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1. Quick scan online presence Toshiba and competitors2. Facts & ﬁgures3. Some best & worst practices from other businesses4. Tips & tricks5. Strategy: integrated marketing communication power in ﬁve steps
“We don’t need a social mediapolicy within Toshiba.”
1. presence Toshiba medical and its competitorsonline Quick scan
“Classiﬁed information” Please contact me if on this matter
Toshiba GE Siemens Philips medical healthcare healthcare healthcareSocial media channelsmentioned on website More than 1.000followers on Linkedin company proﬁle More than 1.000followers on Linkedin group More than 1.000followers on Facebook More than 1.000 followers on Twitter More than one app in iTunes SCORE ?-6 ?-6 ?-6 ?-6
“Classiﬁed information” Please contact me if on this matter
“...On a scale of 1 to 10, I givemyself at least a 6 for our socialmedia behavoure.”
98% of Europeans are aware of Social Media. 73% of Europeans are member of at least 1 social netwerk.
Awareness, penetration, averagenumber of networks Aware of at least one network 98% Member of at least one network 73% Average number of networks one is 1,9 86% member of 75% 34% 95% 44%* 1,8 76% 3,4 2,1 98% 88% 3,9 97% 86% 96% 3,1 67%Emerging markets Brazil andIndia show the highest 1,5awareness and penetration ofsocial networks. * The 44% share of social networkers in China is low compared to other countries. This might be due to the fact that some large Chinese networks (eg RenRen) were not included in this survey.
“... and therefore social mediadon’t ﬁt in the image or valuesof Toshiba.”
Awareness, penetration, averagenumber of networks Aware of at least one network 98% Member of at least one network 73% Average number of networks one is 1,9 member of Western Europe lags behind in social network North 98% penetration. 75% 1,5 West East 97% 99% 66% 79% 1,8 1,9 South 99% 77% 2,2
Top 3 networks by membership North 69% 97% 18% 38% 10% 80% West East 58% 57% 95% 94% 14% 39% 82% 55% 12% 12% 36% 72% South 72% 98% 24% 85% ■ Membership ■ Awareness 15% 41% N Europe = 7446 / F = None
Member profile Women typically outnumber men on social networks — women make up 53% of Facebook users and 49% of MySpace users. However, a majority of LinkedIn members (56%) and Twitter users (55%) are men. Facebook Twitter MySpace LinkedIn Gender Male 47% 55% 51% 56% Female 53% 45% 49% 44% Age Age 15-24 24% 30% 33% 15% 25-34 25% 25% 26% 24% 35-54 35% 30% 31% 43% 55-99 16% 14% 11% 18% Smartphone Smartphone Smartphone user 43% 58% 46% 59% Working situation Working situation Employed 58% 58% 54% 72% Student 13% 17% 18% 8% Not working 29% 26% 28% 21% N Europe = 5613 / F = If member of social network(s)
Following brands | Europe in perspectiveEurope has the lowest shareof brand fans, 51%. CompareIndia: 70% follows a brand. Brand followers 51% 60% Average no. of brands followed 12,2 9,3 57% 62% 20,2 7,9 70% 15,6 55% 19,6 55% 8,3 N Europe = 5613 / F = If member of social network(s)
>50% of socialnetwork usersare connected to brands.
Offlineexperiences arethe main online conversation starters.
Positive experiencesare bigger conversation starters than negative experiences.People like positive stuff
“Our clients love Toshiba becauseof our (online) reputation.”
Average consumers follow a brand to get a direct personal benefit.
36% posted content about a brand on social networks.
Consumers want to be in the boardroom.44% is asking to take part in co-creation of products & advertising.
People become a fan onFacebook because they like the product, notbecause of advertising.
“Our Toshiba employees areready for social media use.”
“Professionals are attracted toToshiba because of our onlinepresence and activity.”
>50% follow brands on social media.Personal brand experience and conversations about brands by peers are drivers to connect.
2 out of 3 employees is proud about theiremployer, but only 19% shares stories on social media: unusedconversation potential.
People prefer toshare positive brandexperiences on social media
Most trusted source are peers. Theirexperiences are key driver in consumer decision making.
12% says the imagethey have formed based on real-life experiences is(completely) different from the image based on social network pages
SOCIAL NETWORKERS 61% ALL RESPONDENTS 52% People are willing toprovide feedback whileusing a brand/product!
Majority employees is not allowedto use social media.
What about the Boss and a brand on social networks.
19% talks abouttheir company on social media. Employees are clearly unused social potential.
