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Getting Found, Talked About and Recommended Online <br />Confidential© 2009-2010 Get Talked About <br />
Get Talked About helps begin, build and sustain recommendation-generating conversations about brands, companies and people...
Agenda<br />Understanding Online Marketing and its importance to business success<br />Integrating Marketing efforts to th...
Understanding Online Marketing and <br />its importance to business success<br />The online world is growing exponentially...
Understanding Online Marketing and <br />its importance to business success<br />Just two in five US adults (43%) say they...
Understanding Online Marketing and <br />its importance to business success<br />research found that older Americans - inc...
Integrating offline Marketing Efforts to the digital world<br />What works offline doesn’t necessarily translate online. I...
Integrating offline Marketing Efforts to the digital world<br />Outbound<br />Advertising	PR		Selling<br />Confidential© 2...
Integrating offline Marketing Efforts to the digital world<br />Inbound<br />Publishing		Conversing		WOM<br />Confidential...
Integrating offline Marketing Efforts to the digital world<br />Outbound Marketing<br />Look at our product or service!<br...
Integrating offline Marketing Efforts to the digital world<br />The Online world can make your Offline Efforts smarter<br ...
Integrating offline Marketing Efforts to the digital world<br />A good landing page<br />Headline-Match Ad Message<br />La...
Integrating offline Marketing Efforts to the digital world<br />Offline Marketing Scenario<br />I ran an ad, sent out a di...
Integrating offline Marketing Efforts to the digital world<br />Analytics<br />Confidential© 2009-2010 Get Talked About <b...
Determine the right content to drive SEO<br />Getting Found<br />Confidential© 2009-2010 Get Talked About <br />
Determine the right content to drive SEO<br />Finding and Using the correct keyword phrases<br />Confidential© 2009-2010 G...
Determine the right content to drive SEO<br />Paid<br />Organic<br />Confidential© 2009-2010 Get Talked About <br />
Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
Determine the right content to drive SEO<br />Google Keyword Tool<br />Confidential© 2009-2010 Get Talked About <br />
Determine the right content to drive SEO<br />Google is smart!<br />Confidential© 2009-2010 Get Talked About <br />
Determine the right content to drive SEO<br />How to create content around your <br />keyword phrases<br />Confidential© 2...
Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />Write stories about staff, re...
Determine the right content to drive SEO<br />Using that content in the right places and in a<br />way that is most impact...
Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
Determine the right content to drive SEO<br />TIE ALL CONTENT BACK TO YOUR WEBSITE<br />Confidential© 2009-2010 Get Talked...
Using social media more effectively to support marketing efforts<br />Getting Talked About<br />Confidential© 2009-2010 Ge...
Using social media more effectively to support marketing efforts<br />Researching and picking the right <br />Social Media...
Using social media more effectively to support marketing efforts<br />Blogs<br />Forums<br />Communities<br />Social Netwo...
Using social media more effectively to support marketing efforts<br />Start slowly<br />Find a few channels you find inter...
Using social media more effectively to support marketing efforts<br />Engaging<br />Only if you are adding value<br />Cont...
Using social media more effectively to support marketing efforts<br />Feeding the monster<br />Confidential© 2009-2010 Get...
Using social media more effectively to support marketing efforts<br />Use Trackbacks<br />Announce on multiple channels<br...
Using social media more effectively to support marketing efforts<br />Social Media sites like Facebook, LinkedIn, Flickr,<...
WOM-DWOM<br />Getting Recommended<br />Confidential© 2009-2010 Get Talked About <br />
WOM-DWOM<br />……is the same Online as Offline<br />Bottom Line<br />Marketing is Highest Position-Lowest Position<br />(CE...
WOM-DWOM<br />Your House needs to be in order to be Recommended<br />What you are speaks so loudly I can’t here what your ...
WOM-DWOM<br />Q & A<br />Confidential© 2009-2010 Get Talked About <br />
Get Talked About helps begin, build and sustain recommendation-generating conversations aboutbrands, companies and people ...
Addendum<br />Confidential© 2009-2010 Get Talked About <br />
A Get Talked About™  Production 2010<br />45<br />Creating Information Cycles<br />
46<br />So Confused!!!<br />How do I sign up for the visit listed in the ad? <br />Always directing customers to your home...
