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Sativex: Social Media Strategy

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1st year eaxam project at NoMA

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  • 1. Sativex®: Social Media Marketing Strategy First years Exam Project at NoMa Teachers: Anni Grøndal, Lars Haahr, Morten Jul Petersen, Per Dueholm and Trine Falben Larsen Guðmundur Sigurfreyr, Inga Rún Krebs and Lonnie Rasmussen 12/21/2009
  • 2. 2 Sativex®: Social Media Marketing Strategy TABLE OF CONTENTS INTRODUCTION .......................................................................................................................................................... 4 BACKGROUND OF THE PROBLEM ............................................................................................................................................ 4 PROBLEM DEFINITION .......................................................................................................................................................... 5 ELIMINATION ..................................................................................................................................................................... 5 METHODS USED.................................................................................................................................................................. 5 REPORT OUTLINE ................................................................................................................................................................ 6 COMMUNICATION STRATEGY ..................................................................................................................................... 6 JAN KRAG JACOBSEN'S 24 QUESTIONS ................................................................................................................................. 6 ARISTOTLE´S TRIANGLE OF PERSUASION ................................................................................................................................... 7 BUSINESS ANALYTICAL METHODS .............................................................................................................................. 8 PORTER‘S FIVE FORCES ........................................................................................................................................................ 8 PEST ANALYSIS ................................................................................................................................................................. 10 SWOT ANALYSIS ........................................................................................................................................................... 11 SOCIAL MEDIA MARKETING .......................................................................................................................................12 SOCIAL MEDIA MARKETING: ANALYSIS.................................................................................................................................. 12 SOCIAL MEDIA MARKETING: STRATEGY AND IMPLEMENTATION ................................................................................................. 19 Can Social Media ROI be Measured?....................................................................................................................... 20 TWITTER CAMPAIGN.......................................................................................................................................................... 21 FACEBOOK CAMPAIGN ....................................................................................................................................................... 23 SATIVEX BLOG .................................................................................................................................................................. 24 METRIC TOOLS ................................................................................................................................................................. 25 THE IMPORTANCE OF SEARCH ENGINES.................................................................................................................................. 26 AIDA MARKETING TOOL .................................................................................................................................................... 27 DESIGN AND INTERACTION ........................................................................................................................................28 WEB 2.0 DESIGN .............................................................................................................................................................. 28 CRAP METHODOLOGY ...................................................................................................................................................... 28 TYPOGRAPHY AND COLOR ................................................................................................................................................... 29 THE EYETRACK III REASEARCH FINDINGS ................................................................................................................................ 30 CODING AND VALIDATING................................................................................................................................................... 31 MIND MAPPING AND THE CORE WORKFLOW PROCESS ............................................................................................................ 32 CONCLUSION .............................................................................................................................................................33 2
  • 3. 3 Sativex®: Social Media Marketing Strategy REFERENCE ................................................................................................................................................................34 BOOKS ............................................................................................................................................................................ 34 INTERNET ........................................................................................................................................................................ 34 WEB SITE DESIGNER MANUAL ...................................................................................................................................35 SIZE SPECIFICATIONS.......................................................................................................................................................... 35 FONT SPECIFICATIONS ........................................................................................................................................................ 35 COLORS .......................................................................................................................................................................... 35 PHOTO, IMAGE ELEMENTS .................................................................................................................................................. 36 3
