Presentation at PR News Boot Camp in Washington DC on November 29th, 2012. How brands big and small use social media to reach millions, listening and engagement, tools of the trade, best practices and case studies, dos and dont's.
Before Disaster Strikes: Creating an Effective Crisis Communications Plan
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News Bootcamp)
1. PR News Boot Camp: Emerging PR Stars November 29, 2012
Social Media: How to Build Brands, Find Followers
and Attract Fans
Presented By:
Jenifer Antonacci, Director, Portfolio Communications, Pfizer
Jenifer.Antonacci@pfizer.com @JenAntonacci
Sandra Fathi, President, Affect
Sfathi@affect.com @SandraFathi
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2. Jenifer Antonacci
• Director, Portfolio Communications, Specialty Care BU, Pfizer
Inc.
– Currently leading product PR team in specialty care business
– Also experienced in Media Relations, Internal Communications, Client
Communications
• Currently Membership Chair, Philly PRSA Chapter
• Also on Executive Committee for the Leukemia & Lymphoma
Society Eastern PA Chapter Light The Night Walk
3. Sandra Fathi
• President, Affect
– Public Relations and Social Media Firm
– Serving B2B Technology, Healthcare and Professional Services Clients
• Immediate Past-President, PRSA-NY
• Past President, PRSA Technology Section
• Sample Clients:
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4. Topics to Cover
• The content marketing revolution: How brands big and small
use social media to reach millions
• Listening and engagement: The keys to social media
• Which tools are right for you? Recommendations on
dashboards and measurement tools
• Best practices and case studies: Brand success on
Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest and
more
• Using social media and other online tools to enhance your
media relations efforts
• Do’s and don’ts: A day in the life of social media PR pros
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5. How Brands Use Social Media
• Build awareness
Reputation
• Educate constituents
• Strengthen customer loyalty
• Provide customer service Save Make
• Conduct market research Money Money
• Target media and key influencers
• Generate leads
• Generate revenue Education
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6. B2B Vs. B2C Brands
Business-to-Business Business-to-Consumer
Goals & Objectives Direct Tie to Business Goals Direct Tie to Marketing Goals
Fans & Followers Quality Over Quantity Quantity
Approach Strategic & Niche Strategic (or Not) & Broad
Measurement Clear ROI: Unclear ROI:
Business Outcomes Activity Over Outcomes
Focus Controlled Ride the Wave
$37 Billion in $37 Billion in
Annual Sales Annual Sales for All of
Mars Candy
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7. Social Media in Regulated Environments
(Pharma & Healthcare)
“Don’t just sell the drug, but help organize the community…
The future is not just having the drug and then letting the
patient and the doctor work it out, it’s having the
website, organizing the patient groups, educating the
families … supporting social networks to help with not just
the marketing, but the management of the disease…”
— Jeff Bauer, Ph.D., Health Futurist and Medical Economist
8. Choosing the Right Channel(s) for Your
Audience: A Stakeholder Perspective Model
Stakeholder Analysis Develop Ongoing
Identification • Test internal Roadmap and Engagement
• Internal assumptions Engage • Feedback
brainstorming • Direct: • Guidelines • Follow-up
• Knowledge Interviews, surveys
• Expectations
• Experience • Indirect: Third-party
• Monitoring groups, monitoring
Think & Plan Prepare & Engage Respond & Monitor
Model derived from the AccountAbility AA1000ES Assurance Framework for Stakeholder Engagement
9. Case Study: text4baby (Johnson & Johnson)
• Award-winning
program
reaching moms
“one text at a
time”
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10. Choosing the Right Channel(s) for Your Audience
• Who are we trying to reach?
– Customers – Media
– Prospects – Analysts
– Employees – Competitors
– Shareholders – Community
• Where do they hang out?
• What are the expectations of the community?
– Business or Personal?
