Reflections on New (Social) Media Adoption  Based on blog post at:  http://bit.ly/9Q8n9Z Craig A. DeLarge Director, Health...
The More Things Change… <ul><li>This is latest in a series of internet innovations from  websites & search , to  eDetailin...
1. Think in 2 Year Cycles <ul><li>A year to  educate , a year to  pilot , a year to  execute </li></ul><ul><li>The search ...
Ride The Cycle! http://www.socialearth.org/wp-cont ent/uploads/2009/09/hype.jpg
2. Link It To The Business, Or Let It Go <ul><li>Check customer media  lifestyle & learning style fit . </li></ul>© 2011, ...
2. Link It To The Business, Or Let It Go <ul><li>Check for customer media  lifestyle fit . </li></ul><ul><li>Check for cus...
3. It Takes A Village To Adopt New Medium <ul><li>Every  baby needs a village  to adopt & raise it </li></ul><ul><li>Form ...
4. A Good Story Can Be Worth 1,000 Facts <ul><li>Facts inform the head but  stories move the heart </li></ul>© 2011, Some ...
4. A Good Story Can Be Worth 1,000 Facts <ul><li>Facts inform the head but  stories move the heart </li></ul><ul><li>Facts...
4. A Good Story Can Be Worth 1,000 Facts <ul><li>Facts inform the head but  stories move the heart </li></ul><ul><li>Facts...
5. Disparage Your Own Innovation <ul><li>Wanting  innovation  too badly  can  cause  it to  slip  away. </li></ul>© 2011, ...
5. Disparage Your Own Innovation <ul><li>Wanting  innovation  too badly  can  cause  it to  slip  away, (like a bar of wet...
6. Seek First To Understand <ul><li>Uncover risk  perceptions, impracticalities, issues and objections early as possible. ...
6. Seek First To Understand <ul><li>Uncover risk  perceptions, impracticalities, issues and objections early as possible. ...
7. Measure & LEARN <ul><li>KPI for  stakeholder-meaningful  business contribution  </li></ul><ul><li>Learn  stakeholder me...
8. Leverage 3 “C”s of External Pressure <ul><li>Customers  who use medium to get their needs met  </li></ul><ul><li>Compet...
One Last Word… © 2011, Some musings by Craig A. DeLarge
An Approach to Social Media Risk © 2011, Some musings by Craig A. DeLarge 2-Way 1-Way Unbranded Branded What  Customers  m...
Contact Information: Craig A. DeLarge [email_address] www.linkedin.com/in/cadelarge www.wiseworking.com © 2011, Some musin...
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Reflections on New Media Adoption

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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

