escrs 2012 a beginner's guide to google and social media

Google & Social MediaA beginner’s guide to

1Wednesday, September 12, 2012

London


bbrrrr......


Vancouver


I think he’s salivating!


0 25 50 75 112

Number of Slides

Pain

OKSevere

Chance ofTrauma


Why do I have to know this stuff?


Google is the new yellow

pages!!!


57% of internet users search the web every

day


46% of daily searches are for info on

products and services


70% of Brits make use of the internet to

search for advice on health, medicines and medical conditions


70% of search engine users click on organic

listings (non-paid)


60% of all organic clicks go to the top 3 organic search results


75% of users never scroll past the first

page of search results


Internet users spend 3x more minutes on blogs and social media than on

email


Nearly 2/3 of internet users regularly use a

social network


Social media is practiced by 72% of

33-44 year olds, 60% of 45-54 year olds, 52% of 44-64 year olds and 31% of those 65 or older


39% of people are most influenced by online

friends


26% of people are most influenced by bloggers


63% of companies using social media say it has

increased their marketing effectiveness


70% of US local small businesses using

Facebook, 58% using LinkedIn, 40% using

Twitter and 27% using YouTube


I’m a doctor, not a marketer!!


FearNot!

The LiveseySolar Patient Acquisition Model

Org

anic

Paid

Your Website& Content

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

Telephone Sales Training

ConsultationSkills Training

CustomerService

Training

ADAPT

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

Offline ReferralStimulation

HappyPatient

(that refers more patients)

www.liveseysolar.com+44 (0)207 407 4452

People SearchingFor Your Service

People ThatKnow You

Word Of Mouth



Org

anic

Paid


Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign



CustomerService

Training

ADAPT

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media


HappyPatient




People ThatKnow You

Word Of Mouth


So how does Google work anyways???



Org

anic

Paid


Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign



CustomerService

Training

ADAPT

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media


HappyPatient




People ThatKnow You

Word Of Mouth


Organic Search vs. Paid Search

• Organic

• product of a search engine

• not influenced by financial payment

• Paid

• Pay-Per-Click (PPC) to the search engine

• bid for placement system


How Organic Search Works


http://www.youtube.com/watch?feature=player_detailpage&v=BNHR6IQJGZs



Questions on that...?

(let’s take a few)


How Paid Search Works


http://www.youtube.com/watch?feature=player_detailpage&v=ka4tCkYXHiE



Questions on that...?

(let’s take a few)



Org

anic

Paid


Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign



CustomerService

Training

ADAPT

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media


HappyPatient




People ThatKnow You

Word Of Mouth


500 page views!


28.8%


174,694 views!


158,777 friends of

fans!


Let’s try a social media

project!


A social media project (experiment)

• The best content answers typical questions:

• “Could my corneal flap become loose after my laser eye surgery?”

• Now, brainstorm 10 questions your audience wants answers to!



http://www.londonvisionclinic.com/blog/could-my-corneal-flap-become-loose/

http://www.londonvisionclinic.com/blog/could-my-corneal-flap-become-loose/

How did we do

it?


How did we do it?

• Brainstormed 186 questions

• Filmed 3 hours of video

• Split into 186 videos

• Posted all on YouTube

• Transcribed every video into a blog post

• Shared every blog post on Facebook and Twitter

• 1 per day x 186 = 37 weeks or 9 months of content


That sounds like a lot of work!!!


1 week!


Should you bother with social media?


Advantages

• Syndicate

• Re-share

• More visitors to website

• SEO benefits


Getting started

1. Determine purpose

2. Speak with target audience

3. Generate consistent valuable content

4. Engage your community

5. Keep accounts active

6. Measure your outcomes



Org

anic

Paid


Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign



CustomerService

Training

ADAPT

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media


HappyPatient




People ThatKnow You

Word Of Mouth



Org

anic

Paid


Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign



CustomerService

Training

ADAPT

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media


HappyPatient




People ThatKnow You

Word Of Mouth


Org

anic

Paid


Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign



CustomerService

Training

ADAPT

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media


HappyPatient




People ThatKnow You

Word Of Mouth



Org

anic

Paid


Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign



CustomerService

Training

ADAPT

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media


HappyPatient




People ThatKnow You

Word Of Mouth


Tactic Enquiries Consults Patients Referrals

Search Engine Marketing Yes No No No

Website Design Yes Yes Yes Yes

Telephone Sales Training No Yes Yes Yes

Consultation Skills Training No No Yes Yes

Customer Service Training Yes Yes Yes Yes

Social Media Marketing No No Yes Yes

Offline Referral Stimulation No No No Yes


Thank you!


www.liveseysolar.com/escrs2012


http://www.liveseysolar.com/escrs2012




escrs 2012 a beginner's guide to google and social media

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