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BlogWell Philadelphia Social Media Case Study: Johnson & Johnson, presented by Marc Monseau

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In his BlogWell Philadelphia presentation, "Engagement in a Highly Regulated Environment," Johnson & Johnson's Director of Corporate Communications, Marc Monseau, shares how they find ways to interact …

In his BlogWell Philadelphia presentation, "Engagement in a Highly Regulated Environment," Johnson & Johnson's Director of Corporate Communications, Marc Monseau, shares how they find ways to interact with people about health issues while still paying attention to the important rules in this regulated field.

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  • Allegations of bias aside, I think this is the power of getting involved in this space. It gives you a chance join the conversation. To tell your story And to provide the perspective that is often lost through traditional channels.
  • In terms of healthcare, the trends are pointing increasingly towards others who are describing their personal experiences with products or HC services – This is probably a bit old – so the number today is higher -- but the trends are pointing in that direction – and other companies are trying to jump in and join the conversation – not surprisingly, most of those who are trying to get involved aren’t traditional manufacturers – but are entreprenuerial companies, content companies or technology companies. Examples: Patientslikeme Sermo (physicians) Revolution Health Trusera
  • Allegations of bias aside, I think this is the power of getting involved in this space. It gives you a chance join the conversation. To tell your story And to provide the perspective that is often lost through traditional channels.
  • Start small, start simple Test the (developing) guidelines Prove the concept Introduce more challenging but still straightforward initiative Build confidence in social media Acceptance of new topics Support business pioneers New way of thinking New processes Greater regulatory
  • In terms of healthcare, the trends are pointing increasingly towards others who are describing their personal experiences with products or HC services – This is probably a bit old – so the number today is higher -- but the trends are pointing in that direction – and other companies are trying to jump in and join the conversation – not surprisingly, most of those who are trying to get involved aren’t traditional manufacturers – but are entreprenuerial companies, content companies or technology companies. Examples: Patientslikeme Sermo (physicians) Revolution Health Trusera
  • In terms of healthcare, the trends are pointing increasingly towards others who are describing their personal experiences with products or HC services – This is probably a bit old – so the number today is higher -- but the trends are pointing in that direction – and other companies are trying to jump in and join the conversation – not surprisingly, most of those who are trying to get involved aren’t traditional manufacturers – but are entreprenuerial companies, content companies or technology companies. Examples: Patientslikeme Sermo (physicians) Revolution Health Trusera
  • In terms of healthcare, the trends are pointing increasingly towards others who are describing their personal experiences with products or HC services – This is probably a bit old – so the number today is higher -- but the trends are pointing in that direction – and other companies are trying to jump in and join the conversation – not surprisingly, most of those who are trying to get involved aren’t traditional manufacturers – but are entreprenuerial companies, content companies or technology companies. Examples: Patientslikeme Sermo (physicians) Revolution Health Trusera
  • Allegations of bias aside, I think this is the power of getting involved in this space. It gives you a chance join the conversation. To tell your story And to provide the perspective that is often lost through traditional channels.
  • In terms of healthcare, the trends are pointing increasingly towards others who are describing their personal experiences with products or HC services – This is probably a bit old – so the number today is higher -- but the trends are pointing in that direction – and other companies are trying to jump in and join the conversation – not surprisingly, most of those who are trying to get involved aren’t traditional manufacturers – but are entreprenuerial companies, content companies or technology companies. Examples: Patientslikeme Sermo (physicians) Revolution Health Trusera
  • It provides you with an unmediated venue to tell your story. My “a ha” moment came about a year ago when I heard a presentation from a corporate communications professional from General Motors rely the facts surrounding how they responded to a aggressive column in the New York times by Thomas Friedman. I suspect you have all heard about this, but if you can bear with me for a second I will briefly recap the essentials – Thomas Friedman had a column in the times crticising auto makers for continuing to produce low gas millage SUVs – and inparticular took on GM, basically saying that the company was aiding and abetting terrorists by continuing our dependence on foreign oil. GM naturally took offence and tried in vain to get a letter to the editor to the New York Times. After a week of negotiations, GM decided they finally had enough when the Times tried to change a word in their letter – rubbish – to the phrase “we beg to differ.” GM then took ALL of the correspondence with the Times, including their original letter, and published it on their corporate blog. The result? Broad coverage of GM’s situation in local and regional papers as well as in the columbia school of journalism… No longer do you have to do through the media – who can make decisions about what can be communicated, or what can’t. You can have control over the story. Provide the facts, explain what it is you need to say.

