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

  • 477 views
Uploaded on

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

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

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
477
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
4
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. A beginner’s guide to Google & Social MediaWednesday, September 12, 2012 1
  • 2. Wednesday, September 12, 2012 2
  • 3. Wednesday, September 12, 2012 3
  • 4. LondonWednesday, September 12, 2012 4
  • 5. bbrrrr......Wednesday, September 12, 2012 5
  • 6. Wednesday, September 12, 2012 6
  • 7. VancouverWednesday, September 12, 2012 7
  • 8. Wednesday, September 12, 2012 8
  • 9. Wednesday, September 12, 2012 9
  • 10. I think he’s salivating!Wednesday, September 12, 2012 10
  • 11. Wednesday, September 12, 2012 11
  • 12. Wednesday, September 12, 2012 12
  • 13. Wednesday, September 12, 2012 13
  • 14. Wednesday, September 12, 2012 14
  • 15. Wednesday, September 12, 2012 15
  • 16. Pain Severe OK Chance of Trauma 0 25 50 75 112 Number of SlidesWednesday, September 12, 2012 16
  • 17. Why do I have to know this stuff?Wednesday, September 12, 2012 17
  • 18. Google is the new yellow pages!!!Wednesday, September 12, 2012 18
  • 19. 57% of internet users search the web every dayWednesday, September 12, 2012 19
  • 20. 46% of daily searches are for info on products and servicesWednesday, September 12, 2012 20
  • 21. 70% of Brits make use of the internet to search for advice on health, medicines and medical conditionsWednesday, September 12, 2012 21
  • 22. 70% of search engine users click on organic listings (non-paid)Wednesday, September 12, 2012 22
  • 23. 60% of all organic clicks go to the top 3 organic search resultsWednesday, September 12, 2012 23
  • 24. 75% of users never scroll past the first page of search resultsWednesday, September 12, 2012 24
  • 25. Internet users spend 3x more minutes on blogs and social media than on emailWednesday, September 12, 2012 25
  • 26. Nearly 2/3 of internet users regularly use a social networkWednesday, September 12, 2012 26
  • 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. 39% of people are most influenced by online friendsWednesday, September 12, 2012 28
  • 29. 26% of people are most influenced by bloggersWednesday, September 12, 2012 29
  • 30. 63% of companies using social media say it has increased their marketing effectivenessWednesday, September 12, 2012 30
  • 31. 70% of US local small businesses using Facebook, 58% using LinkedIn, 40% using Twitter and 27% using YouTubeWednesday, September 12, 2012 31
  • 32. I’m a doctor, not a marketer!!Wednesday, September 12, 2012 32
  • 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. 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. Word Of Mouth People Searching People That For Your Service Know You Search Organic Engine PaidMarketingWednesday, September 12, 2012 35
  • 36. So how does Google work anyways???Wednesday, September 12, 2012 36
  • 37. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 37
  • 38. Wednesday, September 12, 2012 38
  • 39. Wednesday, September 12, 2012 39
  • 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. Wednesday, September 12, 2012 41
  • 42. Wednesday, September 12, 2012 42
  • 43. Wednesday, September 12, 2012 43
  • 44. Wednesday, September 12, 2012 44
  • 45. Wednesday, September 12, 2012 45
  • 46. Wednesday, September 12, 2012 46
  • 47. Wednesday, September 12, 2012 47
  • 48. How Organic SearchWorksWednesday, September 12, 2012 48
  • 49. Questions on that...? (let’s take a few)Wednesday, September 12, 2012 49
  • 50. How Paid SearchWorksWednesday, September 12, 2012 50
  • 51. Questions on that...? (let’s take a few)Wednesday, September 12, 2012 51
  • 52. Word Of Mouth People Searching People That For Your Service Know You Search Organic Engine Paid MarketingWednesday, September 12, 2012 52
  • 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. 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. Search Organic Engine Paid Marketing Website Your Website Design & Content Development Telephone Sales The Training PhoneWednesday, September 12, 2012 55
  • 56. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 56
  • 57. Website Your Website Design & Content Development Telephone Sales The Training Phone The Consultation Consultation Skills TrainingWednesday, September 12, 2012 57
  • 58. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 58
  • 59. Telephone Sales The Training Phone The Consultation Consultation Skills Training The Customer Service Surgery TrainingWednesday, September 12, 2012 59
  • 60. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 60
  • 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. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 62
  • 63. The Social Mmerce Surgeryng The After Care Happy Patient (that refers more patients)om Wednesday, September 12, 2012 63
  • 64. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 64
  • 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. The Offline Referral Stimulation Consultation The Social Media Surgery The After Care Happy Patient (that refers more patients)Wednesday, September 12, 2012 66
  • 67. REPORT The Phone The Offline Referral StimulationConsultation The Social Media Surgery The After CareWednesday, September 12, 2012 67
  • 68. Organi EXPERIMENTbsiteent ANALYZEment ADAPT REPORTe Wednesday, September 12, 2012 68
  • 69. Wednesday, September 12, 2012 69
  • 70. Wednesday, September 12, 2012 70
  • 71. Wednesday, September 12, 2012 71
  • 72. Wednesday, September 12, 2012 72
  • 73. 500 page views!Wednesday, September 12, 2012 73
  • 74. 28.8%Wednesday, September 12, 2012 74
  • 75. Wednesday, September 12, 2012 75
  • 76. Wednesday, September 12, 2012 76
  • 77. 174,694 views!Wednesday, September 12, 2012 77
  • 78. Wednesday, September 12, 2012 78
  • 79. Wednesday, September 12, 2012 79
  • 80. Wednesday, September 12, 2012 80
  • 81. Wednesday, September 12, 2012 81
  • 82. Wednesday, September 12, 2012 82
  • 83. 158,777 friends of fans!Wednesday, September 12, 2012 83
  • 84. Wednesday, September 12, 2012 84
  • 85. Let’s try a social media project!Wednesday, September 12, 2012 85
  • 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. Wednesday, September 12, 2012 87
  • 88. Wednesday, September 12, 2012 88
  • 89. Wednesday, September 12, 2012 89
  • 90. Wednesday, September 12, 2012 90
  • 91. Wednesday, September 12, 2012 91
  • 92. Wednesday, September 12, 2012 92
  • 93. Wednesday, September 12, 2012 93
  • 94. Wednesday, September 12, 2012 94
  • 95. How did we do it?Wednesday, September 12, 2012 95
  • 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. That sounds like a lot of work!!!Wednesday, September 12, 2012 97
  • 98. 1 week!Wednesday, September 12, 2012 98
  • 99. Should you bother with social media?Wednesday, September 12, 2012 99
  • 100. Wednesday, September 12, 2012 100
  • 101. Wednesday, September 12, 2012 101
  • 102. Wednesday, September 12, 2012 102
  • 103. Advantages • Syndicate • Re-share • More visitors to website • SEO benefitsWednesday, September 12, 2012 103
  • 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. 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. The Offline Referral Stimulation Consultation The Social Media Surgery The After Care Happy Patient (that refers more patients)Wednesday, September 12, 2012 106
  • 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. 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. 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. Wednesday, September 12, 2012 110
  • 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. Thank you!Wednesday, September 12, 2012 112
  • 113. www.liveseysolar.com/ escrs2012Wednesday, September 12, 2012 113