IMC 641: Social Media & Marketing Class Final Project (Johnson & Johnson Baby)
For more than 100 years, Johnson’s baby has been one of the most trusted names in
baby products; delivering clinically proven gentle formulas that mom’s feel safe using on
their precious newborn (Johnson’s baby). Johnson’s baby has an amazing opportunity
to grow their brand further into other social outlets that moms are currently using.
Adding new channels like Instagram, Vine, Twitter, and Pinterest that will drive more
traffic to their site, grow positive brand sentiment, and extend the Johnson’s baby brand
Currently Johnson’s Baby has a Facebook page, YouTube channel and a blog, that is
incorporated into their website at www.johnsonsbaby.com. However, Johnson’s Baby
brand is missing social channels that their target audience is using and missing the
chance to build brand advocates/evangelists in. Moms are some of the most active
users of social media that can be found and moreover, they’re big evangelists of digital
brands. (Bennett, 2013).
84% of moms go online when looking for product and brand recommendations and two-
thirds (65%) say that they have learned about a product or service through social
networking. (Bennett, 2013). Adding to the current social media channels will be
Instagram, Vine, Pinterest, and Twitter.
According to adage.com, of the J&J brands that spent more than $10 million on
measured media in 2012, only 3 of 19 have active Twitter handles. Those brands three
brands for a U.S. audience are, Aveeno Men’s, Band-Aid, and OneTouch (Delo & Neff,
Johnson’s baby line Facebook page currently has 1.1 million likes and they are posting
about one post per day. As an inquiry or negative comment posts, Johnson’s is replying
each specific person. With regards to any negative feedback, J&J baby isn’t doing
much besides linking back to their ingredients page. They currently have FB tabs for
their giving, offers & contests, videos, and products. Johnson’s baby page also does an
excellent job of utilizing Facebook’s timeline feature to tell the history of Johnson’s baby
line, dating back to 1894. Their post content is catered toward Mom’s of little ones, with
post ranging from quick little tips to highlighting a “baby of the week”. Aside from the
Johnson’s baby Facebook page and the website, at johnsonbaby.com.
Johnson’s baby channel joined YouTube back in September 23, 2005 and currently has
6,556 subscribers (Johnson & Johnson, 2012). Their YouTube page has videos of J&J
baby commercials and Mom testimonials. There are links back to their Facebook page
and their website, but video content hasn’t been updated in over a year. (Johnson &
Technically, they do not have a normal blog, but do carry “blog like” articles on their
Baby Care Library tab on the website. Utilizing an editorial content calendar could be
extremely useful in putting out articles and even enlisting some of the top “mom
bloggers” in social media.
At this time, Johnson’s baby line does not have a Twitter account. In comparison,
Johnson & Johnson Twitter adoption is extremely low compared to its competitors.
Thirty of 34 Proctor & Gamble “megabrands” were active on Twitter in the U.S.,
compared to all of Unilever’s nineteen brands (Delo & Neff, 2013). Nielsen 2012 study
showed Twitter having a YOY change of 134% compared to Facebook at 88%. We feel
this is miss by Johnson & Johnson and could drive traffic back to their website.
According to Nielsen, 2012 State of Social Media Report, 84% of those using the
Pinterest app were women. Access through the website via laptop held high at 70%
women and 72% with women in mobile web. Unique PC visitors in 2012 for Pinterest
grew 1,047% and 4,225% on mobile web and 1,698% via the app (N.M, 2012).
At this time Johnson’s baby doesn’t have an account setup for Vine. Vine is one of the
newest social tools out there and is seeing an adoption rate by brands, but slower then
other platforms like YouTube, Twitter, Facebook and even Instagram.
Johnson’s baby line does not have an Instagram account either. This platform, highly
visual content of great pictures could work well into a social strategy that could highlight
a scene of an upcoming commercial or perhaps a new product line coming out.
