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.

1. Veterinarians & Social Media Mike Pownall, DVM McKee-Pownall Equine Services EBMS International

3. Social Media Strengths and weaknesses

4. Socialnomics 3 A Summary of Social Media http://www.youtube.com/watch?v=fpMZbT1tx2o

6. What are they doing?

7. What are our successes?

8. Why aren’t they doing it?

10. Why Do I Need Social Media?

11. Why Do I Need Social Media? Why Do I Need Social Media?

13. Competition

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

19. How are we going to do this?

21. 4Es of Social Media Educate Entertain Engage Evangelists

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

40. Vets & Twitter?

42. Unique language

43. Immediate updates

44. Share links, photos, videos

45. Twitter now has >200,000,000users

46. 7% of Americans

53. 35 www.viralblog.com

56. Will It Blend?iPhone http://www.youtube.com/watch?v=qg1ckCkm8YI

57. ?

61. What are vets missing?

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

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?

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

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

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%

106. 28,000 FB Impressions

108. facebook/McKee-Pownall

109. linkedin - mpownall

110. equinevetbusiness.com

111. twitter/eqvetbusiness

112. facebook/equinevetbusiness

114. Books 6 Pixels of Separation Mitch Joel Crush Gary Vaynerchuck Real Time Marketing David Meeram Scott Trust Agents Chris Brogan JulienSmith