How Big Companies Use Social Media
New York City | April 29, 2009
Marc Monseau
Johnson & Johnson
“Social Media in a Highly Regulated Industry”

getting tangled
in the
social web
Marc Monseau
Johnson & Johnson
April 28, 2009

explosion in new media
Usernet Groups Consumer Review Photo Sharing
Websites Social Networks
Discussion Boards Websites
1990 Email Blogs
Video Sharing
Websites
TNS Media Intelligence/Cymfony
May 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
10
60
70
80
90
0
Recommendations from Other C ustomers
Brand Websites
Permission E-mail
C onsumer 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
“everybody else is talking
on board our company, so why
about
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 employees
Acceptance of criticism
Legal/regulatory support

• Our Approach
Start small, start simple, prove the concept
www.kilmerhouse.com
2006
• Introduce more complexity, build confidence
www.jnjbtw.com
2007
• Beyond blogs: supporting our business pioneers
2007 / 2008 / 2009

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 Monseau
Johnson & Johnson
April 28, 2009

How Big Companies Use Social Media
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