Morning Session on Social Media

Copyright 2013, Veterinary News Network

Social Media Marketing, Practical Use, Reputation Management

Dr. Jim HumphriesAdjunct Professor

Media and CommunicationsTexas A&M University

College of Veterinary Medicine

Founder:Veterinary News Network

American Society of Veterinary Journalists


Many Thanks ToCeva Animal HealthFor Sponsoring This

Unique Presentation!


Our Goals Today:

First Hour: Traditional Media andHow Social Media Changes The Game

Second Hour: Practical Side of Social Media

Third Hour:Some “button pushing”

Fourth Hour: Reputation Management


Communications:• Media• Public • Internet • Personal• Client


Some must be very short

Some much longer

Dependent Upon:

1. The Message2. The Audience3. The Method


A Crash Course In Media Interactions (Traditional and On-

Line)


Television“video”

Content Is King! Broadcast TV is great Emerging media is morphing that. On-Line and mobile video viewing is way up! Video will always work! You should learn basic video production skills Animal stories highly popular They are visual / newsworthy / entertaining.


Radio Reaches huge audience Satellite Radio giving radio new Life! Weekly On-Line Radio Audience Sharply Up 17% Average person spends 21 hours each week. 81% of all Adults listen to radio in the car each

week Talk Radio has LOTS of time to fill!! Easy to do!


Print Media

Much electronic media comes from print Half of Americans read print news daily Print companies finding new media strategy Citizen journalists: blogging Can be done when you have the time (stored) Can be re-purposed; clients / site / blogs


NEW Media!Why The Explosion?

Today we SEEK news/information, rather than wait!

Technology is wildly popular

60% believe traditional media does not report facts or are biased!

Only 39% Trust Today’s Media



NEW MediaHow Has It Changed

Regular Media?Pushed Traditional into a “New” approach

More responsive

Smaller stories get a look

Audience input - immediate

Evens playing field – citizen journalists


To Be Effective:• Courage / Desire• Preparation / Rehearsal• Leads to Confidence

• Understand their side• To have a good story • To be “easy” to produce


Keep in Mind:

• Remember news is happening NOW• News is VISUAL• News is information and entertaining• News has an EDGE• Local news is LOCAL• News Producers are very pressed for

time • Be Quick!


Television• Not everyone is cut out for TV

• BE up-beat, fun and entertaining

• Practice your performance in advance so you don’t ramble.

• Make your points then STOP.

• Be ready to answer “off point” questions, then “bridge” back to your main message.


Radio• ENERGY!• ENTERTAINMENT • CONTROVERSY • INFORMATION!• A CALL TO ACTION


News People Are:

• Ignorant of your issues• In a huge hurry – driven by deadlines• Rarely have underlying agenda • Don’t usually want too much detail• Like the negative or sensational• They are skeptical and probing• Think in sound bites or headlines• Not your friends• Not your enemies• They are a tool you use correctly


Therefore You Must:• Think in sound bites and headlines• Speak only in concise rehearsed bites• Deliver information so that it is “consumable”

• Give them an up-beat “performance”

• Make your schedule flex to theirs • Help them do their job• Afterwards - offer lots of resources

(why are some better than others?)


How Can We Be Successful? • Understand the media business• Learn the skills they need from you• Practice the skills• Don’t be shy about calling them• Become a valuable “source” • Keep contacts up-to-date• Help them with stories unrelated to your work• Thank them • Send them story ideas


Sell Them The StoryThe Media Is A Tool!

Using the media is the process of supplying them information that you don’t control in hopes that they will run your story for their audiences. Some call it “earned media”.


To be effective and trusted, you must provide them a steady stream of interesting, newsworthy stories that reporters and editors want to run – with few adjustments.

www.MyVNN.com

http://www.myvnn.com/


How Do We UseMedia For Marketing?

Earned Vs. Paid ExposureLocal daily, weekly, monthly paperCoupons, Ads, Events…Guest appearancesNewsworthy stories, contests,Become media sourceRegular apperances


What Makes A Good Story?• Something that is happening NOW • HOT stories• The local angle on national news• A seasonal event• An unusual case• The results of a new survey• A new product or service that will benefit people• “How to” stories • Things that make people’s lives easier• Local happenings• Good causes• Controversial issues• Government approval of something new


How Do We React To Media?




You are asked to do a media interview…

1.What do you do? 2.How do you prepare? 3.What do you say? 4.Your position? 5.What impact will this have? 6.Should you say no?


