All posts in Best Practices

Too often we hear from pharmaceutical companies that they see the benefits of social media, but they are resistant to adopting it because of an underlying fear about the legal risks, which are typically associated with Adverse Event Reporting (AER). In a heavily regulated industry and with millions of conversations happening online – from blogs and forums to Twitter and Facebook – it’s a logical fear for pharma companies to assume they are opening themselves up to problems.

But let’s look a little closer. As pharma companies know, there are four very specific criteria that must be met in order to constitute filing a report with the FDA. If a report does not contain all four elements, it will be returned as insufficient.  The FDA’s four parameters for submitting information about adverse experiences are:

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segmentationIn our webcast today – Turbocharging Your Approach to Social Media Analysis – Cathy Buena discussed an approach to analyzing business problems using advanced segmentation with social media analytics. It was a fantastic presentation that has generated lots of interest, so we wanted to make some of the information available as soon as we could. Here it is! (Note: To view the entire recorded webcast, see our site. Learn More>>Webinars. The content will be available Nov 22.)

The analytic process can be broken down into 5 steps:

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On October 16th, we had the opportunity to conduct a webcast with a guest speaker from Ogilvy – SVP Irfan Kamal. A few months back, Ogilvy embarked on a study to try to find out what drives true brand advocacy. Put simply, an advocate is what you want. Satisfied customers have a limited value in comparison.  Advocates will talk positively about your business not only when asked, but whenever they think the information is valuable to others. That advocacy can be amplified by social media in huge ways. The presentation reviewed the drivers of advocacy in four major markets. It was really interesting to see that different things drive advocacy in different markets. I won’t give the secret away here. Check out the webcast. It will give you more great info than I ever could in a blog post.

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Join us on August 28, 2013 to hear our  Director of Research and Analytics share how social media analytics can help companies identify and manage perceptions about their brand!

Everyone can cite a few of the latest public corporate “oops” moments that inevitably make the rounds on social channels. It becomes a punch line on late night shows and then generally fades into distant memory. But what if negative perceptions about a brand persist and begin to impact sales, partnerships and even stock valuation? Join this webinar to learn:

  • How to identify where people are talking about your brand
  • How to successfully analyze negative content that detracts from the brand
  • Tips for leveraging insights to overcome negative brand perceptions

Mark Brandt, Visible’s Director of Research and Analytics, will address a case study showcasing a company currently experiencing a brand crisis. He will share how social media analytics can help companies monitor conversations about their brands, understand evolving issues and proactively manage brand perception.

Register today by clicking here

Most marketers would agree that brand advocacy programs are a good idea.  The ultimate challenge is finding and nurturing customers that are so passionate about your brand that they become your brand’s strongest and most vocal advocates.  They are literally your biggest fans and are not shy about actively touting their opinions to their network.  Imagine the Connectors, Mavens and Salesmen from Malcom Gladwell’s The Tipping Point, all rolled into one individual.

Social media has made it easier than ever for brand advocates to share their opinions about their experiences.  It’s as simple as a Tweet, Pin, Facebook post, blog entry or product review on a shopping site.  But what truly drives people to express their passion for a brand is still largely a mystery.

The new Global Advocacy study from Social@Ogilvy used data from Visible Technologies to delve into the topic and uncover the key drivers of brand advocacy.  The Ogilvy study analyzed 7 million mentions of 22 brands and 8 feature films across 4 countries (China, Brazil, UK and US).  The findings include insights that true passion is rare, brands are largely failing at driving advocacy in social media, and that a high volume of advocacy is surprisingly driven by everyday experiences such as being delighted by a great product feature, an exceptional service experience or a good deal. Read more…

 Join us on July 18, 2013 to hear community outreach thought leader Anthony Mann  discuss the 5 W’s of Social Engagement!

This webinar, presented by community outreach thought leader, Anthony Mann, will walk you through some tips for effectively connecting with customers on social channels, discuss the framework of scaling your social engagement across multiple topics and/or business units, and show several examples of how a business at Microsoft engages with its community members.

For almost 10 years, Anthony and his company, Corporate Online Services, has been working at community building and engagement programs for various teams at Microsoft. He is the Windows Client forum owner on Microsoft TechNet, manages the Windows IT Pro outreach team, and was a Program Manager for Microsoft Answers, training key influencers on moderation procedures and practices. He has written numerous whitepapers and articles for Microsoft, as well as authored 15 books on various Microsoft technologies.

Register now to attend this webcast and join us on July 18 at 10:30am (PST).

Recently over lunch with an analyst friend of mine, the topic of data came up. (I know, exciting right.) Let me skip to the end and tell you our assertion – Data is useless. Coming from someone whose job it is to consult with companies on the tremendous value of data, it may seem a bit out of place, but the message I sought to convey, and that I help companies understand, is that data without segmentation is useless, and as I said over lunch, “It’s Just a dataset.”

The role of social data in enterprise environments is growing much more complex, and part of that complexity is driven from the need for this data to inform other key parts of the business with real, tangible benefits that can guide decisions, predict outcomes and validate expenses. One example of a specific segmentation that I build and deploy for clients on a regular basis is called category segmentations. Allow me to provide an example. If you’re a market researcher, for a major computer company whose job it is to gather consumer insights data, are metrics like share of voice or volume trend going to matter to you? Though they are valuable in some applications, you’re much more likely to care about the “why”, instead of the “what”. “Why do people love or hate the new product my company launched in market?” “Why are we having trouble resonating with a specific target market?” “Why is the product being returned more than projected?” These are the types of questions that are being asked and in order to provide an adequate answer you need to be able to perform segmentations on the data. Read more…

If you’re actively harnessing social listening platforms to deliver insights to your marketing and customer service organizations, congratulations! These two use cases, though most common, are in some ways also the most critical as they represent channels to both acquire and retain customers. But what’s beyond this? Some of the most advanced users of social listening platforms are hard at work developing processes to feed insights to multiple organizations within their companies, often referred to as “scaling across the enterprise.”

The Visible Intelligence platform is built to scale with the enterprise in mind. Here are four ways to scale social data across the enterprise:

1. Form a Steering Committee

Often times ideas get shot down because they don’t have enough executive buy-in. Form a cross-functional steering committee that is comprised of one or two people from each organization within your company that you feel may benefit from social media data. Then secure what’s called an executive sponsor, or senior-level person who has the ability to get behind an initiative and work it through corporate hierarchies to receive additional support and visibility. Read more…

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