Social Media Marketing For Biotech and Pharmaceutical Industry

transcript

Chakard Chalayut (@Molek) Digital Media Specialist Thoth Media Co., Ltd.

Tuesday, April 26, 2011

ABOUT ME

• Chakard Chalayut (@molek)

• Digital Media Specialist at Thoth Media Co.,Ltd.

• Guest Writer in Digital Marketing Trend section at Media

http://th.linkedin.com/in/chakardTuesday, April 26, 2011

About Thoth Media Co., Ltd.

• Digital Marketing total solution (Consult to implement) for the company who want to engaged to New Media and a brand community. We can do the impossible work to be possible by using New Media Marketing. We are expertise in our work and quarantine every work.

• Consult

• Community Growing

• Online Video Production

• Online Application

http://Thothmedia.comTuesday, April 26, 2011

Topic Overview of Social Media

How to use Social Media?- Case Study

Tools for Social Media for Organization

How to Start?

Overview of Social Media

Social Media is

History of social media marketing in Thailand

2010-2011

Social Media is not

1 way communication

Social Media is about

Conversation

Social Media is

Network

Friendship

Sharing

privilege

Why Should

U Care

Reason 1#

1/3 of Thailand population use internet

Reason 2#

1.24 of Thailand population use mobilephone

Social Network site is 4th online activity

Reason 3#

Reason 4#

Time Spent on Social Media is Growing at 4X the overall internet

Reason 5#

Social Media is democratizing communications. Big Times.

Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it's the people who are in control

Rupert Murdoch

Reason 6#

Power of the word of mouth

Social Media empower the force from

In 2011

500,000,000 USERS

1/13 people use facebook

3rd population in the world

In 2011

last year, the number was a measly 150 billion

500,000,000,000 minutes spent on Facebook/month

In 2011

25,000,000,000 contents share on Facebook/Month

6X from last year

In 2011

8,300,000 USERS in Thailand=

1/8 of Thailand Population

1/2 of Thailand Internet Users

In 2011

150,000,000 USERS

50,000,000 tweets/day

In 2011

440,000 USERS in Thailand

5 years on Twitter

24 Hrs. the amounth of video uploaded to youtube every minute

2,000,000,000 views/day

4,000,000,000 number of photos on Flickr

93% of Social Media Users Believe a Company Should have

a presence in Social Media

93% of Social Media users think companies should treat social media as yet another channel for broadcasting bullsh*t

Old way Marketing is not success

“We want to talk to you, but we don’t want to hear back

from you. Unless you want to place an

order and if so click here.”

Customer behavior was changing.

How the Internet Is Changing Advertising

Funnel of the marketing

The Customer Decision Journey

Ignorance of Social Media is Risk

lost a big opportunity

Ignorance of Social Media is Risk

Cause a big Problem

How to use Social Media?- Case Study

To Start a Social Media Marketing = Farming people know how to plant but not everyone can get the fruit.

Because

Social Media Marketing = Online behavior Marketing

Define your target group

Define What people need?

Define What your position?

Define What your content?

where is useful content for customer?

Concept 1#

Listen

Concept 2#

Concept 3#

Be Human

Concept 4#

Be Respectful

Concept 5#

Concept 6#

Transparent

Case Studies

GLAXOSMITHKLINE - ALLI DRUG

- Obesity drug

Strategy-Discussion boards -Official Expert Dieticians- Coupons

Outcomes – 289631 members - 316708 message posts

Objective – Offer Support – Increase successof itʼs customers

BAYER SCHERING PHARMA - WORLD CONTRACEPTION DAY

Objective – Education & support – Increase sales of products

Strategy– Valuable Content

• Workshops• Online brochures & flyers

– Featuring prominent celebrities• Micha Barton • Kelly Osbourne

BAYER SCHERING PHARMA - Didget

Johnson & Johnson-Acuvue’s

The Acuminder app reminds you when it’s time to change your contacts.

Johnson & Johnson-Acuvue’s

Johnson & Johnson-Handprint

Sanofi-Aventis.TV

drive4copd

Pfizer UK -Man MOT

GNC Thailand

Share Content

Nutrilite - Thailand Official Page

Tools for Social Media for Organization

Gartner's Hype Cycle for Emerging Technologies

Website

Social media to Website

Facebook Page

Twitter

Youtube

Flickr

Emerging Tools - Layar

Emerging Tools - Location based Service

Emerging Tools - QR

Emerging Tools - App

Working Tools - Tweetdeck

Working Tools - hoosuite

Working Tools - seesmic

Working Tools - cotweet

Monitering Tools - Twittercounter

Monitering Tools - Bit.ly

Monitering Tools - Facebook insight

Monitering Tools - Google Analytics

Monitering Tools - TwentyFeet

Monitering Tools - Analytic.ly

How to Start?

Have a clear Objective

Research your situation in online sphere

Learn and understand Online culture

Listen

Select the right tool to the right media

Make a Strategy

ENCOURAGE YOUR STAFF TO JOIN

DO NOT HARD SELL

BE A STORYTELLER

Prepare for the worst case.

Social Media Marketing For Biotech and Pharmaceutical Industry

Business