Social Media Evolution For Veterinary Practice


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Social media and online publishing is evolving into a major communications vehicle. Beyond traditional media interactions, these social networks can bring real value to your practice and to your community. More than simple communications, veterinarians should know how social sites and online publishing efforts can drive new client traffic and even garner the attention of local traditional media. Many professionals see these sites as interesting but a potential waste of time. In this presentation not only will you learn current statistics on the new media explosion and how to join in, but also the real value to your practice. Learn how staff can manage the time burden and help your hospital take advantage of this exploding new means of communications, education and public awareness.

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Social Media Evolution For Veterinary Practice

  1. 1. The Social Media Evolution: And How You Profit<br />How To Dive In, Engage, Grow and <br />Develop Marketing Power<br />Dr. Jim Humphries<br />Veterinary News Network<br />American Society of Veterinary Journalists<br />
  2. 2. The World IS Changing!<br /><ul><li> Generations
  3. 3. MEDIA
  4. 4. Communications
  5. 5. Marketing
  6. 6. Information Delivery
  7. 7. Online Research
  8. 8. Driving Traffic
  9. 9. Helping People
  10. 10. Making A Living
  11. 11. Living A Rich Life</li></li></ul><li>With the world changing, and communications changing….<br />WE MUST CHANGE<br />
  12. 12. Want to Grow Your Practice, Bring In New Clients, Promote and Publicize Your Great Facility? <br />There’s an APP for That! <br />
  13. 13. A surge of new technologies and social media innovations is altering the media landscape. <br />Traditional Media (Radio, TV, Print) is having a hard time evolving. <br />They must (and will) learn the NEW Media strategies to stay relevant! Change-o-phobia will spell failure. <br />The same is true for business, practice, organizations, non-profits etc. <br />
  14. 14. Began in 2004<br />The evolution of web to become more Interactive, Two-Way, Searchable, Customizable<br />
  15. 15. Convergence is the <br />coming together of technologies. <br />It is also the removal of entry<br />barriers across Internet, media and<br />consumer electronics. <br />What does this mean?<br />These changes are affecting the way people behave.<br />It is easier than ever to reach a large audience, but harder than ever to really connect with it!<br />
  16. 16. Flood Of Information:<br />A Million books are published every year.<br />Americans have access to a TRILLION web pages! <br />100,000 iPhone Apps<br />25,000 Android Apps (on market 3 months)<br />10,500 Radio Stations<br />5,500 Magazines<br />300 cable TV networks<br />There are 240 Million TV’s in the US<br />2 Million of these are in bathrooms<br />Newspaper circulation is down 7 Million<br />On Line Readers are UP 30 Million!<br />
  17. 17. Traditional Advertising is in steep decline.<br />Newspapers – DOWN 18.7%<br />Magazine – DOWN 15%<br />Television – DOWN 10.1%<br />Radio – DOWN 11.7% <br />NEW Media Advertising growing rapidly.<br />Smart Phones = UP 19%<br />Internet = UP 9.2%<br />
  18. 18. Old media is…<br />Mass Marketing <br />Passive Publishing<br />Boring Broadcast<br />All Out Adverti$ing<br />Yellow Pages<br />Agency Driven<br />Expensive<br />Low ROI<br />
  19. 19. New Media Landscape. <br />More video was uploaded to You Tube in the last TWO MONTHS, than if all the networks had been airing new content non-stop since 1948!!<br />The three “major” networks score 10 Million unique visitors every month (together)! <br />My Space, You Tube and Facebook score<br />250 Million uniques every month! <br />None of these sites existed 6 years ago!<br />
  20. 20. Wikipedia is 9 years old. <br />It now features over 13 Million articles<br />In more than 200 languages! <br />The average teen sends 2,272 text messages…….. a MONTH! <br />(The record is 217,541 March 09) Brady James of Los Angeles<br />Nokia manufactures 13 cell phones A SECOND!<br />93% of all U.S. Adults own a cell phone.<br />How are you using new media technology?<br />
  21. 21. The mobile device / smart phone / SMS<br />WILL BE the world’s primary connection tool by 2020!! <br />DROID<br />The computer in your cell phone is a:<br />Million times cheaper<br />Thousand times more powerful<br />A 100,000 times smaller<br />THAN the one at MIT in 1965<br />What used to fit in a Building….<br />Now fits in your pocket…AND<br />What fits in your pocket now…<br />Will fit in an RBC in 25 years! Ray Kursweil<br />
  22. 22. This is “convergence”<br />The blending of communications modalities and facilitation of entry and cross use.<br />This is the New Media<br />The new way we…<br />communicate, <br />connect, <br />publicize, <br />promote, <br />market, <br />educate <br />and practice.<br />
  23. 23. OUR Generations<br />The Baby Boom Generation (Boomers)is the generation that was born during World War II to 1960. Widely committed to keystone values such as gender equality, racial equality, and environmental stewardship.<br />Generation X are those born after the baby boom ended. 1961 – 1981! First with widespread access to TV. (Busters)<br />Generation Yis also known as Generation Next or the Millennials.Span late 1970s to the early 1990s. Have received much attention as to what influenced them politically <br />Generation Z, iGen, the internet generationwas born between the mid-1990s and end of the 2000s. <br />
  24. 24. <ul><li> NOW in 2010 Gen Y has surpassed Baby Boomers
  25. 25. 96 % of them have a social media profile.
