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SOCIAL INSIGHTS: DRIVE PERFORMANCE WITH PATIENT BEHAVIOR MONITORING
WE KNOW HEALTHCARE CONVERSATIONS ARE
HAPPENING IN SOCIAL MEDIA
• 8 in 10 look online for health information,
making it the third most popular online
activity.
• 1 in 5 Americans use social media as a
source of health care information
• Facebook topped the list
– 94% search Facebook for health info
– 32% get it from YouTube
• Growing consumer expectations for
brands to participate and engage in social
• They want to connect, but can you (legally)
help?
2
Sources: Women’s Health Survey” Harris Interactive, 3/18/2010
Pew - Internet & American Life Project surveys, 2008-2010
IT STARTS AND ENDS WITH LISTENING
• Brands that understand how consumer passions, engagement, and
marketing communications drive the social conversation have a leg up
on devising strategies for increasing their share of voice and potentially
their market share.
• Listening-informed social media strategies are more relevant.
Listen
Join
Influence
Depression
Fibromyalgia
Pre
vale
nce
Breast
Cancer
Bipolar Disorder
COPD
Key:
Cardiovascular
Chronic Condition
Mental Health
Oncology
Pain
Ulcerative
Colitis
Multiple
Sclerosis Type 1
Diabetes
Cystic Fibrosis
Colorectal
Cancer
Brain
Cancer
Ovarian
Cancer
Rheumatoid
Arthritis
ADHD
Lung
Cancer
Prostate
Cancer
Asthma
Hypertension Cardiovascular
Disease
Arthritis
Type 2
Diabetes
Alzheimer’s
Disease
Non-Hodgkin’s
Lymphoma
Hodgkin’s
Lymphoma
SOURCE: NM Incite custom analysis of online discussion within healthcare-relevant boards, blogs and groups, Jan. 2-Dec. 31, 2010
LOTS OF TOPICS BEING DISCUSSED
HEALTHCARE BRANDS ARE LISTENING
(SOME ARE EVEN JOINING)
5 Pfizer Response funnel
THE EVOLUTION OF
LISTENING PLATFORMS
6
EARLY LISTENING TOOLS
•Google alerts
•Search engines – Platform-specific
– Multi-channel search
•Share button counts
•Facebook lexicon
•Spreadsheets
7
EARLY INFLUENCE MEASUREMENT
•TwitterGrader
•Technorati Authority
•Number of followers
•Number of fans
•Site VPM
8
THE PROS AND CONS OF SOCIAL MEDIA
DASHBOARDS
PROS
• Managing the big sites
• Managing the little sites
• Tracking and measuring
• Team building and
collaboration
• Managing multiple accounts
CONS • Finding the right one
• Finding the right five
• The little issues
9
The Pros and Cons of Social Media Dashboard Use -
http://socialmediamagic.com/blog/pros-cons-social-media-dashboard/
LOW LEVEL OF SATISFACTION WITH
MONITORING TOOLS
10 All About Social Media Monitoring Tools – Kissmetrics, 2011
60.1% think that their SMM tool is
“okay.” They also say that if
something better came
along they would consider it.
5.8% of respondents say that
they are frustrated with
their SMM tools and are
looking to make a switch.
34.1% are happy with
their SMM tools
and “couldn’t have
made a better
decision.”
Top frustrations:
Excessive lag time
Failure to provide reliable, accurate data
Lots of bugs and confusing UI
Lack of innovation
Features don’t justify the price
LISTENING HAS EVOLVED
AND FOCUS HAS SHIFTED
• Qualitative, actionable insights
• Insights impact performance
• Listening for brand health
• Social media ROI?
