2. Company OverviewCompany Overview
CEO - Gail
Maderis
Board of Directors – Big
Pharmaceutical companies,
Public Policy Advocates
Leadership not
active on Social
Media
300
Members
3. Current Social MediaCurrent Social Media
Strengths Weaknesses
● First mover advantage
● Good following
● Twitter - 5567 followers
● Facebook - 783 Likes
● Linkedin - 6626 members
● Easy to access their social media
through their website
● Lack of deeper Understanding of
audience
● Conversion rate not known
● Less engagement - more one way
communication
● Lack of leadership commitment
● Limited time & resources to create
content, monitor and respond
● Rising use of social media by customers
● Janssen Labs not effectively using
social media
● Effective way of targeting small
companies
● Effective way to promote events and get
participation
● Janssen Labs - deep pockets, providing
value adds and incubator facilities
● Easy for competition to keep track of social
media strategies - could be replicated?
Opportunities Threats
4. Current Social MediaCurrent Social Media
Fanpage Karma Analysis
Facebook
•It may be better to switch the posts to Saturdays
and Sundays, then Fridays
•Most engaging posts including pictures or links
•Number of fans is increasing this year
•Engagement is not very high. Spikes are during the
important events
•Most used tags are not very relevant to business
objectives:
•Product, company, industry, fans, promotion
Twitter
•Most are original tweets, very few engagement
•Most used hashtags are related to events
•Most used tweets are links and new content
7. Suggested Social Media PlatformsSuggested Social Media Platforms
LinkedIn
•For professional content
•To increase reach and expand network
•To provide networking opportunities for
members
•To initiate discussions around topics that
customers are interested in and create
engagement
Twitter
•To increase visibility among all stakeholders
associated with Life Sciences
•To promote events & programs
Facebook
•Should continue using Facebook for fun events
(e.g, Pub nights) as it has been creating
engagement (Creating a community)
•Promoting events and programs
8. Blogs – Can be very effective for B2B
• To increase reach by improving ranking on Google
search compared to competitors (SEO)
• Content Marketing (Baybio is in the business of
providing information and networking
opportunities)
• To improve Credibility
• To improve engagement and educate(Quizzes,
interviews, customer contributed posts)
• For Marketing Integration (Content from blogs can
be turned into sales & marketing materials)
• To Humanize the brand (Show the soft side of your
brand and generate interest – important for a
scientific, serious brand like Baybio)
• For Market Segmentation (May pursue multiple
blogs to target different businesses – Life science
community for networking and other benefits,
Policy Advocacy
Suggested Social Media PlatformsSuggested Social Media Platforms
9. • Facebook
– Continue creating fun
events like Baybio Pub
Night and posting fun
pictures
Suggested Social Media PlatformsSuggested Social Media Platforms
10. • Twitter
– There are some good examples of engagement (of thanking
influencers). Continue it
– Design a custom background
– Use images in background as well as for content
– Use interesting and not descriptive content for tweets. Use
hashtags and keywords.
– Other Best Practices that can be adopted:
– Balance of tweets, retweets and responses
– Monitor keywords to find ways to connect
– Respond to mentions
– Tie to current, local events (Bay Area specific)
– Monitor & respond using a tool like Hootsuite
– Stay engaged
Suggested Social Media PlatformsSuggested Social Media Platforms
11. Best Practices for Twitter from Class
Suggested Social Media PlatformsSuggested Social Media Platforms
12. Business objectivesBusiness objectives
• The business objectives
• Event exhibition,
• Social networking,
• Investor approaching,
• Group purchasing of supplies.
13. Social media strategySocial media strategy
• Increase BRAND AWARENESS
• Build CUSTOMER RELATIONSHIP
• Attract enrollment in the MEMBERSHIP
program
14. Current postsCurrent posts
• Focused on event exhibitions and social networking
• Mostly interacted with some individuals
• Releasing event information in most posts
15. SuggestionsSuggestions
• Consider to post more content on
• biotechnology progression,
• venture capital information,
• companies merge news,
• purchasing information.
* Even though some of the topics might be confidential to release to public, Baybio can still consider
to technically process the information to let its potential customer know what Baybio can do many
things beside helping networking.
17. Measure successMeasure success
Twitter
•Monitoring the number of followers, who are companies or
organizations accounts
•Monitoring the number of followers, who are professionals in
biotechnology companies or related organizations, such as capital
funds, intellectual firms, financial firms, audit firms
•The open rate of the links and hashtag usage
•Number of mentions and retweets
19. With 5000 USDWith 5000 USD
+
130*12$
Hootsuit + socialbaker
12-months
Manage and Monitor
Facebook, Twitter
Linkedin, Blog
500$
Professional
Pictures
1-month
Change the first page picture
of Facebook, Twitter
and Blog
250*12 $
Socia media
Prize
12-months
Encourage employees
and followers to post,
in each month
most engagement post wins
