#SocialRealized: Bio/Pharma Social Media and Digital Platforms Summit Presentation
•Download as PPTX, PDF•
1 like•701 views
We Call It “Social Realization” — Reasserting Brand Influence within Social to Connect with Consumers Chrissy Stanojev, Senior Social Media Strategist, MRM//McCANN Consumers are content creators with high expectations from the brands they care about. They value peer connections, and peer influence is vital. Now more than ever, consumers have the ability to shape brands. And social has been the agent of change. Social Realization recognizes that social is not just a channel, platform, or a behavior, or even publishing content to a Facebook page. Social Realization is reasserting brand influence to connect with consumers. The success of Social Realization relies heavily on the relationship between an agency and a pharmaceutical company. It is crucial for a partnered agency to identify and understand the factors impacting the brand while keeping the brand’s reputation and safety at the forefront. • Become a trusted partner through constant research and an in-depth knowledge of the brand(s), category and key trends impacting the market • Stay in lock step with the latest social platform capabilities to enable rather than hinder Pharma’s presence in the social sphere Chrissy Stanojev, Sr Social Media Strategist, MRM//McCANN #GetRealized | socialrealized@mrm-mccann.com
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to #SocialRealized: Bio/Pharma Social Media and Digital Platforms Summit Presentation
Similar to #SocialRealized: Bio/Pharma Social Media and Digital Platforms Summit Presentation (20)
More from Chrissy Stanojev
More from Chrissy Stanojev (11)
Recently uploaded
Recently uploaded (20)
#SocialRealized: Bio/Pharma Social Media and Digital Platforms Summit Presentation
- 1. 1 We call it “Social Realization” Reasserting Brand Influence within Social to Connect with Consumers Chrissy Stanojev | Senior Social Media Strategist
- 2. Key Components to Social Realization: Social Intelligence: Data Collection & Analysis Connection and Brand Influence in Social Sphere Social Governance and Partnership 2
- 3. 3 For people, nothing is more personal, more important, more transformative, than healthcare. 3
- 4. 4 Consumers are content creators Expectations have never been higher Person-to-Person engagement is the most influential Consumer empowerment has never been greater 4
- 5. 5 Crowdsourcing Omni-channel Immediacy And now, consumers have the ability to shape brands 5
- 6. And social has been the agent of change. 6
- 7. 7 Social is a challenge for Pharma with FDA regulation, AER, Regulatory and a 140- character standard in an ISI world.
- 8. 8 Source: Smartinsights.com Consider What Happens Online in 60 Seconds? YouTube hours of video uploaded Facebook posts Google searches Twitter tweets
- 9. Question? 9
- 10. Here’s how you could think about it. 10
- 11. We call it “Social Realization.” 11
- 12. Recognizes that social is not just a channel, platform, or a behavior. 12
- 13. Or even publishing content to a Facebook page. 13
- 14. Social Realization is reasserting brand influence to connect with people. 14
- 15. Brands don’t need a digital strategy. 15
- 16. Brands don’t need a digital strategy. 16 Brands need a strategy for a digital world.
- 17. 17 A Robust Team… Search Strategy Social Analytics + Strategy Performance Analytics Paid Media Strategy + Planning UX Strategy + Planning Creative Strategy + Planning
- 18. 18 Relevance Authenticity Timelines Discoverability Depth Dimensionalize Optimization New Audiences InfluencersAmplification ….Drives Social Realization Engagement 1:1 Connection
- 19. 19 To continually innovate This approach is born from experience with a range of brands and consumers PHARM A BRAND S NON- PHARMA BRANDS
- 20. How can your brand be Socially Realized? 20
- 25. 25 PHARMA BRANDS By the numbers 8 % Brand managers who are in patient engagement mode on social media 50% Brand managers who are at least listening 42% Brand managers not even listening *All % are global Source: IMS Health ~40% of those listening aren’t sure what to do with the social data they are collecting
- 26. 26 Listen to the largest, most dynamic, diverse, and unbiased 24/7 focus group. 26
- 27. And leverage social analytics to make insight-driven marketing decisions. 27
- 28. 28
- 29. 29 Go beyond the word cloud.
- 30. 30 12K Keywords Words in Context Dimensionalize Patient Journey Mapping Depth Persona and Influence Mapping Discoverability Search Marketing Amplification Selected Paid Media Engagement Content Development Optimization Channel Planning Relevance Positioning/Messaging 1.3 Million Conversations New Audiences Segmentation Search Social
- 31. 31 1 = 4 Words in Context Branded Mention on Social Organic Branded Searches
- 32. 32 Words in Context We say “Symptoms.” Patients say “Signs.” We say “Copay.” Patients say “Discount.” We say “Switching.” HCPs say “Wash Out.”
