Searchial marketing ce lecture seco

ndersearchial
marketing
Copyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved

Disclaimer
• Demandforce Consultant
• EyeCarePro Consultant
• CooperVision Consultant
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Today . . .
• I Will Clearly Explain the “Why’s” of Using
New Media Tools Such as Social Media
• The “How’s”
• Allay Fears (Hopefully  )
• Demos
• Ask Away!
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"All I want from life is an unfair
advantage."
All Rights Reserved

Alan N. Glazier OD, FAAO
• NEWENCO ’93
• Clinician
• Small Businessman - Private Practice
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I REALLY Don’t Have Time for This
Lecture Circuit . . .
• Large, Growing Practice - 1 Doctor, 1 Employee 1995
to 4 doctors, 15 employees in 2009
• Wife and 2 Sons Under 10 Years Old (Wife is over 10)
• Many Interests Outside of Optometry and Business
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In 2005 I Discovered My Young
Practice Was Dying
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Shady Grove
Eye and Vision Care

I Had to Make a Change
• Traditional Marketing Methods Bearing Less Fruit
• Expensive
• Let’s Be Honest About Mailers
• . . . And Yellow Pages? . . . .
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• Doesn’t Work – Typical 2 - 3% Conversion Rate1,2
• More Expensive Than Effective
• Myth About Repetition Costs You Money –
Takes 9 Impressions Before Someone Takes Action
Only 1 in Three Impressions are Successful
= Need to Put Yourself in Front of Your Prospect 27 Times (J. Levinson)
• NO ONE USES YELLOW PAGES ANYMORE
1. FlireClick Index
2. CoreMetrics Benchmarking
Traditional Marketing (Outbound)
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights
Reserved

Losing New Patients 2005-2006
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Where to Look for New Marketing
Opportunities?
• 80%+ Search Healthcare Information Online
• 75 of 100 Ins. Pts Went to List Then Looked Online or Vice-Versa
• Most Frequent Answer to How Were You Referred to Our Practice Shifted
to “Internet”
• Determined the Answer Lay in Being Found As Close to “OnTop” of
Searches as Possible
• Evolve My Virtual Presence
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Sooooooo. . . . .
I Eliminated All Traditional Marketing In Favor
of Search Optimization
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Graph 2007 – 2008
During Implementation
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Total Patient Volume BDA Social
Media Marketing Implementation
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What Happened . . .
• Between 2005-2008 New
Patient Volume Declined 21%
• Between 2008 and 2009 New Patient Volume
Increased 8%
• Between 2008 and 2011 New Patient Volume
Increased 13.72%
• All Increases After Eliminating Traditional
marketing
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There’s A Lot of Advice Out There
But . . .
• Reasons Why to Get Involved In New Media
Marketing/Social Media Poorly Understood
• Tools Daunting, Intimidating, Even Silly to
Some
• Easier to Ignore Than Implement
• Implications of Ignoring Include Losing
Competitive Advantage in Your Market
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This is What Everyone Thinks . .
Things aren’t Always What They Seem . . .
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The Undeniable Reality Is . .
To Remain Competitive in Your Market You Simply
Cannot
Ignore New Media / Social Internet Anymore
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Dying to Thriving Using
Searchial Marketing
• People Use Search Engines to Find You and Your Competition!
• Listings Closest to the Top of Page 1 Get More Attention
• More Attention = More New Business
• How One Gets to the Top Without Spending a Fortune Not
Well Understood
• Your Actions and Interactions Within the Social Internet
Influence Your Position in Search Engines; Being “Searchial”
• Take Away: The Value Proposition
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Not Another Talk
The Precise Reasons Why and How Interacting in New
Media Translates to Dollars for Your Practice
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• Everyone In This Room Wants To Grow Their
Business
• We Grow Our Business by
1. Finding New Business
2. Marketing to Existing clients
Methods to Achieve Both Have Changed
Drastically in Past Few Years . . .
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What You’ve Heard About Social Media. . .
• Social Media Helps Build Relationships
• You Need to Have Proficiency on Facebook and
Twitter if you Want to Do This
• Building a Social Network With Lots of Connections
and “Likes” is the Goal
• The Value in SM is Providing Enhanced Customer
Service Via Communicating with New Media
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Lot of Confusing Information on Social Media Out
There -
FORGET IT ALL
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. . . AND NOW FOR
SOMETHING
COMPLETELY
DIFFERENT
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Web 1.0
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THEN (In Web 1.0 . . . )
36 Million Websites in 2002
• Expertise was Required to Generate Content - $$$$
• Ecommerce was a Big Deal - $$$$
• Dependency on Pay Per Click Ads - $$$$
• “Set it and Forget It” Model
YOU Needed to Find Your Customers
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Now . .
“(Building) a Website is Like Building a Hut
in the Forest, Covering Your Tracks and
Not Telling Anyone About it…” Anonymous
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Web 2.0
Interactive – Customer Interaction Layer
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Web 3.0
Social, Mobile and Location Based
Customers Find You (If You’re Findable!)
All Rights ReservedRIP SJ

