Chiropractic Social Media End of the Year Planning- Part 2 of 2

In the previous blog, we discussed the review part of End of the Year Planning for your Chiropractic Clinic. In summary, to start an Annual Planning Session for your Social Media Marketing, you will need to go to each of your sites and collect some data.  Before we can review, analyze and plan, we must have data to look at.  

You can certainly print a lot of this, but to save paper, I will run my reports and store in one folder in Google Drive, sorted and named with dates in the titles.  Then I create a master spreadsheet to collect all of the data in and look at on one sheet.  

Some of the key things that I am looking for in the numbers are what content did people respond to the most and what content did people respond to the least?  What ads did the best both in engagement and in my costs per click or costs per view?  Which videos received the most views and which ones the least?  And so on and so forth, you get the point!

Once you have your top performing and least performing data, you can start to look into the content more and try to better understand your audience and their behavior.  To properly market your business and be effective with using Social Media to drive your Chiropractic Clinic, you must engage a local audience.  Running audience and behavior reports (especially in Twitter) can be very helpful in the second part of your Annual Review and Planning..The Planning.

Once you Review, PLAN.

To create a Social Media Plan for 2017, simply follow the below steps.  

1.  Start your social media spreadsheet in your cloud drive.  List out all of the social media sites your clinic is currently on.  And then list the sites that you want to be on starting in 2017.  

2.  List out the details from your review of 2016.  You will need to identify KPI's (key performance indicators) that matter most.  When I am looking at KPI's for my ChiroSocialTech business versus VitaLogics versus Clients, they are each slightly different as my goals and content and what I am measuring is different.  But you can look at them all from three main categories: your engagement, your reach and your new patients. 

  • KPI's that will tell you how engaged your clinic was on social media arer total likes, comments, clicks and share numbers.
  • KPI's that will tell you how large your reach for your clinic on social media was are your total followers (percentage in growth is the number I am usually looking at), total impressions, and website social traffic data.
  • The only real KPI that you can track and look at for calculating how many New Patient's came from social media, is to be rigid in asking at the front desk where each new patient heard about the office, tracking in a system and being able to run a report on the data.  You can also run specials specific to a site (like mention that you saw this on Instagram for xyz) and track that data, but not as complete as the first option. You can also track your website analytics to see how many people are coming from social media to your website to continue the conversation, this will give you more of a warm lead number than a new patient number rather. 

3. Compare your 2016 Goals to Results.  And then list out your 2017 Goals.  

  • When considering Goals, the ultimate goal is usually New Patients, New Clients, New Members, New Customers.  For some big companies and even busy small companies, it's not.  If a company isn't taking on new clients or new patients, many will still use social media for it's benefits of customer service, customer engagement, brand awareness, brand/customer loyalty, decreased retention costs, increased retention rates, increased per customer revenue, and cross-selling.  Social Media for a Chiropractic Clinic will give your audience education to help them be a more compliant patient in your office because they understand better what it is that Chiropractic is. How long did it take for you to learn Chiropractic?  One new visit and a ROF?  The best patient in your office is a patient referred from another patient.  Social Media will provide content and language and data that your patients can use to refer you to their family, friends and coworkers.  Increasing retention and increasing referrals are two of the biggest reasons any Chiropractor should have a strong strategy and plan in place when considering posting to social media sites. 

4.  Prioritize your platforms. Identify which social media sites provided you with the strongest results, which ones you enjoyed spending your time on, and which ones are looking promising in 2017.  For the majority of chiropractors reading this, I would guess your top 2 to be Facebook and Instagram.  The third I highly recommend to be.... LinkedIn.  (You thought I was going to say Snapchat didn't you? NO!  LOL)  

5. Break spreadsheet up into Quarters and measure Goals to KPI's on a Quarterly Basis and Induct a Quarterly Strategy to your social media planning.

6.  Next you will need to pull out your 2017 Annual Marketing Calendar.  So this is in assumption you have one.  This is something that I do highly recommend taking off the computer first.  Buy a large annual calendar you can put on a wall or lay out on a desk and write out all of the marketing events you attended in 2016 or wanted to attend that are in 2017, write out all community events, holiday's, any campaigns your office will run or charity drives, and fill that calendar up with everything event and marketing internal and external related.  Be sure to include holiday's and office closings so you can create content to inform your patient base through these powerful communication channels available for you FREE TO USE. (Free is relative, yes, I pay for Social Media and you should to.  But the use of them and their accessibility is free to you at the core.)  

7.  This previous step is so important in allowing you to then create a new document where you list out your social media sites, a Quarter's worth of dates divided out by weeks and then the content you want to provide during those weeks. 

  • In our planning session, we have now laid out what happened in 2016 and what we want to happen in 2017 and what we have or might have going on during the year.  This is where you now want to pull out the content data we collected in Part 1.  

8.  By identifying what content was the best in 2016 you can create a content strategy for 2017.  If you didn't have much going on in 2016 or you are just starting out, then you can start fresh and work with the highest returning content as your main focus... VIDEO.  

9.  Looking at your calendar, you can create a weekly and a monthly and even a quarterly video strategy and using the tips you learn here from the ChiroSocialTech Writings, re-purpose that video into various other content pieces. 

Example Video Strategy Quarter 1- 2016

January- Monthly 60 Second New Year Welcome to Office Video for Facebook and Instagram Ad

  Week 1- Live Facebook Video- Share you New Year Resolutions

  Week 2- Live Facebook Video- How to Prevent an Injury in the Winter Months

   Week 3- Live Facebook Video- A Quick Meal Prep Video to save time and eat healthy

   Week 4- Live Facebook Video- Closing out January- What were are top Health Questions?

February- Share the Love Video Campaign for ___________ (reviews, referrals, engagement)

  Week 1- Live Facebook Video- Introduce Chiropractic to a Loved One, What do you Say?

  Week 2- Live Facebook Video- Community Event past or coming up or charitable campaign from your marketing calendar

  Week 3- Professional Quarterly Video- 30-90 seconds- How to Build Your Immune System to    Fight off the Common Cold

   Week 4- Facebook Live Video- Closing out February- What were our top Health Questions?

March- Testimonial Video Campaign for Facebook and Instagram Ads

   Week 1-  Live Facebook Video- Share Chiropractic Story of doctor

   Week 2- Short recorded, edited video on Headaches and Chiropractic 

   Week 3- Live Facebook Video- Chiropractic History Education Hour

   Week 4- Live Facebook Video- Closing out March, What were our top Health Questions?

10.  Once you have a Video calendar laid out and your marketing calendar laid out and the social media platforms you want to participate in, how often and the best time of day to post identified, the content will begin to create itself.  

REVIEW AND PLAN QUARTERLY AND THEN REVIEW AND PLAN ALL QUARTERS ANNUALLY. 
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Nicole CowleyChiroSocialTech