Published May 9, 2023, 3:40 p.m. by Bethany
health - marketing health the conference by MediaPost Live.
When it comes to marketing health, there is no one-size-fits-all approach. But there are some key ingredients that can help make a healthy marketing campaign.
First, focus on the customer. What are they looking for? What do they care about? What are their concerns? Once you know these things, you can start to craft your messaging around them.
Second, be authentic. No one wants to be sold to; they want to be sold to as themselves. If you can show your customers that you understand and resonate with them, they’re more likely to buy into your message.
Third, be measurable. What are the results you want to see? How can you track whether or not your marketing is working? If you can answer these questions, you can create a more effective campaign.
Fourth, be persistent. Don’t give up on your goals just because it might take a little longer than you expected. Remember: a healthy marketing campaign is worth the effort.
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mention that for those of you who aren't
familiar with media post we do more than
20 of these events here in in Europe
throughout the year and a number of you
a number of people have spoken today I
think might be interested I'd love to
have some of you especially on the brand
the agency side come to some of our
other conferences that are really
grounded in a lot of different and
focusing on a lot of different areas of
digital marketing for instance we do
what we call the insider retreats
insider summits and these are retreats
intimate retreats were about 120
marketers and agencies come together for
three days in a resort setting to share
their best practices and ideas it's a
very different experience but we do for
instance in December December for the
last 15 years we've been doing these
retreats on email and search in Park
City Utah we're going to do those again
in early December and then next year
we'll be doing we'll be focusing on TV
and video but we'll also be taught we'll
also be doing the brand summits down in
Austin before South by Southwest if you
look at the media posted site and you'll
see our schedule of upcoming events I'm
always looking for interesting brand
stories and that's a good place to to
hand it over to to Amy Freese because
this was one of the more interesting
stories that that I got to explain Amy
as you know and you're gonna hear from
Amy in a second to tell you the details
of this better than I can
convincing people to be part of the
National marrow donors program that's a
heavy lift when it comes to marketing
there's a lot of explaining to do
there's a lot of could there's a lot of
convincing to do there's a lot of
consoling to do and there's you know
there's there's a lot of reassuring to
do but then on top of that needing to
diversify your birth at your base is
another challenge and as I was talking
to Amy the story here behind not only
their use of multiple channels to drive
people towards the donor program but
then the ways in which they came at
using grassroots efforts to build
community before they did their
marketing effort to diversify their base
was fascinating and I think a real good
case study in what we mean when we talk
about authentic
Marketing and what authenticity really
means for a marketer so to tell this
story we we want to welcome Amy Freese
she's the director of strategic
partnerships and multicultural growth at
be the match she'll be telling you much
more about this program that I ever
could but her job is to do exactly this
to grow and diversify the base of the
donor of the donor program and be the
match please welcome Amy Freese hello
good afternoon and thanks for for being
here today I have to say just like
Kimberly said that she was one she was a
roadblock between her discussion or her
presentation and lunch I feel like I'm
the roadblock between lunch and a catnap
so if I see anybody nodding their heads
early I might just come out there and
tap you on the shoulder I first want to
thank Steve Smith and Andrew Eklund the
president CEO of cicerone for inviting
me to be here today I too am very new to
the medical community and I I have a
history obviously in my career of
strategic partnerships and multicultural
marketing what I would say though rather
than go through it you can find that on
my bio on the website but I'll never I
never thought that I'd be here when I
first started my career with the
Minnesota Timberwolves in the NBA and
strategic partnerships and marketing and
I was you know center court trying to
fill cheeks and seats that I'd be
talking about how we are garnering donor
recruitment with a company like be the
match so I am humbled actually to be a
part of the organization and I'm
thrilled to be here to present to you
what we're doing in our space I think
you'll find that it's very innovative
and it's it's it's just work in progress
for sure
so before you begin how many hands who
knows who's heard of the National Marrow
Donor Program okay great and who's heard
of Be The Match and who knew that the
National Marrow Donor Program was we the
match
nobody's raising their hand so that's
that's amazing so we obviously are
consistently in the Battle of a 30 year
organization battling a brand awareness
challenge and not only that but then
once we get the word out about what we
do convincing people why they should be
interested so I'm gonna take you through
some of the ways in which it's a very
grassroots presentation I don't have a
lot of eye candy I have a lot of actual
work behind the scenes of building our
campaign I hope next year when I'm back
I can show you a lot of that eye candy
because we're in the throes of really
creating a lot of it although we do have
some proven techniques we've been doing
through digital media but the grassroots
portion is in work-in-progress right now
so our mission is that we save lives
through cell therapy and our vision is
to democratize self therapy for equal
outcomes for all we have approximately 8
and 1/2 million donors registered on our
registry we've had in the last year in
2017 9500 formal searches made so that
when there is somebody who has a blood
disease lymphoma leukemia sickle cell
and they go to the doctor and they are
they provided options and a transplant
is one of those options they can
formalize a search and so that's where
that number comes from and out of those
searches we had 6100 transplants in 2017
since our inception 30 years ago we have
we have resulted in 86,000 transplants
and on the left is just a little bit I'm
sorry on your right is just a little bit
more about our organization why we exist
is to provide people access to unrelated
bone marrow transplants
approximately 70% of the population who
are diagnosed with a blood disease do
not have what you call a related match
so somebody in your family who could
donate a stem cell or bone marrow to
cure your your disease
30% do so the 70% that go to a formal
search research our registry the doctors
research it and we have a process that
basically takes anybody through whether
or not they'll find a perfect match to
be called to donate and so this past
year on an average 18,000 people are
searching consistently and if I were to
go back to the fact that we had over
6,000 transplants last year that means
that two-thirds of the base are not able
to find a match the day that we could
say that we are serving 18,000 is the
day that I don't have a job which is
something that we talk about all the
time because that would be a really good
thing why is it that we are in this
situation there are many reasons there
are many hurdles barriers if you will
some are financial some are related to
their their insurance or what have you
which is somewhat financial but
primarily where we're at with our
registry base and in the population
across the country is that the lack of
finding a match is based on your your
background and so as you can see African
American or black communities have a 23%
chance and finding a match and as you go
through the other ethnicities here Asian
Pacific Islander Hispanic American
Indian or Alaska Native the numbers
increase and then obviously as a
Caucasian patient the chances are 77
percent and you know we know that there
are a lot of reasons why we're at this
place a lot of it is education
a lot of it is the fact that we're not
directing our marketing in a way that is
effective for the communities that are
lacking matches and so that's how we
have really structured our strategic
objective going into our fiscal next
year we've done a lot of learning and
I'm going to share a lot of that with
you today but the premise is that the Be
The Match registry is not adequately
reflective of the u.s. population and
this has led to mismatch transplant
rates greater than 40 percent in
underserved populations so that is what
we are working on by that is what we're
living on to really come up with how
we're going to reach ethnically diverse
communities the idea is to determine the
optimal size and composition of the
registry and launch a campaign that
expedites that level of quality
participation so again I'm not showing
you a lot of creative I'm really showing
you the tactical and structured
guidelines I'm not going to go through
every slide and read all the copy but
the basis of what we're building on is
the fact that we need to build awareness
we need to educate and then we need to
try to convert after we've done the
first two so based on that our plans are
focused on different ethnic backgrounds
a lot of research and focus group work
our findings and then determining the
right location and opportunities to
reach our target audiences so we have
two areas that we've spent the last year
creating case studies that I'm going to
be taking you through to share a little
bit about our focus group results so our
director of marketing insights Laura
Alexander and I spent the last year
touring the country basically I'm
spending a lot of time on college
campuses everywhere from going to a
Texas Tech to the University of Alabama