  26. 26. 71% of those have 2 or more
  27. 27. 78% Trust Peer Recommendations
  28. 28. Many Gen Y’s are introverted, uncomfortable with face to face communications, need instant gratification, search for news and information rather than wait for it.
  29. 29. The fastest growing demo on Facebook is</li></ul>55-65 yr. females!<br />Many radio and TV operations are not listening to this!...and don’t have a plan.<br />
  30. 30.
  31. 31.
  32. 32. Generational Changes +<br />Instant Worldwide Communications =<br />The Social Media Evolution and <br />A Change In The Way You Communicate!!<br />
  33. 33. New Media is……..<br />Using new digital technologies to Promote a cause / business / brand/ product / political view<br /><ul><li>Citizen Journalists (Iran Elections, Presidential Elections, Haiti)
  34. 34. Business Promoters (Dell, Zappos, VPI)
  35. 35. Activists (McC..$11, BHO..$55 w/ no appearances!)
  36. 36. Internet methods are used to build audience or narrow-cast to your clients. </li></ul>Veterinarians use New Media for education, promotion and any type of communications. <br />
  37. 37. Social Media is……..<br />Very simply……. Communications! <br />It is a process… not an event!<br />We often focus on the sites. Don’t get distracted by these….They are just tools, they will come and go!<br />The key lies in the skills of communications. These skills have not changed. Dale Carnegie <br />People do business with people they KNOW, LIKE and TRUST! (Be transparent or they’ll see right through you!) <br />Social media is more touch than tech! Anyone can learn the tools. <br />
  38. 38. Social Media is……..<br />Building relationships – on big networks<br />Connecting with highly connected people!<br />About having conversations – either about you or with you, or about your “Brand”. <br />It is Marketing and Public Awareness / Relations<br />Same goal as with Advertising:<br /><ul><li>Paid Advertising
  39. 39. Earned Media
  40. 40. One on One “sales”
  41. 41. The key is to turn on-line relationships into OFF-lines ones! In your exam room. </li></li></ul><li>Social media = influences decisions! <br /><ul><li>Many today will not visit a business without FIRST visiting their web site!!
  42. 42. 91% say consumer reviews are the #1 aid to buying decisions
  43. 43. 87% trust a friends recommendation over</li></ul>critics review…26% of search results link to user‐generated content<br /><ul><li> Online social network users were 3 times</li></ul>more likely to trust their peers decisions over<br />Advertising<br /><ul><li> Advertising is losing credibility and ROI</li></li></ul><li>Social media = influences decisions! <br /><ul><li> Why “EARNED” media is still SO important.
  44. 44. Earned media means being invited to participate in traditional media (radio, TV, print etc.) It is powerful, unbiased and expert.
  45. 45. As you now see, you can ‘earn’ your OWN media.
  46. 46. Earning an audience takes time, effort, honesty, interesting content, personality.
