Embed Size (px)
DESCRIPTION
I had the pleasure of presenting to the American Association of Equine Veterinary Technicians in Pittsburgh on the 20th of September, 2012. I believe that veterinary technicians are the ideal people in a vet clinic or hospital to oversee the essential social media efforts of the business. They are tuned in to the clients and the inner workings of the business. It also enhances the value of the technician to the business owners.
Citation preview
Social Media by
the Veterinary Technician
Mike Pownall, DVM
slideshare.net/mpownall
slideshare.net/mpequine/videos
1. Why vet techs should do it?
2. How vet techs can do it?3. When you shouldn’t.
Social Media
Why?
Vets =Too old, too busy, too
cautious
Too Old
Too Busy
Dammit Jim, I’m a Doctor, not an
Artist
How?
Strategy
• What are our goals?
• How are we going to do it?
• What is your scorecard?
Strategy
• Facebook is not strategy• Facebook is a tool.
• Herd health is a strategy to minimize the spread of infectious agents
• A vaccine is a tool
Goals?
The Team
4Es of Social Media
• Educate• Entertain• Engage• Evangelists
Social Media Failure
• Boring• Inconsistent• Preach• Don’t engage• Don’t measure
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
19
Web Site SEO
Easy to Navigate
21
Easy to Navigate
22
Pictures
23
Shareable
24
Call to Action!
25
Mobile
Google Rankings
Google Places
Which Platforms?
“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
Social Media Policy
http://www.ibm.com/blogs/zz/en/guidelines.html
Social
Media
Fail
If you can’t communicate
internally
You can’t communicate externally
Can We Measure It?
Preventative Health Plan
2010 2011 % $NMKT 8 26 225% 8100CB 14 26 86% 5400NG 0 7 3150
16,650
Your Social Media Strategy
• Goals• How• Measurements
• Internal challenges
• TIme• Buy in
Implimentation• Who are the leaders?• Get input from
everyone• Plan for the year• Create a calendar
12%
13%
17%
The person doing Social Media at a vet practice
is as important
as the person who answers the phones
June 2011• 6500 web page views• 28,000 FB
Impressions• 3000 phone calls
www.veterinarybusinessmatters.com
www.slideshare.net/mpownallslideshare.net/mpequine/videos
Thank You
