Tracy Terry of Trust eMedia shares tips for succeeding in the ever-expanding realm of online social media for the health care industry.

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 Professionals
www.TrusteMedia.com Inbound Marketing Agency Get Spotted When They’re Looking

4. Social media includes
web-based and
mobile technologies
used to turn
communication into
interactive dialogue.
http://www.theconversationprism.com/

5. 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.

6. Know Your Target Audience

7. 100s of social media networks.

9. 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

10. 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

11. US Internet users spend
3x more minutes on blogs
& social networks
than on email.
= 1 MINUTE
SOCIAL NETWORKS/BLOGS ONLINE EMAIL PORTALS VIDEOS/MOVIES
GAMES
11
SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

12. 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.

13. U.S. Internet Users Spend More Time on
Facebook than Any Other Web Brand
Source: Nielsen

14. Research by NM Incite shows that
60 percent of social
media users create
reviews of products
and services.
Source: Nielsen

15. Source: Mashable

16. Source: Mashable

17. Source: Hubspot

18. Source: Netpop/Hubspot

19. Source: Hubspot

20. By 2013, over 128 Million Internet Users will be Reading Blogs Monthly.

21. #3 Blogging City in the US is right in our backyard.

22. More Website Visitors = More Leads. 75% of Google’s Optimization is Inbound Links.

23. Almost 71% of all internet users watch online video. Source: eMarketer

24. Online video viewing surpasses 50% of US population. Source: eMarketer

25. Tons of benefits

26. •Customers want to find out what you are about
beyond just what your brochure says and shows.
•Future customers are asking their Facebook and
Twitter 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 are
likely 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.

27. Based on a survey of more than 1,000 consumers and 124 health care executives.

28. Based on a survey of more than 1,000 consumers and 124 health care executives.

29. Based on a survey of more than 1,000 consumers and 124 health care executives.

30. Source: Blogher/Hubspot

32. 900M
Facebook

33. Facebook Sample Pages

34. Source: eMarketer

35. 500M
Now, 18-24
Twitter

36. Twitter Page

37. 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.

38. Social sharing increases press release views.

39. Tweets show up in Google search results. Use keywords in your tweets. Twitter for SEO.

40. Pinterest

41. Pinterest

42. LinkedIn

43. LinkedIn Profile

44. LinkedIn Groups

45. Company Profile

46. YouTube

47. YouTube is the 3rd most popular website, behind Facebook & Google. Source: Hitwise

48. • 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

49. Almost 10,000 views of this video.

50. YouTube is Good for SEO. Use keywords in your videos.

51. 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

52. Flickr Photostream. Set list.

53. Google+ Has 150 Million Users and Is Growing Faster Than Facebook Did.

54. Check-in location-based social media network. Create deals. Give Tips. Mayor.

55. Yelp helps visitors find local places. Review site.

56. Avvo. Ask a health question. Find a doctor. Research Advice.

57. HealthCare Social Media Sites to Explore.

59. 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 searching
for 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.

60. Seen this yet?
Google+ Page on the right hand side of search results (where ads used to be)

61. •A Larger Community in Social Networks Means More Referral Traffic to Website
•A Larger Community in Social Networks Means More Chances to be Found by
Customers 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. A
social share shown in SERPs can influence buying decisions.
•Google and Bing both not only have a social search feature, but also have admitted
that 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.

63. How do you rank for keywords? Courtesy of Hubspot

64. Is your blog indexed by search engines? Courtesy of Hubspot

65. Reddit raked in more than 2 billion pageviews in December
Is your content optimized and being shared? Courtesy of Hubspot

66. Where can you improve to increase getting found online by customers? From Hubspot

67. Social Media Plan
1. 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.

68. Summary
1 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.

69. Website: www.TrusteMedia.com
Twitter: twitter.com/trustemedia
Facebook: facebook.com/trustemediamarketing
Blog: trustemedia.com/blog/the-inbound-marketing-spot
LinkedIn: linkedin.com/in/tracylterry
Google+ plus.google.com/110447784766296258310
StumbleUpon: stumbleupon.com/stumbler/trustemedia
Pinterest:
Phone: 262-204-PULL (7855)
eMail: info@trustemedia.com
By Tracy Terry, Certified Inbound Marketing Professional & Search Engine Marketer