Slides from Shwen Gwee's May 2014 presentation at ExL's Digital Pharma LatAm conference on "Pharma Twitterama Redux (2014): LatAm Edition".
Event details: http://digitalpharmaseries.com/latin-america
Slide from @shwen's (7/22/09) webinar on "Pharma Twitterama: Exploring the Use of Twitter in Pharma and Healthcare" (see: http://www.exlpharma.com/eventDetail.php?id=195 for details)
The value of social media to public affairsSeth Stuck
I prepared this presentation in January, 2010 as a means for convincing the leadership of the Georgia National Guard that the integration of a comprehensive social media strategy was absolutely necessary if we were to optimize content exposure, reach and influence.
The content of this presentation aims at showing "technology immigrants" just how vast the reach of major social media really is.
Slide from @shwen's (7/22/09) webinar on "Pharma Twitterama: Exploring the Use of Twitter in Pharma and Healthcare" (see: http://www.exlpharma.com/eventDetail.php?id=195 for details)
The value of social media to public affairsSeth Stuck
I prepared this presentation in January, 2010 as a means for convincing the leadership of the Georgia National Guard that the integration of a comprehensive social media strategy was absolutely necessary if we were to optimize content exposure, reach and influence.
The content of this presentation aims at showing "technology immigrants" just how vast the reach of major social media really is.
The NEWs Cycle
There used to be something called a “news cycle” in which any story had a beginning and an end. But in this age of instant communication, citizen journalism and social technologies, media is being created, distributed and consumed in ways never imagined.
Learn how people get, create and distribute news,
and how people interact with media, from breaking
TV news to Google search to Facebook. Learn how
personal brand-driven journalism is changing audience loyalty and how Foursquare and augmented reality will shape the future of journalism.
This presentation was given by David Erickson & Natalie Wires of Tunheim Partners (http://tunheim.com ) for the Associated Collegiate Press' National College Summer Journalism Workshops held at the University of Minnesota on July 23, 2010.
David Erickson blogs at http://e-StrategyBlog.com and can be found on Twitter at http://twitter.com/derickson
Natalie Wires blogs at http://NatalieWires.com and can be found on Twitter at http://twitter.com/nataliewires
Brazilian internet users behaviour patterns in social mediaElife Brasil
The survey Brazilian internet users behaviour patterns in social media aimed to find out for the first time who are the most active Brazilians in social media, which services they use the most, their motivation and what is the services’ relevance as an information source.
Congresso Mega Brasil de Comunicação 2010 - The Power and Importance of Sear...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media – Michael Pranikoff at the Congresso Mega Brasil de Comunicação 2010 in Sao Paulo on May 25, 2010. The Power and Importance of Search & Social Media. www.prnewswire.com / www.prnewswire.com.br
The NEWs Cycle: How People Interact With Media In The Social AgeTunheim
There used to be something called a “news cycle” in which any story had a beginning and an end. But in this age of instant communication, citizen journalism and social technologies, media is being created, distributed and consumed in ways never imagined.
Learn how people get, create and distribute news,
and how people interact with media, from breaking
TV news to Google search to Facebook. Learn how
personal brand-driven journalism is changing audience loyalty and how Foursquare and augmented reality will shape the future of journalism.
This presentation was given by David Erickson & Natalie Wires of Tunheim Partners (http://tunheim.com ) for the Associated Collegiate Press' National College Summer Journalism Workshops held at the University of Minnesota on July 23, 2010.
David Erickson blogs at http://e-StrategyBlog.com and can be found on Twitter at http://twitter.com/derickson
Natalie Wires blogs at http://NatalieWires.com and can be found on Twitter at http://twitter.com/nataliewires
Content Marketing in The USA – Presentation at the Berlin Kommunications Kong...Michael Pranikoff
Content Marketing in the USA was presented by PR Newswire Global Director of Emerging Media at the Berlin Kommunications Kongress on Sept. 15th, 2011 in conjunction with NewsAktuell.
Slingshot App by Facebook - Reactions across Social MediaBrand24
Find out more at: http://www.brand24.net
On the 17th June Facebook launched a new photo messaging app called Slingshot. This bold move took aim at a very popular and similar app, Snapchat.
Within one week after the announcement Internet users generated over 20k mentions, concerning Slingshot. Negative opinions slightly surpass positive ones (33% against 30%). Most of negative contents concern a general dissatisfaction with the app, but people also complain about Slingshot features (Reply to Unlock), privacy settings and impute the lack of creativity to Facebook.
