PR News Boot Camp: Emerging PR Stars November 29, 2012

Social Media: How to Build Brands, Find Followers and Attract Fans

Presented By: Jenifer Antonaci, Director, Portfolio Communications, Pfizer Jenifer.Antonacci@pfizer.com @JenAntonacci Sandra Fathi, President, Affect Sfathi@affect.com @SandraFathi

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Jenifer Antonacci

• Director, Portfolio Communications, Specialty Care BU, Pfizer Inc. – Currently leading product PR team in specialty care business – Also experienced in Media Relations, Internal Communications, Client

Communications

• Currently Membership Chair, Philly PRSA Chapter • Also on Executive Committee for the Leukemia & Lymphoma

Society Eastern PA Chapter Light The Night Walk

Sandra Fathi

• President, Affect – Public Relations and Social Media Firm – Serving B2B Technology, Healthcare and Professional Services Clients

• Immediate Past-President, PRSA-NY • Past President, PRSA Technology Section • Sample Clients:

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Topics to Cover

• The content marketing revolution: How brands big and small use social media to reach millions

• Listening and engagement: The keys to social media • Which tools are right for you? Recommendations on

dashboards and measurement tools • Best practices and case studies: Brand success on Facebook,

Twitter, Google+, LinkedIn, YouTube, Pinterest and more • Using social media and other online tools to enhance your

media relations efforts • Do’s and don’ts: A day in the life of social media PR pros

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How Brands Use Social Media

• Build awareness • Educate constituents • Strengthen customer loyalty • Provide customer service • Conduct market research • Target media and key influencers • Generate leads • Generate revenue

Reputation

Make Money

Education

Save Money

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B2B Vs. B2C Brands

Business-to-Business Business-to-Consumer

Goals & Objectives Direct Tie to Business Goals Direct Tie to Marketing Goals

Fans & Followers Quality Over Quantity Quantity

Approach Strategic & Niche Strategic (or Not) & Broad

Measurement Clear ROI: Business Outcomes

Unclear ROI: Activity Over Outcomes

Focus Controlled Ride the Wave

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$37 Billion in Annual Sales

$37 Billion in Annual Sales for All of

Mars Candy

Social Media in Regulated Environments (Pharma & Healthcare)

“Don’t just sell the drug, but help organize the community… The future is not just having the drug and then letting the patient and the doctor work it out, it’s having the website, organizing the patient groups, educating the families … supporting social networks to help with not just the marketing, but the management of the disease…”

— Jeff Bauer, Ph.D., Health Futurist and Medical Economist

Choosing the Right Channel(s) for Your Audience: A Stakeholder Perspective Model

Stakeholder Identification • Internal

brainstorming • Knowledge • Experience • Monitoring

Analysis • Test internal

assumptions • Direct:

Interviews, surveys

• Indirect: Third-party groups, monitoring

Develop Roadmap and Engage • Guidelines • Expectations

Ongoing Engagement • Feedback • Follow-up

Think & Plan Prepare & Engage Respond & Monitor Model derived from the AccountAbility AA1000ES Assurance Framework for Stakeholder Engagement

Case Study: text4baby (Johnson & Johnson)

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• Award-winning program reaching moms “one text at a time”

Choosing the Right Channel(s) for Your Audience

• Who are we trying to reach? – Customers – Prospects – Employees – Shareholders

• Where do they hang out?

• What are the expectations of the community? – Business or Personal?

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– Media – Analysts – Competitors – Community

Social Media Launch Checklist

Fundamentals Analytics and Insights

Content Mapping and

Planning

Content Creation and Syndication

Engagement

•Content Mgmt •SMR Online Newsroom •Webcast •E-mail Mktg •Podcasts •Videos •Social pages (e.g., SlideShare, YouTube)

•Brand protection •Catalog existing content •Content gap analysis •Editorial planning •Keyword dictionary •Identify channels •Train community mgr •Linking strategy

•Conversation blueprint •Regular listening •Influencer meme •Real time listening •Reporting

•Blogger outreach •Customer service response •Ambassador network •Community management

•Policy Development •Planning •Guidelines creation •Training & Education •Strategic partnering

The steps to responsible engagement

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Social Media Launch Checklist

