Pfizer Social Media Analysis Q4 2015

PfizerOn Social MediaOct 01 2015 - Dec 31 2015

Cover Image Courtesy of Pfizer FB

Pfizer: Social Media Report

This report looks at how

Pfizerperformed on social media between

October 1st – December 31st, 2015

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Analysis of

PfizerFacebook Page

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY

194,107 42,843 28.32% Worldwide

Pfizer

Engagement Score

175

Total Posts

255

Total Likes

26,401

Total Comments

549

Total Shares

4,425

BRAND POSTS

Brand Overview

0K

50K

100K

150K

200K

250K

1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec

Fan Growth

Total Fans

194,107

New Fans

42,843

Engagement

0

250

500

750

1,000

1,250

Pfizer had an average engagement score of 175 and a highest of 996.

Community Analysis

Pfizer fans are largely from United States followed by Egypt.

Distribution of Fans

0K 10K 20K 30K 40K 50K 60K 70K

United States

Egypt

India

Brazil

Pakistan

Mexico

Philippines

Turkey

Algeria

0

1

2

3

4

5

6

7

8

9

10


Brand Posts

Top keywords used Frequency

Pfizer 44

Pfizer Photo Archives 26

PFEScience 26

disease 25

patients 25

0%

100%

Brand Participation Brand Non Participation

45%

8%

47%

Posititve Negative Neutral

Brand Posts - Engagement

Pfizer responded to 0 conversations generated by the 255 Posts they published.

Pfizer receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

16-NOV-15, MON 11:30AM

We’ve donated #500milliondoses of antibiotics to help end #trachoma, the leading infectious cause of ..

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

1,000 9,441 200 1,059 Positive

16-NOV-15, MON 11:40AM

Pfizer has joined forces with over 100 partners to help put an end to trachoma, the leading infectio ..

05-NOV-15, THU 8:26AM

We’ve listened and we’re acting. In response to the challenges patients face paying out-of-pocket co ..

ENGMT

.

LIKES COMMENTSSHARESSENTIMENT

999 2,605 70 713 Positive

ENGMT

.

LIKES COMMENTS SHARE

S

SENTIMENT

714 224 4 153 Positive

NO IMAGE NO IMAGE

http://www.facebook.com/314499212242/posts/10153687903062243



Brand Posts - Analysis

Brand Post Types Days of the week

0 20 40 60 80 100 120

0 50 100 150 200 250 300

Links

Photos

Videos

Plain Text

Polls

Number of Posts

Engagement Score

Engagement Score Number of Posts

0 10 20 30 40 50 60

0 100 200 300 400 500

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Most of Pfizer posts were around 'Others', and posts around 'Corporate Social Responsibility' received the highest engagement.

Content Intel

0 10 20 30 40 50 60

0 100 200 300 400 500 600 700

Patient Stories

Brand News

Product/Offering

Photos

Others

Event

R&D

Contest

Question to fans

Corporate Social…

Facebook App

New Drug Discovery

Number of Posts

Engagement Score


In Pfizer Posts about Pharma & Health, News posts received the highest engagement.

In Pfizer Posts about General Happenings, the category Current Affairs received the highest engagement.

Content Intel

About Pharma & Health About General Happenings

0 20 40 60 80

0 50 100 150 200

HealthcareAdvice/Awareness

Fact

Others

Event

Question to fans

News

Number of Posts

Engagement Score


0 1 2 3 4

0 50 100 150

On Social Media

On Sports

Others

Entertainment

Question to fans

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Campaign Intel

Oct 01, 2015 - Dec 31, 2015

0 2 4 6 8

0 20 40 60 80

#MentalWellnessMonth

#NewYear 2016

#Clinicaltrials

Number of Posts

Engagement Score


0 5 10 15

0 100 200 300

#MentalWellnessMonth

#NewYear 2016

#Clinicaltrials

Number of Posts

Engagement Score


Analysis of

PfizerTwitter Account

Oct 01, 2015 - Dec 31, 2015

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER

GROWTH

COUNTRY

164,430 9,953 6.44% Worldwide

Pfizer@pfizer

Engagement Score

44

Total Proactive Tweets

535

Retweets Total

16

Replies Total

1

Favorites Total

2,781

Total Mention

15,911

Total Retweets

3,072

Total Replies

0

Response Rate (%)

