Social Media in Veterinary Medicine
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Social Media in EquineVeterinary Practice Mike Pownall, DVM McKee-Pownall Equine Services www.mpequine.com
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Social Media in Veterinary Medicine was presented at the 2010 AAEP Annual Convention
Transcript of Social Media in Veterinary Medicine
Social Media in
EquineVeterinary Practice
Mike Pownall, DVM
McKee-Pownall Equine Services
www.mpequine.com
Disclaimers
Funding Sources – None
Financial Interests – None
Conflicts of Interest – None
www.equinevetbusiness.com
http://www.slideshare.net/mpownall
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?
What is Social Media?
Social Media Revolution 2 Video
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
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
Why Do I Need Social Media?
Why Do I Need Social Media?
Why Do I Need Social Media?
Relationships
Challenges in veterinary medicine• Economy• Price competition• Lay practitioners• Internet
Why Do I Need Social Media?
People Do Business With People They Like
Social MediaWhy is it Different?
• Collaborative• Conversational• Immediate• Transparent
Social Media Clients
• Local vs Global Clients• Friends & Family• Current Clients• Potential Clients• Global Clients
Social Media Universe
Web Site
Facebook Twitter
Blog
YouTubeLinkedIn
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
Website• Hub• Reservoir of stored info• Landing spot from all the other platforms
• #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
Men Don’t Get It
What is it?
• Microblogging
• 140 characters
• Unique language
• Immediate updates
• Share links, photos, videos
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.
Why do we tweet?
• Facebook for professionals
• Hiring
• Resources
• Unique groups
✤ Who, what, why & how
✤ podcasts
✤ videoblogs
Who, What & Why
✤ Owners✤ Tell your story
✤ Vets or staff
✤ with a unique “voice”or skill
✤ Information
BloggingWritten
www.blogger.com
www.tumblr.com
PodcastsiTunes
Videoblogs
“Our brand isn’t what we say it is.
It’s what the search engines say it is.”
Mitch Joel
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”
www.vetratingz.com
www.vetratingz.com
Google Alerts
http://www.google.com/alerts
Google Alerts
Responding to Criticism
Social Media in the Work Place
• Work vs Personal• Job interviews• Personal Brand• Social Media
policy
Your Personal Brand
Social Media Policy
Confidentiality
• staff
• students
• externs/interns
Client disclaimers
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?
• Combat challenges in veterinary medicine?• Maintain relationships• Prospects• What is the mix between SM & traditional?• Cost
Content
• Free content is expensive
• Time consuming• Special skills
needed• Which content?
Content
Advertising
•Facebook Ads•Google Adwords
Management
• Who is going to oversee it?
• Internal/External• www.tweetdeck.com• www.hootsuite.com
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
The person doing Social Media at your practice
is as important
as the person who answers your phones
What is success?
Lets get Viral!
MetricsIs it working?
•Facebook•Twitter•Web Page•Email Campaign
•Increased business•New fans?•Increased web page views?•Strengthen client relationships?•Cost savings?• labor• traditional offerings
ROI
Google Analytics
• Fans• Staff = 4%• F & F = 5.5%• Clients = 33%• Prospects = 43%• NR Prospects = 8.6%• ? = 5.9%
• Interactive cases are most popular
• www.klout.com• http://twitalyzer..com
What is the Future?
• Mobile• The Live Web• Gotowebinar• ustream
• Hardware• iPad
Mobile
Predominate web browser by 2013
Live Web
• GoToWebinar• www.ustream.tv• real time YouTube
717%
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
www.equinevetbusiness.com
http://www.slideshare.net/mpownall
Books
• 6 Pixels of Separation• Mitch Joel
• Crush• Gary Vaynerchuck
• Trust Agents• Chris Brogan• Julien Smith
