What is Your Social Marketing Strategy_06

8/6/2019 What is Your Social Marketing Strategy_06

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What is your Social Marketingstrategy?(or is your marketing strategy getting more social)

September 29 & 30th, 2009

Henry Anderson,Novartis Consumer Health


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2 | PAAB Social Media & Marketing | Henry Anderson | September 29-30, 2009 | Business Use Only

Agenda

Bringing Social Media into perspective

What is currently going on in the U.S.?

Suggestions and learnings for the Canadian pharmaceutical

industry


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Lets start with some sizzle

and your first lesson.
http://www.youtube.com/watch?v=sIFYPQjYhv8


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Reference definition: Marketing

identifying, anticipating, and

satisfying customer needs profitably.


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and Social Media Marketing

act of using social influencers,

social media platforms, online

communities for marketing

content is published by users, not

employees of the companyfans of a brand or

company can

promote it

themselves

Parameters surrounding

social media marketing

are arguably elusive

today.a lot of red flags for

pharma!


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This is NOT marketing, but it is how we commonlybehave

I wanta cool

website!

I wanta Social

Media strategy

Iwant

aninnovative

marketing

campaign

I wanta fantastic ROI-

from online

I wantan integrated,

multi-channelcustomer experience

Oh yeah, well I wanta

but you gave me

the budget for a

which, ironically, iswhat my wife says I

actually need.

Sounds good, well lets get

started with your objectives &

marketing brief


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Which brings me to my first few points...

The web and social media do not drive themarketing process.

Successful marketing (online or otherwise) lies in

your understanding of your business challenges.

Online/Interactive subject matter experts (SMEs)provide marketing solutions that leverage any

number of aspects of the web including socialmedia.


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Now consider how marketing has

simultaneously changed andremained the same because of socialmedia


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Has social media changed the marketing funnel or

marketing process? No.

Understand & observe

Engage and acquire

Convert

Retain

Invest

Harves

t

Design

TestLearn


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But has social media changed the marketing

environment? Absolutely.

Will blog monitoring generate excessive AE events?

To Tweet or not to Tweet today?

Headhunter stalking you through Linked In

OMG! Your BFF just tagged you in an inappropriateFacebook picture

You have to check out that Susan Boyle song on YouTube

Your doctor just posted an answer to your health forumquestion and

apparently theres an iPhone App for that embarassinghealth condition


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New social environment = new formula needed


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Look closer at howsocial the news has

become

CNN goes farther


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Social media functionality is pushing readers downthe marketing funnel of the news portal

Understand & observe

Engage and acquire

Convert

Retain

Like/Unlike

CommentForwardPost link

RSS Subscribe

Download news app


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The lesson?

News organizations today are harnessing our onlinebehaviours of commenting, forwarding, and rating.

Citizen journalists who submit stories are actuallybuilding a content foundation for ad serving.

Technology now dynamically serves our news for a morepersonal, public and popular news format the industryhave magically turned their audience into the editor.

Value created:

With engagement & time on site up and more pages of content, Imstarting to get interested to put my media dollars to work here


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The British Monarchy and the Vatican both haveYouTube channels

Of note: Social media functionalities are limited to registeredmembers.

Value created: Hip image & visibility to a younger demographic. Richmetrics.


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Military: Gaming is highly social

Value created:Targeted,economical &organic onlinerecruitment. Newapproach to training.

Lesson:Highly engaginginterpersonaldynamics and a veryattractive package

help attract andprescreen recruits.

http://en.wikipedia.org/wiki/America's_Army


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Fast food: Burger King Whopper Sacrifice

Creative

Resul t

s&n

ext

phase

InnovativeFacebook use getsmedia attention:Youve beendropped for a

Whopper


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Food: Kraft Apps for moms to select and preparedelicious meals


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R&D: Open-source problem solving


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Finance: Tweet-stream advertising

OMG!! A product apology!!


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Automotive: Audi visualizing pre-launch buzz


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Grass-roots public pressure (Take note Montreal)


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Politics: Transformational leadership

MyBarackObama.com Massive influx of support, funding and community self-organization all

coordinated online

Lesson: Online channel was a campaign focal point, with exceptionalsocial utility, but it was the unifying message of change that drove

Americans into action online.