Recommendations for Johnson’s baby line products would be to place social icons on
the top of the johnsonsbaby.com website. Have the channels link across each other, to
make it easy for mothers to find the channels easily. Second, build and utilize new
platforms, starting with Twitter first and Pinterest second. Start on Twitter, with creative
tweets, engaging with pictures that drive traffic back to the site or Amazon for items to
buy. Creating a content strategy of helpful articles for moms that could be spread
across Twitter, Pinterest, and Facebook. Overall while late to the game, the new social
media channels would allow for more brand loyalty by consumers who may use a
cheaper brand like Target’s or Walmart’s own store brand.
The Social Mom: Johnson’s Baby’s Demographic Description
The target audience is two age groups, called “social moms”. Social moms consist of
the 18 - 24 age group and the 25 - 34 age group that have at least one baby or small
child in the home. The social mom is a married, working mom, with at least a bachelor’s
degree and has a HHI of $45,000 +.
The social mom’s behaviors has changed dramatically, with 68% have less in common
with non-mom friends, starting in pregnancy (Babycenter, 2013). 73% use parenting
social media for brand and product recommendations, which is up since 2009. For
them, social media helps them get answers, health or medical advice, and support for
those in similar situations (Babycenter, 2013).
Online Participation of Target Audience
(Age Group 18 – 24)
(Age Group 25 – 34)
1. 48% of the 18-24 and 31% of the 25-34 age groups would be classified as creators,
who are publishing blogs, creating YouTube videos and writing articles or stories on
2. 47% of the 18-24 and 43% of the 25-34 are categorized as critics. This is our target
audience that would write a review about our product(s) on amazon.com,
target.com, walmart.com, etc.
3. 35% of the 18-24 and 24% of the 25-34 age groups are collectors. This group
would include using Pinterest and utilizing RSS feeds for reading blogs they find
helpful or interesting. Two times more likely to say social helps her get information
quickly (Babycenter, 2013). According to Nielsen, Moms are 61% more likely to
visit Pinterest than the average American (ClickZ, 2012).
4. In the 18 - 24 age group, joiners are the number one, at 86%. It’s second largest
percentage for the 25 - 34 age category, at 74%. They maintain their Facebook
pages and use other social sites like Twitter, LinkedIn, and Instagram. 92% share
family milestones on Facebook (Babycenter, 2013).
5. Second largest for the 18-24, is spectators at 85% and is the largest group for the
25-34, at 78%. The spectators would be our most informed shoppers. Reading
online reviews before shopping and/or comparing like products and their features.
6. Inactives are the lowest in both age groups, 3% for the 18-24 and 10% for the 25-
34. Overall, this is good news for our target market, since they are the “Social
Moms, W18-34, lead in social usage with 7.3 hrs/month and that increases to 21.3 hrs
for those using mobile also. Across major platforms they also lead with 77% on
YouTube, 27% on Instagram, 25% on Twitter, 24% on Pinterest, and 20% on Google.
These socially empowered moms are also early adopters of technology (Babycenter,
2013). When asked if they had the following devices, here was percentage that
o Smartphone: 81%
o Laptop: 81%
o Tablet PC: 52%
o Tivo or DVR: 51%
o Streaming TV Subscription: 49%
o Internet TV Device: 23%
SOCIAL MEDIA MARKETING PLAN OBJECTIVES
1. Increase website traffic to johnsonsbaby.com by 20% in 12 months.
2. Increase positive customer sentiment over 6 months.
3. Increase reach by 30% over next 12 months.
SOCIAL MEDIA MARKETING PLAN STRATEGIES
1. After the Johnson’s baby blog has been redesigned and user-friendly, content
will be published out on Pinterest with engaging pictures and also to Twitter with
engaging tweets to drive traffic back to the blog.
2. Utilize Vine for moms to create 6-second videos for entering Johnson’s baby
contest. A monthly contest, where we ask the moms a question and they give a
creative, quick 6-second response.
3. Use Instagram to deliver beautiful baby pictures and use the 15-second videos
that deliver help to moms.
