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

3. MEDIA

4. Communications

5. Marketing

6. Information Delivery

7. Online Research

8. Driving Traffic

9. Helping People

10. Making A Living

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.

25. 96 % of them have a social media profile.

26. 71% of those have 2 or more

27. 78% Trust Peer Recommendations

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.

32. Generational Changes + Instant Worldwide Communications = The Social Media Evolution and A Change In The Way You Communicate!!

34. Business Promoters (Dell, Zappos, VPI)

35. Activists (McC..$11, BHO..$55 w/ no appearances!)

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.

39. Earned Media

40. One on One “sales”

42. 91% say consumer reviews are the #1 aid to buying decisions

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.

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!

50. Learn good communications skills

51. Learn the lingo, techniques, tools

52. DIVE in (just do it)

53. Slowly Develop

54. Comfort level (generational)

55. Network (build “virally”)

56. Understanding (grows, but new tools everyday)

57. Refine and grow

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…

60. Narrowcasting All consumers Big $$ Your Focused Consumers

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.)

66. Educate / Teach

67. Be Yourself

68. Be Compelling

71. Video content is no longer expensive to produce!

72. Animal stories can fall into many high scoring TV News categories. Animals are VERY visual and BOTH newsworthy and entertaining.

74. AND 95% of 12+ audience each week

75. Satellite Radio is now giving radio new Life!

76. Weekly On-Line Radio Audience Sharply Up 17% !!

77. Average person spends 21 hours each week.

78. 81% of all Adults listen to radio in the car each week

79. Talk Radio has LOTS of time to fill!!

81. Still many Americans read print news daily

82. Easy to achieve – they need the help / content

83. You don’t have to have a “personality” to do print

84. SOME papers are now finding a New Media Strategy

85. On-line versions / blogging etc.

86. Staff can get involved

87. Can do in “spare” time

89. Become A Certified Veterinary Journalist! American Society of Veterinary Journalists www.ASVJ.org

92. New Gen SEEKS news/information

93. Web 2.0 – Interactivity

94. Instant

95. On The Go

96. Empowering

97. Fun

99. Only 39% Trust Today’s Media, In 1995 the opposite was true!

100. Traditional media is One Way

101. Most dislike advertising

102. Estimates are that 43% of all your clients (all generations) have a social media profile.

104. Communications

106. Sites

108. Making This Simple! W F B … L T F

109. And it should all lead back to YOU!

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)

117. DO NOT make a cheap one

118. Good professional site with high functionality – 5K to 20K

119. Best image and marketing tool you’ll have

120. Clients will visit your site before visiting you

121. Clients will take pride in your site and refer others

122. Your web site is your “Home” on the Web

124. Image and Impression

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)

128. Generate new clients from web site visits and from viral marketing, co-writing, lists etc.

129. Keep Me Current!

130. Be Timely!

131. CONVENIENCE RULES!

133. Less expensive compared to direct mail

134. Proactive - Takes message to clients

135. Websites wait for clients to arrive!

136. Targeted (characteristic of new media)

137. Announce events

138. Promote new happenings and your media work

139. Green – No paper!

141. Have content that is relevant, compelling and timely

142. Cross Promote Your Social Media Presence

143. Be short on sales copy, specials and discounts!

144. Be rich – programs that help (Constant Contact)

146. Keep It Brief

149. Easy Unsubscribe option

150. Can look like ‘sales’

151. Users often don’t read entire newsletter due to email volume (KISS)

152. Many cutting back on number of newsletters

154. Two years later they are a tiny BIT better!

155. UGH!!

157. How Unique!

159. How Unique!

160. How Unique - Again!

162. Unique

172. Promote your site via your Social Media

173. Drive your site with email newsletters

174. Drive your site with Affiliations that make sense

175. Promote your site via Traditional Media

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.

179. AdWords: certain keywords in searches trigger appearance of your ad in selected areas. Targeted audience. Set limits. Google Ad Sense Affiliate Ads

181. Easy sign up, use and navigation

182. Currently the largest social network (350 M)

183. ½ log on every day!

