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KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 2
GARTNER HYPE CURVE FOR PHARMA SOCIAL
2...
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THE FAST SECOND PLATFORMS
4
233 334 14...
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THE KNOWN UNIVERSE
5
51Branded Pages
1...
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KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH /...
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SOCIAL NETWORKING IS 1/5TH OF ALL INTERN...
KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 9
PLATFORM CHANGE 2016-2017
THE YOUNGER ...
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SOCIAL AND MOBILE: JOINED AT THE SMAR...
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KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH /...
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TRADITIONAL
13
Right Rail Ads
Image (...
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ADS DATABASE
14
3 Years 2,255 Edit Se...
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ADS DATABASE
15
3 Years 2,255 Edit Se...
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FACEBOOK
16
Carousel Canvas Lead Ad …...
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INSTAGRAM
Ad Organic Ad Organic
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TWITTER
Website Visits Followers Bran...
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SNAPCHAT OPTIONS
• Geofilters
• On De...
KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 20
SIMPLE, ESSENTIAL METRICS
KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 21
KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH /...
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BEST PRACTICE FOR MRL
23
3-month cont...
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BEST PRACTICE FOR MRL
24
3-month cont...
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MAKE SURE YOU HANDLE THE 14 IMPORTANT...
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ANALYSIS COMING IN BEST PRACTICES 2017
P...
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ANALYSIS METRICS
Hide Rate Response C...
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Hide Rate Response Cadence Response T...
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KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH /...
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AUTOMATION
31
Manage comments at
the ...
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AUTOMATION
32
Manage comments at
the ...
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KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH /...
KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL
FROM SEAT OF YOUR PANTS TO PRECISION INS...
KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH /...
KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 37
SIX SOCIAL BEST PRACTICES FOR 2017
KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 38
GARTNER HYPE CURVE FOR PHARMA SOCIAL
...
KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 39
INTERNET OF EVERYTHING
People
Process...
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QUESTIONS
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Klick / DHC Social Best Practices 2017

The Social Best Practices presentation from the DHC Spring Summit.

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Klick / DHC Social Best Practices 2017