  47. 47. The good news is… that describes many veterinarians… (not all!). </li></li></ul><li>Social Media Success is achieved by gaining public attention and favor - the RIGHT way. <br />YOU EARN IT!<br />Interestingly, this is the same “way” you gain media attention, audience, and become a traditional media success. <br />YOU EARN IT!<br />
  48. 48. The Most Important Thing<br />You will hear all day….<br />If you would like to use Radio, Television, Print to teach, motivate, drive traffic, promote, publicize, and market a practice, business, personality etc. <br />BUT have had difficulty gaining the acceptance of Traditional Media “Gate Keepers”…. <br />YOU (alone) CAN NOW BYPASS these closed doors and…<br />Be the Producer, Editor, Reporter, Host, Director, Assignments Manager, Writer, Videographer, Publisher, Talent, Celebrity… AND MAKE IT HAPPEN!<br />
  49. 49. What is your plan??<br /><ul><li> If you do not join the evolution, you will be very far behind, very soon. </li></ul>Change OR Die<br /><ul><li> Get over the fear (ROI)
  50. 50. Learn good communications skills
  51. 51. Learn the lingo, techniques, tools
  52. 52. DIVE in (just do it)
  53. 53. Slowly Develop
  54. 54. Comfort level (generational)
  55. 55. Network (build “virally”)
  56. 56. Understanding (grows, but new tools everyday)
  57. 57. Refine and grow
  58. 58. Expand into other SM sites</li></li></ul><li>WHY do you need this?<br />Need to grow…<br />Replace lost clients…<br />Compete with new business threats…<br />Educate the Public!! <br />Others are jumping on the wagon!<br />
  59. 59. Advertising<br />Biased, Noisy, Selling, Expensive<br />Clients don’t want to be “sold” …<br />so they tune out<br />New Media Marketing<br />Inexpensive, Targeted,<br />Unbiased, Factual, Personality,<br />Educational, Credible!<br />It’s Special and Fun…<br />
  60. 60. Narrowcasting<br />All consumers<br />Big $$<br />Your Focused<br />Consumers<br />
  61. 61. Social Media + Earned Traditional<br /><ul><li> Just as with small business marketing, Social Media is not automated or agency driven.
  62. 62. It is personality, relationship driven with PEOPLE (and their pets) at the center.
  63. 63. Good Content + Good Communications Skills = success in scoring local media appearances as well as a social media audience via the “tools”. (blog, twitter, FB etc.)
  64. 64. Combined this can be unbeatable – AND is mostly NO Cost! </li></li></ul><li>MAKE NO MISTAKE: <br />There is still GREAT<br />Value in<br />Traditional Media! <br />Local News Is Powerful ! <br />Eyeballs = Power <br />“Local television news and daily newspapers remain Americans’ favorite news sources”<br />The Pew Council on Civic Journalism<br />
  65. 65. And the same skills that make for good Radio, TV, Print contributions – are good for Social Media:<br /><ul><li>Great Content
  66. 66. Educate / Teach
  67. 67. Be Yourself
  68. 68. Be Compelling
  69. 69. Be Entertaining</li></li></ul><li>Time of Transition!<br />Not only does Traditional Media still have a huge Audience but they need your help!<br />You simply want to earn some of their air-time and ink to deliver your message (and promote your Social Media Presence!)<br />And do this now while Traditional Media is transitioning to NEW Media<br />
  70. 70. Good News About Television<br /><ul><li> Up to the minute “moving pictures” will always work! Content Is King! Internet gives video new future. Video content is “re-purposed” for the web.
  71. 71. Video content is no longer expensive to produce!
  72. 72. Animal stories can fall into many high scoring TV News categories. Animals are VERY visual and BOTH newsworthy and entertaining.
  73. 73. Weekly On-Line Video viewing is up to 27%</li></li></ul><li>Good News About Radio<br /><ul><li> Reaches 75% of 12+ audience each day.
  74. 74. AND 95% of 12+ audience each week
  75. 75. Satellite Radio is now giving radio new Life!
  76. 76. Weekly On-Line Radio Audience Sharply Up 17% !!
  77. 77. Average person spends 21 hours each week.
  78. 78. 81% of all Adults listen to radio in the car each week
  79. 79. Talk Radio has LOTS of time to fill!!
  80. 80. Easy to do! </li></li></ul><li>There is SOME<br />Good News About Print Media<br /><ul><li> Much electronic media comes from print
  81. 81. Still many Americans read print news daily
  82. 82. Easy to achieve – they need the help / content
  83. 83. You don’t have to have a “personality” to do print
  84. 84. SOME papers are now finding a New Media Strategy
  85. 85. On-line versions / blogging etc.
  86. 86. Staff can get involved
  87. 87. Can do in “spare” time
  88. 88. Can be re-purposed for your clients/web site/ newsletter/fact sheets/how to articles etc. </li></li></ul><li><br />
  89. 89. Become A Certified Veterinary Journalist!<br />American Society of Veterinary Journalists<br /><br />
  90. 90.
  91. 91. Why The Explosion?<br />Many Reasons<br /><ul><li>Technology drives
  92. 92. New Gen SEEKS news/information
  93. 93. Web 2.0 – Interactivity
  94. 94. Instant
  95. 95. On The Go
  96. 96. Empowering
  97. 97. Fun
  98. 98. Amazing</li></li></ul><li>Also………<br /><ul><li>60% of consumers today believe traditional media does not report facts or are biased!
  99. 99. Only 39% Trust Today’s Media, In 1995 the opposite was true!