On the other hand, there are still some who think it is a great app, even better than Snapchat and it brings a lot of fun. However, Snapchat is still more popular than Slingshot in social media.
The majority of contents were published on Twitter (73.6%), which is still the most popular platform for sharing contents.
Utilize Digital and Social Media Data to Inform Your Research in Novel WaysKatja Reuter, PhD
In collaboration with Audun Utengen and Thomas Lee from Symplur LLC, we explore the usage of digital and social media data to inform research in novel ways and discover emerging health trends, disease communities and outreach mechanisms.
This presentation is part of the Digital Scholar Training Series at USC and CHLA.
Learn more about the initiative: http://sc-ctsi.org/digital-scholar/
News story: http://sc-ctsi.org/index.php/news/new-digital-scholar-training-initiative-helps-researchers-better-utilize-we#.VDhIWWK9mKU
This is a variation of a previous slide deck on #HealthXPh. Presented at the University of the Philippines Medical Alumni Society postgraduate course, UP College of Medicine 22 April 2015.
The NEWs Cycle
There used to be something called a “news cycle” in which any story had a beginning and an end. But in this age of instant communication, citizen journalism and social technologies, media is being created, distributed and consumed in ways never imagined.
Learn how people get, create and distribute news,
and how people interact with media, from breaking
TV news to Google search to Facebook. Learn how
personal brand-driven journalism is changing audience loyalty and how Foursquare and augmented reality will shape the future of journalism.
This presentation was given by David Erickson & Natalie Wires of Tunheim Partners (http://tunheim.com ) for the Associated Collegiate Press' National College Summer Journalism Workshops held at the University of Minnesota on July 23, 2010.
David Erickson blogs at http://e-StrategyBlog.com and can be found on Twitter at http://twitter.com/derickson
Natalie Wires blogs at http://NatalieWires.com and can be found on Twitter at http://twitter.com/nataliewires
Brazilian internet users behaviour patterns in social mediaElife Brasil
The survey Brazilian internet users behaviour patterns in social media aimed to find out for the first time who are the most active Brazilians in social media, which services they use the most, their motivation and what is the services’ relevance as an information source.
Congresso Mega Brasil de Comunicação 2010 - The Power and Importance of Sear...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media – Michael Pranikoff at the Congresso Mega Brasil de Comunicação 2010 in Sao Paulo on May 25, 2010. The Power and Importance of Search & Social Media. www.prnewswire.com / www.prnewswire.com.br
The NEWs Cycle: How People Interact With Media In The Social AgeTunheim
There used to be something called a “news cycle” in which any story had a beginning and an end. But in this age of instant communication, citizen journalism and social technologies, media is being created, distributed and consumed in ways never imagined.
Learn how people get, create and distribute news,
and how people interact with media, from breaking
TV news to Google search to Facebook. Learn how
personal brand-driven journalism is changing audience loyalty and how Foursquare and augmented reality will shape the future of journalism.
This presentation was given by David Erickson & Natalie Wires of Tunheim Partners (http://tunheim.com ) for the Associated Collegiate Press' National College Summer Journalism Workshops held at the University of Minnesota on July 23, 2010.
David Erickson blogs at http://e-StrategyBlog.com and can be found on Twitter at http://twitter.com/derickson
Natalie Wires blogs at http://NatalieWires.com and can be found on Twitter at http://twitter.com/nataliewires
Content Marketing in The USA – Presentation at the Berlin Kommunications Kong...Michael Pranikoff
Content Marketing in the USA was presented by PR Newswire Global Director of Emerging Media at the Berlin Kommunications Kongress on Sept. 15th, 2011 in conjunction with NewsAktuell.
Slingshot App by Facebook - Reactions across Social MediaBrand24
Find out more at: http://www.brand24.net
On the 17th June Facebook launched a new photo messaging app called Slingshot. This bold move took aim at a very popular and similar app, Snapchat.
Within one week after the announcement Internet users generated over 20k mentions, concerning Slingshot. Negative opinions slightly surpass positive ones (33% against 30%). Most of negative contents concern a general dissatisfaction with the app, but people also complain about Slingshot features (Reply to Unlock), privacy settings and impute the lack of creativity to Facebook.
