social media in veterinary medicine
DESCRIPTION
Social Media in Veterinary Medicine was presented at the 2010 AAEP Annual ConventionTRANSCRIPT
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Social Media in
EquineVeterinary Practice
Mike Pownall, DVM
McKee-Pownall Equine Services
www.mpequine.com
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Disclaimers
Funding Sources – None
Financial Interests – None
Conflicts of Interest – None
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www.equinevetbusiness.com
http://www.slideshare.net/mpownall
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1. What is Social Media?
2. How is it used?
3. How you can control it?
4. How will you do it?
5. How will you know it works?
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What is Social Media?
Social Media Revolution 2 Video
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
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What is Social Media?
• Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. ...en.wikipedia.org/wiki/Social_media
• “Social media is the use of technology combined with social interaction to create or co-create value.” www.ducttapemarketing.com
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Why Do I Need Social Media?
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Why Do I Need Social Media?
Why Do I Need Social Media?
Relationships
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Challenges in veterinary medicine• Economy• Price competition• Lay practitioners• Internet
Why Do I Need Social Media?
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People Do Business With People They Like
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Social MediaWhy is it Different?
• Collaborative• Conversational• Immediate• Transparent
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Social Media Clients
• Local vs Global Clients• Friends & Family• Current Clients• Potential Clients• Global Clients
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Social Media Universe
Web Site
Facebook Twitter
Blog
YouTubeLinkedIn
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Social Media Goals
Do• Engage
• Educate
• Show a personality
• Ask questions & listen
• Foster trust
• Be consistent
Don’t• Preach
• Forget to post
• Me, me, me
• Forget to give back
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Website• Hub• Reservoir of stored info• Landing spot from all the other platforms
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• #1 Internet site
• 25% of page views in USA
• 89% increase in use in USA
• Mobile users are twice as active. (<1/3)
• #3 site used by US users older than 65
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Men Don’t Get It
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What is it?
• Microblogging
• 140 characters
• Unique language
• Immediate updates
• Share links, photos, videos
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What is it?
• Twitter now has > 110,000,000 registered users.
• 7% of Americans
• New users are signing up at the rate of 350,000 per day.
• 180 million unique visitors come to the site every month.
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Why do we tweet?
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• Facebook for professionals
• Hiring
• Resources
• Unique groups
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✤ Who, what, why & how
✤ podcasts
✤ videoblogs
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Who, What & Why
✤ Owners✤ Tell your story
✤ Vets or staff
✤ with a unique “voice”or skill
✤ Information
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BloggingWritten
www.blogger.com
www.tumblr.com
PodcastsiTunes
Videoblogs
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“Our brand isn’t what we say it is.
It’s what the search engines say it is.”
Mitch Joel
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Transparency
• Everything that happens in Vegas stays on Facebook
• Here is your choice• Awesome customer experience• Horrible customer experience
• Both can be on the web before your client gets home
• Horse owners are “passionate”
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www.vetratingz.com
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www.vetratingz.com
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Google Alerts
http://www.google.com/alerts
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Google Alerts
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Responding to Criticism
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Social Media in the Work Place
• Work vs Personal• Job interviews• Personal Brand• Social Media
policy
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Your Personal Brand
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Social Media Policy
Confidentiality
• staff
• students
• externs/interns
Client disclaimers
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Social Media Strategy
• What are your goals?• Where is your content
coming from?• Who is going to
manage it?• How are you going to
measure it?
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• Combat challenges in veterinary medicine?• Maintain relationships• Prospects• What is the mix between SM & traditional?• Cost
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Content
• Free content is expensive
• Time consuming• Special skills
needed• Which content?
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Content
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Advertising
•Facebook Ads•Google Adwords
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Management
• Who is going to oversee it?
• Internal/External• www.tweetdeck.com• www.hootsuite.com
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Simple Plan
• Facebook• Twitter• email that ends with your practice (not gmail
or yahoo or aol.)• One hour/day• Schedule• Use new associates, interns, office staff• Monitor, Measure & Adjust
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The person doing Social Media at your practice
is as important
as the person who answers your phones
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What is success?
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Lets get Viral!
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MetricsIs it working?
•Facebook•Twitter•Web Page•Email Campaign
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•Increased business•New fans?•Increased web page views?•Strengthen client relationships?•Cost savings?• labor• traditional offerings
ROI
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Google Analytics
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• Fans• Staff = 4%• F & F = 5.5%• Clients = 33%• Prospects = 43%• NR Prospects = 8.6%• ? = 5.9%
• Interactive cases are most popular
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• www.klout.com• http://twitalyzer..com
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What is the Future?
• Mobile• The Live Web• Gotowebinar• ustream
• Hardware• iPad
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Mobile
Predominate web browser by 2013
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Live Web
• GoToWebinar• www.ustream.tv• real time YouTube
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717%
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Social Media and Me• 519-856-8225• 519-856-8277• 519-826-1770• www.mpequine.com• [email protected]• [email protected]
m• facebook/mikepownall• twitter/MckeePownall
• skype/mpownall• facebook/McKee-
Pownall• linkedin - mpownall• equinevetbusiness.com• twitter/eqvetbusiness• facebook/
equinevetbusiness• facebook/aaep-
business-education
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www.equinevetbusiness.com
http://www.slideshare.net/mpownall
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Books
• 6 Pixels of Separation• Mitch Joel
• Crush• Gary Vaynerchuck
• Trust Agents• Chris Brogan• Julien Smith