1) Meet The Reporters Needs

2) Get Your Point Across

Keep in Mind:

Your reason for being there?

Your PR goal?


• Why have they called you? • How did this story come to their

attention? • Who else are they interviewing? • What is the news of the day? • What type of show is this? • What impact will this have on your

practice, the association or the profession?

• Can you have some time to prepare? • Do you know the reporter from their

work on the air?• Will they come to you or do they need

you in-studio?

Reacting Properly – Ask Some Questions:


• Is this interview soft or hard? • Will this interview be controversial or

general care?• Do they want short answers or extensive

answers? • Is this print or electronic media? • Do I have to do this immediately, or do I

have some notice? • The angle or their “take” on the story• What are their needs – then try to meet

them

What Do They Want?


• You do NOT have to agree to an interview

• You do not have to agree to their terms

• Reporters are neither your enemy nor your friend

• Reporters are driven by deadlines, in a hurry, not interested in too much detail, like negative or sensational things, are skeptical and probing!

• Stay with the subject at hand

Things To Remember!


• Anticipate the questions you will receive

• Write 7-15 second answers. Craft them!

• Practice out loud with help• Be sure to practice your answers

“out of order”• Practice getting your points in

early!

- Deep Breath - Now Prepare…..


Here is how you do that: • Write down all questions you can think of

• Write down all the answers

• Craft Your Message Points from these answers

• Identify Some Good Bridging Statements

• List Some Positive Points You’d Like To Bridge To


Here’s what that looks like: Q: Why do you vets still consider pets “property” instead of sentient beings?

A: First let me say veterinarians must abide by state law. It is the state law that determines the legal status of animals. I personally believe pets are very special, but we cannot step outside of the law in when using words that have deeper legal meaning.

MP: Remember, simply changing words, or classifications of our pets, does not mean that care will improve!

Bridge: The good news in this issue is…

Positive: Veterinary medicine today provides the best medical and surgical care for our pets. We at Riverside Animal Hospital are proud of the care we deliver every day.


The Perfect Answer:

Answer or Deflect…Perhaps a Positive Statement Bridge Message Point


A Practical Overview Of Social Media




The Mighty


Oh There Are More!!



What Social Media Is NOT…

A quick path to successSomething for someone else to do An immediate increase of new clientsA foolproof way to market your practiceA “set it and forget it” way…A replacement for other publicity

Without a well run, client friendly practice and staff, social media can be a real double edged sword.

In fact, social media can allow an upset client to reach thousands before they leave your parking lot! .

That will kill you.

Focus on outstanding client service and people will sing your praises – Online and OFF-line.

Don’t believe that Social Media is a fix for bad client service…


What Social Media IS…An inexpensive and easy way to target clients and potential clients in your area

A way to create a positive first impression about you, your hospital – before they even meet you!

Social Media allows you to earn a reputation as a caring expert

An interactive, dynamic and high-tech tool that enables you to educate and motivate clients


What Social Media IS…

Your website and/or blogsReview sites (Yelp)Comments on news stories/articlesNetworking sites (Facebook, Twitter, Linked In)Video sites (YouTube, Vimeo)ForumsWhich social tool reaches the audience that is best for you?


Authenticity and Transparency

These two terms are important concepts for success in any social media interaction or outreach– Authenticity: When what you believe and

what you are saying are the same thing. “Walking the Walk”

– Transparency: Honesty, even in difficult situations

– Be Who You Are: with your voice!– Don’t OUTSOURCE this important job!


Success in social media is NOT measured by the number of “fans”, “followers” or “likes”Success is measured by the quality of the communityEngagement occurs when other people like and share your content, widening your audienceDon’t OUTSOURCE this important job!


• Beautiful & Simple• Image and Impression • FUNCTIONALITY: Flash rotator

Map & hoursServicesVirtual tourStaff Photos!AppointmentsRx refills

Library Few LinksTestimonialsLogosEmergenciesBoarding & GroomingAfter care instructions

Websites


Recommendations

InFront: Based in Colorado Springs. They host our Veterinary News Network site, and our Mobile PetDocs site.

VetNetwork: New Hampshire. Owned by Dr. Mark Feltz, veterinarian. They host the site for the American Society of Veterinary Journalists (www.asvj.org)

VetLearn, VetMatrix

http://www.asvj.org/





Final note on websitesRemember…this is your HOME. • Proof-read and triple check all content for spelling

errors, bad grammar and mistakes.• Double check all links and navigation• Keep the pages fresh, especially the home page.

