Many brands struggle to integrate social media into the overall marketing mix, especially in the B2B space. Hear from Frank McGillin a Senior Executive at a Global Brand about how to build meaningful, long-term relationships, which has the potential to develop into powerful and emotional connections with customers if managed properly.
You will walk away from this session with an abundance of practical information to help you execute your online community efforts. Specifically, you’ll learn how to:
· Identify your audience and find the appropriate platform for your brand
· Bring the right people to the site – what worked, what didn’t
· Design a powerful content strategy
· Develop a test and learn mentality
· Measure the campaign’s success/failures
· Improve campaign with lessons learned
In just three months, we built a thriving healthcare community that quickly became one of the most engaging communities within the B2B space. The community is applauded for its sincerity and relevancy. With 10,000 members today, we continue with a high-level engagement and monitors for appropriate opportunities to include the brand’s messaging and engagement.
Frank brings over 20 years sales, marketing and leadership experience in high growth consumer and healthcare businesses. He leads a global communications and branding team for Philips $10B Healthcare Sector. Frank was instrumental in driving a change in Marketing Communications at Philips from a fragmented silo approach to one that is globally aligned, more strategic and data based. He started and moderates the Innovations in Health Linkedin group; one of the top groups on the site with 10,000 members and growing.