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Josephine Borrillo

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

#bigpharma needs to start acting like a creator

There is a continuous challenge for #bigpharma to capture online attention. Everything is fast and quick and there is no shortage of content. But #bigpharma if you want to capture attention and engage your content then you need to be producing original content.

What is good creative content?

  • It is engaging
  • Is it original
  • Is it valuable
  • Is it informative
  • Is it relevant or helpful
  • Is it entertaining

What are some of the challenges of creating content?

  • Always creating new and original content
  • Staying within certain topics limits
  • Not having creative free time
  • Following what everyone else is doing
  • Not being unique
  • Risk-averse

Where can you get inspiration for original content?

  • Industry news
  • Listening to online conversations
  • Ask your online audience
  • Medical conferences
  • Asking your colleagues

What new roles or skills are needed for original content creation?

  • An artist
  • A writer
  • A photographer
  • A designer
  • Social media community manager
  • A social media team

Success of content creation also depends on?

  • Data – which is more the marketing aspect
  • Creativity – which is more the artist part

#bigpharma our attention is shifting

Our attention on social media is shifting. What really grabs someone’s attention while on social platforms today?  Below are some *shifts* that #bigpharma should be incorporating in their social media plans.

Attention shift from offline to online

Attention shift from desktop to mobile

  • Mobile continues to grow, easy access to information
  • Mobile is real time
  • Platforms are optimized for mobile consumption
  • Content needs to be created with mobile in mind
  • Websites need to be created with mobile in mind

Attention shift from image to video

  • All social media platforms support videos
  • Easier to track video results – when they stopped watching, full and partial views
  • Videos – 2 to 3 seconds are in
  • Video with captions even better – people turn sound off
  • Videos allow for better feel of what people can experience and emotions

Attention shift from feed to stories

  • Vertical feeds are not appealing anymore
  • Moving from passive ads to short stories
  • Stories are about stories – it is snippets of a greater narrative that tell a story
  • Stories disappear after 24 hours – so this makes them appealing and wanting to see the content before they disappear

Attention shift from broadcasting to conversations

  • Building a relationship is important
  • Building a community is important
  • Stronger interaction will help to build a community
  • Online audience pays attention to engagement

#bigpharma can you identify yourself in these Twitter groups

One way of understanding the conversations taking place on Twitter is to place them into groups. Let’s see how #bigpharma fits into each of the 6 conversations identified by Pew Research and Social Media Research Foundation.  Looks like CEOs can play a key role in different conversations.

1) Polarized crowds

2)Tight crowds

  • Medical conferences
  • Patient Tweet Chats
  • Medical Tweet Chats
  • Healthcare Tweet Chats
  • Symplur community
  • Pharmaceutical community
  • Pharmaceutical CEOs

3)Brand Clusters

  • DTC (direct to consumer) online advertising
  • Advertising
  • Testimonials
  • Pharmaceutical CEOs

4)Community clusters

  • Business and finance news
  • Scientific publications
  • Academia community
  • Research community
  • Hospital community
  • Patient community
  • Physician community
  • Pharmaceutical CEOs

5)Broadcast network

  • Corporate templates / corporate messaging
  • Corporate press releases
  • Drug Approvals
  • Pharmaceutical CEOs

6)Support network

  • Customer service, for example, @GSK_ResponseCtr

 

are social media platforms #bigpharma new homepages

In a social media-oriented world, many companies are asking themselves *do we really need a website?* Here are some questions, along with my responses, I get asked by #bigpharma.

So if you are on social media do you need a website?

Yes

Which is the more important website or social media?

Both

Reasons why you do need a website?

  • It is your corporate brand
  • Allows for more in-depth information about your company
  • Google search – people are still searching online and you need to come up in the search
  • Blogging:
    • this is probably the first reason people will come to your website
    • enables you to be the expert in your field
    • brings traffic to your website

Reasons why you may not need a website?

  • People are on social media – you need to be there
  • Social media is free and great for marketing
  • Easy to engage with people on social media than a website
  • Social media platforms like FB allows for company pages
  • YT channel allows to inform and educate and aggregate all your channels in one place
  • LinkedIn allows for your business contacts and recruiting
  • Social media is your new customer service (for example @GSK_ResponseCtr)
  • #Bigpharma CEOs on Twitter – bring expertise in their field
  • Social media platforms are a great source of information and information sharing

So how should #bigpharma go forward?

  • You need to invest in both website and social media platforms
  • Different channels to reach different audiences
  • Content needs to be designed for the different platforms
  • Need to cross promote – for example, add links to your website blog on Twitter
  • Make sure you have a website that loads fast- people want fast access to the information they need otherwise they will go to another website
  • Invest in social media community management and listen and engage

#bigpharma and those stock photos

#Bigpharma your audience knows your content so well. Ok, so creating engaging content is not that easy, but at least try something different.

 

Are you creating content to engage with your audience?

  • Are you trying different kinds of content
  • Does your content trigger a response
  • Do you get a positive or a negative response to your content
  • How do you respond, or do you respond to both negative and positive responses to your content
  • Are you creating *ego* content or value content
  • Is all about *you* and self-promotion content
  • Are you creating authentic content
  • Are you treating topics that your audience cares about

Is #bigpharma creating quality content?

  • Are you asking yourself *What do you want to accomplish with your content?*
  • Are you sharing useful information
  • Are you educating
  • Is it of value to the audience
  • Does it answer questions your audience is asking
  • Does it help to solve a problem

Is your content effective?

  • Are you experimenting with different kinds of content
  • Are you measuring what is working and what is not working
  • Are you creating content with intent
  • Is your content engaging in a positive way
  • Which social media platforms work best for your content
  • Do you have a content strategy

Do you have a content strategy?

  • Is social media still being considered by #bigpharma as a nice to have or even worse, as an *add-on*
  • Social marketing and content strategy needs to become a core competency
  • Cross-functional teams need to be in place

Is your content human?

  • Trying going beyond traditional advertising campaigns
  • Align your content with what interests your audience
  • Show your audience that your organization is made of people, not just a corporate template
  • Be humble

#bigpharma creating content that you want and that your audience wants

Creating content that you want #bigpharma and that your audience wants calls for a shift in content strategies. You know you have created great content when your audience responds or engages with it. So #bigpharma, you cannot create content just for the sake of creating content anymore you really have to understand what your audience wants.

How do you know what your audience wants?

  • Just ask them
  • What do they want
  • What do they say
  • What do they need from you
  • Which kind of content worked in the past
  • Which kind of content is not working

What are some of the challenges facing #bigphrama in content marketing?

  • Producing engaging content
  • Producing content consistently
  • Producing a variety of content
  • Lack of understanding your audience
  • Lack of integration across marketing, sales, medical, regulatory, legal
  • Lack of budget
  • Lack of priority
  • Being risk averse

What kind of content is #bigpharma mostly producing?

  • Traditional corporate messages
  • Traditional TV Ads (DTC in the US)
  • Press releases
  • Ego content

So how do you strike a balance between creating what you want and what your audience wants?

  • Create content together with your audience (UGC – user-generated content)
  • Use the social media platforms as an inspiration
  • Ask yourself are you solving their problems
  • Ask them to help you pick your topics for content
  • Try to answer their questions
  • Take baby steps in experimenting with kinds of content
  • Test content with a small group of your followers before going all out

Do you need different content for different social media platforms?

  • You do need a specific social media content strategy for each platform
  • Know your audience on each social media platform
  • Different demographics on each platform use social media differently
  • Avoid cross-posting – same content across different platforms
  • Content and format need to fit into the different social media platforms (for example hashtags, tagging)