to the University of Memphis the
University of Illinois Fresno State Cal
Berkeley University of North Carolina
you name it as well as local markets
like DC Philly Atlanta Charlotte and we
zeroed in on the african-american and
black population mainly because that is
the lowest percentage right now knowing
that we are evolving into ours
Vanek and other communities as I shared
in a previous slide so here were the
four key really like takeaways the
nuggets that were we're working on when
it comes to our marketing and
grass-roots programs no parachuting in
if you can guess what that is that means
don't just come in on a parachute in a
parachute do an event and then leave and
think that you've been able to do your
justice and telling us why it's so
important to join the registry meet us
where we are become one of the community
which is actually a commitment to the
community but you know understand our
challenges understand some of the
misnomers understand why there's been
distrust distrust in the healthcare
community and then talk to us about our
challenges and let us know that you
understand who we are and why we need a
little bit of more information and
really that we'd suggest educating and
building trust so based on those four
focus or those insights we've actually
evolved into how we're you know we're
realizing we can't customize you know we
have to customize nothing there's no
program that fits that fits all right so
it has to be customized to each market
place in each audience so this is just a
snapshot of how we're actually thinking
about how we engage the various
communities and again we're evolving
these communities so it's not as if we
have our full solution today to present
and actually the African Americans are
pretty much where we're really focused
and we're evolving our into our Hispanic
communities in the next 12 months
but ultimately what we've learned and
there are a lot of other things but this
is kind of just again the Nugget or the
takeaway is that when it comes to health
care and the Latino Hispanic community
that it's really based on community
roots they want to know what their
community is doing and welcome the
opportunity to share with our community
about what they're learning and and hear
from others in their community about you
know what what makes a difference to
them and what counts in the
african-american and black communities
it's really about I'm going to
care of my own self-care I'm the one
that I can rely on and that's what I
know and I'm gonna I'm gonna do my own
research and make my own decisions and
then in the API world we were learning
and again we are we haven't really even
embarked on a lot of the API research
we're about to do that starting in
January of 2019 but what we know is that
give us qualitative and quantitative
results tell us some test results and we
can base our decision on what our doctor
might share based on test results and so
this is how we are moving forward with
putting together our integrated
campaigns and I truly when I say
integrated that's what this slide is
represented representing you know we are
combining partnerships with paid digital
recruitment events student organizations
micro influencers public relations and
awareness events to build our campaigns
now based on that the one thing that
makes us unique and I we did hear from
Cindy a lot about using your you know
your patience and your marketing our
content our patients who are searching
and have the likelihood of dying our
donors who have stepped up and made the
donation and have actually made this
super hero experience happen and our
transplant recipients who now are on the
other side of their illness and can talk
about it
that's our content that's what we use
there's nothing else there's nothing
else that we need to say so I'm going to
share a story about Camille and how
we're taking it into a particular
college demographic
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sorry
every time I see one of our stories I
start crying and I've seen it all the
time so I know I know I am sorry about
that
I know actually Steve said if you make a
Manhattan I cry then I've done my job
I'm like all right I'll try to do that
Steve is that right Manhattanite yeah
thank you okay and I used to live here
but I have forgotten all right so here's
just kind of a high level of how we
created the foundation for our HBCU
campaign and for those of you who may
not be familiar with what an HBCUs is
it's a historically black college and
university and there are hundreds of
HBCUs or maybe I'm sorry maybe about a
hundred I right now I can't it doesn't
come to me but there are many many HBCUs
across the country and we again we
started last fall with focus groups and
we went on into the spring to do some
test piloting on some campuses and now
we are in full swing so be present be a
part of the community provide education
one of the things that we learned last
year is was that most by the way our
target audience our registry is
comprised of donors from the ages of 18
to 61 okay our target audience is 8
primarily 18 to 34 not to say that we
don't welcome people who are interested
in being on the registry who whose skew
older than that but due to medical and
tent you know reasons and just how cells
can support you know 100% recovery the
18 to 34 target audience is really key
for us so therefore the college campuses
are even that much more important
because the you know the 18 to 24 age
group is really imperative for us to
educate and get on our registry so one
of the things that we learned was that
you know don't give us FAQ
our mom and our dad want faq is its myth
and facts and so it sounds really funny
but we've been starting to instill a lot
of creative components around myths and
facts and it's it's helping it's
supporting what they want to hear and
how they want to hear it video is always
the most preferred way which is what we
are doing our world is video and be
relevant digital platforms that they
follow
we know depending on your ethnic
background and where you live and what
kind of college campus it may be if it's
an HBCU or a haku school which is the
Hispanic version of HBCUs they all have
different levels of social media
platforms that they that they visit and
utilize so we're learning that as we go
right now
and then influencers this is key in
terms of finding the right people who
can help us share our story so story
content this is King we have this is
just a very small example I mean Brandon
Lauren they're both incredible people
their stories are amazing they've
donated we have fantastic content that I
will wanted to share but Steve said you
got to keep it short so I would be happy
to share it at some point if I send it
out to all of you but just amazing
stories they travel with us I actually
Lauren was just hired to be an intern
we actually just created an internship
program with our HBCUs we have we've
hired six interns to be our influencers
and our advocates on campuses we just
did our training last last Tuesday night
and they are staff members and they're
ready to go and they really have our
mission at heart and then Sheldon and
Camille you just saw Camille I mean
Sheldon's been I've been searching for
five years he was on Good Morning
America with us he was just in our
office we did an Instagram story with
him live it was amazing you know
myths and facts again I that we've
created an a PSA about just the
disparity of what's you know the reality
of the disparity of our red
so content is king so again I'm not
gonna go through all of it but I'm
really trying to emphasize to you what
it takes to build a very effective and
grassroots campaign with your components
of earned owned and paid media we have
grown from I've been with me the match
for about two years now about a year and
a half ago we had one PR person and now
we have a team of five half PR medium PR
the other half social media and then we
have consistently two interns on each
side of the house that we rotate usually
every six months so we have fresh people
coming in off of school or during
there's college program that bring us
amazing ideas there they're conducting
social listening we have out we charge
them with community management which is
a huge part of our our strategy because
you have to really be listening to
what's being said about donation process
some of the myths and facts so that we
can respond effectively or we let the
talk go on social media is a huge part
of our our growth strategy and our
effectiveness organically so getting
back to earned you know I talked a
little bit about you know the fact that
once we have a have somebody a story
whether it's Sheldon or its Camille
that's what we do is we push it out and
we create relationships with various
on-campus outlets creating desk-side
interviews because what happens is it
catches like it catches on fire you know
and then that earned media just starts
to evolve we develop relationship with
micro influencers whether they're
football players we have a gentleman by
the name of Derek McCartney who is out
in Colorado we shared his story last
year it took off with ESPN and we're
actually going to bringing him back this
Saturday night to share his story again
so he is a micro influencer he's he
donated
he is somebody that is in his community
in football and has an amazing story and
then partnerships we we have we reached
out and we talked to various professors
various student groups and we try to
influence the class curriculum we plan
on doing this even more so as we evolve
our strategy on college campuses as well
as at the high school level when it
comes to our own strategies as I
mentioned to you our social media our
organic social is something that we're
constantly we're watching it where we
have you know like daily stand-ups what
we're talking about what's going on with
social if something popped at nine
o'clock the night before we're all over
it to figure out if we should engage
some paid around the social shareable a
photo opportunities are huge we do a ton
around snapchat filters in localized
communities when we're doing events
