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

2. 2
Agenda
1. What is Buzzmetrics Social Listening
2. Methodology
3. Case Study: Constipation Category
2

3. 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
Category
Level
Discussions
Brand
Discussions
Product
Level
Discussions
www.buzzmetrics.vn

4. 4
Buzzmetrics Platforms

5. 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

6. Social Media
Research
Methodology

7. 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. 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. 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. 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. 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. 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 Size
100 300
95% (+/-10%) (+/- 5%)

13. Category Research
Case Study:
Constipation
Category
USE SOCIAL LISTENING TO
UNDERSTAND CONSUMER
BEHAVIOR

14. 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
Noofdiscussions
Discussion volume of Pharmaceutical among other Categories Q3/2014

15. 15
Hypertension, Diabetics and Constipation are the
most discussed conditions on social
Discussion volume of Pharmaceutical Sub-Categories Q3/2014

16. 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. 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

18. 18
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. 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. 20
What are the key sources of category discussions?

21. 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 Type
Total
No of
Posts
Last 6
mont
hs
1 Yahoo Answers
http://vn.answers.yahoo.
com/ Forum 3779 181
2 xalo.vn xalo.vn News 167
3 Lamchame
http://www.lamchame.c
om/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 Tho
http://www.webtretho.c
om Forum 787 11
10 Webphunu http://webphunu.net/ Forum 973 9

22. 22
Analysis of Adult Constipation discussions on FORUMS

23. 23
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 thì
http://forum.webphunu.net/forum/showthread.php?1
03937-than-duoc-chua-bon-tuc-thi/page7 62 62
Uống thuốc rồi mà bệnh lại nặng hơn
http://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=20958
988 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=As1
QcaTm5jyI2N.rnmVPkYRpVAx.;_ylv=3?qid=2010110200
3018AAUrzUl 12 12
Bệnh trĩ
http://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

24. 24
Top Forums where discussions about Constipation are active
Title
Total
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 about
children, a large part of chronic and
temporary constipation are also found here
Forum.bacsi.co
m 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 9
Most 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. 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
A
A
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
C
Reported cases with bloody defecation aren’t
sure whether they have hemorrhoid or
constipation

26. 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
A
A
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
C
Some people recommend patients to watch
Thanh Nien Online show with live question
web feed. This could a channel to tap into.

27. 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
mentioned
In most cases, eating more vegetables, fruits, drinking more water, regular exercise and regular defecation
are recommended
Count of mentions of medicine recommended
32
29
25
25
13
11
4
4
4
4
4
3
3
2
2
1
1
1
1
1
1
1
1
1
1
0 5 10 15 20 25 30 35
Use medicine
Eat fruits
Drink water
Eat vegie
Regular Exercise
Fiber supplement (chất bổ xung xơ)
Probiotic (men tiêu hóa)
Tue Linh detoxication tea
Heart leaf (rau diếp cá)
Regular defecation
Brown Potatoe
Traditional medication
Honey
Black pea soup
Less alcohol
Submerse in herb water solution
Lentil (Đậu lăng)
Atiso tea
Arrowroot powder (bột sắn)
Less coffee
Hydragogue (thuốc xổ)
Less laxative (thuốc nhuận tràng)
Accupunture
Dutch 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. 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 nha
forum.webphunu.net
Convenience of the medicine

29. 29
What type of consumers discuss Adult Constipation?

30. 30
Four types of patients report their constipation on social.
PREGNANT WOMEN
The 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% FEMALE
Can 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
MALE
Male patients asking for advice
3%
2% OLD PEOPLE
People 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

31. 31
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. 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 brand
mentions
Mentions
with
constipation
Breakdown of Social Media Types of top brands for Constipation treatment
276
89
280
Spirulina
68
13
41
Sorbitol
16
10
14
Ovata
140
7
Bisacodyl
10
0
2
Forlax
4
0
3
Duphalac
News
Forums
Blogs

33. 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. 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. 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. 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. 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. 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.vn
3 vietbao.vn
4 News.yahoo.com
5 dantri.com.vn
6 vietnamnet.vn
7 vnexpress.net
8 60s.com.vn
9 kenh14.vn
10zing.vn
Target News Site for PR
Youtube Video on
Constipation treatment

39. 39
Content Angles by Users
Campaign should build content angle around different groups with discussions giving advice having
description of themselves or their similar conditions
PREGNANT WOMEN
The most popular case and
often found on social mom
forums like webtretho and
lamchame
FEMALE
Can be women or people
asking or recommending
solution for their moms
MALE
Male patients asking for
advice
OLD PEOPLE
People asking for advice
on how to treat the
constipation their elderlies
are facing

40. 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. 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