Archive for May, 2009
Elder Care Provider Beware or Be Happy: New SNCR Study Indicates Consumers Use Social Media to Share Customer Care Experiences and Research Companies’ Customer Service Reputations
Found this post over the weekend and thought it would interest most of you. Remember, the more you practice social media marketing and transparency, the more POSITIVE results you will see…..
This full story is originally posted at: http://www.newcommreview.com/?p=1207
As social media usage becomes more ubiquitous, affluent consumers are using social media channels to share their personal customer service experiences and learn about others’ care experiences when making purchase decisions. This is among the initial findings of a new Society for New Communications Research study, Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media, which will be presented at the SNCR’s New Communications Forum in Sonoma County, Calif. later this week.
More than 300 consumers who are active Internet users participated in a survey focusing on how customer care influences brand reputation given the widespread adoption of social media. Top findings include:
• 59.1% of respondents use social media to “vent” about a customer care experience
• 72.2% of respondents research companies’ customer care online prior to purchasing products and services at least sometimes
• 84% of respondents consider the quality of customer care at least sometimes in their decision to do business with a company
• 74% choose companies/brands based on others’ customer care experiences shared online
• 84% of respondents consider the quality of customer care in their decision to do business with a company at least sometimes
• 81% believe that blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer care, but less than 33% believe that businesses take customers’ opinions seriously
• Search engines are the most valuable online tools for this research, according to respondents. Those rated of no value include micro-blogging sites like Twitter or Pownce (39%), YouTube (27%) and social networking sites like Facebook and MySpace (22%)
Tell a Story, Make a Sale: Marketing to Baby-Boomers and Seniors Requires a Different Way of Thinking
Recently I found some key information in two very different places, that said almost exactly the same thing about marketing to baby-boomers and seniors. After analyzing both pieces, I found a ton of truth and great ideas for marketing strategy.
The first is an article on ComingofAge.com by Jim Gilmartin that discusses how older adults minds process information differently than younger adults, therefore, the marketing strategy must change to match that thought process.
The second resource is a new book on the market that I hope all of you take the time to read. It’s called “Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement” written by the founding partners at ImmersionActive. (www.immersionactive.com)
Here’s what you will find in “Dot Boom”:
- A compelling argument for marketing to Boomers online
- A method for attracting older consumers without disenfranchising young consumers
- The keys to getting “landing rights” with a boomer consumer
- Best practices with regard to online creative targeting Boomers
- The first Boomer-specific definition of Engagement as a metric
- A revolutionary idea in online media planning: Engagement Clusters
- A framework for replicating successful online campaigns
The ComingofAge.com piece discusses the eight progressive changes in how older minds process information. Here is the summary of those eight changes:
- Less reliance on reason to determine what is of interest, and more on intuition (which is cued by emotional responses). This means that because they have more life experience, boomers and seniors are more likely to make decisions based on “gut feelings” rather than rationally deduced decisions.
- First impressions (which are always emotionally based) are more durable and more difficult to reverse than for younger adults. The old saying that you never get a second chance to make a first impression is even more applicable to boomers and seniors!
- 3. After a matter qualifies for interest and further attention, baby boomers tend to want more information than do younger consumers. Content is king. Provide it willingly, happily, and in droves.
- Decreasing speed in rational processing of objective information. Content is king. Provide it willingly, happily, and “completely”, don’t leave out anything.
- More resistant to absolute propositions. You should present information on company and products in a qualified, even deferential manner.
- More sensitive to metaphorical meanings, nuances and subtleties. Illustrate values that transcend the generic value of the service and expand its perceived attractiveness. Nonverbal symbols are effective in accomplishing this. Show pictures!
- More receptive to narrative-styled presentations of information, less responsive to information presented in expository style. Tell stories! Give examples, use testimonials. Stories are generally quicker to arouse emotions than straight-forward propositions about a product’s features. Storytelling has become an important part of market strategy. Whoever tells the best story and tells it best will most likely win.
- Perceptions are more holistic. Project an interest in the “whole” person, not just the facet that might need a particular product or service; also, avoid depicting representatives of target markets in flat, single dimension contexts.
