BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Marc Monseau
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Transcript of BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Marc Monseau
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How Big Companies Use Social Media
Marc MonseauJohnson & Johnson
New York City | April 29, 2009
“Social Media in a Highly Regulated Industry”
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getting tangled in the
social web
Marc MonseauJohnson & JohnsonApril 28, 2009
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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
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changing face of news
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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
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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
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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
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PEOPLE as experts
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you can run but…
www.gapingvoid.com
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getting on boardgetting on board
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getting on board
“everybody else is talking about our company, so why
can’t we?”www.jnjbtw.com
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balancing the risks
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the slippery slope
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formality
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hierarchy
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walking the square
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chaff with the wheat
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broadcast
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relationships
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preparing the organization
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Streamlined approval processes
Simple AE reporting method
Empowered employeesAcceptance of criticismLegal/regulatory support
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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
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our first blogger
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blogs:KilmerHouse
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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
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setting controls
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my house, my rules
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laying down the law
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blogs:JNJBTW
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their story
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our perspective
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the result
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YouTube:Johnson & Johnson health channel
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Facebook:Johnson & Johnson Network
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Twitter:JNJComm Twitter handle
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connecting
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how to get tangled in the
social web
Marc MonseauJohnson & JohnsonApril 28, 2009
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How Big Companies Use Social Media
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