Branding, Social Media, and You (the Veterinarian)
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Branding, Social Media, and You (the Veterinarian)
- 1. Branding, Social Media and You (The Veterinarian) 1 Or, how not to apologize for wanting to do something or being different
- 2. Who I Am (So You Know Who’s Talking to You) • Patrick Mahaney VMD, CVA, CVJ • University of Delaware, 1995 • University of Pennsylvania, V’ 1999 • Friendship Hospital for Animals Internship, 2000 • International Veterinary Acupuncture Society (IVAS), 2006 • Certified Veterinary Journalist, 2013
- 3. Who I Am (So You Know Who’s Talking to You) • California Pet Acupuncture Wellness (CPAW), Inc.- integrative veterinary medicine • House calls- Los Angeles • Veterinary Cancer Group (VCG) • Regular contributor (writer) for media outlets (on-line and print) and radio/TV shows • Philanthropy
- 4. What Is a Brand? 4 “A brand is a living business asset, brought to life across all touch points. Which, if properly managed, creates identification, differentiation and value” Interbrand **Always Evolving** *Change= Relevancy*
- 5. 5 “A brand is what people say about you when you’re not in the room.” Jeff Bezos Amazon.com founder/CE O
- 6. A Strong Brand Does Three Things 6 Encourages people to choose our product/service over others… … And continue to choose us no matter what… …And ultimately enables us to charge an appropriate fee *Coke’s safeguarded original recipe fails blind taste tests Yet Consumers keep buying *
- 7. Personal Branding and Storytelling= “Brandtelling” 7
- 8. “Brandtelling” 8 “Brandtelling is built on the foundation of connecting people through a story that is relevant, real, and repeatable” Arthur Germain Communications Strategy Group
- 9. So Much 9 *In Clinic and ER Practice= Burnout*
- 10. The Five Steps to Help You Get What You Want Out of Your Profession (and thereby your life)
- 11. 1. Be Authentic 11 An articulation of what you love *Inspiration*- Hollywood Hills House call business providing veterinary acupuncture (and eventually other services) *Relevance*- My IVDD Story
- 13. 13 A Great A Great Brand Brand Starts From Starts Within From Within
- 14. Specific Feel Geographically 14 Specific Feel Geographically Specific Feel Geographically Specific Feel A Great Geographically Brand Starts Specific Feel From Geographically Specific Feel Within Geographically Specific Feel Geographically Specific Feel Geographically Specific Feel
- 15. 15 “To Be 1.Drive Choice- Authentic, Mac vs PC Focus on Three Key 2.Secure Loyalty- Aspects of a Strong Brand” Be Available Interbrand Interbrand 3.Command a Premium- Prove Your Worth
- 16. 2. Use Social Media 16 It’s not Just for Sharing Photos of Cute animals, and It’s Free!
- 17. Popular Sites 17
- 18. 18 Make and Understand Your Social Media Goals
- 19. What Do You Want to Do With Social Media? 19 1. Sell your Services or products? 2. Get Noticed by local, national, or international media? 3. Provide an information resource for any interested party (pet lovers)? 4. promote animal rescue and welfare causes?
- 20. How I Use Facebook, Twitter, and Google + 20 1. Landing Platforms for My BLog and articles to which I contribute 2. Sharing Business News, like patient success stories, pet food recalls, public health concerns, etc. 3. Connecting to media outlets, companies, and even potential clients
- 21. Facebook- Starting a Dialogue 21 1. Separate personal and business accounts: Patrick Mahaney Patrick Mahaney: Veterinarian, Acupuncture Pain Management for Your Pets 2. Invite conversation on your expertly voiced topics Flexcin holistic pet Day Q&A, etc. 3. Use compelling photos, videos, or headlines to attract interest in starting a dialogue
- 22. Facebook- Starting a Dialogue 22
- 23. Twitter- Connecting to Business and Media Outlets 23
- 24. Twitter- Connecting to Business and Media Outlets 24 @PatrickMahaney 1. Publicly Outreach to likeminded businesses: Dr. @CindyBressler and @JetSetVets 2. drive followers to your website generates interest in your professional services HYPERLINK 3. Engage in topicspecific dialogue with interested parties and business entities @Pet360 Twitter chats or “Twitterviews” with @HonestKitchen, @Thundershirt, @BlogPaws (#BLogPawsChat)
- 25. Twitter- Connecting to Business and Media Outlets 25
- 26. Twitter- Connecting to Business and Media Outlets 26
- 28. Google Plus- Maximizing Your SEO and Hanging Out 28 What is SEO? Search Engine Optimization SEO is How Google and other search engines find you, your business, etc. *both good and bad* Google Hangouts Google Hangouts permit “skype” style video chats (with other G+ members) that Also can be readily posted on YouTube.
