SXSW 2012 - Social Media for Regulated Industries

social media forBobby Hoult regulated industriesApril 5, 2012

a “core conversation” with Glenn Engler + CEO, Digital Influence Group + full service digital marketing agency with social media at the core + various big-name acronym clients: P&G, IBM, HBO, GE, HP, EA + loves the word “fascinating” + @glennenglerjohnst.com 2

regulated industries + any industry or market where you can’t say what you want to say because there are extra rules and regulatory bodies to annoy the crap out of you and your clients.johnst.com 3

regulated industries + any industry or market where you VED absolute can’t say what you want to say APPRO because there are extra rules and NOT regulatory bodies to annoy the crap out of you and your clients. unclear disparagingjohnst.com 3

what opportunities and challenges do these brands face in social media?johnst.com 4

pharmaceuticals

finance

food & beverage

ugh. why bother?johnst.com 11

passion points There are more vibrant conversations going on in these 3 categories than any other. + drugs, health and wellness + money and investing + eating, drinking and cookingjohnst.com 12

3 simple truths to get your brand started in social mediajohnst.com 13

if you want to get anywhere, make friends with legal + often, they are brought into the loop so late that they have no choice but to say “no” to your project + involve them early on + give them a line of sight on where you want to be, and let them help you get therejohnst.com 14

you do have content. you just need to make it consumable + you’re sitting on a mountain of communications that are approved by legal/regulatory + translate them into something social + categorize to help decision-making on the flyjohnst.com 15

people are talking about you. go where those conversations are + find the channels where the richest conversations are happening + know when to switch channels to circumvent regulatory barriers + 30% of the time, doctors change their diagnosis after reading content onlinejohnst.com 16

“but, i’m scared”

shhh. just listen + be a creeper + start with social listening tools + when you hear what people are saying, you’ll want to jump injohnst.com 18

“people will say things that i don’t like”

get over it + you can’t manage conversations + you can add value to them + build a relationship by creating conversations around unregulated topicsjohnst.com 20

“my brand promise will go viral!”

no. it won’t + don’t spend more time talking to yourself than to your customers + be a brand journalist + focus on what consumers want to hear, not what you want to sayjohnst.com 22

wrapping it all upjohnst.com 23

regulated brands can go social + listen + plan + execute + enable “nobody talks about paint, but everybody loves to talk about painting and colour”johnst.com 24

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SXSW 2012 - Social Media for Regulated Industries

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SXSW 2012 - Social Media for Regulated Industries Presentation Transcript