Cio social media_25october2011_final

CIO Case Study:Developing an Effective Social Media Program

Richard Thomas, CIOJodi Snare, Sr Dir, Digital Strategy

October 25, 2011

Agenda

1. Timeline of Social Media at Quintiles

2. Social Media Goals and Strategies

3. Social Media Program Management

• Building a foundation

• Social integration

• Social engagement

4. Social Media Campaign in Action

Social Media at Quintiles

– 2007: ObservationSocial media definitions and guidelines were developed.

– 2008: Reputation Management and ExperimentationManual monitoring the environment for conversations about our brands.

– 2009: Deliberate Conservative UseInternally, discussion boards, polling and blogs are used more widely.Externally, programs extend to include content distribution and aggregation sites on credible sources. HR begins to use social networks for recruiting.

– 2010: Engagement and Opportunistic UseUnified brand prompts formalized social media program.

3

Social Media Goals and Strategies

Goal: Enhance and protect Quintiles’ reputation and• Drive business, increase revenue• Expand awareness and reach• Establish thought leadership

Strategies• Centralize Quintiles voice across social channels to extend reach• Guide social media use among Quintiles employee base• Monitor social channels for reputation risks and opportunities

4

Foundation

5

Build Your Foundation

– Form your teamOurs includes core publishers from marketing, communication and HR as well as those providing counsel, Global IT security, privacy and legal

– Determine your goals and strategiesQuintiles sells services so reputation is critical

– Reserve your brand name on key channelsIn doing so, you may discover you already have many, many pages and groups

– Create your guidelines and communicate them to employees

– Monitor and report activity

Foundation

6

Quintiles Social Media Management and Guidelines

Employees are encouraged to:1. Familiarize themselves with Quintiles social channels2. Connect with professional (and personal) contacts3. Extend the reach of approved content4. Socialize on Quintiles intranet5. Speak “about” Quintiles in their network

Employees are discouraged from:6. Creating their own communities7. Posting reputation damaging content8. Discussing confidential or proprietary information9. Discussing colleagues, competitors, vendors, or sponsors10.Interject in news stories

Employees learn about the social media program through internal communications and

policy dissemination (inclusion in privacy awareness training,

employee guidelines and onboarding programs)

Foundation

7

Monitoring and Response Protocol

• Brand• Key executives/influencers• Key topics• Competitors

What we Monitor How we Monitor How we Respond• Daily aggregators• Automated alerts• Enterprise social media

management software• Reporting

• Categorize type of mention and respond accordingly

• No action• Inventory and watch• Notify manager• Notify HR, Legal

Rea

l-Tim

e M

onito

ring

Foundation

8

Reporting – Monthly and Quarterly

• Engagement (likes, shares,comments, conversation)

• Campaign Analysis

• Visits/Downloads/Referrals

• Mentions w/ Sentimentinstead of Share of Voice

• Competition

• Ad hoc reporting such asconversation auditson request

Foundation

9

Social Integration

10

Integrate Social Media into the Mix

– Take an inventory of your assetsLook for rich media (videos, slide presentations, podcasts, etc.) that can add depth to your online presence and be repurposed

– Use your social channels to support existing campaignsSocial channels can amplify messages and extend reach – be sure to use your backgrounds and new functionality!

– Segment to be more relevant to your audienceWe segment channels by interest, business and audience anduse regionalization and geo-targeting where possible

Social Integration

11

Social Channel Functionality

– FacebookDynamic applets and geo-targetedmessaging

– LinkedInCustomized company profileand premium careers tab

– TwitterRich media layout

– YouTubePlaylist segmentation

Social Integration

Facebook before June 2011Social Integration

13

– Campaign support

– Segmentation by interest, audience and business pillar

Facebook after custom campaigns and segmentationSocial Integration

14

Facebook Regionalization in ProgressSocial Integration

15

Social Engagement

16

Suggestions for Engagement

Promote Original Content

– White papers, press releases, podcasts

Media Placement

– Link to external articles featuring our experts

ClinicalResearch.com

– Links/reminders/comments regarding trial participation

Conference Attendance

– Speaking engagements, presenters, Q-hosted symposia

Global Public Health Issues

– Promote safety, ethics, stewardship

Retweet Posts from Industry Allies

Proprietary Information

– Financials, strategy, etc.

Specific Projects

– Compounds, customers, etc.

Customer Bashing

– Failed trials, crises, lawsuits, safety, etc.

Political Issues

– Drug pricing, proposed legislation, hot-button issues

What to say? What not to say?

