ESCRS 2012 A beginner's guide to Google and social media

Google & Social MediaA beginner’s guide to

1Wednesday, September 12, 2012

London

bbrrrr......

Vancouver

I think he’s salivating!

0 25 50 75 112

Number of Slides

OKSevere

Chance ofTrauma

Why do I have to know this stuff?

Google is the new yellow

pages!!!

57% of internet users search the web every

46% of daily searches are for info on

products and services

70% of Brits make use of the internet to

search for advice on health, medicines and medical conditions

70% of search engine users click on organic

listings (non-paid)

60% of all organic clicks go to the top 3 organic search results

75% of users never scroll past the first

page of search results

Internet users spend 3x more minutes on blogs and social media than on

Nearly 2/3 of internet users regularly use a

social network

Social media is practiced by 72% of

33-44 year olds, 60% of 45-54 year olds, 52% of 44-64 year olds and 31% of those 65 or older

39% of people are most influenced by online

friends

26% of people are most influenced by bloggers

63% of companies using social media say it has

increased their marketing effectiveness

70% of US local small businesses using

Facebook, 58% using LinkedIn, 40% using

Twitter and 27% using YouTube

I’m a doctor, not a marketer!!

FearNot!

The LiveseySolar Patient Acquisition Model

Your Website& Content

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

Telephone Sales Training

ConsultationSkills Training

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

Offline ReferralStimulation

HappyPatient

(that refers more patients)

www.liveseysolar.com+44 (0)207 407 4452

People SearchingFor Your Service

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

So how does Google work anyways???

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Organic Search vs. Paid Search

• Organic

• product of a search engine

• not influenced by financial payment

• Paid

• Pay-Per-Click (PPC) to the search engine

• bid for placement system

How Organic Search Works

Questions on that...?

(let’s take a few)

How Paid Search Works

Questions on that...?

(let’s take a few)

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

500 page views!

174,694 views!

158,777 friends of

Let’s try a social media

project!

A social media project (experiment)

• The best content answers typical questions:

• “Could my corneal flap become loose after my laser eye surgery?”

• Now, brainstorm 10 questions your audience wants answers to!

How did we do

How did we do it?

• Brainstormed 186 questions

• Filmed 3 hours of video

• Split into 186 videos

• Posted all on YouTube

• Transcribed every video into a blog post

• Shared every blog post on Facebook and Twitter

• 1 per day x 186 = 37 weeks or 9 months of content

That sounds like a lot of work!!!

1 week!

Should you bother with social media?

Advantages

• Syndicate

• Re-share

• More visitors to website

• SEO benefits

Getting started

1. Determine purpose

2. Speak with target audience

3. Generate consistent valuable content

4. Engage your community

5. Keep accounts active

6. Measure your outcomes

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Tactic Enquiries Consults Patients Referrals

Search Engine Marketing Yes No No No

Website Design Yes Yes Yes Yes

Telephone Sales Training No Yes Yes Yes

Consultation Skills Training No No Yes Yes

Customer Service Training Yes Yes Yes Yes

Social Media Marketing No No Yes Yes

Offline Referral Stimulation No No No Yes

Thank you!

www.liveseysolar.com/escrs2012

ESCRS 2012 A beginner's guide to Google and social media

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