Interactive – Customer Social Layer
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You Can Do Almost Anything With
Web 3.0/Mobile Technologies
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Which “Web” Does Your Business Marketing Exist
Within and What Does It Say About Your Business?
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Communities of Interest
Where we connect with people
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Social Networking
• Is a Strategy - “How” People Connect with
Others
• Occurs IN Communities of
Interest
No Different Than Any
Networking
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Key Internet Marketing Strategies
• Grass Roots Social Networking
• Search Engine Marketing (SEM)
• Search Engine Optimization (SEO)
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Grass Roots Social Networking for
Business Strategy
Heard of ROI?
Within Communities of Interest Using Grass Roots
Social Marketing You Might Realize
R.O.I.R
RETURN ON INVESTMENT IN RELATIONSHIPS
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Business Strategy
“While searching for some info on how to light a
fireplace I came across a video (on YouTube)
which explained how I could do it myself. But at
the end of the video my realization was that I
really could not do it myself. Had the small
business who made the video been in (my area) I
would have called them at once
-Shashi Bellamkonda
Social Media Guru
Network Solutions
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Business Strategy
• Uses “Communities of Interest”
• Build it and They Will Come
• Staying In Front of People
• Getting Established Patients To Return Multiple Times
Annually
• Offers /Promotions Drives Revenues
• Trickle of New Patients Who Happen Upon Your Conversation
• R.O.I.R.
• Reputation Marketing
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Reputation Marketing - Opportunity to Promote Your Personal Brand
Business Strategy

Business Strategy
Reputation Marketing
• Business PR
• Industry Thought Leadership
• Local Business Leadership
• Popularity
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Grass Roots Social Networking Challenges
• Time Consuming
• Challenging to Benchmark Success
• Constant Ongoing Effort to Interact Within
Communities of Interest
• The Basis of All The “Facebook” Talk You Here
• We’re NOT Going there!
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• Grass Roots Social Media Communication
• Search Engine Paid Marketing (SEM)
- pay per click
• Search engine optimization (SEO)
- no cost per click
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• Grass Roots Social Media Communication
• Search Engine Paid Marketing (SEM)
- pay per click
• Search engine optimization (SEO)
- no cost per click
-
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80% + of People You Want to Attract to Your
Practice Are Searching for the Products and
Services You Offer Online
- If You Want to Grow You Must . . .
….Thoroughly Understand Term Search Optimization
….Position Higher in Search
….Stay Ahead of the Competition in Search
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Figuring Out How to Get the Most
“PUNCH!” Out of SEO
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What Makes Search Engine Companies “Tick”
WHAT THEY WANT WHAT THEY NEED
WHAT THEY GAIN
HOW THEY GET IT
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SE Companies in the Business of . .
• Making Money
• Making Money
• Making Money
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In Order to Do So . . .
• SE Companies Must be Able to Organize
(Index) the Best Info
• Get it High on the First Page of Results for
Specific Queries
• Algorithms
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As Such . .
• You Need to Be as Creative as Possible,
Staying One Step Ahead of their Algorithm
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Think
of a Search
Engine as a Card
Catalogue With Hundreds
of Billions of Documents
SEARCH ENGINE

