How Social Listening helps Pharmaceutical Brand to understand Consumer Behavior and Plan new Campaign

2

Agenda

1. What is Buzzmetrics Social Listening

2. Methodology

3. Case Study: Constipation Category

2

3

How it works?

Consumers voice opinions online and post on a social

networks such as blog or board, facebook, twitter or online

news article

The BuzzMetrics methodology involves crawling social networks such as blogs, forums, Facebook, Twitter, YouTube etc. to capture consumer opinions into a robust database, from which data can be analysed to deliver instantaneous market research report to guide the campaign

• 1,030 forums, 575 blogs, 7,379 Online News Portals, 12 social networks, 33 Online Retailers and Classifieds

• 230+ millions of discussions in 2013

CategoryLevel

Discussions

Brand Discussions

Product Level

Discussions

www.buzzmetrics.vn

4

Buzzmetrics Platforms

5

We provide what Marketers need. It is Research, not just Monitoring. Our customers are large enterprise marketers across to Consumer Packaged Goods, Consumer Electronics, Telecom, Auto, Pharmaceutical, Finance and Media industries

www.buzzmetrics.vn

Our Clients

Social Media

Research

Methodology

7

Social Media Research Steps

BuzzMetrics Research Methodology

1. Data Collection

2. Data Sampling

3. Data Scoring

4. Data Analysis

5. Output Presentation

7

8

How Social Media Listening Tool collects Data

Data collection process uses a combination of

Publisher API access and Copying data from listed

sites

API - Keywords:

1. Facebook

2. Google Plus+

3. Youtube

4. Twitter

Crawling by Sites:

1. Facebook Pages

2. Forums

3. News

4. Blog

9

Collection by Site requires the Computer accesses the site and copying thread content to Social Listening Database

Thread

Replies

URL for forums e.g.

http//forums.hardwarezone.com.sg

Title

10

The system comes back to the site every 15’ to find new threads and new replies to existing threads

Thread

Reply

Content

Thread

Content

11

Collection by keywords or sites only allow retrieving public comments, not private ones

Can collect Can not collect

Social listening operates on the basis that, the computer can collect whatever content the public can see. The social listening tool does not need publisher’s permission to do this and this complies with privacy law.

12

Take data Sampling for Category Research

Using statistical analysis Buzzmetrics is able to determine that the sample size needed to accurately represent a population of 5,000 and over is 100 in order to achieve a 95% confidence level with a +/-10% confidence interval, for an expected rate of occurrence of 50%. In order to lessen the margin of error to +/- 5%, the sample size can be extended to 300 messages.

Manual Sentiment Margin of Error (if the Population Proportion is 50%)

Confidence Level Sample Size100 300

95% (+/-10%) (+/- 5%)

Category Research

Case Study:

Constipation

Category

USE SOCIAL LISTENING TO

UNDERSTAND CONSUMER

BEHAVIOR

14

Pharmaceutical Category is 4th discussed category on social. This is a huge source of consumer feedback and opportunity for brand to engage.

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

Chart Title

No

of

dis

cuss

ion

s

Discussion volume of Pharmaceutical among other Categories Q3/2014

15

Hypertension, Diabetics and Constipation are the most discussed conditions on social

Discussion volume of Pharmaceutical Sub-Categories Q3/2014

16

Research Objective – Understand Consumer Usage and Attitude towards treatment of Constipation on social

1. WHERE it is discussed

online?

2. WHO are discussing it? And

how do they discuss it?

3. WHAT solution online

consumers recommend?

4. What BRANDS they

recommend?

1. To engage and drive discussions at sources

where consumers seek for information

2. Understand about the target consumers

and their concerns

3. Be a proactive trusted advisor in helping

the consumers deal with their constipation

issues

4. Drive the conversations to become

preferred or recommended brand

17

Table of Contents

• Executive Summary• Research Methodology• Chronic Constipation Category

– What discussion volume does this category generate on social media and what drives it?

