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Disclaimer
• Demandforce Consultant• EyeCarePro Consultant• CooperVision Consultant
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Today . . .
• I Will Clearly Explain the “Why’s” of Using New Media Tools Such as Social Media
• The “How’s”• Allay Fears (Hopefully )• Demos• Ask Away!
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
"All I want from life is an unfair advantage."
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Alan N. Glazier OD, FAAO• NEWENCO ’93• Clinician • Small Businessman - Private Practice
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
I REALLY Don’t Have Time for This Lecture Circuit . . .
• Large, Growing Practice - 1 Doctor, 1 Employee 1995 to 4 doctors, 15 employees in 2009
• Wife and 2 Sons Under 10 Years Old (Wife is over 10)• Many Interests Outside of Optometry and Business
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
In 2005 I Discovered My Young Practice Was Dying
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Shady Grove Eye and Vision Care
I Had to Make a Change
• Traditional Marketing Methods Bearing Less Fruit• Expensive• Let’s Be Honest About Mailers• . . . And Yellow Pages? . . . .
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Doesn’t Work – Typical 2 - 3% Conversion Rate1,2
• More Expensive Than Effective• Myth About Repetition Costs You Money –
Takes 9 Impressions Before Someone Takes ActionOnly 1 in Three Impressions are Successful = Need to Put Yourself in Front of Your Prospect 27 Times (J. Levinson)
• NO ONE USES YELLOW PAGES ANYMORE
1. FlireClick Index2. CoreMetrics Benchmarking
Traditional Marketing (Outbound)
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Where to Look for New Marketing Opportunities?
• 80%+ Search Healthcare Information Online
• 75 of 100 Ins. Pts Went to List Then Looked Online or Vice-Versa• Most Frequent Answer to How Were You Referred to Our Practice Shifted
to “Internet”• Determined the Answer Lay in Being Found As Close to “OnTop” of
Searches as Possible• Evolve My Virtual Presence
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Sooooooo. . . . .
I Eliminated All Traditional Marketing In Favor of Search Optimization
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Graph 2007 – 2008During Implementation
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Total Patient Volume BDA Social Media Marketing Implementation
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
What Happened . . .
• Between 2005-2008 New Patient Volume Declined 21%• Between 2008 and 2009 New Patient Volume
Increased 8%• Between 2008 and 2011 New Patient Volume
Increased 13.72% • All Increases After Eliminating Traditional
marketing
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
There’s A Lot of Advice Out There But . . .
• Reasons Why to Get Involved In New Media Marketing/Social Media Poorly Understood
• Tools Daunting, Intimidating, Even Silly to Some
• Easier to Ignore Than Implement• Implications of Ignoring Include Losing
Competitive Advantage in Your Market
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
This is What Everyone Thinks . .
Things aren’t Always What They Seem . . .
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
The Undeniable Reality Is . .
To Remain Competitive in Your Market You Simply Cannot
Ignore New Media / Social Internet Anymore
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Dying to Thriving Using Searchial Marketing
• People Use Search Engines to Find You and Your Competition!• Listings Closest to the Top of Page 1 Get More Attention• More Attention = More New Business• How One Gets to the Top Without Spending a Fortune Not
Well Understood• Your Actions and Interactions Within the Social Internet
Influence Your Position in Search Engines; Being “Searchial”• Take Away: The Value Proposition
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Not Another TalkThe Precise Reasons Why and How Interacting in New
Media Translates to Dollars for Your Practice
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Everyone In This Room Wants To Grow Their Business
• We Grow Our Business by1. Finding New Business2. Marketing to Existing clients
Methods to Achieve Both Have Changed Drastically in Past Few Years . . .
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
What You’ve Heard About Social Media. . . • Social Media Helps Build Relationships• You Need to Have Proficiency on Facebook and
Twitter if you Want to Do This• Building a Social Network With Lots of Connections
and “Likes” is the Goal• The Value in SM is Providing Enhanced Customer
Service Via Communicating with New Media
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Lot of Confusing Information on Social Media Out There -
FORGET IT ALL
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
. . . AND NOW FOR SOMETHING COMPLETELY DIFFERENT
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
THEN (In Web 1.0 . . . )
36 Million Websites in 2002
• Expertise was Required to Generate Content - $$$$• Ecommerce was a Big Deal - $$$$• Dependency on Pay Per Click Ads - $$$$• “Set it and Forget It” Model
YOU Needed to Find Your Customers
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Now . .
