The bottom URL on the screen is one you will need here today. There are resources on this page for the activities we will be doing together.

Transcription

1 The bottom URL on the screen is one you will need here today. There are resources on this page for the activities we will be doing together. Paper please give Bob the address you use to log into Facebook (if you have not done so already). We have a test account set up Pink is the new black. The Internet tis the new yellow pages. Can you take a chance on not being there and putting your best foot forward? Would you let the grass die in front of your building? Would you let the sign fall down? People may see your website before they ever talk to you or see your building. 1

2 Your target audience of families and caregivers is already online. Online communications are here to stay, and going nowhere but up. Older Adults (daily to 3 5 times per week) 87% % of 65+ use the Internet Stats/Facts: Over 60% & $30,000+; 46% 65+ check daily and /report.aspx Social Media: 72% of adults use social media daily Data pewinternet (Adults)/Online Activities Daily.aspx Graphic Internet Social Networking full detail.aspx UPDATE adults above 65 tripled social media usage since 2009 up to 43% from 13% Mobile Stats / Facts: (lift phone) Fully85% of U.S. adultsown a cell phone. Of those, 53% own smartphones. One in three cell phone owners (31%) have used their phone to look for health information. In a comparable, national survey conducted two years ago, 17% of cell phone owners had used their phones to look for health advice. Smartphone owners lead this activity: 52% gather health information on their phones, compared with 6% of non smartphone owners. Health.aspx This is where website traffic is expected to grow over the next 5 7 years. According to Cisco, traffic from mobile devices will increase 7 fold. I ve seen client traffic grow from 50 to more than 100% in the past year. 2

3 What are they doing online? Eight in ten caregivers (79%) have access to the internet. Of those, 88% look online for health information, outpacing other internet users on every health topic included in our survey, from looking up certain treatments to hospital ratings to end of life decisions. online.aspx t t /R t /2012/C i 3

4 Learn to understand these elements of your online communications program to apply them yourself or to work with your vendor. Understanding your online communications program will enable you to make better investments with your time and your money in your marketing program. 4

5 Technical see me after presentation or me for ed copy of presentation which will include instructions. Key point Organic and local search are the most cost efficient and effective ways to drive search traffic to your website. Understanding them will enable you to implement or make sure your vendor implements for better search results. n/us/webmasters/docs/search engine optimization starter guide.pdf Google Search Engine Optimization Starter Guide A 30 page PDF guide including Google s recommendations for your website. We will cover the three most important pieces: meta data, content, and inbound links. 5

6 WHAT YOU ARE LOOKING AT HERE. WITH THIS PAGE I CAN SHOW THE THREE TYPES OF SEARCH RESULTS I ve used home care as my term here. I ll explain a little more on why shortly. Organic Search Search results returned by search engines based on relevance to a search term or phrase. Paid search includes pay per click ads that are returned because an entity is paying to be shown in the search results for that t term or phrase. Paid search is on the right. Paid programs average $500 $1,000 per month for management plus the cost of clicks (when someone clicks through from an ad to your site). Investing in organic search will cost you time, especially at first, in building content and establishing links, but the work you do to improve your organic search results also supports other facets or your marketing relations (social media & , for example) so the returns are seen in more ways than clicks that may or may not result in clients! You may also be competing with yourself when you pay for search (if your ad appears and you are doing well in organic). You need to be on the first page, because if you aren t on the first page My experience is that you can achieve top level results with organic search, but depending on how competitive your area is, you may need to work harder to achieve your goal through inbound links and regular content updates. 6

7 n/us/webmasters/docs/search engine optimization starter guide.pdf Google Search Engine Optimization Starter Guide A 30 page PDF guide including Google s recommendations for your website. We will cover the three most important tpieces: meta dt data, content, t and inbound dlinks. 7

8 HOW CONTENT, WHICH WE JUST EXPLORED, RELATES TO seo Keyword density words on the page help search Current content considered more relevant. More pages optimize for more terms Worthy of valuable links and shares! And it Engages your visitors Supports your position as a SME Social Media & Search Engine Ranking 1. Social Metrics are Well Correlated with Higher Rankings twitters influence google search rankings, Facebook + Twitter's Influence on Google's Search Rankings 1. Tweets, Shares, Likes, Comments 2. Correlation does not equal cause, but if your site is social media share worthy it must be doing something right. 3. Indicates value added news, resources, information! Contentis key. 8

