Thank you so much, Anthony. It's a pleasure to be here. Thank you for having me, and I'd love to share my experiences with Facebook and all my expertise in that field.

Of course, there's so much to tell that I could easily speak for a whole day, but I try to, to, you know, focus on the most important things in the pill. So stay with me. What I wanted to share with you at the beginning were few goals we'll be focusing today and what are the core aspects of doing marketing on Facebook.

It's quite crucial to understand that we should plan the social media strate strategy in advance. It should not be just an ad hoc activity like there is a need and then we answer that. We should apparently focus on making Right Another important thing is understanding that what is interesting for the client, what is interesting for us, because these are two totally different things.

For example, there will be more scientific side of veterinary medicine interesting to us, like technical things, but for the client, apparently not, they should prefer to, they, they prefer to see totally different information on our, on our Facebook. We should prepare a communication which is consistent with our mission that we should not pretend someone else, we should be just ourselves. The, the, the, the idea is to be honest and the idea is to be like, just yourself not pretending that you try to satisfy customers' needs, but it's totally different with your policy.

Kind of important that the content we prepare can really help us to gain new customers and the way we respond, the way we address questions from other clients, the way we deal with negative reviews that these are the Things that will really help us to gain new customers. And I'm gonna show you some of my examples of making viral content. Viral content means that content that is shared, content that that interests people, and it's seen by many, many, many users on Facebook and will attract attention to what we're actually doing.

I know probably some of you are from, from older generations like mm Xeneration and baby boomers, and I see quite a lot of fear in some of the vets being in a practise for a longer time. They're scared of Facebook or they even think that it's a big waste of time and that's the thing for young people, and That's absolutely true, but because millennials, the my generation, people in their 30s, is, is the generation of people who, who feel the most comfortable with Facebook. So it's, it's a simple answer.

The Facebook started to, we started to grow up with social media. Whereas the generation of our parents, they, they did not have an access to, to software to to media like this. That's why they're afraid because they, they, they get in touch with that, not knowing exactly how to behave, what to do, how to act, and how to be social.

So in general, many of the older vets, the, the, the older generation think that Facebook is a big waste of time, but I wanted to show you that they might be wrong. I wanted to share some words from, Diane Rayfe. She's the CEO for from HARP Social, from Chicago, Illinois, and she in in the interview for Forbes, she said quite important things.

If a vet office or an animal hospital was to use social media, there would be different benefits that could gain from that. And what is more, one would be to develop relationships with their current clientele, as well as gain awareness within your potential audiences. They can also gain trust and authority using social media.

So Facebook can be a strong. Tool in your hands in building your image in a digital world in the internet, but also becoming an opinion leader in the field of your interest. What I wanted to stress as well, what I started with, social media means to be social.

What does it mean exactly? It's not about giving likes nowadays, not, not only about leaving an icon. I like it.

It's, it's about socialising, it's about getting engagement, leaving comments, and interacting with others. So if you think of publishing anything, if you think of putting a photo on your Facebook. Writing a post.

Think exactly if it's good enough, if it's interesting enough for others to interact with that, because social media, and especially in veterinary medicine, what people love. People love attention given to their pets, they love empathy, they they love seeing their pets in in social media and us interested in their little babies. That's what our clients would expect from us.

So few tips at the very beginning. We should always think if, if this what we are producing is fun for us or fun for the client, that's an obvious, obvious fact. And clients love to see attention given to pets, we should create original content.

Of course, we can share some others from content produced by other practise, but if it's, if it's our logo there, and if it's our original content, we will get much more reach and other practises will be sharing us. And one of the most important things ever, it doesn't matter what kind of social media we're talking about. If you post a post any photos.

Only good quality. If it's blurred, if it's bad quality, if it's, if it's not cropped correctly, don't even try. So if you have someone in your team who knows how to do good photos, even with the smartphone because it is possible, I'm going to show you some examples.

But if, if the photo is not good enough, don't even try because it's just a big waste of time. And that's the common thing. I'm going to show you some examples.

What Veterinary practises can post and what is not gaining them new customers. Another thing is time that you post on Facebook. If you log into your Facebook, do you have an access to statistics and of course the post list.

There is also the part, what time are you posting, it means what kind of, what hours your audience is the most active on Facebook. There, there was of course a lot of research about that, and, I, I give you some data from 2018, but popular hours given in this research are not as reliable anymore. It is said on Monday morning is one of the best moments to post on Facebook.