“(Building) a Website is Like Building a Hut in the Forest, Covering Your Tracks and
Not Telling Anyone About it…” Anonymous
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Web 2.0Interactive – Customer Interaction Layer
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Web 3.0Social, Mobile and Location Based
Customers Find You (If You’re Findable!)
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights ReservedRIP SJ
You Can Do Almost Anything With Web 3.0/Mobile Technologies
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Which “Web” Does Your Business Marketing Exist Within and What Does It Say About Your Business?
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Communities of Interest
Where we connect with people
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Networking
• Is a Strategy - “How” People Connect with Others
• Occurs IN Communities of Interest
No Different Than Any Networking
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Key Internet Marketing Strategies
• Grass Roots Social Networking• Search Engine Marketing (SEM)• Search Engine Optimization (SEO)
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Grass Roots Social Networking for Business Strategy
Heard of ROI?
Within Communities of Interest Using Grass Roots Social Marketing You Might Realize
R.O.I.R
RETURN ON INVESTMENT IN RELATIONSHIPSCopyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved
Grass Roots Social Networking for Business Strategy
“While searching for some info on how to light a fireplace I came across a video (on YouTube) which explained how I could do it myself. But at the end of the video my realization was that I really could not do it myself. Had the small business who made the video been in (my area) I would have called them at once
-Shashi Bellamkonda Social Media Guru Network Solutions
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Grass Roots Social Networking for Business Strategy
• Uses “Communities of Interest”• Build it and They Will Come• Staying In Front of People• Getting Established Patients To Return Multiple Times
Annually• Offers /Promotions Drives Revenues• Trickle of New Patients Who Happen Upon Your Conversation• R.O.I.R.• Reputation Marketing
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Reputation Marketing - Opportunity to Promote Your Personal Brand
Grass Roots Social Networking for Business Strategy
Grass Roots Social Networking for Business Strategy
Reputation Marketing
• Business PR• Industry Thought Leadership• Local Business Leadership• Popularity
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Grass Roots Social Networking Challenges
• Time Consuming• Challenging to Benchmark Success• Constant Ongoing Effort to Interact Within
Communities of Interest• The Basis of All The “Facebook” Talk You Here• We’re NOT Going there!
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Key Internet Marketing Strategies
• Grass Roots Social Media Communication• Search Engine Paid Marketing (SEM)
- pay per click• Search engine optimization (SEO)
- no cost per click
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Key Internet Marketing Strategies
• Grass Roots Social Media Communication• Search Engine Paid Marketing (SEM)
- pay per click• Search engine optimization (SEO)
- no cost per click-
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
80% + of People You Want to Attract to Your Practice Are Searching for the Products and
Services You Offer Online
- If You Want to Grow You Must . . .
….Thoroughly Understand Term Search Optimization….Position Higher in Search….Stay Ahead of the Competition in Search
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Figuring Out How to Get the Most “PUNCH!” Out of SEO
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
What Makes Search Engine Companies “Tick”
WHAT THEY WANT WHAT THEY NEED
WHAT THEY GAIN
HOW THEY GET IT
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
SE Companies in the Business of . .
• Making Money• Making Money• Making Money
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
In Order to Do So . . .
• SE Companies Must be Able to Organize (Index) the Best Info
• Get it High on the First Page of Results for Specific Queries
• Algorithms
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
As Such . .
• You Need to Be as Creative as Possible, Staying One Step Ahead of their Algorithm
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Think of a Search
Engine as a Card Catalogue With Hundreds of Billions of Documents
SEARCH ENGINE
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
New Documents
are Added Every Few Seconds and the
Pile Grows Faster Than the Librarian Can Sort Them
SEARCH ENGINE
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
How to Locate
and Present the Best, Most Pertinent
Info for a Given Query Out of Billions of Indexed Related References
CHALLENGE
How Does Google Choose “Who’s on First”?
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
The “Bots”
Short for “Web Robot”
Small Automated Programs/Tasks Periodically Sent Across the Internet by SE Companies
Which Structurally Index Content
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
The “Bots”
Are Your Friends . . .