– What are the key sources of category discussions?– What are the topics of discussion about Constipation on Forums?– Which are Online News sources for Constipation treatment?– What type of consumers discuss Chronic Constipation?

• Chronic Constipation Treatment Brands – Which brands are creating the most consumer conversation?– Are there particular events campaigns that drove interest?

• Recommended actions for Campaign

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Adult constipation

("tao bon" OR "táo bón") EXCLUDING (bé OR trẻ)

Children constipation

("tao bon" OR "táo bón") AND (bé OR trẻ)

Chronic Constipation

("tao bon" OR "táo bón") MUST INCLUDE ("mãn tính" OR

"lâu năm" OR "thường xuyên" OR "kéo dài" OR "liên miên")

EXCLUDING (bé OR trẻ)

Research Methodology

• 1,030 blogs, 435 forums, 7,379

Online News Portals, 11 social

networks

• 90+ millions of discussions

(by end of 2011)

In this research we analyses all the discussions related to Adult constipation, which exclude children constipation

19

Apply 6W Model to mine for Consumer Insight

Category Research Methodology

Category Research

Who?

How?

When?Where?

Why or Why Not?

What?What types of users by Behavior

How do they talk about it

Seasonal, time of dayWhich channels, sources do they use

Why do they talk about it. Insight

What topics do they talk about

20

What are the key sources of category discussions?

21

Adult Constipation are mostly mentioned in News articles, then Forums, not Facebook. Forum contains most Consumer Insight

Social Media Type Breakdown for Adult Constipation Category

Social media types shown as the number of messages for Chronic Constipation from 1/1-30/7/2013

Top Sources of Constipation Category Discussion

937, 30%

1384, 45%

631, 20%

150, 5%

Blogs News

Forums Video

Site URL TypeTotal No of Posts

Last 6 months

1 Yahoo Answershttp://vn.answers.yahoo.com/ Forum 3779 181

2 xalo.vn xalo.vn News 167

3 Lamchamehttp://www.lamchame.com/forum Forum 2910 127

4 Forum.bacsi.com forum.bacsi.com Forum 7370 109

5 24h.com.vn 24h.com.vn News 100

6 vietbao.vn vietbao.vn News 59

7 yahoo.com yahoo.com News 50

8 dantri.com.vn dantri.com.vn News 33

9 Web Tre Thohttp://www.webtretho.com Forum 787 11

10 Webphunu http://webphunu.net/ Forum 973 9

22

Analysis of Adult Constipation discussions on FORUMS

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Social discussions about Constipation are characterized by forum threads asking for advice

Top Threads found on Constipation Link Replies On-Topic

Thần dược chữa bón tức thìhttp://forum.webphunu.net/forum/showthread.php?103937-than-duoc-chua-bon-tuc-thi/page7 62 62

Uống thuốc rồi mà bệnh lại nặng hơnhttp://forum.bacsi.com/moi-nguoi-cung-khoe/uong-thuoc-roi-ma-benh-lai-nang-hon-323415.html 61 61

[tư vấn]Táo bón nhiều dẫn đến trĩ.http://truongton.net/forum/showthread.php?p=20958988 59 59

Có mẹ nào hay bị táo bón kinh niên như em không? Ai biết cách chữa giúp em với :((((

http://www.lamchame.com/forum/archive/index.php/t-461911.html 26 26

Mẹo chữa táo bón sử dụng mật ong.http://www.lamchame.com/forum/archive/index.php/t-947241.html 17 17

Giới thiệu một số bài thuốc tự chữa bệnh hay cho mọi người

http://www.otofun.net/threads/515755-gioi-thieu-mot-so-bai-thuoc-tu-chua-benh-hay-cho-moi-nguoi 115 15

Táo bón kéo dài làm gì bây giờ?

http://vn.answers.yahoo.com/question/index;_ylt=As1QcaTm5jyI2N.rnmVPkYRpVAx.;_ylv=3?qid=20101102003018AAUrzUl 12 12