  • 4. 4 Sativex®: Social Media Marketing Strategy INTRODUCTION We have chosen Sativex®, a new medicine being developed by GW Pharmaceuticals for multiple sclerosis (MS), cancer pain and neuropathic pain, as our product. This we think is a challenging choice because the product is based on the plant Cannabis sativa, which has a rather controversial reputation. This provides us with numerous problems that require different skills in design, marketing and representation. BACKGROUND OF THE PROBLEM In 1999 the Institute of Medicine in New York issued a report it had been asked by the US government to prepare on use of marijuana as medicine. The basic conclusion of the report was that marijuana (THC, cannabidiol and other cannanbinoids) was an effective medicine for many kinds of diseases. The main problem was however the fact it was smoked. It could therefore have negative effect on the lungs of patients. In order for the marijuana plant to become a legal medicine some other means of intake would have to be developed. Dr Geoffrey Guy and Dr Brian White, two well- known entrepreneurs in the UK biotech sector, heard of these conclusions. They decided to form GW Pharmaceuticals (GW’s) in order to develop a safer mode of use. The Sativex® spray device is the outcome of more then decade of research by scientist. It is already accepted as legal medicine in Canada for treatment of neuropathic pain in MS and for pain cancer. It is presently under regulatory submission in UK and Spain for the treatment of MS spasticity. The outcome of this submission is expected around the end of this year or early 2010. In the United States Sativex® has entered it’s Phase III trials for cancer pain. These developments have largely gone unnoticed. Our project will be basically to introduce this innovative medicine to the market. By drawing attention to this new medicine we hope it will be known in the near future. And be available as medicine to patients that might benefit from it. 4
  • 5. 5 Sativex®: Social Media Marketing Strategy PROBLEM DEFINITION How do we design a brand visibility, promotion and information campaign that 1) draws attention to the benefits of Sativex® oral spray, 2) encourages community involvement with our campaign and 3) is relatively inexpensive? ELIMINATION At first we had planned to focus our information campaign not only on patients with MS, cancer pain or neuropathic pain, but also on the medical profession and on journalist. After further analysis we decided to limit the campaign to patients, their family members and friends. We came to realize that a successful marketing of this nature requires three target groups in three distinct phases: 1) patients, 2) doctors and finally 3) the media. In the report we will only cover subjects that pertain to the first phase of our promotion strategy. METHODS USED In order to come up with creative and effective solutions to our problem we used following models and methods: • Mind mapping • Core Process Workflow • Eye Tracking Research • AIDA marketing strategy • Triangle of Persuasion • CRAP design methodology • Jan K. Jacobsens 24 Questions • Porter‘s 5 forces • PEST Analysis • SWOT Analysins 5
  • 6. 6 Sativex®: Social Media Marketing Strategy By applying these methods we analysed and collected data used in planning, designing and giving content to our marketing stategy. Our main objective is to introduce our product, promote the brand and inform the general public of it‘s availability. REPORT OUTLINE Rest of the report will be stuctered as follows: 1. Communication Strategy, 2. Business Analytical Methods, 3. Social Media Marketing, 4. Design and Interaction, 6. Conclusions, 7. List of References. The appendix of the report consist of a designers manual and thumbnails of our media productions with descriptions of purpose and content. COMMUNICATION STRATEGY In order to devise an effectuful communication strategy we used Jan Krag Jacobsen's 24 Questions and Aristotle´s triangle of persuasion as analytical tools. JAN KRAG JACOBSEN'S 24 QUESTIONS Jan Krag Jacobsen's 24 Questions is based on a famous formula coined by the sociologist Harold Lasswell: "Who says what, in which channel, to whom, with which effect?" Jan Krag Jacobsen's framework for planned communication helps define your target group accurately, keeps the message lucid and prevents it from being decoded erroneously. We formulated answers to some of Jan Krag's most imported questions. 1 Our primary target group are MS patients, patients who suffer from cancer pain and neuropathic pain. Our secondary target group are family members or friends of people who suffer from these ailments. The message to our target group is: ”Sativex is a new cannabis-based medicine that improves the quality of life for people who suffer from MS, cancer pain or neuropathic pain.” The medium for our information campaign are the social media networks Twitter and Facebook, a web site, blog, folder and a poster. The purpose of our campaign is brand visibility, promotion and information about Sativex®. The intended effect of the campaign is to have our target group obtain information about our product on our web site and visit our blog. 1 JACOBSEN, Jan Krag. 2009. 24 Questions for planned communication, p. 16. 6
  • 7. 7 Sativex®: Social Media Marketing Strategy The sender is not GW’s, since there are many legal restrictions to advertisement of pharmaeuatical companies in regards to prescription drugs, but rather an interest group Citizens for Safe Access (CSA). CSA is committed to ensuring safe, legal availability of cannabis for medical uses. In a general sense the product is Sativex®, but to pin it down in more precisely it is information about the product and other cannabis related issues. ARISTOTLE´S TRIANGLE OF PERSUASION Aristotle´s triangle of persuasion is based on three devices that a speaker (sender) can use to influence his audience (target group). They are ethos, pathos and logos. Ethos is an appeal to the authority or qualification of the sender. Pathos is an appeal to the audience’s emotions. Logos is logical appeal that is normally used to describe facts and figures that support the senders message. We use all three devices on our Sativex web site. We appeal to ethos by mentioning extensive medical trials the producer of Sativex, GW’s, has done for the past 10 years. We also highlight that the company works closely with both the UK Home Office and the UK’s medicine regulatory authority. We also mention that GW’s worked with various branches of UK law enforcement to ensure the strictest security surrounds any work conducted involving the company’s cannabis plant material. We use logos persuasion by giving information, facts and figures on the various disease’s Sativex was designed to combat. We employ pathos by publishing testamonies from patients about their previous suffering and how they benefited from using Sativex cannabis-based medicine. We publish photos of them with family members to empathize that this is not an issue that concerns only patients but also their children, siblings, as well as friends. We are also sensitive to different ethnographical groups so we publish pictures of patients from different races. 7
  • 8. 8 Sativex®: Social Media Marketing Strategy BUSINESS ANALYTICAL METHODS In the initial stages of our work we used three well known marketing and business models; Porter‘s 5 forces, PEST Anlysis and SWOT Analysis to draw conclusions from economic, social and technological factors that relate to our product in order to help us find ways to promote it. PORTER‘S FIVE FORCES Porter‘s 5 forces model is basically an identification of five fundamental competitive forces: 1) Entry of competitors. How easy or difficult is it for new entrants to start competing and which barriers do exist? Sativex® is a mouth spray medicine based on THC (the active ingredient of the cannabis plant) and cannabidiol (CBD, also ingredient of same plant with mild sedative effects). It is highly unlikely that GW’s (that has obtained special permission from the Home Office to develop cannabis-based drugs) will have to worry about this. Great barriers exist in most countries to possess and to cultivate cannabis for medical purposes. Even though other major pharmaceutical companies like Eli Lily, Park Davis, Squibb Co, Bayer’s and Merck’s produced tinctures made from cannabis in great amounts at one time (it was a major medicine in the West until 1900) they have been very reluctant to enter this field. Reason being 8