4. Deliver on-demand customer service through Twitter, answering mom’s
questions and concerns about Johnson’s baby products.
PROPOSED SOCIAL MEDIA CHANNELS
Businesses have been flocking to Instagram in droves (Hemley, 2013). 26% of Moms
are using Instagram to connect with brands (Bennett, 2013). Instagram is a great visual
storytelling tool that can be incorporated into a Facebook page. Instagram would have
multiple uses for Johnson’s Baby. Allowing Johnson’s to start a hashtag campaign, for
instance #johnsonsbaby and any mom could take a pic of specific topic ask by the
Johnson’s Baby brand and Johnson’s could decide to share it and create a community
within Instagram. Another option would be taking a highly visual ‘cute baby pics’ and
asking a question to the followers to engage them. A few brands doing a great job of
this are Birchbox, Birchbox Man, and Nike. This is creating engagement and positive
brand sentiment. If shared across Twitter and Facebook, it will create extended reach
across multiple channels.
Birchbox Man, runs a contests through a Instagram video, once
the follower watches and then heads over to Facebook page and
comments, the December sneak peek video on YouTube will be
shown. They have incorporated Instagram, Facebook, and YouTube for one message
Birchbox’s main account with target audience of women is
promoting their special ‘Snowy Day’ Home box that is for sale
during the Christmas season. They post an enticing picture
about the over-sized marshmallows that come in the home
box and tag the brands featured.
Nike takes some of the best pictures on Instagram and is highlighting their Nike
Cheyenne Vapor running backpack in the above pic, which has
almost 25K likes at 3:54pm.
Through Instagram, Johnson’s baby line can deliver moments of mom and baby
together. As well, as host contest via Instagram that can funnel back into Facebook to
drive engagement and reach. As the ‘likes’ grow or the picture is viewed, it increases
the potential of the picture being put on the popular page of the Instagram app and
possibly allowing more new followers for the brand. Once again, extending the reach
and growing the followers within Instagram.
Pros and Cons of Instagram
Great for delivering visual content, which is becoming the front running in shared and
liked content. Another new addition and benefit to Instagram is video, at 15 seconds in
length. Which is 9 seconds longer then its competitor, Vine. However, just like
Facebook and Twitter, a video or pic can become be pushed way down into your feed if
you follow a lot of people and brands. There isn’t a formula like on Facebook that
allows for it to become relevant again. Unless the follower has the patience to keep
scrolling, it will never be seen. Instagram is all about the visual experience and the
brands that get those images right, are the ones with huge followings and lots of likes.
Instagram acts as a bridge across Facebook that allows for great content and following,
just like Birchbox accomplishes.
As of now, Johnson and Johnson only have the USA account of Johnson & Johnson
Stories (@JNJStories). The last tweet from their account was back in May 8, 2013 and
it needs a separate account called, Johnson’s Baby (@johnsonsbaby). One brand that
is doing a great job at targeting moms is, Huggies.
Their Twitter profile lets you know what their Twitter account is all about and what you
Huggies tweets fun and helpful tweets that surround the upcoming Thanksgiving holiday
Huggies does an excellent job of targeting moms with relevant information that fits in
scope of why a mom is following Huggies. As reported by Punchtab, 25 percent of
moms are active on Twitter and 52 percent of moms will connect via Twitter when
rewarded. (Bennett, 2013). Along with delivering content that is pumped out from the
Johnson’s Baby blog and fed to outlets like Twitter and Pinterest, Twitter acts as a
customer service platform between buyer and brand. By delivering fast and authentic
customer service via Twitter, we will help humanize the brand and turn a majority of
consumers into loyalists and hopefully into brand evangelists.
Pros and Cons of Twitter – Twitter is in the same boat as Instagram, but at a much
faster and more furious pace. Your tweet has a short viral life in the world of Twitter, but
does allow for great discussion around a campaign that uses a hashtag (#). Brand
customer service has the ability to deliver responses faster and more helpful to
consumer, but be warned, if you don’t respond within the hour. Jay Baer of Convince
and Convert published a blog post that stated 42% of consumers complaining in social
media expect 60 minute response time. (Baer, 2013).
