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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 …

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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Transcript

  • 1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Who “likes” ya, baby? Social influencers for corporate reputation DEVON EYER JOHNSON & JOHNSON DECEMBER 9–11, 2013
  • 2. WHO “LIKES” YA, BABY? SOCIALINFLUENCERSFORCORPORATEREPUTATION Devon Eyer Director, Corporate Social Media Johnson & Johnson @DevonEyer @JNJNews
  • 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. 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. MAKING FRIENDS AND INFLUENCING PEOPLE PART 1 How do I find my influencers?
  • 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. MAKING FRIENDS AND INFLUENCING PEOPLE PART 2 How do I turn influencers into advocates?
  • 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. MAKING FRIENDS AND INFLUENCING PEOPLE THE SUMMARY What did she just say?
  • 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. 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. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS

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