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Page 1: ESTABLISHING ENTERPRISE SOCIAL MEDIA SOLUTIONS IN A PHARMA …€¦ · ESTABLISHING ENTERPRISE SOCIAL MEDIA SOLUTIONS IN A PHARMA ENVIRONMENT picture placeholder . Informatics Digital

Piotr Wrzosiński

ESTABLISHING ENTERPRISE SOCIAL

MEDIA SOLUTIONS IN A PHARMA

ENVIRONMENT

picture placeholder

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Informatics Digital Marketing Solutions

Sex in the High School

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Helicopter or Bike?

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Elephant in the room

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What is an impact of Social Media on our

business?

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5 Global Trends We Cannot Stop

Social

Video

Local

Mobile

Metrics

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This elephant will stay here for a while!

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Informatics Digital Marketing Solutions

Do you still believe that content is the king?

There is no top news on main page anymore!

See by yourself: http://visualize.yahoo.com/core/

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Do you still check your <metatags>?

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So what should we do?

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Use Case: Nestle Kit-Kat crisis

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Roche – a leader in its field

17th of August 2010, Roche publishes the 1st Social Media

Guidelines in Pharma Industry

No FDA regulations available at the time

But, no major shift follows the publication

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Positive reception

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Selection process

Window of Opportunity

Unique moment in the organization

• Radian6 license agreement in IDMS to

be renegotiated after Salesforce.com

takeover

• Genentech loses a tool after NM Incite

pivots their business

• Diabetes care is looking for alternatives

to their current solution (*Fornax)

• Diagnostics IT looking towards Social

Media tools for their next year planning

• Corporate Communications not happy

with current reports from 3rd parties

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Business Customers support

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Strategic overview

Key stakeholders: Group Comms, GNE, Diagnostics, GDG

Platform selection based on the KPIs and requirements gathered from

stakeholders

To ensure buy-in, stakeholders are our partners and experts in

selection process

Preliminary setup of the service made by selected vendor against

requirements from the selection phase (based on previous GNE

setup)

Global solution available for local and brand specific modifications

with 3rd party involvement (some hours covered within the license).

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Selection process

Requirements gathering

• Requirements and

assessment criteria

were created basing

on:

– Business input

– Current NM Incite

setup for GNE

– Forrester Wave Report

• Common process in

parallel in Basel and

SSF

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Selection process

Selection steps• List of vendors to screen compiled

with Forrester and internal market

knowledge.

– 6 vendors reviewed

– In BSL Corp Comms involved in

screening

• Two vendors selected as finalists –

Radian6 and Sysomos

• Two sessions with both vendors

presenting with all stakeholders

invited (SSF and BSL, same day

with Webex transmission)

• Vendor scorecard filled in by

participants

• Price negotiations by GNE Contract

Team

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Selection process

Main criteria

Business functional requirements: Selected tool has to

answer current and future needs of the business as

specified in their requests. We expect integration with CRM

platforms, ease-of-use for non-IT teams, full coverage of the

features provided by NM Incite

Licensing cost: Tool has to be sustainable and in the range

of affiliates and smaller business unit. We expect full

functionality without additional, unexpected charges.

Service level and support: We expect top-notch customer

support, including professional consultancy that will help set

it up to answer needs of marketers with no particular

knowledge of the tool or Social Media.

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Final selection

Sysomos

Heartbeat is an easy-to-use and cost-effective

social media monitoring and measuring tool that

provides constantly updated and easy to read

snapshots of online conversations.

• Monitor social media conversations from your local

market

• Manage crises with workflow tools

• Measure key metrics around buzz and sentiment

• Engage with key influencers and opinion leaders

• Conduct comparisons between competitors and topics

SYSOMOS Heartbeat:

Social Media LISTENING

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Final selection

Sysomos

• Unlimited searches and access to Billions of

conversations

• Twitter Partner Certified, access to full Twitter data

• Access to 2 years of Historical data, 1 year for Twitter

• Identify key influencers by industry or demographics

groups

• Understand key conversations, themes and trends

• Conduct in-depth research for comprehensive reporting

MAP provides accurate, real-time insights into

conversations about your brand, industry and

competition in easy-to-understand graphics.

SYSOMOS MAP:INSIGHT & RESEARCH

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Final selection

HootSuite Enterprise

• Used across Roche

• Upgraded to

Enterprise license for

50 seats

• Allows SM

engagement and

analytics

• Onboarded:

Genentech, Ventana,

Corp Comms, Roche

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Social Media – Service ModelM

onitoring

Sysomos Heartbeat

Enagem

ent

HootSuite

In-d

epth

analy

sis

Sysomos MAP

Monitoring and Insights

• Basic dashboard [Promoted brands + Corporate]

• 3rd party consultancy [WCG]

Engagement• Enterprise level license

• 50 seats, scheduling, advanced analytics, HS university

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Yes, it is still here!

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Doing now what patients need

next

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Copyrights: unless stated otherwise all

trademarks and copyrights are property of

their respective owners and were used under

Fair Use conditions. Sex in high school – CC by wyldwest

Bike and copter – Copyright by PassportTours

Elephant in the room – Banksy (no copyrights)

Adolf Hitler scene –Downfall (the Untergang) 2004 movie (Constantin Studio Group),

derivative work.

Social Media Revolution 2013 – Erik Qualman

Yahoo! and Google promotional materials

Nestle engagement - Reuters

Gatorade Mission Control – PepsiCo

Does it matter? – Eyeforpharma

Internal Roche materials

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