Understanding how a baby boomer’s brain and mind processes information is key to effective communications. If an ad, TV or radio spot, web site or sales presentation fails to connect with a baby boomer’s idealized image of self, it is more likely to be ignored. Tell stories, use testimonials and examples of how other families and seniors were helped by using your services. In the end, you will have a NEW story and a NEW testimonial to share with the next prospect.
Elder Care and Senior Service Marketing Webinar: Do it Yourself Website Optimization: Tips and Tricks to Make Your Website Show Up Fast on the Search Engines
Space is limited. No cost to attend. Registration Required.
Reserve your Webinar seat now at: https://www2.gotomeeting.com/register/322593002
Join us for a Webinar on May 28
Do it Yourself Website Optimization: Tips and Tricks to Make Your Website Show Up Fast on the Search Engines
Thursday May 28, 2009 at 4pm EDT, 3pm CDT, 2pm MTN, 1pm PAC. (ADJUST FOR YOUR TIME ZONE)
This WEBINAR will be recorded and the playback will be available.
- Watch what the experts do to help promote proper SEO for your local area on your website.
- Learn how QUALITY backlinks help your visibility.
- Learn more about how to title blog posts, Facebook posts, MerchantCircle posts and many other items that will bump you to the top of the search engines for your local area.
Title: Do it Yourself Website Optimization: Tips and Tricks to Make Your Website Show Up Fast on the Search Engines
Date: Thursday, May 28, 2009 Time:4:00 PM – 5:00 PM EDT
After registering you will receive a confirmation email containing information about joining the Webinar.
System Requirements PC-based attendees Required: Windows® 2000, XP Home, XP Pro, 2003 Server, Vista Macintosh®-based attendees Required: Mac OS® X 10.4 (Tiger®) or newer
Space is limited.
Reserve your Webinar seat now at: https://www2.gotomeeting.com/register/322593002
Interesting Developments for LTCSocialMark2.0 Program! (Since we stopped taking new clients, the demand has increased!)
Hi all,
Just a note to let you know that sometimes scarcity really does work. At the moment our website at http://www.ltcsocialmark.com says that we are only taking new clients by private referral and by interview. That’s true. We’ve had 3 openings in the last week or so- and we can fill them now.
If you are seriously interested and have already read the website content at http://www.ltcsocialmark.com/done-for-you.html you may enroll now. (only 3!)
Here’s the link to enroll, and this is the only place you’ll find it….
Single Pay Option for enrollment fee:
Two-Pay Option for enrollment fee:
Good luck and we look forward to working with our next THREE!
Valerie
Congratulations to one of our LTCSocialMark2.0 Clients- "Elder Care at Home" Owner Elayne Forgie!
I love to brag about our clients whenever something really cool happens. In this case, one of our clients, Elayne Forgie, CMC, and owner of Elder Care at Home (www.eldercareathome.com ) has been featured in a 2 part series on Alzheimer’s disease on the AARP website. Great job!!! (No we did not get her this gig, it happened before we came on board, and was just now released, however we sure are marketing the you-know-what our of it on the internet for her!!) Woo hoo! Go Elayne!
If anything like this – newspaper story, local news broadcast etc, happens to you, be sure to forward it to us!!!
Here are the videos: http://www.aarp.org/family/caregiving/articles/makeovers_billy_house.html
Here’s the press release we wrote for her:
Certified Geriatric Care Manager Elayne Forgie Highlighted in AARP Video Series on Alzheimer’s Care
(Southeast Florida, May 2009) Elayne Forgie CMC, a certified geriatric care manager and president of Elder Care at Home was recently featured in a new two-part elder care video series sponsored by AARP, that give 14 Tips for In-Home Caregivers who are caring for a loved one with Alzheimer’s Disease.
Here is the link to the first of the two part series: http://www.aarp.org/family/caregiving/articles/makeovers_billy_house.html
Forgie, an Alzheimer’s and caregiving professional, knows that caring for a loved one with early memory loss or dementia can be both painful to watch and frustrating. The goal for Forgie is to find a way this family can help Billy safely navigate his way around his home, minimize his growing confusion, and stimulate his memory.