football games I can't say enough about
the ways in which you know digital
photographs are shared and that alone
creates a buzz and the ability to grow
your brand and grow your story
constituent emails we do a lot with lead
nurture a males we have a team I know
that there's been a lot of reference
around the journey of you know a
consumer journey mapping is something
that we're evolving in terms of when
somebody comes in and then how we
continue to nurture them and then we
always are consistent about creating web
properties so that people can see a
story and then go to our website to
understand anything that they want to
learn about our efforts so again here
are some other elements compared to the
owned site I'm going to kind of bus
through this because I know I'm gonna be
running out of time soon which I have so
much to share and so I tried to really
be very careful about not not having too
much on here but this is a really
crucial part of our strategy and what
has worked our digital media efforts
with various social platforms through
the help of some of our paid media
friends at cicerone has evolved a lot of
our stories many many story
I mean I want to say 25 stories over the
last year into actual registrations of
donors who see our consistency in the
way that we're marketing our efforts and
decide yes I'm going to register and our
numbers have gone from I would say
roughly you know four to five hundred
registrations a day this time last year
to roughly 1500 a day give or take and a
lot of it is due to the paid strategies
that we have and the out-of-home you
know we know that we know that the
between the digital media and
out-of-home that this is where a lot of
our our target audiences live and our
and and that's how we reach them and so
we're doing more in the out-of-home
we're starting to than we ever have I
know it sounds kind of like old school
but when you when you have an integrated
integrated campaign you really need to
understand how to how to be localized as
well as you know digitally world world
wide web so and then again the paid
partnerships I'm not going to go as much
into that right now just because I want
to continue here's an example of what we
want to evolve our branding with some
activation components just to make it a
really awesome experience whether we
have live music we have a lot of our
metrics our branding and so forth we're
evolving and what we look like on campus
this is an example again more of just
how we can use some digital media
components and invent active activation
and combine it into our social media
campaigns again more out of home and
then some of our partnerships the the
bullets that are bold our partnerships
were actually working in terms of
getting to know executives or just even
people that we we know because we have
relationships to figure out what's the
best way to work with becoming a part of
their community and in green are our
efforts with them and then moving into
local markets this is where we are
evolving mainly our Hispanic efforts
right now we're targeting these five
markets and we are doing a lot of in
graded marketing around activations and
events and again just like I showed you
with that the first kind of integrated
picture this is how we look at an
education and registration event in a
particular market and with that I'm
going to share a story that we are now
making national I guess but this is
Sofia and I'll just go ahead and
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[Applause]
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so Sofia's legacy lives on her dad is a
huge huge advocate and works with us
immensely on interviews and we have
pushed her story out tremendously
through the help of our owned and our
paid channels and you can just see here
some of our in the most recent months
we've had you know some amazing results
through Facebook and Instagram with our
video and as you can see registration
clicks on Facebook 920 engagements
15,000 the metrics just really speak to
themself and then most recently when I
just did a little check before I came
here we've been able to find over 19,000
new donors and what's so amazing about
it is that her story is really helping
our diversity increase you know I mean
traditionally right now our numbers have
been around 25% through our online
channels and the the out of the 19,000
we're seeing a much higher number there
and our goal for next year is to hit
40,000 so we're really excited about
what what's been happening using such a
sad story and then just a couple of
other partners that we're talking to are
we actually working with Univision and
media planet we are in Chicago LA as I
mentioned doing a lot of local market
work we have some DJs and influencers
that we're working with they that are
paid we try to find Thai people who have
have close connections and ties but
sometimes it's not always the case so we
are figuring out if this is going to
work to be authentic and some of our
creative and then we've just been
working actually LULAC we've been the
League of United Latin American citizens
I've attended a conference that they
hosted this summer we were just at an
event in LA with them so again we're
getting ingrained in the Hispanic
community in an meeting meeting
Hispanics where they are and then these
will be others that were looking to
consider and this is just an example of
our booth where we did a lot of you know
we tried to do so
by you know just kind of cross marketing
and and trying to you know just become a
little bit more ingrained by not and
we're not trying to like put everything
in Spanish because that's not who we are
either but we're trying to meet meet
Hispanics where they are and also you
know be who we are so it's kind of a
combination so to sum it all up you know
lining and focus and and charting your
course you know figure out you through
your focus group findings target your
plan on the the audience that you're
looking to define determine the location
and the opportunities to figure out
where you want to be you need to engage
consumers with relevant content and in a
series of targeted media solutions it's
not just one it's an integrated effort
investment plan around digital and video
targeted content influencer can't speak
enough how key that is through Facebook
Instagram a partner like Univision
create memorable events and interactive
experiences and and build grassroots
around realistic goals and expectations
I'm telling you this is not easy we are
not seeing thousands and thousands of
people on college campuses registering
you know all at once it's a it's a slow
slow drip process it's getting ingrained
with their community and and just hiring
interns and becoming a part of what's
going on and with that thank you any
question maybe
thanks very much yeah Jaime are you
doing any attribution modeling since
you're doing such a multi-channel effort
are you are you to the point yet where
you're able to at least be able to
attribute some of this to particular
channels absolutely we have we conceal
you know all on the back end of all of
our video content posts through social
and our paid efforts absolutely we we
can track through what we call UTM codes
promo codes everything down to a
particular event or what we call a live
drive in our field we have about a
hundred plus people who actually work in
the field and conduct events every day
so yes when it comes to that broad
funnel that you know when you're when
you're building a brand and you're
trying to reach the masses it's a little
bit harder to to create that attribution
you know number and but we we continue
to talk about it and try to figure out
how we get there and we will finish the
social influencer piece in-house we do
we we are social team is very much I
actually when I work with that team I at
our gala I'll buy a table and I'll say
you go into New York and you invite and
what youtube influencer you invite any
influencer that will listen to you and
might have a close tie to our mission
and they've been our team's been doing
that and it's working and we've had some
amazing campaigns go viral with our
influencers I wish I could I've had more
time because there are some amazing
results we've had with some of our our
influencers so yes Amy thanks very much
yes thank you
and believe me Amy went easy on you
because I've seen the other creative and
you wouldn't you would spent the
afternoon crime so we want to is social
media the the greatest boon to media
person-to-person communication brand
communication and democracy or isn't the
worst thing that's happened in the last
20 years to it the answer is yes to both
and that's of course the struggle that
every brand has on on social media
channels is how to navigate the
incredible shawls and treacherous rocks
that are there for any brand gaining to
try to leverage that channel to talk
directly at consumers
and at the same time now one of the most
powerful ways to communicate and to
network good content how it really can
be used positively to get a sense of and
then how how all of this works with
in the traditional media buying and
planning and brand strategy that every
brand brings to this to take the lead on
this pattern we have an old friend of
media posts Andrew Eklund who is one of
the founders of Cicerone how many years
ago did you found Cicero
23 years ago a digital focused agency
one of the earliest he's been worked
with a number of brands including Be The
Match as well as the children's
children's of hospital of Minnesota
please welcome Andrew Eklund thank you
Steve
thank everybody Thank You panel this is
gonna be fun
I laugh sometimes I think Steve I think
it was in Pinehurst you called me the
grandfather of the internet and the head
turned 50 until the next month you
a-hole anyways so really happy to be
here and you know this is also
interesting because to talk about social
media in 2018 is we are now clearly in a
mature market for for social I think
I've been hearing it all day that this
is this is really the cornerstone of
many of your activities just to put some
perspective on that I got my career
