Imagine Social Media A Communications (r)evolution 4 February 2010
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
Radio Years TV
2 years The Internet
Direct Mail Marketing
Audience Audience Trusted Trusted Personal Personal Source Source
Audience Audience Technology Technology Secondary Secondary Audience Audience
Secondary Secondary Audience Audience Technology Technology
Trusted Trusted Personal Personal source source
Audience Audience Stranger Stranger
What can it do for business?
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?
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 BDâ€™s messages and tailored approach. Create messages and content that appeal to the users and deliver through their channels.
• 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?
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?