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social media

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

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

#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 going live

Social media platforms are adding live streaming to their feeds in the hope of attracting more people and to generate revenue. How can #bigpharma use live social media streaming?

Why live social media streaming?

  • Many people are online today
  • Videos have the top spot for social media content
  • Videos on social platforms are more accessible than watching tv ads

How is live video streaming different from video marketing?

  • Streaming is live and video marketing is pre-recorded
  • Live is unedited
  • Live video is in the moment
  • Live is very interactive – it is about real people conversing and engaging
  • Live streaming is easy to produce and videos don’t have to be well produced or perfect

The key features of live social media streaming?

  • Accessibility – anyone can produce
  • Anytime anywhere – can watch on any device
  • Urgency – it’s happening now so it feels more urgent
  • Priority – social media platforms will prioritize live streaming
  • Stands out – attracts more user attention
  • Audience building – can reach a broader audience
  • Higher engagement rate – higher than image engagement

Benefits for #bigpharma to stream live on social media platforms?

  • A way to educate and reach a broader audience
  • A way to engage and interact with audiences
  • A way to maintain a social media presence
  • Has more of a human element – greater than texts or images
  • Creates a more intimate and authentic experience
  • Live video can be play-backed later
  • User-friendly

Fears for #bigpharma to use live streaming?

  • The fear of new forms of media
  • Using live instead of recorded video
  • Potential comments during the event or interactive session (which is the same risk as in any live event)

#bigpharma did you know social media was not created to market, advertise or promote products

Social media was born with the intention of bringing people together. However, it has dramatically shifted from only connecting people to being used as an advertising platform. But is it the right place for advertising?

The original main objective of social media?

  • born to be “social”
  • bring people together
  • build networks
  • allow for opinions and conversations to take place

When did brands start to see the possibilities of social media?

  • a lot of customers all in one place
  • free platforms
  • another marketing channel
  • another platform for ads
  • platform to direct back to website

How to make sense out of all the marketing & advertising noise today?

  • are you useful?
  • are you unique?
  • do you encourage your audience to engage?
  • does your content stand out – is it unique, educational, fun and relevant?

The most common reason people use social media today?

  • keep in touch with friends
  • to fit into a larger circle
  • to express thoughts and public opinions (example self-forming groups)
  • to receive and filter information

How can #bigpharma make it social again?

  • make customer engagement a priority
  • monitor and listen to online conversations
  • be community-minded
  • be adding value and not just looking for sales
  • be real
  • be authentic
  • embrace more social media platforms
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