Eli Lilly: Social Media in a Regulated Industry

Looks like the perfect situation, executive management supports social media. Full steam ahead on building the strategy and policy. Umm just a second, there are a few things to remember:

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Welcome to the world of social media in a regulated industry. The Eli Lilly communications team took the lemons and made lemonade by focusing its efforts on public policy. Greg Kueterman of Eli Lilly describes what is key to connecting with their audience:

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Simple and powerful. People care about people. Kueterman said this “ah ha” moment came when Lillypad  featured a Lilly employee-group produced video for the “It Gets Better Project”  This led to the company incorporating “Life at Lilly” as a key part of its communication strategy.  Video is an important medium for telling the story. Kueterman summarizes its benefits in social media:

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1) What issues have you encountered in using social media because of your industry or profession?

2) How have you addressed the issues?

3) How have you used video to communicate with you audience?

4) How has video been received by your audience?

Thanks for stopping by. I look forward to your comments.

– Don Kincaid

Greg Kueterman spoke at the Indy Social Media Breakfast on October 27, 2011. See his full presentation courtesy of 12 Stars Media.

Video Transcripts

When we started down the road of a Social Media platform,  I was given some parameters:  uh, one was that we could not talk about any of our products; another was that we could not talk about any of the patients, that use our products; and the third one, was that we cannot talk about any of the diseases our products treat.  So, I spent a lot of sleepless nights wondering what I had done wrong to deserve this assignment.

It’s just a really good reminder for us, that even though our core mission is around public policy, that people care about people, and how things impact them.

Video’s great, because it really allows us to tell a very important message in a very easy way, and in a quick way, for people.  We really recognize people don’t have time to read blog after blog, same way they don’t always read newspapers anymore.   So, the more we can use video, I think, it’s going to be important for us to be able to get our messages out.

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Part 3: The Best of Blog Indiana 2011 – Randy Clark on Social Media Relationships

Part Three of a series detailing my impressions of Blog Indiana 2011.

There is no B2B or B2C. It’s P2P

Randy Clark‘s presentation at Blog Indiana 2011 was described as how his company (TKO Graphix) won a nearly $2M contract due to a vehicle wrap photo on flickr. But more importantly, the photo was only the first step in the relationship. Randy describes how the relationship developed in this video.

Click for video transcript

Randy is a champion of using social media to build relationships. He says, “You have to be a human being talking to another human being.” Truly a poster child for – There is no B2B or B2C. It’s all Person 2 Person.

Mark Schaefer outlines the value of P2P in his book, Tao of Twitter.  It’s the key to Mark’s three Taos (principles):  Attracting Targeted Followers, Providing Meaningful Content and Offering Authentic Helpfulness. I don’t think Randy and Mark know each other. They should because they live these principles.

How has relationship building through social media helped you?

I look forward to hearing from you.

– Don Kincaid

September’s Social Media Breakfast Fort Wayne centered on diving into the best of Blog Indiana 2011. Amber Recker, Lisa Wylie, Samantha Sawyer  and I were led by Kevin Mullett  to discover the key takeaways.

Video Transcript

Randy Clark: First, you engage with people, I guess first you get out there and get on the social networks,
but you engage with people, and then you just have conversations and you talk with people.
And if we’re talking about Twitter, you know, it’s not all about promotion; it’s attraction, not promotion.
For example, the social media works TKO that we used at BIN started out as a Flickr photo
that was posted, and a fellow who does similar work as
TKO out of St. Louis saw it, liked it, started a conversation with Josh Humble.
And they conversed on social networks, back and forth, to the point where our representative that covers that area said
“Hey, you know, I’d like to meet the guy, too.
Even though we’re in the same business, you never know”.
and went over on the next trip to St. Louis, and took him to lunch.
An advertising agency approached our friend Jeff in St. Louis, excuse me,
on social networks, and just conversed.
and had a job that was bigger than he could handle,
They needed someone with the installation staff who could travel the country,
with the logistics behind deidentifying 200,
or 4,000 vehicles, 221 locations, and, and installing.
We could do that.
He set up the meetings, we had several meetings with them.  It ended up being an almost two-million dollar contract that we had, across the country.
But it started out with a Flickr photo, you know, but it didn’t end there.
See, I think some people miss a couple of things:
Part of that story is; yes, you had to be out there,
then you had to engage, and then you had to converse,
and, you just had to be a human being talking to another human being,
because then you made a friend.
We’re  B2B, and I think a lot of times in B2B,
as you were talking earlier, Don, people think you’re connecting with this business, or that business.
Stop and think!  When you have connected, it was probably because you knew somebody,
or were introduced to somebody.
You got your foot in the door because Bob knew Joe and introduced you.
Isn’t that what happened?
It wasn’t that you went to ABC whatever company,
and knocked in another cold call, and that can happen.
So you met somebody, became a friend, were introduced.  And he introduced his friends.
So, the first point was, you gotta engage,
the second point is that it’s meeting people, talking to people,
human beings, and, again, it’s Don (who) said earlier,
It’s not B2B, but P2P: people to people.
And the third point I want to make is, when we do share these stories,
and we all have had–, excuse me, any of us that work in any social media
have had non-believers and detractors.
“Why are you doing that?”, “Where’s the ROI?”, “It doesn’t work”
As much as we want to talk about how it helps with SEO,
and how it’s making more of an impact on your website,
and we need these stories to be able to share with people.
So, when you have these social media successes, the third point I want to make to everybody is
Put it out there, let people know about it.
Let Don know that here is somebody who had this success dealing with HR people looking for new positions.

