Become a Social Media Influencer

How You Can Use Video Testimonials to Create Social Proof Online

View All

Dr. Miami’s Social Media Review – How Do YOU compare?

December 1, 2020 | Medical Practice Marketing

How Does Your Social Proof Compare to Dr. Miami?

Are you a physician, dentist or a chiropractor? 

If so, check out these celebrity social proof reviews and see how you compare to these famous doctors:

  • Dr. Miami
  • Dr. Pimple Popper

Hi, I’m Tim Richardson and this channel explores successful celebrity doctors using the 7 New Rules of Social Media in 2021.

The 7 new rules are how these celebrity doctors got famous and you can too. You’ll see useful examples of social proof these doctors use to persuade people to become patients.

Today, we’re going to give you examples of social proof from Dr. Miami, aka:  Dr. Michael Salzhauer, a famous cosmetic surgeon who first came to fame in 2016 when he was the first doctor to start putting his cosmetic surgery – the Brazilian Butt Lift and breast augmentations – on Snapchat.

When you use the 7 Rules of Social Media you’ll be able to replicate Dr. Miami’s success and become an online influencer.

The first rule we’re going to take a look at is the Social Proof Rule.

How Dr. Miami Uses Social Proof to Build His Social Media

Waiting in a doctors’ waiting room is hard. Social proof helps you do hard things – because other people do it, too.

Check out this example of social proof to see how Dr. Miami attracts new patients – even during the time of the COVID pandemic!

How Can YOU Change Customer Behavior as a Doctor or Small Business Owner?

What is hard for your new customers?  Why don’t you have more new patients?

Are new customers coming through your website? What stops a person from hitting the Click to Call or Submit an email button when they’re on your website?

You may already know the biggest challenges you face simply from speaking to your customers every day.

When you identify the challenges your new customers face, the Social Proof Rule says is that you should show on video how people are successfully overcoming those challenges– like how Dr. Miami has overcome the barrier of people waiting in his waiting room for their Botox injections. 

Dr. Miami gives drive through Botox injections during pandemic (YouTube screenshot)
Dr. Miami gives drive through Botox injections during pandemic (YouTube screenshot)

Dr. Miami has continued to onboard new patients during the height of pandemic by encouraging patients to come on down, drive your car – it’s safe there, you can see: 

  • he’s got his mask 
  • he’s got his gloves
  • he’s got his face shield 
  • he’s got sterile needles 
  • the patient’s eyebrow has been swabbed
  • he’s giving you can see the needle 
  • he’s giving her the Botox injection into her eyebrow 
  • she doesn’t even get out of her minivan and 
  • he’s got him lined up coming in 

…because patients want to continue to get doctor visits and they don’t want to sit in a waiting room with other people during pandemic.

Dr. Miami uses the Social Proof Rule to overcome a new customer challenge and grow his business. For a lot of small business owners the customer challenge is going to be something simple:

  • too much paperwork 
  • overly-aggressive sales personnel
  • a complex sales cycle
  • you may have to ask the customer, from their perspective, what they don’t like about buying from you

All of these customer challenges can be addressed with social proof – show a video of a CURRENT customer overcoming the challenge. What customer challenge does your business have that video social proof can address?

Show CURRENT customers on video overcoming the challenge that you identify.

The next rule that Dr. Miami does very well is the Proximity Rule…

The Proximity Rule

We’ve all got an ‘Intimate Zone’ within 18″ of us within which we only allow lovers, close friends and family. Violations of the Intimate Zone typically elicit fear, surprise, anger or withdrawal. 

Zones of Proximity as described in Dr. Edward T. Hall's book The Hidden Dimension
Zones of Proximity as described in Dr. Edward T. Hall’s book The Hidden Dimension

Neuroscientist Dr. Giacomo Rizzolatti was the first to find evidence that the Intimate Zone was hardwired into the brain in structures called ‘mirror neurons’.

