This is a report that analyzes the responses and reputations of the COVID-19 vaccines by country. We conducted in-depth data analysis such as engagement and correlation as well as simple quantitative analysis of social data generated in Korea, China, Japan and 7 countries with a large number of coronavirus confirmed cases. If you have any questions about this report, please contact the SM2Networks Marketing Intelligence Team. Web : www.sm2marketing.co.kr E-mail : marketing@samhwa.com Blog_1: https://blog.naver.com/synthesio Blog_2 : https://blog.naver.com/dmktginsight Tel : 031-478-1570 #COVID19 #coronavirus #corona vaccine #coronavirus vaccine #COVID vaccine #pfizer #astrazeneca #moderna #sinovac #sinopharm #janssen #novavax

1. COVID19 – Vaccines
Social Buzz Insight Report
SM2Networks, Marketing Intelligence Team
2021 SM2 Insight Report NO.1

2. One day, coronavirus suddenly appeared in our daily lives.
Life patterns and lifestyles have changed because of this
virus. While we were getting used to masks and
handwashing, which were just unfamiliar, the close
distance with strangers began to become uncomfortable.
Only recently the vaccines and treatments we have been
waiting for have been successfully released and
vaccination has begun. The coronavirus is still prevalent.
However, the reason for hope is the expectation that we
can overcome it soon.
The vaccination will start soon in S.Korea. At this time
when the public's attention is focused on vaccines, we
want to see what stories are coming and going on social
media.
Hopefully, when the epidemic has subsided someday and
we have to look back on the Corona Era, we hope that the
day this report will be spoken..., Let’s begin!
Prolog
COVID19
2

3. JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN
TOTAL
0
1
2
3
4
5
6
7
백만
United States India Brazil United Kingdom Russia France Spain Japan China South Korea
COVID19 Cases | Global Status
* Data Source: Ourworldindata (21.02.09)
Country Cases %
1 United States 26,186,781 25.6%
2 India 10,757,610 10.5%
3 Brazil 9,204,731 9.0%
4 United Kingdom 3,828,183 3.7%
5 Russia 3,808,348 3.7%
6 France 3,255,920 3.2%
7 Spain 2,743,119 2.7%
… …. ….
37 Japan 390,164 0.4%
82 China 99,515 0.1%
86 S.Korea 78,507 0.1%
In Feb. 2021, the number of corona cases in the US accounted for about 25.6% of the world, Korea ranked 86th with
0.1%. More than half (58.5%) of all confirmed cases are concentrated in the Top 7 countries.
COVID19 Cases Trend
‘21
Data: 2020.01.01 ~ 2021.01.31
✓ 본 리포트 분석 적용기간
3
million

4. COVID19 | Buzz Volume by Country
0
20
40
60
80
100
120
0
5
10
15
20
25
30
United States United Kingdom India Japan S.Korea France Spain Brazil China Russia
백만
백만
(Right axis)Buzz Volume(COVID19)
(Left axis)Cases
million
million
* Data Source: WHO COVID-19 global table data
* Buzz Source: SM2Networks investigation using Synthesio tool
In the US, both confirmed cases and buzz volume highly generated but Japan, Korea, UK, and China have fewer confirmed
cases than the buzz amount.
On the other hand, India, Brazil, and Russia’s corona cases is high while the amount of buzz is low.
COVID19 Buzz Trend
Data: 2020.01.01 ~ 2021.01.31
4