- 33. 33 Topic Trend Monitoring Over Time 2015 – 2016 794K Dimensionalize Patient Journey Mapping Authenticity Brand Voice Optimization Channel Planning Amplification Selected Paid Media Engagement Content Development Relevance Positioning/Messaging New Audiences Segmentation 2013 – 2014 447K
- 34. The Social Realization Impact 34
- 35. 35 Relevance Positioning/Messaging Authenticity Brand Voice Timelines PR Events Discoverability Search Marketing Depth Persona and Influence Mapping Dimensionalize Patient Journey Mapping Optimization Channel Planning New Audiences Segmentation Influencers KOL + COL Identification Amplification Selected Paid Media Social Realization Engagement Content Development 1:1 Connection Community Management
- 36. Social Realization is about partnership. 36
- 37. 37 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
- 39. #SocialRealized Helping pharmaceutical brands to Social Realization 39
- 40. Thank you Chrissy Stanojev Senior Social Media Strategist MRM//McCANN socialrealized@mrm-mccann.com 40 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
Editor's Notes
- Session Description: Consumers are content creators with high expectations from the brands they care about. They value peer connections, and peer influence is vital. Now more than ever, consumers have the ability to shape brands. And social has been the agent of change. Social Realization recognizes that social is not just a channel, platform, or a behavior, or even publishing content to a Facebook page. Social Realization is reasserting brand influence to connect with consumers. The success of Social Realization relies heavily on the relationship between an agency and a pharmaceutical company. It is crucial for a partnered agency to identify and understand the factors impacting the brand while keeping the brand’s reputation and safety at the forefront. Become a trusted partner through constant research and an in-depth knowledge of the brand(s), category and key trends impacting the market Stay in lock step with the latest social platform capabilities to enable rather than hinder Pharma’s presence in the social sphere
- CHANGE TEXT TO DARK GRAY
- We have a social practice because we believe that there is not a better place to learn, engage and connect with consumers than through social media.
- And, yes, Social is a challenge for Pharma with FDA regulation, AER. Regulatory and
- Just consider what happens online in 60 seconds….. Four hundred twenty two tweets cascade across Twitter, 3.3 Facebook posts hit news feeds across the country, and 400 hours of YouTube video content is uploaded to the platform. And the truth is, your brand is being talked about at scale.
- Is it time to change the way you think about social for pharma?
- At MRM//McCANN we call it Social Realization.
- Social Realization recognizes that social is not just a channel, platform or a behavior…. (We have a social practice because we believe that there is not a better place to learn, engage and connect with consumers than through social media. )
- We have a social practice because we believe that there is not a better place to learn, engage and connect with consumers than through social media.
- *patients We have a social practice because we believe that there is not a better place to learn, engage and connect with consumers than through social media.
- We have a social practice because we believe that there is not a better place to learn, engage and connect with consumers than through social media.
- We have a social practice because we believe that there is not a better place to learn, engage and connect with consumers than through social media.
- Its workign We look at conversations not words which allows us to see the varying definitions of health and the role of medicine. To the right you will see the icons representing the ways in which Social Data can be leveraged to drive business objectives.
- Leveraging Social Realization in Healthcare
- We I say broad range of experience I’m referring to clients such as IHOP, Cigna, US Army, and ETS
- So, how can your brand be Socially Realized?
- Listen…Actively (Maybe a build Listen then Actively) // We have a social practice because we believe that there is not a better place to learn, engage and connect with consumers than through social media.
- Listen…Actively (Maybe a build Listen then Actively) // We have a social practice because we believe that there is not a better place to learn, engage and connect with consumers than through social media.
- Listen…Actively (Maybe a build Listen then Actively) // We have a social practice because we believe that there is not a better place to learn, engage and connect with consumers than through social media.
- Listen…Actively (Maybe a build Listen then Actively) // We have a social practice because we believe that there is not a better place to learn, engage and connect with consumers than through social media.
- But this is the reality. And the 50% that are listening…only approximately 40% do anything with the social data they collect.
- Social Analytics the analysis of social data
- Transition from Word Cloud with words “Social and Pharma” to Go beyond the word cloud.” Twitter: “Go beyond the word cloud with #SocialRealization. @chrissystanojev #CBISocial16 #hcsm”
- We look at conversations not words which allows us to see the varying definitions of health and the role of medicine. To the right you will see the icons representing the ways in which Social Data can be leveraged to drive business objectives.
- Transition from Word Cloud with words “Social and Pharma” to Go beyond the word cloud.” Twitter: “Go beyond the word cloud with #SocialRealization. @chrissystanojev #CBISocial16 #hcsm”
- *Patient Language Transition from Word Cloud with words “Social and Pharma” to Go beyond the word cloud.” Twitter: “Go beyond the word cloud with #SocialRealization. @chrissystanojev #CBISocial16 #hcsm”
- Lung Cancer Then and Lung Cancer Now 2013 - Today // We look at conversations not words which allows us to see the varying definitions of health and the role of medicine. To the right you will see the icons representing the ways in which Social Data can be leveraged to drive business objectives.
- Compliance, training, understanding policies and procedures…… If half of you are listening than half of you have already had that conversation. So for the rest of you or those that want to go deeper you can. (And the person next to you is already doing it)
- We have a social practice because we believe that there is not a better place to learn, engage and connect with consumers than through social media. // You can make an immediate impact on your brand.
- Because the truth is your brand is being talked about on Social. Will you be listening?