In a series of experiments on monkeys, he found brain neurons that fired not only when a monkey was touched on the skin, but also when it saw a flash of light near, but not touching, it’s skin.  The sensitive region of the space near, but not touching, the monkey’s skin was mapped to the monkey’s brain.

The monkeys’ mirror neurons were activated by the flash of light. Mirror neurons also activate when we see somebody perform an action such as a smile on video.

Our mirror neurons activate, we smile, too. Even though the person on the video is not smiling at us.

Dr. Miami makes good use of the Proximity Rule by gaining trust and getting within the 18″ Intimate Zone in photos and on video. When you see the photo, mirror neurons in your brain fire and you feel trust – in the doctor!

Dr. Miami gets in the photo’s he takes with his patients. They are taking a selfie together. A selfie seems intuitive – but we don’t see a lot of doctors getting close to their patients! 

Famous comedian Steve Harvey with Dr. Miami
Famous comedian Steve Harvey with Dr. Miami – demonstrating the Proximity Rule

These people are coming to Dr. Miami and they’re they’re going to get surgery – they’re anxious, they’re scared and they want to know they can trust this guy! How does Dr. Miami convey that trust? He gets in the photo! He takes that selfie with his patient and puts it on his social media to show other people he’s trustworthy. 

We gave Dr. Miami a check-off for satisfying the second of the Seven Rules of Social Media: The Proximity Rule. 

  1. Dr. Miami nailed #1: The Social Proof Rule 
  2. Dr. Miami nailed #2: The Proximity Rule 

The Free Rule

For 25 years, the internet has been known as this place where you go to get free stuff – think movies, books and music. But, how does The Free Rule apply to local service businesses like doctors and dentists?

Well, first let’s think about what’s the content that people are searching for online?

Here’s one video that got 72 MILLION views, “How to Tie a Tie”

These are daily techniques and procedures that people need to do every day but maybe aren’t very familiar with and so they’ll go to YouTube or they’ll go online to discover how to do it.

What is Your Expertise?

How do you know what you can give away for free on a YouTube video that will attract people to you – but it’s not so technical or dangerous that people can’t or won’t do it? 

Pro Tip: What are the Frequently Asked Questions (FAQ) your prospective customers ask you? 

Here’s what Dr. Miami gives away for free – his surgery videos along with surgical commentary!

We’re going to go to Dr. Miami’s snapchat feed next – Warning! It is a little graphic!  That is an actual person in the photo.

<<<  Warning, it’s very graphic! >>>

Dr. Miami's Free Offer on his Snapchat feed
Dr. Miami’s Free Offer – actual surgical videos with commentary – on his Snapchat feed

Dr. Miami uses before-and-after photos from before surgery to after surgery and shows you the surgery – all on Snapchat! 

Notice the link he’s got on the bottom of the Snapchat post – he says, “Swipe up for a free consultation!” 

  • It’s surgery
  • It’s scary 
  • It’s risky 
  • It’s expensive 

Dr. Miami is saying, “Hey, come on in, let’s talk first and make sure you feel at ease.”

Dr. Miami’s free offer are his surgical videos with real-time commentary by a board-licensed surgeon – prior to 2016 this was VERY RARE for people to have access to this.

Rarity is one of the VRIN Rules the Tai Lopez has proposed to indicate what makes for viral online content.

Based on this FREE OFFER we’re going to give Dr. Miami a check-off for the use of The Free Rule. 

If you’re not a doctor or dentist what can you offer for free? Again, I would ask your current customers – what are the questions they’re asking you when they call you or visit you to consider using you for your service?

  • Can those questions be converted into an informational video?
  • Can that be flipped to a demo on YouTube to show people exactly how you’re going to help them?

As we’re thinking about what’s the right mix of free advice or demonstration that you can give out, we need to start thinking about how YOU will present this info on video…

The Rule of You

What makes you unique different or memorable in your market? On social media, people typically show some aspect of their personality on video. Why? For local businesses, your customers are 5, 10 or maybe 15 miles away and they’re coming to visit your storefront or your location and they’ve got to drive past YOUR COMPETITION! 