On the other hand, there are still some who think it is a great app, even better than Snapchat and it brings a lot of fun. However, Snapchat is still more popular than Slingshot in social media.
The majority of contents were published on Twitter (73.6%), which is still the most popular platform for sharing contents.
Utilize Digital and Social Media Data to Inform Your Research in Novel WaysKatja Reuter, PhD
In collaboration with Audun Utengen and Thomas Lee from Symplur LLC, we explore the usage of digital and social media data to inform research in novel ways and discover emerging health trends, disease communities and outreach mechanisms.
This presentation is part of the Digital Scholar Training Series at USC and CHLA.
Learn more about the initiative: http://sc-ctsi.org/digital-scholar/
News story: http://sc-ctsi.org/index.php/news/new-digital-scholar-training-initiative-helps-researchers-better-utilize-we#.VDhIWWK9mKU
This is a variation of a previous slide deck on #HealthXPh. Presented at the University of the Philippines Medical Alumni Society postgraduate course, UP College of Medicine 22 April 2015.
Social Media Data as a Public Data Resource Capable of Impacting Healthcare @...Mark Silverberg
Social Health Insight's presentation about social media and the HHS/ASPR now trending challenge at the University of Arizona's Eller INSITE Big Data in Healthcare Symposium on 10/17/2016 in Tucson, AZ
http://insite.eller.arizona.edu/bigdata/
Digital Media Analytics Report on the Indian Health Care IndustryAnshul Wadhwa
This is our in house Digital Media Analytics report on the Indian Healthcare Industry. The report has been created using our proprietary tool, IncPot. It talks about how the Healthcare Industry in India can leverage the opportunity of using analytics to track relevant conversations happening across 500 million websites related to Healthcare, and how to cater to the needs of its customers, both existing and prospective, by identifying the necessary actionable insights.
Patients Rising: How to Reach Empowered, Digital Health Consumerse-Patient Connections
Kru Research's white paper discussing how to reach out to empowered, digital, health consumers or e-Patients. Discussion of participatory medicine, digital health consumers, e-Patients, web 2.0, the power of social media, ROI of social media, regulatory concerns, HIPAA, FDA, adverse event reporting, and the future of social media in health marketing.
Presentation given by DJ Edgerton and Guy Mastrion of Pixels & Pills on "What's Next in Social Media for Pharma". The presentation was given at the CBI Social Media Tools Summit and explores cutting edge uses of social media by various pharma/healthcare companies.
Managing knowledge and relationship by web to improve sales efficacy - SFE Su...USP e Plexus
Presentation exploring how pharma industry in Brazil and around world are using the web 2.0 to establish interactions with medical community (social networking, twitter, facebook, youtube, linkedin, etc)
Engaging with Patients Online: The do’s and don’t’s, and what’s to gainKatja Reuter, PhD
These slides were presented at the the Annual Meeting of the American College of Rheumatology (ACR) and Association of Rheumatology Health Professionals (ARHP) on Nov 15, 2016 in Washington DC. The presentation highlights ways in which physician-scientists may reach and engage patients online for different purposes such as health promotion, study recruitment, attracting patients, and reputation building. The presentation also touches upon tracking online activities for performance reviews and responding to negative reviews.
Social Media Strategy 12 Month Sample PlanRajendra Singh
Social Media SWOT Analysis
Strengths
• New cutting edge Technology
• Quality and huge spectrum
• Availability of cash, strong balance sheet
• Superior execution skills
• Whole country license
• Respectable brand
Weaknesses
• New Team
• Complex Launch
• New Process
• Dependence on Infrastructure partners
• New untested 4G handsets
• Churn of Customers
• Customer Power
• Under developed eco-system
Opportunities
• Big Market (1300 million population)
• Low Internet penetration (11%)
• Low broad band penetration (4%)
• Higher % population below 25 years of age (55%)
• Low social media penetration (6%)
• Higher download speed
• Low legacy effect
• Lifestyle trends
• New business applications
Threats
• Uncertain Foreign Direct Investment
• Introduction of new/better technology
• Retaliation from existing players
• Government sanctions against social media
• Negative environment factors
• Unstable Government
• Vertical Integration
Integrated & Dynamically Consistent Strategy
Business Strategy
• To be number 1, market leader with 30% plus market share, 4G company in next 5 years
Digital Marketing Strategy
• To contribute 50% of company’s overall marketing contribution in the next 5 years (progressively from 20% in the 1st year)
• To have positive ROI on Digital Marketing Expenditure
Social Media Strategy
• To be an innovative Social Media integrated marketing team enabling Company’s overall business plan, business strategy and digital marketing strategy.
