searchial marketing ce lecture seco

ndersearchial marketing

Copyright 2010 - Alan Glazier, OD, FAAO - All Rights Reserved

Disclaimer

• Demandforce Consultant• EyeCarePro Consultant• CooperVision Consultant


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!


"All I want from life is an unfair advantage."


Alan N. Glazier OD, FAAO• NEWENCO ’93• Clinician • Small Businessman - Private Practice


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


In 2005 I Discovered My Young Practice Was Dying


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? . . . .


• 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)


Losing New Patients 2005-2006


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


Sooooooo. . . . .

I Eliminated All Traditional Marketing In Favor of Search Optimization


Graph 2007 – 2008During Implementation


Total Patient Volume BDA Social Media Marketing Implementation


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


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


This is What Everyone Thinks . .

Things aren’t Always What They Seem . . .


The Undeniable Reality Is . .

To Remain Competitive in Your Market You Simply Cannot

Ignore New Media / Social Internet Anymore


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


Not Another TalkThe Precise Reasons Why and How Interacting in New

Media Translates to Dollars for Your Practice


• 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 . . .


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


Lot of Confusing Information on Social Media Out There -

FORGET IT ALL


. . . AND NOW FOR SOMETHING COMPLETELY DIFFERENT


Web 1.0


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


Now . .

“(Building) a Website is Like Building a Hut in the Forest, Covering Your Tracks and

Not Telling Anyone About it…” Anonymous


Web 2.0Interactive – Customer Interaction Layer


Web 3.0Social, Mobile and Location Based

Customers Find You (If You’re Findable!)

Copyright 2010 - Alan Glazier, OD, FAAO - All Rights ReservedRIP SJ

Interactive – Customer Social Layer


You Can Do Almost Anything With Web 3.0/Mobile Technologies


Which “Web” Does Your Business Marketing Exist Within and What Does It Say About Your Business?


Communities of Interest

Where we connect with people


Social Networking

• Is a Strategy - “How” People Connect with Others

• Occurs IN Communities of Interest

No Different Than Any Networking


Key Internet Marketing Strategies

• Grass Roots Social Networking• Search Engine Marketing (SEM)• Search Engine Optimization (SEO)


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


“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



• 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



Reputation Marketing - Opportunity to Promote Your Personal Brand



Reputation Marketing

• Business PR• Industry Thought Leadership• Local Business Leadership• Popularity


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!



• Grass Roots Social Media Communication• Search Engine Paid Marketing (SEM)

- pay per click• Search engine optimization (SEO)

- no cost per click



• Grass Roots Social Media Communication• Search Engine Paid Marketing (SEM)

- pay per click• Search engine optimization (SEO)

- no cost per click-


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


Figuring Out How to Get the Most “PUNCH!” Out of SEO


What Makes Search Engine Companies “Tick”

WHAT THEY WANT WHAT THEY NEED

WHAT THEY GAIN

HOW THEY GET IT


SE Companies in the Business of . .

• Making Money• Making Money• Making Money


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


As Such . .

• You Need to Be as Creative as Possible, Staying One Step Ahead of their Algorithm



Think of a Search

Engine as a Card Catalogue With Hundreds of Billions of Documents

SEARCH ENGINE


New Documents

are Added Every Few Seconds and the

Pile Grows Faster Than the Librarian Can Sort Them

SEARCH ENGINE


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”?


The “Bots”

Short for “Web Robot”

Small Automated Programs/Tasks Periodically Sent Across the Internet by SE Companies

Which Structurally Index Content


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


The “Bots”

Direct, Strong Correlation to How Much the Bots Like Your Content and How Much Revenue

You Generate from New Business


=

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


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.


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”


Keywords and Keyphrases


Keywords and “Key Phrases” Placed on Websites or Blogs

WORDS•Optometrist•Optician•OpticalPHRASES•“Eye Doctor”•“Optometrist Rockville”•“Optometrist Rockville MD or Maryland”


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



(Hyper) Link – Visible Blue Text

• 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


Diversity of Quality Link Sources


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


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.


<ahref="http://youreyesite.com/eye/Main_Page">optometrist-rockville</a>


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”


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?


Advantages/Disadvantage

• Search Manipulation• Caused Search “Spam”• Searches Became Less Specific• Filter Through Junk to Find What You Want


SE Companies HAD to Find a New Way to Deliver Better Results


Web 3.0 Search

Understood The Most Relevant, Most Informative Content Created by Those Knowledgeable . .

•Influencers•Thought Leaders•Authorities•Experts


Identifying These “Experts” Better Than The Next Search Engine Should Bring Up Better Results For

Specific Queries


So Where Are The Experts?



In Communities of Interest!!!!

