SlideShare a Scribd company logo

Rules of engagement in Health - What can we learn from conversations taking…

InSites Consulting
InSites Consulting
InSites ConsultingMarketing Manager at InSites Consulting

Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?

Rules of engagement in Health - What can we learn from conversations taking…

1 of 31
Download to read offline
Rules of engagement in Health - What can we learn from conversations taking…
We went on a safari
Brands try to
              win the         What can
 Engaging
             hearts of        we learn
consumers                      from those
  is key    consumers         experiences
            through social
                             across brands?
                media
Goal:
Identifying what is driving consumers to engage in branded
conversations across social media. A specific focus lied on
pharmaceutical companies and epilepsy was used as an area:
brands as well as generic molecules and patient groups.


About this study:
We collected branded conversations on the 3 big social media:
Facebook, Twitter, YouTube
    • Over 2 million online conversations
    • More than 300 brands included in our study
    • We applied social media netnography to identify the
        rules of consumer engagement
    • Results were presented in March
What we learnt
Engagement ≠ number fans content
management is key for activity

•   A large fan page does not lead to engagement if the brand does
    not manage the content (0,11 correlation).

•   In case of good conversation and content management, this
    correlation increases to 0,92 showing that you can tap into your
    social potential with a good conversation strategy.

Recommended

From validating to understanding: Why measuring insights strenght is not suff...
From validating to understanding: Why measuring insights strenght is not suff...From validating to understanding: Why measuring insights strenght is not suff...
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
 
The Art of Research: Using the power of images to increase the value of the D...
The Art of Research: Using the power of images to increase the value of the D...The Art of Research: Using the power of images to increase the value of the D...
The Art of Research: Using the power of images to increase the value of the D...InSites Consulting
 
Research in the mobile mindset
Research in the mobile mindsetResearch in the mobile mindset
Research in the mobile mindsetInSites Consulting
 
Engage, inspire, act: Three stepstones towards developing more impactful prod...
Engage, inspire, act: Three stepstones towards developing more impactful prod...Engage, inspire, act: Three stepstones towards developing more impactful prod...
Engage, inspire, act: Three stepstones towards developing more impactful prod...InSites Consulting
 
Think Big and Connect to the Max: How Pepsico (re)connected the Ruffles brand...
Think Big and Connect to the Max: How Pepsico (re)connected the Ruffles brand...Think Big and Connect to the Max: How Pepsico (re)connected the Ruffles brand...
Think Big and Connect to the Max: How Pepsico (re)connected the Ruffles brand...InSites Consulting
 
10 rules to avoid a Collaboration Hangover
10 rules to avoid a Collaboration Hangover10 rules to avoid a Collaboration Hangover
10 rules to avoid a Collaboration HangoverInSites Consulting
 

More Related Content

What's hot

When community members take over
When community members take overWhen community members take over
When community members take overInSites Consulting
 
Game on qualitative researchers: Using gamification to increase partipant eng...
Game on qualitative researchers: Using gamification to increase partipant eng...Game on qualitative researchers: Using gamification to increase partipant eng...
Game on qualitative researchers: Using gamification to increase partipant eng...InSites Consulting
 
Exploring the world of water - The conversation revolution: brands & people d...
Exploring the world of water - The conversation revolution: brands & people d...Exploring the world of water - The conversation revolution: brands & people d...
Exploring the world of water - The conversation revolution: brands & people d...InSites Consulting
 
Why every company needs a Chief Consumer Officer
Why every company needs a Chief Consumer OfficerWhy every company needs a Chief Consumer Officer
Why every company needs a Chief Consumer OfficerNatalie Mas
 
Synergizing natural and research communities: Caring about the research ecosy...
Synergizing natural and research communities: Caring about the research ecosy...Synergizing natural and research communities: Caring about the research ecosy...
Synergizing natural and research communities: Caring about the research ecosy...InSites Consulting
 
The Future of Market Research
The Future of Market ResearchThe Future of Market Research
The Future of Market ResearchTom De Ruyck
 
Insight-Driven Innovation: Structural collaboration with consumers for breakt...
Insight-Driven Innovation: Structural collaboration with consumers for breakt...Insight-Driven Innovation: Structural collaboration with consumers for breakt...
Insight-Driven Innovation: Structural collaboration with consumers for breakt...InSites Consulting
 
Inspirational customer dialogues
Inspirational customer dialoguesInspirational customer dialogues
Inspirational customer dialoguesInSites Consulting
 
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees WorkshopThe Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees WorkshopInSites on Stage
 
A manifesto for qualitative research
A manifesto for qualitative researchA manifesto for qualitative research
A manifesto for qualitative researchTNS
 
Running Research Communities in Asian markets
Running Research Communities in Asian marketsRunning Research Communities in Asian markets
Running Research Communities in Asian marketsInSites Consulting
 
