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Transcript of Quarterly Meeting
SP’s approach to learnings in digital marketing and what we have seen so far Today’s Conversation Digital Trends & Impact on Your Brand
Three key areas of change, what we are doing about them, and what you need to know 158 MM impressions viewed
410,000 visitors to 9 main sites
12,000 hours spent on our sites
345,300 post impressions from
92,500 facebook fans
241,000 views of 11 videos
5,000 shares of our content A lot of data
A lot of learning
A lot of opportunity Learning #1: If you can’t measure it, you can’t improve it.
- Lord Kelvin (1824-1907) Actually what he said was… "When you can measure what you are speaking about, and express it in numbers, you know something about it; but when you cannot measure it, when you cannot express it in numbers, your knowledge of it is of a meager and unsatisfactory kind. " Coming in 2011:
Enhanced Optimization & Measurement Strategy IDs most impactful HVTs
Optimize HVTs over time
Use innovative techniques How It Works Formalized
Drives efficiencies &
Becomes a strategic advantage Optimization Engine Learning #2: Paid Search Is Not Enough
Paid search is still an interactive marketing stalwart… but many advertisers are turning to longer-term, lower-cost returns from SEO.
- Forrester, 2010 Coming in 2011:
SEO-Enhanced Site Design Conversation monitoring: Know the conversation in order to change it What are targets searching for?
How do we capture those searches? Search-driven analysis Goal: Increase Organic Traffic Learning #3: People Don’t Read Ads
they read what interests them, and sometimes it is an ad.
-Howard Gossage Coming in 2011:
Emphasis on Infographics Why We Like It Convey a lot of info quickly
Bridges facts with emotion
Shareable Infographics Marry The Best of Text with Visual Mobile No longer a horizon issue:
Mobile is here for our targets.
But we are not.
We must re-think all digital engagement that can be, may be, should be consumed via mobile device. 1 in 3 people would give up chocolate before giving up his/her smartphone 4 out of 5 US doctors plan to buy an iPad in the next year Late adopter? Smartphone infiltrate the office They Have Them: 72% own a smartphone. 71% say their it is essential to their practice
On The Job: Physicians spend 1 ½ hours on their mobile for work
For the Job: 62% use it during or between patient 1 Manhattan Research, “Taking the Pulse v10.0” – April, 2010 51% of moms say they are “addicted” to their smartphone Mom wants health info via her mobile device. Are we there? Mom is a Smartphone Adopter
18% more likely to have smartphone vs. avg. Adoption up 64% in < 2 years. 33% have used smartphone for health in the past month - 50% > than avg.
60% track family health
90% research health conditions 1 Babycenter, “21st Century Mobile Mom Report” – March, 2011 Our Imperative: Mobile 1. Advertising
Can we reach our target better via mobile? 2. Existing Assets
Do they need to be mobile-enabled? 3. Mobile-Only Opportunities
Is there something unique that only mobile can do? 4. Campaign Expansions
How can we expand this idea into mobile? Video It’s not just about the video. As of 2010, video was already 51 percent% of all web traffic
By this year: half the US population will watch online video at least once a month We’ve known that video is powerful for a while now On Target: Moms & expectant moms watch an ~11-20 video streams a day. ~1/3 of all HCPs have accessed professional video of some type
Find It: Videos are 53X more likely than text pages to appear on the 1st page of search results
Effective: Adding video to email marketing boosts customers’interaction by as much as 200 to 300% Video Challenge Checklist:
Context: What’s around the video is just as important
Length: Different durations for different purposes
Location: Site, YouTube, Facebook, blog seeding. More locations = more eyeballs
Searchability: Proper indexing helps your video be found; avoid flash
Device: For coverage, know what device your target uses
Shareablility: Can the viewer pass the video on?
Metrics: GA is extremely limited in what it reports Social Social marketing in highly regulated Pharma is unique. And about to really change. If Facebook were a country it would be the third largest Moms spend 30 percent% of their online time ‘socializing on the web’ using social networks, email, and IM New moms have an average of 161 friends on Facebook Our Initial Strategy: Social But all this was done without fan commenting Engagement on Facebook has been constrained To date: We have not allowed fan commenting on our Facebook pages
Called: ‘white listing’, typical in Pharma
Protective strategy from errant postings
Diminished presence in fans’ Top News feed, determined by a Facebook algorithm
Still appear in fans’ Recent News feeds Facebook announced a policy change (as they often do)
Pharma community pages will not longer be able to block commenting, at least to their own posts
Starts Aug 15
Will change our Facebook engagement Conclusion eMarketing 2011 Look forward to Optimization Strategy
Measure it, improve it
SEO Site Design
Add more organic traffic
Compel viewer to look at your stats Mobile
Start asking questions
Look beyond just the video
Get ready for some interesting changes Get on your radar Please send a text to: "67463"
In your text write the word "sanofi1"
then hit "send" Time to test your knowledge Thank You Emotional Scientific MOM We’ve known for a while that online video works for us, but its complexity has exploded. We need to keep pace. Secure Earned Media Find fans and invite into an on-going relationship On-Going Messaging Message regularly to stay top of mind. Extend that message to their networks Extend that message to their networks Promote
Advocacy Invite fans to take action