started in the early 90s in what I would
think of as maybe the original social
network maybe number two but in America
online so don't laugh we still use those
disks as coasters right that they used
to send out but we were doing social
networking all the way back then but
then all of a sudden what 2006-2007
Facebook sort of comes out from under
the college dorm rooms and takes over
the world and now all of a sudden we
find ourselves really at the at the
precipice or at the the nexus point
really of how we use these networks to
build brands and so I have three great
panelists here with me to to really dig
deep on this and why don't we just go
down and introduce ourselves sure hi
everybody I'm catering gene director of
client services at situation hi I'm Gary
Kaiba and I'm an attorney with a law
firm in New York Davis in Gilbert
practicing a lot in the areas of digital
media and marketing and privacy hello
I'm Susan Waldman I'm chief marketing
commune
occations officer for meals-on-wheels
America so in football disclosure
situation and and meals-on-wheels work
together so this is you know you'll
you'll see a lot of familiarity there so
I think that's wonderful and Gary is the
other than my wife the only other
attorney in the world that I like so no
yeah we're friends on MySpace right
still yeah just the two of us were the
last ones left what I would like to do
I'd like to start with Susan if you will
because your story I think of how you're
doing what you're doing probably
followed then with with catch one would
be would be great I think it's great
fodder for for this conversation I
presume you're talking about the story
about how we went from using social as a
for one or two purposes that we had a
cross the organization to how it blew up
into one of the major things we're doing
as an organization it was funny because
it was a year ago March it's what we
call our version of March Madness and we
had just a couple of people my
department and I had just sat through a
webinar on crisis management and laughed
when they said everybody should have
some kind of a strategy for what if
Donald Trump attacks your company which
we thought was kind of funny at the time
when we heard it it was it wasn't long
though before we we had our social media
was primarily used we were really sleepy
about it we picked it up a lot when we
put it into the marketplace a campaign
with the Ad Council to recruit
volunteers and we started to make a lot
of good headway in recruiting volunteers
we needed a younger generation of
volunteers and we were plotting along in
a really nice pace and very happy with
what was happening until the president's
new budget was announced last a year ago
last March that threatened to cut some
community block grants that that
included funding for Meals on Wheels
programs which was picked up very early
in the morning that day by the New York
Times before it was actually what with
the information that was leaked the
night before
and out of nowhere our phone started
ringing off the hook so things went
crazy
we turned half the organization into a
PR response team put them in a in a war
room conference room and an actually
called situation and said help because
we went from having just as I said kind
of little sleepy growing activity to we
were being bombarded with messages that
were coming to us most of them were in
defense of us almost all I'd actually
don't remember seen any that weren't but
it took us from being kind of slow and
sleepy to really needing to to up our
game and take control of what was going
on because a lot of what was being said
wasn't true so that was pretty much what
threw us in there and got us started
into what became a couple of weeks of
very long hours and I think we turned
all of situation into a meals-on-wheels
response team for that and then since
then have really explained and been
expanded how we're using it and gotten a
lot more strategic with it it would
trial by fire definitely would you if
you were to go back in time are you glad
that it happened yes so what you wished
what you wish wouldn't happen you wish
would happen again so I would love to
hear from from cater in terms of what
did that war room look like and how were
you governed in terms of responding yeah
so it looked like me getting an email at
7:30 in the morning that's like hey
meals long meals is mentioned in this
article you might want to read it and I
was like cool oh so yeah so we sort of
got in there and we had won one of our
community engagement managers at time to
meals I was at that time and so he was
always you know talking to people and he
also saw it right away in the morning
his name is David he's lovely
and he was just like what do we do and I
was like guys it's totally fine we got
this because we had this document that
we call the rules of engagement which is
basically before this had happened we
had established who we're gonna talk to
what we're gonna say and what we're also
basically what we're gonna ignore and so
by sort of looking back at where we had
already established
these rules of engagement we were able
to say like okay this fits into this
bucket there so we know how we're gonna
respond and the way that we set up those
rules of engagement which we do for all
of people that we work with but you know
went through the process with Susan and
her team and it kind of boils down to
asking yourself three questions which is
you know who are you always who are you
sometimes and who are you never on
social so as a brand how are you gonna
interact who you're gonna interact with
who are you gonna what are you going to
amplify what are you gonna ignore and
then when there's misinformation how are
you gonna try to correct that if you are
so those kinds of questions and stuff so
we already had that a little bit set up
what Susan is talking about the American
let's do lunch campaign is a volunteer
campaign to drive more volunteer signup
so we sort of had to look at it really
quickly and be like okay we're not
talking about volunteers anymore we're
talking about this now so what's the
factual information that we need from
Susan's team so we got all of our facts
sort of ready to go and then it just
ended up being like tweeting for you
know like three days straight pretty
much but then we sort of like after came
out of the from all the fog of that so
that was March 15th so think about it
like March than anybody remembers it so
like three days later we were like okay
now what do we do with this our Twitter
you know following has increased by like
a thousand percent and that's not an
exaggeration it was really a lot like
that a lot of people were asking how can
I get involved what do i do how can I
give money so those are all the kinds of
questions that we were directing
everybody to and like had all the
resources for everyone and so we sort of
said okay now we have we got this burst
of attention we got through it now what
do we do with these people and so that's
sort of what Susan was talking about how
now since then we've been expanding the
social media strategy and looking ahead
at the end of last year and then all
through this year 2018 we've been
working on boosting all like basically
digital across the whole organization
was social like really a that sent her
point of like everything that we're
thinking about and that community that
was so long we gauge in a moment I want
to come back to how you've used that
sort of boost to a whole new platform as
a launch as a launching pad for maybe a
renewed look at how social is gonna play
in this because all of a sudden it
played itself out in real time before I
get to that Gary I'm sure you've seen
lots of clients who have maybe
experienced something like this it could
be some negative possibility or negative
publicity
could be positive publicity can you name
any just at the top of your head of
where are the snakes and alligators word
of the body spirit where this could
really where brands maybe didn't quite
play it the way they should have or it
sounds like they did a good job on this
you know what are some of the cautions
that you might give to your agency
clients that's a good question in this
situation this was more of a political
PR issue and so there you can be
reasonably comfortable in terms of what
you're saying where I see companies have
problems where there's potential legal
exposure maybe there has been a security
incident or there's a problem with a
product or service and the first
response is I just want to go on social
media explain myself say what's
happening and get to be concerned you
know am i exposing my company to
liability by being too forthright you
know there's always a benefit that being
forthright for publicity purposes but if
you're admitting that maybe your company
had a problem or you know maybe there
was information that was exposed then
you want to speak with your counsel and
find the balance between what the
marketing people want to say and what
legal counsel is telling you you should
say and just you know in general with
social media with pharma there's there's
a lot of regulation and so people are
very careful about what they say
there's a lot of regulation from the FDA
about pharmaceutical and prescription
drug advertising and what you can say
about a product or service it's got to
be very careful about what you say
online because if it doesn't line up
completely with what you're permitted to
say by the FDA or maybe you're not
following the FDA procedures then you
could expose yourself and actually
create a problem one example where you
can create a big problem is say you have
you know a product which is authorized
by the FDA to treat you know you know
symptom a but you're not allowed to talk
about it treating symptoms or disease B
because that's not what you're approved
by the FDA for and you post on social
media and a user says yeah I took the
drug instead of just dealing with issue
a it took care of issue B they need to
be very careful you don't want to click
like on that you don't want to repost
that
because now is the company adopting that
statement which is probably a statement
