Slides from Shwen Gwee's May 2010 talk at iStrategy SF on "Growing Your Social Media Culture in a Regulated Environment". Event details: http://www.istrategyconference.com/events/san-francisco

1. Twitter is a Petri Dish:
Growing Your Social Media Culture in a Regulated Environment
by Shwen Gwee (@shwen)
Founder and Host of…
Med20.com SocialPharmer.com PharmFresh.TV SXSH.org
Image Source: http://www.pixelsandpills.com/tweeder

2. Disclaimer
• The opinions and ideas expressed in this presentation are
strictly my own and may not be screened by my employer.
• Everything mentioned or presented is strictly my personal
opinion and does not necessarily represent the views of Vertex
Pharmaceuticals.
!
Image
by:
Monkey
Works
Illustra4on

3. Regulated Industries
Federal Regulations

4. Regulated Industries: Pharma
Federal Regulations
State Regulations
Industry Guidelines

5. US Hospital Social Network List (by @EdBennett)
 3,087 Hospital Social Networking Sites
 906 Hospitals Total Hospital Social Networking Sites
– 448 YouTube Channels Blogs; 3%
YouTube
– 719 Facebook Pages Four Square;
23%
Channels; 15%
– 674 Twitter Accounts
– 439 LinkedIn Pages Facebook
pages; 23%
– 693 FourSquare
– 106 Blogs
LinkedIn
Accounts; 14%
Twitter
Accounts; 22%
Source: http://ebennett.org/hsnl

6. YouTube

7. Facebook

8. Social Networks

9. Social Pharma: Twitter Accounts
2008 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
3
@CellTherapeu.c
@Boehringer
@Novar.s
2009 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
31
@SanofiPasteur
@AstraZenecaUS
@JNJComm
@Novar.sTrials
@RaceWithInsulin
@ADHDSupport
(Shire)
@GenzymeCorp
(Novo
Nordisk)
@MediBiologics
(MedImmune)
@NovoNordisk_GA
@Roche_com
@AstraZenecaJobs
@MerrimackPharma
@SanofiUSVOICES
@AstraZeneca
@NVSOncoCareers
@AstellasUS
@Diabetes_sanofi
@BayerHealthcare
@ElanPLC
@BayerUSnews
@Amgen
@AmgenFounda.on
@Pfizer_news
@GenentechNews
@AZhelps
@GSKUS
@BoehringerUS
@SanofiAven.sTV
@BaxterCo
@PKUawareness
(BioMarin)
@LlyOncOnCanvas
2010 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
16
@BayerUKIreland
@BMSnews
@JNJhistory
@LilyPad
@JanssenUK
@BayerWED
@AlimeraSciences
@McNeilRecall
@Renalinfo
(Bayer)
@VertexPharma
@JoinAstraZeneca
@JNJstories
@JNJvideo
@Baxter_intl
@DendreonNews
@LundbeckInc
Resource: Dose of Digital “Wiki” -- http://www.doseofdigital.com/healthcare-pharma-social-media-wiki

10. Pharma Twitter Accounts:
www.ignitelabs.com/pharmatwitter

11. Promotional Twitter Feed

12. Twitter for Support

13. #Rxsave TweetChat by @AstraZenecaUS
Source: http://wthashtag.com/Rxsave, via Pharma Marketing News, “OMG! AstraZeneca Hosts Twitter Chat & World Does NOT End!”,
(http://pharmamkting.blogspot.com/2011/02/omg-astrazeneca-hosts-twitter-chat.html)

14. 10 Suggestions for
Launching Social Media in a
Conservative Corporate Culture
14

15. 1 Identify…
Image from Flickr: http://www.flickr.com/photos/nanpalmero/4138976209

16. 1 Identify… Barriers to Entry
Image from Flickr: http://www.flickr.com/photos/nanpalmero/4138976209

17. 1 Internal (Corporate) Barriers: Overview
IT
Corporate/
Marketing
Enterprise
Executives
Legal
Regulatory/Safety Pharma/
Federal Regulations Regulated
(FDA, DDMAC, etc.) Industries

18. 2 Engage/Educate Internal Stakeholders EARLY
Adapted from: “Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web” by Brian Solis (2010)

19. 2 Engage/Educate Internal Stakeholders EARLY
 Engage with key internal stakeholders
– e.g. Legal, Regulatory, Compliance, Marketing, IT, etc.
 Educate stakeholders on different platforms and
applications BEFORE developing guidance/policy
– Demonstrate platform/channel
– Show examples of corporate utility (industry example or
other corporate uses)
– Invite stakeholders to participate in early (internal) pilot
programs
– Don’t just talk platform/technology ➝ Educate about
approach and culture of social media as well
 Consider “Concept Reviews”