9 Meta Data START HERE!! This is a search for geriatric care manager, wayne, nj This is where people will see your meta data and never even know it! Make sure that every page of your website is optimized using meta data. Meta data helps search engines index your website properly in their databases. The title tag is seen in the bold and underlined part of your search results, and the description is the sentence or two underneath. Meta Information 1. Title Tag 70 characters 2. Description Tag 150 characters and is more strongly gyrelated to conversion (encouraging someone to click your link) than optimization (getting found for a key work or phrase) 3. Copy on the page must support your meta info! 4. Do not have your pages compete. For example, if one page is optimized for nursing home, knoxville optimize another page for long term care or another term geographic area, perhaps another city or suburb you serve. 9

10 10

11 Inbound Links Inbound links are links from other websites to your website. Not all inbound links are created equally. Search engines place a high value on links from sites that have content that is compatible with your content and to your search goals. Inbound links from listing sites (sites that create lists of businesses with links to their websites but do not provide any value added information for the user) are not of high value. And, inbound links from link farming sites sites that t do not provide content tand are used exclusively l for linking out to other sites can hurt your search engine ranking. An inbound link is like a vote for your website. 1. Search engines follow inbound links to your website from other sites. 2. Search engines consider your site more relevant to a searcher s needs if it is linked to from other sites that contain content that is relevant to the topic. 3. Samples of inbound links: 1. Your National Association Great for the inbound link also great because they do really well in search! NASW, more 2. Associations and Chambers of Commerce 3. Organizations with whom you partner or volunteer 4. Local newspapers or other online resources and blogs See Google s inbound link algorithm, pagerank, named after Larry Page. 11

12 12

13 Local Search: Designed with small businesses in mind! If your business is not currently in the local results or your listing is missing / has incorrect information: Google : 1. Go to 2. You will be required to login using a Google account; sign up if you don t have one, it s free. 3. Follow directions Bing: Follow directions 3. Requires a Live ID sign up, it s free. This is a simple process designed for small business owners to be able to do it themselves. It is a process, but if you follow the step by step instructions given by the search engine you can complete it for your facility. Other benefits include: 1. Ability to add categories for your different services, such as home care, care management, home health care. 2. Abilityto to addphotos andother information. 3. The category update and the addition of your site to the local listing can help your organic search results by helping the search engine properly index your site. SEARCH TIP: PO boxes that look like street addresses can be purchased and registered online which will enable your business to show in local results for those cities. 13

14 14

15 15

16 Client, Elder Options, in a search for GCM in Sacramento Paid, and ridiculous all seattle area companies for a search in sacramento because I am signed into google these people DO NOT want my clicks but they WILL pay for them if I don t notice that they aren t even in the area I m searching. This search, geriatric care manager, sacramento used to trigger local search w/a map and now does not. This client, with NO office in sacramentio, is now rocking in search for sacramento. 16

17 Search for same client for home care. Same client has an office in placerville outside of sacramento. Home health and home care still revert to local search, so if you search for sacramento home care they do not come up in results, but if you search for placerville home care they do This says good things about your ability to optimize i for more competitive areas organically if you update your local listing for service area AND optimize your content properly. However, the extra office location trick where you purchase a mail box that looks like a street address may not be as handy in care management anymore. 17

18 Benefit if you understand this and make sure it s done properly, you can achieve first page search engine results by doing the things you should already be doing to support your audiences information needs. If you don t do it, you may not achieve page one results (which means ceasing to exist to some prospects altogether) or you may be driven towards more expensive methods of being found, such as paid search, that do not have the same audience benefits or long lasting results. 18

19 To optimize your site, you should: 1. List the primary keywords and phrases for which you d like to be found. 2. Review your site or site plan and match those keywords with your pages remembering the rule of thumb 1 keyword or phrase per page! 3. Develop or update content on the pages to support your keywords (success is less likely if content on the page does not reflect the phrases for which you d like to be found). 3. Look at the remaining i keywords and either update dt copy on remaining i pages or add new pages to support these goals. 4. Include geographic terms in your keywords and phrases. It s common to use the page title in the Title you do not have to do so. 19