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New
Documents
are Added Every
Few Seconds and the
Pile Grows Faster Than
the Librarian Can Sort Them
SEARCH ENGINE

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How
to Locate
and Present the
Best, Most Pertinent
Info for a Given Query Out of
Billions of Indexed Related References
CHALLENGE

How Does Google Choose “Who’s on
First”?
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The “Bots”
Short for “Web Robot”
Small Automated Programs/Tasks Periodically
Sent Across the Internet by SE Companies
Which Structurally Index Content
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The “Bots”
Are Your Friends . . .
When They Find Your Content They “Position” it
in Searches for Relevant Queries Based on
Keywords, Links and Anchor Text They Find
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The “Bots”
Direct, Strong Correlation to How Much the Bots
Like Your Content and How Much Revenue
You Generate from New Business
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Web 1.0 and 2.0 Search Elevation
Actions “Floated to the Top” of Searches for
Placing Key Search Words in Your Content
• Keywords and Key Phrases
• Link Building
• Anchor Text / Title Tags
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What is a Keyword?
• Term You Choose to Input in Search Tool to
Find What You Want to Find
• For Your Patients, a Keyword Might be
“Optometrist”, “Optical”, “Optician” etc.
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What is a KeyPhrase?
• Phrase You Choose to Input in Search Tool to
Find What You Want to Find
• For Your Potential Patients a Key Phrase Might
Be “Eye Exam”, “Macular Degeneration”, “VSP
Eye Doctor”
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Keywords and Keyphrases
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Keywords and “Key Phrases”
Placed on Websites or Blogs
WORDS
•Optometrist
•Optician
•Optical
PHRASES
•“Eye Doctor”
•“Optometrist Rockville”
•“Optometrist Rockville MD or Maryland”
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Web 2.0 Search Elevation
Link Building
Content “Floated to the Top” of Searches When
People With Similarly Relevant Content Link
to Yours
• Link Building
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(Hyper) Link – Visible Blue Text

• Practice of Getting Other Sites to Link to Your
Content
• Each Link a “Vote” Helping “PageRank” Value
• Higher “PageRank” Value = Greater SEO
• Link “Votes” Do Not Have Equal Weight. Link
from Site with Higher PageRank Has More Value.
• Links From a Site on the Same Topic as Your Site
Worth More Than from a Site With Unrelated
Topics
What Link Building Is
Reserved

Diversity of Quality Link Sources
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Web 2.0 SEO
Actions “Floated to the Top” of Searches Where
Desired Keywords Are Placed in Code
Underlying the URL
(example URL: http://www.youreyesite.com)
• Links
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Anchor Text
Visible, Clickable Text in the (Hyper) Link
Usually Gives User Relevant Descriptive or Contextual
Info About the Content of the Link's Destination
Words Contained in the Anchor Text Can Determine
the Ranking That the Page Will Receive by Search
Engines.
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<ahref="http://youreyesite.com/eye/Main_Pag
e">optometrist-rockville</a>
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Anchor Text

Anchor Text
• More Sites that “Link” to Your Site With Relevant Anchor
Text, = More “Votes”
• On a Site Selling Used Ford Cars With a lot of Links Pointing to
it That Use Anchor Text "Used Ford Cars," the Anchor Text is
Likely to Help the Page's Rankings For Related Search Terms
• The Bots “See” The Links and Anchor Text, Recognize the
Similarities, Assign Your Content “Authority” Elevating it in
the Index as Relevant for Searches for “Used Ford Cars”
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Temporal Factors for Links and
Anchors
• When Did the Link First Appear?
• When Did the Link Disappear?
• How Long Has the Link Existed?
• Drastic Changes in Rate of Link Acquisition Could Also be a
Significant Negative Sign to Bots – Red Flag.
• Do Rapid Changes in Amount of Links Reflect a Link Buying
Campaign Gone Wild? Red Flag Or has the site suddenly
become newsworthy?
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Advantages/Disadvantage
• Search Manipulation
• Caused Search “Spam”
• Searches Became Less Specific
• Filter Through Junk to Find What You Want
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SE Companies HAD to Find a New
Way to Deliver Better Results
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Web 3.0 Search
Understood The Most Relevant, Most Informative
Content Created by Those Knowledgeable . .
•Influencers
•Thought Leaders
•Authorities
•Experts
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Identifying These “Experts” Better Than The Next
Search Engine Should Bring Up Better Results For
Specific Queries
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So Where Are The Experts?
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In Communities of Interest!!!!

