1
3
Building Community and Culture
Strategic planning:
• Benefits for audience
• Community management
• Content moderation

Un...
Keys to Successful Engagement


                     Clear Call                        Tangible
                     to Ac...
Challenges

• Working with new media in
  regulated environment
• New processes for potential
  complaints/inappropriate u...
Results

  • Membership has
    quintupled within one year
  • ~10% of all US diabetes
    educators have joined
  • Engag...
Rebecca Goberstein
    rgoberst@its.jnj.com



8
Johnson and johnson diabetes institute community part 2 - BDI 5.11.10 Social Communications & Healthcare
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Johnson and johnson diabetes institute community part 2 - BDI 5.11.10 Social Communications & Healthcare

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Case Study: Johnson & Johnson Diabetes Institute® Community: Social and Safe through Focused Community Management and Moderation

Presented by: Rebecca Goberstein, Associate Marketing Manager, Johnson & Johnson Diabetes Institute & Jenna Woodul, EVP, Chief Community Officer, LiveWorld

Creating a social environment online requires a cultural approach -- how people express themselves, connect with others, get and give attention. This case study of transforming the Johnson & Johnson Diabetes Institute® Web site to a vibrant community for diabetes professionals addresses key success factors:
* Strategic planning around brand culture, credentialed participation, and integration with other programs
* The role of strong community management and programming
* The importance of consistent social engagement moderation
* The requirement for vigilant content moderation
With clear results furthering the Institute's educational goals, this case demonstrates the effectiveness of well programmed and moderated social venues.

www.bdionline.com

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Johnson and johnson diabetes institute community part 2 - BDI 5.11.10 Social Communications & Healthcare

  1. 1. 1
  2. 2. 3
  3. 3. Building Community and Culture Strategic planning: • Benefits for audience • Community management • Content moderation Unique Community Needs: • Target audience low social media awareness • Programming for mixed targets within community
  4. 4. Keys to Successful Engagement Clear Call Tangible to Action Tools Highly Consistent, Accredited Relevant Fresh Support (offline Programs events) When you come to the community, what do you like to do? “Locate materials useful for practice. Although I appreciate… (support and) advice, I prefer evidence- based materials and business development ideas.” –JJDI.COM member 5
  5. 5. Challenges • Working with new media in regulated environment • New processes for potential complaints/inappropriate use • Pulling through educational experience online • Training Institute Faculty to blog – consistently
  6. 6. Results • Membership has quintupled within one year • ~10% of all US diabetes educators have joined • Engagement typically goes up 2x or 3x with programs (unique logins, posts/login)
  7. 7. Rebecca Goberstein rgoberst@its.jnj.com 8

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