The Coming Change in Social Media by Social Media TodayElizabeth Lupfer
In a major paradigm shift that is impacting public relations and marketing oranizations, companies are now viewing social media as their front line strategy for customer engagement, immediate contact, and lead generation. This means the software tools we use in the social space will be changing a lot too. This gamebreaker call was based on research developed by our resident trendspotter, Josh Gordon, in Social Media Today's latest free download white paper The Coming Change In Social Media. It's our focus here at Social Media Today to help frame the issues and put them into perspective so that community members can use them as a roadmap and drive the future of social media. Don't get behind the curve.
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
Learn about the current state social for tech and why social customer enlistment is a game-changer. Learn how to get social customers to co-create value with you with
gamification—done right. Get sustainable social strategies from Lithium.
Technology management in the age of the customerLithium
Don’t look now, but your company is losing control. Customers are now in the driver’s seat. Learn more by reading this Forrester Report on "Technology Management
In The Age Of The Customer."
Healthcare is undergoing a transformation. Consumers want to make informed choices and take control of their lives, and pharma companies must be ready to meet their needs. This means building a new healthcare ecosystem that places the patient at its center, with the “person” fully engaged in his or her own healthcare. But with this move to person-centric healthcare, payers and providers are no longer the main decision makers.
So what does this mean for today’s marketers?
In this exclusive Social On Us webinar we discuss:
- Where marketing is failing to address healthcare concerns
- How “big data” is a change-driver for a new healthcare ecosystem
- New opportunities for predictive and preventative medical intervention
- Impact of digital healthcare on patient privacy
The Coming Change in Social Media by Social Media TodayElizabeth Lupfer
In a major paradigm shift that is impacting public relations and marketing oranizations, companies are now viewing social media as their front line strategy for customer engagement, immediate contact, and lead generation. This means the software tools we use in the social space will be changing a lot too. This gamebreaker call was based on research developed by our resident trendspotter, Josh Gordon, in Social Media Today's latest free download white paper The Coming Change In Social Media. It's our focus here at Social Media Today to help frame the issues and put them into perspective so that community members can use them as a roadmap and drive the future of social media. Don't get behind the curve.
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
Learn about the current state social for tech and why social customer enlistment is a game-changer. Learn how to get social customers to co-create value with you with
gamification—done right. Get sustainable social strategies from Lithium.
Technology management in the age of the customerLithium
Don’t look now, but your company is losing control. Customers are now in the driver’s seat. Learn more by reading this Forrester Report on "Technology Management
In The Age Of The Customer."
Healthcare is undergoing a transformation. Consumers want to make informed choices and take control of their lives, and pharma companies must be ready to meet their needs. This means building a new healthcare ecosystem that places the patient at its center, with the “person” fully engaged in his or her own healthcare. But with this move to person-centric healthcare, payers and providers are no longer the main decision makers.
So what does this mean for today’s marketers?
In this exclusive Social On Us webinar we discuss:
- Where marketing is failing to address healthcare concerns
- How “big data” is a change-driver for a new healthcare ecosystem
- New opportunities for predictive and preventative medical intervention
- Impact of digital healthcare on patient privacy
How to Deliver Exceptional Customer EngagementCognizant
By using customer engagement techniques such as human-centric design and technological advances like sentiment analysis, organizations can drive meaningful interactions that result in greater trust and business results.
Big Data vs. Big Regulation in the Quest for Consumer Loyalty - Experiences w...Dr. William J. Ward
Andrew Hetzel, VP of Corporate Communications for Blue Cross Blue Shield of Michigan, speaking at S.I. Newhouse School of Public Communications Global Leaders In Digital & Social Media Speaker Series #NewhouseGLDSM at Syracuse University.
Speaking on "Big Data vs. Big Regulation in the Quest for Consumer Loyalty - How digital and social media can achieve health and marketing outcomes in a highly regulated environment."
- How the Affordable Care Act is forcing health insurers to get more personal, despite the regulatory limits of HIPAA.
- Why the largest health insurer in Michigan for 74 years sees social and digital media as vital to its future.
- Experiences with digital health tools and e-prescribing in Michigan.
