Presentation from the PHCG "Let's Get Social" discussion.

1. LET’S GET SOCIAL

2. 2
#phcggetssocial

3. Our goal is to define, deliver and support
great social media strategies for clients
which deliver real business value

4. 4
Our social media-ites…
ROSS TAYLOR
@rossintheshed
JOYCE HIGGINS
@jcahiggins
EVA CASESMEIRO
@evapcasesmeiro
COMMUNITY MANAGER
@We’ll Let You Know

5. 5
MAY 2014:
Inaugural Global
Social Media regular
meeting to align on
opportunities and
solutions
2013 2014 2015
NOVEMBER 2012:
Actively grew the DHLB EU
social offering for new and
existing clients
JANUARY 2013:
Began working with the
Janssen EMEA C&PA team
to obtain internal buy-in on
social media
FEBRUARY 2013:
Cultivated the DHLB EU
offering
MARCH 2014:
Took on the community
management for
Connecting Nurses
FEBRUARY 2014:
Agency 1st - Launched
the Janssen EMEA
Twitter account
JANUARY 2014:
Brought on Eva
Casesmeiro
DECMEBER 2013:
Agency 1st- Received
approval on the Janssen
EMEA Social Media
Guidelines
April 2014:
Began social
strategy for Boots
Pharmaceuticals
May 2014:
Began talks with
Janssen affiliates on
social strategy
June 2014:
Began EU social
strategy
…working to grow the team…

6. …that is well thought out…
• Social Brainstorm
• Internal surveys
• Social listening
• Landscape analysis
• Influencer mapping
• Business case dev
• Content strategy
• Measurement plan
• Guidelines development
• Platform design
• Content development
• Community management
• Social monitoring
• Influencer outreach
• Performance review
• Annual planning
• Optimisations implementations

7. …and supports brands with solid social media solutions
SOCIAL
STRATEGY
CONTENT
STRATEGY
Connecting Nurses
activity plan
Connecting Nurses
Care Challenge videos
Connecting Nurses
Pinterest & Twitter content
Janssen EMEA
Twitter content
Janssen EMEA
activity plan

8. …and supports brands with solid social media solutions
Connecting Nurses
Pinterest, Twitter, & Information Shareapy
Janssen EMEA
Twitter
Mapping Outreach
COMMUNITY
MAMANAGEMEN
T
INFLUENCER
ENGAGEMENT

9. 9
A quick explanation Campaigns that work
Innovative uses The approach

10. A quick explanation

11. Tell a
Story

12. Why?
Identify the obstacle which you
are trying to overcome
Gotham City

13. How?
Commit to your approach to
overcoming the problem
Caped Crusader & Boy Wonder

14. When?
Know the important
events to respond to
Commodore Schmidlapp has been kidnapped

15. Where?
Choose the channels
which will allow for
success
The Batcopter

16. What?
Create tools to help you
tackle the obstacle
Bat-shark repellent

17. Who?
Familiarise yourself with the
important people to engage with
The United Underworld

18. Campaigns that work

19. AWARENESS ENGAGE LOYALTY ADVOCACY
Social Media can
support your brand
at any point in the
marketing funnel

20. VIRAL VIDEO:
WHO Regional Office for EU
Vaccine campaign
HASHTAG:
The World Bank
#1dollar
SELFIE:
World Diabetes Day
Blue circle selfie
PROFILE IMAGE:
Human rights campaign
Marriage equality
CHALLENGE :
ALSA
Ice Bucket Challenge
SOCIAL EXPERIMENT:
Mimi Foundation
If only for a second
REAL WORLD X-OVER:
Connecting Nurses
Care Challenge
RE-THINK FEATURES:
Colombian League Against Cancer
Cancer tweets
AWARENESSENGAGEMENT

21. #SFBatkid
Make a Wish Foundation

24. Between November 5th and 16th, the campaign earned nearly
600,000 TWEETS and 1.7 BILLION TOTAL TWITTER IMPRESSIONS
The Make-a-Wish website received 1,000 HITS PER SECOND, causing the site to crash.
Most of all, it brought a UNIFIED COMMUNITY to San Francisco.
20,000 PEOPLE showed up to see Miles get his key to the city.

25. #IceBucketChallenge
ALSA

28. The ALS Association national office reported collecting $5.5 MILLION in donations since July 29,
compared with $32,000 in the same time period last year.
NOTABLE PARTICIPANTS include Lil Wayne, Lance Bass, Jimmy Fallon, Justin Timberlake, Mark
Zuckerberg, the New England Patriots, Tony Romo, and Martha Stewart
BARACK OBAMA declined the challenge saying he will donate $100 to an ALS charity instead

29. #COPDchat
Boehringer

30. THE CHALLENGE:
Boehringer wanted to engage medical media,
pulmonologists and influencers in a social
conversation during the European Respiratory
Society Congress #ERS2013
THE SOLUTION:
To host a real time tweetchat in association with a
highly regarded medical professional to spark COPD
conversation amongst healthcare stakeholders and
the public.

