Medical Monday: The Power of the Tool Box – 3 Key Tools for Pharma Social Media Success

Recently, the CDC released a new resource to help health communicators utilize social media for communicating health data – the Health Communicator’s Social Media Toolkit. This new tool is a great asset for the public health community to establish a framework for utilizing social media.

Similar to the public health/government agency community, the pharmaceutical industry’s highly regulated nature makes similar “tool boxes” a great way for companies to keep their efforts in line with how they can and should be using social media. Here are three key “tools” that every pharmaceutical marketer should integrate into their tool box…

Anuncios

Recently, the CDC released a new resource to help health communicators utilize social media for communicating health data – the Health Communicator’s Social Media Toolkit. This new tool is a great asset for the public health community to establish a framework for utilizing social media.

Similar to the public health/government agency community, the pharmaceutical industry’s highly regulated nature makes similar “tool boxes” a great way for companies to keep their efforts in line with how they can and should be using social media. Here are three key “tools” that every pharmaceutical marketer should integrate into their tool box… Leer más “Medical Monday: The Power of the Tool Box – 3 Key Tools for Pharma Social Media Success”

Case Study: Ford & Social Media

Can a traditional marketer turn influencers and consumers into vocal believers – at a time of crisis – via a comprehensive, enterprise-level social media strategy?

In November 2008, the domestic automotive industry was on the brink of disaster, facing increased competition, declining sales and a global economic. Ford Motor Company emerged as the only domestic automaker to reject a government bailout and was confident in its 2010 product line up-all vehicles were best-in-class, or among best-in-class, in fuel-efficiency, quality, safety and technology.

However, Ford had to find a way to communicate this to the car-buying public.

We designed a complete enterprise social media strategy that showed “Ford is different” and delivered market share growth at a time of crisis.

From our 100 City Tour for Taurus to the BlogHer Quality challenge, we engaged influencers and consumers in ways that got them to talk and recommend Ford to their peers. We strategically researched, built and managed relationships with over 400 influencers in 6 segments that Ford had never communicated with before. We lay a foundation for listening and a consistent model for measurement to ensure that all social programs could be evaluated. And we built capacity within Ford via marcom integration and training including a program for Ford’s 3000+ dealers.

The results…


Can a traditional marketer turn influencers and consumers into vocal believers – at a time of crisis – via a comprehensive, enterprise-level social media strategy?

In November 2008, the domestic automotive industry was on the brink of disaster, facing increased competition, declining sales and a global economic. Ford Motor Company emerged as the only domestic automaker to reject a government bailout and was confident in its 2010 product line up-all vehicles were best-in-class, or among best-in-class, in fuel-efficiency, quality, safety and technology.

However, Ford had to find a way to communicate this to the car-buying public.

We designed a complete enterprise social media strategy that showed “Ford is different” and delivered market share growth at a time of crisis.

From our 100 City Tour for Taurus to the BlogHer Quality challenge, we engaged influencers and consumers in ways that got them to talk and recommend Ford to their peers. We strategically researched, built and managed relationships with over 400 influencers in 6 segments that Ford had never communicated with before. We lay a foundation for listening and a consistent model for measurement to ensure that all social programs could be evaluated. And we built capacity within Ford via marcom integration and training including a program for Ford’s 3000+ dealers.

The results… Leer más “Case Study: Ford & Social Media”

Introducing Generation C: The Connected Collective Consumer

From Nielsen’s Consumer 360 Indonesia conference presentation by Dan Pankraz, Planning Director/Youth Strategist, DDB Sydney

“I share, and therefore I am”

Just who, or what is Gen C? This question, posed by Mr. Dan Pankraz, Planning Director/Youth Strategist, DDB Sydney, speaking at Nielsen’s inaugural Consumer 360 Conference in Jakarta, Indonesia, drew curious looks and blank faces among participants. Mr. Pankraz highlighted the need for companies to understand and engage Generation C, a group he believes to be the most highly influential in the world due to their need to share their lives via social media platforms.

Unlike Gen Y or Gen Z, Gen C is not an age cohort. “Gen C are teens and 20-somethings that have been “hatched’ out of social media. What ‘C’ stands for has been widely debated. A few years ago it was about Generation ‘Content’ – now it’s about a multitude of things; constant connectivity, collaboration, change, co-creation, chameleons, cyborgs, curiosity. But most of all, Gen C is the ‘Connected Collective’ consumer,” Mr. Pankraz explained.

Gen C is not a target audience but a community of digital natives that will partner with brands. To successfully market to Gen C consumers, brands must create fresh, cultural capital for Gen C to talk about– a process which also gives them “status” within their cohorts or “tribes” and social networks.


From Nielsen’s Consumer 360 Indonesia conference presentation by Dan Pankraz, Planning Director/Youth Strategist, DDB Sydney“I share, and therefore I am”

Just who, or what is Gen C?  This question, posed by Mr. Dan Pankraz, Planning Director/Youth Strategist, DDB Sydney, speaking at Nielsen’s inaugural Consumer 360 Conference in Jakarta, Indonesia, drew curious looks and blank faces among participants. Mr. Pankraz highlighted the need for companies to understand and engage Generation C, a group he believes to be the most highly influential in the world due to their need to share their lives via social media platforms.

Unlike Gen Y or Gen Z, Gen C is not an age cohort.  “Gen C are teens and 20-somethings that have been “hatched’ out of social media. What ‘C’ stands for has been widely debated. A few years ago it was about Generation ‘Content’ – now it’s about a multitude of things; constant connectivity, collaboration, change, co-creation, chameleons, cyborgs, curiosity. But most of all, Gen C is the ‘Connected Collective’ consumer,” Mr. Pankraz explained.

Gen C is not a target audience but a community of digital natives that will partner with brands. To successfully market to Gen C consumers, brands must create fresh, cultural capital for Gen C to talk abouta process which also gives them “status” within their cohorts or “tribes” and social networks.

What makes Gen C “tick”: Leer más “Introducing Generation C: The Connected Collective Consumer”

11 Practical Business Uses for LinkedIn, Facebook and Twitter

I’m often asked how social networks can be used for practical business purposes. While convincing people that LinkedIn is a good professional tool is not hard, many folks are not using Facebook for anything other than communicating with friends or playing games, and are not using Twitter at all; articulating the business value of Facebook and Twitter to those people can be challenging.

Are you looking to convince a colleague or a client of the value of social networks? Or perhaps you are still not quite convinced they are actually useful for work? Here’s a list of some basic ways you can use LinkedIn, Facebook and Twitter for specific business activities. No bells, no whistles, just business…


By Aliza Sherman
http://gigaom.com/collaboration/11-practical-business-uses-for-linkedin-facebook-and-twitter/

I’m often asked how social networks can be used for practical business purposes. While convincing people that LinkedIn is a good professional tool is not hard, many folks are not using Facebook for anything other than communicating with friends or playing games, and are not using Twitter at all; articulating the business value of Facebook and Twitter to those people can be challenging.

Are you looking to convince a colleague or a client of the value of social networks? Or perhaps you are still not quite convinced they are actually useful for work? Here’s a list of some basic ways you can use LinkedIn, Facebook and Twitter for specific business activities. No bells, no whistles, just business… Leer más “11 Practical Business Uses for LinkedIn, Facebook and Twitter”