Don’t let months go by without updating the home page.

i.e. Pet food recall information still on some veterinary websites!Per VetLearn…54% of practices updates their site a few times a year or NEVER!!

Phone Number “Above The Fold” Please!


Example of what not to do


Example of what not to do




Founded in 2004 Easy sign up, use and navigation Currently the largest social network (>1

Billion!) More than ½ log on every day! Very informal, social, friendly Can be used for Marketing, Education Relationship building (personal or

business) Sort of a huge High School Reunion! Should have a Personal Profile and a

Business Page!


You Personally Have A “Profile”You Have “Friends”

Your Business Has A “Page”You Build “Likes”


Facebook Profile• Personal use• Connect with family, friends• Share things you “like”• Build “Friends”• Even be outspoken or political• It is NOT the Business You!


Profile


Facebook offers “Pages” as the method for businesses to connect with the world.

Don’t set up your business as a “profile”.

A Facebook page can be a powerful tool for any practice, association, school, or non-profit.

“Pages”


Facebook (Business) Page• For business, groups, non-profits,

artists, etc• Educate, interact and engage with

clients.• Allow clients come to know you by

your posts and interactions • Build “Likes”


Page






Place for Key Words


What To Put OnYour Page

Clients “like” your page because they are interested in you and your hospital!

Anything that would be interesting to clients: Interesting cases Photos / Videos Your Blog Posts What you are doing for the community Fun Facts about Pets Share other interesting business pages Make sure your Page is connected to your

website!


Warning!A Facebook Page does NOT replace your website!

Facebook will always “own” the page and can remove it at any time, without warning

Facebook’s platform, although powerful, is limited.

Not easy to explain complex issues or topics. Facebook is the “party”, your practice website

is HOME! Focus on bringing people to your home on the

web


A House Build On Many Supports!


Many practices get frustrated with lack of interaction and engagement on their page

The BIGGEST reasons that Facebook pages don’t grow or fail to engage are: Too many posts daily Too much marketing Posts are too long or too infrequent Lack of interaction from page.

Therefore, be Interactive!

Best Practices for A Facebook Page?


More than 95% of people who “like” your page will never return to it! That’s not a bad thing…they are simply

viewing your posts via their NewsFeed Your posts must show up in their

NewsFeed before any interaction can occur.

BUT…30 BILLION pieces of content are shared on Facebook every month!!

How can you make sure your posts are being seen?

Understand: FACEBOOK EDGERANK

Important Concepts To Remember!


Facebook looks at each piece of content as an “object” and the interactions between that object and the end user is called an “edge”

In simple terms, the more interaction between the end user and your Facebook page, the higher the Edgerank. Higher Edgeranks lead to a greater probability of the post being seen by the end user.

Types of posts (Video, photo, links) are also weighed, and also the age of the post.

Understanding EdgeRank


Making Facebook work…Less is more!– Posting constantly will cause people to

view you as spam. Consider 2-5 posts weekly or 1-2 posts per day as a good benchmark for success.

Less is still more!– LONG postings do not get read! Keep

your posts and updates to about 80 – 120 characters and you will increase your interactions.


Making Facebook work…Vary the types of postings you create. Don’t just focus on status updates (“We love taking care of your pets”) or links.• Try including pictures of interesting cases• Video• Sample questions

When posting links, use the full link, not the shortened link generated by many third party apps.


Making Facebook work…Consider the time you are posting.According to Buddy Media, pages that posted after normal business hours saw a 20% increase in engagementThursdays and Fridays often show a higher level of engagement compared to other days, but this could be skewed by type of industry.Take home? Research your own Insights results.


Making Facebook work…Even though third party apps make life a little easier and more efficient for us, Facebook does not rank those posts as high as manual posts.

• So…try to make at least 1-2 of your daily postings directly on Facebook rather than using TweetDeck or HootSuite.


Staff involvement should be encouraged, but monitored

• If staff members “like” the page (and why wouldn’t they?), encourage interaction but set ground rules

• Staff personal profiles should be set to strict privacy settings. (next slide shows why!)

• Explain and enforce client confidentiality• Get ideas from staff!

Important reminders:


Is this what you want your clients seeing when they visit your staff member’s profile?


Marketing should only be done on rare occasions.

• People don’t like to be “sold to” in social media.

