Social media and online publishing is evolving into a major communications vehicle. Beyond traditional media interactions, these social networks can bring real value to your practice and to your community. More than simple communications, veterinarians should know how social sites and online publishing efforts can drive new client traffic and even garner the attention of local traditional media. Many professionals see these sites as interesting but a potential waste of time. In this presentation not only will you learn current statistics on the new media explosion and how to join in, but also the real value to your practice. Learn how staff can manage the time burden and help your hospital take advantage of this exploding new means of communications, education and public awareness.
1. The Social Media Evolution: And How You Profit How To Dive In, Engage, Grow and Develop Marketing Power Dr. Jim Humphries Veterinary News Network American Society of Veterinary Journalists
12. Want to Grow Your Practice, Bring In New Clients, Promote and Publicize Your Great Facility? There’s an APP for That!
13. A surge of new technologies and social media innovations is altering the media landscape. Traditional Media (Radio, TV, Print) is having a hard time evolving. They must (and will) learn the NEW Media strategies to stay relevant! Change-o-phobia will spell failure. The same is true for business, practice, organizations, non-profits etc.
14. Began in 2004 The evolution of web to become more Interactive, Two-Way, Searchable, Customizable
15. Convergence is the coming together of technologies. It is also the removal of entry barriers across Internet, media and consumer electronics. What does this mean? These changes are affecting the way people behave. It is easier than ever to reach a large audience, but harder than ever to really connect with it!
16. Flood Of Information: A Million books are published every year. Americans have access to a TRILLION web pages! 100,000 iPhone Apps 25,000 Android Apps (on market 3 months) 10,500 Radio Stations 5,500 Magazines 300 cable TV networks There are 240 Million TV’s in the US 2 Million of these are in bathrooms Newspaper circulation is down 7 Million On Line Readers are UP 30 Million!
17. Traditional Advertising is in steep decline. Newspapers – DOWN 18.7% Magazine – DOWN 15% Television – DOWN 10.1% Radio – DOWN 11.7% NEW Media Advertising growing rapidly. Smart Phones = UP 19% Internet = UP 9.2%
18. Old media is… Mass Marketing Passive Publishing Boring Broadcast All Out Adverti$ing Yellow Pages Agency Driven Expensive Low ROI
19. New Media Landscape. More video was uploaded to You Tube in the last TWO MONTHS, than if all the networks had been airing new content non-stop since 1948!! The three “major” networks score 10 Million unique visitors every month (together)! My Space, You Tube and Facebook score 250 Million uniques every month! None of these sites existed 6 years ago!
20. Wikipedia is 9 years old. It now features over 13 Million articles In more than 200 languages! The average teen sends 2,272 text messages…….. a MONTH! (The record is 217,541 March 09) Brady James of Los Angeles Nokia manufactures 13 cell phones A SECOND! 93% of all U.S. Adults own a cell phone. How are you using new media technology?
21. The mobile device / smart phone / SMS WILL BE the world’s primary connection tool by 2020!! DROID The computer in your cell phone is a: Million times cheaper Thousand times more powerful A 100,000 times smaller THAN the one at MIT in 1965 What used to fit in a Building…. Now fits in your pocket…AND What fits in your pocket now… Will fit in an RBC in 25 years! Ray Kursweil
22. This is “convergence” The blending of communications modalities and facilitation of entry and cross use. This is the New Media The new way we… communicate, connect, publicize, promote, market, educate and practice.
23. OUR Generations The Baby Boom Generation (Boomers)is the generation that was born during World War II to 1960. Widely committed to keystone values such as gender equality, racial equality, and environmental stewardship. Generation X are those born after the baby boom ended. 1961 – 1981! First with widespread access to TV. (Busters) Generation Yis also known as Generation Next or the Millennials.Span late 1970s to the early 1990s. Have received much attention as to what influenced them politically Generation Z, iGen, the internet generationwas born between the mid-1990s and end of the 2000s.
28. Many Gen Y’s are introverted, uncomfortable with face to face communications, need instant gratification, search for news and information rather than wait for it.
29. The fastest growing demo on Facebook is55-65 yr. females! Many radio and TV operations are not listening to this!...and don’t have a plan.
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32. Generational Changes + Instant Worldwide Communications = The Social Media Evolution and A Change In The Way You Communicate!!
36. Internet methods are used to build audience or narrow-cast to your clients. Veterinarians use New Media for education, promotion and any type of communications.
37. Social Media is…….. Very simply……. Communications! It is a process… not an event! We often focus on the sites. Don’t get distracted by these….They are just tools, they will come and go! The key lies in the skills of communications. These skills have not changed. Dale Carnegie People do business with people they KNOW, LIKE and TRUST! (Be transparent or they’ll see right through you!) Social media is more touch than tech! Anyone can learn the tools.
44. Earned media means being invited to participate in traditional media (radio, TV, print etc.) It is powerful, unbiased and expert.
