twitter is a petri dish: growing your social media culture in a regulated environment

Twitter is a Petri Dish: Growing Your Social Media Culture in a Regulated Environment

by Shwen Gwee (@shwen) Founder and Host of…

Med20.com SocialPharmer.com PharmFresh.TV SXSH.org

Image Source: http://www.pixelsandpills.com/tweeder

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Image by: Monkey Works Illustra4on

Disclaimer

•  The opinions and ideas expressed in this presentation are strictly my own and may not be screened by my employer.

•  Everything mentioned or presented is strictly my personal opinion and does not necessarily represent the views of Vertex Pharmaceuticals.

Federal Regulations

Regulated Industries

Federal Regulations

State Regulations

Industry Guidelines

Regulated Industries: Pharma

  3,087 Hospital Social Networking Sites   906 Hospitals Total –  448 YouTube Channels –  719 Facebook Pages –  674 Twitter Accounts –  439 LinkedIn Pages –  693 FourSquare –  106 Blogs

Source: http://ebennett.org/hsnl

YouTube Channels; 15%

Facebook pages; 23%

Twitter Accounts; 22%

LinkedIn Accounts; 14%

Four Square; 23%

Blogs; 3%

Hospital Social Networking Sites

US Hospital Social Network List (by @EdBennett)

YouTube

Facebook

Social Networks

Social Pharma: Twitter Accounts

2008 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC



@Boehringer @Novar.s

@AstraZenecaUS @JNJComm @NovoNordisk_GA @Roche_com @SanofiUSVOICES

@Novar.sTrials @GenzymeCorp

@AmgenFounda.on @GenentechNews @GSKUS @SanofiAven.sTV @PKUawareness (BioMarin)

@SanofiPasteur @RaceWithInsulin (Novo Nordisk) @AstraZenecaJobs

@AstraZeneca @AstellasUS @BayerHealthcare @ElanPLC @Pfizer_news

@AZhelps @BoehringerUS @BaxterCo @LlyOncOnCanvas

@ADHDSupport (Shire) @MediBiologics (MedImmune) @MerrimackPharma @NVSOncoCareers @Diabetes_sanofi

@BayerUKIreland @JanssenUK @McNeilRecall @Renalinfo (Bayer) @VertexPharma

@Baxter_intl @DendreonNews @LundbeckInc

@BMSnews @BayerWED

@JNJstories @JNJvideo

@JNJhistory

Resource: Dose of Digital “Wiki” -- http://www.doseofdigital.com/healthcare-pharma-social-media-wiki

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16 @LilyPad @AlimeraSciences

@JoinAstraZeneca

@BayerUSnews

@CellTherapeu.c

@Amgen

Pharma Twitter Accounts:

www.ignitelabs.com/pharmatwitter

Promotional Twitter Feed

Twitter for Support

#Rxsave TweetChat by @AstraZenecaUS

Source: http://wthashtag.com/Rxsave, via Pharma Marketing News, “OMG! AstraZeneca Hosts Twitter Chat & World Does NOT End!”, (http://pharmamkting.blogspot.com/2011/02/omg-astrazeneca-hosts-twitter-chat.html)

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10 Suggestions for Launching Social Media in a

Conservative Corporate Culture

Image from Flickr: http://www.flickr.com/photos/nanpalmero/4138976209

1 Identify…

Image from Flickr: http://www.flickr.com/photos/nanpalmero/4138976209

1 Identify… Barriers to Entry

Internal (Corporate) Barriers: Overview

IT Marketing Executives

Legal

Corporate/ Enterprise

Pharma/ Regulated Industries

Regulatory/Safety Federal Regulations (FDA, DDMAC, etc.)