• Keep marketing efforts to a minimum on Facebook page (80/20)

• However…there are good examples of this working…

Important reminders:


Take advantage of the “Post as Page” feature!

• Instead of posting comments on other Pages as you, post as your hospital!

• Look for pet related pages in your area, the local Chamber of Commerce, TV and radio stations, etc.

• Remember, focus on adding to the conversation, not necessarily marketing yourself or your hospital.

• You can change the “default” setting when posting on your own page.

Other Facebook Steps:


Use Facebook as Page




You can change your voice here


• Facebook Ads • Targeted Marketing to pet lovers in

your area!• People who like your page (and

THEIR friends) are significantly more likely to spend more money with you than the general population (Time Magazine, Aug 2012)

• Choose cost per click, cost per impression or allow Facebook to budget for you

Facebook Ads


Promoted Posts

Fairly new to Facebook (2012)Businesses, and now even individuals, can pay to promote specific posts in order to gain more audience.Costs are $5 to $75 to gain an extra estimated reach of 500 to 15,000. (Individual profiles pay a flat $7)




Facebook Ads/Sponsored Stories

Target marketing• Can select age, gender, broad category

interests and even refine down to zip code• Set budget for amount spent per day or

lifetime budgetCan optimize for impressions or clicksImpressions are charged in cost per thousand (approximately $0.14)Pay per click can range from $2-$10


Our Practice Experience

Ran Facebook ads from Oct 8 – Nov 8, 2012.– Total budget spent: $58.70– Impressions: 647,335 over 30 days (average

21,000/day) ($0.09 cpm)645,940 from ad, 1395 from Sponsored Story

– 46 people clicked on the ad ($1.28 per click)– 2 new page likes– No business generated that we have seen

yet.


Facebook Insights

Visible only to page administrators, this analytic tool can help you fine tune your efforts on FacebookInsights allow you to monitor total number of likes, friends of fans, how many people are talking about your page and your weekly reach.Access Insights from Admin panel on page




Connect with Twitter

Recommend connecting your Twitter account with your Facebook Page• www.facebook.com/twitter• Allows your posts to be simultaneously

“tweeted”• Keeps a presence on Twitter without extra

effort

http://www.facebook.com/twitter


• Began in 2011• Around 400 million registered users

• >100 million visit every month• Individual profiles and business pages allowed• “Makes connecting on the web more like

connecting in the real world”• Easy method of sharing different things with

different people.• Circles, Hangouts









Began in 2005 Second largest search engine 60 hours of video are uploaded every

minute 500 Years of video are watched everyday

on Facebook 4 billion videos viewed daily 4 billion hours of video viewed monthly SEARCH?? Your chances of being “Google

One” are 53 Times Greater with Video!


If you already have a Google account (gmail, blogger, adwords, ad sense) for your practice, you can easily start your YouTube channel. – Are you using it?

Videos are great for mobile users– Mobile viewers watch videos about 3x longer than

those on a desktop PCVideos can help you build rapport with clients and prospective clients. But not easy for average practice.



Began in 2003 More than 200 Million Users + 1 million

new per week (~100 M in US) Professional / Executive Huge Data Base and Search Great Research Tool Connecting gives you 3 levels of

connections Connect with highly connected people Answers section very helpful


Connect with Highly Connected People




Linked In - Recommendations

Endorsements written by connections that highlight your skills and strengthsUseful as people search to learn about you (for business, hiring, etc)Recommendations can be requested or generated• The visibility of recommendations can also be

managed on your profile


Linked In - Endorsements

An easy way to let people know that you recognize someone for their skills• Without the need for a well-crafted

recommendationOnly available to first degree connectionsSome endorsements can be hiddenSince Sept, 2012, >200 million endorsements have been issused (~10 million per day)



LinkedIn GroupsMore secure than Facebook Pages and GroupsMay provide “safe” place to share profession

specific opinions and thoughtsAway from public eye

Dozens of veterinary specific groups already in place



Began as invitation only site in 2010Immediate acceptance, grew into one of the top ten largest social network sites by end of 2011Touted for driving lots of traffic to retailers83% of users are womenUsers “pin” photos, recipes, etc and share among each other




Experts recommend• Post lots of content• Use TALL images• Add images to all posts• Ask clients using Pinterest to pin pictures of

themselves and tag you• LIMITATION: Can only add photos from web,

not from your computer like FB.