47<br />That is just what I needed!<br />Headline-Match Ad Message<br />Clear CTA<br />Landing page copy that matches mess...
D<br />48<br />Consider  the desired outcome regardless of outlet.  <br />A Get Talked About™  Production 2010<br />
A Get Talked About™  Production 2010<br />49<br />Last but not least…<br />Talk Like A Human<br />
50<br />Hi, I am a doctor. <br />The ALOS at our COPC facilities is twice the average recorded by the AMA in 2008.  <br />...
A Get Talked About™  Production 2010<br />51<br />Mistakes happen in all businesses…<br />Sincere apologies and actions do...
52<br />We don’t comment on pending litigation but we will vigorously defend against any and all claims.<br />We would lik...
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Getting Found, Talked About and Recommended Online

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Get Talked About presentation to LSN Annual Meeting, Navy Pier, March 26, 2010.

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Transcript of "Getting Found, Talked About and Recommended Online"

  1. 1. Getting Found, Talked About and Recommended Online <br />Confidential© 2009-2010 Get Talked About <br />
  2. 2. Get Talked About helps begin, build and sustain recommendation-generating conversations about brands, companies and people by integrating online marketing techniques with traditional offline components.<br />Confidential© 2009-2010 Get Talked About <br />
  3. 3. Agenda<br />Understanding Online Marketing and its importance to business success<br />Integrating Marketing efforts to the digital world<br />Determine the right content to drive SEO<br />Using Social media more effectively to support your marketing efforts<br />Confidential© 2009-2010 Get Talked About <br />
  4. 4. Understanding Online Marketing and <br />its importance to business success<br />The online world is growing exponentially, everyone is already using it including competitors, vendors, clients and prospects <br />www.internetworldstats.com-3/24/10<br />Confidential© 2009-2010 Get Talked About <br />
  5. 5. Understanding Online Marketing and <br />its importance to business success<br />Just two in five US adults (43%) say they read a daily newspaper - either online or in print - almost every day, while 72% read one at least once a week and 81% read one at least once a month, according to a December 2009 Adweek Media/Harris Poll. <br />The study found that one in ten adults (10%) say they never read a daily newspaper.<br />Confidential© 2009-2010 Get Talked About <br />
  6. 6. Understanding Online Marketing and <br />its importance to business success<br />research found that older Americans - including both Seniors (also referred to as “Matures”) and the younger Baby Boomer cohort - have overwhelmingly made the internet an integral part of their everyday lives and often rival younger generations in online activities.<br />Seniors Online in Droves<br />Online seniors  regularly use email (94%), go to the internet to look up health and medical information (71%), read news (70%), and manage their finances and banking (59%). They also turn online for gaming: Approximately half (47%) of online Matures regularly play free online games.<br />Boomers Logged On<br />Boomers (ages 45-64) are heavy online users as well, with 93% using email and 71% shopping online, the study found. Other regular activities for online Boomers include reading news (73%), gathering information (67%) and paying bills (66%).Additionally, three in 10 (30%) regularly watch videos online, and 39% regularly go to networking websites, forums, message boards and chat rooms, according to CTAM.<br />Cable and telecommunications association for marketing<br />Nov 09<br />Confidential© 2009-2010 Get Talked About <br />
  7. 7. Integrating offline Marketing Efforts to the digital world<br />What works offline doesn’t necessarily translate online. Inbound vs. Outbound Marketing <br />Confidential© 2009-2010 Get Talked About <br />
  8. 8. Integrating offline Marketing Efforts to the digital world<br />Outbound<br />Advertising PR Selling<br />Confidential© 2009-2010 Get Talked About <br />
  9. 9. Integrating offline Marketing Efforts to the digital world<br />Inbound<br />Publishing Conversing WOM<br />Confidential© 2009-2010 Get Talked About <br />