Web 3.0 Search
• Understood Influencers Online Were Those Creating the Best,
Most Informative Content
- Bloggers
• Thought Leaders
- Those Who Other People Connect to Around a Particular
Subject
• Authorities
- Those With Active Facebook or Twitter Followers Around
Their Particular Area of Expertise
• Experts
- People With Multiple Communities of Interest Surrounding
Particular Subject Matter
-
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So . . .
• The Search Companies Started “Crediting”
People Based Content Surrounding Their
Online Brand
• Everyone Here Who Interacts Online is
Applied “Labels” Around Their Interests,
Subjects they Influence Others On, Their
Location etc.
• Each “Label” Referred to as a “Graph”
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Your Graph
Representation of Variety of Factors Describing
Your Online Presence
Social Graph – What You Participate On
Interest Graph – What Subjects You Participate Around
Location Graph –Where You Are and Where You’ve Been
Influence – What Is Your Influence Over Others Online
(How Many People Follow Your Content and
Spread It)
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Your Graph
If One Graph Tells Bots Something About Your
Authority/Influence/Expertise
. . . Multiple Graphs Can Tell Bots More About
Your Authority/Influence/Expertise
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Graph “Layering”
Provides Search Engines Ability to Pull Up Information More
Precisely Relevant to Any Query
For an Optometrist With a High Level Graph, Expect to Come Up
High in a Search for “Optometrist” but Low in a Search for
“Used Ford Cars” and Vice Versa
Better Specificity = Easier to Navigate Through “Clutter”
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Your Graph Establishes You As. . . .
• An Expert Involved in Creating Content
Surrounding Certain Keywords and
Keyphrases attaching your graph to those
words
• Someone Other People Online Repeatedly
Look to for Information on Certain Topics –
…..you become a reference
• Someone Who Has Demonstrated Their
Expertise via Online Communication Tools i.e.
Communities of InterestCopyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved

Your Actions are Catalogued, Indexed and Referred to for
Queries Specific to the Subject Matter of Your Graph
• Based on What Your “Conversation” Concerns, Your Content
is Elevated When There are Queries for Certain Keywords and
Key Phrases
• If Your Graph is More Established Than the Practice Down the
Road,
Well . . . .
• Repeated Conversations on a Given Topic Create a Kind of
“Capital” Search Engines Look to Benefit From. . . . .
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• Core Concept in Business, Economics Taught
in Ivy League MBA Courses
• Advantage Created by a Person's Location in a
Structure of Relationships
• Explains How Some People Gain More Success
in a Particular Setting Through Their Superior
Connections to Other People.
. . . A Social Capital
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SOCIAL CAPITAL HAS VALUE TO SE
COMPANIES
Reserved

(Here Comes the Value
Proposition)

