Traditional PR is becoming less influential as social media grows in importance. Some key facts about social media include over 2 billion Google searches per day and over 1.7 trillion tweets to date. The changing media landscape has seen a shift from traditional push media to user-generated content online. Companies must learn to effectively engage with consumers on social media by listening to feedback, being transparent, recognizing influential bloggers, testing messages, and integrating online and offline strategies. While regulations still apply, healthcare and pharmaceutical companies can also benefit from social media to communicate with physicians, patients and build their brands.
Teigland_Exploring future of value creationssemba2012
This document discusses trends related to social media, networks, and knowledge sharing. It notes that the rate of change outside organizations is often faster than inside, and that human capacity cannot keep up with the growth of information. Social networks and big data are now big businesses. Tracking disease outbreaks and modeling influence through social networks is discussed. The number of virtual worlds and their users is rapidly growing as a platform for collaboration and innovation. Many organizations now encourage social media use internally, recognizing networks of relationships as a source of competitive advantage through open innovation and exploration. The future may involve more user-led development and open models of value creation across organizational boundaries through virtual and immersive environments.
Gillian Cook & Shaad Hamid Social Media Presentation at Oxford Brookes Univer...ShaadHamid
The rise of social media has led many brands to adopt social media strategies. The document discusses the growth of popular social networks like Facebook, Twitter, YouTube, and Google+ and how brands can benefit from a social media presence. It provides tips on setting goals and tactics for social media channels to increase brand awareness, customer engagement, and sales. The key recommendation is to align social media strategies with overall business goals and have the proper organizational structure in place to support social initiatives.
Anti-brand virtual communities can negatively impact brands through online protests and negative word-of-mouth. The document discusses how Greenpeace launched a virtual campaign against Nestle's Kit Kat brand in 2010 over palm oil sourcing practices, spreading videos and messages on YouTube, Facebook, and Twitter. This led to over a million YouTube views and 400 million Facebook impressions. Nestle's social media influence scores dropped significantly and it took them 10 weeks to apologize and change sourcing. This case study shows how anti-brand communities can wield strong social influence and pressure large companies through virtual platforms.
This document discusses the benefits of social marketing for brands during an economic recession. It notes that consumers increasingly rely on word-of-mouth recommendations from other consumers when making purchase decisions. As such, social media allows brands to precisely target consumers and improve accountability, budget optimization, and effectiveness. The document also highlights how social marketing provides measurable returns on investment through increased awareness, customer acquisition, lead generation, and engagement. It argues that social media should be a priority for marketing budgets during an economic downturn as it offers cost-effective alternatives to traditional advertising.
We Are Social | Do The Right Thing: The role of social in COVID-19We Are Social
The document discusses the role of social media during the COVID-19 pandemic. It notes that more people are currently in lockdown than were alive during WWII. It encourages brands to find ways to stay engaged with their communities during this crisis to strengthen relationships. Brands are advised to listen to community needs, act to address them through relevant content, and monitor the response in order to navigate the different stages communities will go through during the pandemic and its aftermath.
Teigland_Exploring future of value creationssemba2012
This document discusses trends related to social media, networks, and knowledge sharing. It notes that the rate of change outside organizations is often faster than inside, and that human capacity cannot keep up with the growth of information. Social networks and big data are now big businesses. Tracking disease outbreaks and modeling influence through social networks is discussed. The number of virtual worlds and their users is rapidly growing as a platform for collaboration and innovation. Many organizations now encourage social media use internally, recognizing networks of relationships as a source of competitive advantage through open innovation and exploration. The future may involve more user-led development and open models of value creation across organizational boundaries through virtual and immersive environments.
Gillian Cook & Shaad Hamid Social Media Presentation at Oxford Brookes Univer...ShaadHamid
The rise of social media has led many brands to adopt social media strategies. The document discusses the growth of popular social networks like Facebook, Twitter, YouTube, and Google+ and how brands can benefit from a social media presence. It provides tips on setting goals and tactics for social media channels to increase brand awareness, customer engagement, and sales. The key recommendation is to align social media strategies with overall business goals and have the proper organizational structure in place to support social initiatives.
Anti-brand virtual communities can negatively impact brands through online protests and negative word-of-mouth. The document discusses how Greenpeace launched a virtual campaign against Nestle's Kit Kat brand in 2010 over palm oil sourcing practices, spreading videos and messages on YouTube, Facebook, and Twitter. This led to over a million YouTube views and 400 million Facebook impressions. Nestle's social media influence scores dropped significantly and it took them 10 weeks to apologize and change sourcing. This case study shows how anti-brand communities can wield strong social influence and pressure large companies through virtual platforms.
This document discusses the benefits of social marketing for brands during an economic recession. It notes that consumers increasingly rely on word-of-mouth recommendations from other consumers when making purchase decisions. As such, social media allows brands to precisely target consumers and improve accountability, budget optimization, and effectiveness. The document also highlights how social marketing provides measurable returns on investment through increased awareness, customer acquisition, lead generation, and engagement. It argues that social media should be a priority for marketing budgets during an economic downturn as it offers cost-effective alternatives to traditional advertising.
