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Bristol-Myers Squibb: Making social content meaningful for patients, presented by Alison Woo

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In her SocialMedia.org case study presentation, Bristol-Myers Squibb's Corporate Digital and Social Media Strategy Lead, Alison Woo, talks about how they focused on what matters to patients and key audiences in social media to create meaningful experiences.

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Bristol-Myers Squibb: Making social content meaningful for patients, presented by Alison Woo

  1. 1. Bristol-Myers Squibb Alison Woo Making social content meaningful for patients Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 41 New York City 10-26-2016 Member Meeting 41
  2. 2. 1 Alison Woo, Director, External Social Media Making Social Content Meaningful for Patients
  3. 3. 2 Patient-centric trend (source: Factiva)
  4. 4. 3 How we work together, win together for patients The very best company known for: • transformational medicines • superior competitive performance • energizing work experience • uncompromising ethics OUR BMS: Our Vision AccountabilityInnovationPassion Speed
  5. 5. 4 What do Patients and Caregivers Want? • Solving Problems Specific Objectives: Connect mainly through doctors Strong affinity to traditional media Like to share personal stories Use Facebook and YouTube most Two-thirds visit social media sites daily Content at the right time on the right channel Overarching Goal: Create compelling content that resonates Content needs to be focused on: • Sharing Medical Advances • Family focused
  6. 6. 5 Channels 100,000 Fans 350K LI Fans Almost 800K Views Overall 550,000 followers 100K Tweeps
  7. 7. 6 We Put Patients at the Center: How?
  8. 8. 7 WTFP Campaign: 2015-2016 Snapshot 28 total stories by November 2016 2015 2016 8 employee stories 6 patient and employee-patient stories Increasing awareness of BMS’ mission as a Patients First organization Engaging more employees and external stakeholders on their terms and platforms Growing the BMS reputation as a company with a compassionate human spirit
  9. 9. 8 Greater number of social channels, all with a more established fan base and content strategy Social-First content approach, focused on short form emotional storytelling optimized for distribution Diversified approach to distribution and paid promotion, prioritizing social reach WTFP Campaign: Highlights
  10. 10. 9 Disease awareness
  11. 11. 10 Disease awareness
  12. 12. 11 • Results: – Increased Share of Voice in all Social Channels – Improved Patient-centric awareness • Paid is becoming more important • Important to follow emerging audience patterns • Continue to evolve content based on user feedback and comments Lessons Learned
  13. 13. 12 Questions?
  14. 14. 13 • Alison Woo, Director, External Social Media Strategy alison.woo@bms.com Contacts
  15. 15. Learn more about past and upcoming Member Meetings socialmedia.org/meetings Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 41 New York City 10-26-2016 Member Meeting 41

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