social media guidelines feb 2012

7/30/2019 Social Media Guidelines Feb 2012

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2Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition

Introduction

Traditional channels in which employees interact and engage with each

other, clients and partners have forever changed. Due to todays so-

cial climate, each customer-facing employee must act as an independent

representative of the company by expanding professional networks andcontinuously engaging in the online Life Sciences community. A recent poll

shows that nearly everyone is listening in, as 1 out of every 5 minutes

spent online is devoted to social networking sites.

This industry shift revolutionizes commercial interactions. Face-to-face

connections are no longer the driving force behind delivering a companys

core message. Healthcare professionals (HCPs), key decision makers and

patients are now employing their social expertise to gain in-depth knowl-

edge as a direct result of trusted social media sites. Further, accordingto a recent study, companies who interact via social media saw a 56%

increase in customer connection and satisfaction. The expert knowledge

once held only by sales representatives now exists in an open information

community that requires a companys constant upkeep to maintain consis-

tent messaging and gain new relationships.

The same industry shift that educates stakeholders and customers is also

optimizing sales intelligence as well as providing representatives with the

critical tools to deepen their connections with key decision makers. And

the survey shows that sales representatives who implement social media

strategies derive enhanced reach of prospects, increased productivity,

more meaningful relationships, and most importantly, an increased marketshare for their company.

Further, mindsets must respectively change. Being a productive member of

an online community is not about pushing the hard sell. Through LinkedIn,

Twitter and the use the new age of online etiquette, Cegedim Relationship

Management can grow its social presence through robust idea-sharing

while also growing its market share. The Life Sciences industry can drive

game-changing benefits from the current social sales and marketing

initiatives and guidelines that are dynamically shaping the ways in whichcompanies connect with customers and stakeholders.

In the following analysis, Cegedim Relationship Management highlights

best practices in driving holistic benefits from social media strategies

by specifically leveraging LinkedIn and Twitter in order to achieve break-

through social sales and marketing techniques.

Social networking

continues to transform thefuture of Life Sciences.


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Socializing and the

Life Sciences:

Social media is the new community and business center. Both targets and

customers gather at interactive forums to build their personal and pro-

fessional relationships. And due to the intuitive design of todays trusted

social sites, the pursuit is fun and compelling. Therefore, the successfuldeployment of sales and marketing initiatives is dependent on companies

occupying the space where people enjoy meeting.

Social network focus continues to rise as this year saw a 35% increase in

social media usage in every corner of the world. Furthermore, social net-

working is the single most popular online activity worldwide. These trends

assert that virtual communities transcend boundaries and, as a result, are

redefining business models throughout every industry.

Cegedim Relationship Managements leadership position in pharma-specif-

ic CRM, data and compliance solutions allows for initiatives to collectively

contribute to the advancement of the Life Sciences and a broad range of

societal issues. In todays evolving market, one of Cegedims pivotal objec-

tives is to enable employees to independently share the companys high-

value innovation and industry-proven expertise throughout the virtual

world.

Cegedim aims to empower each commercial representative and key ac-

count manager with the tools to foster innovative public dialogue on

the future of business and technology. By initiating in-depth discourse

through robust social networking campaigns, Cegedim can further developits human-centered approach throughout the Life Science industry.

This industry analysis represents a call to action for each of Cegedims

customer-facing employees to commit to the suite of social networking

resources in order to advance our industry and the interests of our cus-

tomers. Together, we can also drastically increase brand awareness and

shape perceptions by driving dynamic discussions via social networking.

And through this increased engagement with pharma, biotech and medical

device stakeholders, Cegedim can collectively build stronger relationshipsand provide industry contributions through simple, user-friendly and cost-

effective online models.

A Vital Trend and Tool


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LinkedIn,

Life Sciences

and You

As the 4th largest global social network and 2nd fastest growing site in

regards to audience size, LinkedIn represents Cegedims primary focus of

expansion in social media channels. LinkedIn is a native forum for pharma,

biotech and medical device companies with almost 3 million users within

the medical field. The innovative professional network enables Cegedim to

specifically reach prospects, customers and potential new employees.

LinkedIn reflects the human structure of each company. In the recent past,

commercial teams would have had to rifle through old emails and con-

tact lists just to discover the tip of the iceberg of a companys employee

network. Today, Life Sciences professionals at all levels of the business

structure volunteer their corporate information easing the administrative

burden of connecting with good targets.

As a tool already ingrained in medical and pharmaceutical fields, LinkedInallows users to rapidly gain diverse benefits. By enabling users to quickly

expand targets and business network connections, promoting unique job

opportunities in-network and reducing companies overall marketing and

sales cost, LinkedIn delivers key advantages to Life Sciences personnel and

organizations.

