Social Media for Business Success: Life Sciences January 2011
-
Upload
hamill-associates-ltd -
Category
Business
-
view
1.555 -
download
1
description
Transcript of Social Media for Business Success: Life Sciences January 2011
![Page 1: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/1.jpg)
ENERGISE2-0.COM
Social Media for Business Success: Life Sciences
Connecting, Communicating, Informing
Dr. Jim Hamill [email protected]
Alan [email protected]
January, 2011
![Page 2: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/2.jpg)
ENERGISE2-0.COM
Session Aims and Objectives
• A brief overview of social media, impact on the life sciences industry, business opportunities and threats for Scottish life science companies, key issues in the development and implementation of an effective social media strategy
• Core premise:– the question is no longer ‘should we become involved’;
but rather how can we best leverage the full potential of social media for our organisation
‘Social Media Planning Pays’
![Page 3: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/3.jpg)
ENERGISE2-0.COM
Agenda
1. Social Media Overview- What is it? How important? Impact on life sciences?
2. Potential Business Benefits
3. Social Media in Action (Life Sciences)
4. Social Media Monitoring Tools
5. Moving Forward - “Social Media Planning Pays”
6. Questions
![Page 4: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/4.jpg)
ENERGISE2-0.COM
The Social Media Revolution
– What is it?– How big is it?– Impact on Life Sciences
![Page 5: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/5.jpg)
ENERGISE2-0.COM
![Page 6: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/6.jpg)
ENERGISE2-0.COM
![Page 7: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/7.jpg)
ENERGISE2-0.COM
What is Social Media?
The three main components:
ApplicationsFeatures and characteristics
Business impact
![Page 8: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/8.jpg)
Life Sciences 2.0
Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterCharacteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Business Impact
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
![Page 9: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/9.jpg)
ENERGISE2-0.COM
How Big Is It?
![Page 10: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/10.jpg)
ENERGISE2-0.COM
Impact on Life Sciences Industry
![Page 11: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/11.jpg)
ENERGISE2-0.COM
Things to Rememberabout Social Media
![Page 12: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/12.jpg)
ENERGISE2-0.COM
Key Things to Remember
• It’s social– A key feature is online democracy – with content being provided by the
network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
– Conversations are taking place relevant to your business• Power shift
– Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success
– Blogs, social/professional network sites etc have become a prime source of health care/life science information
• Declining effectiveness of traditional approaches – Does anyone listen to pharma/life science sales/brand messages
anymore?
![Page 13: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/13.jpg)
ENERGISE2-0.COMSource: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
![Page 14: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/14.jpg)
ENERGISE2-0.COM
![Page 15: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/15.jpg)
ENERGISE2-0.COM
Key Things to Remember
• Pull v push– Consumers/users decide what information they wish to access
• New ‘mindsets’ are required– Marketing as a conversation with your customers/network–
dialogue not broadcasting– But this is something that most of us are not very good at doing.
We prefer ‘telling’ people• SM ‘winners’ and ‘losers’
– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
![Page 16: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/16.jpg)
ENERGISE2-0.COM
![Page 17: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/17.jpg)
ENERGISE2-0.COM
![Page 18: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/18.jpg)
ENERGISE2-0.COM
Key Things to Remember
• New performance measures– Requires new performance measures
• Quality of your network• Relationship strength• Ability to leverage
• Social media monitoring tools (see later)
• Redefines the concept of a web site– a blog integrated with your other social network sites
• The need for new business/marketing models
![Page 19: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/19.jpg)
ENERGISE2-0.COM
Performance Measurement
Involvement – network/community numbers/quality, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Insight – customer insight Impact – business impact
Social Media Monitoring Tools –Audit, Assess, Impact
![Page 20: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/20.jpg)
ENERGISE2-0.COM
Key Things to Remember
The need for new life science business/marketing models
– Traditional approach:• Product development – Differentiate – Market and Promote -
Sell
– New model based on: • Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
• Engage and energise• ‘Create the Buzz’
![Page 21: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/21.jpg)
ENERGISE2-0.COM
Potential Business Benefits
![Page 22: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/22.jpg)
ENERGISE2-0.COM
Business Benefits
• Used effectively, social media can deliver the following business benefits– Market/Customer Knowledge & Insight– Engagement & Reputation Management– Enhanced Customer Experience and Loyalty– Sales/Marketing Effectiveness, Efficiency and ROI– Operations/ Internal Processes (open source and hosted
apps)
• But the key words are ‘used effectively’............
