Making Sense Of Social Media

Making sense of social media Are You “Digging” When You Should Be “Tweeting”? Thomas F. Dock, CVJ Managing Editor, Veterinary News Network

Want to Grow Your Practice, Bring In New Clients, Promote and Publicize Your Great Facility? There’s an APP for That!

A surge of new technologies and social media innovations is altering the media landscape as well as advertising. Traditional Media (Radio, TV, Print) are having a hard time evolving. They must (and will) learn the NEW Media strategies to stay relevant! Change-o-phobia will spell failure. The same is true for business, practice, organizations, non-profits etc.

Convergence is everywhere. It is easier than ever to reach a large audience, but harder than ever to really connect with it! These changes are affecting the way people behave.

Only 42% of Americans consider a television a “necessity. (Down from 64% in 2006) 62% consider a landline phone necessary (47% consider cell phones a necessity) There are more cell phones than landlines! Traditional Advertising is in steep decline. Newspapers/Magazines – DOWN 15- 18.7% Television/Radio – DOWN 10.1 – 11.7%% NEW Media Advertising growing rapidly. Smart Phones = UP 19% Internet = UP 9.2%

Old media is… Mass Marketing Passive Publishing Boring Broadcast All Out Adverti$ing Yellow Pages Agency Driven Expensive Low ROI

New Media Landscape. More video was uploaded to You Tube in the last TWO MONTHS, than if all the networks had been airing new content non-stop since 1948!! The three “major” networks score 10 Million unique visitors every month (together)! (Just in this week…network news down 739,000 viewers for 2009-2010 season (comp. to 2008-2009) My Space, You Tube and Facebook score 250 Million uniques every month! None of these sites existed 6 years ago!

Social Media is… A change in the basic framework of the Internet Move from static information to dynamic interactions. Web 1.0 to Web 2.0 A higher level of user participation, user generated content and discussions An opportunity for you to get your message in front of millions of interested individuals But, you can also deliver this message to a very targeted audience Quickly becoming a necessity for YOUR business

Social Media is…….. Very simply……. Communications! It is a process… not an event! We often focus on the sites. Don’t get distracted by these….They are just tools, they will come and go! The key lies in the skills of communications. These skills have not changed. People do business with people they KNOW, LIKE and TRUST! (Be transparent or they’ll see right through you!) Social media is more touch than tech! Anyone can learn the tools.

Social Media is…….. Building relationships – on big networks Connecting with highly connected people! About having conversations – either about you or with you, or about your “Brand”. It is Marketing and Public Awareness / Relations It is word of mouth marketing…on steroids! Same goal as with Advertising: ,[object Object],[object Object]

Lots of experts say “Use Social Media”…

When you think of social media, do you think of this? Facebook in Real Life

Common concerns/complaints about social media No time Don’t understand it/too confusing/too many sites “ROI” is not good/no “trackability” “Negative” comments, employee accountability, patient confidentiality, legal concerns

Today’s goals Understand the various types of social media and how each might relate to you and your hospital –address those concerns! Find ways to make efficient use of your time and avoid being sucked into social media time traps Determine how to use social media to: Promote Listen Resolve Interact Increase awareness

Social Media Tools: There are WAY TOO Many.Already we are seeing some fade away and sites emerge that combine and multiple post. (the convergence of convergence) Twitter Facebook MySpace Flickr LinkedIn YouTube Blogging Digg Stumble Foursquare AIM Ping Skype Loopt Seed Gather Stop The Madness!

Don’t focus on the tools…focus on the social skills needed. What’s the best social media book? Dale Carnegie’s “How to Win Friends and Influence People (1936) Although it’s difficult to track return on investment (ROI), there is definitely a “risk of inactivity” (ROI). Make a plan Basic “WTF” plan (I promise it doesn’t mean what you think it means!) “WTFBFL” plan

“WTF PLAN” Website, Twitter, Facebook Key point: Your website is your “home”. Every other site is simple a “vacation spot” or even a “cocktail party”. You won’t live on these other sites, but you will visit and you want to send people to your “home”.

