Social Media in EquineVeterinaryPractice<br />Mike Pownall, DVM<br />McKee-Pownall Equine Services<br />www.mpequine.com<b...
Disclaimers<br />Funding Sources – None<br />Financial Interests – None<br />Conflicts of Interest – None<br />
www.equinevetbusiness.com<br />http://www.slideshare.net/mpownall<br />
What is Social Media?<br />How is it used?<br />How you can control it?<br />How will you do it?<br />How will you know it...
What is Social Media?<br />Social Media Revolution 2 Video<br />http://www.youtube.com/watch?v=lFZ0z5Fm-Ng<br />
What is Social Media?<br />Social media is media designed to be disseminated through social interaction, created using hig...
Why Do I Need Social Media?<br />
Why Do I Need Social Media?<br />Why Do I Need Social Media?<br />Relationships<br />
Why Do I Need Social Media?<br />Challenges in veterinary medicine<br />Economy<br />Price competition<br />Lay practition...
People Do Business With People They Like<br />
Social MediaWhy is it Different?<br />Collaborative<br />Conversational<br />Immediate<br />Transparent<br />
Social Media Clients<br />Local vs Global Clients<br />Friends & Family<br />Current Clients<br />Potential Clients<br />G...
Twitter<br />Facebook<br />Web Site<br />Blog<br />LinkedIn<br />YouTube<br />Social Media Universe<br />
Social Media Goals<br />Don’t<br />Preach<br />Forget to post<br />Me, me, me<br />Forget to give back<br />Do<br />Engage...
Website<br />Hub<br />Reservoir of stored info<br />Landing spot from all the other platforms<br />
<ul><li>#1 Internet site
25% of page views in USA
89% increase in use in USA
Mobile users are twice as active. (<1/3)
#3 site used by US users older than 65</li></li></ul><li>Men Don’t Get It<br />
What is it?<br /><ul><li>Microblogging
  140 characters
  Unique language
  Immediate updates
  Share links, photos, videos</li></li></ul><li>What is it?<br /><ul><li>Twitter now has > 110,000,000 registered 	users.
  7% of Americans
  New users are signing up at the rate of 	350,000 per day.
  180 million unique visitors come to the site 	every month.</li></li></ul><li>Why do we tweet?<br />
35<br />www.viralblog.com<br />
<ul><li>  Facebook for professionals
  Hiring
  Resources
  Unique groups</li></li></ul><li>
<ul><li>Who, what, why & how
podcasts
videoblogs</li></li></ul><li>Who, What & Why<br /><ul><li>Owners
Tell your story
Vets or staff
with a unique “voice”or skill
Information</li></li></ul><li>Blogging<br />Written<br />www.blogger.com<br />www.tumblr.com<br />Podcasts<br />iTunes<br ...
“Our brand isn’t what we say it is. <br />   It’s what the search engines say it is.”<br />															Mitch Joel<br />
Transparency<br />Everything that happens in Vegas stays on Facebook<br />Here is your choice<br />Awesome customer experi...
www.yelp.com<br />
www.vetratingz.com<br />
www.vetratingz.com<br />
Google Alerts<br />http://www.google.com/alerts<br />
Google Alerts<br />
Responding to Criticism<br />
Social Media in the Work Place<br />Work vs Personal<br />Job interviews<br />Personal Brand<br />Social Media policy<br />
Your Personal Brand<br />
Social Media Policy<br />Confidentiality<br />staff<br />students<br />externs/interns<br />Client disclaimers<br />
Social Media Strategy<br />What are your goals?<br />Where is your content coming from?<br />Who is going to manage it?<br...
Combat challenges in veterinary medicine?<br />Maintain relationships<br />Prospects<br />What is the mix between SM & tra...
Content<br />Free content is expensive<br />Time consuming<br />Special skills needed<br />Which content?<br />
Content<br />
Advertising<br />Facebook Ads<br />Google Adwords<br />
Management<br />Who is going to oversee it?<br />Internal/External<br />www.tweetdeck.com<br />www.hootsuite.com<br />
Simple Plan<br />Facebook<br />Twitter<br />email that ends with your practice (not gmail or yahoo or aol.)<br />One hour/...
