Healthcare meets Social Networking 2014 The Good, Bad & Difficult. What s going on in 2014.

Transcription

1 Healthcare meets Social Networking 2014 The Good, Bad & Difficult What s going on in 2014.

2 Pinkman Creative Paul Pinkman, owner of Paul Pinkman Creative Design 20 + years in online media development Focus on information design, web design and development, graphic design, and online learning

3 Our schedule A quick Social Media review 2013 vs Social Search? SEO now! Disrupters Wrap Up 3

4 The Good 4

5 PART 1: SOCIAL MEDIA, A quick recap and update 2013 VS 2014

6 The breakdown for the US The largest (in the USA) number of monthly visitors 1. Facebook - 900,000+ million 2. Google ,000 million, includes passive 3. YouTube 800,000 million 4. Twitter 100,000 million 6

7 The breakdown for the US The largest (in the USA) number of monthly visitors 1. Facebook billion 2. Google ,000 million active 3. YouTube 1 billion 4. Twitter 255,000 million 7

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9 B2B use of Social Media, 2012 * From JeffBullas.com 9

10 And now,

11 Who s using it by age 11

12 Key items to consider Contrary to popular belief, most people aren t using multiple social networks. Over 50% of Internet users either don t use any social networks, or use just one (i.e. Facebook). Facebook and Instagram users are the most engaged. Around 60% of their users sign in every day (compared to 46% of Twitter users) Almost all social networkers use Facebook. In fact, over 80% of other social network users also use Facebook. Pinterest and LinkedIn are stand-alone networks. There is much less crossover usage with other networks (except Facebook). Pinterest and LinkedIn users are wealthier than the other networks with a high percentage earning over $75000 PA. 12

13 The big players Top 15 Social Media Sites Worldwide, ranked by penetration of active users 13

14 Key drivers for Insurers with social media: Three things to keep in mind Increase in new customers as a result of Affordable Care Act could make it harder to manage them effectively The possibility that higher numbers of individual enrollees (instead of groups) will be part of the process The pressure on profitability will be increased due to the changes in the laws 14

15 Important Considerations in Social Media 2014 You need to have at least one SM channel. Mobile is effectively taking over. You have to be mobile enabled and effective. SEO now more than ever Creative content really matters along with regular updates Images, Video are even more important. Podcasts are gaining ground again. 15

16 The State of Social Media Questions & Answers 16

17 SOCIAL SEARCH What are you talking about? 17

18 What is Social Search? Simply put, searching the content of your social circles. Google adds it in as long as your logged into your Gmail account Sources: Search Engine Land New Jersey Association of Health Underwriters 18

19 Search Traffic vs Social Referrals Source: Shareaholic New Jersey Association of Health Underwriters 19

20 What this shows People using regular or organic search to find things Google, Bing, etc. have plateaued and dropped off Those using Social Media platforms to find things continues to increase. New Jersey Association of Health Underwriters 20

21 Examples of Social Search sites Google Social Search must be logged in Social Mention ( Facebook Graph Search ( Social Searcher ( New Jersey Association of Health Underwriters 21

22 Why Social Search? Information is potentially real time and highly relevant It s generally more personal Highly biased because it comes through our circles of friends Google favors people and businesses that use social media a lot and are engaged with their community. New Jersey Association of Health Underwriters 22

23 Potential benefits Increase in purchasing when both search and social media are managed Source: Marin New Jersey Association of Health Underwriters 23

24 Things to remember. Make sure your Facebook business page is searchable by people not logged in ( Google is pushing social search through use of G+ ( New Jersey Association of Health Underwriters 24

25 Social Search Questions & Answers 25

26 The Bad 26

27 Part 2: SEO is critical NOW! 27

28 SEO is critical now 28

29 Still the 300 lb. gorilla in the ether 29

30 Isn t it the same as it was? The answer is no. Google implemented it s new Hummingbird algorithm. This new algorithm tries to interpret context instead of keywords. It reads your search phrase and offers options. 30

31 Google attaches your results to what it knows about you via your Gmail and g+ account. Google+ 31

32 What s it doing? Aggregating information about you, including your business and/or profession Bringing into account all of what it knows about you and then providing results based on that Trying to be more subtle in its details of who it thinks you are 32

33 Then there s Google+ Local Attached to your Gmail account Provides a rating system Google s results are skewed by these ratings Being proactive yields positive results 33

34 Sample Search Google search using the term health insurance brokers 34

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36 These are all Google+ local Listings. 36

37 Click here See what happens 37

38 You get a Google+ page 38

39 What s happening here? 39

40 Google is taking control Websites are no longer the only thing Google uses for info about you or your business It s an accumulation of information. Your website Your various profiles online Your posts, publications and other appearances. 40

41 So they re aggregating content From all these pieces. All indexed content about a person, thing or place All tagged photos Social media info that s public, esp. G+ General info available via Wiki s Other non-specific sources 41

42 Results are now multi-faceted, not narrow 42

43 Claiming Authorship One key way to improve SEO for you and your company claim Google Authorship 43

44 SEO is critical NOW! Questions & Answers 44

45 The Difficult 45

46 Some things to think about POTENTIAL DISRUPTERS 46

47 Hybrid Insurance Providers The Health Co-op Health Republic Oscar 47

48 Technology and Health Insurance hybrids Focus on consumers Highly technology based Strong use of online tools (can you say Social Media?) Focus on providing medical assistance Access to relevant online info New Jersey Association of Health Underwriters 48

49 Why should it matter? More options through co-ops for group coverage (ex: Health Republic) Consumers will demand more than many providers currently offer (ex: Oscar) Perceived or actual insurance industry abuses will work against them if options exist. (ex: Humana) 49

50 Key components of these disrupters: Regular online and traditional marketing Strong use of SEO Committed to Social Media channels Customer focused 50

51 What to do about them Don t ignore them Learn from what they do well, and often social media is part of that Pay attention to the things that resonate with them Riff on their approaches, at least the ones that are effective 51

52 Wrap Up KNOW YOUR CUSTOMER BEHAVIOR 52

53 Customer behavior drivers Success in the digital arena requires a comprehensive approach that engages customers across all channels both online and off-line and on their own terms Balance of power has been shifting to customers through: the rapid adoption of smart mobile devices, access to broadband internet the proliferation of social media and aggregator websites Customers now routinely use the Internet to inform, compare, buy and interact with providers. Source: Bain & Company 53

54 Estimation of customers who will use specific channels in the future: Of all those who will purchase, 32% say they will do so Over the internet (insurer website, to agent) 54

55 Customer behavior offers clues Business customers may post info about their company online that offer clues to upcoming changes in their business (more employees, expansion, etc.) Social media during major disruptions offer clues to what actually happened. Referrals via Social Search continue to climb. New Jersey Association of Health Underwriters

56 A Better Result New Jersey Association of Health Underwriters 56

57 Our Services Paul Pinkman Creative Design Website development Mobile conversion Social media consulting Search Engine Optimization (SEO) Site design Content Management System conversion Video for online or commercial