Veterinarians & Social Media<br />Mike Pownall, DVM<br />McKee-Pownall Equine Services<br />EBMS International<br />
Social Media<br />Strengths and weaknesses<br />
Socialnomics 3<br />A Summary of Social Media<br />http://www.youtube.com/watch?v=fpMZbT1tx2o<br />
Vets & Social Media<br /><ul><li>Why Social Media?
What are they doing?
What are our successes?
Why aren’t they doing it?
How can you do it?</li></li></ul><li>What is Social Media?<br />“Social media is the use of technology combined with socia...
Why Do I Need Social Media?<br />
Why Do I Need Social Media?<br />Why Do I Need Social Media?<br />
Why Do You Need Social Media?<br />Challenges in equine practice<br /><ul><li>Economy
Competition
Internet</li></li></ul><li>People Do Business With People They Trust<br />
Social MediaWhy is it Different?<br />
Social MediaWhy is it Different?<br />Conversational<br />Collaborative<br />Selective<br />Immediate<br />Transparent<br />
Social MediaWhy is it the Same?<br />     Strategy<br />
Strategy<br /><ul><li>What is our goal?
How are we going to do this?
How do we know we are successful?</li></li></ul><li>Strategy<br />Facebook is not strategy<br />Facebook is a tool.<br />H...
4Es of Social Media<br />Educate<br />Entertain<br />Engage<br />Evangelists<br />
Social Media Universe<br />Web Site<br />Blog<br />
Social Media Universe<br />Web Site<br />?<br />?<br />
Social Media Universe<br />Web Site<br />?<br />
Social Media Universe<br />Web Site<br />
Website<br />Hub<br />Reservoir of stored info<br />Landing spot & feeder<br />
Vets & Twitter?<br />
What is it?<br /><ul><li> 140 characters
  Unique language
  Immediate updates
  Share links, photos, videos
 Twitter now has >200,000,000users
  7% of Americans
 10% of UK</li></li></ul><li>#ebms<br />
35<br />www.viralblog.com<br />
Will It Blend?iPhone<br />http://www.youtube.com/watch?v=qg1ckCkm8YI<br />
?<br />
What are vets missing?<br />
What if people say bad        									     things about us?<br />
“Our brand isn’t what we say it is. <br />It’s what the search engines say it is.”<br />															Mitch Joel<br />
www.yelp.com<br />
Google Alerts<br />
Responding to Criticism<br />
Social Media in the Work Place<br />Work vs Personal<br />Personal Brand<br />Social Media policy<br />
The Personal Brand<br />
Social Media Policy<br />http://www.ibm.com/blogs/zz/en/guidelines.html<br />
The 3 reasons vets fail atSocial Media<br />
The 3 reasons vets fail atSocial Media<br />Too old, too busy, too cautious<br />
Too Old<br />
How do I find time to do it?<br />
Dammit Jim, I’m a Doctor, not an Artist<br />
Strategy<br />What?<br />How?<br />What?<br />
What Are The Challenges/Goals?<br />Relationships?<br />Prospects?<br />Sales?<br />New service?<br />
How<br />Which platforms?<br />What content?<br />Who is going to do it?<br />Time?<br />Budget?<br />Buy in?<br />
Can We Measure It?<br />
Website<br />
Facebook<br />Employees   4 %<br />Friends   5.5 % <br />Prospects   43 %<br />Clients   33 %<br />Unrealistic   8.6%<br /...
Facebook<br />Employees   4 %<br />Friends   5.5 % <br />Prospects   43 %<br />Clients   33 %<br />Unrealistic   8.6%<br /...
Facebook<br />Q1 2011<br />115,000 post views<br />152% improvement over Q4 2010<br />197 post feedbacks<br />37% increase...
The more we tweet the more followers we get<br />The more interesting we are the more followers we get<br />The more we fo...
Retweets<br />New Users<br />Mentions<br />Interactions<br />Searches<br />
YouTube<br />295% increase in 3 months<br /><ul><li>1118 to 4418 views</li></li></ul><li>YouTube<br />
YouTube<br />5/2011<br />8/2011<br />
YouTube<br />5/2011<br />67%<br />8/2011<br />
Newsletters<br />The deworming newsletter <br />Opened by 30%<br />15% click through to links<br />2% of total newsletter ...
Newsletters<br />Preventative Health Plan<br />	         2010 	       2011 		%  	          $<br />NMKT		8		26		225%		8100<...
Webinars<br />Average percentage of attendees that are clients73%<br />Where people hear about the webinars: <br />Newslet...
Management<br />Who is going to oversee it?<br />Internal/External<br />www.hootsuite.com<br />
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Social Media for Veterinarians - EBMS International

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This is a presentation I gave on August 25, 2011 to a group of EU and UK equine veterinarians at the EBMS International Conference, at the Bartley Lodge Hotel in the New Forest, UK. I was very impressed with the discussions we had and the willingness the attendees had to implement social media in their veterinary practices. I gave them all a challenge to become dedicated users of social media in their businesses, otherwise there will be a real risk that their vet practices might not exist as they know it in the next 5-10 years. I truly believe that social media is the best opportunity we have as veterinarians to combat the numerous challenges facing our industry.

