Embed Size (px)
Citation preview
Ryan BillingsDirector, Social Strategy – AstraZeneca
@ryandaniel
ADJUST YOUR ATTITUDE Approaching innovative ideas from a ‘can-do’ perspective
The views in this presentation are my own and not those of any of the companies showcased in this deck
HAVE YOU EVER HADA REALLYGREAT &INNOVATIVE IDEA?
AND THEN THIS HAPPENED?
“BECAUSE WE’RE PHARMA”
INNOVATION IS POSSIBLE!
What aspects of these concepts can be applied within the ‘confines’ of pharma?
How to educate and work in partnership with your Regulatory team.
Innovative social media concepts and campaigns from a variety of industries
How pharma compares to approval processes and regulations in other industries
CONCEPTS & CASES SO WHAT?
PROCESSES TIPS & ADVICE
© 2014 NETPLUS MARKETING, INC
SOCIAL CONTENT REVIEW ACROSS INDUSTRIESPharma Finance CPG Retail Non-Profit
SEC/FINRA ✔
FDA ✔
Med Legal ✔
Brand Guidelines ✔ ✔ ✔ ✔ ✔
Audience Alignment ✔ ✔ ✔ ✔ ✔
Campaign Alignment ✔ ✔ ✔ ✔ ✔
Channel Alignment ✔ ✔ ✔ ✔ ✔
Shortest Approval Time 4-6 months 4 months Real-Time 2-4 Weeks Real-Time
Message Objectives
Awareness, Education
Awareness,Info Request Awareness, Trial Awareness, eCommerce
Sales, Store Foot Traffic Awareness, Fundraising
MAPPING THE CUSTOMER JOURNEY: HEALTH
MAPPING THE CUSTOMER JOURNEY: FINANCIAL
BRAND AMBASSADORS
FORDFIESTA MOVEMENT
FORDFAN AWARDS
“Ford is for me a part of my life that is irreplaceable.”
FORDGRAB YOUR BADGE CAMPAIGN
INDEPENDENCEBLUE CROSSIBX INSIGHTS EMPLOYEE BLOG
SO WHAT?
MERCKSTUDENT STORIES BLOGS
GAMIFICATON
MRS. DASHREADY, SET, WIN GAME
MRS. DASHREADY, SET, WIN GAME
MRS. DASHREADY, SET, WIN GAME
MRS. DASHREADY, SET, WIN GAME
AIRBORNE HEALTHFILL IN THE BLANKS INSTANT WIN GAME
BLACK & DECKERDUSTBUSTER DERBY GAME
BLACK & DECKERDUSTBUSTER DERBY GAME
SO WHAT?
G R A V E S
ESAESID
MERCK MANUALSFACEBOOKWORD SCRAMBLES
MERCK MANUALSTIME MACHINE GAME
MERCK MANUALSTIME MACHINE GAME
MERCK MANUALSTIME MACHINE GAME
GAMIFICATIONIN PHARMA R&D
GAMIFICATIONIN PHARMA MARKETING DTC
SOCIALCHATS
FORD &#DADCHAT
SO WHAT?
BOEHRINGER INGELHEIM #COPDCHAT
SOCIALSELLING
“SOCIAL SELLING IS ABOUT SALES PEOPLE BUILDING A STRONG PERSONAL BRAND. IT’S ABOUT UNDERSTANDING THE ROLE OF CONTENT AND HOW THAT CONTENT CAN BE USED TO TELL A POWERFUL AND EMOTIONAL STORY. AND IT IS ABOUT GROWING YOUR SOCIAL CONNECTIONS.”
- MICHAEL BRENNER – VP MARKETING, SAP
PRUDENTIALSOCIALSELLING
1. Marketability 2. Connectivity 3. Engagement
12 Important Retirement Planning Deadlines
PRUDENTIALSOCIALSELLING 190%
Increasedconnectivity to key
channel partners
10% Increased for proposals (RFPs) from corporate partners
$650MMValueof largest inbound RFP
generated via LinkedIn/PeopleLinx
PERSONALIZATION
COCA-COLA#SHAREACOKE
SO WHAT?
MERCK VETERINARY MANUALANIMAL HEROES CAMPAIGN
MERCK VETERINARY MANUAL100,000TH FAN GIVEAWAY
?