- 29. Google Plus- Maximizing Your SEO and Hanging Out 29
- 31. 31 “Look at every opportunity in your work and personal lives as ways to collect and share information that can promote your business” Patrick Mahaney
- 32. 32 Subtlety and Positivity Are Key Photo Illustration: What does this photo say about pet- safe travel?
- 33. 3. Develop a Strategy for Social Media 33 It’s Simpler than you think
- 34. Who Is Your Audience? 34 Dr. Patrick Mahaney’s Audience: 1. Pet Owners- clients and general pet people on a worldwide basis 2. Medical Professionals- Veterinary and human 3. Media Outlets- content sharing
- 35. Be Relatable and Human 35 How Cardiff influenced a major celebrity to contact me via my website for veterinary services
- 36. What are Your Brand’s Values? 36 your Social Media Message must convey your core values (animal health, etc.) Everything you do in social media relates to your marketing message Generate a following through openness about yourself and your business (no mixed identifocation)
- 37. Empathy and Emotion are Important 37 “Loathe”- Faux Reality Messages “Like”- Real Reality Messages
- 38. Loyalty Will Become Paramount 38 How to develop loyalty: 1. Be Authentic 2. Share Your Knowledge and Experience 3. Consistently engage with your audience 3. Invite followers to communicate with you outside of the social media realm (office visits, email, etc.)
- 39. 4. Develop Your Tactics 39 Otherwise known as How to Use social media and your brand
- 40. Respond in Real Time 40 Respond on the go (waiting in lines, transportation delays, etc.) Be helpful and positive in your responses Prove you’re not a personality devoid social media entity (i.e. a corporation that may not care) Have someone respond for you in your absence (work, vacation, “workation”, etc.)
- 41. How Often Should You Post? 41 At least three times per week Once a day is more than enough (don’t overload your followers) Timing during the day is not as important as consistency Post with a clear state of mind
- 42. 42 2/3 of people on social media don’t actually engage with companies they follow Be Aware of Lurkers
- 43. Profile Photo is Important 43 Questionable Appropriate
- 44. Keep Consistency in Your Image and Posts 44 Use the same photo or logo on Twitter, Facebook, other social media outlets and your website
- 45. Diversify and Understand the Site You’re Using 45 Recognize your passion for social media (why you are using it) and use sites that permit your regular use Facebook and Twitter audiences want short messages, photos, and videos (abbreviate, skip “the”, etc.) Tweet and post links to your blog posts, it will increase your web traffic and drive up your SEO (and could lead to great opportunities: inspiration-> photo-> blog-> script-> television show-> etc.)
- 46. 5. Be the Expert of Your Own Design 46 You’ll find a Rhythm that works for you
- 47. • Social Media is still very new • It’s changing rapidly • Don’t fear engagement and trying something new
- 48. Ask for Feedback and Referrals 48 “Like”, “retweet”, and post content generated by likeminded people or media outlets onto your sites and tag, mention, or @identify so they know you’re sharing their views. **Relationship Building**
- 49. Take Charge and Show Your Leadership 49
- 50. Recap 50 • A brand will grow as you do • Be authentic • Use social Media in a manner consistent with your values and message • Develop a strategy for social media • Develop your tactics • Be the expert of your own design
- 51. Thank You 51 Patrick@PatrickMahaney.com @PatrickMahaney @CelebrityPetNws www.PatrickMahaney.com California Pet Acupuncture and Wellness (CPAW) Inc. Pet-Lebrity News on Pet360 The Daily Vet on petMD National Pet Care Examiner Teddy Hilton
Notes de l'éditeur
- First, let’s figure out what a brand is. A lot of people get confused by what “brand” actually means. (READ QUOTE ABOVE) So what does this actually mean? A brand is a living, breathing thing. It will change and evolve as you do. That’s the healthy, more interesting, natural progression. It has to stay relevant.
