Tag Archives: Live Tweeting

Challenging Pharma and Medical Device Companies to Be Better on Social

Written by: Olga Kraineva
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Pharmaceutical and medical device companies and healthcare practitioners alike have been cautious to join social conversations due to fear of their legal and regulatory bodies and FDA regulations. Twitter, in particular, is worrisome due to the cap of 140 characters – how to disclose everything necessary for best use? Even Kim Kardashian was recently hand slapped for not fully disclosing both the positive and negative side effects of a morning sickness pill on Instagram.

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An easy place to start for many companies was live-tweeting around events, such as healthcare conferences, and simply echoing their press release information. As a heavy media-oriented, news-like channel, Twitter worked well for this, as that info is already approved by legal and regulatory. It also worked well when joining in on the social conversations that occurred at different conferences, simply by adding on the official conference hashtag at the end of their tweet.

However, just this summer, a group of scientists and HCPs have joined together to form the #MICEProject (Measuring the Influencer of Commercial Entities) in the Twitter backchannels of medical conferences. Their argument is while there are certain precautions taken at live conferences to separate third party entities (pharma and medical device companies) and “learners” (healthcare providers, other attendees) so that a learner, if they so desire, would never have to expose themselves to a third party. Currently, these restrictions do not exist on Twitter. Using PageRank, the study analyzed the influence of HCPs and third party entities at 13 different medical conferences from 2011-2013, suggesting that medical device and pharma companies exert around the same amount of influence as healthcare providers within the social space, something that is protected against happening at live conferences.

Their bottom line is that pharma and medical device companies should stop spreading biased information and instead focus on evidence-based medical knowledge – or curb their use of medical hashtag use overall. While it’s quite provocative to have full restrictions on companies’ hashtag use at medical conferences, the larger issue this brings up is using social strategically and not posting for the sake of posting.

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As part of the #MICEProject, Pharma Marketing News created an initial survey on third party medical conference hashtag use.

As an overall struggle many companies face, pharma and medical device companies need to move past one-way communication streams and sending information that is likened to an ad and instead engage in social conversations that add to the dialogue. Using event hashtags can be a great springboard to reach your target audiences, but make it conversations that matter to them – not just what is safe and approved by your L&R. At the present moment, as seen with the #MICEProject, we’re in a place of not applying best practices and angering our audiences – quite the opposite of the intended result.

Netflix Knew Exactly What They Were Doing When They Released OITNB Early

Written by: Rita Mogilanski
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I can’t be the only one who stayed up until the wee hours of the morning watching the new episodes of Orange is the New Black. Netflix released the third season of the award-winning show on June 11, six hours early. This genius and strategic move by Netflix created a flurry of excitement on Twitter from fans.

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Netflix announced the early release at OrangeCon as the cast was celebrating the new season. It became available around 9 PM Eastern, 6 PM Pacific, just in time for New Yorkers like me who were contemplating sleep to turn on Netflix, and for Californians to cancel their dinner plans and head home to the couch.

Surprising fans with the early release was not only smart because of the timing of the release, but it also allowed for an additional layer of anticipation from fans. It is to be expected that die-hard OITNB fans would take to Twitter to express their excitement when the show finally came back, but the element of surprise triggered a burst of tweets from fans. This buzz helped spread the word about the release of the new season. #OITNB trended on Twitter within minutes of the release.

The show’s talent also took to social to inform fans of the early release and drive buzz.

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Typically, programs on television leverage Twitter for live-tweeting to drive buzz and awareness for the show. Exposure to TV tweets has been shown to encourage viewers to take action, whether they watch, search for, or share content about the show. In the case of shows that are exclusively on Netflix and are released a full season at a time, they have to find ways to use Twitter outside of live-tweeting premiere episodes to promote the show. Orange is the New Black found their way in. Due to the excitement and the element of surprise, #OITNB was used over 360K times in the first weekend after the release. Comparatively, there were only 319K #GameOfThrones tweets during the epic finale on Sunday.

With the restrictions Netflix and Orange is the New Black face considering all viewers watch at their own pace, they definitely figured out how to leverage Twitter to drive tune-in.

Smart move, Netflix.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

YouTube has added new real-time reporting to its analytics dashboard that provides view counts down to the minute for your videos.  The new report is available for channels, groups with less than five videos, and content owners.