Prime time is between 1 and 4, and of course lunchtime during weekend. It's a great time to post as well. According to the research, the worst time is before 8 a.m.

And after a.m., but to be honest, when I focus on the, on the Facebook pages, I'm responsible for, if you take a look.

On the right-hand side, to the scheduled, column. Look, this is our, this is our page, the, the scheduled post from the Veterinary Englishcom. This is one of the projects I'm running.

This is medical English for vets. So we have our Facebook profile and as you can see, the photos here, the posts here are posted around 9. Even 100 p.m.

Because that's the time where our audience is the most active. So going into schedule posts and insights, you can really check what is the time your audience is the most active and schedule the post, to be posted in advance exactly in at this time what is interesting for you. Quite important words from Mark Zuckerberg that occurred in January last year.

About the updates of the algorithm. Our next update on our 2018 focus to make sure Facebook isn't just fun but also good for well-being and for society. These words simply shook the world of social media marketing, digital marketing, and he changed totally the algorithm, giving.

Of course, this is what he promised, just to, limit the the reach, from big companies. Or Coca-Cola or some gigantic concern, concerns that had the, which are really influential and give a chance to local businesses like bakeries or for example, veterinary practises or hairdressers. But according to what happened, they wanted to give a chance to the local businesses to be seen better by the local societies and their their local groups, but apparently the effect was totally the opposite because organic reach dramatically shrunk and They promoted posts which had the paid reach much more.

So apparently there was a business decision and they wanted us, small businesses, small practises, to pay to Facebook to for our posts to be seen by more people. So look at this. This is, this is an example of our reach on the left hand side, after the algorithm and look at the right hand side, this is before the algorithm.

So, it's all about money. So take a look. I don't know how about the UK, UK can advertise, that's true, but for example, in Poland, we are not allowed to advertise veterinary practises, which means also we can't pay for the, according to the law, we can't pay for the paid reach.

So a lot of practises, we're left with practically nothing because right now the Facebook expects us to pay for, for the bigger reach. What is the core of good front page management? Customer service is the core of general, generally of our services because we are the, the profession of public trust.

So if we show empathy, care, and we address the needs of owners, this is what they expect from us. That's another aspect of reactiveness, responding to the comments, interacting with clients, and engaging with them. If someone leaves us a a comment that is having an open question.

That's a good way for us to address it and to answer that question and interact and build a bond and start to build a bond with the client in the digital world. So apparently, what I'm seeing right now in our pet care, Instagram and Facebook, I'm interacting with the questions and with the, with the profiles of, of, of clients who are seeing their pets, and they simply love it. They love attention that we give to them.

Our new recommendation is posting twice a week. If you were if you were asking me like a year ago, how many times in a week we should post something on Facebook, I would answer probably once per day. But right now, people are a little bit tired of seeing a lot of posts from different profiles in their stream.

And they're overwhelmed with the amount of information and if you post too much, or if you post too, especially if you post too much of uninteresting content, they will simply unobserve you or I wouldn't say unfriend, but they would not want to see your content in their stream. That's quite an important thing. So don't produce too much and if you produce, that's important that it should be good quality content.

So according to Pareto rule, 80% of the content should be around the stories of stories that happen in your practise, so for example, patients and some interesting things that happen in your clinic, and then 20% should be information and promotion. And remember being professional, using correct language, style, and function autography and not answering as an individual, for example, a vet or a receptionist, but as the practise, so saying us, we, that would help people to understand that you are answering as an institution. There is an interesting tip I wanted to give .

As an alm show first. This is the this is a screen and polish, but if you take a look on the, on the cursor on the on the finger, observe the middle column, if you click show first. You can advise your clients to see first the content produced by your, by your profile.

So that's gonna give them much because there's so much content produced by many of the profiles we are observing. If we click show first, you have the, the, you, you can be sure that your content will be seen by them right away, not for example within 1 or 2 days, that happens right now. Our recommendations for the current algorithm are these days and posting somewhere between 12 to 3.

This is what we've been seeing and talking with during the, the, the workshops we run for veterinary practises about social media use. This comes up, as a As an effect of the conversations we have had with the veterinary workers or with the practitioners who attended our courses. In general, between lunchtime and 3, that is a good time for people, just to engage with the content we produce.

