Saturday, June 20, 2015

The Future of Search is Niche

The Future of Search is Niche

Sam Nam's Forward Thinking Deck for SEO Summit 2015
Published in: MarketingInternet

Transcript

  • 1. The Future of SEO is Niche!
  • 2. Today, Google is the King of Search Engines!
  • 3. But the King is Getting Worried…
  • 4. Who is the King Worried About?
  • 5. Who is the King Worried About?
  • 6. Who is the King Worried About?
  • 7. Eric Schmidt, Chairman & Former CEO of Google
  • 8. Eric Schmidt, Chairman & Former CEO of Google “Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon. People don’t think of Amazon as search, but if you are looking for something to buy, you are more often than not looking for it on Amazon.”
  • 9. vs Google’s Biggest Search Competitor
  • 10. vs “Global technology leader focused on improving the ways people connect with information.” “Earth’s most customer-centric company for four primary customer sets: consumers, sellers, enterprises, and content creators.” Information Focused Commerce Focused Google’s Biggest Search Competitor
  • 11. Example: Let’s compare search experiences for “Digital SLR”
  • 12. Google Search “Digital SLR”
  • 13. Google Search “Digital SLR” Five Shopping Results?
  • 14. Google Search “Digital SLR” Five Shopping Results? Wikipedia Quick Answer? Google is mixing intents.
  • 15. Amazon Search “Digital SLR”
  • 16. Amazon Search “Digital SLR” Departments and sub Categories to Filter Thousands of Digital SLR related Products
  • 17. Amazon Search “Digital SLR” Buy New or Used from $220! Read 638 Reviews from Buyers.
  • 18. vs Amazon Wins!
  • 19. DSLR World-Wide Sales vs Google Trends Google Search Volume Isn’t Keeping Up With Sales
  • 20. Shift From Google to Amazon in Categories Related to Commerce
  • 21. So Businesses Are Becoming Amazon Sellers
  • 22. “How do I show up on Amazon?” Business Owners Have New Questions
  • 23. “How do I show up on Amazon?” “How do I ‘out rank’ other sellers?” Business Owners Have New Questions
  • 24. Amazon is a Search Engine + Business Owners Need Help on Amazon = Who Are They Going to Call?
  • 25. Amazon is a Search Engine + Business Owners Need Help on Amazon = Search Engine Optimization Specialists Who Are They Going to Call?
  • 26. But Amazon Isn’t the Only Competitor…
  • 27. …There are Many Niche Search Competitors.
  • 28. Leading Examples
  • 29. A Few Local Examples
  • 30. Does Google Really Consider Them Competitors?
  • 31. Let’s Take a Closer Look!
  • 32. vs Video Search Example
  • 33. vs Video Search Example Google Videos used to be a direct competitor of YouTube Today, YouTube is the Second Largest Search Engine! Without YouTube, Google couldn’t dominate search.
  • 34. If You Can’t Beat ‘Em, Buy ‘Em!
  • 35. Eric Schmidt, Chairman & Former CEO of Google "(YouTube was) growing quickly with user adoption, growing much faster than Google Video, which was the product that Google had. [...]We ultimately concluded that $1.65 billion included a premium for moving quickly and making sure that we could participate in the user success in YouTube."
  • 36. Reviews Search Example vs
  • 37. If You Can’t Beat ‘Em …
  • 38. If You Can’t Beat ‘Em, Buy ‘Em
  • 39. Scrape Content
  • 40. Finally… Admit You Need Yelp In SERPs
  • 41. Yelp’s Organic Reach is Growing
  • 42. And Local SEO is Dominated by Yelp
  • 43. Inspiration/Ideas Search Example vs
  • 44. Pinterest is a place to discover ideas for all your projects and interests, hand-picked by people like you.
  • 45. Pinterest Launched Guided Search in 2014
  • 46. Let’s Give it a Try!
  • 47. Attending a Black and White Party?
  • 48. I need something to wear!!!
  • 49. I’m a Man!
  • 50. Let’s Keep it Casual!
  • 51. I like this…
  • 52. Search Function Still Needs Work
  • 53. But No Denying Pinterest Has The Content
  • 54. Real Estate Search Example vs
  • 55. Zillow/Trulia Dominate Real Estate SERPS
  • 56. And Now They Joined Forces
  • 57. Agents Less Interested in Google
  • 58. Informational Search Example vs
  • 59. Google and Wikipedia
  • 60. Google and Quora
  • 61. Ranking Here Gets Traffic On and Off Google
  • 62. Expand Your Definition Of SEO
  • 63. How Do I Rank in Niche Search?
  • 64. 1. What is a High-Quality User Experience? Simple Questions to Ask
  • 65. 1. What is a High-Quality User Experience? 2. How Does this Search Engine Measure Quality? Simple Questions to Ask
  • 66. 1. What is a High-Quality User Experience? 2. How Does this Search Engine Measure Quality? 3. How Do I Optimize My Business for Those Quality Measures? Simple Questions to Ask
  • 67. Pinterest SEO
  • 68. Come Work With Us! www.digitalroominc.com.ph Interesting Stuff?
  • 69. Thank You!

