Jan KwiecienInsights Analyst+45 2572 1864

jan@kwiecien.dk http://dk.linkedin.com/in/jankwiecien

http://about.me/jan_kwiecienhttps://www.vizify.com/jan-kwiecien

From data comes patterns, and from patterns comes knowledge and insights. My work is discovering patterns and turning insights into actionable knowledge.

My SkillsetsProject Scoping & Planning: Identify components for a succesful social media project and defining KPI’s

Harvesting & Qualifying Data: Harvestingonline posts and asses data fit for analysis

Research & Analysis: Making sense of quantitativeand qualitative data and turn them into actionable insights

Strategic or Tactical Integration?

I believe that knowing how to plug social media into your organization demands thought

Tactical Strategic

BASIC SOCIAL MEDIA LISTENING CAPABILITIESADVANCED SOCIAL MEDIA MONITORING

AND ANALYSIS CAPABILITIES INTEGRATION, SCALABILITY AND SOCIAL

MEDIA INTELLIGENCE CAPABILITIES

MARKETINGSALES

R&D

MARKET RESEARCH

CAMPAIGN MEASUREMENT

CAMPAIGN TRACKING

BRAND MARKETING

REPUTATION MANAGEMENT

BRAND PROTECTION

LEAD GENERATION

INTERACTIVE BUYING

COMPETITOR RESEARCH

CONSUMER SEGMENTATION

INFLUENCE MARKETING

CUSTOMER SUPPORT

SOCIAL ANALYTICS

MARKET RESEARCH

PRODUCT DEVELOPMENT

MARKETINGMARKETINGPUBLIC RELATIONS

My Process

Setting the scene:

Identify needed components

Identify Relevance and Exclusion criterias.

Defining KPI’s

Getting data fit for analysis:

Filtering and segmenting conversations

Data verification

Creating search strings

Statistical significance –Representative sampling

Emerging patterns:

Structuring data

Apply analysis

Intepreting results

Create preliminary conclusions

Fitting the pieces together:

Verifying conclusions

Actions and recommendations

Transfer Analysis into output format

Guide the client through the findings

Planning the project:

Determine tools for data gathering

Designing analysis framework

Determine which methods will be applied for data assessment

I helped the client gain insights strong enough to build a community-based, resource website aiding patients to getting a proper diagnosis and treatment.

Understanding patients by mapping "most likely” Patient Behavior.

Building Digital Personas based on 4000 collected and filtered online posts.

Empowering Patient Help Seeking Behavior

Gary34

I helped the client create insights for their internal market research studies. The report was designed to understand the hurdles the patients face in the different stages of their disease.

Project ExamplesTwo Social Media Insight Projects done for Pharmaceutical companies

Patient Centric Pharma Insights

Patient insights in segments: Non Diagnosed, Diagnosed, Longterm Care Patients, HCP-insights (treatment advice).

Mapping behavior of Non Patients and Patients

Discovering triggers for change in medication or other treatment (before / after treatment)

Example of Project – Digital PersonaEmpowering Patient Help Seeking Behavior

Gary34

“Some days I feel almost like a zombie”

Increase self-care

persona

PersonaGender: MaleAge: 26-40 yearsEmotions: ConcernedSocial Prohibited: ModerateActivity: 4.0 (scale from 1-10)Emotion: 4.2 (scale from 1-10)Activity vs. Emotion: Higher level of activity has positive impact on emotions

ConditionDuration: Less than a yearVoids: 3-4 voidsTime to First Awakening: 1-2 hoursBother: ModerateSleep Efficiency: ModerateTreatment: No treatmentLifestyle Changes: Eating and fluid restrictionsPrimary Caregiver: Spouse

AWARE OF CONDITION X?

MOTIVATED TO IMPROVE SLEEP

GOING ONLINE UNCHANGED CONDITION

• “I don't think it is normal to have to wake up 4 times a night to pee.”

• ”…its driving my girlfriend nuts as she wakes up every time and because she doesn't sleep that well, it adds stress to our relationship. It’s a bummer, I feel so unhealthy!”

• “I was wondering if there was a way that I could increase the "endurance" of my bladder? Any suggestions would be much appreciated.”

• “I’ve tried it. Nothing happened! It's obviously something that I’m concerned about.”

