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Pharma Corporate Wikipedia Analysis

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An analysis of Pharmaceutical company Wikipedia corporate pages. It looks at the views, edits and other statistics relating to the Top 5 Pharma companies and their corporate Wikipedia pages. It will be also of interest to Pharma companies considering editing wikipedia

Published in: Health & Medicine
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Pharma Corporate Wikipedia Analysis

  1. 1. Pharma Wikipedia corporate pages An analysis Gary Monk Presentation includes speaker notes on slides
  2. 2. @garymonk garywmonk gary@garymonk.com
  3. 3. Introduction • There is much discussion about the prominence of pharma products on Wikipedia less about the company pages themselves • The goal is to analyse the Wikipedia pages of the Top 5 pharma companies and identify some implications and insights • Note: all analytics data sourced directly from Wikipedia (all statistics up to 21/2/14)
  4. 4. Editing Wikipedia • I hope these slides are interesting but do be cautious if they tempt you to edit Wikipedia. You will need to follow the principles outlined in my earlier blog
  5. 5. Top 5 Pharma’s by employees OK size may not be everything and there are a number of ways to measure size. I selected employees as this is a social presentation about people I will use this Rank as reference point on a number of the following slides Rank Company 1 Novartis 2 Johnson & Johnson 3 Sanofi 4 GSK 5 Pfizer Source: Fiercepharma.com April 2013
  6. 6. 90 Day Wikipedia corporate page views The views of corporate pages are significant for these companies. The top 3 have over 1000 views per day. Note rank is size by employees. There is little correlation with Pfizer having more views compared to its rank and Novartis less proportionally Company Page views (90 days) Rank Johnson & Johnson 101241 2 Pfizer 97755 5 GSK 96057 4 Novartis 75128 1 Sanofi 38450 3 90 days data up to 21/2/2014
  7. 7. Page size in Kilobytes Company The pages with the most content on them are Pfizer and Novartis Page size (KB) Rank Pfizer 69 5 Novartis 63 1 GSK 45 4 Johnson & Johnson 37 2 Sanofi 16 3 Up to 21/2/2014
  8. 8. How old are these pages? Company Sanofi is marginally more youthful Pfizer 11.6 Novartis All these pages have been around the Wikipedia block a bit. Age (years) 11.2 Johnson & Johnson 11.1 GSK 10.9 Sanofi 9.9 Up to 21/2/2014
  9. 9. Which are the most edited pages? GSK is historically the most edited page Note: these pages get edited a lot so do not expect content to stay static Company Edits per year (average) Edits in previous year Rank GSK Pages don’t represent the rank. (company size) 157 145 4 Pfizer 140 63 5 Johnson & Johnson 103 115 2 Novartis 70 188 1 Sanofi 41 27 3
  10. 10. Which are the most edited pages? Fascinatingly, recently Pfizers edits have plummeted and Novartis’s soared. More analysis is needed to say why, who in terms of editors has made these changes and the overall sentiment Company Edits per year (average) Edits in previous year Rank GSK 157 145 4 Pfizer 140 63 5 Johnson & Johnson 103 115 2 Novartis 70 188 1 Sanofi 41 27 3
  11. 11. How many unique editors There are a large amount of contributors to each page. Note some are active and some historical These are almost in inverse order of rank (size by number of employees) Company # Editors Rank Pfizer 854 5 GSK 766 4 Johnson & Johnson 636 2 Novartis 396 1 Sanofi 231 3 Up to 21/2/2014
  12. 12. Which are the most watched pages? Pfizer and GSK are the pages most watched by users, but all pharma pages are closely watched by many users! So if you choose to make any edits yourself a crowd of Wikipedians are watching your every move This correlates with the previous slide on number of editors (logical as a proportion of these will watch the page) Company # page watchers Pfizer 152 GSK 136 Johnson & Johnson 103 Novartis 82 Sanofi 46 Up to 21/2/2014
