ebms social media part 2
TRANSCRIPT
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Date
Social Media in Veterinary PracticePart 2
Mike Pownall, DVM
McKee-Pownall Equine ServicesCampbellville, Ontario
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Transparency
Everything that happens in Vegas stays on Facebook
Here is your choice
Awesome customer experience
Horrible customer experience
Both can be on the web before your client gets home.
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www.vetratingz.com
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Google Alerts
http://www.google.com/alerts
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Google Alerts
http://www.equiman.com/forums/ubbthreads.php?ubb=showflat&Number=341620&gonew=1#UNREAD
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Responding to Criticism
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Responding to Criticism
Honest
Admit mistakes
Gently correct
http://www.equiman.com/forums/ubbthreads.php?ubb=showflat&Number=285317&page=1
Don’t always have to respond
Where Social Media is not safe
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Social Media at Work
Work vs Personal
Job interviews
Personal Brand
Social Media policy
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Your Personal Brand
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Social Media Policy
Confidentiality
staff
students
externs/interns
Same rules for everyone
Client disclaimers
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Email Campaigns
Replace or work with newsletters
Promotion
Contests
Targeted
Constant Contact
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Advertising
Facebook Ads http://www.facebook.com/
pages/Campbellville-ON/McKee-Pownall-Equine-Services/151058779310?ref=ts
Google Adwords
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MetricsIs it worth it?
Web Page
Email Campaign
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What Are We Measuring?
ROI?Increased business
New fans?
Increased web page views?
Strengthen client relationships?
Cost savings?
labor
traditional offerings
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Web Page
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Web Page
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Web Page
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Fans
Staff = 5%
F & F = 6%
Clients = 32%
Prospects = 43%
NR Prospects = 2%
? = 12%
25% of total users engage each month
Interactive cases are most popular
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www.klout.com
http://twitalyzer.com/metrics.asp?u=McKeePownall
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Email Newsletters
Feb Aug Diff
Total 1539 2147 40%
Bounce 9% 12% 3%
Open 42% 35% -7%
Click 1% 12% 11%/242
O/C 3% 34% 31%
Web 90%
Twitter 10%
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Webinar
http://www.gotomeeting.com/fec/webinar
30-50% attendance
57-64 Average Interest rating
15-30 questions asked
www.slideshare.com
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Social Media Strategy
What are your goals?
Where is your content coming from?
Who is going to manage it?
How are you going to measure it?
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Goals
Numerous challenges in veterinary medicine
Maintain relationships
Prospects
What is the mix between SM & traditional?
Cost
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Content
Free content is expensive
Time consuming
Special skills needed
Which content?
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Content
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Management
Who is going to oversee it.
Internal/External
www.tweetdeck.com
www.hootsuite.com
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What is Success?
What are you measuring?
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Simple Plan
YouTube
email that ends with your practice (not gmail or yahoo or aol.)
One hour/day
Schedule
Use new associates, interns, office staff
Measure & adjust
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What is the Future?
Mobile
Foursquare
The Live Web
Gotowebinar
ustream
Hardware
iPad
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Mobile
Predominate web browser by 2013
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Mobile
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Foursquare Mobile based
Location based
Now Facebook
Contest
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Live Web
GoToWebinar
www.ustream.tv
real time YouTube
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Preparing a Social & Traditional Media Program
• Timeline
• schedule
• platforms
• budget
• who
• measure
• cheap competition
• Strangles outbreak
• New associate
• Client education day
• New AR policy
• New service
• Newsletter
• Lay dentists
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EBMS Amsterdam
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www.equinevetbusiness.com