4. Because social Media is the new big thing.
There are 4,4 million Belgians on
Facebook & 800 million worldwide
Twitter is all over the press
Competition has loads of Facebook friends
6. Because it offers business value
Fans, Tweets & Likes are vanity.
ROI is sanity. It’s up to you to decide
how crazy you can afford to be.
Lori Taylor - social media guru
7. Last Century
Awareness
¨
Interest
¨
Desire
¨
Action
8. The social consumer
Social
Input
Explore
Loyalty
Buy Social
Confirmation
Celebration
Need
Post buying
Experience
Social
Output
9. Paid Media
CPC Mobile/Apps
advertising
Emailing
Banners Emailing
YouTube Google
Images
Campaign Google
sites e- Search
Owned Media Company-
website
commerce
site
Google Maps
Twitter Facebook Location Referring sites
Based
Services
Blogs
Fora Earned Media
10. Social Media in
More networks:
Belgium
• YouTube
• Vimeo
MAY 2012
• Dailymotion
• Soundcloud
• Foursquare
• Path
• Instagram
• Flickr
• Quora
• Pintrest
• Tumblr
• Posterous
• GetGlue
• Miso
• Qik Video
Bron: http://bvlg.blogspot.com
• Foodspotting
• Runkeeper
• Klout
• Spotify
• ...
13. With as a final goal:
Measurable Results
What results would you
like to achieve?
14.
15. Wat is RauwCC?
RauwCC is een Nederlands full service social media bureau
en is op 1 mei 2010 opgericht.
Heeft inmiddels 5 rauwe werknemers.
en groeit hard.
RauwCC maakt deel uit van de Cronos Groep.
De Cronos Groep bestaat uit ruim 2.500 werknemers
verdeeld over 200 bedrijven in de BeNeLux.
De Cronos Groep bestaat ruim 20 jaar,
is vorig jaar met 20% gegroeid
en is financieel en operationeel 100% onafhankelijk.
17. Waarom doet RauwCC dit?
We geloven dat je over social media
vooral niet te ingewikkeld moet doen
en gewoon moet aanpakken.
Op z’n Rotterdamst dus!
We werken graag met opdrachtgevers die
geloven in een nuchtereaanpak van social media activaties
en die openstaan voor co-creatie.
We denken breder dan alleen social media,
maar zorgen ook voor de brug van offline naar online en vice verca.
Dit alles om de business van onze opdrachtgevers te laten groeien.
23. De voordelen
Vergroten van netwerk
Verbeteren van klantrelaties
Verhogen van loyaliteit
Inzicht in de klant
Kostenbesparend t.o.v. traditionele media
Interactive recruitment
Transparantie tussen afdelingen
Kennisdeling tussen afdelingen
Doelgroep gerichte acties
Direct inspelen op ontwikkelingen en trends
Campagnes makkelijk bij te sturen
24. De vooroordelen
”Social media is gratis.”
Het gebruik kost tijd en daarom wel degelijk geld.
”Social media is makkelijk.”
Social media vraagt om een flexibele communicatie strategie en
continu schakelen.
”Dat doet onze stagiair geloof ik”
Een enthousiaste stagiair is toch echt niet de beste
vertegenwoordiging van je bedrijf.
”Ik verdien niets aan social media.”
De Return On Investment (ROI) op social media is beter
meetbaar dan die op traditionele media en daarbij…
Wat is de Risk Of Ignorance (ROI)?
29. Wat is ‘sociaal kapitaal’?
Sociaal kapitaal kan algemeen omschreven worden als ‘de hulpmiddelen
die in een gemeenschap aanwezig zijn om de gezins- en
sociale organisatie vorm te geven.'
Deze hulpmiddelen vinden hun voedingsbodem in acties zoals
gemeenschapsactiviteiten, sociale steun en participatie.
Belangrijke elementen van ‘sociaal kapitaal’ zijn de kwaliteit
van sociale
relaties, groepslidmaatschap, formele en informele
netwerken, gedeelde normen, vertrouwen, wederkerigheid en
inzet voor de gemeenschap.
31. Aha, best veel dus!
‘Social Capital’ is de optelsom van
je online netwerk,
je online reputatie,
je online zichtbaarheid en
je online vaardigheden om mensen te binden en te boeien.
‘Social Capital’
is de online variant van
sociaal kapitaal.
47. Tot slot
Social media heeft een wereldwijd bereik…
Maar vereist een locale aanpak en…
Begint bij jezelf!
48. Mijn naam is Maarten Reijgersberg
Social Media Architect
Vragen over social media strategie en implementatie?
maarten@rauwcc.nl
@RauwCC
49.
50. All The Way is a full service social media agency
Strategy
Concept &
Creativity
Storytelling &
Training Execution Conversation
Advertising
Design
Analytics
Development
51.
52. Issues
• Legal and regulatory
• Fear
• Lack of knowledge
• Organizational
53.
54.
55.
56. Medical landscape in changing
• Social and technological (r)evolution
• Patients and doctors are searching and discussing medical
information online
• Commercial visits to doctors are restricted and less fruitful
• Prevention is becoming important (healthy lifestyle, Quantified self)
• Lower profit margins (McKinsey: A wake-up call for Big Pharma)
67. Buzz monitoring &
conversation management
• What is being said on some topics, keywords, companies, brands
• Is it positive or negative?
