NZ Digital Download - 2 April 2011

1. ‘Digital Download’ Saturday, 2nd April 2011

2. What will be covered today? Digital Download

3. Who is WiTH Collective? Dominique Hind http://dominiquehind.wordpress.com

4. Before we start

5. Digital Usage Quiz 1.  How many people have already checked their email this morning? 2. How many people have a personal facebook page? Business facebook page? 3.  How many people have already Googled today?

6. Digital Quiz 1.  How many hours did it take Charlie Sheen to get 1,000,000 followers on twitter? 25hrs & 17mins 2. How many searches do New Zealanders perform monthly? ~220,000,000 3.  How many New Zealanders are on facebook? 1,846,020 (average age = 18 = 24yrs: 25.3%)

7. Why are you here? •  Get general tips on setting up a site •  Get more out of your current site •  Understand more about your audience •  Learn more about digital !

8. Why are you here? Become Trigger search for Further Top 5 % Top 5 % Top 5 % aware more information information Word of mouth / Word of mouth / Doctor / general 1 recommendation 50 1 recommendation 36 1 45 practitioner from friend from friend Doctor / general Doctor / general 2 34 2 27 2 Online articles 43 practitioner practitioner Gastric Band Gastric Band 3 Online articles 16 3 13 3 37 information session brochure / booklet Gastric Band 4 Television program 14 4 Online articles 12 4 36 information session Gastric Band 5 14 5 Television program 8 5 Online forums 22 information session NETT ONLINE 21 19 59 Source: LAP-BAND® Post Operative Patient Research, 2010 - 2011

9. Why are you here? Become Trigger search for Further al is he Top 5 % Top 5 % Top 5 % aware more information information Word of mouth / igit of mouthl/l t D Word t a tan hou36 1 Doctor / general 1 recommendation 50 1 recommendation rfrom friend g t practitioner 45 i34 po throu from friend m ay practitionerential27 –2 Doctor / general Doctor / general 2 2 Online articles 43 practitioner w pot rney 3 3 Online articles 16 t3 e h informationou 13 Gastric Band j session nt Gastric Band brochure / booklet 37 nts atie articles rem12 4 e Gastric Band p equi ent 4 Television program 14 4 Online 36 information session r heTelevision program 8 5 5 Gastric Band information session 14 t5 & c gesont Online forums 22 NETT ONLINE 21 chan 19 59 Source: LAP-BAND® Post Operative Patient Research, 2010 - 2011

10. What is today about? 2. What you 3. How you 1. Why digital need to know can enhance marketing? about digital? your clinic? 20 mins 30 mins 30 mins Questions welcomed throughout, but we also have some time at the end

11. 1. Why digital marketing? 2. What you 3. How you 1. Why digital need to know can enhance marketing? about digital? your clinic?

12. Why digital marketing? 1970 1990 2010 Newspapers Newspapers Newspapers Podcasts Broadcast TV Broadcast TV Magazines Download Movies Magazines Magazines Broadcast TV PC Video Games Broadcast Radio Broadcast Radio Cable TV Blogs Eight Track Cassette Tapes Radio Online Video Walkman CD Player Mobile Video VCR Personal Computer MMORP Games Cable TV Satellite Television Instant Messaging Personal Computer Internet Tivo Console Video Games DVD Players Slingbox PC Video Games Satellite Radio iPod MP3 Players Mobile Internet SMS Console Video Games Email Mobile Games Mobile Phone Social Networks

13. New Zealand Media Consumption TV: 22hrs/wk Radio: 17hrs/wk Newspaper: 3hrs/wk Internet: 12hrs/wk Magazine: 2hr/wk Source: Roy Morgan NZ Media Trends, all people 14+ in NZ, April 2010.

