social media listening &...
TRANSCRIPT
Social Media Listening & Influence
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Paul Abbass June 18, 2015
Prepared for...
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AGENDA
Describe the rise of Mobile, Search & Social
Identify the use of Social Media Listening
Explore Influencer Outreach (blogger rostering)
Underscore Compliance and Regulatory implications
Social Media Listening & Influence
gojunto.com/mobilizing-how-to-leverage-digital-trends-for-your-healthcare-brand, digitalbuzzblog.com/wp-content/uploads/2013/09/Infographic-2013-Mobile-Growth-Statistics-Large.jpg, mobilestatistics.com
The Rise of Mobile
Facts
More mobiles than people
More searches than ever
Your audience is online
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Social Media? Why bother?
Courtesy of ... Heidi Schwende Chief Digital Officer WSI Digital Moxie Inc.
© 2015 WSI Inc. All Rights Reserved.
83% of adults search for health information
66% look up a specific disease or problem
45% want information on a prescription or over-the-counter drugs
35% consider alternative treatments or medicines
60% need to know how to treat an illness
ALL-STAR
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Social Media? Why bother?
Courtesy of ... Heidi Schwende Chief Digital Officer WSI Digital Moxie Inc.
© 2015 WSI Inc. All Rights Reserved.
56% would like to find an overall approach to maintaining health
53% search for questions to ask their doctor
38% are trying to determine whether or not to see a doctor
38% want to find out how to cope with a chronic condition
60% of them look for the experience of "someone like me"
ALL-STAR
COMMUNITY Social Media Listening
Source brand advocates & detractors
AE Vigilance & Intercession
Banner ads redirect to 'owned
media'
Product Use & Mentions
LISTEN ANALYZE ENGAGE
COMMUNITY Social Influence (Bloggers)
1) Search for Influencers
2) Create Campaigns
3) Invite Influencers
4) Track & Measure Results
INFLUENCER OUTREACH BLOGGER ROSTERING
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Compliance / Regulatory
Courtesy of ... Heidi Schwende Chief Digital Officer WSI Digital Moxie Inc.
© 2015 WSI Inc. All Rights Reserved. ALL-STAR
Fundamental Principles of Action
Be prepared with scenario scripts & protocols
Formulate crisis resolution plan, just in case
Understand and facilitate Adverse Event reporting Define a clear & properly resourced escalation and approval process
Start today!
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TUMS CANADA : Foray onto Facebook “Get creative with food.” 2 major campaigns: 1) FACEBOOK COUPON
“Like” the Page to access exclusive coupons 2) “WHAT FOOD IS WORTH THE FIGHT?”
Upload food photos to Facebook. TUMS Canada was able to brand itself on Facebook and create a successful and cohesive brand user experience through this initial push. As a result, the Facebook Page generated over 10,000 Likes and 16 million brand impressions. TUMS also distributed over 6,300 coupons. To amplify the awareness and sustain the brand’s current fans, Colour created a year’s worth of content in advance. After several months, Colour collected engagement data and tailored the content based on what was resonating best with the audience. Colour and TUMS Canada surpassed their overall 2014 goal for Facebook Page Likes in August of that year and continues to see a steady increase.
Case Study