When They Find Your Content They “Position” it in Searches for Relevant Queries Based on
Keywords, Links and Anchor Text They Find
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
The “Bots”
Direct, Strong Correlation to How Much the Bots Like Your Content and How Much Revenue
You Generate from New Business
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
=
Web 1.0 and 2.0 Search Elevation
Actions “Floated to the Top” of Searches forPlacing Key Search Words in Your Content
• Keywords and Key Phrases• Link Building• Anchor Text / Title Tags
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
What is a Keyword?
• Term You Choose to Input in Search Tool to Find What You Want to Find
• For Your Patients, a Keyword Might be “Optometrist”, “Optical”, “Optician” etc.
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
What is a KeyPhrase?
• Phrase You Choose to Input in Search Tool to Find What You Want to Find
• For Your Potential Patients a Key Phrase Might Be “Eye Exam”, “Macular Degeneration”, “VSP Eye Doctor”
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Keywords and “Key Phrases” Placed on Websites or Blogs
WORDS•Optometrist•Optician•OpticalPHRASES•“Eye Doctor”•“Optometrist Rockville”•“Optometrist Rockville MD or Maryland”
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Web 2.0 Search ElevationLink Building
Content “Floated to the Top” of Searches When People With Similarly Relevant Content Link
to Yours
• Keywords and Key Phrases• Link Building• Anchor Text / Title Tags
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Practice of Getting Other Sites to Link to Your Content
• Each Link a “Vote” Helping “PageRank” Value• Higher “PageRank” Value = Greater SEO• Link “Votes” Do Not Have Equal Weight. Link
from Site with Higher PageRank Has More Value.• Links From a Site on the Same Topic as Your Site
Worth More Than from a Site With Unrelated Topics
What Link Building Is
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Web 2.0 SEO
Actions “Floated to the Top” of Searches Where Desired Keywords Are Placed in Code
Underlying the URL(example URL: http://www.youreyesite.com)
• Keywords and Key Phrases• Links• Anchor Text / Title Tags
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Anchor Text
Visible, Clickable Text in the (Hyper) Link
Usually Gives User Relevant Descriptive or Contextual Info About the Content of the Link's Destination
Words Contained in the Anchor Text Can Determine the Ranking That the Page Will Receive by Search
Engines.
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
<ahref="http://youreyesite.com/eye/Main_Page">optometrist-rockville</a>
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Anchor Text
Anchor Text
• More Sites that “Link” to Your Site With Relevant Anchor Text, = More “Votes”
• On a Site Selling Used Ford Cars With a lot of Links Pointing to it That Use Anchor Text "Used Ford Cars," the Anchor Text is Likely to Help the Page's Rankings For Related Search Terms
• The Bots “See” The Links and Anchor Text, Recognize the Similarities, Assign Your Content “Authority” Elevating it in the Index as Relevant for Searches for “Used Ford Cars”
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Temporal Factors for Links and Anchors
• When Did the Link First Appear? • When Did the Link Disappear? • How Long Has the Link Existed? • Drastic Changes in Rate of Link Acquisition Could Also be a
Significant Negative Sign to Bots – Red Flag. • Do Rapid Changes in Amount of Links Reflect a Link Buying
Campaign Gone Wild? Red Flag Or has the site suddenly become newsworthy?
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Advantages/Disadvantage
• Search Manipulation• Caused Search “Spam”• Searches Became Less Specific• Filter Through Junk to Find What You Want
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
SE Companies HAD to Find a New Way to Deliver Better Results
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Web 3.0 Search
Understood The Most Relevant, Most Informative Content Created by Those Knowledgeable . .
•Influencers•Thought Leaders•Authorities•Experts
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Identifying These “Experts” Better Than The Next Search Engine Should Bring Up Better Results For
Specific Queries
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Web 3.0 Search• Understood Influencers Online Were Those Creating the Best, Most
Informative Content- Bloggers
• Thought Leaders- Those Who Other People Connect to Around a Particular Subject
• Authorities- Those With Active Facebook or Twitter Followers Around Their Particular Area of Expertise
• Experts- People With Multiple Communities of Interest Surrounding Particular Subject Matter-
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
So . . .