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=
Geographic Searches for the Products and Services You Offer
Result in them Finding Your Business Ahead of Your
Competitors
Social Capital Converts to Real
Capital for you When . . .
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. . . And most of it is FREE!!!
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Social Media “Rules”
• Participate
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• Participate
• Follow the Rules
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• Participate
• Pay Attention
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• Participate
• Pay attention
• Don’t be a walking billboard
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• Participate
• Pay attention
• Don’t be a walking
billboard
• Engage
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• Participate
• Pay attention
• Engage
• Establish Rapport
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• Participate
• Pay Attention
• Don’t be a Walking Billboard
• Engage
• Create New Relationships
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• Participate
• Pay attention
• Engage
• Create new relationships
• Get ready to give 5 times before you ask
once Copyright 2010 - Alan Glazier, OD, FAAO -
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Half Way There!
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First Steps:
Facebook and Linked In
Join “OnToptics” Group
OD’s Discussing and Asking Questions
“ODs on Facebook”
Industry Thought Leaders Chiming In
Searchial Marketing
SightNation.com Blog
Connect With Me, Observe and Ask
Fbook: Alan Glazier
Twitter: @EyeInfo
LinkedIn: Alan Glazier
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For Success, You Do NOT Have to .
. .
• Interact Within All the Communities of
Interest I Talk About; It Takes One or Two
• Interact in More Than One if You Choose
• Here to Teach You About All the Tools
• Dip Your Toes in the Water Slowly and Get
Comfortable . .
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So Where/How Do I Start?
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Social Capital
• Create Content
• Tweets
• Likes
• Views
• Comments
• Bookmarks/Diggs
• Recommendations
These things and more Raise Your Social Capital .
. . Raising Your Profile OnlineCopyright 2010 - Alan Glazier, OD, FAAO -
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Create Online Content and Conversation
Around Topic of Choice to Draw an Audience
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What Exactly IS a blog?
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• Websites > Collection of Posts > Discussion Between Readers
Sharing Info and News
• Old News vs New News
• Reflects Your Own Unique Perspective
• Allows You to Find Your Voice – Be Your Own Times, Post or
Gazette
• Linking Blogs Together Creates Communities of Bloggers.
• 70M Blogs Since 2003
• Get Your Message Out!!!
The News and Who Makes It
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Advantages of Blogs Over Website
• Free
• Easily Updated and Maintained for Free
• Blogs are “Searchial”
• More Visitors than Websites
• > Frequent Updates = > Social Capital
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• Find Your Passion and Purpose
• Pick Your Platform (Wordpress, Tumblr, Posterous)
• Push Your Content
• Promote
• Keep the Content Coming
• Create a Schedule and Stick to it (3 - 5 posts per
Week is a Good Place to Start)
How to Set Up Your Blog
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CONTENT IS KING
By Incorporating Keywords and Key Phrases in Content You
Elevate Position in Searches for Those words and Phrases
-Keywords have social Capital
Proliferate Links and Earn Links
-Links are have Social Capital
Blogs Are Updated More Regularly Than Website
-Frequent Updates Have Social Capital
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Glazier’s Rule
You Can Never Create Too Much Content As
Long as The Content is More Helpful To Your
Readers Than it Is To You
- Authorship has Social Capital
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How to Blog
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YOUR
CONTENT
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Socialize Your Content
• PROLIFERATE - Add “Tweet” and “Like”
Buttons To Ensure Your Content is Proliferated
– Connections Earn Social Capital
• Use YouTube – Consider Video Blogging
• Use Facebook Business Pages
• LINK Your Blog and Your Homepage
• Use Communities of Interest like . .
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• VERY Low Threshold to Participating
• Answers the Question “What are you
Doing” by Using Short Bite Sized Updates
• You Will be Following People, and They
Will Be Following You
• When You Update, Everyone is Notified
and Vice Versa
• The More People That Follow you,
the More Exposure You Get
Microblogging Site = Blogs with VERY Short Posts
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“Twitter is Medicine for a Blog; Each “tweet” a
Pill That Makes the Blog Healthier”
- Dr Alan Glazier
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How to Tweet . . .
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• Customize profile with own
background and colors
• Write a good bio
• Include things you are interested in
(if I can’t see what you’re into,
I probably won’t follow you)
• Have a link to your personal webpage,
blog etc
• Links to blogs make it more likely to
attract followers than websites
Twitter (cont)
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What Not to Tweet
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Need to be aware of the potential negative side effects of a poor
tweet, and approach the platform a little differently than a user
with personal interests.
5 Mistakes to Never Make on Twitter
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1. Don't Forget to Fully Fill Out Your Twitter Profile
Profile is the main factor in determining whether you'll be followed
2. Don't Forget You're Always On
What may be just a careless mistweet could turn into business blunder.
3. Don't Tweet and Delete
deleted tweets live on in Google - may cause people to investigate
4. Don't Tweet for Shock Value
flash-in-the-pan gamble that only a few people will ever capitalize on.
5. Don't Abuse
avoid associating yourself or your company with spammy practices
5 Mistakes
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Twitter
• Proliferation of Links / Amplification of
Content Builds Social Capital
• Connections With Which You Interact Builds
Social Capital
• Network Influence Builds Social Capital
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People Talk on Twitter, and It’s
Likely They Are Talking about You
Uses Twitter to Assess Customer
Experiences and Feedback
400 Employees on Twitter Spending Time
Building Relationships With People
. . . . Many More
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Social Capital
• Create Content
• Tweets
• Likes – The New “Links”
• Views
• Comments
• Bookmarks/Diggs
• Recommendations
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• “Community of Interest” of Over 700M
• To Huge For Businesses to Ignore Anymore
• Relevancy
• Is Now it’s Own Search Engine
• Is “Searchial” Within and Without!
"
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Key Secret to FB Marketing
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Six “C’s” of Facebook Marketing
• Content
• Charity
• Contests
• Connections
• Crowdsourcing
• Custom Tabs
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Content
• Blog Feed
• Facebook Questions
• Facebook Docs
• Facebook Notes
• Facebook Deals
• Facebook Links
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• Put Together a Killer Profile Page
• Add Business Contacts
• Promote Your Blog and Website
• Advertise Events
• Incorporate Links
• Connect and Communicate with Colleagues – “Like”
their Pages -Receiving “Likes” in Turn
• Raises Your Profile as Someone Engaged in the Eye
Care Conversation Online; Someone of Relevance
and Authority
Marketing Tips
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• Brand Spankin’ New
• Advantage in Ease of Structuring and Isolating
Groups of Relations
• Unique Apps Not Found on Facebook
(HangOut)
• Power of Google Cloud May Relegate
Facebook and Twitter to Status of Apps
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Remember These Things?
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Establishes Presence in Business World
• Allows you to Network
with Others
• Positioning
• Get Found
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• 50,000,000+ Professionals
• 500,000+ Senior Executives
• Executives from 498 Fortune 500 companies
• 65,000 new Professionals every week
• Average Household Income: $130,000+
• Average Experience Level: 15 yrs
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• Who Do You Want to Network With? People Who are Talking
About the Same Things You are Talking About
• “Asking” Questions; “Answering” Questions
• Answering Creates Value for Your Brand
• Don’t Answer a Question & Throw Out a Pitch, Just Answer It!
• When You Answer a Question, a Link to Your Profile Appears
Right Beside Your Answers, Bringing You Instant Recognition
Whenever Your Answer is Searched and/or Read
“Answers” Functions
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• Generate More Business Be Prepared to Work at it.
• If You Aren’t Prepared to Work on SM, This is the Site
for You
• Provides Options That Will Allow Your Profile to be
Indexed by Search Engines Like Google
• Conduct Market Research
• Facilitate Introductions
• Obtain Greater Visibility
• Show Recommendations and Get “Seen” and
Indexed
To Market Your
Business
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The New Search:
Ask the Experts
• Q &A Sites
• Provide More Specific Data
• Expert-Driven Information
• Challenging the Google/Bing/Yahoo Search
Model
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• Over 15B Web Pages
• Need Ways to Pluck Out Best Ones,
Save and Reference Later
• When Your Content is Saved in a
Particular Context, You Get Points
as an Expert
Social Bookmarking
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Benefits for Search
• Others Benefit From Your Bookmarks Which
Can Benefit You
• Network Within the Greater Network
• Indexes New Content Immediately Instead of
Having to Wait for Google
• Helps Establish Your Influence Graph, Social
Graph at Same Time
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Stumble Upon
• Helps you discover and share great websites.
• Delivers high-quality pages matched to personal
preferences.
• When you Stumble, you will only see pages that
friends and like-minded stumblers have
recommended. This helps you discover great
content you probably wouldn’t find using a
search engine.
• Rating these sites you like automatically shares
them with like-minded people – and helps you
discover great sites your friends recommend.
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• Instead of Typical Newsites Where Info is Pushed to the
Consumer, on Digg Consumers Do Pushing
• Articles With Highest Number of Votes in Shortest Time Get
Listed Higher
• Allows You to Vote on Which Articles Are Most Relevant,
Valuable and Timely
• Causes MORE Visitors to Find the Site, and Virally Increases
Exposure of Article
• VERY “Searchial” – Votes are Great Way to Determine a
Particular Piece of Content’s Online Influence, Attributing
“Authority” points to the Author
Reserved

