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| Date post: | 02-Nov-2014 |
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Business |
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The way to get started is to quit talking and begin doing.
Why Social Media?
Because social Media is the new big thing.
There are 4,4 million Belgians on Facebook & 800 million worldwide
Twitter is all over the press
Competition has loads of Facebook friends
?
Because it offers business value
Fans, Tweets & Likes are vanity. ROI is sanity. It’s up to you to decide
how crazy you can afford to be.Lori Taylor - social media guru
Last Century
Awareness¨
Interest¨
Desire¨
Action
The social consumer
Explore
Buy
Post buying Experience
Loyalty
Need
Social Input
SocialConfirmation
Social Output
SocialCelebration
Twitter Facebook
ForaBlogs
Location Based
Services
Banners Emailing
Emailing
CPC advertising
Mobile/Apps
Company-website
e-commerce
site
Campaign sites
Google Search
Google Maps
YouTube Google Images
Referring sites
Earned Media
Owned Media
Paid Media
Bron
: http
://bv
lg.b
logs
pot.c
om
Social Media in BelgiumMAY 2012
More networks:• YouTube• Vimeo• Dailymotion• Soundcloud• Foursquare• Path• Instagram• Flickr• Quora• Pintrest• Tumblr• Posterous• GetGlue• Miso• Qik Video• Foodspotting• Runkeeper• Klout• Spotify• ...
WorldNetwork Profiles
Facebook 900.000.000Twitter 500.000.000
LinkedIn 150.000.000Google+ 90.000.000
Instagram 40.000.000Foursquare 20.000.00
Pinterest 12.000.000
BelgiumNetwork Profiles
Facebook 4.600.000Netlog (+ NL) 4.000.000
LinkedIn 1.100.000Google+ 360.000Twitter 300.000
Instagram ?Foursquare ?
Pinterest ?
• http://www.patientslikeme.com/symptoms• http://www.patientslikeme.com/symptoms/show/1-insomnia
• http://www.patientslikeme.com/patients/treatment/296-trazodone-side-effects-and-efficacy?exclude_deceased=1&treatment_purpose_symptom=1-insomnia• http://www.patientslikeme.com/patients/view/145561?patient_page=1http://www.patientslikeme.com
With as a final goal:Measurable Results
What results would youlike to achieve?
RauwCC is een Nederlands full service social media bureauen is op 1 mei 2010 opgericht.
Heeft inmiddels 5 rauwe werknemers.
en groeit hard.
RauwCC maakt deel uit van de Cronos Groep.
De Cronos Groep bestaat uit ruim 2.500 werknemersverdeeld over 200 bedrijven in de BeNeLux.
De Cronos Groep bestaat ruim 20 jaar,
is vorig jaar met 20% gegroeiden is financieel en operationeel 100% onafhankelijk.
Wat is RauwCC?
RauwCC werkt onder andere voor...
We geloven dat je over social mediavooral niet te ingewikkeld moet doen
en gewoon moet aanpakken.Op z’n Rotterdamst dus!
We werken graag met opdrachtgevers diegeloven in een nuchtere aanpak van social media activaties
en die openstaan voor co-creatie.
We denken breder dan alleen social media,maar zorgen ook voor de brug van o!ine naar online en vice verca.Dit alles om de business van onze opdrachtgevers te laten groeien.
Waarom doet RauwCC dit?
Social Media?
Social Media?
Waar staan we nu met social media?
Voordelen, vooroordelen en nadelen
Vergroten van netwerkVerbeteren van klantrelaties
Verhogen van loyaliteitInzicht in de klant
Kostenbesparend t.o.v. traditionele mediaInteractive recruitment
Transparantie tussen afdelingenKennisdeling tussen afdelingen
Doelgroep gerichte acties
Direct inspelen op ontwikkelingen en trendsCampagnes makkelijk bij te sturen
De voordelen
”Social media is gratis.”Het gebruik kost tijd en daarom wel degelijk geld.
”Social media is makkelijk.” Social media vraagt om een flexibele communicatie strategie en
continu schakelen.