• The Search Companies Started “Crediting” People Based Content Surrounding Their Online Brand
• Everyone Here Who Interacts Online is Applied “Labels” Around Their Interests, Subjects they Influence Others On, Their Location etc.
• Each “Label” Referred to as a “Graph”
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Your Graph
Representation of Variety of Factors DescribingYour Online Presence
Social Graph – What You Participate OnInterest Graph – What Subjects You Participate AroundLocation Graph –Where You Are and Where You’ve
BeenInfluence – What Is Your Influence Over Others Online
(How Many People Follow Your Content and Spread It)
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Your Graph
If One Graph Tells Bots Something About Your Authority/Influence/Expertise
. . . Multiple Graphs Can Tell Bots More About Your Authority/Influence/Expertise
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Graph “Layering”
Provides Search Engines Ability to Pull Up Information More Precisely Relevant to Any Query
For an Optometrist With a High Level Graph, Expect to Come Up High in a Search for “Optometrist” but Low in a Search for
“Used Ford Cars” and Vice Versa
Better Specificity = Easier to Navigate Through “Clutter”
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Your Graph Establishes You As. . . .
• An Expert Involved in Creating Content Surrounding Certain Keywords and Keyphrases attaching your graph to those words
• Someone Other People Online Repeatedly Look to for Information on Certain Topics – …..you become a reference
• Someone Who Has Demonstrated Their Expertise via Online Communication Tools i.e. Communities of Interest
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Your Actions are Catalogued, Indexed and Referred to for Queries Specific to the Subject Matter of Your Graph
• Based on What Your “Conversation” Concerns, Your Content is Elevated When There are Queries for Certain Keywords and Key Phrases
• If Your Graph is More Established Than the Practice Down the Road, Well . . . .
• Repeated Conversations on a Given Topic Create a Kind of “Capital” Search Engines Look to Benefit From. . . . .
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Core Concept in Business, Economics Taught in Ivy League MBA Courses
• Advantage Created by a Person's Location in a Structure of Relationships
• Explains How Some People Gain More Success in a Particular Setting Through Their Superior Connections to Other People.
. . . A Social Capital
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
SOCIAL CAPITAL HAS VALUE TO SE COMPANIES
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
=Geographic Searches for the Products and Services You Offer
Result in them Finding Your Business Ahead of Your Competitors
Social Capital Converts to Real Capital for you When . . .
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Media “Rules”
• Participate• Follow the Rules
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Media “Rules”
• Participate• Follow the Rules• Pay Attention
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Media “Rules”
• Participate• Follow the Rules• Pay attention• Don’t be a walking billboard
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Media “Rules”
• Participate• Follow the Rules• Pay attention• Don’t be a walking
billboard• Engage
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Media “Rules”
• Participate• Follow the Rules• Pay attention• Don’t be a walking billboard• Engage• Establish Rapport
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Media “Rules”
• Participate• Follow the Rules• Pay Attention• Don’t be a Walking Billboard• Engage• Establish Rapport• Create New Relationships
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Media “Rules”
• Participate• Follow the Rules• Pay attention• Don’t be a walking billboard• Engage• Establish Rapport• Create new relationships• Get ready to give 5 times before you ask once
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
First Steps:Facebook and Linked In
Join “OnToptics” Group OD’s Discussing and Asking Questions
“ODs on Facebook”Industry Thought Leaders Chiming In
Searchial MarketingSightNation.com Blog
Connect With Me, Observe and AskFbook: Alan GlazierTwitter: @EyeInfo
LinkedIn: Alan Glazier
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
For Success, You Do NOT Have to . . .
• Interact Within All the Communities of Interest I Talk About; It Takes One or Two
• Interact in More Than One if You Choose• Here to Teach You About All the Tools• Dip Your Toes in the Water Slowly and Get
Comfortable . .
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Capital• Create Content• Tweets• Likes• Views• Comments• Bookmarks/Diggs• RecommendationsThese things and more Raise Your Social Capital . . .
Raising Your Profile OnlineCopyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved
Create Online Content and Conversation Around Topic of Choice to Draw an Audience
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Websites > Collection of Posts > Discussion Between ReadersSharing Info and News
• Old News vs New News• Reflects Your Own Unique Perspective• Allows You to Find Your Voice – Be Your Own Times, Post or
Gazette• Linking Blogs Together Creates Communities of Bloggers.• 70M Blogs Since 2003• Get Your Message Out!!!
