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EBMS Social Media Part 2

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EBMS Social Media Part 2

  1. 1. Social Media in Veterinary Practice Part 2 <ul><li>Mike Pownall, DVM </li></ul><ul><li>McKee-Pownall Equine Services </li></ul><ul><li>Campbellville, Ontario </li></ul>Date
  2. 3. Transparency <ul><li>Everything that happens in Vegas stays on Facebook </li></ul><ul><li>Here is your choice </li></ul><ul><ul><li>Awesome customer experience </li></ul></ul><ul><ul><li>Horrible customer experience </li></ul></ul><ul><li>Both can be on the web before your client gets home. </li></ul>
  3. 4. www.yelp.com
  4. 5. www.vetratingz.com
  5. 6. www.vetratingz.com
  6. 7. Google Alerts <ul><li>http://www.google.com/alerts </li></ul>
  7. 8. Google Alerts http://www.equiman.com/forums/ubbthreads.php?ubb=showflat&Number=341620&gonew=1#UNREAD
  8. 9. Responding to Criticism
  9. 10. Responding to Criticism <ul><li>Honest </li></ul><ul><li>Admit mistakes </li></ul><ul><li>Gently correct </li></ul><ul><li>http://www.equiman.com/forums/ubbthreads.php?ubb=showflat&Number=285317&page=1 </li></ul><ul><li>Don’t always have to respond </li></ul><ul><li>Where Social Media is not safe </li></ul>
  10. 11. Social Media at Work <ul><li>Work vs Personal </li></ul><ul><li>Job interviews </li></ul><ul><li>Personal Brand </li></ul><ul><li>Social Media policy </li></ul>
  11. 12. Your Personal Brand
  12. 13. Social Media Policy <ul><li>Confidentiality </li></ul><ul><ul><li>staff </li></ul></ul><ul><ul><li>students </li></ul></ul><ul><ul><li>externs/interns </li></ul></ul><ul><li>Same rules for everyone </li></ul><ul><li>Client disclaimers </li></ul>
  13. 14. Email Campaigns <ul><li>Replace or work with newsletters </li></ul><ul><li>Promotion </li></ul><ul><li>Contests </li></ul><ul><li>Targeted </li></ul><ul><li>Constant Contact </li></ul>
  14. 16. Advertising <ul><li>Facebook Ads </li></ul><ul><ul><li>http://www.facebook.com/pages/Campbellville-ON/McKee-Pownall-Equine-Services/151058779310?ref=ts </li></ul></ul><ul><li>Google Adwords </li></ul>
  15. 18. Metrics Is it worth it? <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Web Page </li></ul><ul><li>Email Campaign </li></ul>
  16. 19. What Are We Measuring? <ul><li>ROI? </li></ul><ul><li>Increased business </li></ul><ul><li>New fans? </li></ul><ul><li>Increased web page views? </li></ul><ul><li>Strengthen client relationships? </li></ul><ul><li>Cost savings? </li></ul><ul><ul><li>labor </li></ul></ul><ul><ul><li>traditional offerings </li></ul></ul>
  17. 20. Web Page
  18. 21. Web Page
  19. 22. Web Page
  20. 23. <ul><li>Fans </li></ul><ul><ul><li>Staff = 5% </li></ul></ul><ul><ul><li>F & F = 6% </li></ul></ul><ul><ul><li>Clients = 32% </li></ul></ul><ul><ul><li>Prospects = 43% </li></ul></ul><ul><ul><li>NR Prospects = 2% </li></ul></ul><ul><ul><li>? = 12% </li></ul></ul><ul><li>25% of total users engage each month </li></ul><ul><li>Interactive cases are most popular </li></ul>
  21. 31. <ul><li>www.klout.com </li></ul><ul><li>http://twitalyzer.com/metrics.asp?u=McKeePownall </li></ul>
  22. 32. 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%
  23. 33. Webinar <ul><li>http://www.gotomeeting.com/fec/webinar </li></ul><ul><li>30-50% attendance </li></ul><ul><li>57-64 Average Interest rating </li></ul><ul><li>15-30 questions asked </li></ul><ul><li>www.slideshare.com </li></ul>
  24. 34. Social Media Strategy <ul><li>What are your goals? </li></ul><ul><li>Where is your content coming from? </li></ul><ul><li>Who is going to manage it? </li></ul><ul><li>How are you going to measure it? </li></ul>
  25. 35. Goals <ul><li>Numerous challenges in veterinary medicine </li></ul><ul><li>Maintain relationships </li></ul><ul><li>Prospects </li></ul><ul><li>What is the mix between SM & traditional? </li></ul><ul><li>Cost </li></ul>
  26. 36. Content <ul><li>Free content is expensive </li></ul><ul><li>Time consuming </li></ul><ul><li>Special skills needed </li></ul><ul><li>Which content? </li></ul>
  27. 37. Content
  28. 38. Management <ul><li>Who is going to oversee it. </li></ul><ul><li>Internal/External </li></ul><ul><li>www.tweetdeck.com </li></ul><ul><li>www.hootsuite.com </li></ul>
  29. 39. What is Success? <ul><li>What are you measuring? </li></ul>
  30. 40. Simple Plan <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>email that ends with your practice (not gmail or yahoo or aol.) </li></ul><ul><li>One hour/day </li></ul><ul><li>Schedule </li></ul><ul><li>Use new associates, interns, office staff </li></ul><ul><li>Measure & adjust </li></ul>
  31. 41. What is the Future? <ul><li>Mobile </li></ul><ul><li>Foursquare </li></ul><ul><li>The Live Web </li></ul><ul><ul><li>Gotowebinar </li></ul></ul><ul><ul><li>ustream </li></ul></ul><ul><li>Hardware </li></ul><ul><ul><li>iPad </li></ul></ul>
  32. 42. Mobile <ul><li>Predominate web browser by 2013 </li></ul>
  33. 43. Mobile
  34. 44. Foursquare <ul><li>Mobile based </li></ul><ul><li>Location based </li></ul><ul><li>Now Facebook </li></ul><ul><li>Contest </li></ul>
  35. 45. Live Web <ul><li>GoToWebinar </li></ul><ul><li>www.ustream.tv </li></ul><ul><ul><li>real time YouTube </li></ul></ul>
  36. 46. Preparing a Social & Traditional Media Program <ul><li>Timeline </li></ul><ul><li>schedule </li></ul><ul><li>platforms </li></ul><ul><li>budget </li></ul><ul><li>who </li></ul><ul><li>measure </li></ul><ul><li>cheap competition </li></ul><ul><li>Strangles outbreak </li></ul><ul><li>New associate </li></ul><ul><li>Client education day </li></ul><ul><li>New AR policy </li></ul><ul><li>New service </li></ul><ul><li>Newsletter </li></ul><ul><li>Lay dentists </li></ul>
  37. 47. EBMS Amsterdam
  38. 48. www.equinevetbusiness.com

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