- So, a brand is not just a person, or a logo or a set of colours, it’s all aspects of what it takes to make up a company. It’s a feeling. I myself am not a brand, but everything I do, the way I present myself, the attitude I have in all of my correspondence, online presence and TV work contributes to my brand. There are aspects we can control about it, but people will talk about us when we’re not there. “A brand is what people say about you when you’re not in the room.” Jeff Bezos. Brand is all about creating a meaningful impression. So everything you do, from the way you talk to your clients, the emotional support you give someone who’s upset about the state of their pet and their feeling of helplessness to even the way you invoice them is hugely influential what your brand is. You have to view every interaction as an opportunity. That’s what the client will come to expect.
- There’s also a distinction between branding for a company/traditional vet practice, and personal branding. For personal branding, we want to put even more emphasis on storytelling to build a brand. Arthur Germain from Communication Strategy Group, refers to this as brandtelling. “ Brandtelling is built on the foundation of a connecting people through a story that is relevant, real and repeatable.” (NEXT SLIDE TALK ABOUT YOUR LONG HOURS – NOTES WILL REMIND YOU)
- Tell the story of your long hours in clinical practice – a lot of people will also understand and not want that kind of life. “After having spent many years working in clinical practice facilities, both on a general practice in emergency basis, I was feeling the short and long-term effects on both my body and brain. Working 10 to 12 hour days or 14 hour overnights was leaving me feeling burned out and making me lose interest in practicing veterinary medicine. The good voices in my head were telling me that there was more for me to do to help my patients and animals on a worldwide basis besides just working in a facility.”
- Talk here about how you are affected by Intervertebral Disc Disease (IVDD) and arthritis, like a lot of cats and dogs. Traditional medicine and treatment didn’t work, so you turned to your passions like acupuncture, chiro and nutrition to help yourself. When you discovered that worked, you wanted to help others, and animals, like you.
- Figure out who you are and what you love as a great brand starts from within . If dogs are you major passion, push that in your practice. If you hate lab work, figure out a way to not have to worry about it, etc. -talk a little bit about why you did not like traditional practice, now do house calls
- Figure out who you are and what you love as a great brand starts from within . If dogs are you major passion, push that in your practice. If you hate lab work, figure out a way to not have to worry about it, etc. -talk a little bit about why you did not like traditional practice, now do house calls
- -Drive Choice – allow people to use both Apple and Dell products, if that’s what works for them -Secure Loyalty – talk about rewards cards with someone like Subway and what you do to make your clients feel special. Introduce Cardiff here, his IMHA, why you started Cardiff’s Crunchies, and how you give them to clients to set you apart -Command a premium, or for you, charge an appropriate fee. Use the example of a Prada bag, then talk about how the middle ground of retail is dying out. It’s either Whole Foods or the Dollar Store. Are you going to compete on price, or service. -1 sentence idea to describe their brand, use McDonalds as an example, then yourself. Your outlook is about happiness and wellness, not derision
- Social media is one of the best, cheapest, and easiest ways to assert your brand and reputation, so I’m going to spend a good portion of the talk on this. It’s multifaceted, and once you get the hang of things, you won’t feel overwhelmed, but rather excited, to use it.
- -in North America, FB and Twitter most popular SM sites. Everyone says you need to be on them, and you do, but not to sell something -Google+ important, but for other reasons. We’ll come back to that -too many companies use SM to field customer complaints (airlines losing luggage, customers complaining to telecoms companies about roaming rate charge surprises). It’s great to have an outlet, but to really maximise, especially as a small company, you want to keep things positive. View SM as a form of PR.
