Social media best practice v2

Social Media Best Practice

Alexandra Fulford

2013

What good looks like and how to get there

Contents

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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

Investment in long term relationships has shown results

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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