Good professional site with high functionality – 5K to 20K

Best image and marketing tool you’ll have

Potential and current clients will visit your site before visiting you

Current clients will take pride in your site and refer others

Many today will not visit a business without FIRST visiting their web site!!,[object Object]

FUNCTIONALITY Flash rotator Map & hours Services Virtual tour Staff Photos! Appointments Rx refills Library Few Links Testimonials Logos Emergencies Boarding & Grooming Web cams After care instructions

Websites Today sites are built with a three tiered construction framework: Visual Database Function Allows designers to change one area and not affect the other areas. Find web designer that will allow you to make changes to content. (CMS)

Recommendations InFront: Based in Colorado Springs. They host our Veterinary News Network site and PetDocsOnCall.com forum community. VetNetwork: New Hampshire. Owned by Dr. Mark Feltz, veterinarian. They host the site for the American Society of Veterinary Journalists (www.asvj.org) VetMatrix: San Diego. Network of chiropractor and veterinarian websites.

Final note on websites Remember…this is your HOME. Proof-read and triple check all content for spelling errors, bad grammar and mistakes. Keep the pages fresh, especially the home page. Don’t let months go by without updating the home page. i.e. Pet food recall information still on some veterinary websites! Per VetLearn…54% of practices updates their site a few times a year or NEVER!! Your website welcomes and encourages people to call your hospital for their pet care needs!

Example Welcome Video Colorado Horse Rescue Littleton Equine Clinic

Twitter A micro-blogging site, originally designed for people to answer the question: What are you doing? In 140 characters or less! Now, functions more as a real time search for trending topics and news as well as a connection platform for sharing informative links. Many people don’t “get” Twitter or even find it annoying.

People are asking … Is Twitter For Real? – OR a Fad? ,[object Object]

94% of accounts have < 100 followers

5% of users = 75% of all activity

The Twitter “core” is very committed.

These people use it as a “Lifecast” to a community they feel connected with.

55% of all users use an API rather than Twitter.com (application program interface)

So, why even consider Twitter? Twitter (and other social media sites) represent a leveling of the playing field when it comes to interactions with companies Emails and phone calls can be ignored Social media gives upset clients a place to vent beyond normal social interactions. Some customers may just search for “XYZ Animal Hospital fails” and add to the conversation…others will actively make it a personal mission to embarrass you. Mobile devices allow complaints to happen when the clients are still in your parking lot!

Twitter can turn into $$ One person on Twitter turned witticisms from his dad into a book and now a CBS sitcom “Bleep My Dad Says”

Some Do’s and Don’ts Don’t focus solely on promotions and marketing of your business. Make people want to follow you because you provide Good information Relevant links A unique or expert perspective/opinion Use tweets to send people back to your website/blog But, don’t do this exclusively. Use other links to share information or interesting stories.

RTs? #? @replies? What do all of these crazy things mean? RT = “re-tweet”. These are a great way to “show some love” to someone by sending their message along to your followers. @ reply = this helps draw attention to your Tweet from a specific person. Not private DM = direct message, you both need to follow each other for this to work. Private message # = hashtag. A way to search for specific information, often used in conferences (#CVMA2010)

Twitter applications Most twitter users utilize a twitter application rather than the main Twitter site. TweetDeck HootSuite Uber- Twitter Allows greater functionality (auto-shortening of links, posting pictures, etc) than Twitter site. Use Twitter Lists to help organize people you follow for easier review.

Facebook Without a doubt, Facebook(FB) has become a major force in the way people interact on a daily basis. With more than 500 million members, FB is literally its own country (and it would be the fourth largest on earth!) Thankfully, there are ways that your business can interact and benefit from this social site.

Facebook Pages Facebook has created a whole section of pages for community events, business, charities, etc. Formerly called “Fan Pages” Gives businesses an opportunity to promote themselves to a potentially unlimited number of people at no cost (other than time). Provides increased interaction with clients and potential clients.

