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

Facebook

www.JNJ.com

JNJBTW

health channel

KilmerHouse

Twitter

Facebook

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