Adjust Your Attitude: Approaching Innovative Ideas from a 'Can-Do' Perspective

Ryan BillingsDirector, Social Strategy – AstraZeneca

@ryandaniel

ADJUST YOUR ATTITUDE Approaching innovative ideas from a ‘can-do’ perspective

The views in this presentation are my own and not those of any of the companies showcased in this deck

HAVE YOU EVER HADA REALLYGREAT &INNOVATIVE IDEA?

AND THEN THIS HAPPENED?

“BECAUSE WE’RE PHARMA”

INNOVATION IS POSSIBLE!

What aspects of these concepts can be applied within the ‘confines’ of pharma?

How to educate and work in partnership with your Regulatory team.

Innovative social media concepts and campaigns from a variety of industries

How pharma compares to approval processes and regulations in other industries

CONCEPTS & CASES SO WHAT?

PROCESSES TIPS & ADVICE

© 2014 NETPLUS MARKETING, INC

SOCIAL CONTENT REVIEW ACROSS INDUSTRIESPharma Finance CPG Retail Non-Profit

SEC/FINRA ✔

FDA ✔

Med Legal ✔

Brand Guidelines ✔ ✔ ✔ ✔ ✔

Audience Alignment ✔ ✔ ✔ ✔ ✔

Campaign Alignment ✔ ✔ ✔ ✔ ✔

Channel Alignment ✔ ✔ ✔ ✔ ✔

Shortest Approval Time 4-6 months 4 months Real-Time 2-4 Weeks Real-Time

Message Objectives

Awareness, Education

Awareness,Info Request Awareness, Trial Awareness, eCommerce

Sales, Store Foot Traffic Awareness, Fundraising

MAPPING THE CUSTOMER JOURNEY: HEALTH

MAPPING THE CUSTOMER JOURNEY: FINANCIAL

BRAND AMBASSADORS

FORDFIESTA MOVEMENT

FORDFAN AWARDS

“Ford is for me a part of my life that is irreplaceable.”

FORDGRAB YOUR BADGE CAMPAIGN

INDEPENDENCEBLUE CROSSIBX INSIGHTS EMPLOYEE BLOG

SO WHAT?

MERCKSTUDENT STORIES BLOGS

GAMIFICATON

MRS. DASHREADY, SET, WIN GAME

MRS. DASHREADY, SET, WIN GAME

MRS. DASHREADY, SET, WIN GAME

MRS. DASHREADY, SET, WIN GAME

AIRBORNE HEALTHFILL IN THE BLANKS INSTANT WIN GAME

BLACK & DECKERDUSTBUSTER DERBY GAME

BLACK & DECKERDUSTBUSTER DERBY GAME

SO WHAT?

G R A V E S

ESAESID

MERCK MANUALSFACEBOOKWORD SCRAMBLES

MERCK MANUALSTIME MACHINE GAME

MERCK MANUALSTIME MACHINE GAME

MERCK MANUALSTIME MACHINE GAME

GAMIFICATIONIN PHARMA R&D

GAMIFICATIONIN PHARMA MARKETING DTC

SOCIALCHATS

FORD &#DADCHAT

SO WHAT?

BOEHRINGER INGELHEIM #COPDCHAT

SOCIALSELLING

“SOCIAL SELLING IS ABOUT SALES PEOPLE BUILDING A STRONG PERSONAL BRAND. IT’S ABOUT UNDERSTANDING THE ROLE OF CONTENT AND HOW THAT CONTENT CAN BE USED TO TELL A POWERFUL AND EMOTIONAL STORY. AND IT IS ABOUT GROWING YOUR SOCIAL CONNECTIONS.”

- MICHAEL BRENNER – VP MARKETING, SAP

PRUDENTIALSOCIALSELLING

1. Marketability 2. Connectivity 3. Engagement

12 Important Retirement Planning Deadlines

PRUDENTIALSOCIALSELLING 190%

Increasedconnectivity to key

channel partners

10% Increased for proposals (RFPs) from corporate partners

$650MMValueof largest inbound RFP

generated via LinkedIn/PeopleLinx

PERSONALIZATION

COCA-COLA#SHAREACOKE

SO WHAT?

MERCK VETERINARY MANUALANIMAL HEROES CAMPAIGN

MERCK VETERINARY MANUAL100,000TH FAN GIVEAWAY

?

