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Social Media Presentation-Bio International 2011

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Panel presentation at Bio International 2011 …

Panel presentation at Bio International 2011

Talking About Your Product in the New Age: Social Media and the Internet


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  • 1. Talking About Your Product in the New Age: Social Media and the Internet Panelist Presentation Mike Myers, President – Palio June 28, 2011
  • 2. http://www.youtube.com/watch?v=x0EnhXn5boM
  • 3. “We don’t have a choice onwhether we do social media,the question is how well we doit.” – Erik Qualman
  • 4. THE BIG 3
  • 5. FACEBOOK
  • 6. 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 thereSources:1.  Facebook.com/press2.  Alexa.com3.  http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site
  • 7. Compared with all of Facebook, health/pharma pages are less popular Top 10 health/pharma Facebook Pages Top 10 Facebook Pages Number of fans Number of fans180,000 25,000,000160,000140,000 20,000,000120,000100,000 15,000,000 80,000 60,000 10,000,000 40,000 20,000 5,000,000 0 Donate Life NyQuil Acuvue Nicorette Crest Whitestrips Mayo Clinic Fan Cleveland Clinic ADHD Moms ADHD Allies Strong@Heart 0 America Page The average pharmaceutical Facebook page has ~13,000 fans
  • 8. Strong@heart, sponsored by Bayer
  • 9. ADHD Moms, sponsored by McNeil Products, a division of Ortho-McNeil, is a resource for parents of children with ADHD and/or momswho have ADHD
  • 10. 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
  • 11. Rise of the ePatients and ‘patient advocates’
  • 12. YOUTUBE
  • 13. 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 WEB SITE   Page Bounce Time on Site Alexa Views/ %   (Minutes)   Rank   User   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  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.
  • 14. 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 usageSource:1. http://www.reelseo.com/youtube-statistics/
  • 15. 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 contentSources:1. http://www.reelseo.com/relevant-video-advertising-monetization/
  • 16. 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   Number  of  YouTube  Channel  Subscribers   Johnson  N  Johnson  (JNJHealth)   428,531   (n  =  39)   Subscribers   Mayo  Clinic   296,024   0%   Scripps  Health     234,887   300+   20%   ExcedrinExpressGels   217,327   201-­‐300   0-­‐100   8%   49%   NovarGs   171,220   101-­‐200   Concerta  (ADHD)   157,633   23%   ADHD   155,679   Cleveland  Clinic   143,506  
  • 17. TWITTER
  • 18. Twitter marketing basics: broadcast of status updatesHistory•  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 1:1 1 : MANY VSSource: http://en.wikipedia.org/wiki/Twitter
  • 19. Compared with all of Twitter, pharmaceutical pages are less popular Top 10 Most Followed Twitters Top 10 Most Followed Pharma Twitters No. of followers No. of followers12,000 8,000,00010,000 7,000,000 8,000 6,000,000 6,000 5,000,000 4,000 4,000,000 2,000 3,000,000 0 2,000,000 1,000,000 0•  The average pharmaceutical Twitter page has ~1,800 followers
  • 20. Pfizer_News identifies that employee is tweeting on behalf of thecompany Note: the @pfizer handle was grabbed by someone outside of the corporate level of the organization
  • 21. Johnson&Johnson established the best practice of having a facerepresent the brand rather than a corporate logo
  • 22. Novartis follows few Twitter accounts but has acquired almost 9,000followers
  • 23. AstraZeneca
  • 24. Sanofi-aventis TV
  • 25. Patient advocates: Charlie Kimball, the only licensed racecar driverwith type 1 diabetes, tweets for Novo Nordisk on both disease stateand his personal account
  • 26. QUICK SUMMARY
  • 27. Small sample of physician communities
  • 28. The ROI of social media is yourbusiness will still exist in 5years…
  • 29. So you’d better jump in!