Social Media Marketing Strategies for Biotech and Pharmaceutical Industries

Social Media Marketing For Biotech and
Pharmaceutical Industry

Chakard Chalayut
(@Molek)
Digital Media Specialist
Thoth Media Co., Ltd.

Tuesday, April 26, 2011

ABOUT ME

• Chakard Chalayut (@molek)

• Digital Media Specialist at Thoth Media Co.,Ltd.

• Guest Writer in Digital Marketing Trend section at Media

http://th.linkedin.com/in/chakard

About Thoth Media Co., Ltd.

• Digital Marketing total solution (Consult to implement) for the
company who want to engaged to New Media and a brand
community. We can do the impossible work to be possible by
using New Media Marketing. We are expertise in our work and
quarantine every work.

• Consult

• Community Growing

• Online Video Production

• Online Application

http://Thothmedia.com

Topic
Overview of Social Media

How to use Social Media?- Case Study

Tools for Social Media for Organization

How to Start?


Overview of Social Media


Social Media is

+

History of social media marketing in Thailand

1995

2007 Blog

2010-2011

Blog

Social Media is not

1 way communication


Social Media is about

Conversation


Social Media is

Network


Friendship



Sharing



privilege


Why
Should
U
Care


Reason 1#

1/3 of Thailand population use internet


Reason 2#

1.24 of Thailand population use mobilephone


Reason 3#

Social Network site is 4th
online activity


Reason 4#

Time Spent on Social Media is
Growing at 4X the overall internet
rate.


Reason 5#

Social Media is democratizing communications.
Big Times.

Technology is shifting the power away from the editors,
the publishers, the establishment, the media elite. Now
it's the people who are in control

Rupert Murdoch


Reason 6#

Power of the word of mouth


Social Media empower the force from


In 2011
500,000,000 USERS
=
3rd population in the world

1/13 people use facebook


In 2011

500,000,000,000 minutes spent
on Facebook/month

last year, the number was a measly 150 billion


In 2011

25,000,000,000 contents share
on Facebook/Month

6X from last year


In 2011

8,300,000 USERS in Thailand
=
1/8 of Thailand Population
=
1/2 of Thailand Internet Users


In 2011

150,000,000 USERS
50,000,000 tweets/day


In 2011

440,000 USERS in Thailand


5 years on Twitter


24 Hrs.
the amounth of video uploaded to youtube every minute

2,000,000,000 views/day


4,000,000,000 number of photos on Flickr


93% of Social Media Users Believe
a Company Should have
a presence in Social Media


93% of Social Media users think companies should treat social
media as yet another channel for broadcasting bullsh*t


Old way Marketing is not success

“We want to talk to
you, but we don’t
want to hear back
from you. Unless you
want to place an
order and if so click
here.”


Customer behavior was changing.


How the Internet Is Changing Advertising


Funnel of the marketing


The Customer Decision Journey


Ignorance of Social Media is Risk

lost a big opportunity


Ignorance of Social Media is Risk

Cause a big Problem


How to use Social Media?- Case Study


To Start a Social Media Marketing = Farming
people know how to plant but not everyone can get the fruit.


Because


Social Media Marketing = Online behavior Marketing


Deﬁne your target group


Deﬁne What people need?


Deﬁne What your position?


Deﬁne What your content?


where is useful content for customer?


Concept 1#

Listen


Concept 2#


Concept 3#

Be Human


Concept 4#

Be Respectful


Concept 5#

Fun


Concept 6#

Transparent


Case Studies


GLAXOSMITHKLINE - ALLI DRUG

- Obesity drug
Objective
– Offer Support
– Increase success
of itʼs customers

Strategy
-Discussion boards
-Ofﬁcial Expert Dieticians
- Coupons

Outcomes
– 289631 members
- 316708 message posts


BAYER SCHERING PHARMA - WORLD CONTRACEPTION DAY

Objective
– Education & support
– Increase sales of products

Strategy
– Valuable Content
• Workshops
• Online brochures & ﬂyers
– Featuring prominent celebrities
• Micha Barton
• Kelly Osbourne


BAYER SCHERING PHARMA - Didget


Johnson & Johnson-Acuvue’s

The Acuminder app
reminds you when it’s
time to change your
contacts.


Johnson & Johnson-Acuvue’s


Johnson & Johnson-Handprint


Sanoﬁ-Aventis.TV


drive4copd


Pﬁzer UK -Man MOT


GNC Thailand

Share Content


Nutrilite - Thailand Official Page


Tools for Social Media for Organization


Gartner's Hype Cycle for Emerging Technologies


Website


Social media to Website


Blog


Facebook Page


Twitter


Youtube


Flickr


Emerging Tools - Layar


Emerging Tools - Location based Service


Emerging Tools - QR


Emerging Tools - App


Working Tools - Tweetdeck


Working Tools - hoosuite


Working Tools - seesmic


Working Tools - cotweet


Monitering Tools - Twittercounter


Monitering Tools - Bit.ly


Monitering Tools - Facebook insight


Monitering Tools - Google Analytics


Monitering Tools - TwentyFeet


Monitering Tools - Analytic.ly


How to Start?


Have a clear Objective


Research your situation in online sphere


Learn and understand Online culture


Listen


Select the right tool to the right media


Make a Strategy


ENCOURAGE YOUR STAFF TO JOIN


DO NOT HARD SELL


BE A STORYTELLER


Prepare for the worst case.


Social Media Marketing Strategies for Biotech and Pharmaceutical Industries

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