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CooperVision’s Social Media Quick Start Guide
for Eye Care Professionals
2
About This Guide • As part of our ongoing effort to help you enhance your eye
care pracBce, CooperVision has developed this Quick Start guide to help develop your social media presence.
• What you will learn from this guide: – What Social Media is and how people use it to share informaBon
– Why Social Media is valuable for your business
– Overview of popular Social Media plaKorms and how to use it to build
your business: • Facebook • TwiMer • YouTube • Search Engine OpBmizaBon (SEO)
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Table of Contents • What is Social Media? • Why Social Media is Valuable to Your Business • GeUng Started • Our RecommendaBons • Your PracBce and Facebook • Your PracBce and TwiMer • Your PracBce and YouTube • Your PracBce and Search Engine OpBmizaBon • QuesBons?
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So what is social media? • Who’s embracing it? How much is hype vs. reality?
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“Social media is people having conversa6ons
online.”
“Social media is informaBonal content created by people using highly accessible and scalable publishing technologies.”
-‐ Wikipedia
What is Social Media?
6 6
Social media is defined by online pla<orms such as blogs, message boards,
mul6media sharing sites, customer review portals and micromedia.
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• It allows people to dynamically interact online
• It helps people create, share, search for and collaborate around content
• It’s a two-‐way conversaBon
• It’s a place to build relaBonships
Importance of Social Media
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2/3 of the global internet popula6on visits social networks
− Nielsen, Global Faces & Networked Places, 2009
20 Bmes as many arBcles as Encyclopedia
Britannica
1 in 10 Americans online uses TwiMer; grew 1,382% last year to 7 million users
100 million viewers; 6.4 billion videos watched in January
400 million users
40 million users; someone joins every
second
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Visi6ng social sites is now the 4th MOST POPULAR online ac6vity — AHEAD of personal e-‐mail
− Nielsen, Global Faces & Networked Places, 2009
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What does this mean for my business?
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• Your paBents live online, and you can interact with them where they spend their Bme – 78% of consumers in 2009 have researched a health topic online*
• An online presence lends credibility when people are researching informaBon
• Your social media footprint becomes a desBnaBon for your paBents to find informaBon about you and your industry
*Harris InteracBve: 2009
Online PaBents
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We now trust a stranger’s recommendaBon online almost as much as our closest friend’s. -‐ Universal McCann, “When did we start trusBng strangers,” September, 2008.
Mass Media Age
Influencers of purchase decisions
Social Media Age
Influencers of purchase decisions
Family, friends (5) Family, friends (5)
Experts (4) Experts (4)
Reporters (4) Online influencers (4)
Public figures (3) Reporters (4)
In-‐store reps (3) Public figures (4)
Mass media markeBng (2) In-‐store reps (3)
Mass media markeBng (2)
Ranking 1-‐5 (5 being the highest)
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People Do Their Research…
*Accenture study, April 2007
Make useful informaBon available online or risk losing potenBal paBents researching purchases:
• Compare prices online before shopping in a physical store 68%
• Research product features online before making an in-‐store purchase 69%
• Said online informaBon was the most powerful influencer in their purchasing decision 43%
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Ge#ng Started with Social Media
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Don’t Get Overwhelmed! • There are many combinaBons of tacBcs you can use to get started. It can be as simple as creaBng a basic Facebook page to geUng more advanced with online adverBsing through search engines like Google and Bing.
• Pick the channel that’s most comfortable for you to get started. You don’t have to do it all.
• Pick the channel that is complementary to your current markeBng acBviBes and fits within your office culture.
• Whichever channel you pick, be sure to incorporate it into your current markeBng. Print the name of your Facebook Fan Page, TwiMer handle, and/or YouTube channel on your business cards, appointment reminders, and put links on your website. This is an easy way to get the word out and start a fan base.
• Remember, it’s a slow build. Don’t get frustrated! It takes Bme to build up a fan base. The more effort you put into it, the more you will get out of it.