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  • Get ideas for a post show analyticsCaseEHV-1New internNew treatmentExplain a diagnostic equipment
  • Once you have a tool how are you going to use it?
  • KeyNeedexcelellentcontent
  • Insert cleint newsletter
  • Too popular Get UK dealsReputationStqff and vets hate itLose moneyDon’t gain lasting business
  • Put a sample of ours there. Put a copy with my text
  • Vets are scientists
  • Proud to bore them nowVideos and cases most popular
  • More and more click through to twitter from newslettersFind deb hazlewood tweets
  • Klout photo
  • More and more click through to twitter from newslettersFind deb hazlewood tweets
  • 4% = 16,650Php – 70% of click through went to PHP on the website
  • From small #s come impactful resultsPhp – 70% of click through went to PHP on the website
  • How Many?
  • Social Media for Veterinarians - EBMS International

    1. 1. Veterinarians & Social Media<br />Mike Pownall, DVM<br />McKee-Pownall Equine Services<br />EBMS International<br />
    2. 2.
    3. 3. Social Media<br />Strengths and weaknesses<br />
    4. 4. Socialnomics 3<br />A Summary of Social Media<br />http://www.youtube.com/watch?v=fpMZbT1tx2o<br />
    5. 5. Vets & Social Media<br /><ul><li>Why Social Media?
    6. 6. What are they doing?
    7. 7. What are our successes?
    8. 8. Why aren’t they doing it?
    9. 9. How can you do it?</li></li></ul><li>What is Social Media?<br />“Social media is the use of technology combined with social interaction to create or co-create value.”www.ducttapemarketing.com<br />
    10. 10. Why Do I Need Social Media?<br />
    11. 11. Why Do I Need Social Media?<br />Why Do I Need Social Media?<br />
    12. 12. Why Do You Need Social Media?<br />Challenges in equine practice<br /><ul><li>Economy
    13. 13. Competition
    14. 14. Internet</li></li></ul><li>People Do Business With People They Trust<br />
    15. 15. Social MediaWhy is it Different?<br />
    16. 16. Social MediaWhy is it Different?<br />Conversational<br />Collaborative<br />Selective<br />Immediate<br />Transparent<br />
    17. 17. Social MediaWhy is it the Same?<br /> Strategy<br />
    18. 18. Strategy<br /><ul><li>What is our goal?
    19. 19. How are we going to do this?
    20. 20. How do we know we are successful?</li></li></ul><li>Strategy<br />Facebook is not strategy<br />Facebook is a tool.<br />Herd health is a strategy to minimize the spread of a virus<br />A vaccine is a tool<br />
    21. 21. 4Es of Social Media<br />Educate<br />Entertain<br />Engage<br />Evangelists<br />
    22. 22.
    23. 23. Social Media Universe<br />Web Site<br />Blog<br />
    24. 24. Social Media Universe<br />Web Site<br />?<br />?<br />
    25. 25. Social Media Universe<br />Web Site<br />?<br />
    26. 26. Social Media Universe<br />Web Site<br />
    27. 27. Website<br />Hub<br />Reservoir of stored info<br />Landing spot & feeder<br />
    28. 28.
    29. 29.
    30. 30.
    31. 31.
    32. 32.
    33. 33.
    34. 34.
    35. 35.
    36. 36.
    37. 37.
    38. 38.
    39. 39.
    40. 40. Vets & Twitter?<br />
    41. 41. What is it?<br /><ul><li> 140 characters
    42. 42. Unique language
    43. 43. Immediate updates
    44. 44. Share links, photos, videos
    45. 45. Twitter now has >200,000,000users
    46. 46. 7% of Americans
    47. 47. 10% of UK</li></li></ul><li>#ebms<br />
    48. 48.
    49. 49.
    50. 50.
    51. 51.
    52. 52.
    53. 53. 35<br />www.viralblog.com<br />
    54. 54.
    55. 55.
    56. 56. Will It Blend?iPhone<br />http://www.youtube.com/watch?v=qg1ckCkm8YI<br />
    57. 57. ?<br />
    58. 58.
    59. 59.
    60. 60.
    61. 61. What are vets missing?<br />
    62. 62.
    63. 63.
    64. 64.
    65. 65.
    66. 66. What if people say bad things about us?<br />
    67. 67. “Our brand isn’t what we say it is. <br />It’s what the search engines say it is.”<br /> Mitch Joel<br />
    68. 68. www.yelp.com<br />
    69. 69. Google Alerts<br />
    70. 70.