20. 3 Develop Social Media Guidelines/Policy
Image from Flickr: http://www.flickr.com/photos/intersectionconsulting/4044928113

21. 3 Develop Social Media Guidelines/Policy
 Start with existing company “Code of Ethics” and/or
“Internet and Email Policy” and build on it
 Consider the following categories when developing a
Social Media Guideline/Policy:
INTERNAL EXTERNAL
Internal Corporate External Corporate
CORPORATE Communications Communications
Internal Enterprise External Employee
EMPLOYEE Collaboration Engagement
Resource: http://socialmediagovernance.com/policies.php

22. 4 Develop an SOP (for Each Platform)
Source: Larua Bergells, via SlideShare.net, http://www.slideshare.net/maniactive/social-media-response-flow-chart, February 2010.

23. 4 Develop an SOP (for Each Platform)
 Determine an SOP for each platform/channel
 Develop an escalation/response process for
each strategy
Resources:
– http://bit.ly/AFBlogAsses
– http://slidesha.re/SMRespChart
Source: David Meerman Scott, WebInkNow Blog, http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html, December 2008.

24. 5 Determine Objectives ➝ Strategy ➝ Tactics
P People
Assess your customers’ social activities
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customers will change
T Technology
Decide which social technologies to use
Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008

25. 5 Determine Objectives ➝ Strategy ➝ Tactics
 Align strategies objectives and determine tactics
Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV, http://www.slideshare.net/slarcker/digitas-health-social-media-pov, October 2009

26. 6 Assess Risk Tolerance and Work in “Comfort Zone”
Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV, http://www.slideshare.net/slarcker/digitas-health-social-media-pov, October 2009

27. 7 Think Beyond Tactics and Launch
 Objectives and Metrics
– Why you are using a specific platform and how you
will measure its value
 Risks and Mitigation
– How will we manage/contain risks to the corporation
 Channel Proposition and Management
– How we will populate and use this channel
 Promotional Plan
– How will we promote our presence on a particular
platform and maximize value
Resource: http://scr.bi/TwtStratGov

28. 8 Be Willing to Compromise and Adapt
 Limited resources or legal/ regulatory assessment
may require a cautious approach, for example:
- Turn off commenting
- All posts must be reviewed before posting
- All responses must be reviewed or pre-approved
 Work with stakeholders to adapt SOP to platform
(e.g. 24hr review for responses)
 Plan for regular reviews after initial launch ➝
Retrospective review of content/process
 Be prepared to update policies/guidelines regularly
 Learn and adapt accordingly

29. 9 Set Expectations eXplicitly
 Be transparent with policies and organization

30. 9 Set Expectations eXplicitly
 Establish “rules of engagement” so audience will know
your intentions, limitations, and what to expect from
engagement
– All comments will be reviewed before posting
– Comments that don’t directly relate to the
Company or to topics covered on this blog
won’t be posted
– Some comments may be forwarded … for
follow-up as appropriate
– We generally won’t post comments about
products that are sold by the Johnson &
Johnson operating companies
– Johnson & Johnson and its operating
companies work within highly regulated
industries. Comments that pertain to ongoing
legal matters or regulatory issues are unlikely
to be posted
– Further information about our policies…can be
found in our Privacy and Legal Notice

31. 10 Evolve and Grow
 Work to change mindsets
- From “No, because…” to “Yes, if…”
Source: Monte Lutz (Edelman), The Social Pulpit, http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit, February 2009

32. 10 Evolve and Grow
Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July 2009

33. Twitter is a Petri Dish
A 2-Week Social Twexperiment

34. Two Week Twitter Trial
 Premise: As an initial foray into social media and as a way to
test the utility of micro-blogging for corporate use, launch a
“trial run” of Twitter over a 2 week duration.
 Find an Executive Sponsor: CFO? CMO? etc.
 Launch with a Key Event/Milestone
 Determine Authorized Tweeters
 Tweet Review Process:
– All tweets to be pre-approved before publishing?
– Reviewers must include: Legal, Regulatory + relevant group?
– Turnaround time for approval within 24-48hrs?
 Setup:
– Consider Tools/Apps: CoTweet, TwitPic, TweetDeck, Bit.ly
– Consider hashtag for event: e.g. #iStratSF
– Consider “Twexperiment Survey” at end of two week trial
– Consider external facing Twitter Guidelines (setting expectations)
 Evaluate and decide whether to continue