 

More changes are coming to Facebook’s News Feed Algorithm. When deciding which posts to show to which users, the social network will now give greater consideration to timeliness and activity-based relevancy. Facebook explains: “There are some instances where a post from a friend or a Page you are connected to is only interesting at a specific moment, for example when you are both watching the same sports game.” Users will now be more likely to see “trending” stories in their News Feed – but only after a “friend” expresses interest in such a story. Early testing showed that this change led to a 6% increase in post engagement.

 

YouTube this week announced that it will begin footing the bill for new videos from some of its top creators. The move is intended to help its homegrown stars produce high-quality content for their millions of fans.  More than 1 billion viewers visit YouTube every month, and daily watch time is growing at 50% annually.

 

Twitter released an internal study this week that found networks and studios that live-tweet during their popular programming can dramatically boost followers and Twitter mentions. Posting from a show’s Twitter handle, like @GameofThrones, increases total Twitter conversations by 7% during television premieres. Having a show’s cast members live-tweet is even better – increasing total tweets by 64%.

Global Social Media

Mobile commerce continues to grow exponentially in Asia. For retail marketers, that means they must develop an effective and transactional mobile presence. China is leading the way when it comes to mobile retail. A whopping 94% of those surveyed own a smartphone and regularly use it to make purchases, redeem coupons, and send gifts.

Noteworthy Campaigns

In the ’90s, Coca-Cola had a “fully-loaded citrus soda with carbos” called Surge. Internally it was developed under the moniker “MDK” or “Mountain Dew Killer.” Unfortunately that wasn’t the case, and the product didn’t last more than a couple of years. But, the soda is making a comeback (a reSURGEnce? Get it? Get it?) thanks to a Facebook campaign called “The Surge Movement,” which has 150,000 followers. Based on the demand, Coca-Cola decided to reinstate the product, selling it exclusively through Amazon at $14 for a twelve-pack (yet another sign that CPG brands are seeking more online sales). Within hours the first batch of Surge sold out.

Advertisers Should Hop On The Second Screen Bandwagon

Written by: Rita Mogilanski
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For many, advertisements before videos are 30 seconds of branded agony. When all you want is the sweet satisfaction of the newest Jenna Marbles video, those ads had better be great. Wheat Thins got it right with the latest iteration of their Spicy Buffalo spot. This funny video ad features icons on the bottom right corner of the screen that each link to their respective social platforms.

Wheat ThinsI came across this ad on a TV network’s website while watching an episode clip. The ad is clickable, but links to Wheat Thins’ Twitter account while most banner ads or video ads link to a brand’s main website. Wheat Thins demonstrated that they know their target audience – millennials – and where they will be consuming content and how they want to interact with a brand. Ads that only link to websites are a waste from both a business perspective and user experience. If I accidentally click on it, I quickly leave the site, driving up the bounce rate. As a user, I am much more likely to seek out the brand’s Twitter account if I have questions, their Facebook page if I want to interact with them, or their YouTube channel or Vine account if I love their video content or brand voice.  

The lines between TV, social media, and advertising have become extremely blurry. A whopping 72% of people use mobile devices for video viewing and 75% of people use mobile devices while watching TV. Studies also show that some people aren’t watching TV in the traditional way at all, with 34% of millennials watching mostly online video and no broadcast TV.

Television shows have embraced this shift in attention, while many television advertisers have not.

The integration of social into TV and media has a direct impact on marketing and advertising. With more viewers using social and digital for an enhanced TV experience, custom online and second screen content needs to be a priority for advertisers. Television ads or video ads should have a social component or social call-to-action that can get fans involved. This is especially true for live television programming like sporting events and award shows. During live TV events, fans feel even more inclined to engage in real time with other fans and to avoid spoilers later. Wheat Thins’ social channel links on their video advertisement allow the viewer to easily continue the conversation online after the ad is over.

“The Tonight Show Starring Jimmy Fallon” is a great example of a show that has strategically increased its emphasis to a digital audience. While NBC expects Fallon’s ratings to be below that of predecessor Jay Leno, Fallon’s content is much more digital and social, and therefore more appealing to the desirable and hard-to-reach millennial audience. Clips from Fallon’s episodes become viral regularly, in turn not only promoting the show but also attracting advertisers.

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While traditional television ads are not going anywhere anytime soon, it is imperative that advertisers keep up with the shift toward second screen viewing and social media interaction. Be on the lookout for a pop-up on your iPad that drives you directly to the product being advertised on your TV, or mobile apps that can scan ads in magazines and locate the closest store with the item in stock.

In the meantime, if you need me, I’ll be live-tweeting commercials.