Johnson and johnson diabetes institute community part1 - 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 …

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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  • 1. Johnson & Johnson Diabetes Institute®: Social & Safe Through Focused Community Management & Moderation Your brand lives in Rebecca Goberstein, Johnson & Johnson Diabetes Institute the voice of your customers Jenna Woodul, LiveWorld liveworld.com Patent Pending
  • 2. LiveWorld We create, operate & manage private label social network solutions for brands across the social media landscape MANAGEMENT MODERATION PLATFORMS Brand social strategy, & INSIGHT Facebook, culture & ongoing Proactive review & mgmt Distributed Apps, & community mgmt of user content Branded Sites Integration of community, technology and marketing Your brand lives in the voice of your customers LiveWorld Confidential LiveWorld Confidential 2
  • 3. Strategic Framework CULTURE PARTICIPATE INTEGRATE SOCIALIZED BRAND 3 Business Context and Community Architecture Your brand lives in the voice of your customers LiveWorld Confidential LiveWorld Confidential 3
  • 4. Culture: A Sense of Place Community brand and identity: What is the community culture? The social experience? Your brand lives in the voice of your customers LiveWorld Confidential LiveWorld Confidential 4
  • 5. Integration Product Retail Promotion Alliances Brand Direct Advertising TV, Print Experiential Public Internet Relations Your brand lives in the voice of your customers LiveWorld Confidential LiveWorld Confidential 5
  • 6. Participation Who (from the brand) participates? What do they do? When? Where? Why? Your brand lives in the voice of your customers LiveWorld Confidential LiveWorld Confidential 6
  • 7. Marketing via Community How does this community create evangelists? Your brand lives in the voice of your customers LiveWorld Confidential LiveWorld Confidential 7
  • 8. www.liveworld.com jenna@liveworld.com Your brand lives in the voice of your customers Twitter: @jennawoodul liveworld.com Patent Pending Your brand lives in the voice of your customers LiveWorld Confidential 32 8 LiveWorld Confidential