![Page 23: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/23.jpg)
ENERGISE2-0.COM
Applications and Business Benefits
![Page 24: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/24.jpg)
ENERGISE2-0.COM
Some Examples of Social Media in Action (Life Sciences)
![Page 25: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/25.jpg)
ENERGISE2-0.COM
Snapshot Examples
• Social and professional networks• SME blogging• Linkedin• Twitter• Facebook
![Page 26: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/26.jpg)
ENERGISE2-0.COM
Niche 'Health Care' Networks
HEALTHCARE AND MEDICAL PROFESSIONALS
MedicalMingle: - MedicalMingle.com MyMedPort: - MyMedPort.comSermo: - Sermo.comOzmosis: - Ozmosis.comiMedExchange: - iMedExchange.comBioMedExperts: - BioMedExperts.com.DoctorsHangout: - DoctorsHangout.com
Ps – this is a 2009 list. Some sites will no longer exist; others will have emerged
![Page 27: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/27.jpg)
ENERGISE2-0.COM
Niche 'Health Care' Networks
PATIENTS AND HEALTHCARE CONSUMERS
CarePages: - CarePages.comcheckMD: - checkMD.comPatientsLikeMe: - PatientsLikeMe.com DailyStrength: - DailyStrength.comMyFamilyHealth: - MyFamilyHealth.comICYou: - ICYou.comRevolutionHealth: - RevolutionHealth.comEnurgi: - Enurgi.comRealMentalHealth: - RealMentalHealth.com
![Page 28: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/28.jpg)
ENERGISE2-0.COM
biospace.com
![Page 29: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/29.jpg)
ENERGISE2-0.COM
biomedexperts.com
![Page 30: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/30.jpg)
ENERGISE2-0.COM
nexxusscotland.com
![Page 31: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/31.jpg)
ENERGISE2-0.COM
SME Blogging
![Page 32: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/32.jpg)
ENERGISE2-0.COM
Integrated with other SM channels
![Page 33: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/33.jpg)
ENERGISE2-0.COM
Targeted content
![Page 34: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/34.jpg)
ENERGISE2-0.COM
Life Sciences on Linkedin
![Page 35: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/35.jpg)
ENERGISE2-0.COM
119,547 people.....
![Page 36: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/36.jpg)
ENERGISE2-0.COM
2,468 companies.....
![Page 37: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/37.jpg)
ENERGISE2-0.COM
803 groups....
![Page 38: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/38.jpg)
ENERGISE2-0.COM
500 plus answers.....
![Page 39: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/39.jpg)
ENERGISE2-0.COM
23 jobs....
![Page 40: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/40.jpg)
ENERGISE2-0.COM
Quick Case Example
Using Linkedin to Build a Quality International Customer Base/ A Quality
Network
![Page 41: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/41.jpg)
ENERGISE2-0.COM
The Company
• A new business start-up
• Supplier of hi-tech solutions to the neurotechnology and optogenetic sectors
• Project Task– Identify most attractive potential customers and a
communications plan for engagement
• Who, Where, How?
![Page 42: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/42.jpg)
ENERGISE2-0.COM
So how did we use this approach?
![Page 43: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/43.jpg)
ENERGISE2-0.COM
Quality Customer Growth Programme
• Start with a ‘Customer Mapping Exercise
• Identified 3 main customer groups– Individuals in neuroscience– Neuroscience/optogenetic institutes, firms and clusters– Individuals in optogenetics
• Used Linkedin for building a customer database.....• Then position on the Customer Value Matrix• Communications strategy emerged from this.......
![Page 44: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/44.jpg)
ENERGISE2-0.COM
QCGP
• 27,000 neuroscience profiles on Linkedin• 100 neuroscience institutes, firms, clusters• 50 neurotechnology companies• 50 individuals in optogenetics
• Further filtered to identify the Top 50 ‘best sales prospects’• Updated last week........
