social media for veterinarians - ebms international
DESCRIPTION
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.TRANSCRIPT
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Veterinarians & Social Media
Mike Pownall, DVMMcKee-Pownall Equine Services
EBMS International
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Social Media
Strengths and weaknesses
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http://www.youtube.com/watch?v=fpMZbT1tx2o
Socialnomics 3A Summary of Social Media
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• Why Social Media?• What are they doing?• What are our successes?• Why aren’t they doing it?• How can you do it?
Vets & Social Media
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What is Social Media?
“Social media is the use of technology combined with social interaction to
create or co-create value.” www.ducttapemarketing.com
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Why Do I Need Social Media?
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Why Do I Need Social Media?
Why Do I Need Social Media?
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Challenges in equine practice• Economy• Competition• Internet
Why Do You Need Social Media?
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People Do Business With People They
Trust
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Social MediaWhy is it Different?
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Social MediaWhy is it Different?
• Conversational• Collaborative• Selective• Immediate• Transparent
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Social MediaWhy is it the Same?
Strategy
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Strategy
• What is our goal?
• How are we going to do this?
• How do we know we are successful?
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Strategy
• Facebook is not strategy• Facebook is a tool.
• Herd health is a strategy to minimize the spread of a virus
• A vaccine is a tool
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4Es of Social Media
• Educate• Entertain• Engage• Evangelists
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Social Media Universe
Web Site
Blog
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Social Media Universe
Web Site? ?
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Social Media Universe
Web Site?
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Social Media Universe
Web Site
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Website• Hub• Reservoir of stored info• Landing spot & feeder
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Vets & Twitter?
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What is it?• 140 characters
• Unique language
• Immediate updates
• Share links, photos, videos
• Twitter now has >200,000,000 users
• 7% of Americans
• 10% of UK
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#ebms
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Will It Blend?iPhone
http://www.youtube.com/watch?v=qg1ckCkm8YI
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?
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What are vets missing?
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What if people say bad
things about us?
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“Our brand isn’t what we say it is.
It’s what the search engines say it is.”
Mitch Joel
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www.yelp.com
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Google Alerts
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Responding to Criticism
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Social Media in the Work Place
• Work vs Personal• Personal Brand• Social Media policy
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The Personal Brand
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Social Media Policy
http://www.ibm.com/blogs/zz/en/guidelines.html
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The 3 reasons vets fail at
Social Media
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The 3 reasons vets fail at
Social Media
Too old, too busy, too cautious
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Too Old
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How do I find time to do it?
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Dammit Jim, I’m a Doctor, not an
Artist
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Strategy
• What?• How?• What?
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What Are The Challenges/Goals?
• Relationships?• Prospects?• Sales?• New service?
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How
• Which platforms?
• What content?• Who is going to
do it?• Time?• Budget?• Buy in?
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Can We Measure It?
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Website
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Facebook• Employees 4 % • Friends 5.5 % • Prospects 43 %• Clients 33 % • Unrealistic 8.6%• Unknown 5.9% • Prospects to clients as of November 22/10
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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%
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Facebook• Q1 2011
o 115,000 post views• 152% improvement over Q4 2010
o 197 post feedbacks• 37% increase
• 50% increase as source to website• 20% increase in new visitors to website
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• 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
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• Retweets• New Users• Mentions• Interactions• Searches
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YouTube
295% increase in 3 months• 1118 to 4418 views
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YouTube
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YouTube
5/2011 8/2011
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YouTube
5/2011 8/2011
67%
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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
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Newsletters
Preventative Health Plan
2010 2011 % $NMKT 8 26 225% 8100CB 14 26 86% 5400NG 0 7 3150
16,650
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Webinars• Average percentage of attendees that are clients
73% • Where people hear about the webinars:
o Newsletters 60.30% o Website 4.40% o Facebook 5.90% o Twitter 4.40% o Office 5.90% o Other 19.10%
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Management
• Who is going to oversee it?
• Internal/External• www.hootsuite.com
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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
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Task 3Smith Equine
• How will it get done?• How will you know it worked?
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717%
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12%
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The person doing Social Media at a vet practice
is as important
as the person who answers the phones
June 2011• 6500 web page
views• 28,000 FB
Impressions• 3000 phone calls
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Social Media and Me• 519-856-8225• 519-856-8277• 519-826-1770• www.mpequine.com• [email protected]• mpownalldvm@gmail.
com• facebook/mikepownall• twitter/MckeePownall
• skype/mpownall• facebook/McKee-Pownall• linkedin - mpownall• equinevetbusiness.com• twitter/eqvetbusiness• facebook/
equinevetbusiness• facebook/aaep-business-
education
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Books
• 6 Pixels of Separationo Mitch Joel
• Crusho Gary Vaynerchuck
• Real Time Marketingo David Meeram Scott
• Trust Agentso Chris Brogano Julien Smith