31. 1.7M TWEET CHAT IMPRESSIONS and gained 1,200 NEW FOLLOWERS.
Thanks to its clever use of Tweet chats and Promoted Tweets, @Boehringer was the MOST MENTIONED
@USERNAME AT #ERS2013
It also generated awareness of COPD and amplified its brand’s reach and influence.

32. Innovative uses

33. UNIQLO Dry Mesh

34. UNIQLO Dry Mesh

35. Crack_the_US_Open

36. Crack_the_US_Open

37. IKEA_PS_2014

38. IKEA_PS_2014

39. Cancer Tweets

40. Cancer Tweets

41. SOME MORE ABOUT OUR WORK

43. Sanofi business objectives
Connecting Nurses digital platform
Connecting Nurses specialised initiatives
User generated contentConnecting Nurses content
TEDx Brussels: Disruptive
Change (April 2013)
International Nurses
Day (May 2014)
The inaugural Lions
Health Awards
(June 2014)
Leaders Forum, part of the
United Nations General
Assembly (September 2013)
The first Care
Challenge awards
Care
Challenge
today
WeObservatory,
the Millennia2025
& Connecting
Nurses
partnership
Partnerships and events
Care Challenge
Social media accounts

44. 44
• 90,000 visitors from 130 countries on the Connecting Nurses digital
properties
• Information Shareapy has 1500 resources and 500 active profiles
• 140 projects posted > 20 winners from 14 countries
• Partnership with the Millennia2025 Foundation to create the
WeObservatory
• Creative Floor Healthcare Awards “Best HCP social media” (July 2014)
• Cannes Lions Health “Building a motivated organisation” (June 2014)
• TEDx Brussels on Positive Disruption (April 2013)
• UN Women’s Leader Forum (September 2013)
• Sanofi CSR Award (2012)
• Nursing partner organisations: ICN, AFDET, NPHF, FEND, SIDIIEF
• ICN: 130 national nurses associations representing 16M nurses globally
• SIDIIEF: 1600+ members
• Avg 5-8 conferences p/m via partner
nursing organisations // Approx 60
congresses p/y // 17200 contacts
• AFDET, Paris: 1200
• TEDx: 200 and a YouTube video
• MedETel, Luxembourg, 1000
• Doctor 2.0, Paris: 400
• EDTNA, Sweden: 1300
• FEND, Spain: 1200
• Women’s Leader Forum: 900
CREATING A
HIGHLY
VISIBLE
PROGRAMME
BUILDING
STRONG
CONNECTIONS
WITH THE NURSING
COMMUNITY
CAPTURING AN
ACTIVE
AUDIENCE
AT EVENTS
MAKING
INNOVATION
MORE
ACCESSIBLE
EMPOWERING
NURSES WITH
KNOWLEDGE

45. 45
Come and talk to us!
EXAMPLES:
PRESENTATION:
WWW.PINTEREST.
COM/ LETS-GET-
SOCIAL/
JCAHIGGI
NS/
WWW.SLIDESHARE.NET/D
HLBEU

46. The approach

47. INFORM
The whole
process with
INSIGHTS
DH’s social activation process
Strategy
Execution
1. DEFINE 3. PLAN
4. DESIGN
2. LISTEN
5. ENGAGE
6. MEASURE
OPTIMISE
based on
Performance
METRICS
The Brand
Experience

48. 1. DEFINE
Briefing Internal surveysBrainstorm

49. 2. LISTEN
Social Listening Landscape analysisCompetitive analysis

50. 3. PLAN
Business Case Development Measurement PlanContent Strategy

51. 4. DESIGN
Processes & Guidelines Content developmentProfile Design

52. 5. ENGAGE
Community Management Influencer outreachSocial monitoring

53. 6. MEASURE
Performance review Annual planning

54. Different channels allow you to engage with your audience more
effectively
PHOTO
VIDEO
ARTICLE
TEXT
Don’t ignore these platforms:
They display all around strength as
engagement platforms
What brand key messages & content do you want to represent?

55. Different channels fit different objectives
SEOTRAFFICTOSITEAWARENESSENGAGEMENT
GOODOKAYPOOR
All around effectiveness:
Twitter and Facebook are
both options for Traffic,
Awareness, & Engagement
Search Engine Optimisation:
Google+ and YouTube are both
effective options for
improving SEO
Awareness:
LinkedIn, Pinterest, and SlideShare are all
effective platforms for raising Awareness
What response do you want to see from your target audience?

56. 56
Thank you!