I am stylin’ | Adventures in Content Marketing
Attend the 2011 MBA Conclave Curriculum and Teaching Conference to learn with educators. 10:00am – 11:00am – Tuesday June 21, [...]
Survey: Attitudes on Social Media in Healthcare Communication
There is a lot of debate at the moment over the use of social media in healthcare. As with any discussion, the more facts we have the more informed decisions we can make.
We invite you to share your perspective and contribute to our collective knowledge base on the subject. This is a not-for-profit venture that is meant to provide a source of facts and data for discussion. No individual information will be shared, only aggregated data will be reported. What seems to be lacking in the debate is a clear sense of “What average Americans believe may be appropriate uses for social media by healthcare organizations, if any”.
Objective: Assess the current attitudes and perceptions of adults in the US on the opportunities for appropriate use of social media by healthcare organizations. Generate feedback from the public on current and potential uses of social media to responsibly communicate healthcare information. Specifically, to examine perceptions of…
Tweeting @DoctorWelby: Practical Examples of Social Media in Healthcare
There is a considerable and justifiable amount of perceived risk for any healthcare organization when evaluating the potential rewards that this direct channel could provide. The lack of a clear position or guidance by the FDA on the use of these tools in promotion complicates the adoption process for most organizations. Admittedly, satisfying the concerns of an organization’s medical, regulatory and legal stakeholders in this environment will be challenging. Pioneering companies that will allow marketers to build a stronger affinity with their consumer base using these technologies will be well positioned to harvest a wealth of consumer insight through this emerging communication channel. The concepts and recommendations outlined in this summary are intended to be practical examples for consideration.
Citing academic references of social media, applying current business intelligence and using the concepts described as “satellite marketing™” we share a perspective for knowledge gathering…
Lessons in Influence: How I ranked #43 in Fast Company’s Influence Project
When I heard about The Influence Project sponsored by Fast Company to find the most influential person online I was slightly intrigued, if nothing else to find out if, and where, I may rank given my extensive work over the last number of years in the social media. I didn’t expect to see myself anywhere but I’d be pretty psyched if I did ;-)
I clicked a link that presented a very stimulating visual display of participants already engaged. The shiny bauble had me and I signed up with Facebook Connect to immediately enter (what I would come to consider) “the race to learn more”.
The use of my communications skills, creativity and strategy, in addition to my place in several moderately-developed social media sites, I figured, would greatly impact the success of my effort over someone without. Admittedly, other skill sets or starting placements in a network could probably also provide some strategic advantage…
The biggest challenge in Social Media?
The marketing flavor of the day is so misunderstood. It’s not an end in and of itself, but a means to a larger integrated world. Everyone has to be there, even if they don’t know where “there” is – or even what it is. But we’ll help you make sense of it and show you how it fits in the scheme of things, no matter how goofy “tweeting” sounds…
Popovič introduces Satellite Marketing to San Diego State University
“Experiential learning in Marketing Department of College of Business at San Diego State University offers students the unique opportunity to gain direct experience through client projects and interaction with industry thoughts leaders on social media, like Kevin Popović ,” says Dr. Honea.
Case Study: Expanding Customer Product Use for TUMS
Situation: Our client had identified pregnant women as a key market to expand product use by introducing the use of TUMS as a Calcium supplement. They had committed to a online media buy with BabyCenter.com and established metrics for success as the delivery of 50,000 sample via web-based requests.
Critical Business Issue: Communications initiatives must center around GSK/TUMS’ understanding of these needs and how the TUMS brand is uniquely suited to meet those needs (ranging from symptomatic relief of heartburn to the dramatic and changing needs for calcium for both the mother and the developing child). There is a reason TUMS is the choice of women and their doctors all during their pregnancy, from pre-conception through post-partum.
Reasons: Mothers-to-be have very different emotional, physical and nutritional needs at various times during their pregnancies. The same holds true post-partum.
Vision: Our clients told us they need a way to demonstrate TUMS is a “friend” to the mother (and developing baby) at every stage of pregnancy (before, during and after). “We know what you’re going through, we understand your needs and we’ll be with you as those needs change. ” TUMS will be there for you providing the heartburn relief you’ll need during pregnancy but more importantly delivering the added benefit of being a “natural” and complete and effective and trusted calcium supplement. We’re with you all the way.”
Leveraging Patient Behavior and Consumer Insights to Develop Personalized Media Messaging
CBI’s 2nd Annual Bio/Pharmaceutical Forum on Emerging Media Optimization for Consumer-Focused Marketing scheduled for June 25-26, 2009 in Philadelphia, PA. [...]
Popović @ CBI: Understanding What’s Next in Consumer Focused Marketing
CBI’s 2nd Annual Bio/Pharmaceutical Forum on Emerging Media Optimization for Consumer-Focused Marketing scheduled for June 25-26, 2009 in Philadelphia, PA. [...]
Case Study: Recruitment Advertising for Sony Electronics
Situation: We worked with the Director of Public Relations of an Electronics Manufacturer in the business of building large-screen television sets sold throughout the world.
Critical Business Issue: Although a market leader, the company’s greatest challenge was not being able to meet sales projections because they were not able to respond to dramatic changes in staffing requirements.
Reasons: The company had expanded their global manufacturing plant capability and needed thousands of additional staff to run the new lines to capacity. Not running the lines at capacity meant not meeting the production projections. At times they would be required to generate 1000 new hires within 30 days notice, but were unable to deliver. Because of their stringent hiring requirements they experienced a 4:1 applicant to staff ratio. The company had formal recruitment programs and materials in place, but was perceived as “just another factory.” Prospective hires were…
Internet
Coming to a mobile device very near you…
I remember my first statistics class, when on the first day the professor boldly claimed, “Statistics don’t lie. But, they can’t be trusted.” And, while he wasn’t undermining his own profession and existence, his point was clear: statistics can easily be manipulated to be misleading or even contradictory.
I mention that first as a caveat to what I’m about to tell you, because I’m about to hurl some statistics on you for this discussion. Take what you will. Interpret what you will. Any way you want to look at these numbers though, the proverbial 30,000-foot view will give you the intended takeaway from this article. And that is… The consumption of mobile video is growing rapidly.
Let’s just start there. What it means to you and your business is, of course, as subjective as with any other communications tool out there. And, I’ll discuss what that means for you in later articles. But, if you’re thinking that mobile video shouldn’t impact your strategic communications mix…
Social Media
Trends in Social Media and other predictions for success in 2012*
Watch the Slidecast (PPT+MP3) As part of the San Diego Direct Marketing Associations (#SDDMA) 2012 Marketing Trends Seminar, I was asked to present what I thought would be trends to watch in social media during this coming year. Admittedly, I felt somewhere between The Great Carnac and Jimmy the Greek. Sure, I can make predictions, but ultimately where I would tell you to put your money will be based on my experience and insight.
In preparing, I reviewed each of the types of social media (yes, there is more than one ;-) and recounted some of the the latest activity in the space (not necessarily the newest comers). Most of the usual suspects are still very active (Facebook, Google+ – even MySpace), but there’s some new names on the roster for this coming year you may not be familiar with (like Pinterest, Tumblr and Klout).
Ultimately, it’s still just people interacting with people – using technology…
