Social Media: How to Build Brands, Find Followers and Attract Fans (PR News Bootcamp)


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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.

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  • 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? 
  • Social Media: How to Build Brands, Find Followers and Attract Fans (PR News Bootcamp)

    1. 1. PR News Boot Camp: Emerging PR Stars November 29, 2012Social Media: How to Build Brands, Find Followers and Attract Fans Presented By: Jenifer Antonacci, Director, Portfolio Communications, Pfizer @JenAntonacci Sandra Fathi, President, Affect @SandraFathi 0
    2. 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. 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: 2
    4. 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 3
    5. 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 4
    6. 6. B2B Vs. B2C Brands Business-to-Business Business-to-ConsumerGoals & Objectives Direct Tie to Business Goals Direct Tie to Marketing GoalsFans & Followers Quality Over Quantity QuantityApproach Strategic & Niche Strategic (or Not) & BroadMeasurement Clear ROI: Unclear ROI: Business Outcomes Activity Over OutcomesFocus Controlled Ride the Wave $37 Billion in $37 Billion in Annual Sales Annual Sales for All of Mars Candy 5
    7. 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 thepatient and the doctor work it out, it’s having thewebsite, organizing the patient groups, educating thefamilies … supporting social networks to help with not justthe marketing, but the management of the disease…” — Jeff Bauer, Ph.D., Health Futurist and Medical Economist
    8. 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 & MonitorModel derived from the AccountAbility AA1000ES Assurance Framework for Stakeholder Engagement
    9. 9. Case Study: text4baby (Johnson & Johnson)• Award-winning program reaching moms “one text at a time” 8
    10. 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? 9
    11. 11. Social Media Launch ChecklistThe 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) 10
    12. 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 PlanDownload at 11
    13. 13. Social Media PoliciesYou may already have one!• Employee HandbookWhat to include in a dedicated SMPolicy1. Encouraged Behavior2. Required Behavior3. Restricted Behavior4. Terms & Conditions – Training Required – Executive Level – Personal Disclaimers – Legal Mumbo-Jumbo 12
    14. 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. 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. 16. Case Study: Preparing to Introduce a NewMedicine• 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. 17. Social Media Measurement6 Step Approach:1. Measure2. Track3. Trip4. Analyze5. Tweak6. Repeat Holy Grail: Sales Data 16
    18. 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. 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 18
    20. 20. Social Media Do’s & Don’tsDo: 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 19
    21. 21. The Case: Industry Positioning & Media Relations 20
    22. 22. The Case: Driving Awareness, Increasing Engagement 21
    23. 23. The Case: Sales & Lead Generation 22
    24. 24. The Case: B2B on Twitter 23
    25. 25. The Case: Story Hijacking & Blog Commenting 24
    26. 26. Thank you Questions? Slides Available on Jenifer Antonacci, Director, Portfolio Communications, Pfizer @JenAntonacci Sandra Fathi, President, Affect @SandraFathi 25