exploring the pharma twitterverse - tweet cred or fail whale?
DESCRIPTION
Shwen Gwee's presentation at the 2011 CBI iPharmaConnect Conference (Philly, PA - MAR 2011)TRANSCRIPT
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Exploring the �(Pharma) Twitterverse �
Tweet Cred or Fail Whale ? �
Shwen Gwee (@shwen) Lead, Digital Strategy and Social Media Vertex Pharmaceuticals
Founder: Med 2.0 Blog (med20.com), Social Pharmer Network (socialpharmer.com), Social Health Unconference (sxsh.org), and PharmFresh.TV
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Disclaimer
• The opinions and ideas expressed in this presentation are strictly my own and are not screened by my employer.
• Everything mentioned or presented is strictly my personal opinion and does not necessarily represent the views of my employer.
!
Image by: Monkey Works Illustration
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The Twitterverse (circa 2009)
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Twitter Interface (circa 2009)
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Twitter – Basic Functions (circa 2009)
Follow
Unfollow +Post
Reply
Direct Message (DM)
Favorite
@
≤ 140 CHARACTERS
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6
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What A Difference A Year Makes…
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There’s a New Bird In Town: #NewTwitter
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#NewTwitter: New Interface
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#NewTwitter: Suggestions
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#NewTwitter: Promotional Opportunities
Promoted Accounts Promoted Trends
Promoted Tweets
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Twitter Stats (2010)
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Source: KissMetrics Marketing Blog (http://blog.kissmetrics.com/twitter-statistics), Accessed March 2011
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Source: KissMetrics Marketing Blog (http://blog.kissmetrics.com/twitter-statistics), Accessed March 2011
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http://www.website-monitoring.com/
Source: Website-Monitoring Blog (http://www.website-monitoring.com/blog/2010/05/04/twitter-facts-and-figures-history-statistics), April 2010
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Source: Website-Monitoring Blog (http://www.website-monitoring.com/blog/2010/05/04/twitter-facts-and-figures-history-statistics), April 2010
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Total # of Tweets Made vs. Tweet Volume
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Source: Website-Monitoring Blog (http://www.website-monitoring.com/blog/2010/05/04/twitter-facts-and-figures-history-statistics), April 2010
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How About Healthcare?
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US Hospital Social Network List (by @EdBennett)
• 3,087 Hospital Social Networking Sites • 906 Hospitals Total – 448 YouTube Channels – 719 Facebook Pages – 674 Twitter Accounts – 439 LinkedIn Pages – 693 FourSquare – 106 Blogs
Source: http://ebennett.org/hsnl
YouTube Channels; 15%
Facebook pages; 23%
Twitter Accounts; 22%
LinkedIn Accounts; 14%
Four Square; 23%
Blogs; 3%
Hospital Social Networking Sites
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Estimate Number of MDs and RNs on Twitter
Source: Phil Baumann, HealthIsSocial.com (AUG 2010): http://healthissocial.com/twitter/number-of-doctors-and-nurses-on-twitter/
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Most Popular Twitter Doctors
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Healthcare Tweetchats and Tweetstreams
Healthcare and Social Media (#hcsm) healthsocmed.com / Sundays, 8-9pm CT
Healthcare and Social Media EUROPE (#hcsmeu) hcsmeu.com / Fridays, 8-9am ET
Healthcare and Social Media CANADA (#hcsmca) bit.ly/hcsmca411 / Wednesdays, 1-2pm ET
FDA Social Media (#FDASM) fdasm.com / *Aggregated tweetstream (not tweetchat)
Social Pharma (#SocPharm) SocialPharmer.com / Wednesdays, 8-9pm ET
Healthcare Marketing (#hcmktg) twittgroups.com/group/hcmktg / Fridays, 12-1pm CT
