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Or, how not to apologize for wanting to do something or being
different
Branding, Social Media and You (The Veterinarian)
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
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
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“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*
What Is a Brand?
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“A brand is what people
say about you when
you’re not in the room.”
Jeff Bezos Amazon.com founder/CE
O
6Encourages 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 *
A Strong Brand Does Three Things
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Personal Branding and Storytelling= “Brandtelling”
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“Brandtelling”
“Brandtelling is built on the foundation of connecting people through a story that is relevant, real, and repeatable”
Arthur GermainCommunications Strategy Group
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You Can Only Do So Much
*In Clinic
and ER Practice
= Burnout*
The Five Steps to Help You Get What
You WantOut of Your
Profession (and thereby your life)
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1. Be Authentic
An articulation of what you love
*Inspiration*- Hollywood Hills House call business providing veterinary
acupuncture (and eventually other services)
*Relevance*- My IVDD Story
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A Great Brand Starts From Within
A Great Brand Starts From Within
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Grassroots
Seattle
Corporate Expansion
AuthenticityLost
Return toAuthentici
ty*COFFEE*
Geographically Specific Feel
A Great Brand Starts From Within
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“To Be Authentic, Focus on
Three Key Aspects of a
Strong Brand”
Interbrand
1.Drive Choice- Mac vs PC
2.Secure Loyalty- Be Available
3.Command a Premium-
Prove Your Worth
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It’s not Just for Sharing Photos of Cute animals,
and It’s Free!
2. Use Social Media
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Popular Sites
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Make and Understand Your Social Media Goals
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What Do You Want to Do With Social Media?
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?
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How I Use Facebook, Twitter, and Google +
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
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Facebook- Starting a Dialogue
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
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Facebook- Starting a Dialogue
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Twitter- Connecting to Business and Media Outlets
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Twitter- Connecting to Business and Media Outlets
@PatrickMahaney1. Publicly Outreach to likeminded businesses: Dr. @CindyBressler and @JetSetVets2. drive followers to your website generates interest in your professional services- HYPERLINK3. Engage in topic-specific dialogue with interested parties and business entities- @Pet360 Twitter chats or “Twitterviews” with @HonestKitchen, @Thundershirt, @BlogPaws (#BLogPawsChat)
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Twitter- Connecting to Business and Media Outlets
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Twitter- Connecting to Business and Media Outlets
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Google Plus- Maximizing Your SEO and Hanging Out
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.
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Google Plus- Maximizing Your SEO and Hanging Out
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“Look at every opportunity in your work and personal lives as ways to collect and share information that can promote your business”
Patrick Mahaney
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Subtlety and Positivity Are Key
Photo Illustration: What does this photo say about pet-safe travel?
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It’s Simpler than you think
3. Develop a Strategy for Social Media
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Who Is Your Audience?
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
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Be Relatable and Human
How Cardiff influenced a major celebrity to contact me via my website for veterinary services
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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)
What are Your Brand’s Values?
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Empathy and Emotion are Important
“Like”- Real Reality Messages“Loathe”- Faux Reality Messages
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Loyalty Will Become Paramount
How to develop loyalty:
1. Be Authentic
2. Share Your Knowledge andExperience
3. Consistently engage with your audience
3. Invite followers to communicate with you outside of the social media realm (office visits, email, etc.)
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Otherwise known as How to Use social media and
your brand
4. Develop Your Tactics
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Respond in Real Time
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.)
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How Often Should You Post?
At least three times per weekOnce 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
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Be Aware of Lurkers
2/3 of people on social media don’t actually engage with companies they follow
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QuestionableQuestionable AppropriateAppropriate
Profile Photo is Important
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Keep Consistency in Your Image and Posts
Use the same photo or logo on Twitter, Facebook, other social media outlets and your website
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Diversify and Understand the Site You’re Using
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.)
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You’ll find a Rhythm that works for you
5. Be the Expert of Your Own Design
• Social Media is still very new• It’s changing rapidly• Don’t fear engagement and trying something new
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Ask for Feedback and Referrals
“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**
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Take Charge and Show Your Leadership
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• 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
Recap
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Thank You
@[email protected] Pet Acupuncture
and Wellness (CPAW) Inc.Pet-Lebrity News on Pet360The Daily Vet on petMDNational Pet Care ExaminerTeddy Hilton
