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

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The presentation for a talk I delivered to over 100 Ophthalmologists at XXX ESCRS 2012 in Milan.

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

  1. 1. A beginner’s guide to Google & Social MediaWednesday, September 12, 2012 1
  2. 2. Wednesday, September 12, 2012 2
  3. 3. Wednesday, September 12, 2012 3
  4. 4. LondonWednesday, September 12, 2012 4
  5. 5. bbrrrr......Wednesday, September 12, 2012 5
  6. 6. Wednesday, September 12, 2012 6
  7. 7. VancouverWednesday, September 12, 2012 7
  8. 8. Wednesday, September 12, 2012 8
  9. 9. Wednesday, September 12, 2012 9
  10. 10. I think he’s salivating!Wednesday, September 12, 2012 10
  11. 11. Wednesday, September 12, 2012 11
  12. 12. Wednesday, September 12, 2012 12
  13. 13. Wednesday, September 12, 2012 13
  14. 14. Wednesday, September 12, 2012 14
  15. 15. Wednesday, September 12, 2012 15
  16. 16. Pain Severe OK Chance of Trauma 0 25 50 75 112 Number of SlidesWednesday, September 12, 2012 16
  17. 17. Why do I have to know this stuff?Wednesday, September 12, 2012 17
  18. 18. Google is the new yellow pages!!!Wednesday, September 12, 2012 18
  19. 19. 57% of internet users search the web every dayWednesday, September 12, 2012 19
  20. 20. 46% of daily searches are for info on products and servicesWednesday, September 12, 2012 20
  21. 21. 70% of Brits make use of the internet to search for advice on health, medicines and medical conditionsWednesday, September 12, 2012 21
  22. 22. 70% of search engine users click on organic listings (non-paid)Wednesday, September 12, 2012 22
  23. 23. 60% of all organic clicks go to the top 3 organic search resultsWednesday, September 12, 2012 23
  24. 24. 75% of users never scroll past the first page of search resultsWednesday, September 12, 2012 24
  25. 25. Internet users spend 3x more minutes on blogs and social media than on emailWednesday, September 12, 2012 25
  26. 26. Nearly 2/3 of internet users regularly use a social networkWednesday, September 12, 2012 26
  27. 27. 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 olderWednesday, September 12, 2012 27
  28. 28. 39% of people are most influenced by online friendsWednesday, September 12, 2012 28
  29. 29. 26% of people are most influenced by bloggersWednesday, September 12, 2012 29
  30. 30. 63% of companies using social media say it has increased their marketing effectivenessWednesday, September 12, 2012 30
  31. 31. 70% of US local small businesses using Facebook, 58% using LinkedIn, 40% using Twitter and 27% using YouTubeWednesday, September 12, 2012 31
  32. 32. I’m a doctor, not a marketer!!Wednesday, September 12, 2012 32
  33. 33. The LiveseySolar Patient Acquisition Model Word Of Mouth People Searching People That For Your Service Know You Search Organic Engine Paid Fear Marketing EXPERIMENT Website Your Website Design & Content ANALYZE Development ADAPT REPORT Telephone Not! Sales The Training Phone The Offline Referral Consultation Stimulation Consultation Skills Training The Social Media Customer Service Surgery Training The After Care Happy Patient (that refers more patients) www.liveseysolar.com +44 (0)207 407 4452Wednesday, September 12, 2012 33
  34. 34. The LiveseySolar Patient Acquisition Model Word Of Mouth People Searching People That For Your Service Know You Search Organic Engine Paid Marketing EXPERIMENT Website Your Website Design & Content ANALYZE Development ADAPT REPORT Telephone Sales TheWednesday, September 12, 2012 Phone 34
  35. 35. Word Of Mouth People Searching People That For Your Service Know You Search Organic Engine PaidMarketingWednesday, September 12, 2012 35
  36. 36. So how does Google work anyways???Wednesday, September 12, 2012 36
  37. 37. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 37
  38. 38. Wednesday, September 12, 2012 38
  39. 39. Wednesday, September 12, 2012 39
