Bibblio
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How social media and online content will impact HCPs and their patients
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As the amount of information explodes the logic of how the web is being structured are changing. From making as much information as possible public, increasingly the focus of algorithmic design is quality and engagement. This presentation means what this paradigm shift means and how companies can approach it. Links to collections on Bibblio: http://bibblio.org/o/GF/eyeforpharma http://bibblio.org/o/2R/how-youtube-works
Transcript of Bibblio
How social media and online content will impact HCPs and their patients
Today’s agenda
Curation over search
Quality over quantity
Timeless over nowness
What’s really going on?
Internet data is growing at 40% compound annual rate
2008 20202012 20160
50
40
20
10
30Data (ZB)
90% of the world’s information was created
in the last two years
Nearly 45ZB by
2020
Trend 1: From Search to Curation
Available Accessible
Finding information online is like this
What if it could be more like this?
Turns out we all feel that
Source: http://www.theatlantic.com/technology/archive/2013/12/2013-the-year-the-stream-crested/282202
House of cards is a great example
Trend 2: From Quantity to Quality
The web is turning from scale to engagement
20132008 2010
Viewing timeSubscribingTwitter shares/likesFacebook shares/likesGoogle+ share/likesOther shares (LinkedIn, Reddit)
No. of embeds/inbound linksAuthority
LikesComments
Views
Source: http://moz.com/blog/youtube-ranking-factors-whiteboard-friday
20132008 2010
Google’s latest Panda update was all about quality
Bounce rateDwell timeKeyword relevanceContent LengthOriginal contentSocial sharing(Facebook, Twitter, Reddit etc.)
Domain Authority
# KeywordsLoading speed
Page rank
Source: http://backlinko.com/wp-content/uploads/2014/05/Ranking_Factors_Checklist_Backlinko.pdf
This social conversation is keyEven Twitter just changed their mind
Source: http://blogs.imediaconnection.com/blog/2014/09/16/twitter-to-filter-its-feed-for-relevance-what-it-means-for-brands-and-publishers
However social conversation is key
Top 25%
Bottom 25%
330x greater
Top 25%
Bottom 25%
89x greater
Comparison of video sharing between top and bottom 25% of brands in top 100
Source: Pixability, Top 100 Brands on YouTube, Aug 2013
On the user side the result is two things
More time spent with content
sourced from social channels
Increasing filter bubbles means it is hard to reach
people without social penetration
What to do?
Quality content
Curation
PatientsHCPs
Trend 3: From Nowness to Timeless
The future is already here- it is just not very evenly distributed
William Gibson
“
”
Guess who?Guess who?
The Skyscraper Method
From Nowness to Timeless
Bibblio is a social learning platform
Passive
Education Learning
Curriculum
Extrinsic Intrinsic
Active
Curiosity
3 things to take away
Search to curation
Quality over quantity
Timeless over nowness
@madsholmen
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