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#SocialRealized: Bio/Pharma Social Media and Digital Platforms Summit Presentation

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We Call It “Social Realization” — Reasserting Brand Influence within Social to Connect with Consumers

Chrissy Stanojev, Senior Social Media Strategist, MRM//McCANN

Consumers are content creators with high expectations from the brands they care about. They value peer connections, and peer influence is vital. Now more than ever, consumers have the ability to shape brands. And social has been the agent of change. Social Realization recognizes that social is not just a channel, platform, or a behavior, or even publishing content to a Facebook page. Social Realization is reasserting brand influence to connect with consumers. The success of Social Realization relies heavily on the relationship between an agency and a pharmaceutical company. It is crucial for a partnered agency to identify and understand the factors impacting the brand while keeping the brand’s reputation and safety at the forefront.
• Become a trusted partner through constant research and an in-depth knowledge of the brand(s), category and key trends impacting the market
• Stay in lock step with the latest social platform capabilities to enable rather than hinder Pharma’s presence in the social sphere

Chrissy Stanojev, Sr Social Media Strategist, MRM//McCANN
#GetRealized | socialrealized@mrm-mccann.com

Published in: Healthcare
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#SocialRealized: Bio/Pharma Social Media and Digital Platforms Summit Presentation

  1. 1. 1 We call it “Social Realization” Reasserting Brand Influence within Social to Connect with Consumers Chrissy Stanojev | Senior Social Media Strategist
  2. 2. Key Components to Social Realization: Social Intelligence: Data Collection & Analysis Connection and Brand Influence in Social Sphere Social Governance and Partnership 2
  3. 3. 3 For people, nothing is more personal, more important, more transformative, than healthcare. 3
  4. 4. 4 Consumers are content creators Expectations have never been higher Person-to-Person engagement is the most influential Consumer empowerment has never been greater 4
  5. 5. 5 Crowdsourcing Omni-channel Immediacy And now, consumers have the ability to shape brands 5
  6. 6. And social has been the agent of change. 6
  7. 7. 7 Social is a challenge for Pharma with FDA regulation, AER, Regulatory and a 140- character standard in an ISI world.
  8. 8. 8 Source: Smartinsights.com Consider What Happens Online in 60 Seconds? YouTube hours of video uploaded Facebook posts Google searches Twitter tweets
  9. 9. Question? 9
  10. 10. Here’s how you could think about it. 10
  11. 11. We call it “Social Realization.” 11
  12. 12. Recognizes that social is not just a channel, platform, or a behavior. 12
  13. 13. Or even publishing content to a Facebook page. 13
  14. 14. Social Realization is reasserting brand influence to connect with people. 14
  15. 15. Brands don’t need a digital strategy. 15
  16. 16. Brands don’t need a digital strategy. 16 Brands need a strategy for a digital world.
  17. 17. 17 A Robust Team… Search Strategy Social Analytics + Strategy Performance Analytics Paid Media Strategy + Planning UX Strategy + Planning Creative Strategy + Planning
  18. 18. 18 Relevance Authenticity Timelines Discoverability Depth Dimensionalize Optimization New Audiences InfluencersAmplification ….Drives Social Realization Engagement 1:1 Connection
  19. 19. 19 To continually innovate This approach is born from experience with a range of brands and consumers PHARM A BRAND S NON- PHARMA BRANDS
  20. 20. How can your brand be Socially Realized? 20
  21. 21. 21 Listen. Actively.
  22. 22. Analyze. 22 Listen. Actively.
  23. 23. Analyze. 23 Listen. Actively. Apply.
  24. 24. Analyze. 24 Listen. Actively. Apply. Assess.
  25. 25. 25 PHARMA BRANDS By the numbers 8 % Brand managers who are in patient engagement mode on social media 50% Brand managers who are at least listening 42% Brand managers not even listening *All % are global Source: IMS Health ~40% of those listening aren’t sure what to do with the social data they are collecting
  26. 26. 26 Listen to the largest, most dynamic, diverse, and unbiased 24/7 focus group. 26
  27. 27. And leverage social analytics to make insight-driven marketing decisions. 27
  28. 28. 28
  29. 29. 29 Go beyond the word cloud.
  30. 30. 30 12K Keywords Words in Context Dimensionalize Patient Journey Mapping Depth Persona and Influence Mapping Discoverability Search Marketing Amplification Selected Paid Media Engagement Content Development Optimization Channel Planning Relevance Positioning/Messaging 1.3 Million Conversations New Audiences Segmentation Search Social
  31. 31. 31 1 = 4 Words in Context Branded Mention on Social Organic Branded Searches
  32. 32. 32 Words in Context We say “Symptoms.” Patients say “Signs.” We say “Copay.” Patients say “Discount.” We say “Switching.” HCPs say “Wash Out.”
  33. 33. 33 Topic Trend Monitoring Over Time 2015 – 2016 794K Dimensionalize Patient Journey Mapping Authenticity Brand Voice Optimization Channel Planning Amplification Selected Paid Media Engagement Content Development Relevance Positioning/Messaging New Audiences Segmentation 2013 – 2014 447K
  34. 34. The Social Realization Impact 34
  35. 35. 35 Relevance Positioning/Messaging Authenticity Brand Voice Timelines PR Events Discoverability Search Marketing Depth Persona and Influence Mapping Dimensionalize Patient Journey Mapping Optimization Channel Planning New Audiences Segmentation Influencers KOL + COL Identification Amplification Selected Paid Media Social Realization Engagement Content Development 1:1 Connection Community Management
  36. 36. Social Realization is about partnership. 36
  37. 37. 37 Social Governance and Partnership Everyone is at the table: • Social Governance • Corporate Policy Development • Corporate Education and Compliance Training • Brand Safety Guardrails • Social Reaction and Response Processes and Procedures
  38. 38. Push Your Brand Further 38
  39. 39. #SocialRealized Helping pharmaceutical brands to Social Realization 39
  40. 40. Thank you Chrissy Stanojev Senior Social Media Strategist MRM//McCANN socialrealized@mrm-mccann.com 40 Pharma Social Summit (Advertiser) acknowledges that any and all ideas, concepts, strategies, trademarks and materials that MRM//McCann and McCann Worldgroup (Agency) presents or provides to Advertiser (the “Presentation Concepts and Materials”) are being presented or provided for the sole purpose of allowing Advertiser to determine whether Advertiser wishes to use the Presentation Concepts and Materials and to engage Agency’s ongoing services. Advertiser acknowledges and agrees that the Presentation Concepts and Materials are, and will remain, Agency’s property. Agency shall retain all right, title and interest in connection with the Presentation Concepts and Materials regardless of whether the physical embodiment of the creative work is in Advertiser’s Possession in the form of copy, artwork, etc. ©2016 McCann Worldgroup

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