Today s Workshop Objectives

Transcription

1 Merrily Orsini, MSSW Managing Director corecubed facebook.com/merrily.orsini An Interactive Marketing Primer: Social Media to Websites Private Duty Homecare Association 6 th Annual Leadership Summit & Exhibition Long Beach, CA January 24, 2011 LinkedIn.com/in/MerrilyOrsini Merrily Orsini MSSW Expert Business Marketing Strategist Founder, Owner and Managing Director of corecubed. Pioneer in the home care industry with a care managed non-medical private duty business which she started in Received Ernst and Young Entrepreneur-of-the-Year award for her success in that business. Serves on the Board of Directors of the National Association for Home Care and Hospice (NAHC) as Chairman of the Private Duty Homecare Association of America. Serves on the Editorial Board of the Home Healthcare Management and Practice Journal, and is a regular author contributing to CARING Magazine and Women Entrepreneur. Known as the expert in internet marketing services, backed with a powerful design team for web and print. 1

2 Today s Workshop Objectives Describe the characteristics, various platforms and overall process of social media marketing as an integrated component of an ongoing marketing strategy Demonstrate the importance of integrating effective social media marketing strategies to enhance agency growth Identify the best methods for implementing ongoing social media marketing efforts married with the traditional Objective # 1 As an integrated component of an ongoing marketing strategy. Describe social media marketing s: various platforms characteristics overall process 2

3 What is Social Media? The basics Two-way communication Open communication Listening platform (honest listening tool) Mind share Perspective of your customer Sometimes instant access to those who you want to follow Sharing of information Publishing relevant content Networking, networking, networking The Players Many platforms and more coming daily Many platforms and more coming daily So, who are the players? And who is playing? How are they playing? Why? 3

4 Social Media in 2011 There are over 490 Social Media sites (and growing) Social Media/Social Networking The basics When did this phenomenon called social media/social networking start? What is propelling it? Trends? 4

5 Facebook Targets Metrics Benefits Facebook Usage and applicability Talents/skills needed Naming vs. username Taking advantage of info opportunities Enhance your wall Use custom tabs Use lists/groups for friends Use invitations 5

6 Business Page The Wall 6

7 The Wall Enhance User Experience 7

8 Use Lists/Groups Twitter Targets Metrics Benefits Other microblogging sites 8

9 Think Broadly Who to target Adult children Referral sources Anyone with an interest in home care The Why Not? theory Accept all Follow many Twitter Usage and applicability Talents/skills needed Taking advantage of trending 2:1 ratio rule Followers of competitors Keyword searches Referral sources 9

10 Profiles LinkedIn Targets Metrics Benefits Usage and applicability Talents/skills needed Join and participate in groups 10

11 Blogging Targets Metrics Benefits Blogging Marketing integrated into the agency website Basics of blogging Aggregators Benefits Talents/skills needed How to determine if this is a fit 11

12 Blog as a Marketing Tool Social Sharing Sites Endless listing of possibilities Professional connections Article sharing Industry specific Talents and skills needed Pros and cons 12

13 Social Sharing Sites One Point of Entry Link together, save time! Use built-in in features Enhance with apps Access from web,,phone Places to get information Applications to share across platforms 13

14 Applications HootSuite Applications Ping.fm 14

15 Objective # 2 Demonstrate the importance of integrating effective social media marketing strategies to enhance agency growth Social Media/Social Networking How do you measure for success? How do you integrate into traditional marketing? Getting started What are your goals? How do you select where to spend your time? How do you maximize the time/money investment? 15

16 First Set Goals for Social Media Expanding the agency brand Lead generation Education SEO Positioning of key person Input and research for ideas Driving interested targets to your website Social Media Basics Create compelling content Ask for opinions Listen Define objectives Knowledge and resources needed Writing Information Strategy 16

17 Targeting The importance of the website as a basis for success How to best target for success Blog Facebook Twitter LinkedIn Ideas to make this work in tandem with traditional marketing ROI: What is the ROI of your phone? Using benchmarked data: Expanding the agency brand: measure by the number of times your agency is mentioned in social media; increased hits on website Lead generation: measure new leads and source Education: measure times requests come for more information SEO: measure rankings on targeted key words 17

18 SEO and Social Media Changing algorithms (in search engines) move social media importance up Occupying a space in social media is almost like having a phone number Findability, findability, findability Objective # 3 Identify the best methods for Identify the best methods for implementing ongoing social media marketing efforts married with the traditional 18

19 Integrating Social Media with Traditional Marketing Understand the targets, how they are getting information Understand the various tools that are used for social media Aim for giving them what they want and driving them to your services Your marketing strategy is your message, your target markets, how you plan on reaching them and how you visually present yourself and your business. 19

20 Basic Marketing Strategy Find a way to stand out: differentiate to be remembered Understand the target audience Understand the messages that resonate with the target Marry the visual with the message Communicate often in channels that reach the target Establish and extend your agency brand Focus on results, based on measurement Delivery Methods: Website Brochure(s) re(s) Sell sheets Media distributions Networking One on one Radio/TV Billboards/signage Presentations Newsletters correspondence Blog, Twitter, Facebook, LinkedIn Mobile phones Presentations 20

21 For More Information On Merrily Orsini: x5 LinkedIn.com/in/MerrilyOrsini On Our Products/Services: Internet Marketing, Web Development/Design, Strategy, PR corecubed.com Dynamic Marketing Solutions for Home Care, Hospice, Private Duty MOST4YourMarketing.com Products for the In-Home Care Provider: From Start-up to Growth MarketHomeCare.com Blog Marketing, Strategy, Resources, Aging Services Related MerrilyOrsini.com 21