The News and Who Makes It
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Advantages of Blogs Over Website
• Free• Easily Updated and Maintained for Free• Blogs are “Searchial”• More Visitors than Websites• > Frequent Updates = > Social Capital
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Find Your Passion and Purpose• Pick Your Platform (Wordpress, Tumblr, Posterous)• Push Your Content• Promote• Keep the Content Coming• Create a Schedule and Stick to it (3 - 5 posts per
Week is a Good Place to Start)
How to Set Up Your Blog
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
CONTENT IS KING
By Incorporating Keywords and Key Phrases in Content You Elevate Position in Searches for Those words and Phrases -Keywords have social Capital
Proliferate Links and Earn Links -Links are have Social Capital
Blogs Are Updated More Regularly Than Website-Frequent Updates Have Social CapitalRegularly Updated content has Social Capital
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Glazier’s Rule
You Can Never Create Too Much Content As Long as The Content is More Helpful To Your
Readers Than it Is To You - Authorship has Social Capital
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Socialize Your Content
• PROLIFERATE - Add “Tweet” and “Like” Buttons To Ensure Your Content is Proliferated – Connections Earn Social Capital
• Use YouTube – Consider Video Blogging• Use Facebook Business Pages• LINK Your Blog and Your Homepage• Use Communities of Interest like . .
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Capital• Create Content• Tweets• Likes• Views• Comments• Bookmarks/Diggs• RecommendationsThese things and more Raise Your Social Capital . . .
Raising Your Profile OnlineCopyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved
• VERY Low Threshold to Participating• Answers the Question “What are you
Doing” by Using Short Bite Sized Updates• You Will be Following People, and They
Will Be Following You• When You Update, Everyone is Notified
and Vice Versa• The More People That Follow you,
the More Exposure You Get
Microblogging Site = Blogs with VERY Short Posts
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
“Twitter is Medicine for a Blog; Each “tweet” a Pill That Makes the Blog Healthier”
- Dr Alan Glazier
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Customize profile with own background and colors
• Write a good bio• Include things you are interested in
(if I can’t see what you’re into, I probably won’t follow you)
• Have a link to your personal webpage, blog etc
• Links to blogs make it more likely to attract followers than websites
Twitter (cont)
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Need to be aware of the potential negative side effects of a poortweet, and approach the platform a little differently than a user
with personal interests.
5 Mistakes to Never Make on Twitter
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
1. Don't Forget to Fully Fill Out Your Twitter ProfileProfile is the main factor in determining whether you'll be followed
2. Don't Forget You're Always OnWhat may be just a careless mistweet could turn into business blunder.
3. Don't Tweet and Deletedeleted tweets live on in Google - may cause people to investigate
4. Don't Tweet for Shock Valueflash-in-the-pan gamble that only a few people will ever capitalize on.
5. Don't Abuseavoid associating yourself or your company with spammy practices
5 Mistakes
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Proliferation of Links / Amplification of Content Builds Social Capital
• Connections With Which You Interact Builds Social Capital
• Network Influence Builds Social Capital
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
People Talk on Twitter, and It’s Likely They Are Talking about You
Uses Twitter to Assess Customer Experiences and Feedback
400 Employees on Twitter Spending Time Building Relationships With People
. . . . Many More
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Capital• Create Content• Tweets• Likes – The New “Links”• Views• Comments• Bookmarks/Diggs• RecommendationsThese things and more Raise Your Social Capital . . .
Raising Your Profile OnlineCopyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved
• “Community of Interest” of Over 700M• To Huge For Businesses to Ignore Anymore• Relevancy• Is Now it’s Own Search Engine• Is “Searchial” Within and Without!
