blogwell new york social media case study: johnson & johnson, presented by marc monseau

How Big Companies Use Social Media

Marc MonseauJohnson & Johnson

New York City | April 29, 2009

“Social Media in a Highly Regulated Industry”

getting tangled in the

social web

Marc MonseauJohnson & JohnsonApril 28, 2009

explosion in new media

Usernet Groups

Discussion Boards

Email

Consumer Review

Websites

Photo Sharing

Websites

Blogs Video Sharing

Websites

Social Networks

1990

TNS Media Intelligence/CymfonyMay 2007

changing face of news

113,000,000

American adults go online for health information *

* Online Health Search 2006, Susannah Fox, Pew Internet and Online Health: Assessing the Risk and opportunity of Social and One-to-One Media, Monique Levy,

Jupiter Research, Feb. 15, 2007

54,000,000

Americans connected to the CONTENT CREATED BY OTHERS

to talk about healthcare*

* Online Health: Assessing the Risk and opportunity of Social and One-to-One Media, Monique Levy, Jupiter Research, Feb. 15, 2007

Ranking of Trusted Sources of Information

0 10 20 30 40 50 60 70 80 90 100

Recommendations from Other Customers

Brand Websites

Permission E-mail

Consumer Posts

Magazine Ads

TV Ads

Radio Ads

Brand Sponsorships

Search Engine

Side by Side

Telemarketing

* Source: Forrester/Inteliseek Research

PEOPLE as experts

you can run but…

www.gapingvoid.com

getting on boardgetting on board

getting on board

“everybody else is talking about our company, so why

can’t we?”www.jnjbtw.com

balancing the risks

the slippery slope

formality

hierarchy

walking the square

chaff with the wheat

broadcast

relationships

preparing the organization

Streamlined approval processes

Simple AE reporting method

Empowered employeesAcceptance of criticismLegal/regulatory support

Our Approach

www.jnjbtw.com2007

• Introduce more complexity, build confidence

www.kilmerhouse.com2006

• Start small, start simple, prove the concept

2007 / 2008 / 2009• Beyond blogs: supporting our business pioneers

our first blogger

blogs:KilmerHouse

Blogger Without Borders "You want my latest opinion about the President? How about my opinion of Japanese enzyme baths. Or breakfast wraps-you need to hear what I

have to say about breakfast wraps!"The New Yorker 2007

setting controls

my house, my rules

laying down the law

blogs:JNJBTW

their story

our perspective

the result

YouTube:Johnson & Johnson health channel

Facebook:Johnson & Johnson Network

Twitter:JNJComm Twitter handle

connecting

how to get tangled in the

social web

Marc MonseauJohnson & JohnsonApril 28, 2009

How Big Companies Use Social Media

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