OnlineHelp-seeking Behavior: Online discussionsWhereabouts: ForumsType of Engagement: Responding to posts with own storyAdvocacy: No advocacy

Example of Project – Digital Persona Patient Centric Pharma Insights

Non-patientsTypical tendencies Demographics

Gender: Female 62%Male 27%Not Disclosed 11%

Age: 26-40 years 69%13-25 years 21%41-64 years 9%65+ years 1%

Emotions: Concerned 59%Worried 22%No emotion 9%Desperate 8%Depressed 2%

Emotion Score (1-5 scale*): 3.26

Symptoms perceived as:

Does n

ot k

now

Psor

iasis

Ecze

ma

Cosm

etic

Ringw

orm

/ Fu

ngal

Chron

's d

isea

se

Derm

atiti

s

Liver

cong

estio

n

Hypot

hiro

idFib

ro

PUPP

Ps

Hyves

Shin

gles

Rash

Other

0%

5%

10%

15%

20%

25%

30%

Typical words used to describe symptoms

Dry patches / bumps 29%Red spots /patches 18%Scaly spots / patches 16%Scaly and red spots / patches

16%Dry red spots / patches 10%Flaky rough spots / patches 4%Other 4%No symptoms 1%Unknown 1%

Jack & Margaret

Social input, fact sheet

Key Findings – Non-patients

What words are non-patients using when describing symptoms? (see slide 16)Non-patients use the following words to describe their symptoms• 29 % use words “Dry patches / bumps”, • 18% use words “Red spots /patches”• 16% use words “Scaly spots / patches”• 16% use words “Scaly and red spots / patches”

What questions are non-patients asking? (see slide 17)Non-patients are evenly split in asking how to interpret symptoms (54% of posts) and how to respond to symptoms (46% of posts).

What answers non-patients receive? (see slide 17)When people are answering non-patients’ question “how to interpret symptoms” the majority of answers point to some other condition than {Disease} or {Other Disease} (46% of answers), 25% points to {Disease}, 16% {Other disease} and 16% answers {Other Disease} or {Disease}.

When people are answering “other condition”, most of the time they also advise non-patients to seek medical consultation (64% of answers), while a minority of answers points to application of OTC (32%) or cosmetic care (4%).

When people are answering “{Disease}”, the vast majority of advice to non-patients is to seek medical consultation (87% of answers), while minority advises people to apply OTC (13%)

Interpreting sy

mptoms

Responding to sy

mptoms

Preventive Health

Self-care

Professional consulta

tion

Hospitaliza

tion & su

rgery

Terminal c

are

Long-term

carePatient

lifecycle

Example of Project – Key FindingsPatient Centric Pharma Insights

Long tail

Wrong diagnosis can cause a bottleneck in treatment, dragging patients through a much longer patient journey, according to the patient himself having unnecessary medication switching. In addition, the effect is lack of trust in HCPs.

“they called it some kind of dermatitis and gave us 3 perscriptions ($130 to fill all three with insurance)….Turns out they(the doctors) got it wrong - he has severe {Disease} - it is on his face, neck, chest, back, armpits, elbows and in his pubic region. The stuff they gave him before made it worse. They gave us 2 more perscriptions and suggested yet another soap. That will be another $50+. If they don't get it right this time I guess we will find another doctor….”

General

Some patients go around for years untreated after stopping inefficient treatment and are only able to get temporarily relief from OTC.

“(I definitely think I have a form of {Disease})...I had gone to dermatologists in the past with really no results so I kind of gave up on them. I'll use maximum strength denorex and it gives me relief but it doesn't get rid of anything and by the next day it's back to being dry/itchy/flaky/scaley. I know using denorex every day isn't good for my hair so to be honest I don't really use it unless I am really having a bad itchy day. After 20+ years of this crap I am finally at my wits end and I just want to be "cured" if I even can be. Anyone have any recommendations? Thanks! Jessi”

Example of project – Unique InsightsPatient Centric Pharma Insights

Long tail insights*

Patients can in some cases find the road to a correct diagnosis long and tedious

*Long tail means a unique insight which is potentially valuable to business goals but is deviating from the norm (from where most of insights lie)

Perception – Good at adapting to a constant changing work environment and situations

INtuition –Recognizing and analyzing patterns. Turning insights into actionable knowledge

Extrovert – An inclusive personality that loves teamwork

Thinking – Making decisions based on logic and analysis

Getting to know me

ENTP is one of 16 possible Myers-Briggs Types indicating world perception and decision making

Summary

Professional

Currently working for Networked Business Initiative (networkedbusiness.org) and Copenhagen Business School piecing together an international survey on maturity of digital technologies in organizations. Mainly working with survey planning and execusion. Using SurveyGizmo.I have been working with social media analysis and insights with Pharma clients at Valtech A/S, a global digital agency. I am highly driven to constantly develop my understanding and skills in analysis and actionable insights.

Specialities: Social Media Strategy, Social media analysis, Stakeholder Analysis, Survey strategy and execution, Corporate Social Responsibility (CSR) strategies, Digital Marketing, Online monitoring tactics and methods. Social Media listening tools.

