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Reflections on New Media Adoption

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Based on blog post at http://bit.ly/9Q8n9Z.

Based on blog post at http://bit.ly/9Q8n9Z.

I presented this on February 7, 2001 at the ePharma Summit Social Media Boot Camp.

Enjoy!

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Reflections on New Media Adoption Presentation Transcript

  • 1. Reflections on New (Social) Media Adoption Based on blog post at: http://bit.ly/9Q8n9Z Craig A. DeLarge Director, Healthcare Professional Relationship Marketing Novo Nordisk Inc Presented at ePharma Summit Social Media Boot Camp, New York, NYC, February 10, 2011 © 2011, Some musings by Craig A. DeLarge
  • 2. The More Things Change…
    • This is latest in a series of internet innovations from websites & search , to eDetailing , to DTC , to Rich Media , to Social Media.
    • The media vary , but not the adoption process
    • What has consistently worked!!!
    © 2011, Some musings by Craig A. DeLarge
  • 3. 1. Think in 2 Year Cycles
    • A year to educate , a year to pilot , a year to execute
    • The search for the CHAMPION!
    • Observe the “Gartner Curve”
    • Learn It Forward!
    © 2011, Some musings by Craig A. DeLarge
  • 4. Ride The Cycle! http://www.socialearth.org/wp-cont ent/uploads/2009/09/hype.jpg
  • 5. 2. Link It To The Business, Or Let It Go
    • Check customer media lifestyle & learning style fit .
    © 2011, Some musings by Craig A. DeLarge http://wwwdelivery.superstock.com/WI/223/1491/PreviewComp/SuperStock_1491R-1080583.jpg http://wwwdelivery.superstock.com/WI/223/1660/PreviewComp/SuperStock_1660R-6499.jpg http://cache4.asset-cache.net/xc/52258980.jpg?v=1&c= IWSAsset&k =2&d=77BFBA49EF878921F7C3FC3F69D929FD3D6E8E24F8AD364CE5A3A39E079E37DAF2AA7A2D57C4A8A3191F19EEEB4B00E7 http://www.medgadget.com/archives/img/11272g4bgp.jpg http://www.w3.org/2006/Talks/0404-sb-ctia-mwi/manycallers-mobilepic.jpg
  • 6. 2. Link It To The Business, Or Let It Go
    • Check for customer media lifestyle fit .
    • Check for customer media learning style fit .
    • Relentlessly seek “biz driver” rationale.
    • Co-create (and co-denigrate ) the business case. Make it “OURS”!
    • Keep a “new media” someday-maybe list for those whose time has not come.
    © 2011, Some musings by Craig A. DeLarge
  • 7. 3. It Takes A Village To Adopt New Medium
    • Every baby needs a village to adopt & raise it
    • Form a village of:
      • the champions ,
      • the financiers ,
      • the influencers , and yes, even nay-sayers
    • Work the adoption transition from “my” baby to “our” baby.
    © 2011, Some musings by Craig A. DeLarge
  • 8. 4. A Good Story Can Be Worth 1,000 Facts
    • Facts inform the head but stories move the heart
    © 2011, Some musings by Craig A. DeLarge http://infomagination.typepad.com/.a/6a00e554eecbdf8833010536db77a9970c-500wi
  • 9. 4. A Good Story Can Be Worth 1,000 Facts
    • Facts inform the head but stories move the heart
    • Facts are a frame but stories paint a picture
    © 2011, Some musings by Craig A. DeLarge http:// www.oilpaintingsbyangel.com/frames/frames.htm
  • 10. 4. A Good Story Can Be Worth 1,000 Facts
    • Facts inform the head but stories move the heart
    • Facts are a frame but stories paint a picture
    • Tell tales of:
      • richer, smarter & happier customers that make richer, smarter & happier brands
      • enhanced identity & leadership
      • competitors differentiated from
      • transformed & delightful customer experiences
    • Entice stakeholders to use the medium to experience their own stories .
    © 2011, Some musings by Craig A. DeLarge
  • 11. 5. Disparage Your Own Innovation
    • Wanting innovation too badly can cause it to slip away.
    © 2011, Some musings by Craig A. DeLarge http://thebreadline.files.wordpress.com/2009/09/soap.png
  • 12. 5. Disparage Your Own Innovation
    • Wanting innovation too badly can cause it to slip away, (like a bar of wet soap).
    • Be your innovations’ best critic (and build credibility)
    • Be transparent about risks & downsides.
    • Invite the nay-sayers to sharpen your points; shape the “anti-story”.
    • Champion iterative cycles of trial & learning.
    © 2011, Some musings by Craig A. DeLarge
  • 13. 6. Seek First To Understand
    • Uncover risk perceptions, impracticalities, issues and objections early as possible.
    • Listen, empathize, acknowledge. Mostly people just want to be heard!
    © 2011, Some musings by Craig A. DeLarge http://4.bp.blogspot.com/_jZyvw3vMtpg/TJtwlqjMpPI/AAAAAAAABzY/SY1q4U0PLZc/s400/people+yelling.jpg
  • 14. 6. Seek First To Understand
    • Uncover risk perceptions, impracticalities, issues and objections early as possible.
    • Listen, empathize, acknowledge. Mostly people just want to be heard!
    • Gather evidence to lower risk to invest-able level
    • Use feedback to build story (#4) & gather champions (#3), & woo nay-sayers
    © 2011, Some musings by Craig A. DeLarge
  • 15. 7. Measure & LEARN
    • KPI for stakeholder-meaningful business contribution
    • Learn stakeholder meaning via Understanding (#6)
    • Customer & Media LEARNING is a KPI !
    © 2011, Some musings by Craig A. DeLarge
  • 16. 8. Leverage 3 “C”s of External Pressure
    • Customers who use medium to get their needs met
    • Competitors who use medium to outperform us
    • Consultants more perceptually credible than we
    • Remember, a prophet is not honored at home!
    © 2011, Some musings by Craig A. DeLarge
  • 17. One Last Word… © 2011, Some musings by Craig A. DeLarge
  • 18. An Approach to Social Media Risk © 2011, Some musings by Craig A. DeLarge 2-Way 1-Way Unbranded Branded What Customers most want! 2 nd Most Risk Unrestricted Grants lower risk What Marketers most want! Most Risk Experimental zone w/in label Traditional Education Greatest ROI Ambiguity Least Risk Traditional Advertising Faux Social Media Moderate Risk
  • 19. Contact Information: Craig A. DeLarge [email_address] www.linkedin.com/in/cadelarge www.wiseworking.com © 2011, Some musings by Craig A. DeLarge