Craig DeLarge, Novo Nordisk
Two year cycles are best to look at social media. It takes a year to educate, a year to pilot and a year to execute for any new medium that should be implemented. At the head should be an innovative and creative leader to serve as a champion. It’s important to match the new media with the media learning and lifestyles of the customer. Organization must be able to see the use of the customer in terms of the media. Co-creation is key for innovation – this includes new efforts in New Media.
DeLarge also gives a Social Media Primer. It’s a list of links to give to everyone who Social Media in the company can touch, gives them an idea of how social media truly works. Even having those skeptical looking at your plans can help you strengthen your cause. KPIs that are measured must be stakeholder meaningful. If the measurement is not meaningful to the stakeholder, the case you make isn’t as powerful.
3 C’s of External Pressure ton encourage internal teams: Customers, Competitors, Consultants – three sources to prove your point for social media is credible
Zoe Dunn, Zoe Digital Consulting
Social media listening - If you want to get the most bang for your buck, Zoe suggests listening to the market for before venturing into it to find what customers are looking for the most. Conversations are happening in these spaces.
An example of great customer service digitally in the Pharma space is @AZhelps. They do this by listening to mentions of their products on Twitter. If a company is not listening, it is important to note that their competitors will. You will also be the last to know about major events brewing online. Currently, 30% of people create online – this would in reality be more – anyone who types a Facebook status online is creating content.
Key questions to monitoring
- What questions do you want to answer?
- What keywords are important for this?
- What are you going to do with this information?
What do you listen for: What are people saying about my product? What are they saying about the competitors products? What customer needs are being unmet? If you’re too narrow, you may not hear anything.