Session 1

The Development of Social Media Research in China – Opportunities and Challenges Sam Flemming, CIC, China

The Development of Social Media Research in China Opportunities and Challenges

Agenda

1. Landscape of Chinese social media 2. How Chinese social media differs from that in the west 3. Opportunities for rich insights from social media 4. Opportunities & challenge of social media research

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1. Landscape of Chinese social media

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China Social Media Landscape Chinese Social Media Overview (Till end of June, 2011) 485 million Internet users 318 million Blog users 144 million BBS users 230 million SNS users 195 million Weibo users Penetration: 36.2% Mobile internet user: 318 million Time spend online: 18.7 h/week

Social Media prism inspired by Brian Solis and JESS3, 2008; see full size Chinese Social Media Prism here. Source: Internet user stats from CNNIC 28th report

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1. 2. How Chinese social media differs from

that in the west

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China’s netizens are more engaged than America’s

US: Forrester Research's North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US), 4,766 respondents Asia Pacific: Forrester Research's Asia Pacific Technographics® Survey, Q2 2009, 7,652 http://www.forrester.com/empowered/tool_consumer.html

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Typical BBS Conversation Poster

Conversation Please advise if I should reduce the dosage of insulin?

I was diagnosed as diabetes 2 weeks ago. Novolin 30R (i.m) for 8U in the morning and at night. The BG results showed 4.0 in the morning, 7.0 for the noon and 5.0~6.5 at night. And 3.7 this morning (breakfast: 250ml milk, 1 cucumber, 1 egg) . Should I reduce the insulin dosage? Please give me some advice!

Topic Post

Post

Replier Maybe it’s because you didn’t take your meal! Your BG must be in a low level if you’re hungry. You should keep in mind the *5-carriages for diabetes treatment.

Reply Post

*5-carriages: diet, exercise, medication, diabetes knowledge and psychotherapy, self BG test

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Dynamic Sina Weibo: More than just “twitter” 2009 28th August Sina Weibo opened public beta: 1. Blog like comments. 2. Retweet with comments 3. Massive celebrities support 4. Embedded multimedia

Verification Tag Video

Image Followers

2010 27th Nov Sina Weibo launched Groups, today groups include: 1. Group chat 2. File sharing (Cloud)

2011

Profile

Tweet

14th

Fed 2011 Voice Weibo & Video upload 7th Mar 2011 LBS WeiLingDi launched 7th Apr New domain: WEIBO.COM Today Enterprise version - Weibo 4.0

Group

Picture

Retweets Comments

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3. Opportunities for rich insights from social media

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Social media is a 'goldmine' for insights Internet

Offline

Patient

Patient

Patient

Doctor

Doctor

Doctor

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5Ws of the Rx related IWOM • Vertical healthcare BBS (patient to patient, physician to physician, patient to physician) Where • Patients • Physicians • HCPs • Find emotional support via seeking for “patients like me” • Try to get good advice

Who

What

Why

When

• Therapy selection • Treatment experience sharing

• Before/after diagnosis • When concerning about therapy

How • “Shai” lab result • Post inquiries/concerns • Q&A between patients and physicians 12

Where does user generated content of Rx comes from? UGC about Rx More

BBS (specialized forums)

Less

Etc…

Blog

Etc…

Weibo

Etc…

News

Etc…

SNS

Etc…

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Patient & Physician IWOM of Diabetes differ in passion & interactivity (Patient BBS, 34,032 diabetes related Posts)

14.8

Community Passion PR (Posting Rate) measured by the average posting number per poster.

1.9

Community Interactivity CPR (Conversation Participation Rate) measured by the average post number per conversation. Community Creativity TCF (Topic Creation Factor) measured by the ratio of new topics.

(Physician BBS, 2,942 diabetes related Posts)

10.0 3.6

0.6

0.6

Data period: May to Jul, 2011 14

What concerns Patients vs. Physicians? Discussion Angles

Patients

Physicians

Therapies (Medication) Complications Blood Glucose Test Product side effects Medicine Usage Pattern Efficacy

Unit: post

Data period: Data source: TNBZ.com 1st May to 31st Jul, 2011 Total posts = 73,961

Unit: post

Data source: DXY.cn Total posts = 6,224

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Patient

What did patients talk about Insulin? • Adjustment on insulin usage pattern and its efficacy

Insulin (10,636 posts)

OAD

2 shots daily of insulin switch into 4 shots daily of insulin, Status Updated on 22nd Sep Started on insulin from March, already 5 months…today doc put me on 4-shots pattern, 3 shots of Humalog plus 1 Lantus before sleep, will use this pattern tonight, not so confident, anyone can share some experience?

TCM Re: In fact, 3R+1N would control on your glucose level very well, but since you have shortage on insulin secretion, using R could prevent pre-dinner hypoglycemia, but N is safer than Lantus. R=Rapid-acting (short-acting) insulins N =Intermediate-acting insulins 16

Patient

What did patients talk about Insulin? • Affordability and reimbursement issue

Insulin (10,636 posts)

What is the total annual cost of using insulin pump? My kid’s only 10 yrs old, and it seems too painful for him to take injection. I’m wondering how much insulin pump costs for 1 year therapy?