"
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Six “C’s” of Facebook Marketing
• Content• Charity• Contests• Connections• Crowdsourcing• Custom Tabs
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Content
• Blog Feed• Facebook Questions• Facebook Docs• Facebook Notes• Facebook Deals• Facebook Links
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Put Together a Killer Profile Page• Add Business Contacts• Promote Your Blog and Website• Advertise Events• Incorporate Links• Connect and Communicate with Colleagues – “Like”
their Pages -Receiving “Likes” in Turn• Raises Your Profile as Someone Engaged in the Eye
Care Conversation Online; Someone of Relevance and Authority
Marketing Tips
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Brand Spankin’ New• Advantage in Ease of Structuring and Isolating
Groups of Relations• Unique Apps Not Found on Facebook
(HangOut)• Power of Google Cloud May Relegate
Facebook and Twitter to Status of AppsCopyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved
Social Capital• Create Content• Tweets• Likes• Views• Comments• Bookmarks/Diggs• RecommendationsThese things and more Raise Your Social Capital . . .
Raising Your Profile OnlineCopyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved
Establishes Presence in Business World• Allows you to Network
with Others• Positioning• Get Found
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• 50,000,000+ Professionals• 500,000+ Senior Executives• Executives from 498 Fortune 500 companies• 65,000 new Professionals every week• Average Household Income: $130,000+• Average Experience Level: 15 yrs
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Who Do You Want to Network With? People Who are Talking About the Same Things You are Talking About
• “Asking” Questions; “Answering” Questions• Answering Creates Value for Your Brand• Don’t Answer a Question & Throw Out a Pitch, Just Answer It!• When You Answer a Question, a Link to Your Profile Appears
Right Beside Your Answers, Bringing You Instant Recognition Whenever Your Answer is Searched and/or Read
“Answers” Functions
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Generate More Business Be Prepared to Work at it. • If You Aren’t Prepared to Work on SM, This is the Site
for You• Provides Options That Will Allow Your Profile to be
Indexed by Search Engines Like Google• Conduct Market Research • Facilitate Introductions• Obtain Greater Visibility• Show Recommendations and Get “Seen” and Indexed
To Market Your Business
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
The New Search:Ask the Experts
• Q &A Sites• Provide More Specific Data• Expert-Driven Information• Challenging the Google/Bing/Yahoo Search
Model
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Capital• Create Content• Tweets• Likes• Views• Comments• Bookmarks/Diggs• RecommendationsThese things and more Raise Your Social Capital . . .
Raising Your Profile OnlineCopyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved
• Over 15B Web Pages• Need Ways to Pluck Out Best Ones,
Save and Reference Later• When Your Content is Saved in a
Particular Context, You Get Pointsas an Expert
Social Bookmarking
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Benefits for Search
• Others Benefit From Your Bookmarks Which Can Benefit You
• Network Within the Greater Network• Indexes New Content Immediately Instead of
Having to Wait for Google• Helps Establish Your Influence Graph, Social
Graph at Same Time
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Stumble Upon• Helps you discover and share great websites. • Delivers high-quality pages matched to personal
preferences.• When you Stumble, you will only see pages that
friends and like-minded stumblers have recommended. This helps you discover great content you probably wouldn’t find using a search engine.
• Rating these sites you like automatically shares them with like-minded people – and helps you discover great sites your friends recommend.
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Instead of Typical Newsites Where Info is Pushed to the Consumer, on Digg Consumers Do Pushing
• Articles With Highest Number of Votes in Shortest Time Get Listed Higher
• Allows You to Vote on Which Articles Are Most Relevant, Valuable and Timely
• Causes MORE Visitors to Find the Site, and Virally Increases Exposure of Article
• VERY “Searchial” – Votes are Great Way to Determine a Particular Piece of Content’s Online Influence, Attributing “Authority” points to the Author
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Location Graph
• Geographic• Used to Enhance User Experience• Easier for People to Find What They Want When It’s
Organized Locally• Easier for You to Be Found• “Check-In’s” on FB and Foursquare• “Places” Sites Like Google Places Important,
Even More So with Google +1Important for Mobile!!!!
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Don’t Forget . . .
• Keywords in With Geographic Cues• Fill Out Profiles With Office Address, City and
Zip
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Influencers
People whom the Consumer Follows on Twitter or Facebook, or Whose Blogs and Product Reviews Appeal to the Consumer.
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Authority on the Internet
• Google and Bing Give Preference to People With Greater Authority to Discuss Specific Areas of Content.
• Social Media “Influencers” Viewed by Search Engines as More Relevant > Content is Given Preference in the Search, Especially for Those Topics They are Prolific in Publishing About.
