Four Steps to Social Nirvana

Last night I was on Twitter and read this fantastic blog from Social Media Today http://goo.gl/fb/VbAtm  A very good step by step guide to create a successful social media strategy and put that into action. I have my own three steps towards social Nirvana.

Step 1: It’s important to be present on this Media: Is there a choice? Forrester considers “Social CRM” as one of the Top 10 trends for 2011. Organizations need to plan, evaluate and implement these channels as a part of the overall CRM strategy. Organizations need to be serious about this initiative and be responsive to the typical demands of these new channels. There are three types of Organizations in the Social Space:

  1. Organizations actively involved and using Social Media to support multiple customer engagement objectives (Listening, Talking, Energizing, Supporting and Embracing).
  2. Organizations just using the medium for a subset of the above objectives
  3. Organizations have joined the bandwagon without much thought and are now either Dormant or Dead

Organizations need to aim to support multiple customer engagement objectives after doing a due diligence of their typical Business ecosystem.

Step 2: Get used to the chaos of the social media: The space is Messy. There is no Order. At present there is lot of churning and eventually there will be Order as an output. Organizations need to be aware of this fact and plan their move accordingly. There cannot be a strategy cutting across multiple years, without any mechanism to evaluate and provide input based on the changes in the environment. What organizations can do is to create a strategy that is evolving with tollgate criteria to evaluate the strategy on a regular basis.

Step 3: Imbibe the culture across your Organization: The concept should be all pervasive. Organizations need to adopt this as a habit and should make this as a DNA. Do not expect to climb the maturity curve without internal adoption of the concept. This will also help organizations gather internal feedback where by refining the strategy further.  

Step 4: Look for an Elastic Platform: Expect the unexpected is somewhat normal in the social space. Organizations should therefore look for a platform that can scale up and down based on the need. The idea is to implement the strategy on such a platform that can provide the length and breadth of services across various social channels and help to collaborate effectively.

Add to this list and let me know what you think it takes to get this right.

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Pharma’s Adoption of Social Channel: Caution and a Sense of Hesitation

Lot is being said about the efficiency and effectiveness of the Social channels (twitter and Facebook) and why organization should define strategies to leverage this “Free Channel”. I would like to discuss the reason why Pharma as an industry is cautious in adopting this channel. I can think of the following reasons:

  1. Can I use this channel? FDA laid out the regulations…but then sporadic incidents like what happened with Novartis sharing widget on Facebook confuses the marketers. They seem to be interested, but reticent in using this channel and defining the optimum channel mix leveraging these social channels. My understanding is that there is still lot of work that regulators have to do to define and answer basic questions around what and how? Some Product companies have come to the rescue of Pharma organizations by providing a sharing widget that can comply with the norms (Read the blog to know more http://social.eyeforpharma.com/blogs/wendyb/new-option-pharma-social-sharing)…. But is that sufficient? I believe NO. Proper operating processes (internal and external) need to be laid out to clear this confusion.

 

  • What should I use this for? Channels are used by marketers primarily to create awareness, Influence and engage customers. With the profusion of channels marketers perform a juggling act of defining the right channel mix to achieve one or more of the objectives. Traditional channels like F2F, Contact Center, Email, D2C etc have had their share of success and failures over the past years. Marketers are still pondering over the use of the social channel as a medium and what services to be provided over this channel. Should we use this as an extension to the Contact Center? Or can this be used as a detailing medium? Or should this be used to launch campaigns? Or can this be used to provide education and wellness programs for patients and HCPs? I see a lot of Ifs and buts around this. @Novartis twitter account is primarily being used for creating awareness around disease area and to promote wellness programs. @AstraZenecaUS and @Boehringer use their Twitter account to promote videos and drugs along with providing awareness and education.So will we see migration of S&M Read more of this post
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