who are your followers #bigpharma

Do you know who your followers are #bigpharma? Do you know the people that make up your following? Do you know what content they like or do not like? Do you engage with them? Followers are very important for growing your community. Getting to know who are your followers will guide in creating content and engaging with them.

General audience

  • Are people interacting online
  • Are an international audience – located geographically around the world
  • Look at bios to find out more about them
  • Can be influencers
  • Always remember online audience engages and expects an answer rapidly

Healthcare professionals

  • Look at bio to find out more about their specialty
  • Are they involved in research or policy
  • Social media platforms are changing the environment of the professionals
    • Provide updates on research technologies
    • Good sources of information for clinical trials, including recruitment
    • Share updates from medical conferences
    • Participate in tweet chats with patients and general audience

Journalists

  • Remember today most people turn to social media platforms for news
  • Roles and responsibilities of journalists are changing
  • Journalists rely on social platforms for publishing, distributing and promoting content
  • Journalists also share opinions/insights and engage with readers daily

Not for profit organizations

  • Focus on community engagement and education
  • Focus on brand building and reputation management
  • Focus on program recruitment
  • Focus on fundraising
  • Focus on raising awareness

Patients

  • Seek information
  • Express experiences
  • Express opinions
  • Provide a great source of information about a particular disease
  • Twitter chats are like a virtual support group – often breed communities of patients with similar medical problems (they support one another)

content marketing on LinkedIn for #bigpharma

LinkedIn is probably one of the safest social media platforms to use for #bigpharma. However, it can be very competitive to stand out from the crowd and get attention. What should #bigpharma be doing to get engagement and content seen.

Content

  • Produce valuable content
  • Have a team of content creators and curators in place
  • Do an audit and check which content has performed well on LinkedIn
  • Mix content shares between your own original content and other sources of content
  • Post a couple times a week
  • Use hashtags – comes up better in searches
  • Video is available on LinkedIn and can be highly engaging

LinkedIn Publisher (Publishing Platform)

  • LinkedIn Publishing platform – are you using this feature to publish posts
  • Promote your LinkedIn publisher post content on other social media platforms
  • LinkedIn status update – this is perfect for short, concise updates and messages

Executives publishing on LinkedIn

  • Just like CEOs on Twitter you need to have CEOs writing on LinkedIn
  • CEOs posting on LinkedIn increases reach
  • Publishing on LinkedIn allows executives to connect and engage directly with the audience

Employee advocacy

  • Your employees are your most valuable assets
  • Socially engaged employees help to boost corporate image and brand
  • Executives (see above) on social media yields better employee advocacy
  • Give employees interesting content to share
  • Sharing latest post from the company blog is good but it needs to be strategic

Recruiting on LinkedIn

  • Go beyond keyword search, job posting, and positions
  • Follow thought leaders
  • Look for influencers
  • If you meet someone in the real world then try to connect on LinkedIn
  • Have employees tell the audience about their job roles
  • Valuable content (see above) can also grow your visibility and in turn attract new talent

#bigpharma who is your real competitor

So #bigpharma who is your true online competitor?

Mobile

  • Mobile is the future
  • People are using mobile to do everything they do
  • People are using mobile to access social media platforms
  • Try and understand how your online audience wants to use their mobile devices to interact with you
  • Do you have a mobile strategy – if not you are a little late in the game

Followers

  • Creates relationships
  • More followers the more of an authority or expert you are
  • Gauges you online presence
  • Followers today access internet mainly via mobile devices (see mobile above)
  • Engage, create value content and use hashtags to increase following
  • Learn how to keep followers
  • Learn how to get followers

Engagement

  • Social media is all about engagement
  • More engagement means you get more reach
  • Engagement helps build reputation
  • Learn to respond promptly:
    • People expect businesses to respond on social media and fast
    • Respond even when pulled into discussions

  • You learn from your online audience when you engage
  • Engagement helps to create better brand awareness
  • Engagement sets yourself as an authority in the sector

Creativity

  • Create unique content for social media
  • Adapt content to each social media platform
  • Experiment with user-generated content (UCG)
  • Make engaging content
  • Try humor
  • Tell a personal story – not an advertising story
  • Make sure to create content for mobile devices (see mobile above)
  • Create content to digest on the go – make it simple and shorter

Original content

  • Content needs to be valuable
  • Content needs to be relevant
  • Content needs to be original
  • Content needs to be engaging
  • Images need to be original and high quality
  • Your content is not diverse from other #bigpharma – too cookie cutter
  • Avoid posting same corporate content over and over
  • Vanity content does not work well for #bigpharma

2 strong views about #bigpharma on Twitter

Twitter seems to have created 2 waves of conversations around #bigpharma, supportive or unsupportive. Is #bigpharma addressing this in their social media strategy?

Which topics are most common?

  • Maximize profits rather maximizing the number of people they can help
  • Invented diseases
  • Unfair drug pricing
  • Boycotts

What does this say about the interests of the online community?

  • #bigpharma is not addressing community issues
  • #bigpharma is not engaging with online audience
  • #bigpharma is not trusted

We tend to find most of the unsupportive comments?

  • On business & finance posts
  • Promoted tweets probably, due to increased visibility in feed

We tend to find the most supportive comments?

  • Company or corporate handles, probably colleagues and stakeholders sharing corporate posts

How about the use of retweets and mentions?

  • Retweets are mostly affirmative or supportive in nature
  • Mentions are mostly unsupportive

how can #bigpharma gain attention when the news cycle is focused on other stories

You need to have a unique voice in order to stand out above the noise on social media. The game gets tough and tougher every day. Here are five situations where #bigpharma can stand out from the crowd.

