Overview of social media and cloud computing.

1. THE BUZZ EXPLAINED:
CLOUD COMPUTING AND
SOCIAL MEDIA IN DENTISTRY
LYNN JOHNSON, PHD
University of
Michigan

2. TOPICS
• Using Social Media to Market your Practice
• Website Tips or How to get your Website Noticed
• Technology behind the Internet and Social Computing,
a.k.a., the Cloud

3. USING SOCIAL MEDIA TO
MARKET YOUR PRACTICE
Data is not stored close to you. Can you trust that it is safe on other servers? Can it get hacked? What about HIPAA?

5. WHAT IS SOCIAL MEDIA?

7. WHY HAVE AN ON-LINE
PRESENCE?
• ~75% of practices have websites
• Easy-to-update
• Promotes YOU and your services
• Always there
• Ratings are powerful

8. 5 Recommendations for a
Social Media Strategy
AFTER your Website

9. #5 -
• Tweet = Microblog; <140 characters
• People decide to “follow” you & receive
your “tweets”

10. CONTENT OF TWEETS
9% 4% 4%
6%
News
Spam
Self-promotion
Pointless babble
Conversational
37% Pass-along value
40%
Kelly, Ryan, ed (August 12, 2009). "Twitter Study – August 2009". Twitter Study Reveals Interesting Results About Usage. San Antonio, Texas: Pear Analytics.
Retrieved Jun 3, 2010

11. #4 -
Put all videos here & link from Facebook,
website, etc.

15. #3 - BLOG
• Most common patient questions
• Information about staff
• New products, services, etc.
• Link from YOUR website
• 30-60 minutes/week; 200-400 words; folksy

18. • March 18--Children’s Clinic Book Drive
• March 16--Life after the NERB
• March 11--How to Prepare for your Dental
School Interview
• March 9--Studying is Easier when the
Weather is Miserable
• March 4--Conferences-Not just for MBAs
• February 23--Spring Break!

19. #2 - FACEBOOK
• Friend vs. Fan; Don’t mix them

20. #2 - FACEBOOK
• Friend vs. Fan; Don’t mix them

21. ORIGINAL FAN PAGE

22. UNDERDEVELOPMENT
FAN PAGE

23. #2 - FACEBOOK
• Friend vs. Fan; Don’t mix them
• 50% of people have account
• Unlike website all information is delivered
to your fans/friends
• Easier to update than website
• Need Friend account; then Fan account
• Can be a time sink
• Custom page requires consultant

24. #1 - PLACES

25. #1 - PLACES

26. #1 - PLACES
• On-line Yellow Pages
• Automatically created by Google
• You cannot opt in or out
• Suggest patients post reviews
• “Claim” your business to edit
• Cannot edit reviews

27. #1 - PLACES

28. #1 - PLACES

29. SOCIAL MEDIA TIPS
• Website is the hub; do this first!
• Part of someone’s job
• Schedule work
• Hire experienced design help
• Link between sites
• Contest to “like” your practice
• Encourage reviews in other places; do
slowly

30. WEBSITE TIPS OR HOW TO GET
YOUR WEBSITE NOTICED
Data is not stored close to you. Can you trust that it is safe on other servers? Can it get hacked? What about HIPAA?

31. IMPORTANCE OF
SEARCH
• People start with Google
• YouTube is 2nd largest search engine
• Google Places is 3rd largest search
engine

32. SEARCH ENGINE
OPTIMIZATION (SEO)
• On the 1st page (40% of clicks)
• Engines constantly change; content
must change
• Establish back links through blogs,
Facebook, etc.
• Longevity helps rankings
• Use keywords in title
• New content is liked by Google

33. SUCCESSFUL SITES
• Market 1st; inform 2nd
• THREE clicks they’re out
• Have 10 seconds to attract attention;
NO Hoop Jumping!
• Ask if patients have visited your site
• Photos with names

34. SUCCESSFUL SITES
• Download forms
• Patient incentive programs
• Use video
• Testimonials (L. Johnson, Ann Arbor)

35. PLACES

36. ADWORDS
• Most important listing service
• Google Ads is $25/month
• Tracking report (# visitors; # read site)
• Ask how new patients found you

37. FUTURE; FUTURE

38. FUTURE; TODAY
• QR Code (Quick Response Code)
• Drive to website

39. THANK YOU!
LYNN.A.JOHNSON@UMICH.EDU

40. TECHNOLOGY BEHIND THE
INTERNET AND SOCIAL
COMPUTING, A.K.A., THE CLOUD
Data is not stored close to you. Can you trust that it is safe on other servers? Can it get hacked? What about HIPAA?

