Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
Piotr Wrzosiński
ESTABLISHING ENTERPRISE SOCIAL
MEDIA SOLUTIONS IN A PHARMA
ENVIRONMENT
picture placeholder
Informatics Digital Marketing Solutions
Sex in the High School
2
Informatics Digital Marketing Solutions
Helicopter or Bike?
3
Informatics Digital Marketing Solutions
Elephant in the room
4
Informatics Digital Marketing Solutions
What is an impact of Social Media on our
business?
5
Informatics Digital Marketing Solutions
5 Global Trends We Cannot Stop
Social
Video
Local
Mobile
Metrics
6
Informatics Digital Marketing Solutions
This elephant will stay here for a while!
7
Informatics Digital Marketing Solutions
Do you still believe that content is the king?
There is no top news on main page anymore!
See by yourself: http://visualize.yahoo.com/core/
8
Informatics Digital Marketing Solutions
Do you still check your <metatags>?
9
Informatics Digital Marketing Solutions
So what should we do?
10
Informatics Digital Marketing Solutions
Use Case: Nestle Kit-Kat crisis
11
Informatics Digital Marketing Solutions
Roche – a leader in its field
17th of August 2010, Roche publishes the 1st Social Media
Guidelines in Pharma Industry
No FDA regulations available at the time
But, no major shift follows the publication
12
Informatics Digital Marketing Solutions
Positive reception
13
Informatics Digital Marketing Solutions
Selection process
Window of Opportunity
Unique moment in the organization
• Radian6 license agreement in IDMS to
be renegotiated after Salesforce.com
takeover
• Genentech loses a tool after NM Incite
pivots their business
• Diabetes care is looking for alternatives
to their current solution (*Fornax)
• Diagnostics IT looking towards Social
Media tools for their next year planning
• Corporate Communications not happy
with current reports from 3rd parties
Informatics Digital Marketing Solutions
Business Customers support
15
Informatics Digital Marketing Solutions
Strategic overview
Key stakeholders: Group Comms, GNE, Diagnostics, GDG
Platform selection based on the KPIs and requirements gathered from
stakeholders
To ensure buy-in, stakeholders are our partners and experts in
selection process
Preliminary setup of the service made by selected vendor against
requirements from the selection phase (based on previous GNE
setup)
Global solution available for local and brand specific modifications
with 3rd party involvement (some hours covered within the license).
16
Informatics Digital Marketing Solutions
Selection process
Requirements gathering
• Requirements and
assessment criteria
were created basing
on:
– Business input
– Current NM Incite
setup for GNE
– Forrester Wave Report
• Common process in
parallel in Basel and
SSF
Informatics Digital Marketing Solutions
Selection process
Selection steps• List of vendors to screen compiled
with Forrester and internal market
knowledge.
– 6 vendors reviewed
– In BSL Corp Comms involved in
screening
• Two vendors selected as finalists –
Radian6 and Sysomos
• Two sessions with both vendors
presenting with all stakeholders
invited (SSF and BSL, same day
with Webex transmission)
• Vendor scorecard filled in by
participants
• Price negotiations by GNE Contract
Team
Informatics Digital Marketing Solutions
Selection process
Main criteria
Business functional requirements: Selected tool has to
answer current and future needs of the business as
specified in their requests. We expect integration with CRM
platforms, ease-of-use for non-IT teams, full coverage of the
features provided by NM Incite
Licensing cost: Tool has to be sustainable and in the range
of affiliates and smaller business unit. We expect full
functionality without additional, unexpected charges.
Service level and support: We expect top-notch customer
support, including professional consultancy that will help set
it up to answer needs of marketers with no particular
knowledge of the tool or Social Media.
Informatics Digital Marketing Solutions
Final selection
Sysomos
Heartbeat is an easy-to-use and cost-effective
social media monitoring and measuring tool that
provides constantly updated and easy to read
snapshots of online conversations.
• Monitor social media conversations from your local
market
• Manage crises with workflow tools
• Measure key metrics around buzz and sentiment
• Engage with key influencers and opinion leaders
• Conduct comparisons between competitors and topics
SYSOMOS Heartbeat:
Social Media LISTENING
Informatics Digital Marketing Solutions
Final selection
Sysomos
• Unlimited searches and access to Billions of
conversations
• Twitter Partner Certified, access to full Twitter data
• Access to 2 years of Historical data, 1 year for Twitter
• Identify key influencers by industry or demographics
groups
• Understand key conversations, themes and trends
• Conduct in-depth research for comprehensive reporting
MAP provides accurate, real-time insights into
conversations about your brand, industry and
competition in easy-to-understand graphics.
SYSOMOS MAP:INSIGHT & RESEARCH
Informatics Digital Marketing Solutions
Final selection
HootSuite Enterprise
• Used across Roche
• Upgraded to
Enterprise license for
50 seats
• Allows SM
engagement and
analytics
• Onboarded:
Genentech, Ventana,
Corp Comms, Roche
22
Informatics Digital Marketing Solutions
Social Media – Service ModelM
onitoring
Sysomos Heartbeat
Enagem
ent
HootSuite
In-d
epth
analy
sis
Sysomos MAP
Monitoring and Insights
• Basic dashboard [Promoted brands + Corporate]
• 3rd party consultancy [WCG]
Engagement• Enterprise level license
• 50 seats, scheduling, advanced analytics, HS university
Informatics Digital Marketing Solutions
Yes, it is still here!
24
Informatics Digital Marketing Solutions
Doing now what patients need
next
Informatics Digital Marketing Solutions
Copyrights: unless stated otherwise all
trademarks and copyrights are property of
their respective owners and were used under
Fair Use conditions. Sex in high school – CC by wyldwest
Bike and copter – Copyright by PassportTours
Elephant in the room – Banksy (no copyrights)
Adolf Hitler scene –Downfall (the Untergang) 2004 movie (Constantin Studio Group),
derivative work.
Social Media Revolution 2013 – Erik Qualman
Yahoo! and Google promotional materials
Nestle engagement - Reuters
Gatorade Mission Control – PepsiCo
Does it matter? – Eyeforpharma
Internal Roche materials
26