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

People of all races, religions and nationalities work at Sanofi every day to improve the lives of people around the world. While all pharmaceutical treatments have side effects, racism is not a known side effect of any Sanofi medication.

— Sanofi US (@SanofiUS) May 30, 2018

• 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