Internet Marketing Strategist

Reasons for social media engagement

2011-06-21T10:00:00.000-07:00

We may accurately convey a message to our audience; however, the message will be discussed online. It’s the discussions among friends and peers that will provide the credibility.

100% of the message control is impossible in today’s world
Trust is shifting towards consumers’ peers
We need to improve the quality of the healthcare information on the Internet to remain credible by the consumer
Transparency and less control over the message = greater credibility.

The digital health marketing landscape

2011-06-20T11:27:00.000-07:00

Content development will focus on the message and how it will be leveraged across multiple platforms (internal and external) to maximize audience engagement
User experience and metrics will drive best practice approaches to development
Time to market and integrated campaigns will be more important than quantity and unfocused activities
Web development will be focused on improving and leveraging the distribution of content across multiple platforms
Mobile development will be essential to geo-locational, relational and transactional brand experiences
CRM campaigns and content creation will be closely aligned—with video integrated throughout
Patient and Physician portals will be at the heart of relational messaging with engagement, loyalty and retention as key metrics
Cross-departmental collaboration and shared digital platforms will eliminate silos and wasted resources

Social Multimedia Today: What's Different? What's New?

2009-05-18T07:17:00.000-07:00

For those of us who have been involved in the Internet business for nearly two decades, real-time video chat on Skype closely resembles the real-time chat video conferencing technology that was taking virtual collaboration to the new levels in 1995.

In '97, I remember being invited to my alma mater, Bryant University, where there was a live demo of a video conferencing room, where we could see and chat with another person, who was located in another part of the campus. WMediae were amazed!

So here we are today, 14 years later, using Web based tools (much cheaper and easier to use) to collaborate and socialize... So what's different?

Obvious differences:

Costs
Ease of Use
Reliability
Access
Innovative progression

Intrinsic and "new" values:

Authentic feedback - We all know that 80% of communication is non-verbal. We also know that not everone can write like Mark Twain. Much like the Jetsons, we can know feel the emotional weight behind conversation.
Anticipation of immediate action - People are connected in many ways. Remember the days before cell phones? Conversations like, "I'll see you when you get there" have become "Text me when you're near." It's just the norm (lately) to communicate in concert with one's active thoughts.
Portability of resources - Growing up in the 80's, many of us today were inspired by the communication transponders of Star Trek and remote access to technology via wrist-wear, featured in Knight Rider.
Social online etiquittes - from keyboard shortcuts, like LMAO and =) to commonly excepted (micro) keyboard typos, there is more tolerance for speed than written accuracy.
Normalization of thought leadership - Today we see self-proclaimed experts sparring with award-winning journalists on common themes and topics. Who has more credibility--a well-followed Twitterer, or a syndicated columnist? I think the answer IS a matter of perspective.

Three guiding principles for better results

2009-03-22T19:57:00.000-07:00

1) Choose the right thing to do for your customers...

Put them first and invest in their trust.
Continue to advertise, promote and share.
Keep your Web site (and staff) fresh...

When consumers are ready to make a purchase or decision, they will think of you.

2) Don't add more to the plate.

Focus the limited resources you have on an initiative that has value for the customer.
Take the time to think about the audience, impact and expectations of both consumers and stakeholders.
Meetings should be used to create an idea, solve a problem, review/revise a strategy.

3) Build new synergies and a larger alliance.

Enlist colleagues, associates and nearby resources and make them your new partner.
Find ways to innovate with new processes or develop new initiatives as a joint venture.
Think of the means to distribute the message when developing one.

Social Media: For the Many, yet Focused on the Few

2009-01-31T13:54:00.000-08:00

Organizations are becoming frantic about social media. It's almost poetic... as if there will be nothing else the Internet Gods will offer us in the future.

While some organizations are deliberating on 'What is it?', others are well adept to embracing and harnessing this change. For the majority in between, here are some observations that may help you understand-- before you embrace (with unrealistic/or appropriate expectations):

1) Social media can benefit the masses, however it is at a individual level.