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Authority on the Internet
• officially stated on December 14, “It [social authority] is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article.”
• They (Google and Bing) admit calculating authority of a user & tying it to quality of information they post.
• They calculate whether a link should carry more weight depending on the person who posts it
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Influence Score
Defined As Quantification of Ones Ability to Drive People to Action
• Cumulative Level of Participation on Various Social• Remember When the Most Valuable Currency on the
Internet was the Domain Name?
The Social Score is Next!Copyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved
Social Ranking Sites
• Competitive Rating Systems• Your Number Will be Compared and Contrasted to
Numbers of Other Participants in the Social Sphere • Will Rank You on Consumer Sites Like Amazon.com• Rank Your Businesses Position in Search Engine
Rankings.• Expose People with High Scores to Perks
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Klout
Klout defines influence as the ability to drive people to action.
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
“Get Klout or You’re Out”
• The first place “Klout” will be important is search engine ranking.
• How many people share the blog you post will count towards your total social score. Links shared by people with higher social scores will count more than links from those with lower scores.
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Perks
• Leverage Influence to Earn Real Rewards Through Klout Perks Program - Klout = Social “Currency”
• Virgin America Gave Free Roundtrip Flights to San Francisco or LA to People with High Klout Scores in a Fall 2010 Campaign
• Other Major Brands Such as Starbucks, Dove Soap, Covergirl, and Fox Have Waged Klout Campaigns
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Email Reputation Management and Review Tools
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Did You Know . .
EMAIL IS ALREADY CONSIDERED PASSE BY GENERATION Y AND Z
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
People Are Communicating Via Social Media More and Email Less
In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
New, Powerful Chimera of Social and Email
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Automate Patient Communications
Continuing Care Email & Text Reminders
Custom Newsletters & Promotions
Online Appointment Requests & Confirmations
“Thank You” & “Birthday” Emails
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Social Capital• Create Content• Tweets• Likes• Views• Comments• Bookmarks/Diggs• Recommendations and ReputationThese things and more Raise Your Social Capital . . .
Raising Your Profile OnlineCopyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved
Dissatisfied Customers . . . The Old Way . . .
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Raising the Bar
When You’re Not in the Exam Room, When They’re In The Waiting Room, Assume You’re Being Tweeted About
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Building a Social Reputation
• Social Rating Sites Have Raised the Bar - • You MUST be Found and With Majority Great
Reviews• An Average or Poor Review is OK• Attend to Your Reviewers Regularly• Use Social Email to Build Social Reputation
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Getting Great Recommendations
• Start Your Effort With As Many Long Time Loyal Customers As You Can Before Asking Newer Patients
• Include Request for Review With Appropriate Link on “Thank You” Note to Those Who Refer New Patients To You
• Don’t Be Afraid to Ask for Recommendations, But Be Careful How You Ask and Who You Ask
• At The End of Exam Plant the Seed – Here’s My Schtick . . .
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
How to Ask For Recommendations
• They’ll Trickle In Unless You Are Proactive• Promote Your Participation With Signage
Around Office• Use Widgets
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
How Great Reviews Help You Get Found
• Paradigm Shift in Workplace Rec’s• Google Places• Review Communities (Yelp)• “Searchial” Elevation• Getting Far Enough In Front Of Your Local
Competitors Early GREAT Long Term Strategy
This Stuff is Not Going Away!!!Copyright 2010 - Alan Glazier, OD, FAAO -
All Rights Reserved
An Average or Poor Review is OK
• Ads Credibility to Your Entire Review Feed• In Some Cases Enables You to Be Aware of a
Problem, Right a Wrong and Save a Patient You Otherwise May Not Have Known About
• Competitive Intelligence for Your Practice
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Attend to All Your Reviews
• Write a Comment of Appreciation for Every Review, Not Just Bad Ones
• Lends Greater Creedence to Your Attempt to Correct a Bad Review
• Let’s People Know You Really Care About Customer Feedback
• Use it as PR• Dilute, Dilute, Dilute!!!
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
http://www.yelp.com/biz/dr-john-xxxx-md-pc-rockville
• ChristineR• Glenn Dale, MD• 9/5/2007 • This man could kill someone one day...
I was THIS close to reporting him to the medical board and thinking about the incident makes my blood boil still.