Onboardly Content Production Process

Onboardly Content Production Process

10 steps on how to get your content created and published.
Published in: BusinessTechnology

Transcript

  • 1. Content 
 Production presents The Typical Process
  • 2. Content Production Process Our typical content production process takes up to 20 hours to complete, which doesn’t include content promotion. If you combine the two - production (20% of our time) and promotion (80% of our time) - any given piece of content can take upwards of 100 hours to complete. And even then, there’s always more you can do. ! Here’s a peek into our content production process answering the common questions of ‘who does what and how long does it take’?
  • 3. 1. Develop the Content Brief 2. Research & Outline Creation 3. Write 4. Review 5. Revise 6. Approve 7. Upload to CMS 8. Web Page Review 9. Sign off 10. Publish Production Process Flow
  • 4. Step 1: Develop the Content Brief Who: Content Strategist
 Approximate time needed: 2 hours
 The content strategist creates the outlines, call to action(s), defines the syntax, tone and grammatical direction as well as provides any supporting research to support the writers.
  • 5. Step 2: Research and Outline Creation Who: Writer Approximate time needed: 24 hours
 The writer creates a skeleton outline, including subheads and possible argument/conclusion. They write then review all existing related content and interviews subject matter experts. Writers capture relevant information, quotes, data, and resources to support the intended message.
  • 6. Step 3: Write Who: Writer Approximate time needed: 48 hours
 The writer drafts the content and structures the page with relevant subheadings, lists, and links to top tier resources. They suggest images and any additional media or sources to be included.
  • 7. Step 4: Review Who: Editor Approximate time needed: 12 hours
 The editor ensures the content is accurate, on message, has working links, uses appropriate images, features a Call to Action (CTA) and is very well written conforming to the standards set within the style guide.
  • 8. Step 5: Revise Who: Writer Approximate time needed: 2 hours
 The writer works with the editors and/or the clients’ comments and resolves any issues with the content.
  • 9. Step 6: Approve Who: Editor Approximate time needed: 12 hours
 The editor reviews the revised content and makes any final corrections to the material, which is now ready for approval and sign off.
  • 10. Step 7: Upload Content to Content Management System Who: Content Strategist or Writer Approximate time needed: 2-3 hours
 The content strategist adds the copy to the page in the CMS ensuring the inclusion of links, images, files, featured image, meta descriptions, SEO, tags and any other items needed to publish the post.
  • 11. Step 8: Web Page Review Who: Editor Approximate time needed: 1 hour
 The editor checks for broken links, typos, poor quality images and then gives the thumbs up when the content is 100% ready to go.
  • 12. Step 9: Sign Off Who: Client Approximate time needed: 1 hour
 The client conducts a final review and signs off on the content. !
  • 13. Step 10: Publish Who: Content Strategist Approximate time needed: 30 minutes 
 The content strategist confirms that the content is published on time and without error. ! !
  • 14. Don’t have the time to 
 manage your content marketing? Interested in learning more?
 Email me: renee@onboardly.com 


The BS-Free Guide for Creating Standout Content

The BS-Free Guide for Creating Standout Content

A long-format slideshare that pr
ovides direct, to-the-point information about educating, engaging, inspiring users through content.
Published in: Marketing