Facebook Pages Uses Direct clients back to your website: “Dr. B has a great article on Feline Leukemia at www.myhospital.com” “Pick up your boarding reservation form at: Start discussions/educational opportunities Discussions tab Videos Provide hours, directions, phone numbers, etc

But, there’s more… Consider these uses too: Photos – post pictures of patients, grooming clients, boarding visitors, etc Be mindful of patient confidentiality. Simply ask owners at check in (or check out) if it’s ok to post on your Facebook page. Notate confirmation in medical record. Reviews – do you like a new pet product or food? Let your clients (and clients to be) know about it! Events – Open House, special spay/neuter day, etc Staff birthdays, anniversaries, etc

Keys to a successful page Be dynamic! Update regularly (2-3 times per week, minimum) Avoid single focus Use links to interesting pet stories, informative articles and humorous anecdotes Marketing is ok, but should be subtle Allow interaction, get staff members involved. Don’t be the only “administrator” of the site

Tips for adding updates/info to your page Utilize staff for ideas Consider Veterinary News Network (MyVNN.com) as a source for information Google Alerts, AVMA SmartBrief, local association alerts (from Cami Cacciatore) Follow other pages (associations, other hospitals, specialty groups, shelters, etc) Help these groups out by “tagging” them when you share a link/posting. “@Evans East Animal Hospital” Pet Blogs

Creating the Page Administrator(s) Can change settings, remove posts, and generally manage the page You will need a Facebook account Upon initial set up, set page as “unpublished” until several status updates can be added. Publishing is an easy one step process that can be done at any time. Administrators who post will be identified as “ABC Veterinary Hospital”.

Add administrators Change setting for published status

Watching the Page You can control who posts and what they post on your page. Wall settings can be adjusted to allow anyone to post anything all the way down to no postings allowed other than by administrators. Posts can be removed by hovering to the upper right of the post and clicking the Remove button.

Vanity URLs Before you spend time and effort marketing your FB business page, create an easy-to-remember vanity URL. Once your page has 25 “likes”, you can navigate to www.facebook.com/username and select a new URL that will be easy to promote and remember. www.facebook.com/CVMA2010

Advanced features Some companies have taken their pages to the extreme Ford Victoria’s Secret Coca Cola Actual fan created page and taken over by Coca Cola Facebook offers “Insights” to administrators of pages. Helps you monitor traffic on your page Research says average FB fan provides a value of $136.38 to that brand 10 participations per year, 1 recommendation.

Side Note Community Pages? These are pages created automatically by Facebook that you do not have control over. These pages are often identified easily because they don’t have your logo/hospital picture, etc. Per Facebook: Community pages are collection of shared knowledge on the “topic”. These are not official and often, people are unaware of them. Monitor through searching.

Helpful efficiency tips As mentioned before, this does take time and it may not be the best use of YOUR time Assign a practice manager, technician or other team member to help. Utilize applications that share information between social sites www.facebook.com/twitter TweetDeck Use judiciously. Don’t overwhelm your followers/fans/friends with TOO much!!

Other sources of info… www.mashable.com www.searchengineland.com www.MyVNN.com Customized video blogs Welcome videos Story resources

Next hour…. The WTF BFL plan!!

Making sense of social media Are You “Digging” When You Should Be “Tweeting”? Hour Two

First hour recap Social media is here to stay…it should be embraced and managed. There are benefits to social media and a big “risk of inactivity” (ROI). Make a plan WTF – Website, Twitter, Facebook

WTF-BFL Plan To add benefit, and work, consider adding these sites to your social media arsenal: Blog Forums LinkedIn

Share your thoughts, passion, a diary ,[object Object], popular (50 M) ,[object Object]

You are the publisher, editor, copywriter

This is HUGE…no longer are you reliant on a news director, editor or producer like you are (were) in traditional media.,[object Object]

This participation (give and take) is the essence of Web 2.0.

Can do for fun or for a driver of business, traffic, new clients, client engagement! ,[object Object]

Usually reverse Chronological order

Searchable Word Press is most common ,[object Object]

Just as with your own newspaper column, write in a unique style, be interesting, controversial, fun and informative.

Key component is to drive traffic with your hospital site! (Sociable Plugins) ,[object Object]

It is a commitment not a fad to try. It is just like committing to writing a column in a magazine or daily paper. You must set up an “editorial calendar”

Promote your profession and client education

Generate extra source of income

Can develop affiliate advertising,[object Object]

Making Sense Of Social Media

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