2011 Home Care 100

The Game Has ChangedHow social media is transforming the way home care

companies are connecting & communicating with customers and prospects on the web

Brian Geyser, APRN-BC, MSN

December 16th, 2010

December 16th, 2010

Top 5 Sites Visited by People 65+ (November 2009)

(In 2008 it was #45)

1.2.

3.

4.

5.

The HC100 Provider Study

Social Media Adoption

Source: socialmediaexaminer.com

Source: socialmediaexaminer.com

65%

1/3

ave. =765

range = 7 -5,665

22%

Range = 46 - 8,261

20%

Upload Views Range = 410 - 196,145

12

7

6

{ websites }

2 Big Questions About Your Website

Will people find it?

What will they experience they get there?

Business 2.0 Websites

OLDStatic BillboardsMonologuesNon-interactiveAll about the companyIsolated outposts

NEWDynamicGathering placesDialogs Interactive All about community Connected social hubs

Boring Engaging

Give them what they want/need

Deeper Questions About Your Site

help them solve their problems?provide them with the information they need?educate with relevant, informative content?

help them experience your organization & interact with people who work there?

show them that you are a trusted resource?help them connect with each other?engage them and help them make decisions?

help you build strong, lasting relationships with customers & prospects?allow you to learn from your customers, and thereby improve?foster a sense of community?reflect the passion, commitment, & dedication of your staff?showcase your company's unique personality? set you apart from competitors & demonstrate that you are the right choice?

For visitors, does it... For you, does it...

IS YOUR BRAND

?

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?

Key Questions

It's not about being a better marketer

It's about being a better communicator

It's not about targeting customers

It's about joining them

It's about creating community

AROUND your brand

1. Clearly identify your objectives2. Take a good look at your current website3. Scope out your competitors 4. Put together a social media team5. Choose your tools 6. Establish guidelines and policies 7. Decide how to measure your efforts

Social Media Strategy

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?

Key Questions (before you start)

{ team }

Executives

ActivitiesClinical

Consultants

MarketingCommunications

Interns Residents/Families

12 million monthly site visits1 million Twitter followers1.3 million Facebook fans29 thousand reviewers on travel guide site 5

{ tools }

7 Best Tools for Health Care1. Facebook2. Blog3. YouTube 4. Twitter5. Online Community6. Linkedin7. Email marketing

8Success 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

Blogs

Community Sites

Email Marketing

{ ROI }

Link

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

{ ROI }

Link

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)

{ ROI }

Link

Increased reach 4x to over 500 contacts per month

Social media referrals quadrupled

Website traffic up 20%

{ ROI }In six months:

Link

16K page views; 77% were new visitors

Mother's Day contest = 700% spike in traffic

One lead converted to a $5K/mo. client

{ ROI }In five months:

2011 Trends

TrendsCompanies 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 technologiesSocial 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

Brian Geyser

web: carenetworks.com email: [email protected]

twitter.com/bgeyserfacebook.com/carenetworks

phone: 203.915.0524

{outtakes}

"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

For Business...

"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

Social What can

DOfor Us?

Marketing/brand awarenessLead generation Public relationsLoyalty building CommunicationsCustomer support Recruitment Networking

What Can Social Do For Us?

WHAT SOCIAL MEDIA IS NOT

What's changed?

More people onlineMore surface areaMore touch pointsMore opportunity

Need to seize opportunity, deliver brand promise consistently and coherently across all touch points, and mitigate risk

Benefits vs. Risk Lower cost of doing businessBetter access to knowledgeIncreased marketing effectiveness Insights for improving service offerings Higher revenues

Irrelevance Poor search rankings Inability to stay current Poor customer perceptionLoss of business to competitors

1. Loss of control 2. Privacy & confidentiality 3. Potential for bad comments4. Budget constraints 5. Employee productivity

What are companies anxious about?

Increase website trafficBoost natural search rankingsHelp monitor competitorsOptimize customer serviceEstablish company as a leader

What else?

Social Media Resourceshttp://carenetworks.com/blog - The CareNetworks Blog covering social media and online community for senior living, LTC, and home carehttp://facebook.com/carenetworks - The CareNetworks Facebook Community with tips, tricks, and advice about how to leverage social media for your senior living companyhttp://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