March 6, 2009
On the first day of class, everyone walked in with a different viewpoint on Social Media. There were undergrads who’ve used Facebook since middle school, young professionals who dismissed Facebook as a college phase, baby boomers who had never heard of Facebook and everyone in between. From the perspective of a young PR & Marketing here are the main points I’ve taken from this class:
- Social Media is not just for contacting your friends and can be easily applied to my career as a young PR & Marketing professional.
- Marketing is no longer about coming up with one generic message to reach everyone, but about targeting niche segments that are often underserved.
- You can use new media to directly reach consumers and get instant feeback from them.
- How to submit a press release with no “press” involved.
- The keys to blogging. The main point being your blog has to be authentic and have an authentic voice.
- The definition of SEO.
- Tags and social bookmarking are very important for SEO.
- Google has many useful resources.
- You don’t have to pay Google Adwords to advertise on Google.
- How to use Twitter
- Linkedin in a great professional networking site.
This class has been invaluable to me. I’ve always shyed away from Social Media on a personal level, but now I really appreciate it’s benefits on both a personal and professional level. I’m finally in the loop!
January 30, 2009
Google AdWords was intimidating to use for a new user like me. When I clicked to sign up there was a ton of information to read with a bunch of new terminology. There were warnings about using the wrong keywords and not spending enough money.
So I chose my keywords, wrote my ad, set up a budget of $5.00 a month and left it for day. The next day I signed into my account expecting a bunch of impressions and clicks and my $5.00 to be gone. Instead I signed in to find big fat ZEROS. No impressions, no clicks, no money spent. So after some investigation, I changed some of my keywords and saw some impressions results.
Then I put my keywords in the traffic estimator and found out that some of the keywords I picked were very expensive ($500-$800) a day.
So, I further analyised at my keywords and realized they weren’t specific enough. I was using general terms like “”online advertising” when my blog is about Social Media. Because of this, I didn’t produce any impressions. I found that with a limited budget using words from my actual blog gave me more impressions. After some refinement, here are my keywords: sign up for gmail, social media optimization, Julie Dahl, social media marketing,Julie Dahl’s Social Media Blog, blog on social media, low cost advertising, online advertising, online public relations, social media, social media for skeptics, what is social media.
Currently, I have a total of 212 impressions displayed. Here’s what the impression looks like:
Now I just need someone to click on my impressions! I still haven’t received any clicks. This is where setting up a good ad and title come into play. I have changed it a couple times, but still haven’t had any clicks. I’m going to keep working on it until my $5.00 budget is spent in clicks.
All in all, Google AdWords is user friendly and fun. It’s fun to build an account and experiment with it, checking to see if you got an impression or click. But, I wonder about the return on investment on Google Adwords. It seems as though everyone is using Adwords and it’s no longer a way to stand out from the pack. I’d have to do some more investigating on ROI if I was going to use it for something other than my blog. It’s one thing to get an impression, one thing to get a click, but how many people will act on that click and generate business? If it’s just a shot in the dark, I think I’d rather try to come up on the left side of the Google page for free.
January 25, 2009
My boss and I are investigating new ways to promote and position physicians as the experts they are. To achieve this, one tactic is setting them up to blog about their specialty and clinical interests. Using Google Blog Search I found a good example of a physician blog titled The Heart Scan Blog. Cardiologist Dr. William Davis blogs about preventing heart disease. This blog gives Dr. Davis authority and sets up him as an expert in heart disease.
Dr. Davis posts topics he feels are relevant and doesn’t answer personal medical questions from the public. I think this is a good approach because a Q&A blog might be too much work and the questions from the public might be too unpredictable. He does address questions if they frequently come up in response to one of is posts.
When using Google Blog Search I was surprised that there weren’t many physician blogs on cardiology and heart disease. I hope this means there is opportunity in this arena.
Furthermore, I’m happy to learn that as a hospital marketer, I can use physician blogs in many ways. Aside from physician promotion, I can use them to find updated information and what the public considers to be ”hot topics” in cardiology. For example, Dr. Davis’ blog said good dental hygiene can help prevent heart disease. I can investigate this for future newsletters.
January 24, 2009
Well, it looks like Google’s got me. Up until this week, I’ve never used Google for more anything other than a search engine. For my NMDL class, I investigated Gmail, Google Analytics, Google Earth, Google Groups, Google Calendar and Google Reader. I’m impressed. They all are very practical tools and FREE. I don’t believe Microsoft offers anything for free.
Since I’m new to Google, and apparently behind in the times, I have to rave about Gmail. I just signed up for a Gmail account. I got the feeling from my professor, Derek Mehraban, that email addresses are trendy and that Gmail is currently the hottest one. The last email I signed up for was Yahoo in 1999, when I was a sophomore in high school. I think I’m going to like Gmail better. There are a lot of shortcuts like Quick Contacts, Keyboard Shortcuts and Gmail Search to make navigation easy. Another cool thing is Conversation View.
This technology allows you to set up a link for a document and then invite people to visit and review. This way you can gather all the comments on a document at once. Being in Marketing, I send out a lot of documents for review and approval. This could make my job so much easier. I can’t tell you how much time I spend retrieving and compiling comments from others.
I’m officially a Google fan.
January 18, 2009
How do we put healthcare, the largest growing industry in the U.S., and new media together? My career is marketing a hospital to Detroit and its surrounding suburbs–I’m a little afraid to use new media.
The majority of our target market is over 5o without access to email. We currently reach more people using a direct mail piece than we would with email blasts. There’s no guarentee we going to reach our target market with new media…so what’s the point?
Another issue about the use of new media in healthcare is that our customer is different. Technically, they aren’t “customers,” but patients and we have a very unique relationship with them. We don’t just sell them a product, we take care of them for life. We guide them through some of the most difficult times they’ll ever experience. It’s a very complex and sensitive relationship.
So what if we do everything right, but the patient isn’t happy? Will they tell the world through new media and give us a bad name? For example, if we didn’t refill a narcotics prescription per a healthy patient’s request. Are they going to go onto our Facebook page and bad mouth us giving others the wrong idea?
With the aging target market and the sensitive issues that arise, I wonder if healthcare is ready for new media.