Social Engagement

Frequency & Voice

To be effective, presence needs to be consistent– Dedicated resource– Daily monitoring– Respond to @ replies (unless erroneous)

Voice– Professional, yet not PR speak– Non-promotional– Non-confrontational– Optimistic– Genuine

18

Social Engagement

Engagement – Actually Getting Social

– Optimize the online presence of your influencersWe selected ten internal thought leaders for online optimization

– Enable your influencer to engageTrainingSelect your topicFind the discussionParticipate in the conversation

– Enterprise participationWhile MarComm, HR and the influencersare focused externally, be sure to activateyour internal advocates – don’t underestimate your employees

Social Engagement

19

Enterprise Participation– Engage with their colleagues

in a safe place• iQ Intranet promotes a

networked enterprise– Subscriptions to the content

they want to receive– MySites with rich profiles,

updates, Wall, blog, etc.– Knowledge Connection

– Contribute content to thesocial media team for externalposts

– Share Quintiles posts withtheir networks

Social Engagement

20

Social Media Campaign in Action

Social Media at Quintiles

•Form team•Brand Footprint•Centralization•Policy•Monitoring•Reporting

Foundation

• Inventory assets•Campaign Support•Segmentation (Volunteers)•Regionalization•Geo-targeting

Social Integration • Influencer Optimization

• Influencer Engagement•Enterprise participation•Social Aggregation•Community Development•Campaigns

Social Engagement

22

The Team

23

– Digital Strategy executes the corporate social media program• Strategy development; scheduling, workflow• Content preparation, publication• Training for Core Team and employees• Monitoring• Reporting

– Core Team (CorpComm, Mktg, HR representation)• In-depth training• Content development• Executes campaigns in conjunction with Digital Strategy• May manage channels/tabs

– Thought Leaders and Core Team Reps• Trained and authorized to contribute content

Enterprise Campaign - Infosario

– Focus of major conference was the launch of Infosario

– Through Social Media we were able to share the excitement of the launch with people who could not attend the event

– Campaign activity included• Photos• Video interviews• Tweets and Facebook updates about

sessions• Quintiles.com microsite

Example

Total Reach

2011-06-20 2011-06-21 2011-06-22 2011-06-23 2011-06-240

10000

20000

30000

40000

50000

60000

70000

80000

90000

Total Social Media Reach During DIA

• Quintiles achieved a reach of 256,505 (this figure includes activities on Twitter, Facebook and YouTube, as well as “re-tweets” on Twitter and “shares” on Facebook from other users) • Reach was higher on Twitter at the beginning of the conference, and higher on Facebook at the end

2011-06-20

2011-06-21

2011-06-22

2011-06-23

2011-06-24

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

Reach Trends on Twitter and Facebook

FacebookTwitter

Example

Engagement on Twitter

2011-06-20 2011-06-21 2011-06-22 2011-06-230

2

4

6

8

10

1210

34

2

Retweets During the DIA Campaign

2011-06-20 2011-06-21 2011-06-22 2011-06-230

2

4

6

8

10

12

@Mentions of Quintiles during DIA

Quintiles’ retweets were highest on the first day of the conference. Many of our tweets on that day referred to our lineup of speakers, suggesting that people who attended the conference were looking to our Twitter page to hear about our activity.

Most of the early @mentions for Quintiles at DIA referred to our speaker lineup and the introduction of Infosario.

Example

Engagement on Facebook

2011-06-20 2011-06-21 2011-06-22 2011-06-23 2011-06-240

200400600800

100012001400160018002000

1518

1765

1164

853

Facebook Page views during DIA

2011-06-20 2011-06-21 2011-06-22 2011-06-23 2011-06-240

10

20

30

40

50

60

70

80

17

75

30

20

Facebook "Likes" of Content

There was a 237% increase in visits to Quintiles Facebook page during the conference.

There were more visits on the second day of the conference, after videos and images of the event were posted.

People “liked” more content on second day of the conference. There were also comments from attendees regarding our speakers and asking for videos/transcripts of the material that we presented.

Example

Facebook:Unique Visitors vs. Repeat Visitors

Of the 6,000 visits to the Quintiles Facebook page during the week of DIA, 4,300 were repeat visits.

Our ratio between unique visits and repeat visits increased during the conference, indicating that people were returning to the page to stay up to date with the event.

2011-06-19 2011-06-20 2011-06-21 2011-06-22 2011-06-23 2011-06-24 2011-06-25 2011-06-260

200

400

600

800

1000

1200

Facebook Page Logged in Page Views Facebook Page Logged in Page Views (Unique)

Example

What’s Next?

– Social aggregationOur 2012 update of our quintiles.com website will include social functionality and aggregate the activity on our channels

– Community development

– Rapid response systemAs the Quintiles conversations increase, a real-time response system will be activated

Questions?