We Are Social | Do The Right Thing: The role of social in COVID-19We Are Social
The document discusses the role of social media during the COVID-19 pandemic. It notes that more people are currently in lockdown than were alive during WWII. It encourages brands to find ways to stay engaged with their communities during this crisis to strengthen relationships. Brands are advised to listen to community needs, act to address them through relevant content, and monitor the response in order to navigate the different stages communities will go through during the pandemic and its aftermath.
The document discusses trends in food, culture, and social media. It notes trends around health such as wanting healthy food that still tastes good and new diets like clean eating. Social trends include affordable sustainability, reducing waste, and caring about food origins. Global flavors are experimenting with new flavor combinations. Mediums are going local, pop-up, and bartering. Social media is dominated by Facebook and Twitter but brands must interact and be flexible to maintain relevance. The document provides statistics on social media usage and tools for monitoring social media activity.
This document discusses how brands are now being democratized due to social media and the internet empowering the general public. It outlines four typical traits of brand democratization: immediacy where issues spread very quickly online, lack of control for organizations over their brand messaging, extremity of sentiment in user-generated content, and exponential growth of audiences. The document also examines common reactions by organizations when their brands are democratized, including staying silent, seeking to censor or use litigation, or getting involved in constructive ways. It emphasizes the importance for organizations to be aware, prepared, and strategic in their responses.
Digital trends in Vietnam 2013, Strategy for businessBui Hang
Bài thuyết trình của Mr. Tom Simpson - Trưởng bộ phận truyền thông số (Head of Digital) thuộc Mindshareworld, công ty thuộc GroupM tại Hội nghị Định hướng tiếp thị trực tuyến 2013 tổ chức ngày 29/11/2012 tại HCM. Chi tiết Hội nghị xem tại http://hoinghi.marketingonline.vn
Ogilvy Public Relations Worldwide and Georgetown University’s Center for Social Impact Communication developed this study with the objectives of showcasing trends in cause involvement and evaluating the role of a variety of activities in fostering engagement. An online survey was conducted by TNS Global among a nationally representative sample of 2,000 Americans ages 18 and over. The survey was fielded November 30 to December 22, 2010, and has a margin of error of +/-2.2% at the 95% confidence level.
The document discusses developments in digital media and how brands are adapting. Key points include:
- New digital channels have advanced but traditional channels still hold strong audiences. Successful communications span multiple channels.
- Customers have become creators, critics, and community managers due to new technologies and are more connected than ever. This impacts how brands market, provide support, and develop products.
- Brands are evolving to understand people's needs and behaviors across different mindsets like fun, task-oriented, and social connections. Seeding content through social networks, blogs and other influencers is important for content to spread organically.
If "digital" were a "philosophy" instead of just the online channel, then we can use the insights gathered from digital channels to make ALL marketing and advertising better.
Wave 3 - When Did We Start Trusting Strangers | UM | Social Media TrackerUM Wave
Wave 3 - When did we Start Trusting Strangers charted the democratisation of influence, how social media was driving greater means and opportunity for consumers to influence their peers.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
Presented to Milwaukee WBON on September. 9, 2011. This Powerpoint show explains the strengths of the boomer generation and attempts to explain why boomer business leaders lag behind later generations in adopting social media networking. It describes how boomers can change their approach in order to begin advancing their business identities using social media.
Consumer closeness barometer examines the impact of vouchering schemes on consumer spending in the UK. Key findings include:
1. Awareness of vouchering schemes is high but active participation is less widespread, with consumers citing a lack of compelling offers and issues with the claiming process.
2. While some savvy consumers actively search multiple sites for deals, most feel overwhelmed by offers that don't match their interests or loyalty. Technology has yet to make the voucher claiming process truly simple.
3. Smartphones are seen as the next logical home for vouchers, with consumers hoping apps can better target relevant offers and streamline the claiming process.
CIC and Ogilvy PR joint white paper - 'Crisis Management in the Microblog Era'Kantar Media CIC
The document discusses crisis management in the era of microblogging in China. It analyzes characteristics of crises that spread on microblogs, which allows information to disseminate in seconds to a wide audience. The document reviews major public, personal, and brand crises from 2011 that originated or were amplified on microblogs. It finds that microblogs have become a key platform for triggering and spreading crises. The document aims to help brands and organizations better understand and respond to crises in the age of social media.
How technology platforms are changing newspaper and magazine publishingAndrew Duck
This presentation looks at technology changes that are affecting the publishing industry and how these technology changes can be seen as opportunities rather than threats.
Wikibrands YMCA World Urban Network Madrid, July 2012 KeynoteSean Moffitt
This document summarizes a presentation given at the World Urban Network in Madrid on July 21, 2012. The presentation focused on how organizations need to adapt to a rapidly changing digital world.