Registered Nurse Chat (#RNchat) RNchat.org
Medical Doctor Chat (#MDchat) Mdchat.org
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Healthcare Tweetchats and Tweetstreams • #CHCchat - Canada, Canadian Alliance of Community Health Centre Associations, Community Health Centre,
Federally Qualified Health Center, global, United States • #eldercarechat - elder care, elderly, geriatric, senior • #hcsm - healthcare communication and social media • #hcsmanz - Australia, healthcare communication and social media, New Zealand • #hcsmasia - Asia, healthcare communication and social media • #hcsmca - Canada, healthcare communication and social media • #hcsmeu - Europe, healthcare communication and social media • #hcsmeuES - Europe, healthcare communication and social media, Spain • #hcsmeufr - Europe, France, healthcare communication and social media • #hcsmuk - healthcare communication and social media, United Kingdom • #HITsm - health information technology, Healthcare IT social media, HITECH, HL7, Meaningful Use • #homecarechat - home care • #hpm - hospice, hospice and palliative medicine, hospice and palliative medicine physician, palliative, palliative care,
palliative medicine • #IVchat - infusion therapy, registered nurse, RN, vascular access • #MDchat - doctor, physician, physician chat session • #mhsm - mental health, mental health social media • #nhssm - government, National Health Service Social Media, United Kingdom • #RDchat - dietitian, nutrition • #rheum - Rheumatoid Arthritis, Rheumatologist, Rheumatology • #RNchat - nurse, registered nurse, Registered Nurse community • #SocPharm - ePharma, pharma, pharmaceutical, pharmacuetical company, social media marketing in pharmaceuticals
Source: Fox ePractice (http://www.foxepractice.com/healthcare-hashtags/tweet-chats), Accessed: March 2011
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Visualizing Health Tweets: Pixels & Pills
http://www.pixelsandpills.com/tweeder/
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And What About Pharma?
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Social Pharma: Twitter Accounts
2008 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2009 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2010 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
@Boehringer @Novartis
@AstraZenecaUS @JNJComm @NovoNordisk_GA @Roche_com @SanofiUSVOICES
@NovartisTrials @GenzymeCorp
@AmgenFoundation @GenentechNews @GSKUS @SanofiAventisTV @PKUawareness (BioMarin)
@SanofiPasteur @RaceWithInsulin (Novo Nordisk) @AstraZenecaJobs
@AstraZeneca @AstellasUS @BayerHealthcare @ElanPLC @Pfizer_news
@AZhelps @BoehringerUS @BaxterCo @LlyOncOnCanvas
@ADHDSupport (Shire) @MediBiologics (MedImmune) @MerrimackPharma @NVSOncoCareers @Diabetes_sanofi
@BayerUKIreland @JanssenUK @McNeilRecall @Renalinfo (Bayer) @VertexPharma
@Baxter_intl @DendreonNews @LundbeckInc
@BMSnews @BayerWED
@JNJstories @JNJvideo
@JNJhistory
Resource: Dose of Digital “Wiki” -- http://www.doseofdigital.com/healthcare-pharma-social-media-wiki
3
31
16 @LilyPad @AlimeraSciences
@JoinAstraZeneca
@BayerUSnews
@CellTherapeutic
@Amgen
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Visualizing Pharma Tweets: Ignite Health
www.ignitelabs.com/pharmatwitter
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Visualizing Pharma Tweets: InTouch Solutions
http://tweetpharm.intouchsol.com
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Pharma Tweets
Types of Tweets PharmaCo’s
Speedlinking / Auto-updates SanofiAventisTV
News Updates / CorpComm Amgen, Genentech, Novartis, Pfizer, Sanofi Pasteur
Engaging / Energizing / Social* AZ, Boehringer, GSK, JNJ, Roche, Merrimack
Live Tweeting (IR/PR) @JNJcomm, @Boehringer, @VertexPharma
Specialized Jobs: Astra Zeneca Jobs Promotional: Race with Insulin (Novo Nordisk) Clinical Trial Recruitment: Novartis Trials Customer Support: - AZ Helps (Astra Zeneca) - ADHD Support (Shire) - McNeil Recall Awareness and Education: - LlyOncOnCanvas (art competition by Lily USA) - PKU Awareness (BioMarin) - Renal Info (Bayer) Live Tweetchat - #RxSave Tweetchat (Astra Zeneca)
*Includes: ReTweeting, linking to other (non-company) resources, engaging in conversation, expressing gratitude, etc.