• To collaborate with all teams , functions and departments of the company
• To be the dominant and market leader with more than 30% share in 4G Social Media Marketing.
• To assist in all the phases of business and sales funnel towards conversion.
Business planning should start with defining clear goals, and social media is no exception. Without a clear idea of what you want to accomplish with social media, you are unlikely to achieve anything at all because your efforts will be scattered or aimless. In addition, different social media goals require different sets of action. For example, if your goal is to gain consumer credibility, that looks very different than if your goal is to convert 30 percent of prospects to sales.
Start by writing down at least three social media goals for your business. Make sure each goal is specific, realistic and measurable. It is vital to make your goals measurable so that you can track your business’ progress towards each goal. It’s also important that your goals for social media relate to your overall goals for your business.
My Business Social Media Goals Are:
1. ___________________________________________________
2. ___________________________________________________
3. ___________________________________________________
Similar to Pharma Twitterama Redux (2014): LatAm Edition (20)
Presentation by Lisa Suennen (Psilos Ventures) at the Social Health Startup Bootcamp @ SXSW 2012 (see: http://www.venturevalkyrie.com/2012/03/11/sxsw-woodstock-for-geeks/3728)
Twitter is a Petri Dish: Growing Your Social Media Culture in a Regulated Env...Shwen Gwee
Slides from Shwen Gwee's May 2010 talk at iStrategy SF on "Growing Your Social Media Culture in a Regulated Environment".
Event details: http://www.istrategyconference.com/events/san-francisco
Global launch of the Healthy Ageing and Prevention Index 2nd wave – alongside...ILC- UK
The Healthy Ageing and Prevention Index is an online tool created by ILC that ranks countries on six metrics including, life span, health span, work span, income, environmental performance, and happiness. The Index helps us understand how well countries have adapted to longevity and inform decision makers on what must be done to maximise the economic benefits that comes with living well for longer.
Alongside the 77th World Health Assembly in Geneva on 28 May 2024, we launched the second version of our Index, allowing us to track progress and give new insights into what needs to be done to keep populations healthier for longer.
The speakers included:
Professor Orazio Schillaci, Minister of Health, Italy
Dr Hans Groth, Chairman of the Board, World Demographic & Ageing Forum
Professor Ilona Kickbusch, Founder and Chair, Global Health Centre, Geneva Graduate Institute and co-chair, World Health Summit Council
Dr Natasha Azzopardi Muscat, Director, Country Health Policies and Systems Division, World Health Organisation EURO
Dr Marta Lomazzi, Executive Manager, World Federation of Public Health Associations
Dr Shyam Bishen, Head, Centre for Health and Healthcare and Member of the Executive Committee, World Economic Forum
Dr Karin Tegmark Wisell, Director General, Public Health Agency of Sweden
R3 Stem Cells and Kidney Repair A New Horizon in Nephrology.pptxR3 Stem Cell
R3 Stem Cells and Kidney Repair: A New Horizon in Nephrology" explores groundbreaking advancements in the use of R3 stem cells for kidney disease treatment. This insightful piece delves into the potential of these cells to regenerate damaged kidney tissue, offering new hope for patients and reshaping the future of nephrology.
Navigating Challenges: Mental Health, Legislation, and the Prison System in B...Guillermo Rivera
This conference will delve into the intricate intersections between mental health, legal frameworks, and the prison system in Bolivia. It aims to provide a comprehensive overview of the current challenges faced by mental health professionals working within the legislative and correctional landscapes. Topics of discussion will include the prevalence and impact of mental health issues among the incarcerated population, the effectiveness of existing mental health policies and legislation, and potential reforms to enhance the mental health support system within prisons.
Leading the Way in Nephrology: Dr. David Greene's Work with Stem Cells for Ki...Dr. David Greene Arizona
As we watch Dr. Greene's continued efforts and research in Arizona, it's clear that stem cell therapy holds a promising key to unlocking new doors in the treatment of kidney disease. With each study and trial, we step closer to a world where kidney disease is no longer a life sentence but a treatable condition, thanks to pioneers like Dr. David Greene.