The New Conversation:Taking Social Media from Talk to Actionthrillerking
Conventional marketing wisdom long
held that a dissatisfied customer tells
ten people. But…in the new age of
social media, he or she has the tools
to tell ten million.”
How Customer Communities Power Word-of-Mouth MarketingLithium
Word-of-mouth is storytelling—real customer experiences related by the real people that have them—and it influences up to 50% of purchase decisions today. Word-of-mouth becomes marketing (WOMM) when you harness the power of this inherent behavior, infuse it with intention, measure it, and use it to empower your brand. And in today’s social environment, doing so strategically is more important than ever.
Understanding Customer Engagement in the Digital AgeEmmanuel Peype
I have investigated the notion of engagement in new media and customer interests in brand utility in the course of my final degree in Marketing. This study focuses on IKEA and explores al the facets of customer engagement. More than 500 individuals took part in the study. Please contact me if you are interested in some of the findings.
MSLGROUP Reputation Impact Indicator Study 2015MSL
MSLGROUP has chosen to take a somewhat atypical approach to the study of reputation. Moving beyond simple rankings, or analyses of ‘drivers’ of reputation alone, we take a more holistic look at how a company must act to build a strong reputation that can facilitate success over time. The result of our research is this, the Reputation Impact Indicator study, part of MSLGROUP’s ongoing efforts to create better knowledge and tools for corporations to better understand how they can influence their reputation.
In the study, we have chosen to look at corporate reputation among a global general public. General public, because how they, as consumers and citizens, view corporations has a substantial and increasingly important impact on how other audiences view them. Global, because we live in an ‘always on’ and ‘on-demand’ world, where different audiences are constantly connected to each other. Today, more than ever, a multistakeholder perspective is necessary.
We hope you enjoy reading it and invite you to share your feedback and tips with us on Twitter @msl_group.
Follow #ReputationImpact on Twitter for insights from the report.
This presentation was delivered at the Monitoring Social Media Conference in London on Nov 17, 2009 (#msm09 on Twitter).
It is also posted on the conference Slideshare profile.
http://www.slideshare.net/oursocialtimes.
It was selected top presentation of the day on Slideshare on Dec 9, 2009.
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.
Social Insights on the Telecommunications Industry Brandwatch
In our latest report, Social Insights on the Telecommunication Industry, we outline the industry’s leaders in social media, examine key customer service issues, and briefly discuss some of the many other ways that telecommunication businesses can use social intelligence to support their business.
Social media is a journey, not a destinationRichard Meyer
You can’t put a date on the calendar that reads, “this is the day we will be a social business.” Instead you must set goals, objectives and realize the only guarantee is change .
How to Deliver Exceptional Customer EngagementCognizant
By using customer engagement techniques such as human-centric design and technological advances like sentiment analysis, organizations can drive meaningful interactions that result in greater trust and business results.
Big Data vs. Big Regulation in the Quest for Consumer Loyalty - Experiences w...Dr. William J. Ward
Andrew Hetzel, VP of Corporate Communications for Blue Cross Blue Shield of Michigan, speaking at S.I. Newhouse School of Public Communications Global Leaders In Digital & Social Media Speaker Series #NewhouseGLDSM at Syracuse University.
Speaking on "Big Data vs. Big Regulation in the Quest for Consumer Loyalty - How digital and social media can achieve health and marketing outcomes in a highly regulated environment."
- How the Affordable Care Act is forcing health insurers to get more personal, despite the regulatory limits of HIPAA.
- Why the largest health insurer in Michigan for 74 years sees social and digital media as vital to its future.
- Experiences with digital health tools and e-prescribing in Michigan.
The New Conversation:Taking Social Media from Talk to Actionthrillerking
Conventional marketing wisdom long
held that a dissatisfied customer tells
ten people. But…in the new age of
social media, he or she has the tools
to tell ten million.”
How Customer Communities Power Word-of-Mouth MarketingLithium
Word-of-mouth is storytelling—real customer experiences related by the real people that have them—and it influences up to 50% of purchase decisions today. Word-of-mouth becomes marketing (WOMM) when you harness the power of this inherent behavior, infuse it with intention, measure it, and use it to empower your brand. And in today’s social environment, doing so strategically is more important than ever.