Ne laissez pas mourir vos prometteuses innovations de rupture !
Ne laissez pas mourir vos prometteuses innovations de rupture !Ne laissez pas mourir vos prometteuses innovations de rupture !
Ne laissez pas mourir vos prometteuses innovations de rupture !Ipsos France
 
Worlds largest database part
Worlds largest database part Worlds largest database part
Worlds largest database part Beyond Philosophy
 
Integrated attention planning
Integrated attention planningIntegrated attention planning
Integrated attention planningTNS
 
Let’s talk about you
Let’s talk about youLet’s talk about you
Let’s talk about youTNS
 
Mind and the machine
Mind and the machineMind and the machine
Mind and the machineTNS
 
New customers: dreaming little dreams
New customers: dreaming little dreamsNew customers: dreaming little dreams
New customers: dreaming little dreamsTNS
 
Bridging the gap (Seeing through BoP eyes)
Bridging the gap (Seeing through BoP eyes)Bridging the gap (Seeing through BoP eyes)
Bridging the gap (Seeing through BoP eyes)TNS
 
Understanding the world of social media
Understanding the world of social mediaUnderstanding the world of social media
Understanding the world of social mediaRichard Stacy
 
Paul Greenberg - Welcome to the Era of Customer Engagement
Paul Greenberg - Welcome to the Era of Customer EngagementPaul Greenberg - Welcome to the Era of Customer Engagement
Paul Greenberg - Welcome to the Era of Customer EngagementBrent Leary
 

What's hot (20)

When community members take over
When community members take overWhen community members take over
When community members take over
 
Game on qualitative researchers: Using gamification to increase partipant eng...
Game on qualitative researchers: Using gamification to increase partipant eng...Game on qualitative researchers: Using gamification to increase partipant eng...
Game on qualitative researchers: Using gamification to increase partipant eng...
 
Exploring the world of water - The conversation revolution: brands & people d...
Exploring the world of water - The conversation revolution: brands & people d...Exploring the world of water - The conversation revolution: brands & people d...
Exploring the world of water - The conversation revolution: brands & people d...
 
Why every company needs a Chief Consumer Officer
Why every company needs a Chief Consumer OfficerWhy every company needs a Chief Consumer Officer
Why every company needs a Chief Consumer Officer
 
Synergizing natural and research communities: Caring about the research ecosy...
Synergizing natural and research communities: Caring about the research ecosy...Synergizing natural and research communities: Caring about the research ecosy...
Synergizing natural and research communities: Caring about the research ecosy...
 
The Future of Market Research
The Future of Market ResearchThe Future of Market Research
The Future of Market Research
 
Insight-Driven Innovation: Structural collaboration with consumers for breakt...
Insight-Driven Innovation: Structural collaboration with consumers for breakt...Insight-Driven Innovation: Structural collaboration with consumers for breakt...
Insight-Driven Innovation: Structural collaboration with consumers for breakt...
 
Inspirational customer dialogues
Inspirational customer dialoguesInspirational customer dialogues
Inspirational customer dialogues
 
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees WorkshopThe Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
 
A manifesto for qualitative research
A manifesto for qualitative researchA manifesto for qualitative research
A manifesto for qualitative research
 
Running Research Communities in Asian markets
Running Research Communities in Asian marketsRunning Research Communities in Asian markets
Running Research Communities in Asian markets
 
Ne laissez pas mourir vos prometteuses innovations de rupture !
Ne laissez pas mourir vos prometteuses innovations de rupture !Ne laissez pas mourir vos prometteuses innovations de rupture !
Ne laissez pas mourir vos prometteuses innovations de rupture !
 
Worlds largest database part
Worlds largest database part Worlds largest database part
Worlds largest database part
 
Integrated attention planning
Integrated attention planningIntegrated attention planning
Integrated attention planning
 
Let’s talk about you
Let’s talk about youLet’s talk about you
Let’s talk about you
 
Mind and the machine
Mind and the machineMind and the machine
Mind and the machine
 
New customers: dreaming little dreams
New customers: dreaming little dreamsNew customers: dreaming little dreams
New customers: dreaming little dreams
 
Bridging the gap (Seeing through BoP eyes)
Bridging the gap (Seeing through BoP eyes)Bridging the gap (Seeing through BoP eyes)
Bridging the gap (Seeing through BoP eyes)
 
Understanding the world of social media
Understanding the world of social mediaUnderstanding the world of social media
Understanding the world of social media
 
Paul Greenberg - Welcome to the Era of Customer Engagement
Paul Greenberg - Welcome to the Era of Customer EngagementPaul Greenberg - Welcome to the Era of Customer Engagement
Paul Greenberg - Welcome to the Era of Customer Engagement
 

