ESTABLISHING ENTERPRISE SOCIAL MEDIA SOLUTIONS IN A PHARMA ENVIRONMENT. Piotr Wrzosiński. picture placeholder

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1 ESTABLISHING ENTERPRISE SOCIAL MEDIA SOLUTIONS IN A PHARMA ENVIRONMENT Piotr Wrzosiński picture placeholder

2 Sex in the High School 2

3 Helicopter or Bike? 3

4 Elephant in the room 4

5 What is an impact of Social Media on our business? 5

6 5 Global Trends We Cannot Stop Video Metrics Social Local Mobile 6

7 This elephant will stay here for a while! 7

8 Do you still believe that content is the king? There is no top news on main page anymore! See by yourself: 8

9 Do you still check your <metatags>? 9

10 So what should we do? 10

11 Use Case: Nestle Kit-Kat crisis 11

12 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 12

13 Positive reception 13

14 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

15 Business Customers support 15

16 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). 16

17 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

18 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

19 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.

20 Final selection Sysomos SYSOMOS Heartbeat: Social Media LISTENING 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

21 Final selection Sysomos SYSOMOS MAP: INSIGHT & RESEARCH MAP provides accurate, real-time insights into conversations about your brand, industry and competition in easy-to-understand graphics. 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

22 Final selection HootSuite Enterprise Used across Roche Upgraded to Enterprise license for 50 seats Allows SM engagement and analytics Onboarded: Genentech, Ventana, 22

23 Monitoring Enagement In-depth analysis Informatics Digital Marketing Solutions Social Media Service Model Sysomos Heartbeat HootSuite Sysomos MAP Monitoring and Insights Engagement Basic dashboard [Promoted brands + Corporate] 3rd party consultancy [WCG] Enterprise level license 50 seats, scheduling, advanced analytics, HS university

24 Yes, it is still here! 24

25 Doing now what patients need next

26 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 26