2) Control is a matter of perception- with social media

3) Investing in people and time, is more important than the technology, by itself

Although social media is for the many, the conversations are centered on the few. Personal references and shared experiences on social networks have more influence on personal perception than a traditional one-way print advertisement; however, don’t expect the same awareness impact as a home page story on WashingtonPost.com.

We should consider these social media channels as ways to build relationships, knowing that control of the message is not our role– sharing it is. And for the 2% (those who express their bad experiences and non-favorable opinions), we can use it as a free market research, a way to improve customer service, and an opportunity to share a solution.

Within culture of the organization using these tools- it should help make us more humble and realistic about improving.

Price Should Not Prevent Progress

2009-01-22T19:35:00.000-08:00

It seems that the current economic environment is not helping people think outside the box. Here are some quick tips to help marketing professionals be successful by thinking differently.

1) Choose the right thing to do for your customers. Put them first and invest in their trust. Not advertising or not building a Web site can put you further away from them when they are ready to make a purchase or decision.

2) Don't add more to the plate. Focus the limited resources you have on an initiative that has value for the customer. Take the time to think about the audience, impact and expectations of both consumers and the stakeholders.

3) Build new synergies and a larger alliance. Enlist colleagues, associates and nearby resources and make them your new partner. Find ways to innovate with new processes or develop new initiatives as a joint venture.

Let the Teams Talk

2008-10-25T07:25:00.000-07:00

Very often, visionary leaders assemble a team, or group of teams, with the intent of having them execute a strategy. It's easy to bark out orders and set deadlines for execution.

Recently, I've woken up to the following pre-existing opportunities:

- Having a team requires allowing ALL members to add their perspective.
- Asking recommended actions is better than asking for opinions.
- Allowing the team members to build their own synergies and relationships with each other is important.
- Understanding those synergies and relationships is even more important.
- Reading the team stress-levels is second to communicating with the team that you are interested in (and will actually) help them through their stress.
- Celebrating success often and without being overt is always the way to go.
- Having members within the team take risks in leading others builds better relationships and respect with all.
- Share their success with others (over yours).

ThinCrust - New way to navigate

2008-08-10T12:54:00.000-07:00

Just think... hundreds of Web sites all relating to one organization- one brand. However, the content authors are many and never once tied together. Thus, the look and feel of many of these sites are never consistent, branded or even speaking the same language (taxonomy).

This was an issue with Johns Hopkins Medicine... and now with the advent of the ThinCrust (named for both the noticeably small footprint across the top of any Web page and for its feel-good contribution to society- kind of like pizza) we figured out how to connect all of the independent Web sites that bear the Johns Hopkins name.

How does it work? With one line of JavaScript code that includes a .js include, we can now control the presentation of the ThinCrust from our site centrally. No handing over images and html. The Host Web site manager simply inserts the one line of code anywhere in the 'head' or 'body' tags and the code will do the rest.

The display allows the user to Explore more sites and navigates via 4 column, CSS menu that includes the Google Search Appliance application. The search will not only search all Hopkins sites, but will also detect the site the ThinCrust is on and search that site exclusively.

The menu options highlight when moused over and will open any Web site referenced- however the selections are organized by intent- Patient Care, Education and Research- where the user can 'learn more', as the fourth column allows the user to 'take action'.

The ThinCrust has been embedded on this blog as an example of how easy it was to implement and use.

Strategic Questions for the Business-minded Web site

2008-01-27T11:00:00.000-08:00

What is your competition saying to your customer online?
What key phrases do your customers use to find what you sell?
Does our Web site show up when customers search for what you provide?
What are the typical questions potential customers ask first?
What questions would I you like them to ask?
How much of my business is generated by or influenced by the Internet?

The Wisdom of Collaboration

2007-11-12T17:50:00.000-08:00

Recently I had the opportunity to attend an outstanding conference on Healthcare Internet Strategy. It's not everyday that you have the opportunity to sit next to the professionals who do exactly what you do- but for their respective organizations.