Understanding Customer Engagement in the Digital AgeEmmanuel Peype
I have investigated the notion of engagement in new media and customer interests in brand utility in the course of my final degree in Marketing. This study focuses on IKEA and explores al the facets of customer engagement. More than 500 individuals took part in the study. Please contact me if you are interested in some of the findings.
MSLGROUP Reputation Impact Indicator Study 2015MSL
MSLGROUP has chosen to take a somewhat atypical approach to the study of reputation. Moving beyond simple rankings, or analyses of ‘drivers’ of reputation alone, we take a more holistic look at how a company must act to build a strong reputation that can facilitate success over time. The result of our research is this, the Reputation Impact Indicator study, part of MSLGROUP’s ongoing efforts to create better knowledge and tools for corporations to better understand how they can influence their reputation.
In the study, we have chosen to look at corporate reputation among a global general public. General public, because how they, as consumers and citizens, view corporations has a substantial and increasingly important impact on how other audiences view them. Global, because we live in an ‘always on’ and ‘on-demand’ world, where different audiences are constantly connected to each other. Today, more than ever, a multistakeholder perspective is necessary.
We hope you enjoy reading it and invite you to share your feedback and tips with us on Twitter @msl_group.
Follow #ReputationImpact on Twitter for insights from the report.
This presentation was delivered at the Monitoring Social Media Conference in London on Nov 17, 2009 (#msm09 on Twitter).
It is also posted on the conference Slideshare profile.
http://www.slideshare.net/oursocialtimes.
It was selected top presentation of the day on Slideshare on Dec 9, 2009.
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.
Social Insights on the Telecommunications Industry Brandwatch
In our latest report, Social Insights on the Telecommunication Industry, we outline the industry’s leaders in social media, examine key customer service issues, and briefly discuss some of the many other ways that telecommunication businesses can use social intelligence to support their business.
Social media is a journey, not a destinationRichard Meyer
You can’t put a date on the calendar that reads, “this is the day we will be a social business.” Instead you must set goals, objectives and realize the only guarantee is change .
Background slides from my #DevRelCon 2016 on tools, techniques and approaches used @TwitterDev in the past several years building out a series of developer communities. Contains Star Wars references.
A roadmap to developing a best in class health websiteRichard Meyer
There is no path to building and launching a great health website. It requires a process that is well thought out and a solution that meets both consumer and business needs.
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.
지난 2013년 6월 “Digital Health: Building Social Confidence in Pharma’라는 제목으로 웨버 샌드윅(Weber Shandwick)이 발표한 리포트는 현재 글로벌 제약회사에서 소셜 미디어 커뮤니케이션 활동을 책임지는 13명의 임원들과 마케팅 컨설턴트가 참여했으며, 제약회사들의 소셜 미디어 도입 현황, 도입 시 혜택, 극복과제, 실행 방안 등 주제별 주요 인사이트가 반영되어 있다.
How social media is redefining the approach to research.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
The Social Third: How Social Media is Transforming IT SalesGolin
Few things have captivated the imagination of communications professionals in recent years more than social media. But the journey forward has not been plain sailing, with some skeptics suggesting the medium is often an exercise in vanity characterized by too much broadcast and little meaningful engagement.
For consumer brands social media has proved a valuable route to reaching a broad audience. In the world of B2B marketing, however, where target audiences are considerably smaller and messaging is often more complex, some have suggested the social media is too lightweight or even irrelevant.
To uncover the truth about social media in the B2B space, GolinHarris teamed up with YouGov to complete the report, Social Media: How Social Media is Transforming Sales, which examines the ways in which IT buying decision makers are influenced by this medium. To complete the research for the report, YouGov conducted an online survey of people on both sides of the purchasing spectrum: the marketers from technology companies and the IT buyers they are trying to reach.
Top line findings reveal that any lingering doubt over social media’s importance to B2B marketers should be dismissed. In total, 34% of IT buyers surveyed – the ‘social third’ – have been positively influenced by online interactions with a brand when making a purchasing decision. Moreover, this ‘third’ actually wants to engage with brands online.
In this report, GolinHarris sheds light on how B2B marketers can most effectively engage customers online in order to drive sales.
