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Social media best practice v2

  1. 1. Social Media Best Practice Alexandra Fulford 2013 What good looks like and how to get there
  2. 2. Contents 3
  3. 3. What good looks like . . . 4
  4. 4. 5 What good looks like . . .
  5. 5. Strategic
  6. 6. Their strategy focuses on using celebrities to raise awareness about Malaria
  7. 7. Their campaigns have been highly impactful • Ashton vs CNN resulted in 89,724 mosquito nets reaching African families • Malarious videos saved 8,333 lives
  8. 8. Be consistent with strategy and use of social media across initiatives
  9. 9. Insightful
  10. 10. Philips wanted to build credibility, drive discussion and brand awareness Target: 38,000+ HCP
  11. 11. The highly active community provides insights and has a positive business impact 28% greater top of mind awareness
  12. 12. Make the most of opportunities to gain insights through listening
  13. 13. Realistic
  14. 14. Roche Diagnostics wanted to engage with the Diabetes community
  15. 15. They developed a social media strategy based on long term relationships
  16. 16. Investment in long term relationships has shown results
  17. 17. Listen to stakeholders, set realistic goals and allow time
  18. 18. Integrated
  19. 19. GE Healthcare raises awareness through integrated and optimised campaigns 20
  20. 20. Campaigns are successul across channels and countries 21 #Getfit: 123 countries. 12,345 participants. 15 ambassadors
  21. 21. Always optimise and integrate 22
  22. 22. Dynamic
  23. 23. Sanofi explored using social media quite early but made some very public mistakes
  24. 24. They persevered and adapted 25
  25. 25. Went from worst to best in social media 26
  26. 26. Do not give up and be ready to learn, act and adapt 27
  27. 27. Conclusion
  28. 28. Stop. Look. Listen 29
  29. 29. Build a solid, comprehensive strategy 30 Structure Skills Style Systems Staff Strategy Shared Values
  30. 30. Your strategy is your road map 31
  31. 31. Base it on shared values and needs 32
  32. 32. Set a consistent style and tone of voice 33
  33. 33. Set up internal systems and workgroups to deal with hurdles and ensure integration 34
  34. 34. Clearly plan your structure and ecosystem 35
  35. 35. Educate internal stakeholders and hire the right people 36
  36. 36. Develop a launch and communication plan 37
  37. 37. . . . and then engage 38
  38. 38. 39
  39. 39. ADAPT 40
  40. 40. ... And finally . . . 41 never tweet and drink!
  41. 41. 42

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