Transcript

  • 1. The BS-Free
 Guide for Creating Standout Content presents
  • 2. A few years ago, it was impossible to visit a marketing blog without coming across a piece singing the praises of a trendy new strategy: “content marketing.” Many thought it as a fad, but numbers have proven that content marketing is here to stay -- and it’s transforming the way we do business.
  • 3. Don’t be fooled. Just because “everyone is doing it” does not mean its easy!
  • 4. Creating mediocre content is simple. But if you want to consistently create standout content, the kind that converts and inspires, and the kind that makes a dramatic impact on your business’ bottom line, you need to invest in a solid content creation process. Let’s dive in.
  • 5. What Does “Content Marketing” Really Mean?
  • 6. “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” –Content Marketing Institute “
  • 7. Profitable Customer Action The term ‘profitable customer action’ that CMI uses can refer to a wide variety of business goals, including: Acquiring new customers, Improving SEO, Generating leads and referrals, Selling specific products, Building your list, & Increasing brand visibility and awareness. Establishing thought leadership,
  • 8. Once you have business objectives (with measurable outcomes) in place for your content marketing efforts, you begin the process of creating, publishing, and promoting content, in nearly endless forms: • white papers • Slideshare decks • ebooks and guides • webinars • videos • social media graphics • infographics • podcasts • email newsletters • blog posts (including guest posts) Next: Which platforms are best to reach your objectives?
  • 9. Stay laser focus on the customer! What do they want to see? How can you deliver content that inspires your customers to act? Before we get into what makes for truly standout content, let’s look at some common mistakes -- and how to course-correct.
  • 10. 5 Common Content Blunders (the Not-To-Do List) There are a number of reasons that well-intentioned content strategies fail. Once you know them, avoid them!
  • 11. There is no clear ‘why’ Your WHY has to go beyond business objectives and needs to speak to something deeper, like building community, inspiring people, or being of service. These intentions will be the framework for all the decisions you make as you develop and execute on your strategy. 1
  • 12. The ‘why’ and the goals are not communicated or understood Every single person who will be touching your content, from web developers to your CMO, has a clear grasp of the ‘why’ the specific corporate goals driving your content marketing efforts. This can help prevent your strategy from being diluted, or being taken in an unplanned (often irrelevant) direction. 2
  • 13. A lack of preparation Before you start brainstorming topics and assigning pieces to your team, ensure that all the technical and human resources are in place to get the job done right, workflow has been established, and plans are in place for scaling your processes when demand for your content increases. 3
  • 14. A failure to understand the target audience We’ll say it again: if the customer isn’t the focus of your marketing, you won’t get the results you want. Don’t make bold assumptions about who your target audience is -- research and take the time to craft customer personas that will inform your content creation process. 4
  • 15. Being boring In a crowded online world where users are spoilt for choice and almost everything’s already been said or done, you have to push past vanilla and get bold with your ideas if you want to stand out. 5
  • 16. Let’s Review the Content Blunders Now, let’s talk about the pillars of standout content! 1. There is no clear why 2. The “why” and the goals are not communicated 3. A lack of preparation 4. A failure to understand the target audience 5. Being boring
  • 17. 3 Pillars of Standout Content Educate, Engage, Inspire
  • 18. Your content should either teach something new or provide a new perspective. Offer insider knowledge! This establishes you as a credible source of valuable information. Always go back to your audience. What do they want to learn? Educate “Educating prospects about the products you sell and underscoring your own expertise actually increases your credibility and fosters trust. Ultimately, it allows you to unapologetically charge what you charge. You show that you know what you’re talking about. Those who dig your stuff become more educated and sales-ready leads.” – Anne Handley, Content Expert
  • 19. Keep people coming back. Whether it’s readers leaving a comment on your blog post, subscribing to your list, or starting a conversation around your content via their personal social networks, your content needs to encourage engagement. Reward your audience by putting them in the spotlight. Engage “Put their responses to your content front and centre, by either grabbing them from your social properties to showcase them using tools like Storify or by writing a post about a hot topic that asks them to submit their own relevant content for you to publish.” –Megan Brown, Social Media Strategist
  • 20. Inspire readers to the action necessary to reach your strategic goals. Weave compelling calls to action (CTA) into your content. What ‘next step’ would you like the reader to take? Subscribe to your list? download that whitepaper? Register for your new eCourse? Keep this goal in mind the entire time and focus your content around that central purpose, making the CTA at the end all the more compelling. Inspire With three firm pillars in mind, you’re ready to embark upon the laborious, but rewarding process that is content creation.
  • 21. 5 Steps to Standout Content
  • 22. Some of the most important work in content marketing happens long before any actual writing takes place. There are 5 important components of setting the foundation for a solid content strategy. Flip on. Laying the Groundwork1 “By failing to prepare, you are preparing to fail.”–Ben Franklin
  • 23. Start big, end small. Identify the larger outcomes you hope to achieve. Example, “We want to establish ourselves as a thought leader in our industry.” Next, ask yourself the question “how will I know when I have achieved this goal?” Answering this question will help you to identify key markers of success. Transform these milestones you’d like to reach into SMART goals that will drive your campaigns. Goal Setting