  100. 100. Traditional media is One Way
  101. 101. Most dislike advertising
  102. 102. Estimates are that 43% of all your clients (all generations) have a social media profile.
  103. 103. 71% of those have 2+ </li></li></ul><li>The Skills = <br /><ul><li> Interpersonal
  104. 104. Communications
  105. 105. Relationships</li></ul>The Tools = <br /><ul><li> Technology
  106. 106. Sites
  107. 107. Apps</li></li></ul><li>Social Media Tools:<br />There are WAY TOO Many.Already we are seeing some fade away and sites emerge that combine and multiple post. (the convergence of convergence) <br />Twitter<br />Facebook<br />MySpace<br />Flickr<br />LinkedIn<br />YouTube<br />Blogging<br />Digg<br />Stumble<br />Foursquare<br />AIM<br />Ping<br />Skype<br />Loopt<br />Seed<br />Gather<br />Stop The <br />Madness!<br />
  108. 108. Making This Simple! <br />W F B … L T F<br />
  109. 109. And it should all lead back to YOU!<br />
  110. 110. <ul><li>Your Web Site - Discuss. See Examples. (e-mail newsletters)
  111. 111. Facebook– friendly, reconnect with friends, make new friends, connect with organizations, hobbies, announce news, post pictures.
  112. 112. Blogs – you the journalist.Your column on the net
  113. 113. LinkedIn – business / executive oriented. Resume and connection service, huge database.
  114. 114. Twitter– A “micro-blog”. Instant worldwide comments that become a “stream” of information. As you “tweet” and people like your info they “follow” you and you gain followers (an audience)
  115. 115. Forums– interactive Q&A, usually very topic specific. Expert help or contributions (</li></li></ul><li>Your Web Site! <br />Home On The Web<br />
  116. 116. Websites<br /><ul><li>Cost? $1,000 to $500,000…..
  117. 117. DO NOT make a cheap one
  118. 118. Good professional site with high functionality – 5K to 20K
  119. 119. Best image and marketing tool you’ll have
  120. 120. Clients will visit your site before visiting you
  121. 121. Clients will take pride in your site and refer others
  122. 122. Your web site is your “Home” on the Web
  123. 123. All roads lead HOME!</li></li></ul><li>Websites<br /><ul><li>Beautiful & Simple
  124. 124. Image and Impression
  125. 125. FUNCTIONALITY</li></ul> Flash rotator<br />Map & hours<br />Services<br />Virtual tour<br />Staff Photos!<br />Appointments<br />Rx refills<br />Library <br />Few Links<br />Testimonials<br />Logos<br />Emergencies<br />Boarding & Grooming<br />Web cams<br />After care instructions<br />
  126. 126. Websites<br />Today sites are built with a three tiered construction framework:<br />Visual<br />Database<br />Function <br />Allows designers to change one area and not affect the other areas. <br />User control / interface (CRM) or (CMS)<br />
  127. 127. Email Newsletters<br /><ul><li>Insure client loyalty and stimulate repeat visits
  128. 128. Generate new clients from web site visits and from viral marketing, co-writing, lists etc.
  129. 129. Keep Me Current!
  130. 130. Be Timely!
  132. 132. TMI</li></li></ul><li>Email Newsletters<br /><ul><li>Quick – information arrives in seconds!
  133. 133. Less expensive compared to direct mail
  134. 134. Proactive - Takes message to clients
  135. 135. Websites wait for clients to arrive!
  136. 136. Targeted (characteristic of new media)
  137. 137. Announce events
  138. 138. Promote new happenings and your media work
  139. 139. Green – No paper!
  140. 140. Personal</li></li></ul><li>Email newsletters should…<br /><ul><li>Be to the point! Be Fun. Be Visual.
  141. 141. Have content that is relevant, compelling and timely
  142. 142. Cross Promote Your Social Media Presence
  143. 143. Be short on sales copy, specials and discounts!
  144. 144. Be rich – programs that help (Constant Contact)
  145. 145. Be generated from your web site and from your cases and your daily practice.</li></li></ul><li>Email Newsletters<br /><ul><li>Need to design newsletter for users who scan rather than read
  146. 146. Keep It Brief
  147. 147. What have you done for</li></ul> ME??<br /><ul><li>How does this affect</li></ul> ME??<br />Eye Scan<br />
  148. 148. Email Newsletters<br />Disadvantages<br /><ul><li>Can be blocked as spam
  149. 149. Easy Unsubscribe option
  150. 150. Can look like ‘sales’
  151. 151. Users often don’t read entire newsletter due to email volume (KISS)
  152. 152. Many cutting back on number of newsletters
  153. 153. Readers will give you 51 seconds!</li></li></ul><li>Would you let these people<br />Design your hospital web site??<br />
  154. 154. Two years later they are a <br />tiny BIT better!<br />
  155. 155. UGH!!<br />
  156. 156.