90,97

6 LIK

ES

3,956

COMMENTS

24,91

1 SHARES

1,263

,616 U

NIQUE VIEWS

MERCK VETERINARY MANUALSOCIAL CONTENT STRATEGY

TIPS & ADVICE

SHIFTING YOUR PERSPECTIVEDraw parallels between pharma and other industriesStart with “How can we do that?” instead of “I wish we could do that…”Align ideas with business objectives

TIPS & ADVICE

GAINING INTERNAL APPROVALSDo your homeworkAnticipate questions from Compliance, Legal, RegulatoryStart small to establish relationship and build trustFocus on quick wins and internal pilotsGain top-down supportTrack stakeholder engagementPitch bigDefine business impact & measurement plan

TIPS & ADVICEMake sure your ideas are measurable yet meaningful

VANITY METRICS VALUE METRICSMore Followers Right Followers

Impressions Engagement Rate

Clicks Loyalty

Likes Cost Reduction

Retweets Conversions

Views Sales

QUESTIONS?

Linkedin.com/in/ryanbillings @ryandaniel

Slideshare: http://www.slideshare.net/ryandaniel

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APPENDIX & OTHER CASES

NETPLUS LIVE DEMOSThe Merck Manual: Time Machine QuizElevating and extending a century-old publication via gaming mechanics.Live Demo: http://on.fb.me/1jsshMD Good Neighbor Pharmacy - Pharmacy of the Year AwardPutting the national award results in customers' hands through video storytelling and voting while driving home the "personal touch" value proposition. Live Campaign: http://on.fb.me/1sD5PQX Airborne Immune Support: Fill in the Blanks GamePromoting and educating consumers regarding the benefits of "real immune support."Live Demo: http://on.fb.me/1jICvny Independence Blue Cross: My Daily Game ChangerCampaign & Content: http://on.fb.me/1mtsIXS

Independence Blue Cross: Pinterest PromotionCampaign & Content: http://bit.ly/1gGaWva Black & Decker Holiday Gift Guide/Match & Win GameA holiday gift guide comes alive.Live Game: http://on.fb.me/1eXt0Mz K'NEX - TINKERTOY: Win in a Snap GameA beloved, classic toy that brings parents and children together, teaching motor skills and problem solving, made interactive to boost consideration for the holiday season.Live Game: http://on.fb.me/1cI5Kpw Mrs. Dash Ready, Set, Win! GameAwareness, sampling, trial. The new Seasoning Packets product launch.Live Game: http://on.fb.me/1nNRvB3

GAMIFICATON

GOOD NEIGHBOR PHARMACYPHOTO HUNTGAME

TINKERTOYWIN IN A SNAP GAME

TINKERTOYWIN IN A SNAP GAME

TINKERTOYWIN IN A SNAP GAME

MERCK MANUALSMONTHLY MEDICAL QUIZ QUESTIONS

MERCK MANUALSMONTHLY MEDICAL QUIZ QUESTIONS

MERCK MANUALSMONTHLY MEDICAL QUIZ QUESTIONS

MERCK MANUALSMONTHLY MEDICAL QUIZ QUESTIONS

MERCK MANUALSMONTHLY MEDICAL QUIZ QUESTIONS

MERCK MANUALSMONTHLY MEDICAL QUIZ QUESTIONS

MERCK MANUALSHOMESYMPTOMSGAME

MERCK MANUALSHOMESYMPTOMSGAME

MERCK MANUALSHOMESYMPTOMSGAME

SOCIALCUSTOMERCARE

SOCIAL CUSTOMER CARE83% of Twitter users and 71% of Facebook users expect a customer service response from a brand within a day.*

Customers who receive a quick and effective response are 71% more likely to recommend the brand.

*http://blogs.salesforce.com/company/2013/07/the-social-customer.html

SOCIAL CUSTOMER CARENESTLE SOCIAL COMMAND CENTER

SOCIAL CONTENT STRATEGY & STORYTELLING

GOOD NEIGHBOR PHARMACY30TH ANNIVERSARY CAMPAIGN

GOOD NEIGHBOR PHARMACY30TH ANNIVERSARY CAMPAIGN

MERCK VETERINARY MANUALSOCIAL CONTENT STRATEGY

74

MERCK VETERINARY MANUALMONTHLY VET STUDENT QUESTIONS