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Pharma Social Media Series - UK Twitter Ranking 2018 - Owen Health & firstlight PR

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This 2018 pharma social media ranking from healthcare communications agencies Owen Health and firstlight PR provides a snapshot into the performance of UK pharma companies on Twitter.

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Pharma Social Media Series - UK Twitter Ranking 2018 - Owen Health & firstlight PR

  1. 1. SOCIAL MEDIA THE PHARMA UK TWITTER RANKING - SUMMER 2018 SERIES.
  2. 2. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 Welcome to this, the second edition in our Pharma Social Media Series, the UK Twitter Ranking. This ranking has been developed in partnership between Owen Health and firstlight PR. The ranking aims to take a snapshot of the performance of these pharma companies on Twitter in the UK and provide some commentary on our findings. Shining a light at the country level really starts to identify the challenges these pharma companies are facing with social media, namely commitment. The danger of zombie communities, as seen in our Global Twitter Ranking, is even more pronounced here. Pharma companies need to define a clear purpose for their UK Twitter presence and how it fits within their wider global Twitter strategy. Too many seem to struggle with their identify and purpose. Committing to a robust content marketing plan, which delivers relevant and distinctive content for their UK Twitter account is vital and can be done at scale and in a cost effective manner. Working smarter not harder is true when it comes to Twitter content. Without this they’re just playing lip service to social; at best missing opportunities and at worst damaging their corporate brand. We hope you enjoy the read and if you would like to learn more please feel free to get in touch. WELCOME Steve Sponder Director, Owen Health Grant Fisher Director, firstlight PR
  3. 3. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 We started with the 22 largest global pharmaceutical companies, measured by revenue, that appeared in the Global Twitter Ranking of our Pharma Social Media Series. Of these, only 12 have a dedicated UK Twitter account, therefore, these were the profiles we used for our analysis. The overall performance scores, used to position the companies in our ranking, have been calculated using various data points which take the following attributes into consideration. ● AUTHORITY - Is the Twitter account verified? ● REACH - How many people are following the account? ● ACTIVE - How frequent are the tweets? ● ENGAGEMENT - How much response are the tweets receiving? ● INFLUENCE - How much influence does the account have? As a snapshot of performance, we looked at all activity during April 2018. SO, HOW DID WE DO IT?
  4. 4. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 THE RANKING RANK COMPANY HANDLE SCORE 1 Bayer @UKBayer 66 (65) 2 MSD @MSDintheUK 65 (34) 3 AbbVie @abbvieuk 59 (53) 4 Roche @_RocheUK 58 (69) 5 Novartis @NovartisUK 54 (67) =6 AstraZeneca @ASTRAZENECAUK 51 (69) =6 Boehringer Ingelheim @BoehringerUK 51 (66) =6 Sanofi @SanofiUK 51 (46) 9 Pfizer @Pfizer_UK 49 (75) 10 Teva @Teva_UK 45 (24) 11 Daiichi Sankyo @DaiichiSankyoUK 33 (34) With a maximum score of 100 there is more work to be done to unlock the true potential of Twitter for these pharma companies. When comparing performance against the pharma company’s global Twitter profile, we see it’s a very mixed bag. Scores in brackets are the global Twitter scores from our Global Twitter Ranking published earlier in the year.
  5. 5. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 VERIFIED ACCOUNTS COMPANY HANDLE VERIFIED Bayer @UKBayer MSD @MSDintheUK AbbVie @abbvieuk Roche @_RocheUK Novartis @NovartisUK No AstraZeneca @ASTRAZENECAUK No Boehringer Ingelheim @BoehringerUK No Sanofi @SanofiUK No Pfizer @Pfizer_UK No Teva @Teva_UK No Daiichi Sankyo @DaiichiSankyoUK No Verified accounts on Twitter are identified by a blue checkmark and are used to establish the authenticity of identities. We believe it’s important for pharma companies to ensure that their Twitter profiles are verified because they share health related content with various stakeholders, including the public.
  6. 6. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 THE MOST REACH The more followers the pharma twitter account has, the greater potential for organic reach. Sanofi and Bayer are ahead of the pack on this metric with 4,164 and 4,084 respectively. Although the size of a brand’s community is not itself a key measure of performance, it enables the companies to drive other important performance metrics such as engagement.
  7. 7. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 Daiichi Sankyo FOLLOWER GROWTH Unlike global Twitter accounts, where the longer the account has been live the more followers it has, UK Twitter accounts do not follow this adage. If we take Bayer’s performance of acquiring circa 4,000 followers over 8 years as the category benchmark, we can look at Twitter profiles under the dotted line as poor performers and those above as good performers. Good Poor
  8. 8. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 THE MOST ACTIVE We measured the number of tweets posted during April 2018 to get an understanding of how active these pharma companies were. Daiichi Sankyo have a UK Twitter account although have not tweeted from it. We would recommend deleting an account instead of leaving a dormant account live for people to find. Boehringer Ingelheim didn’t score as they only re-tweeted during April and we only count owned content.
  9. 9. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 THE MOST ENGAGING With engagement such a key performance metric we created a weighted formula, incorporating likes, retweets and replies, which produced an engagement score for each account. We then normalised this score taking into account the number of followers and the volume of tweets sent during the period. This resulted in a final engagement score which provides a clearer understanding of whose content is working the hardest.
  10. 10. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 THE MOST ENGAGING CONTENT TOP 3 POSTS WITH THE MOST LIKES TOP 3 POSTS WITH THE MOST RETWEETS TOP 2 POSTS WITH THE MOST COMMENTS