Bệnh trĩhttp://www.webtretho.com/forum/f113/benh-tri-14116-print/index11.html?pp=40 40 8

Phòng chia sẻ về kinh nghiệm chăm sóc sức khỏe cho F1

http://www.otofun.net/threads/328056-phong-chia-se-ve-kinh-nghiem-cham-soc-suc-khoe-cho-f1/page3 866 4

On-Topic are number of discussions that contain keyword “táo bón”

Patients shy of their constipation or hemorrhoid conditions can comfortably ask for

advices on forums, where their identities can be hidden

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Top Forums where discussions about Constipation are active

TitleTotal Posts

Last 6 months

Note

Yahoo Answers 3779 181

Yahoo Answers has the richest Ask and Answer database related to almost any matter, including Health.

Lamchame 2910 127

Lamchame is a large parent forum. While many constipation discussions are aboutchildren, a large part of chronic and temporary constipation are also found here

Forum.bacsi.com 7370 109

Forum.bacsi.com is a primary source where medical treatment can be answered by doctors and specialists

Web Tre Tho 787 11

Webtretho is the largest social mom forums and most constipation messages are about children

Webphunu 973 9Most constipation discussions are pregnant women

On-Topic are number of discussions that contain keyword “táo bón”

These forums are primary target for delivering the content of the campaign

25

12

5

3

3

2

1

0 5 10 15

Frequent Constipation

Hemorrhoid

Bloody defecation

Body heat

Difficult to defecate

Pimples

Patients who experience bloody defecation are not sure however if they are having hemorrhoid or

what level of constipation they are facing

Most Common Symptoms reported with Constipation

Discussion topics are qualitatively assessed. Volume is determined as a percent of a sample of 100 messages from 1/1-30/07/2013

B

AA

B

Patients report that they have “frequent”, “long time” or “continuous” constipation. Some patients indicate specific length of time they incur constipation as weeks, 3 years or 10 years. Some also indicate how often they can defecate.

Hemorrhoid is very often mentioned as a symptom or consequence of constipation. Most reported cases have hemorrhoid level 1.

Frequent constipation and hemorrhoid are two most common symptoms reported when asking for advice

C

CReported cases with bloody defecation aren’t sure whether they have hemorrhoid or constipation

26

82

15

4

4

1

0 10 20 30 40 50 60 70 80 90

DIY

Visit hospital doctor

ThanhnienOnline

Visit Specialist

Specialist pharmacy

Thanh Nien Online show seems to be a popular show where health matters could be answered by

reputable doctors.

Most Common Channels recommended for solutions

Discussion topics are qualitatively assessed. Volume is determined as a percent of a sample of 100 messages from 1/1-30/07/2013

B

AA

B

In most cases patients are advised to solve the problem themselves using experience of something that works for the recommenders. These mostly involve natural solutions such as drinking water, eating more cool food like vegie, fruits, fiber supplement, regular exercise and regular defecation

Cases where previous treatment or existing methods do not work are usually referred to a doctor at the hospital

While most people recommend Do-It-Yourself methods, cases where previous treatment did not work are usually recommended to visit a doctor

C

CSome people recommend patients to watch Thanh Nien Online show with live question web feed. This could a channel to tap into.

27

Brands recommended %

ovata 78%

spirulina 6%

probio 6%

Igol 3%

metamucil 3%

sorbitol 3%

forlax 3%

lactitol 3%

docusat 3%

norgalax 3%

microlax 3%

bisacodyl 3%

cascara 3%

santafe 3%

safinar 3%

sorbitol 3%

clinz 3%

Sagophytol 3%

Cenditan 3%

Natural methods or natural ingredient (ovata or spirulina) medicine are most likely recommended while specialist medicine treatment is almost not mentionedIn most cases, eating more vegetables, fruits, drinking more water, regular exercise and regular defecation are recommended