5. COVID19 Vaccines | Buzz Volume by Country
0
1
2
3
4
5
6
United States United Kingdom India Japan S.Korea France Spain Brazil China Russia
0
5
10
15
20
25
30
35
40
45
50
백만
백만
(Right axis)Buzz Volume(COVID19)
(Left axis)Buzz Volume(COVID19 Vaccine)
China, the United States, and France have a relatively high proportion of vaccine-related buzz among the COVID19 buzz, while
those of Japan, Brazil and Russia are low.
India and China, which have high Trust Barometer*, tend to have a relatively high proportion of vaccine-related buzz.
COVID19 Vaccines Buzz Volume country comparison
11.3%
45%
37% 50% 50%
82%
79%
8.6%
9.4% 4.0% 6.1% 10.3% 8.8% 5.0% 19.5% 5.7%
Share of vaccine-related buzz in
COVID buzz amount
42%
Data: 2020.07.01 ~ 2021.01.31
* Vaccines: Janssen, Pfizer, Moderna, Novavax, Sinopharm, Sinovac, Astrazeneca
* 2021 Trust Barometer Data Source: https://www.edelman.com/trust/2021-trust-barometer
* Buzz Source: SM2Networks investigation using Synthesio tool
◀ 2021 Trust Barometer*
34% 39%
34%
5
million
million

6. COVID19 Vaccines | Buzz Trend
Country Buzz Vol.
1 United States 5,246K
2 United Kingdom 1,194K
3 India 727K
4 Japan 694K
5 South Korea 562K
6 France 523K
7 Spain 487K
8 Brazil 388K
9 China 377K
10 Russia 165K
0
0.5
1
1.5
2
2.5
3
JUL AUG SEP OCT NOV DEC JAN('21)
백만
United States United Kingdom India South Korea France China Spain Brazil Japan Russia
COVID19 Vaccines Buzz Trend
Data: 2020.07.01 ~ 2021.01.31
* Vaccines: Janssen, Pfizer, Moderna, Novavax, Sinopharm, Sinovac, Astrazeneca
* Buzz Source: SM2Networks investigation using Synthesio tool
✓ Started to Vaccine Approved
China, the United States, and France have a relatively high proportion of vaccine-related buzz in the amount of COVID19 buzz.
On the other hand, in Japan, Brazil and Russia, the proportion of vaccine buzz is lower than the amount of COVID19 buzz.
6
million

7. COVID19 Vaccines | Media Analysis
76.6%
59.3% 61.3%
35.0%
80.6%
45.6%
68.9%
46.5%
26.5% 26.2%
45.8%
40.7% 38.7%
65.0%
19.4%
54.4%
31.1%
53.5%
73.5% 73.8%
54.2%
United States United Kingdom India Japan S.Korea France Spain Brazil China Russia
Social Mainstream
Vaccine-related buzz in major countries is more active on social (76.6% of total buzz generated via social)
In the case of Japan, France, US and UK, the share of social media is high, but India, Korea, Brazil and China, the share of
mainstreams is relatively large.
Twitter, YouTube, Facebook,
Instagram, Sina Weibo, Vknontakte,
etc. SNS and Forum(ex. Reddit and so
on) channel
General News, Regional News,
TV & Radio, News Agency, etc.
press and news Media channel
COVID19 Vaccines Media Share by country
Data: 2020.07.01 ~ 2021.01.31
✓ Average 49.6%
7
* Vaccines: Janssen, Pfizer, Moderna, Novavax, Sinopharm, Sinovac, Astrazeneca
* Buzz Source: SM2Networks investigation using Synthesio tool

8. 50.0%
17.7%
19.3%
COVID19 Vaccines | Buzz Share
Pfizer
Janssen
Moderna
Astrazeneca
Sinopharm
Sinovac
2020/12/11
FDA Final Authorization
2020/12/21
EU Final Authorization
Trial participants 43,448
Efficiency over 95%
2021/02/04
FDA application submit
2021/02/16
EMA FDA application submit
COVID19 Vaccines Media Share by country
2021/01/29 EU Final Authorization
Trial participants 23,000
Efficiency over 62.1% (twice dosage)
2020/12/18 FDA Final Authorization
Trial participants 30,400
Efficiency over 94.5%
2020/08
Emergency Use
Authorization in China
Novavax
2021/01
Emergency Use Authorization
review in UK
2021/02
Emergency Use
Authorization in China
Data: 2020.07.01 ~ 2021.01.31
Region: US, UK, India, S.Korea, France, China, Spain, Brazil, Japan, Russia
6,309K
Total Buzz
Vaccine-related buzz are generated total 6,308,928.
Among the 7 vaccines, Pfizer was the most interesting vaccine, followed by Moderna and Astrazeneca.
8
Social Listening Tool : Synthesio