ICH Guidelines for Pharmacovigilance.pdfNEHA GUPTA
The "ICH Guidelines for Pharmacovigilance" PDF provides a comprehensive overview of the International Council for Harmonisation of Technical Requirements for Pharmaceuticals for Human Use (ICH) guidelines related to pharmacovigilance. These guidelines aim to ensure that drugs are safe and effective for patients by monitoring and assessing adverse effects, ensuring proper reporting systems, and improving risk management practices. The document is essential for professionals in the pharmaceutical industry, regulatory authorities, and healthcare providers, offering detailed procedures and standards for pharmacovigilance activities to enhance drug safety and protect public health.
Medical Technology Tackles New Health Care Demand - Research Report - March 2...pchutichetpong
M Capital Group (“MCG”) predicts that with, against, despite, and even without the global pandemic, the medical technology (MedTech) industry shows signs of continuous healthy growth, driven by smaller, faster, and cheaper devices, growing demand for home-based applications, technological innovation, strategic acquisitions, investments, and SPAC listings. MCG predicts that this should reflects itself in annual growth of over 6%, well beyond 2028.
According to Chris Mouchabhani, Managing Partner at M Capital Group, “Despite all economic scenarios that one may consider, beyond overall economic shocks, medical technology should remain one of the most promising and robust sectors over the short to medium term and well beyond 2028.”
There is a movement towards home-based care for the elderly, next generation scanning and MRI devices, wearable technology, artificial intelligence incorporation, and online connectivity. Experts also see a focus on predictive, preventive, personalized, participatory, and precision medicine, with rising levels of integration of home care and technological innovation.
The average cost of treatment has been rising across the board, creating additional financial burdens to governments, healthcare providers and insurance companies. According to MCG, cost-per-inpatient-stay in the United States alone rose on average annually by over 13% between 2014 to 2021, leading MedTech to focus research efforts on optimized medical equipment at lower price points, whilst emphasizing portability and ease of use. Namely, 46% of the 1,008 medical technology companies in the 2021 MedTech Innovator (“MTI”) database are focusing on prevention, wellness, detection, or diagnosis, signaling a clear push for preventive care to also tackle costs.
In addition, there has also been a lasting impact on consumer and medical demand for home care, supported by the pandemic. Lockdowns, closure of care facilities, and healthcare systems subjected to capacity pressure, accelerated demand away from traditional inpatient care. Now, outpatient care solutions are driving industry production, with nearly 70% of recent diagnostics start-up companies producing products in areas such as ambulatory clinics, at-home care, and self-administered diagnostics.
Empowering ACOs: Leveraging Quality Management Tools for MIPS and BeyondHealth Catalyst
Join us as we delve into the crucial realm of quality reporting for MSSP (Medicare Shared Savings Program) Accountable Care Organizations (ACOs).
In this session, we will explore how a robust quality management solution can empower your organization to meet regulatory requirements and improve processes for MIPS reporting and internal quality programs. Learn how our MeasureAble application enables compliance and fosters continuous improvement.
5. OpportuniAes
and
Challenges
of
Using
Twi1er
for
Pharma
- 140 character limit does not allow for ISI, legal
disclaimers, etc.
- Requires constant monitoring/support and quick
responses to be relevant
- Extremely competitive for visibility, but easy to track
metrics/links, etc.
- Needs workflow, AE/escalation plan, and editorial plan
to be effective
- Technical updates to Twitter platform may impact profile
page layout/appearance
+ High social engagement (retweets, etc.) and excellent
“driver” of traffic to other digital/web properties
+ Extremely conversational – acts as a powerful
“backchannel” for events
+ Hashtags allow for topical differentiation and finding/
joining memes
+ Easy to get started and to get short messages
approved; Establishing pharma regs and support team
+ Promoted tweets/accounts can drive traffic
Good Use High Risk!Proceed with
Caution
Promoted Tweets Corporate Account Unbranded Disease Awareness Branded/Product
Good Use
9. • The objective of the live tweetchat were two-fold—AstraZeneca
wanted to:
– Raise awareness of its Prescription Assistance Program (PAP)
– Interact with patients, healthcare professionals and industry
advocates about the best ways to promote AZ&Me.
• During the time allotted to the live chat, there were nearly 400
tweets using the #RxSave hashtag. Even after the close of the
event, tweeters continued to use the hashtag.