2013 - Project Manager at Networked Business Initiative (networkedbusiness.org) and Copenhagen Business School piecing together a international survey on maturity of digital technologies in organisations.Working with survey strategyTactical planning of survey structure and content Refernces: Jan Futtrup Kjær – CEO, Networked Business Initiative jfk@networkedbusiness.org  2012-2013 (1½ year) Social Media Analyst at Valtech – Building strategically anchored market and business insights for companies and organizations through social media. Deeply rooted in the business goals and objectives

Working with Life - and Bio Science companies and Pharmaceutical companies. Creating strategic and tactical input: Insights, Customer Insights, Patient Insight, Identifying Unmet Business Needs. KPI setting. Brand plan. Executing operational tasks: Creating Personas, General Social Media Overview, Creating Digital Journeys, Online dictionaries based on social media input. Keyword categorization and segmentation. Filtering and tapping into

relevant conversations. 

Examples of a few projects: Empowering Patient Help Seeking Behavior - Size of project: 400 hoursPart of design and creation of digital personas through insights from social media channels. Executing the project byCollecting, categorizing and communicating the data and findings.Result: The insights were part of the foundation for the conceptualization and development of a community-based, resource website that can aid patients with the condition in the process to getting the proper diagnosis and treatment.

 

 

AppendixCurriculum Vitae

AppendixCurriculum Vitae

ProfessionalPatient centric pharma insights - Size of project: 400 hoursThe social media insights contributed to the understanding about the hurdles patients face, their

motivation and behaviors.Before realizing they are suffering from a medical condition all the way through the diagnosis and

treatment.Result: Comprehensive report delivering insights that complemented market research and served as

internal education material.

References: Mari Ann Mortensen – Director, Sales & Marketing Development, Valtech a/s Mari.ann@valtech.dk

2011 – 2012 Social Media Consultant at Meltwater Group – Consulting and selling a social media monitoring tool.   Conceptual and functional presentation and sale of Meltwater Buzz (advanced monitoring tool)

Managing sales process and customer consultation in utilizing social media monitoring. Identifying new market segments Identify new potential of the use of social media Gain: Great insight and expertise in the use of advanced monitoring tools. Sales experience,

understand procurement processes. Identifying new market segments. Solid understanding of the possibilities and boundaries of the use of social media in Denmark.

References: Therése Hategan – Growth Executive Meltwater Buzz, Copenhagen therese.hategan@meltwater.com   2011 – 2011 Freelance at Elektronista.dk – an online magazine for trends, gadgets and tendencies in digital technology.

Writing articles, testing new designs, smartphone applications, ect.Gain: Great insight in style and usability of social media and technology. Consumer insights.

 2011-2011 Freelance at But-why.dk - a PR bureau that delivers consulting in the area of media and technology.

Assisting in PR-strategy, and implementation of a rebranding of Expert (consumer electronics).Gain: Solid understanding and hands-on experience in the different steps in a brand building process.

2002 - 2004 Social Educator (Environmental therapist) at Bispebjerg hospital, children psychiatric department.Establishing and maintenance of contact with patients and relatives.Responsible for treatment of patients. Prepare clinical rapports on patients’ treatment. Gain: Deep understanding of relationship building and nurturing. Greatly enhancing psychological

analytical skills.

AppendixCurriculum Vitae

Educational2008-2010 Master of Social Sciences, Business studies and Danish (Public Relations) at Roskilde University (RUC). Cand.soc.

Master thesis: “Public Relations and Social Media” References: Rene La Cour Sell – Communications

strategist/Speaker/Leadership Development Advisor 2005-2008 Bachelor of Science, Business studies at RUC

2005-2005 Danish School of Education (DPU) - ’pedagogical sociology’ (course: educational sociology)

2004-2005 Danish School of Education (DPU) - Pedagogical bachelor, DPU

2002 Frøbelseminaret, Frederiksberg – Social educator. Other

Languages - Danish and English (native tongue), Swedish and Norwegian, written and oral.

Computer skills CMS systems: Advanced course in Portal Services and EPIserver.

Social Media Listening Tools: Meltwater Buzz and Engage (social media - monitoring and involvement software). Sysomos MAP and HEARTBEAT, Radian6, Alterian plus numerous niche tools.

Survey Tools: SurveyGizmo (advanced user), SurveyMonkey (advanced user)

Activities an achievements - Been doing Crossfit since 2009, Co-founder of ‘Frederikssund Oaks’, an American football club in northern Sealand, Denmark.1994 – 1997 Defensive captain on ‘Frederikssund Oaks’.Interests - The computer media in general, Emerging technology trends, travelling, music, roleplaying, American football, gadgets, movies, psychology

 Private - Living with Malou Ehmer, who works as a lawyer and our Son Hector born 29th of march 2012.