An Outside Industry PerspectiveOptimizing Social Media with Cause, Creativity and Fervor

Why is social media so popular?

Because … it connects us in an emotional, personal, possibly spiritually uplifting way

Photograph by John Stanmeyer, National Geographic

Are we still afraid?

We shouldn’t be … this guidance shows five key takeaways

Hyperlink to Original PDF

5 Key Takeaways from the FDA’s Draft Guidance on Interactive Social Media

Brands are only responsible for the content that they produce, and

Third party blogger engagements should become a larger part of the communication mix

Hyperlink to source:Jan. blog post from

How is social media currently being used by Life Sciences firms? A brief overview of activities/tactics (Part 1)

Highlight community activities, media, investments

CongratulateTweet from

conferences Infographics

Online health questionnaires

Life of medical students

Private support communities

Various videosCareer related

content

(Part 2)Some specific platforms … Primary: Facebook, Twitter, LinkedIn … to

lesser extent, YouTube … hardly anything on Google+, Flickr or Pinterest

2 examples: “Selfie” blogs and “selfie” audiofiles

Don’t forget that diverse users gravitate to certain platforms

Case studies #1: A non-profit uses Facebook to identify and evangelize their adherents Sponsored stories and occasionally paid

advertising -> +276,000 fans

Children in a peddle cab take themselves to the operating room ... 6,000 likes, 2,000 sharesHyperlink to UntoldNews Website

Case studies #2: A financial services firm uses humor across channels to build awareness, buzz and market share

Online / offline campaign targets younger users … YouTube, FB, pounding the pavement in Washington D.C.

Highlights video: http://www.youtube.com//watch?v=Qzn9LOMekzg

Case studies #3: A market research firm uses private communities to test product development 3,000 community members test ideas for

new product features, feedback re advertising and spokespeople, polls

Hyperlink to ThinkPassenger website

Case studies #4: A publisher uses a 3rd party blog to build subject matter expertise and a market for its product Serious users >>> casual

drop-ins

Hyperlink to PerfectScoreProject

Case studies #5: A DTC entrepreneur uses YouTube to build a fandom (applicable to OTC pharma type products)

Woody’s Gamertag YouTube channel becomes the go-to place for the straight scoop on intimate relationships & dating

Nearly 1.2 mill subscribersOver 150 mill views1200 videos covering teenage boys’ concerns

Case studies #6: A global telecomm builds registrations for its Webinar via LinkedIn

A combined effort: field marketing, social media agency, sales reps, B2B marketing agency

LinkedIn Groups Leverage the network: 100 x 500 Registrants feed into a lead nurturing

drip

A more in-depth look at how LinkedIn Groups work

150 of the Vodafone webinar attendees ultimately came from LinkedIn

Case studies #7: A retail bank uses Yext PowerListings for local search + crisis response

Location is broken, inconsistent and unreliable Adding rich location info and enhanced

content to every search, especially MOBILE

Citibank uses Yext on 48,000 listings across 42 publishers to get more traffic and add personalized content

Hurricane Sandy, Citibank communicated branch closures, emergency messages

Case studies #8: A vertical social network for medical practitioners

The rise of Doximity … more members (250,000) than the American Medical Assn.

Quantcast estimates over 200K members visit monthly

The other side of social media … you are not being social if you are not a “give back” type of person. Genuinely.

http://www.mojo40.com/21-fail-proof-business-networking-steps/

When you “give back,” keep it personal

Questions and Answers

www.digitalzoom-ny.comdianed@digitalzoom-ny.com@DigitalZoomNY