So, we recommend weekdays somewhere around around lunchtime. So I wanted also also to encourage you for a self audit and take a look probably in the future when you have some time after my presentation to take a look on the actions you're actually taking on Facebook. What attracts attention of the clients in your Facebook?

What should be the words the posts start with? And there are some words like, trust, empathy, love, care, that are, that are addressing our deep needs and go straight to our unconsciousness, and think about how the posts can start with an interesting way. Where is the biggest engagement in the content you produce?

What are the posts about? For example, if you post too much. Of, adoption or too much of kittens which are waiting for for adoption, probably someone who already has a cat, after 578 will be already tired and probably they, they, he, he's gonna shut down he, he's gonna stop watching you because finally it's not gonna be interesting for him anymore.

Again, again. Quality of the photos, really important. Take a look, what is the quality of the pictures you're uploading?

And if you're responsive, it is sad if we reply to the to the comment within the 1st 12 hours when it's published, our post, either on Instagram or Facebook, is seen by more people and it's getting bigger reach. So that's my recommendation if, if there is a receptionist responsible for Facebook or for answering during her or him, daily shifts from the morning to until the evening, it should be their duty as well to be responsive and waiting and answering, trying to answer as soon as possible, for the client's needs because they expect us to be online. They expect us to be responsive.

And of course replying for negative and positive reviews. That's apparently the, the part that they can really help you with gaining new customers because the way you reply, not even for a positive comment, but for a negative comment with the care, empathy, with the giving enough understanding to, to, to, to the client's negative review, would really help us even though it doesn't matter if it's . If it's the, the comment that you got, Because he was dissatisfied with the service or because in general, he has a problem and he's, you know, just showing his dissatisfaction, not necessarily you did something wrong.

So that's the part you can really help that, that it can really help you with gaining new customers. So take a look at what posts are engaging the most and remember when you when you're posting something, to call people to action. For example, answer, asking them a question, an open question, or asking them to post a photo of their pets, and if I'm gonna give you examples in a moment.

So call to action, it's an important part of encouraging people for engagement. And think why someone would even think of engaging in the content you're producing. Is it really cool?

And always ask someone from your team for a second opinion because that's what is interesting for us, not it's not necessarily interesting for others. We should differentiate likes and comments, remembering that comment is the thing we need more than the like. So, that should be an answer to our call to action, and I'm going to tell you as well how to make viral, so how to make the content that is addressing global needs and it's engaging more people.

One of my tips as well for getting a good engagement under our post is . Posting a poll, polls. So asking a question and giving people answers, for example, what will be which nuts are toxic to dogs, maca macademia or hazelnuts?

Or are you Are you an owl or an or a or a morning bird and then posting pictures of, of, of a cat or a dog or a dog person or a cat person, and then you get more engagement and then, then your posting is getting more reach. So there are a lot of ideas of the contents and posts you can, you can design. Another tip of mine would be contents with prizes.

One of my favourite posts that that you that that will give you a lot of reach is hello, my name is. So for example, you can post, doesn't matter who's posting the picture, for example, one of our nurses and, and she's and You were posting, hello my name is, and this is, for example, Jerry, who's a cat, and, and what's your name? And then you're encouraging your clients into posting their photos of their pets with the name.

And believe me, you can get so much of reach and people are engaging and they love to share who's living with them. For example, there are many, many ideas that you like to see on the screen, of the contents, you can organise on your, on your Facebook profile. For example, show how your pet is sleeping, and then people are posting their cats or dogs or their, rodents, how do they sleep?

And for example, you can even organise a prize, for example, you can win this and that or I don't know, free dental. Checkup if it's a dental mom. Just be creative, but people, if they will engage much more if they'll have small gifts or small prize for for for engaging, people love contents, especially when it's related to animal to animals.

So what I wanted to share it with you as well is, making your, Facebook, profile of easy name. So as you can see on the left-hand side under the logo Vial limits, the easier the, the, the, the nickname of your profile is, the better because it will help people. To, find it easier on the, on Facebook.

So try to make it short and, and, and consistent. Whereas on the right-hand side, this is half of that is in Polish, but I wanted to show here as well that Facebook profile is our second website and it's a great way of advertising the services. So, for example, you can see that pet care veterinary practise is giving services in internal medicine.

