Decide if you
will post as the
company, or
yourself
Note: 30 “likes” needed to begin accessing insights
Assign &
Manage
additional
Admin

41. Admin Interface
 Primary Admin can add multiple admins
 assign specific roles

42. Company Profile Content
 Design your “About” page to passively promote your
company
 Link to your practice URL
 Don’t omit contact
information
 Include satellite offices
 Add lots of photos
 Staff photos
 Event photos
 Patient baby pics
 Link your blog through “networked blogs”

43. Customizing your Company Page
 Consider hiring a professional designer:
 Look for one that specializes in Social Media applications
 Brand your website theme across all social sites
 Place tracking code into pages
 Create custom app pages & campaigns that link to website
 Design FB ads

44.  With custom FB app pages that cross link back to
your company website
 Welcome
 Meet the Team
 Make an Appt
 Philanthropic
 Videos
 Events
 Contests
 Testimonials
*Photo credits: IVF NJ; Boston IVF
Supercharge your SEO

46. Call to Action Campaigns
 Use your philanthropic campaign to get “likes” and “fans”
 Donate $1 to (insert charity) for every “like”
 Promote!!!!! (friends; email contacts; patient DB; Referral Network, etc)

47. Example of a promotional contest

48. Summing it up
 Incorporate the tools you’re already using into your
profile
 Add the respective app, FB does the rest.
 Share your Blog posts:
 Wordpress.com automatically pushes your post to FB
with Networked Blogs app (along with recent
comments)
 Use Twitter app to get updates from your FB contacts
without following their updates in Twitter itself.

50. LinkedIn
 2002 - 2003 = LinkedIn.com
 Started out in the living room of co-founder Reid
Hoffman in the fall of 2002. Officially launched in
2003. By Dec ‘08 reached 88 Million users
 Predominantly a Business oriented social network
 49% of it’s users are Top Level Professionals
 Our target market!

51. Why Use LinkedIn Company Pages?
Practice Reach
Consumer Awareness
Search Engine Optimization
Lead Generation
Recruitment

52. What makes LinkedIn different?
Your extended network
 LinkedIn’s core value proposition is simply this:
 The ability to answer the question…
 “Who do I know who knows and can recommend
somebody that…” …has a background in electronic
medical records? …is an expert in egg freezing
procedures? …is a good lawyer specializing in
surrogacy law abroad?

53. How do we use LinkedIn?
 Business Development / Marketing / Sales
 Secrets LinkedIn can tell you about your customers / target
prospects
 Rolodex substitute – Online / Self Managed
 Use “Updates” to announce events
 Market your business
 Career Management / Personal Branding
 Become a recognized subject matter expert on LinkedIn
 Enhance your profile with LinkedIn testimonials from
colleagues or patients

54. How do we use LinkedIn?
 Recruiting
 Discover talent for future use
 LinkedIn has been established as one of the leaders in the
recruiting and sourcing of passive job candidates
 Narrow down your candidate responses
 Eliminate resume’s from a stack of hundreds
 Grow your Network – New members joining daily!
 Keeping in touch - Keep track of your business
contacts as they migrate

55. How do we use LinkedIn?
Organizing and joining Groups
 Groups help drive traffic to your web site via your
linkedIn landing page
 Aids in SEO
 Get high visibility in search results and profile views (in
the form your group logo/name)
 Place website links w/in posts
 Find your prospects via the LinkedIn “Group Search
Feature”

57. First…
Create a
personal
profile
to link to
your
company
page
Get Connected!
* Consider upgrading your membership to a paid membership

58. Summarize
your
Qualifications
in the
Background
Section
Use keywords for SEO

59. Skills & Expertise - Be Thorough!
 Your
connections
will be
prompted to
endorse you
 Each one is
search-able
(who do I know?)