  157. 157. How Unique!<br />
  158. 158.
  159. 159. How Unique!<br />
  160. 160. How Unique - Again!<br />
  161. 161. <ul><li>Make Your Site Personal
  162. 162. Unique
  163. 163. Friendly</li></li></ul><li>
  164. 164.
  165. 165.
  166. 166.
  167. 167.
  168. 168.
  169. 169.
  170. 170.
  171. 171. One Slide About Advertising<br /><ul><li>You don’t need to pay for advertising
  172. 172. Promote your site via your Social Media
  173. 173. Drive your site with email newsletters
  174. 174. Drive your site with Affiliations that make sense
  175. 175. Promote your site via Traditional Media
  176. 176. Put your site on all marketing and client materials
  177. 177. Paying for traffic like “cost per thousand” (CPM) placements or “Pay Per Click” (PPC) methods are not the best for marketing professional practice.
  178. 178. Generally losing favor for small business and may work for larger marketers as a part of larger strategy or for “gadget” sales. </li></li></ul><li>Okay……….Two Slides<br /><ul><li>Both for advertising your site AND Profiting from ads on your site.
  179. 179. AdWords: certain keywords in searches trigger appearance of your ad in selected areas. Targeted audience. Set limits. </li></ul>Google<br />Ad<br />Sense<br />Affiliate Ads<br />
  180. 180. <ul><li>Founded in 2004
  181. 181. Easy sign up, use and navigation
  182. 182. Currently the largest social network (350 M)
  183. 183. ½ log on every day!
  184. 184. Very informal, social, friendly
  185. 185. Should have a Personal and a Business Profile!
  186. 186. Can be used for Marketing, Education
  187. 187. Relationship building (personal or business)
  188. 188. Sort of a huge High School Reunion! </li></li></ul><li>Facebook Sign Up Page<br />Don’t worry, it is not all this boring!<br />
  189. 189. February 5th Home Page Changes<br />
  190. 190.
  191. 191.
  192. 192. Facebook fan pages<br />
  193. 193. Facebook fan pages<br />
  194. 194.
  195. 195. What Do You Do With <br />A Facebook Page?<br /><ul><li>Clients become “Fans” because they are interested in you and your hospital
  196. 196. So say things that would be interesting to your clients (and potential clients) at a “Mixer” or social meeting.
  197. 197. Interesting cases
  198. 198. Photos / Videos
  199. 199. Your Blog Posts
  200. 200. What you are doing for the community
  201. 201. Fun Facts about Pets
  202. 202. Local cases / News / even controversy
  203. 203. Other interesting Fan Pages
  204. 204. Multiple site interconnectivity</li></li></ul><li>Facebook Steps:<br />Create Your Personal Profile<br />Create Your Business Page (Fan Page)<br />Join and Create Groups<br />Don’t Be “That Sales Guy”! <br />
  205. 205. Facebook Steps:<br />Create Your Profile<br /><ul><li>You must first create a personal profile
  206. 206. Use Your Real Name
  207. 207. Good Profile Photo
  208. 208. Education Info
  209. 209. BusinessContact Info
  210. 210. The more complete – the better connections
  211. 211. Good privacy settings
  212. 212. Upload your contact database and “friend” them</li></li></ul><li>Facebook Steps:<br />Create Your Hospital Page<br /><ul><li>Now create your business page
  213. 213. Populate with info, photos, videos, events
  214. 214. Discussion forums
  215. 215. Links to your main web site!
  216. 216. Embed videos from YouTube
  217. 217. Generate “Fans” – this is building your network
  218. 218. Promote your Fan Page via email, blog
  219. 219. Why? because there is where the eyeballs are!
  220. 220. Vacation home -> Residence!!
  221. 221. Don’t forget to create photo albums !!</li></li></ul><li>Facebook Steps:<br />3) Join and Create Groups<br /><ul><li>The way to “network” on FB
  222. 222. Groups are only visible to FB members
  223. 223. Every conceivable type of group
  224. 224. Create a “pet therapy” group in your town
  225. 225. Get the ball rolling
  226. 226. You can “bulk invite” from your FB friends.
