SOCIAL MEDIA LANDSCAPE:BEST IN CLASS             Q1 - 2013
AGENDA
SOCIAL MEDIA LANDSCAPE / AGENDA     INTRODUCTION     CAVEATS     METHODOLOGY     INSIGHTS     NEXT STEPS
INTRODUCTION
SOCIAL MEDIA LANDSCAPE / INTRODUCTIONGENESIS OF THE PROJECT:Clear need for an industry-wideconversationTime is right as th...
SOCIAL MEDIA LANDSCAPE / INTRODUCTIONOUTPUT OF THE PROJECT:DHC databaseThis talkFull report
SOCIAL MEDIA LANDSCAPE / INTRODUCTIONKudos to Dose of Digital for kickstarting their wikiDHC and Klick Health created a ne...
SOCIAL MEDIA LANDSCAPE / INTRODUCTIONWHY US?MANY years experience indigital healthcare marketingAs a team, we bring a powe...
CAVEATS
SOCIAL MEDIA LANDSCAPE / CAVEATSThis is not the end.It is the beginning.
SOCIAL MEDIA LANDSCAPE / CAVEATSINTENTION IS TO START A CONVERSATION ABOUTWhere we are as industryWhat we can learnWhat we...
SOCIAL MEDIA LANDSCAPE / CAVEATSWe’re inferring thegoals of the sites basedon our expertise.
SOCIAL MEDIA LANDSCAPE / CAVEATSThis is not endorsed by the FDA,but represents a collection ofendeavors that have been aro...
METHODOLOGY
SOCIAL MEDIA LANDSCAPE / METHODOLOGYDHC indexed 3500social properties inPharma, Biotech, &Medical device verticals
SOCIAL MEDIA LANDSCAPE / METHODOLOGYDHC AND KLICK NARROWED IT DOWN TO 21FILTERED OUT 3RD PARTY AND "SPAMMY" PROPERTIES4 TI...
ANALYSIS
SOCIAL MEDIA LANDSCAPE / ANALYSISRATINGS FOR EACH ATTRIBUTEPopularity                              EditorialComments /    ...
SOCIAL MEDIA LANDSCAPE / ANALYSISRESULTS COMPARED TO TYPICAL DRIVER FOR EACH AUDIENCE CATEGORY           NOTES            ...
REPORTSTRUCTURE
SOCIAL MEDIA LANDSCAPE / REPORT STRUCTUREFACEBOOKBRANDED AND CORPORATE                                    TWITTER         ...
REPORTHIGHLIGHTS
FACEBOOKBRANDED
BRANDED / FACEBOOK / GENERESS                  OVER%ALL%RATING:%% """                                A page devoted to the...
BRANDED / FACEBOOK / GENERESS          OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS CHANNEL:
FACEBOOKCORPORATE
CORPORATE / FACEBOOK / GLAXOSMITHKLINE                  OVER%ALL%RATING:%% """                                         The...
CORPORATE / FACEBOOK / GLAXOSMITHKLINE   OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS PAGE:
TWITTERBRANDED
BRANDED / TWITTER / RACE WITH INSULIN                   OVER%ALL%RATING:%% """                                        The ...
BRANDED / TWITTER / RACE WITH INSULIN   OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS ACCOUNT:
TWITTERCORPORATE
CORPORATE / TWITTER / GLAXOSMITHKLINE                   OVER%ALL%RATING:%% """                                        A gl...
CORPORATE / TWITTER / GLAXOSMITHKLINE   OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS ACCOUNT:
YOUTUBEBRANDED
BRANDED / YOUTUBE / PSORIASIS MATTERS                    OVER%ALL%RATING:%% """                                        A n...
BRANDED / YOUTUBE / PSORIASIS MATTERS                   OVER%ALL%RATING:%% """                                        An e...
BRANDED / YOUTUBE / PSORIASIS MATTERS   OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS CHANNEL:
YOUTUBECORPORATE
CORPORATE / YOUTUBE / JOHNSON & JOHNSON                  OVER%ALL%RATING:%% """                                          A...
CORPORATE / YOUTUBE / JOHNSON & JOHNSON   OVER%ALL%RATING:%% """    WATCH PAGE AFTER CORPORATE CAMPAIGN
CORPORATE / YOUTUBE / JOHNSON & JOHNSON          OVER%ALL%RATING:%% """ Video Analysis                            100,000+...
CORPORATE / YOUTUBE / JOHNSON & JOHNSON   OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS CHANNEL:
SUMMARYOF INSIGHTS
SOCIAL MEDIA LANDSCAPE / SUMMARY OF INSIGHTSCROSS CHANNEL REGULATORYWHAT WE KNOW SO FAR:!  Corporate channels are much mor...