  • 24. Involve people from different areas of your business in goal setting. This will help you identify business objectives that your content efforts can support. It also promotes collective buy-in, which is key to long-term success. Once you have identified your goals, share them. A word to the wise:
  • 25. Now that you know what you want, the next step is to identify what customers want, and what they aren’t already getting elsewhere. There are three facets of research for content creation: 1. Audience research 2. Competitive research 3. Keyword research. Let’s explore. Research2
  • 26. Audience Research Do you already have an audience? Engage them with a survey or personal ask for a brief 10-minute phone conversation. As this great post from Marketing Land suggests, ask open-ended questions and non-leading questions, like: • How do you like to receive content? • Where do you like to hang out online? • What inspires your trust? • What makes you choose to share (or not share) a piece of content? • If you could change anything about our website, what would it be?
  • 27. If you don’t have an audience, you can still figure out what your future customers want! 1. Using a tool like Hootsuite, listen to what others are already saying about you or your industry on social channels. 2. Comb through your old pieces of content and note which ones are most frequently being shared. Take note of common characteristics. 3. Note who is sharing the content and what other types of content those people are sharing. 4. Look at what similar brands are doing. Using this information, create target audience personas (fictitious profiles) for whom you will create individual pieces of content.
  • 28. Competitive Research There are 4 key things that you can learn by doing some basic competitor research: 1. What strategies and tactics are popular in your industry, 2. What is already being said, 3. Which mistakes you should avoid, and 4. Where the gaps are in your industry. For a run down of the tools you can use to complete this analysis, check out this post on the Onboardly blog.
  • 29. Keyword Research Next, head on over to the Google Keyword Planner and start identifying the keywords that you should be planning your content around, from titles to tags. Just getting started? Here’s a handy guide to this fantastic tool. With research complete, it’s time to move on to the third component in setting the ground work for creating standout content.
  • 30. Choose your channels (ex: blogs, podcast, vlog etc.) based on how your audience likes to consume content. The channels you choose should be directly related to the business objectives that your content strategy is tied to. For example, if you’re selling seats to a workshop, a webinar is a great tool, but if you’re trying to increase sales for your eCommerce store, a visual platform like YouTube or Pinterest might be the way to go. Remember: don’t bite off more than you can chew. It’s better to do an amazing job on two channels than a mediocre job on five. Selecting Channels & Tools3
  • 31. Gathering Resources You need to get a firm handle on your resources. This means making sure that the backend of your website is ready to handle increased traffic, ensuring that your team (both staff and freelance) is in place and everyone knows what their role is, and lining up all the additional tools you need, like social media dashboards and analytics platforms.
  • 32. At Onboardly, we use a very specific content process for ourselves and for our clients that has been honed and perfected through years of experience. This simple yet specific 7-step process is designed to minimize miscommunication and errors and maximize speed and efficiency. Active Creation4
  • 33. Step 1: Develop the content brief This one-page document, usually in a shareable Google Doc, includes: The mission of the piece A few bullets on the points to be covered Notes on the format of the post (length, headings, etc.) and Any other requests of the writer.
  • 34. Work with talented freelance content creators to complement your existing team. Taking an extra few moments to determine which writer or designer is best suited to each job can help prevent time being wasted in back-and-forth edits on the back end. Step 2: Choose the right writer or designer
  • 35. Often we will ask for an outline of the piece (even if our own team is writing it) before it gets drafted, in order to catch any misunderstandings or errors. Another time saving measure in the long run! Step 3: Research and outlining
  • 36. Once the outline has been approved, we typically allot anywhere from 3-7 business days for drafting. Step 4: Drafting
  • 37. Our writers -- both internal and freelance -- know who to submit their pieces to (our content editor), and know to wait to receive the final word that the first round of editing is complete before jumping back in to make changes. Using Google Docs makes an otherwise complex editing process virtually seamless. Step 5: Review and revision
  • 38. Once the final edits have been made by the writer, they alert the content editor, who will give final approval. Step 6: Approval
  • 39. The final step is an important one, as it can help increase the reach and visibility of your piece. When a post is uploaded to WordPress, our team carefully selects the right URL, chooses the most effective tags, and writes a meta description using Yoast. Step 7: Uploading
  • 40. Follow the rule of 3: Promote every piece of content in at least 3 places. This could include syndicating or reposting content to sites like PR Daily or Medium, turning it into a Slideshare deck, or sharing it on an industry message board. Lastly, after you send your educational, engaging, and inspiring content out into the world: observe and learn. The process of creating standout content is ever-evolving. Post-Publication5
  • 41. After all that, a reminder: break the rules
  • 42. Here’s the thing: the internet is still a bit of a wild west, and it truly belongs to those who innovate and aren’t afraid to take risks. When you feel yourself settling into a content marketing groove, that is the exact moment that you should push yourself to do something just beyond your comfort zone. After all, the worst content sin of them all is to be boring.
  • 43. www.onboardly.com Now go forth, and create great content! Want more? Check out the 50 Best One-Sentence Content Marketing Tips from the pros.

