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

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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. …

BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit http://gaspedal.com/blogwell/

In his BlogWell New York case study presentation, "Social Media in a Highly Regulated Industry," Director of Corporate Communications Marc Monseau describes how Johnson & Johnson touches more than one billion people every day with its health care and well-being products and services. So how can social media play a role in such a regulated arena? Learn the steps Johnson & Johnson took to become more comfortable with online engagement, how social media policies are developed, the ongoing efforts to educate and inform, and how to dispel myths about the risks of social media.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell


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Transcript

  • 1. How Big Companies Use Social Media New York City | April 29, 2009 Marc Monseau Johnson & Johnson “Social Media in a Highly Regulated Industry”
  • 2. getting tangled in the social web Marc Monseau Johnson & Johnson April 28, 2009
  • 3. explosion in new media Usernet Groups Consumer Review Photo Sharing Websites Social Networks Discussion Boards Websites 1990 Email Blogs Video Sharing Websites TNS Media Intelligence/Cymfony May 2007
  • 4. changing face of news
  • 5. 113,000,000 American adults go online for health information * * Online Health Search 2006, Susannah Fox, Pew Internet and Online Health: Assessing the Risk and opportunity of Social and One-to-One Media, Monique Levy, Jupiter Research, Feb. 15, 2007
  • 6. 54,000,000 Americans connected to the CONTENT CREATED BY OTHERS to talk about healthcare* * Online Health: Assessing the Risk and opportunity of Social and One-to-One Media, Monique Levy, Jupiter Research, Feb. 15, 2007
  • 7. Ranking of Trusted Sources of Information 0 10 20 30 40 50 10 60 70 80 90 0 Recommendations from Other C ustomers Brand Websites Permission E-mail C onsumer Posts Magazine Ads TV Ads Radio Ads Brand Sponsorships Search Engine Side by Side Telemarketing * Source: Forrester/Inteliseek Research
  • 8. PEOPLE as experts
  • 9. you can run but… www.gapingvoid.com
  • 10. getting on boardgetting on board
  • 11. getting “everybody else is talking on board our company, so why about can’t we?” www.jnjbtw.com
  • 12. balancing the risks
  • 13. the slippery slope
  • 14. formality
  • 15. hierarchy
  • 16. walking the square
  • 17. chaff with the wheat
  • 18. broadcast
  • 19. relationships
  • 20. preparing the organization
  • 21. Streamlined approval processes Simple AE reporting method Empowered employees Acceptance of criticism Legal/regulatory support
  • 22. • Our Approach Start small, start simple, prove the concept www.kilmerhouse.com 2006 • Introduce more complexity, build confidence www.jnjbtw.com 2007 • Beyond blogs: supporting our business pioneers 2007 / 2008 / 2009
  • 23. our first blogger
  • 24. blogs: KilmerHouse
  • 25. Blogger Without Borders quot;You want my latest opinion about the President? How about my opinion of Japanese enzyme baths. Or breakfast wraps-you need to hear what I have to say about breakfast wraps!quot; The New Yorker 2007
  • 26. setting controls
  • 27. my house, my rules
  • 28. laying down the law
  • 29. blogs: JNJBTW
  • 30. their story
  • 31. our perspective
  • 32. the result
  • 33. YouTube: Johnson & Johnson health channel
  • 34. Facebook: Johnson & Johnson Network
  • 35. Twitter: JNJComm Twitter handle
  • 36. connecting
  • 37. how to get tangled in the social web Marc Monseau Johnson & Johnson April 28, 2009
  • 38. How Big Companies Use Social Media Learn more about upcoming and past BlogWells: http://gaspedal.com/blogwell or live@gaspedal.com