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value content

#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

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

#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 value content versus ego content

#bigpharma tends to talk more about themselves on social media.  At times we see posts of *corporate good*, *most loved*, *most admired*, *best place to work* content on social media. But is this balanced with adding *real value* content?

Why do we self-promote?

  • We want attention and try to get attention
  • We want to stand out
  • We want to drive traffic to our blog, our products, website or something else

Is promoting yourself ok?

  • Yes
  • General rule is *providing value 80% of the time and you can self-promote 20% of the time*
  • Keeping your ego at a check and always providing value to your audience is a tricky balancing act

Some examples of #bigpharma self-promotion?

  • Awards
  • Testimonials
  • The best place to work
  • Most admired
  • Corporate good

How can you tell if  #bigpharma content really is adding value or if it is just an ego boost?

  • Does it engage or start a conversation with people
  • Does it create a deeper relationship with your audience
  • Does it have a human touch
  • Is it authentic
  • Does it have a direct line to your products, website
  • Do you share content that is not related to your business

So what does the perfect balance look like for #bigpharma?

  • Ask yourself are you thinking about yourself or about your audience
  • What content has worked in the past – which topics engaged your audience more
  • Are you using social media to discuss important topics
  • Are you approaching your content as your audience would