0.01%

Average Reply Time (mins)

2

Most Engaging

#500MillionDoses

Most Recent

#500MillionDoses

BRAND TWEETS USER TWEETS

Brand Overview

BRAND CAMPAIGNS

148K

150K

152K

154K

156K

158K

160K

162K

164K

166K


Follower Growth

Total Followers

164,430

New Followers

9,953

2K

2K

2K

2K

2K

2K


Followee Growth

Total Followees

2,305

New Followees

11

Engagement

0

250

Pfizer had an average engagement score of 44 and a highest of 222.

0

5

10

15

20


Proactive Tweets Retweets

Brand Tweets

Proactive Tweets Retweets

535 16

We refuse to turn a blind eye to #trachoma. Get involved at https://t.co/xKhxjWjhwb.

#500milliondos..

16-Nov-15, Mon 11:30AM

ENGMT. FAV. REPLIES RETWEETS

467 117 7 76

Top Engaging Tweets

We’re helping end blinding #trachoma w/

#500milliondoses of vital antibiotics. Get involved:

https:..

16-Nov-15, Mon 11:02AM

ENGMT. FAV. REPLIES RETWEETS

460 132 12 70

NO IMAGE NO IMAGE

http://www.twitter.com/pfizer/status/666292181452197889

http://www.twitter.com/pfizer/status/666285295126482944

Posts with Hashtags engage the best. Those with Mentions are the most frequent

0 100 200 300 400 500 600

0 10 20 30 40 50 60 70

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 10 20 30 40 50 60

0 500 1000 1500 2000 2500 3000 3500 4000 4500

#cphiww*

#amr*

#askpharma*

#pecaasfarmaceuticas*

#petition*

#pneumonia*

#pharma*

#dyk*

#vacuna*

#pfizerallergan*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

500

1000

1500

2000

2500

3000

3500

4000

1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec

cphiww amr askpharma pecaasfarmaceuticas petition

Spread of Hashtags by day

0 10 20 30 40 50 60

#dyk*

#pfizerallergan*

#pharma*

#petition*

#pecaasfarmaceuticas*

#vacuna*

#pneumonia*

#askpharma*

#cphiww*

#amr*

Engagement Score

Hashtags - Engagement

Average Response Rate : 0.01%

0

500

1000

1500

2000

2500

3000

3500

4000

1-O

ct

3-O

ct

5-O

ct

7-O

ct

9-O

ct

11-O

ct

13-O

ct

15-O

ct

17-O

ct

19-O

ct

21-O

ct

23-O

ct

25-O

ct

27-O

ct

29-O

ct

31-O

ct

2-N

ov

4-N

ov

6-N

ov

8-N

ov

10-N

ov

12-N

ov

14-N

ov

16-N

ov

18-N

ov

20-N

ov

22-N

ov

24-N

ov

26-N

ov

28-N

ov

30-N

ov

2-D

ec

4-D

ec

6-D

ec

8-D

ec

10-D

ec

12-D

ec

14-D

ec

16-D

ec

18-D

ec

20-D

ec

22-D

ec

24-D

ec

26-D

ec

28-D

ec

30-D

ec

Men

tio

ns a

nd

Rep

lies

Replies Mentions

Customer Service

Average Reply Time : 2 minutes

0

0.5

1

1.5

2

2.5

1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov15-Nov20-Nov25-Nov30-Nov 5-Dec 10-Dec15-Dec20-Dec25-Dec30-Dec

Customer Service

Positive Negative Neutral

Customer Service

REPLY ANALYSIS REPLY SENTIMENT

0

0.2

0.4

0.6

0.8

1

1.2

Request ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

Plain Text

0

1000

2000

3000

4000

5000

6000

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

200

400

600

800

1000

1200

1400

1600

12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM

Replies Mentions

Time of the Day

Total number of Retweets : 3,072

-50

0

50

100

150

200

250


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 15,911

-500

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

CBS News 4,303,516 1

El Universal 3,836,665 1

USA TODAY 2,084,015 3

Sexenio 1,793,677 2

Dr. Phil 1,404,961 21

TOP 5 INFLUENCERS

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