ESCRS 2012 A beginner's guide to Google and social media

A beginner’s guide to

Google & Social Media
Wednesday, September 12, 2012 1

London


bbrrrr......


Vancouver


I think he’s salivating!


Pain

Severe
OK Chance of
Trauma

0 25 50 75 112

Number of Slides

Why do I have to
know this stuff?


Google is the
new yellow
pages!!!


57% of internet users
search the web every
day


46% of daily searches
are for info on
products and services


70% of Brits make use
of the internet to
search for advice on
health, medicines and
medical conditions


70% of search engine
users click on organic
listings (non-paid)


60% of all organic
clicks go to the top 3
organic search results


75% of users never
scroll past the first
page of search results


Internet users spend 3x
more minutes on blogs
and social media than on
email


Nearly 2/3 of internet
users regularly use a
social network


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


39% of people are most
influenced by online
friends


26% of people are most
influenced by bloggers


63% of companies using
social media say it has
increased their
marketing effectiveness


70% of US local small
businesses using
Facebook, 58% using
LinkedIn, 40% using
Twitter and 27% using
YouTube


I’m a doctor, not a
marketer!!


The LiveseySolar Patient Acquisition Model

Word Of Mouth

People Searching People That
For Your Service Know You

Search

Organic
Engine

Paid
Fear
Marketing

EXPERIMENT
Website Your Website
Design
& Content
ANALYZE
Development ADAPT

REPORT
Telephone

Not!
Sales The
Training Phone

The Offline Referral
Consultation Stimulation
Consultation
Skills Training

The Social Media
Customer
Service Surgery
Training

The
After Care

Happy
Patient
(that refers more patients)

www.liveseysolar.com
+44 (0)207 407 4452


Word Of Mouth


Search

Organic
Engine

Paid
Marketing

EXPERIMENT
Design
& Content
ANALYZE
Development ADAPT

REPORT
Telephone
Sales The
Wednesday, September 12, 2012
Phone 34

Word Of Mouth


Search
Organic
Engine
Paid

Marketing


So how does
Google work
anyways???


Organi

EXPERIMENT
bsite
ent
ANALYZE
ment ADAPT

REPORT

e


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


How Organic SearchWorks


Questions on
that...?
(let’s take a few)


How Paid SearchWorks


Questions on
that...?
(let’s take a few)


Word Of Mouth


Search

Organic
Engine
Paid

Marketing



Word Of Mouth


Search

Organic
Engine

Paid
Marketing

EXPERIMENT
Design
& Content
ANALYZE
Development ADAPT

REPORT
Telephone
Sales The
Training Phone

Consultation
Skills Training

The Social Media
Customer
Service Surgery
Training

The
After Care

Happy
Patient

+44 (0)207 407 4452

Search

Organi
Engine

Paid
Marketing

EXPERIMENT
Design
& Content
ANALYZE
Development ADAPT

REPORT
Telephone
Sales The
Training Phone

Consultation
Skills Training

The Social Media
Customer
Service Surgery
Training

The
After Care


Search

Organic
Engine

Paid
Marketing

Design
& Content
Development

Telephone
Sales The
Training Phone


Organi

EXPERIMENT
bsite
ent
ANALYZE
ment ADAPT

REPORT

e


Design
& Content
Development

Telephone
Sales The
Training Phone

The
Consultation Consultation
Skills Training


Organi

EXPERIMENT
bsite
ent
ANALYZE
ment ADAPT

REPORT

e


Telephone
Sales The
Training Phone

The
Consultation Consultation
Skills Training

The
Customer
Service Surgery
Training


Organi

EXPERIMENT
bsite
ent
ANALYZE
ment ADAPT

REPORT

e


& Content
AN
Development ADAPT

REPORT
Telephone
Sales The
Training Phone

Consultation
Skills Training

The Social Media
Customer
Service Surgery
Training

The
After Care

Happy
Patient
Wednesday, September 12, 2012 (that refers more patients) 61

Organi

EXPERIMENT
bsite
ent
ANALYZE
ment ADAPT

REPORT

e


The Social M
mer
ce Surgery
ng

The
After Care

Happy
Patient

om

Organi

EXPERIMENT
bsite
ent
ANALYZE
ment ADAPT

REPORT

e


Search

Organi
Engine

Paid
Marketing

EXPERIMENT
Design
& Content
ANALYZE
Development ADAPT

REPORT
Telephone
Sales The
Training Phone

Consultation
Skills Training

The Social Media
Customer
Service Surgery
Training

The
After Care


Stimulation
Consultation

The Social Media
Surgery

The
After Care

Happy
Patient

REPORT

The
Phone

Stimulation
Consultation

The Social Media
Surgery

The
After Care

Organi

EXPERIMENT
bsite
ent
ANALYZE
ment ADAPT

REPORT

e


500
page views!


28.8%


174,694
views!


158,777
friends of
fans!


Let’s try a
social media
project!


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!


How
did we do
it?


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


That sounds like a
lot of work!!!


1 week!


Should you
bother with
social media?


Advantages

• Syndicate

• Re-share

• More visitors to website

• SEO beneﬁts


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



Word Of Mouth


Search

Organic
Engine

Paid
Marketing

EXPERIMENT
Design
& Content
ANALYZE
Development ADAPT

REPORT
Telephone
Sales The
Training Phone

Consultation
Skills Training

The Social Media
Customer
Service Surgery
Training

The
After Care

Happy
Patient

+44 (0)207 407 4452

Stimulation
Consultation

The Social Media
Surgery

The
After Care

Happy
Patient

EXPERIMENT
EXPERIMENT
Your Website
Your Website
& Content
& Content ANALYZE
ANALYZE
Development
Development ADAPT
ADAPT

REPORT
REPORT

The
The
Phone
Phone

Offline Referral
The Stimulation
Consultation
Consultation
Stimulation

The
The Social Media
Social Media
Surgery
Surgery


EXPERIMENT
Your Website
& Content
ANALYZE
Development ADAPT
Word Of Mouth
REPORT
ple Searching People That
Your Service The Know You
Phone

Organic

Stimulation
Consultation
Paid

The Social Media
Surgery
EXPERIMENT
Your Website
Wednesday, September 12, 2012
& Content 108


Word Of Mouth


Search

Organic
Engine

Paid
Marketing

EXPERIMENT
Design
& Content
ANALYZE
Development ADAPT

REPORT
Telephone
Sales The
Training Phone

Consultation
Skills Training

The Social Media
Customer
Service Surgery
Training

The
After Care

Happy
Patient

+44 (0)207 407 4452

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


Thank you!


www.liveseysolar.com/
escrs2012

ESCRS 2012 A beginner's guide to Google and social media

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