- -If you have a clear brand, you’ll know what types of messages to get across on SM -you’ll get to know your followers better and make good connections – you never know who you’re going to meet -give a few examples of how you post on FB and Twitter, person vs. business (landing page for media, which generates interest in your practice as a media contributor
- -FB and Twitter help you establish relationships and connections -harder to ignore Google Plus -Amber Mac, leading social media expert and writer for Fast Company, and renown business expert Guy Kawasaki both stress it. Kawasaki told Amber that “your activity on Google+ increases the likelihood of people finding your business via search.” -So basically, if you’re trying to drive new people to your website, Google+ will help it come up higher in search results. The joys of having Google take over the world. It’s all about SEO here people.
- -once someone decides to follow you, they’re doing it to stay informed. -82% of dog owners in the US now consider their pets members of their family. The whole reason why I use FB and Twitter is so that we can meet like-minded people. You have to have a reason to be there. I am a major people person. My business is based on it. Social media helps me talk to those people who want something more in their lives. -also helps you to stay on the pulse of your industry and to find like minded people. -don’t be afraid to reach out to someone new on SM, to connect and talk. You just might learn something -When you find people on sm word of mouth becomes incredibly important. Directly speaking, FB does not sell my services to new clients. However, I have discovered numerous clients and friends through word of mouth and networking, I’ve had numerous referrals that have driven sales. The casualness of sm sites has enabled my company.
- -If you have a clear brand, you’ll know what types of messages to get across on SM -you’ll get to know your followers better and make good connections – you never know who you’re going to meet -give a few examples of how you post on FB and Twitter, person vs. business (landing page for media, which generates interest in your practice as a media contributor
- -saying something like “ 50% of dogs are being diagnosed with cancer’, does nothing. Nobody “likes” it or retweets it. However, if I post a picture of myself and Cardiff at an industry event, a ton of people will “like” or retweet it. -people don’t got on FB to be depressed -even with a worthwhile cause, try to keep positive, Instead of saying something like “Millions of cats die from feline AIDS every year,” try “You can make a difference in the fight against feline AIDS.” -reason why people like Ashton Kutcher and Snooki have massive Twitter followers – people want to have fun and escape their lives. That’s what I have to manage. -want people to feel good about being your client, etc. Know you’re not launching a new product to Apple-like hysteria, but stay positive, and people will get excited.
- -Brands have to be worth the time they ask for from consumers, SO YOU HAVE TO HAVE A STRATEGY. -Figure out who your audience is: male vs female, age, income, interests. Just because someone says they’re interested in dogs doesn’t mean that they care about holistic health or the food they feed. It’s your job to figure out who is actually going to be purchasing your services -online services to help monitor your online reputation, like Rapportive. Services like this will highlight Twitter, Facebook, and LinkedIn updates from a contact so you can get context about them before you write -Patrick, you can now tell a 2 min story about connecting with a “celeb” because he figured out who they are and what they’re interest is. Obviously don’t say her name, but when you ran into Jane Lynch just hiking, the two of you hit it off and you were able to become her vet.)
- -once ID’d audience, make sure you talk in a relatable way -talk about Cardiff’s Crunchies page, not trying to ram info down people’s throats, but get them on your side with the right kind of posts and photos, your dog is normal like theirs -can occasionally throw in educational info, but not too much so people don’t realize it, like a parent tricking a kid into eating their veggies
- -Remember that sm reinforces yours, and your clients’, values. Every post you make should keep coming back to that. -If your clients don’t believe in what you say, maybe you don’t really want them as a client. -You can’t think of social media in isolation. It’s not a part of your marketing strategy that can stand alone. Rather, everything you say or do should relate to every piece of marketing tools that you have, whether it’s the branded pen you carry in your briefcase, to the way you talk about your company over dinner with a friend. Transparency, and honesty with yourself and your clients, is key.
- -emotion is operative word -people becoming more isolated, so go online to create relationships and establish emotional connections -you’ll keep them hooked if you emote and become relatable -saying something like “Snooki bough her dog a $2,000 leash” does not emote nearly as much as “My dog gives the best hugs.” or “I bought Cardiff a new collar made from recycled materials.” -People have come to know Cardiff from my regular posts, and people who are generally concerned with what their pets are eating, are probably quite plugged in to environmental causes as well. Everything will eventually start to come full circle.
- Loyalty. This should be one of the most dynamic parts of your strategy. By engaging people, emoting with them, and sharing their lives and experiences, you will create a client base that will stay with you to the ends of the earth. Which takes us to point number 4. . .