Similar to Rules of engagement in Health - What can we learn from conversations taking…

Social Media Vs. Social Marketing For Slideshare
Social Media Vs. Social Marketing For SlideshareSocial Media Vs. Social Marketing For Slideshare
Social Media Vs. Social Marketing For SlideshareMike Newton-Ward
 
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Falcon.io
 
DoWell Do Good Cause Marketing Survey 2010
DoWell Do Good Cause Marketing Survey 2010DoWell Do Good Cause Marketing Survey 2010
DoWell Do Good Cause Marketing Survey 2010Dianova
 
Conference wrapup: Next Gen Pharma
Conference wrapup: Next Gen PharmaConference wrapup: Next Gen Pharma
Conference wrapup: Next Gen PharmaGSW
 
2010412 1st social marketing breakfast 1
2010412 1st social marketing breakfast 12010412 1st social marketing breakfast 1
2010412 1st social marketing breakfast 1Patrick Willemarck
 
Social Media Customer Service: Handling Negative Comments
Social Media Customer Service: Handling Negative CommentsSocial Media Customer Service: Handling Negative Comments
Social Media Customer Service: Handling Negative CommentsParkerWhite Brand Interactive
 
8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social MediaFalcon.io
 
Unlocking brand value with social communities
Unlocking brand value with social communitiesUnlocking brand value with social communities
Unlocking brand value with social communitiesSTATSIT
 
Engaging Surveys Smartees Webinar
Engaging Surveys Smartees WebinarEngaging Surveys Smartees Webinar
Engaging Surveys Smartees WebinarInSites on Stage
 
Using Social Media for Customer Support
Using Social Media for Customer SupportUsing Social Media for Customer Support
Using Social Media for Customer SupportBigMarker
 
7 steps to pharma social media
7 steps to pharma social media7 steps to pharma social media
7 steps to pharma social mediaHenrik
 
Graphic Organizer Persuasive Essay. Graphic
Graphic Organizer Persuasive Essay. GraphicGraphic Organizer Persuasive Essay. Graphic
Graphic Organizer Persuasive Essay. GraphicAna Espinal
 
C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012BisnodeInteract
 
Rules of engagement in Services - What can we learn from conversations taking...
Rules of engagement in Services - What can we learn from conversations taking...Rules of engagement in Services - What can we learn from conversations taking...
Rules of engagement in Services - What can we learn from conversations taking...InSites Consulting
 
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG) Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG) Care2.com and frogloop.com (blog)
 
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees BreakfastThe Future of Surveys Smartees Breakfast
The Future of Surveys Smartees BreakfastInSites on Stage
 

Similar to Rules of engagement in Health - What can we learn from conversations taking… (20)

Social Media Vs. Social Marketing For Slideshare
Social Media Vs. Social Marketing For SlideshareSocial Media Vs. Social Marketing For Slideshare
Social Media Vs. Social Marketing For Slideshare
 
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!
 
DoWell Do Good Cause Marketing Survey 2010
DoWell Do Good Cause Marketing Survey 2010DoWell Do Good Cause Marketing Survey 2010
DoWell Do Good Cause Marketing Survey 2010
 
New Rules
New RulesNew Rules
New Rules
 
Cause marketing deck feb 2018
Cause marketing deck feb 2018Cause marketing deck feb 2018
Cause marketing deck feb 2018
 
Conference wrapup: Next Gen Pharma
Conference wrapup: Next Gen PharmaConference wrapup: Next Gen Pharma
Conference wrapup: Next Gen Pharma
 
2010412 1st social marketing breakfast 1
2010412 1st social marketing breakfast 12010412 1st social marketing breakfast 1
2010412 1st social marketing breakfast 1
 
Social Media Customer Service: Handling Negative Comments
Social Media Customer Service: Handling Negative CommentsSocial Media Customer Service: Handling Negative Comments
Social Media Customer Service: Handling Negative Comments
 
8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media
 
Unlocking brand value with social communities
Unlocking brand value with social communitiesUnlocking brand value with social communities
Unlocking brand value with social communities
 
Public service announcements
Public service announcements Public service announcements
Public service announcements
 
Engaging Surveys Smartees Webinar
Engaging Surveys Smartees WebinarEngaging Surveys Smartees Webinar
Engaging Surveys Smartees Webinar
 
Using Social Media for Customer Support
Using Social Media for Customer SupportUsing Social Media for Customer Support
Using Social Media for Customer Support
 
7 steps to pharma social media
7 steps to pharma social media7 steps to pharma social media
7 steps to pharma social media
 
Graphic Organizer Persuasive Essay. Graphic
Graphic Organizer Persuasive Essay. GraphicGraphic Organizer Persuasive Essay. Graphic
Graphic Organizer Persuasive Essay. Graphic
 
C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012
 
Rules of engagement in Services - What can we learn from conversations taking...
Rules of engagement in Services - What can we learn from conversations taking...Rules of engagement in Services - What can we learn from conversations taking...
Rules of engagement in Services - What can we learn from conversations taking...
 