• Four days later, there were more than 1,000 tweets from more
than 200 different people that used the hashtag. AstraZeneca
also gained 73 Twitter followers the day of the chat—and this
number has steadily increased.
• Read more at eMarketer.
EXAMPLE:
#RXsave
via
@AstraZenecaUS
(Astrazeneca)
à
Live
Public
TweetChat
(to
raise
awareness
for
PAP)
10. EXAMPLE:
@Anacin
(INSIGHT
PharmaceuAcals)
à
PromoAonal
Couponing
and
Live
Twi1er
Chat
(with
Prizes)
24. Twi1er’s
(Built
In)
AnalyAcs
Dashboard
Source:
Twi.er
Internal
Data,
“Men>ons
of
MS
related
terms
on
Twi.er”.
Comscore
Data,
user
behavior
metrics,
2013.
Experts
via
Topsy.
Track
Ac(vity,
Interests,
Geography,
and
Data
25. PaAents
and
Caregivers
Are
On
Twi1er
comScore Plan Metrix February 2014
2.1M
Healthcare Professionals
3.7M
Bought an allergy
medicine in March ’13
8.0M
Caregivers
18.9M
Visited doctor in last 6
months
4.6M
Searched online for OTC
drug information
7.9M
Arthritis patients or
caregivers
4
Patients and caregivers are on Twitter
@TwitterAds | Confidential
26. EXAMPLE:
The
MS
ConversaAon
is
Happening
on
Twi1er
Twitter, Inc. | Confidential
0"
2000"
4000"
6000"
8000"
10000"
12000"
14000"
16000"
18000"
20000"
14(May(12" 14(Jun(12" 14(Jul(12" 14(Aug(12" 14(Sep(12" 14(Oct(12" 14(Nov(12" 14(Dec(12" 14(Jan(13" 14(Feb(13" 14(Mar(13" 14(Apr(13"
Mentions of MS related terms on Twitter (in the past year)
225K+
9
339K+
446K Twitter users have MS
Twitter users bought an MS
prescription drug in Mar
The multiple sclerosis conversation is happening on Twitter
@PositiveAboutMS
2.3K Followers
190 MS Tweets
67 RT
@MSTrust
17.7K Followers
168 MS Tweets
69 RT
Twitter Internal Data, “Mentions of Flu related terms on Twitter”.
Comscore Data, user behavior metrics, 2013. Experts via Topsy
THE
SOURCE
Lead the conversation along with your audience and community thought-leaders
JuneMay July Aug Sept Oct Nov Dec Jan Feb Mar April May
2000
6000
10000
14000
18000
@GilenyaGoUSOnly
1.2K Followers
59 MS Tweets
167 RT
Source:
Twi.er
Internal
Data,
“Men>ons
of
MS
related
terms
on
Twi.er”.
Comscore
Data,
user
behavior
metrics,
2013.
Experts
via
Topsy.
36. LaAn
America
Internet
PopulaAon
is
Fastest
Growing
in
The
World
Source:
IMS
(2013)
–
Infographic
-‐
h.p://www.imscorporate.com/he-‐la>n-‐american-‐digital-‐consumer-‐infographic
- Nearly
64%
of
the
LatAm
Internet
populaAon
is
34
or
younger.
- 97.5%
of
LatAm
Internet
users
are
on
social
media,
including
Twi1er,
Google+,
and/or
Facebook.
- There’s
been
a
60.5%
increase
in
ecommerce
between
2011
and
2013
in
LaAn
America.
