Social MediaInforming AAHA’s Strategic Plan

What is social media?Internet- and mobile-based tools for sharing

and discussing informationUses technology combined with social

interaction to create or co-create value Turn communication into dialogue

What is social media?The forms everyone is talking about right

now:FacebookLinkedInTwitterYouTube

What is social media?The forms everyone is talking about right

now (con’t):Apps for smart phones, mobile devices, tablet

PCs Mobile devices make it easier to connect to others

and share information Mobile devices can have unique apps or run those

listed above Most popular – iPhone, Android, iPad Apps by themselves may or may not have a social

component Only 30 percent of iPhone apps are used beyond the

day they are downloaded or purchased, and after 20 days that number plummets to around five percent. (PC World)

What is social media?Less obvious forms of social media:

HealthyPet.com photo contestsVIN (online forum)BrandBuzz (blog)Trends Today “Share Your Stories”Product reviews on Amazon.comAccreditation forumMeetup.com – local group organization

platform for arranging face to face meetings

Social media best practicesIntegrate social media as a tactic in

conjunction with other effortsDon’t over-promoteJoin conversations and engageStart with a blog post, then link to it using

your platform of choice (Twitter, Facebook, LinkedIn)Increases hits to your websiteImproves your search scoresThose interested in a product/service tie-in or

related stories can click a “for more information” link

FacebookMore than 550 million active users75% of Americans use social media (Nielsen)50% of active users log on in any given dayAbout 70% of users are outside the United

StatesMore than 200 million active users access

Facebook through their mobile devicesPeople that use Facebook on their mobile

devices are twice as active on than non-mobile users

Second most popular site on the web after Google

FacebookWhy people join:

Keeping in touch with friends 75%For fun 55%Keeping in touch with family 41%Was invited by someone I know 30%Keeping in touch with classmates 30%Job searching 4%Business development/sales 3%Other 5%

FacebookDoing it well

AVMA – personal, interesting stories, good interaction

Trying hard yet strugglingACVIM - little involvement from usersDVM360 – heavily promoted yet not much traffic

Doing it badlyASAE – their wall is dominated by individuals

and other companies, inconsistent postsCatalyst Council – others are posting spam

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LinkedIn“Connects you to your trusted contacts and helps you

exchange knowledge, ideas, and opportunities with a broader network of professionals.” – LinkedIn Learning Ctr.

100 million usersNow growing faster than FacebookVisits in February 2011 up 55% over previous year

1 million companies have LinkedIn Company Pages49,280 “Veterinary Industry” members in US/Canada

Guesstimate - 80/20 is corporate vs. practitionersPossible to target them specifically for advertising or

dialogue

LinkedInReasons people join:

Establish professional profile – your name and LinkedIn page will often jump to top of Google results

Stay in touch with colleagues and friends Sends updates when people get new jobs

Find experts and ideas through joining groups, asking questions or user profile searches

Jobs – candidate screening, recruiters, ads

TwitterA real-time information network that

connects you to the latest information about what you find interesting

140 characters and p@cked w/ cod#ng1 billion tweets a day with 460,000 new users

a week

TwitterReasons people join:

Less is more – no lengthy messages make for quick reads

Open community – can see tweets from people you’re not “Friends” with or “Linked” to and connect with them

See what topics and stories are “trending”Instant news from the source – no waiting for

journalistsCan hook up your account with LinkedInCharlie Sheen, of course! (famous people)

TwitterDoing it well:

AAHA Helping Pets Fund! 7200 followers Go Tamara!

Trying yet struggling:AVMA – 7 different accounts

Doing it badly:Western Veterinary Conference – hasn’t posted

in a monthHill’s –tweets a lot of promos

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YouTube“Provides a forum for people to connect,

inform, and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small” – From their ‘About’ page

More than 2 billion views per dayPurchased by Google in October 2006 for

$1.65 billionThird most popular site on the web after

Google and Facebook

YouTubeReason people join

=Entertainment!

YouTubeDoing it well:

VNN (Veterinary News Network)Trying yet struggling:

Veterinary Business BriefingDoing it badly:

1 800 EndoscopeWestern Veterinary Conference

Employee SurveyFull results attachedHighlights:

82% use Facebook, 37% daily 85% of users say they are friends with members or

other veterinary professionalsMost employees do not use Twitter60% are using LinkedIn

93% are connected to current and former co-workers

About 1/3 are connected to member and nonmember veterinary professionals

Employee SurveyHighlights (con’t):

About 50% of employees have smart phonesHalf of smart phone owners have used its

capabilities for work other than checking email70% of AAHA employees taking the survey

think using social media can help their department meet its goals

Employee Survey – Ideas for using social mediaPublic awareness about accreditationMore connections with advertisers and sponsorsUpdates and discussions about publicationsBetter internal communication

Between practice consultants (email inefficient)In-house staff can share projects they are working on in

an informal wayA new way to engage meetings attendeesIncrease connections and community among membersPost information that practices can re-post for clients

Employee Survey – Ideas for using mobile mediaAnn and Iris’s presentation re: pubsYearly conference as an appMake sure all our websites are m0bile

friendly

AAHA Business Goals – alignment with employee ideasFinancial goal of -$465,000

Meetings and education “communities”Discussions about pubsMore visibility and interaction with

advertisers/sponsorsAchieve 97% member retention and grow 4%

Increase connections and community among membersIncrease pet owner recognition of AAHA

accreditation and increase Healthypet.com visits 25%Jason already doing a good job – how to improve?

Find a way to leadToo late to be first, but we can always be better

ConsiderationsIndividual results will be less than collective

Proper audience segmenting Do we follow website layout? Is that too many sub-

divisions?

ConsiderationsTime - can be high learning curve

Source: 2011 Social Media Marketing Industry Report

ConsiderationsDisaster management – need a plan in place

for hacking, etc…Best Buy CEO tweet:

“ I’VE BEEN HAVING A LOT OF GREAT 8EX LATELY, AND HERE’S WHY!”Linked to a website offering ‘special pills’

ConsiderationsMeasurement – need to track what produces

resultsOutside vendor help necessary

Hubspot Adobe Omniture Many others

Chart Source: Marketing Sherpa

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Most frequently reported per-centages of social marketing ROI

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ConsiderationsCorrect marketing process for everything,

including social media!Goals

Plans

Tactics implemented

Results measured

Results evaluated