![Page 45: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/45.jpg)
ENERGISE2-0.COM
39,666 Neuroscience People
![Page 46: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/46.jpg)
ENERGISE2-0.COM
246 Neuroscience Companies
![Page 47: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/47.jpg)
ENERGISE2-0.COM
22 Optogenetics People
![Page 48: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/48.jpg)
ENERGISE2-0.COM
Society of Neuroscience 2,889 Members
![Page 49: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/49.jpg)
ENERGISE2-0.COM
![Page 50: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/50.jpg)
ENERGISE2-0.COM
#lifesciences
![Page 51: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/51.jpg)
ENERGISE2-0.COM
One person's favourites.....
• Scientists @mishaangrist, @westr, @genegeek, @nutrigenomics,
• Clinicians @kevinMD, @DrAnasYounes, @jackwestMD @Breastoncology
• Biotechnology Companies @Iontorrent, @completegenomic, @roche_com @wherebiobegins
• DTC genomics companies @23andme, @Navigenics, @pathwaygenomics
• Research institutes @stanford, @cityofhope, @wellcometrust, @aruplabs @genomescience
![Page 52: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/52.jpg)
ENERGISE2-0.COM
One person's favourites.....
• Pharmaceuticals @Astrazeneca, @pfizer_news, @GSKUS, @sanofipasteur
• Journals @naturenews, @genomeresearch, @mybiotechniques, @naturemedicine
• Scientific News @genomeweb_news, @NCIbulletin, @guardianscience
• Scientific Associations @AACR @GeneticsSociety (ASHG) @TheACMG
• Regulators @FDAdeviceInfo, @FDArecalls
http://divabiotech.wordpress.com/2010/12/20/why-life-sciences-companies-must-embrace-social-media-now/
![Page 53: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/53.jpg)
ENERGISE2-0.COM
Facebook – limited potential.....
![Page 54: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/54.jpg)
ENERGISE2-0.COM
So what progress has been made by Life Science companies in Scotland?
![Page 55: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/55.jpg)
ENERGISE2-0.COM
Progress Made
• Interest and enthusiasm among Life Science companies is growing rapidly - channels are being set up
• But there is a need for a more ‘strategic’ approach - clear social media vision and strategy, agreed objectives, KPIs, targets, ROI and on-going performance measurement
• More attention needs to be paid to organization, people, resource issues critical to on-going SM success
Social Media Planning Pays
![Page 56: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/56.jpg)
ENERGISE2-0.COM
But first – a brief word on Social Media Monitoring Tools
![Page 57: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/57.jpg)
ENERGISE2-0.COM
Monitoring the Conversations
• A very broad range of Social Media Monitoring Tools are available for monitor online conversations relevant to your brand
• Key questions: - who is taking about your sector/brand? where are the conversations taking place? what are the sentiments being expressed? what actionable insights can be derived?
![Page 58: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/58.jpg)
ENERGISE2-0.COM
Wide Range of SMM Tools
• No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, IceRocket, Blogscope, Blogpulse and ViralHeat
• More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar
• Use of these tools to evaluate your SOCIAL MEDIA LANDSCAPE is the foundation for a successful social media strategy. Also used for social media performance measurement – the ‘6Is’ approach
![Page 59: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/59.jpg)
ENERGISE2-0.COM
Monitor and Measure
• To ensure that your SM strategy delivers a return on investment, it is important to monitor and evaluate on-going performance benchmarked against agreed objectives, KPIs and targets
• Performance evaluation should be undertaken at three main levels using the ‘6Is’ approach….
![Page 60: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/60.jpg)
ENERGISE2-0.COM
SM Performance Measurement
60
![Page 61: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/61.jpg)
ENERGISE2-0.COM
Who is talking about “life sciences”,where online, what are they saying?