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Our RecommendaBons • We recommend the following order for social media involvement: – Website: We recommend starBng with a pracBce website. – SEO: Use SEO to opBmize your pracBce’s webpage for search – you want to be where your paBents and potenBal paBents are looking!
– Facebook: Jump into social media with a facebook fan page to interact with paBents.
– Twi;er: Use this micro-‐blogging service to increase your social media landscape by repurposing facebook fan page content.
– Youtube: Use YouTube as a source for content, or if you’re an advanced social media user, start a YouTube channel for your pracBce.
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Your Prac>ce and Facebook
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In This SecBon • About Facebook • Using Facebook for business • What to expect • How Facebook helps build my pracBce • What I should post on Facebook • GeUng started creaBng a business fan page • PromoBng my page • Facebook do’s and don’ts • AddiBonal resources
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About Facebook What is Facebook? • Established in 2004, Facebook is the largest social network on the Web with over
400 million users worldwide • Facebook began as a college student’s network, but has quickly expanded as a
place to connect with anyone
Who’s using it? • More than 120 million users log on to Facebook at least once each day • More than two-‐thirds of Facebook users are outside of college • The fastest-‐growing demographic is those 35 years old and older (over 24 million
users in this demo)
How are they using it? • Savvy businesses and brands use business fan pages to build relaBonships with
customers • More than 8 million users become fans of pages each day • More than 1 billion photos are uploaded to the site each month • More than 10 million videos are uploaded each month
Source: Facebook press page
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Using Facebook for Business • The average facebook user has approximately 130 friends.*
• Every Bme someone becomes a fan of a facebook page, the message is broadcasted to their network and posted on their personal profile:
• If 10 people fan your facebook page, the name of your pracBce is being broadcast to (on average) 1,300 people!
*Source: Facebook Press Page
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Using Facebook for Business
ECP Facebook Fan Page Provides a line between personal/professional
informaBon
• PaBent engagement • Professional announcements • Office sales and promoBons • Community contributor
Personal Profile Manage your
business fan page from this profile
PaBent PaBent
interacBon with doctor or pracBce
Personal/ Professional line
Office Staff Personal Profiles Let your staff help manage your
business fan page
Although your personal profile and fan page are completely separate, we recommend you set your
privacy seUngs to customize what
informaBon people can view on your personal
page
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What to Expect • Fans of pages build over Bme.
– Even if you only have a few loyal fans, don’t get discouraged and don’t abandon them – they can influence their friends and family.
– The page is sBll a powerful method of showcasing your business.
• Empower your office staff to help you monitor and manage your business page. – They may not be able to answer medical quesBons,
but they can help you see opportuniBes to engage with paBents.
• If you see specific quesBons from fans, try to answer them on the same day or in the next business day. – Don’t feel obligated to respond to every single
comment.
Tip! The more you parBcipate the more people
parBcipate with your page.
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How Does Facebook Help Build My PracBce? • Provides an online presence
– If you don’t have a website, you can use Facebook as an alternaBve online desBnaBon. – However, we do recommend in today’s compeBBve environment that you do have a website. Facebook helps to increase your
online presence.
• Keeps your business current – New and exisBng paBents live online and seek referrals and reviews. With over 350 million users, Facebook is the place you need
to be where your pracBce prospects are.
• Instantly opens the gates to a wider audience – Get instant access to communiBes of people who may need your experBse.
• Builds rela6onships – You can beMer adapt your markeBng and pracBce services to meet paBent needs by “listening” to what they’re saying online. – Part of listening is responding. Be prepared to respond and fix negaBve comments, if they do occur – this will help you build long
term relaBonships with your fans and customers.
• Raises visibility – By consistently posBng helpful informaBon that provides value, you increase visibility and credibility as the expert in your area. – Interact and become a trusted advisor in your local community to deepen relaBonships and culBvate long-‐term paBent
relaBonships.
• Provides No-‐cost marke6ng – Facebook is completely free to use, and with regular acBvity and promoBon, you’ll build a following.
• Maintains professional credibility by separa6ng your prac6ce from your individual, personal profile – If you find having paBents “friend” your personal profile uncomfortable, invite them to become a “fan” of your business fan page.
