Webinar presentation to CIO Executive Council: Case Study in Building and Effective Social Media Program. October 25, 2011

1. CIO Case Study:
Developing an Effective
Social Media Program
Richard Thomas, CIO
Jodi Snare, Sr Dir, Digital Strategy
October 25, 2011

2. Agenda
1. Timeline of Social Media at Quintiles
2. Social Media Goals and Strategies
3. Social Media Program Management
• Building a foundation
• Social integration
• Social engagement
4. Social Media Campaign in Action

3. Social Media at Quintiles
– 2007: Observation
Social media definitions and guidelines were developed.
– 2008: Reputation Management and Experimentation
Manual monitoring the environment for conversations about our brands.
– 2009: Deliberate Conservative Use
Internally, discussion boards, polling and blogs are used more widely.
Externally, programs extend to include content distribution and aggregation
sites on credible sources. HR begins to use social networks for recruiting.
– 2010: Engagement and Opportunistic Use
Unified brand prompts formalized social media program.
3

4. Social Media Goals and Strategies
Goal: Enhance and protect Quintiles’ reputation and
• Drive business, increase revenue
• Expand awareness and reach
• Establish thought leadership
Strategies
• Centralize Quintiles voice across social channels to extend reach
• Guide social media use among Quintiles employee base
• Monitor social channels for reputation risks and opportunities
4

5. Foundation
5

6. Foundation
Build Your Foundation
– Form your team
Ours includes core publishers from marketing, communication and HR as well as those providing
counsel, Global IT security, privacy and legal
– Determine your goals and strategies
Quintiles sells services so reputation is critical
– Reserve your brand name on key channels
In doing so, you may discover you already have
many, many pages and groups
– Create your guidelines and
communicate them to employees
– Monitor and report activity
6

7. Foundation
Quintiles Social Media
Management and Guidelines
Employees are encouraged to:
1. Familiarize themselves with Quintiles social channels Employees learn about the
2. Connect with professional (and personal) contacts social media program through
3. Extend the reach of approved content internal communications and
4. Socialize on Quintiles intranet policy dissemination (inclusion
5. Speak “about” Quintiles in their network in privacy awareness
training, employee guidelines
and onboarding programs)
Employees are discouraged from:
1. Creating their own communities
2. Posting reputation damaging content
3. Discussing confidential or proprietary information
4. Discussing colleagues, competitors, vendors, or sponsors
5. Interject in news stories
7

8. Foundation
Monitoring and Response Protocol
What we Monitor How we Monitor How we Respond
• Brand • Daily aggregators • Categorize type of mention
• Key executives/influencers • Automated alerts and respond accordingly
• Key topics • Enterprise social media • No action
• Inventory and watch
• Competitors management software
• Notify manager
• Reporting
• Notify HR, Legal
Real-Time Monitoring
8

9. Foundation
Reporting – Monthly
and Quarterly
• Engagement (likes, shares,
comments, conversation)
• Campaign Analysis
• Visits/Downloads/Referrals
• Mentions w/ Sentiment
instead of Share of Voice
• Competition
• Ad hoc reporting such as
conversation audits
on request
9

10. Social Integration
10

11. Social
Integration
Integrate Social Media into the Mix
– Take an inventory of your assets
Look for rich media (videos, slide presentations, podcasts, etc.) that can add
depth to your online presence and be repurposed
– Use your social channels to support existing campaigns
Social channels can amplify messages and extend reach – be sure to use your
backgrounds and new functionality!
– Segment to be more relevant to your audience
We segment channels by interest, business and audience and
use regionalization and geo-targeting where possible
11

12. Social
Integration
Social Channel Functionality
– Facebook
Dynamic applets and geo-targeted
messaging
– LinkedIn
Customized company profile
and premium careers tab
– Twitter
Rich media layout
– YouTube
Playlist segmentation

13. Social Facebook before June 2011
Integration
13

14. Social Facebook after custom campaigns and segmentation
Integration
– Campaign
support
– Segmentation
by
interest, audie
nce and
14
business pillar

15. Social Facebook Regionalization in Progress
Integration
15

16. Social Engagement
16

17. Social
Engagement
Suggestions for Engagement
What to say? What not to say?
Promote Original Content Proprietary Information
– White papers, press releases, podcasts – Financials, strategy, etc.
Media Placement
– Link to external articles featuring our experts Specific Projects
ClinicalResearch.com – Compounds, customers, etc.
– Links/reminders/comments regarding trial
participation
Customer Bashing
Conference Attendance
– Failed trials, crises, lawsuits, safety, etc.
– Speaking engagements, presenters, Q-
hosted symposia
Global Public Health Issues Political Issues
– Promote safety, ethics, stewardship – Drug pricing, proposed legislation, hot-
Retweet Posts from Industry Allies button issues