14. New Zealander’s online in 2009 & 2010 INTERNET ACCESS INTERNET USAGE Rural & smaller towns are Around 1.3million getting better connected subscribers with broadband IMPORTANCE 2/3 of Internet users rate it as important to everyday life USAGE MOBILE Email dominates the online People are checking the internet communications. Social media from their phones. Grown a lot in high with younger people. 12mths. Source: NZ Internet Trends – World Internet Project Comparison Report 2007 - 2009 14

15. New Zealander’s online in 2009 & 2010 INTERNET ACCESS INTERNET USAGE Rural & smaller towns are T HIS Around 1.3million Y IS NT? subscribers with getting better connectedH W VA R ELE ding broadband e spen rs ar nline, ons ume o n C e t ime i me o mor y downt ssing IMPORTANCE l e ﬁcal rks, acc 2/3 of iInternet users rate it as spec etwoeverydaybile. important to a ln r mo life soci a thei is just it vi line in the le on eing USAGE ng visib t as b MOBILE 90s. the internet Bei ortan Peopletare checking Email dominates the online in h e p s im w Pages their phones. Grown a lot in communications. Social media a from high with younger people. Yell o 12mths. Source: NZ Internet Trends – World Internet Project Comparison Report 2007 - 2009 15

16. Kids are growing up online •  The top five online chores for 8-14 year olds: 1.  38% share pictures & emails with relatives 2.  38% get movie listings 3.  36% invitations & party planning stuff 4.  36% plan vacations/travel 5.  35% get driving directions •  14% helped their parents prepare their income tax return

17. Kids are growing up online •  The top five online chores for 8-14 year olds: S THI 1.  38% share pictures & emails with relatives 2.  38% get movieH Y IS NT? W listingsA LEV RE party planningor nt f stuff 3.  36% invitations & p orta g eally im ketin 4.  36% plan vacations/travel R all mar rward. ng fo xpect 5.  35% get driving directions i mov will e n e. T hey ing onli eve ryth •  14% helped their parents prepare their income tax return

18. What is digital? Content Blogs Online Websites advertising Mobile marketing Email marketing Online PR Search Engine Viral Strategy Social Networks Application

19. Jargon time out Questions Thoughts

20. 2. What you need to know about digital? 2. What you 3. How you 1. Why digital need to know can enhance marketing? about digital? your clinic?

21. What we are going to cover Content Blogs Online Websites advertising Mobile marketing Email marketing Online PR Search Engine Viral Strategy Social Networks Application

22. Why a website is important?

23. Why a website is important? Patient Journey Attract Engage Transact Retain Grow Website present throughout the whole journey

24. What is a website? •  A website is a collection of related web pages containing images, video or digital assets.

25. What do most websites have in common? •  There are 5 things: 1.  Clear purpose 2.  Content is the hero 3.  User engagement 4.  Function & fun 5.  Constantly refreshed

26. 1. Clear purpose et he De ﬁn e rp os pu > H Y? <W

30. 2. Content is the hero Words Pictures Info Content = (website, blogs & + (video & images) + (map & price) articles) There are byproducts to every piece of communication you create or procedure you do. You need to leverage everything.

31. Content continues to grow

38. What content is important? •  From all of the Australian audits & website refreshes, there are 5 critical pieces of content: 1.  About the surgeon 2.  Costs 3.  Testimonials 4.  Support team 5.  After patient support network

40. 3. User engagement •  By getting the user involved or engaged with the site, helps to increase their desire to find out more. –  BMI calculators –  Enquiry forms –  Am I a candidate? –  Polls –  Comments •  Anything that asks for input starts the conversation.

42. U ser me nt age me eng s so co ver ts of en lem on & e cti fun n fu

43. 5. Constantly refreshing •  Most companies think the hard part is over when the website is launched, but it is only the beginning. •  A website must be treated like a living thing & constantly nurtured & maintained. •  Potential patients education & interest levels are constantly changing & if you want to capture it, you will keep your site fresh.