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What Do I Post? • Always consider your audience.
– Your pa<ents live busy, ac<ve lives and o@en search the internet for informa<on on their own <me. In par<cular, 61% of U.S. adults have gone online for health informa<on.*
– Conversa<ons you have on Facebook can reflect how your prac<ce par<cipates in the daily lives of your pa<ents.
– Think about the conversa<ons you have with your pa<ents in the office – incorporate those conversa<ons onto your fan page.
• Post content that keeps pa<ents interested and coming back. Highlight: – Eye health news topics/links to ar<cles that might benefit pa<ents – Product announcements or promo<ons
• Finding the right contact lens for your individual needs • How to find the perfect frame
– Fashion <ps, popular frames
– News or links from other online sources you use – Care <p for lenses and glasses
• Make your page friendly and personable, but separate your personal life updates from your business updates.
• Encourage your pa<ents and fans to par<cipate and share by asking open-‐ended ques<ons and asking for feedback.
– Work with office staff to post at least once a week. However, by pos<ng more o@en and responding to ques<ons, you build credibility with your audience.
Tip! Not all content needs to be product focused-‐showcase the personality of your business -‐ talk about… • Local sports teams or clubs your prac<ce supports or sponsors
• Nonprofit causes your prac<ce supports
• Local community news that’s relevant to your prac<ce or community
• Ac<ve lifestyle <ps
*Pew Internet & American Life Project: 2008 http://www.emarketer.com/Article.aspx?R=1007233
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Ge_ng Started on Facebook • Create a business fan page • Signing Up
– You can sign in with your personal profile to manage your page or create a new profile
– If you’re not on Facebook, you can sBll create and manage a page by creaBng a business account
• hMp://www.facebook.com/help/?page=721
• Invite your paBents to become “fans” of your business page – Create an informaBve descripBon about your
pracBce • Include your locaBon including city, state, zip code,
Web site (if you have one) and why your pracBce is so outstanding
– Add some photos that help people recognize your pracBce
• Include the front of the building and pracBce name signage
Tip! • A fan page for your business acts as the public face for your pracBce, separate from your personal profile
• Unlike groups, these are searchable on Google
• Pages help provide professional distance between paBents and personal profiles
Tip! • Business accounts don’t give you all the funcBonality of a personal account.
Tip! • Check your business page privacy seUngs to enable or disable features like commenBng or posBng videos
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CreaBng a Business Fan Page • Log in to Facebook
– If you do not have an account, simply go to www.facebook.com and follow the steps to create an account—it’s free and easy.*
• On the lex column, click “Ads and Pages”
* hMp://www.facebook.com
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CreaBng a Business Fan Page • Click on the box that says
“Create a Page”
• Select the type of business (medical service), then create a name for your page (e.g., XYZ Eye Care)
• To accommodate mulBple offices, set your category as Brand, Product or OrganizaBon
Tip! • You can’t change the name of your business fan page once axer you name it
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• Become a fan of your own page
• Click “Edit Page”
CreaBng a Business Fan Page
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• Click the “INFO” tab and complete both the basic and detailed informaBon fields
CreaBng a Business Fan Page
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• Be sure to click through each secBon and fill out appropriate informaBon.
• To make your office managers administrators of the page, select the “ADD” in the Admin box and invite them to the page.
CreaBng a Business Fan Page
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SeUng Page Usernames • Set a username – these are pracBce names you
can use for your pracBce – e.g. “facebook.com/pracBcename”
• Go to the link: hMp://www.facebook.com/username/
Warning! Once you
select a page’s vanity
username, you can’t change it. Select carefully!
Tip! You must have at least 25 fans to create a vanity username URL. This rule helps prevents cyber
squaUng
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How to Promote Your Page • Facebook is free to use for your business
– Use the name on any office markeBng materials you are currently using
• Posters, appointment cards, fliers, business cards – Link your Facebook page to other properBes, like
your Web site (if applicable) • Use Facebook to build long-‐term relaBonships
– Interact and converse online with your fans by providing useful informaBon or answers to quesBons such as:
• Compliance and contact lenses? • Do you need reading glasses? Understand all the
opBons? Talk to your eye doctor about them today. • Is my teenager ready for contact lenses?