”Dat doet onze stagiair geloof ik” Een enthousiaste stagiair is toch echt niet de beste
vertegenwoordiging van je bedrijf.
”Ik verdien niets aan social media.” De Return On Investment (ROI) op social media is beter
meetbaar dan die op traditionele media en daarbij…Wat is de Risk Of Ignorance (ROI)?
De vooroordelen
De nadelen...
Social media in de bedrijfspraktijk
Sociaal kapitaal...
Sociaal kapitaal kan algemeen omschreven worden als ‘de hulpmiddelen die in een gemeenschap aanwezig zijn om de gezins- en
sociale organisatie vorm te geven.'
Deze hulpmiddelen vinden hun voedingsbodem in acties zoals gemeenschapsactiviteiten, sociale steun en participatie.
Belangrijke elementen van ‘sociaal kapitaal’ zijn de kwaliteit van sociale relaties, groepslidmaatschap, formele en informele
netwerken, gedeelde normen, vertrouwen, wederkerigheid en inzet voor de gemeenschap.
Wat is ‘sociaal kapitaal’?
‘Social Capital’ is de optelsom vanje online netwerk,je online reputatie,
je online zichtbaarheid enje online vaardigheden om mensen te binden en te boeien.
‘Social Capital’is de online variant vansociaal kapitaal.
Aha, best veel dus!
Moeten pharma-bedrijven iets met ‘Social Capital’?
Ja natuurlijk! Maar begin binnen de organisatie.
Maak gebruik van het intern ‘Social Capital’.
Help medewerkers elkaar en elkaars kennis te vinden.
Rijkswaterstaat in Nederland gebruikt hiervoor Yammer.
Hoe gaat een groot bedrijf als Deloitte ommet social media en ‘Social Capital’?
Deloitte maakt van haar medewerkers ‘medemerkers’...
Maar geeft haar medewerkers hiervoor wel richtlijnen!
Deloitte’s Social Media Policy
WerkenbijDeloitte.nl
Deloitte’s Career Portal Resultaten
Deloitte’s Career Portal Resultaten
Deloitte’s Career Portal Resultaten
234% meer tra!c via social mediadan via jobboards!
Tot slotSocial media heeft een wereldwijd bereik…
Maar vereist een locale aanpak en…
Begint bij jezelf!
Mijn naam is Maarten ReijgersbergSocial Media Architect
Vragen over social media strategie en implementatie?
[email protected]@RauwCC
conv
ersa
tion
to c
onve
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n
All The Way is a full service social media agency
conversation to conversion
Strategy
Training Execution
Concept & Creativity
Storytelling & Conversation
Design
Development
Analytics
Advertising
Issues
• Legal and regulatory
• Fear
• Lack of knowledge
• Organizational
Medical landscape in changing• Social and technological (r)evolution
• Patients and doctors are searching and discussing medical information online
• Commercial visits to doctors are restricted and less fruitful
• Prevention is becoming important (healthy lifestyle, Quantified self)
• Lower profit margins (McKinsey: A wake-up call for Big Pharma)
http://www.eyeonfda.com/wp-content/uploads/2011/12/Pharma-Social-Media-Overview-Snapshot-12-21-11-2.pdf
Pharma brands, think global, act local; what are you waiting for?
Buzz monitoring & conversation management
• What is being said on some topics, keywords, companies, brands
• Is it positive or negative?
• Who are the influencers?
• Where is it said? social? blogs? Forums? Newssites?
• When are people talking?
NOW
• People are talking about your brand and your products
• There’s already a lot of (mis)information out there
• A lot of questions remain unanswered or people don’t know where to ask
• Fear of negative comments and adverse events reporting
http://www.visibletechnologies.com/resources/white-papers/adverse-events/
Product Lifecycle
Clinical Trials recruitment
Patients
HCP’s
CommercialTeam
InternalTeam
KOL engagement
Product Launch
Sales Force support
EOL sales
Start now• Listen
• Training
• Social media policy
• Define goals and strategy
• Start small
• Involve your management
• Make someone responsible
• Use appropriate tools
• Measure
What results would youlike to achieve?