  11. 11. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 ZOMBIE COMMUNITIES As we saw with our Global Twitter Ranking, it appears to become harder to keep larger communities engaged with valuable timely content. Pharma companies that have invested in building the size of their UK communities need to develop content marketing strategies to build a sustainable social platform or run the risk of managing zombie communities. Zombie communities add very little value to the business while draining resources developing content that is reaching no one. If this is the case, and there is little appetite to create a content marketing strategy within the business, retiring accounts should be seriously considered. Daiichi Sankyo
  12. 12. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 THE MOST INFLUENTIAL RANK COMPANY KLOUT* 1 Boehringer Ingelheim 78 2 AstraZeneca 53 3 Novartis 50 =4 Bayer 48 =4 MSD 48 6 Sanofi 47 7 Pfizer 46 =8 AbbVie 44 =8 Roche 44 10 Teva 42 11 Daiichi Sankyo 0 THOSE WITH SWAY We’ve used the Klout system to measure influence. “We use more than 400 signals from eight different networks to update your Klout Score every day. The majority of the signals used to calculate the Klout Score are derived from combinations of attributes, such as the ratio of reactions you generate compared to the amount of content you share.” * This is a klout score, more details can be found at klout.com
  13. 13. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 SO, WHAT HAVE WE LEARNED? We can see that it’s relatively easy to build a large following on Twitter, however, it can become an ongoing burden to keep these followers engaged and increasingly unclear where the return on investment will come from. This isn’t helped by regulation within the industry, which can sometimes stifle a company’s ability or desire to tweet. However, some pharma companies have started taking a different approach by seeking to become part of the relevant communities which are already active on Twitter and across other social media platforms. By putting the interests of your target audiences at the centre of a social media strategy, you will be able to develop a content plan that makes your company a valuable contributor to the community. Broadcasting information with no thought, adds little value for you or the audiences you are trying to reach. This approach is certainly more strategic, plays to the social platforms strengths and has the potential to be more beneficial to corporate reputation and brand positioning in the longer term. What you want to talk about What your audiences are interested in Your Content Proposition
  14. 14. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 We’ve identified 5 stages of social media maturity. As pharmaceutical companies graduate through each stage of maturity they gain a greater understanding, and capability, unlocking the potential social media offers. 1. Secure a social media presence. Use the channel to promote corporate and brand news as well as marketing published in other media channels. Start following key stakeholders including KOLs, HCPs, providers and patient groups. KPIs will tend to simply be the number of followers 2. Gain a deeper understanding of your followers and the broader social media community around your key therapeutic areas. Create valuable, timely content for your followers and community. Likes and retweets would be useful KPIs 3. Have conversations. Don’t just start them, find, join and foster them. Consider retweeting or curating great content which you know your followers will find valuable. Adopt an always-on and real-time mindset, as the conversation doesn’t revolve around you and your working hours. Number of replies to your tweets or average response times would be KPIs worth measuring 4. Identify social media influencers which may or may not be on your KOL radar. Some of these may be micro-influencers, which means that even though they have relatively small communities in a particular therapeutic areas, they hold incredible influence. KPIs here would be the number of micro-influencers following you and their engagement with your content 5. Use social listening tools. These tools will enable you to gain valuable, timely insights which can be used to inform and then make improvements across the whole company. ROI would be the ultimate KPI here. 5 STAGES OF SOCIAL MEDIA MATURITY
  15. 15. © 2018 Owen Health All Rights Reserved / The Pharma Social Media Series - UK Twitter Ranking - Summer 2018 WHAT NEXT? We hope you’ve found this look into the performance of pharma UK Twitter profiles useful. We have more rankings in the pipeline. To be the first to hear about them keep an eye on blog.owenhealth.co.uk or follow us on Twitter @weareowenhealth or @firstlightpr Using our methodology we can also help pharma companies benchmark their performance against their competitor set or put in place social media measurement frameworks. For details contact us at hello@owenhealth.co.uk Owen Health is a healthcare communications agency specialising in multi-channel marketing to make you digitally fitter, stronger and faster. firstlight PR is a corporate and healthcare specialist communications agency that uses data driven insights and creativity to create compelling content that returns measurable return on investment to your business. Together we have worked with some of the biggest global brands such as GSK, Roche, Novartis, AstraZeneca, Gilead, Activision Blizzard, lastminute.com, LinkedIn, Lush Cosmetics, Honda, PepsiCo and SABMiller. Owen Health’s models and thought leadership on multi-channel marketing for pharma can be found here: ● The Pharma Multi-channel Marketing Maturity Model ● The Periodic Table of Pharma Multi-channel Marketing ● Pharma MCM Brand Planning Methodology ● Check out the Global Twitter Ranking
  16. 16. hello@owenhealth.co.uk owenhealth.co.uk 86-90 Paul Street, London EC21 4NE +44 (0)20 3893 2323 Longcroft Barn, Priors Leaze Lane, Chichester PO18 8RH +44 (0)23 9248 6566 DIGITALLY FIT, STRONG & FAST. hi@firstlightpr.com firstlightpr.com 30-31 Cowcross Street, London EC1M 6DQ +44 (0)20 3617 7240

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