The person doing Social Media at your practice <br />is as important <br />as the person who answers your phones<br />
What is success?<br />
Lets get Viral!<br />
MetricsIs it working?<br />Facebook<br />Twitter<br />Web Page<br />Email Campaign<br />
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Social Media in Veterinary Medicine

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Social Media in Veterinary Medicine was presented at the 2010 AAEP Annual Convention

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Social Media in Veterinary Medicine

  1. 1. Social Media in EquineVeterinaryPractice<br />Mike Pownall, DVM<br />McKee-Pownall Equine Services<br />www.mpequine.com<br />
  2. 2. Disclaimers<br />Funding Sources – None<br />Financial Interests – None<br />Conflicts of Interest – None<br />
  3. 3. www.equinevetbusiness.com<br />http://www.slideshare.net/mpownall<br />
  4. 4.
  5. 5. What is Social Media?<br />How is it used?<br />How you can control it?<br />How will you do it?<br />How will you know it works?<br />
  6. 6. What is Social Media?<br />Social Media Revolution 2 Video<br />http://www.youtube.com/watch?v=lFZ0z5Fm-Ng<br />
  7. 7. What is Social Media?<br />Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. ...
en.wikipedia.org/wiki/Social_media<br />“Social media is the use of technology combined with social interaction to create or co-create value.” www.ducttapemarketing.com<br />
  8. 8. Why Do I Need Social Media?<br />
  9. 9. Why Do I Need Social Media?<br />Why Do I Need Social Media?<br />Relationships<br />
  10. 10. Why Do I Need Social Media?<br />Challenges in veterinary medicine<br />Economy<br />Price competition<br />Lay practitioners<br />Internet<br />
  11. 11. People Do Business With People They Like<br />
  12. 12. Social MediaWhy is it Different?<br />Collaborative<br />Conversational<br />Immediate<br />Transparent<br />
  13. 13. Social Media Clients<br />Local vs Global Clients<br />Friends & Family<br />Current Clients<br />Potential Clients<br />Global Clients<br />
  14. 14.
  15. 15. Twitter<br />Facebook<br />Web Site<br />Blog<br />LinkedIn<br />YouTube<br />Social Media Universe<br />
  16. 16. Social Media Goals<br />Don’t<br />Preach<br />Forget to post<br />Me, me, me<br />Forget to give back<br />Do<br />Engage<br />Educate<br /> Show a personality<br /> Ask questions & listen<br /> Foster trust<br /> Be consistent<br />
  17. 17. Website<br />Hub<br />Reservoir of stored info<br />Landing spot from all the other platforms<br />
  18. 18.
  19. 19. <ul><li>#1 Internet site
  20. 20. 25% of page views in USA
  21. 21. 89% increase in use in USA
  22. 22. Mobile users are twice as active. (<1/3)
  23. 23. #3 site used by US users older than 65</li></li></ul><li>Men Don’t Get It<br />
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29. What is it?<br /><ul><li>Microblogging
  30. 30. 140 characters
  31. 31. Unique language
  32. 32. Immediate updates
  33. 33. Share links, photos, videos</li></li></ul><li>What is it?<br /><ul><li>Twitter now has > 110,000,000 registered users.
  34. 34. 7% of Americans
  35. 35. New users are signing up at the rate of 350,000 per day.
  36. 36. 180 million unique visitors come to the site every month.</li></li></ul><li>Why do we tweet?<br />
  37. 37.
  38. 38.
  39. 39.
  40. 40.
  41. 41.
  42. 42. 35<br />www.viralblog.com<br />
  43. 43.
  44. 44. <ul><li> Facebook for professionals
  45. 45. Hiring
  46. 46. Resources
  47. 47. Unique groups</li></li></ul><li>
  48. 48. <ul><li>Who, what, why & how
  49. 49. podcasts
  50. 50. videoblogs</li></li></ul><li>Who, What & Why<br /><ul><li>Owners
  51. 51. Tell your story
  52. 52. Vets or staff
  53. 53. with a unique “voice”or skill
  54. 54. Information</li></li></ul><li>Blogging<br />Written<br />www.blogger.com<br />www.tumblr.com<br />Podcasts<br />iTunes<br />Videoblogs<br />
  55. 55.