  • 9. 9 Sativex®: Social Media Marketing Strategy one that the cannabis plant is not a synthetic product and can not be patented. Ideological and political factors have not helped either. 2) Supplier power and 3) Buyer Power are other attributes that have to be taken in to consideration. How strong is the position of buyers? How strong is the position of suppliers? Since GW’s have monopoly of their product this is not a major issue. 4) Degree of Rivalry. Is there a strong competition on the market? In short, when it comes to cannabis-based drugs there is only one other similar product, Marinol®, a synthetic version of THC in a capsule, produced in the United States. Even though Marinol® has been prescribed and shown to benefit cancer and AIDS patients, patients suffering from glaucoma, patients with Tourette syndrome, and is used as cannabis-based medicine by a number of multiple sclerosis patients, who use it to alleviate neuropathic pain and spasticity, it has certain drawback. Marinol® is not a natural cannabis product but synthetic. Many patients have complained that Marinol® produces a more acute psychedelic effect, or “high”, than smoked cannabis, and it has been speculated that this disparity can be explained by the moderating effect of the many non- THC cannabinoids present in cannabis. Mainly CBD which has a soothing effect, and is also an ingredient of Sativex®. Another factor is that Marinol® is taken orally, which means that patients have no control of the dose they take. Sativex® is a sub-lingual spray device, it is sprayed under the tongue and absorbed, rather then swallowed. This way the patients can titer the dose according to their need each time. Many patients actually say they prefer smoking marijuana then taking the synthetic THC pill. Even some doctors agree and prefer prescribing marijuana to their patients.2 Taking a Marinol pill to manage nausea can be ineffective because nausea can cause the pill to be ejected before it is absorbed by the body. Marinol is also more expensive than medical marijuana, costing for example US$ 723 for 30 doses. 3 2 DOBLIN, Richard and KLEIMAN, Mark A. R, "Marijuana as Antiemetic Medicine: A Survey of Oncologists' Experiences and Attitudes." Journal of Clinical Oncology. 1991; 9(7): pp. 1314-1319. Online: http://www.drugpolicy.org/library/mmjdobl.cfm. Retrieved 2009-12-17. 3 "Compare Marinol Prices on PharmacyChecker.com". www.pharmacychecker.com. Retrieved 2008-05-31. 9
  • 10. 10 Sativex®: Social Media Marketing Strategy Which brings us to the 5) factor in Porter’s forces: Threat of substitutes. How easy can Sativex® be substituted, especially made cheaper. This we would say is the major competitive force GW’s might have to consider. Most likely not for the next 5-10 years or so but possibly in the near future. Smoked cannabis (marijuana buds) has become accepted medicine in several states in the Untied States, in Canada, Holland and some other parts of the world. In California it is already a major legal industry (under state laws) even though the federal government has done it best to curtail it. Austria, New Zealand and Portugal have more or less legalized cannabis (marijuana and hashish) consumption. If this trend continues in other countries it might mean that patients might turn to medical marijuana, which is cheaper then Sativex® and easily attainable, and even grow it themselves. Sometimes a sixth competitive force is added to Porter’s 5 forces: Government. How will the government react in the future to production and distribution of cannabis-based medicine. Is a reactionary step towards licensing of growing of cannabis to develop prescription drugs likely? The British Home Office has pledged that if GW’s clinical trials are successful, it will reschedule cannabis to permit its use in pharmaceuticals. But what if official support changed and the UK’s medicines regulatory authority where obliged to shut everything down because of political pressure. Another threat for GW’s might be if the government would accept another change of policy. This time in a totally different direction. What if the government would legalize cannabis plant material (hashish, hash oil and marijuana) in order to regulate it´s use, tax it and control it’s distribution? As happened in USA when alcohol prohibition was judged a failure. The patients need for oromucosal spray medicine with THC and CBD would of course not disappear, but the financial implication to GW's would have to be considered. PEST ANALYSIS PEST Analysis is another robust tool used in order to study evironmental factors before beginning any information campaign or other line of business or marketing. PEST Anlysis is specially important when you are introducing a new product to the market. This is particularily important, we think, with the product we are promoting. 10
  • 11. 11 Sativex®: Social Media Marketing Strategy The main challenge with Sativex® as a product is the fact that is based on cannabis which is a controversial issue in our times. Even though it was once a major medicine in Western pharmacopoeia (1850—1900) the plant was made illegal in 1937 in the United States and worldwide 1961 with the UN Single Drug Convention. PEST Analysis is important because it helps us understand important external issues we have to deal with. They are basically: Political factors, economic factors, socio-cultural factors and technological factors. We analyzed our product with these factors in mind to understand better the situation we were dealing with. SWOT ANALYSIS The results from the PEST Analysis where then combined with the Porter’s five forces study. After having eliminated results that were not appropriate to our situation we used the information we had gathered to incorporate it into our SWOT Analysis. SWOT Analysis is a strategic planning model that evaluates the strengths, weaknesses, opportunities and threats involved in a project, a product or a business venture. We wanted to use SWOT Analysis not only to identify the present situation, strength, weakness etc. of our product but also the present social, technological and political situation. But most importantly generate a strategy or strategic planning to use all of these factors in our favor. How can we use and capitalize on each strength? Improve each weakness? Benefit from each opportunity and mitigate each threat? Many issues evolved from this analysis, and as before we eliminated many of them and solidified others in order to pin them down to four basic, fundamental internal and external factors. We wanted to concentrate on the positive ones, as well as resolve the negative ones, in our promotion campaign. Internal strength: Sativex® is beneficial medicine that addresses clear unmet patients needs. It is now legally prescribed in Canada. It has been studied for the past 10 years on 1000 seriously ill patients and 70% of them have reported significant improvement in quality of their life. 11