PROPAGANDA PHS.pptx
PROPAGANDA PHS.pptxPROPAGANDA PHS.pptx
PROPAGANDA PHS.pptx
 
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG) Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
Getting the Message Right for the New Consumer/Donor (Care2 - BBMG)
 
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees BreakfastThe Future of Surveys Smartees Breakfast
The Future of Surveys Smartees Breakfast
 

More from InSites Consulting

Finding your edge at the edges
Finding your edge at the edgesFinding your edge at the edges
Finding your edge at the edgesInSites Consulting
 
Learnings from Winston Churchill
Learnings from Winston ChurchillLearnings from Winston Churchill
Learnings from Winston ChurchillInSites Consulting
 
Why every company needs a Chief Consumer Officer: 5 steps towards becoming a ...
Why every company needs a Chief Consumer Officer: 5 steps towards becoming a ...Why every company needs a Chief Consumer Officer: 5 steps towards becoming a ...
Why every company needs a Chief Consumer Officer: 5 steps towards becoming a ...InSites Consulting
 
Co-everything: The itch of users in innovation
Co-everything: The itch of users in innovationCo-everything: The itch of users in innovation
Co-everything: The itch of users in innovationInSites Consulting
 
How structural collaboration leads to value propositions in the financial sector
How structural collaboration leads to value propositions in the financial sectorHow structural collaboration leads to value propositions in the financial sector
How structural collaboration leads to value propositions in the financial sectorInSites Consulting
 
Social Media around the World 2012 (by InSites Consulting)
Social Media around the World 2012 (by InSites Consulting)Social Media around the World 2012 (by InSites Consulting)
Social Media around the World 2012 (by InSites Consulting)InSites Consulting
 
Improving the flight experience: Understanding and listening to frequent flye...
Improving the flight experience: Understanding and listening to frequent flye...Improving the flight experience: Understanding and listening to frequent flye...
Improving the flight experience: Understanding and listening to frequent flye...InSites Consulting
 
MOA Innovation Award: Gamification in MROCs by InSites Consulting
MOA Innovation Award: Gamification in MROCs by InSites ConsultingMOA Innovation Award: Gamification in MROCs by InSites Consulting
MOA Innovation Award: Gamification in MROCs by InSites ConsultingInSites Consulting
 
UK Book launch of The Conversation Company (by Steven Van Belleghem)
UK Book launch of The Conversation Company (by Steven Van Belleghem)UK Book launch of The Conversation Company (by Steven Van Belleghem)
UK Book launch of The Conversation Company (by Steven Van Belleghem)InSites Consulting
 
Heineken Designing The Club of the Future
Heineken Designing The Club of the FutureHeineken Designing The Club of the Future
Heineken Designing The Club of the FutureInSites Consulting
 

More from InSites Consulting (14)

Best of galvanize webinar
Best of galvanize webinarBest of galvanize webinar
Best of galvanize webinar
 
Finding your edge at the edges
Finding your edge at the edgesFinding your edge at the edges
Finding your edge at the edges
 
Learnings from Winston Churchill
Learnings from Winston ChurchillLearnings from Winston Churchill
Learnings from Winston Churchill
 
Why every company needs a Chief Consumer Officer: 5 steps towards becoming a ...
Why every company needs a Chief Consumer Officer: 5 steps towards becoming a ...Why every company needs a Chief Consumer Officer: 5 steps towards becoming a ...
Why every company needs a Chief Consumer Officer: 5 steps towards becoming a ...
 
Co-everything: The itch of users in innovation
Co-everything: The itch of users in innovationCo-everything: The itch of users in innovation
Co-everything: The itch of users in innovation
 
Digging for Gold
Digging for GoldDigging for Gold
Digging for Gold
 
Doing more with less
Doing more with lessDoing more with less
Doing more with less
 
Come dine with me, Australia
Come dine with me, AustraliaCome dine with me, Australia
Come dine with me, Australia
 
How structural collaboration leads to value propositions in the financial sector
How structural collaboration leads to value propositions in the financial sectorHow structural collaboration leads to value propositions in the financial sector
How structural collaboration leads to value propositions in the financial sector
 
Social Media around the World 2012 (by InSites Consulting)
Social Media around the World 2012 (by InSites Consulting)Social Media around the World 2012 (by InSites Consulting)
Social Media around the World 2012 (by InSites Consulting)
 
Improving the flight experience: Understanding and listening to frequent flye...
Improving the flight experience: Understanding and listening to frequent flye...Improving the flight experience: Understanding and listening to frequent flye...
Improving the flight experience: Understanding and listening to frequent flye...
 