  10. 10. Integrating offline Marketing Efforts to the digital world<br />Outbound Marketing<br />Look at our product or service!<br />Do I have your attention? Hello?<br />We are compassionate caregivers!<br />Inbound Marketing<br />I heard about you because my friends mom was there…so I am contacting you<br />I was searching and found that you more than any other provider does…so I am contacting you<br />I was researching and heard good things…so I am contacting you<br />Confidential© 2009-2010 Get Talked About <br />
  11. 11. Integrating offline Marketing Efforts to the digital world<br />The Online world can make your Offline Efforts smarter<br />Landing Pages<br />Can support offline Ads, DM, Billboards, etc<br />Create another touch point<br />Lead to another CTA<br />Can collect Contact and other Information<br />Can be tracked<br />Confidential© 2009-2010 Get Talked About <br />
  12. 12. Integrating offline Marketing Efforts to the digital world<br />A good landing page<br />Headline-Match Ad Message<br />Landing page copy that matches message<br />Testing<br />Clear CTA<br />No Distractions!<br />Confidential© 2009-2010 Get Talked About <br />
  13. 13. Integrating offline Marketing Efforts to the digital world<br />Offline Marketing Scenario<br />I ran an ad, sent out a direct mail piece, ran a commercial, etc<br />I can’t “really” track results (who saw it? Read it?)<br />No one is calling, why not? <br />Someone went online to research your marketing claim and typed in your company/product/service AND your competitor, angry customer, vertical market segment usurped your name/keywords and now the potential customers is disinterested<br />BUY PAID MEDIA PLACEMENT FOR YOUR <br />KEYWORD PHRASES <br />Confidential© 2009-2010 Get Talked About <br />
  14. 14. Integrating offline Marketing Efforts to the digital world<br />Analytics<br />Confidential© 2009-2010 Get Talked About <br />
  15. 15. Determine the right content to drive SEO<br />Getting Found<br />Confidential© 2009-2010 Get Talked About <br />
  16. 16. Determine the right content to drive SEO<br />Finding and Using the correct keyword phrases<br />Confidential© 2009-2010 Get Talked About <br />
  17. 17. Determine the right content to drive SEO<br />Paid<br />Organic<br />Confidential© 2009-2010 Get Talked About <br />
  18. 18. Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
  19. 19. Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
  20. 20. Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
  21. 21. Determine the right content to drive SEO<br />Google Keyword Tool<br />Confidential© 2009-2010 Get Talked About <br />
  22. 22. Determine the right content to drive SEO<br />Google is smart!<br />Confidential© 2009-2010 Get Talked About <br />
  23. 23. Determine the right content to drive SEO<br />How to create content around your <br />keyword phrases<br />Confidential© 2009-2010 Get Talked About <br />
  24. 24. Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
  25. 25. Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />Write stories about staff, residents, global and local related news, your industry <br />Take Pictures of life in your communities<br />Take Video of life in your communities<br />
  26. 26. Determine the right content to drive SEO<br />Using that content in the right places and in a<br />way that is most impactful <br />(Don’t forget Titles, Description, Tags, Alt Tags )<br />Confidential© 2009-2010 Get Talked About <br />
  27. 27. Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
  28. 28. Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
  29. 29. Determine the right content to drive SEO<br />Confidential© 2009-2010 Get Talked About <br />
  30. 30. Determine the right content to drive SEO<br />TIE ALL CONTENT BACK TO YOUR WEBSITE<br />Confidential© 2009-2010 Get Talked About <br />
  31. 31. Using social media more effectively to support marketing efforts<br />Getting Talked About<br />Confidential© 2009-2010 Get Talked About <br />
  32. 32. Using social media more effectively to support marketing efforts<br />Researching and picking the right <br />Social Media outlets<br />Confidential© 2009-2010 Get Talked About <br />
  33. 33. Using social media more effectively to support marketing efforts<br />Blogs<br />Forums<br />Communities<br />Social Networking<br />Micro blogs<br />Social Bookmarking<br />Document Sharing<br />(Don’t know these terms? Google them)<br />Confidential© 2009-2010 Get Talked About <br />