  227. 227. This means your group can go “viral” fast
  228. 228. Groups allow you to interact with people you are not friends with</li></li></ul><li>JUST AN Example<br />66,000 Friends in 3 days! <br />
  229. 229. Facebook Steps:<br />4) Caution:<br /><ul><li>Quick sales or business is not the goal
  230. 230. The “Sales Guy Syndrome” will damage your reputation
  231. 231. BUILD relationships… and you build your network and your reputation. </li></ul>Dive in and Learn….<br />Google: Mari Smith Facebook 3-in-1 Tips<br /> Facebook for Business (hubspot)<br />
  232. 232. Another Caution:<br />Facebook is a friendly / personal place. But remember your clients see it! <br />
  233. 233. <ul><li> Your Online Column
  234. 234. Share your thoughts, </li></ul> passion, a diary<br /><ul><li> Has become extremely </li></ul> popular (50 M)<br /><ul><li> Julie and Julia movie based on a blog!
  235. 235. You are the publisher, editor, copywriter
  236. 236. Gain audience, readers can comment
  237. 237. This participation (give and take) is the essence of Web 2.0.
  238. 238. Can do for fun or for a driver of business, traffic, new clients, client engagement! </li></li></ul><li>Blog Basics<br /><ul><li> Powered by Blog software (free or fee)
  239. 239. Post regularly
  240. 240. Usually reverse Chronological order
  241. 241. Searchable</li></ul> Word Press is most common<br /><ul><li> Develop following (readers)
  242. 242. Monitor Comments
  243. 243. Can develop affiliate advertising
  244. 244. Just as with your own newspaper column, write in a unique style, be interesting, controversial, fun and informative.
  245. 245. Key component is to drive traffic with your hospital site! (Sociable Plugins) </li></li></ul><li>WHY ??<br /><ul><li> Of the 50 Million, 66% have not </li></ul> been updated in the past two months. <br /><ul><li>That’s 33 Million dead ones!
  246. 246. It is a commitment not a fad to try. It is just like committing to writing a column in a magazine or daily paper.
  247. 247. Business Blog!
  248. 248. Humanize your business
  249. 249. Improve client service
  250. 250. Drive traffic
  251. 251. Promote your profession and client education
  252. 252. Generate extra source of income</li></ul>Look at:,,<br />
  253. 253. Build A Blog…<br /><ul><li>Can you see yourself doing this long term?
  254. 254. What will be the main purpose of the blog?
  255. 255. Is this for my hobby or my profession?
  256. 256. Do I want to put ads in the blog for extra income?
  257. 257. Choose a good name and reserve it!
  258. 258. The Blog Engine
  259. 259. Word
  260. 260.
  261. 261.
  262. 262. Make it better
  263. 263. Video
  264. 264. Images
  265. 265. Music</li></li></ul><li>DIVE in and Learn…<br />Google: <br /><ul><li> Blog Basics
  266. 266. Blog Teleseminars
  267. 267.
  268. 268. Connect your Facebook, LI, with Blog
  269. 269. Tweet your blog post notices
  270. 270. A process of making it better
  271. 271. All is growing an audience
  272. 272. Be brief ! </li></li></ul><li><ul><li>Began in 2003
  273. 273. 55 Million Users + 600K new per week
  274. 274. Professional / Executive
  275. 275. Huge Data Base and Search
  276. 276. Great Research Tool
  277. 277. Connecting gives you 3 levels of connections
  278. 278. Good to connect with highly connected people
  279. 279. Functionality like Slide Share
  280. 280. Answers section very helpful</li></li></ul><li>Connectivity is the key!<br />It is the virtualized and interactive version of a pile of business cards on your desk! <br />YOUR “ONLINE” RESUME<br />And your ability to demonstrate your expertise and learn from others.<br />
  281. 281. LinkedIn is Where the <br />Influencers ARE!<br /><ul><li>Average Age: 42
  282. 282. Household Income: $122,000
  283. 283. Male: 64%
  284. 284. Household Income $100k+ 53.5%
  285. 285. Own Smartphone/PDA: 34%
  286. 286. College Grad/Post Grad: 80.1%
  287. 287. Business Decision Maker: 49%
  288. 288. EVP/SVP/VP: 6.5%
  289. 289. 24% Have a Portfolio Value of $250k+</li></li></ul><li>
  290. 290.
