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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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  • 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

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