Medical Tourism in Croatia - Social Media Marketing

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Medical Tourism in Croatia - Presentation for "Medical Care Beyond Borders" conference in Istanbul (10-11 February, 2011). Medical Tourism in Croatia and Social media marketing (case study).

Medical Tourism in Croatia - Presentation for "Medical Care Beyond Borders" conference in Istanbul (10-11 February, 2011). Medical Tourism in Croatia and Social media marketing (case study).

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  • 1. Social Media Marketing and Medical Tourism Medical Care Beyond Borders 10 – 11 February 2011, Istanbul
  • 2. 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
  • 3. Commonly used social media tools
  • 4. Social media activity - benefits
  • 5. 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 .
  • 6. Social marketing architecture - framework WEB BLOG MICRO BLOG MULTIMEDIA FEEDS / BOOKMARKING PARTNER / THIRD PARTY COMUNITY / FORUM SOCIAL NETWORK
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. Social Media Strategy – 5 steps
    • 1.Develop the strategy
    • 2.Establish your presence
    • 3.Expand your reach
    • 4.Nurture your relationships
    • 5.Properly maintain/manage your presence
  • 11. 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?
  • 12. 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
  • 13. Social media – monitoring tools and solutions used
  • 14. CMT – Google analytics
  • 15. CMT – Google analytics
  • 16. CMT – Twitter & Bit.ly analytic
  • 17. CMT – Bit.ly analytic
  • 18. CMT – YouTube statistics
  • 19. CMT – YouTube statistics
  • 20. CMT – Facebook statistics
  • 21. FB landing page
  • 22. Customized FB page
  • 23. Customized FB page
  • 24. CMT – Facebook statistics
  • 25. Google search results 01/10
  • 26. Google search results 09/10
  • 27. Google search results 01/11
  • 28. 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 )
  • 29. 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
  • 30. 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
  • 31. Facebook relationship
  • 32. Facebook relationship
  • 33. 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
  • 34. 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
  • 35. Using FB, Twitter & LinkedIn in your SMS
  • 36. 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
  • 37. 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
  • 38. Using FB, Twitter & LinkedIn in your SMS – grow your network
  • 39. 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
  • 40. 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
  • 41. Twitter interaction
  • 42. Twitter interaction
  • 43. Twitter interaction
  • 44. 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.
  • 45. Web site evaluation
    • Is my web site good enough?
    • 17 important questions to ask yourself...
  • 46. 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.
  • 47. 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.
  • 48. 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 .
  • 49. 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.
  • 50. 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.
  • 51. 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.
  • 52. 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.
  • 53. 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.
  • 54. 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.
  • 55. Web traffic
  • 56. Keywords
  • 57. Inbound links | Back links
  • 58. Inbound links | Back links
  • 59. Mobile web
  • 60. Mobile advertising
  • 61. At the end....
    • A ccording 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 )
  • 62. Important question
    • Do it by yourself or by outsourcing ?
  • 63. Q & A
  • 64. Stay in touch
    • Mario Marinov | General manager
    • Peti kantun d.o.o. | Vukovarska 1a | 23000 Zadar | Croatia
    • E : [email_address] | 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
  • 65. 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 !!