My presentation in DigiPharm Europe 2009, London on Sep 24th.

1. How to circumvent challenges and enter the goldmine of social media and Web 2.0 Murat Tanoren Corporate Health Services & Access Manager, Pfizer Turkey murat. tanoren @ pfizer .com @bencewom http://www. linkedin .com/in/ tanoren

3. How to “ jump on the bandwagon” in 10 steps

4. Q: Are we late? Yes No It depends...

5. Who was “ The Person of the Year ” in 2006, according to TIME magazine?

7. Despite Worst Recession in Decades, Brands Increased Spending on WOMM 14.2% to $1.54 Billion in 2008 PQ Media's Word-of-Mouth Marketing Forecast 2009-2013 , http://j.mp/neBkT , accessed Sep 13, 2009. CAGR = 38% WOMM Spending in the US (mil USD)

8. PQ Media's Word-of-Mouth Marketing Forecast 2009-2013 , http://j.mp/neBkT , accessed Sep 13, 2009.

10. WWII: Air Force, an independent organization Major contributor to victory

12. Q: Are we late? It depends...

14. Kamondo Stairs, http://j.mp/3ygEMd, accessed Sep 13, 2009.

16. Step #2 Allocate funds for the initiative(s)

20. Step #4 Internally

21. MUNCH: M arketing L unch

26. Richman, J., “Pharma and Healthcare Social Media Principles”, http:// j.mp/bAiWu , accessed Sep 13, 2009.

35. My mum & her friends

37. Strategies for tapping the groundswell Adapted from Li, C. and Bernoff, J. (2008) “Groundswell: winning in a world transformed by social technologies”, Harvard Business School Publishing, Boston. Helping your customers work with each other to come up with ideas to improve your products and services Embracing Corporate Communications Enabling your customers to support each other Supporting Medical Making it possible for your enthusiastic customers to help sell each other Energizing Sales Participating in and stimulating two-way conversations your customers have with each other , not just outbound coımmunications to your customers Talking Marketing Ongoing monitoring of your customers’ conversations with each other , instead of occasional surveys and focus groups Listening Market Analytics How things are different in the groundswell Now you can pursue this groundswell objective You already have this business function

39. Hemp, P. (2009) “Death by Information Overload”, Harvard Business Review , Sep, pp. 82-89.

41. + =

42. Murat Tanoren Corporate Health Services & Access Manager, Pfizer Turkey [email_address] @ bencewom http://www. linkedin .com/in/ tanoren