1

Engage/Educate Internal Stakeholders EARLY 2

Adapted from: “Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web” by Brian Solis (2010)

Engage/Educate Internal Stakeholders EARLY   Engage with key internal stakeholders

–  e.g. Legal, Regulatory, Compliance, Marketing, IT, etc.   Educate stakeholders on different platforms and

applications BEFORE developing guidance/policy –  Demonstrate platform/channel –  Show examples of corporate utility (industry example or

other corporate uses) –  Invite stakeholders to participate in early (internal) pilot

programs –  Don’t just talk platform/technology ➝ Educate about

approach and culture of social media as well   Consider “Concept Reviews”

2

Image from Flickr: http://www.flickr.com/photos/intersectionconsulting/4044928113

Develop Social Media Guidelines/Policy 3

Develop Social Media Guidelines/Policy

  Start with existing company “Code of Ethics” and/or “Internet and Email Policy” and build on it

  Consider the following categories when developing a Social Media Guideline/Policy:

INTERNAL EXTERNAL

CORPORATE Internal Corporate Communications

External Corporate Communications

EMPLOYEE Internal Enterprise

Collaboration External Employee

Engagement

Resource: http://socialmediagovernance.com/policies.php

3

Develop an SOP (for Each Platform) 4

Source: Larua Bergells, via SlideShare.net, http://www.slideshare.net/maniactive/social-media-response-flow-chart, February 2010.

 Determine an SOP for each platform/channel  Develop an escalation/response process for

each strategy

Source: David Meerman Scott, WebInkNow Blog, http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html, December 2008.

Develop an SOP (for Each Platform) 4

Resources: – http://bit.ly/AFBlogAsses – http://slidesha.re/SMRespChart

Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008

P O S T

People Assess your customers’ social activities

Objectives Decide what you want to accomplish

Strategy Plan for how relationships with customers will change

Technology Decide which social technologies to use

Determine Objectives ➝ Strategy ➝ Tactics 5

Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV, http://www.slideshare.net/slarcker/digitas-health-social-media-pov, October 2009

Determine Objectives ➝ Strategy ➝ Tactics 5

 Align strategies objectives and determine tactics

Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV, http://www.slideshare.net/slarcker/digitas-health-social-media-pov, October 2009

Assess Risk Tolerance and Work in “Comfort Zone” 6

  Objectives and Metrics –  Why you are using a specific platform and how you

will measure its value   Risks and Mitigation

–  How will we manage/contain risks to the corporation   Channel Proposition and Management

–  How we will populate and use this channel   Promotional Plan

–  How will we promote our presence on a particular platform and maximize value

Resource: http://scr.bi/TwtStratGov

Think Beyond Tactics and Launch 7

Be Willing to Compromise and Adapt 8

  Limited resources or legal/ regulatory assessment may require a cautious approach, for example: -  Turn off commenting -  All posts must be reviewed before posting -  All responses must be reviewed or pre-approved

  Work with stakeholders to adapt SOP to platform (e.g. 24hr review for responses)

  Plan for regular reviews after initial launch ➝ Retrospective review of content/process

  Be prepared to update policies/guidelines regularly   Learn and adapt accordingly

Set Expectations eXplicitly 9

 Be transparent with policies and organization

– All comments will be reviewed before posting – Comments that don’t directly relate to the

Company or to topics covered on this blog won’t be posted

– Some comments may be forwarded … for follow-up as appropriate

– We generally won’t post comments about products that are sold by the Johnson & Johnson operating companies

– Johnson & Johnson and its operating companies work within highly regulated industries. Comments that pertain to ongoing legal matters or regulatory issues are unlikely to be posted

– Further information about our policies…can be found in our Privacy and Legal Notice

Set Expectations eXplicitly 9

 Establish “rules of engagement” so audience will know your intentions, limitations, and what to expect from engagement

 Work to change mindsets - From “No, because…” to “Yes, if…”

Source: Monte Lutz (Edelman), The Social Pulpit, http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit, February 2009

Evolve and Grow 10

Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July 2009

Evolve and Grow 10

Twitter is a Petri Dish

A 2-Week Social Twexperiment

Two Week Twitter Trial   Premise: As an initial foray into social media and as a way to

test the utility of micro-blogging for corporate use, launch a “trial run” of Twitter over a 2 week duration.

  Find an Executive Sponsor: CFO? CMO? etc.   Launch with a Key Event/Milestone   Determine Authorized Tweeters   Tweet Review Process:

–  All tweets to be pre-approved before publishing? –  Reviewers must include: Legal, Regulatory + relevant group? –  Turnaround time for approval within 24-48hrs?

  Setup: –  Consider Tools/Apps: CoTweet, TwitPic, TweetDeck, Bit.ly –  Consider hashtag for event: e.g. #iStratSF –  Consider “Twexperiment Survey” at end of two week trial –  Consider external facing Twitter Guidelines (setting expectations)

  Evaluate and decide whether to continue

Where Do We Start?