11
THE SHIFT IN FOCUS HAS SHED LIGHT
ON NEW AND LONG-STANDING ISSUES
• Listening on Facebook (outside of brand page)
• Access to complete Twitter data (aka – Twitter Firehose)
• Sufficient historical data
• Understanding conversation topics
• Indentifying influencers
• Accuracy of automated sentiment
• Relevancy of mentions & cutting out the noise
• Location based listening
• Community management
• Social media activity and traditional business intelligence
12
TOOLS HAVE ADAPTED TO SOLVE ISSUES
AND ACCOMMODATE THE SHIFT IN FOCUS
• Radian6
• PeopleBrowsr
• Tra.cx
• Collective Intellect
• PharmaWall
• EvoApp
13
“None of the offerings provide the
total package.
My biggest pet peeve is that most
of these tools still return
a high volume of JUNK that takes
a long time to sift through
to get to the golden nuggets.”
FREE TOOLS
14 All About Social Media Monitoring Tools – Kissmetrics, 2011
A GOOD LISTENING SOLUTION CAN INFORM
ALL AREAS OF BUSINESS
15
Source: Radian6 Info Deck, October 2011
Digital Teams
Market Research
Product Marketing
Advertising
Investor Relations
Competitive Intelligence
Marketing and PR
Sales Customer Service
Success metrics at every step
1. Listening: Learn more about their competitors, industry and
customers.
2. Engaging: Find, qualify, sort and scale social interactions for their
customers, send to customer service, sales or any department looking
to engage.
3. Measuring: Add social KPIs to your reporting to track effectiveness of
their marketing, products and services.
DASHBOARDS ARE GETTING
SMARTER
16 Source: Radian6 Info Deck, October 2011
Analysis Dashboard listen/learn/measure
Insights know/discover/understand
Summary Dashboard share/realize/inform
Mobile engage/move/coordinate
API
build/Integrate/Cust
omize
Engagement Console
find/collaborate/solve
Platform Coverage/metrics/global
MANAGES EVERY STEP
OF THE PROCESS
17 Source: Radian6 Info Deck, October 2011
413 784 638 1055
0 500 1,000 1,500 2,000 2,500 3,000 3,500
Blogs Forums News Twitter
14%
27%
22%
37% Blogs
Forums
News
– Most mentions of occur on Twitter
– Forums also have a large presence (27%)
– This is where most of the subjective conversations occur
– While blogs have a decent share of voice, most of the posts are not of the highest quality (spam posts) and many are from international/unspecified locations
LISTENING TO DEVELOP A CHANNEL
STRATEGY
– Foursquare
– Flickr
– Google+
REAL-TIME TANGIBLE ROI
• Social media ROI is a difficult value to
measure.
• Social ROI qualitative criteria (loyalty,
trust, interaction and brand awareness)
and quantitative success criteria (reach,
influence, volume of conversations
surround the brand, and influencer
engagement).
• tracx addresses the ROI measurement
benchmarks at the beginning defines
success criteria pre-campaign and ROI
results are delivered in real-time.
19 Source: Tra.cx
SOCIAL MEDIA METRICS
Product/Brand Awareness
• Volume & Frequency of Mentions
• Competitive Share of Voice
• Mentions by Media Channel
• Estimated Reach (Volume of Impressions)
Consideration
• Campaign Interaction
• Video Completions
• Fan & Follower Growth & Engagement
Purchase Intent
• Content Path
• Trial Mentions
• Coupon downloads
Advocacy
• Retweet Rate
• Product Reviews & Recommendations
• Video Votes
20
26% of marketers reported
increases in favorable brand
perception as a result of
social marketing1
RELIABLE AUTOMATED
SENTIMENT
• Semantic search is unique in its
approach to handling,
categorizing, and measuring the
relevancy of data
• Identifies key themes and terms
• Captures the true voice of the
consumer.
• Quickly and accurately analyzes
enormous volumes of data -
even around cancer therapy
• Successfully cuts out the noise
21 Adrants Superbowl Advertising Report
http://www.adrants.com/2008/02/collective-intellect-tracks-super-bowl.php
INFORMING TV SPEND
• Go beyond ratings to know where to
reach the right audience
• Connect the dots with shared fans and
followers - 15% of followers of Cialis
also follow "Dancing with the Stars," a
larger share than any other brand.
