This week’s Inspiration comes from one of our own Leo Burnett sources – one of our Frankfurt office’s blogs called Cultural Fuel. It’s a great, quick video of a talk from ePatient Connections Conference 2010. I know you’re all probably wondering what this has anything to do with us.
Jonathan Richman, author of Dose of Digital and Director of Strategic Planning for Bridge Worldwide explains why everyone hates your (pharma) website, how your (pharma) social media marketing strategy is flawed, and what people are really doing online. And it’s pecha-kucha-style (that’s Japanese for ‘short,’ in fact only six mins and 40 seconds with a mere 20 slides.
While the context of this discussion is the pharma industry and the kinds of conversations that need to happen in this space, the four fundamental issues discussed are universal and have application for us as well.
The most important thing to keep in mind is who we’re up against. It’s not websites or communities in your same category, but everything else out there. It’s these cats! And people seek them out voluntarily and pass them along!
In order to stand out your digital presence must:
- Be of Utility: Do one thing (or a small number of things) very very well (i.e. “Sit or Squat” by Charmin)
- Target with Precision: Match online behaviors of the people you want to engage with and your objectives. (i.e. People who’ve just likely started using e-mail)
- Entertain: Compete with all the other types and genres of content she seeks out of her own free will.
- Personalize the Experience: Learn her behavior and respond accordingly. (i.e. Product-o-Rama vs. Amazon.com)
And believe it or not, but the Old Spice guy even made it on to a pharma conference presentation!
Let’s all think about how we can bring utility + entertainment together in a brilliant, purpose-driven way that lets our target clearly see and experience what we stand for.