After spending a day with family, Forgie offers a series of simple and enjoyable solutions these caregivers can implement to help Billy trigger his short-term memory and conquer everyday tasks.
In part one of our series, “When Memory Loss Hits Home: Seven Solutions for Billy,” Forgie offers a series of tips for keeping Billy actively involved in his daily life and safe in his home.
On her wedding day, Mary had promised her husband Billy she’d always be there. With the help of these solutions, she can keep that promise she made to her husband.
Elayne Forgie is a professional geriatric care manager, certified by the National Academy of Certified Care Managers. She was a founding Board Member of the Florida Geriatric Care Managers Association, and is the president and founder of the ElderCare Resource Center, ElderCare at Home and AlzheimersTraining.com.
She is presently serving on the Advocacy Advisory Board for the Alzheimer’s Foundation of America and has been awarded their Excellence in Care Specialist designation. Elayne is a member of the Case Management Society of America and American Counseling Association.
She is the founder of Healthy Aging Enterprises and The ElderCare Foundation, a not-for-profit corporation that provides 24 hours of emergency respite care in the patient’s home.
Dr. Forgie has been recognized on local, state, and national levels as both a certified geriatric care manager and as president/owner of an Inc. 500 company. She has over 18 years of direct experience focusing on the needs of older adults, caregivers, and family members living with the diagnosis of Alzheimer’s disease, dementia or other cognitive impairments. She has an impeccable reputation for providing comprehensive care and services and has helped thousands of families across the United States.
Elayne is active in a number of local organizations including Executive Women of the Palm Beaches; Women’s Chamber of Commerce, Alzheimer’s Alliance and is presently working with other local leaders in the establishment of Dementia Specific Standards for service delivery to patients and caregivers affected by Alzheimer’s disease. ###
Update: LTCSocialMark2.0 Program – Hey Elder Care Entrepreneur, Are You In?
Hi all,
Just a quick note to update you on the LTCSocialMark2.0 program.
You will notice that the website says we are sold out and taking new clients by private referral only. That’s true. If you don’t have access to anyone who can serve as your private referral, please email us for a brief conference call and conversation about getting involved. The reality is- we can sell out of this program any time we like, BUT we WANT to work with people who understand the importance of this kind of marketing now and for their future business strategies.
The pricing has also change, and yet we know that we still aren’t charging as much as the competition does…in fact, we still way under priced based on what I’ve seen in the market place. The new set up fee is a hard budget item to swallow in any economy, so we now allow you to make that investment in 2 payments. (You have to email us for the link, and the conference call set up).
So here’s the drill: If you want us to handle your online presence and really spice things up for you on lead gen, videos, and search engine presence, then I would suggest emailing valerie@theltcexpert.com and getting your conference call set up so that we can discuss your needs, the program, and find out if it’s a good fit for your business model.
Thanks!
Valerie VanBooven
Marketing Your Elder Care Business: It's not about technology, it's about ideas…..
I found a great article about marketing/the internet/making it all come together. Here are the highlights below. The original article by Adam Singer is located on his blog: http://thefuturebuzz.com/2009/05/18/its-about-ideas/Internet
- Marketing isn’t directly about technology, rather it’s about ideas that set it on fire.
- The best communicators stay at the edge of technology and embrace change
- What I’m getting at is that no marketer can thrive long-term without staying at the edge, as fluency in tools is imperative to be able to think in terms of strategy and come up with good ideas.
- Proper on-site SEO is vital for search traffic, but it is creative and/or useful ideas that forge links, connections and authority in the engines.
- Blogs are incredibly powerful communications tools that are simple to implement, but worthless without great content.
- Building subscribers is more than enticing people to opt-in, it’s about building that relationship over time and developing trust.
- Creating profiles on social media platforms takes 5 minutes, really anyone can do this – but again just like blogs, they mean nothing without something interesting behind them and an ROI in mind.
- AdWords and PPC are easy to implement, but without a creative approach and strategy behind them the results will be mediocre at best. Like the board game Orthello, Internet advertising takes a minute to learn, a lifetime to master.
- You don’t need a social media expert, you need a good marketer (the modern day definition of a marketing professional includes an understanding of all media). Good marketing always finds a way to spread. The right ideas replicate themselves in the petri dish of the web.