Dermatology, dentistry, radiological imaging, in, exotic pets and so on and so on, and by filling your profile correctly, in the services with your team, with videos and posts and making it all interactive. It will help people much more in finding what really interests them because as I'm saying, Facebook profile is nowadays is is your is your second website and especially for younger generation of millennials and for even for Z generation, for some people, if it doesn't exist on Facebook, it doesn't exist anywhere. So the, the more you fill it in, the better for you.

As you can see as well, on, on the left-hand side, you can set up a page roles for different team members, with the different levels of responsibility. So it might be admin, and a moderator and reactor. So, hold your team might be enrolled and, and it's, it's kind of building the .

Portfolio of your practise, so people would see who's in your team. What is more, if you can look on the right hand side, above my pictures, this is my personal profile, but you can see Natalia manages veterinal limits and pet care, so it will also occur on your private profile and would help people to associate your name with the practise and build a brand marketing. If you have someone in your team from millennial or that generation, that generation is the youngest generation, are those people, these are people in their early twenties.

It's, it's even the best because we love social media, we feel like a fish in the water with that. We spend our days with our phones, we check our, our, smartphones over 50 times a day, and we, we, we, we simply, live in social media. A lot of people are are so into that, that they're checking, their phones daily many, many times.

So if you have someone in your team who loves that, and it's easy, naturally easy, go for it. And in accommodate a time in their shifts, I would recommend, really recommend that it should be around one hour per day for replying. For comments for producing content, for preparing the strategy, and it will benefit a lot.

And if you can if you're, if you're a practise manager and if you can really accommodate within, I don't know, receptionist or a nurses or or that doctor's shift, one hour when it's not doing any other duties like answering phones or seeing clients or, or doing consults. But just focusing or writing content and preparing the strategy, it will give you a lot of benefits in the future. So don't force someone who's not really feeling it.

Check for someone in your team who's naturally liking social media and it has easy and and writing and and creating content is easy for that person. So as I said, content management and automation relies on special tools and strategy and should not be only an ad hoc activity. Not Something occurs, we respond.

We should prepare our strategy in advance because then we're not wasting time on preparing content on the daily basis, but we can we can prepare it for example, on the 3 months in advance. So for example, if you can really schedule posts and manage posts on your page, if you click on publishing and select schedule below publication, take a look on, if you, if you, if you check check your profile, there is a section publishing tools, and then you can see hold your list of published posts and scheduled posts for the future, and then you see also some, some statistics here. .

If you write a post, and you see, for example, then the hours of your, of the activity of your audience is changing. For example, people start to be more active early in the morning. You can always reschedule and you can, you can do this for whole your posts or for, for a few posts or if you prefer because if you prefer to change it, it's always doable and, and you can easily just click it.

And the way of producing content can, can give us a really big reach and and interaction. As you might see, this is on the right hand side. This is an original post I wrote on our that limits page.

I wrote, wrote a huge article about euthanasia. Accustomed to euthanasia. So, so the article on the, on my experiences with putting animals to sleep and how it impacts the veterinarians and how it impacts us and what are the expectations of clients, what is the gold standard of it, how it looks in different countries, how it looks in different cultures when I worked in, in, in, in different places in the world.

So as you might see, On our profile, this post created Almost 5500 people's reach, but it was also reposted by the profile Veterinaria, so it's a it's a profile, Polish profile from one of our business magazines and take a look because they reposted that. It got us almost 20,000 more reach because they have a broad audience and they have a few 1000 people observing them. So by creating topic that addresses the needs and answers important questions people are asking, but they can't find the answer on the internet about that.

You can really use it as a great tool of showing your empathy, professionalism, of, of showing that you are an opinion leader in that field. It resulted in inviting me in the local, in the, in the Polisher radio station, so I was giving a whole interview related to All Saints Day. I had an audition there when I was talking on that on that .

A topic and also there was an interview published in a, in a big Polish newspaper with me like whole three pages. So only because I focused on the topic that people not necessarily talk on, it gave us a lot of attention and good positive feedback. People were, were really thankful for that, that we want to share our knowledge on, on that's a really delicate and important topic.

So as you might see as well, this is the great way of engaging people and getting your reach bigger is, for example, making events. Two weeks ago, sorry, around 1 week ago, I organised Facebook Live about discussing prices with veterinary clients. So that's, that's the, every, every week, every two weeks, it's the limit.