61% of employed social networkers is proud of the company they work for
33% cannot accesTheir social network websites at work
Access to social media at work | Europe in perspective Would like to have access 34% (top2%, 1-5) N=1590 N=62 N=56 N=35 N=104 N=78 N=66 ■ complete access ■ limited access ■ no access at all F = If member of social network(s) and active working person
Company policy 60% would like to get help from employer to share relevant content. 25% has a written policy about social media usage. 13% receives social media training.
4 out of 10 like theiremployer’s attitude towards social media… … and more than a thirdis open to share information about the company they work for.
Brand usage 46% Recommendation by friend 29% Following brands on Invitation by network contact 28%social media is driven by the actual user Search engine 27% experience Advertising on social media 26% Online advertising 22% Buying intention 22% Invited by brand 18% Traditional advertisements 18%
19 > 172179 > 278 The use of social media 85 > 585 by European hospitals increased significantly over time (2009 - 2011)
“Social media is being used by allour stakeholders.”
Patients share theirstories and information on social media
Question“ To which extent Dutch hospitals interact with their clients?”
Research*:92 Dutch hospitals Number of members Linkedin groupKind of hospital: SAZ, STZ, FF, CWZ, MCH, NFU Is the Linkedin group for intern or extern use?Number of specialists Presence of active Facebook pageNumber of employees Number of members Facebook pageNumber of beds Level of activity on Facebook pageLink to social media on website Presence of Twitter accountInteraction other than contact button Number of tweetsPresence of Linkedin company proﬁle Number followingNumber of employees on Linkedin Number followersPresence of Linkedin group Level of activity on Twitter account* We only examined the ‘big three’: Linkedin, Facebook, Twitter, because of clarity and comprehensibility.
Number of employees on Linkedin 2010: 32.339 / 192.566 health care workers = 16,7% Possible explanation: • Linkedin is for business (wo)men; • No access to the internet during worktime. * = bron: http://www.dutchcowboys.nl/socialmedia/23075?utm_source=Dutchcowboys&utm_medium=Twitter
Number of Facebook pages 83 hospitals (83) have Facebook pages... ...only 48 pages were active*. 58% of the pages were not managed by the hospital* = Managed by the hospital
Level of activity Only 3 out of 92 hospitals scored maximum point 30 hospitals scored 0 points. 23 hospitals scored ‘likes’ and generated ‘fans’.
Presence on Twitter 21 of the 92 hospitals have no Twitter account (22,8% )
About the accountsThey had 53.002 ‘followers’... and 17.205 ‘following’ accounts.
Conclusions & recommandations [1 - 2]1. The top-5 hospitals on social media: HAGA, OLVG, Maxima, Tweesteden en het Rijnstate ziekenhuis.2. Twelve hospitals scored zero points.3. The top-5 hospitals scored also very high in the customer friendliness list.4. In general the unfamiliarity with social media in hospitals is great in contrast with the familiarity of the patients.5. Most hospitals lack a clear vision, strategy and interaction tactic with the patiënt.
Conclusions & recommandations [2 - 2]6. Having an account is one thing, maintaining it is something totally different.7. The patients are ready, given the fact that they show their apperances in hospitals everywhere. (Facebook check in’s).8. It is not always clear who manages the accounts, so a lot of changes for actual information exchange are unused.9. Social media are a part of the communication mix. A complementairy interpretation is needed.10. In general there is to much sending and a (pro)active interaction with patiënts is not yet ordinary.
3. Some best & worst practices from healthcare
Pushed content versusreceiver oriented content. It’s all about relevance!
Nanopil Sport community Medicine container Weight scale with wiﬁ with wiﬁ
Five basic principlesfor a succesfull use of socialmedia
Recap 1. Passion If you do not like it...don’t do it! 2. Just do it You are the best example yourself.3. Transparancy Transparacy, honesty and openness are keywords in social media. Also towards people who react in a negative way. 4. Flexibility It is possible that your audience uses your domain in a different way than you had in mind. Be ﬂexible on this one.5. Long breatch Don‘t give up. It takes some time to learn what works and what does not.
Recap1. Lack of knowledge can lead to stagnation of the plans.2. If too many people are involved, nobody is in charge.3. Being there is not enough. It starts with strategy.4. Social media is not for free. There are costs.5. It is not about what you want to tell. It all is about listening.
“Toshiba needs a 24/7 & 365view on all the social mediacommunications.”
Kwantitative: how big is the ‘buzz’? Kwalitative: Benchmark all which issuesthis with 1 of 2 are being competitors. spoken? Monitoring Which Is there a information possible ‘blind needs are spot’? there?
PositioningDefining your targets Strategy Vision & mission Defining your target groups
Align your organization Define your Make yourtargets SMART Focusing communication tactics Create the right balance between off- and online.
Defining the right channels Execution Make aMonitor your communicaion & KPI’s interaction roadmap
Evaluate your KPI’s Evaluation & adjust Evaluate yourAdjust results