- While our last point discussed why you were on social media, this one will discuss how to do so. As mentioned, loyalty is incredibly important, and there are many ways in which to increase this
- -biggest tip for cementing a relationship is responding in real time -So, if someone posts on your FB page, make sure to like it right away, and say something that either thanks them for leaving a comment, or saying something personal. The more you can actually interact with your clients, and in a timely matter so that they don’t forget, the more likely you’ll show them that you actually care. -This is one of the biggest gripes people have about corporations in general: they’re faceless and they can’t relate. By responding, personally, you’ll show just how much you really care. And that’s why, even when I’m on vacation, I still want to make sure that I can respond to my clients. I want to provide a level of service so if I’m on the tarmac of a plane and I have ten minutes before they make you turn off all electronic devices, then I will respond.
- -if only one running social media sites, three times/week is enough. If you can do more, once a day is great -be consistent -timing during the day not that important, but afternoon or early evening is preferable -don’t do too much – people consume other sources of information and they don’t exclusively follow you -be aware – don’t tell people to take their dogs for a walk when there is rampant flooding going on, or to buy a certain type of food that is actually going through major recalls
- -just because people aren’t interacting with your posts, it doesn’t mean that they’re not being read. -Studies have shown that 2/3 of people on social media sites don’t actually engage with companies that they “like”. These people are called “lurkers’ and are very important to your brand. -Don’t feel like you’ll give up just because you don’t get a bunch of comments on every post or picture you show. There are people out there who are consuming the information, just not physically responding to it.
- -photo important as it reflects on your brand -personal site and business site (or hashtag) should be separate (give example) -good to have personal and business as can humanize your brand (again, not a faceless corporation)
- The composition of pictures is also important! No words are going to be as emotional as a photo. They’re relatable. And keep them timely – you don’t want a picture of your cat with a Santa hat on in July. -Making seasonal comments are also a good thing. Saying Happy Easter, and a quick post about how dogs love hard boiled eggs, will get more response that saying “Be careful with all the chocolate lying around the house.’ You are educating, but it doesn’t seem like that. Keep it short, sweet and to the point.
- -Find out your passion, and use sites that allow you to pursue them (talk about how you love to write, so have a blog, contribute to Teddy Hilton, etc. and are now doing TV) -keep it short on FB and Twitter. If you’re writing something longer, post it on a blog, but put up a link on Twitter or FB to the blog post -a blog post is a great way to talk about the joys of acupuncture for pets, Twitter is a great way to say people should read the article
- -sm is so new, and changing so regularly, that you can’t really make mistakes. As you move along in this endeavor, you’ll figure out what works and what doesn’t. Unless you’re making derogatory comments or arguing with clients in a public forum, you really can’t go wrong.
- -don’t be afraid to ask for feedback. Your clients will tell you what they like hearing about, and you can go from there. Having the occasional contest, such as ‘liking” your company a certain amount of times, creates a sense of community and reward. Just don’t overdo it. -and don’t be afraid to ask for referrals. This is the biggest joy of social media. You might not sell your product directly, but if they people who follow you on Twitter can refer someone to you because they enjoy working with you so much, then that’s huge! share testimonials and personal stories. If you hear a great thing about a client’s dog or cat, tell everyone. Again, the sense of community you encourage with this can be life changing
- Be true to yourself. Post about subjects that are real to you. Be relevant and people will be attracted to your honesty. Lastly, I know it sounds cheesy, but you’re in charge of your own life. It takes guts to go out there and do something different. I've been able to manage the combination of house call and in-facility work while having a somewhat normal and controllable schedule that doesn't completely exhaust me in a single day's work. Although working for myself has been harder than I ever imagined (as I am the doctor, receptionist, public relations representative, and part-time business manager), it has been a personally, professionally, and financially rewarding experience. As I feel like I now have a working lifestyle that best suits my interests, I can likely continue at a pace that promotes my overall success for many years to come. Some people will resent you or talk down on you, but others will completely understand and support you. It’s tough to break the rules of traditional society, but hey, doctors used to use leeches to help with disease, and scientists though the world was flat. Now who’s laughing?