We organise Facebook lives on important topics associated with veterinary medicine. And I'm answering people's questions. These are mostly vets and technicians and practise owners, 200 people who were watching that video.

But what is more, people are so interested in that, that we reached almost 50,000 people on Facebook, with the, with that event. So how you can use it in your practise, you can, you can organise free live webinar about how to take care of your pet's teeth. Or how to see that the animals in pain, or what are different ways of feeding dogs, or what are the Christmas, Christmas dangers and toxicities.

There are many, many topics. It doesn't have to be one hour, it might be half an hour, there, there, there, there can always be a Q&A section. And it's a great way of answering some of your clients' questions down there and showing you're a true expert in your field.

So you can really gain your new customers and because of that event, already new clients, new mature clients, convinced to the content I created. They thought I'm an opinion leader and I'm an expert in what I'm talking about in terms of veterinary service. They sent me emails and they wanted to pay for my services in terms of expertise.

So think how we can address it in your, in your practise. The communication nowadays is changing. We see a huge technological shifts.

It's faster, we can communicate in more ways with more people at the same time, but you can, you should remember that still the human factor is critical. I, I always think of my mom when she's writing me on the Facebook messenger, like, hey, hello, what you're doing? Hi, oh, what happened?

Why are you not answering? Are you angry with me? And for example, she doesn't understand that I'm only because she sees me as as Online at this time, it doesn't mean I'm mutually connected to Facebook for 24/7.

This is probably what our parents think that we're on Facebook all the time because we appear as as online. So this is really funny that even my mom and, and, and a lot of and a lot of our customers think that. We are there on the other side and they subconsciously are expecting us to answer right away.

So that's an important take home message to remember that we should be responsive and this human factor is still really critical. So Facebook is a great channel for building relations with the client. So, from, .

Commenting, as I said, we are continuing, we're continuing, building this relationship. We can educate and inform client about our services. We can, they can ask us for advice and at the end we transfer them for a phone call or we can even schedule an appointment, in our practise with the practitioner and then, build.

Relationship offline. So, Facebook is a great funeral, selling funeral for retaining customers who are engaging with our content and I see this a lot in our pet pet care, profile. So, it's a great tool of building a relationship with clients and transferring it into offline relationship.

It, it really works. So what is more, effective communication by messenger. Requires attentiveness and reaction on time, as I said, and responding the client immediately or within the scope of time we, announced on our Facebook.

If you take a look at your, on your Facebook, private file, there is this, there is this mysterious and tiny section others. So it is quite crucial to remember that some of our clients might write to us on our private profile. So you should be kind of aware and check it, I don't know, weekly or, or, or every two weeks, that some of them might write us on our private profile.

And it happened to me before that I was not checking this regular regularly and I was seeing that, for example, within 3 months, a lot of people contacted me that way and I'm always trying to transfer them to my professional Facebook when I'm answering professional inquiries rather than replying on my private profile because some of people they don't, they don't see the difference, but we should be aware of that. So as you can see in this section of messaging, there are some general settings we can we can prepare. And it's quite important part of that is that we can show on our Facebook profile, how fast do we respond.

And as you may see, we can prepare a messenger greeting. For example, if clients writes to us, writes to us on Facebook, we can prepare like a costume custom reply, and we can even use a name of that client. So hello Mike, we would love to answer your questions.

By the way, I I would like to introduce you to our, to seeing our website or if you leave your phone numbers, our receptionist will contact you immediately. So usually or usually we reply within 2 hours during weekdays. If you, if, if it's an urgent thing, please call us and the number of the practise, blah blah blah.

So that's quite an important thing that we can prepare a custom answer that is the answer to our clients right away. Your response time will appear in the information section on your website, as you may see, but it will be visible on your website only if you visit your website at least once a week and you reply 90% or more of the messages. So it's quite important to answer yourself a question, would you, what, what should be if you would like to to show automatic set response based on the statistics you produced or how fast you responded, or for example, set up an answer.

For example, typically relies in a few hours, but strong advice from my side is answer simple questions. Do you want to be communicated that way? And If you, for example, set up, there is an automatic set response, typically responds in minute replies in minutes.

So what, what it shows to the client's subconsciousness that you are replying in a minute. So if you reply in 1 hour, in 2 hours, he's gonna be dissatisfied right away and not even using your services. So you should Not promise things that you cannot fulfil.

