Transcript
Alan Glazier, OD, FAAOAndrew Morgenstern OD, FAAO
Disclosures• Demandforce – Glazier• EyeCarePro - Glazier• TearScience – Glazier• FreedomMeditech – Glazier• Vantiv – Glazier• EyeFoods – Glazier• VisionExpo - Glazier• SECO – Glazier
• First Slide– Concepts and Strategy; Glazier
• Second Slide– Communities of Interest; Morgenstern
• Authority• Anchor Text
- SEO- http://www.youreyesite.com Demo
• Advocacy – Growth – Turn Customers into Bullhorns; Sharing = Best Marketing for Brands– COL/KOL’s - Identifying Those Who Will Go To Bat For Your Brand
Online. – Find Ways to Recognize Them for Their Advocacy
• Ask.fm– Ask a Question, Get an Answer– Increasing in Popularity; Video, Anonymity
• Answers.com (Q&A Sites)- 17th most visited site in the U.S. - User generated Q&A pages. - Much of Your potential market is already getting answers from these sites.
– How Providing Answers helps business social media efforts and search engine optimization by:
– Directing customers (and potential customers) to information about your product.
– Connecting with people builds your reputation, and generates leads.– Provide links back to your site. Some of these links are Follow links, and thus
also provide SEO value.
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– Social Media is where consumers discover, research and share information on brands and products
– If your brand isn’t “findable” there is a huge patient pool you are missing out on
– People are more likely to post in online social communities Information on the products and Services They Prefer, Becoming “Word of Mouth” Opinion Leaders.
– They’ll Go Somewhere Else They Find Online– You Need to be Where the People Searching for the Products and
Services You Offer Are
-Helps if you can build a story around your brand. - “Sculpt” Brand Into a Story; More Successful at Grabbing People’s Attention. - Have “Story” Proliferated Through Links, Tweets and Facebook "Likes”- Video is by far the most compelling, so - Provide your staff with a flip camera and encouraging them
to record patient testimonials when they receive optical product that they are particularly happy with.
Blogging
How Do You Blog?•Every patient, or customer, is a post.
– How Patients report the problems to you – blog post. – How they deal with the problems – blog post. – How you handle the problem specifically with their needs in mind – blog post. – When you see something rare – blog post. – When you see something funny – blog post. – When they say something funny – blog post.
•Blogging involves staying on your toes and paying attention to events around you that may not normally grab your attention. •Learn to view things from the perspective of an author, as well as that of a clinician.
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Well Written. Should be factual, helpful
Grabs attention Grammatically correct
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•Connecting•Community•Glazier’s 6 “C’s of Social Media Marketing
– Contests– Charity– Crowdsourcing– Content– Connections– Custom Tabs
Creativity
“C”
• (need social media network starting with C here)
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Social Bookmarking Site Linking Viral Marketing
- Aggregator –Enables You to Post Links to Content You Want to Promote. –People who find your content "vote" it up –more votes = higher in the Digg "hierarchy“–When a Digg post is submitted Digg pings Google and Google sees it immediately as an incoming link from a valuable, powerful internal page –Get a strong enough vote enabling content to get to Digg homepage–Getting your content on the homepage can lead to viral exposure
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• Feedback• Information can be shared through social media at an amazingly fast
pace • Share information real-time• Listening for cues from your audience invaluable source of insights
and feedback • Customer Service Feedback; Ear to the Ground• Help identify Ideal Beta Testers Without Expense
• Finding New Business
• “Social” web browser that sits on your desktop. • Every time you log into a social media site on a service supported by Flock, your site appears on the people sidebar • Can click the icons to make them appear in the browser• You can post simultaneously to multiple supported
sites as well.
• can consolidate over 58 services. • Allows you to pull all of your social output into one central location, which provides your
friends a single place where they can keep track of you as well as for you to keep track of your social media feeds.
• Friends can subscribe to your FriendFeed to see all your updates wherever you’ve posted them.
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• Grass-Roots Marketing• Graph Search and Graph Layering
– More than 80% of people who seek healthcare search for it with a Google search.
– Google is likely to give preference to Google business pages over competitors business pages like Facebook.
– The service enables you to advertise a coupon for free on Your Page and in Map Listings for Mobile
If you add information on your local business listing at Google + Business you might rank higher than your competitors when Google shows the map results ahead of the traditional organic listing.
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http://www.youtube.com/watch?v=y6Sxv-sUYtM
• Pre-schedule posts and shares in advance
• Add custom link parameters for tracking clicks and gathering information on your audience.
• Connect to your RSS and send your blog to your social media streams
• Use the HootSuite Hootlet from your browser toolbar to share pages and information quickly.
• Handheld integration lets you keep up with HootSuite from your iPhone
• Harness the clutter and organize your social streams into news, keywords, friends and more.
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“I”• Integration
– Needs to “become” part of your marketing– Create a Cohesive and Scalable Experience for Customers. – If a Social Presence is Clear From Start, Branding Will Benefit from additional
customer touchpoints; Your Social Feeds ARE a Direct Extension of Your Business Online
– PR will see a lift in impressions and reach • Influence Graph
• Interest Graph• Influence Marketing
– Level of participation on various social websites like Twitter, Facebook and others.