Location Graph
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Location Graph
• Geographic
• Used to Enhance User Experience
• Easier for People to Find What They Want When It’s
Organized Locally
• Easier for You to Be Found
• “Check-In’s” on FB and Foursquare
• “Places” Sites Like Google Places Important,
Even More So with Google +1
Important for Mobile!!!!
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Social Authority on the Internet
• Google and Bing Give Preference to People With Greater
Authority to Discuss Specific Areas of Content.
• Social Media “Influencers” Viewed by Search Engines as More
Relevant > Content is Given Preference in the Search,
Especially for Those Topics They are Prolific in Publishing
About.
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Social Authority on the Internet
• officially stated on December 14, “It
[social authority] is used as a signal in our organic
and news rankings. We also use it to enhance our
news universal by marking how many people
shared an article.”
• They (Google and Bing) admit calculating
authority of a user & tying it to quality of
information they post.
• They calculate whether a link should carry more
weight depending on the person who posts it
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Social Influence Score
Defined As Quantification of Ones Ability to Drive People to
Action
• Cumulative Level of Participation on Various Social
• Remember When the Most Valuable Currency on the
Internet was the Domain Name?
The Social Score is Next!Copyright 2010 - Alan Glazier, OD, FAAO -
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Social Ranking Sites
• Competitive Rating Systems
• Your Number Will be Compared and Contrasted to
Numbers of Other Participants in the Social Sphere
• Will Rank You on Consumer Sites Like Amazon.com
• Rank Your Businesses Position in Search Engine
Rankings.
• Expose People with High Scores to Perks
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“Get Klout or You’re Out”
• The first place “Klout” will be important is search engine
ranking.
• How many people share the blog
you post will count towards your
total social score. Links shared by
people with higher social scores
will count more than links from
those with lower scores.
All Rights Reserved