- I’m not downplaying the fact that you need to be fluent in manipulating web communications tools, (or that the tools aren’t amazing, because they are) you absolutely do – but the real value here is not just understanding, it is creative application.
- Ideas will emerge as the truly valuable asset, as execution itself gets simpler and knowledge becomes widespread. This is a good thing, as more understanding means less time spent explaining/educating and more time working at a high level. Also, the value of what we do will just continue to go up as more are educated.
- You have to get ahead of the curve to be effective here, come up with successful ideas and know what to apply when and where. The best way to get there requires more than reading about others doing it, rather you will learn the most by experimenting as part of your natural process and embracing change as it happens, not fighting or fearing it.
If you haven’t embraced social media marketing as an effective relationship builder online and lead generator, you will find yourself behind the rest of your competition within the next few minutes.
IF you wait 6 months to get things started, you will be 12 months behind the rest of the senior service providers in your area. I encourage each and every one of you to make the most of your online presence. Don’t wait.
If you are independent (not a franchise owner) you have the power to change your website, and your marketing strategy immediately.
If you are a franchise owner branding correctly is important, but lack of control over your own website doesn’t mean you can’t engage in social media marketing online. You can and you should.
If your corporate office isn’t willing to embrace the change in the marketing landscape and help their franchise owners by updating the functionality of their websites (just for starters), then ask yourself this question:
Are they more interested in selling a franchise or developing meaningful relationships and fostering individual franchise location growth??? An interesting question for many of you I’m sure. 
Common Question from Elder Care and Senior Service Providers: How much should I give away for free?
Here’s your free tip of the day:
Giving away something for free (your “call to action”) is one of the most important aspects of marketing for any business, including elder care, home care, and senior service providers. Without out a great call to action, you are wasting online pay-per-click money (if that’s your method of choice), and wasting your websites ability to generate leads for you.
What should you be giving away for free?
Depends on your budget. Mor often I am seeing home care agencies giving away 4-12 hours of free care provided the client signs up for 4-12 hours of care (buy one get one free). Adult day care centers give away a half day “try us you’ll like us” coupon.
Others are giving away free videos, free reports, free DVDs, free audio CDs, and more. Gone are the days of the simple print brochure. If you want to stand out in your marketplace you MUST be using technology to you advantage. It’s a must for those who plan to survive.
Here an article that explains some more:
http://www.searchengineguide.com/stoney-degeyter/make-money-giving-things-away-for-free.php
Over the past ten years or so the Internet has busted the doors of “free stuff” wide open. More and more we are able to get cool things for absolutely no charge. Blogging platforms such as wordpress are free. Wordpress addons are free. Many iPhone apps are free. Blogs and newspapers provide free content online. You can download TV shows and songs for free (legally or not.) And you can connect with your friends for free via IM, MySpace, facebook, twitter, and a host of other free social networking platforms. I could go on.
The era of “there’s no such thing as a free ride” is coming to an end. So many things are free now days I often wonder how anybody makes money anymore, especially competitors trying to sell what someone else gives away.
But free works. This has been true long before the web was invented.
Driving Attendance to Your Next Elder Care Community Education Event….Putting More Butts in Seats
Great post on the use of social media to drive attendance to ANY event. So, if you are looking for a great turn out at your next appearance, senior fair, open house, job fair, caregiver workshop or elder care community education event, READ THIS!
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Last week, when a discussion on LinkedIn essentially posed this question — “Social Media: All Hat, No Cattle?” — Texas author and blogger Stephen Manning was poised with a fresh-off-the-presses example of social media’s effectiveness.
Manning’s case study? A just-completed conference for writers hosted by DFW Writers’ Workshop, a non-profit association in the Dallas-Ft. Worth area.
A DFWWW board member and past president, Manning serves as the association’s volunteer webmaster and resident social media strategist. A history buff, Manning has authored two books on World War II-related topics. By day, he’s webmaster for Cook Children’s Health Care System.
Manning says social media were directly responsible for helping DFWWW significantly outperform attendance goals and achieve profitably in the second year of its conference.