  291. 291. Good Professional Photo<br />Update Status Frequently<br />Connect, Get Recommended<br />Add Your Web Sites<br />Personalized Public Profile<br />
  292. 292. What Do I Do With A <br />Linkedin Profile? <br /><ul><li>Set up your profile (good photo)
  293. 293. ROI (risk of inactivity)
  294. 294. Get something up now and tweek later
  295. 295. Be very complete – even back to high school
  296. 296. Do an update about 2X per week
  297. 297. Think of it as merging your Rolodex contacts
  298. 298. Build a very professional and complete resume
  299. 299. Easy to use their formatting
  300. 300. Begin to invite contacts
  301. 301. Write and request recommendations
  302. 302. Send personal notes – not the default template
  303. 303. Use Advanced Settings to find contacts</li></li></ul><li>10 Ways To Use LinkedIn:<br />Increase Your Visibility<br />Add connections (upload your contact list)<br />2) Improve Connectability<br />Use full executive bio<br />Use LI link in your signature block<br />3) Improves your Google Ranking<br />LinkedIn is indexable <br />Customize your URL <br />
  304. 304. 10 Ways To Use LinkedIn:<br />4) Promote your Web and Blog<br /> “My Website”, “My Company” customize<br /> Instant search engine findability!<br />5) Give and Ask for Recommendations<br />Excellent credibility<br /> Lives there forever<br />6) Pose Questions and Give Answers<br />Makes new connections<br />Establishes your expertise<br />
  305. 305. 10 Ways To Use LinkedIn:<br />7) Find or Create Groups<br /> A great way to network smaller scale<br /> E.g. local, alumni, associations (ASVJ)<br />8) Applications<br />BlogLink, Polls, Reading List,, My Travel, SlideShare, Events, word press, Tweets etc. <br />9) Use “Advance Search” <br />Amazing ability to narrow a search of all users<br />Think of this as your Rolodex search tool for 55 Million People!<br />
  306. 306. 10 Ways To Use LinkedIn:<br /> Connect, Connect, Connect<br /> background check, <br /> investigate a company, <br /> find local experts, servicemen, <br /> gauge health of a company, <br /> participate in specialty groups<br />Get out of Linkedin what you put IN! <br />An Amazing Resource for the Professional! <br />
  307. 307. DIVE in and Learn…<br />Google: <br /><ul><li> Linkedin Learning Center
  308. 308.
  309. 309. Get Started with Linkedin (
  310. 310.
  311. 311. 33 ways to use Linkedin For Business
  312. 312. 100 Smart ways to use LinkedIn</li></li></ul><li>Danger! Danger! Danger!<br />Five things you should never do on a social network:<br />Leave negative feedback. “It stays around for a very long time, so even if you have a change of heart, it can be very difficult to retract it.”<br />2. Lie. “Give a truthful account of where you’ve worked and what you’ve done. Be real. Be honest.”<br />3. Spam. “It’s not a push marketing strategy. Avoid drowning others in your promotional material.”<br />4. Gossip. “Don’t send forth news that may not be yours to share.” <br />5. Oversell yourself. “Stay away from arrogance or over-hyping what you do.” AND Letting someone else do this for you and pretending it is you! <br />
  313. 313. A “Micro” Blog…<br /><ul><li>140 characters at a time
  314. 314. Instantaneous stream of info
  315. 315. 2010 = 18 Million users (retention = 40%)
  316. 316. Younger demo – Gen X
  317. 317. 26% are 35-44 yrs.
  318. 318. Recently demo is getting a bit older
  319. 319. Users are ‘mobile’ in their use of Inet
  320. 320. Less affluent</li></li></ul><li>People are asking … <br />Is Twitter For Real? – OR a Fad? <br /><ul><li> 80% of Twitter accounts are inactive
  321. 321. Most do not know how to use and abandon
  322. 322. 94% of accounts have less than 100 followers
  323. 323. 5% of users = 75% of all activity
  324. 324. The Twitter “core” is very committed.
  325. 325. These people use it as a “Lifecast” to a community they feel connected with.
  326. 326. 55% of all users use an API rather than (application program interface)
  327. 327. While Boomers are flocking to FB, Twitter is a younger group. </li></li></ul><li><ul><li> People you follow become your stream </li></ul>of information<br /><ul><li> News and Information but also </li></ul>Research (like LI) and Conversations. <br /><ul><li>@mentions (@PetDocsOnCall)
  328. 328. Direct messaging (private) d PetDocsOnCall
  329. 329. RT is a ‘re-tweet’ and a reposting of someone else
  330. 330. Hashtags (#) are used for key word search
  331. 331. Very indexable by Google
  332. 332. How to build a following
  333. 333. Follow
  334. 334. Good info
  335. 335. RT</li></li></ul><li>Google Rankings<br />“Organic”<br />3rd<br />
  336. 336.
  337. 337.
  338. 338.