    71. 71. Responding to Criticism<br />
    72. 72. Social Media in the Work Place<br />Work vs Personal<br />Personal Brand<br />Social Media policy<br />
    73. 73. The Personal Brand<br />
    74. 74. Social Media Policy<br />http://www.ibm.com/blogs/zz/en/guidelines.html<br />
    75. 75. The 3 reasons vets fail atSocial Media<br />
    76. 76. The 3 reasons vets fail atSocial Media<br />Too old, too busy, too cautious<br />
    77. 77. Too Old<br />
    78. 78. How do I find time to do it?<br />
    79. 79. Dammit Jim, I’m a Doctor, not an Artist<br />
    80. 80. Strategy<br />What?<br />How?<br />What?<br />
    81. 81. What Are The Challenges/Goals?<br />Relationships?<br />Prospects?<br />Sales?<br />New service?<br />
    82. 82. How<br />Which platforms?<br />What content?<br />Who is going to do it?<br />Time?<br />Budget?<br />Buy in?<br />
    83. 83.
    84. 84. Can We Measure It?<br />
    85. 85. Website<br />
    86. 86. Facebook<br />Employees 4 %<br />Friends 5.5 % <br />Prospects 43 %<br />Clients 33 %<br />Unrealistic 8.6%<br />Unknown 5.9%<br />Prospects to clients as of November 22/10 <br />
    87. 87. Facebook<br />Employees 4 %<br />Friends 5.5 % <br />Prospects 43 %<br />Clients 33 %<br />Unrealistic 8.6%<br />Unknown 5.9%<br />Prospects to clients as of November 22/10 <br />0.90%<br />
    88. 88. Facebook<br />Q1 2011<br />115,000 post views<br />152% improvement over Q4 2010<br />197 post feedbacks<br />37% increase<br />50% increase as source to website<br />20% increase in new visitors to website<br />
    89. 89.
    90. 90.
    91. 91. The more we tweet the more followers we get<br />The more interesting we are the more followers we get<br />The more we follow others the more followers we get<br />
    92. 92. Retweets<br />New Users<br />Mentions<br />Interactions<br />Searches<br />
    93. 93. YouTube<br />295% increase in 3 months<br /><ul><li>1118 to 4418 views</li></li></ul><li>YouTube<br />
    94. 94. YouTube<br />5/2011<br />8/2011<br />
    95. 95. YouTube<br />5/2011<br />67%<br />8/2011<br />
    96. 96. Newsletters<br />The deworming newsletter <br />Opened by 30%<br />15% click through to links<br />2% of total newsletter recipients saw the video or 47% of those who clicked through<br />40% registrants for the webinar came from newsletter<br />50% increase in fecals<br />Preventative Health Plan newsletter<br />70% click through to PHP on website<br />
    97. 97. Newsletters<br />Preventative Health Plan<br /> 2010 2011 % $<br />NMKT 8 26 225% 8100<br />CB 14 26 86% 5400<br />NG 0 7   3150<br /> 16,650<br />
    98. 98. Webinars<br />Average percentage of attendees that are clients73%<br />Where people hear about the webinars: <br />Newsletters 60.30%<br />Website 4.40%<br />Facebook 5.90%<br />Twitter 4.40%<br />Office 5.90%<br />Other 19.10%<br />
    99. 99. Management<br />Who is going to oversee it?<br />Internal/External<br />www.hootsuite.com<br />
    100. 100. Simple Plan<br />Facebook<br />Twitter<br />email that ends with your practice (not gmail or yahoo or aol.)<br />One hour/day<br />Strategy/Schedule<br />Use new associates, interns, office staff<br />Monitor, Measure & Adjust<br />
    101. 101. Task 3<br />Smith Equine<br />How will it get done?<br />How will you know it worked?<br />
    102. 102. 717%<br />
    103. 103. 12%<br />
    104. 104.
    105. 105. The person doing Social Media at a vet practice <br />is as important <br />as the person who answers the phones<br />June 2011<br /><ul><li>6500 web page views
    106. 106. 28,000 FB Impressions
    107. 107. 3000 phone calls</li></li></ul><li>Social Media and Me<br />519-856-8225<br />519-856-8277<br />519-826-1770<br />www.mpequine.com<br />mike@mpequine.com<br />mpownalldvm@gmail.com<br />facebook/mikepownall<br />twitter/MckeePownall<br /><ul><li>skype/mpownall
    108. 108. facebook/McKee-Pownall
    109. 109. linkedin - mpownall
    110. 110. equinevetbusiness.com
    111. 111. twitter/eqvetbusiness
    112. 112. facebook/equinevetbusiness
    113. 113. facebook/aaep-business-education</li></li></ul><li>
    114. 114. Books<br />6 Pixels of Separation<br />Mitch Joel<br />Crush<br />Gary Vaynerchuck<br />Real Time Marketing<br />David Meeram Scott<br />Trust Agents<br />Chris Brogan<br />JulienSmith<br />
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