• Measure effectiveness of
ads/sponsorships post-buy.
• Understand where and when a brand's
TV ad creative triggers high social
media commentary
22 http://adage.com/article/digital/social-media-nielsen-tv-ad-buyers/230146/
“Will social media be the new
Nielsen for TV ad buyers?”
FOCUS ON TWITTERSPHERE
23
FACEBOOK METRICS ARE NO LONGER A
MYSTERY
24
Advanced demographic data, potential
reach, see competitors (open)
Total Likes: The number of unique
people who like your Page.
Friends of Fans: The number of unique
people who are friends with your fans,
including your current fans.
People Talking About This: The number
of unique people who have created a
story about your
Total Reach: The number of unique
people who have seen any content
associated with your Page including any
Ads or Sponsored Stories.
ENGAGE ON FACEBOOK WITH
PHARMAWALL
• Engagement is scary
for pharma
• PharmaWall is a fully
moderated application
• Allows companies to
engage with Facebook
• Is regulatory-friendly
NEW WAYS TO MEASURE INFLUENCE
• Influence drives action
• Brand advocates can be the most effective sales force
• Every voice is important
• Our main Influencers are everyday people and networks of friends
• Small Close Networks of normal people are the Rock Stars of Influence
• Influence measurement forerunners
– KLOUT
– Kred
– PeerIndex
26
Harvard Business Review, "Taking Social Media from Talk to Action,” 10/10
Riplee, “Social Commerce: Conversations Among Consumers” - 9/09
DDB Worldwide and Opinion Way Research “Facebook and Brands” 10/10
Chart; Nielsen
WE ALL HAVE
INFLUENCE SOMEWHERE
KLOUT SETS THE STANDARD
TRUE REACH is the number of people you
influence. We filter out spam and bots and focus
on the people who are acting on your content.
When you post a message, these people tend to
respond or share it.
AMPLIFICATION is how much you influence
people. When you post a message, how many
people respond to it or spread it further? If people
often act upon your content you have a high
Amplification score.
NETWORK indicates the influence of the
people in your True Reach. How often do top
Influencers share and respond to your content?
When they do so, they are increasing your
Network score.
27 Klout.com
KRED IS TRANSPARENT TRANSPARENCY, RELEVANCY, & COMMUNITY
Real-time transparent
community based influence
measure based on 2 metrics:
Influence: Ability to drive action –
i.e. reply, RT, +1, Share, follow, connect.
Outreach: How other users inspire you
to interact and engage across social
platforms.
Community Influence: Narrow down
Kred to the community level for a deeper
look @ how a user performs in each
environment
28
PeopleBrowsr: Kred.ly
http://www.business2community.com/social-media/influence-met-transparency-with-kred-
065596
Helps Find Community Champions Within
Personae groups such as:
29
Architect | Blogger | Cat Lover | Celebrities | CEO | Coffee Lovers |
Comcast | Comedy | Cool Brands | Dancers | Dating | Doctor | Dog
Lovers | Engineer | Extreme Sports | Finance | Food | Lawyer |
Marketing | Mommy Bloggers | Musician | News | Photography |
Politics | Religion | Reporter | Social Media | Sport | Travel | VIP |
Wall St | Wine Lovers
People are 300% more likely to engage
when properly targeted
PEOPLEBROWSR IMPROVES
CAMPAIGN TARGETING
MAKING SOCIAL MEDIA BUSINESS
INTELLIGENT
• Looking at business data next to social data can reveal deep
correlations
• Powerful tools that analyze and report on millions of data points
• Overlay traditional business datasources on top of social media data
• Engagement and prescriptions spike at the same time?
30
IN CONCLUSION
• New social listening tools can help
brands do more than let them know
how patients feel about the brand
• Instead of just listening to understand,
now brands listen to engage and better
inform their marketing spend
31
www.linkedin.com/in/raquelkrouse