Perks
• Leverage Influence to Earn Real Rewards Through Klout Perks
Program - Klout = Social “Currency”
• Virgin America Gave Free Roundtrip Flights to San Francisco
or LA to People with High Klout Scores in a Fall 2010
Campaign
• Other Major Brands Such as Starbucks, Dove Soap, Covergirl,
and Fox Have Waged Klout Campaigns
All Rights Reserved

Automate Patient Communications
 Continuing Care
Email & Text
Reminders
 Custom Newsletters
& Promotions
 Online Appointment
Requests &
Confirmations
 “Thank You” &
“Birthday” Emails
All Rights Reserved

The New Way . . .
Reserved

Building a Social Reputation
• Social Rating Sites Have Raised the Bar -
• You MUST be Found and With Majority Great
Reviews
• An Average or Poor Review is OK
• Attend to Your Reviewers Regularly
• Use Social Email to Build Social Reputation
All Rights Reserved

Getting Great Recommendations
• Start Your Effort With As Many Long Time Loyal
Customers As You Can Before Asking Newer Patients
• Include Request for Review With Appropriate Link on
“Thank You” Note to Those Who Refer New Patients
To You
• Don’t Be Afraid to Ask for Recommendations, But Be
Careful How You Ask and Who You Ask
• At The End of Exam Plant the Seed – Here’s My
Schtick . . .
All Rights Reserved

How Great Reviews Help You Get
Found
• Paradigm Shift in Workplace Rec’s
• Google Places
• Review Communities (Yelp)
• “Searchial” Elevation
• Getting Far Enough In Front Of Your Local
Competitors Early GREAT Long Term Strategy
This Stuff is Not Going Away!!!
All Rights Reserved

An Average or Poor Review is OK
• Ads Credibility to Your Entire Review Feed
• In Some Cases Enables You to Be Aware of a
Problem, Right a Wrong and Save a Patient
You Otherwise May Not Have Known About
• Competitive Intelligence for Your Practice
All Rights Reserved

Attend to All Your Reviews
• Write a Comment of Appreciation for Every
Review, Not Just Bad Ones
• Lends Greater Creedence to Your Attempt to
Correct a Bad Review
• Let’s People Know You Really Care About
Customer Feedback
• Use it as PR
• Dilute, Dilute, Dilute!!!
All Rights Reserved

