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Social Media in our world
What it is, how its changing us and how we track it.




                                       ...
What is social media?




      “Social media describes the online tools and platforms
     that people use to share opini...
Another definition




         "Social media encompasses everything that is written,
               spoken and shown abou...
It’s not about brands,
     It’s about people sharing




35
4

                                 4
A phenomena enjoyed by the majority of
    online Brits
    % of visitors who created a social networking profile

       ...
What a
    difference a




6

                   6
7

    7
1382%



8

            8
UK’s Most popular by audience




9

                                    9
10

     10
Most popular (by audience) on Mobile Phones


        Use on mobile is
      growing with many
           handsets now
   ...
Social media applications are another
     important facet of social media
     •   Widget’s, web
         applications an...
Social media landscape




13

                              13
Social media landscape
                      Multi-media sharing
                      Photo / Video Sharing & Livecasting...
Social media landscape
                                 Multi-media sharing
                                 Photo / Video...
Social media landscape
Conversation                                                    Multi-media sharing
Social networki...
Social media landscape
Conversation                                                                  Multi-media sharing
S...
Social media landscape
Conversation                                                                  Multi-media sharing
S...
Social media landscape
Conversation                                                                     Multi-media sharin...
Social media landscape
Conversation                                                                     Multi-media sharin...
Social media landscape
Conversation                                                                       Multi-media shar...
Social media landscape (the verticals)
 •    Vertical channels are rising quickly in popularity (mostly
      around user ...
UK’s fastest growing (by audience)
 Music & Video vertical channels growing quickly in face of increasing
 broadband speed...
DISCOVERY                      ALTRUISM                                 SOCIAL
Learning or self-development   Helping othe...
Behavior change is global
 Reach
 “Thinking about using the Internet, which of the following
 have you ever done?” Active ...
How Forester sees the new consumers breaking
      down: collaboration, contribution & co-creation




Base: US online adu...
Behaviour by demographic




     Him                  Her




19

                                19
1 OUT OF 3
             DON'T TRUST
           THE INFORMATION
           ON THE INTERNET
     PROVIDED BY COMPANIES AT AL...
Who do they trust?




                            77%
                                        of UK consumers use informa...
Who do they trust?




27
22

                      22
Who do they trust?




27
22

                      22
Who do they trust?




27
22

                      22
Who do they trust?




27
22

                      22
Who do they trust?




27
22

                      22
Who do they trust?




27
22

                      22
Some important numbers -


        95%    of senior marketers believe social media will continue to
               grow


...
Some important numbers -


        95%    of senior marketers believe social media will continue to
               grow


...
Some important numbers -


        95%    of senior marketers believe social media will continue to
               grow


...
Some important numbers -


        95%    of senior marketers believe social media will continue to
               grow


...
How social media is affecting
             healthcare




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                                     24
Power is shifting to patients

      Patients and other stakeholders write about their
      experiences and others go to ...
What are patients doing online? (US)
     •     80% of American internet users, or some 113 million adults, have
         ...
What are patients doing online? (EU)
     The internet is most intensively used after visiting the doctor.

     50% of pa...
What are patients doing online?




28

                                       28
Social networks are now integrated in health
     care delivery




29

                                                  ...
Social networks are now integrated in health
     care delivery


         No single source of information stands out or
 ...
Social networks are now integrated in health
     care delivery


         No single source of information stands out or
 ...
Why a pharma marketer would listen to Social
     Media?
     ✓   Understand patients questions:
     •   It’s a good sour...
A recap




31

               31
What is social media monitoring?




                                        Your Brand




38
32

                       ...
What is social media monitoring?
         It’s online
           health




                                        Your B...
Monitoring fills the gap between


           People talking about people, companies, brands in
                          ...
Monitoring adds value in the marketing funnel


                    Consideration                     Retention
 Awareness...
Social media trackers sit at the intersection




35

                                                     35
How the technology works?




                      ges
                langua
           50




36

                     ...
Why Attentio?
     •   Multi-language and multi-
         country analysis: 50
         languages (reporting in 19)
     •...
Attentio’s product range?