  • 12. 12 Sativex®: Social Media Marketing Strategy Internal weakness: Sativex® is still under regulatory submission in UK and Spain and is currently being tested in the United States. It is not legally prescribed anywhere in the world except Canada. External opportunities: Importance of social media networks, which paves the way for social media marketing (SMM). SMM is an inexpensive way to run an information campaign. SMM is also an ideal way to check how cannabis-based medicine is perceived by then general public. External threats: Misinformation, prejudice and general ignorance of the subject of cannabinoid medicine. This ignorance, both of cannabis role in medical history as well as of recent scientific studies on it’s benefits, is a serious barrier. So is the illegality of the cannabis plant which supports the idea that cannabis can´t or shouldn´t be used as medicine. SOCIAL MEDIA MARKETING The PEST Analysis gave us the idea that the best way to run our brand visibility, promotion and information campaign was to use the new emerging social media marketing (SMM). For the past two years the importance of social media networks, such as Twitter, Facebook and LinkedIn, has become obvious. Web blogs (such as Wordpress) and social media sharing (YouTube, Flickr) have become part of peoples life. All over the world. As ComScore (a renown digital measuring service) reports 734.2 million or two-thirds of the world’s 1.1 billion Internet users, 15 and older, visited at least one social networking site in May, 2009. 4 SOCIAL MEDIA MARKETING: ANALYSIS But does this mean that SMM has become an important marketing tool? Are companies using it and with what result? To answer these questions we turned to Omniture that specializes in web analytics and online optimization. They introduced this year, in collaboration with Marketing Sherpa and National Geographic, a study measuring the impact of social media that was done in 2008. 4 COMCORE: http://www.comscore.com/. Retrieved 2009-12-07. 12
  • 13. 13 Sativex®: Social Media Marketing Strategy The result are very interesting. Here is the data reflecting responses to the question, “Are you using some form of social media for marketing?” As can be seen, social media is be used by companies, both big and small: • 8 out of 10 companies of all sizes are using social media • Size of competitor is not a barrier • This is a reminiscent of the early days of the World Wide Web Marketing Sherpa (who did the survey) say this level of involvement is due, for the most part, to the relatively inexpensive nature of social media.5 Social Media: What’s It Good for? Determining the role of social media and where it has effect is also an important factor. 5 Workbook: Measuring the Impact of Social Media, http://www.omniture.com/offer/429?s_osc=24051. Retrieved 2009-12-15. 13
  • 14. 14 Sativex®: Social Media Marketing Strategy In this case, brand reputation and awareness top the chart. Overall, the results show: • Social media is a very effective branding strategy • Search Engine Optimization uses social media to improve rankings and drive traffic • Lead generation effectiveness may be lower on the list, but best practices are emerging rapidly Marketers are Budgeting and Betting on Social Media in 2009 One thing Marketing Sherpa consistently looks at to determine if a tactic is established or emerging is how people are spending and planning to spend on it. In this case, there are only two tactics that reflect a rising budget: Social media (social networks, blog etc.) and emailing to house list. The data can be seen on the graphic below: 14
  • 15. 15 Sativex®: Social Media Marketing Strategy Analysis reveals the following: • Social media is benefiting from free or low-cost perception • Since social media is human capital intensive, salaries are the bulk of spending • Social media and email spend are increasing more than decreasing Where Do Buyers/Influencers Get Information About Your Product? As little as two years ago, social media may not have even been considered in the flow of product information. 15
  • 16. 16 Sativex®: Social Media Marketing Strategy Yet, now social media is here and shifting momentum: • Social media sites have surpassed company Web sites • They are used to find objective information about a considered purchase • Company sites still offer a valuable source of subjective information During the buying consideration process, from a home toaster to a piece of construction equipment, potential buyers are looking for product feedback from current users. Then, they turn to company Web sites as the go to search for specifications and complete details. Buyers Share Information and Opinions in Peer Conversations Continuing the communications flow, those buyers are then sharing information they find via social media. This cycle is based on convenience and has both negative and positive side: • Web 2.0 tools enable easy sharing with friends and peers • Upside: sharing creates viral, exponential reach • Downside: negative conversations reach further Categorizing Traffic Sources Ted McDonald, Manager of Web Analytics at National Geographic says his employer can now easily 16
  • 17. 17 Sativex®: Social Media Marketing Strategy see the increasing impact of social media on overall site traffic. In June 2009, for instance, visitors from social media sites accounted for 8.4 percent of traffic—the highest percentage ever. In addition, visitors from social media sites more than doubled since June 2008. Using Site Catalyst, a web traffic measuring tool from Omniture, the magazine can compare categories of traffic to see how they perform over time. As can be seen from the Site Catalyst Category Report from above the social media gives more total visits to National Geographic website then pay-per-click Ads. Can the Social Media Category be Broken Down Further? Ted McDonald wanted to see how the Category Report was broken down further. By making minor adjustments to subcategories media specialist Danny Sullivan had done on different types of social medias National Geographic came up with five subcategories. They are: • Social News Sites (such as Twitter, Digg, Reddit, Yahoo Buzz) • Social Bookmarking Sites (such as Delicious, Stumble Upon) • Social Networking (such as Facebook, MySpace, LinkedIn) • Social Knowledge (such as Wikipedia, Yahoo Answers) • Social Sharing (such as YouTube, Flickr, Twitter, Urban Spoon, Yelp) 17
  • 18. 18 Sativex®: Social Media Marketing Strategy By doing this, National Geographic quickly saw that half of all their social media traffic comes from the social news sites subcategory. Does SMM have International Impact? When SMM plan is revised it is important to note that some of the most popular domestic media sites are not used in the biggest countries of the world. This can be important if your target group is global and the product you are promoting internationally available, which it certainly it is if it can be bought online. When it comes to information campaigns this is also important. Even though you are not promoting a product that consumers can buy, but rather ideas or information, change of attitudes in one country is bound to have an effect in other parts of the world. Here is map of the world, showing the most popular social networks by country, according to Alexa & Google Trends for Websites traffic data (June 2009). 18
  • 19. 19 Sativex®: Social Media Marketing Strategy It seems that Facebook has almost colonized Europe and it´s extending its domination with more than 300 million users worldwide. Twitters popularity has grown rapidly. Here are the numbers of U.S. unique visitors in a period of only 1 year: SOCIAL MEDIA MARKETING: STRATEGY AND IMPLEMENTATION What can we learn from this? It is obvious from the study above and other media research that SMM is a powerful marketing strategy that offers powerful marketing oppurtunities, at exceptional low cost. We decided that SMM would be the best choice for our our brand visibility, promotion and information campaign. 19