The main points covered were: 1) the world is changing very quickly due to technology and digital culture, 2) organizations need to embrace collaboration and engage customers, and 3) leadership, especially from CEOs, is critical to driving an organizational culture shift towards digital engagement. Specific frameworks and best practices for digital engagement, measurement, and community management were also discussed. The overall message was that organizations must respond proactively to digital change or risk falling behind competitors.
This document provides an introduction to social media and its relevance for organizations. It discusses what social media is, common social media platforms and how organizations are using social media. It also addresses concerns about using social media and provides tips for creating a social media plan and strategy. The key points are that social media is about building relationships and conversations online, it is important for organizations to understand their objectives and audience before developing a social media presence, and that social media requires ongoing time and effort to maintain.
1) Brands are facing new challenges in marketing due to changes in consumer behavior and the rise of social media. Consumers are more empowered, participatory, and influential online.
2) The traditional agency model of siloed planning and one-way brand messaging is outdated and doesn't align with how consumers now interact with brands through two-way conversations.
3) A hybrid approach combining top-down brand strategies with bottom-up crowd-sourcing and co-creation is needed, with continuous consumer engagement rather than one-off campaigns. This allows brands to tap into consumer insights, ideas, and relationships.
The office of social media aids awareness day media stunt project communicati...Chelse Benham
The Office of Social Media at the University of Texas-Pan American proposes creating a giant Facebook "Like" button sign made of inflated condoms on campus for World AIDS Day to generate attention. The event would involve students and community members helping to build the sign and release balloons with personal stories. A candlelight vigil and performances are also planned. The goal is to set a world record, raise AIDS awareness, and promote the university's social media pages and brand. A communication plan outlines stakeholders to engage, teams to coordinate logistics and media coverage, and risks to mitigate like lack of participation or resources.
Partnering for positive outcomes in the social environment. Health Care & PharmaShirley Williams
There is a quiet movement happening.
The social movement. It is being driven by the ordinary person. This deck describes the rise of the consumer and social media
Succeeding with DoL C3T Grant Program: Support for Successful ApplicationsCreative Commons
The document discusses the use of Creative Commons licensing for works created with support from Trade Adjustment Assistance Community College and Career Training (TAACCCT) grants. It recommends using a CC BY license, which requires attribution but allows others to reuse and modify the works. The goals are to facilitate open sharing, discovery, accessibility, customization and improvement of open educational resources through multiple feedback loops and collaboration between grant recipients and learning scientists.
Creative Commons develops legal and technical tools to allow for greater sharing of creative works through copyright licenses and dedicating works to the public domain. It was founded in 2001 as a nonprofit organization and has grown to operate worldwide. Creative Commons licenses provide simple, standardized ways for creators to grant copyright permissions for use, modification, and distribution of their works. The licenses combine options for attribution, sharing-alike, non-commercial use, and prohibiting modifications. They allow creators to choose how much control to retain over their works while enabling greater access and sharing.
The document discusses trends in food, culture, and social media. It notes trends around health such as wanting healthy food that still tastes good and new diets like clean eating. Social trends include affordable sustainability, reducing waste, and caring about food origins. Global flavors are experimenting with new flavor combinations. Mediums are going local, pop-up, and bartering. Social media is dominated by Facebook and Twitter but brands must interact and be flexible to maintain relevance. The document provides statistics on social media usage and tools for monitoring social media activity.
This document discusses how brands are now being democratized due to social media and the internet empowering the general public. It outlines four typical traits of brand democratization: immediacy where issues spread very quickly online, lack of control for organizations over their brand messaging, extremity of sentiment in user-generated content, and exponential growth of audiences. The document also examines common reactions by organizations when their brands are democratized, including staying silent, seeking to censor or use litigation, or getting involved in constructive ways. It emphasizes the importance for organizations to be aware, prepared, and strategic in their responses.
Digital trends in Vietnam 2013, Strategy for businessBui Hang
Bài thuyết trình của Mr. Tom Simpson - Trưởng bộ phận truyền thông số (Head of Digital) thuộc Mindshareworld, công ty thuộc GroupM tại Hội nghị Định hướng tiếp thị trực tuyến 2013 tổ chức ngày 29/11/2012 tại HCM. Chi tiết Hội nghị xem tại http://hoinghi.marketingonline.vn
Ogilvy Public Relations Worldwide and Georgetown University’s Center for Social Impact Communication developed this study with the objectives of showcasing trends in cause involvement and evaluating the role of a variety of activities in fostering engagement. An online survey was conducted by TNS Global among a nationally representative sample of 2,000 Americans ages 18 and over. The survey was fielded November 30 to December 22, 2010, and has a margin of error of +/-2.2% at the 95% confidence level.
The document discusses developments in digital media and how brands are adapting. Key points include:
- New digital channels have advanced but traditional channels still hold strong audiences. Successful communications span multiple channels.
