Pfizer Social Media Analysis Q4 2015

Pfizer
On Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Pfizer FB

Pfizer: Social Media Report
This report looks at how
Pfizer
performed on social media between
October 1st – December 31st, 2015

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Analysis of
Pfizer
Facebook Page
Oct 01, 2015 - Dec 31, 2015

Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
194,107 42,843 28.32% Worldwide
Pfizer

Engagement Score
175
Total Posts
255
Total Likes
26,401
Total Comments
549
Total Shares
4,425
BRAND POSTS
Brand Overview

0K
50K
100K
150K
200K
250K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
194,107
New Fans
42,843

Engagement
0
250
500
750
1,000
1,250
Pfizer had an average engagement score of 175 and a highest of 996.

Community Analysis
Pfizer fans are largely from United States followed by Egypt.
Distribution of Fans
0K 10K 20K 30K 40K 50K 60K 70K
United States
Egypt
India
Brazil
Pakistan
Mexico
Philippines
Turkey
Algeria

0
1
2
3
4
5
6
7
8
9
10
Brand Posts
Top keywords used Frequency
Pfizer 44
Pfizer Photo Archives 26
PFEScience 26
disease 25
patients 25

0%
100%
Brand Participation Brand Non Participation
45%
8%
47%
Posititve Negative Neutral
Brand Posts - Engagement
Pfizer responded to 0 conversations generated by the
255 Posts they published.
Pfizer receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts
16-NOV-15, MON 11:30AM
We’ve donated #500milliondoses of
antibiotics to help end #trachoma, the
leading infectious cause of ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
1,000 9,441 200 1,059 Positive
16-NOV-15, MON 11:40AM
Pfizer has joined forces with over 100
partners to help put an end to
trachoma, the leading infectio ..
05-NOV-15, THU 8:26AM
We’ve listened and we’re acting. In
response to the challenges patients
face paying out-of-pocket co ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
999 2,605 70 713 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
714 224 4 153 Positive
NO IMAGE NO IMAGE

Brand Posts - Analysis
Brand Post Types Days of the week
0 20 40 60 80 100 120
0 50 100 150 200 250 300
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 10 20 30 40 50 60
0 100 200 300 400 500
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

Most of Pfizer posts were around 'Others', and posts around 'Corporate Social Responsibility' received the
highest engagement.
Content Intel
0 10 20 30 40 50 60
0 100 200 300 400 500 600 700
Patient Stories
Brand News
Product/Offering
Photos
Others
Event
R&D
Contest
Question to fans
Corporate Social…
Facebook App
New Drug Discovery
Number of Posts
Engagement Score

In Pfizer Posts about Pharma & Health, News posts
received the highest engagement.
In Pfizer Posts about General Happenings, the category
Current Affairs received the highest engagement.
Content Intel
About Pharma & Health About General Happenings
0 20 40 60 80
0 50 100 150 200
Healthcare
Advice/Awareness
Fact
Others
Event
Question to fans
News
Number of Posts
Engagement Score
0 1 2 3 4
0 50 100 150
On Social Media
On Sports
Others
Entertainment
Question to fans
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score

Campaign Intel
Oct 01, 2015 - Dec 31, 2015
0 2 4 6 8
0 20 40 60 80
#MentalWellnessMont
h
#NewYear 2016
#Clinicaltrials
Number of Posts
Engagement Score
0 5 10 15
0 100 200 300
#MentalWellnessMont
h
#NewYear 2016
#Clinicaltrials
Number of Posts
Engagement Score

Analysis of
Pfizer
Twitter Account
Oct 01, 2015 - Dec 31, 2015

Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
164,430 9,953 6.44% Worldwide
Pfizer
@pfizer

Engagement Score
44
Total Proactive Tweets
535
Retweets Total
16
Replies Total
1
Favorites Total
2,781
Total Mention
15,911
Total Retweets
3,072
Total Replies
0
Response Rate (%)
0.01%
Average Reply Time (mins)
2
Most Engaging
#500MillionDoses
Most Recent
#500MillionDoses
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS

148K
150K
152K
154K
156K
158K
160K
162K
164K
166K
Follower Growth
Total Followers
164,430
New Followers
9,953

2K
2K
2K
2K
2K
2K
Followee Growth
Total Followees
2,305
New Followees
11

Engagement
0
250
Pfizer had an average engagement score of 44 and a highest of 222.

0
5
10
15
20
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
535 16

We refuse to turn a blind eye to
#trachoma. Get involved at
https://t.co/xKhxjWjhwb.
#500milliondos..
16-Nov-15, Mon 11:30AM
ENGMT. FAV. REPLIES RETWEETS
467 117 7 76
Top Engaging Tweets
We’re helping end blinding
#trachoma w/
#500milliondoses of vital
antibiotics. Get involved:
https:..
16-Nov-15, Mon 11:02AM
ENGMT. FAV. REPLIES RETWEETS
460 132 12 70
NO IMAGE NO IMAGE

Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 100 200 300 400 500 600
0 10 20 30 40 50 60 70
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

0 10 20 30 40 50 60
0 500 1000 1500 2000 2500 3000 3500 4000 4500
#cphiww*
#amr*
#askpharma*
#pecaasfarmaceuticas*
#petition*
#pneumonia*
#pharma*
#dyk*
#vacuna*
#pfizerallergan*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

0
500
1000
1500
2000
2500
3000
3500
4000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
cphiww amr askpharma pecaasfarmaceuticas petition
Spread of Hashtags by day

0 10 20 30 40 50 60
#dyk*
#pfizerallergan*
#pharma*
#petition*
#pecaasfarmaceuticas*
#vacuna*
#pneumonia*
#askpharma*
#cphiww*
#amr*
Engagement Score
Hashtags - Engagement

Average Response Rate : 0.01%
0
500
1000
1500
2000
2500
3000
3500
4000
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
23-Oct
25-Oct
27-Oct
29-Oct
31-Oct
2-Nov
4-Nov
6-Nov
8-Nov
10-Nov
12-Nov
14-Nov
16-Nov
18-Nov
20-Nov
22-Nov
24-Nov
26-Nov
28-Nov
30-Nov
2-Dec
4-Dec
6-Dec
8-Dec
10-Dec
12-Dec
14-Dec
16-Dec
18-Dec
20-Dec
22-Dec
24-Dec
26-Dec
28-Dec
30-Dec
MentionsandReplies
Replies Mentions
Customer Service

Average Reply Time : 2 minutes
0
0.5
1
1.5
2
2.5
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov15-Nov20-Nov25-Nov30-Nov 5-Dec 10-Dec15-Dec20-Dec25-Dec30-Dec
Customer Service

Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
0.2
0.4
0.6
0.8
1
1.2
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

0
1000
2000
3000
4000
5000
6000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

0
200
400
600
800
1000
1200
1400
1600
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

Total number of Retweets : 3,072
-50
0
50
100
150
200
250
Retweets of Brand Tweets Brand Tweets
Retweets

Total number of Mentions: 15,911
-500
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Mentions Brand Tweets
Mentions

Influencers
Name Followers Tweets
CBS News 4,303,516 1
El Universal 3,836,665 1
USA TODAY 2,084,015 3
Sexenio 1,793,677 2
Dr. Phil 1,404,961 21
TOP 5 INFLUENCERS

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Pfizer Social Media Analysis Q4 2015

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