20 Key marketing goals = What do you do? What are the most commonly used terms for what you do? Don t use brand or program names in your navigation. Neither search engines or consumers are as likely to know what they are. Cover your primary services in website pages 20

21 Using googles keyword tool..what do people search for? Get search volume Enter keywords Enter geographic area Make sure you are optimizing for the most common terms first. Home care = 27,100 In home care = 5400 Companion care = 9900 Geriatric care manager = 1900 Care management = 1900 Geriatric care management =

22 What = anything your organization wants to share on it s website. A blog is most useful if you will be doing regular updates of informational content covering a variety of topics. If you want to update news, events, and information or resources regularly, it s easier to organize in a blog. Length of article max, you do not need to write an essay for each post. 22

23 Now, say that with the search engine in mind! Your site must be accessible and submitted to search web crawlers cannot read pictures or text images; they can t read Flash or video. Quality content presented in a user friendly format will attract links. Consider consumer friendly terms, consider your primary keywords. 23

24 A blog, integrated into your website, is a great way to add great new content on a regular basis and include meta data, and then use that content for social media and marketing. 24

25 25

26 26

27 How Hard Is It? Sharing is the easy part see these pretty icons on the right? If you click on one, it will share this content out to the social media site or your choice or even let a visitor share via . It might take you an extra 5 10 minutes to share something from your website once it s there. Where to get content? Content is the HARD part. The rest is just learning a process. Content depends on you. Some people love social media and are active on their own. NAPGCM board meeting do what you love, pay someone else to do the rest! Post to your website and then shared! Otherwise there is not a reason to visit your site no SEO benefits your website is the hub! Photo almost doesn t help SEO but does engage people! 27

28 To optimize your site, you should: 1. List the primary keywords and phrases for which you d like to be found. 2. Review your site or site plan and match those keywords with your pages remembering the rule of thumb 1 keyword or phrase per page! 3. Develop or update content on the pages to support your keywords (success is less likely if content on the page does not reflect the phrases for which you d like to be found). 3. Look at the remaining i keywords and either update dt copy on remaining i pages or add new pages to support these goals. 4. Include geographic terms in your keywords and phrases. It s common to use the page title in the Title you do not have to do so. Give a blog post or web page, pg, or use your own. Given = financial advisorscreated equal 2/ Balance Related Fall Injuries.htm 28

29 Get the most mileage out of our content write it once, use it multiple times! 29

30 This site that we developed for Autumn Wood has almost all of the contact elements and calls to action that I think are really great for facilities I ve been invited to contact them, download a brochure, take a tour, follow us on Facebook or Twitter, and share via social media or the only thing I would add is an sign up form. But, each organization makes choices related to budget constraints on time and resources. Depending on your needs/business d/b and their place in the sales cycle, we re going to review different calls to action. Where is your contact information Contact Us; Phone Number; In Page Form; Address Please, don t make me think. Sample: 30

31 31

32 Even if I never open this , I know who it s from and the great information they are sending every month branding, brand awareness = staying top of mind! 32

33 List growth in one year 43% Opens 22% Click through 30% Industry average 20/15. How: Client intake; meeting referral sources; events where you gather cards; website subscriptions you must have an address and you should not be given a list or buy it! You add people. Who: Current Clients; Maybe Referral Sources; Prospective Clients/Referrals Why: Not ready to buy sign up & begin the relationship! Referral sources you cultivate probably can t be visited once a month, but they can get an . Families of current clients want to feel like they have made a good decision in selecting you (and may become referral sources) Frequency: Monthly, to a little more; bi monthly; quarterly What: People will not read your entire (or newsletter) Important info UP Front: see here, Our Services; Our Logo; In this Issue even if you don t click one link in this ; it has still had an impact on brand awareness! Your newsletter, print or online; events; announcements; highlight of recent blog posts; new team members; etc. Links back to your website, blog, etc drive traffic to your website. 33

34 Industry Average Opens = 20, Click = 15 34

35 You are not on social media just to be on social media. Drive people back to your site for more. 35

36 Facebook s strongest growth over the past year came from users over age 65, who have signed on to the site to keep in touch with their friends, children and grandchildren, according to a Pew Center for Internet and American Life survey released Monday. As the age of Facebook users mature, it becomes more relevant in our market of aging and senior care. still leads social mediabut sees slower growth among young users/2013/12/30/8dedbd e3 8b3fb ca3b_story.html 36