Value created: A President

Post-script:

Database conversion post-inauguration

Online public applications for staff vacancies

URL mention in State of the Union address

YouTube posting of address to the Muslim world

Blackberry addiction


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Conversation vs. control


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A word about viral

I want a viral campaign!!!

What tends to go viral includes:

NSFW Jokes

Impossible (often Photoshop-ed) stunts(Howd they do that?)

Embarrasments (celebrity, corporate)

Contests

Publicity stunts

Dancing babies and talking dogs

Edgy Superbowl or European ads

No you

dont!


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Selected U.S. health initiatives

General health-space chatter & peer-to-peer social platforms

JnJ: jnjbtw, Motrin

P&G: Social Media research

Novartis: CML Earth, Ride for the Cure

Nike & Apple: Nike fit

Google: Flu Trends

Internal


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Social media enables constructive and destructive industry dialogue, but canbe overly biased of many people & professionsgenerally without recourse


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Peer-to-peer social health platforms

Patient/consumer Physician/HCP


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Corporate blogging:Johnson & Johnson

Corporate scope

Candid tone, rich format

Content team

Post-this & comment functionality


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YouTube: Motrin Moms the timescale of social media

Sept 2008 Oct Nov

9/30: Motrin Mom

campaign launched

Sat15th

Video finds

its way to a

Yahoo

Group aboutattachment

parenting

Blogger

takesoffense &

mobilizes

her network

to tweet

11/15 5:45PM

Sun16th (AM)

Sun16th (PM)

Mon17th

Tue18th

the next

morning, her CTA

isgenerating300

Tweets per hour

Because it is a top

Tweet subject, it

becomes visible

to the news

circuit

11/17 AM News

story

JnJ pulls multi-

channel campaign

& posts genuine

apology on Motrinsite

JnJ Blog

post

Old

news


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Consumer research:Proctor & Gamble


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Novartis: Creating an online health community


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Novartis: Sharing our charitable contributions


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Nike + Apple: Platform for collective running motivation


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Google Flu Trends

Health surveillance viasocial search.

Keyword activity &search volume is now

being mined to provideleading indicators ofpublic health.


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Corporate intranets enable a variety of socialemployee activities

Communal workspaces

Virtual project teams

Classifieds

Donation gathering, voting

CEO & employee blogs

Wikis

Employee training

Employee social media policies & guidelines


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So, here are a few recommendationsbefore you run out the door madly texting your

agency.


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Everyone is somewhere on the Social Media ladder.Figure out where you are, then move up.

Source:http://www.forrester.com/Groundswell/ladder.html

Industrie

s

Compan

ies

Emp

loye

es

Cust o

me

rs


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Guidelines to help you climb the Social Medialadder in Pharma

Before engaging:

Can you reconcile innovative customer engagement if you are part of the old commercial model?

Do you understand the online social behaviours of your customers?

Remember good old Marketing 101 comes first

Do you have an agency with a Social Media competency?

Have you established social media guidelines for your organization?

Do you have internal champions? Advocates? SMEs? & support from all levels?

Have you assembled a x-functional team to tackle the challenges Has your x-functional team created the SOPs for various scenarios?

Can you find programs that exemplify success to you?

Know your organizational culture. How do you handle eMarketing, Closed Loop Marketing (CLM), CRM? How doesyour organization handle tactical failures?

Have you sought counsel from industry partners? E.g. the PAAB?

Passive engagement:

Listening is often a logical first step, and can still be considered engagement, albeit passive

Active engagement:

When actively engaging, carefully consider creation of a platform vs. leveraging a platform.

Are you adequately committed to moderation, rapidly response plans, and adding value over time?

How will you integrate your social media project into the broader scope of your campaign?


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Summary

Its an exciting time to be a marketer and an innovator,but let your planning processes determine needs.

Know that Social Media can have a 3600 impact

Progressive engagement is often safest:Internal Passive External Active External

Collaborating in Social Media is not only essential,it yields greater results.

Thank you!