Twitter Learning to Listen

Many people don’t “get” Twitter or even find it annoying.


It is “short bursts of inconsequential information”A micro-blogging site, originally designed for people to answer the question: What are you doing? In 140 characters or less!Now, functions more as a real time search for trending topics and news as well as a connection platform for sharing informative links.Because of brevity, no depth, younger generation and mobile use higher.


Traditional media and journalists are quickly discovering the value of Twitter

Short tweets “teasing” a breaking story or upcoming news item can lead to increased web traffic/viewers

Twitter users:Come to find information (research), read tweets and

consume content.NOTE: They are also coming to vent, complain

and, occasionally, praise services and companies.


• 80% of Twitter accounts are inactive• @ 500 million users• 340 million tweets daily

• Most do not know how to use and abandon

• 94% of accounts have < 100 followers

• 5% of users = 75% of all activity• The Twitter “core” is very committed.

Is Twitter For Real? OR a Fad?


Twitter (and other social media sites) represent a leveling of the playing field when it comes to interactions with companies

• Emails and phone calls can be ignored• Social media gives upset clients a place to vent beyond

normal social interactions.• Some clients may just search for “XYZ Animal Hospital fails”

and add to the conversation…others will actively make it a personal mission to embarrass you.

• Mobile devices allow complaints to happen when the clients are still in your parking lot!


• According to research done by Pear Analytics (2009), tweets can be separated into six categories• Pointless babble – 40%• Conversational – 38%• Pass-along value – 9%• Self promotion – 6%• Spam – 4%• News -4%

• The NEWS category is growing! As news gathering / research in real time.

What are people doing on Twitter?


A VNN Member who just did not get the whole Twitter Thing….dove in and tried it. A week later he is being followed by his local NBC TV station AND he scored a weekly gig.


What Do I Do With A Twitter Account?

• Even if you don’t “tweet” regularly, it can help you monitor what is being said about you or your hospital.

• Use it for real time intelligence/ information (listening / “search terms”) and feedback to build relationships with clients.

• Also Marketing: 140 character announcements, promotions, PR, specials, good cases and updates… not as big as the others.


TweetDeck


HootSuite


On-Line Reputation ManagementFor Veterinary Professionals

Manage or Remove Negative Reviews


Manage or Remove Negative Reviews

ListenRespond

Claim OwnershipRemove Bad Reviews

Keep New Content Flowing


Listen!• Google Alerts• Google • Twitter• Sproutsocial ($)

Review sites like: • Yelp / Yahoo• Google Places• Citysearch

Keep Track of Comments: • Word or Excel• Record of actions


Respond Quickly• Half of all companies do not• First try old fashioned customer service• Respond to recent complaints (discuss)• On prominent sites• Facebook? Post Policy then delete• Defend honestly and professionally• Try to take “off-line”• Satisfied clients – ask for positive reviews• Sometimes all you can do is apologize and

leave the conversation


Reputation Management: Step 1

•Claim Ownership• Find all complaint sites that have

reviews about you and claim your business. Without this you have no voice!

• Be sure good key-words in descriptions






Step 2: Remove ReviewsYelp: look up your hospital

red flag reviews, inappropriate or false







Fight Back





For Bad Reviews;Respond Compassionately

Publically, Briefly• Remember the “talk radio” rule; answer for

all the other listeners not necessarily the caller.

• Don’t get into detail or blow-by-blow answers, or use inflammatory words etc.

• Trick is to show compassion and take the conversation off-line, to a person to person if possible!



Google Places: flag as inappropriate



City Search: flag when logged in “report abuse”



Step 3: Move Them Down!

• Using your web sites or blogs to move higher with key word rich content

• Depends on your “key words” within hospital name

• Social media helps - active Facebook and Twitter accounts help!


Confirm You Are “Known”

• See if you are “indexed”

• Site:myvnn.com – and see results

• Use Webmaster tools from Google and Bing

• Google.com/webmasters• Bing.com/toolbox/webmaster





Up-To-Date Content

• Dynamic content (where?)

• Multi-media content

• Practice web site update (2X / month)

• Social sites update (2-3X/ week)


Contact:

Dr. Jim HumphriesPresidentVeterinary News Network

[email protected]

719-495-2100

http://www.myvnn.com/

mailto:[email protected]


American Society of Veterinary Journalists

Become A Certified Veterinary Journalist!

www.ASVJ.org


www.MyVNN.com

Our ThanksAgain To…