- Customers have become creators, critics, and community managers due to new technologies and are more connected than ever. This impacts how brands market, provide support, and develop products.
- Brands are evolving to understand people's needs and behaviors across different mindsets like fun, task-oriented, and social connections. Seeding content through social networks, blogs and other influencers is important for content to spread organically.
If "digital" were a "philosophy" instead of just the online channel, then we can use the insights gathered from digital channels to make ALL marketing and advertising better.
Wave 3 - When Did We Start Trusting Strangers | UM | Social Media TrackerUM Wave
Wave 3 - When did we Start Trusting Strangers charted the democratisation of influence, how social media was driving greater means and opportunity for consumers to influence their peers.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
Presented to Milwaukee WBON on September. 9, 2011. This Powerpoint show explains the strengths of the boomer generation and attempts to explain why boomer business leaders lag behind later generations in adopting social media networking. It describes how boomers can change their approach in order to begin advancing their business identities using social media.
Consumer closeness barometer examines the impact of vouchering schemes on consumer spending in the UK. Key findings include:
1. Awareness of vouchering schemes is high but active participation is less widespread, with consumers citing a lack of compelling offers and issues with the claiming process.
2. While some savvy consumers actively search multiple sites for deals, most feel overwhelmed by offers that don't match their interests or loyalty. Technology has yet to make the voucher claiming process truly simple.
3. Smartphones are seen as the next logical home for vouchers, with consumers hoping apps can better target relevant offers and streamline the claiming process.
CIC and Ogilvy PR joint white paper - 'Crisis Management in the Microblog Era'Kantar Media CIC
The document discusses crisis management in the era of microblogging in China. It analyzes characteristics of crises that spread on microblogs, which allows information to disseminate in seconds to a wide audience. The document reviews major public, personal, and brand crises from 2011 that originated or were amplified on microblogs. It finds that microblogs have become a key platform for triggering and spreading crises. The document aims to help brands and organizations better understand and respond to crises in the age of social media.
How technology platforms are changing newspaper and magazine publishingAndrew Duck
This presentation looks at technology changes that are affecting the publishing industry and how these technology changes can be seen as opportunities rather than threats.
Wikibrands YMCA World Urban Network Madrid, July 2012 KeynoteSean Moffitt
This document summarizes a presentation given at the World Urban Network in Madrid on July 21, 2012. The presentation focused on how organizations need to adapt to a rapidly changing digital world.
The main points covered were: 1) the world is changing very quickly due to technology and digital culture, 2) organizations need to embrace collaboration and engage customers, and 3) leadership, especially from CEOs, is critical to driving an organizational culture shift towards digital engagement. Specific frameworks and best practices for digital engagement, measurement, and community management were also discussed. The overall message was that organizations must respond proactively to digital change or risk falling behind competitors.
This document provides an introduction to social media and its relevance for organizations. It discusses what social media is, common social media platforms and how organizations are using social media. It also addresses concerns about using social media and provides tips for creating a social media plan and strategy. The key points are that social media is about building relationships and conversations online, it is important for organizations to understand their objectives and audience before developing a social media presence, and that social media requires ongoing time and effort to maintain.
1) Brands are facing new challenges in marketing due to changes in consumer behavior and the rise of social media. Consumers are more empowered, participatory, and influential online.
2) The traditional agency model of siloed planning and one-way brand messaging is outdated and doesn't align with how consumers now interact with brands through two-way conversations.
3) A hybrid approach combining top-down brand strategies with bottom-up crowd-sourcing and co-creation is needed, with continuous consumer engagement rather than one-off campaigns. This allows brands to tap into consumer insights, ideas, and relationships.
The office of social media aids awareness day media stunt project communicati...Chelse Benham
The Office of Social Media at the University of Texas-Pan American proposes creating a giant Facebook "Like" button sign made of inflated condoms on campus for World AIDS Day to generate attention. The event would involve students and community members helping to build the sign and release balloons with personal stories. A candlelight vigil and performances are also planned. The goal is to set a world record, raise AIDS awareness, and promote the university's social media pages and brand. A communication plan outlines stakeholders to engage, teams to coordinate logistics and media coverage, and risks to mitigate like lack of participation or resources.
Partnering for positive outcomes in the social environment. Health Care & PharmaShirley Williams
There is a quiet movement happening.
The social movement. It is being driven by the ordinary person. This deck describes the rise of the consumer and social media
Succeeding with DoL C3T Grant Program: Support for Successful ApplicationsCreative Commons
The document discusses the use of Creative Commons licensing for works created with support from Trade Adjustment Assistance Community College and Career Training (TAACCCT) grants. It recommends using a CC BY license, which requires attribution but allows others to reuse and modify the works. The goals are to facilitate open sharing, discovery, accessibility, customization and improvement of open educational resources through multiple feedback loops and collaboration between grant recipients and learning scientists.
