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

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

    • joining the conversation Marc Monseau Johnson & Johnson Feb. 4, 2010
    • you can run but… www.gapingvoid.com
    • 61% of Americans go online for health information * *Social Life of Health Information, Susannah Fox, Pew Internet and American Life Project, Jun. 9, 2009.
    • 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 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
    • PEOPLE as experts
    • getting getting on board J&J on board
    • 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!
    • your role? Customer service Expert source News gatherer/distributor Suggestion box Special offers
    • policies – THE key to success? culture shift
    • 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
    • process and structure • Copy approval process • Moderation system • Connections • Power and authority • Guardrails
    • 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
    • Content Within predefined Outside predefined scope scope Management Legal Regulatory Management Publication
    • it’s REALLY about… Transparency Content Openness Commitment Speed
    • it’s not just WHAT you say… ...it’s HOW you say it!
    • from broadcast…
    • …to relationships
    • THIS is the hard part…
    • ….and can often feel like this
    • it’s about… less hierarchy
    • it’s about… less formality
    • it’s about… no more walking the square
    • it’s about… taking the chaff with the wheat
    • getting “everybody else is talking on board our company, so why about can’t we?” www.jnjbtw.com
    • •  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
    • multiple platforms Connecting: Different Communities/Different Outreach
    • connecting
    • www.JNJ.com Story, News, Event JNJBTW or Topic health channel KilmerHouse Facebook @JNJComm
    • joining the conversation Marc Monseau Johnson & Johnson Feb. 4, 2010