Social Media Marketing and Medical Tourism

Medical Care Beyond Borders10 – 11 February 2011, Istanbul

Few social media facts

9 out of 10 buyers say that when they are ready to buy,

they will find you

The fastest growing segment on FB is 55-65 yo females

For any kind of experience, good or

bad – you will contact Google

YouTube is the 2nd largest search engine in the world

People conduct more than 6

searches per day

World of mouth – 25% of the search result for

the World’s Top 20 largest brands are

links to user-generated content

80% of twitter usage is on mobile devices, people

update anywhere, anytime – imagine what

that means for bad customer experience

Will they find you OR Will they find your competition

FIRST?

“Social Media Revolution” video on YouTube – take a look

Commonly used social media tools

Social media activity - benefits

Important

• Over 75% of consumers use social media in some format to learn about products and services

• But before we get into the details, you must remember this one thing: DON’T SELL ON SOCIAL MEDIA.

• Social media is about you becoming a part of the community. Concentrate on getting your name out there and building your likability and expertise.

You’ll be able to sell them later… from your website.

Social marketing architecture - framework

WEB

BLOG

MICRO BLOG

MULTIMEDIA

FEEDS / BOOKMARKING

PARTNER / THIRD PARTY

COMUNITY / FORUM

SOCIAL NETWORK

Social marketing architecture - purpose

Purpose of Website

Website is hub of the marketing strategy for collaboration solution

Occasionally updated content with marketing information on solutions / products / services

Traditional SEO tactics – search ranking influence diminishing

Primary point of conversion

Purpose of Blog

Blog is hub of social marketing strategy for collaboration solution

Shareable content / commentary on collaboration solution

Content frequency and relevance increases search ranking influence

Primary point of conversation and referral to conversion

Social marketing architecture - purpose

Purpose of Facebook

Build a community of fans Fans engaged by sharing

opinions and commentary to posts

Links drive traffic to content on blog or website for conversion

Purpose of Twitter

Share 140 character tweets with “followers” for quick engagement

Adds value to relatonship by connecting customers and prospects to relevant content

Links drive traffic to content on blog or website for conversion

Social marketing architecture - purpose

Purpose of Forum

Build a community of health care oriented prospects and customers

Visitors “join conversations and share collaboration best practices”

Members gain access to exclusive content and member-only events

Adds mutual value via customer service

Purpose of YouTube

Videos are “most engaging” and entertaining media

YouTube provides video storage, sharing and embedding capabilities

Keyword-rich video tagging increases search ranking influence

Social Media Strategy – 5 steps

1.Develop the strategy2.Establish your presence3.Expand your reach4.Nurture your relationships5.Properly maintain/manage your presence

Develop your social media strategy – Step 1

• What are you trying to accomplish?• Who will create, implement and manage your campaign?• What tools will you use?• What keywords are you targeting?• Who’s your target market?• Establish milestones and goals• How will you measure your progress?

How will you measure your progress?

• Use Bit.ly (or similar URL shortener)• Track how often your content is shared• Install Google Analytics• Utilize Facebook fan page insights • Always track clicks on ad campaigns • Track network growth • Track call-to-action responses • Track sales related to social media activity• Track leads obtained using social media activity

Social media – monitoring tools and solutions used

CMT – Google analytics

CMT – Google analytics

CMT – Twitter & Bit.ly analytic

CMT – Bit.ly analytic

CMT – YouTube statistics

CMT – YouTube statistics

CMT – Facebook statistics

FB landing page

Customized FB page

Customized FB page

CMT – Facebook statistics

Google search results 01/10

Google search results 09/10

Google search results 01/11

Establish your presence – step 2

• Setup and complete your profile on all appropriate sites • Keep your message and image consistent• Optimize your profiles using targeted keywords • Tap into your own database• Create and implement a “going social” marketing campaign • Promote social network profiles (at least on e-mail signature)

Expand your reach – step 3

• Utilize any available site search function• Find and utilize applicable directories• Find competitors and go after their audience • Utilize current connections• Ask new clients or customers to connect with you• Find potential promotional partners

Nurture your relationships – step 4

• Be responsive • Participate in discussions• Don’t appear greedy and self-serving • Share others’ content • Share useful information • Have fun

Facebook relationship

Facebook relationship

Properly maintain | Manage your presence – Step 5

• Check your profile pages regularly• Be responsive • Remove clutter and SPAM• Post updates regularly• Post discussion questions/content often • Participate in your connections’ discussions • Keep your image consistent • Remain alert

Using FB, Twitter & LinkedIn in your SMS

• Complete your profile • Use a real picture • Include targeted keywords• For private profiles on Facebook: decide what will remain public• Create a custom background on Twitter• Read the Terms –abide by them• Tap into your own email database• Set your custom URL