35. Where Do We Start?

36. Why Twitter
 Low(er) barriers to entry
– Low resource requirement for launching and managing
– Low/No cost of entry (most tools are free/cheap)
 Lots of free tools/apps to support
– Including corporate oriented tools
 Ease of review/approval for 140 characters
 Ability to extend and grow
– Link to multiple content formats (e.g. images, video, etc)
– Supports and connects to other platforms in the future
 Several good industry examples already established
 Able to fulfill multiple objectives
– Listen, Engage, Energize, Support, Embrace

37. Internal Hurdles
 What is the Value of Tweeting…
– When there is no product on the market?
 Do we have the needed reources
 No industry social media regulations/guidance
 Overall skepticism of Twitter as “just another fad”
 Approval process
– Who should be involved?
– How often do reviews need to take place?
– Should it go through the regular review process or create
a separate process?
– How fast do we need to turn the review around?
– How do we route Q&A’s for specific questions (e.g.
financial questions)?

38. Analysis of Tweets and Links to Press Releases
Pfizer Novartis Genentech
All press releases are tweeted  - 
Press releases supplement additional news/
  
info
Press releases start with “Company X issues
- - 
press release on…” or “Company X announces…”
Re-written press release titles for Twitter  (+/-)  
Links to other news/updates on company
  
website: e.g. Community, Events, Awards, etc.
Links to external websites and resources: e.g.
Foundations, Fundraisers, News articles, PDF’s, etc.
  
Twitter advertised on Company news/media
- - 
webpage
Twitter guidelines/policy available - - -
38

39. Analysis of Industry Practices
#
of
Following
Number Following and Updates by PharmaCo
2000
1500 @Boehringer
1000 @JNJComm
500 Average
following:
392
@GSKUS
@AstraZeneca
@Roche_com
@genentechnews
@Amgen @Novartis
0
0 50 100 150 200 250 300 350 400
Average
Updates:
119
#
of
Updates
Data Source: www.twitter.com, July 13th, 2009; whydotpharma analysis Bubble size = # of followers: 1,306
Source: @WhyDotPharma, Pharma twittersphere - To be followed or to follow?, WhyDotPharma Blog, July 14, 2009
(http://www.whydotpharma.com/2009/07/14/pharma-twittersphere-to-be-followed-or-to-follow/)

40. Insight: What Do People Want From Pharma Tweets?
 Which topics would you like pharmaceutical
companies to cover more on Twitter?
Source: @WhyDotPharma, The state of the pharma twittersphere, WhyDotPharma Blog, July 13, 2009
(http://www.whydotpharma.com/2009/07/13/the-state-of-the-pharma-twittersphere/)

41. Develop a Plan
and Define Processes

42. Formalize Objectives
 Extend reach of information that may be of interest
to our audiences
 Provide an informal “human” voice of the
organization that listens and engages with
audiences
 Increase thought leadership position and credibility
within industry and among stakeholders
 Increase traffic to traditional online channels
 Cover key events in new ways (e.g. via Live
Tweeting)
 Engage with Twitterverse / stakeholders

43. Educate Internal Stakeholders
 Educate stakeholders on different platforms and
applications BEFORE discussing guidance:
– Demonstrate platform/channel
– Show examples of corporate utility (industry examples)
– Educate about principles and culture of social media
– Try internal pilot for proof of concept ➝ invite stakeholders to participate
Yammer SocialCast

44. Develop a Twitter SOP/Policy
 Work with compliance to develop an SOP/policy that
summarizes the plan, including:
– Scope
• What the SOP covers (corporate use vs. personal use)
• Who it is intended for (one department vs. entire company)
– Who has authority to tweet on behalf of company?
– What type of review is required for content before posting?
– How should SM content be considered vs. traditional
forms of communication?
• Privacy, Frequency, Restrictions on responses, etc.
– Who should you follow? Should you be proactive or not?
– Can you link to other sites and re-tweet other posts?
– What is the Tweet-review process?
• Including escalation policy and response workflow/process

45. Strategies: Key Considerations
 Overall Strategy
– Does this fit into the overall brand or corporate strategy/mission?
– Knowing my audience, what value can I bring to them?
 Resources
– Who are the assigned resources for ensuring regular review and
response to this initiative and for how long?
– Do we have a SOP and response plan in place for this?
 Metrics and Analytics
– How do we measure and/or monitor the ongoing effect, overall impact,
and success (ROI/ROO) for this program?
– Who is responsible for the data/information that is generated from this
initiative? Who else needs to see it?
 Upgrades and Termination
– Who is responsible for updates/upgrades to the project OR
terminating project, if not updated.

