1. Homework 2 Kotler Fan Club Enrico Gennari Francesca Dinardo
Vincenzo De Rosa
Vincenzo Morello
Stefano Strada

2. What we have found #1
Pfizer was the most social pharmaceutical company in October 2014
3500+
Pfizer has increased its Twitter page of over 3500 followers in October 2014
70%
Bayer and Johnson & Johnson combined, constitute 70% of the industry’s Facebook fan base
Pfizer was the most mentioned brand on social media followed by Novartis
Pfizer has over 130K likes on its Facebook page

3. Pfizer on Facebook Information campaigns about Pfizer’s
≈ (continuously increasing)
≈ (continuously increasing)
≈ (continuously increasing)
Company will pull comments from the wall, if:
They refer to a product (positively or negatively);
They contain vulgarity;
They provide unverified medical advices;
They are clearly off-topic.
Information campaigns about Pfizer’s
activities and initiatives;
Pfizer foundation;
Adverse events;
“Comment missing” policy;
No direct product advertising;
The page is shaped not to advertise the products, but to create a relationship with fans, giving them the possibility to interact
with the company itself, leaving thoughts and likes.

4. Pfizer on Linkedin 812.000 followers (continuously increasing);
Firm presentation;
Open positions, in order to recruit people active in social media.

5. Pfizer on Slideshare
Power point presentations on events and conferences promoted by Pfizer;
Financial disclosures, in order to provide trasparency for possible investors;
Links to other social networks

6. Pfizer on Twitter
There are two main Twitter accounts managed by Pfizer:
@pfizer
A generic profile with more than followers all over the world
@pfizer_news
A more specific profile dedicated to the latest information about the firm
For Pfizer, Twitter is significantly more effective than Facebook in terms of Potential Reach

7. Analyzing Pfizer with TalkWalker
Media coverage by Pfizer
General sentiment about Pfizer
Average growth of likes on the Facebook page

8. What about the competitors?
Johnson & Johnson is an American multinational manufacturing medical devices, pharmaceutical and consumer packaged goods. Novartis provides innovative healthcare solutions that address the evolving needs of patients and societies. Novartis offers a diversified portfolio to best meet these needs: innovative medicines, eye care, cost-saving generic pharmaceuticals, preventive vaccines and animal health products.

9. What about the competitors?
Posts and topics coverage
General sentiment

10. Reach, richness and engagement
Pfizer falls behind its main competitors in terms of both reach and engagement. The same is also true for richness, due to the fact that the company has not implemented an effective strategy.

11. Geographic overview

12. References facebook.com twitter.com linkedin.com slideshare.net
socialbakers.com
talkwalker.com