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11. Social Media Launch Checklist
The steps to responsible engagement
Content Content
Analytics and
Fundamentals Mapping and Creation and Engagement
Insights
Planning Syndication
•Policy Development •Conversation •Brand protection •Content Mgmt •Blogger outreach
•Planning blueprint •Catalog existing content •SMR Online •Customer service
•Guidelines creation •Regular listening •Content gap analysis Newsroom response
•Training & Education •Influencer meme •Editorial planning •Webcast •Ambassador network
•Strategic partnering •Real time listening •Keyword dictionary •E-mail Mktg •Community management
•Reporting •Identify channels •Podcasts
•Train community mgr •Videos
•Linking strategy •Social pages
(e.g., SlideShare, You
Tube)
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12. Social Media Launch Checklist
Identify Target Audience
Set Goals & Objectives
Craft SM Messaging Document &
Creative Brief
Determine Platforms, Channels &
Technology
Create Social Media Workflow Plan
Draft a SM Usage Policy
Develop an Editorial Calendar
Write & Implement Launch Plan
Download at techaffect.com/social-media-tip-sheets/
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13. Social Media Policies
You may already have one!
• Employee Handbook
What to include in a dedicated SM
Policy
1. Encouraged Behavior
2. Required Behavior
3. Restricted Behavior
4. Terms & Conditions
– Training Required
– Executive Level
– Personal Disclaimers
– Legal Mumbo-Jumbo
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14. Case Study: Social Media Policy Development
• Established through consensus meeting with senior
leadership the importance of a social media policy:
– To protect the company from the release of non-public or proprietary
information and/or unauthorized or inappropriate social media
commentary or posts online
– To mitigate potential trouble for the company with government
agencies, other companies, customers or the general public
– To strengthen the brand value of the company, its medications
• Create cross-functional team with members nominated by
their management
– Included
Legal, Communications, Compliance, Safety, Regulatory, Marketing, M
edical, Clinical and IT&S
• Educated first – from C-suite to cross-functional team – then
created policy and supporting guidances
15. Listening & Engagement
• Social tools allow companies to listen to, respond to and
engage with stakeholders
• Effective listening must allow organizations to:
– Gain profound insights into who their stakeholders are and their needs
– Understand how their customers buy
– Learn who influences the customers
– How customers want to communicate and receive information
• Traditional tools include mentions, Likes and follower counts
16. Case Study: Preparing to Introduce a New
Medicine
• Blueprint: The purpose of the Blueprint is to identify the
language, channels and communities that stakeholders use to seek and
share information about the disease and treatments online.
– Provides an analysis of how frequently stakeholders are discussing certain
therapies and who is driving share of voice within patient communities
– Also provides an overview of the patient experience from diagnosis through
treatment.
• Bi-Annual Listening Report: The Listening Report provides ongoing
perspective and strategy based on initial learnings identified within the
Blueprint.
– Allows us to understand how specific events or trends affect the conversation
online, including brand and competitor discussions
• Influencer Analysis: This analysis strategically and methodically measures
influence across online channels specific to the disease state and
treatments.
– We have developed a list of online influencers = the one percent of people who
are driving the majority of conversations for the brand online based on
reach, relevance and resonance
17. Social Media Measurement
6 Step Approach:
1. Measure
2. Track
3. Trip
4. Analyze
5. Tweak
6. Repeat
Holy Grail:
Sales Data
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18. Social Media & Media Relations
• Approach online influencers the same way you approach
traditional media
• Do your research so you know who you’re engaging and the
forum in which you are participating
• Be prompt, factual, transparent
– Take the time to understand the context of a situation before jumping
in
– Stay on message and operate within your organization’s guidelines
– Disclose relationships, representation, affiliation and intentions
19. Social Media & Media Relations
• Finding Journalists on Social Media
(Where they want to be found)
• Monitoring & Finding Queries
• Engaging & Building Relationships
• Pitching Best Practices
• Finding the Story
• Lighting the Fire
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20. Social Media Do’s & Don’ts
Do: Don’t
• Provide Full Disclosure
• Release Confidential Info
• Seek Opportunities for Relevant
Engagement • Be a Social Spammer
• Respect the Rules of the • Be a Robot (Repeat, Repeat)
Community & the Individual • Hijack Irrelevant Hashtags
• Become Valuable
Resource/Thought Leader • Ignore the Environment
• Quality Over Quantity (Value • Be a Hater
over Noise)
• Be a Great Aggregator
• Bring Online Offline
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26. Thank you
Questions?
