BayBio

Social Media MarketingPrachi, Simon & Lekha

Company OverviewCompany Overview

CEO - Gail Maderis

Board of Directors – Big Pharmaceutical companies,

Public Policy Advocates

Leadership not active on Social

Media

300 Members

Current Social MediaCurrent Social Media

Strengths Weaknesses

● First mover advantage ● Good following

● Twitter - 5567 followers● Facebook - 783 Likes● Linkedin - 6626 members

● Easy to access their social media through their website

● Lack of deeper Understanding of audience

● Conversion rate not known ● Less engagement - more one way

communication● Lack of leadership commitment ● Limited time & resources to create

content, monitor and respond

● Rising use of social media by customers ● Janssen Labs not effectively using

social media● Effective way of targeting small

companies● Effective way to promote events and get

participation

● Janssen Labs - deep pockets, providing value adds and incubator facilities

● Easy for competition to keep track of social media strategies - could be replicated?

Opportunities Threats

Current Social MediaCurrent Social Media

Fanpage Karma AnalysisFacebook•It may be better to switch the posts to Saturdays and Sundays, then Fridays•Most engaging posts including pictures or links•Number of fans is increasing this year•Engagement is not very high. Spikes are during the important events•Most used tags are not very relevant to business objectives:•Product, company, industry, fans, promotionTwitter•Most are original tweets, very few engagement•Most used hashtags are related to events•Most used tweets are links and new content

Competitors Social MediaCompetitors Social Media

Competitors Social MediaCompetitors Social Media

• BayBio has more followers but Biocom has more engagement

Suggested Social Media PlatformsSuggested Social Media Platforms

LinkedIn•For professional content•To increase reach and expand network•To provide networking opportunities for members•To initiate discussions around topics that customers are interested in and create engagement

Twitter•To increase visibility among all stakeholders associated with Life Sciences•To promote events & programs

Facebook•Should continue using Facebook for fun events (e.g, Pub nights) as it has been creating engagement (Creating a community)•Promoting events and programs

Blogs – Can be very effective for B2B

• To increase reach by improving ranking on Google search compared to competitors (SEO)

• Content Marketing (Baybio is in the business of providing information and networking opportunities)

• To improve Credibility• To improve engagement and educate(Quizzes,

interviews, customer contributed posts)• For Marketing Integration (Content from blogs can

be turned into sales & marketing materials)• To Humanize the brand (Show the soft side of your

brand and generate interest – important for a scientific, serious brand like Baybio)

• For Market Segmentation (May pursue multiple blogs to target different businesses – Life science community for networking and other benefits, Policy Advocacy


• Facebook– Continue creating fun

events like Baybio Pub Night and posting fun pictures


• Twitter– There are some good examples of engagement (of thanking

influencers). Continue it– Design a custom background– Use images in background as well as for content– Use interesting and not descriptive content for tweets. Use

hashtags and keywords.– Other Best Practices that can be adopted:– Balance of tweets, retweets and responses– Monitor keywords to find ways to connect– Respond to mentions– Tie to current, local events (Bay Area specific)– Monitor & respond using a tool like Hootsuite– Stay engaged


Best Practices for Twitter from Class


Business objectivesBusiness objectives

• The business objectives• Event exhibition, • Social networking, • Investor approaching,• Group purchasing of supplies.

Social media strategySocial media strategy

• Increase BRAND AWARENESS• Build CUSTOMER RELATIONSHIP• Attract enrollment in the

MEMBERSHIP program

Current postsCurrent posts

• Focused on event exhibitions and social networking

• Mostly interacted with some individuals • Releasing event information in most posts

SuggestionsSuggestions

• Consider to post more content on • biotechnology progression, • venture capital information, • companies merge news, • purchasing information.

* Even though some of the topics might be confidential to release to public, Baybio can still consider to technically process the information to let its potential customer know what Baybio can do many things beside helping networking.

Measure successMeasure success

Facebook•Increase of followers, from company accounts and individual professionals•Increase of Likes and shares•Lead discussion


Twitter•Monitoring the number of followers, who are companies or organizations accounts•Monitoring the number of followers, who are professionals in biotechnology companies or related organizations, such as capital funds, intellectual firms, financial firms, audit firms•The open rate of the links and hashtag usage•Number of mentions and retweets


Linkedin•Page followers, from company and individual professionals•Discussion engagement•Comments, likes, and shares from audience

With 5000 USDWith 5000 USD

+

130*12$ Hootsuit + socialbaker

12-months

Manage and MonitorFacebook, TwitterLinkedin, Blog

500$ ProfessionalPictures

1-month

Change the first page pictureof Facebook, Twitterand Blog

250*12 $ Socia mediaPrize

12-months

Encourage employeesand followers to post,in each monthmost engagement post wins

KeywordsKeywords

Previous Future

Tools to MeasureTools to Measure

• Fanpage Karma

• Social Baker

• Hootsuite

MonitoringMonitoring

Key performance: Fan growth, Engagement rate, fans interactions

Thank You

Documents

BayBio