44. 5. Constantly refreshing •  Most companies think the hard part is over when the website is launched, but it is only the beginning. as n wlike ae thing & he •  A website must be treated W & maintained. living constantly nurtured ast tim th l ed eeducationatinterest levels are •  Potential patients d& uifp want to capture it, you fresh.ite? constantly changing & you you will keep your site r s yo u

45. 5. Constantly refreshing •  Website updates don’t have to be hard. •  Your patients are your content, whether in the form of images, copy or video. –  Make sure you ask them if you can feature them or at least some of them on the site •  After the surgeon & cost, this is the third most visited section of most Clinic sites.

47. 5. Constantly refreshing Patient Content about testimonials Obesity Surgery FAQs Clinic information (coming from the (education clinic) sessions)

48. What do most websites have in common? •  There are 5 things: 1.  Clear purpose 2.  Content is the hero 3.  User engagement 4.  Function & fun 5.  Constantly refreshed

49. Why search is important?

50. Why search is important? Patient Journey Attract Engage Transact Retain Grow Obesity surgery Lap-band surgery costs Lap-band Surgeon Wellington Safe food for lap-band Sharing the lap-band journey

51. What is search? If you (or your client) are not the answer, If you aren’t present, one of your competitors or another clinic will be.

52. All segments search on generic terms It doesn’t matter what the age, gender of socioeconomic profile of consumers, they all search on generic terms & keywords (eg obesity surgery, weight loss)

53. What is search? !"#$%& 7 '#()*+'',-. 8 /#01$#234$5#6(% -'',*7*9#:*9"$*%2(%; OR 7 !<= 8 !<4 !"#$%&*<65(6"*=#$;">65 !"#$%&*<65(6"*49>?(@#>A6

54. ‘obesity surgery wellington’ search results SEO or natural placements outlined in green: centre

55. ‘obesity surgery wellington’ search results SEM or paid placements outlined in green: top & right

56. ‘obesity surgery perth’ search results Google Places – Clinics are detailed & claimed

57. Google Places

59. How do you know who is searching what?

60. How do you know who is searching what?

61. The most important element of search ys on Al wa - da ys 3 65 r ay ea

62. Google is the remote to the Internet •  Over 75% of all people start their Internet experience with search •  67% of all search traffic is driven by offline or above the line advertising –  Consumers want to find out more. •  In New Zealand, there are around 220,000,000 searches every month. Source: comScore, 22 January 2010: http://www.comscore.com/Press_Events/Press_Releases/2010/1/ Global_Search_Market_Grows_46_Percent_in_2009

63. Why is search important to you? If you aren’t in the search results, someone else will be (competitors or alternative solution). Search gives an insight into consumers: thoughts, feelings, desires & what they want to know more about. Provides the ability to tailor the information to acquisition or retention messages.

64. Why emails are important?

65. What are the different types of emails? Warm emails/newsletters: Functional emails: -  Past patients -  Reminders -  Research -  Quick updates -  Latest news -  Things to remeber -  Considerations -  Surgeon findings

66. Enhancing the patients experience •  At every stage throughout the patient life cycle, there will be different information patients are interested in. Potential New First Second Third patient patient adjustment adjustment adjustment Why lap-band? What to expect? What to expect? What to expect? What to expect? Others Others Others What to feel? experience experience experience Surgeon & Clinic What to eat?

67. WHY IS THIS RELEVANT? The more targeted & relevant your communications are to your patients, the higher the engagement rate will be.

68. ‘my healthy living’ provides content & guidance throughout the journey

69. Data is the key to any eCRM Accurate Good data = data Phone call Check at Extend the Family Patient visit Reminders every touch + amount known Referrals Goals

70. What about patients privacy? •  Old data •  New data –  Difficult, but can be fixed –  CAPTURE: ensure that the –  CONFIRM: At every point preferences are captured they check in (phone, email, up front visit), confirm they are happy to receive ongoing –  UPDATE: change your form communications to allow for this now –  UPDATE: the database to ensure preferences are collected

71. Why is eCRM important to you? Email is a great conversation starter or reminder for lapsed patients & is cost effective. Good alternative to picking up the phone or clinic visits

