ebms social media part 1
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Social Media in Veterinary PracticePart 1
Mike Pownall, DVM
McKee-Pownall Equine ServicesCampbellville, Ontario
What is Social Media?
Who is using it personally?
Who has a clinic Facebook account?
Who has a clinic Twitter account?
Who has a clinic YouTube Channel?
Who thinks it is not for them?
Social Media and Me 519-856-8225
519-856-8277
519-826-1770
www.mpequine.com
facebook/mikepownall
twitter/MckeePownall
skype/mpownall
facebook/McKee-Pownall
linkedin - mpownall
equinevetbusiness.com
twitter/eqvetbusiness
facebook/equinevetbusiness
facebook/aaep-business-education
Today
1. What is Social Media & why is it necessary?
2. What is good and what is bad?
3. How will I do it?
4. Can I control it?
5. How will I know it works?
What is Social Media?
Social Media Revolution 2 Video
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Social Media
• More grandparents on Facebook than high schoolers
• Italy is most active in world on Social Networks as of Jan, 2010
• Facebook & You Tube are largest networks
• More NA markets using SN(58%) vs Europeans (34%)
• In USA people value internet more than TV and radio
Why Do I Need Social Media?
Reinforces relationships
Talk to many people at once
Introduction to new people so you can begin a relationship
Immediacy
Not a replacement for one on one
Why Do I Need Social Media?
Numerous challenges in veterinary medicine
Economy
Price competition
Lay practitioners
Internet
Time
Management
Lay practitioners
People Do Business With People They Like
FACT:
The person doing Social Media at your practice is as important as the person who answers your phones
“What the business thinks it produces is not of first importanceWhat the customer thinks they are buying, what they consider “value” is decisive.”
Peter Drucker
“Our brand isn’t what we say it is.
It’s what the search engines say it is.”
Mitch Joel
FACT:
Social Media carries no bigger risk of viruses than regular web page.
The risk is when you don’t manage your online presence
Social MediaWhy is it Different?
Collaborative
Conversations
Selective
Transparent
VIRAL
http://www.youtube.com/watch?v=vr3x_RRJdd4
Hugs Video
VIRAL
Will it Blend Video
http://www.youtube.com/watch?v=qg1ckCkm8YI
Social Media Clients
Local vs Global Clients
Friends & Family
Current Clients
Potential Clients
Global Clients
Social Media Clients
SPAM
Social Media Universe
Web Site
Facebook Twitter
Blog
YouTubeLinkedIn
Flickr
Website
Hub
Reservoir of stored info
Analytics
Launching pad to all the other platforms
• >500 million users
• 1/2 of active users go on every day.
• 1/6 internet pages in UK are Facebook
• Iceland has most penetraton 63% followed by Canada then Denmark
• Mobile users are twice as active. (<1/3)
• #3 site used by US users older than 65.
http://www.facebook.com/pages/Campbellville-ON/McKee-Pownall-Equine-Services/151058779310?ref=ts
Facebook Posts
DoEngagement
Educate
Show a practice personality
Ask questions & listen
Foster trust
Be consistent
Don’t Preach
Forget to post
me, me, me
Want to be ignored
Forget to give back
Group Work
www.facebook.com
•Twitter now has 105,779,710 registered users.•7% of Americans• New users are signing up at the rate of 300,000 per day.• 180 million unique visitors come to the site every month.• 75% of Twitter traffic comes from outside Twitter.com (i.e. via third party applications.)
source: www.huffingtonpost.com
Why do we tweet?
http://twitter.com/
Twitter Posts
DoEngagement
Educate
Show a practice personality
Ask questions & listen
Foster trust
Be consistent
Don’t Preach
Forget to post
me, me, me
Want to be ignored
Forget to give back
www.viralblog.com
•Facebook for professionals
•Hiring
•Experts that come recommended
•Private group discussions
•http://www.linkedin.com/nhome/
Other Platforms
Other Platforms
Who & why
How to read blogs
RSS Feeds
podcasts
videoblogs
How often
Who & Why
Owners
Vets with a unique “voice” or skill
Staff
Information and philosophy
RSS Feeds
Real Simple Syndication
www.equinevetbusiness.com
Google Reader
www.google.com/reader/view/#overview-page
Blogging
Podcasts http://webdvm.blogspot.com/
itunes
Videoblogs http://www.symposier.com/
http://www.youtube.com/watch?v=HbLtbp57zjs
www.manonthego.com
Blogging
How often? more is better
How to get attention? website
Blogging
Group WorkEach table think of as many blog subjects in the next 5 minutes