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Social Media

To be presented to College of Syntonic Optometry Wed April 28, 2010.

Nathan Bonilla-Warford

on 6 September 2010

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Transcript of Social Media

How You Can Effectively Use
Social Media
to Market Your Practice Social Media-Eyez:
Social media is free.
Social media replaces traditional marketing.
99.9% of the stuff on Twitter/Facebook is pointless.
Social media is a giant time waster.
You HAVE to do social media right now.
There is instant payoff with social media.
Only kids use this stuff.

Who am I ?
Nathan Bonilla-Warford, OD

(AKA Dr. Nate / Nate BW)

ICO Grad 2004
Peds/Vt Residency ICO 2005
Solo practice 2006 in Tampa, FL
Wife and 2 wonderful kids

Nathan Bonilla-Warford, OD
April 28, 2010 Who am I not? How do you promote your practice? There are people here
I can learn from. Don't be afraid to speak up! Questions: Does it work? Will it work in 5 years? media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Attainable results through social media But first, some SM Prereqs More Questions:
When was the last time you... Found a number in a physical phonebook?
Looked up a word in a dictionary?
Picked up the phone to call city/county gov't?
Called a business to find out their hours?
Went to a business/networking mixer 2 hours away?
Sent a post card from home?

Essential Principles
Listen first!
Be helpful
Trust is currency
Be positive!
Be professional (Billboard Rule)
Sell nothing
Exercise discretion
Separate business & personal
Do you know anyone that is doing this already?
Who is going to be doing it?
SM policies for the staff
What to emphasize
Decide on user names and avatars (be consistent)! Blogs go mobile
teaching others Let's talk marketing Do people talk about VT sucess? To how many people? Point:
things are changing Getting started THANK YOU!
Questions & feedback can be
sent to natebw@gmail.com Facebook, Twitter, Myspace, Linked In
also: blogs, email lists, web forums What is social media (SM)? Do some thinking... Coach promotion Optometry Networks

Peripheral Vision
other ? Educate yourself
Establish yourself as the expert
Demonstrate that you are human
Connect with the community
Improve efficiency of real-life networking
Assist in staff management
New patients
More loyal patients
Should you take the
social media leap Examples
of Success Going further True or False? New York Times VT article Foursquare Day Baby Day http://blog.hubspot.com/blog/tabid/6307/bid/5428/Social-Media-Gurus-Anonymous-Support-for-the-Self-Proclaimed-cartoon.aspx I hate it. How often? Will it work in 15 years? Are you doing anything to get them
talking more and louder? So, what then? What do you want? Video ? ? ? ? ? ? ? ? ? ? How do patients become introduced to your office?
How do they choose between you and another OD?

"my friend told me I had to see you!" - Word of Mouth
Referral from OD or other professional
Self-referral based from internet search
Insurance or vision plan listing

For me: Figure out how you want to organize the tools are using Website Blog Facebook Twitter Resources Tons of books, blogs,
and podcasts. New patients How can you extend
the reach of all of these? Frequency of updates Why read blogs? Learn (vision care, SM, other)
Look for compelling content
Contribute via comments
Develop relationships Just a few Social Media:

Optometry/Vision Therapy


Email natebw@gmail.com
for longer blog list 400+ million active user
Easy to share content
Ability organize users
Profitable company (rare)

Tips: Start with personal profile to learn
When comfortable, build a practice PAGE
Be selective (hide & ignore ruthlessly)
My favorite of all networks
There is a learning curve
Fast, Efficient, Simple
Smaller, more savvy user base
Just now exploring monitaztion
Tons of content to filter
others Foursquare Yelp Linked In Tons of others Twitter Clients:
Others Little financial investment
Patient interest, discussion
Fun Article leaned negative
Comments positive
Generated many blog & FB posts
Goofy Idea that went viral
300 communities in 35 countries
Less than one month
Exposure via blogs, print & TV InfantSEE Day
Other ODs joined
Baby Tweetup
May 8, 2010 http://www.xkcd.com/256/
Full transcript