38

                                 38
Brand Dashboard market applications
     •   New product launches
     •   Marketing & PR campaign
         effectiveness
...
•   Covers both mainstream news and
     social media such as YouTube, blogs
     and discussion forums
 •   Demographics ...
What we can learn from the dashboard

 •    Which diseases people talk
      about and why

 •    Which drugs are most
   ...
•   Where people are talking
         about diseases and brand
     •   Enabling us to focus our
         attention better...
•   What people feel about different brands




43

                                               43
•   The different topics

     people associate

     to a disease or a

     brand




44

                            44
•   Differences in
     perception
     of diseases
     (in this case
     between
     child and
     adult ADHD
     an...
People’s information needs
     “Anyone try it and what r ur thoughts?” - 14th April, Kasper87
     “Will take next round ...
Strength of information sources by
     country




47

                                          47
Other services
                 Conversational audits
                 Online brand mapping
             Adverse events re...
Conversational audit

 •    This is a bespoke online audit
      report which looks at your
      brands and those of your...
Adverse events reporting
 •    Specific for the
      HEALTHCARE INDUSTRY, this
      service, provided in
      partnersh...
Brand mapping &
     planning

 •    Get a real time
      measurement for online
      Brand Reputation
 •    Understand ...
Getting started: the process step by step


                                                      2nd Step:
              ...
For more information

 Contact:
 Douglas@holytornado.co.uk
 Phone: +44 7724 039 168




53

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Social Media in our world

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Why you should monitor social media as a healthcare/pharma brand? There are 143 million patients online today looking for healthcare information. They are comparing drungs, treatments, doctors and hospitals. Learn more here.

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Transcript of "Social Media in our world"

