Pharma Twitterama

Pharma! Twitterama:! Exploring The Use of Twitter! in Pharma & Healthcare ! Shwen Gwee (@shwen) Lead, New Media Communications Vertex Pharmaceuticals!

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 Vertex Pharmaceuticals. ! Image by: Monkey Works Illustration

Intro to Twitter

What is Twitter? •! Micro Blogging / Micro Sharing Tool; or Micro Media •! Wikipedia (July 2009): •! “Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets.” •! “Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers” •! About.com (July 2009): •! “…micro-blogging is for people who want a blog but don't want to blog.” •! Twitter is micro-blogging. It is social messaging. It is an event coordinator, a business tool, a news reporting service and a marketing utility.

What is Twitter? Remember The Tipping Point’s “Law of the Few” ? “The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts” Malcolm Gladwell (2003), The Tipping Point: How Little Things Can Make a Big Difference

What is Twitter? Illustration: David Armano, Logic+Emotion Blog (http://darmano.typepad.com)

What is Twitter? •! “Connectors – the kinds of people who know everyone and possess special gifts for bringing the world together” •! Twitter is a conduit for connecting: You Followers People Each Other Followers What You Value as Important Illustration: David Armano, Logic+Emotion Blog (http://darmano.typepad.com)

Is Twitter Social CRM? Source: Brent Leary, Social CRM in Pictures....and Words, Brent’s Social CRM Blog (http://crm2.typepad.com/brents_blog/2008/07/social-crm-in-p.html)

! Twitter Basics

Twitter – Basic Functions Post Follow @ Reply + Unfollow Direct Message (DM) ! 140 CHARACTERS Favorite

Twitter – Follow/Unfollow Click to Follow

Twitter – Follow/Unfollow Now You’re Following

Twitter – Basic Interface & Functions Tweet Stream Mentions/Replies Private DMs

Twitter – Basic Functions

Twitter – Posting

Twitter – Replying & Direct Messaging @

Twitter – Favorite

Beyond Basics: Welcome to the Twitterverse… Source: Brian Solis, Gazing into the Twitterverse, PR 2.0 Blog (http://www.briansolis.com/2009/05/gazing-into-twitterverse)

Beyond! ! Twitter Basics

#Hashtags •! Wikipedia Definition: •! Hashtags are a community-driven convention for adding additional context and metadata to your tweets. •! They're like tags on Flickr, only added inline to your post. You create a hashtag simply by prefixing a word with a hash “#” symbol: e.g. #hashtag. •! Acts like a reference label for events and/or topics •! e.g. #Twitterama for this webinar •! E.g. #health20 for Health 2.0 Conference

Search: search.twitter.com

Searching Events/Topics: Hashtags.org

Trends: TwitScoop.com

TweetMemes: Tweetmeme.com

Finding/Following People: Twellow.com

Twitter Directories: WeFollow.com

URL Shorteners: e.g. TinyURL.com, Bit.ly, Ow.ly

Tweet Management: TweetDeck

Tweet Management: TweetDeck Insert Source: http://www.1stwebdesigner.com/tutorials/learn-how-to-use-tweetdeck-effectively-and-save-time

Multiple Account Management: HootSuite.com

Corporate Tweet Management: CoTweet.com

Dispelling! Twitter Myths !

Myth 1 Twitter is Just for Teens & College Students

Myth 1: Twitter is Just for Teens & College Students •! Facebook is popular as one can interact with friends on a wide scale. •! On the other hand, teenagers do not use Twitter. •! Most have signed up to the service, but then just leave it as they realize that they are not going to update it (mostly because texting Twitter uses up credit, and they would rather text friends with that credit). •! In addition they realize that no one is viewing their profile, so their 'tweets' are pointless. Source: Guardian.co.uk, July 13, 2009 (http://www.guardian.co.uk/business/2009/jul/13/twitter-teenage-media-habits)

Myth 1: Twitter is Just for Teens & College Students •! 18-24 year olds 12 percent less likely than average to visit Twitter •! 25-34 year olds are 30 percent more likely to visit Twitter •! 45-54 year olds are 36 percent more likely than average to visit Twitter Age Distribution of Twitter Users Source: comScore Voices, April 7, 2009 (http://blog.comscore.com/2009/04/twitter_traffic_explodesand_no.html)

Myth 2 Twitter is a Time Suck – It’s All Just Useless Info Anyway

Myth 2: Twitter is a Time Suck – It’s All Just Useless Info Anyway •! Depends who you follow…And What You’re Interested In