So I would rather advise you on replying within a few hours because it's like a safe reply time and always write the note that if it's something urgent, please call us in the number. We should always remember about the photo publishing policy that we gain a written consent from the client or if not, there should be oral consent, from the client with the note in the medical report, and we should be aware of GDPRR rules that that that were introduced in May. So if you post something, if, if the client is, for example, if the registering in our practise, for example, in pet care, we have a list of the GDPR form, and there is one box that they can tick immediately, that they agree that their photo of, of their pets would appear on social media, and most of the clients have absolutely no problem with that, so they took it right away.

So we don't have to answer them later because they already agreed at the very beginning. And what I wanted to show you what we should really avoid, and these are some real examples from, from some practises in Poland. The pictures we should avoid and which, can, .

Which can be harmful to our practise and that that will show that the clients might be dissatisfied with seeing that. If we post too much of photos of blurred, as I said at the beginning, for example, the photos are not good quality, that's the, that's the rule number one that we should avoid. If we show scared animals or animals that are in stress, as you might see, for example, here, the, the, these cats are not the happiest during the services, or this dog doesn't doesn't seem comfortable being in the practise.

Better try to not, not to show photos of animals which might be in fear, during during services in your clinic. . Memes are are in another part of that.

There are some memes that are visible, in practically every corner of the of the internet. Graphic photos. I should warn you at the beginning, I'm gonna show you some graphic photos that I found on the internet, in, in Facebook profiles of some practises in Poland.

That this is something that the client would absolutely not like to see. And if the pictures are not, showing the highest standard of care, for example, we have a dental procedure and the patient is not intubated, or, there is a lot of trash at the background or, or, or it's showing, for example, us in an unfavor unfavourable light. Always ask some of your team members for a second opinion if this photo is good enough to be posted.

And for example, this, what doesn't make an impression on us, vets and nurses, would make a huge impression on a client, for example, seeing their animals sedated or for example, during procedure or during operation and things like that. So, we sort of . During practise or during, during our careers, some of, some of people are less and less sensitive to that kind of content, and I, I wouldn't say they lose empathy, but they, we, we, we see flesh and we see animals suffering every day.

But for a client seeing photos like that, that might be really shocking, so we should always take it into consideration that they might feel uncomfortable seeing their pets, like that. OK, so I will. Warn you about the photos right now, but these are true examples of what I found in the in some profiles of the practises.

As you might see, these are mans that are occurring everywhere. Try to not to, post them on a regular basis on your on your profiles. Of course, they're funny, but they're funny for two seconds, but is it really a thing that will gain you in your customers or this is rather like mm.

Trash, I mean, not good quality content, posted on your Facebook, which is apparently not gaining your customers because this is something secondary. This is not the original thing you're posting. So as you might see in here, these are some photos posted for at some practises .

Else, I would rather recommend you not showing stuff like that. For example, in here, of course, all we all do dental procedures. Mm it's nice to show an owner a photo before and after.

It's a great technique of, of showing how much we did, but for example, in here, this photo above. It's far far behind the standards on the right-hand side, far behind the standards because you see fricration lesions here and this patient apparently should have all these teeth removed, not left like this. I strongly encourage you to think really if these are photos that should be posted on your Facebook profile.

According to the rule, social media means to be social. What can clients answer? Oh my gosh, this is so horrible.

This is, this is nasty, this is creepy, this is, this is terrible. This is what the regular member of our society, not the veterinary team member, would think of that because People not related to medical care they might act totally different than us. How about here?

If you take a look on these are the photos which are not showing the greatest standard of care in terms, in terms of aseptics or for example, this micro, drape microsurgical field in here. As you might see, there is an elderly surgeon on a photo, probably not, . Thinking that it might shock some of the members of the audience.

How about here? Again, some creepy pictures of removed of removed tumours. I've seen a lot of photos, especially, of chocolate toxicity.

It's all. For us if we make fun. I mean, all of it's quite spectacular when we make our animals or our patients sick when, when they are vomiting chocolate, and it's quite spectacular how it looks, but I've seen a lot of stories like this all over the world from different profiles.

Animals made sick and videos uploaded how they're vomiting. Think of yourself if you would like to. That some of your friends or someone will post a photo of you, how you're vomiting.

So some people and a lot of people treat their animals like family members and better don't, just be careful with that. Again, here 2 more should be removed, but it's not removed in, in, in whole, and again these photos are not showing the highest standard of care. But what to post, for example, using sources and always writing from, from where you're taking photos from, for example, if we are, celebrating anniversary of the First World War, it's a big Deal in Poland right now.