Why Twitter

  Low(er) barriers to entry –  Low resource requirement for launching and managing –  Low/No cost of entry (most tools are free/cheap)

  Lots of free tools/apps to support –  Including corporate oriented tools

  Ease of review/approval for 140 characters   Ability to extend and grow

–  Link to multiple content formats (e.g. images, video, etc) –  Supports and connects to other platforms in the future

  Several good industry examples already established   Able to fulfill multiple objectives

–  Listen, Engage, Energize, Support, Embrace

Internal Hurdles   What is the Value of Tweeting…

–  When there is no product on the market?   Do we have the needed reources   No industry social media regulations/guidance   Overall skepticism of Twitter as “just another fad”   Approval process

–  Who should be involved? –  How often do reviews need to take place? –  Should it go through the regular review process or create

a separate process? –  How fast do we need to turn the review around? –  How do we route Q&A’s for specific questions (e.g.

financial questions)?

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Analysis of Tweets and Links to Press Releases

Pfizer Novartis Genentech

All press releases are tweeted - Press releases supplement additional news/info

Press releases start with “Company X issues press release on…” or “Company X announces…” - -

Re-written press release titles for Twitter (+/-) Links to other news/updates on company website: e.g. Community, Events, Awards, etc.

Links to external websites and resources: e.g. Foundations, Fundraisers, News articles, PDF’s, etc.

Twitter advertised on Company news/media webpage - -

Twitter guidelines/policy available - - -

Analysis of Industry Practices

@Novartis

@Boehringer

@JNJComm

@AstraZeneca @genentechnews

@Roche_com

@Amgen

@GSKUS

0

500

1000

1500

2000

0 50 100 150 200 250 300 350 400

Number Following and Updates by PharmaCo

Average following: 392

Average Updates: 119

# of Following

# of Updates

Bubble size = # of followers: 1,306 Data Source: www.twitter.com, July 13th, 2009; whydotpharma analysis

Source: @WhyDotPharma, Pharma twittersphere - To be followed or to follow?, WhyDotPharma Blog, July 14, 2009 (http://www.whydotpharma.com/2009/07/14/pharma-twittersphere-to-be-followed-or-to-follow/)

Insight: What Do People Want From Pharma Tweets?

 Which topics would you like pharmaceutical companies to cover more on Twitter?

Source: @WhyDotPharma, The state of the pharma twittersphere, WhyDotPharma Blog, July 13, 2009 (http://www.whydotpharma.com/2009/07/13/the-state-of-the-pharma-twittersphere/)

Develop a Plan and Define Processes

Formalize Objectives   Extend reach of information that may be of interest

to our audiences   Provide an informal “human” voice of the

organization that listens and engages with audiences

  Increase thought leadership position and credibility within industry and among stakeholders

  Increase traffic to traditional online channels   Cover key events in new ways (e.g. via Live

Tweeting)   Engage with Twitterverse / stakeholders

Educate Internal Stakeholders

  Educate stakeholders on different platforms and applications BEFORE discussing guidance: –  Demonstrate platform/channel –  Show examples of corporate utility (industry examples) –  Educate about principles and culture of social media –  Try internal pilot for proof of concept ➝ invite stakeholders to participate

Yammer SocialCast

Develop a Twitter SOP/Policy   Work with compliance to develop an SOP/policy that

summarizes the plan, including: –  Scope

•  What the SOP covers (corporate use vs. personal use) •  Who it is intended for (one department vs. entire company)

–  Who has authority to tweet on behalf of company? –  What type of review is required for content before posting? –  How should SM content be considered vs. traditional

forms of communication? •  Privacy, Frequency, Restrictions on responses, etc.

–  Who should you follow? Should you be proactive or not? –  Can you link to other sites and re-tweet other posts? –  What is the Tweet-review process?

•  Including escalation policy and response workflow/process

Strategies: Key Considerations   Overall Strategy

–  Does this fit into the overall brand or corporate strategy/mission? –  Knowing my audience, what value can I bring to them?

  Resources –  Who are the assigned resources for ensuring regular review and

response to this initiative and for how long? –  Do we have a SOP and response plan in place for this?