OAD Re: Wearing pump would cost 100-200 RMB higher than using insulin injectable.

TCM I heard that Latus will be on the RDL (reimbursement drug list) in Beijing.

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Patient

What did patients talk about OAD? • Concerns on OAD’s side effect

Insulin [Help] Will it be harmful to my kidney if I talk TangShiPing (b.i.d.) for a long time? While the efficacy to control BG is okay.

OAD (1,411 posts)

• Knowing and comparing different OAD’s efficacy

TCM For Glucobay and Repaglinide, which one is to inhibit Glycogen degeneration? which one is to increase (insulin) sensitivity and which is to increase secretion? Which one has less side effects?

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Patient

Which bands were most buzzed by patients? 22.8% (of 10,636) = 2,422 insulin posts mentioning the brands Lantus

64.4% (1,411) = 908 OAD posts mentioning the brands Glucobay

Novorapid

Humalog Novolin R Changxiulin

Novomix30

Novonorm Diamicron Tangshiping

Humulin Levemir

Gansulin Byetta Novolin N

Avandia Starlix Amaryl

Victoza *GLP-1

Actins

*GLP-1 is the generic name of Byetta

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Physician

What did physicians talk about Insulin? • Insulin usage on Diabetic Ketoacidosis (DKA) patients

Insulin (622 posts)

OAD

TCM

DKA初始用不用一个大剂量的胰岛素啊？ 这视血糖高低而定，如入院时血糖特别高，如大于 25mmol/L，可以给一个初始剂量的胰岛素，若不太高，可不 用 Can I prescribe large dose of insulin on DKA earlystage patient? Re: It depends on his glucose level, if he has very high level of glucose, say higher than 25mmol/L, then you can start on an initial dose of insulin, otherwise, don’t.

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Physician

What did physicians talk about Insulin? • Sharing insulin knowledge, including category, usage, brands, etc.

Insulin (622 posts)

OAD

TCM

胰岛素的使用 （一）使用胰岛素的适应证 （1）T1DM（2）DKA、高血糖高渗（3）严重DM的急慢并发症（4） T2DM β细胞明显减退（5）手术、妊娠（6）某些特殊类型DM。

（二）常用的胰岛素品牌和剂型 什么诺和灵、什么诺和锐、什么特充、什么30R、N，这是一个烦恼着 所有外科医生和大部分非内泌的内科医生的一个问题。 品牌方面，比较大的牌子有诺和公司吧，出诺和灵和诺和锐；像我们 医院还有礼来公司出的优泌林

Usage of Insulin 1、Indications for insulin (1) T1DM (2) DKA, Hyperglycemia (3) Severe DM with chronic complications (4) T1 DM β cell decrease (5) surgery, pregnancy (6) special type of DM 2、Commonly used insulin brands and dosage…

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Physician

What did physicians talk about OAD? • Side effects of OAD 曲格列酮：肝损害；罗格列酮：增加心脏死亡率；吡格列酮：膀胱癌。看 来TZD要从降糖药中除名了。

Insulin

OAD (142 posts)

Troglitazone causes liver damage; Rosiglitazone causes heart failure; Pioglitazone causes bladder cancer, seems TZD would be removed from OAD list.

• Treatment on DM patients with concomitant disease 肥胖的高血压患者，又有IGT和IFG，吃二甲双胍还是拜糖平或是？ ——二甲双胍有减重和增加胰岛素敏感性的作用，可以在饮食控制 和运动的同时加用二甲0.85mg b.i.d

TCM

I have an obese hypertension patient, who also has IGT and IFG, should I put him on Metformin or Glucobay or else? Re: Metformin can help lose weight and increase the sensitivity to insulin, can put him on Metformin 0.85mg b.i.d

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Physician

Which bands were most buzzed by physicians? 28.8 % (of 622) = 179 insulin posts mentioning the brands Novorapid

54.2 % (of 142) = 77 OAD posts mentioning the brands Glucobay

Lantus *GLP-1

Avandia

Novolin R Novomix30

Diamicron

Humalog Byetta

Novonorm

Humulin Levemir Victoza

Amaryl Tangshiping

Novolin N

Changxiulin

Starlix

Gansulin

*GLP-1 is the generic name of Byetta

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Patients interact with each other online & offline

Online Registration for Offline Gathering

Patients took BGM to gathering

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Patients “Shai” with BG test results 【Original Post】: The Lab Test Result Today Hello everyone! I’m 28 yrs old with “Polyuria, Polydipsia, Polyphagia and Weight Loss” symptoms since last June or July. I was diagnosed as diabetes last Sep. (FPG=12.99). Then took OAD for 2 weeks and got FPG=6.77, HbA1C=12.1. Continued taking 2~3 packages of Metformin tablets and stop medication till now. No diet controlling, no body exercise for about 7~8 months. Lab test result Today from Shanghai No. 10 Renmin Hospital: FPG: 6.7 PPG: 12.1 HbA1C: 7.1 TG: 2.5