Pinterest is like an online corkboard that allows you to pretty much pin to you are blue in
the face. You can create little digital filing cabinets, called boards that are themed and
you label the category they fall under and make a name for it. People will pin various
things found on the internet or within Pinterest itself (a repin) from a brand or another
pinner they follow. A brand can create themed-boards that allows a follower to follow
that specific board or the brand’s entire board collection. This would be very beneficial
to Johnson’s Baby line, as it would allow for helpful tips board, DIY hacks board, food
and meal prep board and other items that a busy-mom would find useful. According to
Edison Research, the top three uses of Pinterest by women is to get ideas, for things
they plan to buy, and things they would love to have, but have no specific plan to buy
Pros and Cons of Pinterest – 70% of Pinterest is women and they are going for useful
ideas that can help them in their day-to-day routines. Mashable reported that for
September 2013, Pinterest drove 3.68% of traffic to publishers, the second highest
networks on the list and three times as much as Twitter, which ranked third (Fiegerman,
2013). Pinterest now drives more traffic to publishers than Twitter, LinkedIn, Reddit,
and Google+ combined (Fiegerman, 2013). Obviously, Pinterest is great for engaging
your audience and these numbers are impressive, so what’s the downside? I could only
find two, which is the need of high-quality photography to deliver something that is
deemed ‘pin-worthy’ and copyright issues. Aside from that, Pinterest is a win for
The newest kid on the block, but quickly catching on is Vine. Vine allows you to create
6 seconds of video that can be straight through or done in a stop-motion sequence.
Every five tweets per second contains a Vine link, as that studies are showing that a
branded Vine is four times more likely to be seen than a branded video (Bennett, 2013).
Vine opened its door in January of this year, but has already exploded to tens of millions
of users, and brands are starting to take notice (Bennett, 2013). Johnson’s Baby line
would use Vine to create short how-to ‘baby hack’ videos for a mom on the go and
utilize various hashtags to ensure it gets seen through keyword search.
Pros and Cons of Vine – Vine is a great add-on to a social media campaign or strategy
and brands like Oreo have been delivering amazing content that is getting revines. Vine
videos can be promoted across all of your other social media platforms like, Facebook,
Twitter, LinkedIn, and Pinterest. Vine is in the same category of Pinterest, as it doesn’t
have any negatives.
Burt’s Bees has a baby line and a website at burtsbeesbaby.com. Burt’s Bees Baby is
using Facebook, Twitter, YouTube, and Pinterest for their social platforms. Highlighting
their Twitter page, they aren’t too active as a brand with 1 tweet every day or two.
Burt’s Bees Baby is responding to their followers and retweeting them. They are also
doing a great job or mentioning the ‘mommy bloggers’ that are hosting contests for
winning Burt’s Bees products, including Burt’s Bees branded baby bedding and clothing.
Aside from that, they are lacking across all their social platforms due to inactivity and
Overall, by adding these social media platforms to the Johnson’s Baby line, they could
expand their reach further and create more loyal followers. As 53% of Americans who
follow brands in social are more loyal to those brands (Baer, n.d.).
HIGHLIGHTED SOCIAL MEDIA MARKETING PLAN TACTICS
1. After the weekly blog post is published at the beginning of the week, we will
create a high-quality picture and publish to one of the Pinterest boards. Along
with an engaging tweet that will tweeted strategically throughout the week to
continue delivering traffic back to the website.
2. Johnson’s baby Vine channel will run cute 6-second videos each week, but once
a month we will deliver a question on the blog that asks the mom to answer a
question or record baby or toddler doing something cute and is done via Vine
with the hashtag, #johnsonsbabyblog. A new winner will be picked each month
and should accomplish all three objectives in this one tactic.
3. Each day a picture will be post on Instagram, to drive likes and gain new
followers via Instagram.
