Social Media For VeterinariansPresentation Transcript
Veterinarians & Social Media Mike Pownall, DVM McKee-Pownall Equine Services www.mpequine.com www.equinevetbusiness.com www.slideshare.net/mpownall #aaep2011
Vets & Social Media
Why Social Media?
What are they doing?
What are our successes?
Why aren’t they doing it?
How can they do it?
What is 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?
Why Do I Need Social Media? Challenges in equine practice
People Do Business With People They Trust
Social MediaWhy is it Different?
Social MediaWhy is it Different? Collaborative Conversational Selective Immediate Transparent
Social MediaWhy is it the Same? Strategy
What is our goal?
How are we going to do this?
How do we know we are successful?
4Es of Social Media Educate Entertain Engage Evangelists
Social Media Universe Web Site Blog
Social Media Universe Web Site ? ?
Vets & Twitter?
What are vets missing?
What if people say bad things about us?
“Our brand isn’t what we say it is. It’s what the search engines say it is.” Mitch Joel
Responding to Criticism
Social Media in the Work Place Work vs Personal Personal Brand Social Media policy
The Personal Brand
Social Media Policy http://www.ibm.com/blogs/zz/en/guidelines.html
The 3 reasons vets fail atSocial MediaToo old, too busy, too cautious
How do I find time to do it?
Dammit Jim, I’m a Doctor, not an Artist
Does it Work?
Facebook Q1 2011 115,000 post views 152% improvement over Q4 2010 197 post feedbacks 37% increase 50% increase as source to website 20% increase in new visitors to website
Twitter The more we tweet the more followers we get The more interesting we are the more followers we get The more we follow others the more followers we get
YouTube 295% increase in 3 months
1118 to 4418 views
Newsletters The deworming newsletter Opened by 30% 15% click through to links 2% of total newsletter recipients saw the video or 47% of those who clicked through 40% registrants for the webinar came from newsletter
Newsletters Preventative Health Plan 2010 2011 % $ NMKT 8 26 225% 8100 CB 14 26 86% 5400 NG 0 7 3150 16,650
The person doing Social Media at a vet practice is as important as the person who answers the phones
Social Media is not done after everything else It is done at the same time
Social Media and Me 519-856-8225 519-856-8277 519-826-1770 www.mpequine.com email@example.com firstname.lastname@example.org facebook/mikepownall twitter/MckeePownall
linkedin - mpownall
Books 6 Pixels of Separation Mitch Joel Crush Gary Vaynerchuck Trust Agents Chris Brogan JulienSmith
Transitioning into 21st Century Marketing Recommended reading: Collins, James: Built to Last, Good to Great Patterson, et al: Crucial Conversations, Crucial Confrontations, Influencer Gladwell, Malcolm: The Tipping Point, Blink, Outliers, What the Dog Saw Lencioni, Patrick: The Five Dysfunctions of a Team Taleb, N.N.: Fooled by Randomness, The Black Swan Heath, Chip and Dan: Made to Stick, Switch Pink, Daniel: Drive Thaler and Sunstein: Nudge Gilbert, Daniel: Stumbling on Happiness Brafman, Ori and Rom: Sway Covey, Stephen M. R.: The Speed of Trust Chabris & Simons: The Invisible Gorilla BONUS: Lyons, Murray & Kelly: The 1% Difference