Why should they visit YOU?

Dr. Miami dancing in his operating room scrubs on Twitter
Dr. Miami dancing in his operating room scrubs on Twitter

Who is Dr. Miami’s Audience?  

Young people and people who want to transform their bodies to look young. Dr. Miami wants to appeal to young people, so he dances on one of his online videos.

Maybe you’re not a dancer but we can identify aspects of your personality which lend themselves to video, which lend themselves to social media so that you can be natural and authentic and comfortable on video. You can be yourself but also be attractive to people watching you on video – let me show you what I’m talking about.

Online Influencer Checklist 

Download the Online Influencer Checklist HERE

The Online Influencer Checklist looks at your personality, your likes and your dislikes. It’s a one-page document that you fill out and describe the most obvious aspects of your character.

Pro Tip: Ask a family member, friend or employee to read the Influencer Checklist and go over it with you. Ask them to select the aspect of your personality that they like. Ask them to give you’re THEIR choice. 

What you are looking for is a trait that is a little bit funny, a little bit weird or a little bit unusual. 

Maybe you like an odd food? Maybe you can’t stand a certain type of music? Maybe you talk with your hands – that’s my trait and I use it in my videos.

Once you identify that one trait, then focus on it and bring it out as you’re talking about your skill, talking about your craft, talking about your business or demonstrating your technique online.

At the bottom of the checklist you see ‘Worst Traits’– who would want to talk about that?

Gary Vaynerchuk

For those of you who don’t know him, Gary Vaynerchuk took his father’s liquor store from $4 million dollars in 2010 and built it into a $60 million-dollar company called the Wine Library which he still owns. 

He’s also built Vaynerchuk Media which advises large companies on social media. When I say ‘large companies’ I mean like Coca-Cola large! 

Gary is a legitimate social media influencer active on Twitter, Linkedin, YouTube and Facebook. He’s partnered with Joe Rogan and Tony Robbins but his distinctive style, his signature is his frequent cursing and the use of the ‘f-bomb’.

Gary has identified a quirky personality trait about himself that might get him kicked out of church or banned from the Walt Disney Channel but he is enormously popular on all of his other social media channels – not because of his cursing but because his cursing reveals something deeper about Gary. That extra layer is that Gary is being ‘authentic’ – that is, he is so eager and so at ease speaking HIS truth to YOU that he is not afraid to offend you in the process.

Use the checklist to identify something that you are comfortable sharing – it doesn’t have to be dancing, it doesn’t have to be cursing – but it should be some small aspect of your personality that reveals YOUR truth to your audience.  

Start small – as you get comfortable sharing online and you gather feedback from your followers you will gain confidence in the right amount of vulnerability online. 

The Reciprocity Rule

The reciprocity rule comes straight out of Dr. Robert Cialdini’s Influence: The Psychology of Persuasion – one of the best marketing books ever written and Dr. Cialdini has seen reciprocity performed in every human society and every culture on earth: 

“If I give you something small and trivial you’re obligated to give something small and trivial back to me.”

How does this apply to social media video creators? 

Dr. Miami has given you a peek inside his world – he’s given you some information, a demonstration and, with plastic surgery you’re watching a TRANSFORMATION! 

You’re literally watching someone transform their body into a new body!

At the end of the video the doctor or the video creator says, “Please Like, Subscribe, Comment and Share this video.”

Dr. Miami asks for Likes, Shares and Comments
Dr. Miami asks for Likes, Shares and Comments

You can see here in the description of Dr. Miami’s YouTube video he’s asking for Subscribes, Likes, Comments and Shares:

  • the Reciprocity Rule predicts people are obligated to return the favor
  • because you gave them something – The Free Rule
  • the free thing was interesting because of The Rule of You

The Reciprocity Rule is very simple and very powerful. Dr. Miami has done a good job there of using The Reciprocity Rule. The 6th of the 7 Rules of Social Media is the Power Law…

The Power Law

You’ve heard of this law – it’s also called the 80/20 Rule and sometimes called The Pareto Principle. Basically, The Power Law says you’re going to get 80% of your results from 20% of your efforts.