![Page 62: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/62.jpg)
ENERGISE2-0.COM
www.socialmention.com
![Page 63: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/63.jpg)
ENERGISE2-0.COM
www.socialmention.com
![Page 64: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/64.jpg)
ENERGISE2-0.COM
www.socialmention.com
![Page 65: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/65.jpg)
ENERGISE2-0.COM
www.socialmention.com
![Page 66: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/66.jpg)
ENERGISE2-0.COM
Some Advice for Moving Forward
![Page 67: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/67.jpg)
ENERGISE2-0.COM
Moving Forward
• The key strategic, management and organizational challenges involved in planning, implementing and managing successful social media strategies for sustained business growth
• ‘Social Media Planning Pays’……. SM success requires sound planning and the application of professional project management procedures …. but not ‘paralysis by analysis’
• Ensure that your SM Strategy is fully aligned behind and supportive of your core business goals and objectives
![Page 68: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/68.jpg)
ENERGISE2-0.COM
Social Media Development Cycle
![Page 69: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/69.jpg)
ENERGISE2-0.COM
SM Development Cycle
![Page 70: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/70.jpg)
ENERGISE2-0.COM
Each Step is being covered in detail on our blog at www.energise2-0.com
![Page 71: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/71.jpg)
ENERGISE2-0.COM
Five Key Areas
• External Analysis: Evaluate Your Social Media Landscape• Internal Analysis: Evaluate Your ‘Readiness to Engage’• Develop Your Social Media Strategy and Action Plans for
‘Getting There’• Evaluate Your Social Media Performance and ROI• Organization, People and Resource Issues
![Page 72: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/72.jpg)
ENERGISE2-0.COM
‘Be Customer Led’
Three key questions:
• Who are our customers, who do we wish to engage with?
• Where do we find them ‘hanging out’ on social media?
• How can we best engage and energise them?
![Page 73: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/73.jpg)
ENERGISE2-0.COM
www.mashable.com
![Page 74: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/74.jpg)
ENERGISE2-0.COM
Develop Your Social Media Strategy and Action Plans for ‘Getting There’
![Page 75: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/75.jpg)
ENERGISE2-0.COM
Use a Simplified Balanced Scorecard
• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation
• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders
![Page 76: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/76.jpg)
ENERGISE2-0.COM
Social Media Balanced Scorecard
• Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation
• The steps involved can be captured in a Social Media Strategy Map
• Five key questions to address……
![Page 77: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/77.jpg)
ENERGISE2-0.COM
Social Media Balanced Scorecard
• What is the overall social media vision for your organization?
• What are the key objectives and targets to be achieved?
• Who are your customers?
• Key Actions and Initiatives
• Organisation, Resource and People Issues
![Page 78: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/78.jpg)
ENERGISE2-0.COM
Social Media Strategy Map
Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective
Strategic Objectives KPIs / Targets
KPIs / Targets KPIs / Targets
KPIs / Targets
Customer Group 1
Customer Group 2
Customer Group 3
Customer Group 4
2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions
Organisation People Resource
![Page 79: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/79.jpg)
ENERGISE2-0.COM
Organization, Resource and People Issues
![Page 80: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/80.jpg)
ENERGISE2-0.COM
Organization, Resource and People
• Organisation, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true
![Page 81: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/81.jpg)
ENERGISE2-0.COM
Conclusion
• Use social media to build strong relationships with your customers, partners, staff, regulators etc; engage with and energise your network to become ‘brand advocates’
• Social media has become too important to ignore
• But ‘plan the work and work the plan’
![Page 82: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/82.jpg)
ENERGISE2-0.COM
Bob Dylan
Come gather 'round peopleWherever you roamAnd don’t criticise
What you can't understandYour sons and your daughters
Are beyond your commandYour old road is
Rapidly agin‘Then you better start swimmin’
Or you'll sink like a stoneFor the times they are a-changin’
![Page 83: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/83.jpg)
ENERGISE2-0.COM
Continue the discussion at www.energise2-0.com
![Page 84: Social Media for Business Success: Life Sciences January 2011](https://reader033.fdocuments.net/reader033/viewer/2022042814/55492addb4c9059f4c8be25a/html5/thumbnails/84.jpg)
ENERGISE2-0.COM
Thank You
Questions