• Who are the influencers?
• Where is it said? social? blogs? Forums? Newssites?
• When are people talking?
68.
69. NOW
• People are talking about your brand and your products
• There’s already a lot of (mis)information out there
• A lot of questions remain unanswered or people don’t know where
to ask
• Fear of negative comments and adverse events reporting
71. Patients
Clinical Trials EOL sales
recruitment
HCP’s KOL Product
engagement Launch
Product Lifecycle
Commercial
Team Sales Force
support
Internal
Team
72. Start now
• Listen
• Training
• Social media policy
• Define goals and strategy
• Start small
• Involve your management
• Make someone responsible
• Use appropriate tools
• Measure
73. What results would you
like to achieve?
• Reach specific target groups • Reaching marketing & sales goals:
• Patient • Recruiting for clinical trials
• Health Care Practitioners • Engaging with Key Opinion
• Stakeholders within the company Leaders
• Optimizing sales force
effectiveness
• Promoting end of lifecycle
products
• Launching new products
74. Clinical Trials Awareness creation and taking
recruitment
away inhibitors
• Objective: Lower the barrier
• Channels
• Inform extensively on YouTube
• Connect with potential audience via Facebook and Twitter
• Via platforms and clinical trial centers
75.
76.
77. KOL
engagement Engaging with KOL’s
• Objectives:
• Build a community of ambassadors
• Channels
• Dedicated community websites (extra to continuous medical education)
• LinkedIn as a professional and discrete channel for professional
communication (chinese walls between private & professional activities)
78.
79. Product
Launch Be where the patients are
• Objective: Inform and attract
• Rx / OTC
80. Product
Launch Patient communities J&J purchased the online
community Children With Diabetes
in 2008 for a reported $6-7 million.
The online community’s goal is to
promote understanding of the
care and treatment of diabetes,
especially in children; to increase
awareness of the need for
unrestricted diabetes care for
children at school and daycare; to
support families living with
diabetes; and to promote
understanding of research into a
cure.
81. Product
Launch Patient communities
• Proprietary patient communities struggle to survive:
• The are expensive to build
• It’s a technical challenge to keep them “up to standards” (with
Facebook being the standard)
• They are not part of patient’s daily lives as they are only
focussed on the disease and other patients.
• It’s difficult (impossible) to strike a balance between commerce
and neutrality
• Ideally the patient community should be part of a bigger, more
general ecosystem ...
82. Product
Launch Patient communities on
Patient Communities are
much easier to build on
Facebook, which makes it
simple for patients
themselves to launch and
maintain such an initiative.
83. Product
Launch More Facebook ideas
• Facebook advertising: targeting (age, gender, open graph, ...)
• Facebook apps:
• Remember to take medicine, replace lenses, etc. >
stimulate therapeutic ...
• Facebook pages: theme page (ranging “Hangover monday” tot
“something serious”
84. Product
Launch How NOT to be on Facebook
Don’t replace a Facebook
page with an app that has
no use.
Keep you presence up-to-
date and alive!
85. Product
Launch YouTube as a channel
• Instructions on how to use, apply, ... (medical devices,
oogdruppels, lenzen, ...) - YouTube
• http://www.youtube.com/watch?v=TWeZljr7ZSo
• http://www.youtube.com/user/JNJhealth
86. Sales Force Optimizing sales force
support
effectiveness
• Objective: Supporting the sales story through targeted information
• Rx / OTC
• Channels
• LinkedIn as a professional and discrete channel for professional communication
• Health channel (J&J)
• Invitations for medical events
• Product information (pre & post launch)
• (closed) Twitter account for therapeutic area’s
• Blogs
• Reporting on medical events (see also KOL’s)
• Patient compliance - medication programs
87. EOL sales
Strengthen Brand love
• Objective: Offer added value as a brand to generate pull model
• Use social media to offer extra’s (e.g. information, tips, ...)
• Channels
• Facebook presence with conversation management
• Content marketing
• Join the conversation
• Fora, Facebook, blogs, ...
• Video channels
88. EOL sales
Content Marketing with Video
The site (YouTube channel)
has six themed channels to
reach different stakeholder
groups, including patients,
healthcare professionals,
employees, media, financial
analysts and shareholders.
http://www.youtube.com/user/sanofiaventisTVfr
89. Research
• http://social.eyeforpharma.com/sales/special-report-mobile-apps-and-pharma
• http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/
• http://www.everyheartbeat.org/
• http://www.patientslikeme.com/about
• https://www.facebook.com/PatientsLikeMe
• “The patient is part of the healthcare team.”
• http://www.frankwatching.com/archive/2012/05/20/ehealth-als-grote-belofte-voor-zorgvernieuwing/
• http://www.scanadu.com/
91. "When we consider a project, we really
study it - not just the surface idea, but
everything about it.
And when we go into that new project, we
believe in it ALL THE WAY.
We have confidence in our ability to do it
right. And we work hard to do the best
possible job."
Walt Disney