72. Why is eCRM important to you? ba se Email is a great conversation starter or reminder for lapsed D ata ing patients & is cost effective. rk et Ma inar W ebup the phone or clinic visits Good alternative to picking mi ng co s oo n

73. Why social networks are important?

74. What is social marketing? Social = CRM + PR + Value (dialogue) (push) (exclusive) Basic social

75. What things make up social marketing?

76. The most important element of social ou are If y g to g oin ou t, y tar to s ne ed inu e co nt

79. Why is social important to you? Great for retention & nurturing existing client relationships. Cost effective BUT there must be an audience you are talking to. You have an audience, you just need to encourage them to be part of the conversation (all patients).

80. What we have covered Content Blogs Online Websites advertising Mobile marketing Email marketing Online PR Search Engine Viral Strategy Social Networks Application

81. SUMMARY: Why is digital marketing important? •  New Zealander’s are spending more time online –  12hrs per week •  Online health & health information is a mature market on the consumer side. •  New Zealander’s are finding information globally not just from local sites. •  Consumers want information & choice. They are already online & looking for information. •  An always on or constant presence is needed, whether it is through search or social.

83. 3. How you can enhance your clinic? 2. What you 3. How you 1. Why digital need to know can enhance marketing? about digital? your clinic?

84. What are the key next steps? Action Plan 90 days 30 days 60 days Learn & big Quick fixes Medium fixes fixes

85. What key elements to focus on? Element Comments 1. Structure Information architecture (sitemap) for the website Reviewing content sections, linking between sections, global footer & quick links. 2. Content Copy/text, images, videos, maps, articles, blogs & social network information contained within the website 3. Design User & search friendly design (flash vs HTML elements) Use of imagery & Call to Action (CTAs) 4. Site statistics Website analytics looking at: page views, most popular pages, exit points, average pages/visit, time on site, bounce rate, new visitors. 5. Search results Reviewing surgery & related terms search results pages across images, video, blogs & maps

86. How to demonstrate this? •  The only way to demonstrate this is via a live case study. •  Our case study is Craig Taylor in Sydney, Australia. •  He does a great job online, but there are a few things he could tweak to make it even better.

87. Home page OClinic Case Study Life page

88. 1. Structure - sitemap Home page Obesity Explained Surgery Care Team Downloads Life News Seminars Payment Products Questions Contact

89. 2. Content – images & text Obesity explained page Life page

90. 2. Content – time stamped News page

91. 2. Content – Map integration Contact

92. 2. Content – image naming convention

93. 3. Design – look & feel Home page

94. 4. Site stats

95. 5. Search Results - everything

96. 5. Search Results - maps

97. 5. Search Results - images THOUGHTS Only a few images appear when you search for images mainly due to the naming convention of the images. Perfect opportunity to own the before & after images.

98. 5. Search Results - videos THOUGHTS When searching for ‘oclinic’ and ‘oclinic sydney’, the OClinic YouTube channel appears.

99. What is the Action Plan? Short term updates Medium term updates Longer term updates (30 days) (60 days) (90 days) •  Google map •  Add patient •  Add video to the integration testimonials website (Craig Taylor •  Image naming •  Refresh all content on introduction) conventions the website (copy, •  Add more patient •  Dated news images) testimonials •  Patient testimonials •  Team & the clinic •  Add a fat footer to the on website & Google services copy website Places •  Restructure the •  Start to incorporate a •  Remove ‘Products’ content, adding sub- eCRM •  Remove ‘Your Practice pages Online’ •  Animated header on home page •  Add CTA’s on every page (buttons or links)