Friday, June 19, 2015

9 Actionable Healthcare Tweets from HIMSS 2015

9 Actionable Healthcare Tweets from HIMSS 2015

9 tweets and action items for healthcare marketers and content strategists, as developed by Marilyn Cox @MarilynECox (Oracle) and Buddy Scalera @MarketingBuddy.

Be sure to visit: http://www.slideshare.net/americanregistry

Transcript

  • 1. 9 Actionable Healthcare Tweets from HIMSS 2015 Buddy Scalera Content Strategist BuddyScalera.com WordsPicturesWeb.com Buddy@buddyscalera.com Marilyn E. Cox Marketing Principal Industry Center of Excellence Oracle Marketing Cloud Industry Solutions Marilyn.e.cox@oracle.com
  • 2. Introduction to HIMSS 2015 • The HIMSS Annual Conference is the largest health IT event in the industry. • This year over 41,000 individuals attended. • Healthcare professionals, clinicians and executives from around the world gathered to explore the value of health IT through education, networking and solutions. • Every attendee leaves having discovered new ways to advance innovation, make a greater impact and improve outcomes. #HIMSS2015 #HCMKTNG HIMSS.org/
  • 3. Marilyn E. Cox @MarilynECox Oracle.com BusinessIsChildsPlay.com The Authors Buddy Scalera @MarketingBuddy WordsPicturesWeb.com BuddyScalera.com Check out Marilyn’s Slideshare: http://www.slideshare.net/AmericanRegistry
  • 4. Actionable Insights At the Healthcare Information and Management Systems Society (HIMSS) 2015 conference, Marilyn E. Cox tweeted her notes and observations. She shared 100+ tweets with the #HIMSS2015 hashtag. Following the conference, Marilyn and Buddy Scalera prepared these Action Items for healthcare marketers and content strategists. The views expressed in this presentation by the authors do not necessarily reflect the views and position of their employers. @MarilynECox
  • 5. @MarilynECox #HIMSS15 Tweetable Takeaway #24: Design with patient and caregiver in mind. Understand their wants, what they’ll use, and provide support Insight According to stats from the CDC, "The typical caregiver is a 46 year old woman with some college experience and provides more than 20 hours of care each week to her mother." Action Item Serving patients effectively often means support for caregivers. Consider patient-education materials and compliance resources that can be utilized by caregivers. Note that certain caregivers may offer support remotely. Source: http://www.cdc.gov/aging/caregiving/facts.htm 1
  • 6. @MarilynECox #HIMSS15 Tweetable Takeaway #60: Empower patients to actively manage health and partner in their health care through secure access to info. Insight According to a survey conducted online by Harris Poll, 37% of people who use a wearable device/fitness tracker wear it every day. And 78% of those using wearable devices/fitness trackers more than once a month feel it is useful for their doctors to have access to that information. Action Item Facilitate a 2-way conversation between patients/caregivers and HCP/wellness teams. Provide access to the information required for managed healthcare, and provide that information across the channels preferred by the patient. Don’t take a one-size-fits-all approach. Source: https://www.eclinicalworks.com/pr-harris-poll-patient-engagement-survey/ 2
  • 7. @MarilynECox #HIMSS15 Tweetable Takeaway #51: Focus on whole-person goals & promote shared decision-making to improve care experience and quality of life Insight According to the CDC, measuring Health-Related Quality of Life (HRQOL) “can help determine the burden of preventable disease, injuries, and disabilities, and it can provide valuable new insights into the relationships between HRQOL and risk factors.” Action Item Healthcare has become focused on specialty medicine, which is essential for advanced treatment. However, every healthcare professional must be aware of the whole patient and consider all relevant HRQOL factors during diagnosis, treatment, and beyond. More on HCQOL from the CDC: http://www.cdc.gov/hrqol/concept.htm Source: http://www.cdc.gov/hrqol/concept.htm 3
  • 8. @MarilynECox #HIMSS15 Tweetable Takeaway #43: when designing healthcare app consider patient, care team, friends and family, channel, devices, language. Insight There are 43,700+ medical apps in the Apple store alone. However, not all medical apps are genuine healthcare apps. 69% are intended for consumers and patients, while 31% are intended for clinical use. The majority of apps intended for consumers are simplistic in design, and do little more than provide information. Only 159 have the ability to track or capture data entered by the user, and fewer than 50 provide calculators or tools to measure their vitals. Action Item Leverage medical apps to collect insights to better service your audience and guide the direction of new content creation. Deliver interactive content that promotes healthy lifestyles, medication adherence, and empowers all individuals to self-educate and become their own advocate. 4