Posted in Fort Wayne, Marketing, Observations, Social Media, Technology | Tagged , , , , , , , | 4 Comments

What’s Missing From Kroger’s Marketplace Grand Opening?

What's Missing from this Kroger Entry Form?What’s missing? An Email address box!

Point 1:

Kroger had great crowds during their Grand Opening of Indiana’s 1st Marketplace store. Full parking lots, people visiting from outside the normal shopping area and several contest fishbowls.

Point 2:

Kroger’s active digital presence at kroger.com features the weekly sales circular.

Why wouldn’t you include a space for an email address and then send a thank you email with a link to the weekly specials? Even use it as an opt-in for a weekly email campaign.

Email address collection is a critical tactic in a marketing strategy. Kroger already has good content that can be repurposed for a campaign.

Take time to step away from the desk and see how you can improve your marketing execution with simple changes.

Be curious.

What did you learn from your last shopping trip that you can use in your business?

I look forward to your thoughts.

– Don Kincaid

Posted in Fort Wayne, Marketing, Observations, Retail, Social Media | Tagged , , , , , | 2 Comments

Part 2: Squeezing 2 Days Into 1 Hour – The Best of Blog Indiana 2011 @ Social Media Breakfast Fort Wayne

Part Two – The second of a  series of posts detailing my impressions of Blog Indiana 2011.

How to Drink From a Fire Hose

One of the best aspects of BIN2011 was the sharing of resources to help make your social media efforts more effective.

Doug Karr’s presentation “40 Tools 40 Slides 40 Minutes” (now updated: 50 Tools 50 Slides 50 Minutes) is an excellent example. Live, it felt like I was drinking from the fire hose. Great information and categorized well, but the fingers couldn’t type fast enough. Extra bonus: Doug shared the presentation as a reference tool on slideshare.net. Take a few minutes and pick a couple tools to explore. You’ll find yourself going back and finding new ways to improve your efforts.

View more presentations from Douglas Karr
Kenan Farrell is another great example of sharing. Kenan is an Intellectual Property attorney that gets the new digital world. Trying to figure out a social media policy for your organization? Need ideas on how to get started? Kenan suggested socialmediagoverance.com The site has free access to 175 policies that will get you up to speed.
Database of Social Media Policies
These are just two examples of sharing from Blog Indiana 2011 that made the event valuable to me.  What are your thoughts on how conferences can be more effective?

– Don Kincaid

September’s Social Media Breakfast Fort Wayne centered on diving into the best of Blog Indiana 2011. Amber Recker, Lisa Wylie, Samantha Sawyer  and I were led by Kevin Mullett  to discover the key takeaways.

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Five Ways the Coca-Cola Freestyle® Machine is a Game Changer

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Two years ago I learned about the Coca-Cola Freestyle® fountain machine from a Fast Company article profiling David Butler, Coca-Cola’s Vice President, Global Design. My first thought was this is a great tool to bring mass personalization to the drink market.

Fast forward two years later to a recent trip to Indianapolis. Hearing a radio commercial for Firehouse Subs promoting the Coca-Cola Freestyle machine, I made time to visit – and watch. Seeing people interact with the machine, creating their own blends from 120+ flavor combinations, and helping others in the “community” create their own drinks was an eye-opener.

Customers, in this very unscientific sample, told me they were excited about the machine and enjoyed being able to have their “own” drink.

According to a St. Petersburg Times article,  Firehouse Subs store “sales leaped 16 percent and traffic 11 percent from a year ago in [Freestyle] outfitted locations.”

Butler says ” We’re leveraging design to drive innovation and to win at the point of sale.” Watching Troy, Firehouse’s 86th Street location GM, in the video, I’d say Coke® is winning the point of sale with the Freestyle drink machine.

Here are five reasons why Coca-Cola’s Freestyle machine is a game changer:

1) Mass Personalization allows everyone to customize their own drink. This is driving new traffic and sales to retailers with the machine. Troy told me they get more afternoon off-hours traffic specifically to use the machine.

2)  Better Targeted Messaging because data is fed to Coke and the retailer giving valuable information about drink choices. For example, seeing Caffeine-Free Diet Coke® is popular in a market after 4pm allows the company to better hone their advertising.

3) Restaurants can build loyalty by branding their own drink. Firehouse has their own screen promoting their signature Cherry Lime-Aid®  drink.

