Johnson & Johnson on YouTube
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Johnson & Johnson on YouTube

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Johnson & Johnson on YouTube Presentation Transcript

  • 1. 1
    YouTube = Scale. Reach.
    • Every minute15 hours of video are uploaded
    • 2. 10% of all Internet bandwidth
    • 3. 280 MM + unique users
    • 4. 180% y/y page view growth
    • 5. 4thlargest website in the US
    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.
  • 6. 2
    Who’s Watching YouTube? Everyone.
    • #4 Largest Internet destination
    • 7. #1 Entertainment site on the Internet
    • 8. 100M unique monthly visitors
    • 9. Average minutes per user each month: 51
    Demographic Breakdown
    45% are 45+
    2
    Source: Nielsen//NetRatings, September 2008
  • 10. 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
  • 11. 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)
  • 12. 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.
  • 13. 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
  • 14. Johnson & Johnson health channel Launches on YouTube, August 2008
    7
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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.
  • 19. JNJ Health Channel
    12
    Johnson & Johnson health channel
    Legal disclamiers
    Some producers have received nominal compensation for use of their videos on this channel. Their views and opinions are their own, and not those of the Johnson & Johnson Family of Companies. Dr. Nancy Snyderman was formerly employed by Johnson & Johnson Services, Inc.Comments are subject to approval. Comments which are off-topic, offensive, or promotional, will not be posted.
    Neither Johnson & Johnson nor any of its operating companies (Johnson & Johnson) are responsible for third-party materials appearing on the Johnson & Johnson health channel, including but not limited to linked third-party videos, linked third-party sites, and third-party advertisements. J&J does not control or endorse this third-party content and makes no representations regarding its accuracy. ©Johnson & Johnson Services, Inc. 2008-2009