  • 20. 20 Sativex®: Social Media Marketing Strategy To gain success in SMM it is vital to define the primary ojectives of your SMM campaign and align it with the approriate SMM strategy. This means in other words 1) we need to define clear goals, 2) choose a proper social media network channels to reach these goals, 3) spread the right message about our product on different chosen platforms on consistent basis 4) find a way to get people emitionally invested in the campaign 5) get the mainstream „traditional“ media i.e. TV, newspapers, magazines involved — and at last but not least — 5) measure objectively the success or the impact our social media marketing is having. CAN SOCIAL MEDIA ROI BE MEASURED? According to an August 2009 survey by Mzinga and Babson Executive Education, 86% of professionals in a variety fields said that they have adopted social media in some way. The survey reported also that 84% of social media programs don’t measure return on investment (ROI). 6 The standard formula formula, ROI, is rather basic, ROI = (X – Y) / Y, where X is your final value and Y is your starting value. In other words, if you invest 5 DKK and get back 20 DKK, your ROI is (20 – 5) / 5 = 3 times your initial investment. In the financial sense, ROI is measured purely in the context of dollars or kroner however, the principles can really apply to any type of investment — monetary or not. Even though ROI does not equal website metric measurement in the strictest sense of the word traditional web metrics like traffic counts, number of comments on blog, Twitter followers, Facebook fans, downloaded pdf files etc. are an important component when calculating your ROI. It is of course not important to rely solely on the numbers, but on what the numbers end up leading to. For instance in our Sativex campaign; does our increase in website visitors correlate with higher rates of downloaded pdf information sheets? Having metric for something like Twitter mentions or blog comments is pretty meaningless if you don´t know if those mentions are positive or negative. Another vital factor is to define a baseline before starting or changing your social media strategy. 6 E MARKETER, http://www.emarketer.com/Article.aspx?R=1007286. Last retrieved 2009-12-16. 20
  • 21. 21 Sativex®: Social Media Marketing Strategy TWITTER CAMPAIGN Twitter is an online communication tool that combines the best elements of blogging, social networking and messaging. Twitter allows people to post concise 140 character messages, which are published on their publicly viewable page. Posting a message is quick and easy, it can be done from any internet connected computer or a mobile phone with SMS text message. In order to follow tweets from others you become their follower. Likewise if somebody wants to follow what you publish he/she become a follower of you or the brand/ company/ institution that uses Twitter. One of the things that makes Twitter so powerful from a communications perspective is that you can “re-tweet” something you find interesting from a person you are following to your own followers, which can re-tweet it to his/hers followers and so on. Popular re-tweets can reach a large audience very quickly. Our Sativex Twitter campaign is based on four steps: 1) The campaign starts by sending out a simple message with a call to action: “Cannabis- based medicine improves patients quality of life. Find out more http://www.sativex.com.” These simple messages will change, sometimes it will focus on our primary target group (patients) and sometimes on our secondary target group (friends and family of patients). The goal is to drive people to the Sativex website to get information on this new medicine and preferably download information sheets, scientific reports and other written material that advocates the benefit of Sativex. 2) It is important to make the mainstream media aware of the campaign. We have come up with the idea of having a poster advertising the website put under the roof of bus stops. This would be a photographic opportunity for a sympathetic journalist who would bring the photo to the editor hopefully for publication in a major newspaper. The poster campaign will start by a ,,crude’’ basic poster (that does not say much) to create curiosity and query, shortly followed by a more detailed message poster (see Appendix). The goal is to drive people to the Sativex homepage. 21
  • 22. 22 Sativex®: Social Media Marketing Strategy 3) The impact of the Twitter campaign will be measured by number of Twitter followers, number and sentiment of tweets, visit to the website and number of downloaded information material. There are different styles to Twitter sites when it comes to brands; a rather relaxed, conversational style or a more formal one. We opt for the more informative and factual tone, although happy to answer questions and engage directly with people. Another thing we have to remember. Twitter can be a great tool for driving traffic to our web site, but using Twitter stream as nothing more than a redirection service to point people to our Sativex site is sure to be considered nothing but spam. If we want to build a strong presence on Twitter, we must engage with users. 22
  • 23. 23 Sativex®: Social Media Marketing Strategy FACEBOOK CAMPAIGN Facebook offers exceptional, low cost marketing opportunities for business, promotion and campaigning. Facebook now has over 300 million users and offers a very powerful platform on which to build a presence. Our Sativex Facebook campaign is based on interaction with the users. The idea is to get people emotionally invested in the campaign. In order to do that we need a celebrity, preferably a famous film director like Oliver Stone or actor like Woody Harrelson (both out-spoken advocates of marijuana legalization) to edit video for the campaign. 23
  • 24. 24 Sativex®: Social Media Marketing Strategy We start by sending a simple twitterable message that drives users to our Facebook. Once there they are asked to send in short video segments on their own experience, friends or family members with cannabis-based medicine. Our celebrity edits it in to a single video later to be shown on our Facebook and Sativex homepage. This approach might sound far-fetched in Europe but will certainly strike a cord in USA where there are about 577.000 medical marijuana users.7 As with our Twitter campaign the impact of Facebook campaign can be measured directly. SATIVEX BLOG Web 2.0 has brought along a new marketing tool, blog. Even though blog, with all the tweets and facebooking going on, is not as hot topic today as few years ago it should not be underestimated by any enterprise. It helps you target audience. An average blog entices approximately 55% more visitors than a website. If your blog has a bit of personal or informal tone along with commentary function, you can gain a better insight into your target audiences’ perspective. And, this would help in building an interactive environment that would involve your potential visitors also. A blog allows you to go deep, in areas that a static web site cannot. Through video, podcasts, or simple frequent posts, your blog is putting a human face on your company. No longer are you just an anonymous URL. Now you are a thinking, engaging company that people want to do business with. A blog also gives your business multiple ways to be found on the Internet. There are a number of blog directories, where you can submit your blogs and the search engine bots will index your blog. The more your brand visibility is, the better chances are of your brand establishing it self. Search engines have great affinity for fresh and unique content. Adding keyword-rich blog content will make your site more appealing to search engines. This may result in giving a remarkable boost to the search engine rankings for your website thereby increasing your web traffic considerably. Word Press is our obvious choice for a blog platform. It is free, open-source publishing platform that provides us with numerous themes we can tweak to our needs. Word Press is also known for following web standards and has great usability. The goal of our web blog is to build a relationship to our target group. We would not only talk about our product but anything relevant to our 7 PRO CON.ORG, http://medicalmarijuana.procon.org/viewanswers.asp?questionID=001199. Last retrieved 2009-12-17. 24