  339. 339. TweetDeck<br />
  340. 340. HootSuite<br />
  341. 341. A VNN Reporter who just did not get the whole Twitter Thing….dove in and tried it. <br />A week later he is being followed by his local NBC TV station!<br />
  342. 342. What Do I Do With A <br />Twitter Account?<br />From Business / Practice Perspective<br /><ul><li>From the beginning Twitter asked; “What Are You Doing?”. Now it’s “What’s Happening?”</li></ul>WHO CARES?<br /><ul><li>Interestingly that has never been the question for business. </li></li></ul><li>Twitter is a communications platform that helps business stay connected with consumers. <br />Share within a business, gather real time intelligence and feedback, build relationships with clients. <br />While your messages are broadcast, Twitter is recipient driven as you decide what you see. <br />
  343. 343. To listen in on the conversations happening right now, search Twitter for the name of your company, product or brand. If you have a Twitter account use the search box on the right side.<br />The Twitter “stream” is just a conversation and you contribute, answer, offer resources AND as always, drive traffic to your site / blog etc. <br />
  344. 344. It ‘shrinks’ the emotional distance between <br />your hospital and your clients! <br />Can integrate existing social media tools for a method of expansion (cross promote)<br />Share updates on patients, photos, work day schedules, interesting cases, advances etc. <br />A personal “pulse” of the inside of your fantastic hospital that people can feel a part of. <br />Jump in, hang around for a week or two and you will get that “ah-ha” moment on how to use. <br />It does take some getting used to. <br />
  345. 345. Also Try and Google Alerts to monitor the web. <br />Just add in your important key words.<br />
  346. 346. The Business Insiders View:<br />Think of Twitter as a place to build <br />Relationships – not broadcast your views. <br />Construct a good bio, web link, custom background<br />“listen” for comments and respond<br />
  347. 347. The Business Insiders View:<br />Make it visual. <br />
  348. 348. The Business Insiders View:<br />Use many links. But shorten them. <br /> <br />Or HootSuite has function<br />Better is TweetDeck which auto shortens URL’s<br />
  349. 349. The Business Insiders View:<br />Endorse others<br />RT’s are a way to further broadcast a message from someone else. Shows respect also. <br />@ replies are a way to increase visibility of someone you follow and ‘get their attention’ too<br />
  350. 350. Forums:<br />
  351. 351. Forums:<br /> Used to be “Message Boards”<br /><ul><li> Sites run by software that allows users to ask and answer questions
  352. 352. Specific subjects, easily searchable, very popular for specific Q&A.
  353. 353. Highly Interactive
  354. 354. Every possible topic available
  355. 355. Hobbies, news, politics, medical care, sports, travel, the list goes on.
  356. 356. Many social media sites have a forum for asking questions and learning more
  357. 357. A GREAT way to jump into Social Media and Educate Pet Owners! </li></li></ul><li>Interactive<br />Forums<br />
  358. 358.
  359. 359.
  360. 360.
  361. 361.
  362. 362.
  363. 363.
  364. 364.
  365. 365.
  366. 366. Broadcast Yourself!<br /><ul><li> Founded in 2005
  367. 367. 20 hours of video uploaded </li></ul>every MINUTE<br /><ul><li> Users 18-55, 53% male, 47% female
  368. 368. 51% of users visit weekly or more
  369. 369. You are the writer, videographer, talent, editor and broadcaster.
  370. 370. Some videos rival the networks in viewership
  371. 371. “going viral”</li></li></ul><li>Embed Your YouTube Videos on your site, on your blog, promote them with other social media sites. <br />
  372. 372.
  373. 373.
  374. 374.<br />
  375. 375. Become A Certified Veterinary Journalist!<br />American Society of Veterinary Journalists<br /><br />
  376. 376. Start:<br />Sign up and join me at Linkedin (Dr. Jim Humphries)<br />If you do….I’ll give you some goodies!!<br />
  377. 377. Start:<br />Join Twitter: Follow me at PetDocsOnCall:<br /> (yellow pages)<br />Suggested people to follow:<br />PetDocsOnCall09<br />AAHAHelpingPets<br />HealtyPet<br />Azzore<br />drbhurley<br />PetPoisonHelp<br />PetsforPatriots<br />Snoopydoc<br />MeyerlandAC<br />Mashable<br />TechCrunch<br />MyVNNCom<br />ASVJ<br />VetNewsNetwork<br />TVMA<br />CDCemergency<br />AMS_Scottsdale<br />Flytenewmedia<br />DonCrowther<br />Kcdogblog<br />BreakingNews<br />
  378. 378. Please Join Us At:<br />Veterinary News Network<br /><br />American Society of <br />Veterinary Journalists<br /><br />PetDocsOnCall Forums<br /><br /><br />