that can't be supported with science so
there's a it's be very careful about how
you're interacting with people not that
you can't do it but just think about how
you're interacting with someone and are
you you know overtly or or making an
implied statement that could come back
and be a problem because I happen to
know that lawyers don't necessarily like
to move fast are you ever on the phone
like getting on the Batphone like during
one of these crisis and have to sort of
respond quickly or remind them what the
rules are or whatever but not at the
same time to a point where you just
throw cold water on it because there's
like you just said you just built a
whole new platform is there a certain
level of risk that's available or
because you don't want to miss out on
these opportunities is catching
lightning in a bottle yeah well is your
heard from Susan and Kate Hren you know
talking about the War Room and the rules
of engagement that applies and some
legal is involved in that we've been
involved with clients they're gonna be
involved and maybe a live tweeting of it
mhm and they want to talk to you what
are our rules of engagement for this
because we can't run every statement by
counsel you know as much as you know
lawyers would love to have every tweet
you know run by them we can't do that so
we need to know what are the general
rules of engagement you said about $7.35
per tweet is that what the radio we have
a special this week twenty nine ninety
five per tweet okay that's great
Susan tell me a little bit about the
befores and afters because now you've
had this that was 2016 is that correct
seventeen seventeen so a year now a year
in some months did that sort of prove to
you that one of this the social
platforms were you know a became more
important it became a different part of
your mix as you think about going to
market because of that and how things
changed going back a little bit before
that happened several years before that
we as an organization couldn't find come
up with enough content to feed our
social channels if we wanted to we were
working really really hard to put
something out
I will tell you now we are fighting off
departments right so across the
organization and luckily we've got a
centralized system across the
organization I think everybody's seen
different ways to use it it was
interesting when you refer to social as
a mature Channel which I guess it is but
it feels like it's changing all the time
and some of that is because every time
you say something you're talking for a
different audience a different reason a
different way of approaching it you
can't and you can't segment your
audiences you're talking right when you
buy you can't but otherwise we're
talking to the same people we're having
sending all different kinds of messages
so it it's a lot of work to integrate it
through and when we came through that
our March Madness we were very limited
or a very careful about what we could
say from an advocacy standpoint so we
didn't have our lawyer in the room but
our head of advocacy never left that
room because we we had to be so careful
and in some cases you don't and some you
do and it just always seems very
different but we were able to jump on
that it was I mean it was a real threat
and the statement that was made by Mick
Mulvaney on public television his
programs like meals and will sound good
but there's no ROI they're not returning
anything of any value which was the
statement and we have lots of research
that backs that up so we were pulling
all that together but then we rode it
quickly and it was a it was a quick move
into an advocacy advocacy campaign which
we had never done before so our pro bono
ad agency anomaly jumped in situation
jumped in and we pulled together an
advocacy campaign that generated
response or part proactive outreach to
what turned out to be 99% of Congress
people and resulted in one of the
largest increases and meals-on-wheels
budgets that has ever happened since the
beginning of meals on wheels
but largely because we fought it so hard
and in it it it's a lot of work and you
have to be ready to ride it our initial
response was let's do it a fundraising
campaign we couldn't react quickly
enough her fundraising campaign with our
network so we had to move it to an
advocacy campaign but but did it with a
lot of long hours at this point in time
we're now sophisticated enough to have
with with situations help we and a lot
of input from across the organization
we're prioritizing all of our our
messages out to social media so we've
got how are we going to use them and
what what types of messages are
supported are they supporting it what
frequency so that over the course of a
day a week a month or a year we're
making sure that we're we're reaching
our goals but always remaining open to
to flex with it when we need to when
something happens so on this advocacy
campaign I always have to remind myself
that advocacy for many of us is advocacy
towards Congress or Washington not
social advocacy that we might think of
advocates and influencers we're in DC so
we you have to remind us that to
everybody remind myself all the time I'm
curious about the how did you or how do
you in general now I think we can get
off the case study for a moment but how
do you resist the temptation to and this
goes for some of maybe your other
clients as well and Gary what you've
seen how do you resist the temptation to
have to respond to every negative
comment how do you compartmentalize and
measure whether it's coming from
somebody sitting in their mom's basement
late at night or you know or somebody
who's truly has influence especially if
that message comes down from someone in
your senior leadership team who says I
saw this last night what's our response
gonna be I want to get back a little bit
to this governance and so how are you
measuring sentiment how do you decide
when is it okay when should we respond
and when should we just let that short
attention span of social letters let it
die out and bury itself and if you want
to talk also as well about other other
clients you've done that for yeah I can
speak to that a little bit and part of
it again goes back to that rules of
engagement like you just can let it go
the other thing I think is that if
you're really nurturing this community
and engaging with people they will do it
for you so you don't actually have to
say anything as the brand and that's I
think a true like great when you when
you have when you're facilitating and
talking to a community that does that
you know you're doing it right because
they're like we work with like a lot of
shows too so just take it out of this
context first a while but like somebody
might comment like oh that Broadway show
that I saw was the worst and then like
immediately I following it you know 20
people will be like you're wrong go away
so it's like great you don't have to
actually say it as the brand because
you're gonna having other people do it I
think in the in the case of the boss
saying like I saw this you know tweet
what are we gonna say back to them
hopefully you've been having
conversations with them about why maybe
you should just ignore the trolls but if
not I mean then I think it's a moment to
sort of say look it okay like what would
you like to say back to them like why do
we think it's important to respond to
this how are we going to and also if you
really make me post that like this is
gonna then be a conversation so maybe we
should not do that but I think it's
important to hear people out and why
they want to respond and how would we
respond like let's talk it through and
we do that a lot like how are we gonna
handle the situation are we going to
respond because it's not just a yes/no
it so what would we do okay and then and
then and in the end I would say most of
the time it ends up being like we don't
have to do that
but it's good that we had this
conversation so that we know for next
time and of course there's a very fine
line these days between a troll and a
very influential politician so I would
say I mean you also look at whether it's
a positive statement or a negative
statement and that can trigger a legal
obligation
you know if it's again my example
earlier if it's a positive statement you
know this drug had this great effect on
me for this off-label use well then you
got to be careful you don't want to jump
in and say that's awesome I'm so glad
that worked for you because if that's
not what the the drug is approved for
then you have a problem the reverse
there's something that the FDA has which
is called adverse event reporting and
that's what scared off most
pharmaceuticals from social media in the
early days and basically means that if a
consumer gives you notice that they had
some adverse effect from the medication
you have to tell the FDA so somebody's
on Facebook and they're on your page and
they post you know I took your you know
cold medication and my hair fell out you
know you've got a now you've of an
affirmative obligation to go and tell
the FDA about on Facebook it was on your
page on your page yes which is why
initially a lot of brands were afraid to
go online because like I don't want to
know all this stuff you know someone
sends me a letter
and they tell me about these bad things
I'll go and tell the FDA now I've got
all these you know comments and tweets
and posts and the FDA has given a little
bit of guidance but not great guidance
because you know if you have a page and
you get you know ten thousand comments
you know a week how can you go through
all them and analyze them and the FDA is
indicating that the real-time nature of
it there's not an obligation but if you
see it and again that danger you you
clicked you know
oh I'm sorry or you know you clicked
like into the sad face or something like
that you know you wouldn't good like you
know but it's like the bad face you know
now you know about it and you actually
then have a legal obligation to go and
tell your regulators Susan on the
meals-on-wheels side of it you had
mentioned on our call that you know you
might get some sort of customer service