The Power Law, aka: the 80/20 rule says most of the output results from only 20% of the producers.
The Power Law, aka: the 80/20 rule says most of the output results from only 20% of the producers.

The long tail only gives rise to about 20% of our outputs. Most of the work gets done on the left side of this curve, where 80% of the results occur.

How can we use this in social media?

It’s the guy or the lady who’s out there crushing it:

  • producing the videos 
  • producing the blog posts 
  • making the Snapchats 

…these are going to be the ones that get the traction that wind up on the left side of this curve

You’re going to have take a lot of videos, a lot of Snapchats and a lot of content to get in front of enough eyeballs so that your Followers and your Subscribers and your Likes start to peak on the left side of this graph over here.

Gary Vaynerchuk is on the left side of the social media influencer power law. Gary’s statement is that in order to get on and get recognized and get traction and get eyeballs and get subscribers and followers we need to make 64 pieces of content EACH day!

To do that is what’s called content repurposing and that would be taking ONE video and actually chopping it up into various pieces of content like a podcast or transcribing the video into a blog or making the video shorter into a TikTok. That’s how Gary takes one video and he makes it 64 different pieces of content.

Dr. Miami has had around 4.3 million followers on Snapchat– he literally took what he was doing every day in the Operating Room and trained his smartphone on his surgical content and just started uploading those transformative surgical images to Snapchat. 

Dr. Miami's Snapchat feed
Dr. Miami’s Snapchat feed showing his 4.3 million Followers

There are ways that you can also turn the camera on your own content – most physicians and dentists have a happy patient following that have been with them for many years. 

Experience has shown us that many of these people are willing to go on video with the doctor to give a video testimonial for use on social media.

The desktop video testimonial kiosk with the WOW Promoter app
The desktop video testimonial kiosk with the WOW Promoter app to taking video testimonials

Technology can be your friend. This is a video testimonial kiosk – the app is free but the kiosk is extra. Put the app on a phone or a tablet and start leveraging the goodwill you have created in your practice – just like Dr. Miami!

Customer goodwill and testimonials is one of the most productive assets that you have as a doctor, dentist, chiropractor or physical therapist. 

If you’ve got happy customers some of them will give you a video testimonial by the Reciprocity Rule – The Power Law predicts that it’s the folks out there producing a lot of content that are going to win the game of social media and a testimonial kiosk at your front desk will allow you to create high-quality, daily content easily.

Dr. Miami has got six out of the Seven Rules for Social Media success – let’s take a look and see how he’s doing on the seventh rule.

The Consistency Rule

The Consistency Rule states that people want to believe their previous choices were the right choices. This means that once a person has decided to do business with you, they need to continue to do business with you to re-affirm their original decision.

YOUR customers have made a decision, too. They’ve said, “I like this person, I like the business, I like the product.” 

Whatever their reason for becoming your customer it’s THEIR reason and they want to remain internally consistent with any future requests from you, to continue that business relationship. Asking for a video testimonial is simply a continuation of your business relationship.

If you give them good service and you ask for a video testimonial or you ask for a selfie or you asked them to promote your business they are more likely than not because of the Consistency Rule, because they’ve already decided to be your customer, to step into that selfie with you.

This is Fetty Wap’s entourage. 

Dr. Miami with Fetty Wap's female entourage
Dr. Miami with Fetty Wap’s female entourage

Fetty Wap is a rapper.  

Dr. Miami works with a lot of famous rappers – here is an image of Kodak Black. Kodak Black did a Facebook video giving Dr. Miami a video testimonial because he’s already Dr. Miami’s patient. 

You can see Kodak Black wearing the gown, wearing the gloves – this is a very popular video testimonial.  Link to Dr. Miami’s permalink on Facebook.

