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.