4. Instagram will be used to run a weekly 15-second video where a how-to or
common mom question is answered.
5. Create a Pinterest account for Johnson’s baby, that runs community boards with
big following mommy bloggers (500+ followers) to pin to DIY board and
mom/baby hacks to help moms. Creating a community within Pinterest under the
Johnson’s baby brand.
1. Network Size (# of new Johnsons’s baby followers/fans).
With the implementation of new social media channels (Instagram, Vine,
Pinterest, Twitter) in addition to Johnson’s baby existing social media channels:
blog, Facebook, and YouTube; we expect to gain new followers in droves. New
followers on all these social media channels will help drive our overall campaign
objectives and allow for a larger market share too.
2. Click through rate (CTR) from social sites.
Utilizing bit.ly for J&J baby blog posts, as we share content out on social
channels. We can now track through Google Analytics and see what locations
are clicking the most, where the most clicks are coming from (social site), when
(date) the clicks were happening and how they accessed our content (desktop,
mobile, OS). This information could come in extremely handling with our mom
demographics too. In the future, a J&J baby app could be developed and it
would help to know what types of mobile devices they access J&J baby from.
Our first campaign objective was to drive an increase in traffic by 20% to
johnsonsbaby.com in 12 months. Using Google analytics to measure our CTR
will help us to measure this objective and know which social channels are the
biggest website drivers.
(Picture Source: Social Media Examiner)
1. Positive customer sentiment.
Measuring positive customer sentiment will allow J&J baby brand to know what
mom’s are thinking about the brand and topics surrounding the brand. This
metric will directly tie into our second campaign objective of increasing positive
brand sentiment over 6 months. Ultimately, it would allow us to see what moms
talk about, when it comes to their babies and the J&J baby brand. One of the
key ingredients for Johnson’s baby brand is showing that Johnson’s is a loving
and nurturing, just like mom is with her baby. This metric will help to monitor that
2. Reach for new audience (mothers).
Reach refers to the additional impressions that J&J baby brand’s social channels
provide to a campaign. Reach taps into the power of the social web to engage
previously unreachable prospects to J&J baby’s brand message (Deutsch, 2010).
Reach metric is directly tied into the third campaign objective of increasing reach
by 30% over the next 12 months. Reach through social channels increases
Johnson’s baby brand’s credibility as new moms, touched by social programs are
being introduced by their friends and peers or other respected “voices” on the
social web (Deutsch, 2010).
1. Customer acquisition costs.
While starting up social media channels is free and everyone is touting how
“cheap” social media is for a brand that remains a false claim. The advantage of
using social media is that it is cheaper than traditional channels and why it is vital
to measure the ROI of the campaign and then assign a cost per conversion and
compare (Kelly, 2010). By measuring the cost of a mom or mom-to-be clicking a
link in a tweet and coming back to the J&J baby site, we can assign a cost to that
click and measure and compare. Providing the value back to Johnson’s
executives. This ROI metric is valuable to prove the value of these social
channels for the brand.
2. Social driven leads (Lead Generation).
When it comes to lead generation, social media can be a very effective tool for
businesses (Elliot, A., 2013). According to the infographic by Wishpond, 77%
percent of business-to-consumer marketers say that they have acquired a
customer through Facebook. Furthermore, at 26 percent, Facebook is the
leading source of referred social media traffic to websites (Elliot, A., 2013). With
moms spending large amounts of their social time on Facebook, utilizing lead
generation through a email newsletter sign-up that give a wealth of information
on moms and could later be used for market research (at the mom’s approval).
As social media produces almost double the marketing leads of trade shows,
telemarketing, direct mail, or PPC. Also, social media lead conversion rates are
13% higher than the average lead conversion rate (Elliot, A., 2013). Johnson’s
baby brand could acquire leads through some of the tactics used throughout the
campaign of social contests or even perhaps a sponsored Johnson’s baby live
(Source: Social Media Today)
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