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Delta Dental of New Jersey
WEB, MOBILE, SOCIAL MEDIA
Where we’re at now and what you should be prepared for.
Design and development for the new technologies
Pinkman Creative Team
• 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
• Barbara Kerr, social media, seo consultant• 20 years in online site development• 5 years focus on content strategy, community engagement
and market growth and retention
Design and development for the new technologies
PART 1: THE WEB NOWWeb – Mobile – Social: Connective Technologies in Flux
Design and development for the new technologies
What we’ll discuss
•How it used to look•We’re all on the go•What this means for business
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How it used to lookHow most of us think the internet works
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The web is:Lots and lots of data & information
• Educational• Products• Companies• Financial• Political• Personal• Conceptual
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• Artistic• Tutorials• Video• Audio• Blogs• Etc.• …
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Full of Social Media options
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Social Media Stats for Business
• 91% of experienced social marketers see improved website traffic due to social media campaigns
• 79% are generating more quality leads• 75% have a company page on a social networking site• 69% post status updates or articles of interest on
social media sites• 57% build a network through a site such as LinkedIn• 54% monitor feedback about the business• 39% maintain a blog• 26% tweet about areas of expertise• 16% use Twitter as a service channel
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And most of us still have this image.
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And what’s been our approach?
• Create a website– Pages of content that don’t change much
• Create a facebook page– Is it worth your time?
• Maybe have a Twitter account– Seems like another time waster
• Connect to colleagues on LinkedIn– Makes the most sense, right?
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So is this accurate?
Yes, but only up to a point.
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IT’S ALL ABOUT MOBILEWe’re All on the Go
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This is what it really looks like.
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Explosive Mobile Gadget Growth (U.S.)
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Mobile User Growth (Global)
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And there’s money in it
• 2008– $0.7 billion on mobile
• 2012– $12 billion – 37% intend to purchase using their
phone instead of their tablet (Threatmatrix survey)
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The high points
• Apps– Exponential growth and revenue for Apple App Store, Droid, etc.
(Instagram, etc.)
• Localized online services– Google + Local– Yahoo local– Yelp– The Patch
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Design and development for the new technologies
Insurance + Mobile + Social
• Guardian Anytime Mobile:Consumer App from Guardian Life – Members locate in-network dentists– Search by name, location– Interactive maps– Driving directions
• Guardian LinkedIn page:– 5,934 followers
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What’s different?
• Accessibility by device• Any time, any where
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Typical web pages
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Mobile usability is key to success
Without optimization With optimization
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Location-based Smartphone Usage
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Design and development for the new technologies
Insurance Industry focuses on iPads
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iPad apps lead the way
• Uses– Policy quotes, how-two videos, – Eliminates many pages of questionnaires– Provides access to the company’s
banking and investment services– Quick access to member features and
information– Proven increase in sales over 6 week
period
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Source: Insurance and Technology online
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Current information matters
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• Search engine optimization is critical– Updated content is an important
part– Social media supports this– Link backs are essential– Outdated or stale content reduces
your ranking
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Do you know your internet footprint?
• Web site + mobile + blog + social media + news, etc. = your relevance in an expanding and diversifying information system– Microsoft Brandify – scores your internet
presence– Klout – what’s your ‘Klout’ score?
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WHAT THIS MEANS FOR BUSINESS
Why should I care?
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More and more change…
• You can no longer launch a web site and then leave it alone
• Business happens 24/7• Keeping information current is critical• Be known and be visible in your field• Being ‘social’ is more than having a
Facebook account.
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Social Connections = Business
• Social Media – humans trying to connect in the digital world
• LinkedIn – business-to-business contacts
• Facebook – the playground you can’t avoid (for now) …
• Twitter is an information stream
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Design and development for the new technologies
Another tech wave is always on the way
Technological change disrupts the status quo:
•Blockbuster Video > NetFlix, YouTube•Super 8 film > gadget in your pocket•Maps in the car > GPS•Music Albums/8-Tracks/CDs > iPod, Spotify•Books > Kindle/Kindle app for iPad
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What you can do
1. Be flexible; learn new tools2. Watch direction of tech for YOUR
field3. Be prepared to make course
corrections4. Do what you can; do it well
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The Minimum for Business
• Have a completed LinkedIn business page with full names, all key staff + PHOTOS!
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Think about how you get business
OLD•Referrals•Yellow Pages
NEW•Google (80% of search market)•Google Places is now Google+ Local•Online reviews (Google, Patch, YP, etc.)
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Does Google know you? They own search.
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Search Yourself – Are you local?
• Is your site search-friendly?• Where do you rank in the results?• What keywords would you use to find
your company?• Would you use your location in a
search?– Insurance + Neptune, NJ– Car insurance + Neptune, NJ
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Insurance, Neptune, NJ
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Lost in the haystack?
• Most web sites built more than 2-3 years ago are not optimized for search engines.
• Getting business means being visible on the first (or second) results page.
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Insurance Industry footprintby Google SEO
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Be Here, Be Friendly, Now
The Social-friendly online presence:
•Mobile-friendly web site•Search-friendly web site•Local-friendly web site
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But what’s the ROI?
Hurricane Sandy proved social media is not something to resist:•Build your online presence and connect with customers now, so that you’re prepared for the next crisis.
Commentary: Sandy Shows Social Media is Practically Made for Insurershttp://www.insurancejournal.com/news/national/2012/12/17/274336.htm
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Design and development for the new technologies
Our Services
• Paul Pinkman Creative Design– Website development– Mobile conversion– Social media consulting– Search Engine Optimization (SEO)– Site design– Content Management System conversion
• Our special offer - free 30 minute phone consultation
• 908-625-1571
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