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Heather GartmanManaging Director

Cheryl PellegrinoSenior Vice President

Andrea NowackDigital Strategist

Traditional PR is so 80’s:

Lessons Learned from Consumer Social Media

Social Media By the Numbers

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2,000,000,000 - Number of Google Searches per day684,000,000 - the number of visitors to Wikipedia in the last year100,000,000 - number of YouTube videos viewed per day 346,000,000 - number of people globally who read blogs1,766,890,600- number of tweets to date200,000,000 - number of active Facebook users

Bottom Line: Social Media Can’t Be Ignored

The Changing Media Landscape• Traditional Media is diminishing in influence and impact• Increase in Web 2.0 adoption is causing a transition from push to pull

Web 2.0

Print Media

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Citizens As Journalists

As print is dying, citizen journalists are having a stronger voice and impact on our news cycle

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Communicating with the Masses: CDC and Protecting the Nation

Uses social media to contain panics about outbreaks such as H1N1 or the peanut recall, by controlling the messaging and educating the public about the situations

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Consumer Social Media:Who’s Doing it Right?

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Consumer Social Media:Who’s Doing it Right?

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Lessons Learned From Consumer PR

Listen to the Community

Even if you don’t want to actively engage in social media, it is important to monitor what consumers are saying about your brand. At the very least, it’s a focus group without the cost.

“I'm not going to buy Evenflo baby bottles because I heard they had BPA and I’m worried they might harm my baby!”

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Focus on the Objective

Focus on the objective first, then the technology

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Be Open And Transparent

Always be open and transparent when engaging with online communities

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Rahodeb?

Be Open And Transparent

Whole Foods may have fallen initially, but that didn’t stop them from trying again

Whole Foods got it right the second time, and now is one of the most highly-acclaimed companies on the Web

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Recognize The Influence Of The Blogger Many blogs are becoming highly influential among consumers and journalists,

and they can act as natural brand evangelists

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Recognize The Influence Of The Blogger If a conversation starts online, don’t assume it is going to stay there

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Test Your Message Both Offline and On

If your campaign has any online component – even just a Web page or YouTube video – test the message with the group you’re targeting first

Motrin learned the hard way

The tweet that started an online firestorm

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Test Your Message Both Offline and On

Throughout the weekend, the conversation continued…

“A few hours and two thousand tweets later MotrinMomsis the #1 search on Twitter, eclipsing SNL for the first time

since Obama was elected.” – Jessica Gottlieb

92,947 views

When did Motrin respond? Monday.

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Test Your Message Both Offline and On

7,000 Tweets later…

Crunchy Domestic Goddess Blog, (readership: 42,000/month)

Motrin’s new ad campaign targeting babywearing is offensive, disrespectful and wrong on so many levels…stop disrespecting us moms, Motrin. Unlike our babies, we weren’t born yesterday and we will take our $ elsewhere.

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Have a Crisis Plan In PlaceIssued a

Warrant for Employees’

Arrest

Responded on “The

Consumerist”

Twittered About the Incident

President apologized on YouTube

Facebooked about

the Incident Within Days

In times of crisis, the quicker a company can respond, the better

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Integrate Online and Offline Marketing Reinforce your messages and drive traffic to your online initiatives by integrating

both efforts

Consumers recall brands and messages better when they are exposed to TV and online messages

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Don’t Throw Out the Rule BookWhen it comes to social media, traditional media rules still apply:

There Are Fewer Rules

Create a Solid Plan Before Jumping In

Test Your Message with Key Demographics

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Making the Connection

Transcending Into Healthcare

In the greater healthcare arena, there are less rules than in pharma Rx While there are regulatory concerns to address, healthcare needs to

change with the times Consumers are demanding health care info online and in social media

As of January 2008, physicians take a second place to the Internet as the leading source of health information.

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Hospitals Use social media as a means to connect with physicians and learn about

treatments and procedures

“As we see people communicating in new ways, we want Mayo Clinic to be part of the conversation… We know the conversations are happening out there. This is a chance for us to join.'‘ -Dr. ThoralfSundt, Marketing Chair

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Hospitals: Connecting Through Social MediaAs of May 3rd, 2009: 250 U.S. Hospitals are

using social networking131 have YouTube Accounts160 have Twitter Accounts94 have Facebook accounts24 Have blogs

•Live tweet surgeries and answer med students questions via Twitter

Henry Ford Hospital

•Live tweeted safety information around the clock during recent floods in North Dakota

Innovis Health

•Broadcasted a live prostatectomy on YouTube, Facebook and Twitter

ProHealth Care

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Pharma

Social media is a way to enable connections among pharma consumers and build trust

Although there are more regulatory guidelines, social media and search engine optimization is still vital to managing a pharma brand

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Pharma and Social Media

FDA Says? Currently no guidance or guidelines for pharmaceutical companies on the use of

social media and digital marketing tools Guidelines for DTC advertising apply to online advertising

• 14 companies recently received FDA warning letters for use of banner ads that failed to provide fair balance and direct links to full prescribing information

• Some companies received warnings on off-label promotion through key word search terms and search engine optimization

DTC rules apply for any and all sponsored online communications vehicles including podcasts, vodcasts, web sites

FDA plans reviewing potential threats, issues; will likely issue formal guidance within the year

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Online Marketing: Responsible Engagement Companies are responsible for any

and all communications they disseminate online

In the absence of formal FDA guidance, companies must serve as responsible actors:– Ensuring the Company, its agencies

and all actors on its behalf comply with DTC guidelines, effectively monitor efforts and proactively address potential issues or concerns

– Taking responsibility for actions or inappropriate third party messaging if identified or witnessed

– Adverse event reporting31

Pharma and Social Media Unbranded online programs and marketing activities still afford the greatest

opportunity for pharma– Challenge is branded pull-through

Key lies in the integration of offline and online tactics to develop comprehensive communications strategy that reaches target audiences– Traditional media relations coupled with online media, social networking– Campaigns or programs that reach people where they are most likely to be

receptive to key messages– Advocacy relations and third party partnerships

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Start With Your Business Objectives

Where are your barriers and opportunities? Who and where are your prescribers, influencers

and patients? What do you need to do to ensure success?

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Make a Smooth Transition

Help your clients understand social media so they are not afraid of it Transition your traditional media to social media by training key

spokespeople and advocates on social media practices

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AstraZeneca spokesperson proactively responding to traditional media and social media chatter through a YouTube channel

AstraZeneca: Celebrating Women On and Offline

Engaging consumers and cancer survivors to reinforce messages on and off line

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Making Sleep More Interactive: Ambien

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Established a microsite to communicate about Ambien, post videos and commercials and reinforce their branding with games and images

In the first three days the site attracted 1 million hits and a 2% click through rate to the branded site

Cause Marketing: Pfizer

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Pfizer launched an unbranded Fibromyalga microsite, which gives consumers the opportunity to share their stories and educate themselves about the condition

Are You or Your Clients Ready?

Listen to Social Media and Devise a Solid Plan of Action Monitor Your Consumer Reactions to Your Products or Services Test Your Messaging To Make Sure it Resonates With the Key Demographic Integrate Online and Offline Marketing Efforts Create a Crisis Plan and Be Prepared for Backlash Don’t Ignore the Bloggers Know Your Target and Influencers

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Questions and Answers

Don’t Miss the Boat

If you are not doing it you must and if you are already engaged find other ways to do it better and more frequently

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