What it looks like when I work with social media, what I do with it!

1. Jan Kwiecien
Insights Analyst
+45 2572 1864
jan@kwiecien.dk
http://dk.linkedin.com/in/jankwiecien
http://about.me/jan_kwiecien
https://www.vizify.com/jan-kwiecien

2. From data comes patterns, and from patterns
comes knowledge and insights. My work is
discovering patterns and turning insights into
actionable knowledge.

3. My Skillsets
Project Scoping & Planning: Identify components for a
succesful social media project and defining KPI’s
Harvesting & Qualifying Data: Harvesting
online posts and asses data fit for analysis
Research & Analysis: Making sense of quantitative
and qualitative data and turn them into actionable insights

4. Strategic or Tactical Integration?
I believe that knowing how to plug social media into your organization demands thought
Tactical Strategic
BASIC SOCIAL MEDIA LISTENING CAPABILITIES
ADVANCED SOCIAL MEDIA MONITORING
AND ANALYSIS CAPABILITIES
INTEGRATION, SCALABILITY AND SOCIAL
MEDIA INTELLIGENCE CAPABILITIES
MARKETINGSALES
R&D
MARKET
RESEARCH
MARKETING
MARKETING
PUBLIC RELATIONS

5. My Process
Setting the scene:
Identify needed
components
Identify Relevance
and Exclusion
criterias.
Defining KPI‟s
Getting data fit for
analysis:
Filtering and segmenting
conversations
Data verification
Creating search strings
Statistical significance –
Representative sampling
Emerging
patterns:
Structuring data
Apply analysis
Intepreting results
Create
preliminary
conclusions
Fitting the pieces
together:
Verifying
conclusions
Actions and
recommendations
Transfer Analysis
into output format
Guide the client
through the findings
Planning the
project:
Determine tools for
data gathering
Designing analysis
framework
Determine which
methods will be
applied for data
assessment

6. I helped the client gain
insights strong enough to build
a community-based, resource
website aiding patients to
getting a proper diagnosis and
treatment.
 Understanding patients by mapping "most
likely” Patient Behavior.
 Building Digital Personas based on 4000
collected and filtered online posts.
Empowering Patient Help Seeking Behavior
Gary34
I helped the client create
insights for their internal
market research studies.
The report was designed to
understand the hurdles the
patients face in the different
stages of their disease.
Project Examples
Two Social Media Insight Projects done for Pharmaceutical companies
Patient Centric Pharma Insights
 Patient insights in segments: Non
Diagnosed, Diagnosed, Longterm Care
Patients, HCP-insights (treatment advice).
 Mapping behavior of Non Patients and
Patients
 Discovering triggers for change in
medication or other treatment (before / after
treatment)

7. Example of Project – Digital Persona
Empowering Patient Help Seeking Behavior
Gary34
“Some days I feel
almost like a
zombie”
Increase self-care
persona
Persona
Gender: Male
Age: 26-40 years
Emotions: Concerned
Social Prohibited: Moderate
Activity: 4.0 (scale from 1-10)
Emotion: 4.2 (scale from 1-10)
Activity vs. Emotion: Higher level of
activity has positive impact on
emotions
Condition
Duration: Less than a year
Voids: 3-4 voids
Time to First Awakening: 1-2 hours
Bother: Moderate
Sleep Efficiency: Moderate
Treatment: No treatment
Lifestyle Changes: Eating and fluid
restrictions
Primary Caregiver: Spouse
AWARE OF
CONDITION X?
MOTIVATED TO
IMPROVE SLEEP
GOING ONLINE UNCHANGED
CONDITION
• “I don't think it is normal to
have to wake up 4 times a
night to pee.”
• ”…its driving my girlfriend
nuts as she wakes up every
time and because she doesn't
sleep that well, it adds stress
to our relationship. It‟s a
bummer, I feel so unhealthy!”
• “I was wondering if there was
a way that I could increase
the "endurance" of my
bladder? Any suggestions
would be much appreciated.”
• “I‟ve tried it. Nothing
happened! It's obviously
something that I‟m concerned
about.”
Online
Help-seeking Behavior:
Online discussions
Whereabouts: Forums
Type of Engagement:
Responding to posts with
own story
Advocacy: No advocacy

