Because "traditional PR is so 80s"

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2. Traditional PR is so 80’s:
Lessons Learned from
Consumer Social Media
Heather Gartman Cheryl Pellegrino Andrea Nowack
Managing Director Senior Vice President Digital Strategist

3. Social Media By the Numbers
2,000,000,000 - Number of Google
Searches per day
684,000,000 - the number of visitors
to Wikipedia in the last year
100,000,000 - number of YouTube
videos viewed per day
346,000,000 - number of people
globally who read blogs
1,766,890,600- number of tweets to
date
200,000,000 - number of active
Facebook users
Bottom Line: Social Media Can’t Be Ignored
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4. 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
Print Media
Web 2.0
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5. Citizens As Journalists
 As print is dying, citizen journalists are having a stronger voice
and impact on our news cycle
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7. 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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8. Consumer Social Media:
Who’s Doing it Right?
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9. Consumer Social Media:
Who’s Doing it Right?
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12. Lessons Learned From Consumer PR

13. 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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14. Focus on the Objective
 Focus on the objective first, then the technology
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15. Be Open And Transparent
 Always be open and transparent when engaging with online
communities
Rahodeb?
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16. 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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17. 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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18. Recognize The Influence Of The Blogger
 If a conversation starts online, don’t assume it is going to stay there
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19. 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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20. Test Your Message Both Offline and On
 Throughout the weekend, the conversation continued…
92,947 views
“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
 When did Motrin respond? Monday.
Monday.
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21. Test Your Message Both Offline and On
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 later…
7,000 Tweets
$ elsewhere.
21 Crunchy Domestic Goddess
Blog, (readership: 42,000/month)

22. Have a Crisis Plan In Place
Issued a
Warrant for
Employees’
Arrest
Responded on
Facebooked
“The
about the
Consumerist”
Incident Within
Days
President
Twittered About
apologized on
the Incident
YouTube
In times of crisis, the quicker a company can respond, the better
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23. 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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24. Don’t Throw Out the Rule Book
When 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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25. Making the Connection

26. 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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27. 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.'‘
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-Dr. ThoralfSundt, Marketing Chair

28. Hospitals: Connecting Through Social Media
As of May 3rd, 2009: 250 U.S. Hospitals are
using social networking
131 have YouTube Accounts
160 have Twitter Accounts
94 have Facebook accounts
24 Have blogs
Henry Ford • Live tweet surgeries and answer
med students questions via
Hospital Twitter
Innovis • Live tweeted safety information
around the clock during recent
Health floods in North Dakota
ProHealth • Broadcasted a live prostatectomy
on YouTube, Facebook and Twitter
Care
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29. 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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30. 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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31. 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 reporting
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32. 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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33. 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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34. 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
AstraZeneca spokesperson
proactively responding to
traditional media and social
media chatter through a
YouTube channel
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35. AstraZeneca: Celebrating Women On and Offline
Engaging consumers
and cancer
survivors to
reinforce messages
on and off line
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36. Making Sleep More Interactive: Ambien
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
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37. Cause Marketing: Pfizer
Pfizer launched an
unbranded
Fibromyalga
microsite, which
gives consumers
the opportunity to
share their stories
and educate
themselves about
the condition
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38. 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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39. Questions and Answers

40. 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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