  • 25. 25 Sativex®: Social Media Marketing Strategy audiences. Net users have become bored with repetitive marketing messages. On our blog we have an opportunity to build customer trust by giving them feedback, overcome their doubts and readdress any potential misconceptions. This is specially important with a product like Sativex. In order to draw attention to our blog we will send tweets about certain blogs and publish them also on our Facebook. At the same time we will install helpful plug-ins, such as a Tweet Meme ( ) button, which makes it easy for people to re-tweet our posts on Twitter. Then we will have Share This button on or blog, as well as on our website to make it easy for users to share content. This increase traffic and engagement. We provide our readers with the possability to subscribe to our updtates via RSS. Our idea is to create traffic back and forth from our Twitter, Facebook, blog and website. In order to grab the attention of mainstream media and create buzz on other blogs, websites and within the social media community we came up with the idea to use audio blog when replying to readers comments. Audi blog, though not a new phenomena, hasn´t been put in to much use yet. Instead of writing and typing posts for our Sativex blog, we can in some cases add audio files of us expressing our thoughts and responses to our readers online comments. This will give our blog a unique flavor as well as putting a human face on our campaign. As with Twitter and Facebook the impact of our blog can be objectively measured by number of visitors, RSS subscribers, links pointing to our blog etc. Which brings us to the subject of metric tools we will be using to calculate our progress, or lack of. METRIC TOOLS We did a round up of several tools available for measuring web traffic. Google Analytics is free and it can provide a really powerful baseline for a variety of different factors. You can track incoming links and then the activities of the users they send, which can be helpful. Omniture has 25
  • 26. 26 Sativex®: Social Media Marketing Strategy various services available for businesses, including components that track Facebook and Twitter metrics. PostRank Analytics measures social engagement on other platforms and services. What is helpful about PostRank is that instead of just a raw number, you can actually see the messages and comments from other sites that contribute to your statistics. This can be really important for sentiment analysis. As we did mention before it makes no sense of rejoicing about increaced traffic to your web site, blog or social media if you don´t know the sentiment that goes with it. Jodange offers a service geared toward online publishers that let’s them incorporate opinion data drawn from over 450,000 sources, including mainstream news sources, blogs and Twitter. This allows you to track what's being said about your brand or products. THE IMPORTANCE OF SEARCH ENGINES I n October this year interesting research data was published by ad network Chitika on the quality of visitors from social networking sites. The Chitika study looked at the quality of traffic from search engines and social networks, and the results were surprising. According to the study social sites Facebook and Digg are more likely to send returning traffic to your web site than search engines such as Yahoo!, Google and Bing. More than one-fifth of users referred to a site by Facebook visited at least four times in the course of a week. Less than 12% of Google-referred visitors were as loyal, about the same percentage as Twitter. But this is only half the story. Even though visitors from social media sites are loyal, the share from networking sites are very small. An earlier Chitika Study concluded that “the overwhelming dominance of search engines is facing little, if any, threat from social networks.” 8 The company looked at the top sites sending traffic to the publishers in its network and found that Google alone accounted for 76.13% of referrals. Taken together, search engines made almost 98% of all referrals, while social networking sites made up just 0.55%. 8 E MARKETER, http://www.emarketer.com/Article.aspx?R=1007346. Last retrieved 2009.12.17. 26
  • 27. 27 Sativex®: Social Media Marketing Strategy This underscores the prime importance of Search Engines in sending traffic to our site. We will not uses Flash, frames, graphic text or graphic links (except in one instance used with CSS Sprite) since they thwart search engines and are harder to bookmark. Same applies to navigations that rely on JavaScript, Java or Flash. They can not be indexed since search engine spiders and bots require text. AIDA MARKETING TOOL AIDA is a known marketing model used to describe a process of events that are initiated by a company that is selling a product or some kind of service. The acronym stands for attention, interest, desire and action. The idea is to attract attention of the customer, raise consumers interest in the product, create desire or need for the product and finally encourage action or purchasing of the product. We used the AIDA marketing model in planning our SMM strategy. We draw attention to our campaign by using first “material” means. Material tools, so to speak, are distribution of a folder, poster and a badge people can pin on themselves. This we distribute in specific places i.e. libraries, to interest groups that concern themselves with MS and cancer patients, hospitals, health care centers, pharmacies etc. This will only do so far. To invoke further interest we start to send tweets, collect friends on Facebook and activate our blog. About the same time we start the bus stop poster campaign. This does not need to be extensive or expensive. Few poster will do. Our main goal is to get the mainstream media attention to our campaign. One photograph of the bus stop poster in a daily newspaper will do. The next step is to awake desire of our target group to engage in the campaign by introducing the celebrity to our Facebook campaign. As before we try to leverage the main stream media. The celebrity participation should do the trick. From the very start our goal is to encourage action of our target group to visit our web site and educate themselves about the issue. The success of the information campaign will be measured by this criteria. 27
