social insights: drive performance with patient … · people and networks of friends •small...

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SOCIAL INSIGHTS: DRIVE PERFORMANCE WITH PATIENT BEHAVIOR MONITORING

WE KNOW HEALTHCARE CONVERSATIONS ARE

HAPPENING IN SOCIAL MEDIA

• 8 in 10 look online for health information,

making it the third most popular online

activity.

• 1 in 5 Americans use social media as a

source of health care information

• Facebook topped the list

– 94% search Facebook for health info

– 32% get it from YouTube

• Growing consumer expectations for

brands to participate and engage in social

• They want to connect, but can you (legally)

help?

2

Sources: Women’s Health Survey” Harris Interactive, 3/18/2010

Pew - Internet & American Life Project surveys, 2008-2010

IT STARTS AND ENDS WITH LISTENING

• Brands that understand how consumer passions, engagement, and

marketing communications drive the social conversation have a leg up

on devising strategies for increasing their share of voice and potentially

their market share.

• Listening-informed social media strategies are more relevant.

Listen

Join

Influence

Depression

Fibromyalgia

Pre

vale

nce

Breast

Cancer

Bipolar Disorder

COPD

Key:

Cardiovascular

Chronic Condition

Mental Health

Oncology

Pain

Ulcerative

Colitis

Multiple

Sclerosis Type 1

Diabetes

Cystic Fibrosis

Colorectal

Cancer

Brain

Cancer

Ovarian

Cancer

Rheumatoid

Arthritis

ADHD

Lung

Cancer

Prostate

Cancer

Asthma

Hypertension Cardiovascular

Disease

Arthritis

Type 2

Diabetes

Alzheimer’s

Disease

Non-Hodgkin’s

Lymphoma

Hodgkin’s

Lymphoma

SOURCE: NM Incite custom analysis of online discussion within healthcare-relevant boards, blogs and groups, Jan. 2-Dec. 31, 2010

LOTS OF TOPICS BEING DISCUSSED

HEALTHCARE BRANDS ARE LISTENING

(SOME ARE EVEN JOINING)

5 Pfizer Response funnel

THE EVOLUTION OF

LISTENING PLATFORMS

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EARLY LISTENING TOOLS

•Google alerts

•Search engines – Platform-specific

– Multi-channel search

•Share button counts

•Facebook lexicon

•Spreadsheets

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EARLY INFLUENCE MEASUREMENT

•TwitterGrader

•Technorati Authority

•Number of followers

•Number of fans

•Site VPM

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THE PROS AND CONS OF SOCIAL MEDIA

DASHBOARDS

PROS

• Managing the big sites

• Managing the little sites

• Tracking and measuring

• Team building and

collaboration

• Managing multiple accounts

CONS • Finding the right one

• Finding the right five

• The little issues

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The Pros and Cons of Social Media Dashboard Use -

http://socialmediamagic.com/blog/pros-cons-social-media-dashboard/










LOW LEVEL OF SATISFACTION WITH

MONITORING TOOLS

10 All About Social Media Monitoring Tools – Kissmetrics, 2011

60.1% think that their SMM tool is

“okay.” They also say that if

something better came

along they would consider it.

5.8% of respondents say that

they are frustrated with

their SMM tools and are

looking to make a switch.

34.1% are happy with

their SMM tools

and “couldn’t have

made a better

decision.”

Top frustrations:

Excessive lag time

Failure to provide reliable, accurate data

Lots of bugs and confusing UI

Lack of innovation

Features don’t justify the price

LISTENING HAS EVOLVED

AND FOCUS HAS SHIFTED

• Qualitative, actionable insights

• Insights impact performance

• Listening for brand health

• Social media ROI?

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THE SHIFT IN FOCUS HAS SHED LIGHT

ON NEW AND LONG-STANDING ISSUES

• Listening on Facebook (outside of brand page)

• Access to complete Twitter data (aka – Twitter Firehose)

• Sufficient historical data

• Understanding conversation topics

• Indentifying influencers

• Accuracy of automated sentiment

• Relevancy of mentions & cutting out the noise

• Location based listening

• Community management

• Social media activity and traditional business intelligence

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TOOLS HAVE ADAPTED TO SOLVE ISSUES

AND ACCOMMODATE THE SHIFT IN FOCUS

• Radian6

• PeopleBrowsr

• Tra.cx

• Collective Intellect

• PharmaWall

• EvoApp

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“None of the offerings provide the

total package.

My biggest pet peeve is that most

of these tools still return

a high volume of JUNK that takes

a long time to sift through

to get to the golden nuggets.”

FREE TOOLS

14 All About Social Media Monitoring Tools – Kissmetrics, 2011

A GOOD LISTENING SOLUTION CAN INFORM

ALL AREAS OF BUSINESS

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Source: Radian6 Info Deck, October 2011

Digital Teams

Market Research

Product Marketing

Advertising

Investor Relations

Competitive Intelligence

Marketing and PR

Sales Customer Service

Success metrics at every step

1. Listening: Learn more about their competitors, industry and

customers.

2. Engaging: Find, qualify, sort and scale social interactions for their

customers, send to customer service, sales or any department looking

to engage.

3. Measuring: Add social KPIs to your reporting to track effectiveness of

their marketing, products and services.

