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Hundreds of millionsvideos viewed a day Source: Internal statistics, ComScore ’07 and ‘08, Hitwise ’07. Note: All figures global. Web property size defined in audience; y/y growth from December 06-07.
2 Who’s Watching YouTube? Everyone.
#4 Largest Internet destination
#1 Entertainment site on the Internet
100M unique monthly visitors
Average minutes per user each month: 51
Demographic Breakdown 45% are 45+ 2 Source: Nielsen//NetRatings, September 2008
3 Actions Taken as a Result of Watching Online Health Videos 70% Visited a website 69% Conducted Online Research 60% Interacted with medical professional 49% Forwarded a link or told someone about the video 12% Made a Purchase 17% Clicked on an online ad 32% Commented on Video have taken any action 93% Which of the following actions, if any, have you ever taken as a result of watching online health videos? 3 Source: “Online Health Videos: Realizing Opportunities with Emerging Media,” Online Testing Exchange, March 2008
4 You Tube and Search You Tube was Ranked the #2 Search Site Behind Google and Beating out Yahoo Source: ComScore October 2008 (http://www.comscore.com/press/release.asp?press=2476)
5 Health Ranks #5 Among Searched Categories on You Tube Source: YouTube Internal Data as of 8/6/08. YouTube search results triggered by user generated video tags. Estimates are based on total inventory forecasted and not necessarily what media remains available for September 2008. US Only.
6 YouTube is also a Community of People Looking for Information on Healthcare Topics that Matter Most What’s On YouTube Today? 315,000 Videos about Health 122,000 Videos about Medicine 62,000 Videos about Surgery 113,000 Videos about Cancer 19,500 Videos about Diabetes 6,660 Videos on Heart Disease 4,770 Videos on Mental Illness
Johnson & Johnson health channel Launches on YouTube, August 2008 7
Johnson & Johnson health channel metrics (as of 09/25/09) Homepage Statistics 126,300 channel views 1448 subscribers Video Statistics Currently 188 videos uploaded 1.1 Million views ‘Teenage Obesity and Weight Loss Treatments’ most viewed and most discussed video, with over 225,000 plays and 575 comments 8
JNJ Health Channel REPUTATION The Johnson & Johnson “brand” – caring, socially responsible Trusted source of health care information ENGAGEMENT Comments Listening Responding COMMUNITY Linking to other sites, including non-branded opco sites Subscribing to other related channels Videos embedded in external sites 9 Johnson & Johnson health channel touch points
JNJ Health Channel CULTURAL Control of the message Two-way communication LEGAL & REGULATORY Environment – ads, comments, links, etc. Adverse Events Medical Advice Fair Balance, product information Comment mediation BUSINESS ROI? Resources Staff Commitment 10 Johnson & Johnson health channel Barriers
JNJ Health Channel Videos to promote a better understanding of health, from the Johnson & Johnson Family of Companies. We embrace research and science - bringing innovative ideas, products and services to advance the health and well-being of people throughout the world. 11 Johnson & Johnson health channel Legal disclamiers The content available from the Johnson & Johnson health channel is for informational purposes only. The content is not intended to be a substitute for professional medical advice, diagnosis, or treatment. Always seek the advice of your physician or other qualified health provider with any questions you may have regarding a medical condition. Reliance on any information provided herein is solely at your own risk.