45. As you now see, you can ‘earn’ your OWN media.
46. Earning an audience takes time, effort, honesty, interesting content, personality.
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48. The Most Important Thing You will hear all day…. If you would like to use Radio, Television, Print to teach, motivate, drive traffic, promote, publicize, and market a practice, business, personality etc. BUT have had difficulty gaining the acceptance of Traditional Media “Gate Keepers”…. YOU (alone) CAN NOW BYPASS these closed doors and… Be the Producer, Editor, Reporter, Host, Director, Assignments Manager, Writer, Videographer, Publisher, Talent, Celebrity… AND MAKE IT HAPPEN!
59. Advertising Biased, Noisy, Selling, Expensive Clients don’t want to be “sold” … so they tune out New Media Marketing Inexpensive, Targeted, Unbiased, Factual, Personality, Educational, Credible! It’s Special and Fun…
62. It is personality, relationship driven with PEOPLE (and their pets) at the center.
63. Good Content + Good Communications Skills = success in scoring local media appearances as well as a social media audience via the “tools”. (blog, twitter, FB etc.)
111. Facebook– friendly, reconnect with friends, make new friends, connect with organizations, hobbies, announce news, post pictures.
112. Blogs – you the journalist.Your column on the net
113. LinkedIn – business / executive oriented. Resume and connection service, huge database.
114. Twitter– A “micro-blog”. Instant worldwide comments that become a “stream” of information. As you “tweet” and people like your info they “follow” you and you gain followers (an audience)
125. FUNCTIONALITY Flash rotator Map & hours Services Virtual tour Staff Photos! Appointments Rx refills Library Few Links Testimonials Logos Emergencies Boarding & Grooming Web cams After care instructions
126. Websites Today sites are built with a three tiered construction framework: Visual Database Function Allows designers to change one area and not affect the other areas. User control / interface (CRM) or (CMS)
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128. Generate new clients from web site visits and from viral marketing, co-writing, lists etc.
176. Put your site on all marketing and client materials
177. Paying for traffic like “cost per thousand” (CPM) placements or “Pay Per Click” (PPC) methods are not the best for marketing professional practice.
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179. AdWords: certain keywords in searches trigger appearance of your ad in selected areas. Targeted audience. Set limits. Google Ad Sense Affiliate Ads
231. BUILD relationships… and you build your network and your reputation. Dive in and Learn…. Google: Mari Smith Facebook 3-in-1 Tips Facebook for Business (hubspot)
304. 10 Ways To Use LinkedIn: 4) Promote your Web and Blog “My Website”, “My Company” customize Instant search engine findability! 5) Give and Ask for Recommendations Excellent credibility Lives there forever 6) Pose Questions and Give Answers Makes new connections Establishes your expertise
305. 10 Ways To Use LinkedIn: 7) Find or Create Groups A great way to network smaller scale E.g. local, alumni, associations (ASVJ) 8) Applications BlogLink, Polls, Reading List, Box.net, My Travel, SlideShare, Events, word press, Tweets etc. 9) Use “Advance Search” Amazing ability to narrow a search of all users Think of this as your Rolodex search tool for 55 Million People!
306. 10 Ways To Use LinkedIn: Connect, Connect, Connect background check, investigate a company, find local experts, servicemen, gauge health of a company, participate in specialty groups Get out of Linkedin what you put IN! An Amazing Resource for the Professional!
341. A VNN Reporter 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!
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343. To listen in on the conversations happening right now, search Twitter for the name of your company, product or brand. If you have a Twitter account use the search box on the right side. The Twitter “stream” is just a conversation and you contribute, answer, offer resources AND as always, drive traffic to your site / blog etc.
344. It ‘shrinks’ the emotional distance between your hospital and your clients! Can integrate existing social media tools for a method of expansion (cross promote) Share updates on patients, photos, work day schedules, interesting cases, advances etc. A personal “pulse” of the inside of your fantastic hospital that people can feel a part of. Jump in, hang around for a week or two and you will get that “ah-ha” moment on how to use. It does take some getting used to.
346. The Business Insiders View: Think of Twitter as a place to build Relationships – not broadcast your views. Construct a good bio, web link, custom background “listen” for comments and respond
348. The Business Insiders View: Use many links. But shorten them. Tinyurl.com Or HootSuite has function Better is TweetDeck which auto shortens URL’s
349. The Business Insiders View: Endorse others RT’s are a way to further broadcast a message from someone else. Shows respect also. @ replies are a way to increase visibility of someone you follow and ‘get their attention’ too
375. Become A Certified Veterinary Journalist! American Society of Veterinary Journalists www.ASVJ.org
376. Start: Sign up and join me at Linkedin (Dr. Jim Humphries) If you do….I’ll give you some goodies!!
377. Start: Join Twitter: Follow me at PetDocsOnCall: Twellow.com (yellow pages) Suggested people to follow: PetDocsOnCall09 AAHAHelpingPets HealtyPet Azzore drbhurley PetPoisonHelp PetsforPatriots Snoopydoc MeyerlandAC Mashable TechCrunch MyVNNCom ASVJ VetNewsNetwork TVMA CDCemergency AMS_Scottsdale Flytenewmedia DonCrowther Kcdogblog BreakingNews
378. Please Join Us At: Veterinary News Network www.MyVNN.com American Society of Veterinary Journalists www.ASVJ.org PetDocsOnCall Forums www.PetDocsOnCall.com Dr.Jim@MyVNN.com