Transcript

  • 1.  
  • 2. Social Media at Johnson & Johnson Marc Monseau Johnson & Johnson November 9, 2010
  • 3. Part 1: The Opportunity
  • 4.
    • Encourage direct dialog between our company, products and brands with different stakeholder groups
    • Create relationships with key online influencers
    • Identify deep insights about the people who use our products and services and the markets we operate in
    We can…
  • 5. People increasingly turn to SM before making health decisions 61% of Americans go online for health information * * Social Life of Health Information, Susannah Fox, Pew Internet and American Life Project, Jun. 9, 2009.
  • 6.
    • Majority of “e-patients” access user generated health information
    • 41% of e-patients have read someone else's commentary or experience about health or medical issues on an online news group, website, or blog.
    • 24% of e-patients have consulted
    • rankings or reviews online of doctors or other providers.
    • *Susanna Fox, The Social Life of Health Information , Pew Internet and American Life Project, June, 2009
  • 7. My Role:
  • 8. … .and it often feels like this
  • 9. Part 2: What We’re Doing
  • 10. Our Approach www.jnjbtw.com 2007
    •  Introduce more complexity, build confidence
    www.kilmerhouse.com 2006
    •  Start small, start simple, prove the concept concept
    2007 / 2008 / 2009
    •  Supporting complex, strategic programs
  • 11. Connecting: Different Communities/Different Outreach Our Integrated Approach at J&J Corporate
  • 12. www.JNJ.com JNJBTW health channel KilmerHouse Twitter Feeds Facebook
  • 13. www.JNJ.com JNJBTW health channel KilmerHouse Twitter Facebook
  • 14. Relationship Building
  • 15. Measuring Success
  • 16. Measuring Success
  • 17. Measuring Success “ I love these JNJ videos. they play them in my intro to nursing class and I try to hold back the tears. I changed my major from pre-med to PT and never felt content until I decided to do nursing. I can't wait until I get my RN degree. I even have a JNJ Be a nurse brochure hanging in my dorm…” Comment on J&J Health Channel video on nursing. “ This is  a very nice video. Thanks for posting this. It's great to see, just to learn about it.’’ “ Thank you J&J Health for making this and to everyone who watched it! ’’ Comment on J&J Health Channel video on nursing .
  • 18. Measuring Success “ I am a distant cousin of the wife of Jordan Wheat Lambert, Elizabeth (Lily) Winn, whose brother ran the company (after the untimely deaths of Jordan and Lily in 1889), until about 1895. I am looking for photos of Jordan and Lily for family archives.” “ Jordan Lambert was my great great great grandfather. My dad has a bunch of old pics that I will have to go through….I am too trying to go back and do some family research..” “ Then Lily Winn Lambert would be your ggg grandmother. Our common ancestors would be John Winn of Hanover County Va and his wife Mary Pledger Winn. A portrait of Mary (1838) was in the Lambert family until t he 1930’s. I have a reproduction of it. If you are interested in this line of your family history, email me…” Conversation between two descendents of the inventor of LISTERINE® Antiseptic
  • 19. Across the Corporation
  • 20. Part 3: Getting Started
  • 21. The Basics
    • Listen to the conversation
      • Who is talking, where are they gathering
      • what are they sharing and why
    • Establish your role
    • Determine behaviors you can display
    • Identify key influencers
      • Build relationships
    • Establish policies
    • Streamline approval processes
    • Publication process
    • Interacting with 3 rd Party sites
    • Resource appropriately
    • Empower teams
    • Remain flexible
  • 22. Listening Monitoring Chatter Indentifying Influencers Tracking Sentiment
  • 23. Our Policies
  • 24.
      • External Social Media Activities Must Also …
      • Undergo copy review for all sites and/or content we create
      • Pre-review User-Generated Content before posting unless exempted by senior business unit management
      • Monitor and report adverse events, off-label use, product issues
      • Follow existing rules for media interaction / designated company spokespeople
      • Internal Social Media Activities Must …
      • Have a clearly stated business purpose
      • Have a defined, finite audience/user list
      • Ensure timely review of postings
      • Not allow anonymous comments/postings
    Our Policies
  • 25. Streamlined Approval Processes
    • Managing “Own” sites/communities
    • Simple copy approval process - “Guardrails”
    • Moderation system
    • Empower teams to make decisions
    • Engaging with 3 rd party sites
    • “ Listening” platforms/approaches
    • Engagement process
    • Designate a “voice” of the company
  • 26. Moderation: Setting Controls
  • 27. Content Regulatory Content Team Decides Legal Management Outside predefined scope Within predefined scope Publication “ Guardrails” Streamlined Approval for Managing Our Content PR
  • 28.  
  • 29. Regulatory Legal Management No No response given Response by designated spokesman Web post/Content is identified that MAY need a response. (PR identifies) Q: Is it a blogger/writer we can effectively engage with? Q: Is content already prepared/is it within a predetermined communications scope? Listening Q: Is it accurate/misleading? If accurate, do we have something to add? Q: Is it a topic we want to engage in? Inputs PR, Legal Reg., Brand Management Engaging with 3 rd Party Sites
  • 30. Social Media at Johnson & Johnson Marc Monseau Johnson & Johnson November 9, 2010
  • 31.