social marketing
Doing Social Marketing in Pharma and other Heavily Regulated Industries
http://bit.ly/3XsK5j
Excerpt:
Conventional wisdom would probably say that social marketing is impossible in industries like financial services, pharmaceutical, and healthcare due to heavy regulations and requirements for disclosure. More specifically, in the pharmaceutical industry there exists a regulation that requires companies to report “adverse events” to the Federal Drug Administration within 72 hours of “hearing” it. At first glance, this single regulation could render most forms of online marketing — which are based on two-way communications — to be out of bounds; especially social media, where people talk online.
Thanks for all the RTs and Comments:
ZnaTrainerRT @AlexSchleber: Great, thoughtful post,applies to all SMM: How to Do Social Marketing in Heavily Regulated Industrieshttp://bit.ly/5wmOdz
AlexSchleberGreat, thoughtful post, applies to all SMM: How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/5wmOdz
jpoloObserving: “How to Do Social Marketing in Heavily Regulated Industries – “, http://bit.ly/5W350A
TBMarketingBuzzRT @helkhoury: How to Do Social Marketing in Heavily Regulated Industries – ClickZ: http://www.clickz.com/3635397 via @addthis
ArnieKHow to Do Social Marketing in Heavily Regulated Industries – good article & discussion: http://ow.ly/IKzV
DowntownWomanRT @alevit: RT @helkhoury: How to do Social Marketing in Heavily Regulated Industries – ClickZ:http://www.clickz.com/3635397 via @addthis
alevitRT @helkhoury: How to Do Social Marketing in Heavily Regulated Industries – ClickZ: http://www.clickz.com/3635397 via @addthis
360VANTAGEHow to Do Social Marketing in Heavily Regulated Industries - http://ow.ly/JpIK
360CEOHow to Do Social Marketing in Heavily Regulated Industries - http://ow.ly/JpIp
managementsushiRT @whydotpharma: Must read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries.http://j.mp/6CVT9r #hcsmeu #fdasm
agDesignNetworkRT @HealthIntel: Pharma: Socializing in a Straightjacket-Players tiptoe into social media http://j.mp/6CVT9r #fdasm #hcsm
heldincontemptRT @whydotpharma: Must read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries.http://j.mp/6CVT9r #hcsmeu #fdasm
HealthIntelPharma: Socializing in a Straightjacket- Players tiptoe into social media http://j.mp/6CVT9r #fdasm #hcsm
jorge_acostaHow to Do Social Marketing in Heavily Regulated Industries http://ow.ly/Jh8c (via @HSM_Mexico ) #smcmx
ericgilbertsenGood article, better discussion on Social Marketing in Heavily Regulated Industries – ClickZ: http://www.clickz.com/3635397 via @addthis
IdeagorasRT @DaphneLeigh: Reading: Doing social media in regulated industries. http://j.mp/6CVT9r (via @healthintel) #hcsm #fdasm #hcmktg #hcsmeu
armseligHow to Do Social #Marketing in Heavily Regulated Industries | ClickZ | #socialweb #corporate #pr http://j.mp/7okG8m
andrewspongRT @DaphneLeigh: Reading: Doing social media in regulated industries. http://j.mp/6CVT9r (via @healthintel) #hcsm #fdasm #hcmktg #hcsmeu
DaphneLeighReading: Doing social media in regulated industries. http://j.mp/6CVT9r (via @healthintel) #hcsm #fdasm #hcmktg #hcsmeu
blogaceuticsRT @whydotpharma: Must read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries. http://j.mp/6CVT9r
bobharrellRT @whydotpharma: Must read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries. http://j.mp/6CVT9r#hcsm #fdas …
NovaChelsRT @whydotpharma: Must read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries. http://j.mp/6CVT9r#hcsm #fdasm
lenstarnesRT @whydotpharma: Must read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries. http://j.mp/6CVT9r#hcsm #fdas …
whydotpharmaMust read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries. http://j.mp/6CVT9r #hcsm #fdasm #hcsmeu
HealthIntelHow to Do Social Marketing in Heavily Regulated Industries. http://j.mp/6CVT9r #hcsm #fdasm #hcmktg
TBMarketingBuzzRT @tweetreports: Must Read: How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/6rR66k #socialmedia
kristofcreativeRT @tweetreports: Must Read: How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/6rR66k #socialmedia
tweetreportsMust Read: How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/6rR66k #socialmedia
helkhouryHow to Do Social Marketing in Heavily Regulated Industries – ClickZ: http://www.clickz.com/3635397 via @addthis
twittinvestorReading: How to do social media in heaviliy regulated industries http://bit.ly/7fO8ew #ir #pr #finance
EvertJanKoningvery interesting dicussion on social web for complex organisations: http://www.clickz.com/3635397
SteveBurdettRT: @marketingwizdom How to Do Social Marketing in Heavily Regulated Industries like financial services – ClickZhttp://ow.ly/IP8U
achimbrueckHow to Do Social #Marketing in Heavily Regulated Industries http://bit.ly/7SRkOD #financial #healthcare #pharmaceutical RT@ChernoJobatey
