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Effective Use of Social Media for
Marketing
Vivek Hattangadi
VIVEK HATTANGADI -
THE ENABLERS
1 SOCIAL MEDIA MARKETING
® ®
®
Your Opportunities
VIVEK HATTANGADI -
THE ENABLERS
SOCIAL MEDIA MARKETING2
Facebook
LinkedIn
YouTube
Twitter
InstaGram
Pinterest
Introduction
 Social media has changed the way our entire world
works
 Everyone has an equal voice and immediate access to
vast networks of friends and followers.
 Customers are vocal - sometimes passionate - about the
brands, they use, and what they like and dislike
VIVEK HATTANGADI -
THE ENABLERS
3 SOCIAL MEDIA MARKETING
Budget Social Media in Brand Plan
 90 percent of brand managers in India feel their brand’s
sociability is missing
 Integrate social media into the brand plan
VIVEK HATTANGADI -
THE ENABLERS
4 SOCIAL MEDIA MARKETING
Tip 1 - Take advantage of opportunities
 Take advantage of the incredible opportunities available
in the social space
 Dedicate a line into budgets for resources like monitoring
tools
VIVEK HATTANGADI -
THE ENABLERS
5 SOCIAL MEDIA MARKETING
Tip 2 –
Determine Goals For Your Social Media Engagement
 Hopping online without a focused plan is troublesome at
best - disastrous at worst
Determine what you want to achieve by engaging in social
media
 Do you want to have conversations with doctors?
 Are you looking for brand advocates and influencers
to help your brand?
VIVEK HATTANGADI -
THE ENABLERS
6 SOCIAL MEDIA MARKETING
Tip 3 - Determine Your Online Brand Persona
 How is your brand different from others?
 Visual style and brand identity: Your social media
presence should be consistent with traditional media
 Your tone of voice: how you will be communicating online
- LinkedIn will be formal; Facebook can be informal
Create a Brand Document
VIVEK HATTANGADI -
THE ENABLERS
7 SOCIAL MEDIA MARKETING
Tip 4 - Decide On Your Platforms
 Facebook, Twitter, LinkedIn, Instagram, Pinterest are
some of the most popular social platforms
 And not to forget about YouTube! Puts you where the
action is! Doctors come to YouTube to search for videos,
your video nuggets can be found.
VIVEK HATTANGADI -
THE ENABLERS
8 SOCIAL MEDIA MARKETING
Facebook
 Has 3 platforms
o Pages
o Groups
o Ads
 Helps your brand reach your doctors based on your
segmentation
 Low-cost
 Can share your videos, logos and more
VIVEK HATTANGADI -
THE ENABLERS
9 SOCIAL MEDIA MARKETING
LinkedIn
 Connects you with people of similar professional
backgrounds
 A perfect place to begin building professional
relationships and to engage in targeted business-to-
business (B2B) marketing
 You can engage doctors in conversation for spreading
brand awareness
VIVEK HATTANGADI -
THE ENABLERS
10 SOCIAL MEDIA MARKETING
YouTube
 The reach and power of YouTube is proven
 Nothing beats a creative YouTube video to captivate an
audience
 Viewers constantly cycle and share videos with friends,
co-workers and family members
VIVEK HATTANGADI -
THE ENABLERS
11 SOCIAL MEDIA MARKETING
Have A Social Media Community Manager
 Just because a young brand executive is constantly
“connected” she is the best choice for handling your
social media strategy 
 You need a dedicated social media community manager
who knows your company and your business well
 Should have excellent communication skills, the ability to
build rapport and connections, and a deep knowledge of
your brand
VIVEK HATTANGADI -
THE ENABLERS
12 SOCIAL MEDIA MARKETING
Build Relationships Via Social Media
 You can’t build your brand without building relationships
 People use social media to share ideas and
conversations
 Respond to both positive and negative comments
VIVEK HATTANGADI -
THE ENABLERS
13 SOCIAL MEDIA MARKETING
Find Influencers
 Tap into the vast network of social influencers
 A social media influencer is a doctor with a lot of online
clout who leads conversations and shapes opinions
about organizations and brands
 Develop a good relationship with them, their word-of-
mouth recommendations will influence others
VIVEK HATTANGADI -
THE ENABLERS
14 SOCIAL MEDIA MARKETING
VIVEK HATTANGADI -
THE ENABLERS
SOCIAL MEDIA MARKETING15
Facebook
LinkedIn
YouTube
Twitter
InstaGram
Pinterest
Some work better than
others . Match your target
market and choose the
ones that work for you
Summary
VIVEK HATTANGADI -
THE ENABLERS
SOCIAL MEDIA MARKETING16
 Social media as an enormous potential for brand building
 It’s no longer a question of whether to socialize your
brands - but how best to do it
 The quality of your online presence can be a key
contributor to its overall reputation and success
VIVEK HATTANGADI -
THE ENABLERS
SOCIAL MEDIA MARKETING17

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Social Media for Pharma Branding