90,97
6 LIK
ES
3,956
COMMENTS
24,91
1 SHARES
1,263
,616 U
NIQUE VIEWS
MERCK VETERINARY MANUALSOCIAL CONTENT STRATEGY
TIPS & ADVICE
SHIFTING YOUR PERSPECTIVEDraw parallels between pharma and other industriesStart with “How can we do that?” instead of “I wish we could do that…”Align ideas with business objectives
TIPS & ADVICE
GAINING INTERNAL APPROVALSDo your homeworkAnticipate questions from Compliance, Legal, RegulatoryStart small to establish relationship and build trustFocus on quick wins and internal pilotsGain top-down supportTrack stakeholder engagementPitch bigDefine business impact & measurement plan
TIPS & ADVICEMake sure your ideas are measurable yet meaningful
VANITY METRICS VALUE METRICSMore Followers Right Followers
Impressions Engagement Rate
Clicks Loyalty
Likes Cost Reduction
Retweets Conversions
Views Sales
QUESTIONS?
Linkedin.com/in/ryanbillings @ryandaniel
Slideshare: http://www.slideshare.net/ryandaniel
thinknetplus.com
APPENDIX & OTHER CASES
NETPLUS LIVE DEMOSThe Merck Manual: Time Machine QuizElevating and extending a century-old publication via gaming mechanics.Live Demo: http://on.fb.me/1jsshMD Good Neighbor Pharmacy - Pharmacy of the Year AwardPutting the national award results in customers' hands through video storytelling and voting while driving home the "personal touch" value proposition. Live Campaign: http://on.fb.me/1sD5PQX Airborne Immune Support: Fill in the Blanks GamePromoting and educating consumers regarding the benefits of "real immune support."Live Demo: http://on.fb.me/1jICvny Independence Blue Cross: My Daily Game ChangerCampaign & Content: http://on.fb.me/1mtsIXS
Independence Blue Cross: Pinterest PromotionCampaign & Content: http://bit.ly/1gGaWva Black & Decker Holiday Gift Guide/Match & Win GameA holiday gift guide comes alive.Live Game: http://on.fb.me/1eXt0Mz K'NEX - TINKERTOY: Win in a Snap GameA beloved, classic toy that brings parents and children together, teaching motor skills and problem solving, made interactive to boost consideration for the holiday season.Live Game: http://on.fb.me/1cI5Kpw Mrs. Dash Ready, Set, Win! GameAwareness, sampling, trial. The new Seasoning Packets product launch.Live Game: http://on.fb.me/1nNRvB3
GAMIFICATON
TINKERTOYWIN IN A SNAP GAME
TINKERTOYWIN IN A SNAP GAME
TINKERTOYWIN IN A SNAP GAME
MERCK MANUALSMONTHLY MEDICAL QUIZ QUESTIONS
MERCK MANUALSMONTHLY MEDICAL QUIZ QUESTIONS
MERCK MANUALSMONTHLY MEDICAL QUIZ QUESTIONS
MERCK MANUALSMONTHLY MEDICAL QUIZ QUESTIONS
MERCK MANUALSMONTHLY MEDICAL QUIZ QUESTIONS
MERCK MANUALSMONTHLY MEDICAL QUIZ QUESTIONS
MERCK MANUALSHOMESYMPTOMSGAME
MERCK MANUALSHOMESYMPTOMSGAME
MERCK MANUALSHOMESYMPTOMSGAME
SOCIALCUSTOMERCARE
SOCIAL CUSTOMER CARE83% of Twitter users and 71% of Facebook users expect a customer service response from a brand within a day.*
Customers who receive a quick and effective response are 71% more likely to recommend the brand.
*http://blogs.salesforce.com/company/2013/07/the-social-customer.html
SOCIAL CUSTOMER CARENESTLE SOCIAL COMMAND CENTER
SOCIAL CONTENT STRATEGY & STORYTELLING
GOOD NEIGHBOR PHARMACY30TH ANNIVERSARY CAMPAIGN
GOOD NEIGHBOR PHARMACY30TH ANNIVERSARY CAMPAIGN
MERCK VETERINARY MANUALSOCIAL CONTENT STRATEGY
74
MERCK VETERINARY MANUALMONTHLY VET STUDENT QUESTIONS
