Social media best practice v2
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Social Media Best Practice Alexandra Fulford 2013 What good looks like and how to get there
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Transcript of Social media best practice v2
Social Media Best Practice
Alexandra Fulford
2013
What good looks like and how to get there
Contents
3
What good looks like . . .
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What good looks like . . .
Strategic
Their strategy focuses on using celebrities to raise awareness about Malaria
Their campaigns have been highly impactful
• Ashton vs CNN resulted in 89,724 mosquito nets reaching African families
• Malarious videos saved 8,333 lives
Be consistent with strategy and use of social media across initiatives
Insightful
Philips wanted to build credibility, drive discussion and brand awareness
Target: 38,000+ HCP
The highly active community provides insights and has a positive business impact
28% greater top of mind awareness
Make the most of opportunities to gain insights through listening
Realistic
Roche Diagnostics wanted to engage with the Diabetes community
They developed a social media strategy based on long term relationships
Listen to stakeholders, set realistic goals and allow time
Integrated
GE Healthcare raises awareness through integrated and optimised campaigns
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Campaigns are successul across channels and countries
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#Getfit: 123 countries. 12,345 participants. 15 ambassadors
Always optimise and integrate
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Dynamic
Sanofi explored using social media quite early but made some very public mistakes
They persevered and adapted
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Went from worst to best in social media
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Do not give up and be ready to learn, act and adapt
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Conclusion
Stop. Look. Listen
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Build a solid, comprehensive strategy
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Structure
Skills Style
Systems
Staff
Strategy
Shared Values
Your strategy is your road map
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Base it on shared values and needs
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Set a consistent style and tone of voice
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Set up internal systems and workgroups to deal with hurdles and ensure integration
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Clearly plan your structure and ecosystem
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Educate internal stakeholders and hire the right people
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Develop a launch and communication plan
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. . . and then engage
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ADAPT 40
... And finally . . .
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never tweet and drink!
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