Slides Available on Slideshare.net/sfathi
Jenifer Antonacci, Director, Portfolio Communications, Pfizer
Jenifer.Antonacci@pfizer.com @JenAntonacci
Sandra Fathi, President, Affect
Sfathi@affect.com @SandraFathi
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Hinweis der Redaktion
In the pharma industry, it’s sometimes irresistible to want to go with what we know to communicate about the medicines we have: talk about the disease as the problem and the medicine as the solution – plain and simple. But with personalized medicine, this is a more complicated pitch, requiring synchronization like a dance.As communicators, our role is to ensure clear, understandable information is available about our medicines for all stakeholdersHere is what is holding them back: 1) Fear of the Unknown: No one wants to be the first. But in this case, “if at first you don’t succeed, try, try again” is not a positive message – the costs are just too great for failure. So maybe its really about Fear of the Warning Letter or more accurately… 2) …Lack of Knowledge: It’s hard enough for a brand or product person to stay on top of their current communications channels, much less understand everything there is to know about digital and emerging media. There are a lot of smart people out there, though, so knowing the questions to ask is almost more important. And protecting yourself is everyone’s responsibility – don’t pass the buck! 3) Lack of Resources: How are you going to staff a social media editorial plan when you do not have one staff member who’s title has the words “social media” in it? Who has the time, the creativity, the bandwidth to make these platforms a reality and police them (remember, you are ultimately responsible)? But there are a lot of really great companies out there that can help monitor, moderate, develop content, and position you for success. Sure, they’ll need to be trained, but isn’t that a small price to pay? Oh, they’ll also need to be paid, which is why…4) …Lack of Funds: Justifying entre into emerging media platforms like social media when there is not a “traditional” proven ROI can be tough. “How much more product will we sell?” may not be a question that can be answered, but it doesn’t mean that the value proposition isn’t there. It just means you’ll need to work harder to set clear business objectives, and make sure that the communication platform you choose truly meets those goals.
There is not one “right way”; method or approach you use ultimately depends on the developmental phase of your group and what outcomes you seek through your effortBest to be flexible but in general want to cover the steps herePhase I - Think and PlanIdentify and convene owners responsible for the success of this initiative Conduct current state analysis such as internal and external assessments or benchmarking and competitive analysis Identify stakeholders who are relevant and share material concerns Develop road map Establish an engagement plan and an implementation schedulePhase II - Preparing and EngagingEnable stakeholders to own outcomes through participation in the identification, design and creation of solutions to problems and opportunities. Identify ways of engaging that work and will produce value Build competency and capacity amongst stakeholders as a framework for success Engage with stakeholders to facilitate understanding, learning and improvementPhase III - Responding and MeasuringMitigate risk through feedback and measurement - never stray too far from your values, vision and goals Conduct a gap analysis to identify what is being measured, what needs to be measured, what do stakeholders need measured to provide credibility Operationalize, internalize and communicate learning Measure, assess, and communicate performance Assess, re-map, re-define
Some mothers don’t have access to the health and social support services they need. Text4baby – the first ever free mobile health service in the United States – provides timely and expert health information via SMS text messages to pregnant women and new moms through their baby’s first year. Text4baby messages also connect women to local prenatal and infant care services and resources.The text4baby initiative represents an unprecedented public-private partnership to address the rising U.S. infant mortality rate. Johnson & Johnson is a founding partner of text4baby along with the National Healthy Mothers, Healthy Babies Coalition,Voxiva, CTIA – The Wireless Foundation and Grey Healthcare Group (a WPP company). U.S. government partners include the White House Office of Science and Technology Policy and the Department of Health and Human Services. BabyCenter, LLC, a subsidiary of Johnson & Johnson, served as a development partner.
Know your stakeholders and when to engage themListen and engageStrive for succinct, meaningful communicationKeep everything in lockstepPrepare for the risks and be ready to consider the negativesMonitor and provide feedback
Some of the questions about influencers:How easy are they to find using search?What percentage of the outlet’s reach can be attributed to this influencer?How many times is this influencer indexed in Google News?How often do they reference your brand?How widely is their work read, discussed and syndicated?How engaged is their audience?What percentage of this outlet’s content is devoted to the topics you care about?