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4/8/2015
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Social Media For Long Term Care Providers
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About Adrianne Machina
20 years of sales & marketing
Results driven
System oriented
Intensely curious
www.Tornado-Marketing.com
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Adrianne Machina
How did we run business before?
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4/8/2015
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What are the challenges with traditional marketing?
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• Direct Mail
• Telemarketing
• Radio/TV
• Events
• Newspapers
• Magazines
As a consumer, how do you react?
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Why social media?
Can displace expensive print ads / conferences / etc Can be done by almost anyone – no advanced skills Turns your best clients into referral sources Enables family members to self-educate about their
options Provides comfort and reassurance to family members
they’ve made a good decision Can continually attract new residents and new
employees Reinforces family connections – even when
geographically separated
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My inspiration
What percentage of Internet Users come
into contact with social media?
100%
What is social media?
User Generated Content
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That content is then shared…
Image courtesy of Randy Barnes
Why Social Media Works!
#1 Reason: That’s where people are looking
Permission-based
Leverages referrals and friends to stay top of mind
Builds on the law of reciprocity
Targeted
What do you want people to
think or feel about your
facilities?
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It’s OK to be skeptical, but social media is now mainstream.
Measure Your Results
Cut Traditional Marketing Costs
Brings in More Referrals
Speeds Up the Decision Making Process
Lowers the Cost of Customer Aquisition
Increases Satisfaction
Attracts the Right Employees
Can Make You the Go-To Facility
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Who is your targeted audience?
Medical staff
Caretakers
Patients
Family members
Prospective employees
What 5 questions
get asked repeatedly?
Listen to what other facilities are doing
Follow news from conferences and magazines
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Start by listening
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Listening tools Feedly
Swayy
Google Alerts
Social Mention
Mention
Talkwalker
Topsy
Find partners to collaborate with online
Get ideas & support
Leverage other community businesses
Hook into influencers
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Find Online Partner
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Considerations
DISCLAIMER: I am not a lawyer.
Social Media & HIPAA
Have policies and guidelines in place
Do not reveal medical or private information
Do not post last names
Do not tag people in pictures
Get signed approval to post pictures, videos and stories
Be honest. Be yourself. Be smart. Be polite.
Ask for help in a crisis!
http://carenetworks.com/social-media-and-hipaa-what-you-need-to-know/
Social Media and Common Sense
Don’t endorse, but feel free to share found content.
Supervisors: Don’t initiate an employee friend request.
Separate friends from patients.
Don’t provide medical advice.
Protect privacy of all involved.
Anonymity is never really anonymous.
Keep it positive.
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25 DEVELOP CONTENT
Two parts to social media marketing
Content Creation
Content Sharing
Get Leads – Get Social
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Hub (website)
Articles
Blog Posts
Blog Comments
Facebook Page
Twitter Page
Photos (Flickr)
Videos (YouTube)
Offer Thank You Page (2nd Offer) Email Marketing or Personalized Follow Up
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But…It’s Not That Simple!
It may take 10 impressions to build enough trust for someone to leave an email address.
That’s why getting involved in the buyers’ communities is essential & it takes persistence.
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Recipe for Successful Content
Educational
Entertaining Emotional
Inbound Flow Chart
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Decision Social Media
& Search Engine Results
Content on Website
(Pages & Blog)
Small Offers
Email Marketing /
Personal Follow Up
Intake Meeting
Referrals &
Evangelists
Goal: Add Value & Build Credibility With Every Step
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Get Noticed
Quotes
Pictures
Videos
Posts
Questions
Comments
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MOST POPULAR BUSINESS SITES
Blogs
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Key Elements for Blog Picture
Keyword Phrases
STRONG Headline
Shareworthy Content
Social Media Share Buttons
Call to Action!!
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YouTube.com
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Slideshare
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What content
could you create?
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I want to go here!
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How can you reveal
the personality of your facility
on Facebook?
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Linked In
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How can you see yourself
using Twitter or LinkedIn?
Create Once, Publish
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Find People You Don’t Know
SEO Essentials
1) Find keywords. (Oregon-wi-assisted-living) 2) Put keywords in Page Title. (Assisted Living Facility in Oregon WI) 3) Put keywords in Page URL. www.XXX.com/Oregon-wi-assisted-living.php 4) Put keywords in Meta Data. Keywords – less is more. Description - put in
your keywords, but primarily focus on appealing to human readers. 5) Put keywords in your H1 text. 6) Use keywords in the page content.
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Time Management
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flickr photo by laffy4k
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Namechk.com
Knowem.com
Yext.com
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Tip #1: Be found
Tip #2: Deepen
Connect and interact with people you
Keep top of mind within your circle
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Tip #3: Partner
Find partners to collaborate with online
Get ideas & support from others
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Tip #4: Create Routines
Start morning by liking / commenting on other people’s posts
Craft blog
Promote blog
Schedule posts
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Go in with the right mindset!
Be Remarkable Be Fun Be Helpful Be Supportive Be Controversial Be Resourceful
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Take Relationship Offline
Auto-responder email messages
Phone calls
Notes / Letters
Emails
Keep educational.
Graduate intensity.
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Email Programs
MailChimp
Constant Contact
iContact
Your email program will provide opt-in box that you can put on your website / facebook page
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ORGANIZATION
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Inventory Your Assets
Do you have a website? (blog/linkedin profile, a place for people to go?)
Do you have a contact list?
Is your contact list organized into groups?
Do you have offers you can use? Whitepapers? Freebies? Low-cost stuff?
Do you have professional profile photo (s)?
Do you have a bio put together?
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Questions? Adrianne Machina
[email protected] 608-213-0377 Tornado-Marketing.com