  • 28. 28 Sativex®: Social Media Marketing Strategy DESIGN AND INTERACTION The Sativex web site is the main focus we want to direct our visitors to. The tweets, blog posts and Facebook post are meant to direct our target group to the web site which will contain most of the information we like to share with them. WEB 2.0 DESIGN The concept, style and tone of the Sativex web site is based on what has been called ‘‘Web 2.0 Design‘‘. Even though the term is most often used to refer to a social phenomena deriving from new types of online communities and social networks (Twitter, Facebook, LinkedIn etc.) it can also be used to describe a recent school of web design. The main features are big and bold logos, central layout, 2 columns, separate top section (the main branding and navigation area), bigger text, bold text introductions, strong colors, gradients and general simplicity in presentation. Web 2.0 design is focused, clean and simple.9 The main goal is to communicate the relevant information, not just decorate. Our web site is more are less designed with these principles in mind. Another thing we wanted to do is to take the web site out of the constricted ,,box‘‘, so to speak, and give it a liquid, elastic quality. The central layout is there but it is not contained or framed in as happens when the white content is contrasted with a darker background. CRAP METHODOLOGY CRAP (contrast, repitition, alignment, proximity) is a design methodology that we used in our web site development. We chose a darkred (#CD38383, maroon) color in the logo of the web site as an contrast to the blue header and a white (#FBFBFB) and lightgray gradients texture of the site. The basic box-like structure of the content area is contrasted by the blue header that stretches out in both directions. This gives the web site an elastic quality even though it is build on a fixed central layout. 9 HUNT, Ben. 2008. Save the Pixel: The Art of Simple Web Design. 28
  • 29. 29 Sativex®: Social Media Marketing Strategy To insure repitition we have on all pages a left-side bar with a picture of a patient that uses Sativex and his or hers testamony. The navigation (both bar at the top and the colored boxes below copy) are repeated through the whole website as well as many other relevent elements. All written content is aligned as well as other design elements. We assure proximity by grouping all related elements together whereas separate design elements have enough space in between to communicate they are different. The social networking buttons (Share It, Add This, and Join us on Twitter, Facebook and Word Press blog) are a very important element of the web site since they contribute to our SMM strategy. They are a typical attribute of the Web 2.0 innovation. They are grouped together in three different location and repeated (as the Download pdf link) in all pages of the web site. Even though Add This and Share It have bascially the same function we use both of them. Add This is put on top with print and ‘old fashion’ email possibilities for those visitors that light scan the web site but might want to link it to themselves for later reference (or to others) before they leave. Share It is however put below the articles for those visitors who have taken time to read the copy and feel inspired to share it´s content on Facebook, Twitter etc. with friends or family. On the left side bar we have links to our social networks; Twitter, Facebook and blog. They are put there because we hope after the visitor has read the testamonies of the patient he or she might feel emotionally moved to engage further in the campaign. TYPOGRAPHY AND COLOR In the web site logo we decided to use a totally new font Kanis that has just been developed and can be downloaded as freeware from Dafont.com. We also use Kanis in the top navigation bar which is based on CSS Sprite. CSS Sprite gives the developer the possibility to use CSS to make hover effect with an image rather then Javacript. It wasn´t until later that we realized that the font Kanis reminds us of the word kannabis, which is the Greek expression the English word cannabis evolved from. In the logo we use the familiar gradient and shadow effect that is so popular in Web 2.0 logo design. The color we opted for is #CD38383 maroon. It advances toward the viewer and stands for 29
  • 30. 30 Sativex®: Social Media Marketing Strategy experience and wisdom in color psychology. It can be seen for example in the monk frocks of Dali Lama and other Tibetian lama’s. The logo is big and bold, in line with the general Web 2.0 principles. 10 At the same time we have to be careful and remember we are promoting a pharmaeutical product. The sober, scientific and medical atmosphere of the web site is created by the “cold” blue color (#034B93). The smooth apperance is created by light gray gradients, #333 dark gray colors of fonts, instead of the customory black, and the more pallid #FBFBFB white instead of #000000. The links below the copy were created by a hack I developed to make rounded boxes with shadows with pure CSS. This is done by fooling the browsers that he is reading the normal pre selector, when he is actually reading pre1, pre2, and pre3 “selectors” I created myself. This works fine in Firefox 3.5.6 (as can be seen above) but in IE 6.0, 7.0 etc. it only shows up as a basic text link. Accordingly this is only a temprory solution. But I wanted to experiment with how much I could do with pure CSS. It is a rather sad that IE doesn´t even regconize perfectly “legal” CSS selectors and proprieties that have been around for many years and are recommended by W3C.org to all developers of web browsers. The color of the boxes; versions of green, red and yellow, where chosen with the colors of traffic light in mind. Green: go on to Sativex, Red; stop the disease and Yellow; wait, don´t judge until you have all the facts in. THE EYETRACK III REASEARCH FINDINGS The Eyetrack III research is an important tool for multimedia designers, web developers and website managers.11 Everyone who is involved in SMM can certainly benefit from eyetracking research findings. 10 WEB 2.0 HOW-TO DESIGN GUIDE, http://www.webdesignfromscratch.com/web-design/web-2.0-design-style-guide.php. Last retrieved 2009-12-21. 30
  • 31. 31 Sativex®: Social Media Marketing Strategy Among other interesting findings Eyetrack III research has uncovered are: 1) Dominant elements most often draw the eyes first upon entering the page — especially when they are in the upper left part of the page. 2) Text rules on the computer screen – both in order viewed and in overall time spent looking at it, 3) Smaller type encourages focused reading, while larger types promotes lighter scanning, 3) Web readers look typically at text elements before their eyes land on an accompanying photo, 4) The bigger the image, the more time people took to look at it, 5) Shorter paragraphs performed better than longer ones, 6) Navigation placed at the top of a homepage performed best, 7) When testers encountered a story with a boldface introductory paragraph, 95% of them viwed all or part of it. All these findings were assimilated into our web site design. Web site logo is in the upper left part of the page. The navigation bar is positioned in the area of Priority 1 according to research results. We use smaller type in testamonies of patients and 12 pixel size Arial (or Helvetica in case of some Mac’s) fonts in the main content copy. This is actually a break away from Web 2.0 design style (who recommend bigger font size) but we feel the eyetracking results should be respected. As the Web 2.0 gurus say themselves, the goal is to communicate not decorate. Whe use rather big images of patients, not to mention the Javascript run header on the front page which is huge. Most importantly we use a special CSS styled introductory that should please all Eyetrack III advocates and Web 2.0 enthusiasts. CODING AND VALIDATING We coded the website in strict XHTML. In order to seperate content from presentation Cascading Style Sheet (CSS) was used. This allows us to change the appearance and layout of the whole site with change in only one CSS file. This might be neccasary in the future in order to allow users (specially those that have bad eyesight) to have more control over the way the the site looks. This can be done by using ems and percentages in fonts, providing site navigation that scales to any size or amount of content, by designing a layout that expands and contracts regardless of window width or text size etc. This “bulletproof Web design” standard is of course the best way to design a 11 THE BEST OF EYETRACK III, http://www.poynterextra.org/eyetrack2004/main.htm. Last retrieved 2009-12-21. 31