Myth 3 Pharma/Healthcare Can’t Engage on Twitter

Myth 3: Pharma/Healthcare Can’t Engage on Twitter •! Adoption of Twitter has surpassed YouTube in Hospitals •! 213 Twitter Accounts •! 142 YouTube Channels •! 109 Facebook pages •! 26 Blogs Source: @EdBennett, Hospital Social Network List, Found in Cache Blog, June 15, 2009 (http://ebennett.org/hsnl/)

Myth 3: Pharma/Healthcare Can’t Engage on Twitter •! Pharma presence on Twitter is Growing Steadily Start of Twitter Activities Nov Dec Jan Feb Mar Apr May June July 2008 2009 @Boehringer @AstraZenecaUS @JNJComm @NovartisTrials @Amgen @SanofiPasteur @Pfizer_news @Novartis @Roche_com @GenentechNews @GSKUS @SanofiAventisTV Adapted from: @WhyDotPharma, Pharma twittersphere - To be followed or to follow?, WhyDotPharma Blog, July 14, 2009 (http://www.whydotpharma.com/2009/07/14/pharma-twittersphere-to-be-followed-or-to-follow/)

Stats and Facts About Twitter!

Twitter Growth (2008–2009) •! In 2008, Twitter grew ~753%1 •! From FEB 2008 to FEB 2009, Twitter grew ~1382%2 Site Feb 08 Feb 09 % growth Twitter.com 475,000 7,038,000 1382% Source: 1. Compete.com, 2. Nielsen NetView, 2/09, U.S., Home and Work (http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-success)

Twitter Age Range Unique Visitors to Twitter.com by Age Demographic Age Group Unique Audience Composition % 2-17 250,000 3.6 18 – 24 ** ** 25 – 34 1,379,000 19.6 35 – 49 2,935,000 41.7 55+ 1,165,000 16.6 65+ 477,000 6.8 **These demographics have insufficient sample sizes Source: Nielsen NetView, 2/09, U.S., Home and Work (http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-success)

Twitter Users by Age and Gender Source: Sysomos Inc, June 2009, An In-Depth Look Inside the Twitter World (http://www.sysomos.com/insidetwitter/)

Twitter Users by Geography Description: The bar chart shows the number of Twitter users from top-10 cities relative to the number of users in New York City. The chart shows that the number of users in NYC is four times that in San Diego. Source: Sysomos Inc, June 2009, An In-Depth Look Inside the Twitter World (http://www.sysomos.com/insidetwitter/)

Twitter Activity Source: Sysomos Inc, June 2009, An In-Depth Look Inside the Twitter World (http://www.sysomos.com/insidetwitter/)

The More Followers, the More You Tweet •! As Twitter users attract more followers, they tend to Tweet more often # of Followers Avg. # of Tweets/Day < 1,000 ~3 1,000–1,749 ~6 >1,750 ~10 Source: Sysomos Inc, June 2009, An In-Depth Look Inside the Twitter World (http://www.sysomos.com/insidetwitter/)

Twitter Activity •! 5% of users account for 75% of all activity •! 10% account for 86% of activity •! 30% account for 97.4% Source: Sysomos Inc, June 2009, An In-Depth Look Inside the Twitter World (http://www.sysomos.com/insidetwitter/)

Twittter: Objectives!

What Can Twitter Do For You? •! Research (prospective and retrospective) •! Reinforce and Expand Your Brand •! Promote Content •! Extend Audience (e.g. link traffic, SEO) •! Networking and “Media Relations” •! Previews and Feedback (e.g. testing messages) •! Speedlinking (e.g. auto-tweeted links) •! Story Gathering (e.g. for breaking news) •! What people really think (good, bad, and ugly) •! Establish, Engage, and Maintain Relationships Adapted from: ProBlogger, January 23, 2008, 9 Benefits of Twitter for Bloggers (http://www.problogger.net/archives/2008/01/23/9-benefits-of-twitter-for-bloggers/)

Groundswell Objectives Listen Research Engage Talk to people Energize Energize your advocates Support Support your customers Embrace Embrace customer feedback Josh Bernoff, Groundswell Blog: Twitter is a 5-tool player -- how it should get paid (http://blogs.forrester.com/groundswell/2009/03/twitter-is-a-5.html)

Groundswell Objectives & Roles OBJECTIVES ROLES Listen Market Research/ CorpComm Engage CorpComm/Marketing Energize Marketing/Sales Support Sales/Customer Service Embrace Marketing/CorpComm Charlene Li & Josh Bernoff (2008), Groundswell: Winning in a World Transformed by Social Technologies (http://www.forrester.com/Groundswell)