To access the full report please click here: 131413 The Social Third 04_FINAL
For further information please contact:
Elizabeth Littlewood, Head of Techology, GolinHarris, elittlewood@golinharris.com
Jane Fordham, Director of Marketing, GolinHarris, jfordham@golinharris.com
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
In an 'always on' world where channel-surfing B2B customers demand real-time responses - no matter where they are - what is the optimal role of social media marketing? Roxane Divol, a partner and leader of McKinsey's Marketing & Sales Practice, addressed this question at the ITSMA Marketing Leadership Forum and demystified the emerging role of marketing as a driver of social technologies. She also discussed the tactics and strategies B2B marketers should use to access the touchpoints and datastreams that reinforce the social consumer decision journey. This presentation provides insights into how, when, and where social media influences and uniquely engages customers, as well as current best practices for developing, launching, and demonstrating the financial impact of social media campaigns. More: http://mckinseyonmarketingandsales.com/topics/b-to-b
The State of Social Media Marketing 2010: Hype or Real Business Impact?MarketingProfs
This presentation covers some of the major myths of social media marketing as well as social media marketing benchmarks and stats from MarketingProfs research report The State of Social Media Marketing.
State of Social Media Marketing 2010: Hype or Real Business Impact?MarketingProfs
Major findings from the most comprehensive research study on best practices and effectiveness of social media strategies and tactics, based on responses of over 5,000 marketers.
Success in the "Pull Economy" means understanding that a number of significant business principles have changed. In a hyper connected world information flows much faster and more freely. Organisations as a result are subjected to a growing level of collective intelligence and value creation from outside the company's walls brought on by the increased collaboration of customer/consumers, consumers, employees and suppliers in what is now a much larger ecosystem of data, conversation, innovation and participation. There needs to be a knowledge framework to help companies manage this transformational change and maximise as much value from it in a way that benefits the business and the customer/consumer.
How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
Whose to blame for high prescription drug costs?Richard Meyer
Pharma certainly can take the blame for high drug prices but the reality is that even if prescription drugs were free our healthcare costs would still be climbing
With consumers now communicating with each other and brands through an increasing number of channels, it is essential that marketers and IT are properly integrated to ensure that customers are addressed with consistent messages and offers, whatever the channel
How to tell your story in noisy digital worldRichard Meyer
The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.
The traits of a Linchpin. It's not an easy road to follow but you need to ask yourself do I want just a job or do I want to make a difference and become a better and stronger marketer ?
Is Facebook an effective marketing platform and why are so many brands using Facebook ? Here is some charts and answers on how to use Facebook as a great marketing platform
Making A Career Decision. Do you want to be a Linchpin ?Richard Meyer
There comes a time when we all have to make tough choices. Nowhere is this more true than in marketing where you can continue to be a cog in the machine or be a Linchpin.
85% of brand purchase decisions are made by women and women are using the Internet, and social media, to research brands and make purchase decisions but are marketers really listening ?
Twitter as a marketing tool with proven ROIRichard Meyer
Why use Twitter ? Because it can provide proven ROU unlike print and TV. Here is why marketing one to one is better than mass marketing and can lead to more sales dollars
A tribute to Seth Godin's new book Linchpin. There comes a time when marketers can continue to be cube dwellers or become indispensable to brands and companies. It's time for all of us to make that decisions and become Linchpins.
Business And Brand Leadership after a recessionRichard Meyer
85% of leading brands are going to lose their dominant market share position because they followed the wrong path to improve business metrics. Consumer behavior has changed forever.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
6. Because
pharma
marke3ng
is
in
trouble
Pharmaceu4cal
marke4ng
is
in
trouble,
not
only
because
it
is
not
as
effec3ve
as
it
should
be
but
also
because
the
cost
of
marke3ng
has
spiraled
out
of
control
and
has
reached
the
point
where
most
pharmaceu3cal
companies
are
finding
it
unaffordable.
Improving
Return
on
Investment
in
Pharmaceu4cal
Marke4ng-‐
Spectrum
2008
7. Marke3ng
has
to
add
value
now
more
than
ever
before
Its
ironic
that,
as
sales
decrease
and
new
drugs
become
harder
to
develop,
more
companies
are
choosing
to
cut
marke3ng
at
a
3me
when
they
really
need
marke3ng
to
drive
business.
