using & tracking new media - marketing retirement homes & senior care
DESCRIPTION
How can you use new media such as blogs, Facebook and twitter for marketing retirement homes, retirement communities or senior care. This presentation shows you how you can engage with senior during the various stages of their consideration funnel, and how to track your results with Google Analytics and social media tracking tools. Be the best at retirement home marketing and marketing and selling to seniors. Originally presented by wink11 founders Nadia Duriavig and Daniela Duriavig at the Comfort Life Marketing Academy Lunch & Learn in Toronto on October 289th, 2014. More tools and resources available at www.ourkidsmedia.com/marketing/retirement-living/TRANSCRIPT
MEDIA DISCUSSION USING NEW MEDIA TO MAKE MORE EFFECTIVE MARKETING CHOICES October 28th, 2014 – Comfort Life Marketing Academy
who
Nadia & Daniela Duriavig Partners, wink11
• Boutique consultancy • 25 + yrs marketing + engineering • digital media • marketing strategy • social media specialists
where you’re at
How do you make effective decisions How do you optimize your marketing mix
How do you leverage new opportunities
Do you have a plan?
Always start with your business
your target
How do you find them How are your prospects making their decisions How are your prospects doing their research What is the lifecycle of their decision making process
Prospect Funnel
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Prospect Funnel: Awareness
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I need to start thinking of
properties, I’m looking around,
what’s accessible
Prospect Funnel: Research + Familiarity
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RESEARCH/FAMILIARITY
what are the best, what is important to me, how
much $
Prospect Funnel: Shortlist
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like minded, good reputation, what do
current/past occupants think
Prospect Funnel: Consideration
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research, questions, visits
Prospect Funnel: Decision + Purchase
AWA
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this is my top choice
Prospect Funnel: Advocate
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I love the experience, I am part of the community,
I love to tell stories and share with others
Key points of influence
PROSPECTS
Current residents/families
partners
RDB/USP
TIMING/ CYCLES
geographical/location
Community support/
interaction
Define Your Brand
Examine all your assets: • Reputation – how can you seed, how can you capture • Community involvement – are you affiliated with other business/
organizations in the community • Workers/administrators – they are the building blocks of your
property – how can you communicate their stories • Your difference (RDB/USP) – strong, consistent, frequent • Your families (WOM) – use SM/UCG to capture the stories and
celebrations of your current residents • how are you communicating your culture
Distill to 3 key points
why below the line?
Unique channel opportunities: • optimize investment • highly measurable • ability to target • maximize messaging/rich content
How can you intersect with them? AWARENESS
RESEARCH + FAMILIARITY
DEVELOPING AN OPINION + SHORTLIST
CONSIDERATION
DECISION + PURCHASE
ADVOCATE
Web, targeted print, DM, SEO/SEM, mobile, decision making tools, partners, SM
Web, 3rd party advocates, decision making tools, SM
SM, Facebook, blogger, forums, WOM
Frontline CSR’s, web, Facebook, WOM
Lead management process, sign up
SM, WOM, UGC
Is your website working hard enough for you?
• Audit: ! Key destination for information gathering ! Lead generation ! Decision making tools ! CTA’s ! Immersive landing pages ! UX ! Communicate your brand ! Communicate your culture ! Email outreach/referral program
Your website MyhomeXXX.com
Expand web info/CTA/lead capture to other areas • Online advertising, google adwords, PPC • SEO/SEM • Micro targeting • Partnerships • Content seeding
Online
Social Media, • Create active fans • Leverage passion and connection to your
community • Leverage natural behaviors of parents and
students • Document key moments of truth • Authentic examples of your culture in action • UGC and original content development can be a
key factor in the decision making process • Visual search is gaining momentum • Testimonials, feedback
On site and virtual
• Leverage existing events already happening
• Content opportunities, are you capturing
• Perfect fit for SM • Prospect opportunities
Lead management process
• Website • Online • What is your process • Email outreach • CSR approach • Follow up/invitation • Evaluate effectiveness
Wrap-up
• New media options are agile, flexible and measurable • Evaluate regularly and identify holes • Identify new areas to experiment • Re-visit atleast 2/yr and tweak • Leverage your staff • Find good partners who get your business • Re-examine social media strategy and decide how and where
to use • Understand cycles of consideration and that you may have to
hit prospects at a couple of different places to ultimately influence
• Consider expanding your web presence; look at the different content buckets you need to facilitate prospects at every point
QUANTIFYING BEHAVIOUR
Understanding Social Media Analytics And Tools
What are we trying to do?
QUANTIFY engagement DRIVE conversations CAPTURE prospects MEASURE influence UNLOCK value
Meaningful metrics:
Measure AWARENESS, ACQUISITION, RETENTION Connect social media activities to BUSINESS OBJECTIVES Evaluate your programs so you know WHAT’S WORKING AND WHAT’S NOT
ROI of social media AD VALUE • brand recognition, impressions PR VALUE • sharing success stories ACQUISITION • referrals, new business, influence
CUSTOMER TOUCH POINT • client support, information sharing
RESEARCH • insights, what’s working for others
RELATIONSHIPS • brand loyalty, networking, community building
Choose 3 to start: • Blog • Facebook • Twitter • Also: YouTube, Instagram, Pinterest
Primary social channels
Need to define:
How to measure acquisition?
increase in followers/likes more subscribers reach in new target audiences growth in traffic more leads, hand-raisers
How to measure engagement?
comments ratings reviews questions shares retweets direct messages visits hashtag tracking
Create content for the blog, then feed to Facebook and Twitter from there. Add social sharing buttons so others can share. Use tags and add links to optimize SEO and engagement. Encourage natural inbound links.
ToolKit: Leverage your blog content
Most people who are looking for you online will start with Google. How can you make sure they find you?
SEO
• Use targeted keywords and phrases to increase traffic
• Get the RIGHT visitors to your site • Write powerful SEO-rich headlines • Match the content of your blog to what people will be searching for in Google
Google Adwords is built on keywords, based on data that shows which keywords are popular for each industry and website. Use Keyword Planner to select the best keywords.
ToolKit: Google Keyword Planner
Monitor your brand Monitor competitors brands Monitor key words and phrases
• Organization name • Name of key staff • Program names • Campaign names • Events • Local content
ToolKit: Google Alerts
Use event tracking in GA to assess your online programs. Add code to image, tab, button, graphic, or text link to track. Track THINGS rather than pages. How many people click on your subscribe button? What happens when you move it to another location?
ToolKit: Google Event Tracking
Measures Facebook reach and engagement
ToolKit: Facebook Insights
ToolKit: Facebook Insights
ToolKit: Twitter Metrics/Search
Track twitter activity and reach
ToolKit: Tweetreach
ToolKit: Tweetreach
Insight into your visitors’ behaviour
ToolKit: Google Analytics
ToolKit: Google Analytics
ToolKit: Google Analytics
ToolKit: Google Analytics