  Metrics and Analytics –  How do we measure and/or monitor the ongoing effect, overall impact,

and success (ROI/ROO) for this program? –  Who is responsible for the data/information that is generated from this

initiative? Who else needs to see it?   Upgrades and Termination

–  Who is responsible for updates/upgrades to the project OR terminating project, if not updated.

Other Important Considerations

  Internal communications –  Inform your employees before launching –  Let them know what the expectations are and what their role is

(e.g. can they re-tweet corporate tweets?)   Management tools/apps

–  Enterprise tweet management tool (e.g. Co-Tweet, HootSuite)? –  Images (e.g. TwitPic, Flickr), Video (e.g. TwitVid)? –  URL shortener (e.g. Bit.ly, Awe.sm)? –  Analysis/Monitoring tools

•  Paid: Radian6, Nielsen Buzzmetrics, Alterian SM2, •  Free: TweetDeck, Analytic.ly, Twitalyzer, TweetStats, TwitterFriends, etc.

  Think about key events/milestones for launching –  Plan for a specific date to launch (e.g. surrounding an event) –  Then plan 2 or 3 more dates following that

  Consider how and when you will review progress with key stakeholders

Develop a Comprehensive Plan  Strategic plan that includes:

–  Background Info (on Twitter use in industry) –  Key Objectives –  Methods of Analysis –  Potential Issues and Mitigation –  Twitter Channel Logistics –  Resource Allocation –  Content: Frequency, Tone/Voice, Value, Retweets –  Content: Source and Types –  Implementation –  Promotion –  Plan for Execution

  What name to use? –  Consider availability of username on other social

platforms/sites –  Note: Some sites have a 5-6 character minimum for

usernames   What avatar should you use?

–  Corporate logo vs. someone’s face?   What should your profile bio state?

–  What is your 140 character bio/profile? –  Where should it link to?

  What background image should you use?   Should you have “tweet signatures” (e.g. ^SG)   Should all this be reviewed by MRC before going

live?

Tactical Considerations for Twitter

Tactical Considerations for Twitter   How will you determine who to follow or not follow?   Responses (to @ Mentions and/or DM’s)?

–  Will you proactively contact people? –  Will you respond to any mentions (e.g. filtered mentions)? –  How about erroneous facts/info? –  What if you get praise/thanks for something?

  Review and approvals –  What is your tweet review/approval time frame and who needs to

approve? –  Does EVERY tweet need to be approved first? –  Or can you have some freedom around “standard tweet” responses?

  Med/Legal/Reg Issues –  What if you get questions about Medical, IR, press releases, etc? –  How will you handle “safety issues” and complaints/rants?

Tactical Considerations for Twitter   Process and Content

–  Who will be allowed to tweet (designated twitterer)? –  What can employees do with corporate tweets? –  Will you “live tweet” from events? –  Will you link to press releases? –  How frequent will you tweet (set expectations)? –  What themes will you focus on (e.g. social causes, etc.)?

  Outcomes and Measures –  What are your key objectives? –  How will you measure if Twitter helped to achieve them? –  How will you evaluate the value/type of followers? –  What will you do with the results to assess value? –  How will you evaluate the entire process with everyone involved

– determine time, resources, process, expectations?

Get Ready…

Prepare to Launch…

But…

In Summary   Have patience, be collaborative, and don’t force things

–  Not everyone is comfortable with social media tools, so patience is key to obtaining internal support

  Set appropriate expectations internally and externally –  Consider external-facing guidelines

  Be willing to compromise and adapt   Explicitly state “rules of engagement” so customers will

understand   If unsure, experiment internally before moving externally

–  Consider external experiment as well   Content is king, but context is critical

–  Build strong internal relationships to find best stories and social media content

In closing…

Source: Marc Monseau, JNJBTW Blog http://jnjbtw.com/2008/10/healthcare-companies-and-the-social-web, October 2008

And so what we have ended up doing in many cases is take some small steps to get more comfortable with ge>ng involved. We are also making sure we have processes in place…and that we have responsible people involved who can respond quickly to quesCons. At the same Cme, [ these projects ] are giving us some great experience

Marc Monseau (J&J)

Thank You

Email: [email protected] Twitter: @shwen Blog: www.med20.com Network: SocialPharmer.com Unconference: SXSH.org Video: PharmFresh.TV