This is the closing general session slides for Brian Geyser's talk on Home Care and Social Media

1. The Game Has Changed
How social media is transforming the way home care
companies are connecting & communicating with customers
and prospects on the web
Brian Geyser, APRN-BC, MSN

6. December 16th, 2010

7. December 16th, 2010

8. Top 5 Sites Visited by People 65+
(November 2009)
1.
2.
3. (In 2008 it was #45)
4.
5.

11. The HC100 Provider Study
Social Media
Adoption

12. Source: socialmediaexaminer.com

13. Source: socialmediaexaminer.com

14. 65%

15. 1/3

16. ave. =765
range = 7 -5,665

17. 22%
Range = 46 - 8,261

18. 20%
Upload Views Range = 410 - 196,145

19. 12

20. 7

21. 6

22. { websites }

23. 2 Big Questions About Your Website
Will people find it?
What will they experience
they get there?

24. Business 2.0 Websites
Boring Engaging
OLD NEW
Static Dynamic
Billboards Gathering places
Monologues Dialogs
Non-interactive Interactive
All about the company All about community
Isolated outposts Connected social hubs

29. Give them what they want/need

30. Deeper Questions About Your Site
For visitors, does it... For you, does it...
help them solve their problems? help you build strong, lasting
provide them with the information relationships with customers &
they need? prospects?
educate with relevant, allow you to learn from your
informative content? customers, and thereby
help them experience your improve?
organization & interact with people foster a sense of community?
who work there? reflect the passion, commitment,
show them that you are a trusted & dedication of your staff?
resource? showcase your company's
help them connect with each unique personality?
other? set you apart from competitors &
engage them and help them demonstrate that you are the
make decisions? right choice?

31. IS YOUR BRAND
?

32. Key Questions
If people can leave comments, share ideas, and interact on company
websites but they can't do it on yours, what does that say?
If family, referral sources, and patients can freely post content to a
competitor's Facebook Page but they can't on yours, what does that say?
If your competitors are demonstrating their expertise by posting videos,
articles, helpful tips and you are not, what does that say?
If family members are posting testimonials on a competitors Facebook
Page but you don't even have a Facebook Page, what does that say?

33. It's not about being a better marketer
It's about being a better communicator

34. It's not about targeting customers
It's about joining them

35. It's about creating community
AROUND your brand

37. Social Media Strategy
1. Clearly identify your objectives
2. Take a good look at your current website
3. Scope out your competitors
4. Put together a social media team
5. Choose your tools
6. Establish guidelines and policies
7. Decide how to measure your efforts

38. Key Questions (before you start)
What are our business objectives?
How will social help us achieve those
objectives?
Who are we trying to reach, how can
we help them, and where do they
hang out?
How much time can we devote to
social each day/week/month?
What are the demands of going
social?
How will social integrate with the
stuff we do every day?

39. { team }

40. Executives
Communications Marketing
Activities
Clinical
Residents/Families
Interns
Consultants

41. 5
12 million monthly site visits
1 million Twitter followers
1.3 million Facebook fans
29 thousand reviewers on travel guide site

42. { tools }

43. 7 Best Tools for Health Care
1. Facebook
2. Blog
3. YouTube
4. Twitter
5. Online Community
6. Linkedin
7. Email marketing

47. 8
Success Criteria for
Facebook Page
Marketing
1 Set community expectations
2 Provide cohesive branding
3 Be up to date
4 Live authenticity
5 Participate in dialog
6 Enable peer-to-peer interactions
7 Foster advocacy
8 Solicit a call-to-action

48. Blogs

54. Community Sites

56. Email Marketing

58. { ROI }

59. Link

60. { ROI }
Facebook Page drives 500-1,500 visits to website per month
2617 fans on Facebook who frequently interact and provide free
marketing for the company in the form of testimonials, positive
comments and the like
Significant lead capture - Prospective customers and employees
frequently engage on the FB and are directed to company
website for lead nurture

61. Link

62. { ROI }
Top listing on Google searches in their markets
2500 monthly visitors to their Facebook page (number grows
every month)
For the six-month period of Oct, 2009 to April, 2010:
70% of referral inquiries due to online sources
(up from 45% a year ago)
57% of move-ins originated as online referral inquiries (up
from 35% a year ago)

63. Link

64. { ROI }
In six months:
Increased reach 4x to over 500 contacts per month
Social media referrals quadrupled
Website traffic up 20%

65. Link

66. { ROI }
In five months:
16K page views; 77% were new visitors
Mother's Day contest = 700% spike in traffic
One lead converted to a $5K/mo. client

67. 2011 Trends

68. Trends
Companies will become publishers - producing content
designed to entertain, inform, educate, and inspire
Self-serving online marketing tactics will diminish as people
catch on to tricks and gimmicks
Websites will be updated to reflect new and emerging
technologies
Social integration in websites will become more mainstream
Video will be everywhere
Social networks will become more specialized
Shift from social media marketing to The Social Business

69. Brian Geyser
web: carenetworks.com
email: brian.geyser@carenetworks.com
twitter.com/bgeyser
facebook.com/carenetworks
phone: 203.915.0524

70. {outtakes}

72. For Business...
"Social media is a critical part of a
larger, more complete sales, service,
communications, and marketing strategy
that reflects and adapts to markets and
the people who define them."
Brian Solis
New media analyst, author

73. "Social media is both distribution
channels and rivers of knowledge,
education, and experience...A never
ending fountain of lessons and
insight"
Brian Solis
New media analyst, author

75. What can
Social
DO
for Us?

76. What Can Social
Do For Us?
Marketing/brand awareness
Lead generation
Public relations
Loyalty building
Communications
Customer support
Recruitment
Networking

77. WHAT SOCIAL MEDIA
IS NOT

78. What's changed?
More people online
More surface area
More touch points
More opportunity
Need to seize opportunity, deliver brand promise consistently and
coherently across all touch points, and mitigate risk

79. Benefits vs. Risk
Lower cost of doing Irrelevance
business Poor search
Better access to rankings
knowledge Inability to stay
Increased marketing current
effectiveness Poor customer
Insights for perception
improving service Loss of business to
offerings competitors
Higher revenues

80. What are companies
anxious about?
1. Loss of control
2. Privacy & confidentiality
3. Potential for bad comments
4. Budget constraints
5. Employee productivity

82. What else?
Increase website traffic
Boost natural search rankings
Help monitor competitors
Optimize customer service
Establish company as a leader

84. Social Media Resources
http://carenetworks.com/blog - The CareNetworks Blog
covering social media and online community for senior
living, LTC, and home care
http://facebook.com/carenetworks - The CareNetworks
Facebook Community with tips, tricks, and advice about
how to leverage social media for your senior living company
http://blog.hubspot.com - The popular internet marketing
blog from the Inbound Marketing experts at Hubspot
http://www.marketingprofs.com - A comprehensive online
marketing resource with how-to articles and webinars
http://mashable.com/social-media - The online social
media guide