Here are some successful strategies for collaborating with your peers:

Leave your title home.
Attend events together and talk about it after.
Make time to get to know your colleagues, as people.
Ask how they handle the everyday and special issues you deal with.
Find out what makes them successful in their organization.
Spend quality time together.
These are your peers, not competitors.
Brainstorm on new ideas.
Set-up a professional communications network (http://webiscope.com)
Establish a schedule for staying in-touch.
Promote each other's successes.
Visit each other's Web sites.
Blog about it...

Setting Priorities for the Web

2007-06-06T10:41:00.000-07:00

Recently I had the oportunity to be a featured speaker at the US Government's Web Manager Annual Conference at the FDIC. Here are some of the key take-aways from the presentation...

Setting priorities:

People will visit your Web site before they will visit or talk to you!
There are expectations from both the consumer and you, the service provider
Where these expectations meet helps determine what the TOP PRIORITIES should be on the Web

With regard to healthcare- the numbers tell the story:

80% of all health consumers go online prior to the point of care
66% will use a search engine to start
29% will look for a hospital/physician
51% will look for treatment/procedure

How priorites are categorized:

Generating direct and indirect revenue for the organization -
through things such as increased referrals, new appointments, program registrations, online donations, online sales, and other alternative sources of revenue.
Reducing costs for the organization by streamlining operations and access -
through things such as online pre-registration, online job applications and recruitment, online bill paying, etc.
Providing intangible benefits -
such as improved customer service, educational information, enhanced image, improved employee morale, etc.

This approach usually translates to a comprehensive Internet strategy where top projects typically will include:

Competitive online analysis
Site re-architecture and design that is customer-centric
Search engine marketing

Developing the Organization Around the Web (Part I)

2007-03-25T10:42:00.000-07:00

Be visible and a strategic partner

Attend organizational meetings as a guest
Welcome 1:1 meetings and departmental brainstorming sessions
Take the time to listen to other ideas
Everyone’s an expert at the Web… didn’t you get the memo?
Offer solutions that pertain to the group you are meeting with
Be a part of their plan, not just the action

Share the vision, own the responsibility

Be passionate about what you do and who you are working with
Put ideas out there that extol the benefits (keep the features for those who are really interested)
Empower your team and resources with your collaboration-- not just delegation
Let people know what you have delivered and how they are now benefiting
Remember to thank them for their time, interest and input

Make time to be with owners

In person if possible
Value their time
Be flexible with yours
Try and meet when the phone's not ringing
No more than the time agreed to
Hold a forum to listen and learn
And remember to thank them

Learn from the leaders

Bring in experts to help analyze your site from an unbiased perspective
Take the time to establish metrics and goals in partnership with your organizational leaders
Share your outcomes and ask for feedback
Harness industry and association data

Just be the Web expert

Let the numbers tell the story
Let the experts speak for you
Speak with knowledge from the field by showing how the Web can solve problems
Research and share how others have benefited
Don’t assume you know their expertise, too

Foster a collaborative environment

Make asking for ideas and ongoing support a routine
Bring a small "to-do" list for stakeholders and departmental managers
Bring your team to client meetings
Hold off-site team-building activities
Have fun… Yes, this is a requirement

Consistent message without over-promising

Speak in organizational terms
i.e. "Our new Web site will help us grow outpatient volumes." versus…
"The new site will gain more hits and higher SEO ranking results."
Put the customers ahead of the technology
Put the timeframes based on milestones, not just due dates
Ask for continued support when speaking

2007-02-11T12:41:00.000-08:00

How can businesses achieve more from their website to achieve their business goals?

Lesson: Prioritizing Web site initiatives

Work backwards - Establish business results
Stakeholder involvement and input
Front line salespeople involvement and input
Sampling of customer involvement and input
Create a wish list of deliverables for the site
Determine based on time, scope and budget
Assign one person to project manage
Build measurable results into the equation
Prototype, test and refine
Promote and reward usage
Measure and improve