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Social media best practice v2

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Social media best practice v2

  1. 1. Social Media Best PracticeAlexandra Fulford2013What good looks like andhow to get there
  2. 2. Contents3
  3. 3. What good looks like . . .4
  4. 4. 5What good looks like . . .
  5. 5. Strategic
  6. 6. Their strategy focuses on using celebrities toraise awareness about Malaria
  7. 7. Their campaigns have been highly impactful• Ashton vs CNN resulted in 89,724mosquito nets reaching Africanfamilies• Malarious videos saved 8,333lives
  8. 8. Be consistent with strategy and useof social media across initiatives
  9. 9. Insightful
  10. 10. Philips wanted to build credibility, drivediscussion and brand awarenessTarget: 38,000+ HCP
  11. 11. The highly active community providesinsights and has a positive business impact28% greater top of mind awareness
  12. 12. Make the most of opportunities togain insights through listening
  13. 13. Realistic
  14. 14. Roche Diagnostics wanted to engage withthe Diabetes community
  15. 15. They developed a social media strategybased on long term relationships
  16. 16. Investment in long term relationships hasshown results
  17. 17. Listen to stakeholders, set realisticgoals and allow time
  18. 18. Integrated
  19. 19. GE Healthcare raises awareness throughintegrated and optimised campaigns20
  20. 20. Campaigns are successul across channelsand countries21#Getfit: 123 countries. 12,345 participants.15 ambassadors
  21. 21. Always optimise and integrate22
  22. 22. Dynamic
  23. 23. Sanofi explored using social media quiteearly but made some very public mistakes
  24. 24. They persevered and adapted25
  25. 25. Went from worst to best in social media26
  26. 26. Do not give up and be ready tolearn, act and adapt27
  27. 27. Conclusion
  28. 28. Stop. Look. Listen29
  29. 29. Build a solid, comprehensive strategy30StructureSkills StyleSystemsStaffStrategySharedValues
  30. 30. Your strategy is your road map31
  31. 31. Base it on shared values and needs32
  32. 32. Set a consistent style and tone of voice33
  33. 33. Set up internal systems and workgroups todeal with hurdles and ensure integration34
  34. 34. Clearly plan your structure and ecosystem35
  35. 35. Educate internal stakeholders and hire theright people36
  36. 36. Develop a launch and communication plan37
  37. 37. . . . and then engage38
  38. 38. 39
  39. 39. ADAPT 40
  40. 40. ... And finally . . .41never tweet and drink!
  41. 41. 42

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