Cyber-security, Mobile and

PPC?

Odd combination!

Tom Jensen – MercyRockford Health System

Lessons from a Certificate of Need

The blitz

Pay-Per-Click

Targeting

Tracking

Wait…we got Hacked?

Cyber-security thoughts

Summary

The Certificate of Need

- What it is

- Our history with it

- Time, time, time

The Challenge(s)

We need support…we need signatures

Turn the negative into positive

Turn the positive into bigger positives

Reaching the right people

Our Audience Research

Google demographics & interest analysis

Live focus groups

Heatmap reviews

Our best “friends”

Google

Facebook

Well….maybe Twitter

Google Demographics and Interest

Google Demographics and Interest

Google Demographics and Interest

Finding our tails

Finding our tails

Finding our tails

Finding our tails

Live Focus Groups

Heat Mapping

Drilling down with Facebook

Custom audiences

Boosted posts

Ads

Conversion tracking

Drilling down

with Facebook

Drilling down with Facebook

Hashtagging

with Twitter

Hashtagging with Twitter

Hashtagging with Twitter

More Tools

More Tools

More Tools

Online Press Release

The Good

The Bad

The Ugly

Mobile Strategy

Mobile Strategy

Mobile Strategy

Mobile Strategy

Mobile Strategy

Mobile Strategy

Mobile Strategy

Location

Call

Site links

Offers

Mobile Strategy

Location

Mobile Strategy

Call

Mobile Strategy

Site links

Mobile Strategy

Google Enhanced

Offers

Track that please!

Google analytics

Facebook pixels

Tracked…Wait...HACKED?

Site take downs

At 3 am!

At 3:34 am!

Attack Mode

Attack Mode

The Anti-Hack

Implementations

Tools

Online Vulnerabilities

Malicious links in social media

“Bogus” pages

Account take-overs

Brand bashing

JerkedIn

The Team Approach

Threats

Actions

Thank you

tom@mercyhealthsystem.org