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social media

social content as an extension of #pharma traditional advertising

#Pharma still continues to see social media as an add on of traditional advertising. There needs to be a communications strategy that will combine social media and traditional media. Call it a modern communications plan.

Traditionally

  • Communications or PR staff would write a press release
  • Send to traditional media outlets (journalists, TV, radio)
  • Hope journalists would pick up the story
  • No relationships with the audience was formed

Social media

  • Bypass traditional media filter
  • Allows for fast and easy access to information
  • Allows for instantaneous information
  • Provides for a two way conversation
  • Has allowed for consumers to express themselves

How is #pharma using social media today

  • Still looks like an add on, that is content is not adapted for social media
    • still TV ads on social media (TV ads are designed only for TV)
    • Are people watching your ads?
    • Do you ever ask yourself why would anyone click and watch this?
  • Social media content is still an uncreative process
    • content should be designed for social media
    • try to limit vanity content

What are some of the challenges today for #pharma communications staff

  • PR or communications will have to let go of controlling the message
  • Will need to respond to the wants and needs of the audience
  • Will need to understand how the audience is using social media and traditional media together

How can #pharma combine traditional and social media to benefit the organization

  • Social media and traditional media should compliment each other
  • Traditional media will allow for a broader audience whereas social media a more targeted audience
  • You are providing options for your audience with both social media and traditional media
  • You cover more generation span 

#pharma social media is an evolution, be open to the journey

Social media platforms are very dynamic and constantly evolving. Events or things you did not plan for or did not foresee in your social media strategy can throw you off. #pharma needs to be flexible, be quick to adapt and be open to the journey.

Some changes on social media platforms include the following

  • Mobile first
  • People turning to social media for news first
  • Getting harder to stand out and get your audience’s attention
  • Announcements are no longer made on traditional / conventional news channels

Privacy concerns and transparency

  • Repeated scandals of tech and social media platform companies
  • People concerned about privacy issues / data and how it is being used
  • Trust and accountability

The power of the audience is growing

  • Citizen journalism is growing
  • Being at the right place at the right time
  • Being pulled into political issues (e.g. call for boycotts)
  • The need to respond quickly

The coming of influencers

  • Influencers, vloggers and bloggers have turned into the new celebrities, therefore, the creation of influencer marketing
  • Consumers, however, are also not naive to the fact influencers make money
  • The need for transparency of influencers and brand relationships

Physicians are becoming more outspoken on social media

  • One tweet was enough to bring an online grassroots movement by physicians (#ThisIsOurLane and #ThisISmyLane)
  • Beginning to see a new generation of doctors not afraid to express themselves on social media platforms

what can #pharma learn from the fashion industry about social media

Fashion industry has been experimenting with social media platforms for a while now. Here are some observations #pharma can learn from the fashion industry about social media platforms.

Power of the audience

  • Fashion is being shaped by the consumer
  • Influencers (people) create their own *fashion trends*
  • Because of this influencers are gathering a large following

Social media is an engagement tool not a sales tool

  • Develop a strategy that engages with your audience and does not sell directly

Influencers

  • Fashion is always exploring new ways of working with fashion influencers
  • Influencers are the key to keeping people interested and wanting to follow the brand or influencer
  • Fashion understands the importance of tapping the reach of influencers

Traditional forms of marketing are starting to get *old*

  • Many fashion houses realize this and are looking for new innovative ways to market to their audiences
  • The fashion industry is searching innovative ways of connecting with audience without pushing a product 

Each social media platform can do something different for your brand

  • Each platform is continuously evolving and changing
  • Pick one or a few platforms and develop those well
  • Have a social media strategy for each platform in place

#pharma and hiring through social media

Social media platforms allows for tapping into a large pool of potential candidates. How can #pharma attract the right talent using social media platforms.

What are some of the benefits of social media recruiting?

  • It allows for creating contacts that a company may never have have come in contact with
  • It allows for a company to see beyond just a written resume (I am not referring to stalking and checking candidates) 
  • It allows for increasing job posting visibility
  • It allows for opportunities to come in contact with *passive candidates* (those not actively seeking)

Which is the best social media platform for recruiting?

  • IMO all platforms provide a source for finding excellent talent
  • Each platform brings with it different demographics and creativity
  • Do not limit yourself to one social media platform
  • Do not focus on just the traditional big three FB, Twitter and LinkedIn
  • Do incorporate: YouTube, Instagram, Pinterest

What are some ways to find candidates and connect on social media platforms?

  • Use hashtags
  • Join a community
  • Join a TweetChat
  • Follow influencers
  • Get your employees involved in the process, this will broaden your reach and audience
  • Experiment new techniques and platforms
  • Build relationships early on not only when you are just looking
  • Create engaging content rather than just plain posting
the traditional corporate job posting
https://twitter.com/NickAtHootsuite/status/1082698979995922433
a more engaging job posting

Do you have a social media recruiting strategy?