SarahWPFRT @marketingwizdom: How to Do Social Marketing in Heavily Regulated Industries – ClickZ http://ow.ly/IP8U
JeinspaennerHow to Do Social #Marketing in Heavily Regulated Industries http://bit.ly/7SRkOD RT@ChernoJobatey
marketingwizdomHow to Do Social Marketing in Heavily Regulated Industries – ClickZ http://ow.ly/IP8U
orhanogutHow to Do Social Marketing in Heavily Regulated Industries http://www.clickz.com/3635397
JobateyHow to Do Social #Marketing in Heavily Regulated Industries http://bit.ly/7SRkOD
KerstinvonAppenHow to Do Social #Marketing in Heavily Regulated Industries http://bit.ly/7SRkOD
ChernoJobateyHow to Do Social #Marketing in Heavily Regulated Industries http://bit.ly/7SRkOD
PauliASLue tämä jos et työskentele mediassa : Do Social Marketing in Heavily Regulated Industries: http://www.clickz.com/3635397 via @addthis
fredomartinRT @working_arts: Social marketing is about being a reliable source others have vetted & agree is trustworthy/accuratehttp://bit.ly/7FOjJ1
working_artsSocial marketing is about being a reliable source of information others have vetted & agree is trustworthy & accuratehttp://bit.ly/7FOjJ1
working_artsHow to Do Social Marketing in Heavily Regulated Industries - http://bit.ly/7FOjJ1
IndigoDirectHow to Do Social Marketing in Heavily Regulated Industries - http://www.clickz.com/3635397
ljlynchFinancial planners & others who think that regulations prevent their participation social media need to read this article. http://ow.ly/IKgO
JonSherman121How to do Social Media in Heavily Regulated Industries http://ow.ly/IH75 #socialmedia
TVGnetworkHow to Do Social Marketing in Heavily Regulated Industries http://bit.ly/4NkCgU
darknebrijoDo you work in a heavily regulated industry and find it hard to do social media marketing? A few tips here.http://www.clickz.com/3635397
wweidendorfHow to do Social Media Marketing in Heavily Regulated Industries - http://www.clickz.com/3635397
Activ8IncHow to do social media in heaviliy regulated industries http://www.clickz.com/3635397 http://bit.ly/4xis5A
LakeCountyEGRHow to Do Social Marketing in Heavily Regulated Industries – ClickZ http://ow.ly/IF0M
rpvegaRT @HSM_Mexico: How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/7jtVaT // IS NOT ABOUT REACH ! =)
miwchriscarrionHow to Do Social Marketing in Heavily Regulated Industries – ClickZ: http://www.clickz.com/3635397 via @addthis
PatriotonlineRT @HSM_Mexico: How to Do Social Marketing in Heavily Regulated Industries http://www.clickz.com/3635397
HSM_MexicoHow to Do Social Marketing in Heavily Regulated Industries http://www.clickz.com/3635397
jellsworthFighting resistance to SM marketing in a regulated industry like pharm or financial? Social may be your ONLY option.http://ow.ly/Ahx8
Steve_GorgesAugustine Fou’s How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/1gey14
xtrememarketerHow to Do Social Marketing in Heavily Regulated Industries http://bit.ly/2dAcjC
SunSweptRT @glenngabe: How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/1lmtq5 via @acfou – interesting comments Augustine
glenngabeHow to Do Social Marketing in Heavily Regulated Industries http://bit.ly/1lmtq5 via @acfou – some interesting comments taking on Augustine
MonetizeMyLifeHow to Do Social Marketing in Heavily Regulated Industries - http://su.pr/1m6bp4
snd7RT @domain7: Good challenge – how to to use social media for heavily regulated industries: http://bit.ly/2HznSn – JE
domain7Good challenge – how to to use social media for heavily regulated industries: http://bit.ly/2HznSn – JE
ankushagarwalHow to Do Social Marketing in Heavily Regulated Industries - http://tr.im/CNvj
crown168分享 http://www.clickz.com/3635397 (How to Do Social Marketing in Heavily Regulated Industries) http://plurk.com/p/2ddtqg
FbecerrilHow to Do Social Marketing in Heavily Regulated Industries http://bit.ly/2eNYFf
CollinsCompanySocial marketing in Heavily Regulated Industries. Good article! http://www.clickz.com/3635397
zaifmandHow to Do Social Marketing in Heavily Regulated Industries – ClickZ: http://www.clickz.com/3635397
OutOfTheBoxMXSocial Media: How to Do Social Marketing in Heavily Regulated Industries great article http://bit.ly/1gey14
emELLemjOEDoing Social Marketing in Pharma and other Heavily Regulated Industries: http://bit.ly/3XsK5j Excerpt: Conventi..http://bit.ly/Uo326
acfouSome are arguing that pharma should stay out of social marketing altogether (i.e. bury its head in the dirt?) - http://bit.ly/3XsK5j
Digital Orchestration
digital orchestration means helping clients orchestrate and coordinate the activities of agencies that have particular specialties — search engine optimization (SEO), search engine marketing (SEM), website design and build, analytics, social marketing, etc. Too often, clients are not comfortable asking about digital or don’t know enough to tell if the agency specialists are recommending the correct strategy or tactic.