41. MAINFRAME
1. Mainframe: dumb terminals attached via wires; DOS-like screen capture
2. Personal Computer: no network; communicate via “sneaker net;” Windows 3.1 screen capture
3. Local Area Networks: PC’s in #2 connected via wires; Mosaic screen capture
4. Mobile; laptops, smart phone & tablets all connected wirelessly to the cloud; multiple data centers with same data;
iPhone & Android screen capture
Point out where the data is stored and where the software is operating in each

42. MAINFRAME
1. Mainframe: dumb terminals attached via wires; DOS-like screen capture
2. Personal Computer: no network; communicate via “sneaker net;” Windows 3.1 screen capture
3. Local Area Networks: PC’s in #2 connected via wires; Mosaic screen capture
4. Mobile; laptops, smart phone & tablets all connected wirelessly to the cloud; multiple data centers with same data;
iPhone & Android screen capture
Point out where the data is stored and where the software is operating in each

43. PERSONAL COMPUTER
1. Mainframe: dumb terminals attached via wires; DOS-like screen capture
2. Personal Computer: no network; communicate via “sneaker net;” Windows 3.1 screen capture
3. Local Area Networks: PC’s in #2 connected via wires; Mosaic screen capture
4. Mobile; laptops, smart phone & tablets all connected wirelessly to the cloud; multiple data centers with same data;
iPhone & Android screen capture
Point out where the data is stored and where the software is operating in each

44. PERSONAL COMPUTER
1. Mainframe: dumb terminals attached via wires; DOS-like screen capture
2. Personal Computer: no network; communicate via “sneaker net;” Windows 3.1 screen capture
3. Local Area Networks: PC’s in #2 connected via wires; Mosaic screen capture
4. Mobile; laptops, smart phone & tablets all connected wirelessly to the cloud; multiple data centers with same data;
iPhone & Android screen capture
Point out where the data is stored and where the software is operating in each

45. LOCAL AREA NETWORKS
1. Mainframe: dumb terminals attached via wires; DOS-like screen capture
2. Personal Computer: no network; communicate via “sneaker net;” Windows 3.1 screen capture
3. Local Area Networks: PC’s in #2 connected via wires; Mosaic screen capture
4. Mobile; laptops, smart phone & tablets all connected wirelessly to the cloud; multiple data centers with same data;
iPhone & Android screen capture
Point out where the data is stored and where the software is operating in each

46. LOCAL AREA NETWORKS
1. Mainframe: dumb terminals attached via wires; DOS-like screen capture
2. Personal Computer: no network; communicate via “sneaker net;” Windows 3.1 screen capture
3. Local Area Networks: PC’s in #2 connected via wires; Mosaic screen capture
4. Mobile; laptops, smart phone & tablets all connected wirelessly to the cloud; multiple data centers with same data;
iPhone & Android screen capture
Point out where the data is stored and where the software is operating in each

47. MOBILE
1. Mainframe: dumb terminals attached via wires; DOS-like screen capture
2. Personal Computer: no network; communicate via “sneaker net;” Windows 3.1 screen capture
3. Local Area Networks: PC’s in #2 connected via wires; Mosaic screen capture
4. Mobile; laptops, smart phone & tablets all connected wirelessly to the cloud; multiple data centers with same data;
iPhone & Android screen capture
Point out where the data is stored and where the software is operating in each

48. MOBILE
1. Mainframe: dumb terminals attached via wires; DOS-like screen capture
2. Personal Computer: no network; communicate via “sneaker net;” Windows 3.1 screen capture
3. Local Area Networks: PC’s in #2 connected via wires; Mosaic screen capture
4. Mobile; laptops, smart phone & tablets all connected wirelessly to the cloud; multiple data centers with same data;
iPhone & Android screen capture
Point out where the data is stored and where the software is operating in each

49. EVOLUTION OF COMPUTING
• Mainframe
• Personal Computer
• Local Area Networks
• Mobile
1. Mainframe: dumb terminals attached via wires; DOS-like screen capture
2. Personal Computer: no network; communicate via “sneaker net;” Windows 3.1 screen capture
3. Local Area Networks: PC’s in #2 connected via wires; Mosaic screen capture
4. Mobile; laptops, smart phone & tablets all connected wirelessly to the cloud; multiple data centers with same data;
iPhone & Android screen capture
Point out where the data is stored and where the software is operating in each

50. WHAT IS CLOUD COMPUTING?

51. IT IS NOT THE CLOUD IF...
You takesyourupdatessoftware
...Youonly yourdata when your
You lose get aboutyour desktop
You have to beIT folk every 4
it purchase yearly 2 more
worry at viruses.
laptop& ... your it.
to access
years to installcontacts.
maintenance information.
dies.

52. THANK YOU!
LYNN.A.JOHNSON@UMICH.EDU