– Comment on your fans’ messages and feeds
Tip! “Favorite” other Facebook pages
(like CooperVisionECP) that complement your business and
URL.
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Facebook Do’s • Network – No one just “finds you” – acBvely tell people,
use exisBng community
– Start with your employees, friends, and family members
– Invite your paBents to comment on your fan page
– Add your facebook informaBon to your appointment and business cards
• Provide Value – What else is the consumer, customer or
community interested in? – Open the lines of communicaBon
• Directly Respond – Develop programs that include parBcipaBon;
offer coupons, etc.
• Get Help Managing Your Page – Use your office staff to help you manage your
page
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Facebook Don'ts • Don’t Think for the Short Term
– Be in it for the long haul by thinking beyond campaigns
– Think of long-‐term relaBonships
• Don’t Be Unresponsive – Don’t leave your paBents with unanswered quesBons; try to respond within the current business
day or on the next business day
• Don’t Forget to Engage and Interact – An unused page is an uninteresBng page – engage your audience and don’t stop
• Don’t Forget to Give Credit to What’s Already There – ConstrucBvely parBcipate with the groups of fans that already exist
– Make sure you give credit to people who originate ideas
• Don’t “Spam” Your Fans – Try to add value at all Bmes – what are your business page fans geUng out of parBcipaBng with
you?
• Don’t Try to Appeal to Everyone
– Don’t waste Bme and money chasing everyone; focus on deepening exisBng relaBonships with paBents
– Use exisBng paBents as advocates for you and your pracBce; word of mouth is a powerful, free tool
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Facebook Fan Page Resources • Step-‐by-‐step tutorial link on seUng up a page, provided by Facebook: – hMp://www.facebook.com/adverBsing/?pages
• AddiBonal Facebook Guidebook from Mashable – hMp://mashable.com/guidebook/facebook/
• GeUng a unique page username: – hMp://www.facebook.com/username/
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Your Prac>ce and Twi;er
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In This SecBon • About TwiMer • TwiMer Business ApplicaBons • What to expect • How TwiMer helps build my pracBce • What should I post on TwiMer? • GeUng started
– Signing up, Lists, TweeBng, Lingo • TwiMer do’s and don’ts • AddiBonal resources • TweeBng content from YouTube or other sites
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About TwiMer • What is Twiaer?
• TwiMer is a completely public micro blogging plaKorm composed enBrely of 140 character answers to one simple quesBon: What are you doing?
• Who’s using it? – On average, 3 million people visit daily with a daily growth of 5% – Over 50% of the visitors are people coming back again – Males make up over 60% of TwiMer’s demographic, the largest being 35-‐44 year-‐olds
(26% of it’s users)
• How are they using it? – TwiMer remains the most popular among the micro blogging services – Businesses parBcipate in real-‐Bme conversaBons to drive awareness of
sales, specials and news
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TwiMer Business ApplicaBons Community Engagement
Listening and engagement with branded and unbranded conversation about lenses or glasses
Marketing & Advertising
Generate revenue through awareness of advertising content, campaigns, promotions, etc. Push promotions and discounts.
Customer Service
Issue resolution for direct messages sent via Twitter and comments found via scanning.
Broadcast News
News, announcements, and info about your practice
Recruiting
Posting open jobs and fielding position inquiries
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What to Expect • Followers of your profile develop over Bme. Even if you only have a few loyal fans, don’t get discouraged and stop publishing. TwiMer conversaBons are public so more people may be seeing your content than you realize
• Empower your office staff to help you monitor and manage your TwiMer profile and canvassing for conversaBons to parBcipate in. There are free tools available to help track conversaBons
Tip! The more you parBcipate the more people
parBcipate with your page.
41
How Does TwiMer Help Build My PracBce? • Let’s you “listen” to conversa6ons in real 6me
– Industry and healthcare announcements are shared almost instantly via TwiMer. Search and see who’s talking about topics relevant to your pracBce.