INSIGHTS –BRANDED
SOCIAL MEDIA LANDSCAPE / INSIGHTS – BRANDEDCURRENT STATE OF THE NATION IS:Comments are turned off, and social is used as b...
INSIGHTS –CORPORATE
SOCIAL MEDIA LANDSCAPE / INSIGHTS – CORPORATE!  Offline brand = online followers. The bigger you are   offline, the bigger...
WHAT’S NEXT
SOCIAL MEDIA LANDSCAPE / WHAT’S NEXTGet the full report:http://digitalhealthcoalition.org/http://klick.com/If youre intere...
SOCIAL MEDIA LANDSCAPE / WHAT’S NEXTAs an industry were always learning. As the FDA letter about sitesearch from January 2...
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DHC Klick Social Media Landscape Q1 2013 Summary (c)

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DHC Klick Social Media Landscape Q1 2013 Summary (c)

  1. 1. SOCIAL MEDIA LANDSCAPE:BEST IN CLASS Q1 - 2013
  2. 2. AGENDA
  3. 3. SOCIAL MEDIA LANDSCAPE / AGENDA INTRODUCTION CAVEATS METHODOLOGY INSIGHTS NEXT STEPS
  4. 4. INTRODUCTION
  5. 5. SOCIAL MEDIA LANDSCAPE / INTRODUCTIONGENESIS OF THE PROJECT:Clear need for an industry-wideconversationTime is right as there are now manymature examples
  6. 6. SOCIAL MEDIA LANDSCAPE / INTRODUCTIONOUTPUT OF THE PROJECT:DHC databaseThis talkFull report
  7. 7. SOCIAL MEDIA LANDSCAPE / INTRODUCTIONKudos to Dose of Digital for kickstarting their wikiDHC and Klick Health created a newindexDHC the independence andauthority to push this projectforward and to keep it alive withquarterly updates
  8. 8. SOCIAL MEDIA LANDSCAPE / INTRODUCTIONWHY US?MANY years experience indigital healthcare marketingAs a team, we bring a powerfulmix of domain expertise and 3rdparty independence
  9. 9. CAVEATS
  10. 10. SOCIAL MEDIA LANDSCAPE / CAVEATSThis is not the end.It is the beginning.
  11. 11. SOCIAL MEDIA LANDSCAPE / CAVEATSINTENTION IS TO START A CONVERSATION ABOUTWhere we are as industryWhat we can learnWhat we can do
  12. 12. SOCIAL MEDIA LANDSCAPE / CAVEATSWe’re inferring thegoals of the sites basedon our expertise.
  13. 13. SOCIAL MEDIA LANDSCAPE / CAVEATSThis is not endorsed by the FDA,but represents a collection ofendeavors that have been aroundfor a while and have not generatedwarning or untitled letters. Draw yourown conclusions and proceedaccording to your own comfort levels.
  14. 14. METHODOLOGY
  15. 15. SOCIAL MEDIA LANDSCAPE / METHODOLOGYDHC indexed 3500social properties inPharma, Biotech, &Medical device verticals
  16. 16. SOCIAL MEDIA LANDSCAPE / METHODOLOGYDHC AND KLICK NARROWED IT DOWN TO 21FILTERED OUT 3RD PARTY AND "SPAMMY" PROPERTIES4 TIERS OF PROPERTY !  Corporate page !  Affiliate page (HCP or group associated with the Corporation) !  Automatically generated "Community" pages !  Pure spam
  17. 17. ANALYSIS
  18. 18. SOCIAL MEDIA LANDSCAPE / ANALYSISRATINGS FOR EACH ATTRIBUTEPopularity EditorialComments / EngagementInteractionApps (Facebook only) IntegrationRegulatory Ratings (")
  19. 19. SOCIAL MEDIA LANDSCAPE / ANALYSISRESULTS COMPARED TO TYPICAL DRIVER FOR EACH AUDIENCE CATEGORY NOTES RATING Popularity We tried to get a feel for engagement and influence of the property using raw """ numbers and, where possible, 3rd party tools. Editorial This is a judgment call based on the materials found on the channels. Do they """ look like they will appeal to the audience? Is the frequency right? Comments Are social users responding to the content? Comments, likes, retweets, """ mentions, etc. This is an indication of the quality of fan engagement. Engagement Is the channel responding to other users? We look for appropriate reactions to """ mentions and requests for discussion. Contrast with “broadcast” use of the channels. Apps On the Facebook channel we look at the Apps and make a call about how """ useful they are to Facebook fans. Integration We look at other digital properties for the brand / corporate / condition channel """ such as websites and other social channels and see if they cross-pollenate. Regulatory Using industry norms and best practices, largely unwritten, we look to the """ channel use and make a judgment call on whether it’s likely to attract the attention of the FDA.