9. COVID19 Vaccines | Buzz Trend
COVID19 Vaccines Buzz Trend
Data: 2020.07.01 ~ 2021.01.31
0
20
40
60
80
100
120
140
160
0
5
10
15
20
25
30
35
40
45
JUL AUG SEP OCT NOV DEC JAN('21)
x
10000
x
10000
Astrazeneca Moderna Sinopharm Sinovac Janssen Novavax Pfizer(Right axis)
* Pfizer – Right axis, Other vaccines – Left axis
(Moderna) Increased by 1,052% between the
end of September to mid-December
(Pfizer) Increased by 2,262% between the middle of
September and December
(Astrazeneca) Increased by 210% between the mid-
October to mid-December
(Astrazeneca) Decreased by 32% between the early
September to mid-October
(Sinopharm) Increased by 451% between the mid-
October to mid-December
(Astrazeneca) Increased by 77% between the mid-
July to the early September
(Janssen) Increased by 64% between the mid-August
to mid-October
(Novavax) Increased by 82% between the
mid-October to the end of December
The buzz volume has increased since October.
The vaccine with the highest monthly average buzz increase (39.8% increase) was Pfizer, followed by Astrazeneca (36.9%
increase) and Sinovac (31.9% increase).
39.8%↑
23.1%↑
36.9%↑
14.0%↑
16.6%↑
27.2%↑
31.9%↑
9
* Buzz Source: SM2Networks investigation using Synthesio tool

10. COVID19 Vaccines | Buzz Share
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
United States United Kingdom India Japan S.Korea France Spain Brazil China Russia
Pfizer Moderna Astrazeneca Janssen Novavax Sinopharm Sinovac
COVID19 Vaccines Buzz Share
Data: 2020.07.01 ~ 2021.01.31
In the buzz share of major vaccines by country, Pfizer occupies the largest share with an average of 49.5%.
In particular, it is observed that Japan has the highest buzz share for Pfizer at 70.2% compared to other countries.
10
* Buzz Source: SM2Networks investigation using Synthesio tool

11. COVID19 Vaccines | Engagement
Engagement increased by 185% compared to the previous week in early December 2020 when the FDA and EU approved
vaccinations for the use of the Pfizer vaccine.
Nov. 2020, Astrazeneca and Moderna vaccines increased by 1,012% and 2,190% compared to the previous week.
0
2
4
6
8
10
7/1 7/8 7/15 7/22 7/29 8/5 8/12 8/19 8/26 9/2 9/9 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 12/2 12/9 12/16 12/23 12/30 1/6 1/13 1/20
백만
Pfizer Astrazeneca Moderna Sinopharm Sinovac Janssen Novavax
COVID19 Vaccines Engagement by weekly trend
+185% comparing than
previous week
+2,190% comparing than
previous week
+1,012% comparing
than previous week
Vaccine 승인신청
11
* Engagement Source: SM2Networks investigation using Synthesio tool

12. 3,156K 1,220K 114K 403K 94K 203K 1,118K
11,297B 4,106B 167B 572B 216B 473B 1,827B
358K 337K 146K 142K 229K 233K 163K
39,550K 17,129K 616K 1,904K 502K 5,255K 12,652K
1,128K 291K 18K 19K 11K 8K 162K
COVID19 Vaccines | Performance
Pfizer Moderna
COVID19 Vaccines Social Performance
Novavax Janssen Sinopharm Sinovac AstraZeneca
Buzz
Reach*
Reach per
Buzz
Data: 2020.07.01 ~ 2021.01.31
Engagement
Engagement
Rate*
* Reach: Number of potential impressions based on the number of followers who can see a particular post
* Engagement: Total number of likes, comments, shares, views, etc., acquired by posts, and differs in aggregate items according to media
* Engagement Rate: Divided by the rate of participation in social media activities per follower/fan/view, and used as an index to measure social media performance based on the engagement value
* Data Source: SM2Networks investigation using Synthesio tool
As a result of analyzing the exposure and performance of posts on social for each vaccine, Pfizer has the highest performance
in all items. Moderna ranks second in exposure per buzz or engagement rate.
12