– You can see what people are saying about your pracBce and lenses you sell and fit. – You can get perspecBves and opinions from people all over the world – these could be technological innovaBons or new
methods.
• Helps you converse with people in your community – Sharing news and interesBng topics with your community helps people know you’re a trusted source for informaBon –
both with local businesses and potenBal paBents. – A trusted voice online results in paBents trusBng your pracBce.
• Instantly open the gates to a wider audience and become a resource – Get instant access to communiBes of people who may need your experBse. Some people like Facebook, some people
like TwiMer. Connect with both audiences.
• Share the human side of your prac6ce – TwiMer is real people having real interacBons in real Bme. Share useful ideas and let people know your office is full of a
great bunch of people.
• No-‐cost marke6ng – TwiMer is totally free to use, and with regular acBvity and promoBon, you’ll build a following over Bme.
• Customer service – Respond to customer inquiries as appropriate
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What Should I Post? • It’s about your audience. The conversaBons you have on TwiMer are short headlines that help share informaBon and
help people know your point of view. Follow people/brands that are interesBng to your business.
• Post a combinaBon of content. Part informaBon about your pracBce, part help to the community. In addiBon to sharing your latest post to Facebook, TwiMer can help you share:
– Breaking industry news about eye care or new technologies – Your view on what others are talking about; if it’s interesBng, share it – News about your local sports teams – PromoBons or sales – Customer service response – Relevant and interesBng topics through retweets– remember to give credit to the original publisher
• Remember it’s a dialogue; don’t always talk about yourself and your own pracBce; listen to paBents and parBcipate in the conversaBon
• Make your TwiMer voice friendly, personable and professional
• Share the TwiMer responsibility – Work with office staff to post at least once a day and respond online; they can help you talk about your pracBce – Respond to quesBons, parBcipate online – it’s ok to talk to other people.
• Use a URL shortener to compress large links – hMp://bit.ly/ – hMp://Bnyurl.com/
43
Ge_ng Started on Twiaer • Create an Account
– Go to www.twiMer.com to create a TwiMer profile for you or your pracBce (15 characters or fewer)
– Write a short, informaBve bio about your pracBce (160 characters or fewer) and where you are located (e.g., Denver, CO)
– Find and follow people and conversaBons you find interesBng • Use search.twiMer.com to find topics or people
• Start following people that are interesBng to your pracBce • Start retweeBng posts
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Signing Up For TwiMer
• Select a username – Use your pracBce name to help people find you
– You will be noBfied immediately if name is already taken
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TwiMer Lists • A list is a group of TwiMer users you select – these can be public or private lists – e.g. “PaBents” (private); “ChariBes We Support” (public)
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How to Tweet • Responding to people – having a conversaBon
– Remember everything is public unless you send a message directly to someone – also known as a “direct message” or “DM”
– Use the “@” symbol when direcBng your comment or tweet to someone on TwiMer—or if it is even about someone**
• **Note: this is sBll public
Talking about someone else on Twiaer
Talking to someone on Twiaer
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Other TwiMer Lingo • TwiMer Handle – Your username on TwiMer
– This is usually referenced by placing the “@” symbol in front of your username • Direct Message
– Command: DM • Example: DM @CooperVision – [message here]
– **This is the only private method of communicaBon (like sending an e-‐mail)** • Retweet
– Command: RT • Example: RT @CooperVision [original message here]
– Use to give “credit” to other users when retweeBng their posts or links • At Replys
– Command @Reply [directly at user] • Example: @CooperVision @ECP [message]
– Opens a public dialogue with a specific user (similar to a retweet, but an originaBng message)
• Hashtags – Command “#”
• Example: [message] #CooperVision – Acts like a bookmark or tag so others can follow the conversaBon topic and track the
conversaBon
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TwiMer Do’s • Look Around
– See what other ECP pracBces, vision care businesses/brands are doing • Listen
– Use search.twiMer.com to see what people are saying about your pracBce and products you fit and sell
– Pay aMenBon to eye-‐care trends and interesBng topics • Follow
– Get in the game and find people with similar interests to your business -‐ these could be third-‐party groups, vision care socieBes and foundaBons, vision correcBon brands
– Listen to them and respond; share your perspecBve/opinion • Understand It Takes Time
– Be dedicated – having more than one person in your office run an account will help spread the commitment
• Engage – Start the conversaBon yourself – talk about what’s on your mind, right now – Transparency is key – let people know who you are and why you’re here, it is
ethical and builds trust – Provide value – people are spending Bme reading your “tweets,” is it worth it?