Corporate Objectives •! Market Research •! Customer Service •! Customer Relations •! Publicity and Promotion •! Marketing and Sales •! Crisis Communication •! Issues Advocacy •! Event Support/Management •! Event Updates Adapted from: ProBlogger, January 23, 2008, 9 Benefits of Twitter for Bloggers (http://www.problogger.net/archives/2008/01/23/9-benefits-of-twitter-for-bloggers/)

! Examples

Market Research

Customer Service/Support

Promotions / Customer Relations

Crisis Management

Issues Advocacy

Publicity

Promotion/Sales, Customer Support, etc. Promotion / Sales Community Relations News/Event Updates “Embracing” Customers Customer Support

Event Updates

Other Healthcare! Examples !

Clinical Trial Matching: @TrialX •! "The TrialX Twitter App allows you to find clinical trials of new treatments in your area." •! You can DM them for privacy

Bipolar/Depression Support: @PolarWisdom •! News, community, and advocacy feed for those dedicated to living well with bipolar disorder and depression, including support networks of family, friends, and fellow patients •! “Twitter helps reframe healthcare research, news and content in terms of personal, n=1 context” •! Tweet contents: •! News/Journal articles (from POV of afflicted) •! Resources available for caregivers/survivors •! Latest research on medication development, clinical trials, and side effects •! Developing advocacy by learning more about condition Source: @JensMccabe, Meet @PolarWisdom: A Ground Zero Glance at Building the First Condition-Specific, Collaborative advocacy Twitter Feed, April 6, 2009 (http://www.twitter.com/polarwisdom)

HealthCare and Social Media #hcsm Tweet Chat

Pharma! ! Examples

PharmaCo’s On Twitter 1.! @Allergan" 2.! @Amgen – Currently unconfirmed as true corporate account (6/18)! 3.! @AstraZenecaUS" 4.! @Boehringer" 5.! @GenentechNews" 6.! @GSKUS" 7.! @JNJComm" 8.! @Novartis" 9.! @NovartisTrials – Clinical Trials focused Twitter account" 10.!Novo Nordisk: @RaceWithInsulin – Promotional Rx Twitter Account" 11.! @Pfizer_news" 12.!@Roche_com" 13.!@SanofiAventisTV – Provides updates new video channel" 14.!@SanofiPasteur" Source: @Jonmrich, Pharma and Healthcare Social Media Wiki, Dose of digital Blog, July 2009 (http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/)

PharmaCo’s On Twitter Start of Twitter Activities Nov Dec Jan Feb Mar Apr May June July 2008 2009 @Boehringer @AstraZenecaUS @JNJComm @NovartisTrials @Amgen @SanofiPasteur @Pfizer_news @Novartis @Roche_com @GenentechNews @GSKUS @SanofiAventisTV Adapted from: @WhyDotPharma, Pharma twittersphere - To be followed or to follow?, WhyDotPharma Blog, July 14, 2009 (http://www.whydotpharma.com/2009/07/14/pharma-twittersphere-to-be-followed-or-to-follow/)

PharmaCo’s: Twitter Activities •! Follower/Following Activity: Follow Activity PharmaCo’s Do not follow anyone Amgen Only follows a selection of AZ, Roche, Genentech, GSK, Novartis followers Follows (almost) everyone Boehringer, JNJ who follows them •! NOTE – Following Someone Allows You To… -! Receive their tweets in your tweet stream -! Receive direct messages (DMs) from them Adapted from: @WhyDotPharma, Pharma twittersphere - To be followed or to follow?, WhyDotPharma Blog, July 14, 2009 (http://www.whydotpharma.com/2009/07/14/pharma-twittersphere-to-be-followed-or-to-follow/)

PharmaCo’s: Number of Followers Number of Followers on twitter 2')3'()**)+#$,' (July 13th, 2009) 2500 2126 1965 2000 1617 1500 1191 1167 !"#$%&#'()**)+#$,-'./01' 1058 1000 741 638 500 0 Data Source: www.twitter.com, July 13th, 2009; whydotpharma analysis Source: @WhyDotPharma, Pharma twittersphere - To be followed or to follow?, WhyDotPharma Blog, July 14, 2009 (http://www.whydotpharma.com/2009/07/14/pharma-twittersphere-to-be-followed-or-to-follow/)