DASHBOARDS ARE GETTING

SMARTER

16 Source: Radian6 Info Deck, October 2011

Analysis Dashboard listen/learn/measure

Insights know/discover/understand

Summary Dashboard share/realize/inform

Mobile engage/move/coordinate

API

build/Integrate/Cust

omize

Engagement Console

find/collaborate/solve

Platform Coverage/metrics/global

MANAGES EVERY STEP

OF THE PROCESS

17 Source: Radian6 Info Deck, October 2011

413 784 638 1055

0 500 1,000 1,500 2,000 2,500 3,000 3,500

Blogs Forums News Twitter

14%

27%

22%

37% Blogs

Forums

News

Twitter

– Most mentions of occur on Twitter

– Forums also have a large presence (27%)

– This is where most of the subjective conversations occur

– While blogs have a decent share of voice, most of the posts are not of the highest quality (spam posts) and many are from international/unspecified locations

LISTENING TO DEVELOP A CHANNEL

STRATEGY

– Facebook

– Foursquare

– Flickr

– Google+

REAL-TIME TANGIBLE ROI

• Social media ROI is a difficult value to

measure.

• Social ROI qualitative criteria (loyalty,

trust, interaction and brand awareness)

and quantitative success criteria (reach,

influence, volume of conversations

surround the brand, and influencer

engagement).

• tracx addresses the ROI measurement

benchmarks at the beginning defines

success criteria pre-campaign and ROI

results are delivered in real-time.

19 Source: Tra.cx

SOCIAL MEDIA METRICS

Product/Brand Awareness

• Volume & Frequency of Mentions

• Competitive Share of Voice

• Mentions by Media Channel

• Estimated Reach (Volume of Impressions)

Consideration

• Campaign Interaction

• Video Completions

• Fan & Follower Growth & Engagement

Purchase Intent

• Content Path

• Trial Mentions

• Coupon downloads

Advocacy

• Retweet Rate

• Product Reviews & Recommendations

• Video Votes

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26% of marketers reported

increases in favorable brand

perception as a result of

social marketing1

RELIABLE AUTOMATED

SENTIMENT

• Semantic search is unique in its

approach to handling,

categorizing, and measuring the

relevancy of data

• Identifies key themes and terms

• Captures the true voice of the

consumer.

• Quickly and accurately analyzes

enormous volumes of data -

even around cancer therapy

• Successfully cuts out the noise

21 Adrants Superbowl Advertising Report

http://www.adrants.com/2008/02/collective-intellect-tracks-super-bowl.php










INFORMING TV SPEND

• Go beyond ratings to know where to

reach the right audience

• Connect the dots with shared fans and

followers - 15% of followers of Cialis

also follow "Dancing with the Stars," a

larger share than any other brand.

• Measure effectiveness of

ads/sponsorships post-buy.

• Understand where and when a brand's

TV ad creative triggers high social

media commentary

22 http://adage.com/article/digital/social-media-nielsen-tv-ad-buyers/230146/

“Will social media be the new

Nielsen for TV ad buyers?”

http://adage.com/article/digital/social-media-nielsen-tv-ad-buyers/230146/











FOCUS ON TWITTERSPHERE

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FACEBOOK METRICS ARE NO LONGER A

MYSTERY

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Advanced demographic data, potential

reach, see competitors (open)

Total Likes: The number of unique

people who like your Page.

Friends of Fans: The number of unique

people who are friends with your fans,

including your current fans.

People Talking About This: The number

of unique people who have created a

story about your

Total Reach: The number of unique

people who have seen any content

associated with your Page including any

Ads or Sponsored Stories.

ENGAGE ON FACEBOOK WITH

PHARMAWALL

• Engagement is scary

for pharma

• PharmaWall is a fully

moderated application

• Allows companies to

engage with Facebook

• Is regulatory-friendly

NEW WAYS TO MEASURE INFLUENCE

• Influence drives action

• Brand advocates can be the most effective sales force

• Every voice is important

• Our main Influencers are everyday people and networks of friends

• Small Close Networks of normal people are the Rock Stars of Influence

• Influence measurement forerunners

– KLOUT

– Kred

– PeerIndex

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Harvard Business Review, "Taking Social Media from Talk to Action,” 10/10

Riplee, “Social Commerce: Conversations Among Consumers” - 9/09

DDB Worldwide and Opinion Way Research “Facebook and Brands” 10/10

Chart; Nielsen

WE ALL HAVE

INFLUENCE SOMEWHERE

KLOUT SETS THE STANDARD

TRUE REACH is the number of people you

influence. We filter out spam and bots and focus

on the people who are acting on your content.

When you post a message, these people tend to

respond or share it.

AMPLIFICATION is how much you influence

people. When you post a message, how many

people respond to it or spread it further? If people

often act upon your content you have a high

Amplification score.

NETWORK indicates the influence of the

people in your True Reach. How often do top

Influencers share and respond to your content?

When they do so, they are increasing your

Network score.

27 Klout.com

KRED IS TRANSPARENT TRANSPARENCY, RELEVANCY, & COMMUNITY

Real-time transparent

community based influence

measure based on 2 metrics:

Influence: Ability to drive action –

i.e. reply, RT, +1, Share, follow, connect.

Outreach: How other users inspire you

to interact and engage across social

platforms.

Community Influence: Narrow down

Kred to the community level for a deeper

look @ how a user performs in each

environment

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PeopleBrowsr: Kred.ly

http://www.business2community.com/social-media/influence-met-transparency-with-kred-

065596

http://www.business2community.com/social-media/influence-met-transparency-with-kred-065596













MAKING SOCIAL MEDIA BUSINESS

INTELLIGENT

• Looking at business data next to social data can reveal deep

correlations

• Powerful tools that analyze and report on millions of data points

• Overlay traditional business datasources on top of social media data

• Engagement and prescriptions spike at the same time?

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IN CONCLUSION

• New social listening tools can help

brands do more than let them know

how patients feel about the brand

• Instead of just listening to understand,

now brands listen to engage and better

inform their marketing spend

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www.linkedin.com/in/raquelkrouse

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