complaints like mom didn't like her meal
today or whatever and do you have to
develop an engagement policy around what
might seem like the most mundane we're
we're I think extremely fortunate and
that we don't get a lot of negative but
if we do it's usually that the meals are
not good don't like the meals and
honestly I'm not sure what it is what
our reasons what our response is to that
but they're they're very few and far
between and if we see them we'll pass
them on to the local program if we see
there's really an issue and I mean if I
made a comment earlier about it it's
really about engagement with the
audience so even though there's some
exposure or risk in some ways to do it
the whole idea of it is this gives you a
media where you can engage with your
audiences you can develop continued
relationships that you have with them so
we try to handle what we can in as good
a way as we can and only ignore it if it
really seems like it's kind of gonna
cause a problem to do so I'd like to
let's turn this back to the positive
because I just I really think this is a
very positive part of brand-building
tell me a little bit about how you are
discovering your own brand stories
through the interactions that are coming
from your fans in the community and how
have you used those in
sites whether it's to leverage them to
other campaigns or to we just talked
about it out here just it's almost like
a live it's like live market research to
inform the language you might use in the
campaign or the creative you might use
or do you use what you see in the public
and ask for permission to reuse that the
way you know amy has or whatever and be
the match curious about that yeah there
are times we do that and our engagement
is never it's always part of a kind of a
multi-dimensional look at what we're
putting out there right so everything we
do has to first walk beyond brand it's
got to be brand personality it's got to
be brand voice it's got to be consistent
with the major brand messages that we're
trying to get across in our case
everything we do has to be focused on
it's it's more than a meal everybody
knows the meal part what they don't know
is that somebody's actually coming
talking to somebody knocking on the door
giving them some socialization of the
day and that's the piece that has to be
central to what we're doing so those
things inform all the decisions we make
so those are the kinds of stories we're
looking for those are the kinds of
things that we're focusing on and the
kinds of messages we put out we do
sometimes will repost retweets something
if we see it we get a lot of our our
content from our local members so
there's a thousand member programs for
meals and was America they're all local
community programs so we actually work
with them
primarily to get the content we either
go directly and do what we're doing or
or work with them and don't do as much
reaching out to people who are who are
conversing with us for their stories so
Carrie can you give us a little bit of
the playbook about what a brand needs to
do from a checklist a legal checklist
compliance checklist if let's just say
an amazing story is captured via a cell
phone by one of Susan's customers and
it's a delivery and they captured it and
the the customer out of do you call them
customers or I guess clients clients
clients just has a smile on their face
because they've had this wonderful
socialization for the day
and it's just captured beautifully yep
herky-jerky
cellphone no big deal and they say boy
we couldn't even we there was no way we
could film that level of authenticity
we couldn't hire actors to do it it's
just that right there what do they need
to do to potentially use that still
excuse me use that story and either
amplify it or use it in a paid media
post right and and when we say ad you
need to realize that you know even for a
not-for-profit for any organization when
you're you know reposting content and
putting it out there it's an ad so it's
not like in your personal life where you
see something interesting that a friend
posted and you want to take it and do it
up else or for your personal use
everything you're doing is commercial so
when you're doing it with commercially
analyzed who had the right to use this
information and what normally you know
and Sue's was indicating that you might
get the right you know for someone to
use their story and post it when you're
on one platform say you someone tweeted
you know at the organization and said
something positive retweeting within the
same platform and keeping the content
there probably you know that that's fine
that's okay very low risk yes someone
could make a technical legal claim but
really never happens but the more likely
thing is someone post something you say
that's great
I want to grab that content I want to
put it on my web site I want to show
stories of people engaging with us and
having a good experience for those you
need to get a release from the
individuals and done to be a very
formalistic you know document could be
very simple release you could direct
message them get them to acknowledge
release but there's a thing called right
of publicity and you can't take
someone's image in their likeness to use
it for a commercial purpose which any of
these ads would be a commercial purpose
without their permission
so a release will cover you for to
amplify that I suppose there's some sort
of crazier risk that you need want to do
a background check on that person that
they're you know a member of some crazy
fringe group or something like that but
I suppose that's just part of the risks
along with well that's the story you
know their background and everything
else we're not gonna mess with that but
that might be one of those things or
keep people away but at the same time
it's like we don't want to lose the
story yeah if it's going to
be something you put on your website you
have you know a hundred different
interesting stories probably no one's
gonna go to that level but if you want
to put it on a billboard in Times Square
someone's gonna do this story and
there's a lot of little wrinkles here
and I talked about maybe you know the
volunteer maybe took a photo on their
phone of the client you know being happy
well you actually have two issues there
you have the release from the client
who's in the photo and actually the
volunteer who took the picture actually
technically owns the copyright in that
photo so you actually have multiple
parties involved there so there is a
process of clearing things here and if
you're on the platform you're just doing
a quick retweet probably not a big issue
but if you're gonna take things pull it
out develop you know a portfolio use it
off platform then you got to consider
these rights do you have some examples
of where you've you've been you and your
creative team have been inspired perhaps
by something you've seen that's happened
organically you've decided to use that
as sort of a kernel of a almost like a
live creative brief to say let's build
on that or put some paid behind it yeah
absolutely I think one of the things
that we always like tracking sentiment
and reporting and stuff like that and
you're seeing what kind of content your
your audience is naturally responding to
so one of the things that we do is we
you know we put stuff out there see how
people respond what are they coming back
with and then we'll actually develop
more content streams or buckets or
whatever jargon you want to call it and
that double down on what people actually
want so I think it's not only the
interaction but then yeah what people
are sharing with us in the case of
meals-on-wheels I mean we try to get a
lot of some some of the glocal programs
like susan is saying like are very
active on social so we'll even sometimes
go check out like what are they doing
today and how hours how's it going out
in San Francisco and like that kind of
stuff and see what their campaigns are
about and so those kind of live brief
situations definitely come up and we're
like oh let's like amplify them and help
them tell this story and just like what
build out that that content stream that
we have for this I think the other thing
that is like maybe the mother like live
is brief is the hashtags right so like
your fans all start using a certain
hashtag and you're like wait they're
talking about us or like they made a
cool pun or like whatever like let's you
know sort of like off you
our staff of approval on that by using
it ourselves and then again that like
facilitates the engagement and the
building of the community because you're
taking something that they made but also
of course giving credit and everyone
wants to be credited for their smart
funny idea and socials so definitely do
that but yeah I think those moments to
happen and they can go by really fast
and I think part of that the role of the
community manager is not to be
diminished I think that person who
really knows your community and is
interacting with those people and having
those conversations day after day after
day is the best person to know when that
moment is happening and they can sort of
help you pinpoint oh this is the thing
that we should amplify and jump on
because I can I'm seeing it you know
take off really fast or this is good I
know that they're gonna respond really
well to this so the interaction between
like their brand manager whoever is on
your marketing team and that person
who's actually doing the community
engagement I think it's also really
important part of that that ecosystem
yeah and actually angel I'll jump in you
know we're talking about grabbing
interesting stories grab an interesting
content there's a flipside invite the
public to come and give their stories
that makes it a lot easier then in terms
of getting them so you'll set up a
portal encourage them to to post it to
your page and get them to interact with
you and bring the stories to you and
that makes it a lot easier to manage
that and they indicate that at all sorry
include that checkmark that says like I
you can use this I've agreed to these
terms and conditions you know then in
