Social Media for Veterinarians - EBMS International
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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......

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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    No notes for slide
  • 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?

Transcript

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