Consider your audience and provide informaBon that will keep them coming back
49
TwiMer Don’ts • Don’t Use “Marke6ng Speak”
– TwiMer is not an adverBsing channel, and “brand messaging” isn’t welcome. Engaging as real people beyond “selling” gives you more credibility.
– Keep it two-‐way – don’t just push out sales promoBons and sales; ask what’s important and respond.
– Make sure your tweets are resourceful, entertaining and valuable to your followers.
• Don’t Panic – TwiMer moves fast, but that doesn’t mean you have to respond at the
same exact speed. – Take Bme and think about what you want to say and your approach
carefully – it reflects on your online reputaBon. • Don’t Forget You’re in Public!
– Don’t say anything about your pracBce, paBents, colleagues, friends, etc. that you wouldn’t want them to see – it’s all searchable.
50
TwiMer Resources • Case Studies for TwiMer
– hMp://business.twiMer.com/twiMer101/
• AddiBonal Resources – Find topics to follow
• hMp://search.twiMer.com
• www.wefollow.com
– Learn more about TwiMer (guidebook by Mashable)
• hMp://mashable.com/guidebook/twiMer/
51
Sharing Content From Other Sites • To share content
from sites like YouTube to TwiMer, simply click the “TwiMer” buMon and a tweet will automaBcally populate
Tip! When sharing on Facebook, these won’t be shared to your Facebook Fan Page, these share links will be shared on your personal profile.
52
Your Prac>ce and YouTube
53
In This SecBon • About YouTube • How YouTube helps build my pracBce
• What I should post on YouTube?
• GeUng started
• Using YouTube • AddiBonal resources
54
What is YouTube?
• What is it? – A video sharing network, where users can upload and share
video content • Who’s using it?
– 9.1 million people use YouTube every day – 85% of users visit the site repeatedly
• Stats – There are 13 hours of video uploaded to YouTube every
minute – It would take 412.3 years to watch all of the videos on
YouTube – There are 100,000,000 videos viewed every day on YouTube
55
How Does YouTube Help Build My PracBce? • Helps you build content
– You don’t actually need your own YouTube channel to do this. You can embed links from already uploaded YouTube videos onto your facebook fan page or link to them in your TwiMer feed. Search for terms such as “contact lenses” or “CooperVision” on YouTube and re-‐post relevant content to your social media networks.
• Visually share your prac6ce ac6vi6es – If you parBcipate in the community or sponsor local teams or events, YouTube can share that visually with your
audiences.
• Helps you converse with people in your community – As a local business, you can share familiar landmarks and visual cues so paBents can easily find your locaBon.
• Familiarity with the staff – PaBents can “Meet The Staff” and share their experBse, which provides paBents with a sense of the friendly
environment of your pracBce. – People like to know what they’re walking into; share a posiBve experience before they even walk in the door.
• No-‐cost marke6ng – YouTube is free to use and supplements your other social media acBviBes.
• Customer Service – View comments on your videos to see what people are saying and refine your markeBng to what works.
56
What Should I Post on YouTube?
• Your audience wants to know about you and how you’re involved in the community. Show the human side of your pracBce via: – Friendly staff video profiles – An on-‐site tour – Local philanthropic events you sponsor
57
How to Get Started • Set up your profile and channel
– Consider your username and channel name
– Office names will work best
• Customize your background and format – Maintain consistent design with
other profiles
• ParBcipate – Start “favoriBng” user channels,
make comments and rate
• Upload Content – Title, tag, descripBons – Use consistent terms and
popularly searched phrases
58
How to Maintain Your Channel • Types of Content to Consider (who is your audience?)
