To the children's rhyme "Koch, likes, respects, I do not want, nie dba, quips, "let's add" recommends and discusses " , as well as "annoying, cheating and annoying '- so in a few words, we have access to a small tutorial "How to operate in social media, and what to avoid ".
To write this article made me analyze a range of activities in social media, conducted by pharmaceutical companies, medical or related to them. As far as social media or even crawl are not used in the case of many Polish companies from the wider pharma industry, so we can not talk about better and worse communication strategies on the Internet. Americans and most Western European countries, even abound with social media, Brand fight for new customers on the Internet, spending on campaigns on the Internet to grow exorbitantly ahead of the traditional forms of advertising. Also in Poland slowly come to the fore, or just walk the social media and everything beautiful if it were not, that the lack of good professionals e-marketing, or otherwise, some opt for online campaigns to do it without the knowledge, further thought and strategy. Yes, and examples are exemplary campaign, thoughtful and posed as a model, But they are few example.: Sex is good for health! (Facebook, forum, internet etc.), Heart and Mind (mainly: Youtube and Facebook, along with various applications programming) , Gillette Venus Embrace (blogosphere with cinematics), Burger King Trip (blogosphere, Youtube, Facebook), Lovela Car (blogosphere), Sims Medieval (Youtube), Forum Film (Our Class) and over a dozen others. I regret to say, that social media represents primarily pharmie campaign Sex is good for health!, for which he is Polpharma. Besides, you can also mention some other interesting examples from the area of pharmaceuticals and medicine, but the overall impression is devastatingly negative for our industry.
What to adopt general guidelines in social media?
The main assumption in social media activities should be to build positive relationships with the Internet, engaging them in conversation about the brand, ideas, idea, giving entertainment, offering help in solving certain problems, sharing knowledge on topics of interest to them, and sometimes to remind their presence on the existence of our product. Such guidelines should be implemented campaigns put yourself e-marketers, regardless of industry - Pharmaceutical / Medical or completely different.
Also content, which are already published on the Internet should be chosen, selected, just a thought for the future of Internet reaction ("Future" on the Internet is even in a few seconds - at the end of the Internet is widely available, 24 hours a day). In social media there is not much room for error, because our customers, or potential customers quickly these errors we will show, and sometimes, that even laugh, lose confidence in us and in our brands, Product, and even choose the competition. Does this mean, the need to avoid social media? Not, on the contrary - absent from the communication channel are wrong, reflect the field of competition, so us act, but with a head that is.: with strategy, idea, good creative marketing. I zapamiętajmy, that social media is not recorded TV spot after tens - hundreds of times, but rather something more akin to a television interview granted to Live. Does such an interview broadcast directly to hundreds of thousands - millions of homes will delegate a person without knowledge?, detached person straight from the desk?, so-called. "Roundup"?, without preparation?, good self-presentation? No ..., So not us act also in the area of e-marketing without a strategy and a good web creation.
Drowning "I like, I recommend, I give voice to YES "
What we are looking for on the Internet? Try to answer this question. Also, ask your friends. For a moment, the behavior of other surfers poobserwuj. What conclusions you reach? What kind of response you get?
First of all, use of the Internet, including the social media, for information, entertainment and to keep in touch with friends. And that is based on the success of the best campaigns in social media.
Going into detail - information include: trivia, news - events, answers to our questions, to solve our problems. In contrast, entertainment is: Movies, joke, fun and games, contests with prizes, etc.. It is the main ingredients of success, because it is what we like, what makes us curious, entertains and engages - that's all we are able to recommend it to others, recommend to our friends. In this way, viral marketing works - once once set in motion machine works on your own - our message gets to the hundreds, then thousands, and then hundreds of thousands of other users.
Talk, but do not cheat and do not annoy
Unfortunately, not everything is so simple and pink as it might seem. The most common error committed is an attempt to deceive Internet users, do not listen to their words, underestimation of comments, not fulfilling promises, and even sometimes (horror of horrors!) frightening, insults and name calling of other. So, so ... is one of the most common sins untrained e-marketers and strategists.
One of the interesting cases last days is done on the Facebook social networking campaign in the area of women's health. The creators of the campaign "I protect lives from cervical cancer" (Facebook exists at "Feminine secret"), should be a big plus for the momentum and further implemented ideas. Unfortunately, in my opinion, the campaign also deserves some disadvantages. At the start of the project, even when no one knew what was going on with "With a woman's secret" internautkom promised lottery prize - surprise. Enough to like fanpage, leave your basic contact details, to be able to pick up in the near future reward. It turned out, that surprise, which by e-mail was received by internet users information about, they have HPV, which leads to cervical cancer!!! The prize was to be information, advice on health and prevention in the field of health. The horror! - A deadly disease scare? Promise Award, which turns out to be a fatal virus information, Cervical cancer?
Moreover,, another mistake in the course of a very lively discussion (sometimes full of negative emotions) on the internet about the unfortunate surprise, was to replace the display of posts - posts. As a result, in addition to the virus-induced fear surprise, part of internet users felt betrayed not only reward, but also picked up the change as a clearing - censoring negative comments. This part of the campaign fell across the line. Fortunately further, presence in social media implementation goes smoothly - you can see the commitment and good ideas e-marketers and connect offline with online activities. I, however, for its part, still standing on the bench, that social media is not politics, and you can not apply the rules in the style: "No matter what they say about me, so long as the name is not twisted ". Realizing in my advertising agency GreyTree online campaigns for pharmaceutical companies I consider, that in pharmacy and medicine, both the name, Brand and product are very sensitive to negative comments and reviews. Every positive comment goes to hundreds of internet users, thousands and then hundreds of thousands more Internet users. Unfortunately, the same applies to the negative comments and reviews. All this should be borne in mind when planning your activities on the Internet, and preparing a communication strategy.