  1. 1. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH / 1
  2. 2. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 2 GARTNER HYPE CURVE FOR PHARMA SOCIAL 2 Technology Trigger Peak of inflated expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Visibility Time Modern social platforms start gaining significant user bases Facebook IPO: $140B Twitter IPO: $1.8B Worried about AEs Reach, engagement, & traffic
  3. 3. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH / 3
  4. 4. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 4 THE FAST SECOND PLATFORMS 4 233 334 149 3717 16 ??? THE INNOVATOR PLATFORMS
  5. 5. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 5 THE KNOWN UNIVERSE 5 51Branded Pages 13 comments on 10 black box 233Pages reviewed by digital pharma marketers 43Corporate & Professional Pages 50Unbranded Pages All comments on 13 black box (min) 10Branded Accounts 334Accounts reviewed by digital pharma marketers 128Corporate, PR, & Professional Accounts 30Unbranded Pages All comments on 13 black box (min) 16Branded Channels 6 with ISI box 149Channels reviewed by digital pharma marketers 73Corporate & Professional Channels 25Unbranded Channels 37Claimed company pages 70Properties on secondary platforms, mostly corporate 17Instagram accounts Note that accounts not needed for ads 16Pinterest accounts many with disease boards
  6. 6. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 6
  7. 7. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH / 7
  8. 8. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL SOCIAL NETWORKING IS 1/5TH OF ALL INTERNET ACTIVITY 8
  9. 9. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 9 PLATFORM CHANGE 2016-2017 THE YOUNGER AUDIENCE EXHIBITS A HIGHER USAGE OF THE SECONDARY SOCIAL CHANNELS… …BUT THERE IS NO DENYING FACEBOOK’S DOMINANCE IN BOTH REACH AND TIME SPENT ACROSS 2106 & 2017. REACHREACH TIMESPENT
  10. 10. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 10 SOCIAL AND MOBILE: JOINED AT THE SMARTPHONE 93.5%of Facebook’s monthly users are mobile (1.74 of 1.86 billion) http://newsroom.fb.com/company-info/ 93.5%of Facebook’s daily users are mobile (1.15 of 1.23 billion)
  11. 11. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 11
  12. 12. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH / BEST PRACTICE #3: KNOW THY SOCIAL AD FORMATS 12
  13. 13. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 13 TRADITIONAL 13 Right Rail Ads Image (and text) posts – boosted Image ads posts – boosted & organic Video posts – standard and ads
  14. 14. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 14 ADS DATABASE 14 3 Years 2,255 Edit Sessions 154 Pages ~500 Ads
  15. 15. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 15 ADS DATABASE 15 3 Years 2,255 Edit Sessions 154 Pages ~500 Ads 15
  16. 16. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 16 FACEBOOK 16 Carousel Canvas Lead Ad …all by objective
  17. 17. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 17 INSTAGRAM Ad Organic Ad Organic
  18. 18. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 18 TWITTER Website Visits Followers Brand Engagement
  19. 19. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 19 SNAPCHAT OPTIONS • Geofilters • On Demand • Event • Shared Spaces • Chain • National • Snap Ads • Video Standard Ads • Article • App Install • Long Form • Web View • Sponsored Lenses
  20. 20. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 20 SIMPLE, ESSENTIAL METRICS
  21. 21. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 21
  22. 22. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH / 22
  23. 23. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 23 BEST PRACTICE FOR MRL 23 3-month content submissions Moderation posts need flexibility Special process for edge cases Use technology to help moderate
  24. 24. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 24 BEST PRACTICE FOR MRL 24 3-month content submissions • Try for four content submissions through the year • Three months tends to be the right tempo to allow for content alignment and pacing • Separate special events posts • Separate moderation posts Moderation posts need flexibility • Moderation content needs to be robust enough that the community gets real value • Large number of responses for common situations • Variables and optional text in responses at the discretion of the moderator • Ability to truncate responses • Ability to mix and match responses Special process for edge cases • Ensure MRL has an agreed process for edge cases and escalations • These processes create the ability to be more human in responses so include a minimum target (say, 3 per quarter) • Track to these numbers and use the opportunity to delight the community if not taken with more serious issues Use technology to help moderate • Use pharma-specific technology such as KCM to help with moderation • Ensure content is hidden until reviewed • Structure responses • Add workflow for multiple layers of stakeholder • Allow reporting • Create immediate auto-responses for important situations
  25. 25. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 25 MAKE SURE YOU HANDLE THE 14 IMPORTANT BUCKETS Personal Health Story, Positive Personal Health Story, Negative Financial More Information Adverse Event / Product Complaint Suicide Response Page Comment, Positive Page Comment, Negative Treatment Question / Comment Alternate Treatments (Naturopathy) Mention of Product (any branded) Derogatory Language Offensive Language Threats
  26. 26. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL ANALYSIS COMING IN BEST PRACTICES 2017 PERSONAL HEALTH STORY POSITIVE MENTION OF PRODUCT NAME/OTHER PERSONAL HEALTH STORY NEGATIVE TREATMENT QUESTIONS/ INFO/ADVICE COMMENTS USING DEROGATORY LANGUAGE NEGATIVE COMMENTS ABOUT THE PAGE PERSONAL HEALTH STORY POSITIVE MENTION OF PRODUCT NAME NEGATIVE COMMENTS/FEEDBACK ABOUT THE PAGE
  27. 27. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 27 ANALYSIS METRICS Hide Rate Response Cadence Response Types Moderation Timing
  28. 28. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 28 Hide Rate Response Cadence Response Types Moderation Timing • How many comments are hidden based on available evidence? • When are moderators taking action? • Can this be differentiated from automated actions? • What buckets are the properties using? • What ratio are they responding with? • How quickly are the responses being posted? • Are there automated tools being used to supplement the human moderators?
  29. 29. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 29
  30. 30. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH / 30
  31. 31. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 31 AUTOMATION 31 Manage comments at the speed of Klick Multi-layer workflow brings in more experts Multi-layer protection keeps the brand safe Automation allows for improvements
  32. 32. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 32 AUTOMATION 32 Manage comments at the speed of Klick • 2.5 hours of moderation where most activities are just checking comments against the Terms of Use are reduced to 30 minutes Multi-layer workflow brings in more experts • You can have three layers of experts working on your properties Multi-layer protection keeps the brand safe • Functionality varies by API functionality • Take action on comments • Keywords or blanket Automation allows for improvements • Auto actions • Keyword based reactions • Natural Language based actions • Artificial Intelligence “bot” engagements
  33. 33. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 33
  34. 34. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH / 34
  35. 35. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL FROM SEAT OF YOUR PANTS TO PRECISION INSIGHTS • Targeting redacted • Lorem • Ipsum • Dolor • Est • Amet
  36. 36. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIALPROPREITARY + CONFIDENTIAL KLICK HEALTH / 36
  37. 37. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 37 SIX SOCIAL BEST PRACTICES FOR 2017
  38. 38. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 38 GARTNER HYPE CURVE FOR PHARMA SOCIAL 38 Technology Trigger Peak of inflated expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Visibility Time Modern social platforms start gaining significant user bases Facebook IPO: $140B Twitter IPO: $1.8B Worried about AEs Reach, engagement, & traffic
  39. 39. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 39 INTERNET OF EVERYTHING People Process Things Data Home Mobile Business People to Machine (P2M) People to People (P2P) Machine to Machine (M2M)
  40. 40. KLICK HEALTH /PROPRIETARY + CONFIDENTIAL KLICK HEALTH /PROPRIETARY + CONFIDENTIAL 40 QUESTIONS

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