Creative Commons develops legal and technical tools to allow for greater sharing of creative works through copyright licenses and dedicating works to the public domain. It was founded in 2001 as a nonprofit organization and has grown to operate worldwide. Creative Commons licenses provide simple, standardized ways for creators to grant copyright permissions for use, modification, and distribution of their works. The licenses combine options for attribution, sharing-alike, non-commercial use, and prohibiting modifications. They allow creators to choose how much control to retain over their works while enabling greater access and sharing.
The document summarizes updates from the Creative Commons organization, including updates to their CC 4.0 license and best practices for open licensing. It discusses Creative Commons' work on text and data mining in relation to licensing, promoting open science, and their Open Policy Network and Institute for Open Leadership, which aims to train new leaders in open practices and policies.
The exchange between open access and open educational resources: What can we ...Creative Commons
This is presentation given at the 2014 SPARC Open Access meeting in Kansas City, MO on March 3, 2014. The presentation was given by Timothy Vollmer from Creative Commons as a part of a panel on policy & advocacy.
The document discusses open educational resources (OER) and how foundations and philanthropists can support OER through funding initiatives. It suggests foundations allocate $2 billion over four years for open licenses textbooks for 90 university courses. It also advocates for integrating open principles into philanthropic efforts by making open the default and supporting open through missions, programs, and infrastructure. Technology is said to deserve a bigger role in advancing open education.
Singapore has very limited natural water resources and relies heavily on imported water, recycled water, and desalination to meet its needs. It has implemented various water conservation programs to encourage saving water and developed NEWater, a highly purified recycled water, to ensure a stable and sustainable water supply and lessen dependence on foreign imports as the population grows. NEWater goes through an advanced purification process using membrane technologies to treat used water to high standards that make it safe for both non-potable and potable use.
The document discusses issues around cultural heritage legislation and licensing digital cultural works. It notes there are inconsistencies in policies, no simple licensing procedure, and no coherent revenue model. It proposes updating legislation, automating licensing, including Creative Commons or public domain provisions, and considering public mission and business models. Dilemmas around licensing public domain material or not are presented, as well as options like non-commercial licenses, government licenses, and fair use licenses. Suggestions include using public domain markings, the most liberal Creative Commons license, and providing clear licensing information.
This document discusses the benefits of openness and sharing, including having over 100 affiliates reducing friction, transaction costs, and redundancy across over 70 jurisdictions through a dynamic and scalable system. It cites musician Jonathan Coulton saying having a Creative Commons license for all his music helped increase his traffic, donations, sales, and fans more than locking up his music would have. It also lists upcoming launch events in several cities worldwide for http://thepowerofopen.org to discuss these topics.
Este documento contiene oraciones y bendiciones judías. Incluye una oración dirigida a Dios buscando refugio y protección, bendiciones preliminares antes del servicio de la mañana, y lecturas de la Torá que bendicen a Dios y piden su guía.
Creative Commons DOL TAACCCT grant program update at Open Ed 2011Creative Commons
The document discusses updates to the Trade Adjustment Assistance Community College and Career Training (TAACCCT) grant program. Key points:
1) All work created with TAACCCT grant funds must be licensed under a Creative Commons Attribution 3.0 license, allowing public use with attribution.
2) The "OPEN" consortium will provide support to all TAACCCT grantees on open licensing and continuous improvement of open educational resources.
3) Grantees will develop open online courses and materials using learning science principles and user data to iteratively improve resources.
The document discusses Creative Commons' (CC) role in several areas including licenses, technology, guidelines and standards. It also addresses CC's interactions with open data and government licenses as well as collaborations with W3C and international projects. Finally, it examines CC guides on open government and procurement, tools for data tracking, and questions around a potential public data corporation and exploitation models for open data.
Creative Commons was founded in 2001 to develop legal tools that enable sharing and reuse of creativity and knowledge. Their main solution is a set of copyright licenses that allow creators to select which rights they wish to reserve and which permissions they want to grant, providing a standardized way to give broad permissions for others to legally share, use, and build upon creative works. The licenses address the problems with traditional "all rights reserved" copyright that makes sharing and collaboration online difficult, by offering creators an alternative of "some rights reserved" and lowering transaction costs for the public seeking to make use of licensed works.
CC Department of State Office of Innovative Engagement webinarCreative Commons
Creative Commons (CC) is a non-profit organization that develops standardized copyright licenses to make it easier for creators to share their work while still retaining some rights. CC licenses allow creators to choose how much or how little protection they want, such as allowing only non-commercial sharing or requiring attribution. CC licenses are used globally across many domains including culture, science, government, and education to maximize access to and sharing of creative works.
