Marketing Health: The Conference

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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[Music]

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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

[Music]

[Applause]

[Music]

[Music]

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