Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Branding, Social Media and You      (The Veterinarian)                     1  Or, how not to apologize for wanting to     ...
Who I Am (So You Know Who’s Talking to You)                    • Patrick Mahaney VMD, CVA,                      CVJ       ...
Who I Am (So You Know Who’s Talking to You)                     • California Pet                       Acupuncture Wellnes...
What Is a Brand?                                           4 “A brand is a living business asset,brought to life across al...
5 “A brand iswhat people  say about  you whenyou’re not in the room.”  Jeff BezosAmazon.comfounder/CE       O
A Strong Brand Does Three                   Things                                               6     Encourages people t...
Personal Branding andStorytelling= “Brandtelling”             7
“Brandtelling”                                  8“Brandtelling is built on the foundation of connecting people through a  ...
So Much     9*In Clinic and ERPractice=Burnout*
The Five Steps to HelpYou Get What You Want Out of Your Profession    (and thereby your life)
1. Be Authentic                   11An articulation of what you            love*Inspiration*- Hollywood Hills House callbu...
13A Great   A GreatBrand     Brand Starts          From Starts   Within FromWithin
Specific FeelGeographically        14 Specific FeelGeographically Specific FeelGeographically Specific Feel   A GreatGeogr...
15    “To Be      1.Drive Choice-  Authentic,                       Mac vs PC   Focus on  Three Key     2.Secure Loyalty- ...
2. Use Social Media               16It’s not Just for Sharing Photos of Cute animals, and It’s Free!
Popular Sites      17
18Make andUnderstandYour SocialMedia Goals
What Do You Want to Do With       Social Media?                                19 1. Sell your Services or products? 2. Ge...
How I Use Facebook, Twitter,       and Google +                                20 1. Landing Platforms for My BLog and art...
Facebook- Starting a Dialogue                                      21 1. Separate personal and business accounts:         ...
Facebook- Starting a Dialogue              22
Twitter- Connecting to Business      and Media Outlets               23
Twitter- Connecting to Business      and Media Outlets                                      24                            ...
Twitter- Connecting to Business      and Media Outlets               25
Twitter- Connecting to Business      and Media Outlets               26
Google Plus- Maximizing Your   SEO and Hanging Out                                   28                             What i...
Google Plus- Maximizing Your   SEO and Hanging Out             29
31“Look at everyopportunity inyour work andpersonal lives asways to collectand shareinformation thatcan promoteyour busine...
32SubtletyandPositivityAre Key             Photo Illustration: What does this photo say about pet-             safe travel?
3. Develop a Strategy for      Social Media                33   It’s Simpler than you think
Who Is Your Audience?          34                Dr. Patrick Mahaney’s                      Audience:               1. Pet...
Be Relatable and Human                                  35How Cardiff influenced a major celebrity to contact me via my we...
What are Your Brand’s Values?                                          36your Social Media Message mustconvey your core va...
Empathy and Emotion are Important                                  37“Loathe”- Faux Reality Messages        “Like”- Real R...
Loyalty Will Become Paramount                                       38How to develop loyalty:1. Be Authentic2. Share Your ...
4. Develop Your Tactics              39  Otherwise known as How to   Use social media and your             brand
Respond in Real Time                                      40Respond on the go (waiting in lines, transportation delays, et...
How Often Should You Post?                    41At least three times per weekOnce a day is more than enough (don’t overl...
422/3 ofpeople onsocial mediadon’tactuallyengage withcompaniesthey follow               Be Aware of Lurkers
Profile Photo is Important                43Questionable           Appropriate
Keep Consistency in Your Image and Posts                                   44  Use the same photo or logo on Twitter, Face...
Diversify and Understand the Site You’re Using                           45Recognize your passion for social media (why y...
5. Be the Expert of Your      Own Design               46   You’ll find a Rhythm that         works for you
• Social Media is  still very new• It’s changing  rapidly• Don’t fear  engagement  and trying  something new
Ask for Feedback and Referrals                                   48“Like”, “retweet”, and post content generated by likemi...
Take Charge and Show Your Leadership                 49
Recap                           50• A brand will grow as you do• Be authentic• Use social Media in a manner consistent wit...
Thank You    51          Patrick@PatrickMahaney.com          @PatrickMahaney          @CelebrityPetNws          www.Pa...
Branding, Social Media, and You (the Veterinarian)
Branding, Social Media, and You (the Veterinarian)
Branding, Social Media, and You (the Veterinarian)
Upcoming SlideShare
Loading in …5
×