EL COMPONENTE EDUCATIVO AMBIENTAL DISEA (DISEÑO INSTRUCCIONAL SEMIPRESENCIAL EN EDUCACIÓN AMBIENTAL) COMO PROCESO FORMATIVO...Dr. Antonio Veiga. Trabajo de Ascenso a la Categoria de Profesor Asociado de la Universidad Ezequiel Zamora (UNELLEZ). Agosto 2016
Fortis, Inc. - A Case Study in Business EthicsAndreaNowack
The Board of Directors meeting discussed building the Chalillo Dam in Belize and the issues surrounding that decision. They reviewed Fortis' goals of providing customers with quality service while delivering earnings to shareholders. They analyzed the financial benefits of the dam but also considered ethical frameworks and stakeholders' concerns regarding environmental and community impacts. The Board evaluated alternatives on their long-term economic, social, environmental and legal impacts to determine the best path forward.
Social Media in the Health Services IndustryAlex Fraser
it\'s 2009 - The global community awaits your social media strategy. An analysis of social media with a focus on the health services industry. Very recent examples are cited. Please contact me with any questions or if you\'d like a free, customized, social media opportunity analysis.
Social media sites allow for two-way conversations and sharing of media between users, and have grown exponentially since 2002 with the introduction of sites like Friendster, LinkedIn, MySpace, Facebook, YouTube, and Twitter. To be successful on social media, brands should be authentic, consistent, listen and respond to consumers, add value to conversations, share stories and pictures, and be patient as relationships are built over time. Social media influences consumer purchasing decisions and is a fast-growing category, so brands must understand how to effectively engage and have conversations on these new channels.
This document provides an overview and agenda for a two-day masterclass on digital leadership and technology. Day one focuses on integrated digital strategy and how technology impacts business communications and marketing objectives. Attendees will learn how to generate audience insights and ideas that connect with consumers using various strategy models. Day two covers key trends, measurement, and best practices for action. The presenter leads a company focused on providing modern marketing strategy expertise to help marketers address challenges of constant technological change and innovation.
This document provides an overview and agenda for a two-day leadership workshop on digital innovation, technology, and marketing strategy. Day one will cover the impact of technology on business, digital communications strategies, defining objectives, generating audience insights, and using models to integrate technology and ideas. Day two focuses on best practices, key trends, measurement, and optimization. The workshop aims to help attendees understand how technology is changing marketing and delivering practical digital growth strategies for clients.
The document discusses the importance of social media for healthcare organizations. It defines social media as the democratization of information where people can publish content. Social media is important for healthcare marketing as it allows two-way conversations rather than one-way communication and engages patients. The document provides examples of social media platforms like Facebook and YouTube that healthcare organizations can use and encourages developing a social media strategy. It addresses common concerns about social media and provides tips on getting started with social media.
Webinar materials prepared for Association for Community-Affilitated Plans (ACAP). Healthcare consumerism is coming - are you prepared? As industry changes, so consumers adapt, and today's consumers have a world of information and engagement tools at their fingertips. In this webinar, learn how health insurance organizations and other healthcare companies can increase and improve their consumer experience through meaningful engagement, through social media.
The next social challenge to public health: the information environment.pptxTina Purnat
A talk at Global Public Health Week 2024. It covers examples of issues in the information ecosystem and how they affect public health's efforts. It also discusses components of promoting demand for health services, products, health information, and adherence to health guidance.
Social Media and Medical Device Promotion...What’s New?Kathleen Sanzo
The document discusses the realities and challenges of using social media for medical device promotion. It notes that consumers and physicians are increasingly using social media for health information and to connect with others. However, social media also presents challenges like lack of control over third party comments and uncertainty around FDA regulation of promotional activities on various sites and platforms.
What Every Social Media Manager Learned From Healthcare (This Year) Falcon.io
The document summarizes key learnings from a webinar for social media managers on insights from the healthcare industry's use of social media in 2020. It discusses trends seen in the healthcare social media landscape, how platforms like Facebook, LinkedIn, YouTube, Instagram and Twitter adapted due to COVID-19, new digital behaviors that emerged during the crisis, the importance of trust and messaging in healthcare social content, and examples of best practices for crisis communication on social media.
Women in technology and social media marketing is discussed. Social media aims to facilitate interaction and sharing of content online. Nearly 50% of consumers make purchases based on social recommendations, so social media is important for understanding customers. A case study shows how "mommy bloggers" negatively reacted to a Motrin campaign on Twitter, spreading to YouTube and traditional media. The lesson is for companies to identify online influencers, listen to social media discussions, and engage customers appropriately.
The document summarizes Mayo Clinic's history with social media and lessons learned:
- Mayo Clinic began experimenting with social media such as blogging and YouTube in the mid-2000s and saw large growth in engagement.
- Key lessons included recognizing that social media is a natural extension of communication, not replacing traditional methods; it allows sharing information more efficiently.
- Mayo Clinic has since developed a large social media presence across platforms and a Social Media Health Network to help other organizations adopt effective practices.
Our Playbook for Digital Crisis and Issue Management 3.0Ogilvy Consulting
We set out to answer these questions and ended up writing “Our Playbook for Digital Crisis Management 3.0.” Born out of our global experience preparing for and responding to brand and corporate crises, it’s now part of our global training program.