8. Example of Project – Digital Persona
Patient Centric Pharma Insights
Non-patients
Typical tendencies Demographics
Gender: Female 62%
Male 27%
Not Disclosed 11%
Age: 26-40 years 69%
13-25 years 21%
41-64 years 9%
65+ years 1%
Emotions:
Concerned 59%
Worried 22%
No emotion 9%
Desperate 8%
Depressed 2%
Emotion Score (1-5 scale*): 3.26
Symptoms perceived as:
0%
5%
10%
15%
20%
25%
30%
Typical words used to describe symptoms
Dry patches / bumps 29%
Red spots /patches 18%
Scaly spots / patches 16%
Scaly and red spots / patches 16%
Dry red spots / patches 10%
Flaky rough spots / patches 4%
Other 4%
No symptoms 1%
Unknown 1%
Jack & Margaret

9. Social input, fact sheet
Key Findings – Non-patients
What words are non-patients using when describing symptoms? (see slide 16)
Non-patients use the following words to describe their symptoms
• 29 % use words “Dry patches / bumps”,
• 18% use words “Red spots /patches”
• 16% use words “Scaly spots / patches”
• 16% use words “Scaly and red spots / patches”
What questions are non-patients asking? (see slide 17)
Non-patients are evenly split in asking how to interpret symptoms (54% of posts) and how to respond to symptoms (46% of
posts).
What answers non-patients receive? (see slide 17)
When people are answering non-patients‟ question “how to interpret symptoms” the majority of answers point to some other
condition than {Disease} or {Other Disease} (46% of answers), 25% points to {Disease}, 16% {Other disease} and 16%
answers {Other Disease} or {Disease}.
When people are answering “other condition”, most of the time they also advise non-patients to seek medical consultation
(64% of answers), while a minority of answers points to application of OTC (32%) or cosmetic care (4%).
When people are answering “{Disease}”, the vast majority of advice to non-patients is to seek medical consultation (87% of
answers), while minority advises people to apply OTC (13%)
Patient
lifecycle
Example of Project – Key Findings
Patient Centric Pharma Insights

10. Long tail
Wrong diagnosis can cause a bottleneck in treatment, dragging patients through a much longer patient
journey, according to the patient himself having unnecessary medication switching. In addition, the effect is
lack of trust in HCPs.
“they called it some kind of dermatitis and gave us 3 perscriptions ($130 to fill all three with
insurance)….Turns out they(the doctors) got it wrong - he has severe {Disease} - it is on his
face, neck, chest, back, armpits, elbows and in his pubic region. The stuff they gave him before made it
worse. They gave us 2 more perscriptions and suggested yet another soap. That will be another $50+. If
they don't get it right this time I guess we will find another doctor….”
General
Some patients go around for years untreated after stopping inefficient treatment and are only able to get
temporarily relief from OTC.
“(I definitely think I have a form of {Disease})...I had gone to dermatologists in the past with really no results so I kind of
gave up on them. I'll use maximum strength denorex and it gives me relief but it doesn't get rid of anything and by the
next day it's back to being dry/itchy/flaky/scaley. I know using denorex every day isn't good for my hair so to be honest
I don't really use it unless I am really having a bad itchy day. After 20+ years of this crap I am finally at my wits end and
I just want to be "cured" if I even can be. Anyone have any recommendations? Thanks! Jessi”
Example of project – Unique Insights
Patient Centric Pharma Insights
Long tail insights*
Patients can in some cases find the road to a correct diagnosis long and tedious
*Long tail means a unique insight which is potentially valuable to business goals but is deviating from the norm (from
where most of insights lie)

11. Perception – Good at adapting
to a constant changing work
environment and situations
INtuition –Recognizing and
analyzing patterns. Turning insights
into actionable knowledge
Extrovert – An inclusive
personality that loves teamwork
Thinking – Making decisions
based on logic and analysis
Getting to know me
ENTP is one of 16 possible Myers-Briggs Types indicating world perception and decision making