Count of mentions of medicine recommended

3229

2525

1311

4444433221111111111

0 5 10 15 20 25 30 35

Use medicineEat fruits

Drink waterEat vegie

Regular ExerciseFiber supplement (chất bổ xung xơ)

Probiotic (men tiêu hóa)Tue Linh detoxication tea

Heart leaf (rau diếp cá)Regular defecation

Brown PotatoeTraditional medication

HoneyBlack pea soup

Less alcoholSubmerse in herb water solution

Lentil (Đậu lăng)Atiso tea

Arrowroot powder (bột sắn)Less coffee

Hydragogue (thuốc xổ)Less laxative (thuốc nhuận tràng)

AccupuntureDutch pea

Less hot food

Recommended Solutions on social to Constipation Patients

Breakdown of recommended solutions are qualitatively assessed. Volume is determined as a percent of a sample of 100 messages from 1/1-30/07/2013

28

‘Having tried natural methods but not effective’ and ‘The convenience of constipation medicine’ are the 2 biggest drivers for special treatment medicine

Em thường xuyên bị táo bón, có đợt kéo dài đến 1 tuần ấy ạ. Đau khổ lắm các mẹ ạ, đầu vào thì vẫn ngon lành mà đầu ra thì đến khổ. Em đã tích cực ăn nhiều rau quả mát và đi bộ hay tập aerobic tại nhà mà vẫn không ăn thua. Sáng nay, em lên mạng đọc kinh nghiệm của các mẹ chia sẻ thì em đã đi mua thuốc forlax của Pháp và đã uống 1 gói. Hức hức, nhưng thuốc này thấy bảo 1-2 ngày sau mới đi được nên em vẫn chưa xả đi được. Cứ mỗi lần bị là em thấy khó chịu vô cùng, sinh ra bực tức. Lamchame

Ông bà cụ nhà em mới đi du lịch về, cả tuần nay bị táo bón, chị gái có mua thuốc cho uống nhưng không thấy khỏi mà lại càng nặng ra. Không biết có phải là uống sai cách rồi hay không? Forum.bacsi.com

Mấy tháng trở lại đây, em bắt đầu có hiện tượng táo bón thường xuyên, làm người nặng nề, bực bội, da mặt thì mụn…mà em cũng đã nghe lời các cụ thử các phương pháp cổ truyền rồi: ăn rau mồng tơi, khoai lang, đu đủ...Không ăn thua! forum.webphunu.net

Verbatim is selected quantitatively in 100 messages from 1/1-30/7/2013

Have tried natural methods but not work

Các bác cho em hỏi, thảo dược thì có phải sức lên hay đóng gói uống liền ạ? Chứ không tiện là em cũng hay quên lắm, mắc bệnh vì lười mà, các bác thông cảm nhaforum.webphunu.net

Convenience of the medicine

29

What type of consumers discuss Adult Constipation?

30

Four types of patients report their constipation on social.

PREGNANT WOMENThe most popular case and often found on social mom forums like webtretho and lamchame

Patient types are qualitatively assessed. Volume is determined as a percent of a sample of 100 messages from 1/1-30/7/2013

5%

2% FEMALECan be women or people asking or recommending solution for their moms

Em thường xuyên bị táo bón, có đợt kéo dài đến 1

tuần ấy ạ. Đau khổ lắm các mẹ ạ, đầu vào thì vẫn

ngon lành mà đầu ra thì đến khổ. Em đã tích cực

ăn nhiều rau quả mát và đi bộ hay tập aerobic tại

nhà mà vẫn không ăn thua. Lamchame

mẹ tôi trước bị táo bón lâu năm rồi đâm ra bị bệnh

trĩ. Dùng các loại thuốc mà k đỡ, rồi may có 1 a

chuyên gia bên lĩnh vực chăm sóc sức khoẻ có tư

vấn cho một vào dòng thảo mộc. Yahoo Answer

Minh cung bi ne, bi sau sinh. Cung chi o do 1. Minh

di BS cho ương thước cho qua hét con dau cáp,

xong roi BS chi dan minh la không nen de tao bon

Webtretho

em sinh xong khoảng 5 tháng, mấy tháng rồi vẫn đi

đại tiện đều đều và bình thường, có hôm nay thi bị

đi đại tiện ra máu, ko biết em chỉ bị táo bón hay là

bị trĩ, có mẹ nào biết ko bảo em với Webtretho

MALEMale patients asking for advice

3%

2% OLD PEOPLEPeople asking for advice on how to treat the constipation their elderlies are facing