46. Other Important Considerations
 Internal communications
– Inform your employees before launching
– Let them know what the expectations are and what their role is
(e.g. can they re-tweet corporate tweets?)
 Management tools/apps
– Enterprise tweet management tool (e.g. Co-Tweet, HootSuite)?
– Images (e.g. TwitPic, Flickr), Video (e.g. TwitVid)?
– URL shortener (e.g. Bit.ly, Awe.sm)?
– Analysis/Monitoring tools
• Paid: Radian6, Nielsen Buzzmetrics, Alterian SM2,
• Free: TweetDeck, Analytic.ly, Twitalyzer, TweetStats, TwitterFriends, etc.
 Think about key events/milestones for launching
– Plan for a specific date to launch (e.g. surrounding an event)
– Then plan 2 or 3 more dates following that
 Consider how and when you will review progress
with key stakeholders

47. Develop a Comprehensive Plan
 Strategic plan that includes:
– Background Info (on Twitter use in industry)
– Key Objectives
– Methods of Analysis
– Potential Issues and Mitigation
– Twitter Channel Logistics
– Resource Allocation
– Content: Frequency, Tone/Voice, Value, Retweets
– Content: Source and Types
– Implementation
– Promotion
– Plan for Execution

48. Tactical Considerations for Twitter
 What name to use?
– Consider availability of username on other social
platforms/sites
– Note: Some sites have a 5-6 character minimum for
usernames
 What avatar should you use?
– Corporate logo vs. someone’s face?
 What should your profile bio state?
– What is your 140 character bio/profile?
– Where should it link to?
 What background image should you use?
 Should you have “tweet signatures” (e.g. ^SG)
 Should all this be reviewed by MRC before going
live?

49. Tactical Considerations for Twitter
 How will you determine who to follow or not follow?
 Responses (to @ Mentions and/or DM’s)?
– Will you proactively contact people?
– Will you respond to any mentions (e.g. filtered mentions)?
– How about erroneous facts/info?
– What if you get praise/thanks for something?
 Review and approvals
– What is your tweet review/approval time frame and who needs to
approve?
– Does EVERY tweet need to be approved first?
– Or can you have some freedom around “standard tweet” responses?
 Med/Legal/Reg Issues
– What if you get questions about Medical, IR, press releases, etc?
– How will you handle “safety issues” and complaints/rants?

50. Tactical Considerations for Twitter
 Process and Content
– Who will be allowed to tweet (designated twitterer)?
– What can employees do with corporate tweets?
– Will you “live tweet” from events?
– Will you link to press releases?
– How frequent will you tweet (set expectations)?
– What themes will you focus on (e.g. social causes, etc.)?
 Outcomes and Measures
– What are your key objectives?
– How will you measure if Twitter helped to achieve them?
– How will you evaluate the value/type of followers?
– What will you do with the results to assess value?
– How will you evaluate the entire process with everyone involved
– determine time, resources, process, expectations?

51. Get Ready…

52. Prepare to Launch…

53. But…

54. In Summary
 Have patience, be collaborative, and don’t force things
– Not everyone is comfortable with social media tools, so patience is
key to obtaining internal support
 Set appropriate expectations internally and externally
– Consider external-facing guidelines
 Be willing to compromise and adapt
 Explicitly state “rules of engagement” so customers will
understand
 If unsure, experiment internally before moving externally
– Consider external experiment as well
 Content is king, but context is critical
– Build strong internal relationships to find best stories and social media
content

55. In closing…
And
so
what
we
have
ended
up
doing
in
many
cases
is
take
some
small
steps
to
get
more
comfortable
with
ge>ng
involved.
We
are
also
making
sure
we
have
processes
in
place…and
that
we
have
responsible
people
involved
who
can
respond
quickly
to
quesCons.
At
the
same
Cme,
[
these
projects
]
are
giving
us
some
great
experience
Marc Monseau (J&J)
Source: Marc Monseau, JNJBTW Blog http://jnjbtw.com/2008/10/healthcare-companies-and-the-social-web, October 2008

56. Thank You
Email: Shwen@med20.com
Twitter: @shwen
Blog: www.med20.com
Network: SocialPharmer.com
Unconference: SXSH.org
Video: PharmFresh.TV