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Facebook in Healthcare Marketing

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Social Media Residency Clinic
Middle East Healthcare Summit, Dubai

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Facebook in Healthcare Marketing

  1. 1. ©2019 MFMER | slide-1 Facebook Marie Ennis-O’Connor @JBBC
  2. 2. ©2019 MFMER | slide-2 What Will We Cover? • Brief overview – why should you consider FB? Key demographics • Understanding the Facebook Algorithm • How to optimize your content - posts, visuals, stories • How to generate more organic engagement with your content • Setting up Facebook Messenger • Facebook Insights - key metrics @JBBC #hcsmDXB19 #MCSMN
  3. 3. ©2019 MFMER | slide-3 Why Choose Facebook? @JBBC #hcsmDXB19 #MCSMN
  4. 4. ©2019 MFMER | slide-4
  5. 5. ©2019 MFMER | slide-5 Is It The Right Place For Your Organization? @JBBC #hcsmDXB19 #MCSMN
  6. 6. ©2019 MFMER | slide-6 The Downside However…. @JBBC #hcsmDXB19 #MCSMN
  7. 7. ©2019 MFMER | slide-7 Facebook Zero @JBBC #hcsmDXB19 #MCSMN Introduced in 2018 to prioritize “meaningful” person-to-person interactions among friends and family over posts from Facebook pages.
  8. 8. ©2019 MFMER | slide-8 Understanding FB Algorithm @JBBC #hcsmDXB19 #MCSMN
  9. 9. ©2019 MFMER | slide-9 @JBBC #hcsmDXB19 #MCSMN
  10. 10. ©2019 MFMER | slide-10 @JBBC #hcsmDXB19 #MCSMN
  11. 11. ©2019 MFMER | slide-11 How to Optimize Your Content for the Facebook Algorithm • Create content likely to elicit positive feedback from your audience. • Create posts that are likely to result in your audience liking, commenting, and sharing with their friends. • Publish content that promotes engagement. • Create posts that are likely to result in people clicking on your links, photos, copy, videos, and other content. @JBBC #hcsmDXB19 #MCSMN
  12. 12. ©2019 MFMER | slide-12 Let’s Dive A Little Deeper… @JBBC #hcsmDXB19 #MCSMN
  13. 13. ©2019 MFMER | slide-13 @JBBC #hcsmDXB19 #MCSMN 1. Identify Which Content Resonates
  14. 14. ©2019 MFMER | slide-14 @JBBC #hcsmDXB19 #MCSMN Research Similar Pages
  15. 15. ©2019 MFMER | slide-15 @JBBC #hcsmDXB19 #MCSMN Look To Industry Studies
  16. 16. ©2019 MFMER | slide-16 @JBBC #hcsmDXB19 #MCSMN Cool Tool: Buzzsumo
  17. 17. ©2019 MFMER | slide-17 @JBBC #hcsmDXB19 #MCSMN Research Facebook Ads
  18. 18. ©2019 MFMER | slide-18 @JBBC #hcsmDXB19 #MCSMN 2. Post When Your Followers Are Online
  19. 19. ©2019 MFMER | slide-19 @JBBC #hcsmDXB19 #MCSMN 3. Keep Things Simple • Keep your color scheme clean and consistent. • Include images that are recognizable. • Use minimal, concise and impactful text.
  20. 20. ©2019 MFMER | slide-20 @JBBC #hcsmDXB19 #MCSMN 4. Generate an Emotional Response
  21. 21. ©2019 MFMER | slide-21 @JBBC #hcsmDXB19 #MCSMN 5. Use High Quality Visuals • Every post should include visuals, like images, GIFs or videos. • Make sure these creative assets are high quality. • Avoid visuals that doesn't accurately reflect your brand or message.
  22. 22. ©2019 MFMER | slide-22
  23. 23. ©2019 MFMER | slide-23 @JBBC #hcsmDXB19 #MCSMN Cool Tools Alert Life of Pix Unsplash Pixabay
  24. 24. ©2019 MFMER | slide-24 @JBBC #hcsmDXB19 #MCSMN Graphic Design Tools Adobe Spark Stencil Canva
  25. 25. ©2019 MFMER | slide-25 @JBBC #hcsmDXB19 #MCSMN How To Post An Image on Facebook
  26. 26. ©2019 MFMER | slide-26 @JBBC #hcsmDXB19 #MCSMN 6. Share Video
  27. 27. ©2019 MFMER | slide-27 @JBBC #hcsmDXB19 #MCSMN
  28. 28. ©2019 MFMER | slide-28 @JBBC #hcsmDXB19 #MCSMN Experiment With Square Videos
  29. 29. ©2019 MFMER | slide-29 @JBBC #hcsmDXB19 #MCSMN FB Video Creation Kit
  30. 30. ©2019 MFMER | slide-30 @JBBC #hcsmDXB19 #MCSMN Cool Tools Adobe Spark Ripl
  31. 31. ©2019 MFMER | slide-31 @JBBC #hcsmDXB19 #MCSMN
  32. 32. ©2019 MFMER | slide-32 @JBBC #hcsmDXB19 #MCSMN Go Live
  33. 33. ©2019 MFMER | slide-33 @JBBC #hcsmDXB19 #MCSMN Use Facebook Polls
  34. 34. ©2019 MFMER | slide-34 @JBBC #hcsmDXB19 #MCSMN What To Do After You Go Live
  35. 35. ©2019 MFMER | slide-35 @JBBC #hcsmDXB19 #MCSMN Tools To Go Live
  36. 36. ©2019 MFMER | slide-36 @JBBC #hcsmDXB19 #MCSMN Cool Tool: StreamYard
  37. 37. ©2019 MFMER | slide-37 @JBBC #hcsmDXB19 #MCSMN Facebook Premiere
  38. 38. ©2019 MFMER | slide-38 @JBBC #hcsmDXB19 #MCSMN 7. Create Stories
  39. 39. ©2019 MFMER | slide-39 @JBBC #hcsmDXB19 #MCSMN Create Stories
  40. 40. ©2019 MFMER | slide-40 @JBBC #hcsmDXB19 #MCSMN
  41. 41. ©2019 MFMER | slide-41 @JBBC #hcsmDXB19 #MCSMN Why You Should Use The Stories Feature • Low-barrier entry point for social video • Prioritized placement on user feeds • Engaging bite-sized video content • Cross-posting functionality • View performance metrics via Insights • Gain familiarity with a format that represents the future of social marketing
  42. 42. ©2019 MFMER | slide-42 Facebook Messenger
  43. 43. ©2019 MFMER | slide-43
  44. 44. ©2019 MFMER | slide-44
  45. 45. ©2019 MFMER | slide-45 @JBBC #hcsmDXB19 #MCSMN Facebook Insights
  46. 46. ©2019 MFMER | slide-46 @JBBC #hcsmDXB19 #MCSMN Facebook Marketing Key Performance Indicators (KPIs) • Audience Growth • Audience Profile • Audience Engagement • Content Reach • Engagement by Content Type
  47. 47. ©2019 MFMER | slide-47 @JBBC #hcsmDXB19 #MCSMN Facebook Insights
  48. 48. ©2019 MFMER | slide-48 @JBBC #hcsmDXB19 #MCSMN Facebook Insights
  49. 49. ©2019 MFMER | slide-49 @JBBC #hcsmDXB19 #MCSMN Building an Engaged Following

Social Media Residency Clinic Middle East Healthcare Summit, Dubai

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