TACKLING

social media marketing

w.w.w.facts

 4ofthetop7highesttracwebsites(Facebook,YouTube,
Wikipedia,andBlogger)aresocialmediawebsites

TwothirdsoftheglobalinternetpopulaConvisitsocialnetworks TwiNernowhas110millionusersandisadding300,000aday MorethanhalfofallpeopleintheU.S.over12havesetup

asocialmediaprole

Withover400millionusers,ifFacebookwereacountry,it
wouldbethe3rdlargestcountryintheworld

LISTENING Whatsbeingtalkedabouton theworldwidewebofpeople?

Whatareallthesepeopletalkingaboutin YOURSECTORviathefollowingplaYorms?

InBLOGS OnTWITTER GOOGLESEARCHES

OnTwiNer
AnnHandleyofMarke/ngProfs.comtweetedher100K+followersandasked:

WhichhospitalisyourfavoriteonTwiNer?

TWITTERUSERSLOVEMAYCLINIC!

WHY?

MayoClinicTwiNerAccount:

Quotes,lectures,contests,linkstoarCcles

LinktoKATIERIDEFORLIFE
@SharingMyExperienceatMayoClinic

LinktoMayoClinicmenConontechwebsite
Mashable

LinktolectureANDweb indexforGIProblems

St.JudeChildrensHospital
19,224TwiNerfollowers

SarasotaMemorialHospital
3,568TwiNerfollowers

MountSinaiHospital
5,073TwiNerfollowers

PlaYorms

TwiNer
CommunicatewithTwiNerCommunity InformReceiveFeedback Disseminate NewsLinkstovideo,websites ConductResearchbyAskingTwiNerCommunity IncreaseWebSearchVisibility

GoogleAdWords
Mostsearchedtopics SEARCHWORD:fetaltreatment NotethenumberofglobalsearchesUCSFhadpermonthrelatedtofetaltreatment

Blogs 1.EstablishexperCseandcredibility 2.Makeyouaresource(gotosource) 3.Createadialogue 4.DevelopnewrelaConships 5.Increasesearchenginevisibility

BloggingandSearchEngineVisibility
FreshContentEachblogpostaddsfreshcontenttoyourwebsite.Thisinvitesthe
searchenginespidersbacktoyoursitetocrawlit.Each:meyourwebsiteiscrawledisanother chancetoriseintherankingsforyourkeywords.

IncreasedSearchEngineRankingsNotonlydoyouhavemoreopportuni:es
torankwitheachblogpost,buteachblogpostcanalsorankaccordingtoitsownmerits.Every blogpostisconsideredaseparatewebpagebythesearchengines.Assuch,eachblogpostcan rankforaseparatekeywordphrase.

LinkbuildingBecauseyoucanlinktoyourwebsitepagesfromyourblog,youcandrive
upthosepagesinsearchenginerankingsusingpowerfullinkanchortext(clickabletext.)

* Links that point to your site from sites other than your own. Inbound links are an important asset that will improve your site's PageRank.

* Index

A search engine's database in which it stores textual content from every web page that its spider visits.

GoogleandBing
BLENDEDSEARCHRESULTS

SearchResultsInclude:
Standardwebpages Videos Images Newsstories Maps TwiNerTweets

SUPERSTAR

ThereISaBlendedSearch SUPERSTAR...

VIDEOCONTENT=50Xmorelikeliness toappearon1stpageofSearchresults!

ALOOK

USSanFranciscoFetalTreatmentCenter

Rememberthis?
ThereISareasonwhyUCSFFetalTreatmentCenterhasaprevalentonlinepresence.

THEIRWEBSITEISLOADEDWITH INFORMATIONONFETALTHERAPY CONDITIONSANDTREATMENTS

Theyappeartobetheforemostexperts

LetstakeCDHforexample

Theyappearreally goodatthisstu...
FirstinsCtuContodevelopfetal surgerytechniquesforCDH 12videosonYoutube/siteabout CDHrelatedtopics Casestudy

...eventhoughtheyrenoexpertinfetaltherapy

ExampleUCSFVideosaboutCDH

1,426views

2,567views

1,061views

Whilethecentercantoutneitheroutcomes norinnovaConinTTTS,CNNapproachedthem asthegotosourcefortoshedlightonthe condiCon...

ImmediateCHAHPMConlinevideopresence:
1.AggregateexisCngvideosonYoutubeand otherrelevantvideosharingsites 2.EvaluateproducConofFliprecordedvideoseries 3.Tweetlinks 4.Blogaboutsubjects,linkstovideos 5.Tweetaboutblogs

CHAHPMCBlogideas
PlaytoStrengths 1.Storytellingandpictureswithfetaltherapy 2.Popularhealthconcerns(basedonwebsearches) 3.Newlydevelopingservicelines(heartandspinecenter)

EXAMPLE Firstfetalsurgery paCentatCHOPS

Leadingtofeaturestorytoblogabout, shareviaFacebookandaddtowebsite

Internet=ProfessionalMixer

Consistentpresenceandengagingcontent

WhatIsContent?
Content(noun):Anythingcreatedanduploadedto theweb;i.e.:thepagesofyoursite;thethings youcreateasmarke:ng(blogposts,videos, photos,whitepapers,podcasts);anything publishedatoutpostslikeFacebook,TwiGer, LinkedIngrouppage.

ContentIs
Anythinganindividualororganiza:oncreatesand sharestotelltheirstory.

Goodcontent isthesoulof whoyouare

EngagingContentandaGoodTag

Isshared

againandagain

So,themore peoplewho engagewith yourcontent, themore Cmesthat contentis disseminated toeachof their community offriends

Leadingto thesource tobecome avaluable resource

Itsreallynotthatoverwhelming.
Why:WhatgoalisthisaGachedto? What:Whatsthestory? Who:Whostheaudience?Thewriter?Theapprover? When:Whenwillitbepublished?WhenwillitbesunseGed? Where:Whereshoulditbepublished?Promoted?

CreaCnganeditorialcalendar.

Whatsthegoalweretryingtoaccomplish?

QuesCon1

CreaCnganeditorialcalendar.

Whosouraudienceweretryingtoreach?

QuesCon2

CreaCnganeditorialcalendar.

Whatsthestoryweretellingandwhatformatwillworkbest?

QuesCon3

CreaCnganeditorialcalendar.

IsthecontentCmelyorevergreen?

QuesCon4

CreaCnganeditorialcalendar.

WhoscreaCngthecontent,andhowisgetngimplemented?

QuesCon5

CreaCnganeditorialcalendar.

Whenwillthecontentbepublished?

QuesCon6

CreaCnganeditorialcalendar.

Whoneedstoapprovethiscontent?

QuesCon7

CreaCnganeditorialcalendar.

Wherewillthecontentbepublished?

QuesCon8

CreaCnganeditorialcalendar.

Howwillwepromotethecontent?

QuesCon9

CreaCnganeditorialcalendar.

Whatsuccessmetricswillweconnecttothecontent? Whoisresponsiblefortracking/measuring?

QuesCon10

CreaCnganeditorialcalendar.

Whenshouldthecontentberevisedorarchived?

QuesCon11

CONCENTRATION

DETERMINATION

FOLLOWTHROUGH