organisational changes social media mat phillips
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Digital FoundationsOrganisational changes needed for social media success
Mat Phillips
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
People, perspective & process…
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
San Marco, Venice 2010
People, perspective & process…
‘The difficulty lies, not in the new ideas, but in escaping from the old ones…’
-John Maynard Keynes
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Getting it right internally, first…
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
5 reasons not to jump into SM…
Because:•‘Facebook has 500M users’•‘there are 75M Twitter accounts’
(0nly 15M are active BTW)
•‘my competitors have a YouTube Channel…’•‘my agency has some great ideas and a lot of experience in it…’•‘The marketing team are really keen …’
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Social media – a game changer…really?
Social media – a game changer…really?
Q: If you were launching Viagra today, how much would you invest in Social Media?
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
A:
5 reasons why SM might be of value
•To help build trust •Humanise your company•To learn more about customers•To respond quickly to issues•To help shape policy•To provide customer facing teams with real-time information
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Imagine the possibilities…
• Vioxx• Northwick Park• HTA and pricing evolution• Trial recruiting• Enable patients to shape development strategy
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Imagine the possibilities…if you have a seat at the table…
• Vioxx• Northwick Park• HTA and pricing evolution• Trial recruiting• Enable patients to shape development strategy
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Digital Foundations Cornerstones
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Leadership
Governance
Strategy
Implementation
Leadership
‘When nothing is sure,everything is possible…’
Leadership
‘When nothing is sure,everything is possible…’
- Margaret Drabble
Captain Mainwaring on Social Media…
‘’I don’t want to know what people are having for breakfast! ’’
‘’If I want to contact someone I just pick up the phone…’’
my personal favourite…
‘’If I feel ill, I go to the Doctor, not the internet…’’
Leadership – the 7 deadly (SM) sins…
lack of…• Understanding• Commitment to a process• Sponsorship• Strategy• Investment• Integration• Continuous assessment
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Leadership – the 7 deadly (SM) sins…
lack of…• Understanding• Commitment to a process• Sponsorship• Strategy• Investment• Integration• Continuous assessment
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Leadership check list
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
UnderstandingDoes the leadership team have a good understanding of SM?
Commitment to a processIs there a programme in place to upgrade the organisation?
SponsorshipIs there at least one senior champion prepared to drive an agenda?
Strategy Has the strategic plan fully taken into account the new SM paradigm?
InvestmentIs there sufficient time and human resource in place?
Governance
“A computer lets you make more mistakes faster than any invention in human history-with the possible exceptions of handguns and tequila”
- Mitch Radcliffe
Medical Directors and social media…
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Governance - Separate the issues !
•European Directive 2001/83/ EC•Medicines (Advertising) Regulations 1994Pharma cannot promote to patients
•ABPI Code, EFPIA CodePharma is responsible for what it does and says
•EU Law and MHRA requirementsPharma is responsible for AE reporting
Regulatory
Is a pharmaceutical company responsible for monitoring chat rooms and social media sites for AE reporting?
•MHRA jurisdiction – not ABPI. •MHRA: Marketing Authorisation Holders (MAHs) responsible for screening websites and areas of user-generated text on all their websites. •Usual PV reporting and monitoring timelines and standards apply. •Pharma not responsible for scanning the internet in order to find adverse event reports.
What constitutes an adverse event online? ...Very few (less than 0.1%) could be a reportable AE.
Governance - Separate the issues !
•Level of risk•Culture of organisation•Strategy•Intent•Moderation•Real time expectations
Internal
and work through them…together
•Moderation?•Real-time review?•Analyse competitor actions•Agree limits•Listen to all stakeholders
•Know what is happening…
Governance checklistCreate the time for specific debate
Map out scenariosIs there a clear understanding of the issues ?Build a cross-functional team and develop bespoke SOPs
Document decision making processBe clear about the intent
Use ‘soft’ launches to test ideasBe prepared to act quickly
Make sure of role clarity and accountabilityAgree escalation procedure
Train and embed learnings
Strategy
‘’The essence of strategy is that you must set limits on what you're trying to accomplish. ‘’
- Michael Porter
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Strategy – some very basic questions
Where are you now ?• Confused? Unsure? Intrigued?• Proficient? Improving? Learning?
Where do you want to be?• Leading? Following? Lagging?
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
There are many strategic options…
?Corporate affairs?Professional communities?Advocacy?Patient recruitment?Employee engagement?Brand support?Medical Information?Medical education
Social Media & Business Strategy
Social Media needs to be part of business strategy
Social is a philosophy and requires cultural alignment
Platforms and tools come much later!
Determine what do you want to achieve?
to listen ?
to ask questions?
to extend your contacts?
to humanise your company?!
to drive your existing contacts?
to sell your products or services?
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Social is a philosophy and requires cultural alignment…
Dialogue and conversationOpen, honest and transparent in tone…Contribute, don’t just take…Can’t rely on data alone…Be willing to listen and acknowledge mistakesBe prepared to lose ‘control’
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
…and it can go wrong…
March 2010
•Greenpeace campaign against Nestle’s use of palm oil, produce alternative video
•Nestle try to remove from YouTube
•Nestle remove all posts from Facebook that alter logo image
…and it can go wrong…
March 2010
•Greenpeace campaign against Nestle’s use of palm oil, produce alternative video
•Nestle try to remove from YouTube
•Nestle remove all posts from Facebook that alter logo image
Nestle's Facebook Page: How a Company Can Really Screw Up Social Media
"It's not OK for people to use altered versions of your logos, but it's OK for you to alter the face of Indonesian rainforests? Wow!
Strategy checklist
Do you know what you want to achieve?
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Strategy checklist
Do you know what you want to achieve?
Orital Ltd - 11 Standingford House - 26 Cave St - Oxford - OX4 1BA - www.orital.com
Implementation
‘’We weren't the first to figure this out. But we do it better than everybody else.”
-Michael O’Leary
Implementation
Do you know what you want to achieve?
Implementation
Do you know what you want to achieve?
People
?Skills?Role clarity?Collaboration and teamwork?Commitment and urgency?Sponsorship?Communication to all organisation
Implementation
Do you know what you want to achieve?
Perspective
?Cultural alignment?Level of acceptable risk?Realistic goals?Measurable benchmarks?Contingency?Integration
Implementation
Do you know what you want to achieve?
Process
?Planning?Customer research?Approval and review?Procurement and agency knowledge?Success criteria and monitoring?Project management
Implementation
Do you know what you want to achieve?
Process
?Planning?Customer research?Approval and review?Procurement and agency knowledge?Success criteria and monitoring?Project management
Now you can think about platforms!
Digital Foundations – Social Media
LeadershipStrategyGovernanceImplementation
Digital FoundationsOrganisational changes needed for social media success
Mat Phillips
http://uk.linkedin.com/pub/mat-phillips/1/b53/254@neovoca
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