37 Start with your home screen people probably only see this when the first like your page, after that they only see your icon. Here you can see that the cover photo (larger image) and the space below is promoting upcoming events (as well as encouraging people to sign up for and visit you tube. Great example of use of visuals from sound options. Remember that t as you travel lfb, only your profile picture, or the green leave logo in this case, follow your posts. For the most part, people are only like to see this page when they first like you! Otherwise they only read about you in their news feed. 37

38 Schedule: You must know when your fans are active on Facebook. There is no point in posting interesting information when your fans are busy at work or school. Facilities if your target audience includes employees, do they have access to FB during work? Associations do you members have access during work? Non profits who is your audience ifth they work during the day, do they have access to FB? 38

39 Facebook loves photos. Use the image from your link, or if you have a photo album, say of an event like a resident bday party, upload your photos using the photo / video tool after you ve linked to your site. Uploaded video now auto plays in Facebook, so if you have video, it may be worth the time to double post it to your site (you tube, vimeo, etc ) and FB) 39

40 Paste Link All content to populate below Delete link Add commentary if desired 40

41 Links Copy and paste a link into the status update. Wait until the link preview appears and then select a thumbnail if available. For a tidier appearance, delete the link (it will not delete your post) and add a short descriptor if you d like. Status t updates dt Text Type text directly into the status updates area and post. Links Copy and paste a link into the status update. Wait until the link preview appears and then select a thumbnail if available. For a tidier appearance, delete the link (it will not delete your post) and add a short descriptor if you d like. Photos Using the photo/video icon, upload photos directly from your computer in a similar fashion as attaching a photo to an . Choose photos from your computer, create an album if you d like (this would be great for convention photos), upload and post a description. You can also go directly into the photos tab, create your album and then share it. Tagging Whenever you have a photo that includes a person or an organization you should tag it accordingly (or try). By doing so, you trigger a notice to that organization or person that you have tagged them, and when it posts to their feed theirfriendsandfans fans can see it too. This also increases the likelihood that someone will like your post a great tool for interacting with other organizations or getting members to interact with you online! You can use to text tag. Photo tagging can be a little tricky from a business page. I have found it s easier to tag organizations from my business page and easier to tag people from my personal page. Click on the photo, choose the tag option at the right, then type the name and it should auto populate choices. It s much easier if these 41

42 Scheduling choose the clock icon in your post to select a date and time. This will allow you to post during your identified peak times. 42

43 Facebook has an algorithm for its newsfeed much like google has an algorithm for search. Facebook started out fairly simple affinity (your relationship), weight (how you interact with something) and time decay. But, with the current algorithm, you might not see the most recent posts in your feed first, and depending on how they are weighted in the algorithm, you might not see them at all. Have realistic expectations. Regular news posts reach a max of 15 20% of your audience (unless they are shared widely). a good campaign is 20% opens, and 20% clicks. Mail 1% response and 3% conversion. Know your tool and set expectations accordingly. How: Find via your website or ; possibly through a friend on the network Who: Current Clients; Maybe Referral Sources (personal/private life issue); Prospective Clients/Referrals They have to find you you can t opt them in. Frequency: daily to several times a week; but if you can only post once a month, it s probably better to have some presence than none. At a recent presentation the director of the UW SocialMediaMar Mar Comm program said this your website is your country, all your other marketing communications activities are embassies in other countries. You don t control these spaces Facebook can give and take features as they please. People can block your or choose to receive it (hopefully in all its pretty image splendor!). Hide twitter and just mention Twitter Stats/Facts: Shorter pieces of info with no image (they do have an image app but images aren t as front and center as Facebook). (140 characters) 300 million users in / iki/t itt Topics can be followed or created with #tags. You can find hash tags at Frequently, events or conferences will have hash tags so that conference goers can share tweets about their experience. It s not just about being followed you have to follow and interact with others to build your network! You ll see that Linda is following 882 people and has 586 followers people will frequently follow you if you follow them. You can do a passive push of posts from your Facebook page; but it s better if you follow/like/and tag others (both in Twitter and Facebook) How: Find via your website or ; possibly through a friend on the network Who: Current Clients; Referral Sources (less of the personal/private issue); Prospective Clients/Referrals They have to find you! 43

