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