  34. 34. Using social media more effectively to support marketing efforts<br />Start slowly<br />Find a few channels you find interesting and relevant to your business<br />Lurk first<br />Poke around, listen to the conversation, determine the value to your business <br />Is your competition, vendors, employees, vertical market segments there?<br />Confidential© 2009-2010 Get Talked About <br />
  35. 35. Using social media more effectively to support marketing efforts<br />Engaging<br />Only if you are adding value<br />Contribute first<br />Cross promote your business ONLY when appropriate (NO SPAM)<br />Confidential© 2009-2010 Get Talked About <br />
  36. 36. Using social media more effectively to support marketing efforts<br />Feeding the monster<br />Confidential© 2009-2010 Get Talked About <br />
  37. 37. Using social media more effectively to support marketing efforts<br />Use Trackbacks<br />Announce on multiple channels<br />Cross-Pollinate (Park it one place and embed in another, linking, etc )<br />Put together a team within your organization to spread the work load<br />Confidential© 2009-2010 Get Talked About <br />
  38. 38. Using social media more effectively to support marketing efforts<br />Social Media sites like Facebook, LinkedIn, Flickr,<br />You Tube, etc….<br />Provide SEO for your business<br />Provide another touch point for people looking for your services<br />Tie your prospects, staff, vendors, residents and family to you<br />Are used by your competition<br />Ignoring these channels won’t make them go away, use it to your advantage<br />Confidential© 2009-2010 Get Talked About <br />
  39. 39. WOM-DWOM<br />Getting Recommended<br />Confidential© 2009-2010 Get Talked About <br />
  40. 40. WOM-DWOM<br />……is the same Online as Offline<br />Bottom Line<br />Marketing is Highest Position-Lowest Position<br />(CEO-Janitor)<br />Confidential© 2009-2010 Get Talked About <br />
  41. 41. WOM-DWOM<br />Your House needs to be in order to be Recommended<br />What you are speaks so loudly I can’t here what your saying<br />Confidential© 2009-2010 Get Talked About <br />
  42. 42. WOM-DWOM<br />Q & A<br />Confidential© 2009-2010 Get Talked About <br />
  43. 43. Get Talked About helps begin, build and sustain recommendation-generating conversations aboutbrands, companies and people by integrating online marketing techniques with traditional offline components.<br />Look forward to <br />hearing from you!<br />marty@gettalkedabout.com<br />312 235 2051<br />@mhitzeman<br />Confidential© 2009-2010 Get Talked About <br />
  44. 44. Addendum<br />Confidential© 2009-2010 Get Talked About <br />
  45. 45. A Get Talked About™ Production 2010<br />45<br />Creating Information Cycles<br />
  46. 46. 46<br />So Confused!!!<br />How do I sign up for the visit listed in the ad? <br />Always directing customers to your homepage can resulting in searching and confusion. <br />A Get Talked About™ Production 2010<br />
  47. 47. 47<br />That is just what I needed!<br />Headline-Match Ad Message<br />Clear CTA<br />Landing page copy that matches messaging<br />No Distraction<br />Don’t make them work, make them landing pages.<br />A Get Talked About™ Production 2010<br />
  48. 48. D<br />48<br />Consider the desired outcome regardless of outlet. <br />A Get Talked About™ Production 2010<br />
  49. 49. A Get Talked About™ Production 2010<br />49<br />Last but not least…<br />Talk Like A Human<br />
  50. 50. 50<br />Hi, I am a doctor. <br />The ALOS at our COPC facilities is twice the average recorded by the AMA in 2008. <br />Please contact our CBO to discover if your BHP or BCBS is covered. <br />Hi, I am a patient. <br />Our facilities focus on community to make patients enjoy their stay. <br />Call 555-5555 to speak with a team member.<br />A Get Talked About™ Production 2010<br />
  51. 51. A Get Talked About™ Production 2010<br />51<br />Mistakes happen in all businesses…<br />Sincere apologies and actions do not.<br />
  52. 52. 52<br />We don’t comment on pending litigation but we will vigorously defend against any and all claims.<br />We would like to apologize for any shortcomings in Grace Allenby’s care that have been highlighted during this process. However, it is important to note the coroner stated there was no evidence the care Mrs. Allenby received contributed to her death.<br />Don’t be a defensive robot. <br />A Get Talked About™ Production 2010<br />

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