Presentation by Maria Sipka from Linqia.

1. Your Relationship Ecosystem How clinicians leverage community tools to better connect with their key stakeholders By Maria Sipka | CEO www.linqia.com PRESENTATION TO PATIENTS KNOW BEST| SEPTEMBER 2009

2. Communities are rarely used for direct selling… Source: http://www.flickr.com/photos/kraskland/3473214142/

3. .. but rather as a relationship conduit Source: http://www.flickr.com/photos/st-stev/153582206/

5. The Numbers 2,000+ social networks 160 million communities 1.6 billion people online 950 million social network members 350 million community members

6. Source: http://www.flickr.com/photos/rattodisabina/ See community tools as means to converse with your key stakeholders

7. Collaboration Channel Communication Channel Before Now

8. Source: http://www.flickr.com/photos/amandafarah/2465700760/ Which means the rules have changed

10. Source: http://www.flickr.com/photos/expressmonorail/2416243832/ Take off your marketing, PR, advertising, sales, market research… hat for a moment

11. Source: http://www.flickr.com/photos/aeter/2604233315/ … and put yourself into the shoes of your key stakeholders

12. Source: http://www.flickr.com/photos/mondocardine/3778923153/ Understand the role of online communities in your relationship ecosystem A brief journey to…

13. The Relationship Cycle Phase 1 Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake

14. Phase #1 What are you thinking of offering? Is there really a need? Who are your key stakeholders? How do they currently behave? Before you start… Research Validate Crystalize Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake

15. Phase #2 What does success look like? Over what period of time? How are they tied to your business goals? How and when will you measure success? Paint a picture… You can’t manage what you don’t measure Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake

16. Phase #3 What is your budget? What internal + external people will you need? Build or white label? Where will you gather content? Can you source sponsors? The community plan If you don’t have your own plan you become a part of somebody elses Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake

17. Phase #4 How are they segmented? Where do they hang out? How will you reach out to them? What’s are the different carrots you’ll offer? Go get them! Focused Targeted Authentic Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake

18. Phase #5 When do you know you’ve achieved success? How does your community fit into your stakeholders life? Formalized referral? Integrating your CRM? Return on investment The proof is in the numbers Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake

19. Phase #6 Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake Keeping your relationships engaged Deepening relationships Loyalty initiatives? Evangelists Don’t give up to early! Aim to distribute the workload by engaging your community

20. Keep in Mind Always… Transparency + Engagement + Consistency + Collaboration + Celebration + Simplicity + Measurement = Community

21. Contact Details Maria Sipka Founder/ CEO www.linqia.com www.themoderatorcommunity.com Tel: +34 626768788 [email_address] Barcelona | Geneva | Silicon Valley Twitter: @mariasipka