15. Tradi3onal
media
is
in
a
steep
decline
According
to
Forrester
Research,
48%
of
consumers
now
believe
that
they
have
the
right
to
decide
whether
or
not
to
receive
adver4sing
The
drop
in
tradi4onal
media
is
driven
by
con4nued
migra4on
of
consumers
to
digital
alterna4ves
for
news,
on-‐demand
entertainment,
and
informa4on,
which
requires
less
4me
than
tradi4onal
media
counterparts
16. While
people
flock
to
social
media
With over half of the U.S. adult population consuming
online video, it has evolved from an emerging format
to a form of mainstream media.
Manhattan Research 2009
18. Which
means…
Marke3ng
as
we
know
it
is
no
longer
sustainable
in
its
current
form.
Bob Gilbreath, Chief Marketing Strategist, Bridge Worldwide
“The Next Evolution of Marketing”
19. Why
is
marke3ng
no
longer
sustainable
in
its
current
form?
The
Internet
For
Social
Media
basics
click
here
for
Social
Media
101
20. More
people
use
the
Internet
for
health
than
their
own
doctors
32. And
people
are
talking
to
each
other
and
sharing
health
informa3on
57%
of
ePa4ents
are
sharing
their
new
health
or
medical
knowledge
User
generated
content
no
appears
in
the
first
three
pages
of
health
searches
88%
of
the
4me*
70%
of
consumers
believe
that
pharma
informa4on
from
peers
is
credible**
*Envision
Solu4ons,
Diving
Deep
into
online
health
searches
2007
**iCrossing,
How
America
searches
for
Health
and
Wellness
2008
33. So
in
order
for
marke3ng
to
become
more
effec3ve
it
has
to
engage
microsegments
of
consumers
"The
average
American
has
been
replaced
by
a
complex,
mul4dimensional
society
that
defies
simplis4c
labeling.”
The
message
to
marketers
is
clear:
No
single
demographic,
or
even
handful
of
demographics,
neatly
defines
the
na8on
or
a
market.
39. Even
DTC
marketers
feel
that
DTC
marke3ng
is
less
effec3ve
Effec3veness
of
DTC
Marke3ng
in
2009
According
to
US
DTC
Pharma
Marketers
45%
More
55%
Effec4ve
Less
Effec4ve
Source:
Cegedim
Dendrite,
2009
Direct-‐to-‐Consumers
Industry
Checkup
40. And
the
hard
reality
is…
• Only
28%
of
DTC
campaigns
generate
more
than
1000
pa3ents*
• Only
18%
of
tradi3onal
TV
campaigns
generate
a
posi3ve
ROI.**
• Marketers
are
being
asked
to
show
proof
that
their
marke3ng
is
working
(hard
ROI)
*Nielsen
DTC
study,
February
2008
**
Online
Adver4sing
Bureau
2009
50. Some
companies
have
already
taken
those
first
steps
Company:
J&J
(McNeil
Pediatrics)
Social
Media:
Facebook
ADHD
Page
Risk:
Low
(not
product
specific)
Membership:
13K
+
Interes3ng
Aspect:
Transparency
about
sponsorship
on
front
page.
51. Gardasil
Facebook
Page
Company:
merck
Social
Media:
Facebook
“ Take
a
Step
Against
Cervical
Cancer”
Risk:
Low
Membership:
106,000+
Interes3ng
Aspect:
Interac4ve
tools
&
fair
balance
on
front
page.
56. What
do
they
all
have
in
common?
• Low
Risk
– Limi4ng
Feedback
– Clear
set
of
objec4ves
– Clear
fair
balance
• Bringing
people
together
to
share
informa3on
– Marketer’s
today
have
to
act
as
brand
aggregators.
– Be
transparent
upfront
with
sponsorship
informa4on
• Integrated
with
brand
strategy
– Part
of
the
overall
brand
strategy
integrated
with
other
online
assets.
57. Guidelines
for
first
steps
into
social
media
for
health
1. Ensure
that
fair
balance
informa3on
in
on
first
page
of
any
branded
social
media
page.
