Handshake Your Social Media Campign with Your Strategy. Müge Gizem Bıçakçı Akalın, Boehringer Ingelheim- TURKEY

Transcription

1 Handshake Your Social Media Campign with Your Strategy Müge Gizem Bıçakçı Akalın, Boehringer Ingelheim- TURKEY

2 WHAT IS SOCIAL MEDIA?

3 SOCIAL MEDIA IS INTERACTION

4 Why do pharmaceutical brands should be in social media?

5 Why should pharmaceutical brands be in social media? Target Audience is There In avg. 30% of target audience share something about health. To deliver direct messages to consumers Effective Fast Cost effective

6 Brands Inevitable Existence in Social Media Whether brand is there or not; but target audience is there. Anyway people speaking about brand, in favor of or against in social media.

7

8 COST-EFFECTIVE

9 Costs are important! To create community To utilize community

10 New reality of our life: Viral Dissemination!

11 Consumers give credit to others experiences. Brand advertisements come next!

12 Customers are the ones who defend brands!

13 DIRECT COMMUNICATION

14 Consumers have direct interaction with the brands!

15 TO MANAGE THESE STRATEGIC APPROACH NEEDED

16 I 4 JOURNEY INSIGHT: Understand Your Audience INNOVATION: Your Strategy IMPLEMENTATION: Some Initiatives IMPACT: Metrics & Measurement

17 1. INSIGHT

18 Digital Snapshot of Customers: Physicians >1 ONLINE MOBİL FAVORITES NOT DESIRED PHARMA INDUSTRY OVERALL EVALUATION NOT DIFFERENTIATING. SATISFIED SIMILARY DESIRED *2013 BI Qualitative Research; 2011 BI Quantitative Research, GFK January

19 Digital Snapshot of Customers: Patients

20 Digital Snapshot of Customers: Patients When you face with a health problem, besides going to your family practitioner how will you behave? (More than one answer could be given) Search internet Go to hospital Advise of friends/relatives

21 Digital Snapshot of Turkish Consumers Facebook Kullanıcısı Penetration / İnternet of Facebook Abonesi

22 Digital Sosyal Snapshot mecralarda of Turkish en çok Consumers Countries Who Spend Most of the Time in Social Media zaman geçiren ülkeler

23 Every 7 person has Facebook account in the world. In Turkey there are 33 million accounts. There are 9 million Twitter account in Turkey. There are approximately 2,6 million LinkedIn account.

24 2. INNOVATION

25 Strategy Pillars Before Initiating Campaign Simple Smart Elastic Attractive Intriguing Entertaining Innovative Different Segment Based INDIVIDUAL INTEGRATIVE Interactive Collaborative Authoring Multi-channel Mobile Linked to Social Media 25

26 Issues Considered Before Initiating Campaign Define your target audience Think and act like your consumer Invite your customers to be your first fans (LIKE is critical) Create true dialogue with & between your customers Respond fast to all bad comments Respond to good comments also. Be authentic Be honest & transparent Ask questions to your community

27 Issues Considered Before Initiating Campaign Provide value (free value!!!!) Share stories (They are your social currency) Inspire customers to share stories Integrate social media into entire customer experience Use social network ads for greater impact Admit when things go bad; then leverage mistakes Consistently deliver excitement, surprise and delight Don t sell!! Just make easy and compelling for customers to buy

28 Top 10 Reasons Consumers «Like» 1 1. To receive discounts & promos 2. To show support for brand to friends 3. To get freebees(free samples..) 4. To stay informed about company activities 5. For updates on future projects 6. For updates on upcoming sales 7. For fun 8. To get access to exclusive content 9. To learn more about the company 10. For education about company topics 1 Based on report from CoTweet & Exact Target

29 Do s & Don ts in Social Strategy By Scott GerberJul 1. Link to Your Website 2. Retargeting 6. Keep Original Content Flowing 7. Maintain a Personal Blog 4. Is Still King 3. Integrate & Optimize Your Social Media Effort 5. Don't Ignore YouTube 8. Don't Forget Facebook Targeting 9. Make Your Employees Your Advocates

30 4 Ways in Implementation Channel Strategy Comm. Strategy Digital Engagement Model Online Media Planning Social Media Strategy

31 3. IMPLEMENTATION

32 NEW SOCIAL MEDIA CAMPAIGN FOR OTC DRUG: DULCOGAS, in

33 Communication Strategy - Tone and Style Informative Creating Interaction Attractive and Update Expert yet like a close friend 33

34 Channel Strategy Facebook Information Sharing Creating Interaction Spend Time Twitter PR Creating Interaction YouTube Information Sharing Spend Time

35 Facebook 35

36 Twitter 36

37 Youtube Viral Film 1 Meeting Room 37

38 Pharmacy Activities: Augmented Reality 38

39 Pharmacy Activities: Augmented Reality Before Dulcogas After Dulcogas 39

40 Online Media Planning KPIs for 2013 Site Target Creation Facebook Facebook Market Place, Sponsored Stories Ordered contacts # of Likes Page Post Ads Click page like Clicks Likes 40

41 NEW SOCIAL MEDIA CAMPAIGN FOR RX DRUG: BUSCOPAN, IN

42 Communication Strategy - Tone and Style Informative & Leading Creating Interaction Attractive and Update Entertaining & Funny Expert yet like a close friend 42

43 Life-Style Tips From Retro Charecter, Buse 43

44 Social Media Integration of Sales Force Social media training has been given to sales team members. Social media usage of sales team has been facilitated and triggered. Facilitators selected among sales team as advocates of social media campaign. Campaigns integrated with routine business activities. 44

45 4. IMPACT

46 CRITICAL SUCCESS FACTORS PLATFORM ENGAGEMENT & VIRALITY RATES How respondents interact or utilize the platform PERCEPTION CREATED AMONG STAKEHOLDERS AS BRANDS How platform perceived by the users; how useful it has been found PERCEPTION OF BI Link established between the platform and BI; BI perception change SALES TEAM ENABLING CAPABILITY OPERATIONAL EFFECTIVENESS

47 CRITICAL SUCCESS FACTORS We started creating engagement We will analyze the numbers by data mining We will conduct market researches to test perception We have still way to go!!!!

48 THANKS