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 …

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