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Facebook advisory panel: why should you get a say when the product is you?

Reading Time: 2 minutes

Years ago one of my friends who had an entrepreneurial career that had spanned both sides of the legal divide shared his wisdom on business negotiation with me:

If you walk into a meeting and you can’t work out who the chump is, the chump is you

I was reminded of that this morning when I read some of the feedback around Facebook’s UK advisory board: that the board lacked inclusiveness.

The reason for this is quite simple; outside the major advertisers on Facebook, everyone else is product. Content that advertising inventory that can be displayed against, insights that can be mined to further improve targeting.

Many of the smaller advertising clients only started using ads on Facebook because they didn’t have a choice as the platform scaled up and  news feed algorithms kicked in. They are to a certain extent unwilling customers and who really wants to hear from an unwilling customer? This revenue is incremental because of the relatively high transaction costs for Facebook vis-à-vis larger ad purchases. Giving them a voice would likely increase account servicing costs even further.

Traditional marketing disciplines are co-opetition for Facebook media spend. Whilst PRs may set up, manage Facebook pages and do advertising; they also do activities on other platforms and offline that could be ploughed into Facebook advertising instead. Why give them representation?

Social platform users tend to develop a sense of entitlement which doesn’t match their place in the food chain.

Giving a wider representation on the board would be like Bernard Matthews giving turkeys a say on the running of his business.

Facebook has managed to create a council that shows consultative behaviour, probably with an eye to future regulatory interest; whilst remaining largely unfettered to profit handsomely off data willingly provided by brands and consumers.

Only by depriving Facebook of the oxygen of data and eyeballs are the 99 per cent likely to be listened to.

More information
Facebook names UK advisory board and forgets the 99%

Earlier thoughts on Facebook:
Why Facebook is a dead man walking
Why Facebook is a dead man walking part II?
Why Facebook is a dead man walking part 2.5?
Facebook and advertising or why Facebook is a dead man walking part III?

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初 | hygiene | 기본

Links of the day | 在网上找到

Reading Time: < 1 minute

How Skynet Might Emerge From Simple Physics

70+ epic social media case studies, stats, blog posts and more | Econsultancy

Is Dunbar’s Number Up? – University of Toronto

Does anyone know why Google bought Motorola?

Apple addresses WWDC sellout, says that separate Tech Talks are coming this fall (Matthew Panzarino/The Next Web)

I, Cringely The Decline & Fall of IBM – I, Cringely

BP to use Angolan gas to fuel European homes – Telegraph – to plug the gap that mature UK fields aren’t filling and provide alternative supply to Russia

The danger is that UK companies will spend their cash abroad – Telegraph – because it makes more sense than the economic uncertainty in the UK

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市场营销 | marketing | 마케팅

Development of social media in the pharmaceutical industry

Reading Time: 2 minutes

Having worked with clients in the pharmaceutical sector, it was obvious that marketers were aware of the benefits that social media could bring for a good while.

However there were a number of barriers to get over:

  • Pharmaceutical companies didn’t know how much was being said online. A number of the clients that I worked with had attempted to do discussions sizing projects using the likes of Nielsen to undertake the work
  • Regulations around the area left a void, it has taken a few years for the ABPI to try and bring itself into the social web
  • Pharmaceutical companies needed to understand the implications and resources required for adverse reporting events. Research released by both Nielsen and Visible Technologies indicated that adverse reporting events were not going to overwhelm existing reporting processes

There are pressures for pharmaceuticals companies to use social marketing:

  • Social platforms are becoming part of everyday life
  • Physician-only communities have ridiculously high CPM numbers; it would be hard to justify these prices
  • Marketers increasingly have to get creative with their spend; pharmaceutical companies are now restricted in what they can spend on events and tchotchkes such as branded pens, mugs or post-it pads
  • Pharmaceutical marketing spends are under pressure in companies that have previously enjoyed a blockbuster portfolio that insulated marketers from to a certain extent from economic considerations. These companies now face a ‘patent cliff’ where products lose their protection from cheaper competition and yet have nothing to replace it

For agencies all of this offers a number of challenges and opportunities. The old ways of working with process-field PR campaigns that weren’t outcome-driven or lazy media buying will no longer do.

Instead there are a number of opportunities:

  • Field sales force teams with greater actionable intelligence based on healthcare professional (HCP) social media profiles
  • The ability of pharmaceutical companies to move beyond drugs to a solution sell for medicines to manage chronic conditions. Patients can be encouraged and treatment reinforced through specialised communities
  • Programmes in partnership with patient groups can be more more outcome-driven with near real-time measurement and optimisation
  • Issues programmes can co-opt unengaged groups utilising network analysis to find the best targets

More information:
Pharma Challenges: Adverse Event Reporting and Social Media – Bloomberg Law
Adverse Event Reporting – Visible
the realities of adverse event reporting in social media
Patients, social media, and adverse event reporting | eyeforpharma
Pharma’s Social Media Trials and Tribulations
White Paper: Social Media in the Pharmaceutical Industry – Astra-Zeneca – (PDF)
Social Media and the Future of Adverse Event Reporting
How Pharmaceuticals Can Avoid the Side Effects of Social Media | MIT Sloan Management Review
Listening to consumers in a highly regulated environment – Nielsen – PDF
UK pharma won’t have to ‘trawl internet’ for adverse event reports – PMLiVE
Hesitant Pharma Marketers Risk Losing the Social Audience – eMarketer