101. What are the key next steps? Action Plan 90 days 30 days 60 days Learn & big Quick fixes Medium fixes fixes

102. What are your actions – next 30 days? Element Comments Actions 1. Structure •  SITE MAP: Review current site map – clinic, costs, patient •  Review, collect testimonials, support testimonials & update •  LENGTH: Review page length 2. Content •  COPY: Review content – is it different to other clinics? Do you •  Review, collect images & have patient testimonials on the site? other content & update •  IMAGES: Review images/videos/articles/news – are they named correctly? Do you need more? 3. Design •  LAYOUT: Is the surgeon clearly introduced? Is the team? •  Review, define what •  CTA: Does your home page include a clear CTA (button or needs to be changed & phone number)? Do the other pages have a CTA? update 4. Site •  REVIEW: have you got Google Analytics on your website? •  Review what is working & statistics What pages are the most popular? What keywords are what isn’t then update driving people to the site? How long are they spending on the content site? 5. Search •  SEARCH: Do competitive searches to see where your clinic •  Set up Google places results is appearing & what else is there – other clinics? page •  GOOGLE PLACES: Set up a Google places page (www.google.com/places)

107. What are your actions – next 60 days? Element Comments Actions 1. Structure •  ADD PAGES: Based on site stats (keywords), are there any •  Review, collect content & additional pages to be added about specific content? testimonials then update •  TESIMONIALS: Add additional patient testimonials 2. Content •  COPY: Review content – what pages don’t have a high time •  Review, collect images, on page? Should the content be updated? video & other content •  VIDEO: Look to get video on the website (surgeon, intro to then update the clinic, patients) •  IMAGES: Add additional images (before & after photos) 3. Design •  ANIMATED BANNER: Add an animated banner to the home •  Review, create & update page that will allow promoting multiple messages? •  FAT FOOTER: Add a fat footer to your site to encourage users to view other pages & for SEO? 4. Site •  REVIEW: Look at any changes from the past month (visitors, •  Review what is working & statistics keywords, time on site, bounce rate), can anything be what isn’t then update updated based on the stats (copy, pages) content 5. Search •  SEARCH: Do competitive searches to see where your clinic •  Review & update Google results is appearing & what else is there – other clinics? How has it places page changed? •  GOOGLE PLACES: Update with new clinic images (patient images), encourage reviews & monitor

112. What are your actions – next 90 days? Element Comments Actions 1. Structure •  ADD PAGES: Based on site stats (keywords), are there any •  Review, collect content & additional pages to be added about specific content? testimonials then update •  TESIMONIALS: Add additional patient testimonials (inc videos) 2. Content •  COPY: Review content – what pages don’t have a high time •  Review, collect images, on page? Should the content be updated? video & other content •  VIDEO: Look to get video on the website (surgeon, intro to then update the clinic, patients) •  IMAGES: Add additional images (before & after photos) 3. Design •  NAVIGATION: Look at refreshing the navigation – if it is left •  Review, create & update hand nav, look to move it to the top of the page (horizontal). •  CTAs: Update the CTAs on each page to see if they are working. 4. Site •  REVIEW: Look at any changes from the past month (visitors, •  Review what is working & statistics keywords, time on site, bounce rate), can anything be what isn’t then update updated based on the stats (copy, pages) content 5. Search •  SEARCH: Do competitive searches to see where your clinic •  Review & update Google results is appearing & what else is there – other clinics? How has it places page changed? •  GOOGLE PLACES: Update with new clinic images (patient images), encourage reviews & monitor – continue this process on a monthly basis

117. Key take outs to enhance your site Implement Review Continuous process Plan

118. Key take out from the Marketing Action Plan 1.  Marketing is a continuous activity. 2.  You can’t set & forget it. 3.  It needs constant nurturing & refinement. 4.  Perfect vehicle to encourage ongoing patient management & enhance their clinic experience.

119. What are your next steps? READ the REVIEW what PLAN what Reference you are doing else you can Guide online do (emailed next week) (chunk it down)

121. Thank you Want to talk more? Drop me a line: Dominique Hind e: dominique@withcollective.com m: +61 403 300 015

NZ Digital Download - 2 April 2011

Recomendados

Recomendados

Más contenido relacionado

Destacado

Destacado (7)

Más de Dominique Hind

Más de Dominique Hind (14)

Último

Último (20)

NZ Digital Download - 2 April 2011