Content Management Best Practices by Josh Pines | Medidata Solutions

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  • “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

    1. 1. © 2013 Sprinklr. All rights reserved. Conducting ∧ Experiments in Social Media Joshua Pines Director, EMEA Marketing Medidata Solutions @JoshPines
    2. 2. © 2014 Sprinklr. All rights reserved. “If you can conceptualize your work…as running experiments, you can get radically more done with less effort.” Eric Reis author, Lean Startup 2
    3. 3. © 2014 Sprinklr. All rights reserved. Hypothesis: Social media can facilitate meaningful B2B conversations in the clinical research industry 3
    4. 4. © 2014 Sprinklr. All rights reserved. know your business 4 The largest software company founded and headquartered in NYC  1,000+ employees globally  Public (NASDAQ:MDSO) since 2009  400+ customers  Pharma, device, biotech, academic
    5. 5. © 2014 Sprinklr. All rights reserved. do your research 5
    6. 6. © 2014 Sprinklr. All rights reserved. build your strategy 6
    7. 7. © 2014 Sprinklr. All rights reserved. prioritize your audience(s) 7 Industry Practitioners Employees Thought Leaders Job Seekers PartnersTrade Media Event OrganizersInvestors Recruiters Client & Prospect Decision Makers
    8. 8. © 2014 Sprinklr. All rights reserved. pick a diverse but simplified set of experiments 8
    9. 9. © 2013 Sprinklr. All rights reserved. Our Experiments Conducting experiments in Social Media
    10. 10. © 2014 Sprinklr. All rights reserved. social selling via linkedin 10
    11. 11. © 2014 Sprinklr. All rights reserved. internal enthusiasm, with a sense of humor 11 #necktietuesday
    12. 12. © 2014 Sprinklr. All rights reserved. 12 15 blog posts (9 video blogs) “Social Selling” Sales training 2/11 “Twitter 101” Sales training 3/11 3-4 internal SMEs activated on social 350 Hudson “Twitter 101” social hour q1 momentum so far
    13. 13. © 2014 Sprinklr. All rights reserved. “Biologically the species is the accumulation of the experiments of all its successful individuals since the beginning.” H.G. Wells 13
    14. 14. © 2013 Sprinklr. All rights reserved. thank you. Joshua Pines jpines@mdsol.com Twitter: @JoshPines LinkedIn: uk.linkedin.com/in/joshpines http://www.mdsol.com http://geekstalkclinical.com

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