Ông bà cụ nhà em mới đi du lịch về, cả tuần nay

bị táo bón, chị gái có mua thuốc cho uống nhưng

không thấy khỏi mà lại càng nặng ra. .

Forum.bacsi.com

Hôm nay qua thăm ông bác, thấy bác da dẻ hồng

hào, trộm vía khỏe mạnh. Hỏi ra mới biết bác bị

táo bón.. Forum.bacsi.com

Hơn 1 tháng nay em bị táo bón liên miên. cứ uống

thuốc linh tinh không khỏi, đi khám bác sỹ mới bảo

trĩ cấp độ 1. Đau khổ thân em, bác sỹ khuyên ăn

nhiều rau đặc biệt là mùng tơi, đu đủ... và hạn chế

luôn bia rượu....Đi tiếp khách thì không uống sao

được. Truongton

Ở nhà em, có thằng em nó hay bị táo bón, mà táo

bón thì mọi người biết rồi đó ạ, rất là mệt, và để lâu

ngày cũng sẽ không tốt sẽ có thể làm ảnh hưởng

đến trực tràng, và có thể bị trĩ nữa ạ. Lamchame

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Table of Contents

• Executive Summary• Research Methodology• Constipation Category

– What discussion volume does this category generate on social media and what drives it?

– What are the key sources of category discussions?– What are the topics of discussion about Constipation on Forums?– Which are Online News sources for Constipation treatment?– What type of consumers discuss Chronic Constipation?

• Constipation Treatment Brands – Which brands are creating the most consumer conversation?– Are there particular events campaigns that drove interest?

• Recommended actions for Campaign

32

Spirulina however contains many benefits of which laxative effect is one

Buzz Volume of top brands for Constipation treatment

Buzz volume are Forums, Blogs and News from 1/1-30/07/2013

Spirulina leads in Buzz volume with the most News articles. However few brands have targeted forums and this is the opportunity for the Brand

0

100

200

300

400

500

600

700

Spirulina Sorbitol Ovata Bisacodyl Forlax Duphalac

Total brandmentions

Mentionswithconstipation

Breakdown of Social Media Types of top brands for Constipation treatment

276

89

280

Spirulina

6813

41

Sorbitol

16

10

14

Ovata

140

7

Bisacodyl

10

02

Forlax

4

0

3

Duphalac

News

Forums

Blogs

33

Daily Buzz trend of Leading Brands in Constipation Treatments

Spirulina is the only brand that actively promoted the health benefits of the product containing laxative effect

0

5

10

15

20

25

30

35

1/1/2013 2/1/2013 3/1/2013 4/1/2013 5/1/2013 6/1/2013 7/1/2013

Ovata Duphalac Bisacodyl Forlax Spirulina Sorbitol

Buzz volume are Forums, Blogs and News from 1/1-30/07/2013

Tảo xoắn Spirulina vì sao tốt cho sức khỏe?

34

Table of Contents

• Executive Summary• Research Methodology• Constipation Category

– What discussion volume does this category generate on social media and what drives it?

– What are the key sources of category discussions?– What are the topics of discussion about Constipation on Forums?– Which are Online News sources for Constipation treatment?– What type of consumers discuss Chronic Constipation?

• Constipation Treatment Brands – Which brands are creating the most consumer conversation?– Are there particular events campaigns that drove interest?