– Benefit of having a high social influence score can range from receiving perks at the local coffee shop for people with greater influence to banks using social influence scores as a kind of credit rating eventually.
– Developing it’s Own Intelligence
– As of 2008, the number of devices connected to the internet exceeded the number of people on Earth.
– More devices tapping into the Internet than people on the planet to use them. • Sparked using wireless devices to keep track of cattle – when one is sick or
pregnant it sends a message to the farmer.• Corventis makes a wireless cardiac monitor that enables physicians to remotely
check for changes in health status. • coffee is ready at the newer, more appropriate time.
All This is Communicated to Your Alarm Clock . . Then . . .
– New signal sent to your car to start itself 5 minutes before your new departure time so it can melt the accumulated snow and ice off the windshield
– Lastly, a signal is sent to your coffee maker to turn on 5 minutes before you wake
Intelligent Information Discovery
– Q&A – Surface Expert Generated Answers– When you have a specific question you can’t find the
specific answer all the time.– If there was an expert you could drum up socially, you
stand a better chance of getting better information.
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K
“K”• Keywords/Key Phrases• KOL’S/COL’s– Positive reaction from a customer, ask for 20 second
interview using video Smartphone Video Cam. – Upload to channel and voila! – Marketing description peppered with keywords – Include link to your website in the description – Empower staff with a small video camera so they can
regularly capture the excitement of customers – Your customers become opinion leaders 24-7 for your
practice.
– Benchmark social media success– Score – People with high Klout scores are viewed as influential – Companies using Klout scores to determine who experts are. – More “Klout” = more of an expert, or thought leader– Perks – Credit Scores
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So How’s Getting’ “Likes” Goin’ For Ya?!
How to Translate “Likes”Into Business.
“Friends of Friends”
• Location Graph
– People who use it trust connections – Prefer it For Provider Recommendations
– Service Provider Directory recommended only by LinkedIn user networks.
– Making a RecommendationMore recommendations from LinkedIn connections, Higher you Rise in LinkedIn Search
– Connections Made Visible
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Mobile
“M”• Monitoring– One negative sentiment can be broadcast to thousands… – Nowhere more important to monitor your brand than
online. – Valuable Strategic Info About Your Own Business; Get
Your Head Out of the Sand!• Positive• Negative
Microblogging
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• Patch.com – Local network of professional editors, writers,
photographers, videographers and reporters that provide community specific news and information.
– Community based -get informed and participate in things near you.
– Hub of local news and information; New Media Version of Local Paper
– Influence Local News Instead of Passively Reading It– Opportunity for Business Listing– “contribute” function; Submit Your Own News/Do Your
Own PR – Add your business in the Directory section under “Health.”
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“R”• Relationships With Customers
– End goal – Foundational for Business; Social Media No Different– Relationships lead to advocacy and loyalty, traits that can support
your brand during both the good and the bad times• Reputation Graph• Relevance
Reputation Management
Before social media, One Unhappy Customer . .
• Now . . . with the click of a keyboard and mouse.• People are talking about you! • Negative Review; you CAN defend yourself.
– Contact – Dilute – Comment– “I’m going to fix this” attitude even if you have to eat a little crow.– Seek out long term patients who you have built a relationship with
and ask them.
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• Smartphone• Social Capital• SEO• Social Graph
Social Capital
“\”If it Doesn’t Spread It’s Dead”
Spreadable Media
• For content to stay alive online - it must be shared. • Creating content =creating greater visibility • Consumer likely to pass along a good resource because of value
they perceive their friends will receive from it• Content that doesnt have a perceived value, doesn’t get circulated,
has no business value. • Glazier’s Rule
•StoryBump– Facebook gives better stories more weight, bumping them up in
peoples News Feeds. – Choose ones with most Likes, Comments and Shares. – Encourage fans, page members and friends to create an interest list
that includes your page. They do this by clicking on the “Like” button under the right side of your cover photo and selecting “Get Notifications.” There is an option to “Add Page to Interest Lists” there.
– The more interest in your page, the more effect “story bumping” has in elevating your content in friends News Feeds.
– Posts need to be interesting or full of useful information to be shared
Socialcast Sharing
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• Traffic (to site)
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Twitter• 140 characters • Stay active!• Create new content elsewhere (blog, website etc)• Reply and Re-Tweet• Nice profile. • “Follow” people and many will follow you back• Find experts Using search.Twitter.com. Following and
communicating with top experts in various fields of interest will expose you to their followers.
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• UStream
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Video Sharing –Easy access of mobile video sharing tools has spawned a huge industry around the sharing of images on the internet. •YouTube
Practical Marketing Applications for Video Sharing
1. Invest in a digital video camera with Microsoft Movie Maker or Apple iMovie. Making high quality, professional videos is so much easier than you think 2. Talk to corporate reps and find out what patient education videos they produce that you may have for free and attach to your website.3. Hire a professional videographer to film your video idea. 4. Promote videos you have made over your social media networks and blogs. If you haven’t or decide not to link the videos to your website, post them on your Facebook page, put a short-link to them on LinkedIn and tweet about your posts on Twitter. Get the word out and get people to view your videos – the more viewers, the more relevant your video becomes on the internet, and that relevancy trickles down to benefit your other web efforts that the video is linked to.
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• Website
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