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-


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”


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)


Your Graph

If One Graph Tells Bots Something About Your Authority/Influence/Expertise

. . . Multiple Graphs Can Tell Bots More About Your Authority/Influence/Expertise


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”


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


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. . . . .


• 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


SOCIAL CAPITAL HAS VALUE TO SE COMPANIES


(Here Comes the Value Proposition)


=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 . . .


. . . And most of it is FREE!!!


Social Media “Rules”

• Participate



• Participate• Follow the Rules



• Participate• Follow the Rules• Pay Attention



• Participate• Follow the Rules• Pay attention• Don’t be a walking billboard



• Participate• Follow the Rules• Pay attention• Don’t be a walking

billboard• Engage



• Participate• Follow the Rules• Pay attention• Don’t be a walking billboard• Engage• Establish Rapport



• Participate• Follow the Rules• Pay Attention• Don’t be a Walking Billboard• Engage• Establish Rapport• Create New Relationships



• 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


Half Way There!


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


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 . .


So Where/How Do I Start?


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


What Exactly IS a blog?


• 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


Advantages of Blogs Over Website

• Free• Easily Updated and Maintained for Free• Blogs are “Searchial”• More Visitors than Websites• > Frequent Updates = > Social Capital


• 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


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


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


How to Blog


YOUR

CONTENT


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 . .


• 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


“Twitter is Medicine for a Blog; Each “tweet” a Pill That Makes the Blog Healthier”

- Dr Alan Glazier


How to Tweet . . .


• 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)


What Not to Tweet


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


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


Twitter

• Proliferation of Links / Amplification of Content Builds Social Capital

• Connections With Which You Interact Builds Social Capital

• Network Influence Builds Social Capital


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


Social Capital• Create Content• Tweets• Likes – The New “Links”• Views• Comments• Bookmarks/Diggs• RecommendationsThese things and more Raise Your Social Capital . . .


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!

"


Key Secret to FB Marketing


Six “C’s” of Facebook Marketing

• Content• Charity• Contests• Connections• Crowdsourcing• Custom Tabs


Content

• Blog Feed• Facebook Questions• Facebook Docs• Facebook Notes• Facebook Deals• Facebook Links


• 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


• 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

YOUR

CONTENT


Remember These Things?


Establishes Presence in Business World• Allows you to Network

with Others• Positioning• Get Found


• 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


• 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


• 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


The New Search:Ask the Experts

• Q &A Sites• Provide More Specific Data• Expert-Driven Information• Challenging the Google/Bing/Yahoo Search

Model


• 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


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


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.


• 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


YOUR

CONTENT


Location Graph


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!!!!


Don’t Forget . . .

• Keywords in With Geographic Cues• Fill Out Profiles With Office Address, City and

Zip


YOUR CONTENT

YOUR CONTENT


Social Influencers

People whom the Consumer Follows on Twitter or Facebook, or Whose Blogs and Product Reviews Appeal to the Consumer.


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.


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


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


Klout

Klout defines influence as the ability to drive people to action.


http://klout.com/about

“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.


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


Social Email Reputation Management and Review Tools


Did You Know . .

EMAIL IS ALREADY CONSIDERED PASSE BY GENERATION Y AND Z


People Are Communicating Via Social Media More and Email Less

In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen


New, Powerful Chimera of Social and Email


Demandforce D3 Platform


Automate Patient Communications

Continuing Care Email & Text Reminders

Custom Newsletters & Promotions

Online Appointment Requests & Confirmations

“Thank You” & “Birthday” Emails


Demandforce Connect for Facebook


Reputation/Brand Monitoring


Dissatisfied Customers . . . The Old Way . . .


The New Way . . .


Raising the Bar

When You’re Not in the Exam Room, When They’re In The Waiting Room, Assume You’re Being Tweeted About


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


How to Get Great Recommendations


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 . . .


How to Ask For Recommendations

• They’ll Trickle In Unless You Are Proactive• Promote Your Participation With Signage

Around Office• Use Widgets


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


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!!!


Your Young Patients Are Yelping!


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.



. . . And the Single MOST Important Place to Be Found Online is . . . (Drumroll Please) . . .

Google Places


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


Yahoo Local


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


Power of Video


Which is the #3 Ranked Search Engine


• Produce Video• Blog Video Links• Share Links on Twitter and Facebook• Market, Educate• Involve Staff


YouTube Efforts


• YouTube Efforts

http://www.youtube.com/watch?v=H3nomqWoPMs

Spying on Your Competitors


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


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


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

Google


• 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


• 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


• 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?


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


So How Do I Juggle All These Tools?


Don’t Dabble – Develop a Goal and Stick to It


How Much Time Does it Take


Get Creative . . .


Think Out of the Box . . .


Don’t Get Trapped


What’s Next – The Future of Social Marketing, SEO and the Internet


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


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


Thank You!

TSO!!!


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