using social media to understand what your customers want ... · using social media to understand...
TRANSCRIPT
Using Social Media to Understand What Your Customers Want, Need and Expect
– Right Now Caring.com Digital Marketing Academy
June 22, 2017
Welcome
This presentation will be available within a few business days.
This is a one-way webcast. Please ask questions using the tool at the
right side of your screen.
Caring.com: The #1 Senior Care Resource
Part of Bankrate’s powerful network of websites
#1 for Senior Care Reviews
3 million monthly visitors
78,000 local listings
150,000 consumer reviews
3,000+ original articles
Dozens of online support groups
Featured Expert: Jason Falls
• Digital strategist, conversation analyst, and social media thought leader – Early adopter; 20 years of experience
• Co-founded Conversation Research Institute in 2016 – Mines consumer conversations in social
media for market insights – Report: “From Independent Living to
Nursing Homes: Understanding the Buyer Journey for Senior Care”
• SMASH 2017 Presenter
JASON FALLS Co-Founder/CEO
Conversation Research Institute
Interviewer: Denise Graab
DENISE GRAAB Director of Industry Marketing
Caring.com
• Joined Caring in Sep. 2010 – 20 years in communications
• Extensive social experience – Focus for 10 years – 2010-2015: Rapidly grew and
managed Caring’s social audience and engagement
– Specializes in consumer reviews and online community management
• Has processed 1000s of user-generated content for senior care
Agenda
• Defining “Social Media” and “Conversation Research”– What it is, how to do it
• Insights from Conversation Research Institute Study in Senior Care
• Q & A with Webinar Audience
• Key Takeaways & Next Event
What is “Conversation Research”?
How is the research and analysis done?
Which types of social media should be studied?
8
TRADITIONAL • Structured • Directed Feedback • Subject Bias • Time Consuming • Costly
• Unstructured • Unsolicited Feedback • Without bias • Real- to Near-Real-Time • Cost efficient
9
Product Experience Messaging
research is used for …
10
our approach
Tell us about the study you did for senior care.
What did you learn when you applied the conversation research methodology to our
industry?
12
• Learn the industry terminology • Industry executive focus group • Recent purchaser focus group • Data collection by facility type • Disambiguated to include only VOC • Methodical rating, scoring and coding (Human) • Analysis for insights
report methodology
13
All publicly available user-generated content … • Blogs • Comments sections (blogs and news sites) • Twitter • Facebook* • Instagram and photo sites • YouTube and video sites • Forums and message boards • Online review sites
where did we look?
14 Conversations by Type of Facility (Consumer Language)
15 Mapping the Buyer Journey
16 Mapping the Buyer Journey
• Majority found in selection
phase
• Almost equal amount in
realization and enrollment
• Decision to Enroll and
Enrolled Self categorized
in Enrollment
17 Nursing Home (Consumer Language) Breakdown
18 Nursing Home (Consumer Language) Negative Conversation Topics
19 Nursing Homes: Negative Family Experience Expounded
20 Nursing Home Positive Conversation Topics
21 Nursing Homes:Positive Family Experience Expounded
22 Customer Inquiry Topics
23 Ethnicity Disparity
24
What are your recommendations to senior care organizations based on what you learned?
25
get the report!
bit.ly/seniorcarebuy
Code: CARING
Exclusive 50% off
Discount for Caring.com Network
Q&A
Key Takeaways
Conversation research should be part of your
marketing toolkit – whether done in-house or via
consultant.
Using conversation insights can
improve effectiveness of
sales and marketing.
Senior care consumers are
having conversations online that are
rich with insights for your
business.
Conversation research can surface consumer marketing opportunities – and with insights applied: help you better attract and convert prospects.
SMASH 2017 – SPECIAL OFFER
This Executive Sales & Marketing Summit focuses on omni-channel strategies and tactics to achieve greater census and occupancy success.
$400OffRegistra/on:UseCode
“CARING400”
Senior Care Marketing & Sales Summit
October 2-4, 2017
Loews Chicago O’Hare
www.seniorcaremarke-ngsummit.com
Building Better Mousetraps: How Content Inspires Your Website Visitors to ActThursday, July 27, 2017
11:00 AM Pacific / 2:00 PM Eastern
Digital Marketing Academy - Upcoming Webcast
Thank You!
We Welcome Your Feedback and Suggestions
More Resources on Our Industry Blog:
http://partners.caring.com
@CaringInsights(650) 762-8190 company/caring-com