12. Summary
Professional
Currently working for Networked Business Initiative (networkedbusiness.org) and Copenhagen Business School piecing together an
international survey on maturity of digital technologies in organizations. Mainly working with survey planning and execusion. Using
SurveyGizmo.
I have been working with social media analysis and insights with Pharma clients at Valtech A/S, a global digital agency. I am highly
driven to constantly develop my understanding and skills in analysis and actionable insights.
Specialities: Social Media Strategy, Social media analysis, Stakeholder Analysis, Survey strategy and execution, Corporate Social
Responsibility (CSR) strategies, Digital Marketing, Online monitoring tactics and methods. Social Media listening tools.
2013 - Project Manager at Networked Business Initiative (networkedbusiness.org) and Copenhagen
Business School piecing together a international survey on maturity of digital technologies in organisations.
Working with survey strategy
Tactical planning of survey structure and content
Refernces: Jan Futtrup Kjær – CEO, Networked Business Initiative jfk@networkedbusiness.org
2012-2013 (1½ year) Social Media Analyst at Valtech – Building strategically anchored market and business insights for
companies and organizations through social media. Deeply rooted in the business goals and objectives
Working with Life - and Bio Science companies and Pharmaceutical companies.
Creating strategic and tactical input: Insights, Customer Insights, Patient Insight, Identifying Unmet Business Needs. KPI setting.
Brand plan. Executing operational tasks: Creating Personas, General Social Media Overview, Creating Digital Journeys,
Online dictionaries based on social media input. Keyword categorization and segmentation. Filtering and tapping into relevant conversations.
Examples of a few projects:
Empowering Patient Help Seeking Behavior - Size of project: 400 hours
Part of design and creation of digital personas through insights from social media channels. Executing the project by
Collecting, categorizing and communicating the data and findings.
Result: The insights were part of the foundation for the conceptualization and development of a community-based,
resource website that can aid patients with the condition in the process to getting the proper diagnosis and treatment.
Appendix
Curriculum Vitae

13. Appendix
Curriculum Vitae
Professional
Patient centric pharma insights - Size of project: 400 hours
The social media insights contributed to the understanding about the hurdles patients face, their motivation and behaviors.
Before realizing they are suffering from a medical condition all the way through the diagnosis and treatment.
Result: Comprehensive report delivering insights that complemented market research and served as internal education
material.
References: Mari Ann Mortensen – Director, Sales & Marketing Development, Valtech a/s Mari.ann@valtech.dk
2011 – 2012 Social Media Consultant at Meltwater Group – Consulting and selling a social media monitoring tool.
Conceptual and functional presentation and sale of Meltwater Buzz (advanced monitoring tool)
Managing sales process and customer consultation in utilizing social media monitoring.
Identifying new market segments
Identify new potential of the use of social media
Gain: Great insight and expertise in the use of advanced monitoring tools. Sales experience, understand procurement processes.
Identifying new market segments. Solid understanding of the possibilities and boundaries of the use of social media in Denmark.
References: Therése Hategan – Growth Executive Meltwater Buzz, Copenhagen therese.hategan@meltwater.com
2011 – 2011 Freelance at Elektronista.dk – an online magazine for trends, gadgets and tendencies in digital technology.
Writing articles, testing new designs, smartphone applications, ect.
Gain: Great insight in style and usability of social media and technology. Consumer insights.
2011-2011 Freelance at But-why.dk - a PR bureau that delivers consulting in the area of media and technology.
Assisting in PR-strategy, and implementation of a rebranding of Expert (consumer electronics).
Gain: Solid understanding and hands-on experience in the different steps in a brand building process.
2002 - 2004 Social Educator (Environmental therapist) at Bispebjerg hospital, children psychiatric department.
Establishing and maintenance of contact with patients and relatives.
Responsible for treatment of patients. Prepare clinical rapports on patients‟ treatment.
Gain: Deep understanding of relationship building and nurturing. Greatly enhancing psychological analytical skills.

14. Appendix
Curriculum Vitae
Educational
2008-2010 Master of Social Sciences, Business studies and Danish (Public Relations) at Roskilde University (RUC). Cand.soc.
Master thesis: “Public Relations and Social Media”
References: Rene La Cour Sell – Communications strategist/Speaker/Leadership Development Advisor
2005-2008 Bachelor of Science, Business studies at RUC
2005-2005 Danish School of Education (DPU) - ‟pedagogical sociology‟ (course: educational sociology)
2004-2005 Danish School of Education (DPU) - Pedagogical bachelor, DPU
2002 Frøbelseminaret, Frederiksberg – Social educator.
Other
Languages - Danish and English (native tongue), Swedish and Norwegian, written and oral.
Computer skills
CMS systems: Advanced course in Portal Services and EPIserver.
Social Media Listening Tools: Meltwater Buzz and Engage (social media - monitoring and involvement software).
Sysomos MAP and HEARTBEAT, Radian6, Alterian plus numerous niche tools.
Survey Tools: SurveyGizmo (advanced user), SurveyMonkey (advanced user)
Activities an achievements - Been doing Crossfit since 2009, Co-founder of „Frederikssund Oaks‟, an American football club in
northern Sealand, Denmark.1994 – 1997 Defensive captain on „Frederikssund Oaks‟.
Interests - The computer media in general, Emerging technology trends, travelling, music, roleplaying, American
football, gadgets, movies, psychology
Private - Living with Malou Ehmer, who works as a lawyer and our Son Hector born 29th of march 2012.