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Promotional: @RaceWithInsulin
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Customer Support: @AZhelps
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Customer Support: @ADHDsupport
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Awareness: @LlyOncOnCanvas
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Awareness: @PKUawareness
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Awareness: #RXsave by @AstraZenecaUS
Source: http://wthashtag.com/Rxsave, via Pharma Marketing News, “OMG! AstraZeneca Hosts Twitter Chat & World Does NOT End!”, (http://pharmamkting.blogspot.com/2011/02/omg-astrazeneca-hosts-twitter-chat.html)
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Engaging: @Alex__Butler (JanssenUK)
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Twitter Guidelines: @VertexPharma
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So…Who’s Got Tweet Cred?
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Visualize the pharma twittersphere
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Source: www.twi-er.com, July 13th,Dec 31st 2009, October 18th; whdotpharma analysis
# of Followers
Avrg followers Oct 10: 4835
Pfizer leads in terms of followers and gap is growing
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Great divide on “following” policy amongst pharma
Source: www.twi-er.com, July 13th,Dec 31st 2009, October 18th; whdotpharma analysis
# of Following
Avrg following Oct 10: 793
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Difference in updates = different degrees of engagement?
Source: www.twi-er.com, July 13th,Dec 31st 2009, October 18th; whdotpharma analysis
# of Updates
Avrg updates Oct 10: 456
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Boehringer Ingelheim and J&J lead lead the “engaged“ quadrant
Source: www.twi-er.com, July 13th and Dec 31st 2009; whdotpharma analysis Talk Think
Avg following Dec 09: 600
Avg Updates Dec 09: 255
# of Following
# of Updates
Avg Bubble size = # of followers
@Roche_com
Engage Listen
Following vs. Followers by Pharmaco: Dec 09
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Avg following Oct 10: 793
Avg Updates: 456
# of Following
# of Updates
Avg Bubble size = # of followers
Source: www.twi-er.com, July 13th and Dec 31st 2009; whdotpharma analysis
@Roche_com
Following vs. Followers by Pharmaco: Oct 10
Engage Listen
Talk Think
Roche moves into “engage“ quadrant; AZ and Vertex also Moves Into New Quadrant
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Roche makes biggest move on all dimensions, followed by J&J
Source: www.twi-er.com, July 13th and Dec 31st 2009; whdotpharma analysis
@Roche_com Avg Updates: 456
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So, Who’s Got Tweet Cred?
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Klout: “Tw-influence” Measurement Service
Source: Klout (accessed OCT 2010): http://klout.com
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Klout Analysis: Overall Score
Source: Klout (accessed OCT 2010): http://klout.com
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Klout Analysis: Influence Matrix
Source: Klout (accessed OCT 2010): http://klout.com
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Klout Analysis: Influencers and Influenced
Source: Klout (accessed OCT 2010): http://klout.com
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Pharma 2011 Twankings (by @EyeOnFDA)
Also see @EyeOnFDA “Pharma Companies” List: http://twitter.com/#!/eyeonfda/pharma-companies
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Final Thoughts and Twips • It’s not about WHY anymore… It’s about HOW and WHAT? • Start internally
– Experiment with tools like SocialCast and Yammer • Consider developing a guideline for tweeting (before
starting) – Demonstrate to your internal stakeholders – Who to follow and how to respond to mentions (@ replies) and DMs – Work with internal approval team to develop workflow and timelines
(quick turnaround; “standard responses”) – See: Airforce Blog Assesment flowchart – http://bit.ly/R6sqg
• LISTEN to the tweetchats and READ the tweetstreams • If you are able to, ENGAGE and FOLLOW • TOE DIPPING: At least experiment and re-assess -- get
comfortable and at least TRY! • With POWER comes RESPONSIBILITY -- Use your power for
Good!
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~ Thank You ~
Email: [email protected] Twitter: @shwen Blog: www.med20.com Network: SocialPharmer.com Unconference: SXSH.org Video Channel: PharmFresh.TV