Branding, Social Media, and You (the Veterinarian)

655 views

Published on

Published in: Health & Medicine, Business
  • Be the first to comment

Branding, Social Media, and You (the Veterinarian)

  1. 1. Branding, Social Media and You (The Veterinarian) 1 Or, how not to apologize for wanting to do something or being different
  2. 2. Who I Am (So You Know Who’s Talking to You) • Patrick Mahaney VMD, CVA, CVJ • University of Delaware, 1995 • University of Pennsylvania, V’ 1999 • Friendship Hospital for Animals Internship, 2000 • International Veterinary Acupuncture Society (IVAS), 2006 • Certified Veterinary Journalist, 2013
  3. 3. Who I Am (So You Know Who’s Talking to You) • California Pet Acupuncture Wellness (CPAW), Inc.- integrative veterinary medicine • House calls- Los Angeles • Veterinary Cancer Group (VCG) • Regular contributor (writer) for media outlets (on-line and print) and radio/TV shows • Philanthropy
  4. 4. What Is a Brand? 4 “A brand is a living business asset,brought to life across all touch points. Which, if properly managed, creates identification, differentiation and value” Interbrand **Always Evolving** *Change= Relevancy*
  5. 5. 5 “A brand iswhat people say about you whenyou’re not in the room.” Jeff BezosAmazon.comfounder/CE O
  6. 6. A Strong Brand Does Three Things 6 Encourages people to choose our product/service over others… … And continue to choose us no matter what… …And ultimately enables us to charge an appropriate fee *Coke’s safeguarded original recipe fails blind taste tests Yet Consumers keep buying  *
  7. 7. Personal Branding andStorytelling= “Brandtelling” 7
  8. 8. “Brandtelling” 8“Brandtelling is built on the foundation of connecting people through a story that is relevant, real, and repeatable” Arthur Germain Communications Strategy Group
  9. 9. So Much 9*In Clinic and ERPractice=Burnout*
  10. 10. The Five Steps to HelpYou Get What You Want Out of Your Profession (and thereby your life)
  11. 11. 1. Be Authentic 11An articulation of what you love*Inspiration*- Hollywood Hills House callbusiness providing veterinary acupuncture (and eventually other services) *Relevance*- My IVDD Story
  12. 12. 13A Great A GreatBrand Brand Starts From Starts Within FromWithin
  13. 13. Specific FeelGeographically 14 Specific FeelGeographically Specific FeelGeographically Specific Feel A GreatGeographically Brand Starts Specific Feel FromGeographically Specific Feel WithinGeographically Specific FeelGeographically Specific FeelGeographically Specific Feel
  14. 14. 15 “To Be 1.Drive Choice- Authentic, Mac vs PC Focus on Three Key 2.Secure Loyalty- Aspects of aStrong Brand” Be Available Interbrand Interbrand 3.Command a Premium- Prove Your Worth
  15. 15. 2. Use Social Media 16It’s not Just for Sharing Photos of Cute animals, and It’s Free!
  16. 16. Popular Sites 17
  17. 17. 18Make andUnderstandYour SocialMedia Goals
  18. 18. What Do You Want to Do With Social Media? 19 1. Sell your Services or products? 2. Get Noticed by local, national, or international media? 3. Provide an information resource for any interested party (pet  lovers)? 4. promote animal rescue and welfare causes?
  19. 19. How I Use Facebook, Twitter, and Google + 20 1. Landing Platforms for My BLog and articles to which I  contribute 2. Sharing Business News, like patient success stories, pet food  recalls, public health concerns, etc. 3. Connecting to media outlets, companies, and even potential  clients
  20. 20. Facebook- Starting a Dialogue 21 1. Separate personal and business accounts: Patrick Mahaney Patrick Mahaney: Veterinarian, Acupuncture Pain Management for Your Pets 2. Invite conversation on your expertly voiced topics­ Flexcin  holistic pet Day Q&A, etc. 3. Use compelling photos, videos, or headlines to attract  interest in starting a dialogue
  21. 21. Facebook- Starting a Dialogue 22
  22. 22. Twitter- Connecting to Business and Media Outlets 23
  23. 23. Twitter- Connecting to Business and Media Outlets 24 @PatrickMahaney 1. Publicly Outreach to likeminded businesses: Dr. @CindyBressler and  @JetSetVets 2. drive followers to your website generates interest in your professional  services­ HYPERLINK 3. Engage in topic­specific dialogue with interested parties and business  entities­ @Pet360 Twitter chats or “Twitterviews” with @HonestKitchen,  @Thundershirt, @BlogPaws (#BLogPawsChat)
