1. The Game Has Changed
How social media is transforming the way home care
companies are connecting & communicating with customers
and prospects on the web
Brian Geyser, APRN-BC, MSN
23. 2 Big Questions About Your Website
Will people find it?
What will they experience
they get there?
24. Business 2.0 Websites
Boring Engaging
OLD NEW
Static Dynamic
Billboards Gathering places
Monologues Dialogs
Non-interactive Interactive
All about the company All about community
Isolated outposts Connected social hubs
30. Deeper Questions About Your Site
For visitors, does it... For you, does it...
help them solve their problems? help you build strong, lasting
provide them with the information relationships with customers &
they need? prospects?
educate with relevant, allow you to learn from your
informative content? customers, and thereby
help them experience your improve?
organization & interact with people foster a sense of community?
who work there? reflect the passion, commitment,
show them that you are a trusted & dedication of your staff?
resource? showcase your company's
help them connect with each unique personality?
other? set you apart from competitors &
engage them and help them demonstrate that you are the
make decisions? right choice?
32. Key Questions
If people can leave comments, share ideas, and interact on company
websites but they can't do it on yours, what does that say?
If family, referral sources, and patients can freely post content to a
competitor's Facebook Page but they can't on yours, what does that say?
If your competitors are demonstrating their expertise by posting videos,
articles, helpful tips and you are not, what does that say?
If family members are posting testimonials on a competitors Facebook
Page but you don't even have a Facebook Page, what does that say?
33. It's not about being a better marketer
It's about being a better communicator
34. It's not about targeting customers
It's about joining them
37. Social Media Strategy
1. Clearly identify your objectives
2. Take a good look at your current website
3. Scope out your competitors
4. Put together a social media team
5. Choose your tools
6. Establish guidelines and policies
7. Decide how to measure your efforts
38. Key Questions (before you start)
What are our business objectives?
How will social help us achieve those
objectives?
Who are we trying to reach, how can
we help them, and where do they
hang out?
How much time can we devote to
social each day/week/month?
What are the demands of going
social?
How will social integrate with the
stuff we do every day?
43. 7 Best Tools for Health Care
1. Facebook
2. Blog
3. YouTube
4. Twitter
5. Online Community
6. Linkedin
7. Email marketing
44.
45.
46.
47. 8
Success Criteria for
Facebook Page
Marketing
1 Set community expectations
2 Provide cohesive branding
3 Be up to date
4 Live authenticity
5 Participate in dialog
6 Enable peer-to-peer interactions
7 Foster advocacy
8 Solicit a call-to-action
60. { ROI }
Facebook Page drives 500-1,500 visits to website per month
2617 fans on Facebook who frequently interact and provide free
marketing for the company in the form of testimonials, positive
comments and the like
Significant lead capture - Prospective customers and employees
frequently engage on the FB and are directed to company
website for lead nurture
62. { ROI }
Top listing on Google searches in their markets
2500 monthly visitors to their Facebook page (number grows
every month)
For the six-month period of Oct, 2009 to April, 2010:
70% of referral inquiries due to online sources
(up from 45% a year ago)
57% of move-ins originated as online referral inquiries (up
from 35% a year ago)
68. Trends
Companies will become publishers - producing content
designed to entertain, inform, educate, and inspire
Self-serving online marketing tactics will diminish as people
catch on to tricks and gimmicks
Websites will be updated to reflect new and emerging
technologies
Social integration in websites will become more mainstream
Video will be everywhere
Social networks will become more specialized
Shift from social media marketing to The Social Business
72. For Business...
"Social media is a critical part of a
larger, more complete sales, service,
communications, and marketing strategy
that reflects and adapts to markets and
the people who define them."
Brian Solis
New media analyst, author
73. "Social media is both distribution
channels and rivers of knowledge,
education, and experience...A never
ending fountain of lessons and
insight"
Brian Solis
New media analyst, author
76. What Can Social
Do For Us?
Marketing/brand awareness
Lead generation
Public relations
Loyalty building
Communications
Customer support
Recruitment
Networking
78. What's changed?
More people online
More surface area
More touch points
More opportunity
Need to seize opportunity, deliver brand promise consistently and
coherently across all touch points, and mitigate risk
79. Benefits vs. Risk
Lower cost of doing Irrelevance
business Poor search
Better access to rankings
knowledge Inability to stay
Increased marketing current
effectiveness Poor customer
Insights for perception
improving service Loss of business to
offerings competitors
Higher revenues
80. What are companies
anxious about?
1. Loss of control
2. Privacy & confidentiality
3. Potential for bad comments
4. Budget constraints
5. Employee productivity
81.
82. What else?
Increase website traffic
Boost natural search rankings
Help monitor competitors
Optimize customer service
Establish company as a leader
83.
84. Social Media Resources
http://carenetworks.com/blog - The CareNetworks Blog
covering social media and online community for senior
living, LTC, and home care
http://facebook.com/carenetworks - The CareNetworks
Facebook Community with tips, tricks, and advice about
how to leverage social media for your senior living company
http://blog.hubspot.com - The popular internet marketing
blog from the Inbound Marketing experts at Hubspot
http://www.marketingprofs.com - A comprehensive online
marketing resource with how-to articles and webinars
http://mashable.com/social-media - The online social
media guide