This document discusses crisis management and social media. It notes that consumers have become media through user-generated content and reviews online. This means companies have almost no control over their brand messaging and secrets. It provides tools for crisis management in the social media age, including always listening on social media, having a quick response, being honest and empathetic, and educating employees on social media policies. The key message is that social media can now drive traditional media coverage and be a driver of positive change for companies in how they handle crises.

1. Crisis Management
and Social Media
By Uri Goren
Digital Pharma Europe
Berlin 2012

3. Prime Minister Benjamin Netanyahu

4. A Picture Taken When Gilad Shalit Retured

8. Key Takeaways
• You never know what can turn in to a crisis
• Sometimes: “If you can’t beat them join them”
• Humor and self humor is an important tool in Social Media

10. Neopharm Key Facts
• Established 1941 – 70 years of experience
• Neopharm brings branded Rx products ,branded Consumer Healthcare products,
food supplements, OTC, Dermo-cosmetics, Medical and Life science equipment
to the Israeli market
• Our values are: leadership, humaneness, professionalism and Innovation
• Ranked #55 in D&B’s Largest Israeli Enterprises 2010
• 530 employees
• 2nd largest marketing group in the Israeli health care market with +$300M
revenues
• Israel’s marketing and sales powerhouse for branded OTCCH products
• Israel’s largest marketer of branded Rx products

11. Neopharm Group – Key Activities
Chairman: David Fuhrer
Neopharm GenMedix: Promedico: Eldan:
Israel: Marketing and Wholesaling and Marketing & sales of
Marketing and sales of sales of generic logistics of medical equipment,
CH, OTC, dermo- and named-patient pharmaceuticals, instrumentation and
cosmetics, and base products healthcare and services
prescription products medical products
LDD:
environmental consultancy and remediation services company

12. Pharma’s Challenge in
Social Media

13. Social Media Pharma
• Fast moving • Slow moving
• Transparent • Not as Open
• Uncontrolled • Highly regulated
• Real time • Conservative
• 140 characters or less • Primum Non Nocere
• Two-way • Research and
Evidence
• Hierarchy

14. Pharma Marketers and Marketing
• Scientifically driven
• Physicians are the main target
• Highly Regulated
• Prone to Face2Face marketing
• Mostly Below the line marketing
• Not as versed in digital marketing

15. Crisis Management in The Age of
Social Media, Has Anything
Changed?

16. Social Media Crisis – A Definition
“A social media crisis is an issue that arises in or is amplified
by social media, and results in negative mainstream media
coverage, a change in business process, or financial loss”.
Jeremiah Owyang, Altimeter group

17. Consumers Have Become Media
• 25% of search results for the World’s Top 20 largest
brands are links to user-generated content
• 34% of bloggers post opinions about products &
brands
Do you like what they are saying about your brand?
You’d better.
• 90% of consumers trust peer recommendations
• Only 14% trust advertisements
http://www.socialnomics.net

18. Consumers Have Become Media
“More than one-quarter of US consumers (26%) say they
are more likely to tell family, friends, and co-workers about a
bad experience with a product or service than a good one”
According to LoyaltyOne's COLLOQUY report. March 2011

19. Almost No Control on Brand Messaging

20. Almost No Control on Brand Messaging

21. Times Have Changed

22. No Secrets

23. Social Media: A Driver of Traditional Media
“Technology is shifting the
power away from
editors, publishers, the establishment,
the media elite. Now it’s the people
who are in control.”
Rupert Murdoch

24. Tools Of The Trade

25. Tool #1 – Always Listening In

26. Tool #2 – Boosting Your Immune System

27. Tool #3 – Immediate Response

28. Domino’s

29. Crisis Standard Operating Procedure
• Have your Crisis SOP in line with social media readiness
• Have your teams ready – every one knows his/her job
• Educate on social media

30. Tool #4 : Honesty, Transparency, Empathy
• Treat the cause first not the effect
• Own up to your error
• Talk in a simple and clear message
• Do not censor legitimate criticism
• Move quickly to be in touch directly with the relevant
stakeholder
• Be Smart – Compensate

31. Tool #5: Do Not Neglect Your Digital Assets
• Your website should be an updating tool
• Respond where the crisis happens

32. Tool #6: Employee Education
• Social media policy
• Social media training across the organization
• Do not block your employees
• Risk analysis

33. Social Media Crises
A Driver Of Positive Change

35. Thank You!