We wanted to understand how social media was fundamentally changing the way we approach crisis management. We wanted to marry established crisis practices with the most evolved thinking in social media marketing and social business practices. We also wanted to be highly practical – today’s experts need a suite of apps they can quickly access when a crisis threatens to break.
Companies can leverage social media to drive business and compete effectively in the new era of health care. But what do you need to know before jumping in or expanding your efforts? What considerations do medical technology marketing professionals need to take into account when implementing a strategic social-media plan?
Part one of our five-part series outlines how medical technology professionals can use social media in a regulated environment. Even more importantly, it gives readers the supporting evidence needed to recommend specific social-media strategies to management and internal legal and regulatory teams.
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)WSI (Cyprus)
You keep hearing about social media and how it's spreading like wildfire. But as a business
person with a crazy schedule - saddled with the added stress of rocky economic times and a
shrinking marketing budget - you need to know: Is there any real business value to social media,
or is it mostly buzz? And if there's value, how on earth will I have time to learn it and use it
effectively?
Don Smith from General Mills presented on how the company leverages social media. He discussed how social media allows for constant listening to consumers and responding quickly to issues. General Mills uses social media to monitor discussions around recalls and issues. The company also uses social media to foster online brand communities and leverage those connections for innovation through an open innovation platform called G-win. Social media is crucial for General Mills to understand consumers' interests and collaborate with them.
The document discusses the rise of social media and its importance for businesses. Some key points made include:
- Social media allows for two-way conversations rather than one-way advertising. It has seen explosive growth with billions of users worldwide sharing news and content.
- Traditional advertising is less effective as people trust peer recommendations over ads. 90% of people trust friends' opinions versus only 15% relying on ads alone.
- Businesses must listen to what customers are saying about their brand on social media and engage in conversations to build trust and influence in an open and honest way. Ignoring social media is a risk as it will only continue growing in importance.
Healthcare marketing trends - The beginning of new eradebmithu
A report on how healthcare/pharmaceutical industry is transforming since past few decades. The presentation gives an insight on what are the new trends in healthcare industry and the relative indicators.
Navigating Regulatory Issues of Social Media in HealthcareRacepoint Global
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2. Traditional PR is so 80’s:
Lessons Learned from
Consumer Social Media
Heather Gartman Cheryl Pellegrino Andrea Nowack
Managing Director Senior Vice President Digital Strategist
3. Social Media By the Numbers
2,000,000,000 - Number of Google
Searches per day
684,000,000 - the number of visitors
to Wikipedia in the last year
100,000,000 - number of YouTube
videos viewed per day
346,000,000 - number of people
globally who read blogs
1,766,890,600- number of tweets to
date
200,000,000 - number of active
Facebook users
Bottom Line: Social Media Can’t Be Ignored
3
4. The Changing Media Landscape
•Traditional Media is diminishing in influence and impact
•Increase in Web 2.0 adoption is causing a transition from push to pull
Print Media
Web 2.0
4
5. Citizens As Journalists
As print is dying, citizen journalists are having a stronger voice
and impact on our news cycle
5
7. Communicating with the Masses: CDC and
Protecting the Nation
Uses social media to contain panics about outbreaks such as H1N1 or the peanut
recall, by controlling the messaging and educating the public about the situations
7
13. Listen to the Community
Even if you don’t want to actively engage in social media, it is important to
monitor what consumers are saying about your brand. At the very least, it’s a
focus group without the cost.
“I'm not going to buy Evenflo
baby bottles because I heard
they had BPA and I’m worried
they might harm my baby!”
13
14. Focus on the Objective
Focus on the objective first, then the technology
14
15. Be Open And Transparent
Always be open and transparent when engaging with online
communities
Rahodeb?
15
16. Be Open And Transparent
Whole Foods may have fallen initially, but that didn’t stop
them from trying again
Whole Foods got it right the second time, and now is one of
the most highly-acclaimed companies on the Web
16
17. Recognize The Influence Of The Blogger
Many blogs are becoming highly influential among consumers and journalists,
and they can act as natural brand evangelists
17
18. Recognize The Influence Of The Blogger
If a conversation starts online, don’t assume it is going to stay there
18
19. Test Your Message Both Offline and On
If your campaign has any online component – even just a Web
page or YouTube video – test the message with the group
you’re targeting first
Motrin learned the hard way
The tweet that started an online firestorm
19
20. Test Your Message Both Offline and On
Throughout the weekend, the conversation continued…
92,947 views
“A few hours and two thousand tweets later MotrinMomsis
the #1 search on Twitter, eclipsing SNL for the first time
since Obama was elected.” – Jessica Gottlieb
When did Motrin respond? Monday.
Monday.
20
21. Test Your Message Both Offline and On
Motrin’s new ad campaign targeting
babywearing is offensive, disrespectful and
wrong on so many levels…stop disrespecting
us moms, Motrin. Unlike our babies, we
weren’t born yesterday and we will take our later…
7,000 Tweets
$ elsewhere.