  24. 24. Twitter- Connecting to Business and Media Outlets 25
  25. 25. Twitter- Connecting to Business and Media Outlets 26
  26. 26. Google Plus- Maximizing Your SEO and Hanging Out 28 What is SEO?  Search Engine Optimization SEO is How Google and other search engines find you, your business,  etc. *both good and bad* Google Hangouts Google Hangouts permit “skype” style video chats (with other G+  members) that Also can be readily posted on YouTube.
  27. 27. Google Plus- Maximizing Your SEO and Hanging Out 29
  28. 28. 31“Look at everyopportunity inyour work andpersonal lives asways to collectand shareinformation thatcan promoteyour business”Patrick Mahaney
  29. 29. 32SubtletyandPositivityAre Key Photo Illustration: What does this photo say about pet- safe travel?
  30. 30. 3. Develop a Strategy for Social Media 33 It’s Simpler than you think
  31. 31. Who Is Your Audience? 34 Dr. Patrick Mahaney’s Audience: 1. Pet Owners- clients and general pet people on a worldwide basis 2. Medical Professionals- Veterinary and human 3. Media Outlets- content sharing
  32. 32. Be Relatable and Human 35How Cardiff influenced a major celebrity to contact me via my website for veterinary services
  33. 33. What are Your Brand’s Values? 36your Social Media Message mustconvey your core values (animal health,etc.)Everything you do in social mediarelates to your marketing messageGenerate a following through opennessabout yourself and your business (nomixed identifocation)
  34. 34. Empathy and Emotion are Important 37“Loathe”- Faux Reality Messages “Like”- Real Reality Messages
  35. 35. Loyalty Will Become Paramount 38How to develop loyalty:1. Be Authentic2. Share Your Knowledge andExperience3. Consistently engage with youraudience3. Invite followers to communicatewith you outside of the social mediarealm (office visits, email, etc.)
  36. 36. 4. Develop Your Tactics 39 Otherwise known as How to Use social media and your brand
  37. 37. Respond in Real Time 40Respond on the go (waiting in lines, transportation delays, etc.)Be helpful and positive in your responsesProve you’re not a personality­devoid social media entity (i.e. a corporation that may not care)Have someone respond for you in your absence (work, vacation, “workation”, etc.)
  38. 38. How Often Should You Post? 41At least three times per weekOnce a day is more than enough (don’t overload your followers)Timing during the day is not as important as consistencyPost with a clear state of mind
  39. 39. 422/3 ofpeople onsocial mediadon’tactuallyengage withcompaniesthey follow Be Aware of Lurkers
  40. 40. Profile Photo is Important 43Questionable Appropriate
  41. 41. Keep Consistency in Your Image and Posts 44 Use the same photo or logo on Twitter, Facebook, other social media  outlets and your website
  42. 42. Diversify and Understand the Site You’re Using 45Recognize your passion for social media (why you are using it) and use sites that permit your regular useFacebook and Twitter audiences want short messages, photos, and videos (abbreviate, skip “the”, etc.)Tweet and post links to your blog posts, it will increase your web traffic and drive up your SEO (and could lead to great opportunities: inspiration-> photo-> blog-> script-> television show-> etc.)
  43. 43. 5. Be the Expert of Your Own Design 46 You’ll find a Rhythm that works for you
  44. 44. • Social Media is still very new• It’s changing rapidly• Don’t fear engagement and trying something new
  45. 45. Ask for Feedback and Referrals 48“Like”, “retweet”, and post content generated by likeminded people ormedia outlets onto your sites and tag, mention, or @identify so theyknow you’re sharing their views. **Relationship Building**
  46. 46. Take Charge and Show Your Leadership 49
  47. 47. Recap 50• A brand will grow as you do• Be authentic• Use social Media in a manner consistent with your values and message• Develop a strategy for social media• Develop your tactics• Be the expert of your own design
  48. 48. Thank You 51  Patrick@PatrickMahaney.com  @PatrickMahaney  @CelebrityPetNws  www.PatrickMahaney.com  California Pet Acupuncture and Wellness (CPAW) Inc.  Pet-Lebrity News on Pet360  The Daily Vet on petMD  National Pet Care Examiner  Teddy Hilton

×