Read the full article here:
http://touchpointcity.wordpress.com/2009/05/13/driving-event-attendance-with-social-media/
15 Steps to Elder Care Business Online Marketing Success
I’d have to say that based on this article, we really are getting it right. Our LTCSocialMark2.0 Program is worth more than it’s weight in gold for our clients.
Right now we have limited our new enrollments to private referral only. If you have questions, or are interested, and are finally convinced that you need to hop on board, please email us at valerie@theltcexpert.com
This article was originally written and posted at: http://blog.junta42.com/content_marketing_blog/2009/05/15-steps-to-small-business-online-marketing-success.html
We’ve been working a lot lately on a list of necessary steps to take with your online content. As we compiled the list, it became clear that this would make a very helpful checklist for small- or medium-sized businesses. As you’ll see, not a lot of detail, but a great list to check against.
If you see any additional ones to add to the list or other helpful links, please comment at http://blog.junta42.com/content_marketing_blog/2009/05/15-steps-to-small-business-online-marketing-success.html
Fresh Web Content. A minimum two times a week, update your site with fresh, relevant content for your customers. An easy-to-use content management system like WordPress will help.
Hire a Journalist. (www.ltcsocialmark.com our content manager is brilliant) If you don’t have the resources to consistently develop content, hire a journalist or outsource your content to an expert content team.
Install Google Analytics. Many small businesses have a website but aren’t paying attention to who’s coming to the site and how they are getting there. Use analytics information to find out more about your customers and how you can solve their pain points.
Set Up RSS Feeds for Your Content. Google’s Feedburner or Feedblitz will work just fine.
Start a Blog. Starting a blog may be the key to your program. Post at least twice a week and talk about what is going on in your industry. A blog should not be promotional at all. When done right, you will position yourself and your company as a thought leader.
Comment on Blogs. Find the 15 to 20 best blogs that you feel attract your typical customer and post at least once a week.
Site News Section. Develop a news section within your site. Keep it updated each month. For a more robust option, check out HP’s newsroom.
Regular Online News Releases. Plan for at least one “online news release” per month. This could promote the eBook, fresh content, events, new promotions, etc. As long as it’s valuable, you can promote it. Here is an example.
Develop an Enewsletter. Developing an outbound communications tool is critical to maintain and grow relationships with customers, and will faciliate spreading your content. Be sure your newsletter is “opt-in” (they gave you permission).
The Free Content Giveaway. Create an eBook as a packaged content download for your customers and prospects. If you need your customer information (leads), you may opt to ask for basic information before download. If you want your content to spread and be shared, set it free. Here is a great discussion about “gated” content. Some excellent eBook examples are David Meerman Scott’s “New Rules” and our “Trust” eBook.
Twitter Tips. Instead of creating a Twitter account that is all about you, think of your Twitter account as a channel. Determine what your ideal customer pain points are, and then deliver content through your Twitter channel that they would benefit from. Use Twitterfeed to automate your RSS feeds from your blog or web articles. Use Tweetdeck to manage your Twitter conversation.
A Facebook movement. Instead of creating a Facebook fan page for your company, create a movement or cause. I thought Shama Hyder did a great job of this with her ACT Blueprint.
Set Up Your Company in LinkedIn and Maximize Your Profile. PR 20/20 has an excellent post that will get your LinkedIn profile into shape.
Pay Attention to Your Google Profile.
Listen and Learn. Set up your Google Alerts account to track what customers are saying about you, your brands and the keywords that drive your business. Here’s a quick how-to on Google Alerts.
Just a reminder…these are all tactics to use as part of your content strategy. Determine your content strategy first, then use these steps to execute that strategy.
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theltcexpert (Valerie VanBooven): Reading Synergy HomeCare of NW Houston TX-Preferred Insurance Provider List on Scribd http://scr.bi/cZwbAR #readcast http://ff.im/-oxlBF -
theltcexpert (Valerie VanBooven): Alzheimer's Disease Tacoma Washington- When Dad Needs Memory Loss Care.... http://ff.im/-oqz52
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theltcexpert (Valerie VanBooven): *|FNAME|*, Alzheimer's Lead and Marketing Program Short Video - http://eepurl.com/LxET
