It is presentation covering various aspects of social media and how it is employed at GSK to improve its connect with the masses and how it improves traffic at its site. Increasing the engagement of people and how various channels are interlinked and also there is an explanation regarding lessons that can be learnt from gsk social media strategies. there is an explanation with the help of an example of ENO how gsk used social media effectively to improve its brand awareness regarding new flavors

1. Presented by:
Sushil Verma
Mohd. Haris
NIPER, Hyderabad

2. Social media
Term social media encompasses social networking sites, collaborative
services, blogs, content hosting sites and virtual communities.
creates highly interactive platforms through which individuals and
communities share, co-create discuss and modify user generated
content.

5. GlaxoSmithKline on Social Media
Ranked second on the list of the social media savvy 100 largest
publicly traded firms in the United Kingdom.
Social media enables to interact and communicate with customers
in a way that traditional websites cannot.
It uses social media as part of commitment to transparency and to
provide timely information to customers and stakeholders.

6. Continue…
We offer several social media channels that you can use to keep up-
to-date with GSK news and activities. Some of these are subject to
codes of conduct which can be read below or within the social media
account itself.

7. Explore GSK on social media
Twitter
We operate several corporate Twitter feeds that allow you to follow GSK news
and activities.
Facebook
Our official Facebook page contains news and features about our company.
YouTube
Our global YouTube channel contains a range of videos from careers,
responsibility, innovation and science.

8. Continue….
LinkedIn
Our LinkedIn allows us to interact in a professional network and update
prospective employees with job opportunities and related GSK articles.
Flickr
Our Flickr account contains a range of photographs that can be used by
journalists and others when sourcing and providing information about our
company.

9. Daniel Ghinn explores GSK's use of social media and the milestones it
has reached to achieve its current success in this space.
GSK's Facebook page one of the world's first 'open' pharma social
media environments, encouraging public stakeholders to post
comments during a time when most pharmaceutical companies kept
their pages tightly locked.

10. Social Media stats indicating GSKs presence
Social media engagement score: 25
Facebook fans: GSK, 93,318; Stiefel, a GSK company, 112,868
Twitter followers: @GSK, 40,812; @GSKUS, 35,278; @StiefelaGSKco,
34,044
YouTube subscribers: 1,449
Glaxo's social media efforts show the power of a strong consumer-
facing brand--or lack thereof.
Facebook posts might focus on futuristic health technology.

11. “The company's social media communications are tightly linked, with
tweets and Facebook posts linking to YouTube channel videos. And when
GSK has a particular angle to push, messages go out on all channels.”

13.  Its Twitter streams roll out company news--drug approvals, corporate
changes--and highlight employee volunteer programs, recruiting,science
education and general GSK good works.
 One Twitter handle focuses solely on news and presentations from
healthcare and disease conferences.

14. According to Quayle's colleague Janet Morgan, Director of Corporate
Reporting at GSK, the most successful channel of engagement is in fact
not Facebook, but LinkedIn, where the company has over 650k
followers actively sharing its content.

15. Five lessons from GSK in social media
1. Learn what engages people
2. Stream specialist conversation into channels
3. Know the channels
4. Always Experiment
5. Be prepared

16. 1.Learn what engages people

17. 2. Stream specialist conversation into channels
 @GSK_conferences, the dedicated Twitter profile features "Tweets
from GSK employees attending scientific conferences".
It is an experiment to allow the company to engage actively at
conferences without the corporate @GSK Twitter profile becoming
too noisy for the majority of its 40,000+ followers who may not have
an interest in the particular conference.

18. Tweets from @GSK_conferences are sent by GSK team members
while they are on site at conferences.
In the US, a dedicated customer channel exists to handle responses
to product queries. Ultimately the conversation is usually taken
offline, but using a dedicated account for responding to product
enquiries keeps the corporate channel focused.

19. 3. Know the channels
"...GSK staff with an interest in using social media for the company are
encouraged to have their own accounts, and to start out by simply
following others, listening, to learn about the channel."

20. 4. Always experiment
GSK's social media engagement is to continually be experimenting,
discovering what works and learning from every experience
The company's history with social media can be linked as learning to ride a
bicycle - it is important to understand the opportunities and the risks, it is
even more important to actually try things:
"You don't learn to ride a bicycle by reading a manual – you have to try it".

21. Creating awareness about the new product variants digitally
and hence increase market share
Challenge- increase awareness about newly launched variants by
creating a strong presence on different social media channels apart from
the traditional brand presence.
KPIs included acquisition and engagement of fans and followers.
An integrated campaign was created which included personification of
the new product variants. Variants were introduced as characters with
witty names and separate profiles (as individuals) were created for them
on Facebook and Twitter.

22. Profiles were created for each character
Characters interacted on the brand FB page
Special landing pages were created for each character
4 apps introduced over a period of 7 months to increase
engagement

23. Twitter
Accounts created for each character
Customized Twitter backgrounds created according to the character
theme and personality
Characters were made to fight with each other on Twitter using
campaign hashtags

24. YouTube
Dedicated channel was created
Presence for TVCs and viral videos

25. Result
High engagement levels were maintained on Facebook & Twitter
throughout the duration of the campaign.
Engagement levels increased to about 200% during the periods in
which the apps were active.
The campaign was rated amongst the top 5 digital campaigns within
the parent company worldwide.

26. References:
http://www.pharmaphorum.com/articles/five-lessons-from-gsk-in-social-media
http://www.fiercepharmamarketing.com/special-reports/glaxosmithkline-top-10-pharma-companies-social-media
http://www.fiercebiotechit.com/story/gsks-social-media-savvy-bags-it-2nd-place-digital-ranking-big-british-busin/2015-
05-01
https://www.envigo.co.uk/work/frunos-social-media
http://www.fiercepharma.com/story/jj-glaxo-are-tops-social-media-smaller-drugmakers-rate-highly-too/2014-01-21
http://brands.ignitesocialmedia.com/glaxosmithkline/
http://www.talkwalker.com/en/academy/industries/pharmaceuticals/social-media-analytics-for-glaxosmithkline/
www.facebook.com
www.twitter.com
www.Flicker.com