PharmaCo’s: Number They Are Following Number of Following on twitter 2')3'()**)+45&' (July 13th, 2009) 2000 1559 1500 1095 1000 500 !"#$%&#'()**)+45&-'/67' 182 163 76 50 9 0 0 Data Source: www.twitter.com, July 13th, 2009; whydotpharma analysis Source: @WhyDotPharma, Pharma twittersphere - To be followed or to follow?, WhyDotPharma Blog, July 14, 2009 (http://www.whydotpharma.com/2009/07/14/pharma-twittersphere-to-be-followed-or-to-follow/)

PharmaCo’s: Number of Updates Number of Updates on twitter 2')3'<9:%;#,' (July 13th, 2009) 500 311 261 250 155 92 79 !"#$%&#'89:%;#,-'..6' 28 20 6 0 Source: www.twitter.com, July 13th, 2009; whydotpharma analysis Source: @WhyDotPharma, Pharma twittersphere - To be followed or to follow?, WhyDotPharma Blog, July 14, 2009 (http://www.whydotpharma.com/2009/07/14/pharma-twittersphere-to-be-followed-or-to-follow/)

PharmaCo’s: Number Following & Updates 2')3'()**)+45&' Number Following and Updates by PharmaCo 2000 1500 @Boehringer 1000 @JNJComm 500 !"#$%&#'3)**)+45&-'/67' @GSKUS @AstraZeneca @Roche_com @genentechnews @Amgen @Novartis 0 0 50 100 150 200 250 300 350 400 !"#$%&#'<9:%;#,-'..6' 2')3'<9:%;#,' Data Source: www.twitter.com, July 13th, 2009; whydotpharma analysis Bubble size = # of followers: 1,306 Source: @WhyDotPharma, Pharma twittersphere - To be followed or to follow?, WhyDotPharma Blog, July 14, 2009 (http://www.whydotpharma.com/2009/07/14/pharma-twittersphere-to-be-followed-or-to-follow/)

Types of PharmaTweets •! Types of PharmaCo Updates on Twitter: Types of Tweets PharmaCo’s Speedlinking / SanofiAventisTV Auto-updates News Updates / Amgen, Genentech, Novartis, Pfizer, Sanofi Pasteur Corp Comm Engaging and AZ, Boehringer, GSK, JNJ, Roche Energizing* Promotional: Race with Insulin (Novo Nordisk) Specialized CT Recruitment: Novartis Trials *Includes: ReTweeting, linking to other (non-company) resources, engaging in conversation, expressing gratitude, etc.

PharmaTweets: SanofiAventisTV

PharmaTweets: @Pfizer_news

PharmaTweets: @JNJcomm

PharmaTweets: @RaceWithInsulin

PharmaTweets: @NovartisTrials

What Do People Want From PharmaTweets? •! Which topics would you like PharmaCo’s to cover more on Twitter? Source: @WhyDotPharma, The state of the pharma twittersphere, WhyDotPharma Blog, July 13, 2009 (http://www.whydotpharma.com/2009/07/13/the-state-of-the-pharma-twittersphere/)

What Do People Want From PharmaTweets? •! Would it be a good idea for PharmaCo’s to offer separate Twitter accounts per topic? •! If PharmaCo’s would offer Twitter accounts per topic, how many would you be ready to follow per company? Source: @WhyDotPharma, The state of the pharma twittersphere, WhyDotPharma Blog, July 13, 2009 (http://www.whydotpharma.com/2009/07/13/the-state-of-the-pharma-twittersphere/)

! Conclusions

Conclusions for PharmaCo Tweets •! Update tweets regularly •! Follow people back (if possible) •! People want to hear about: •! Social causes and events •! Medical and science news •! Other activities not readily available by traditional media •! Provide value to your followers, both with your tweets and what you do with theirs (e.g. ReTweet, link to resources, etc.) •! Have a conversation with your followers (if possible)

Final Thwoughts and Twips •! Look before you leap •! Consider developing a guideline for tweeting (before starting) •! Who should Tweet •! What should be tweeted (contents, voice, etc.) •! How to respond to mentions (@ replies) and DMs •! See: Airforce Blog Assesment flowchart – http://bit.ly/R6sqg •! Start internally •! Experiment with tools like Yammer •! Don’t be afraid to ask for feedback and suggestions •! Let your tweets evolve organically •! Be authentic and don’t try to sell •! Bring booze to the party

Thank You! @shwen Illustration by: Hellvetica

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Pharma Twitterama

by Shwen Gwee

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