Panel presentation at Bio International 2011 Talking About Your Product in the New Age: Social Media and the Internet

1. Talking About Your Product in the New Age:
Social Media and the Internet
Panelist Presentation
Mike Myers, President – Palio
June 28, 2011

3. http://www.youtube.com/watch?v=x0EnhXn5boM

4. “We don’t have a choice on
whether we do social media,
the question is how well we do
it.” – Erik Qualman

5. THE BIG 3

6. FACEBOOK

7. 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 there
Sources:
1. Facebook.com/press
2. Alexa.com
3. http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site

8. 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 fans
180,000 25,000,000
160,000
140,000 20,000,000
120,000
100,000 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

9. Strong@heart, sponsored by Bayer

10. ADHD Moms, sponsored by McNeil Products, a division of Ortho-
McNeil, is a resource for parents of children with ADHD and/or moms
who have ADHD

11. 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

12. Rise of the ePatients and ‘patient advocates’

13. YOUTUBE

14. 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.

15. 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 usage
Source:
1. http://www.reelseo.com/youtube-statistics/

16. 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 content
Sources:
1. http://www.reelseo.com/relevant-video-advertising-monetization/

17. 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

24. TWITTER

25. Twitter marketing basics: broadcast of status updates
History
• 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
VS
Source: http://en.wikipedia.org/wiki/Twitter

26. 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 followers
12,000
8,000,000
10,000
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

27. Pfizer_News identifies that employee is tweeting on behalf of the
company
Note: the @pfizer handle was grabbed by someone outside of the corporate level of the organization

28. Johnson&Johnson established the best practice of having a face
represent the brand rather than a corporate logo

29. Novartis follows few Twitter accounts but has acquired almost 9,000
followers

30. AstraZeneca

31. Sanofi-aventis TV

32. Patient advocates: Charlie Kimball, the only licensed racecar driver
with type 1 diabetes, tweets for Novo Nordisk on both disease state
and his personal account

33. QUICK SUMMARY

34. Small sample of physician communities

35. The ROI of social media is your
business will still exist in 5
years…

36. So you’d better jump in!