21 Crunchy Domestic Goddess
Blog, (readership: 42,000/month)
22. Have a Crisis Plan In Place
Issued a
Warrant for
Employees’
Arrest
Responded on
Facebooked
“The
about the
Consumerist”
Incident Within
Days
President
Twittered About
apologized on
the Incident
YouTube
In times of crisis, the quicker a company can respond, the better
22
23. Integrate Online and Offline Marketing
Reinforce your messages and drive traffic to your online initiatives by integrating
both efforts
Consumers recall
brands and messages
better when they are
exposed to TV and
online messages
23
24. Don’t Throw Out the Rule Book
When it comes to social media, traditional media rules still apply:
There Are Fewer Rules
Create a Solid Plan
Before Jumping In
Test Your Message with
Key Demographics
24
26. Transcending Into Healthcare
In the greater healthcare arena, there are less rules than in pharma Rx
While there are regulatory concerns to address, healthcare needs to
change with the times
Consumers are demanding health care info online and in social media
As of January
2008, physicians take a
second place to the Internet
as the leading source of
health information.
26
27. Hospitals
Use social media as a means to connect with physicians and learn about
treatments and procedures
“As we see people communicating in new ways, we want
Mayo Clinic to be part of the conversation… We know
the conversations are happening out there. This is a
chance for us to join.'‘
27
-Dr. ThoralfSundt, Marketing Chair
28. Hospitals: Connecting Through Social Media
As of May 3rd, 2009: 250 U.S. Hospitals are
using social networking
131 have YouTube Accounts
160 have Twitter Accounts
94 have Facebook accounts
24 Have blogs
Henry Ford • Live tweet surgeries and answer
med students questions via
Hospital Twitter
Innovis • Live tweeted safety information
around the clock during recent
Health floods in North Dakota
ProHealth • Broadcasted a live prostatectomy
on YouTube, Facebook and Twitter
Care
28
29. Pharma
Social media is a way to enable connections among pharma
consumers and build trust
Although there are more regulatory guidelines, social media
and search engine optimization is still vital to managing a
pharma brand
29
30. Pharma and Social Media
FDA Says?
Currently no guidance or guidelines for pharmaceutical companies on the use of
social media and digital marketing tools
Guidelines for DTC advertising apply to online advertising
• 14 companies recently received FDA warning letters for use of banner
ads that failed to provide fair balance and direct links to full prescribing
information
• Some companies received warnings on off-label promotion through key
word search terms and search engine optimization
DTC rules apply for any and all sponsored online communications vehicles
including podcasts, vodcasts, web sites
FDA plans reviewing potential threats, issues; will likely issue formal guidance
within the year
30
31. Online Marketing: Responsible Engagement
Companies are responsible for any
and all communications they
disseminate online
In the absence of formal FDA
guidance, companies must serve
as responsible actors:
– Ensuring the Company, its agencies
and all actors on its behalf comply
with DTC guidelines, effectively
monitor efforts and proactively
address potential issues or concerns
– Taking responsibility for actions or
inappropriate third party messaging if
identified or witnessed
– Adverse event reporting
31
32. Pharma and Social Media
Unbranded online programs and marketing activities still afford the greatest
opportunity for pharma
– Challenge is branded pull-through
Key lies in the integration of offline and online tactics to develop comprehensive
communications strategy that reaches target audiences
– Traditional media relations coupled with online media, social networking
– Campaigns or programs that reach people where they are most likely to be
receptive to key messages
– Advocacy relations and third party partnerships
32
33. Start With Your Business Objectives
Where are your barriers and opportunities?
Who and where are your prescribers, influencers
and patients?
What do you need to do to ensure success?
33
34. Make a Smooth Transition
Help your clients understand social media so they are not afraid of it
Transition your traditional media to social media by training key
spokespeople and advocates on social media practices
AstraZeneca spokesperson
proactively responding to
traditional media and social
media chatter through a
YouTube channel
34
35. AstraZeneca: Celebrating Women On and Offline
Engaging consumers
and cancer
survivors to
reinforce messages
on and off line
35
36. Making Sleep More Interactive: Ambien
Established a microsite to
communicate about
Ambien, post videos and
commercials and reinforce
their branding with games
and images
In the first three days the site attracted 1 million hits and a 2% click
through rate to the branded site
36
37. Cause Marketing: Pfizer
Pfizer launched an
unbranded
Fibromyalga
microsite, which
gives consumers
the opportunity to
share their stories
and educate
themselves about
the condition
37
38. Are You or Your Clients Ready?
Listen to Social Media and Devise a Solid Plan of Action
Monitor Your Consumer Reactions to Your Products or Services
Test Your Messaging To Make Sure it Resonates With the Key
Demographic
Integrate Online and Offline Marketing Efforts
Create a Crisis Plan and Be Prepared for Backlash
Don’t Ignore the Bloggers
Know Your Target and Influencers
38