<p>
Proprietary and Confidential
WHITE PAPER
Turning 1 Voice Into 1000
4 Steps to Persuade Visitors to Become Your
Social Media Influencers
June 21, 2010
PROVIDED BY
TURNING 1 VOICE INTO 1000
| WHITE PAPER
2
Proprietary and Confidential
HEALTH 2.0 IS HERE, PASS IT ON!
The most significant change to occur in marketing over the past
decade is the groundswell of “word of mouth” marketing. The Word
of Mouth Marketing Association (WOMMA) defines this approach as
the use of “marketing techniques that are geared toward encouraging
and helping people to talk to each other about products and services.”
(WOMMA, 2010) Common types of word of mouth marketing include
the following:
Viral marketing
Community marketing
Influencer marketing
Cause marketing
Conversation creation
Social media marketing tactics may overlap among these categories,
but the overall goal remains the same: empower Internet users to
access information and put it to use. In the pharmaceutical and
bioscience industry (Pharma), the word of mouth approach to the
delivery and consumption of information has been dubbed “Health
2.0” (alternatively seen as “eHealth 2.0” or “Medicine 2.0”).
HEALTH 2.0 OPPORTUNITIES
Over 60 million adults in the U.S. alone turn to health-related Web
sites, online communities, and other social media. Of these,
approximately 14% engage in the conversation by posting their own
content. (Manhattan Research, 2008) Others drive traffic by making
repeat visits to a Web site or by referring the site to others.
Viral marketing: Creating
entertaining or informative
messages that are designed to be
passed along in an exponential
fashion, often electronically or by
email.
Community marketing:
Forming or supporting niche
communities that are likely to
share interests about the brand
(such as user groups, fan clubs,
and discussion forums); providing
tools, content, and information to
support those communities.
Influ