Using FB, Twitter & LinkedIn in your SMS

Using FB, Twitter & LinkedIn in your SMS

• Import your email database • Promote your URL • Find targeted groups, pages and directories • Send customized connection invites when possible• Activate your current connections • Update your profile page with new content often • On Twitter: use #hashtags often • On Twitter: clean your who you’re following list often

Using FB, Twitter & LinkedIn in your SMS – grow your network

• On LinkedIn: Join up to 50 targeted groups• On LinkedIn: Send brief customized connection invitations• On LinkedIn: Participate in group discussions often• On LinkedIn: Create company page• Create your own group or fan page (LinkedIn and Facebook) • Send customized group invites• Be fun and easygoing• Be informative as often as possible• Remain visible

Using FB, Twitter & LinkedIn in your SMS – grow your network

Using FB, Twitter & LinkedIn in your SMS – your content

• News, videos, blog posts, press releases, surveys, podcasts, pictures, music, webinars, conference attendance• Ask questions, engage those who respond • Contests/giveaways • Polls• Events• Be personable

Using FB, Twitter & LinkedIn in your SMS – your content

• Content for profile vs. content for fan page (on Facebook)• Watch your connections’ updates and repost• On Twitter: leave room in your tweet for a retweet• On Twitter: respond to @replies often

Twitter interaction

Twitter interaction

Twitter interaction

Consumers prefer buying from someone they know and trust.

Give to receive: The more you give of your valuable time and resources, the more people trust you. The more they trust you,

the easier it is to ask them to purchase something or donate money to your organization.

Note: It takes time to build relationships that will translate into revenue. Don’t rush the process.

Web site evaluation

Is my web site good enough?

17 important questions to ask yourself...

Web site evaluation

Do you know right away what this website is about?Again, you have limited time to get your message across. If there are too many distractions, a site visitor may not ever know what you are selling.

Web site evaluation

Is there a clear call to action?If customers like what they see, it is important to move them along quickly. There should be a prominent, clear call to action on your Your website. Make sure that you are not sending mixed messages with too many calls to action. Choose the one or two that matter most and make them easy to find.

Web site evaluation

Do the menu items clearly tell you where they will take you?Site design and usability are important considerations that often get overlooked. Think about what information you would want to find if you visited this site, and plan your menus accordingly. There should almost always be an “about us” & “contact us” page.

Web site evaluation

Is there an easy way to contact the business?If your website does its job, you will likely have interested prospects who want to learn more or simply have a few questions. Make sure they have an easy way to find you.

Web site evaluation

Is there a web form above the fold?A web form is really the only way to capture leads from your website visitors. Make sure that it is in a visible place above the fold. The better it looks, the more people will fill it out.

Web site evaluation

Is there multimedia?Multimedia is a great way to add character and interest to your website. Videos, podcasts, tutorials and other multimedia options allow you to present your message to your visitors in a way that appeals to them.

Web site evaluation

Is there multimedia?Multimedia is a great way to add character and interest to your website. Videos, podcasts, tutorials and other multimedia options allow you to present your message to your visitors in a way that appeals to them.

Web site evaluation

Is there multimedia?Multimedia is a great way to add character and interest to your website. Videos, podcasts, tutorials and other multimedia options allow you to present your message to your visitors in a way that appeals to them.

Web site evaluation

Are there links to social media?Social media allows you to communicate with your prospects, and it allows them to communicate with each other. Make it easy for everyone to find you on social media…even if they don’t fill out your web form, they may choose to follow you in some fashion.

Web traffic

Keywords

Inbound links | Back links

Inbound links | Back links

Mobile web

Mobile advertising

At the end....According to WebProNews, the 1500 respondents were asked: “What does it say about a brand if they are not involved with sites like Facebook or Twitter?”

The reporter listed these results:• “It’s expected that a company have some digital face – whether it’s on FB or Twitter I

don’t know – but they need a strong electronic presence or you doubt their relevance in today’s marketplace.” (Females 50-54)

• “Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.” (Males 35-39)

• ”It shows they are not really with it or in tune with the new ways to communicate with customers.” (Females 18-24)

• “If they’re not on Facebook or Twitter, then they aren’t in touch with the ‘electronic’ people.” (Females 55-59)

Important question

Do it by yourself or by outsourcing?

Q & A

Stay in touch

Mario Marinov | General manager

Peti kantun d.o.o. | Vukovarska 1a | 23000 Zadar | CroatiaE: mario@peti-kantun.hr | W: http://croatianmedicaltourism.com Phone: +385 98 276 880 | Skype: mario.marinov.zadar

FB Fan page: http://on.fb.me/f0OUcn LinkedIn: http://hr.linkedin.com/in/mariomarinov Twitter: http://twitter.com/CroMedTourism YouTube: http://youtube.com/CroMedicalTourism SlideShare: http://slideshare.net/5thcorner

Sources of information

- Social media examiner- E-marketer- Social media today- You tube- LinkedIn- Web seo analytics- Infusionsoft.com - Genia Stevens

Special Thanks to Amin Etemad R !!