Harnessing the Power of Todays Consumer Communities Technology Erin Byrne Lynn OConnor Vos

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Harnessing the Power of Todays Consumer
Communities Technology Erin Byrne Lynn
OConnor Vos
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Todays Conversation

• Current Digital Communications Landscape
• Mass Consumerization of Healthcare
• Learning from Other Industries
• Progress in the Optical Industry
• Exercise
• Final Thoughts

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Current Digital Communications Landscape
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that was then
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who is in control?
The power is with the consumer. Consumers are
beginning, in a very real sense, to own our
brands and participate in their creation. We need
to beginto learn to let it go A.G. Lafley,
CEO, PG
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this is now
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the return to a more intimate customer interaction
Merchant toCustomer
DialogueAge
Intimacy of the Interaction
MassMarketing
We are here
Pre 1930s
Present
1930s - Present
Time
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outdated model of influencing
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new model of influencing




CGM Uncontrolled


MarketingMessages Controlled
MediaReporting Controlled
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consumer-generated media

• Any type of message, communication or media that
  is created by individuals, distributed and
  archived online, and freely accessible to anyone
  for informational or entertainment purposes.
  Relevant to brands / companies. Fastest growing
  segment of the Web, with more than 1 million new
  articles posted every 24 hours.

• Focus group of thousands
• Entirely unaided
• Large sample sizes
• Real-time
• Niche and mainstream
• Audiences naturally segment according to
  psychographics, life stages and affinity
• Source for mainstream media
• Highly searchable content

50 of U.S. online adults are content
creators (Pew Research)
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rise in social networking and blogging
Doubling

• 70 million Weblogs tracked
• Doubling in size approximately every 6 months
• Consistent doubling over the last 42 months

The blogosphere is over 60 times larger than it
was 3 years ago
50 million people read blogs everyday
Source technorati.com
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digital media opportunities surround consumers
Home
Work
On-the-Go
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New players
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how do they filter? trust.
Recommendations from consumers
Newspapers
Consumer opinions posted online
Brand websites
Television
Magazines
Radio
Brand sponsorships
Email I signed up for
Ads before movies
Search engine ads
Online banner ads
Text ads on mobile phones
Source Nielsen Online Global Consumer Study,
April 2007 26,486 Internet USERS IN 47 markets
from Europe, Asia Pacific, Americas and Middle
East
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Mass Consumerization of Healthcare
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Dr. Google will see you now
In fact, the biggest trend in American
healthcare is DIYDsDo-It-Yourself-Doctors. These
are people who research their own symptoms,
diagnose their own illnesses, and administer
their own cures. If they have to call on doctors
at all, they either treat them like ATM machines
for prescriptions they already know they need,
or they show up in their offices with full-color
descriptions of their conditions, self-diagnosed
on WebMD. Mark Penn, Microtrends, 2007
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where consumers are getting health information
Other, 6.00
Newspaper and magazines, 6.10
Television, 6.10
Internet 45.20
Family and friends, 12.90
Healthcare Professional, 23.00
Source Prospectiv Report, 2007
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search is where it starts
Dont know or no answer, 5
Other, 3
Web site known to provide health information, 27
Search Engine 66
Source Pew Internet American Life Project,
Online Health Search 2006, October 2006
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where do they go for info?
Types of Web Sites Used by US Internet Users Who
Search Online for Healthcare Information

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General health
Specific ailment-focused
37
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Product Specific Website
Only 4 favor product sites, not only because of
the trust issue,but because these sites are
NOT optimized for search
Source eMarketer, 2007
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after gathering health information online,
consumers are likely to interact with a doctor
Activities Conducted Due to Information Gathered
Online
Interacted with a doctor
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Again, thinking about your most recent
CONDITION-related question or concern, what did
you/they do because of the CONDITION
information you gathered online? Please select
all that apply. More than one answer was allowed.
Base All Qualified Respondents (n4,224)
Includes codes Asked doctor more about
condition read online, Told doctor about
symptoms, Asked doctor about pres. drug read
about online, Asked to prescribe a different
drug, Asked doctor about medical device This
does not reflect multiple responses.
Source Harris Interactive
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people trust other people
87 of consumers trust peer generated
content! Only 3 question its trustworthiness
Recent studies indicate that much of this
trusted information is inaccurate!
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online health communities
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who is the online healthcare info seeker?

• Men and women, skew female
• 40 65
• Highly educated
• Internet savvy, 6 years
• Typical healthcare seeker has searched for at
  least 5 health topics
• About 1/3 have searched for 7 health topics
• 2/3 start at a search engine
• Social Networking among online Hispanics tripled
  between 2005 and 2006
• The Internet represents 17 of the typical day
  for African-Americans, up from 10.7 a year ago

Source Pew, 2005, Hispanic Social Computing
Takes Off, Forrester, June 22, 2007, Media Day,
2008, African-Americans and the Internet, Pew
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is relevant to the optical industry?
eyewear, eyecare, eye doctor, eye glasses, eye
health, eye exam
How many blog posts in the last 30 days?
How many Google searches this week?
What is most influential eye healthresource on
the Internet?
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Sermo growing at nearly 2,000 MDs per week

• 290,000 minutes MDs spent on Sermo last week
  (5-10 min sessions)
• User demographics in sweet spot of
  manufacturers
• Registering 31 gt45 years old to lt45 years old
• Large cohorts of subspecialties
• First and only real time authentication and
  credentialing capability for physician access
• Groundbreaking agreement with the AMA
• AMA publications now include Discuss on Sermo
  Link
• AMA members instantiated as Sermo members
  (gt135,000 MDs)
• Well into collaborative relationships with the
  CDC, FDA, and many physician professional
  societies

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social media and brands
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Learning from Other Industries
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social media and brands
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social media and brands
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social media and brands
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social media and brands
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social media and brands
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ding, you are now free to be social
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Progress in the Optical Industry

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communicating in a new way
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Transitions lenses enhanced web experience
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Transitions lenses social media outreach
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FacebookYouTube engagement
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thinkaboutyoureyes.com
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integrated creative
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video engagement
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video engagement
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video engagement
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Exercise

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how can you participate?
Amplify
Messaging
Minimize
Low
High
Degree of Control
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Final Thoughts

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creating positive buzz is key

• Two-thirds of US economy driven by WOM
• Positive correlation to business growth
• Brand advocacy even more important than brand
  image or brand satisfaction

• 10 influence purchasing behavior of other 90

• 91 likely to buy on recommendation

• 92 prefer WOM recommendation to an ad

NAPA Consulting Group
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three opportunities online
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but you no longer own your brand positioning



REAL-TIME Branding
Invest in RELATIONSHIPS Not Transactions
Risk is inNOT Participating
Uncontrolled messages are trusted more than
controlled Focus group of thousands Companies
must create trust between their brands and
stakeholders Allows you to be more influential in
controlled media
Push messages may drive a one-time action,
whereas dialogue can build advocacy Invest in
building relationships to generate
self-propagating conversations and brand
loyalty Follow blogger etiquette and be
transparent
Conversations are happening with or without
you Companies who do not participate risk being
seen as irrelevant and out of touch Online
influence yields greater traditional media results
Consumers filter out marketing messages, but drop
filters for marketing conversations Identify what
messages you want to amplify or minimize versus
where you can influence versus control
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what are marketers doing about it?
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Questions?