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The latest Guidance from the FDA shows key takeaways for the pharma/biotech industry, i.e. brands are only responsible for the content they produce, and third party blogging will become more important in the mix. 8 case studies from large Fortune 100 companies to teensy nonprofits, and how they used social media creatively. Covers other regulated industries like financial services, vertical social networks such as Doximity, bloggers who created a market for a product from scratch, and how-tos for mining LinkedIn, Facebook, YouTube and private communities to solve challenges.
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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5 Key Takeaways from the FDA’s Draft Guidance on Interactive Social Media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