terms of the social media monitoring yet
you do want to you know maybe do you
know filtering you know and and
searching what's there you know again
you don't want someone to be uploading
things that are offensive or you know
just wrong about your brand and if you
control the platform you might be taking
out things that are negative you don't
want to skew it in such a way that
you've implied that this is a collection
of all the honest stories that we
receive out there and then you pull out
the bad ones you highlight the good ones
and you almost then turn it into a
little ad for yourself it's not actually
reflective of your product or service so
again there are some guidelines and
rules of the road to do that correctly
but in general a lot easier if you have
the public come in and offer up the
stories themselves so one of the
complexities that we've run into and I'm
curious in your case as well Susan we
certainly run into it would be the
matches there's almost a
multi-generational
lines in the sand if you will across
these social networks so unlike MySpace
which everybody loved and everybody was
on Gary you know Facebook tends to skew
now older my my kids I have a 21 year
old and an 18 year old they 21 hate to
know that I just called him a kid you
know they don't go on Facebook right
they're on Instagram in one area and
then snapchat for everything else
Facebook's is for grandparents now
parents and grandparents so a lot of
your stories are probably told in
facebook but could get amplified by
children and grandchildren and maybe the
general public in these other channels
what do you do to try and align internal
sort of social literacy social network
literacy across staff to staff this and
and I'm sure you lean probably quite
heavily on situation as well yeah and we
volunteer recruitment has been our major
push on social media for the last
several years that's been the major area
and we actually have two different
audiences we've got the 55 Plus and then
we've got the 18 to 25 or something for
a good reason that's a tough split
audience the fact that the platform's
naturally skew that way makes it a
little bit easier for us to target our
messages a little bit little bit
differently and to language them
differently to some degree from platform
to platform but it needs means we need
them all right we need we need to be out
there because older people have time on
their hands to volunteer and we need
younger people to do it so we because
there aren't enough older people to do
it so so we're kind of working with that
every day and we're much stronger on
Facebook and Twitter we're trying to
build up more on Instagram and mostly
just being aware I think that that's
that that's the situation and then who
we're talking to through each of the
platforms and just tweaking from one
platform to the other we usually the
same messages across the platforms but
we might tweak the way we react
go about them so the campaign's
themselves or the KPIs that you're
trying to measure against volunteerism
advocacy customer acquisition you know
that may you might use a completely
different social network with a
completely different content plan
depending upon what it is that you're
that you're going after you can't have a
one-size-fits-all yeah we don't separate
it that much so we're we're and we're
still learning what and as I said we
keep increasing the number of messages
that we're using on social so we're
learning and we're tweaking it and we're
kind of meandering but we at this point
are not there's not that much of a
designation for platform the platform
for us we're really across the board
most of our messages very few of our
messages are meant toward one specific
narrow audience slice of audience we
don't do client recruitment or that
would be that would be a very specific
you had to be a senior but we don't do
to client recruitment on social so the
other things we want people to do really
spends across the age groups or we want
it to span across the age groups and you
have influencer as well right you have
the children of your clients the support
people of your clients who may actually
be like the influencer absolutely they
may not be actively pursuing
meals-on-wheels themselves your clients
it's a support person most of the
conversation you hear is my mother this
my aunt that my grandmother this that's
most of the conversation that you hear
yeah and they're an extremely important
group for us right
so that's who we're talking to more
specifically wonderful Steve do we need
to go to questions yeah let's see if the
social topic has to have questions then
we've got a lawyer here who's giving
free advice for the next ten minutes
advice the next 15 minutes right
I'll throw it a piece of free advice
while you're thinking about this in
addition you'll always need to think
about the platform's policies and their
rules they all have different policies
they change all the time which is very
challenging so if you're thinking about
doing some campaign - for contributions
to raise money or do with sweepstakes or
do something to engage with the with
your followers you need to think about
the platform's guidelines because you
don't want to spend a lot of time and
effort to create a fantastic campaign
you put it up in the platform and then
the platform takes it down so another
piece of free advice to take home with
you so I've got a question for the
audience I want to turn it on to you for
a second I wrote this down earlier and I
realized that we may not have the
answers up here you said something at
the very beginning Steve that that the
Internet is perhaps the most horrific
source of truth around medical
conditions and and dr. Google is not so
great so I am wondering from those of
you who are on the care side art are we
required by almost by a Hippocratic oath
to do no harm and to provide care and I
don't know what the Hippocratic oath is
other than the term are we obligated as
care providers to participate in these
channels where we know misinformation is
if we know we have the information that
could set the record straight in a
truthful and fact-based way are we
obligated to participate in these social
social channels and if you have an
opinion on that I'd love to know let's
see what the audience things first
all right let's let's do let's do a vote
who says yes we are obligated to take
but to take part in these conversations
and social channels yeah and so if we
say does that mean the rest of you don't
I think it's interesting because I think
what we're saying is then the community
is is allowed and therefore our
Hippocratic oath to to do no harm to
care for people is only within the exam
rooms or the surgical rooms or whatever
else but it does not train
late and I'm not saying these district
from a legal standpoint maybe I am it is
I mean and this is one of the questions
the industry has been begging the FDA
for guidance you know what's my
obligation you know if I have a Facebook
page or I have a blog and there's all
these comments and half of them are
wrong what's my obligation to post you
know correcting information to scan them
you know how far do I go and the
industry has been asking the FDA for
guidance and has not gotten it the best
guidance we got was in 2014 there was
this document about post marketing
reporting about because in the old days
when you put out a commercial or a print
ad you had a simultaneously deliver that
to the FDA and so the industry was
saying well what do I do in this
real-time world do I have to submit
every post to the FDA so they have it
which will be a nightmare and the
industry was really looking for guidance
and the process kind of stalled about
four years ago when there was one
guidance document that came out and
there's been no follow up since then so
it's still an open question I would
imagine for example if if you are a
health system and it's the flu season
and you are trying and your insurer and
you're trying to encourage all of your
members to go out and get a flu shot and
then an anti-vaxxer gets on to your page
and starts to spew on your page starts
to spew anti vaccination information
because it's on your page are you not
applicator to at least shut it down are
you it's your page so I assume you can
shut it down but are you also just
obligated at a higher level that
Hippocratic oath to respond with factual
information or is that just a brand
choice it might turn a part about you
know what are they saying are they
saying in general we don't like
vaccinations or are they saying I took
that vaccination and I got sick and I
got sick you know and that's a very
different situation so we should just
unplug it all
right any other questions Oh corner hi
my name is Kelly and I'm from influence
central so this kind of touches a bit on
what we do because my company does
influencer marketing and over the years
we've worked with a few pharmaceutical
brands who are willing to take that risk
and I've had the pleasure of doing a lot
of AE training and regulatory board
discussions and all that really fun
stuff and I think it's very interesting
to hear everyone's perspective on I
think the industry is at a little bit of
a I don't want to stay a plateau or
stalemate but there are so many risks
inherent to working with influencers
putting a personal voice on social and a
lot of the clients that we work with
sometimes we'll have discussions for a
year plus bringing a drug to market and
wanting to talk about it in a very
informative way and still engage
influencers and their consumer base on
social but there are so many guidelines
that we have to follow and when you're
talking about reporting every AEE on
every platform and the daunting task
that it is I think it also kind of
stretches that bridge on authenticity as
well because a lot of times our clients
will say we want to engage a group of
influencers to talk about this drug that
we're bringing to market the specific
uses but we want the influencers to turn
their comments off on their blog
so then how authentic is that what will
that do ultimately for engagement and if