In 1918, we started to be independent, so it's a 100 years of independence right now. And it's a big deal for us Poles that we are an independent country after such a long time. Then we've been suffering from World War II, which devastated our, our nation.

But if we, for example, if there is a national holiday. Day or like a big important date in your in your calendar in your country. It's a great way of, for example, commemorating animals.

These are the photos of cats during First World War first. So think of some, some dates, that might bring attention to important, events in your history. For example, what I will also advise you, but we don't have a time for that today to to, to give you whole, training in it.

Canva, it's a free tool. I love it, absolutely. It's a great tool, for making charts like this.

it's very easy news and you can produce as, as you can see in here on the right-hand side, great. Mhm. And with your own brand, for example, giving some advice on cancer symptoms in your pet, or, or giving tips on what you should not feed your animal with or any advice or like charts for taking care of prophylaxis in in dogs and cats.

So canva it's a great tool I strongly recommend you. What we should post, as I said before, seasonal post, if we have awareness month or, or a day like World Cancer Day, success stories of your patients, educational posts, videos, and as you can see on the right side, this is one of our patients, but This photo is cropped correctly, it's sharp. She's posing beautifully.

It's a nice background, and it's easy and nice to interact with, and we have a lot of interactions, how beautiful eyes she has and that kind of things. So if you post a photo and the sexist story of your patient of the patient of the day, make sure it looks nice, it's cropped, and it's, it's, it's not blurred. What else?

People love posts about lifestyle and community, lost and found. What, what is this breed? For example, here we have a photo of, one of our patients.

The breed is the Karen Terrier, so the British breed, they're not that popular in Poland, so it's quite unique we see them, and he's just sitting, in, in the chair, at our reception and people absolutely love that post and they've been interacting a lot under that. So, . If the patient grows from a puppy to, to a big animal, that's a great way just to show, oh how, how big he grew.

Anything that involves the community, or gives like a positive part of side of veterinary medicine like jokes, funny faces, Christmas fashion. Probably a lot of you are wearing, giving your animals some Christmas clothes or Halloween clothes. That's a great way to post it and to make people interact with that because they love sharing pictures of their pet pets.

I would rather, advise you not to post, stuff like this. Of course it's funny, but it's more in grandma style. If you're, if you're making your own content, try to make it, as personal as possible, and try not to use the photos that are circulating all the time in the, in the internet, rather, create your own pictures or, ask your team to wear Christmas clothes or make something really personal.

People really appreciate that. Share a lot of, photos from your practise life. If some of your team members have birthday, that's a great way of, of, posting some nice, greetings.

If you thank someone, for something, if you're If you're, if your team members are in training, I would rather advise, not posting just a picture of a diploma, but for example, a picture of our team member with a diploma or with the, with the, supervisor of the course. Schedule, information, changes in your schedule, telephones, patients of the week and specialties of the clinic. For example, here you can see a photo of our CEO Nina, and this is our opening party and it was Halloween.

So pictures like this, that this is the, the, the front of our practise. So people love being engaged and we always, if we know them, we, we, . If they give us advice, agreement for, being posted, we, pin them and we, we, we, we share on their profiles too.

There's some effectiveness parameters that are quite important, . Taken to be taken into consideration, reach an engagement reaches unique users and views to post and clicks to post or event and which will help us to get the page visits to external practise website, whereas the engagement would help us is focusing on recommendations and comments and clicks like it or or interacting with the post. And filling the questioners or filling the contents or interacting with our, our with our contents.

So as you might see the reach will tell us who has seen our content and it divides into organic and paid. For example, I can, I can pay for reach of the post of the veterinary limits, but I can't pay for the reach of the post, of the veterinary practise in Poland. But as you might see, it will show us the organic breach is an effect of natural traffic, and it is still possible to have organic reach via Facebook by producing great content, but paid is due to our advertising actions.

We can also see in the reach if our fans or non-fans or people who are not our fans are interacting with the post, this is the reach that is generated by other users, for example, within their own profiles. An engagement, you can see in the engagement column, it's one of the most important indicators on Facebook, and it, it shows us whether the content is liked and interacted with. So it shows clicks to the post and post reactions, comments and sharing.