2. Monitor
the
social
media
page
and
expect
the
unexpected.
3. Have
clear
business
and
brand
objec3ves
and
a
way
to
measure
success.
4. Have
a
clear
SOP
for
upda3ng
your
social
media
page
and
build
capabili4es
with
good
eMarke4ng
people
over
4me.
5. Work
on
Internet
3me:
if
there
is
nega4ve
buzz
about
you
or
your
product
have
a
response
ready
before
it
becomes
too
big.
6. Monitor
social
media
buzz
via
online
monitoring
services
to
iden4fy
opportuni4es
and
learn
what
pa4ents
are
thinking
and
saying.
7. Social
media
is
a
great
opportunity
to
listen.
58. Ques3ons
Legal
and
Regulatory
people
should
ask.
1. Why
are
we
doing
this
and
what
is
the
business
objec3ve?
2. Who
is
going
to
be
responsible
for
maintaining
this
site
?
3. How
onen
are
you
going
to
update
it
and
what
process
are
we
going
to
use
to
approve
content?
4. Where
will
be
linking
this
site
to
and
from?
5. Will
we
use
paid
search
for
this
site?
6. Are
corporate
guidelines
going
to
be
followed
and
what
are
we
going
to
do
to
ensure
that
they
are
followed?
7. How
are
you
going
to
measure
success
?
60. Teach
each
other,
learn
to
develop
a
rela3onship
based
on
trust
• Marketers:
teach
legal
and
regulatory
people
about
marke4ng
and
the
new
marke4ng
environment
• Regulatory:
Meet
with
marke4ng
people
to
explain
how
you
determine
and
measure
risk
• Legal:
Meet
with
marketers
(hide
your
wallet)
to
understand
their
needs
and
the
changing
marketplace.
Explain,
from
a
legal
standpoint,
how
you
measure
risk
61. DTC
Marke3ng
One
of
my
Passions
• Passion
is
the
enthusiasm
you
have
for
something.
It’s
the
thing
you
get
energized
just
thinking
about.
It’s
the
topic
you
never
get
4red
of
learning
about.
It’s
what
you
never
get
4red
of
talking
about.
It’s
where
your
crea8vity
soars.
It’s
being
in
that
zone
where
you
forget
4me,
space,
and
even
hunger
because
you
are
so
engaged
in
what
you
are
doing.
• My
passion
is
connec3ng
people
with
health
informa3on,
ideas,
opportuni3es
and
resources
in
order
to
see
them
get
and
stay
healthy.
• It’s
what
I’ve
been
doing
in
some
form
across
my
career:
as
a
teacher,
trainer,
online
marketer,
and
now
author.
• I
love
finding
and
sharing
informa4on.
Where
someone
else
may
get
bored
or
frustrated
hun4ng
down
informa4on,
I
relish
the
opportunity
to
find
and
share
what
I
discover
because
in
the
end
every
success
equals
a
difference
in
a
pa8ent’s
life
for
the
be@er.
62. About
me…
Internet-‐focused
marke3ng
strategist
with
strong
market
trend
insights
and
repeated
success
in
transla3ng
market
data
into
powerful,
revenue-‐genera3ng
strategies.
Experienced
in
using
social
media,
interac4ve
websites,
and
SEO/SEM
tac4cs
to
propel
effec4ve
consumer
marke4ng
campaigns,
leading
to
compe44ve
advantage
and
significant
ROI.
Talented
in
crea4ng
a
culture
of
teamwork,
common
mission,
and
consistent
top
performance.
• Industry
Thought
Leader
—
Contribu4ng
Editor
to
PM360
Magazine
&
author
of
Worldofdtcmarke4ng.com
• Published
Author
—
Writer
of
ar4cles
on
social
media
marke4ng
for
Med
Ad
News,
PM
360
and
industry
trade
websites.
• Industry
Recogni3on
—
Leading
creator
of
Cialis
website
that
was
recognized
by
Business
Week
as
best-‐in-‐class;
also
won
Yahoo!
Purple
Chair
award
for
best
online
integrated
program,
social
media
proponent.
richardameyer@me.com