  56. 56. “Our brand isn’t what we say it is. <br /> It’s what the search engines say it is.”<br /> Mitch Joel<br />
  57. 57. Transparency<br />Everything that happens in Vegas stays on Facebook<br />Here is your choice<br />Awesome customer experience<br />Horrible customer experience<br />Both can be on the web before your client gets home<br />Horse owners are “passionate”<br />
  58. 58. www.yelp.com<br />
  59. 59. www.vetratingz.com<br />
  60. 60. www.vetratingz.com<br />
  61. 61.
  62. 62. Google Alerts<br />http://www.google.com/alerts<br />
  63. 63. Google Alerts<br />
  64. 64. Responding to Criticism<br />
  65. 65. Social Media in the Work Place<br />Work vs Personal<br />Job interviews<br />Personal Brand<br />Social Media policy<br />
  66. 66. Your Personal Brand<br />
  67. 67. Social Media Policy<br />Confidentiality<br />staff<br />students<br />externs/interns<br />Client disclaimers<br />
  68. 68. Social Media Strategy<br />What are your goals?<br />Where is your content coming from?<br />Who is going to manage it?<br />How are you going to measure it?<br />
  69. 69. Combat challenges in veterinary medicine?<br />Maintain relationships<br />Prospects<br />What is the mix between SM & traditional?<br />Cost<br />
  70. 70. Content<br />Free content is expensive<br />Time consuming<br />Special skills needed<br />Which content?<br />
  71. 71. Content<br />
  72. 72. Advertising<br />Facebook Ads<br />Google Adwords<br />
  73. 73. Management<br />Who is going to oversee it?<br />Internal/External<br />www.tweetdeck.com<br />www.hootsuite.com<br />
  74. 74. Simple Plan<br />Facebook<br />Twitter<br />email that ends with your practice (not gmail or yahoo or aol.)<br />One hour/day<br />Schedule<br />Use new associates, interns, office staff<br />Monitor, Measure & Adjust<br />
  75. 75. The person doing Social Media at your practice <br />is as important <br />as the person who answers your phones<br />
  76. 76. What is success?<br />
  77. 77. Lets get Viral!<br />
  78. 78. MetricsIs it working?<br />Facebook<br />Twitter<br />Web Page<br />Email Campaign<br />
  79. 79. ROI<br />Increased business<br />New fans?<br />Increased web page views?<br />Strengthen client relationships?<br />Cost savings?<br />labor<br />traditional offerings<br />
  80. 80. Google Analytics<br />
  81. 81. Fans<br />Staff = 4%<br />F & F = 5.5%<br />Clients = 33%<br />Prospects = 43%<br />NR Prospects = 8.6%<br />? = 5.9%<br />Interactive cases are most popular<br />
  82. 82.
  83. 83.
  84. 84. www.klout.com<br />http://twitalyzer..com<br />
  85. 85. What is the Future?<br />Mobile<br />The Live Web<br />Gotowebinar<br />ustream<br />Hardware<br />iPad<br />
  86. 86. Mobile<br />Predominate web browser by 2013<br />
  87. 87. Live Web<br />GoToWebinar<br />www.ustream.tv<br />real time YouTube<br />
  88. 88. 717%<br />
  89. 89. 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 />skype/mpownall<br />facebook/McKee-Pownall<br />linkedin - mpownall<br />equinevetbusiness.com<br />twitter/eqvetbusiness<br />facebook/equinevetbusiness<br />facebook/aaep-business-education<br />
  90. 90.
  91. 91. www.equinevetbusiness.com<br />http://www.slideshare.net/mpownall<br />
  92. 92. Books<br />6 Pixels of Separation<br />Mitch Joel<br />Crush<br />Gary Vaynerchuck<br />Trust Agents<br />Chris Brogan<br />Julien Smith<br />

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