– If you’re creaBng content: Contests, adverBsements, local news coverage, local team sponsorship clips
– If you’re using already created content: EducaBonal or promoBonal pieces from companies in your industry
• Consistent tagging – Make sure your Btles, tags and descripBons reflect popularly searched terms and
phrases • Mark favorites/friends
– Use YouTube Search tools to find videos and users with complementary interests; friend/message as appropriate
• Follow relevant channels – Use search tools to find channels that reflect your brand, industry and interests – Follow and “favorite” channels to keep up with what’s new
• Content updates – Make sure you are creaBng and uploading new content on a regular basis. – The more you parBcipate, the more followers and aMenBon you will receive
59
How to Promote Your Channel • Widgets
– Embed into Facebook page, blog sidebar or brand Web site
– Embed and provide commentary within individual blog posts
• Links – Link to YouTube channel from your brand Web site, e-‐mail signature,
press releases (again, know your audience)
– Use your Facebook status updates and TwiMer handle to promote and link to new content
60
The Myth of “Viral” • A very small percent of YouTube videos actually “go
viral.” Those that do are oxen funny, outrageous, or otherwise remarkable. CreaBng this content usually moves away from brand story or relevance.
61
YouTube Resources • Mashable YouTube Tips
– hMp://mashable.com/2007/10/08/youtube-‐toolbox-‐resources/
• BenefiUng from YouTube without creaBng videos – hMp://www.youtube.com/watch?v=PUAPzWXPLtQ
• This is a user generated video for reference only
• Uploading Video – hMp://www.youtube.com/watch?v=_O7iUixbKU
• This is a user-‐generated video for reference only
62
Your Prac>ce and Search Engine Op>miza>on
63
In This SecBon
• About Search Engine OpBmizaBon (SEO)
• How SEO helps build my pracBce
• GeUng started
• GeUng found (local search)
• AddiBonal resources
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About Search Engine OpBmizaBon (SEO) • Search Engine OpBmizaBon, also known as SEO, helps
people looking for informaBon find your site. – Ensures the Web site is opBmized for search engines to index
through “reading” site copy – Helps make your site appear in “organic” results
Organic Results • SEO affects these results
Paid Search
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How Does SEO Help Build My PracBce? • Helps pa6ents find you
– While paBents are researching ECPs, you can appear in top results – SEO can help localize your pracBce so people know WHERE you are
• Build your prac6ce reputa6on – If you’d like to be known as the “San Diego Eye Doctor,” implemenBng
SEO will help paBents find the key terms you want to be recognized for
• More leads – Appearing higher in organic results means less searching for paBents,
which directly affects new leads
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Ge%ng Started
• Overall, SEO is based on search “keywords” people use to find your business
• Create a list of keywords and incorporate them into your site as text – Page headlines/Ftles have more value than text in the body of a site – Avoid “Keyword stuffing” as it can turn off real customers and could be
flagged by search engines as a “spam” site – For example, if you want to be known as the PiMsburgh eye expert,
include that text in your site copy • Organic results appear over Fme, SEO isn’t instant
Tip! Work with your Web
developer or an SEO team to incorporate changes.
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GeUng Found – Local Search • Branded social media plaKorms (i.e., TwiMer and Facebook) aids your search value
with a wider net of web properBes.
• There are ways to help local customers find you through your Web site. – Make sure you have your contact informaBon: city, state, zip code “readable” by search
engines in Btle headings – In the text of your Web pages, include the city where you are located and your specialBes – Encourage people to link to your site; quality links improves search results
• Other methods to help people find you are to make sure you’re listed on local lisBng sites, such as:
– CitySearch.com – Yelp.com – Google.com/LocalBusinessCenter
• In all of these sites, encourage business partners and paBents to provide good reviews.
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QuesBons?
• Good luck geUng started!
• If you have any quesBons about social media and how it can help you build your pracBce, please feel free to visit On Eye, the CooperVision blog, and leave a comment.