So I strongly advise you to just to take a look on your profile and the self audit and, and analyse those columns. Thank you so much for for being with me today. If there's some any questions that will occur, I'll be really happy to answer them.

With the veal limits, and digital, we're, very thankful to be here. As a company, we, we advertise veterinary practises and help them to run their social media, effectively, and I'd love to answer some questions that would occur if you have any of, of course, if there's some more, questions, these are our Contacts, so you can contact us in the future and it's been great, for me to be with you and I'm all excited so thank you so much. That's great, thanks Natalia and Jinguye.

Jingua. Has anybody got any questions while you're having a little think about that, I would encourage you all to get onto Facebook, onto Twitter, and obviously comment about what you've been listening to this week. This weekend, so you can do hashtag EC2019.

Obviously you also add us in as webinarbet or I'm Anthony Chadwick, you'll find me in there as well on on Twitter or Facebook. Obviously it's whichever channels you use. We find Twitter and Facebook are really effective, but the reason I asked Natalia to just speak about Facebook is because it is by far and away the biggest social media channel.

If you are only going to use one, please make it Facebook. Mhm. I think you would probably agree with that, Natalia.

Absolutely, yeah. In Instagram is getting bigger and bigger too, but we're observing like personal branding right now nowadays within Instagram users which are some vets, and it's a great great tool for the practise to have an influencer like that, which will help us build their channel. Mhm.

I, I think obviously, you know. To have it as a mixed thing with using different profiles, different social media systems is, is best, but if you're only going to do one, Facebook is, is definitely the one to use. Absolutely.

Perhaps if people just type in er in the question box where they're listening in from, just so we get an idea of of where you're all listening from. And, if you will just look at the testimonials and the survey after this, marketing event, and, you know, do leave us comments and if that's been useful for you. Well done, Ellis, for still being on.

It is very early in the morning with, with you, you're in New Zealand, so I, I noticed you at the earliest sessions I was on between 12 and 7 this morning. Which was tougher, but Ellis, I noticed you on there, so well done for still being with us, . Before we move on to the questions and the chat, we've got, the next two sessions, one on paper click, which I think can work really, really well in veterinary practise.

So if you're not using that, do stay on for that. And then, and Bryony Thomas has been helping me with my marketing. A real guru, written a great book called Watertight Marketing, which we're following, and I think you're gonna really enjoy the last session as well.

So lots of good stuff still to come, but . We've got somebody listening in from Western Super Mare and somebody listening in from New Zealand, and if anybody else wants to their, their place where they're listening in from, then I'll I'll call that out. That's impressive.

It's so early in Zealand. It's very early, isn't it? Natalia, so if, if people were.

You know, I, I, I'm really fascinated by Facebook because we've offered training in the past and we, we charged for it and nobody's really interested. And yet, if you do Facebook well, as you've suggested today, it can be a massive, massive tool for growing your business, bringing in new clients and obviously, bonding those clients that you already have to the practise, and yet, I see very, very few really good Facebook pages, you know, for veterinary practises. Why, why do you think that is?

Why do you think vets have been slow to to actually embrace social media? To be honest, I feel like still some professionals and, and vets with longer careers, they simply don't find time for that. And they say that they, they think that, you know, they're too too too busy to, to, to run it and, and they, they sort of more focus on clinical duties rather than running Facebook, whereas, where I, and I, when, when, when I was in London that show, I've seen even companies who offer themselves in running Facebook profiles for, for them, and I strongly discourage you from Doing this, I mean, with the proper training with the, with it's the, the team member is the best person to run a Facebook profile because who's gonna answer negative comments or, or, or, or do this for you?

It should be some of your team. And I think it's, it needs to be a shift done in the heads and in the, in, in the way of things. Of the practise managers that this is a strong tool.

So our way, our approach is right now educating the practise managers to understand that they should address like a one hour daily to their practise to, to focus on Facebook because it's a really strong tool, but it requires like everything, it requires daily practising. That's brilliant. Just seeing, I don't think any questions have come up there, so I thank you once again, in the cold of Warsaw that you've been good enough to give up your time and, and share with us.

I think it's been really useful, some really interesting tips, I know. So, thank you so much. Who's starting with us on on Monday was on the webinar as well, so I hope you've been making lots of notes, Holly.

Thank you so much. It's been my pleasure. I will look forward to seeing you hopefully very soon, Natalia.