Social Media 101 VCPI Conference (Health Care Industry)
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Social Media 101 VCPI Conference (Health Care Industry)

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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.

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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  • http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC-E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease
  • http://totalaccess.emarketer.com/Chart.aspx?R=105504&dsNav=Ro:9,N:1064Chart Title: Top 5 Online Activities of US Internet Users, Ranked by Minutes Spent and Share of Time Spent Online, Nov 2010 (billions and % of total) Publication Date: January 11, 2011Topics:Internet UsageMedia ConsumptionSocial Network UsersGeographies: North America> United StatesSources: The Nielsen Company

Transcript

  • 1. •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 Terry Trust eMedia CEO August 2012 www.TrusteMedia.com
  • 2. • Located in Lake Geneva, WI• Full-Service Inbound Marketing Agency• Family Business• Practicing Inbound Marketing for Over 8 Years• Certified Professionalswww.TrusteMedia.com Inbound Marketing Agency Get Spotted When They’re Looking
  • 3. Social media includes web-based and mobile technologies used to turn communication into interactive dialogue. http://www.theconversationprism.com/
  • 4. STOP Shouting and Interrupting.No one cares about you, but you. Stop Pushing and Start Pulling. Consumers want relationships. The internet is no longer a one-way information street. It’s a 2 way conversation.
  • 5. Know Your Target Audience
  • 6. 100s of social media networks.
  • 7. Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in.” CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)9
  • 8. 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.Over 200 Million People are Registered on the Do Not Call List
  • 9. US Internet users spend 3x more minutes on blogs & social networks than on email. = 1 MINUTESOCIAL NETWORKS/BLOGS ONLINE EMAIL PORTALS VIDEOS/MOVIES GAMES 11 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
  • 10. Technology has changed.Consumers have changed the way they buy.Why haven’t you changed your marketing? Consumers have the ability to block your marketing message.
  • 11. U.S. Internet Users Spend More Time on Facebook than Any Other Web BrandSource: Nielsen
  • 12. Research by NM Incite shows that60 percent of socialmedia users createreviews of products and services.Source: Nielsen
  • 13. Source: Mashable
  • 14. Source: Mashable
  • 15. Source: Hubspot
  • 16. Source: Netpop/Hubspot
  • 17. Source: Hubspot
  • 18. By 2013, over 128 Million Internet Users will be Reading Blogs Monthly.
  • 19. #3 Blogging City in the US is right in our backyard.
  • 20. More Website Visitors = More Leads. 75% of Google’s Optimization is Inbound Links.
  • 21. Almost 71% of all internet users watch online video. Source: eMarketer
  • 22. Online video viewing surpasses 50% of US population. Source: eMarketer
  • 23. Tons of benefits
  • 24. •Customers want to find out what you are about beyond just what your brochure says and shows. •Future customers are asking their Facebook andTwitter 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 health concerns similar to theirs. Other groups who arelikely 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. Social Media can be successful if focused around emotional support and practical advice.
  • 25. Based on a survey of more than 1,000 consumers and 124 health care executives.
  • 26. Based on a survey of more than 1,000 consumers and 124 health care executives.
  • 27. Based on a survey of more than 1,000 consumers and 124 health care executives.
  • 28. Source: Blogher/Hubspot
  • 29. 900MFacebook
  • 30. Facebook Sample Pages
  • 31. Source: eMarketer
  • 32. 500M Now, 18-24Twitter
  • 33. Twitter Page
  • 34. 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.Twitter carries news faster than traditional media. Social Media for Crisis Management.
  • 35. Social sharing increases press release views.
  • 36. Tweets show up in Google search results. Use keywords in your tweets. Twitter for SEO.
  • 37. Pinterest
  • 38. Pinterest
  • 39. LinkedIn
  • 40. LinkedIn Profile
  • 41. LinkedIn Groups
  • 42. Company Profile
  • 43. YouTube
  • 44. YouTube is the 3rd most popular website, behind Facebook & Google. Source: Hitwise
  • 45. • 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 Sample Videos Possible for Marketing Assisted Living Facilities
  • 46. Almost 10,000 views of this video.
  • 47. YouTube is Good for SEO. Use keywords in your videos.
  • 48. 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: Source: Wikipedia
  • 49. Flickr Photostream. Set list.
  • 50. Google+ Has 150 Million Users and Is Growing Faster Than Facebook Did.
  • 51. Check-in location-based social media network. Create deals. Give Tips. Mayor.
  • 52. Yelp helps visitors find local places. Review site.
  • 53. Avvo. Ask a health question. Find a doctor. Research Advice.
  • 54. HealthCare Social Media Sites to Explore.
  • 55. Google 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 searchingfor 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.
  • 56. Seen this yet?Google+ Page on the right hand side of search results (where ads used to be)
  • 57. •A Larger Community in Social Networks Means More Referral Traffic to Website•A Larger Community in Social Networks Means More Chances to be Found byCustomers 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. Asocial share shown in SERPs can influence buying decisions.•Google and Bing both not only have a social search feature, but also have admittedthat your social authority is part of their page ranking algorithms. If your competitors are on social media and you’re not, they are stealing your customers.
  • 58. How do you rank for keywords? Courtesy of Hubspot
  • 59. Is your blog indexed by search engines? Courtesy of Hubspot
  • 60. Reddit raked in more than 2 billion pageviews in DecemberIs your content optimized and being shared? Courtesy of Hubspot
  • 61. Where can you improve to increase getting found online by customers? From Hubspot
  • 62. Social Media Plan1. 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 a Plan and Stick to It.
  • 63. Summary1 Make stuff people want. 2 Be generous. Rock our keywords. 4 Give great directions.Publish Valuable Content. Give More, Get More. Get on Page 1. Clear Call to Actions.
  • 64. Website: www.TrusteMedia.comTwitter: twitter.com/trustemediaFacebook: 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: info@trustemedia.com By Tracy Terry, Certified Inbound Marketing Professional & Search Engine Marketer