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