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Social Networking Plan for Preston Family Eyecare

Social Networking Plan for Preston Family Eyecare. Kristen Shear ATEC 6331.501 March 28, 2009. Phase One. Establish a presence on Facebook and Twitter. Revamp the practice’s existing Web page/site so that it complies with standard Web design principles and Associated Press guidelines.

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Social Networking Plan for Preston Family Eyecare

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  1. Social Networking Planfor Preston Family Eyecare Kristen Shear ATEC 6331.501 March 28, 2009

  2. Phase One • Establish a presence on Facebook and Twitter. • Revamp the practice’s existing Web page/site so that it complies with standard Web design principles and Associated Press guidelines. • Create a digital patient reminder card that can be distributed via e-mail or text message.

  3. Phase Two - Facebook • Shoot and post still photos of office staff on Facebook and the existing Web page. Include brief bios of all staff, along with their job responsibilities. • Shoot and post photos of the office, including the primary exam room, lab and glasses collection. There will also be a 1 to 2-minute video of the staff introducing visitors to the office. • Shoot and post 6-8 short videos of Dr. Shear talking about eye care. These will be mini news tips, so each of the 1-2 minute clips will focus on a specific topic such as how to clean contact lenses, how to remove smudges from glasses, how often children should see an optometrist, etc. • Establish a “Ask the Doc” feature. Site visitors will be encouraged to submit questions to the office staff. We will post video responses on the site. Any fan who “stumps” the staff will be offered a discount on their next check-up.

  4. Phase Two - Twitter • Fans following Preston Family Eyecare’s twitter feed will receive tweets at least once a day. • Potential tweet subjects include: • Links to important/interesting research findings in eye care/treatment. • Information about new products available at Preston Family Eyecare. • News tips about the importance of changing your contacts/ scheduling your annual eye exam/preventing pink eye and other eye-related diseases. • Information about future closings/schedule changes at Preston Family Eyecare.

  5. Patient Outreach • Begin sending digital reminder cards to patients who provide their e-mail address. They will have the option of opting out of digital reminders and receiving one in the mail. • Include signs/stickers about Preston Family Eyecare’s presence on Facebook and Twitter on both digital and printed reminder cards as well as on signs inside the physical office space and on staff business cards. Encourage existing patients to share the information with their friends. • Reach out to a select few long-term patients for a promotional video on the practice. This will be posted on the Facebook page and possibly on YouTube.

  6. Evaluation • All components of the social marketing campaign must engage the friend/fan into taking some sort of action, whether it be submitting a question, becoming a fan, scheduling an appointment, etc. • We will evaluate the effectiveness of this plan quantitatively by keeping track of the number of site visitors/fans/followers. • The final evaluation tool will be to ask others to gauge the aesthetic quality of the campaign. Is it memorable/intriguing/make you want to visit Preston Family Eyecare?

  7. Miscellaneous Information • The audience for this project will primarily be existing patients of Preston Family Eyecare, but it will also be geared toward potential patients and the media. • I will be using a digital camera, camcorder and computer as well as a mixture of software programs to complete this project. • This slide show was produced on a standard checkerboard grid.

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