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Social Media at Johnson & Johnson
Marc Monseau Johnson & JohnsonNovember 9, 2010
Part 1: The Opportunity
Encourage direct dialog between our company, products and brands with different stakeholder groups
Create relationships with key online influencers
Identify deep insights about the people who use our products and services and the markets we operate in
We can…
People increasingly turn to SM before making health decisions
61%
of Americans go online for health information *
*Social Life of Health Information, Susannah Fox, Pew Internet and American Life Project, Jun. 9, 2009.
Majority of “e-patients” access user generated health information
41% of e-patients have read someone else's commentary or experience about
health or medical issues on an online news group, website, or blog.
24% of e-patients have consulted
rankings or reviews online of doctors or other providers.
*Susanna Fox, The Social Life of Health Information, Pew Internet and American Life Project, June, 2009
My Role:
….and it often feels like this
Part 2: What We’re Doing
Our Approach
www.jnjbtw.com 2007
Introduce more complexity, build confidence
www.kilmerhouse.com 2006
Start small, start simple, prove the concept concept
2007 / 2008 / 2009
Supporting complex, strategic programs
Connecting:Different Communities/Different Outreach
Our Integrated Approach at J&J Corporate
www.JNJ.com
JNJBTW
health channel
KilmerHouse
Twitter Feeds
www.JNJ.com
JNJBTW
health channel
KilmerHouse
Relationship Building
Measuring Success
Measuring Success
Measuring Success
“I love these JNJ videos. they play them in my intro to nursing class and I try to hold back the tears. I changed my major from pre-med to PT and never felt content until I decided to do nursing. I can't wait until I get my RN degree. I even have a JNJ Be a nurse brochure hanging in my dorm…” Comment on J&J Health Channel video on nursing.
“This is a very nice video. Thanks for posting this. It's great to see, just to learn about it.’’ “Thank you J&J Health for making this and to everyone who watched it!’’ Comment on J&J
Health Channel video on nursing.
Measuring Success“I am a distant cousin of the wife of Jordan Wheat Lambert, Elizabeth (Lily) Winn, whose brother ran the company (after the untimely deaths of Jordan and Lily in 1889), until about 1895. I am looking for photos of Jordan and Lily for family archives.”
“Jordan Lambert was my great great great grandfather. My dad has a bunch of old pics that I will have to go through….I am too trying to go
back and do some family research..”
“Then Lily Winn Lambert would be your ggg grandmother. Our common ancestors would be John Winn of Hanover County Va and his wife Mary Pledger Winn. A portrait of Mary (1838) was in the Lambert family until the 1930’s. I have a reproduction of it. If you are interested in this line of your family history, email me…”
Conversation between two descendents of the inventor of LISTERINE® Antiseptic
Across the Corporation
Part 3: Getting Started
The Basics
Listen to the conversationWho is talking, where are they gatheringwhat are they sharing and why
Establish your roleDetermine behaviors you can display
Identify key influencersBuild relationships
Establish policies Streamline approval processes
Publication processInteracting with 3rd Party sites
Resource appropriatelyEmpower teamsRemain flexible
Listening
Monitoring Chatter
Indentifying Influencers
TrackingSentiment
Our Policies
External Social Media Activities Must Also …
• Undergo copy review for all sites and/or content we create
• Pre-review User-Generated Content before posting unless exempted by senior business unit management
• Monitor and report adverse events, off-label use, product issues
• Follow existing rules for media interaction / designated company spokespeople
Internal Social Media Activities Must …• Have a clearly stated business purpose• Have a defined, finite audience/user list• Ensure timely review of postings• Not allow anonymous comments/postings
Our Policies
Streamlined Approval Processes
Managing “Own” sites/communities• Simple copy approval process - “Guardrails”• Moderation system• Empower teams to make decisions
Engaging with 3rd party sites• “Listening” platforms/approaches• Engagement process• Designate a “voice” of the company
Moderation:Setting Controls
Content
Regulatory
Content Team Decides
Legal
Management
Outside predefined scope
Within predefined scope
Publication
“Guardrails” Streamlined Approval for Managing Our Content
PR
Regulatory
Legal
Management
No
No response givenResponse by designated
spokesman
Web post/Content is identified that MAY need a response. (PR identifies)
Q: Is it a blogger/writer we can effectively engage with?
Q: Is content already prepared/is it within a predetermined communications scope?
Listening
Q: Is it accurate/misleading? If accurate, do we have something to add?
Q: Is it a topic we want to engage in? Inputs
PR, LegalReg.,Brand
Management
Engaging with 3rd Party Sites
Social Media at Johnson & Johnson
Marc MonseauJohnson & JohnsonNovember 9, 2010