Cegedim Relationship Management must collectively

leverage these benefits at the individual employee levelin order to derive the greatest value from social

networking resources. Yet, orchestrating an effective

social media campaign requires wholesale changes to

commercial strategies, communications and marketing

etiquette.


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LinkedIn Best Practices and

How You Can Achieve Them:

Leveraging Sales Intelligence

Leveraging the LinkedIn professional network promotes seamless alignmentbetween you and your targets without making a single cold-call. Instead

of searching through a list of old leads to deliver a general sales pitch, you

can easily generate leads by identifying key decision makers across targeted

companies and deliver tailored proposals that speak to their exact business

needs.

In combination with the integrated suite of available tools to analyze pros-

pects, you can anticipate which companies are farthest along in the solution

purchasing process. And by developing your eye for spotting companies inthe position to buy and consistently recognizing that pattern, you can di-

rectly optimize commercial productivity.

Following Cegedim Relationship Management

Join us! Following Cegedim Relationship Managements own group instantlyputs you in direct contact with a network of the most relevant Life Scienc-

es professionals and executives. Our group is the perfect launching point

whether you need to initiate, develop or increase your desired customer

network.

Explore the range of groups available to grow your business connections.

Examine customer groups, from alumni and corporate associations, to net-

working and general interest groups. Join groups that you would anticipate

your target audience to follow. Put yourself in their shoes. Which products,services, organizations and topics would a prospective target find interest-

ing and useful to their distinct business model? In order to achieve a more

holistic understanding of your customers, investigate which groups your

key contacts or key influencers are following in the buying process, and

monitor their commentary. Leverage group following in order to better un-

derstand your customers extended networks and how they influence their

purchasing decisions.


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LinkedIn Best Practices and

How You Can Achieve Them:

Share and Like Updates Within Your Target Networks

Make yourself stand out. Establish a dynamic professional personality. Engage cli-

ents and peers by initiating thought-provoking discussions that focus on a uniqueniche of the pharmaceutical or biotech industry. Aim to consistently deliver expert

discourse and support valid idea-sharing within your selected target groups. Trig-

ger reactions from current and prospective clients by delivering messages that

focus on key solution benefits rather than driving a one-sided sales pitch.

Give yourself a posting schedule and try to stick with it. For example, twice a

week post articles on best practices and current industry trends in technol-

ogy, products or compliance. Share a variety of media including videos, info-

graphics and reports. Supply each post with insights that spur lasting conver-

sation within your respective groups. Consistently reciprocate with others by

liking wall posts, helping to drive their own conversations and offering your

own unique insights. Keep an eye on what your colleagues, with access to

the same key contacts, have already posted. Try to always offer new insights

rather than recycling old information in order to keep customers engaged and

not bored, or even annoyed, from repeated messages.

Spread the word about Cegedim Relationship Management by Sharing, Liking or

Commenting on company updates. For instance, the company posts updates on

all new press releases and press coverage. When a new Cegedim Relationship

Management update appears on your LinkedIn page, click Share to dissemi-

nate it to your own network, Comment to insert your perspective on the topic,

or Like as an indication to your network that its worth reading.

Actively Participating and Driving Key Groups

Proactively visit your key groups and keep your commentary fresh and innova-

tive to demonstrate your commitment to these target groups. Examine how

and who is driving the conversation in each group. Usually, attractive posts

consist of a call to action, system inefficiencies or revolutionary best practices.

Find the pulse of each group and tailor your posts accordingly. Always follow

up with your discussions. Engage your connections after they respond to your

initial posting with additional commentary and insights. Consider sending InMail

to develop a stronger relationship with interested parties. And when actively

participating in groups, remain conscientious and sensitive to the idea-sharing

community by not selling our solutions. Be very selective as to where you post

discussions versus promotions. Use your social position to educate customers

with Cegedims legacy of Life Sciences-specific solution innovation.

As a result of becoming a more active and thoughtful group member, you will pro-

vide social opportunities that enable you to maximize your time and effectiveness

with customers while expanding to your business connection network.


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Life Sciences industry was one of the first to leverage the ben-

efits of the micro-blogging tool, Twitter. When used properly,

Twitter quickly generates company interest and succinctly

communicates a companys key messaging initiatives. Yet, it is

very easy to overload target groups with information due to

the current multitude of organizations vying for the attentionof their followers with low quality message tactics.

