Social Media Presentation-Bio International 2011

Talking About Your Product in the New Age: Social Media and the Internet

Panelist Presentation Mike Myers, President – Palio

June 28, 2011

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

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

THE BIG 3

FACEBOOK

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

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Top 10 health/pharma Facebook Pages Number of fans

Compared with all of Facebook, health/pharma pages are less popular

The average pharmaceutical Facebook page has ~13,000 fans

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Top 10 Facebook Pages Number of fans

Strong@heart, sponsored by Bayer

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

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

Rise of the ePatients and ‘patient advocates’

YOUTUBE

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

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.

WEB SITE   Page Views/ User  

Bounce %  

Time on Site (Minutes)  

Alexa Rank  

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  

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/

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/

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  

Johnson  N  Johnson  (JNJHealth)   428,531  

Mayo  Clinic   296,024  

Scripps  Health     234,887  

ExcedrinExpressGels   217,327  

NovarGs   171,220  

Concerta  (ADHD)   157,633  

ADHD   155,679  

Cleveland  Clinic   143,506  

Subscribers  0%  

0-­‐100  49%  

101-­‐200  23%  

201-­‐300  8%  

300+  20%  

Number  of  YouTube  Channel  Subscribers  (n  =  39)  

TWITTER

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

Source: http://en.wikipedia.org/wiki/Twitter

VS

1 : 1 1 : MANY

Compared with all of Twitter, pharmaceutical pages are less popular

•  The average pharmaceutical Twitter page has ~1,800 followers

0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000

Top 10 Most Followed Twitters No. of followers

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10,000 12,000

Top 10 Most Followed Pharma Twitters No. of followers

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

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

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

AstraZeneca

Sanofi-aventis TV

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

QUICK SUMMARY

Small sample of physician communities

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

So you’d better jump in!