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Imagine Social Media A Communications (r)evolution 4 February 2010


Overview

1. Where| Is the communications industry? 2. What | Can it do for business? 3. Why | Does it matter? 4. How | Can we start? 5. So What? | Conclusion


Where is the communications industry?


Time to reach an audience of 50 million people

Years

Radio Years TV


4 years

2 years The Internet


Direct Mail Marketing

E-mail Marketing


Communicator Communicator

Audience Audience


Technology Technology

Audience Audience Trusted Trusted Personal Personal Source Source

Stranger Stranger

Communicator Communicator

Audience Audience Technology Technology Secondary Secondary Audience Audience

Secondary Secondary Audience Audience Technology Technology

Trusted Trusted Personal Personal source source

Stranger Stranger

Audience Audience Stranger Stranger


Aggregate

Broadcast

Delayed Print


What can it do for business?


Advertising


Blogging


Social Networks


Data Visualization


Online Video


Known Watchouts • Regulatory Requirements

• • • • •

– FDA • Off-Label Promotion • Adverse Events Reporting – FTC Intellectual Property Confidentiality Employee Relations Information Security Privacy Laws


Why does it matter?


Media Ecosystem


Trends


Trends Two way communication with journalists, academics, researchers, scientists, advocates and peers. Ability to identify preferences, habits and output of key audiences, and nanotarget with BD’s messages and tailored approach. Create messages and content that appeal to the users and deliver through their channels.


Strategic Outcomes


ROI

• Return on Investment or Risk of Inaction? • Value of Listening, Engaging • Company Culture, Social Responsibility = Learning about customers and personalities


How can we all start?


What is Your Role?


So? Conclusion


Questions for Discussion • What are the 5 things about BD that give you the most pride about working here? • What are the 5 top opportunities you see for you to use social media to do your job better? • What are the 5 scariest things about using social media as a part of a business strategy? • What are the five biggest challenges to BD in adopting social media as a business strategy?


BD presentation