ebms social media part 2
TRANSCRIPT
Date
Social Media in Veterinary PracticePart 2
Mike Pownall, DVM
McKee-Pownall Equine ServicesCampbellville, Ontario
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.
www.vetratingz.com
Google Alerts
http://www.google.com/alerts
Google Alerts
http://www.equiman.com/forums/ubbthreads.php?ubb=showflat&Number=341620&gonew=1#UNREAD
Responding to Criticism
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
Social Media at Work
Work vs Personal
Job interviews
Personal Brand
Social Media policy
Your Personal Brand
Social Media Policy
Confidentiality
staff
students
externs/interns
Same rules for everyone
Client disclaimers
Email Campaigns
Replace or work with newsletters
Promotion
Contests
Targeted
Constant Contact
Advertising
Facebook Ads http://www.facebook.com/
pages/Campbellville-ON/McKee-Pownall-Equine-Services/151058779310?ref=ts
Google Adwords
MetricsIs it worth it?
Web Page
Email Campaign
What Are We Measuring?
ROI?Increased business
New fans?
Increased web page views?
Strengthen client relationships?
Cost savings?
labor
traditional offerings
Web Page
Web Page
Web Page
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
www.klout.com
http://twitalyzer.com/metrics.asp?u=McKeePownall
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%
Webinar
http://www.gotomeeting.com/fec/webinar
30-50% attendance
57-64 Average Interest rating
15-30 questions asked
www.slideshare.com
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?
Goals
Numerous challenges in veterinary medicine
Maintain relationships
Prospects
What is the mix between SM & traditional?
Cost
Content
Free content is expensive
Time consuming
Special skills needed
Which content?
Content
Management
Who is going to oversee it.
Internal/External
www.tweetdeck.com
www.hootsuite.com
What is Success?
What are you measuring?
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
What is the Future?
Mobile
Foursquare
The Live Web
Gotowebinar
ustream
Hardware
iPad
Mobile
Predominate web browser by 2013
Mobile
Foursquare Mobile based
Location based
Now Facebook
Contest
Live Web
GoToWebinar
www.ustream.tv
real time YouTube
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
EBMS Amsterdam
www.equinevetbusiness.com