  • 1. Effective Use of Social Media for Marketing Vivek Hattangadi VIVEK HATTANGADI - THE ENABLERS 1 SOCIAL MEDIA MARKETING ® ® ®
  • 2. Your Opportunities VIVEK HATTANGADI - THE ENABLERS SOCIAL MEDIA MARKETING2 Facebook LinkedIn YouTube Twitter InstaGram Pinterest
  • 3. Introduction  Social media has changed the way our entire world works  Everyone has an equal voice and immediate access to vast networks of friends and followers.  Customers are vocal - sometimes passionate - about the brands, they use, and what they like and dislike VIVEK HATTANGADI - THE ENABLERS 3 SOCIAL MEDIA MARKETING
  • 4. Budget Social Media in Brand Plan  90 percent of brand managers in India feel their brand’s sociability is missing  Integrate social media into the brand plan VIVEK HATTANGADI - THE ENABLERS 4 SOCIAL MEDIA MARKETING
  • 5. Tip 1 - Take advantage of opportunities  Take advantage of the incredible opportunities available in the social space  Dedicate a line into budgets for resources like monitoring tools VIVEK HATTANGADI - THE ENABLERS 5 SOCIAL MEDIA MARKETING
  • 6. Tip 2 – Determine Goals For Your Social Media Engagement  Hopping online without a focused plan is troublesome at best - disastrous at worst Determine what you want to achieve by engaging in social media  Do you want to have conversations with doctors?  Are you looking for brand advocates and influencers to help your brand? VIVEK HATTANGADI - THE ENABLERS 6 SOCIAL MEDIA MARKETING
  • 7. Tip 3 - Determine Your Online Brand Persona  How is your brand different from others?  Visual style and brand identity: Your social media presence should be consistent with traditional media  Your tone of voice: how you will be communicating online - LinkedIn will be formal; Facebook can be informal Create a Brand Document VIVEK HATTANGADI - THE ENABLERS 7 SOCIAL MEDIA MARKETING
  • 8. Tip 4 - Decide On Your Platforms  Facebook, Twitter, LinkedIn, Instagram, Pinterest are some of the most popular social platforms  And not to forget about YouTube! Puts you where the action is! Doctors come to YouTube to search for videos, your video nuggets can be found. VIVEK HATTANGADI - THE ENABLERS 8 SOCIAL MEDIA MARKETING
  • 9. Facebook  Has 3 platforms o Pages o Groups o Ads  Helps your brand reach your doctors based on your segmentation  Low-cost  Can share your videos, logos and more VIVEK HATTANGADI - THE ENABLERS 9 SOCIAL MEDIA MARKETING
  • 10. LinkedIn  Connects you with people of similar professional backgrounds  A perfect place to begin building professional relationships and to engage in targeted business-to- business (B2B) marketing  You can engage doctors in conversation for spreading brand awareness VIVEK HATTANGADI - THE ENABLERS 10 SOCIAL MEDIA MARKETING
  • 11. YouTube  The reach and power of YouTube is proven  Nothing beats a creative YouTube video to captivate an audience  Viewers constantly cycle and share videos with friends, co-workers and family members VIVEK HATTANGADI - THE ENABLERS 11 SOCIAL MEDIA MARKETING
  • 12. Have A Social Media Community Manager  Just because a young brand executive is constantly “connected” she is the best choice for handling your social media strategy   You need a dedicated social media community manager who knows your company and your business well  Should have excellent communication skills, the ability to build rapport and connections, and a deep knowledge of your brand VIVEK HATTANGADI - THE ENABLERS 12 SOCIAL MEDIA MARKETING
  • 13. Build Relationships Via Social Media  You can’t build your brand without building relationships  People use social media to share ideas and conversations  Respond to both positive and negative comments VIVEK HATTANGADI - THE ENABLERS 13 SOCIAL MEDIA MARKETING
  • 14. Find Influencers  Tap into the vast network of social influencers  A social media influencer is a doctor with a lot of online clout who leads conversations and shapes opinions about organizations and brands  Develop a good relationship with them, their word-of- mouth recommendations will influence others VIVEK HATTANGADI - THE ENABLERS 14 SOCIAL MEDIA MARKETING
  • 15. VIVEK HATTANGADI - THE ENABLERS SOCIAL MEDIA MARKETING15 Facebook LinkedIn YouTube Twitter InstaGram Pinterest Some work better than others . Match your target market and choose the ones that work for you
  • 16. Summary VIVEK HATTANGADI - THE ENABLERS SOCIAL MEDIA MARKETING16  Social media as an enormous potential for brand building  It’s no longer a question of whether to socialize your brands - but how best to do it  The quality of your online presence can be a key contributor to its overall reputation and success
  • 17. VIVEK HATTANGADI - THE ENABLERS SOCIAL MEDIA MARKETING17