  • Every company should have a social media recruiting strategy
  • Recruiters are responsible for creating the social media recruiting strategy
  • Make sure to track and analyze everything and use data to fine tune
  • Each social media platform should have its own dedicated strategy section: content should be adapted to each social media platform 
  • Track your analytics from each individual platform:
    • Which platform gives more engagement
    • Which strategy has engaged most people
  • Is it aligned with your employee advocacy strategy
  • Is it aligned with your corporate strategy
  • Keep in mind: how active is your company (corporate handle) on social media platforms

I was once asked “Can influencers be hired as employees”?

  • My response: No
  • An influencer is one that has social clout or currency
  • Influencers are experts in their fields 
  • Influencers can help you move your content
  • Influencers can help with access to a different audience
  • Influencers should not be considered an employee
  • On the flip side do look within your organization for those employees that are influencers – they reflect the company culture and are passionate about what they do and can help in reaching potential candidates

what #pharma needs to do better in 2019

Engagement

  • Social media is all about online conversations
  • Produce content that will start conversations
  • Respond when brought into a conversation

Content

  • Be creative with content
  • Create content that will engage with your audience
  • Create content that is informative
  • Create content that is inspiring
  • Create content that is fun
  • Work with your online community to create content

Employee advocacy

  • Leverage your employees as social media influencers
  • It makes your company human
  • It also enables you to reach a broader and diverse audience

Pay attention to what is happening in the tech industry and in social media platform companies

  • After Cambridge Analytica scandal there will be more scrutiny
  • After Facebook privacy scandal social media platforms can lose trust from users and cause people to abandon certain social media platforms

Pay attention to political issues – anyone or any organization can find themselves in becoming part of political and social issues

  • Cannot stand on the sidelines anymore
  • Companies are being held accountable for their business practices
  • Companies need to match their values to their actions
  • Public view and public opinion are being heard

the times #pharma got it right in 2018

Coming towards the end of the 2018 and #pharma has come a long way to getting better on social media. I have identified 5 key areas where #pharma has matured.

#pharma CEOs on Twitter

  • Axel Steiger @axel_steiger CEO @Bayer
  • Brent Saunders @brentlsaunders Chairman & CEO @Allergan
  • Omar Ishrak @MedtronicCEO Medtronic Chairman and CEO

Leaders @Sanofi did not sit back, they took action

@Sanofi tweeted after Roseanne Barr blamed the drug for her series of racist tweets

#pharma was caught in the midst of cyberbullying

  • On March 29, 2018 we witnessed another round of online cyberbullying. This time #pharma was caught in the whirlwind
  • Your stated values need to match your actions online

GSK twitter response handle

  • GSK Response Center on Twitter (@GSK_ResponseCtr) is setting an excellent example

#pharma experimenting with Instagram and much improved compared to a year ago

reverse mentorship and social media for #bigpharma

Can working with the *younger generation* help traditional #bigpharma executives learn more about the social media platforms? Let’s take a look at reverse mentoring for #bigpharma.

What is reverse mentoring?

What are the benefits of reverse mentoring for #bigpharma and social media?

  • For the executive suite that is not familiar with social media this can help
  • Help to grasp the savviness of the social media platforms
  • Be mutually beneficial, younger generation learning more about the business savviness

What are the challenges of reverse mentoring for #bigpharma and social media?

  • Resistance from senior management
  • Finding time to meet

How should it be structured?

  • Should be one on one mentoring
  • Should be focused on social media platforms
  • Should select a few social media platforms
  • Should also include emerging trends and new innovations outside of #bigpharma industry
  • Should be a relationship building opportunity
  • Should be a mobile first

Making it a priority?

  • Needs to be identified as a priority
  • Benchmark with other CEOs, or C suite executives
  • Learn how social media can add value to the company and brand
  • Make it a personal learning priority

What should you do #bigpharma when scandals hit social media platforms

FB has been again in the news. How will people react? Will they abandon the platform? But more importantly what will happen to your audience and content that you have invested across the years. What should you do #bigpharma when scandals hit social media platforms?

 

Stay on top of news headlines and trends in social media

  • Many users not happy about how private data is being used
  • Launch of General Data Protection Regulation (GDPR) more people are aware of privacy rights
  • Ethical processes within the social media companies are not clear
  • Psychological profiling is being used secretly and there appears to be no ethical review process in place

Content, invest in DAM

  • #Bigpharma is an enterprise system and digital asset management (DAM) software must be in place
  • Organization and tagging of content is a must:
    • content by year
    • topic
    • event and content type
    • makes content more accessible for curation and reuse

Social media strategy keep on making adjustments

  • Track performance of your content and if needed make changes
  • Look at engagement – are people engaging with you
  • Reach – how are people engaging with your content

Audience

  • Listen to your audience
  • Diversify your audience building – algorithms or changes to platforms do happen
  • Develop audiences on different social media platforms
  • Learn from influencers – they engage with audience on more than one social media platform

Be on more than one platform

  • As the old saying goes – *don’t put all your eggs in one basket*
  • Use more than one social media platform to expand reach
  • Different platforms attract audiences with different demographics
  • Social media platforms are free so why not use them
  • Remember to adapt content to each social media platforms

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