social media for veterinarians
TRANSCRIPT
Veterinarians & Social Media
Mike Pownall, DVMMcKee-Pownall Equine Services
www.mpequine.comwww.equinevetbusiness.comwww.slideshare.net/mpownall
#aaep2011
• Why Social Media?• What are they doing?• What are our successes?• Why aren’t they doing it?• How can they do it?
Vets & Social Media
What is Social Media?
“Social media is the use of technology combined with social interaction to
create or co-create value.” www.ducttapemarketing.com
Why Do I Need Social Media?
Why Do I Need Social Media?
Why Do I Need Social Media?
Challenges in equine practice• Economy• Competition• Internet
Why Do I Need Social Media?
People Do Business With People They
Trust
Social MediaWhy is it Different?
Social MediaWhy is it Different?
• Collaborative• Conversational• Selective• Immediate• Transparent
Social MediaWhy is it the Same?
Strategy
Strategy
• What is our goal?
• How are we going to do this?
• How do we know we are successful?
4Es of Social Media
• Educate• Entertain• Engage• Evangelists
Social Media Universe
Web Site
Blog
Social Media Universe
Web Site? ?
Vets & Twitter?
?
What are vets missing?
What if people say bad
things about us?
“Our brand isn’t what we say it is.
It’s what the search engines say it is.”
Mitch Joel
www.yelp.com
Google Alerts
Responding to Criticism
Social Media in the Work Place
• Work vs Personal• Personal Brand• Social Media policy
The Personal Brand
Social Media Policy
http://www.ibm.com/blogs/zz/en/guidelines.html
The 3 reasons vets fail at
Social Media
Too old, too busy, too cautious
Too Old
How do I find time to do it?
Dammit Jim, I’m a Doctor, not an
Artist
Does it Work?
Facebook• Q1 2011
o 115,000 post views• 152% improvement over Q4 2010
o 197 post feedbacks• 37% increase
• 50% increase as source to websiteo 20% increase in new visitors to website
Twitter• 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
YouTube
295% increase in 3 months• 1118 to 4418 views
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
Newsletters
Preventative Health Plan
2010 2011 % $NMKT 8 26 225% 8100CB 14 26 86% 5400NG 0 7 3150
16,650
717%
12%
The person doing Social Media at a vet practice
is as important
as the person who answers the phones
Social Media is not done after everything else
It is done at the same time
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
Books
• 6 Pixels of Separationo Mitch Joel
• Crusho Gary Vaynerchuck
• Trust Agentso Chris Brogano Julien Smith
Transitioning into 21st Century
Marketing• Recommended reading:
o Collins, James: Built to Last, Good to Greato Patterson, et al: Crucial Conversations, Crucial Confrontations,
Influencero Gladwell, Malcolm: The Tipping Point, Blink, Outliers, What the
Dog Sawo Lencioni, Patrick: The Five Dysfunctions of a Teamo Taleb, N.N.: Fooled by Randomness, The Black Swano Heath, Chip and Dan: Made to Stick, Switcho Pink, Daniel: Driveo Thaler and Sunstein: Nudgeo Gilbert, Daniel: Stumbling on Happinesso Brafman, Ori and Rom: Swayo Covey, Stephen M. R.: The Speed of Trusto Chabris & Simons: The Invisible Gorillao BONUS: Lyons, Murray & Kelly: The 1% Difference