  1. 1. Social Media in our world What it is, how its changing us and how we track it. 1
  2. 2. What is social media? “Social media describes the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other.” Wikipedia 2 2
  3. 3. Another definition "Social media encompasses everything that is written, spoken and shown about your organization that you have no control over.“ Josh Hallett 3 3
  4. 4. It’s not about brands, It’s about people sharing 35 4 4
  5. 5. A phenomena enjoyed by the majority of online Brits % of visitors who created a social networking profile 2007 2008 27% 60% In real numbers, that’s roughly 20.49 million Brits! 5 5
  6. 6. What a difference a 6 6
  7. 7. 7 7
  8. 8. 1382% 8 8
  9. 9. UK’s Most popular by audience 9 9
  10. 10. 10 10
  11. 11. Most popular (by audience) on Mobile Phones Use on mobile is growing with many handsets now incorporating applications to use these sites on their phones. 11 11
  12. 12. Social media applications are another important facet of social media • Widget’s, web applications and services and social utilities are the key currencies of the social media world. • Here we see the importance iTunes has gained among the UK social media audience. 12 12
  13. 13. Social media landscape 13 13
  14. 14. Social media landscape Multi-media sharing Photo / Video Sharing & Livecasting 13 13
  15. 15. Social media landscape Multi-media sharing Photo / Video Sharing & Livecasting Videojug PhotoBucket Flickr Daily Motion Veoh Youtube MySpace Current.tv 13 13
  16. 16. Social media landscape Conversation Multi-media sharing Social networking & microblogging Photo / Video Sharing & Livecasting Videojug PhotoBucket Flickr Daily Motion Veoh Youtube MySpace Current.tv 13 13
  17. 17. Social media landscape Conversation Multi-media sharing Social networking & microblogging Photo / Video Sharing & Livecasting LinkedIn Videojug PhotoBucket Facebook Flickr Daily Twitter Motion Veoh Faceparty Friends Beebo Reunited Youtube MySpace Current.tv 13 13
  18. 18. Social media landscape Conversation Multi-media sharing Social networking & microblogging Photo / Video Sharing & Livecasting LinkedIn Videojug PhotoBucket Facebook Flickr Daily Twitter Motion Veoh Faceparty Friends Beebo Reunited Youtube MySpace Current.tv Social Utility Widgets / App stores, iPlayers 13 13
  19. 19. Social media landscape Conversation Multi-media sharing Social networking & microblogging Photo / Video Sharing & Livecasting LinkedIn Videojug PhotoBucket Facebook Flickr Daily Twitter Motion Veoh Faceparty Friends Beebo Reunited Youtube MySpace Current.tv Joost iPlayer iTunes Instant Messenger Skype Social Utility Widgets / App stores, iPlayers 13 13
  20. 20. Social media landscape Conversation Multi-media sharing Social networking & microblogging Photo / Video Sharing & Livecasting LinkedIn Videojug PhotoBucket Facebook Flickr Daily Twitter Motion Veoh Faceparty Friends Beebo Reunited Youtube MySpace Current.tv Joost iPlayer iTunes Instant Messenger Skype Social Utility Commentary Widgets / App stores, iPlayers Social Bookmarking, Blogs & Opinion Sites 13 13
  21. 21. Social media landscape Conversation Multi-media sharing Social networking & microblogging Photo / Video Sharing & Livecasting LinkedIn Videojug PhotoBucket Facebook Flickr Daily Twitter Motion Veoh Faceparty Friends Beebo Reunited Youtube MySpace Current.tv Joost Blogs iPlayer Yahoo MS Live Spaces Answers Slideshare iTunes Google Instant Digg Knol Messenger Wikipedia Skype Newsvine Delicious Social Utility Commentary Widgets / App stores, iPlayers Social Bookmarking, Blogs & Opinion Sites 13 13
  22. 22. Social media landscape (the verticals) • Vertical channels are rising quickly in popularity (mostly around user forums) • Categories and samples: Topical: • TripAdvisor & WAYN: Top travel communities • Numerous forums around cars, technology, etc. (many hosted by the BBC and other media owners) Passion Points: • Don’t Stay In: Top events/live music community • Flixter: Movie community • LastFM: Music Demographics • Saga: No 1 channel for over 50 • MumsNet & Netmums: top channels for Mums • Regional sites Hobbies • Stitch & Bitch: Top community for people who knit • Also the gardening and other forums fit here. 14 14
  23. 23. UK’s fastest growing (by audience) Music & Video vertical channels growing quickly in face of increasing broadband speeds and penetration. 15 15
  24. 24. DISCOVERY ALTRUISM SOCIAL Learning or self-development Helping others or involvement with the Connecting, reinforcing tribes or brand belonging EXPRESSION FAME ESCAPISM Creativity or identity Notoriety or competition Entertainment Social media is changing our behaviours 16 16
  25. 25. Behavior change is global Reach “Thinking about using the Internet, which of the following have you ever done?” Active Internet Users 17 17
  26. 26. How Forester sees the new consumers breaking down: collaboration, contribution & co-creation Base: US online adults. Source: North American Technographics Benchmark Mail Survey, Q1 2008 18 18
  27. 27. Behaviour by demographic Him Her 19 19
  28. 28. 1 OUT OF 3 DON'T TRUST THE INFORMATION ON THE INTERNET PROVIDED BY COMPANIES AT ALL. Source: UK, France, Germany data, Edelman Global Trust Report, 2007 25 20 20
