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Tracy Terry of Trust eMedia shares tips for succeeding in the ever-expanding realm of online social media for the health care industry.
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SOCIAL MEDIA 101•What is social media•Why social media is an integral park of your marketing mix•Where healthcare facilities should market in social media
#VCPISOCIAL
Tracy TerryTrust eMedia CEOAugust 2012
www.TrusteMedia.com
www.TrusteMedia.com Inbound Marketing Agency Get Spotted When They’re Looking
• Located in Lake Geneva, WI• Full-Service Inbound Marketing Agency• Family Business• Practicing Inbound Marketing for Over 8 Years• Certified Professionals
WHAT IS SOCIAL MEDIA?
http://www.theconversationprism.com/
Social media includes web-based and
mobile technologies used to turn
communication into interactive dialogue.
The internet is no longer a one-way information street. It’s a 2 way conversation.
STOP Shouting and Interrupting.
No one cares about you, but you.
Stop Pushing and Start Pulling.
Consumers want relationships.
Know Your Target Audience
100s of social media networks.
WHY SOCIAL MEDIA?
We need to stop interrupting
what people are interested in &be what people are interested in.”
9
CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
“ Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.
Over 200 Million People are Registered on the Do Not Call List
79% of adult Americans use the Internet.
78% of Internet users conduct product research online.
10.3 Billion searches are conducted
every month on Google.
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SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
SOCIAL NETWORKS/BLOGS ONLINE GAMES
EMAIL PORTALS VIDEOS/MOVIES
= 1 MINUTE
US Internet users spend 3x more minutes on blogs
& social networks than on email.
Consumers have the ability to block your marketing message.
Technology has changed.
Consumers have changed the way they buy. Why haven’t you changed your marketing?
Source: Nielsen
U.S. Internet Users Spend More Time on Facebook than Any Other Web Brand
Source: Nielsen
Research by NM Incite shows that
60 percent of social media users create reviews of products
and services.
Source: Mashable
Source: Mashable
Source: Hubspot
Source: Netpop/Hubspot
Source: Hubspot
By 2013, over 128 Million Internet Users will be Reading Blogs Monthly.
#3 Blogging City in the US is right in our backyard.
More Website Visitors = More Leads. 75% of Google’s Optimization is Inbound Links.
Almost 71% of all internet users watch online video. Source: eMarketer
Online video viewing surpasses 50% of US population. Source: eMarketer
Tons of benefits
Social Media can be successful if focused around emotional support and practical advice.
• Customers want to find out what you are about beyond just what your brochure says and shows.
• Future customers are asking their Facebook and Twitter friends who they recommend as a healthcare
provider or senior assisted living facility.
• The internet gives patients and caregivers access not only to information, but also to each other.
• Eighteen percent of internet users say they have gone online to find others who might have healthconcerns similar to theirs. Other groups who are
likely to look online for people who share their same health concerns include: internet users who are
caring for a loved one; internet users who experienced a medical crisis in the past year; and internet users who have experienced a significant
change in their physical health, such as weight loss or gain, pregnancy, or quitting smoking.
Based on a survey of more than 1,000 consumers and 124 health care executives.
Based on a survey of more than 1,000 consumers and 124 health care executives.
Based on a survey of more than 1,000 consumers and 124 health care executives.
Source: Blogher/Hubspot
WHERE SOCIAL MEDIA?
900M
Facebook Sample Pages
Source: eMarketer
500M
Now, 18-24
Twitter Page
Twitter carries news faster than traditional media. Social Media for Crisis Management.
Janis Krums – the first reporter on the scene of the downed airplane in the Hudson. Tweet came through within ten minutes of the plane landing,
before any news outlets had a chance to air the story or issue any reports. The world heard it (or read it) first on Twitter.
Social sharing increases press release views.
Tweets show up in Google search results. Use keywords in your tweets. Twitter for SEO.
LinkedIn Profile
LinkedIn Groups
Company Profile
YouTube
YouTube is the 3rd most popular website, behind Facebook & Google. Source: Hitwise
Sample Videos Possible for Marketing Assisted Living Facilities
• Virtual Office Tours• Virtual Community Tours• Day to Day Services Videos• How to Find the Best Facility• Finding the best information• Determining Loved Ones Care Needs• Tips for Family Caregivers• Food at Assisted Living Facilities• Family Caregiver Interviews• Testimonials from Family• Testimonials from Residents
Almost 10,000 views of this video.
YouTube is Good for SEO. Use keywords in your videos.
Source: Wikipedia
6 Billion+ – Photos hosted by Flickr (August 2011).51 Million – Registered Members to Flickr (June 2011)80 Million – Unique Visitors to Flickr.
Facebook Recently Purchased:
Flickr Photostream. Set list.
Google+ Has 150 Million Users and Is Growing Faster Than Facebook Did.
Check-in location-based social media network. Create deals. Give Tips. Mayor.
Yelp helps visitors find local places. Review site.
Avvo. Ask a health question. Find a doctor. Research Advice.
HealthCare Social Media Sites to Explore.
SOCIAL MEDIA IS PART OF SEO
Social SearchGoogle and Bing both have what is
called Social Search. Google and Bing feel that a recommendation from your
friend is more important than a recommendation from a stranger.
Therefore, content you are searching for on the search engines that has been shared, created, liked, subscribe to, or
+1’d by your Facebook friends or Google circles will be placed higher in
search results for that search term query.
Trusted Recommendations from Friends Influence Purchasing Decisions.
Social Search
Google+ Page on the right hand side of search results (where ads used to be)
Seen this yet?
If your competitors are on social media and you’re not, they are stealing your customers.
•A Larger Community in Social Networks Means More Referral Traffic to Website
•A Larger Community in Social Networks Means More Chances to be Found by Customers in Search Engine Results via Social Search Results
•Enticing Users to Share Content Drives Traffic to Your Site and Increases Rankings
•Online Users See Content Shared by Their Social Networks 1st in Search Results
•Online users make purchasing decisions based on the recommendations of others. A social share shown in SERPs can influence buying decisions.
•Google and Bing both not only have a social search feature, but also have admitted that your social authority is part of their page ranking algorithms.
What Does This Mean for Me?
HOW DO I TRANSFORM MY MARKETING?
How do you rank for keywords? Courtesy of Hubspot
Is your blog indexed by search engines? Courtesy of Hubspot
Is your content optimized and being shared? Courtesy of Hubspot
Reddit raked in more than 2 billion pageviews in December
Where can you improve to increase getting found online by customers? From Hubspot
Make a Plan and Stick to It.
Social Media Plan
1. Listen – Find your target audience. Assess their online activities. Locate brand advocates.
2. Plan – Define your goals for social media. How can you extend your brand’s strengths online?
3. Strategy – How and where will you do it? Who will do it? What kind of relationships will you build with consumers?
4. Tools – What social media tools will you use? How will you monitor social media? How will you measure the success of your social media plan?
Make stuff people want.
1Be generous.2
Rock our keywords.3 Give
great directions.4
Publish Valuable Content. Give More, Get More. Get on Page 1. Clear Call to Actions.
Summary
By Tracy Terry, Certified Inbound Marketing Professional & Search Engine Marketer
That’s a WrapWebsite: www.TrusteMedia.comTwitter: twitter.com/trustemedia Facebook: facebook.com/trustemediamarketingBlog: trustemedia.com/blog/the-inbound-marketing-spotLinkedIn: linkedin.com/in/tracylterryGoogle+ plus.google.com/110447784766296258310StumbleUpon: stumbleupon.com/stumbler/trustemediaPinterest:Phone: 262-204-PULL (7855)eMail: [email protected]
