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to                    pharma
       listen
how                                  social
                                     media                                    1    who                        Brand
At any social event you want to be part of the
conversation that most interests you – and online                                                             Products
is no different. For regulated industries like
Pharmaceuticals, however, it’s not just about
listening but also acting on important information.                                                           Industry
Breaking your listening program into five key segments
can help you manage your focus and also provide clear                                                         Key personnel
escalation paths within your business. Create a list of
keywords related to each segment.

Brand: Clearly you want to be aware of any specific
                                                                                                              Intent
mentions of your brand. Also include misspellings

Product: Create keyword lists of your products and services.
Add to this list short descriptions of the symptoms that your
product addresses or relieves.

Industry: You want to keep track of your competitors, right?
Create keyword lists of your competitor brand and product          Intent: Do people love you? Do they not? Consumer
names. Add to this list the top 5 trends facing your industry.     conversation can be robust, so make sure you monitor
You want to be across these.                                       keywords related to your brand, your promise and your
Key personnel: Do you know what your boss is up to online?         products with appropriate (and inappropriate) modifiers.
What about your CEO? Don’t be the last to know! Make sure
you monitor key executives and social media participants. Also,
monitor for any mention of government ministers, decision
makers or industry influencers/regulators.                            Free                        Freemium/For Fee

   2     what                                                         Social Mention

                                                                      JugNoo
                                                                                                  SocialBakers

                                                                                                  Tickr
         What you’ll hear             Why
                                                                      TweetDeck                   Nimble
         Questions                    Awareness
                                                                      Topsy                       Awe.sm
         Qualifications and fit       Interest
                                                                      Google Alerts               SproutSocial
         Competition                  Consideration
                                                                      Google Trends               Sprinklr
         Complaints and               Trial
         compliments                                                  Google Analytics            BuzzNumbers
         Intent                       Purchase                        HootSuite                   Radian6
         Responsiveness and           Service
                                                                      Twitter Search              Alterian
         engagement
         Influence                    Loyalty                         TweetLevel                  NetBase


                                                                                         3     how
                                                                  Tools come in all shapes and sizes. Some come with workflow
     Learn more:                                                  and management systems, others are piecemeal. As with most
     Want to integrate social media into all levels of your       technology – you get what you pay for. The range above will
     business? Contact -> me.gavinheaton.com                      provide a good starting point for your investigations.

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How to Listen to Social Media for the Pharma Industry

  • 1. to pharma listen how social media 1 who Brand At any social event you want to be part of the conversation that most interests you – and online Products is no different. For regulated industries like Pharmaceuticals, however, it’s not just about listening but also acting on important information. Industry Breaking your listening program into five key segments can help you manage your focus and also provide clear Key personnel escalation paths within your business. Create a list of keywords related to each segment. Brand: Clearly you want to be aware of any specific Intent mentions of your brand. Also include misspellings Product: Create keyword lists of your products and services. Add to this list short descriptions of the symptoms that your product addresses or relieves. Industry: You want to keep track of your competitors, right? Create keyword lists of your competitor brand and product Intent: Do people love you? Do they not? Consumer names. Add to this list the top 5 trends facing your industry. conversation can be robust, so make sure you monitor You want to be across these. keywords related to your brand, your promise and your Key personnel: Do you know what your boss is up to online? products with appropriate (and inappropriate) modifiers. What about your CEO? Don’t be the last to know! Make sure you monitor key executives and social media participants. Also, monitor for any mention of government ministers, decision makers or industry influencers/regulators. Free Freemium/For Fee 2 what Social Mention JugNoo SocialBakers Tickr What you’ll hear Why TweetDeck Nimble Questions Awareness Topsy Awe.sm Qualifications and fit Interest Google Alerts SproutSocial Competition Consideration Google Trends Sprinklr Complaints and Trial compliments Google Analytics BuzzNumbers Intent Purchase HootSuite Radian6 Responsiveness and Service Twitter Search Alterian engagement Influence Loyalty TweetLevel NetBase 3 how Tools come in all shapes and sizes. Some come with workflow Learn more: and management systems, others are piecemeal. As with most Want to integrate social media into all levels of your technology – you get what you pay for. The range above will business? Contact -> me.gavinheaton.com provide a good starting point for your investigations.