  29. 29. Who do they trust? 77% of UK consumers use information from blogs to influence their purchasing decisions Source: Hostway, September, 2005 21 21
  30. 30. Who do they trust? 27 22 22
  31. 31. Who do they trust? 27 22 22
  32. 32. Who do they trust? 27 22 22
  33. 33. Who do they trust? 27 22 22
  34. 34. Who do they trust? 27 22 22
  35. 35. Who do they trust? 27 22 22
  36. 36. Some important numbers - 95% of senior marketers believe social media will continue to grow 50% 23 23
  37. 37. Some important numbers - 95% of senior marketers believe social media will continue to grow 75% of Fortune 1000 companies will use social media marketing in 2010 TNS 50% 23 23
  38. 38. Some important numbers - 95% of senior marketers believe social media will continue to grow 75% of Fortune 1000 companies will use social media marketing in 2010 TNS 81% of marketers will spend half their budgets on conversational marketing in 2012 50% 23 23
  39. 39. Some important numbers - 95% of senior marketers believe social media will continue to grow 75% of Fortune 1000 companies will use social media marketing in 2010 TNS 81% of marketers will spend half their budgets on conversational marketing in 2012 50% will be classified as failures! Gartner 23 23
  40. 40. How social media is affecting healthcare 24 24
  41. 41. Power is shifting to patients Patients and other stakeholders write about their experiences and others go to these sources for help and advice. • A recent study showed that 39% of patients use online support groups to discuss medication and therapies.* • A staggering 80% said that using these groups helped with their decision making or felt an increased sense of well being from using these forums (source: Pew foundation). • Region of source information does not seem to be an important criteria for patients *European Consumers Seeking Health and Pharmaceutical Information, How Technology and Evolving Media Choices Are Shifting theLandscape, White paper, Manhattan Research, 2007 25 25
  42. 42. What are patients doing online? (US) • 80% of American internet users, or some 113 million adults, have searched for information on at least one of seventeen health topics.* • Most internet users start at a general search engine when researching health and medical advice online. • Most health seekers are pleased about what they find online, but some are frustrated or confused. • Just 15% of health seekers say they “always” check the source and date of the health information they find online. *European Consumers Seeking Health and Pharmaceutical Information, How Technology and Evolving Media Choices Are Shifting the Landscape, White paper, Manhattan Research, 2007 26 26
  43. 43. What are patients doing online? (EU) The internet is most intensively used after visiting the doctor. 50% of patients look up more information after this visit. 25% visits the internet before going to the doctor. The health information people find online has a viral effect. 50% forward it to others 40% talk about it with others (= mainly family & friends, and their doctor) 25% make a doctor’s appointment after their search online 25% take the online info to the doctor to discuss it 10% even ask the doctor to prescribe something specific on the basis of what they have found online. 27 27
  44. 44. What are patients doing online? 28 28
  45. 45. Social networks are now integrated in health care delivery 29 29
  46. 46. Social networks are now integrated in health care delivery No single source of information stands out or stands alone” in the networked world of many health consumers. Edelman’s Health Engagement Barometer 29 29
  47. 47. Social networks are now integrated in health care delivery No single source of information stands out or stands alone” in the networked world of many health consumers. Edelman’s Health Engagement Barometer A growing number of adults are “comparing doctors, hospitals, medications, devices, health plans and self remedies.” 2009 Deloitte Center for Health Solutions 29 29
  48. 48. Why a pharma marketer would listen to Social Media? ✓ Understand patients questions: • It’s a good source to get the information what people do not know and what language they use. ✓ Learn about users experience with the medication: • Valuable feedback on what people really think about brands, packaging, affects. ✓ Get the real responses and not biased: • Unlike standard market research, tracking online conversations gives us the full scope (positive and negative) of consumer feedback. Learning about issues allows to react quickly. ✓ Expand the sample: • The big number of patients and caregivers online = a much larger data sample than is possible through survey or focus group research. ✓ Answer questions you did not even think to ask • Listening is a great opportunity to find out which topics are the discussions drivers * 59% search internet before asking the doctor. 55% ask the doctor first. (Source: iCrossing. How Americs Searches: Health and Wellness. January 2008) 30 30
  49. 49. A recap 31 31
  50. 50. What is social media monitoring? Your Brand 38 32 32
  51. 51. What is social media monitoring? It’s online health Your Brand 38 32 32