4) Coca-Cola can easily test new drinks by combining Freestyle data and social media input.  In May, they announced an additional 19 Freestyle Brands. By seeing how new mixes perform, they can develop brands quicker with better certainty.

5) Secondary brands can gain market share. With the ability to easily customize the base drink offerings, customers will have better access to Coca-Cola smaller brands.

How can Coca-Cola’s experience with Freestyle help you generate ways to personalize offerings to your customers?

– Don Kincaid

Video Transcript

> Don Kincaid: Hi, I’m talking to Troy, general manager here at Firehouse Subs here on 86th Street.
And, they’re one of the first locations in Indiana to have Coke Freestyle.
Tell me a little about the experience, and what your customers think?
> Troy: Well, everyone seems to have a very good impression of the machine,
it’s very functional, it’s very neat and cutting-edge, with a touchscreen display
with all of the different flavors we can get out of it.
Everyone really likes, um, everyone has their favorite that they like to go to.
It’s been a really neat positive experience so far.
All four locations in Indiana have it, and all the new locations that will open will also get it.
It’s just a really neat thing to help set Firehouse Subs apart from everyone else,just one more thing to set us apart.
> Don Kincaid: What do your customers like about it?
> Troy: Well, they like to be able to go up there and get their favorite drink
in any sort of flavor, like strawberry Sprite, or peach Sprite,
the ability to just kinda of play with the flavors, and make their own drinks, even.
Just the functionality that it gives, is one of the, I would say,
one of the more positive aspects that we’re seeing from it.
> Don Kincaid: Cool. And it’s made a difference in your business?
> Troy: Oh yeah, absolutely.  We’ve seen a tremendous influx of business.
People coming in, wanting to check out the machine.
Just getting drinks, just to check out the machine.
It’s really great, it’s been really positive for us.
> Don Kincaid: Thanks, Troy.
> Troy: Hey, thank you very much.

Posted in Customer Satisfaction, Marketing, Profiles, Retail, Social Media | Tagged , , , , , , , , , | 9 Comments

Squeezing 2 Days Into 1 Hour – The Best of Blog Indiana 2011 @ Social Media Breakfast Fort Wayne

This month’s Social Media Breakfast Fort Wayne centered on diving into the best of Blog Indiana 2011. Amber Recker, Lisa Wylie, Samantha Sawyer  and I were led by Kevin Mullett  to discover the key takeaways.

Part One – The first of a  series of posts detailing my impressions of Blog Indiana 2011.

Measure Behavior, Not Just Aggregation

Measuring what someone did is more important than the number of  your fans, followers and friends. That’s the message I took from Jay Baer’s  keynote address.

Congrats, you have 10,000 twitter followers. Are you collecting or converting? Collecting isn’t action.  Converting your followers to take action moves you closer to the goal. That’s why it’s key to measure behavior.

Trying to raise awareness? Start measuring behavior by tracking  what are people saying.”  Socialmention.com  is a simple tool that gives you insight to social mention sentiment. More than aggregating  the number of mentions, it analyzes the attitude of the message. Perfect? No. Helpful? Yes!

Social Media Measuring

Measure the sentiment of the messaging - Socialmention.com

Include social media activities and results in your marketing performance timeline to track your metrics with company metrics. This gives you trending to see the social media activity against overall results. You won’t be able to prove causation, but it does help see patterns.

Don’t Be Afraid to Engage Your Audience In Your Cause

So you’ve built a large Facebook base. Now give them an assignment.  Jay described how Austin-based Sweet Leaf Tea turned a normal “Where do I find” request into an engagement exercise by having fans take a “Dear Shopkeeper” letter direct to their favorite store.  The company sales team started seeing the requests AND new orders. Great evidence of  retail conversion through social media.

Engage Your Audience for Action

Jay presented many more examples of measurements than can be helpful in our quest to understand social media behavior. See his “Social Media Measurement – A Six Step Process” to see more information from his keynote.

What can you do today to start understanding the behavior of your Social Media users? I look forward to your thoughts!

– Don Kincaid

Next Up – Doug Karr and How to Drink from a Firehose

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Subway and Sky Diving = Repeat Business

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Three times recently I’ve visited the Subway Restaurant at 10462 Maysville Road in Fort Wayne, IN. Now I make it a point to stop when I’m in in the area.

Why?  Because on my second visit, the store manager said with a smile,

“Welcome back! You’re the person that sky dived.”

That made my day. Honestly, I didn’t remember the conversation. But she did. And I returned.

I bet she’s a future franchisee owner.

If you’re near Maysville Road in Fort Wayne, IN – stop by.

How does your team engage customers?

– Don Kincaid

Video Transcript

> Don Kincaid: Subway, I just wanted to tell you what a great store you have here.

Great product, clean store, but most importantly, a staff that cares, engages, and makes me smile.

I just wanted to take a second, and say thank you.

Disclosure: I have received a Subway Klout perk in the past. I paid for my food every time I’ve visited this store.

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