Twitter best practices rely on high frequency customer en-

gagement and well-planned, thoughtful campaigns. Instead of

bombarding followers with recycled advertising, give them an

opportunity to comment on the current state of the Life Sci-

ences and establish yourself as a go-to source for real time

updates on products, trends and strategies that are specifi-

cally tailored to your Twitter followers.

Twitter:

Create Your Own Life

Sciences News Pulse


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Twitter Targeting

Once you are established, make every tweet count. As many users cur-rently misunderstand, Twitter is not a glorified advertisement board but a

forum to discuss and promote industry trends and innovations. In order tokeep followers in tune with your message, provide insights that help yougain traction and keep followers coming back. Include newly developingindustry events and projects; key figures from pivotal reports and surveys;and discussion topics that create an instantaneous and memorable reac-tion.

Stop, Look and Listen

Join us! A common mistake of many novice Twitter users is to produce aninformation flood in order to gain as many followers as possible and thenglean any resultant leads. Stop yourself. A majority of Twitter activityshould be devoted to paying close attention to followers and groups. Forevery post, pose questions that directly address your followers in orderto broaden market knowledge and also show them that you are listening.As with many professional social resources, making relationships mutualis everything. Although it is time consuming to listen to all followers andtarget groups, many industries have developed successful and continuousleads by keeping their ear to the ground of social networks.

Leadership Tweeting

Strive to transcend sales and marketing based tweets. Appeal to thebroader scope of the Life Sciences and the advancement of global health.

Stay focused but increase follower interest by not only sharing yourcompanys objectives but also expressing hopes for a better future of anindustry, a business model or an economy.

Twitter Best Practices:


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The New Age of Etiquette:

Online Grace and Guidelines

Be genuine, be honest and always be yourself

Attempt to correct disinformation in discussions

Be proud of your participation and your role

Seek opportunities to help followers and connections

Select an appropriate, relevant username

Include a professional profile photo

When adding new target contacts on LinkedIn that you have not met,make sure to ask for an introduction

Use security features to control the visibility of posts and tweets

Be aware of security concerns, i.e posting your location

Manage your online reputation by being polite

Tweet, post or participate in discussions frequently

Pace and schedule your posts and tweets

Share useful and pertinent content with your network

Follow prospects or join relevant groups

Share diverse media videos, infographics, reports, etc.

Always reply to comments or tweets promptly

Engage customers in a conversation: ask questions!

Retweet others and give credit

Personalize your retweets

Thank people who tweet you and reciprocate when there is an op-portunity

Whether advancing your network of business connections or acquiring new followers, successful Twitter and LinkedIn users persistentlyobserve the following online etiquette, operation and style guidelines:


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The New Age of Etiquette:

Online Grace and Guidelines

Social Media is a vital tool but it is not intended for

the following:

Substitution for a communications strategy

Success without the assistance of senior buy-in

Shortening the length of a project

Producing meaningful, measurable results quickly

Acting as a reputation quick-fix

Guaranteeing sales or influence

Many go without saying, but here is a guideline of exactly what

not to do on either Twitter or LinkedIn:

Blatantly advertise on Social Media

SPAM your audience

Keep repeating the same content

Share inappropriate photos or pictures

Post offensive or controversial material or comments

Post personal information that may compromise your security

Disclose confidential material or prices over social media

Rant about your customer

Start a cyber war with your customers

Expect immediate gratification. Social Media is not direct responsemarketing

Do Nothing!


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Conclusion:

The outlook of fully leveraging social networks is completely dependent on

the participation of company employees who maintain direct contact with

customers. The days of companies devoting only a handful of employees to

maintain their social presence are a thing of past.

LinkedIn empowers each representative to act as a microcosm of the sales

and marketing department. By increasing connections, driving thought

leadership and promoting the companys portfolio and events, users can

effectively generate leads while developing their own personal spheres of

influence.

The dynamic communication tool, Twitter, when well executed, enables

customers and stakeholders to follow Cegedim Relationship Managementas our innovations and market insights develop. It is also critical to main-

tain strict online etiquette and guidelines in order to develop long-term

growth through social media resources.

The social identity of each company representative is the driving force

behind maximizing brand awareness and market share in the transforming

Life Sciences environment. Remember to interact frequently, effectively

and professionally.

Through in-depth participation and collective commitment in todays pro-

fessional networking sites, Cegedim Relationship Management can drive

continued innovation by leveraging the resource of social media.


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Creating Social Networking Best Practices:

A Collective Ambition

COMPANY WEBSITE

crm.cegedim.com

LINKEDIN

linkedin.com/company/cegedim-relationship-management

TWITTER

twitter.com/CegedimRM

YOUTUBE

youtube.com/CegedimRM

social media guidelines feb 2012

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