case study medicare and social media
DESCRIPTION
This case study analyzes how Humana\'s Innovations Group is using Social Media, SEM and SEO to win the Search Engine Lottery. Their approach to online media is ensuring high placement in organic search and this case study provides examples of how you can learn from and replicate their programs.TRANSCRIPT
Medicare Advantage Plans Getting Found on the Internet
Case Study: Humana-Medicare Winning the SEO Lottery
Agenda
Changes in Purchasing BehaviorOutbound Marketing (Direct Response)Inbound Marketing (Social Media)Publish & Syndicate ContentWhat is SEO?What to Publish?Where to Publish?Why Publish? Humana ResultsLessons LearnedMeasurement
Changes in Purchasing Behavior
When was the last time when you were considering making a purchase over $1000 that you did the following?
Used the yellow pagesAttended a sales seminarResponded to a print advertisementResponded to a direct mail advertisementAsked a friend for advice, and they emailed you a URL Did a search on Google or another search engine
Today, the goal of marketing needs to be to “get found” by customers when they are looking vs. “in their face” when they are not looking.
Outbound Marketing
Inbound MarketingBlog SEO SEM Social Media
• Adwords & Tools
• Content Ads• Display Ads• Google TV• Web
Optimizer• JumpStart
Program
Publish & Syndicate Content
Outbound MarketingTelemarketingEventsDirect MailPrint Ads/FSAsTV/RadioCommunity Dev.
Inbound MarketingSEO/SEMBloggingSocial MediaRSSFree tutorials/toolsViral Marketing
What is SEO?Google uses more than 200 signals in their PageRank™ algorithm to determine which pages on your site are most important.
Google then conducts matching analysis to determine which pages are relevant to the specific search being conducted.
Google combines this data so they are able to put the most relevant and reliable results first.
Keyword decisions should be based on the consumers of your content.
Use Hubspot’s Website Grader to analyze your site for possible improvements.
Use Google’s SEO Starter Guide to Learn More.
What is SEO? Visible
On Page25%
Page Title“Medicare Benefits & Plans”Limit to 70 characters
URLWhat you do in URL Domain name, subdomain, folder
H1, H2, H3 TagsLimit to only one primary heading
Page Text
On PageContinued
Description Meta Tag“Medicare Benefits & Plans”Limit to 150 characters
Keyword Meta TagsLimit to 10 or less
Alt Text Behind ImagesBehind all images
What is SEO? Invisible
What is SEO? Page RankOff Page – 75%More than a linking strategy between sites
Recommendations from Other SitesIndustry Blogs that include your site: www.humana-medicare.comSocial Bookmarking Sites (Digg, Delicious, etc.)Anchor Text links within Blogs: Humana MedicareYour Page Rank score from Google is about “trust” & “importance”Links are hard to get that’s why search engines measure them
Humana-Medicare’s Page Rank Score = 6 (0 to 10)Your score determines placement in organic search
Are the keywords used by consumers placing you in top 10?Only 10 positions on each “results page”
What to Publish?
BlogPodcastVideosPresentationseBooksToolsNews Releases
What to Publish?
BlogPodcastVideosPresentationseBooksToolsNews Releases
What to Publish?
BlogPodcastVideosPresentationseBooksToolsNews Releases
What to Publish?
BlogPodcastVideosPresentationseBooksToolsNews Releases
What to Publish?
BlogPodcastVideosPresentationseBooksToolsNews Releases
Where to Publish
Meeting and Socializing Online1000s of Web sites
Why Publish?
Why Publish?
Humana-Medicare – Winning the SEO LotteryYou Tube Channel: 3,263 viewingsYou Tube Videos: 25,000 viewingsStaySmartStayHealthy: 26,000 visitsStaySmartStayHealthy: 1,200 bookmarksFacebook SSSH Group: 109 friendsHumana-Medicare: Page Rank 6 out 10Humana-Medicare: Traffic Rank Top 1%Humana-Medicare: Web site Grade Top 80%Google Search: Medicare Benefits, position 7Google Search: Medicare Plans, position 3
Lessons Learned – Get Found
Search Engine OptimizationOn Page and Off PagePublishing Content Linking Strategy Social Media/Social Networking Sites
Search Engine MarketingKeyword StrategyPPC AdvertisingDisplay Ads within Google Content Network
Measurement
Thank You
Free Tools:Website.Grader.com
PressRelease.Grader.comTwitter.Grader.com
Dana CutterMarketing Communications ManagerTufts Health Plan Medicare Preferred
LinkedIn: linkedin.com/in/danacutterTwitter: twitter.com/flipsidejourney
Blog: flipsidejourney.comWeb site: medicare-sherpa.com