pharma twitterama
DESCRIPTION
Slide from John Pugh's (7/22/09) webinar on "Pharma Twitterama: Exploring the Use of Twitter in Pharma and Healthcare" See also Shwen Gwee's complimentary presentation: http://www.slideshare.net/shwen/pharma-twitterama (see: http://www.exlpharma.com/eventDetail.php?id=195 for details)TRANSCRIPT
Pharma TwitteramaJohn Pugh from Boehringer Ingelheim
Who am I
John PughJournalist – Online Marketer – Healthcare PRwww.twitter.com/boehringer
John PughLiverpool FC fan, music fanatic, dadtwitter.com/johnpugh
Today
• Why we should use twitter• What we should tweet• How we should tweet
Why we should tweet
Why Boehringer tweet
Communications led initiative
Clear vision of stakeholders- Journalists
What we tweet• Headlines that link to
approved press releases• Links to digital resources• Links to relevant media
articles• Dialogue, questions,
answers
#FollowPharmaAstraZenecaUSVery focussed on the US. Less dialogue than the other accounts
RochePlenty of dialogue – asking questions, plenty if information, good use of multimedia,
JNJCommMuch dialogueMuch retweetingPersonalised approach from Mark Monseau
NovartisNo dialogue at all. Very traditional approach The first big pharma company onto TwitterGREAT use of hashtags H1N1, tweeted from ASCO
“I keep thinking that we haven’t even begun to tap into the potential customer service aspect of Twitter for our brands and businesses.”
Marc Monseau Director, Corporate Media Relations
Measures of success?• Number of followers (quantitative)• Who they are (qualitative)• Tweet subject matter (qualitative)
Number of followers
Number of followers
Follower growth rate
http://twittercounter.com
ComparisonJNJ 14% Roche 15%Astra Zeneca US 18%
Types of followers
Media: Editors, writers, publishers: 38.4%
http://twitteranalyzer.com/June 2009
Medical journalists on Twitter
How to be successful
• Date of joining• Number/regularity of updates• Quality of updates• Use of hashtags• Dialogue and retweets• Traditional PR• Who you follow
Twitter timeline
Nov Dec Jan Feb Mar Apr May Jun Jul
Novartis
Boehringer
Astra
Bayer
JNJ
Roche
Amgen
Sanofi AventisGSK
2009
Updates
JNJ
Boehringer Ingelheim Roche
Quality of updatesGolden rules of Twitter
# Thou shalt not use DM autoresponders. # Thou shalt not beg for retweets. # Thou shalt not autotweet. # Thou shalt not tweet in bunches. # Thou shalt not take your followers on a trip to hashtag hell. # Thou shalt not sex up your avatar. # Thou shalt not oversell. # Thou shalt not overfollow or autofollow. # Thou shalt not sell out. # Thou shalt not tweet before thinking.
Hashtags
Dialogue and retweets
I never thought that I would be re-tweeting so many other tweets – or doing much tweeting from public
meetings like our shareholders meeting
Marc Monseau Director, Corporate Media Relations
We are hoping to refine our metrics as we build our presence on Twitter. Currently we measure success quantitatively by the number of Re-tweets we gain and the number of users who follow us. Qualitative measures include whether or not our
Tweets have generated media inquiries or two-way conversations with followers
Laura Woodin, Astra Zeneca
Dialogue and retweets
Traditional PR
A great case study was the recent outbreak of the influenza virus: we posted links to educational material and media
backgrounders on influenza, which we felt might be beneficial to the discussion. We received some media
enquiries via Twitter for additional images, b-roll or more information and got very positive feedback for this
Sabine Kostevc Corporate Communications, F. Hoffmann-La Roche AG
Twitter RatioBoehringer”Respected Among Peer Group”
JNJComm”Solid Twitter Community Member”
AstraZenecaUS”Gangsta”
Roche_com”Am I a Genius?”
Novartis”Likes to Hear His Own Voice”
www.twitterratio.com/
Who should run Social Media ?
http://www.popjam.com/http://www.popjam.com/sylwiapresley
Twitter TypesCafé Media – 14 types of Twitter Personalities
1. The Purist2. The Clever Purist3. The Journalist4. The Celeb Who Keeps it Real5. The Link Mogul/Retweeter6. The Tastemaker7. The Everyman’s Friend8. The Spammer9. The Stalker10.The Self Promoter11.The Blog/Site Bot12.The Clueless13.The Real Person Who Tries to be a Celeb14.The Troll and the Meta tweet troll
Categorise pharma’s