USA
LatAm
37. LatAm:
Age
DistribuAon
and
What
They
Are
Doing
Online
Source:
IMS
(2013)
–
Infographic
-‐
h.p://www.imscorporate.com/he-‐la>n-‐american-‐digital-‐consumer-‐infographic
38. LatAm:
High
Usage
of
Social
Media
and
eCommerce
Source:
IMS
(2013)
–
Infographic
-‐
h.p://www.imscorporate.com/he-‐la>n-‐american-‐digital-‐consumer-‐infographic
USA
LatAm
LatAm
USA
39. LatAm:
Increasingly
Using
Mobile
To
Go
Online
Source:
IMS
(2013)
–
Infographic
-‐
h.p://www.imscorporate.com/he-‐la>n-‐american-‐digital-‐consumer-‐infographic
USA
LatAm
41. LatAm:
The
Majority
of
Companies
Are
Now
AcAve
on
Social
Media
Source:
Burson-‐Marsteller
La>n
America
Social
Media
Check-‐Up
2013
–
h.p://www.slideshare.net/BMGlobalNews/bursonmarsteller-‐la>n-‐america-‐social-‐media-‐checkup-‐2013
42. LatAm:
%
of
Companies
Using
Twi1er
Have
Skyrocketed
Source:
Burson-‐Marsteller
La>n
America
Social
Media
Check-‐Up
2013
–
h.p://www.slideshare.net/BMGlobalNews/bursonmarsteller-‐la>n-‐america-‐social-‐media-‐checkup-‐2013
43. LatAm:
Twi1er
Catches
Up
To
Facebook
As
Platorm
of
Choice
Source:
Burson-‐Marsteller
La>n
America
Social
Media
Check-‐Up
2013
–
h.p://www.slideshare.net/BMGlobalNews/bursonmarsteller-‐la>n-‐america-‐social-‐media-‐checkup-‐2013
44. LatAm:
%
of
Companies
with
Twi1er
Accounts
has
Increased
Faster
than
Global
Rate
Source:
Burson-‐Marsteller
La>n
America
Social
Media
Check-‐Up
2013
–
h.p://www.slideshare.net/BMGlobalNews/bursonmarsteller-‐la>n-‐america-‐social-‐media-‐checkup-‐2013
45. LatAm:
%
of
Companies
with
Twi1er
Accounts
More
Than
Double
in
ArgenAna,
Peru,
Puerto
Rico,
and
Venezuela
Source:
Burson-‐Marsteller
La>n
America
Social
Media
Check-‐Up
2013
–
h.p://www.slideshare.net/BMGlobalNews/bursonmarsteller-‐la>n-‐america-‐social-‐media-‐checkup-‐2013
46. LatAm:
Average
Number
of
Followers
per
Company
Account
Have
Skyrocketed
in
Brazil
and
Mexico
Source:
Burson-‐Marsteller
La>n
America
Social
Media
Check-‐Up
2013
–
h.p://www.slideshare.net/BMGlobalNews/bursonmarsteller-‐la>n-‐america-‐social-‐media-‐checkup-‐2013
48. Twi1er
“Pharma
Regs”
Reminder Ads
Promoted Tweets (and URLs) containing the name of the drug are permitted with the following restrictions:
• Cannot reference the condition or disease the drug treats. May use phrases such as ‘learn about treatment here,’ or ‘get more from your doctor’
• Must reference both the brand and generic drug names
• The ad itself does not need to provide Fair Balance info as it does not discuss the condition it treats or its efficacy
• The Promoted Tweets can lead back to the manufacturer’s website
• These ads are not considered appropriate (and, therefore, cannot be promoted) for drugs that come with serious health warnings (Boxed Warnings), such as death or
serious injury
Help-Seeking Ads
Promoted Tweets (and URLs) containing information about a condition or disease, and directing users to more information, are permitted with the following restrictions:
• Cannot reference the drug or treatment(s). May use phrases such as ‘ask your healthcare provider for more info’, ‘get help’ (the disease or condition may also be
mentioned: ‘cholesterol facts and info’)
• Cannot use a branded drug @username. For example, Crestor may not promote tweets using the @crestor handle. They may, however, use something like
@cholesterol where the content of their tweets relates to education about lowering cholesterol. In the US (but not Canada) they can use the pharmaceutical
manufacturer’s brand such as @AstraZeneca
• Cannot include a branded drug name display URL in their bio or the ad itself. For example, Crestor may not point users directly to the Crestor.com site. They may,
however, use a non-branded display URL such as www.getcholesterolinfo.com that redirects to crestor.com, or www.mymstreatment.com redirects
to www.tysabri.com
• In the US (but not Canada) they can include the drug company’s name, provided there is no reference to the drug
Within the US/Canada, pharmaceutical manufacturers may run the following
ads without combining:Within
the
US/Canada,
pharmaceuAcal
manufacturers
may
run
the
following
ads
without
combining:
49. Suggested
Best
PracAces
for
Pharma
(by
Twi1er)
- Scenario
Planning
• Prepare
for
adverse
responses
from
users
with
template
response
tweets
for
an(cipated
user
responses.
- Sufficient
Pre-‐Approved
Content
• Ensure
there
is
content
approved
for
op(miza(on
and
campaign
strategy.
7
Tweets
per
week
should
be
approved
by
legal.