MOA Innovation Award: Gamification in MROCs by InSites Consulting
MOA Innovation Award: Gamification in MROCs by InSites ConsultingMOA Innovation Award: Gamification in MROCs by InSites Consulting
MOA Innovation Award: Gamification in MROCs by InSites Consulting
 
UK Book launch of The Conversation Company (by Steven Van Belleghem)
UK Book launch of The Conversation Company (by Steven Van Belleghem)UK Book launch of The Conversation Company (by Steven Van Belleghem)
UK Book launch of The Conversation Company (by Steven Van Belleghem)
 
Heineken Designing The Club of the Future
Heineken Designing The Club of the FutureHeineken Designing The Club of the Future
Heineken Designing The Club of the Future
 

Recently uploaded

My sample product research idea for you!
My sample product research idea for you!My sample product research idea for you!
My sample product research idea for you!KivenRaySarsaba
 
Artificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdfArtificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdfIsidro Navarro
 
Quinto Z-Wave Heltun_HE-RS01_User_Manual_B9AH.pdf
Quinto Z-Wave Heltun_HE-RS01_User_Manual_B9AH.pdfQuinto Z-Wave Heltun_HE-RS01_User_Manual_B9AH.pdf
Quinto Z-Wave Heltun_HE-RS01_User_Manual_B9AH.pdfDomotica daVinci
 
Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...
Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...
Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...Raphaël PINSON
 
Manual sensor Zigbee 3.0 MOES ZSS-X-PIRL-C
Manual  sensor Zigbee 3.0 MOES ZSS-X-PIRL-CManual  sensor Zigbee 3.0 MOES ZSS-X-PIRL-C
Manual sensor Zigbee 3.0 MOES ZSS-X-PIRL-CDomotica daVinci
 
LLMs, LMMs, their Improvement Suggestions and the Path towards AGI.pdf
LLMs, LMMs, their Improvement Suggestions and the Path towards AGI.pdfLLMs, LMMs, their Improvement Suggestions and the Path towards AGI.pdf
LLMs, LMMs, their Improvement Suggestions and the Path towards AGI.pdfThomas Poetter
 
OTel Orientation_ How to Train Teams (OTel in Practice).pdf
OTel Orientation_ How to Train Teams (OTel in Practice).pdfOTel Orientation_ How to Train Teams (OTel in Practice).pdf
OTel Orientation_ How to Train Teams (OTel in Practice).pdfPaige Cruz
 
Navigating the Never Normal Strategies for Portfolio Leaders
Navigating the Never Normal Strategies for Portfolio LeadersNavigating the Never Normal Strategies for Portfolio Leaders
Navigating the Never Normal Strategies for Portfolio LeadersOnePlan Solutions
 
AUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMING
AUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMINGAUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMING
AUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMINGLiveplex
 
Importance of magazines in education ppt
Importance of magazines in education pptImportance of magazines in education ppt
Importance of magazines in education pptsafnarafeek2002
 
Put a flag on it. A busy developer's guide to feature toggles.
Put a flag on it. A busy developer's guide to feature toggles.Put a flag on it. A busy developer's guide to feature toggles.
Put a flag on it. A busy developer's guide to feature toggles.Mateusz Kwasniewski
 
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre..."Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...shaiyuvasv
 
A Comprehensive Theoretical Overview of Self-Driving Car Technology
A Comprehensive Theoretical Overview of Self-Driving Car TechnologyA Comprehensive Theoretical Overview of Self-Driving Car Technology
A Comprehensive Theoretical Overview of Self-Driving Car TechnologyKumar Bipin
 
Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024Daniel Toomey
 
Q1 Memory Fabric Forum: SMART CXL Product Lineup
Q1 Memory Fabric Forum: SMART CXL Product LineupQ1 Memory Fabric Forum: SMART CXL Product Lineup
Q1 Memory Fabric Forum: SMART CXL Product LineupMemory Fabric Forum
 
Traffic Signboard Classification with Voice alert to the driver.pptx
Traffic Signboard Classification with Voice alert to the driver.pptxTraffic Signboard Classification with Voice alert to the driver.pptx
Traffic Signboard Classification with Voice alert to the driver.pptxharimaxwell0712
 
2024 February Patch Tuesday
2024 February Patch Tuesday2024 February Patch Tuesday
2024 February Patch TuesdayIvanti
 

Recently uploaded (20)

My sample product research idea for you!
My sample product research idea for you!My sample product research idea for you!
My sample product research idea for you!
 
Artificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdfArtificial-Intelligence-in-Marketing-Data.pdf
Artificial-Intelligence-in-Marketing-Data.pdf
 
Quinto Z-Wave Heltun_HE-RS01_User_Manual_B9AH.pdf
Quinto Z-Wave Heltun_HE-RS01_User_Manual_B9AH.pdfQuinto Z-Wave Heltun_HE-RS01_User_Manual_B9AH.pdf
Quinto Z-Wave Heltun_HE-RS01_User_Manual_B9AH.pdf
 
Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...
Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...
Cfgmgmtcamp 2024 — eBPF-based Security Observability & Runtime Enforcement wi...
 
Manual sensor Zigbee 3.0 MOES ZSS-X-PIRL-C
Manual  sensor Zigbee 3.0 MOES ZSS-X-PIRL-CManual  sensor Zigbee 3.0 MOES ZSS-X-PIRL-C
Manual sensor Zigbee 3.0 MOES ZSS-X-PIRL-C
 
LLMs, LMMs, their Improvement Suggestions and the Path towards AGI.pdf
LLMs, LMMs, their Improvement Suggestions and the Path towards AGI.pdfLLMs, LMMs, their Improvement Suggestions and the Path towards AGI.pdf
LLMs, LMMs, their Improvement Suggestions and the Path towards AGI.pdf
 
GTA 6.pdf
GTA 6.pdfGTA 6.pdf
GTA 6.pdf
 
COE AI Lab Universities
COE AI Lab UniversitiesCOE AI Lab Universities
COE AI Lab Universities
 
My Country Mobile
My Country MobileMy Country Mobile
My Country Mobile
 
OTel Orientation_ How to Train Teams (OTel in Practice).pdf
OTel Orientation_ How to Train Teams (OTel in Practice).pdfOTel Orientation_ How to Train Teams (OTel in Practice).pdf
OTel Orientation_ How to Train Teams (OTel in Practice).pdf
 
Navigating the Never Normal Strategies for Portfolio Leaders
Navigating the Never Normal Strategies for Portfolio LeadersNavigating the Never Normal Strategies for Portfolio Leaders
Navigating the Never Normal Strategies for Portfolio Leaders
 
AUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMING
AUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMINGAUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMING
AUGMENTED REALITY (AR) IN DAILY LIFE: EXPANDING BEYOND GAMING
 
Importance of magazines in education ppt
Importance of magazines in education pptImportance of magazines in education ppt
Importance of magazines in education ppt
 
Put a flag on it. A busy developer's guide to feature toggles.
Put a flag on it. A busy developer's guide to feature toggles.Put a flag on it. A busy developer's guide to feature toggles.
Put a flag on it. A busy developer's guide to feature toggles.
 
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre..."Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
"Journey of Aspiration: Unveiling the Path to Becoming a Technocrat and Entre...
 
A Comprehensive Theoretical Overview of Self-Driving Car Technology
A Comprehensive Theoretical Overview of Self-Driving Car TechnologyA Comprehensive Theoretical Overview of Self-Driving Car Technology
A Comprehensive Theoretical Overview of Self-Driving Car Technology
 
Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024Microsoft Azure News - Feb 2024
Microsoft Azure News - Feb 2024
 
Q1 Memory Fabric Forum: SMART CXL Product Lineup
Q1 Memory Fabric Forum: SMART CXL Product LineupQ1 Memory Fabric Forum: SMART CXL Product Lineup
Q1 Memory Fabric Forum: SMART CXL Product Lineup
 
Traffic Signboard Classification with Voice alert to the driver.pptx
Traffic Signboard Classification with Voice alert to the driver.pptxTraffic Signboard Classification with Voice alert to the driver.pptx
Traffic Signboard Classification with Voice alert to the driver.pptx
 