184. Very informal, social, friendly

185. Should have a Personal and a Business Profile!

186. Can be used for Marketing, Education

187. Relationship building (personal or business)

189. February 5th Home Page Changes

192. Facebook fan pages

193. Facebook fan pages

196. So say things that would be interesting to your clients (and potential clients) at a “Mixer” or social meeting.

197. Interesting cases

198. Photos / Videos

199. Your Blog Posts

200. What you are doing for the community

201. Fun Facts about Pets

202. Local cases / News / even controversy

203. Other interesting Fan Pages

206. Use Your Real Name

207. Good Profile Photo

208. Education Info

209. BusinessContact Info

210. The more complete – the better connections

211. Good privacy settings

213. Populate with info, photos, videos, events

214. Discussion forums

215. Links to your main web site!

216. Embed videos from YouTube

217. Generate “Fans” – this is building your network

218. Promote your Fan Page via email, blog

219. Why? because there is where the eyeballs are!

220. Vacation home -> Residence!!

222. Groups are only visible to FB members

223. Every conceivable type of group

224. Create a “pet therapy” group in your town

225. Get the ball rolling

226. You can “bulk invite” from your FB friends.

227. This means your group can go “viral” fast

230. The “Sales Guy Syndrome” will damage your reputation

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)

232. Another Caution: Facebook is a friendly / personal place. But remember your clients see it!

235. You are the publisher, editor, copywriter

236. Gain audience, readers can comment

237. This participation (give and take) is the essence of Web 2.0.

239. Post regularly

240. Usually reverse Chronological order

242. Monitor Comments

243. Can develop affiliate advertising

244. Just as with your own newspaper column, write in a unique style, be interesting, controversial, fun and informative.

246. It is a commitment not a fad to try. It is just like committing to writing a column in a magazine or daily paper.

247. Business Blog!

248. Humanize your business

249. Improve client service

250. Drive traffic

251. Promote your profession and client education

252. Generate extra source of incomeLook at: Boingboing.net, Gizmodo.com, Engadget.com

254. What will be the main purpose of the blog?

255. Is this for my hobby or my profession?

256. Do I want to put ads in the blog for extra income?

257. Choose a good name and reserve it!

258. The Blog Engine

259. Word Press.org

260. TypePad.com

261. Blogger.com

262. Make it better

263. Video

264. Images

266. Blog Teleseminars

267. BlogPlay.com

268. Connect your Facebook, LI, with Blog

269. Tweet your blog post notices

270. A process of making it better

271. All is growing an audience

273. 55 Million Users + 600K new per week

274. Professional / Executive

275. Huge Data Base and Search

276. Great Research Tool

277. Connecting gives you 3 levels of connections

278. Good to connect with highly connected people

279. Functionality like Slide Share

282. Household Income: $122,000

283. Male: 64%

284. Household Income $100k+ 53.5%

285. Own Smartphone/PDA: 34%

286. College Grad/Post Grad: 80.1%

287. Business Decision Maker: 49%

288. EVP/SVP/VP: 6.5%

291. Good Professional Photo Update Status Frequently Connect, Get Recommended Add Your Web Sites Personalized Public Profile

293. ROI (risk of inactivity)

294. Get something up now and tweek later

295. Be very complete – even back to high school

296. Do an update about 2X per week

297. Think of it as merging your Rolodex contacts

298. Build a very professional and complete resume

299. Easy to use their formatting

300. Begin to invite contacts

301. Write and request recommendations

302. Send personal notes – not the default template

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!

308. LinkedinIntelligence.com

309. Get Started with Linkedin (bnet.com)

310. Blog.linkedin.com

311. 33 ways to use Linkedin For Business

314. Instantaneous stream of info

315. 2010 = 18 Million users (retention = 40%)

316. Younger demo – Gen X

317. 26% are 35-44 yrs.

318. Recently demo is getting a bit older

319. Users are ‘mobile’ in their use of Inet

321. Most do not know how to use and abandon

322. 94% of accounts have less than 100 followers

323. 5% of users = 75% of all activity

324. The Twitter “core” is very committed.

325. These people use it as a “Lifecast” to a community they feel connected with.

326. 55% of all users use an API rather than Twitter.com (application program interface)

328. Direct messaging (private) d PetDocsOnCall

329. RT is a ‘re-tweet’ and a reposting of someone else

330. Hashtags (#) are used for key word search

331. Very indexable by Google

332. How to build a following

333. Follow

334. Good info

339. TweetDeck

340. HootSuite

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!

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.

345. Also Try SocialMention.com and Google Alerts to monitor the web. Just add in your important key words.

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

347. The Business Insiders View: Make it visual. Twitpic.com

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

350. Forums:

352. Specific subjects, easily searchable, very popular for specific Q&A.

353. Highly Interactive

354. Every possible topic available

355. Hobbies, news, politics, medical care, sports, travel, the list goes on.

356. Many social media sites have a forum for asking questions and learning more

368. 51% of users visit weekly or more

369. You are the writer, videographer, talent, editor and broadcaster.

370. Some videos rival the networks in viewership

374. www.MyVNN.com

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