  52. 52. Monitoring fills the gap between People talking about people, companies, brands in Social Media Companies wanting to track and understand what is being said and who is influential Companies need tools to monitor, analyze and track Word Of Mouth in Social Media 33 33
  53. 53. Monitoring adds value in the marketing funnel Consideration Retention Awareness & trial Conversion & loyalty Share of voice, Identifying how Understanding Consumers brand analysis & to seed consumer review brand position products & behavior monitoring information Monitoring & Qualitative Quantifying defining trends Identifying market campaign impact Crisis influencers information Content monitoring strategy Reputation Management 34 34
  54. 54. Social media trackers sit at the intersection 35 35
  55. 55. How the technology works? ges langua 50 36 36
  56. 56. Why Attentio? • Multi-language and multi- country analysis: 50 languages (reporting in 19) • Attentio Brand Maps • Coverage Online News, Blogs, Forums, YouTube, Twitter, Daily Motion • Experience in Pharma, Mobile phones, Consumer Electronics and Automotive • Bespoke services: Adverse events reporting • Low entry pricing 37 37
  57. 57. Attentio’s product range? 38 38
  58. 58. Brand Dashboard market applications • New product launches • Marketing & PR campaign effectiveness • Word Of Mouth marketing • Brand value maintenance • Competitive intelligence • Consumer insights & trends • Brand reputation & crisis management 39 39
  59. 59. • Covers both mainstream news and social media such as YouTube, blogs and discussion forums • Demographics breakdown by country • Near real-time tracking and updates • Interactive charts: drilldown from charts to source to individual articles and postings • Buzz & word-of-mouth trends, share-of- voice • Event & topic detection, sentiments, demographics 40 40
  60. 60. What we can learn from the dashboard • Which diseases people talk about and why • Which drugs are most talked about 41 41
  61. 61. • Where people are talking about diseases and brand • Enabling us to focus our attention better 42 42
  62. 62. • What people feel about different brands 43 43
  63. 63. • The different topics people associate to a disease or a brand 44 44
  64. 64. • Differences in perception of diseases (in this case between child and adult ADHD and ADD) 45 45
  65. 65. People’s information needs “Anyone try it and what r ur thoughts?” - 14th April, Kasper87 “Will take next round of it tomorrow. 3 or 4 days with some swelling of ankles (believe this to be water retention) & sore joints when in gym, however first 3 or 4 days were great. Ate well, lots of energy, all good”. - 5thAugust, baaer. 46 46
  66. 66. Strength of information sources by country 47 47
  67. 67. Other services Conversational audits Online brand mapping Adverse events reporting 54 48 48
  68. 68. Conversational audit • This is a bespoke online audit report which looks at your brands and those of your competitors to understand their conversational dynamics. • It helps you understand your brand's perception in social media channels, its perceived strength's and weaknesses, key audiences and channels, brand sentiments, and the key topics people associate with your brand. “Attentio enables brand owners to monitor sentiments as articulated by journalists, bloggers and online consumers. Detecting positive and negative attitudes early is an essential part of active brand reputation management.” 49 49
  69. 69. Adverse events reporting • Specific for the HEALTHCARE INDUSTRY, this service, provided in partnership with Attentio™, provides healthcare businesses with an ongoing adverse event reporting facility based on the information customer's report in online discussion- based channels. This is a bespoke service that is tailored to your adverse event reporting approach. 50 50
  70. 70. Brand mapping & planning • Get a real time measurement for online Brand Reputation • Understand your strengths versus your competitors Automotive brand positions • Identify weaknesses and in blogs opportunities in strategy • Create winning brand positions fit for your empowered consumers. TOOLS we use • Attentio™ Brand Maps • HTC Brand Scenario Planner 51 51
  71. 71. Getting started: the process step by step 2nd Step: Dashboard set up We will organize an online demo of the tool for you We need to know: Within 5-7 working days after briefing we will set up and your colleagues using • What are your objectives and goals? your dashboard examples from an industry • Which brands do you want to track? You will receive access to that is of interest to you. • Which topics do you want to track it immediately after set up and why are they important? If you have a concrete And online training for you • Are there any particular sources and your colleagues project in mind, we will also important for the brand or industry provide the accurate that you would like to focus on? We look at the first results together and revise the pricing for your dashboard. set up if needed 1st Step: Dashboard demo 3rd Step: Training and revision of setup 52 52
  72. 72. For more information Contact: Douglas@holytornado.co.uk Phone: +44 7724 039 168 53 53
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