  40. 40. 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 systemWednesday, September 12, 2012 40
  41. 41. Wednesday, September 12, 2012 41
  42. 42. Wednesday, September 12, 2012 42
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  44. 44. Wednesday, September 12, 2012 44
  45. 45. Wednesday, September 12, 2012 45
  46. 46. Wednesday, September 12, 2012 46
  47. 47. Wednesday, September 12, 2012 47
  48. 48. How Organic SearchWorksWednesday, September 12, 2012 48
  49. 49. Questions on that...? (let’s take a few)Wednesday, September 12, 2012 49
  50. 50. How Paid SearchWorksWednesday, September 12, 2012 50
  51. 51. Questions on that...? (let’s take a few)Wednesday, September 12, 2012 51
  52. 52. Word Of Mouth People Searching People That For Your Service Know You Search Organic Engine Paid MarketingWednesday, September 12, 2012 52
  53. 53. The LiveseySolar Patient Acquisition Model Word Of Mouth People Searching People That For Your Service Know You Search Organic Engine Paid Marketing EXPERIMENT Website Your Website Design & Content ANALYZE Development ADAPT REPORT Telephone Sales The Training Phone The Offline Referral Consultation Stimulation Consultation Skills Training The Social Media Customer Service Surgery Training The After Care Happy Patient (that refers more patients) www.liveseysolar.com +44 (0)207 407 4452Wednesday, September 12, 2012 53
  54. 54. Search Organi Engine Paid Marketing EXPERIMENT Website Your Website Design & Content ANALYZE Development ADAPT REPORT Telephone Sales The Training Phone The Offline Referral Consultation Stimulation Consultation Skills Training The Social Media Customer Service Surgery Training The After CareWednesday, September 12, 2012 54
  55. 55. Search Organic Engine Paid Marketing Website Your Website Design & Content Development Telephone Sales The Training PhoneWednesday, September 12, 2012 55
  56. 56. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 56
  57. 57. Website Your Website Design & Content Development Telephone Sales The Training Phone The Consultation Consultation Skills TrainingWednesday, September 12, 2012 57
  58. 58. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 58
  59. 59. Telephone Sales The Training Phone The Consultation Consultation Skills Training The Customer Service Surgery TrainingWednesday, September 12, 2012 59
  60. 60. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 60
  61. 61. & Content AN Development ADAPT REPORT Telephone Sales The Training Phone The Offline Referral Consultation Stimulation Consultation Skills Training The Social Media Customer Service Surgery Training The After Care Happy PatientWednesday, September 12, 2012 (that refers more patients) 61
  62. 62. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 62
  63. 63. The Social Mmerce Surgeryng The After Care Happy Patient (that refers more patients)om Wednesday, September 12, 2012 63
  64. 64. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 64
  65. 65. Search Organi Engine Paid Marketing EXPERIMENT Website Your Website Design & Content ANALYZE Development ADAPT REPORT Telephone Sales The Training Phone The Offline Referral Consultation Stimulation Consultation Skills Training The Social Media Customer Service Surgery Training The After CareWednesday, September 12, 2012 65
  66. 66. The Offline Referral Stimulation Consultation The Social Media Surgery The After Care Happy Patient (that refers more patients)Wednesday, September 12, 2012 66
  67. 67. REPORT The Phone The Offline Referral StimulationConsultation The Social Media Surgery The After CareWednesday, September 12, 2012 67
  68. 68. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 68
  69. 69. Wednesday, September 12, 2012 69
  70. 70. Wednesday, September 12, 2012 70
  71. 71. Wednesday, September 12, 2012 71
  72. 72. Wednesday, September 12, 2012 72
  73. 73. 500 page views!Wednesday, September 12, 2012 73
  74. 74. 28.8%Wednesday, September 12, 2012 74