Kodak Black gave Dr. Miami the video testimonial – simply because Dr. Miami was a good surgeon, he was a good doctor and Dr. Miami asked Kodak Black for the video testimonial.

To remain consistent with his decision to support Dr. Miami as a customer, Kodak Black agreed to be in this video.

Dr. Miami’s Social Media Score

Dr. Miami has hit seven out of seven of the 7 Rules of Social Media:

  • The social rule
  • The proximity rule.
  • The free rule
  • The reciprocity rule
  • The rule of you
  • The power law
  • The consistency rule

He nailed them all – it’s no surprise why Dr. Miami is a successful as he is he’s got a a great practice, an interesting subject matter and all the fundamentals of social media that show anybody with a business who wants to be a social media influencer, how they can get internet famous, too.

How Many Types of Social Proof Do the Experts Use?

Everyone knows what social proof is, right? Or, do they?.

Here are the results of a study we conducted on the eight largest conversion rate optimization (CRO) firms in the world.

You can see here they’ve created 64 different types of social proof and each CRO expert defines their own social proof a little bit differently. 

Here is the last column showing seven types of social proof used by SproutSocial.com, as an example

The color-coding is a grouping we used to better understand how social proof is used today on modern websites and is explained on this blogpost here.

So, where did social proof come from and how can we create a rule that helps you leverage social proof in your practice? 

How Did Dr. Albert Bandura Contribute to Social Proof?

Dr. Albert Bandura and his peers did the original research on Social Learning Theory based on his observation almost 60 years ago that humans observe and learn by observation, modeling and imitation. 

Social Learning Theory

Social Learning Theory was a striking idea in the 1960’s when the prevailing understanding, called Behavioralism, was that humans learned primarily through rewards and punishments from external forces.  

Behavioralism

Behavioralism was demonstrated by BF Skinner in 1948 by training white rats to pull levers in a maze in order to win food pellets. 

Skinner’s Behavioralism gave us ‘Nature’ while Bandura’s Social Learning Theory gave us the ‘Nurture’ – and we have been having the ‘Nature vs. Nuture’ discussion ever since.

How Did Dr. Robert Cialdini Contribute to Social Proof?

Dr. Robert Cialdini is the social scientist that coined the term ‘social proof’ based on Social Learning Theory. Cialdini popularized social proof in the book Influence: The Psychology of Persuasion. 

Dr. Robert Cialdini's book the Influence: The Psychology of Persuasion
Dr. Robert Cialdini’s book the Influence: The Psychology of Persuasion

Previous to the publication of Cialdini’s book and the growth of the internet the term ‘social proof’ was used in the context of Cognitive Behavioral Therapy (CBT). CBT is used to treat individuals struggling with behavioral disorders such as alcohol and drug addiction, post-traumatic stress disorder (PTSD) and phobias. 

How the Use of the Term ‘Social Proof’ has Grown and Changed Over Time

Social proof, in this context, was used to ‘effect positive behavior change’ in Dr. Cialdini’s words, when a person demonstrated an undesirable negative behavior.

Google Trends showing the use of the term 'Social Proof' since 2004
Google Trends showing the use of the term ‘Social Proof’ since 2004

Figure 1: Growth of the use of the term ‘Social Proof’ with the growth of the internet.

What Undesirable Behavior Does Social Proof Address?

  • The treatment of alcoholics and drug addicts 
  • Phobias such as the fear of snakes and dogs
  • Soldiers with post-traumatic stress disorder 

Dr. Albert Bandura actually treated adults and kids with a fear of snakes and dogs and you’re going to see how Dr. Miami uses social proof to eliminate an unwanted behavior in his medical practice.

Summary

If you follow these rules and you also have content that can be shared online in an interesting and entertaining way and you can also become a social media influencer just like Dr. Miami. 

See Dr. Miami building his Social Credibility with the 7 Rules of Social Media