• Recommended actions for Campaign

35

Consumer Insight to Strategy

Patients need Anomity in sharing constipation

condition

Patients don’t try specialist medicine before

trying natural methods or natural ingredient

medicines first

Patients like the convenience of specialist

medicine

1

2

3

The biggest competitor to Specialist medicine is not other brands, but natural methods

and natural ingredient medicines

36

Campaign to promote Constipation medicine needs to divide into 3 phases

EDUCATE AWARENESS ASSOCIATION

Patients are unclear

of their condition and

confused between

constipation and

Hemorrhoid

• PR News

• Banner on forums

and news sites

• Social Posts

Insert Brand into

conversations

37

Content Angles to drive

EDUCATE AWARENESS ASSOCIATION

Clear explanation

of constipation

conditions in plain

language

What to do after

trying natural

methods without

results

Convenience of

medicine

38

Channels to deliver campaign content

Top Forums

1 Yahoo Answers

2 Lamchame

3 Forum.bacsi.com

4 Web Tre Tho

5 Webphunu

Utilize Online Health Consulting Panel of Thanh Nien Online

Target Forums

Top News Sources

1 xalo.vn

2 24h.com.vn3 vietbao.vn4 News.yahoo.com

5 dantri.com.vn6 vietnamnet.vn

7 vnexpress.net

8 60s.com.vn9 kenh14.vn

10 zing.vn

Target News Site for PR

Youtube Video on Constipation treatment

39

Content Angles by UsersCampaign should build content angle around different groups with discussions giving advice having

description of themselves or their similar conditions

PREGNANT WOMENThe most popular case and often found on social mom forums like webtretho and lamchame

FEMALECan be women or people asking or recommending solution for their moms

MALEMale patients asking for advice

OLD PEOPLEPeople asking for advice on how to treat the constipation their elderlies are facing

40

The following Influencers could be utilized

No. Blogger Link Number of posts

1 dinhvanphuongdoquyen.blogspot.com http://dinhvanphuongdoquyen.blogspot.com/ 28

2 vetbookshop.blogspot.com http://vetbookshop.blogspot.com/ 15

3 dichthuatgiaresg.wordpress.com http://dichthuatgiaresg.wordpress.com/ 14

4 meovatgiadinh.com http://meovatgiadinh.com 13

5 phoiphai.blogspot.com http://phoiphai.blogspot.com/ 13

6 tuvanconsult.wordpress.com http://tuvanconsult.wordpress.com/ 12

7 vinhsinh.blogspot.com http://vinhsinh.blogspot.com/ 11

8 vietfchannel.wordpress.com http://vietfchannel.wordpress.com/ 10

9 ttbngtr.blogspot.com http://ttbngtr.blogspot.com/ 10

10 bancaythuocnam.blogspot.com http://bancaythuocnam.blogspot.com/ 10

11 tribenhtri.blogspot.com http://tribenhtri.blogspot.com/ 10

12 chuyennhatrongoiabc24h.blogspot.com http://chuyennhatrongoiabc24h.blogspot.com/ 8

13 yhocphothongcomvn.blogspot.com http://yhocphothongcomvn.blogspot.com/ 8

14 camnangmonngon.blogspot.com http://camnangmonngon.blogspot.com/ 7

15 chuaungthugan.blogspot.com http://chuaungthugan.blogspot.com/ 7

16 buixuanphuong09blogspot.blogspot.com http://buixuanphuong09blogspot.blogspot.com/ 7

17 khoahocvadoisong.wordpress.com http://khoahocvadoisong.wordpress.com/ 6

18 luongtamnguoicambut.blogspot.com http://luongtamnguoicambut.blogspot.com/ 6

19 phongkhamchuyengan.blogspot.com http://phongkhamchuyengan.blogspot.com/ 6

20 viet-care.blogspot.com http://viet-care.blogspot.com/ 6

This list is built based on the number of posts about constipation topics they had in the

last 6 months

41

Brand should set the following KPI for Agency

News, 200

Forums, 600

Blogs, 200

Total Brand Buzz: 1000

Based on a 3 month campaign