Your Young Patients Are Yelping!
Reserved

http://www.yelp.com/biz/dr-john-xxxx-md-pc-rockville
• ChristineR
• Glenn Dale, MD
• 9/5/2007
• This man could kill someone one day...
I was THIS close to reporting him to the medical board and thinking about the
incident makes my blood boil still.
Reserved

Google Places
• WILL and IS Replacing the Phone Book
• Free
• When Optimized, Guarantees a Spot on First Page of
Google in Your Zip Code at Least
• Allows Customers to Find You More Quickly
• BIG on Mobile
• Great Place to Show Off Online Reviews
YOU WILL MAKE MORE MONEY WITH AN
OPTIMIZED PLACES LISTING FOR SURE
All Rights Reserved

Better Online Reputation = More
Relevant in Search
• Why?
• Because Search Engine Companies Want to
Continue to Make Money
• The “Reputation” Graph is Next!
• Better Chance a Page Indexed Higher if it is
Socially Accepted
All Rights Reserved

Which is the #3 Ranked Search Engine
Reserved

Keyword Spy
• Which Profitable Keywords are Your
Competitors Using?
• Check How Much Competitors Spend on
Adwords
• Find Out Who Links to Them That Doesn’t Link
to You
• Real-Time Tracking of Your Own Keywords in
Google
All Rights Reserved

• AD NETWORKS DEVELOP AROUND LOCATION-AWARE ADVERTISING.
• ADMOB LEADER
• OVER 100 BILLION AD IMPRESSIONS
• TARGET ADS BASED ON USER
WHEREABOUTS ACROSS HUNDREDS OF
MOBILE APPLICATIONS AND WEBSITES,
• GIVES ADVERTISERS SCALE CURRENTLY
MISSING FROM INDIVIDUAL APPS.
. . . . Advertisers Getting in the
Game
Reserved

• SOCIAL SEARCH RESULTS WILL BE BASED ON ALGORITHMS THAT LOOK AT A
USER’S SOCIAL AUTHORITY – HOW MANY CONNECTIONS, HOW POSITIVELY
HE/SHE’S VIEWED AND QUALITY OF CONTENT PRODUCING ON SOCIAL WEB.
• WEB AND SOCIAL SEARCH ARE LIKELY TO BECOME ONE AND THE SAME
Social Search – Bringing it All Together
All Rights Reserved

• WORK SMARTER, NOT HARDER.
• IMPROVE POSITION IN SOCIAL STREAM BY CONNECTING ACCOUNTS.
• TURN VISITORS INTO MARKETERS – WOM and KOL’s
• ACTIVELY PARTICIPATING REMAINS PARAMOUNT, BUT ONLY SO FAR AS
YOU HAVE HOURS IN THE DAY TO COMMIT
.
How Do You Position Your Business For Success in this Strange
New World?
Reserved

The “Unfair” Advantage . . .
GETTING AHEAD OF FUTURE TRENDS WITH SIMPLE
AND ACCESSIBLE TECHNOLOGY WILL ADD
SIGNIFICANT SCALE TO YOUR MARKETING STRATEGY
AND GIVE YOU A COMPETITIVE EDGE AS WE
CONTINUE TO MOVE TOWARD AN EVER MORE
SOCIAL WEB
All Rights Reserved

Get Creative . . .
Reserved

The Cloud
• 3 M’s – Movies, Music, Media
• Stream from Anywhere
• Watch, Read or Listen
• All Your Media on Remote Computer
• Personal Entertainment “cloud”
• Apple Likely to Lead the Way
All Rights Reserved

Open Places Database
• Collaborative “Places” Database
• Public Will Comment on and Correct Errors
• All Placestreaming Technologies Will Pull From
It
• It Will Be, In a Sense, Alive and Constantly
Changing as Our World Changes
All Rights Reserved

Facebook and Linked In
Join “OnToptics” Group
OD’s Discussing and Asking Questions
Searchial Marketing
SightNation.com Blog
Connect With Me, Observe and Ask
Fbook: Alan Glazier
Shady Grove Eye and Vision Care Page
Twitter: @EyeInfo
LinkedIn: Alan GlazierCopyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved

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