Pharma Twitterama

Pharma Twitterama John Pugh from Boehringer Ingelheim

Who am I John Pugh Journalist – Online Marketer – Healthcare PR www.twitter.com/boehringer John Pugh Liverpool FC fan, music fanatic, dad twitter.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

#FollowPharma AstraZenecaUS Very focussed on the US. Less dialogue than the other accounts Roche Plenty of dialogue – asking questions, plenty if information, good use of multimedia, JNJComm Much dialogue Much retweeting Personalised approach from Mark Monseau Novartis No dialogue at all. Very traditional approach The first big pharma company onto Twitter GREAT 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

Types of followers Media: Editors, writers, publishers: 38.4% Comparison JNJ 14% Roche 15% Astra Zeneca US 18% June 2009 http://twitteranalyzer.com/

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 Novartis Astra JNJ Amgen Boehringer Bayer Roche Sanofi Aventis GSK Nov Dec Jan Feb Mar Apr May Jun Jul 2009

Updates JNJ Boehringer Ingelheim Roche

Quality of updates Golden 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 retweeting so many other tweets – or doing much tweeting from public meetings like our shareholders meeting Marc Monseau Director, Corporate Media Relations

Dialogue and retweets 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

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 Ratio Boehringer ”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 Types Café Media – 14 types of Twitter Personalities 1. The Purist 2. The Clever Purist Categorise pharma’s 3. The Journalist 4. The Celeb Who Keeps it Real 5. The Link Mogul/Retweeter 6. The Tastemaker 7. The Everyman’s Friend 8. The Spammer 9. The Stalker 10. The Self Promoter 11. The Blog/Site Bot 12. The Clueless 13. The Real Person Who Tries to be a Celeb 14. The Troll and the Meta tweet troll

http://www.tobyo.jp	197
http://www.med20.com	108
http://scienceroll.com	46
http://www.health-news-blog.com	27
http://www.slideshare.net	16
http://community.pathoftheblueeye.com	7
http://mayodospuntcero.blogspot.com	2
http://74.125.153.132	1
http://www.excite-webtl.jp	1

Pharma Twitterama

by John Pugh on Sep 21, 2009

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Pharma Twitterama — Presentation Transcript