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Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition
Introduction
Social networking continues to transform the future of Life Sciences.
Traditional channels in which employees interact and engage with each other, clients and partners have forever changed. Due to todays social climate, each customer-facing employee must act as an independent representative of the company by expanding professional networks and continuously engaging in the online Life Sciences community. A recent poll shows that nearly everyone is listening in, as 1 out of every 5 minutes spent online is devoted to social networking sites. This industry shift revolutionizes commercial interactions. Face-to-face connections are no longer the driving force behind delivering a companys core message. Healthcare professionals (HCPs), key decision makers and patients are now employing their social expertise to gain in-depth knowledge as a direct result of trusted social media sites. Further, according to a recent study, companies who interact via social media saw a 56% increase in customer connection and satisfaction. The expert knowledge once held only by sales representatives now exists in an open information community that requires a companys constant upkeep to maintain consistent messaging and gain new relationships. The same industry shift that educates stakeholders and customers is also optimizing sales intelligence as well as providing representatives with the critical tools to deepen their connections with key decision makers. And the survey shows that sales representatives who implement social media strategies derive enhanced reach of prospects, increased productivity, more meaningful relationships, and most importantly, an increased market share for their company. Further, mindsets must respectively change. Being a productive member of an online community is not about pushing the hard sell. Through LinkedIn, Twitter and the use the new age of online etiquette, Cegedim Relationship Management can grow its social presence through robust idea-sharing while also growing its market share. The Life Sciences industry can drive game-changing benets from the current social sales and marketing initiatives and guidelines that are dynamically shaping the ways in which companies connect with customers and stakeholders. In the following analysis, Cegedim Relationship Management highlights best practices in driving holistic benets from social media strategies by specically leveraging LinkedIn and Twitter in order to achieve breakthrough social sales and marketing techniques.
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Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition
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Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition
Cegedim Relationship Management must collectively leverage these benets at the individual employee level in order to derive the greatest value from social networking resources. Yet, orchestrating an effective social media campaign requires wholesale changes to commercial strategies, communications and marketing etiquette.
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Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition
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Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition
all new press releases and press coverage. When a new Cegedim Relationship Management update appears on your LinkedIn page, click Share to disseminate it to your own network, Comment to insert your perspective on the topic, or Like as an indication to your network that its worth reading.
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Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition
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Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition
Twitter Targeting
Once you are established, make every tweet count. As many users currently misunderstand, Twitter is not a gloried advertisement board but a forum to discuss and promote industry trends and innovations. In order to keep followers in tune with your message, provide insights that help you gain traction and keep followers coming back. Include newly developing industry events and projects; key gures from pivotal reports and surveys; and discussion topics that create an instantaneous and memorable reaction.
Leadership Tweeting
Strive to transcend sales and marketing based tweets. Appeal to the broader scope of the Life Sciences and the advancement of global health. Stay focused but increase follower interest by not only sharing your companys objectives but also expressing hopes for a better future of an industry, a business model or an economy.
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Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition
Whether advancing your network of business connections or acquiring new followers, successful Twitter and LinkedIn users persistently observe the following online etiquette, operation and style guidelines: Be genuine, be honest and always be yourself Attempt to correct disinformation in discussions Be proud of your participation and your role Seek opportunities to help followers and connections Select an appropriate, relevant username Include a professional prole photo When adding new target contacts on LinkedIn that you have not met, make sure to ask for an introduction Use security features to control the visibility of posts and tweets Be aware of security concerns, i.e posting your location Manage your online reputation by being polite Tweet, post or participate in discussions frequently Pace and schedule your posts and tweets Share useful and pertinent content with your network Follow prospects or join relevant groups Share diverse media videos, infographics, reports, etc. Always reply to comments or tweets promptly Engage customers in a conversation: ask questions! Retweet others and give credit Personalize your retweets Thank people who tweet you and reciprocate when there is an opportunity
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Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition
Social Media is a vital tool but it is not intended for the following:
Substitution for a communications strategy Success without the assistance of senior buy-in Shortening the length of a project Producing meaningful, measurable results quickly Acting as a reputation quick-x Guaranteeing sales or inuence
Many go without saying, but here is a guideline of exactly what not to do on either Twitter or LinkedIn:
Blatantly advertise on Social Media SPAM your audience Keep repeating the same content Share inappropriate photos or pictures Post offensive or controversial material or comments Post personal information that may compromise your security Disclose condential material or prices over social media Rant about your customer Start a cyber war with your customers Expect immediate gratication. Social Media is not direct response marketing Do Nothing!
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Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition
Conclusion:
The outlook of fully leveraging social networks is completely dependent on the participation of company employees who maintain direct contact with customers. The days of companies devoting only a handful of employees to maintain their social presence are a thing of past. LinkedIn empowers each representative to act as a microcosm of the sales and marketing department. By increasing connections, driving thought leadership and promoting the companys portfolio and events, users can effectively generate leads while developing their own personal spheres of inuence. The dynamic communication tool, Twitter, when well executed, enables customers and stakeholders to follow Cegedim Relationship Management as our innovations and market insights develop. It is also critical to maintain strict online etiquette and guidelines in order to develop long-term growth through social media resources.
The social identity of each company representative is the driving force behind maximizing brand awareness and market share in the transforming Life Sciences environment. Remember to interact frequently, effectively and professionally. Through in-depth participation and collective commitment in todays professional networking sites, Cegedim Relationship Management can drive continued innovation by leveraging the resource of social media.
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Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition
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Cegedim Relationship Management 2012, Creating Social Networking Best Practices: A Collective Ambition