2024 February Patch Tuesday
2024 February Patch Tuesday2024 February Patch Tuesday
2024 February Patch Tuesday
 

Rules of engagement in Health - What can we learn from conversations taking…

  • 2. We went on a safari
  • 3. Brands try to win the What can Engaging hearts of we learn consumers from those is key consumers experiences through social across brands? media
  • 4. Goal: Identifying what is driving consumers to engage in branded conversations across social media. A specific focus lied on pharmaceutical companies and epilepsy was used as an area: brands as well as generic molecules and patient groups. About this study: We collected branded conversations on the 3 big social media: Facebook, Twitter, YouTube • Over 2 million online conversations • More than 300 brands included in our study • We applied social media netnography to identify the rules of consumer engagement • Results were presented in March
  • 6. Engagement ≠ number fans content management is key for activity • A large fan page does not lead to engagement if the brand does not manage the content (0,11 correlation). • In case of good conversation and content management, this correlation increases to 0,92 showing that you can tap into your social potential with a good conversation strategy.
  • 7. Many more positive conversations than negative conversations • 14% positive conversations vs. 8% negative conversations on Twitter • 36% positive conversations vs. 25% negative conversations on YouTube • 36% positive conversations vs. 19% negative conversations on Facebook • Don’t forget to leverage these positive stories!
  • 8. The main drivers behind negative conversations are bad consumer service, product failure and bad advertisement 3 offline touchpoints you can work on everyday! BUT… These were also the three most positively discussed themes!
  • 9. 1 Thin line for the health industry Patient centricity is key Consumers are very sensitive to “From my point of view the ads are the promotion of health products or terrible. The ad should all be about the CUSTOMER, not only about the companies. Positive feedback on product and it specifications. The ad products in this sector is only found should say how the product can help people improve their daily life, but I for over the counter health-related didn’t see a personal phrase at all in products. Even advertising for the the ads…” pharmaceutical company behind the brand is received with a lot of criticism.
  • 10. 2 Being positive about something negative Support organization, solidarity and fundraising is the spotlight With health care, it is best to focus on health care organizations that support the further knowledge building on a certain disease or initiatives that support the patient and his environment in coping with their disease. They are among the most positive conversations in this sector.
  • 11. What if it goes wrong? Most companies apologize to their customers Consumers are redirected to the customer service department The reaction of consumers? None! Don’t expect a thank you!
  • 12. 3 Monitoring adverse events Between x-x branded conversations contain an adverse event Pharmaceutical companies are very careful “Hello James, sorry for the with their social media platforms as they inconvenience. We are constantly have to be vigilant of and checking it right now. You can always e-mail us at monitor adverse effects mentioned by sample@novonordis.com”. patients. Customers with complaints are immediately forwarded to external websites/customer care. Between 1 & 5 adverse events are encountered in branded conversations.
  • 13. 4 When things really get out of hand Learn from PlayStation how even a disaster can turn into many likes and positive comments Last year PlayStation was the victim of a cyber attack. During our study, they launched an open letter from the senior Director corporate communications and social media apologizing for the event. This more formal apology lead to over 10,000 likes on Facebook and in this case people did express their gratitude. Clearly, in the case of mistakes that affect a larger group of customers, apologizing can be a good mean to restore the trust in your brand.
  • 14. The basic marketing tricks still work Although social media is a relatively new area, we should not be afraid of applying existing marketing principles that also work in the offline world. • Your fans like to share news about your company and like to be kept informed about the developments relating to their favourite brand. The newer and the hotter the news, the more conversation power. • Evoking curiosity: show consumers a little bit of what they can expect later or spread a rumour to evoke attention. • Giving away free things is used as a powerful mechanism to increase the number of fans or likes. • One of the main pillars of traditional advertising is that funny commercials work. And this is also the case on social media. ‘Joke of the day’ is one of the most popular topics on Facebook pages. Jokes or funny one-liners are easily re-tweeted on Twitter. Also on YouTube we found that movies commented as being funny were often given a higher YouTube rating. Find out some more marketing tricks on the next slides
  • 15. 1 Free always works This is not only valid for free products or service, but also for free content or experiences! Caregivers and patients are looking for good advice to cope with their condition. Free advice is more than welcome!
  • 16. 2 Gamification Get inspired by Boehringer Ingelheim “We always knew Boehringer Ingelheim fans were a creative crowd! Thanks for all your wonderful photo submissions. For those of you who have still not entered, remember, the theme is More Health and the prize is the latest Apple iPad 2. Good luck!” “Only two weeks remain to enter our More Health Photo competition. Thank you all for your fantastic entries so far. We will pick a The pharmaceutical company Boehringer Ingelheim shortlist from the best submissions, but the Boehringer Ingelheim was in organized a photo competition winner of the Apple iPad 2 will be the the course of developing a via its Facebook page where shortlisted photo with the most “Likes” and Facebook game where people fans could win an iPad 2. By that will be left to YOU, our Facebook fans to could run their own virtual organizing the competition, decide! Best of luck and remember to get pharmaceutical company. The their fans started became your friends involved as well!” name of the game was create and more involved with determined through a game the company. on their Fanpage.
