Social Media Presentation-Bio International 2011
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Talking About Your Product in the New Age: Social Media and the Internet Panelist Presentation Mike Myers, President – Palio June 28, 2011
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Panel presentation at Bio International 2011Talking About Your Product in the New Age: Social Media and the Internet
Transcript of Social Media Presentation-Bio International 2011
Talking About Your Product in the New Age: Social Media and the Internet
Panelist Presentation Mike Myers, President – Palio
June 28, 2011
http://www.youtube.com/watch?v=x0EnhXn5boM
“We don’t have a choice on whether we do social media, the question is how well we do it.” – Erik Qualman
THE BIG 3
Facebook is the most popular social media site
• Over 500 million users • 1,000,000 developers • 550,000 applications • >2.5 million Web sites integrated via Facebook platform • 250 million users of Facebook on external Web sites
• People spend over 700 billion minutes per month on Facebook • Compared with other social media sites, users tend to spend the
most time on Facebook and view the most pages there
Sources: 1. Facebook.com/press 2. Alexa.com 3. http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site
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Top 10 health/pharma Facebook Pages Number of fans
Compared with all of Facebook, health/pharma pages are less popular
The average pharmaceutical Facebook page has ~13,000 fans
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Top 10 Facebook Pages Number of fans
Strong@heart, sponsored by Bayer
ADHD Moms, sponsored by McNeil Products, a division of Ortho-McNeil, is a resource for parents of children with ADHD and/or moms who have ADHD
ADHD Moms offers many resources for parents all in one place
• “Moments” tab encourages users to post comments, thoughts, and opinions
• Submissions are reviewed before posted
• Resources include an ADHD screener, downloadable PDFs
• Links to profiles of leaders in the organization
Rise of the ePatients and ‘patient advocates’
YOUTUBE
YouTube has the highest number of page views compared with other social media sites
• Quantcast estimates that 400 million unique viewers visit each month • YouTube is the second most trafficked site globally
Sources: 1. Alexa.com. 2. http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site. 3. Reach Gen-Y with YouTube video marketing by David Schwartz, SOS marketing blog.
WEB SITE Page Views/ User
Bounce %
Time on Site (Minutes)
Alexa Rank
TWITTER 4.84 38.9 7.47 10
FACEBOOK 12.95 14.2 32 2
YOUTUBE 13.8 24.3 19.38 3
LINKEDIN 9.4 28.4 7.39 21
AVERAGE SITE3 4.4 42.5 3.09
YouTube video statistics
• Every minute over 35 hours of video is uploaded to YouTube; in 2010 13 million hours were uploaded
• Currently, 70% of YouTube traffic comes from outside the United States; this is expected to increase
• The average user is between the ages of 18 and 54 • Mobile makes up 5% of total usage
Source: 1. http://www.reelseo.com/youtube-statistics/
YouTube provides a different element to social media than Facebook and Twitter
• Facebook and Twitter are used to stimulate conversation, push information, and/or organize events
• YouTube doesn’t stimulate conversation but serves as a medium to push and share a large amount of content
Sources: 1. http://www.reelseo.com/relevant-video-advertising-monetization/
Pharma YouTube accounts have relatively few subscribers and channel views compared with popular consumer channels
• The most popular channel on YouTube, VEVO, has over 100 billion views
• The channel with the most subscribers, nigahiga by Ryan Higa, with over 3 million subscribers
Brand (Channel Name) Channel Views
Johnson N Johnson (JNJHealth) 428,531
Mayo Clinic 296,024
Scripps Health 234,887
ExcedrinExpressGels 217,327
NovarGs 171,220
Concerta (ADHD) 157,633
ADHD 155,679
Cleveland Clinic 143,506
Subscribers 0%
0-‐100 49%
101-‐200 23%
201-‐300 8%
300+ 20%
Number of YouTube Channel Subscribers (n = 39)
Twitter marketing basics: broadcast of status updates History • Definition of the word “Twitter”:
• a short burst of inconsequential information; chirps from birds
• Twitter is a service that uses Short Messaging Service (SMS) to tell small groups what you are doing. Twitter was the first service/app to marry short code messaging, SMS, with a way to create social groups
Source: http://en.wikipedia.org/wiki/Twitter
VS
1 : 1 1 : MANY
Compared with all of Twitter, pharmaceutical pages are less popular
• The average pharmaceutical Twitter page has ~1,800 followers
0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000
Top 10 Most Followed Twitters No. of followers
0 2,000 4,000 6,000 8,000
10,000 12,000
Top 10 Most Followed Pharma Twitters No. of followers
Pfizer_News identifies that employee is tweeting on behalf of the company
Note: the @pfizer handle was grabbed by someone outside of the corporate level of the organization
Johnson&Johnson established the best practice of having a face represent the brand rather than a corporate logo
Novartis follows few Twitter accounts but has acquired almost 9,000 followers
AstraZeneca
Sanofi-aventis TV
Patient advocates: Charlie Kimball, the only licensed racecar driver with type 1 diabetes, tweets for Novo Nordisk on both disease state and his personal account
QUICK SUMMARY
Small sample of physician communities
The ROI of social media is your business will still exist in 5 years…
So you’d better jump in!