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
. . . And the Single MOST Important Place to Be Found Online is . . . (Drumroll Please) . . .
Google Places
• WILL and IS Replacing the Phone Book• Free• When Optimized, Guarantees a Spot on First Page of
Google in Your Zip Code at Least• Allows Customers to Find You More Quickly• BIG on Mobile• Great Place to Show Off Online Reviews
YOU WILL MAKE MORE MONEY WITH AN OPTIMIZED PLACES LISTING FOR SURE
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Better Online Reputation = More Relevant in Search
• Why?• Because Search Engine Companies Want to
Continue to Make Money• The “Reputation” Graph is Next!• Better Chance a Page Indexed Higher if it is
Socially Accepted
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• Produce Video• Blog Video Links• Share Links on Twitter and Facebook• Market, Educate• Involve Staff
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
YouTube Efforts
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• YouTube Efforts
Keyword Spy
• Which Profitable Keywords are Your Competitors Using?
• Check How Much Competitors Spend on Adwords
• Find Out Who Links to Them That Doesn’t Link to You
• Real-Time Tracking of Your Own Keywords in Google
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
SpyFu
Reveals Competitors’ Trail of Actions that paid off for them
Exact Ad Copy That Drives Leads
You can have a streamlined, profitable campaign from day one
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
The Mobile Web
• Patients Search for You on the Mobile Web• Be Sure Your Website is Mobile-Ready• Multiple Platforms• Participate – Offers on Yelp, FourSquare and
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• AD NETWORKS DEVELOP AROUND LOCATION-AWARE ADVERTISING.
• ADMOB LEADER• OVER 100 BILLION AD IMPRESSIONS• TARGET ADS BASED ON USER
WHEREABOUTS ACROSS HUNDREDS OFMOBILE APPLICATIONS AND WEBSITES,
• GIVES ADVERTISERS SCALE CURRENTLY MISSING FROM INDIVIDUAL APPS.
. . . . Advertisers Getting in the Game
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• SOCIAL SEARCH RESULTS WILL BE BASED ON ALGORITHMS THAT LOOK AT A USER’S SOCIAL AUTHORITY – HOW MANY CONNECTIONS, HOW POSITIVELY HE/SHE’S VIEWED AND QUALITY OF CONTENT PRODUCING ON SOCIAL WEB.
• WEB AND SOCIAL SEARCH ARE LIKELY TO BECOME ONE AND THE SAME
Social Search – Bringing it All Together
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
• WORK SMARTER, NOT HARDER. • IMPROVE POSITION IN SOCIAL STREAM BY CONNECTING ACCOUNTS.• TURN VISITORS INTO MARKETERS – WOM and KOL’s• ACTIVELY PARTICIPATING REMAINS PARAMOUNT, BUT ONLY SO FAR AS
YOU HAVE HOURS IN THE DAY TO COMMIT.
How Do You Position Your Business For Success in this Strange New World?
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
The “Unfair” Advantage . . .
GETTING AHEAD OF FUTURE TRENDS WITH SIMPLE AND ACCESSIBLE TECHNOLOGY WILL ADD
SIGNIFICANT SCALE TO YOUR MARKETING STRATEGY AND GIVE YOU A COMPETITIVE EDGE AS WE
CONTINUE TO MOVE TOWARD AN EVER MORE SOCIAL WEB
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Don’t Dabble – Develop a Goal and Stick to It
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
What’s Next – The Future of Social Marketing, SEO and the Internet
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
The Cloud
• 3 M’s – Movies, Music, Media• Stream from Anywhere• Watch, Read or Listen• All Your Media on Remote Computer• Personal Entertainment “cloud”• Apple Likely to Lead the Way
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Open Places Database
• Collaborative “Places” Database• Public Will Comment on and Correct Errors• All Placestreaming Technologies Will Pull From
It• It Will Be, In a Sense, Alive and Constantly
Changing as Our World Changes
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
Facebook and Linked In Join “OnToptics” Group
OD’s Discussing and Asking Questions
Searchial MarketingSightNation.com Blog
Connect With Me, Observe and AskFbook: Alan Glazier
Shady Grove Eye and Vision Care PageTwitter: @EyeInfo
LinkedIn: Alan Glazier
Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved
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