Date post: | 07-May-2015 |
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Business |
Upload: | kevin-nalty |
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YouTube 101
Set up account
Surf most-viewed & most-subscribed
Subscribe to brand/condition terms
Subscribe to Nalts
You visit YouTube when someone send you a link. But your targets are there and consuming rabidly.
ROI Via Online Video
& SM?
Tri-Polar Guy
Why I Ice Cream
But Viral is Dead
pleese god make i viral
ROI Level Setting
It’s “Theoretical” Definition › ratio of money gained or lost on an investment relative to the amount of money invested.
Reality: “new” has burden of proof
Why our Rx Social Media pilots make ROI so damned difficult
Hidden Meaning Behind “ROI”
Are you sure this is worth headache?
Can this effort payoff?
“Return” May Translate To…
Business impact (sales, PR, reputation)
Satiating a VP’s desire An internal win
What We See in Social Media
If you’re regulatory/legal If you’re a marketer…
Why We Make ROI So Hard
Not the R
It’s the insane I’s
Solution
Guidelines minimize churn Guerilla cost model Be sure agency has done it
How to Get Your SM Approved
Publisher, network or aggregator creates real SM and we, um, advertise.
A moderated Facebook site has few legal/reg implication beyond a product.com with “contact us.”
Don’t Call It Social Media
An Impression Isn’t An Impression*
*Unless it makes one
☹ In absolute, these can’t matter:
✗ Views ✗ Friends ✗ Comments ✗ Buzz ✗ Viral
✗ Site visits ✗ Coupon downloads ✗ Miss-trials ✗ Stupid database ✗ Industry rags
So What DOES Matter?
Getting their attention
Engaging them
Earning their trust Answering their questions
Acknowledging needs & concerns
Exciting them about our solution
Inspiring trial (nrx)
Setting their expectations (trx)
Social Score Benchmark
Tools allow brands and companies to identify current baseline
› Frequency of mention
› Issue alerts
› Sentiment (vs competitors)
Reminder: AEs unlikely to rock your world (cost, people) › 1 in 500, Neilsen 2008
But we do need to be responsible about trends › Consider patients as family
My two cents is in next Pharmaceutical Executive (How-To Unlock Guidelines)
Surf 117 company policies: http://socialmediagovernance.com/policies.php
Myth: Ostrich Option as Safe
Three Low-Hanging-Fruit Tactics
a) Hands-off Social Media
b) Leveraging Star Power
c) Redefining “unbranded”
a) Three Steps to “Hands-Off” SM
1. Ad network creates and promotes therapeutic-specialty social media in true form.
2. Brand initiated it, but did not co-sponsor or have role in content
3. Unbranded rich-media ads drove traffic to product site for very low cost-per-visitor
b) They’re Patients With Reach
You don’t have to know or like them
Video stars > celebrities
b) Engaging Via Video Stars
Leading brands are doing this › Pharma can play too
Fox Broadcasting: 6 million views for pennies per view
MTV salvaged expensive “billboard in back yard” with 6-12% viewers visiting site
Obviously unbranded branded
Process for Engaging Stars
Creative brief
Draft concepts
Shoot
Approvals
Launch
Provide metrics
My Own Lil’ Examples:
• Mentos • Holiday Inn • MTV • Starbucks • Logitech • Fox Broadcasting • Reader’s Digest • Microsoft • U.S. Census • Big Health Co (Friday)
c) Unbranded as Activator
Redefine “unbranded” › 2000: Market leaders only › 2010: Vital “hook”
Can’t lead with marketing because patients and doctors don’t care about our products at all.
Captivate, education, prompt via unbranded “masked” URL
We’ve got to use an unbranded approach in social media," said Kevin Nalty, formerly a product director for Merck, though he now heads Nalts Consulting. "There's no way to accommodate what is required of a brand, in terms of fair balance information, in a tweet, for example."
Conclusion: Metrics Musts
Keep costs down
Open funnel wider by dialing down marketing message
Count only downstream vital signs › Cost per qualified visitor › Cost per new patient › Time & intent › Behavior
Ask Your Doctor About…
www.naltsconsulting.com
www.willvideoforfood.com (blog)
www.youtube.com/nalts or http://www.kevinnalty.com
twitter.com/nalts