  75. 75. Wednesday, September 12, 2012 75
  76. 76. Wednesday, September 12, 2012 76
  77. 77. 174,694 views!Wednesday, September 12, 2012 77
  78. 78. Wednesday, September 12, 2012 78
  79. 79. Wednesday, September 12, 2012 79
  80. 80. Wednesday, September 12, 2012 80
  81. 81. Wednesday, September 12, 2012 81
  82. 82. Wednesday, September 12, 2012 82
  83. 83. 158,777 friends of fans!Wednesday, September 12, 2012 83
  84. 84. Wednesday, September 12, 2012 84
  85. 85. Let’s try a social media project!Wednesday, September 12, 2012 85
  86. 86. 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!Wednesday, September 12, 2012 86
  87. 87. Wednesday, September 12, 2012 87
  88. 88. Wednesday, September 12, 2012 88
  89. 89. Wednesday, September 12, 2012 89
  90. 90. Wednesday, September 12, 2012 90
  91. 91. Wednesday, September 12, 2012 91
  92. 92. Wednesday, September 12, 2012 92
  93. 93. Wednesday, September 12, 2012 93
  94. 94. Wednesday, September 12, 2012 94
  95. 95. How did we do it?Wednesday, September 12, 2012 95
  96. 96. 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 contentWednesday, September 12, 2012 96
  97. 97. That sounds like a lot of work!!!Wednesday, September 12, 2012 97
  98. 98. 1 week!Wednesday, September 12, 2012 98
  99. 99. Should you bother with social media?Wednesday, September 12, 2012 99
  100. 100. Wednesday, September 12, 2012 100
  101. 101. Wednesday, September 12, 2012 101
  102. 102. Wednesday, September 12, 2012 102
  103. 103. Advantages • Syndicate • Re-share • More visitors to website • SEO benefitsWednesday, September 12, 2012 103
  104. 104. 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 outcomesWednesday, September 12, 2012 104
  105. 105. The LiveseySolar Patient Acquisition Model Word Of Mouth People Searching People That For Your Service Know You Search Organic Engine Paid Marketing EXPERIMENT Website Your Website Design & Content ANALYZE Development ADAPT REPORT Telephone Sales The Training Phone The Offline Referral Consultation Stimulation Consultation Skills Training The Social Media Customer Service Surgery Training The After Care Happy Patient (that refers more patients) www.liveseysolar.com +44 (0)207 407 4452Wednesday, September 12, 2012 105
  106. 106. The Offline Referral Stimulation Consultation The Social Media Surgery The After Care Happy Patient (that refers more patients)Wednesday, September 12, 2012 106
  107. 107. EXPERIMENT EXPERIMENT Your Website Your Website & Content & Content ANALYZE ANALYZE Development Development ADAPT ADAPT REPORT REPORT The The Phone Phone The Offline Referral Offline Referral The Stimulation Consultation Consultation Stimulation The The Social Media Social Media Surgery SurgeryWednesday, September 12, 2012 107
  108. 108. EXPERIMENT Your Website & Content ANALYZE Development ADAPT Word Of Mouth REPORTple Searching People That Your Service The Know You Phone The Offline Referral Organic Stimulation Consultation Paid The Social Media Surgery EXPERIMENT Your WebsiteWednesday, September 12, 2012 & Content 108
  109. 109. The LiveseySolar Patient Acquisition Model Word Of Mouth People Searching People That For Your Service Know You Search Organic Engine Paid Marketing EXPERIMENT Website Your Website Design & Content ANALYZE Development ADAPT REPORT Telephone Sales The Training Phone The Offline Referral Consultation Stimulation Consultation Skills Training The Social Media Customer Service Surgery Training The After Care Happy Patient (that refers more patients) www.liveseysolar.com +44 (0)207 407 4452Wednesday, September 12, 2012 109
  110. 110. Wednesday, September 12, 2012 110
  111. 111. 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 YesWednesday, September 12, 2012 111
  112. 112. Thank you!Wednesday, September 12, 2012 112
  113. 113. www.liveseysolar.com/ escrs2012Wednesday, September 12, 2012 113

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