J&J Social Media - 2/4 BDI Healthcare Social Communications Leadership Forum

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  • 1. joining the conversation Marc Monseau Johnson & Johnson Feb. 4, 2010
  • 2. you can run but… www.gapingvoid.com
  • 3. 61% of Americans go online for health information * *Social Life of Health Information, Susannah Fox, Pew Internet and American Life Project, Jun. 9, 2009.
  • 4. 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
  • 5. Ranking of Trusted Sources of Information 0 10 20 30 40 50 60 70 80 90 10 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
  • 6. PEOPLE as experts
  • 7. getting getting on board J&J on board
  • 8. setting the stage Create a business case Gain senior leadership support Policies Establishing a process Connect with other initiatives Establish a personality Interact – don’t broadcast!
  • 9. your role? Customer service Expert source News gatherer/distributor Suggestion box Special offers
  • 10. policies – THE key to success? culture shift
  • 11. Social Media Activities Must … •Adhere to relevant company guidelines •Have a responsible employee business owner •Have a clear business objective •Have posting policy clearly visible on the site •Follow all existing, applicable policies They must also…. •Undergo copy review for content we create •Review user-generated content before posting UNLESS exempted by senior management •Monitor and report adverse events, off-label use, product issues •Follow existing rules for media interaction
  • 12. process and structure • Copy approval process • Moderation system • Connections • Power and authority • Guardrails
  • 13. 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
  • 14. setting controls
  • 15. my house, my rules
  • 16. Content Within predefined Outside predefined scope scope Management Legal Regulatory Management Publication
  • 17. it’s REALLY about… Transparency Content Openness Commitment Speed
  • 18. it’s not just WHAT you say… ...it’s HOW you say it!
  • 19. from broadcast…
  • 20. …to relationships
  • 21. THIS is the hard part…
  • 22. ….and can often feel like this
  • 23. it’s about… less hierarchy
  • 24. it’s about… less formality
  • 25. it’s about… no more walking the square
  • 26. it’s about… taking the chaff with the wheat
  • 27. getting “everybody else is talking on board our company, so why about can’t we?” www.jnjbtw.com
  • 28. •  Start small, start simple, prove the concept Our Approach 2006 www.kilmerhouse.com •  Introduce more complexity, build confidence www.jnjbtw.com 2007 •  Beyond blogs: supporting our business pioneers 2007 / 2008 / 2009
  • 29. multiple platforms Connecting: Different Communities/Different Outreach
  • 30. connecting
  • 31. www.JNJ.com Story, News, Event JNJBTW or Topic health channel KilmerHouse Facebook @JNJComm
  • 32. joining the conversation Marc Monseau Johnson & Johnson Feb. 4, 2010