Understanding Facebook for Veterinary Practices
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This short presentation goes into starter and intermediate topics for using Facebook to market your veterinary practice. Presented at an XLVets meeting in March 2015 by Scott Bowler.
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Understanding Facebook for Veterinary Practices
- 1. https://facebook.com/SevernEdgeVets Facebook 1 By Scott BowlerUnderstanding Presented by Scott Bowler
- 3. https://facebook.com/SevernEdgeVets 3 The Basics “Company” Page My Personal “News Feed” “Friend” Page
- 4. https://facebook.com/SevernEdgeVets 4 Introduction to Facebook: A Brief History 2004 2014 Facebook goes live on Harvard’s campus and expands to other Universities According to research performed by Ignite, an average of only about 3 in every 100 page fans get shown non-paid posts by a company in their news feed 2005 High school students gain access 2006 Open for everyone. News feed debuted 2007 Total users reaches 50 million 2009 “Likes” introduced 2010 500 million users. Company pages introduced 2011 “Timeline” gets introduced 2012 Adverts get introduced to the news feed 2013 Facebook reduces the reach of company posts
- 5. https://facebook.com/SevernEdgeVets 5 Facebook in 2015 • 24 million Britons log onto Facebook daily 2.2 hours: Avg. time spent on the site each day • 59% of the UK has an active account (38 million) Data compiled by WeAreSocial.net in January 2015
- 6. https://facebook.com/SevernEdgeVets 6 Examples of Different Types of Posts
- 7. https://facebook.com/SevernEdgeVets 7 The Anatomy of a Successful Facebook Post • Cater to your audience • Use the language they use • Tap into their passions • Be compassionate • Ask questions • Encourage debate • Time your posts Create Engagement An average fan Mary, Stay at home mum Married, Aged 43 2 teenage children 1 lap dog 2 cats I make all the decisions about veterinary care in our household.
- 9. https://facebook.com/SevernEdgeVets 9 Building a Fan Base 1 2 3 5 4
- 10. https://facebook.com/SevernEdgeVets 10 A (Very) Brief Look at Facebook Advertising • You can pay to “boost posts” or create ads • Power editor gives most flexibility • Ads appear in newsfeed and sidebars • Demographic targeting (age, sex, interests etc) • Action targeting (likes, shares, comments etc) • Retargeting using email addresses • And lots more…
- 11. https://facebook.com/SevernEdgeVets 11 Have a Strategy & Goals 1. Have a clear set of goals 2. Ensure your presence adheres to brand guidelines 3. Have a social media policy in place Don’t re-invent the wheel! http://socialmediagovernance.com/policies/
- 12. https://facebook.com/SevernEdgeVets 12 Tracking Performance • Decide what your key performance indicators (KPI’s) are, e.g. • Traffic sent to website • Post engagement (e.g. shares, likes) • Revenue generated as a result of Facebook traffic • Total Reach • Total likes/fans (not the most useful metric) • Have a method of tracking & reporting on your KPI’s
- 13. https://facebook.com/SevernEdgeVets 13 My (Current) Top Tips for Posting • Aim for at least 5 posts per week, but never more than 2 per day • Respond to every comment within 24 hours • Don’t let emotions take hold • Provide useful links to your site • Avoid repetition of posts • Have a test page • Controversial: request shares Our Top Performing Posts • Rehoming & strays • Questions • Asking people to share photos • Job vacancies
- 14. https://facebook.com/SevernEdgeVets 14 Useful Tools & Data: Within Facebook 1 2 3 4 5
- 16. https://facebook.com/SevernEdgeVets 16 Ok, but how does all this benefit our practice? • Increased Brand Awareness • Positive Customer Engagement • Positive Word of Mouth • Upselling/Cross Selling • Instant & Direct Feedback } Increased Revenue
- 17. https://facebook.com/SevernEdgeVets 17 Conclusion: Getting the most out of Facebook • Have clearly defined goals & targets • Have tracking in place to monitor return on investment • Understand your audience • Be consistent • Listen to what people are saying & respond • React fast to changing situations • Do the basics well, but be willing to experiment • Make decisions based on complete & accurate data