The latest Guidance from the FDA shows key takeaways for the pharma/biotech industry, i.e. brands are only responsible for the content they produce, and third party blogging will become more important in the mix. 8 case studies from large Fortune 100 companies to teensy nonprofits, and how they used social media creatively. Covers other regulated industries like financial services, vertical social networks such as Doximity, bloggers who created a market for a product from scratch, and how-tos for mining LinkedIn, Facebook, YouTube and private communities to solve challenges.

1. An Outside
Industry
Perspective
Optimizing Social
Media with
Cause, Creativity
and Fervor

2. Why is social
media so
popular?
Because … it
connects us in an
emotional, personal,
possibly spiritually
uplifting way
Photograph by John Stanmeyer, National Geographic

3. Are we still
afraid?
We shouldn’t be …
this guidance shows
five key takeaways
Hyperlink to Original PDF

4. 5 Key Takeaways from the FDA’s Draft
Guidance on Interactive Social Media
 Brands
are only
responsible for the
content that they
produce, and
Hyperlink
to source:
Jan. blog
post from
 Third
party blogger
engagements
should become a
larger part of the
communication
mix

5. How is social media currently being used by
Life Sciences firms? A brief overview of
activities/tactics (Part 1)
 Highlight
community
activities, media,
investments
 Congratulate
 Tweet from
conferences
 Infographics
 Online
health
questionnaires
 Life of medical
students
 Private support
communities
 Various videos
 Career related
content

6. (Part 2)Some specific
platforms …
 Primary:
Facebook, Twitter, LinkedIn … to
lesser extent, YouTube … hardly anything
on Google+, Flickr or Pinterest

7. 2 examples: “Selfie” blogs and
“selfie” audiofiles

8. Don’t forget that diverse users
gravitate to certain platforms

9. Case studies #1: A non-profit uses Facebook
to identify and evangelize their adherents
 Sponsored
stories and occasionally paid
advertising -> +276,000 fans
Children in a
peddle cab
take themselves
to the
operating room
... 6,000 likes,
2,000 shares
Hyperlink to UntoldNews Website

11. Case studies #2: A financial services firm uses
humor across channels to build awareness,
buzz and market share
 Online
/ offline campaign targets younger
users … YouTube, FB, pounding the
pavement in Washington D.C.
Highlights video:
http://www.youtube.com//watch?v=Qzn9LOMekzg

12. Case studies #3: A market research firm uses
private communities to test product
development
 3,000 community members test ideas for
new product features, feedback re
advertising and spokespeople, polls
Hyperlink to ThinkPassenger website

13. Case studies #4: A publisher uses a 3rd party
blog to build subject matter expertise and a
market for its product

Serious users >>> casual
drop-ins
Hyperlink to PerfectScoreProject

14. Case studies #5: A DTC entrepreneur uses
YouTube to build a fandom (applicable to
OTC pharma type products)
 Woody’s
Gamertag YouTube channel
becomes the go-to place for the straight
scoop on intimate relationships & dating
Nearly 1.2 mill
subscribers
Over 150 mill views
1200 videos
covering teenage
boys’ concerns

15. Case studies #6: A global telecomm builds
registrations for its Webinar via LinkedIn
A
combined effort: field marketing, social
media agency, sales reps, B2B marketing
agency
 LinkedIn Groups
 Leverage the network: 100 x 500
 Registrants feed into a lead nurturing drip

16. A more in-depth look at how
LinkedIn Groups work
150 of the Vodafone webinar attendees
ultimately came from LinkedIn

17. Case studies #7: A retail bank uses Yext
PowerListings for local search + crisis response


Location is broken, inconsistent and unreliable
Adding rich location info and enhanced
content to every search, especially MOBILE

18. Citibank uses Yext on 48,000 listings across 42
publishers to get more traffic and add
personalized content
 Hurricane
Sandy, Citibank communicated
branch closures, emergency messages

19. Case studies #8: A vertical social network for
medical practitioners
 The rise of Doximity … more members
(250,000) than the American Medical Assn.
Quantcast estimates over
200K members visit monthly

20. The other side of social media … you are not
being social if you are not a “give back” type
of person. Genuinely.
http://www.mojo40.com/21-fail-proof-business-networking-steps/

21. When you “give
back,” keep it
personal

22. Questions and Answers
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