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Social Media J&J Edmonton August 18, 2014


Jeff Goodhew

on 19 August 2014

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Transcript of Social Media J&J Edmonton August 18, 2014

Dr. Jeff Goodhew OD
Abbey Eye Care
Oakville, ON
Dr. Jeff Goodhew
Vice President OAO
Co-chair NPEC
Consultant J&J
Partner in Social Practice
Applying Digital and Social to Eye Care
Sponsored by Johnson & Johnson Vision Care
What does it mean to go social / digital
1.23 billion active users
757 million log in daily
liking, sharing & commenting
asking questions
deals or promotions
hours, phone & location
researching - who to choose as ECP
Be a Part of the Conversation
Who is Trusted?
The influencer has shifted from....
the journalist / traditional media to.....
users - friends and families
70% trust recommendations from friends
55% trust online reviews
15% trust company social posts
If only 15% trust company posts, why have a FB page?
2013 Forrestor Research
Edelman Trust Barometer 2014
If you don't have a Facebook page you can't be part of the hundreds of conversations that are happening
Patients will eventually find your facebook page
Lab42 Setpember 2012
75% felt more connected to the brand via FB
35% felt the brand listened to them more
You get one chance for a first impresssion!
Engage with your fans
Where to find good eye care content
Quality posts you can share with your fans
Share contests with fans / patients so they can enter to win.
Have your own facebook contest partner with industry suppliers
The free lunch is over
Facebook ads / promoted posts
constant feed that rapidly changes
your followers will see our tweets
use #hashtags to increase reach
half life of a tweet is 1/4 that of a FB post
Example of #hashtags
Twitter profile page
If you don't have a twitter handle
how can someone like this talk about your practice?
Tweet about contests your fans/patients might want to enter
Hashtags in Facebook
Stop comparing G+ to FB
they are different
G+ is Google
Google is search
Search is where people go to buy
G+ cover page
G+ posts show up in search
70% of users never go past the 1st page
is constantly evolving
a good mix of paid vs organic
mobile is important
large / robust online foot print
Organic vs Paid
Mobile is important
You show up higher in search if your site is optomized for mobile
Optimized for mobile
better user experience
Google now returns the best answer to a searchers query for
Eye Care
based on:
relationships you have across the web
recommendations for eye care by people you know
online reputation of eye care practices
how the eye care practice is perceived by google based on links, social signals etc... Your digital footprint matters
How do you manage all of this!!!!!!
Use a dashboard
Inside the dashboard
Create your own content
Great places to look for video content
Acuvue YouTube Channel
Doctors of Optometry - YouTube Channel
Lots of great video content to post on your own social channels
Your website is still your most important digital asset
You control the message
Visually appealing
Easy to navigate
Clear call to action
Website visitors
2014 vs 2012
The new path to purchase
no longer linear
the singular, orderly sequence of purchase stages is dead
consumers have access to constant information
via smartphones, tablets & PC's
You need to be where your patients are
social media
bricks and mortar
Thank you!
Doctors of Optometry Canada
full time community manager
several posts per day
J&J largest industry sponsor
Full transcript