Sidewiki Overview for Pharma

October 10, 2009

Google Sidewiki

How it Works

• Sidewiki allows users to post comments that are publicly viewable

on any website they visit… Sort of.

• Visitors must have Google Toolbar.

• Visitors must opt-in for Sidewiki.

• Sidewiki comments must reach significance threshold to

become public.

• Sidewiki comments are ranked by a Google algorithm – similar to

web search.

• Webmasters have the option of posting a comment that will

always be displayed as the first comment on their own website.

Contents are proprietary and confidential.

Examples from Pharma

Sidewiki and Pharma

Contents are proprietary and confidential.

NOTE: Once Sidewiki comments are posted on a website, Google will determine whether they are “significant” enough to be displayed publicly. This determination may change over time resulting in previously public comments disappearing from Sidewiki.

In this way, Sidewiki operates very similar to Google web search.

If none of the Sidewiki comments on a website meet the significance threshold, Sidewiki will disappear completely from that website, even if users have posted comments.

Pfizer.com

Contents are proprietary and confidential.

Still Publicly Visible? NO

As of October 11, 2009

Lipitor.com

Still Publicly Visible? NO

As of October 11, 2009

Contents are proprietary and confidential.

GSK.com

Still Publicly Visible? NO

As of October 11, 2009

Contents are proprietary and confidential.

Chantix.com

Still Publicly Visible? NO

As of October 11, 2009

Contents are proprietary and confidential.

Celebrex.com

Still Publicly Visible? NO

As of October 11, 2009

Contents are proprietary and confidential.

Viagra.com

Still Publicly Visible? NO.

Contents are proprietary and confidential.

Still Publicly Visible? YES.As of October 11, 2009

Top Pharma Sidewiki Checklist

Top 20 Pharma Homepages

COMPANY NAME SIDEWIKI

COMMENTS?

COMPANY NAME SIDEWIKI

COMMENTS?

PFIZER WYETH

SANOFI-AVENTIS SCHERING-PLOUGH

GLAXOSMITHKLINE ABBOTT LABORATORIES

NOVARTIS TAKEDA

ASTRAZENECA BAYER SCHERING

MERCK BOEHRINGER INGELHEIM

JOHNSON&JOHNSON TEVA

ROCHE ASTELLAS

ELI LILLY & CO DAIICHI-SANKYO

BRISTOL-MYERS SQUIBB EISAI

Contents are proprietary and confidential.

As of October 11, 2009

Sidewiki User Policies

Google Sidewiki Policies

Overview of Policies from Google

1. Keep Sidewiki spam and malware free.

2. Speak your mind without being hateful or threatening to

others.

3. Keep it legal.

4. Respect copyright laws.

5. Don't post or link to sexually explicit material. Don't pretend

to be someone else.

6. Don't share personal or confidential information.

http://www.google.com/support/toolbar/bin/answer.py?answer=157295&hl=en

Contents are proprietary and confidential.

Google Sidewiki Abuse Policy

Contents are proprietary and confidential.

If you believe that someone is violating these policies, use the "Report Abuse" button within Sidewiki. We’ll

review your report and take action if appropriate. Just because you disagree with certain material or find it to

be inappropriate doesn't mean we'll remove it. We understand that our users have many different points of

view, and we take this into consideration when reviewing reports of abuse. Although not all reports will

result in removal, we do rely on our users to tell us about materials that may be violating our policies.

Sidewiki Reputation Management

Managing Google Sidewiki on your Website

Recommended Approach

• Preempt Sidewiki comments from

other users by posting your own

comment and moderating

• Step 1: Post a Sidewiki comment as the

site’s registered webmaster

• Step 2: Monitor your website’s Sidewiki

comments in real time

Contents are proprietary and confidential.

Managing Google Sidewiki on your Website

Step 1: Recommended Approach

Steps to take:

1. Register as the site owner via

Google Webmaster tool suite

2. Visit your website

3. Click “Create an Entry”

4. Select the “Write as the page owner”

checkbox and publish your comment

5. Your comment should be at least

900 characters. This will ensure

your comment takes up the full

viewing area before scrolling for all

standard screen resolutions.

Contents are proprietary and confidential.

Blocking Google Sidewiki Comments

Step 2: Recommended Approach

Steps to take:

1. Manually monitor your website’s

Sidewiki comments

2. Leverage SidewikiRSS to create

automated alerts

Contents are proprietary and confidential.

http://www.sidewikirss.com/

Blocking Google Sidewiki

Blocking Google Sidewiki

Available Methods for Blocking Sidewiki *

1. Edit your site’s htaccess file to block Google Toolbar

This method will work with full effectiveness. However, it will prevent

ANY visitor who also has Google Toolbar installed from viewing your

website. These visitors will be told to uninstall Google Toolbar if they

want to view your site.

2. Block Sidewiki via Javascript

Several Javascript “hacks” have been written which will prevent

Sidewiki from working on your website. However, these will need to

be constantly updated with each updated release of Sidewiki.

3. Encrypt your website with SSL

Sidewiki currently does not work with SSL encrypted websites.

However, this is expected to be “fixed” with future updates.

Contents are proprietary and confidential.

* These methods are temporary tactics that will likely be made obsolete with future Sidewiki updates.

Sidewiki Comment Features

Posting Sidewiki Comments

What Users Can Do with Sidewiki

Sidewiki text comments may include HTML tags that:

• Bold text

• Italicize text

• Underline text

• Createsuperscripts

• Createsubscripts

• Create

• Bulleted

• Lists

• ** CREATE LIVE HYPERLINKS TO OTHER WEBSITES **

Contents are proprietary and confidential.

Contents are proprietary and confidential.

pdyer@wcgglobal.com