YouTube 101

  Set up account

  Surf most-viewed & most-subscribed

  Subscribe to brand/condition terms

  Subscribe to Nalts

You visit YouTube when someone send you a link. But your targets are there and consuming rabidly.

ROI Via Online Video

& SM?

Tri-Polar Guy

Why I Ice Cream

But Viral is Dead

pleese god make i viral

ROI Level Setting

  It’s “Theoretical” Definition ›  ratio of money gained or lost on an investment relative to the amount of money invested.

  Reality: “new” has burden of proof

  Why our Rx Social Media pilots make ROI so damned difficult

Hidden Meaning Behind “ROI”

  Are you sure this is worth headache?

  Can this effort payoff?

“Return” May Translate To…

  Business impact (sales, PR, reputation)

  Satiating a VP’s desire   An internal win

What We See in Social Media

If you’re regulatory/legal If you’re a marketer…

Why We Make ROI So Hard

  Not the R

  It’s the insane I’s

Solution

  Guidelines minimize churn   Guerilla cost model   Be sure agency has done it

How to Get Your SM Approved

Publisher, network or aggregator creates real SM and we, um, advertise.

A moderated Facebook site has few legal/reg implication beyond a product.com with “contact us.”

Don’t Call It Social Media

An Impression Isn’t An Impression*

*Unless it makes one

☹  In absolute, these can’t matter:

✗  Views ✗  Friends ✗  Comments ✗  Buzz ✗  Viral

✗  Site visits ✗  Coupon downloads ✗  Miss-trials ✗  Stupid database ✗  Industry rags

So What DOES Matter?

  Getting their attention

  Engaging them

  Earning their trust   Answering their questions

  Acknowledging needs & concerns

  Exciting them about our solution

  Inspiring trial (nrx)

  Setting their expectations (trx)

Social Score Benchmark

  Tools allow brands and companies to identify current baseline

›  Frequency of mention

›  Issue alerts

›  Sentiment (vs competitors)

  Reminder: AEs unlikely to rock your world (cost, people) ›  1 in 500, Neilsen 2008

  But we do need to be responsible about trends ›  Consider patients as family

  My two cents is in next Pharmaceutical Executive (How-To Unlock Guidelines)

  Surf 117 company policies: http://socialmediagovernance.com/policies.php

Myth: Ostrich Option as Safe

Three Low-Hanging-Fruit Tactics

a)  Hands-off Social Media

b)  Leveraging Star Power

c)  Redefining “unbranded”

a) Three Steps to “Hands-Off” SM

1.  Ad network creates and promotes therapeutic-specialty social media in true form.

2.  Brand initiated it, but did not co-sponsor or have role in content

3.  Unbranded rich-media ads drove traffic to product site for very low cost-per-visitor

b) They’re Patients With Reach

  You don’t have to know or like them

  Video stars > celebrities

b) Engaging Via Video Stars

  Leading brands are doing this ›  Pharma can play too

  Fox Broadcasting: 6 million views for pennies per view

  MTV salvaged expensive “billboard in back yard” with 6-12% viewers visiting site

  Obviously unbranded branded

Process for Engaging Stars

  Creative brief

  Draft concepts

  Shoot

  Approvals

  Launch

  Provide metrics

My Own Lil’ Examples:

• Mentos • Holiday Inn • MTV • Starbucks • Logitech • Fox Broadcasting • Reader’s Digest • Microsoft • U.S. Census • Big Health Co (Friday)

c) Unbranded as Activator

  Redefine “unbranded” ›  2000: Market leaders only ›  2010: Vital “hook”

  Can’t lead with marketing because patients and doctors don’t care about our products at all.

  Captivate, education, prompt via unbranded “masked” URL

We’ve got to use an unbranded approach in social media," said Kevin Nalty, formerly a product director for Merck, though he now heads Nalts Consulting. "There's no way to accommodate what is required of a brand, in terms of fair balance information, in a tweet, for example."

Conclusion: Metrics Musts

  Keep costs down

  Open funnel wider by dialing down marketing message

  Count only downstream vital signs ›  Cost per qualified visitor ›  Cost per new patient ›  Time & intent ›  Behavior

Ask Your Doctor About…

  www.naltsconsulting.com

  www.willvideoforfood.com (blog)

  www.youtube.com/nalts or http://www.kevinnalty.com

  twitter.com/nalts

  kevin@naltsconsulting.com