How Can Life Science Companies Leverage the Social Media Hype Cycle?

Transcription

1 How Can Life Science Companies Leverage the Social Media Hype Cycle? Mary Canady February 18, 2014 Association for Commercial Professionals in the Life Sciences Webinar Series comprendia.com/hypecycle

2 Comprendia, Est Founder: Mary Canady, Ph.D. 10 yrs at bench & computer 10 yrs marketing & business development Large (Invitrogen, Calbiochem/EMD) & small biotech/life science 5 yrs Social media Established biotech & science thought leader Quoted in GEN, C&EN, BIO Campaigns with 10 companies >1 yr workshops Virtual Shop Developers Writers Designers Mary Canady mcanady@comprendia.com 2

3 Hype Cycle Developed by Gartner Analysts 3

4 Hype Cycle: Things We Hear 4

5 Hype Cycle: Things We Hear What is the ROI of social media? 5

6 Hype Cycle: Things We Hear We re cutting way back on conference attendance and print advertising. 6

7 Hype Cycle: Things We Hear We need to be on Facebook and Twitter. 7

8 Hype Cycle: Things We Hear We tried social media, it doesn t work. 8

9 Hype Cycle: Things We Hear How do we integrate social media into our marketing planning? 9

10 Hype Cycle: Things We Hear How do we integrate social media into our marketing planning? 10

11 3 rd Party 1 st Party Social Media Toolbox 11 Application Description Uses Find Customers Blog/Web 2.0 LinkedIn Twitter Dynamic website with rapidly changing content Professional networking Sharing information with short updates Search engine optimization Engage in a controlled environment Create group related to engagement channel Engage and find followers based on topics or events Facebook Social networking Create a page and engage Google+ Social media backchannel Create brand page, engage Everybody Googles Drive traffic from 3 rd party sites Advertising interface Search groups Run Ads Search for keywords or hashtags Run Ads, use interface Hashtags Influence SEO (Google Authorship)

12 Statistics from Bioinformatics, LLC October 2013 Digital Marketing to Life Scientists: Social Media and Best Practices Report 35% of life scientists use social media constantly or frequently for their work Half of scientists using social media for work engage with life science vendors LinkedIn and Facebook are the top social media applications for life scientists Life scientists use social media to further their professional activities network with colleagues make contacts maintain their professional identities 12

13 Beating The Curve Overhaul your Marketing Plan OR create a Social Media Charter Modern Marketing Plan Determine your online value proposition Choose tactics/applications Find, create, share great content Analyze & Repeat Shift budgets accordingly Living documents/dashboard 13 Comprendia 2013 Marketing Plan Webinar with Template

14 Integrating & Rethinking What are the new possibilities available with digital/social media? More metrics than ever before Faster response time Warmer leads for sales Rethink how all tactics could be updated and integrated Augment tradeshow exhibits with interactive Twitter campaigns & events Add engaging, dynamic content to newsletters rather than just listing products 14 BTC: Embrace changes in the media as opportunities, not threats.

15 Online Value Proposition Broadcasting product information is no longer an option What value can you provide that will attract and nurture leads? Survey customers Repurpose past successes Think broadly to cast a wider net & use for product ideas 90/10 rule: share 90% useful information, 10% promotional 15 Beating The Curve: Find a unique OVP that alleviates a pain your customers have.

16 NEB Epigenetics Campaign 1 st Party Publications Forum Blog Community 3 rd Party Facebook Twitter 16 epiexperts.com Result: NEB can reach 9,000 epigenetics researchers.

17 Which Applications To Use? Surveying your customers is key to finding the social media applications to use Microscopists: images, uploads Lab equipment: infographics/posters Social Media applications go through a hype cycle of their own Shift from social media to content marketing Original, SEO friendly content on your website will stand the test of time 17 BTC: Capturing hard leads should be an integral part of your strategy.

18 Finding Content: External Life science is an embarrassment of riches for shareable social media content Blogs Scienceseeker.org Researchblogging Google Alerts Twitter Publications Comprendia s custom media alerts 18 BTC: Identify online KOLs and engage with them as you would traditional thought leaders.

19 Twitter: Missed Opportunities

20 Finding Content: Internal Life science companies have been creating great content for DECADES Take inventory, plan/review market research, and repurpose old and all content Comprendia 2013 Content Marketing Webinar with templates 20

21 Analyze & Repeat Right brain analysis Creative intuition is needed during the Slope of Enlightenment Collect stories to share with management, show how marketing mix is working Left brain analysis Find the key performance indicators (KPIs) by hand before investing in software Use marketing automation when ready Recent ACP-LS Webinar 21 BTC: Build an engaged following that can be queried for their content & product needs.

22 Beating The Curve Determine your online value proposition Choose tactics/applications Find, create, share great content Analyze & Repeat 22

23 Learn By Example Resource Life Technologies Social Media Feed, Case Study Video NEB Epigenetics Resource Life Science Twitter List Life Science Company Facebook Feed Biotech Marketing Group San Diego Biotechnology Network Description 100,000+ Facebook fans, Sr. Digital Marketing Manager Robin Smith shares strategy & tactics in video 9,000 engaged researchers through an integrated campaign: community, blog, Facebook 264 life science companies on Twitter: follow in app: Hootsuite, Tweetdeck 69 Life Science Facebook pages, follow on Facebook. 4,500 professionals discussing trends 12,000 professionals engaged through LinkedIn, Facebook, Twitter, and events comprendia.com/hypecycle 23

24 Comprendia s Value Strategies For Traditional and New Media Marketing Channels and Technologies for Tactical Implementation Focused on Meeting Your Objectives 24