Category: Social Media Marketing

Tribes

facebook Check out this article. What you will see is a brief but poignant explication of how different generations join online tribes. Tribes, you will learn, are not just about shared interests but about shared experiences. Tribes are very powerful ways for brands to unite with their customers, and far more useful than demographics for teasing out meaningful market segments. While Facebook is not surprisingly the reservation on which tribes across age categories most frequently roam, other lesser known social media vary in their attractiveness by demographic group.  What does all this mean to the astute marketer? Simple (?). Your brand’s success will increasingly, and non-trivially, depend upon your crafting a strategically elegant “tribe strategy.” Bottom Line. Homework assignment. Think long and hard about how the words “tribe strategy” apply to your brand, and promise that you will keep this concept front and center in your mind as we march into 2017.   

Twitter And Heart Disease

Twitter Go to this URL. Either spend two minutes listening to the story on NPR, or read the first couple of paragraphs of text. Up to you. Either way, you will get the point of this post fairly quickly. Turns out that the amount of anger expressed via Twitter sourced from a particular country is a better predictor of prevalence of heart disease there than are many of the traditional measures typically used for such predictions, e.g., smoking, obesity, etc. Bottom Line. Of course! Tweets are brief, unfiltered revelations of the underlying self.  Watch for them to increasingly be used for gaining an understanding of individuals and cultures. 

Slacktivism

Lisa Gualtieri, Ph.D. Slacktivism??? You know. It’s an activity in which people pretend to be activists doing something important, while really their primary focus is on bringing attention to themselves and making themselves feel moral. A magnificent recent example of this was the ALS IceBucketChallenge. Slacktivism because a significant percentage of the bucket dumpers made no mention of making donations to ALS, and the Challenge did nothing to inform people about the condition. That having been said, what made dumping cold water on your own, or someone else’s, head go viral? Lisa Gualtieri, Ph.D., an Assistant Professor at the Tufts University School of Medicine has studied the issue, and written a very insightful blog post with her conclusions. Check it out! Bottom Line. Why is this important? Two reasons. First, anything related to healthcare that gets this kind of attention and distribution is worthy of study and consideration. Did this viral spread happen by chance? Actually, Lisa argues cogently that a number of converging events were necessary to make this happen. Can it be readily duplicated? Probably not … see above. This blog post also brings to our attention the amount of academic study that is being focused on social media. No question social media will play a major role in healthcare in the near future. But what? How do we use social media to create a win-win situation for patients and our companies? As usual, there are rules and principles of how social media work. Lisa is working hard to figure them out. It will behoove all of us to learn them. Quickly. Check out Lisa’s list of publications and talks. Read some of them. They will provide you with a flying start toward literacy in this important area.

Who Will Own The Health App Crossroads?

Web MD Health Tools We’ve already discussed ad nauseam the bazillion health apps currently available. We’ve also noted that most of them get no traction, minimal downloading, no base of regular users, nothing! Question. Is there an opportunity to establish the “go too” super app for all things healthcare? Like one stop shopping? The one place people will need to go that either provides what they need, or integrates other healthcare apps that do? You can bet that many will try to occupy this crossroads space. Here’s a new entry into that race that was just rolled out by WebMD. Bottom Line. Note what the WebMD offering can do. And what it can’t do. Relatedly, start to think about what an icon on your smartphone would have to provide in order to occupy the high ground in health. Hint. A repository of miscellaneous things loosely related to health probably won’t cut it here. But what will?

Links

FDA's CDER Slowly but surely, the FDA is getting its guidelines together for digital media. Yeah, I know. It’s 2014. What is taking them so long? Think about it. Regulating the digital media is complicated. Lots of new form factors, lots of new considerations. And one of the toughest is “links.” Not surprising that the FDA has put off until last answering questions concerning a pharmaceutical company’s responsibility in policing and controlling the links between its own digital media and other sites. Read this informative blog post to get the big picture on the FDA’s Internet guidance. Bottom Line. It’s a hyperlinked world. Trying to keep track of where their Web properties, social media, etc. are linked will be one of the great challenges that pharmaceutical companies will need to face. Hopefully, the long anticipated FDA guidelines will help, not hinder, the drug companies in these efforts. 

The ROI of WOM (Word of Mouth)

ROI_WOM We all know that it is a good thing to have people saying good things about your company/product/service/etc.   But to optimize WOM costs money. Question. What is the ROI of money spent on generating WOM vs. that resulting from investments in advertising? Answer. The Keller Fay Group, a recognized expert in WOM, is going to be running a free webinar that will help you to quantify the ROI you are getting from WOM so that you can make that comparison. Bottom Line. Go register. I already did. In a world chock-a-block full of Social Media marketing opportunities, this is an important area for all of us to understand.