“If you can conceptualize your work not as building features, not as launching campaigns, but as running experiments, you can get radically more done with less effort.”Author and VC advisor. Agile methodology. Fail early and often. Everyone is a startup in B2B social.
Regulated culture of company and customers, so relevant to banks.
Our cloud-based platform delivers value to these customers by streamlining their clinical research, and we currently support more than half of the clinical trials going on in the world right now.
Where to focus?!We looked into where our audience was and their interestsMost were using our own social network (MyMedidata.com) and LinkedInVirtually no work-related activity on Facebook Interested in learning about best practices and new technology
Increase reach & frequency of interactions with industry practitioners Promote Medidata as a cool place to work with high performance culture & diverse opportunities.
*INSIDE CIRCLE = PRIORITY AUDIENCES: INCREASE EFFORTSOUTSIDE CIRCLE = 2ND PRIORITY AUDIENCES: INCREASE EFFORTSOUTSIDE OF THE CIRCLE = ADDITIONAL AUDIENCES: SERCED WITH REDUCED EMPHASISPriority Audiences – Increase Efforts:Industry practitioners – includes customers, C-level execs in all phases/aspects of clinical studies…Socially active thought leaders (clinical studies & key adjacencies) external and internalJob seekers (& recruiters)Employees (brand advocates & SMEs)Additional Audiences – Serve with Reduced Emphasis – We continue to serve other people in our ecosystem, but they’re not our primary focusIncrease reach & frequency of interactions with industry practitioners (decision makers, internal/external influencers, executives, customers, prospects…)Social ChannelsGeeks Talk Clinical (blog) – core experienceLinkedIn – primary channel to drive awareness and relevanceTwitter – supporting channel to drive awareness and relevanceKey TacticsIncrease publishing pace, diversity & relevance of blog contentRecruit additional internal SME’s (consider goals/incentive program)Cultivate guest bloggers (customers, partners, MyMedidata active contributors, others)Change IP publishing process (e.g., publish white paper, case study…first as informal blog post)Perform keyword research to inform content strategy
We rolled out experiments across a limited set of platforms where we could control the variables.LinkedIn—especially groupsA new corporate blog—GeeksTalkClinical.comTwitter—reach employees and influence influencersMyMedidata—grow usage and merge with corporate site (2014)
Skeptical sales force + huge linkedin connections = “just try sharing one status update”Tremendous response
More than 20 participants today. Great to see during our all staff 2014 strategy meeting. Keep that culture. Build community. Cross-functional interest. Otherwise very casual. New offices
SME lineup confirmed: Services’ Steve Young, Product Mgmt’s Ross Rothmeier, R&D’s Connor Ross, Product Mktg’s David McNierney and Sales BC Joe Dustin. Interest from Kyle Given, Lawrence Florin and Jennifer Stier.
Know yourselfBe selective Fail early and oftenMeasure, measure, measure
Content Management Best Practices by Josh Pines | Medidata Solutions