Online & Social Media Marketing for Retirement Homes - BCSLA 2011 Presentation

Comfort Life Mediawww.comfortlife.ca

Online Marketing : social and new media

http://www.ourkidsmedia.com


Comfort Life Media | www.comfortlife.ca

Canada’s online population

Google is the #1 search engine

16.7 million Facebook users in Canada

80% of online activity begins with a search engine

2.9 million aged 55+

Canada’s online population is one of the highest in the world (71%), and 62% of them are active on social networks.

436, 260 living in British Columbia

SOURCES: eMarketer, September 2009 Report. Pew Research Centre 2011 report

Adults aged 65+ are fastest growing segment in social media



http://www.facebook.com/press/info.php?statistics





A shifting landscape




Canada’s online population

Google it

Research employees, owners, partners...etc.

Look for third party comments and referrals

“ I can’t explain it—it’s just a funny feeling that I’m being Googled.”




Internet marketing campaign

1. Listen

2. Keyword strategy

3. Optimize your website

4. Promote content via social media

5. Convert site traffic into leads

6. Nurture leads with email marketing

7. Be mobile friendly

8. Analyze and refine




Before you startanalytics.google.com

Visitor types

top pages viewed

locations

referral sites

referral quality




Listen

People are talking about you.

Do you know what they are saying?

1




Listen1Google.com/reader

Google.com/alerts

TOOLS

SocialMention.com

Twilert.com




adwords.google.com

google.com/trends

A word or phrase a person enters into a search engine. It may NOT be the term you use to market your business.

TOOLS

Keyword strategy2




retirement homesnursing homesassisted living

Keyword strategy2




Optimize your website380% of website searches begins with a search engine

Users trustorganic results




Optimize your website3





PAID RESULTS





GOOGLE PLACES




WebsiteGrader.com

TOOLS

Optimize your website3Submit each location to Google.com/places

On page SEOPage titles, descriptions, keyword tags

Heading tags <h>

Off page SEO

Photos and alt descriptions

Incoming backlinks (forums, blogs, directory sites)

Age of domain and length of registration

Activity on social networks




Social Media4Listening to your customers, being helpful by sharing your knowledge and giving them interesting content to talk about.

Improve communication (internal and external)

Build brand awareness

Amplify word of mouth marketing

Drive website traffic

Increase sales


Social Media Platforms4Newsletter - lead generation

Twitter - connect with someone you don’t know

Facebook - connect with people you know

YouTube - stimulate emotion and build excitement

eNews

Blog - content creation for SEOBLOG




Why Blog?

An easy way to share information

Positions you as an expert

Executive director, activity manager, or resident blogs are an easy way to share information and keep families and community informed.

Builds your brand online, and allows you to have a voice on the world wide web that can be picked up by traditional media.

Start your own blog, or guest blog on other sites

Helps your website SEO and increases website traffic1. Build keyword specific pages to increase SEO ranking2. Grow your social capital (online reputation)3. Can be shared by others via RSS or social networking sites




Is it worth it?Case study: V!VA blog

Launched 2008

New posts weekly from all locations

Prospects, community members and families visit the blog often for updates

Greatest success: builds sense of community




Is it worth it?Case study: Comfortlife.ca blog

Launched October 2010

Promoted via website, facebook & twitter

New posts daily (google crawls daily)

Accounts for 5% of our site entrance pages (generates traffic!)

Greatest success: increase in SEO rank




Why Facebook?

An easy way to share information

Improves branding and top of mind awareness

Quickly share photos of activities and programs, sweet comments from residents and weekly schedules or menus.

Keeps you in front of your current customers, and provides a more friendly view to prospective customers.

Showcase your community

Increases SEO and website trafficContent is easily found in search engines and Facebook is fast becoming a powerful content discovery platform.




What can you do on Facebook?Domain insights

A consolidated view of key metrics for any website(even if you do not have a company page on Facebook)

Access sharing metrics and demographic information

Per domain (website) and per URL (website page)

developers.facebook.com



http://developers.facebook.com/docs/insights/

http://developers.facebook.com/docs/insights/


What can you do on Facebook?Domain insights




What can you do on Facebook?Targeted advertising

Target users by age, location, interests

Set daily spend limits

Track click throughs and conversion rates




What can you do on Facebook?Build your community




Who are you reaching?Fans and friends of fans



Case StudiesFacebook Social Plugins

ABC News

NHL.com

Global News

referral traffic increased 250%

referral traffic increased 80%

#2 source of traffic

92% more articles read





Your residents... online

Email friends and family

Share photos and video

One of the greatest challenges or losses that we face as older adults is not about our health, but about our social network deteriorating on us. - Joseph Coughlin, Director of the AgeLab at MIT




More than just marketing

30% decrease in depressive symptoms among older adults

Social networks are a gateway into technology for seniors

Internet use among older adults exercises the mind, lifts the spirit and boosts moral.

- Senior citizens learn social media (theatlantic.com, Aug 31, 2011)

Increase in perceived world size, no longer feel left behind




Social media set up

KnowEm.com

TOOLS

1. Setup your social networksFacebookTwitterLinked InBlog

2. Setup google reader (RSS)Company nameIndustry keywordsCompetitors

3. Update website to promoteSocial networksBlog feed

4. Start networkingStaffResidentsInterns and volunteers




Social Media ScheduleDaily (1/2 hour)

Scan twitter, Facebook & blog comments in morning and eveningSchedule tweets a minimum of 3 times throughout the dayPost something new to FacebookLike or comment on another Facebook group

Weekly (one hour)Scan your Google reader for relevant news (comment if possible)Post a video or photo to FacebookWrite and post a blog/news articleShare the article on twitter and Facebook

Monthly (two hours)Compose a newsletter from your weekly posts (send to media!)Review analytics from Facebook and twitter

- look for new referring sites- what generated most clicks, what didn’t




Guiding Principals

1. Post at least one item every day (facebook)

2. Generate varied content that reflects all programs/activities

3. Appeal to a broad audience

4. 33% rule - you, your topic, your fans/followers

5. Set respectful and inclusive tone, but keep it fun

6. Respond promptly to comments, feedback and inquiries received

7. Monitor what is most popular and build on your success

8. Promote the page and invite your network to join




In action

NEWSLETTER

BLOG




Examples

Adelaide Place Retirement Community, Ontario

Palisade Gardens Retirement Community, Ontario

Caretenders Retirement Communities, British Columbia

V!VA Retirement Communities, Ontario

Schlegel Villages - Village Voice, Ontario



Online MarketingSocial Media

YouTube.com/ComfortLifeTV

Facebook.com/ComfortLife.ca

@ComfortLife @AgnesStawicki

[email protected] 1.877.272.1845 x31


mailto:[email protected]

mailto:[email protected]



Online & Social Media Marketing for Retirement Homes - BCSLA 2011 Presentation

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Transcript of Online & Social Media Marketing for Retirement Homes - BCSLA 2011 Presentation