- Campaign
Management
Approval
• Allow
team
managing
campaigns
approval
to
adjust
targe(ng,
bids,
budgets,
etc.
as
required
to
achieve
campaign
objec(ves.
51. Twi1er’s
TargeAng
CapabiliAes
itter’s targeting capabilities
Look-a-likes
Target users similar to your
followers
Location
Target users by country,
state or Metro area
Followers
Target your followers
Device
Target users by device
& platform
TV ads
Target Twitter users who
were likely to have seen
your ad on TV
Search
Target users searching relevant
keywords
Keywords
Target users who Tweet or
engage with Tweets that
contain specific keywords
Interests
Reach users with specific
interests or who follow
specific accounts
Gender
Target male or female users
using contextual signals
57. Aligning
Twi1er
Ads
with
TV
Drives
Impact
Aligning Twitter Ads with TV has an outsized impact
+58%
higher purchase intent
+95%
stronger message
association
TV x Twitter campaigns increase purchase intent and message association compared to just TV
Source: Twitter Internal, TV ad targeting beta performance - 2013
58. The Future of Twitter…
Real Time Engagement
and
Social Command Centers
60. What
is
a
Social
Media
Command
Center?
60
“A social media command center
is a dedicated area where a
company can monitor and
engage in social conversation
around their brand and
market... it allows for real-time
monitoring of social media
trends that can inform business
decisions and enhance the social
health of your brand.*”
62. Super
Bowl
XLVII:
Oreo
Real-‐Time
Engagement
Confiden>al
62
6
2
5/10/1
4
Oreo
Super Bowl Tweet
Retweets:
>
15,000
Facebook
“Likes”:
>
20,000
New
Followers
on
TwiNer:
>
8,000
The company decided that it would do something in
social media every day rather than just occasionally:
The company eventually set up a war room to
figure out what was meaningful to its followers --
who include some 32 million individuals on
Facebook and about 80,000 on Twitter.
So when the lights went out at the New Orleans Super
Dome during the Ravens v. 49ers game, Oreo had a
well-oiled machine in place that was used to
interacting live in social media every day.
63. Engage
and
Respond
to
Social
ConversaAons
in
Real
Time
- Empowers
companies
to
listen,
react
and
respond
to
audience(s):
- At
“Live”
Events
(e.g.
Medical
Mee(ngs/Conferences)
- During
Corporate/Product
Milestones
(e.g.
Product
Launch,
FDA
Ad
Comm)
- When
Issues
Arise
(e.g.
Crisis
Management)
- For
Real-‐Time
Content
MarkeAng
- Allows
companies
to
track
brand
men(ons
or
keywords,
monitor
key
influencers,
and
detect
conversa(on
trends
- For
crisis
management,
real-‐(me
monitoring
helps
detect
and
prevent
escala(on
of
issues,
allowing
clients
to
react/respond
where
appropriate
63
64. Real
Time
MarkeAng
Workflow
Source:
David
Armano
–
Edelman’s
SICC
(Social
Intelligence
Command
Center)
–
h.p://www.slideshare.net/darmano/edelmans-‐sicc-‐social-‐intelligence-‐command-‐center
65. Real
Time
Social
Command
Center
to
Monitor
“Backchannel”
ConversaAons
at
Live
Events
65
67. Monitoring
#ASCO13
67
Top Influencers:Social Conversation Channel Distribution
Competitor Mentions
#ASCO13
Primary Keyword Mentions
68. Genentech
Tweets
@
#ASCO13
68
Even
awer
the
meeAng,
@Genentech
conAnued
to
engage
their
audience
with
interesAng
and
humorous
tweets/videos
RT’ed
by
@adamfeuerstein,
leading
to
many
more
RT’s
for
@genentech
Links
to
their
ASCO
microsite,
where
they
have
“handy
#ASCOIQ
flashcards”
–
added
value
69. How
Genentech
Leveraged
Real
Time
MarkeAng
@
#ASCO13
69
Gene.com/ASCO: Dedicated Microsite
@Genentech Twitter Handle @Gene_Antibody Twitter Handle
ASCO Media Team
ASCO Tweet Stream
Thought Leadership Articles from
Genentech leadership
Infographics
Tweeting and “gene antibodies”
live at meeting
YouTube Videos
Proactive Tweets to
“entertain” people, even
those in line at airport
Retweets (RT/MT) @ Responses