Identify Target Audience Set Goals & Objectives Craft SM Messaging Document &

Creative Brief Determine Platforms, Channels &

Technology Create Social Media Workflow Plan Draft a SM Usage Policy Develop an Editorial Calendar Write & Implement Launch Plan Download at techaffect.com/social-media-tip-sheets/

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Social Media Policies

You may already have one! • Employee Handbook What to include in a dedicated SM Policy 1. Encouraged Behavior 2. Required Behavior 3. Restricted Behavior 4. Terms & Conditions

– Training Required – Executive Level – Personal Disclaimers – Legal Mumbo-Jumbo

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Social Media Policies: The Key Areas of Focus

• Social media definition • Corporate philosophy on social media • Clarification on materials ownership: corporate v. non-

corporate • Definition of responsible interaction for employees

referencing any content specific to the company via social media

• Definition of transparency for employees using social media

• Protocol for monitoring, reporting and follow-up on social media content

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Case Study: Social Media Policy Development

• Established through consensus meeting with senior leadership the importance of a social media policy: – To protect the company from the release of non-public or proprietary

information and/or unauthorized or inappropriate social media commentary or posts online

– To mitigate potential trouble for the company with government agencies, other companies, customers or the general public

– To strengthen the brand value of the company, its medications • Create cross-functional team with members nominated by

their management – Included Legal, Communications, Compliance, Safety, Regulatory,

Marketing, Medical, Clinical and IT&S • Educated first – from C-suite to cross-functional team – then

created policy and supporting guidances

Listening & Engagement

• Social tools allow companies to listen to, respond to and engage with stakeholders

• Effective listening must allow organizations to: – Gain profound insights into who their stakeholders are and their needs – Understand how their customers buy – Learn who influences the customers – How customers want to communicate and receive information

• Traditional tools include mentions, Likes and follower counts

Case Study: Preparing to Introduce a New Medicine • Blueprint: The purpose of the Blueprint is to identify the language,

channels and communities that stakeholders use to seek and share information about the disease and treatments online. – Provides an analysis of how frequently stakeholders are discussing certain

therapies and who is driving share of voice within patient communities – Also provides an overview of the patient experience from diagnosis through

treatment. • Bi-Annual Listening Report: The Listening Report provides ongoing

perspective and strategy based on initial learnings identified within the Blueprint. – Allows us to understand how specific events or trends affect the conversation

online, including brand and competitor discussions • Influencer Analysis: This analysis strategically and methodically measures

influence across online channels specific to the disease state and treatments. – We have developed a list of online influencers = the one percent of people who

are driving the majority of conversations for the brand online based on reach, relevance and resonance

Social Media Measurement

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Holy Grail: Sales Data

6 Step Approach: 1. Measure 2. Track 3. Trip 4. Analyze 5. Tweak 6. Repeat

Social Media & Media Relations

• Approach online influencers the same way you approach traditional media

• Do your research so you know who you’re engaging and the forum in which you are participating

• Be prompt, factual, transparent – Take the time to understand the context of a situation before jumping

in – Stay on message and operate within your organization’s guidelines – Disclose relationships, representation, affiliation and intentions

Social Media & Media Relations

• Finding Journalists on Social Media (Where they want to be found)

• Monitoring & Finding Queries • Engaging & Building Relationships • Pitching Best Practices • Finding the Story • Lighting the Fire

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Social Media Do’s & Don’ts

Do: • Provide Full Disclosure • Seek Opportunities for Relevant

Engagement • Respect the Rules of the

Community & the Individual • Become Valuable

Resource/Thought Leader • Quality Over Quantity (Value

over Noise) • Be a Great Aggregator • Bring Online Offline

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Don’t • Release Confidential Info • Be a Social Spammer • Be a Robot (Repeat, Repeat) • Hijack Irrelevant Hashtags • Ignore the Environment • Be a Hater

The Case: Industry Positioning & Media Relations

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The Case: Driving Awareness, Increasing Engagement

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The Case: Sales & Lead Generation

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The Case: B2B on Twitter

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The Case: Story Hijacking & Blog Commenting

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Thank you

Jenifer Antonaci, Director, Portfolio Communications, Pfizer Jenifer.Antonacci@pfizer.com @JenAntonacci Sandra Fathi, President, Affect Sfathi@affect.com @SandraFathi

Questions?

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