ESCRS 2012 A beginner's guide to Google and social media
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Transcript of ESCRS 2012 A beginner's guide to Google and social media
Google & Social MediaA beginner’s guide to
1Wednesday, September 12, 2012
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London
4Wednesday, September 12, 2012
bbrrrr......
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Vancouver
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I think he’s salivating!
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0 25 50 75 112
Number of Slides
Pain
OKSevere
Chance ofTrauma
16Wednesday, September 12, 2012
Why do I have to know this stuff?
17Wednesday, September 12, 2012
Google is the new yellow
pages!!!
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57% of internet users search the web every
day
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46% of daily searches are for info on
products and services
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70% of Brits make use of the internet to
search for advice on health, medicines and medical conditions
21Wednesday, September 12, 2012
70% of search engine users click on organic
listings (non-paid)
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60% of all organic clicks go to the top 3 organic search results
23Wednesday, September 12, 2012
75% of users never scroll past the first
page of search results
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Internet users spend 3x more minutes on blogs and social media than on
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Nearly 2/3 of internet users regularly use a
social network
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Social media is practiced by 72% of
33-44 year olds, 60% of 45-54 year olds, 52% of 44-64 year olds and 31% of those 65 or older
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39% of people are most influenced by online
friends
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26% of people are most influenced by bloggers
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63% of companies using social media say it has
increased their marketing effectiveness
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70% of US local small businesses using
Facebook, 58% using LinkedIn, 40% using
Twitter and 27% using YouTube
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I’m a doctor, not a marketer!!
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FearNot!
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
33Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
34Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
35Wednesday, September 12, 2012
So how does Google work anyways???
36Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
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Organic Search vs. Paid Search
• Organic
• product of a search engine
• not influenced by financial payment
• Paid
• Pay-Per-Click (PPC) to the search engine
• bid for placement system
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How Organic Search Works
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Questions on that...?
(let’s take a few)
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How Paid Search Works
50Wednesday, September 12, 2012
Questions on that...?
(let’s take a few)
51Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
52Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
53Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
54Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
55Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
56Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
57Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
58Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
59Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
60Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
61Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
62Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
63Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
64Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
65Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
66Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
67Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
68Wednesday, September 12, 2012
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500 page views!
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28.8%
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76Wednesday, September 12, 2012
174,694 views!
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78Wednesday, September 12, 2012
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82Wednesday, September 12, 2012
158,777 friends of
fans!
83Wednesday, September 12, 2012
84Wednesday, September 12, 2012
Let’s try a social media
project!
85Wednesday, September 12, 2012
A social media project (experiment)
• The best content answers typical questions:
• “Could my corneal flap become loose after my laser eye surgery?”
• Now, brainstorm 10 questions your audience wants answers to!
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How did we do
it?
95Wednesday, September 12, 2012
How did we do it?
• Brainstormed 186 questions
• Filmed 3 hours of video
• Split into 186 videos
• Posted all on YouTube
• Transcribed every video into a blog post
• Shared every blog post on Facebook and Twitter
• 1 per day x 186 = 37 weeks or 9 months of content
96Wednesday, September 12, 2012
That sounds like a lot of work!!!
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1 week!
98Wednesday, September 12, 2012
Should you bother with social media?
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Advantages
• Syndicate
• Re-share
• More visitors to website
• SEO benefits
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Getting started
1. Determine purpose
2. Speak with target audience
3. Generate consistent valuable content
4. Engage your community
5. Keep accounts active
6. Measure your outcomes
104Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
105Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
106Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
107Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
108Wednesday, September 12, 2012
The LiveseySolar Patient Acquisition Model
Org
anic
Paid
Your Website& Content
Development
ThePhone
TheConsultation
TheAfter Care
TheSurgery
WebsiteDesign
Telephone Sales Training
ConsultationSkills Training
CustomerService
Training
ADAPT
EXPERIMENT
ANALYZE
REPORT
SearchEngine
Marketing
Social Media
Offline ReferralStimulation
HappyPatient
(that refers more patients)
www.liveseysolar.com+44 (0)207 407 4452
People SearchingFor Your Service
People ThatKnow You
Word Of Mouth
109Wednesday, September 12, 2012
110Wednesday, September 12, 2012
Tactic Enquiries Consults Patients Referrals
Search Engine Marketing Yes No No No
Website Design Yes Yes Yes Yes
Telephone Sales Training No Yes Yes Yes
Consultation Skills Training No No Yes Yes
Customer Service Training Yes Yes Yes Yes
Social Media Marketing No No Yes Yes
Offline Referral Stimulation No No No Yes
111Wednesday, September 12, 2012
Thank you!
112Wednesday, September 12, 2012
www.liveseysolar.com/escrs2012
113Wednesday, September 12, 2012