  13. 13. How many edits are made by the top 10% of editors? The top 10% of editors punch significantly above their weight in terms of edits. Company Top 10% Editors Rank GSK 49% 4 These 10% are particularly influential in the case of GSK. 10% of users make almost half of the edits! Novartis 42% 1 Pfizer 39% 5 Johnson & Johnson 37% 2 Sanofi 35% 3 Up to 21/2/2014
  14. 14. How many edits are made by the top 10 editors? If we consider the Top 10 Editors Sanofi comes out on top. Mainly because it has less editors overall. The next slide illustrates the impact of these Top 10 Company Top 10 Editors Rank Sanofi 40% 3 GSK 26% 4 Novartis 26% 1 Johnson & Johnson 15% 2 Pfizer 13% 5 Up to 21/2/2014
  15. 15. Number of contributions by the Top 10 of editors Editor Rank Novartis J&J Sanofi GSK Pfizer 1 2 3 4 5 6 7 8 9 10 85 26 24 16 13 10 7 7 7 7 35 25 19 19 14 14 12 12 10 10 22 18 10 9 8 6 5 5 5 4 156 73 49 40 33 29 22 17 15 14 68 20 18 17 16 15 15 13 12 12
  16. 16. Number of contributions by the Top 10 of editors Editor Rank 1 2 The #1 Editor on 3 the Novartis page is Jytdog He4 outranks his5 peers significantly AND 6 his Novartis 7 editing history is relatively short 8 starting in May 9 2013 10 Novartis J&J Sanofi GSK Pfizer 85 26 24 16 13 10 7 7 7 7 35 25 19 19 14 14 12 12 10 10 22 18 10 9 8 6 5 5 5 4 156 73 49 40 33 29 22 17 15 14 68 20 18 17 16 15 15 13 12 12
  17. 17. Number of contributions by the Top 10 of editors Editor I also find fascinating Novartis that the #1 Editor on Rank the GSK and Pfizer 1 85 pages are in fact the 2 26 the same person (Rangoon11) 3 24 (who looks like he is 4 16 currently blocked by 13 Wikipedia) 5 6 It is incredible we 7 think of Wikipedia as a broad community 8 yet 1 person can 9 have such a huge influence 10 10 7 7 7 7 J&J Sanofi GSK Pfizer 35 25 19 19 14 14 12 12 10 10 22 18 10 9 8 6 5 5 5 4 156 73 49 40 33 29 22 17 15 14 68 20 18 17 16 15 15 13 12 12
  18. 18. Number of contributions by the Top 10 of editors Editor Rank 1 2 If you are looking to challenge3 or 4 make amends on the corporate 5 pages then these 6 are the top guys that you need to 7 engage 8 9 10 Novartis J&J Sanofi GSK Pfizer 85 26 24 16 13 10 7 7 7 7 35 25 19 19 14 14 12 12 10 10 22 18 10 9 8 6 5 5 5 4 156 73 49 40 33 29 22 17 15 14 68 20 18 17 16 15 15 13 12 12
  19. 19. How do the companies owned media perform in google searches? Google Rank 1 2 3 4 Novartis J&J Sanofi GSK Pfizer Novartis.co.uk Jnj.com Sanofi.co.uk GSK.com/uk Pfizer.co.uk Sanofi.com Wikipedia Pfizer.com Wikipedia 49 Wikipedia UK.novartis.com Careers/jnj.com Novartis.com Wikipedia Wikipedia 40 All company sites do outperform Wikipedia in search, so there is an opportunity to maintain and increase the quality of customer experience on these owned media. It would be interesting to have the companies data to compare their owned media traffic to that of Wikipedia! (note this is a UK specific search and may vary in other markets) As of 21/2/2014
  20. 20. Key Learnings • The bigger companies Wikipedia pages are seen over 1000 times per day • GSK has the most edited Wikipedia page however most pharma co’s will have their pages edited every few days • Pfizer & GSK have the most watched pages but all Pharma pages will be watched by many hawk-eyed Wikipedians • There are a relatively high number of editors but a small kernel has a disproportionate influence • All companies have a well optimised earned media presence and opportunity to increase visibility on their corporate sites
  21. 21. Questions? @garymonk garywmonk gary@garymonk.com Please get in touch

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