60. Ask for Recommendations

61. Update your Status Regularly
Share your status updates:
• Just your LI connections
• All of LinkedIn
• LinkedIn and Twitter page

62. Post Strategically!!
*Photo credits: Dr. Vicken Sahakian;
Linked In post
*Photo credits: Dr. Jane Frederick;
Linked In post

63. Join Relevant Groups
 Seek out groups
where your
target market is
 Use the “group
search” feature
 Actively Post
 Become the
“known” expert

64. Which Groups?
 LI’s NEW “Group Statistics” feature…
 Allow you to analyze
Demographics and
activity of Group

65. Form Your Own Group(s)
 Promote
your Group
 Moderate
Posts
 Invite
Participants

66. Promote your group
 Post to your own
profile
 Feed to Twitter profile
 Post to group(s)
 Send to individuals

67. Tips for forming LinkedIn Groups
 Your group name is important!
 Consider which keywords your target members will search for.
Make sure your group name is clear and includes these
keywords.
 Create a group for your industry, not your company
 People are more likely to join a group when it's not simply for
fans of your company.
 Design a group logo to fit the small standard logo size
 The group logos that are displayed will actually be quite small -
keep this in mind, and don't cram lots of hard-to-read-text into
the small image.

68. Tips for Promoting LinkedIn Groups
 Promote the group on your website, blog, email
newsletter, and social media networks
 Purchase a unique URL to go with your group, and redirect
it to a page on your site with more information about the
group.
 Provides more content, engagement and visibility for your group.
 Aids in SEO efforts for your company website
 Your Group automatically displays in the Group
Directory and on members' profiles
 Take advantage of the functionality already in place on
LinkedIn to help your group get more visibility.

69. Tips for Promoting a LinkedIn Group
 Invite coworkers, colleagues & patients to join and start
discussions
 Make sure people know that you have a group and how to
join
 Don’t forget to invite your referral base
 Leverage your existing network to get your group started
 After all, who wants to join a group with no members?
 Invite key industry experts to join and engage
 Seek out the highly respected industry experts, invite them
to engage with the community

70. Tips for Promoting a LinkedIn Group
 Cross-market to related groups that you manage on
different networks
 Create a similar group or Page on Facebook and invite
members of each network to join the group on the other
network
 Integrate LinkedIn into all of your marketing efforts
 Every time you do a webinar or go to a conference, notify
your group and invite those you meet to join the group as
well
 Add the group URL to your email signature

72. Customize Your Page
 New Format similar to Facebook
 Must link to Individual profile
 Can add sub-pages
 Create an Aesthetically Appealing Main Page
 Add your logo and main photo
 Home; Products; Insights – Standard / Alterable
 Consider adding: Recent News & Careers;
 Change out Products for “Services”

73. Company Home Page

74. Create Sub-Pages

75. Drive Engagement

77. Consistency is Key to Success
 Post frequently - Set up a schedule
 Utilize Networked Blogs for consistency with
Facebook
 Give your readers a reason to come back
 Random bursts off effort don’t produce sustainable
results.
 Planning is key, so use a content calendar

78. Bringing the
message Home

79. Social Media is…

80. Blogs
Wikis
Podcasts
RSS Mashups
Social Networks

81. Well…
sort of.

82. Social Media
Really
is…

83. a Conversation…

84. That is powered by…

85. Blogs
Wikis
Podcasts
RSS Mashups
Social Networks

86. It is a conversation
between…

87. Customers…

88. Employees…

89. Investors…

90. …People!

91. And guess what?

92. The social media
conversation is…

93. Not Organized

94. Not Controlled

95. And not on message.

96. The conversation
is…

97. Vibrant

98. Emergent

99. Fun

100. Compelling

101. and full of insight…

102. …if we choose
to join!

103. To join the
conversation, we
need to be…

104. Present!

105. We begin by listening.

106. If we listen,
we will learn.

107. It may get
messy …

108. …but it will allow us to
join the conversation!

109. Social Media is…

110. …a brand new way of
understanding
markets,
not just another messaging
channel!

111. Are
You
Listening?

112. Thank You
?’s
Don’t forget to pick up my “Tips
to remember handouts!