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We call it“Social Realization”
Reasserting Brand Influence within Social to Connect with Consumers
Chrissy Stanojev | Senior Social Media Strategist
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Key Components to Social Realization:
Social Intelligence: Data Collection & Analysis Connection and Brand Influence in Social SphereSocial Governance and Partnership
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For people, nothing is more personal, more important, more transformative, than
healthcare.
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Consumers are content creatorsExpectations have never been higher
Person-to-Person engagement is the most influential
Consumer empowerment
has never been greater
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CrowdsourcingOmni-channel
Immediacy
And now, consumers have the ability to shape brands
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And social has been the agent of change.
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Social is a challengefor Pharma with FDA
regulation, AER, Regulatory and a 140-character standard in
an ISI world.
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Source: Smartinsights.com
Consider What Happens Online in 60 Seconds?YouTube
hours of video uploaded
Facebookposts
Googlesearches
Twittertweets
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Question?
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Here’s how youcould think about it.
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We call it“Social Realization.”
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Recognizes that social is not justa channel, platform, or a behavior.
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Or even publishing contentto a Facebook page.
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Social Realization is reasserting brand influence to connect with people.
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Brands don’t need a digital strategy.
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Brands don’t need a digital strategy.
Brands need a strategy for a digital world.
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A Robust Team…
SearchStrategy
SocialAnalytics +
Strategy
PerformanceAnalytics
Paid MediaStrategy + Planning
UXStrategy + Planning
CreativeStrategy + Planning
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Relevance
Authenticity Timelines
Discoverability
Depth
Dimensionalize Optimization
New Audiences
InfluencersAmplification
….Drives Social Realization
Engagement 1:1 Connection
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Tocontinually innovate
This approach is born from experiencewith a range of brands and consumers
PHARMA
BRANDS
NON-PHARMABRANDS
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How can your brand be Socially Realized?
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Listen. Actively.
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Analyze.Listen. Actively.
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Analyze.Listen. Actively.
Apply.
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Analyze.Listen. Actively.
Apply. Assess.
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PHARMA BRANDSBy the numbers
8% Brand managers who are in patient engagement mode on social media
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% Brand managers who are at least listening
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% Brand managers not even listening
*All % are globalSource: IMS Health
~40% of those listening aren’t sure what to do with the social data they are collecting
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Listen to the largest, most dynamic,
diverse, and unbiased 24/7 focus group.
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And leverage social analytics to make insight-driven marketing decisions.
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Go beyond theword cloud.
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12KKeywords
Words in Context
DimensionalizePatient Journey
Mapping
Depth Persona and
Influence Mapping
DiscoverabilitySearch Marketing
AmplificationSelected Paid Media
EngagementContent Development
OptimizationChannel Planning
Relevance Positioning/Messaging
1.3 MillionConversations
New AudiencesSegmentation
Search Social
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1 = 4Words in Context
Branded Mention on Social
Organic Branded Searches
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Words in Context
We say “Symptoms.” Patients say “Signs.”We say “Copay.” Patients say “Discount.”We say “Switching.” HCPs say “Wash Out.”
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Topic Trend Monitoring Over Time
2015 – 2016794K
DimensionalizePatient Journey
Mapping
AuthenticityBrand Voice
OptimizationChannel Planning
AmplificationSelected Paid Media
EngagementContent Development
RelevancePositioning/Messaging
New AudiencesSegmentation
2013 – 2014447K
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The Social Realization Impact
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RelevancePositioning/Messaging
AuthenticityBrand Voice
TimelinesPR Events
DiscoverabilitySearch Marketing
DepthPersona and Influence Mapping
DimensionalizePatient Journey Mapping
OptimizationChannel Planning
New AudiencesSegmentation
InfluencersKOL + COL Identification
AmplificationSelected Paid Media
Social Realization
EngagementContent Development
1:1 ConnectionCommunity Management
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Social Realizationis about partnership.
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Social Governance and Partnership
Everyone is at the table:• Social Governance
• Corporate Policy Development• Corporate Education and Compliance Training
• Brand Safety Guardrails • Social Reaction and Response Processes and
Procedures
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Push Your Brand Further
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#SocialRealized Helping pharmaceutical
brands to Social Realization
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Thank you
Chrissy StanojevSenior Social Media Strategist
MRM//[email protected]
Pharma Social Summit (Advertiser) acknowledges that any and all ideas, concepts, strategies, trademarks and materials that MRM//McCann and McCann Worldgroup (Agency) presents or provides to Advertiser (the “Presentation Concepts and Materials”) are being presented or provided for the sole purpose of allowing Advertiser to determine whether Advertiser wishes to use the Presentation Concepts and Materials and to engage Agency’s ongoing services. Advertiser acknowledges and agrees that the Presentation Concepts and Materials are, and will remain, Agency’s property. Agency shall retain all right, title and interest in connection with the Presentation Concepts and Materials regardless of whether the physical embodiment of the creative work is in Advertiser’s Possession in the form of copy, artwork, etc.©2016 McCann Worldgroup