we're saying that engagement will relate
to ROI what are these companies getting
from that in the long run so kind of
hearing everyone's take on it is is
really interesting and I think we're out
of very a weird crossroads I think in
the industry in terms of healthcare
brands coming in to market and working
with influencers in the social space so
it's kind of enlightening to hear yeah
yeah and you may know about this story
that I'll mention
there was an issue with forgive me I
don't know which Kardashian on social
media but there was a Kardashian who was
pregnant and was using a morning-after
pill or I'm sorry one morning sickness
pill and had posted about the effects of
the pill and how helpful was with
morning sickness and then got a letter
from the FDA saying that you didn't make
the required disclosures about you know
the side-effects from using this
medication and even though the
influencer is using the the this
medication you need to have these
disclosures about possible side effects
you know CRN in golf magazine you know
you have to have something to say it and
so the FDA is looking at this and
they're looking at what influencers are
doing when it when it comes to this
space not to say you can't do it you can
do it but then you know to your initial
point have guidelines and rules of the
roads that you don't get yourself in
trouble
but then if you hire Kardashian you just
go to assume the risk
I think pregnancy is a side effect of
being a condition that but sorry hi
Alexandra Gilson from CMI media I run a
lot of our paid social programs for
pharma companies get a Z here before so
a big work around a lot of pharma
companies are scared of the comments
that comes along with social advertising
so a lot of things that we've been doing
for our clients at CMA is Facebook up
the big ones let's say Facebook and
Twitter they have workarounds for that
where you can promote on those platforms
and have all comments turned off all
engagements turned off on those posts
that's a way we get our clients kind of
comfortable with the idea of being on
social media to begin with then when
they get their feet wet and they get
more comfortable with it we can turn on
those engagements again and once they're
ready to install that community
management which is a must if you're
gonna be advertising with comments on
and all that good stuff so I would say
that win-win social media flipped the
switch a few years ago from organic to
paid it was probably even though it was
gonna cost brands more money so to speak
the reach that they were getting from
organic was were false numbers anyways
and they were increasingly invisible
which is why the major networks turned
it off anyways because they're the
organic reach wasn't interesting to
their users and so the fact that they
went to a paid model really again even
though it cost a lot of money was much
more brand safe and get the brands much
more control and so I think this
conversation today it was has been a lot
about organic which i think is really
interesting and I think isn't that
profit the organic side of this is
extraordinarily important I know it is
for be the match and for community
building and boots on the ground but at
brand level you know I think 70 percent
of the money we spent last year in
digital media was in the social space
turn it on turn it off a B test the crap
out of it audience segments till you
want it till you bleed I mean it's just
like amazing amount of stuff that you
can do
in it that you never had in organic and
it feels more natural I think for
marketers and advertisers and a lot more
control so I think that is why we're
seeing where did where do you find those
of us who have been on Facebook maybe
three times this year where do we find
you you're on a trail running someplace
by on the woods we're nowhere if you're
on social channels where are you
actually spending the money I mean we
increasingly are seeing more of the
budgets still go to Facebook even though
we know that that there are there are
vast amounts of audience that are simply
being missed by that platform even
though for all of those great reasons
you cited there's good reason to spend
money on Facebook except for the fact
that a great many eyeballs just never go
there anymore the problem is the numbers
still add up I mean on a performance on
a performance basis on an ROI basis the
social advertising numbers still perform
extraordinarily well I'm not just
talking to you I'm saying Facebook
Instagram snapchat whatever Twitter
Linkedin I mean LinkedIn's b2b products
have gotten a lot better in the last
year for b2b so I think what we're
finding is that there sure is enough
audience there Teresa now brand
awareness campaigns huge I mean YouTube
is now what the number two you know the
numbers do you think number two search
engine on the internet and we don't even
talk about YouTube but I bet you for
nine out of 10 of you YouTube might be
the most important channel and we didn't
even talk about it you know it's
fascinating
they are threes Mallory senses health
this has been fascinating but as a
cross-cultural agency all I can do is
sit here and think all right so what
happens when you add Spanish or Mandarin
or shall I go on
particularly to the attorneys who want
to pull their hair out if they are not
multilingual and they don't want to
trust it to a paralegal who is so I
guess my question really is as you start
looking at the diversification of your
audiences how are you keeping up with
respect to what you're doing in the
quote general market unquote as your
general market changes we've sort of
started to do to your point is targeting
the messaging and I think that's almost
where your comment about paid actually
it's really well timed to this question
too because then you can you know
literally put that message in that
language in front of people who speak
that language and so that's one another
way that paid is actually really helping
to target the people in those other you
know other niche we call them niche
markets whatever niche targeting niche
interests whatever that you want to get
at and then that level of diversity and
we're absolutely you know adding
versioning the content what what message
to resonates with those people versus
your general brand what do you want them
to talk to what sort of content you want
them to engage in and then layering that
on and I think that's where like the
complexity of all this marketing
strategy really comes into play and the
execution executing that the plan
against that overall grant strategy and
getting that message around the specific
person and I think it's imperative to
have those versions to reach out in that
way because I especially if it's
important to you as a brand to do that
and then you should absolutely be
extending that on social not just in
like that one pamphlet that you print
one see here or whatever I the targeting
is the least of our problems right
that's the least of our problems it's
the content development and again I'm
just gonna talk to be the match again
and I apologize but you know the HBCU
market the AFA market
panic right those are core markets for
us and what we've realized is that the
organic story is really fuel the voice
of the community and if we're not mining
that for intelligence for language
intelligence for concerned concerns
intelligence just names and faces and
this is the embedded culture of that
we're sorry' and if we are not involving
people from those cultures in our
creative briefing process big mess
that's actually the next thing I was
going to say that's the Mike but you
from the standpoint of I work for a
hospital system marketing Tunis
niche audiences to do that we've got to
be able to deliver that product in a way
that we speak their language we operate
it culturally the way they do we deliver
that product in a real authentic way and
if we're not doing that they're going
somewhere else
yeah we we work with the Children's
Hospital in Minneapolis and they are in
the middle of the second largest Somali
population outside of Somalia and you
know to be able to connect with that
community and this is a first generation
of that second generation immigrant
population so English is still very much
a second language they have we have to
we know that we have connections to
those communities they chose not in the
marketing department so you have to
build bridges to two people to make sure
that like I'm not sure I want to I mean
I will but you know to have them be a
part of a creative advertising briefing
process not that interesting for them to
have them come in and have a roundtable
and tell us about what is their life
like delivering a baby even being
pregnant within your community are you
getting the support the I'm sure for you
and you know and your in your case are
you getting the support in your home do
you have transportation issues you know
there's lots of other
challenges around that I'm sure yeah and
in our case we're fortunate enough to
have local people on the ground in
virtually every community community
across the country so we have people on
the ground who can actually reach out
into those communities and handle it
that way which is I don't know how we do
it if we didn't so does the panel of
white people so andrew panel we can
we're gonna break for coffee now so
people can come up and talk to you them
but thanks that was very stimulating
thank you what a smile change in
schedule I want to let you know if we
are gonna break for coffee now but
because of and how the deep irony of
this is has to be appreciated we have
lost our case study to the flu at a
health care event we have lost somebody
to the flu so we won't be hearing from
thinks today but I hope we will have
kids all back at another time but we
will come back to do our to round out
the day with our panel talking about
creative will view a little bit of
Google creative that's out there now and
and and talk about how we can get beyond
the stock footage and the slo-mo smiles
so take some coffee we'll be back in
about let's do this in about 15 minutes
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