  20. 20. REPORTSTRUCTURE
  21. 21. SOCIAL MEDIA LANDSCAPE / REPORT STRUCTUREFACEBOOKBRANDED AND CORPORATE TWITTER BRANDED AND CORPORATE YOUTUBE BRANDED AND CORPORATE
  22. 22. REPORTHIGHLIGHTS
  23. 23. FACEBOOKBRANDED
  24. 24. BRANDED / FACEBOOK / GENERESS OVER%ALL%RATING:%% """ A page devoted to the Generess charitable program: I Am Generess as well as branded product information.
  25. 25. BRANDED / FACEBOOK / GENERESS OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS CHANNEL:
  26. 26. FACEBOOKCORPORATE
  27. 27. CORPORATE / FACEBOOK / GLAXOSMITHKLINE OVER%ALL%RATING:%% """ The GSK corporate page on Facebook has the highest fan base of the pages reviewed.
  28. 28. CORPORATE / FACEBOOK / GLAXOSMITHKLINE OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS PAGE:
  29. 29. TWITTERBRANDED
  30. 30. BRANDED / TWITTER / RACE WITH INSULIN OVER%ALL%RATING:%% """ The granddaddy of branded pharmaceutical social media. The brand is far in the background, the tweets are all IndyCar with the occasional shout out to the sponsors and in many images showing logos.
  31. 31. BRANDED / TWITTER / RACE WITH INSULIN OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS ACCOUNT:
  32. 32. TWITTERCORPORATE
  33. 33. CORPORATE / TWITTER / GLAXOSMITHKLINE OVER%ALL%RATING:%% """ A global corporate account that sets the standard in pharma for interaction with other social media participants.
  34. 34. CORPORATE / TWITTER / GLAXOSMITHKLINE OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS ACCOUNT:
  35. 35. YOUTUBEBRANDED
  36. 36. BRANDED / YOUTUBE / PSORIASIS MATTERS OVER%ALL%RATING:%% """ A nice example of an extensively customized YouTube channel that incorporates brand patient testimonials in a highly visual and interactive way. Custom Channel
  37. 37. BRANDED / YOUTUBE / PSORIASIS MATTERS OVER%ALL%RATING:%% """ An example of a YouTube watch page that has media used to present ISI and related videos limited to the channel. Watch Page
  38. 38. BRANDED / YOUTUBE / PSORIASIS MATTERS OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS CHANNEL:
  39. 39. YOUTUBECORPORATE
  40. 40. CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%% """ A good example of an enhanced channel with enough content to make some inferences about what topics resonate with the YouTube audience. Enhanced Channel
  41. 41. CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%% """ WATCH PAGE AFTER CORPORATE CAMPAIGN
  42. 42. CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%% """ Video Analysis 100,000+ 30,000 - 100,000 UNDER 30,000
  43. 43. CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS CHANNEL:
  44. 44. SUMMARYOF INSIGHTS
  45. 45. SOCIAL MEDIA LANDSCAPE / SUMMARY OF INSIGHTSCROSS CHANNEL REGULATORYWHAT WE KNOW SO FAR:!  Corporate channels are much more advanced than branded or condition channels!  DTC rules about ISI are clear!  Think about all of the consumer approach vectors to your information. Make sure youre compliant on all vectors !  e.g., Google search results, social sharing meta data!  FDA understands that user generated content is the user’s. Allowing sharing is completely ok, as long as you dont populate the shared content with material that violates the rules
  46. 46. INSIGHTS –BRANDED
  47. 47. SOCIAL MEDIA LANDSCAPE / INSIGHTS – BRANDEDCURRENT STATE OF THE NATION IS:Comments are turned off, and social is used as broadcastNEXT HORIZON:!  Finding a way to interact in a branded context!  For example: I Am Generess
  48. 48. INSIGHTS –CORPORATE
  49. 49. SOCIAL MEDIA LANDSCAPE / INSIGHTS – CORPORATE!  Offline brand = online followers. The bigger you are offline, the bigger you are online.!  Understand the role of your social property. Track metrics that matter. (Total fans vs. regional share)!  You can request that spam sites are taken down. You own your brand, and the social channels will support you
  50. 50. WHAT’S NEXT
  51. 51. SOCIAL MEDIA LANDSCAPE / WHAT’S NEXTGet the full report:http://digitalhealthcoalition.org/http://klick.com/If youre interested in this type of content, check out the FUTURE15App in the iTunes App Store.
  52. 52. SOCIAL MEDIA LANDSCAPE / WHAT’S NEXTAs an industry were always learning. As the FDA letter about sitesearch from January 29th shows, we need to learn from each other.If you know of a site that should be here, we need to know about it.HERES HOW:http://digitalhealthcoalition.org/publications/social-media-landscape/@digitalhealthco@klickhealthIf youre interested in this type of content, check out the FUTURE15App in the iTunes App Store.

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