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2011 Home Care 100
The document discusses how social media is transforming how home care companies connect with customers and prospects online. It notes that top websites visited by seniors now include social media sites like Facebook. It provides statistics on social media adoption from a study and recommends establishing a social media strategy and choosing appropriate tools like Facebook, blogs, YouTube and email marketing. The document also discusses measuring return on investment from social media and predicts trends for 2011 like companies becoming publishers of content and social integration on websites.
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2011 Home Care 100
- 1. The Game HasChanged 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
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- 8. Top 5 SitesVisited by People 65+ (November 2009) 1. 2. 3. (In 2008 it was #45) 4. 5.
- 11. The HC100 ProviderStudy Social Media Adoption
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- 16. ave. =765 range = 7 -5,665
- 17. 22% Range = 46 - 8,261
- 18. 20% UploadViews Range = 410 - 196,145
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- 23. 2 Big QuestionsAbout 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
- 29. Give them whatthey want/need
- 30. Deeper Questions AboutYour 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?
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- 32. Key Questions If peoplecan 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 aboutbeing a better marketer It's about being a better communicator
- 34. It's not abouttargeting customers It's about joining them
- 35. It's about creatingcommunity AROUND your brand
- 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?
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- 40. Executives Communications Marketing Activities Clinical Residents/Families Interns Consultants
- 41. 5 12 million monthlysite visits 1 million Twitter followers 1.3 million Facebook fans 29 thousand reviewers on travel guide site
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- 43. 7 Best Toolsfor Health Care 1. Facebook 2. Blog 3. YouTube 4. Twitter 5. Online Community 6. Linkedin 7. Email marketing
- 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
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- 60. { ROI } FacebookPage 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
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- 62. { ROI } Toplisting 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)
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- 64. { ROI } Insix months: Increased reach 4x to over 500 contacts per month Social media referrals quadrupled Website traffic up 20%
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- 66. { ROI } Infive months: 16K page views; 77% were new visitors Mother's Day contest = 700% spike in traffic One lead converted to a $5K/mo. client
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- 68. Trends Companies will becomepublishers - 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
- 69. Brian Geyser web: carenetworks.com email: [email protected] twitter.com/bgeyser facebook.com/carenetworks phone: 203.915.0524
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- 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 isboth distribution channels and rivers of knowledge, education, and experience...A never ending fountain of lessons and insight" Brian Solis New media analyst, author
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- 76. What Can Social DoFor Us? Marketing/brand awareness Lead generation Public relations Loyalty building Communications Customer support Recruitment Networking
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- 78. What's changed? More peopleonline 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 Lowercost 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 anxiousabout? 1. Loss of control 2. Privacy & confidentiality 3. Potential for bad comments 4. Budget constraints 5. Employee productivity
- 82. What else? Increase website traffic Boost natural search rankings Help monitor competitors Optimize customer service Establish company as a leader
- 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