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Reputation management in a digital world Presentation by Ross Taylor, Group Digital Director Dr. Nick Broughton, Pharmaceuticalethics.com
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Where to start?
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1. Prepare 3. Plan 2. Listen 4. Engage 5. Integrate 6. Measure
1. Prepare 1. Be Prepared!
 
 
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2. Listen….
 
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Avastin rejected by NICE
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3. Plan ahead
OPPORTUNITY 1 PLANNING 2 PROPOSITION 3 EXECUTE 4 MEASURE AND EVOLVE 5
 
 
 
 
 
 
 
 
4. Engage
 
 
 
 
 
 
 
 
 
 
 
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5. Integrate
 
 
 
 
6. Analyse
the iab framework intent awareness appreciation action advocacy benchmark Establish intentions and objectives in order to define which KPIs are most pertinent Define core KPI metrics by social media platform (soft metrics & hard financials) Compare benchmarks with other SM activity, channels, industry averages
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Reputation management in a digital world

Notes de l'éditeur

  1. 200,000 protest emails Video viewed >1.5m times