13. COVID19 Vaccines | Sentiment
COVID19 Vaccines Sentiment
* Social Reputation Score is a measure of the overall sentiment of a brand on social media or the web. Closer to 100 on a scale of 0-100 indicates more positive comments
23.0
35.1 34.7
49.6
35.2
46.1
30.1
In the sentiment of the post, Jassens obtained the highest social reputation score.
Pfizer, which was the most active in social performance, recorded the lowest score. Negative reactions were as many as many
posts and exposures.
Data: 2020.07.01 ~ 2021.01.31
13
* Engagement Source: SM2Networks investigation using Synthesio tool

14. COVID19 Vaccines | Correlation
Among the 7 vaccines, the correlation between Pfizer and Moderna vaccine was the highest at 0.86.
The correlation between Sinopharm and Novavax vaccine was 0.64, the second highest correlation recorded.
* Correlations? A number normalized using the Spearman correlation coefficient and first-order differential time series data. Identify topics that tend to evolve into strong positive correlations or
conversely strong negative correlations.
COVID19 Vaccines Correlation
Massive
strong
Not
Significant
Strong
massive
Data: 2020.07.01 ~ 2021.01.31
14

15. COVID19 Vaccines | Matrix
Pfizer vaccine has an average buzz increase rate of 45% per week compared to other vaccines, and the buzz amount is more
than 100%. Moderna vaccine has an average buzz increase of 13% per week, and Astrazeneca vaccine is 11%, which is
equivalent to the “Niches” group vaccine.
* Volume: The amount of buzz mentioned on the topic during the analysis period
* Velocity: Average buzz growth rate for the topic during the analysis period
Pfizer
Astrazeneca
Moderna
Sinopharm
Sinovac
Janssen
Novavax
COVID19 Vaccines Positioning Matrix
Low buzz volume
High buzz rate of increase
Data: 2020.07.01 ~ 2021.01.31
15
High buzz volume
High buzz rate of increase
Low buzz volume
Low buzz rate of increase
High buzz volume
Low buzz rate of increase

16. Summary
COVID19 Cases Deaths Recovered
Buzz Volume Engagement Reach
*2021/02/24
112M 2.48M 63.2M
6,309K 77M 1,862B
Analysis Target :
Analysis Period : 2020.07.01~2021.01.31 (In the case of statistical data, 2020.01.01~2021.01.31)
Best Social Performance Most positive Most buzz-generating ✓ COVID Cases 86th
✓ More buzz than case
✓ Mainstream Important
16
Analysis Tool : Synthesio

17. Because of the unprecedented epidemic in 2020, we all had to go
through tough days. The death toll from Corona alone reached 2.48
million, our daily routine had to stop without knowing when we could go
back.
But, as always, we all worked together to overcome the crisis.
Countries around the world are striving to develop vaccines to alleviate
this situation.
Finally, from December 2020, global pharmaceutical companies have
been approved for vaccination.
There are vaccines that are still in clinical trials, but people are getting
hopeful.
We believe that one day we will be able to return to our daily routines
before 2020, and many people are enduring the pain today.
We hope that the number of confirmed patients and deaths will stop
increasing, but the number of recoverers will increase.
We just hope that the expectation, interest and effectiveness of the
vaccine will increase in the future.
Epilogue

18. Foreword by SM2 Networks
18

19. About the authors
19

20. About us
20

21. CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik.
Do you have any questions?
E.O.D
Production and distribution: SM2Networks Marketing Intelligence Team
marketing@samhwa.com
+82 031 478 1570
https://www.sm2marketing.co.kr/
https://www.notion.so/sm2mst/405de37118534f7db6a30acfcf2f8f14