Worked with ten European franchises of a US-based biotech company, to help prepare them to launch and manage country-level social media channels.
This project involved two stages. The first was to conduct research using a powerful social media analytics tool into the conversation taking place about the company and its key disease areas, on a country by country basis. We used insights uncovered by the research to make tailored recommendations about the best approach to engaging with the public online in each country. Findings were presented back to each of the European franchises, generating a great deal of excitement, and providing valuable knowledge about the online conversations taking place in their markets.
The second stage is still in progress but involves collaborating with designers to develop a visually engaging Playbook, to facilitate the launch of social media channels by the ten European franchises, in a way that is aligned to standards set by global HQ. When finished, the Playbook will equip the franchises with the tools and know-how to launch their own social media channels, in a smart, measured way, whilst encouraging creative freedom.
Launch is still pending, but the European franchises are eager and engaged, and everyone is looking forward to launch.