Today s Workshop Objectives

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An Interactive

Marketing Primer:

g

Social Media to

Websites

Private Duty Homecare Association 6th_A _{l L} _d _{hi S} _{it &}

Merrily Orsini, MSSW Managing Director corecubed

6th_{Annual Leadership Summit &}

Exhibition

Long Beach, CA • January 24, 2011

facebook.com/merrily.orsini facebook.com/corecubed @MerrilyO 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 1981. 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

H A i ti f A i

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.

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Today’s Workshop

Objectives

► Describe the characteristics, various platforms

► 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

► 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:

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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

want to follow

► Sharing of information

► Publishing relevant content

► Networking, networking, networking

The Players

► Many platforms and more coming daily

►So, who are the players?

►And who is playing?

►How are they playing?

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There are over 490 Social

Media sites (and growing)

Social

Media

in

2011

Social

Media

in

2011

Social Media/Social Networking

► The basics

► When did this phenomenon called p social media/social networking start?

► What is propelling it?

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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

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Business Page

(7)

The Wall

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Use Lists/Groups

Twitter

► Targets

► Metrics

► Benefits

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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

► Taking advantage of trending

► 2:1 ratio rule

► Followers of competitors

► Keyword searchesy

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Profiles

LinkedIn

► Targets

► Metrics

► Benefits

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Blogging

► Targets

► Metrics

► Benefits

Blogging

► Marketing integrated into the agency website

► Basics of blogging

► Aggregators

► Benefits

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Blog as a Marketing Tool

Social Sharing Sites

► Endless listing of possibilities

► Professional connections

► Article sharing

► Industry specific

► Talents and skills needed

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Social Sharing Sites

One Point of Entry

► Link together, save time!

► Use built in features

► Use built-in features

► Enhance with apps

► Access from web, phone, p

► Places to get information

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Applications – HootSuite

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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?

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First Set Goals for Social Media

► Expanding the agency brand

► Lead generation

► Education

► SEO

► Positioning of key person

► Input and research for ideasp

► Driving interested targets to your website

Social Media Basics

► Create compelling content

► Ask for opinions

► Listen

► Define objectives

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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

► 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

► 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

more information

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SEO and Social Media

► Changing algorithms (in search engines) move social media importance upp p

► Occupying a space in social media is almost like having a phone number

► Findability, findability, findability

Objective # 3

► Identify the best methods for

implementing ongoing social media

marketing efforts married with the

traditional

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Integrating Social Media

with Traditional Marketing

► Understand the targets how they are getting

► 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 servicesy

Your marketing strategy

is your message, your

y

g , y

target markets, how you

plan on reaching them

and how you visually

present yourself and

b

i

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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

► Communicate often in channels that reach the target

► Establish and extend your agency brand

► Focus on results, based on measurement

Delivery Methods:

► Website

► Broch re(s)

► Presentations

► Ne sletters

► Brochure(s)

► Sell sheets

► Media distributions

► Networking

► Newsletters

► Email

correspondence

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On Merrily Orsini: 800.370.6580 x5

For More Information

[email protected] @MerrilyO

facebook.com/Merrily.Orsini 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