• Reach specific target groups
• Patient
• Health Care Practitioners
• Stakeholders within the company
• Reaching marketing & sales goals:
• Recruiting for clinical trials
• Engaging with Key Opinion Leaders
• Optimizing sales force effectiveness
• Promoting end of lifecycle products
• Launching new products
Clinical Trials recruitment
Awareness creation and taking away inhibitors
• Objective: Lower the barrier
• Channels
• Inform extensively on YouTube
• Connect with potential audience via Facebook and Twitter
• Via platforms and clinical trial centers
Engaging with KOL’s
• Objectives:
• Build a community of ambassadors
• Channels
• Dedicated community websites (extra to continuous medical education)
• LinkedIn as a professional and discrete channel for professional communication (chinese walls between private & professional activities)
KOL engagement
Be where the patients are
• Objective: Inform and attract
• Rx / OTC
Product Launch
Patient communitiesProduct Launch J&J purchased the online
community Children With Diabetes in 2008 for a reported $6-7 million.
The online community’s goal is to promote understanding of the care and treatment of diabetes, especially in children; to increase awareness of the need for unrestricted diabetes care for children at school and daycare; to support families living with diabetes; and to promote understanding of research into a cure.
Patient communitiesProduct Launch
• Proprietary patient communities struggle to survive:• The are expensive to build• It’s a technical challenge to keep them “up to standards” (with
Facebook being the standard)• They are not part of patient’s daily lives as they are only
focussed on the disease and other patients.• It’s difficult (impossible) to strike a balance between commerce
and neutrality
• Ideally the patient community should be part of a bigger, more general ecosystem ...
Patient communities onProduct Launch
Patient Communities are much easier to build on Facebook, which makes it simple for patients themselves to launch and maintain such an initiative.
More Facebook ideasProduct Launch
• Facebook advertising: targeting (age, gender, open graph, ...)
• Facebook apps:
• Remember to take medicine, replace lenses, etc. > stimulate therapeutic ...
• Facebook pages: theme page (ranging “Hangover monday” tot “something serious”
How NOT to be on FacebookProduct Launch
Don’t replace a Facebook page with an app that has no use.
Keep you presence up-to-date and alive!
YouTube as a channelProduct Launch
• Instructions on how to use, apply, ... (medical devices, oogdruppels, lenzen, ...) - YouTube
• http://www.youtube.com/watch?v=TWeZljr7ZSo
• http://www.youtube.com/user/JNJhealth
Optimizing sales force effectiveness
• Objective: Supporting the sales story through targeted information
• Rx / OTC
• Channels
• LinkedIn as a professional and discrete channel for professional communication
• Health channel (J&J)
• Invitations for medical events
• Product information (pre & post launch)
• (closed) Twitter account for therapeutic area’s
• Blogs
• Reporting on medical events (see also KOL’s)
• Patient compliance - medication programs
Sales Force support
Strengthen Brand love• Objective: Offer added value as a brand to generate pull model
• Use social media to offer extra’s (e.g. information, tips, ...)
• Channels
• Facebook presence with conversation management
• Content marketing
• Join the conversation
• Fora, Facebook, blogs, ...
• Video channels
EOL sales
Content Marketing with VideoEOL sales
http://www.youtube.com/user/sanofiaventisTVfr
The site (YouTube channel) has six themed channels to reach different stakeholder groups, including patients, healthcare professionals, employees, media, financial analysts and shareholders.
Research• http://social.eyeforpharma.com/sales/special-report-mobile-apps-and-pharma
• http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/
• http://www.everyheartbeat.org/
• http://www.patientslikeme.com/about
• https://www.facebook.com/PatientsLikeMe
• “The patient is part of the healthcare team.”
• http://www.frankwatching.com/archive/2012/05/20/ehealth-als-grote-belofte-voor-zorgvernieuwing/
• http://www.scanadu.com/
Listen Think Do
Monitor
How to manage all of that?
"When we consider a project, we really study it - not just the surface idea, but everything about it. And when we go into that new project, we believe in it ALL THE WAY.
We have confidence in our ability to do it right. And we work hard to do the best possible job."
Walt Disney
