SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Who “likes” ya, baby?
Social influencers for
corporate reputation
DEVON EYER
JOHNSON & J...
WHO “LIKES” YA, BABY?
SOCIALINFLUENCERSFORCORPORATEREPUTATION
Devon Eyer
Director, Corporate Social Media
Johnson & Johnso...
Who owns your brand online?
• Who’s behind the avatars?
• Who writes the rules about what they can and can’t say?
• Where ...
Participation in three parts
* Listen (responsibly) to
what’s being said about
you and the things you
care about
* Show up...
MAKING FRIENDS
AND
INFLUENCING PEOPLE
PART 1
How do I find my influencers?
* Social voice is a basic right – credibility must
be earned
* Opportunity can knock softly; influence does
not always roa...
MAKING FRIENDS
AND
INFLUENCING PEOPLE
PART 2
How do I turn influencers into advocates?
* This is NOT a short-term strategy
* The truth is out there. Just ask!
* Credible, passionate advocacy can’t be bought
* ...
MAKING FRIENDS
AND
INFLUENCING PEOPLE
THE SUMMARY
What did she just say?
* Have a great social footprint with compelling content
and high engagement. Then recognize that it’s not
enough
* Let the...
Any questions?
Devon Eyer
Director, Corporate Social Media
Johnson & Johnson
@DevonEyer
About.me/DevonEyer
www.jnj.com
@JN...
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Learn more about past and
upcoming events
DECEMBER 9–11, 2013
SOCIALMEDIA.ORG/EVENTS
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Who "likes" ya, baby? Social influencers for corporate reputation, presented by Devon Eyer

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In her Brands-Only Summit presentation, Johnson & Johnson’s Director of Corporate Communications – Social Media, Devon Eyer, shares how the company is developing an influencer strategy to drive corporate reputation.

She explains her process for finding the right influencers and the long-term strategy for turning them into brand advocates.

Published in: Marketing, Business, Technology
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Who "likes" ya, baby? Social influencers for corporate reputation, presented by Devon Eyer

  1. 1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Who “likes” ya, baby? Social influencers for corporate reputation DEVON EYER JOHNSON & JOHNSON DECEMBER 9–11, 2013
  2. 2. WHO “LIKES” YA, BABY? SOCIALINFLUENCERSFORCORPORATEREPUTATION Devon Eyer Director, Corporate Social Media Johnson & Johnson @DevonEyer @JNJNews
  3. 3. Who owns your brand online? • Who’s behind the avatars? • Who writes the rules about what they can and can’t say? • Where do they get their information? • What if what they’re saying isn’t nice or isn’t true? • Can I stop them? • How do I participate and change the conversation?
  4. 4. Participation in three parts * Listen (responsibly) to what’s being said about you and the things you care about * Show up … and bring something to the party * Make -- and keep -- friends and fans (bonus advice: keep an eye on your enemies too)
  5. 5. MAKING FRIENDS AND INFLUENCING PEOPLE PART 1 How do I find my influencers?
  6. 6. * Social voice is a basic right – credibility must be earned * Opportunity can knock softly; influence does not always roar * Get data. And pay attention to it * Start with your fans. You already know who they are So many bloggers … so little time
  7. 7. MAKING FRIENDS AND INFLUENCING PEOPLE PART 2 How do I turn influencers into advocates?
  8. 8. * This is NOT a short-term strategy * The truth is out there. Just ask! * Credible, passionate advocacy can’t be bought * However … influence has value and blogging is a business * Use real people to build real relationships Building advocacy
  9. 9. MAKING FRIENDS AND INFLUENCING PEOPLE THE SUMMARY What did she just say?
  10. 10. * Have a great social footprint with compelling content and high engagement. Then recognize that it’s not enough * Let the data lead you to the people who are driving the conversation about your company and causes * If you’re in, you’re in for the long haul. Be committed or don’t do it * Show up. Be real. Build relationships Your takeaways
  11. 11. Any questions? Devon Eyer Director, Corporate Social Media Johnson & Johnson @DevonEyer About.me/DevonEyer www.jnj.com @JNJNews @JNJCares Facebook.com/jnj www.blogjnj.com
  12. 12. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS
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