  • 9. @MarilynECox #HIMSS15 Tweetable Takeaway #25: Consider multichannel. Integrate check-in kiosks with patient portals for faster check-in and bill payment. Insight According to data from Vitals.com, wait times for doctors has increased by one minute every year with average wait times hovering around 17 minutes. More on wait times: http://www.vitals.com/about/posts/press- center/press-releases/shortest-average-wait-time- for-doctors-in-major-cities-increased-one-minute- year-over-year Action Item Certain health practices are finding ways to maximize the waiting- room experience. Patients can check in electronically and can fill out update electronic health records using secure mobile devices. Healthcare professionals can also use this time to share important patient-education materials to prepare for the exam- room conversation. 5
  • 10. @MarilynECox #HIMSS15 Tweetable Takeaway #15: By delivering targeted wellness content at discharge you can reduce readmission costs. #hcsmIRL Insight In order to reduce readmissions, hospitals are relying on technology and content to focus on patient activation, a patient’s understanding of their condition, increased compliance with care plans, and increased support to manage their condition before they experience flare-ups. Action Item Deliver personalized wellness content that addresses the patient experience as well as the patient lifestyle in order to manage their condition. 6
  • 11. @MarilynECox #HIMSS15 Tweetable Takeaway #14: Important to remember patients don’t just consume, they experience a great deal in the journey. #hcsmIRL Insight According to the Industry Healthcheck 2014 report published by EyeForPharma, 85% of respondents agree that patient-centricity is the best route to future profitability. Many companies are adjusting their strategy to focus on that patient journey. Each patient is unique in how their condition changes over time. Healthcare and pharma must align to communicate to the patient the right information at the right stage of disease progression. Action Item Ensure your key message meets the needs of the patients at each specific point in their disease progression. Enable patients to self-educate about impending condition experiences before they occur. Connect patients and caregivers with information that helps and heals. For more information: https://community.oracle.com/community/topliners/in dustry-solutions-center-of-excellence/health-and-life- sciences/blog/2014/11/13/is-your-marketing- strategy-designed-around-the-patient-journey-or-the- patient-experience Source: http://www.eyeforpharma.com/download/content-healthcheck.php 7
  • 12. @MarilynECox #HIMSS15 Tweetable Takeaway #5: Care navigators can contribute to physician and patient engagement and improve health outcomes. Consider it. Insight As healthcare becomes more complex, healthcare advocates and health navigators are becoming increasingly important to patients seeking care. More on Health Navigators: https://www.healthcare.gov/glossary/navigator/ Action Item Review the published guidelines for health navigators and healthcare advocates to provide better resources that will help them in their efforts to serve patients. Their involvement can improve patient outcomes and streamline insurance and other financial realities. 8
  • 13. @MarilynECox #HIMSS15 Tweetable Takeaway #21: Social media metrics must extend beyond “likes” and follows. Pay attention to conversions. Insight According to Google, there are four core ways to measure social impact in their Google Analytics cloud-based software. These include Network Referrals, Conversions, Landing Pages, and Social Plugins. https://support.google.com/analytics/answer/168397 1?rd=1 Action Item Take a broader, more holistic view of social engagement to measure the impact of your social media marketing efforts. Patients use social media to discuss wellness, illness, and everything in between, so ensure that your content is tagged for maximum engagement and measurability. 9
  • 14. Marilyn E. Cox @MarilynECox Marilyn.e.cox@oracle.com http://www.slideshare.net/AmericanRegistry https://www.linkedin.com/in/marilyncox Contact Us! Buddy Scalera @MarketingBuddy buddy@buddyscalera.com http://www.slideshare.net/buddyscalera https://www.linkedin.com/in/buddyscalera