1. Social Media Best Practice
Alexandra Fulford
2013
What good looks like and
how to get there

3. Contents
3

4. What good looks like . . .
4

5. 5
What good looks like . . .

6. Strategic

7. Their strategy focuses on using celebrities to
raise awareness about Malaria

8. Their campaigns have been highly impactful
• Ashton vs CNN resulted in 89,724
mosquito nets reaching African
families
• Malarious videos saved 8,333
lives

9. Be consistent with strategy and use
of social media across initiatives

10. Insightful

11. Philips wanted to build credibility, drive
discussion and brand awareness
Target: 38,000+ HCP

12. The highly active community provides
insights and has a positive business impact
28% greater top of mind awareness

13. Make the most of opportunities to
gain insights through listening

14. Realistic

15. Roche Diagnostics wanted to engage with
the Diabetes community

16. They developed a social media strategy
based on long term relationships

17. Investment in long term relationships has
shown results

18. Listen to stakeholders, set realistic
goals and allow time

19. Integrated

20. GE Healthcare raises awareness through
integrated and optimised campaigns
20

21. Campaigns are successul across channels
and countries
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#Getfit: 123 countries. 12,345 participants.
15 ambassadors

22. Always optimise and integrate
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23. Dynamic

24. Sanofi explored using social media quite
early but made some very public mistakes

25. They persevered and adapted
25

26. Went from worst to best in social media
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27. Do not give up and be ready to
learn, act and adapt
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28. Conclusion

29. Stop. Look. Listen
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30. Build a solid, comprehensive strategy
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Structure
Skills Style
Systems
Staff
Strategy
Shared
Values

31. Your strategy is your road map
31

32. Base it on shared values and needs
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33. Set a consistent style and tone of voice
33

34. Set up internal systems and workgroups to
deal with hurdles and ensure integration
34

35. Clearly plan your structure and ecosystem
35

36. Educate internal stakeholders and hire the
right people
36

37. Develop a launch and communication plan
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38. . . . and then engage
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39. 39

40. ADAPT 40

41. ... And finally . . .
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never tweet and drink!

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