1.Pharma Wikipedia corporate pages An analysis Gary Monk Presentation includes speaker notes on slides

2. @garymonk garywmonk gary@garymonk.com 3. Introduction There is much discussion about the prominence of pharma products on Wikipedia less about the company pages themselves The goal is to analyse the Wikipedia pages of the Top 5 pharma companies and identify some implications and insights Note: all analytics data sourced directly from Wikipedia (all statistics up to 21/2/14) 4. Editing Wikipedia I hope these slides are interesting but do be cautious if they tempt you to edit Wikipedia. You will need to follow the principles outlined in my earlier blog 5. Top 5 Pharmas by employees OK size may not be everything and there are a number of ways to measure size. I selected employees as this is a social presentation about people I will use this Rank as reference point on a number of the following slidesRankCompany1Novartis2Johnson & Johnson3Sanofi4GSK5Pfizer Source: Fiercepharma.com April 2013 6. 90 Day Wikipedia corporate page views The views of corporate pages are significant for these companies. The top 3 have over 1000 views per day. Note rank is size by employees. There is little correlation with Pfizer having more views compared to its rank and Novartis less proportionallyCompanyPage views (90 days)RankJohnson & Johnson1012412Pfizer977555GSK960574Novartis751281Sanofi38450390 days data up to 21/2/2014 7. Page size in Kilobytes CompanyThe pages with the most content on them are Pfizer and NovartisPage size (KB)RankPfizer695Novartis631GSK454Johnson & Johnson372Sanofi163 Up to 21/2/2014 8. How old are these pages? CompanySanofi is marginally more youthfulPfizer11.6NovartisAll these pages have been around the Wikipedia block a bit.Age (years)11.2Johnson & Johnson11.1GSK10.9Sanofi9.9 Up to 21/2/2014 9. Which are the most edited pages?GSK is historically the most edited page Note: these pages get edited a lot so do not expect content to stay staticCompanyEdits per year (average)Edits in previous yearRankGSKPages dont represent the rank. (company size)1571454Pfizer140635Johnson & Johnson1031152Novartis701881Sanofi41273 10. Which are the most edited pages? Fascinatingly, recently Pfizers edits have plummeted and Novartiss soared. More analysis is needed to say why, who in terms of editors has made these changes and the overall sentimentCompanyEdits per year (average)Edits in previous yearRankGSK1571454Pfizer140635Johnson & Johnson1031152Novartis701881Sanofi41273 11. How many unique editors There are a large amount of contributors to each page. Note some are active and some historical These are almost in inverse order of rank (size by number of employees)Company# EditorsRankPfizer8545GSK7664Johnson & Johnson6362Novartis3961Sanofi2313 Up to 21/2/2014 12. Which are the most watched pages? Pfizer and GSK are the pages most watched by users, but all pharma pages are closely watched by many users! So if you choose to make any edits yourself a crowd of Wikipedians are watching your every move This correlates with the previous slide on number of editors (logical as a proportion of these will watch the page)Company# page watchersPfizer152GSK136Johnson & Johnson103Novartis82Sanofi46 Up to 21/2/2014 13. How many edits are made by the top 10% of editors? The top 10% of editors punch significantly above their weight in terms of edits.CompanyTop 10% EditorsRankGSK49%4These 10% are particularly influential in the case of GSK. 10% of users make almost half of the edits!Novartis42%1Pfizer39%5Johnson & Johnson37%2Sanofi35%3 Up to 21/2/2014 14. How many edits are made by the top 10 editors? If we consider the Top 10 Editors Sanofi comes out on top. Mainly because it has less editors overall. The next slide illustrates the impact of these Top 10CompanyTop 10 EditorsRankSanofi40%3GSK26%4Novartis26%1Johnson & Johnson15%2Pfizer13%5 Up to 21/2/2014 15. Number of contributions by the Top 10 of editors Editor RankNovartisJ&JSanofiGSKPfizer1 2 3 4 5 6 7 8 9 1085 26 24 16 13 10 7 7 7 735 25 19 19 14 14 12 12 10 1022 18 10 9 8 6 5 5 5 4156 73 49 40 33 29 22 17 15 1468 20 18 17 16 15 15 13 12 12 16. Number of contributions by the Top 10 of editors Editor Rank 1 2 The #1 Editor on 3 the Novartis page is Jytdog He4 outranks his5 peers significantly AND 6 his Novartis 7 editing history is relatively short 8 starting in May 9 2013 10NovartisJ&JSanofiGSKPfizer85 26 24 16 13 10 7 7 7 735 25 19 19 14 14 12 12 10 1022 18 10 9 8 6 5 5 5 4156 73 49 40 33 29 22 17 15 1468 20 18 17 16 15 15 13 12 12 17. Number of contributions by the Top 10 of editors Editor I also find fascinating Novartis that the #1 Editor on Rank the GSK and Pfizer 1 85 pages are in fact the 2 26 the same person (Rangoon11) 3 24 (who looks like he is 4 16 currently blocked by 13 Wikipedia) 56It is incredible we 7 think of Wikipedia as a broad community 8 yet 1 person can 9 have such a huge influence 1010 7 7 7 7J&JSanofiGSKPfizer35 25 19 19 14 14 12 12 10 1022 18 10 9 8 6 5 5 5 4156 73 49 40 33 29 22 17 15 1468 20 18 17 16 15 15 13 12 12 18. Number of contributions by the Top 10 of editors Editor Rank 1 2 If you are looking to challenge3 or 4 make amends on the corporate 5 pages then these 6 are the top guys that you need to 7 engage 8 9 10NovartisJ&JSanofiGSKPfizer85 26 24 16 13 10 7 7 7 735 25 19 19 14 14 12 12 10 1022 18 10 9 8 6 5 5 5 4156 73 49 40 33 29 22 17 15 1468 20 18 17 16 15 15 13 12 12 19. How do the companies owned media perform in google searches? Google Rank 1 2 3 4NovartisJ&JSanofiGSKPfizerNovartis.co.ukJnj.comSanofi.co.ukGSK.com/ukPfizer.co.ukSanofi.comWikipediaPfizer.comWikipedia49WikipediaUK.novartis.com Careers/jnj.com Novartis.com WikipediaWikipedia40All company sites do outperform Wikipedia in search, so there is an opportunity to maintain and increase the quality of customer experience on these owned media. It would be interesting to have the companies data to compare their owned media traffic to that of Wikipedia! (note this is a UK specific search and may vary in other markets)As of 21/2/2014 20. Key Learnings The bigger companies Wikipedia pages are seen over 1000 times per day GSK has the most edited Wikipedia page however most pharma cos will have their pages edited every few days Pfizer & GSK have the most watched pages but all Pharma pages will be watched by many hawk-eyed Wikipedians There are a relatively high number of editors but a small kernel has a disproportionate influence All companies have a well optimised earned media presence and opportunity to increase visibility on their corporate sites 21. Questions? @garymonk garywmonk gary@garymonk.com Please get in touch