  • 17. The power is in the mix of media • Social media are a natural place to talk about anything related to the digital environment. So, digital initiatives from brands will be picked up easily online. • When you spread something online, make sure that you also follow the rules of social media: tweets that contain a hash tag are more likely to be spread. • Don’t think too much in silos. Go for integration of social media types, not separation. Don’t forget about the offline too.
  • 18. 1 Integration, not separation Go for integration between online and offline touchpoints Providing information on different offline and online platforms to patients and their families Some diabetes organizations already send their members magazines, which is well is key in the health sector. Integration, not received by those members: separation, of offline and online media is needed. “Hello, where can I buy a magazine about diabetes in England?” We observed a lot of cross referencing “I really liked the article in the magazine, it is between different types of media. In the a great inspiration to all diabetics. Thanks for sharing your story with us!” (A reader on case of YouTube movies, the comments on the Facebook page of the American the best movies (rating) often contain Diabetes Association) references to television, radio and the company website. Also people mentioned more frequently that they had engaged in offline word-of-mouth suggesting that if you integrate offline & online social media, you are more effective.
  • 19. 2 Social media, the new website? Not a good strategy if you want to reach engagement “Question to you, Visa, do you have a credit card that works both in Europe and the Some consumers use social media as a USA?” replacement of the company websites. “I just moved to a new address. Should I use Tactical questions do not lead to my new address or the old address where I engagement. lived for five years?” Keep your website as the main source for “I have a question for you, Emirates Airlines. practical information about your product & Do you have plans for Boeings 747-800 service. Intercontinental? Please reply.”
  • 20. 3 Hitting the sweet spot No difference between online and offline movies For the branded YouTube movies, we looked at the correlation between the topics that were raised in the comments and the “Finally I got to see some innovative and ranking of the movies (1-5 scale). The cute advertisements on the results revealed that movies with a higher television....it's different and yet conveys it's utility in a very fun, creative manner! rating were typically judged as keep up the good work!” (Comment on a ‘original’, ‘nice’, ‘warm’ and ‘not YouTube movie from LG Green Health) boring’. People also made the link more often with their personal situation: they mentioned recognizing certain aspects in the movie or even referred to their personal memories and childhood. The found elements are also the crucial characteristics in offline advertising.
  • 21. Consumers want to collaborate with brands • Ask consumers for feedback on your products & communication • Co-create new products or campaigns with your fans • Invite them to think along with your brand • ...it will lead to a lot of activation on your digital platforms!
  • 22. 1 When patients take over They love it! What about you? Sometimes collaboration is the only option. 45% of Facebook brand pages are owned by consumers across sectors On the Facebook page of JDRF, consumers are very present (by reacting, interacting,..).
  • 23. 2 Treat them as colleagues Consumers love to know the people behind the brand Behind the scenes give consumers Pfizer, a pharmaceutical company, provides ‘behind the and fans a nice peak into the daily scenes’ blog posts by interviewing medical professionals business of a company and their from within the industry to provide ‘behind the scenes’ and employees. educate people as they talk about trial data diagnostic tools and processes. The anonymous big pharmaceutical company is traded in for a real person, which gives the industry a more ‘human’ face. “Think Science Now Member Jon Milton talks about the life of a clinical trial data cruncher. While it’s certainly a behind the scenes job, he explains, “we are nothing without data.”
  • 24. 3 Be one of them Don’t forget about the small things in life “Join us in wishing Bret Michaels a very Brands need to be a friend for Happy Birthday today!” consumers. They need to act as a Most liked Facebook post in our study person, paying attention also to the across sectors is on the birthday of a small things in daily life. It is a crucial patient recovering from surgery element to stress that you consider (American Diabetes Association). your consumer as an equal.
  • 25. It is not about your brand • It is crucial to understand the (digital) lifestyle of your fans. A customized approach is so much more powerful! • Don’t forget about the social graph
  • 26. 1 It is about your customer Think broad! Most popular branded YouTube videos are by airplane You should think broader than just your enthusiasts filming planes brand and product. Especially on taking off and landing at Facebook fan pages or YouTube airports, others filming people like to talk about what they are themselves and their on-board experiences. Such videos can interested in in general. On many receive thousand and thousands pages, music and sports are very of views. popular themes. Especially for brands in a low involvement product strategy, this seems to be the way to go. Understanding the digital lifestyle of your target is key! The comment above (from the Facebook page ‘The Diabetes Resource’) can be seen as an example of a general interest in cooking (and sharing this with others) in a diabetics place
  • 27. Not just me… 2 Make my family or friends happy Patients do not just talk about their own “Your research is fantastic! It means SO much to me and my family. We have a lot of life and hardships, but also about the auto-immune diseases in our family. Way impact of their disease on their too many!” (Patient on the Facebook page family. Caregivers find a platform to of T1 Diabetes Cure Global Headquarters) connect with people in the same situation.
  • 28. The rules of engagement • Content management is key for consumer engagement • Don’t forget about your offline touchpoints. They will determine the buzz online • The basic marketing tricks still work • The power is in the mix of the media • Consumers want to collaborate with brands • Understand the (digital) lifestyle & interests of your target group
  • 30. Research team Annelies Verhaeghe Martijn Huisman +32 9 269 1406 +31 10 742 10 34 annelies@insites-consulting.com martijnH@insites-consulting.com @annaliezze http://be.linkedin.com/in/martijnhuisman86 http://be.linkedin.com/in/anneliesverhaeghe
  • 31. Want to know more about research within the health sector? Robert Dossin Business Director Life Sciences & Health +44 20 7870 2579 robert@insites-consulting.com