  1. 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. 2. The More Things Change… <ul><li>This is latest in a series of internet innovations from websites & search , to eDetailing , to DTC , to Rich Media , to Social Media. </li></ul><ul><li>The media vary , but not the adoption process </li></ul><ul><li>What has consistently worked!!! </li></ul>© 2011, Some musings by Craig A. DeLarge
  3. 3. 1. Think in 2 Year Cycles <ul><li>A year to educate , a year to pilot , a year to execute </li></ul><ul><li>The search for the CHAMPION! </li></ul><ul><li>Observe the “Gartner Curve” </li></ul><ul><li>Learn It Forward! </li></ul>© 2011, Some musings by Craig A. DeLarge
  4. 4. Ride The Cycle! http://www.socialearth.org/wp-cont ent/uploads/2009/09/hype.jpg
  5. 5. 2. Link It To The Business, Or Let It Go <ul><li>Check customer media lifestyle & learning style fit . </li></ul>© 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. 6. 2. Link It To The Business, Or Let It Go <ul><li>Check for customer media lifestyle fit . </li></ul><ul><li>Check for customer media learning style fit . </li></ul><ul><li>Relentlessly seek “biz driver” rationale. </li></ul><ul><li>Co-create (and co-denigrate ) the business case. Make it “OURS”! </li></ul><ul><li>Keep a “new media” someday-maybe list for those whose time has not come. </li></ul>© 2011, Some musings by Craig A. DeLarge
  7. 7. 3. It Takes A Village To Adopt New Medium <ul><li>Every baby needs a village to adopt & raise it </li></ul><ul><li>Form a village of: </li></ul><ul><ul><li>the champions , </li></ul></ul><ul><ul><li>the financiers , </li></ul></ul><ul><ul><li>the influencers , and yes, even nay-sayers </li></ul></ul><ul><li>Work the adoption transition from “my” baby to “our” baby. </li></ul>© 2011, Some musings by Craig A. DeLarge
  8. 8. 4. A Good Story Can Be Worth 1,000 Facts <ul><li>Facts inform the head but stories move the heart </li></ul>© 2011, Some musings by Craig A. DeLarge http://infomagination.typepad.com/.a/6a00e554eecbdf8833010536db77a9970c-500wi
  9. 9. 4. A Good Story Can Be Worth 1,000 Facts <ul><li>Facts inform the head but stories move the heart </li></ul><ul><li>Facts are a frame but stories paint a picture </li></ul>© 2011, Some musings by Craig A. DeLarge http:// www.oilpaintingsbyangel.com/frames/frames.htm
  10. 10. 4. A Good Story Can Be Worth 1,000 Facts <ul><li>Facts inform the head but stories move the heart </li></ul><ul><li>Facts are a frame but stories paint a picture </li></ul><ul><li>Tell tales of: </li></ul><ul><ul><li>richer, smarter & happier customers that make richer, smarter & happier brands </li></ul></ul><ul><ul><li>enhanced identity & leadership </li></ul></ul><ul><ul><li>competitors differentiated from </li></ul></ul><ul><ul><li>transformed & delightful customer experiences </li></ul></ul><ul><li>Entice stakeholders to use the medium to experience their own stories . </li></ul>© 2011, Some musings by Craig A. DeLarge
  11. 11. 5. Disparage Your Own Innovation <ul><li>Wanting innovation too badly can cause it to slip away. </li></ul>© 2011, Some musings by Craig A. DeLarge http://thebreadline.files.wordpress.com/2009/09/soap.png
  12. 12. 5. Disparage Your Own Innovation <ul><li>Wanting innovation too badly can cause it to slip away, (like a bar of wet soap). </li></ul><ul><li>Be your innovations’ best critic (and build credibility) </li></ul><ul><li>Be transparent about risks & downsides. </li></ul><ul><li>Invite the nay-sayers to sharpen your points; shape the “anti-story”. </li></ul><ul><li>Champion iterative cycles of trial & learning. </li></ul>© 2011, Some musings by Craig A. DeLarge
  13. 13. 6. Seek First To Understand <ul><li>Uncover risk perceptions, impracticalities, issues and objections early as possible. </li></ul><ul><li>Listen, empathize, acknowledge. Mostly people just want to be heard! </li></ul>© 2011, Some musings by Craig A. DeLarge http://4.bp.blogspot.com/_jZyvw3vMtpg/TJtwlqjMpPI/AAAAAAAABzY/SY1q4U0PLZc/s400/people+yelling.jpg
  14. 14. 6. Seek First To Understand <ul><li>Uncover risk perceptions, impracticalities, issues and objections early as possible. </li></ul><ul><li>Listen, empathize, acknowledge. Mostly people just want to be heard! </li></ul><ul><li>Gather evidence to lower risk to invest-able level </li></ul><ul><li>Use feedback to build story (#4) & gather champions (#3), & woo nay-sayers </li></ul>© 2011, Some musings by Craig A. DeLarge
  15. 15. 7. Measure & LEARN <ul><li>KPI for stakeholder-meaningful business contribution </li></ul><ul><li>Learn stakeholder meaning via Understanding (#6) </li></ul><ul><li>Customer & Media LEARNING is a KPI ! </li></ul>© 2011, Some musings by Craig A. DeLarge
  16. 16. 8. Leverage 3 “C”s of External Pressure <ul><li>Customers who use medium to get their needs met </li></ul><ul><li>Competitors who use medium to outperform us </li></ul><ul><li>Consultants more perceptually credible than we </li></ul><ul><li>Remember, a prophet is not honored at home! </li></ul>© 2011, Some musings by Craig A. DeLarge
  17. 17. One Last Word… © 2011, Some musings by Craig A. DeLarge
  18. 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. 19. Contact Information: Craig A. DeLarge [email_address] www.linkedin.com/in/cadelarge www.wiseworking.com © 2011, Some musings by Craig A. DeLarge

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