social media strategy for veterinarians
DESCRIPTION
This is my presentation to a group of European veterinarians on Oct 2, 2012 in Portugal as part of the Equine Business Management Strategies EU meeting.TRANSCRIPT
Social Media Strategy for
Veterinarians
Mike Pownall, DVM
• How to do it?• What are our successes?
Vets & Social Media
Strategy
• What is our goal?• How are we going
to do it?• How do we know
we are successful?
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
Goals?
How
• What content?• Which platforms?• Who is going to
do it?• Time?• Budget?• Buy in?
4Es of Social Media
• Educate• Entertain• Engage• Evangelists
Social Media Failure
• Boring• Inconsistent• Preach• Don’t measure
The Team• Who are the leaders?• Get input from
everyone• Plan for the year• Create a calendar
We Want to be Found
Social Media Universe
Web Site
Blog
Elements of a Great Website
• SEO• Easy to navigate• Pictures• Shareable• Calls to Action!• Mobile friendly• Analytics
13
Web Site SEO
Easy to Navigate
15
Easy to Navigate
16
Pictures
17
Shareable
18
Call to Action!
19
Mobile
iPad for Horseshttp://www.youtube.com/watch?
v=h57yh2AarNw
Example - Dentistry• Declining sales• Severe competition from lay dentists
Goals
• Show value of vet dentistry• Increase sales 10%
How• Facebook• Twitter• Newsletter• Demonstrations• Videos• Webinar• Facebook Ads
Facebook Ads
Results
31%
Overall Success?
17%
What Next?
Thank You
Resources
• www.veterinarybusinessmatters.com• slideshare.net/mpownall• slideshare.net/mpequine/videos
• Twitter @mckeepownall• Twitter @dvmbusiness