search consultants typically help individual clients find individual agencies that are good at a particular area — e.g. TV agency, digital agency, SEO agency, etc. Today, this is no longer as effective because the different disciplines and specialities need to work closely together and feed off of each other to work properly.
Reaching Half a Million Customers Daily, with NO Media Cost
Updated: Aug 30, 2009 – JetBlue has 1,139,682 followers as of today.
In days of old, advertisers had to buy TV airtime, magazine placements, or radio spots to send their ads out to reach customers. Usually one of the largest chunks of cost is the media placement, followed by “creative” development and content creation.
What if there was a way to cut out most or all of the media cost? And what if we could also substantially reduce the cost of “creative development” and “content creation?” Look at the JetBlue example below. On Twitter, JetBlue has nearly 600,000 followers. Each of these followers has basically “opted in” to receive their updates, often multiple times a day (”costless media”). There is no “media cost” for getting these messages out. Compare this to what it would cost to air a TV ad that reaches 600,000 viewers (assuming all the viewers wanted to receive the ad, and were sitting there in front of the TV watching the ad when it was aired).
Also, the cost of content is nearly zero too. JetBlue has their customer service people (and fans) help create content by tweeting. These tweets range from customer service (”twitter customer service”) , to service notices (e.g. dense fog in NYC area airports causing delays, etc.), to tips from frequent travelers. This type of content is more “real,” valuable, and trusted than an advertisement. And there is no cost of “creative development” because the content does not need to be dressed up into a glossy ad for TV or print — it’s just 140 characters of text at a time. It’s more effective AND lower cost?! Imagine that!
Finally, notice in the “bio” area on the upper right of the screen shot that it reports who is currently on duty — “Morgan and Lindsey” — this gives the normally faceless customer service system a name and a face and perhaps even a personality. JetBlue’s twitter is a great example of social marketing done awesome!
The ROI of Social Media is ZERO
What is the ROI (define) for social media? It’s zero. That’s because there’s no such thing as “social media.”
People’s conversations are not media; they can’t be purchased as such by advertisers. In other words, people don’t talk whenever advertisers want them to and they won’t say whatever advertisers tell them to — so it isn’t “media” like TV, print, and radio.
If you treat people’s conversations as media, you’d be doing it wrong. Social marketing done right means asking for and respecting people’s conversations and giving them a public place to talk so others can hear. If the advertiser’s product is already great, much of the conversation will be positive. But even if it isn’t the advertiser will have the benefit of free “product research” because people will give them ideas for improvement.
Untargetables are hard to reach. Unreachables are not reachable by traditional advertising media or channels.
read more about the ROI of social media on ClickZ … http://www.clickz.com/3633341
skittles.com #skittles twitter, facebook, flickr, myspace
the brilliance of its simplicity has irked social media pundits and experts – “why didn’t I think of that first?”
And if marketing campaigns are supposed to drive traffic, it drove traffic.
If viral campaigns are supposed to drive chatter and discussion, it did.
If social marketing is supposed to drive social actions (like friending or becoming a fan on Facebook) it did.
and on top of all that, they are getting free consulting from all social marketing experts, gurus, pundits, specialists, etc.
pro or con, this experiment will tell Skittles and their agency what worked and what didn’t and next-up, they’ll do more of what worked, thank you very much.


paid advertising <-- $1 --> social marketing ?
if you had a dollar to spend today, where would you spend it? on paid advertising or on social marketing? why?
Paid advertising – it’s over once it’s aired
Social Marketing
1. peers telling peers – a lot more effective and trusted by modern consumers than a paid ad
2. archived conversations – when people take social actions like rate, review, comment, recommend, and share, these actions are archived for everyone to see online (valuable to future users doing research)
3. it yields a continuously increasing stream of free traffic (enhances SEO efforts)
So whatcha gonna do?
social commerce – what do my friends buy?
examples include Amazon (reviews of reviews) and MyFaveThings Facebook app (users show what they have and what they want so their friends can simply “buy what he bought”). The concept is simply that modern consumers turn to their peers (instead of advertisers) to get ideas (awareness), advice (consideration), and recommendations (choice) during their purchase process. This can come from direct friends, from experts, or from collections of total strangers. The social actions of these groups help move the potential customer closer to the purchase expeditiously.
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