Be with the times

  • Be aware of what is going on in the world
  • Choose your words well
  • In a negative debate, have a positive message
  • Do something unexpected
  • Do not put the focus on product

 

Be human

  • Be authentic
  • Be humble
  • Engage

Be aware of the conversations taking place online

  • Be aware of early warning signs
  • Be aware of online self-forming advocacy groups
  • Beware that social media is global and people can join the conversation from anywhere in the world
  • Be aware of celebrities that become part of the conversation

Respond quickly

Quality content

  • Helps to build trust
  • Helps to distinguish you from the rest
  • Provide value
  • Ads today are more of an inspiration

social media still an uncharted territory for #bigpharma

It’s not so much about your products #bigpharma, but more about how you are using social media platforms. Social media still remains an uncharted territory for #bigpharma. Below are 5 areas #bigpharma needs to focus on regarding social media.

Establish an approach and level of investment

  • Have a social media team in place
  • Have an allocated budget
  • Have a social media strategy
  • Aligned with broader business
  • Have access to c-suite for rapid response
  • Have a process in place

Stay authentic

  • Be humble
  • Be human
  • Engage
  • Start online conversations
  • Respond

Provide value

  • Content with information
  • Content that educates
  • Content that provides scientific information
  • Content that provides clinical updates
  • Content that is relevant and answers the needs of your online audience

Political and social causes

  • #Bigpharma has found itself in social & political causes

  • The Sanofi response was successful because:
    • Words are well chosen
    • In a negative debate, it had a positive message
    • It was unexpected & choose to take part in the debate – #bigpharma is infamous for staying away from answering anything online
    • Tweet was focused on inclusion and diversity and not their product
    • It was fast – #bigpharma can take days to respond

Be creative (see post pharma getting creative with content)

  • Traditional advertising ads are out
  • New creative and engaging content is a must
  • Content needs to be original.
  • Experiment with content – see what works and doesn’t work
  • Ask your audience for ideas
  • Try User Generated Content (UGC)
  • Start learning from other business sectors
  • Change attitude towards risk, from avoiding mistakes to taking a chance on success
  • Do social listening so that you understand your audience

two major shifts #bigpharma needs to know about

How can #bigpharma distinguish itself from all the noise of mass content marketing online? We are seeing two major shifts taking place. First, there is a shift of going from social first to audience first. Basically, this means being *on all the time*. Second, a shift from content scale to content quality. Brands are seeing an evolution from brand centric to creating value, quality content & relationships.

Why the shifts?

  • Too many marketing messages competing for the same audience
  • Brands have taken note that they need to do something different
  • Audience needs and demand are changing
  • A more personalized approach is demanded by the audience
  • A more intelligent approach is requested by the audience
  • Audience wants marketing ads to sound authentic and also be relevant

What do we mean by audience first?

  • Your audience is made up of human beings – real humans
  • Your audience becomes your active contributor – they are shaping your content
  • You always have to be *on* – remember social media does not sleep
  • You need to develop and attend to your audience
  • You need to engage and start a conversation with your audience
  • Audiences today expect more – gone are the traditional TV, ads print or radio

How can you shift to audience first?

  • Look at your data
  • Start asking your audience questions
  • Start leveraging your metrics early on during content development
  • Perform an audit of your content and see which content has been performing better
  • Get your audience involved in the development of your content (User Generated Content)

What do we mean by shifting from content scale to quality?

  • It is all about quality content over quantity
  • Content needs to be relevant, informative and fun
  • Post with a purpose and not just for the sake of posting
  • Quality content brings on quality engagement

How can you shift to quality content first?

  • Create value-added content
  • Make sure your content is aligned with what is going on in the world
  • Your audience is changing every day so make sure your content is aligned with the trends
  • Need to understand the different platforms – adapt content to each platform
  • Identify the social media platforms that best suits your content
    • no need to be on all platforms
    • focus on the platforms that your audience are most likely on
    • do not post the exact thing on each platform – a more tailored strategy is more powerful

role of social media strategist in #bigpharma organization

Social media is no longer considered an add-on. For a lot of companies, it is a critical component of the traditional marketing mix. #Bigpharma needs to view that social media and social media team are strategic for company success. Today I want to focus on the social media strategist, a new role for #bigpharma.

Who is the social media strategist?

  • Social media strategist designs the strategy that will help achieve company goals
  • Social media strategist is empowered to innovate
  • Social media strategist lays out the social media roadmap for the future
  • Social media strategist is aware of current trends on the social media platforms

How are social media strategists different from social media managers?

  • Social media strategists play a role where decisions are made at the strategic level on various platforms
  • Social media strategists ensure that content direction is in line with overall goals and strategy
  • Social media strategists have more of a strategic role rather than a tactical one

What is the social media strategist responsible for?

  • Leading and formalizing the social media strategic plan
  • Working together with other departments, teams, internal stakeholders to develop a social media strategy
  • Reviewing analytics with the social media analyst
  • Understanding how the brand is performing online
  • Monitoring competitors and social media trends

Is #bigpharma prepared to have a social media strategist?

  • Unfortunately much is delegated to agencies
  • Few people within #bigpharma actually and exclusively are dedicated to social media
  • There are rarely (if none) social media teams in place

What should #bigpharma look ahead to?

  • Social media strategists should be part of a social media team and aligned with all other departments and teams
  • Social media must become a core competency of the company and not just an add-on
  • You must have in place a social media strategy or roadmap
  • Start building a social media expertise in-house