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Contact

Henry Anderson

Global Manager, OTC Interactive Marketing, The Americas

Novartis Consumer Health

[email protected]

Twitter: twit_chat

LinkedIn: Henry Anderson

Facebook: Ill think about it ;-)
mailto:[email protected]:[email protected]


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Reference links Slide 3:

http://www.youtube.com/watch?v=sIFYPQjYhv8

http://socialnomics.net/

Slide 4: http://en.wikipedia.org/wiki/Marketing

Slide 5:

http://en.wikipedia.org/wiki/Social_media_marketing

Slide 11:

http://www.cbc.ca/canada/montreal/story/2009/08/25/advertising-montreal.html

Slide 12: http://www.cbc.ca/news, http://www.cnn.com/ireport/

Slide 15:

http://www.youtube.com/user/TheRoyalChannel

http://www.youtube.com/user/vatican

Slide 16: http://www.americasarmy.com/

Slide 17: http://www.whoppersacrifice.com/

Slide 18:http://www.kraftfoods.com/kf/iFood.aspx

Slide 19: http://innocentive.com/

Slide 21: http://www.audi.com

Slide 22: http://www.mysociety.org

Slide 27:

http://www.ignitelabs.com/pharmatweeps,http://www.glassdoor.com,http://www.cafepharma.com,http://www.ratemds.com

Slide 28:

http://www.patientslikeme.com,

http://www.sermo.com, http://www.tudiabetes.com

Slide 29: www.jnjbtw.com

Slide 30:http://www.motrin.com

Slide 31: http://www.pgsocialmedialab.com/login/default.asp

Slide 32: http://www.cmlearth.com

Slide 33: http://rideforthecure.blogspot.com

Slide 34: http://nikerunning.nike.com/nikeplus/

Slide 35: http://www.google.org/flutrends/

Slide 38:http://www.forrester.com/Groundswell/ladder.html
http://www.youtube.com/watch?v=sIFYPQjYhv8http://socialnomics.net/http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Social_media_marketinghttp://www.cbc.ca/canada/montreal/story/2009/08/25/advertising-montreal.htmlhttp://www.patientslikeme.com/http://www.cbc.ca/newshttp://www.cnn.com/ireport/http://www.youtube.com/user/TheRoyalChannelhttp://www.youtube.com/user/vaticanhttp://www.americasarmy.com/http://www.whoppersacrifice.com/http://www.kraftfoods.com/kf/iFood.aspxhttp://innocentive.com/http://www.audi.com/http://www.mysociety.org/http://www.ignitelabs.com/pharmatweepshttp://www.glassdoor.com/http://www.cafepharma.com/http://www.ratemds.com/http://www.patientslikeme.com/http://www.sermo.com/http://www.tudiabetes.com/http://www.jnjbtw.com/http://www.motrin.com/http://www.pgsocialmedialab.com/login/default.asphttp://www.cmlearth.com/http://rideforthecure.blogspot.com/http://nikerunning.nike.com/nikeplus/http://www.google.org/flutrends/http://www.forrester.com/Groundswell/ladder.htmlhttp://www.forrester.com/Groundswell/ladder.htmlhttp://www.google.org/flutrends/http://nikerunning.nike.com/nikeplus/http://rideforthecure.blogspot.com/http://www.cmlearth.com/http://www.pgsocialmedialab.com/login/default.asphttp://www.motrin.com/http://www.jnjbtw.com/http://www.tudiabetes.com/http://www.sermo.com/http://www.patientslikeme.com/http://www.ratemds.com/http://www.cafepharma.com/http://www.glassdoor.com/http://www.ignitelabs.com/pharmatweepshttp://www.mybarackobama.com/http://www.mysociety.org/http://www.audi.com/http://innocentive.com/http://www.kraftfoods.com/kf/iFood.aspxhttp://www.whoppersacrifice.com/http://www.americasarmy.com/http://www.youtube.com/user/vaticanhttp://www.youtube.com/user/vaticanhttp://www.youtube.com/user/TheRoyalChannelhttp://www.cnn.com/ireport/http://www.cbc.ca/newshttp://www.cbc.ca/canada/montreal/story/2009/08/25/advertising-montreal.htmlhttp://en.wikipedia.org/wiki/Social_media_marketinghttp://en.wikipedia.org/wiki/Marketinghttp://socialnomics.net/http://socialnomics.net/http://socialnomics.net/http://www.youtube.com/watch?v=sIFYPQjYhv8

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What is Your Social Marketing Strategy_06