18. Social
Engagement
Frequency & Voice
To be effective, presence needs to be consistent
– Dedicated resource
– Daily monitoring
– Respond to @ replies (unless erroneous)
Voice
– Professional, yet not PR speak
– Non-promotional
– Non-confrontational
– Optimistic
– Genuine
18

19. Social
Engagement
Engagement – Actually Getting Social
– Optimize the online presence of your influencers
We selected ten internal thought leaders for online optimization
– Enable your influencer to engage
Training
Select your topic
Find the discussion
Participate in the conversation
– Enterprise participation
While MarComm, HR and the influencers
are focused externally, be sure to activate
your internal advocates – don’t
underestimate your employees
19

20. Social
Engagement
Enterprise
Participation
– Engage with their colleagues
in a safe place
• iQ Intranet promotes a
networked enterprise
– Subscriptions to the content
they want to receive
– MySites with rich profiles,
updates, Wall, blog, etc.
– Knowledge Connection
– Contribute content to the
social media team for external
posts
– Share Quintiles posts with
their networks
20

21. Social Media Campaign in Action

22. Social Media at Quintiles
Social
• Form team
• Brand Footprint Integration • Influencer Optimization
• Influencer Engagement
• Centralization • Enterprise participation
• Policy • Inventory assets
• Campaign Support • Social Aggregation
• Monitoring • Community Development
• Reporting • Segmentation (Volunteers)
• Regionalization • Campaigns
• Geo-targeting
Foundation Social
Engagement
22

23. The Team
– Digital Strategy executes the corporate social media program
• Strategy development; scheduling, workflow
• Content preparation, publication
• Training for Core Team and employees
• Monitoring
• Reporting
– Core Team (CorpComm, Mktg, HR representation)
• In-depth training
• Content development
• Executes campaigns in conjunction with Digital Strategy
• May manage channels/tabs
– Thought Leaders and Core Team Reps
• Trained and authorized to contribute content
23

24. Example
Enterprise Campaign - Infosario
– Focus of major conference was the
launch of Infosario
– Through Social Media we were able to
share the excitement of the launch with
people who could not attend the event
– Campaign activity included
• Photos
• Video interviews
• Tweets and Facebook updates about
sessions
• Quintiles.com microsite

25. Example
Total Reach
• Quintiles achieved a reach of 256,505 (this figure includes activities on
Twitter, Facebook and YouTube, as well as “re-tweets” on Twitter and “shares” on
Facebook from other users)
• Reach was higher on Twitter at the beginning of the conference, and higher on
Facebook at the end
Total Social Media Reach During DIA Reach Trends on Twitter and Facebook
90000 45000
80000 40000
35000
70000
30000
60000
25000
50000 20000
Facebook
40000 15000
10000 Twitter
30000
5000
20000
0
10000
0
2011-06-20 2011-06-21 2011-06-22 2011-06-23 2011-06-24

26. Example
Engagement on Twitter
Retweets During the DIA Campaign
12
10
10 Quintiles’ retweets were highest on the first day
8 of the conference. Many of our tweets on that
6 day referred to our lineup of
4
4 3 speakers, suggesting that people who attended
2 the conference were looking to our Twitter page
2
to hear about our activity.
0
2011-06-20 2011-06-21 2011-06-22 2011-06-23
@Mentions of Quintiles during DIA
12
10
8
Most of the early @mentions for Quintiles at
6
DIA referred to our speaker lineup and the
4 introduction of Infosario.
2
0
2011-06-20 2011-06-21 2011-06-22 2011-06-23

27. Example
Engagement on Facebook
Facebook Page views during DIA
2000
1765
1800
1600 1518 There was a 237% increase in visits to Quintiles
1400 Facebook page during the conference.
1164
1200
1000 853
There were more visits on the second day of
800
600 the conference, after videos and images of the
400 event were posted.
200
0
2011-06-20 2011-06-21 2011-06-22 2011-06-23
Facebook "Likes" of Content
80 75
70
60 People “liked” more content on second day of
50 the conference. There were also comments
40
from attendees regarding our speakers and
30 asking for videos/transcripts of the material that
30
17
20 we presented.
20
10
0
2011-06-20 2011-06-21 2011-06-22 2011-06-23

28. Example
Facebook:
Unique Visitors vs. Repeat Visitors
Our ratio between unique visits and repeat visits increased during the
conference, indicating that people were returning to the page to stay up to date
with the event.
1200
1000
Of the 6,000 visits to the
800
Quintiles Facebook
page during the week of
600 DIA, 4,300 were repeat
visits.
400
200
0
2011-06-19 2011-06-20 2011-06-21 2011-06-22 2011-06-23 2011-06-24 2011-06-25 2011-06-26
Facebook Page Logged in Page Views Facebook Page Logged in Page Views (Unique)

29. What’s Next?
– Social aggregation
Our 2012 update of our
quintiles.com website will
include social functionality
and aggregate the activity
on our channels
– Community
development
– Rapid response system
As the Quintiles
conversations increase, a
real-time response system
will be activated

30. Questions?