  • 32. 32 Sativex®: Social Media Marketing Strategy web site that is accessible to all users. 12 Not to mention patitents who suffer from glaucoma that might want to visit Sativex homepage, as soon as they find out that cannabis-based medicine has proved to be helpful in improving glaucoma.13 The JavaScript slider on the front page that shows an image of Cannabisol, a cannabis-based medicine produced in Denmark (1935—1950), and an image of Sativex® liquid spray is done by Scriptocean Javascript Slideshow Wizard. We validated the web site with Dreamweaver validator with no error or warnings found. Except of course for the CSS pre selector hack I mentioned before. Since the web site is meant only to be a prototype we did not test it for browsers compatibility. The web site was however designed with Firefox browser in mind. Firefox is the most popular browser in use today. It has 47% of the users market compared to 11-13% of Microsoft’s IE 8,7, 6.14 We took some of the basic weakness of IE into consideration and added hacks for IE in the header of the XHTML in order to help it a long. MIND MAPPING AND THE CORE WORKFLOW PROCESS Mind map was another technique used in the development of this project. A mind map is a diagram used to represent words, ideas, tasks, or other items linked to and arranged around a central key word or idea. By presenting ideas in a radial, graphical, non-linear manner, mind maps encourage a intuitive approach to planning and organizational tasks. It is very helpful to come up with ideas that are “out of the box” so to speak. Core Process Workflow is another work model that was partly used in the web site development. From it we took the suggestions of using sitemapping and wireframing in the development of the site sructure. 12 CEDERHOLM, Dan. 2008. Bulletproof Web Design. Berkeley: New Riders. 13 MATHRE, Mary Lynn, Ed. 1997. Cannabis in Medical Practice, p. 94—111. USA: McFarland. 14 November 2009. See ´´Browsers Statistics“, http://www.w3schools.com/browsers/browsers_stats.asp. Last retrievied 2009-12-21. 32
  • 33. 33 Sativex®: Social Media Marketing Strategy CONCLUSION So lets return back to our problem defintion. How do we design a brand visibility, promotion and information campaign that 1) draws attention to the benefits of Sativex® oral spray, 2) encourages community involvement with our campaign and 3) is relatively inexpensive? The answear in short is: By using social media marketing. To gain success in SMM it is vital to define the primary ojectives of our SMM campaign and align it with the approriate SMM strategy. This means in other words: 1) Define clear goals: drive people to the Sativex.com homepage. 2) Choose a proper social media network channels to reach these goals: Twitter, Facebook and Word Press blog. 3) Spread the right message about our product on these social networks on consistent basis: Sativex is a modern cannabis-based medicine that improves the quality of life for patients with MS, cancer pain and neuropathic pain. 4) Get people emitionally invested in the campaign: use testamonies of patients who use Sativex and a celebrity to edit video segments sent in. 5) Get the mainstream „traditional“ media i.e. TV, newspapers, magazines involved: use out of the box bus stop posters and a celebrity in the campaign. 6) Measure objectively the success or the impact our social media marketing is having: use web measuring tools like Google Analytics, PostRank Analytics and Jodange. We think that Web 2.0 social networking is a major breaktrough in web and media development and would like to thank our teachers at NoMa for bringing our attention to it. 33
  • 34. 34 Sativex®: Social Media Marketing Strategy REFERENCE BOOKS DABNER, David. 2004. Graphic Design School: The Principles and Practices of Graphic Design. London: Thames and Hudson. HUNT, Ben. 2008. Save the Pixel: The Art of Simple Web Design. JACOBSEN, Jan Krag. 2009. 24 Questions for Planned Communication. Roskilde: Roskilde University Press. GOTO, Kelly and Emily COTLER. 2005. Web Redesign: Workflow That Works. Berckley: Peachpit Press. GRINSPOON, Lester and James B. BAKALAR. 1993. Marihuana: The Forbidden Medicine. USA: Yale University Press. WEINBERG, Tamar. 2009. The New Community Rules: Marketing on the Social Web. USA: O’Reilly Media. WILLIAMS, Robin. 2004. The Non-Designers Design Book: Design and Typographic Principles for the Visiual Novies. Beckley CA: Peachpit Press. INTERNET Eyetrack III: Online News Consumer Behaviour in the Age of Multimedia, http://www.poynterextra.org/eyetrack2004/index.htm. Last retrieved 2009-12-21. Web 2.0 How-to Design Guide, http://www.webdesignfromscratch.com/web-design/web-2.0- design-style-guide.php. Last retrieved 2009-12-21. Writing for the Web, http://www.sun.com/980713/webwriting/ Last retrieved 2009-12-21. Workbook: Measuring the Impact of Social Media, http://www.omniture.com/offer/429?s_osc=24051. Retrieved 2009-12-15. 34
  • 35. 35 Sativex®: Social Media Marketing Strategy WEB SITE DESIGNER MANUAL SIZE SPECIFICATIONS Page dimensions: Central fixed layout, width: 996 pixels. Logo: width: 259 pixels, height: 101 pixels. Main header: width: 996 pixels, height: 330 pixels Subpage header: width: 996 px, heigth: 69 px. Top navigation: height: 39 pixels, CSS Sprite is used with different width of navigation boxes. Home: 177 px, Sativex: 142 px, Patient: 170 px, History: 144 px. Images of patients: width: 216 px, various height. Left sidebar: width: 259 px. Content area: width: 650 px. Box for subnavigation round corner boxes: width: 650 px. FONT SPECIFICATIONS Global typefaces: Arial, Helvetica, Sans-serif. Line-hight: 17 px. Logo font: Kanis. Top navigation font: Kanis. Excerpts typefaces: Verdana, Geneva, Arial, Helvetica, Sans-Serif. COLORS Background-color: #FBFBFB (pallid white). Copy font color: #333 (dark gray). Color of header for main page and subpages: #034B93 (blue). 35
  • 36. 36 Sativex®: Social Media Marketing Strategy Color of logo: #BC2525 (dark red). Shadow: #DRDRDR (light gray). Color of indtroduction copy and h1 headers: #034B93 (blue). Color of excerpt: #C41230 (maroon). Color of link boxes (subnavigation): Sativex: #66ba45, Patient: #C2A303, History: #C41230. PHOTO, IMAGE ELEMENTS Web Site Logo: Header Images Used in JavaCript Slider: 36
  • 37. 37 Sativex®: Social Media Marketing Strategy Subnavigation rounded corner boxes: Top Navigation CSS Sprite Elements: In regards to other design, image and layout features we refer to the style sheet sativex.css 37
  • 38. 38 Sativex®: Social Media Marketing Strategy APPENDIX Bus Stop Poster Campaign The first version of the Bus Stop Poster Campaign is the ,,crude” one, meant to evoke attention without say much. The goal is to drive people to the Sativex.com web site. The other version is more detailded without giving away to much either: 38
  • 39. 39 Sativex®: Social Media Marketing Strategy 39