44 Facebook Insights are accessible from your admin page in the upper right corner. An overview of the posts people have responded to this is a nice way to compare peoples reactions to your content. 44

45 Who are your people? Many people find their target market on facebook turnout to be a little different than expected. In fact, several people have mentioned middle aged to older women which may just be our market. But, this also turned up in some of my research. Facebook does compare your audience to its general population. You can also just look through your list sometimes to get a feel. 45

46 46

47 Profile name 20 characters, 15 for your handle Bio is 160 characters 47

48 Hashtags searchable twitter topics ensures that a person or entity sees your tweet 140 characters URL shortening 48

49 49

50 Linked In Stats/Facts: 57 million registered US users two new per second. How: You find them, they find you; invitations are sent via . Who: Largely professional connections your referral sources! And, they expect to be asked to connect the professional/personal life issue doesn t exist it s clearly professional. Infographic stats and uses infographic/ Frequency: one two times per month; don t overwhelm your contacts Linked In What: show my linked in page Don t overwhelm your network, but do remind them that you exist post/update a few times per month so that they see your activity. Share links pretty much the same way you do in other social networks. Think about what will impact your professional referral sources a link to an article about dementia or a status relating to a conference or health fair reminds them about your SME; a link to a recent client story or a similar update status reminds them why they refer to you. Ask for endorsements from influencers in your community. Do you get referrals from a prominent law firm or physician? That would look great on your profile. This is my Linked In network updates you will see changes in profiles; status updates; links shared; endorsements Linked in is personal professional network if you have a marketing person make sure that you connect at a management level as well. Jobs here! B to B content educational, remodels, new equipment, new team members, bronze awards, tout yourself here (less bingo stuff) 50

51 51

52 271 million monthly active users 500 million Tweets are sent per day 78% of Twitter active users are on mobile 77% of accounts are outside the U.S. info/ / f / 829 million daily active users on average in June million mobile daily active users on average in June billion monthly active users as of June 30, billion mobile monthly active users as of June 30, 2014 Approximately 81.7% of our daily active users are outside the US and Canada 52

53 How Hard Is It? Sharing is the easy part see these pretty icons on the right? If you click on one, it will share this content out to the social media site or your choice or even let a visitor share via . It might take you an extra 5 10 minutes to share something from your website once it s there. Where to get content? Content is the HARD part. The rest is just learning a process. Content depends on you. Some people love social media and are active on their own. NAPGCM board meeting do what you love, pay someone else to do the rest! Post to your website and then shared! Otherwise there is not a reason to visit your site no SEO benefits your website is the hub! Photo almost doesn t help SEO but does engage people! 53

54 Benefit = Relationships grow business. If you get someone to your site, your facility, or your booth at the health fair, you want to engage them and develop a relationship. Meeting them where they are will help you do this more effectively. As with any relationship, the beginning is not the end. Relationships require ongoing maintenance, and that maintenance brings us back to where we started. 54

55 After your website is established, you are going to need to continue to go through this process of planning and preparing new content, optimizing it for search engines, and then sharing it out through different modes of communication. This may seem like a lot of work if it was easy you would already be doing it! Because it s difficult you have the opportunity to stand out amongst your competition by doing a great job of it. The Internet ti isn t going anywhere. By following good practices in planning and implementation, you can increase your ROI on activities that you need to be doing anyway. QUESTIONS 55

56 CLOSE: Website is the only thing you own, like your home you rent s.m. and and if you only post content there, it s lifespan is short lived. If you post on your website, it becomes a part of your organization. If you are interested t din learning more, I will be offering another presentation tti next week as a part of our NCOA / Illuminage aging briefings series: New Pathways to Effective Communications: Social Media, Marketing, and Search Engine Optimization Participants will be able to: Plan benefit focused website content for multiple audiences Apply the elements of successful search engine optimization to an effective web program Develop an online communications program that encourages a continued relationship with potential clients and referral sources through value added content such as blogging, an effective social media presence, and marketing. Archives!!! 56