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Reflections on New Media Adoption

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Craig DeLarge, MBA, CPC
Craig DeLarge, MBA, CPC

The document discusses strategies for adopting new social media. It recommends thinking in 2 year cycles of education, piloting, and execution. It stresses linking new media to business goals and customer needs, and building a team of supporters. Telling stories that move people emotionally can be more powerful than just presenting facts.

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Reflections on New (Social) Media Adoption Based on blog post at: http://bit.ly/9Q8n9Z Craig A. DeLarge Director, Healthcare Professional Relationship Marketing Novo Nordisk Inc Presented at ePharma Summit Social Media Boot Camp, New York, NYC, February 10, 2011 © 2011, Some musings by Craig A. DeLarge
The More Things Change… ,[object Object],[object Object],[object Object],© 2011, Some musings by Craig A. DeLarge
1. Think in 2 Year Cycles ,[object Object],[object Object],[object Object],[object Object],© 2011, Some musings by Craig A. DeLarge
Ride The Cycle! http://www.socialearth.org/wp-cont ent/uploads/2009/09/hype.jpg
2. Link It To The Business, Or Let It Go ,[object Object],© 2011, Some musings by Craig A. DeLarge http://wwwdelivery.superstock.com/WI/223/1491/PreviewComp/SuperStock_1491R-1080583.jpg http://wwwdelivery.superstock.com/WI/223/1660/PreviewComp/SuperStock_1660R-6499.jpg http://cache4.asset-cache.net/xc/52258980.jpg?v=1&c= IWSAsset&k =2&d=77BFBA49EF878921F7C3FC3F69D929FD3D6E8E24F8AD364CE5A3A39E079E37DAF2AA7A2D57C4A8A3191F19EEEB4B00E7 http://www.medgadget.com/archives/img/11272g4bgp.jpg http://www.w3.org/2006/Talks/0404-sb-ctia-mwi/manycallers-mobilepic.jpg
2. Link It To The Business, Or Let It Go ,[object Object],[object Object],[object Object],[object Object],[object Object],© 2011, Some musings by Craig A. DeLarge
3. It Takes A Village To Adopt New Medium ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2011, Some musings by Craig A. DeLarge
4. A Good Story Can Be Worth 1,000 Facts ,[object Object],© 2011, Some musings by Craig A. DeLarge http://infomagination.typepad.com/.a/6a00e554eecbdf8833010536db77a9970c-500wi
4. A Good Story Can Be Worth 1,000 Facts ,[object Object],[object Object],© 2011, Some musings by Craig A. DeLarge http:// www.oilpaintingsbyangel.com/frames/frames.htm
4. A Good Story Can Be Worth 1,000 Facts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2011, Some musings by Craig A. DeLarge
5. Disparage Your Own Innovation ,[object Object],© 2011, Some musings by Craig A. DeLarge http://thebreadline.files.wordpress.com/2009/09/soap.png
5. Disparage Your Own Innovation ,[object Object],[object Object],[object Object],[object Object],[object Object],© 2011, Some musings by Craig A. DeLarge
6. Seek First To Understand ,[object Object],[object Object],© 2011, Some musings by Craig A. DeLarge http://4.bp.blogspot.com/_jZyvw3vMtpg/TJtwlqjMpPI/AAAAAAAABzY/SY1q4U0PLZc/s400/people+yelling.jpg
6. Seek First To Understand ,[object Object],[object Object],[object Object],[object Object],© 2011, Some musings by Craig A. DeLarge
7. Measure & LEARN ,[object Object],[object Object],[object Object],© 2011, Some musings by Craig A. DeLarge
8. Leverage 3 “C”s of External Pressure ,[object Object],[object Object],[object Object],[object Object],© 2011, Some musings by Craig A. DeLarge
One Last Word… © 2011, Some musings by Craig A. DeLarge
An Approach to Social Media Risk © 2011, Some musings by Craig A. DeLarge 2-Way 1-Way Unbranded Branded What Customers most want! 2 nd Most Risk Unrestricted Grants lower risk What Marketers most want! Most Risk Experimental zone w/in label Traditional Education Greatest ROI Ambiguity Least Risk Traditional Advertising Faux Social Media Moderate Risk
Contact Information: Craig A. DeLarge [email_address] www.linkedin.com/in/cadelarge www.wiseworking.com © 2011, Some musings by Craig A. DeLarge

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Reflections on New Media Adoption

  • 1. Reflections on New (Social) Media Adoption Based on blog post at: http://bit.ly/9Q8n9Z Craig A. DeLarge Director, Healthcare Professional Relationship Marketing Novo Nordisk Inc Presented at ePharma Summit Social Media Boot Camp, New York, NYC, February 10, 2011 © 2011, Some musings by Craig A. DeLarge
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  • 4. Ride The Cycle! http://www.socialearth.org/wp-cont ent/uploads/2009/09/hype.jpg
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  • 17. One Last Word… © 2011, Some musings by Craig A. DeLarge
  • 18. An Approach to Social Media Risk © 2011, Some musings by Craig A. DeLarge 2-Way 1-Way Unbranded Branded What Customers most want! 2 nd Most Risk Unrestricted Grants lower risk What Marketers most want! Most Risk Experimental zone w/in label Traditional Education Greatest ROI Ambiguity Least Risk Traditional Advertising Faux Social Media Moderate Risk
  • 19. Contact Information: Craig A. DeLarge [email_address] www.linkedin.com/in/cadelarge www.wiseworking.com © 2011, Some musings by Craig A. DeLarge