“Shai” lab test results

I haven’t been serious to this disease and now I wanna treat it well. I’m wondering if you guys can give me some advices, inclu. diet, body exercise, and so on…

Who are talking in the diabetes forum and how they interact? • PR (Posting Rate) = 14.8 • CPR (Conversation Participation Rate) = 10.0 xl9954 jtd

jiechen118

shirleyli

tcxuqf122768 ∩_∩_颖 Lisa-风铃草 糖人 陈丽 半糖葫芦

• TCF (Topic Creation Factor) = 0.6

Data period: May-July, 2011

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Who were the top 10 efluencers for diabetes? Top Efluencers for Diabetes, May to July, 2011 Rank

Efluencer’s Name

Posts

Evoked Replies

Evoked Posters

Link

1

shirleyli

1,232

860

335

Link

2

jiechen118

574

749

307

Link

3

半糖葫芦

295

611

307

Link

4

糖人

976

330

206

Link

5

好心

800

317

81

Link

6

Lisa-风铃草

226

291

202

Link

7

xl9954

260

282

164

Link

8

jtd

311

279

120

Link

9

陈丽

52

236

123

Link

10

tcxuqf122768

154

210

140

Link

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What did KOL say about diabetes that is making a big splash in the diabetes community Hot conversation for the KOL “shirleyli” Rank

Subject of Post

Evoked Replies

Experience sharing: “My recording on BG controlling”

1

How do you record your BG? I wanna post my BG status here and let’s encourage to each other

381

Experience sharing: “A chat with a diabetic today”

2

My husband’s cousin got diabetes for around 10 years or more. He neither take medicine regularly nor control the diet, and has been reluctant to follow-up visit in hospital. Now he’s got complication of stage 4 Chronic Kidney Disease

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Concomitant symptom: “Is this diabetic foot?” 3

My lower leg has been itching for several days and I don’t know what caused this. Can anyone tell me if this is the “diabetic foot” ?

63

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5Ws of the OTC related IWOM • Mainly on Weibo

Where • Patients • Parents

• Want to show the feelings (i.e. during cold) to get comfort • Try to get good advice

Who

What

Why

When How

• Brand selection • Complaint of efficacy/side effect • Usage experience sharing • When symptoms come up • During usage of OTC products

• Post inquiries/concerns • Q&A between friends/patients

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Weibo is key to understand OTC IWOM UGC about OTC More

Weibo BBS (no specialized forums)

Less

Etc…

Blog

Etc…

News

Etc…

SNS

Etc…

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OTC Brands Were Frequently Tweeted on Weibo Cough &Cold Brand Buzz on Weibo (724,470 tweets from Aug 1st to 14th, 2011) White & Black

4,039

Children's Motrin

1,960

Tylenol

1,069

Contac NT Children's Tylenol

885 380

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Where do posters* come from? Top 10 City/Provinces they come from （Data period: 1st – 14th Aug）

Posters Gender （Data period: 1st – 14th Aug） Female Poster

Male Poster

Note: Total posters of this brand’s buzz in Micro-blog: 1,069 * These are posters of one of the cough and cold brands for adults mentioned earlier

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What do they like/ dislike about this brand? Positive

• Quick onset

• Good efficacy for home remedy

Neutral

• An option as a medicine to treat cold

Negative

• Causing sleepiness side effect

• Lack of efficacy

* This is for one of the cough and cold brands for adults mentioned earlier

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How far did the tweet “travel” on weibo? • Give your answer to the indicated age for each Motrin product in ‘comment’ and @ your friends to win an iPAD2 美林®混悬滴剂和混悬液分别适用于几岁范围内的儿童？参考答 案请点击以下链接并可浏览更多相关内容: http://t.cn/he7AlY 关注 美林官方微博，@你的好友，并正确回答每周问题（回答在评论里 并转发），就有机会获得每周Ipad2一部。*最终解释权归美林所有。

Layer

Retweeter Count

0

1 (official weibo account )

1

2,752

2

14

43,017

3

3

532

Total Exposure

KOLS

*Exposure

17,238 1,008,434

1,069,221

*Exposure: Total No. of followers

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4. Opportunities & challenge of social media research

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Challenge of social media research • Demographic information not always available

• Unsolicited and unstructured answers • Platforms differ in nature and conversation dynamics • Topics may change fast. Need to monitor closely • Watch out for crisis

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Opportunities of social media research • Unsolicited answers

• Rich qualitative data • Access to harder to reach targets • UGC to spark ideas for R&D innovation • KOLs for brand advocacy • New products launch: valuable insights via listening to

consumers’ questions/ concerns • Industry or cross industry intelligence (pioneers’ best practices / past mistakes) for inspiration 37

Implication for pharmaceutical companies • Clarify objectives of social media research vs. traditional research • Need to consider Rx vs. OTC (different strategies)

• Take social media insights to action?

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