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Johnson & Johnson on YouTube


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Johnson & Johnson on YouTube

  1. 1. 1<br />YouTube = Scale. Reach.<br /><ul><li>Every minute15 hours of video are uploaded
  2. 2. 10% of all Internet bandwidth
  3. 3. 280 MM + unique users
  4. 4. 180% y/y page view growth
  5. 5. 4thlargest website in the US</li></ul>Hundreds of millionsvideos viewed <br />a day<br />Source: Internal statistics, ComScore ’07 and ‘08, Hitwise ’07.<br />Note: All figures global. Web property size defined in audience; y/y growth from December 06-07. <br />
  6. 6. 2<br />Who’s Watching YouTube? Everyone.<br /><ul><li> #4 Largest Internet destination
  7. 7. #1 Entertainment site on the Internet
  8. 8. 100M unique monthly visitors
  9. 9. Average minutes per user each month: 51</li></ul>Demographic Breakdown<br />45% are 45+<br />2<br />Source: Nielsen//NetRatings, September 2008<br />
  10. 10. 3<br />Actions Taken as a Result of Watching Online Health Videos<br />70% Visited a website<br />69% Conducted Online Research<br />60% Interacted with medical professional<br />49% Forwarded a link <br /> or told someone <br /> about the video<br />12% Made a Purchase<br />17% Clicked on an online ad<br />32% Commented on Video<br /> have taken any action<br />93%<br />Which of the following actions, if any, have you ever taken as a result of watching online health videos?<br />3<br />Source: “Online Health Videos: Realizing Opportunities with Emerging Media,” Online Testing Exchange, March 2008<br />
  11. 11. 4<br />You Tube and Search<br />You Tube was Ranked the #2 Search Site Behind Google and Beating out Yahoo<br />Source: ComScore October 2008 (<br />
  12. 12. 5<br />Health Ranks #5 Among Searched Categories on You Tube<br />Source: YouTube Internal Data as of 8/6/08. YouTube search results triggered by user generated video tags. Estimates are based on total inventory forecasted and not necessarily what media remains available for September 2008. US Only.<br />
  13. 13. 6<br />YouTube is also a Community of People Looking for Information on Healthcare Topics that Matter Most<br />What’s On YouTube Today?<br />315,000 Videos about Health<br />122,000 Videos about Medicine<br /> 62,000 Videos about Surgery<br />113,000 Videos about Cancer<br /> 19,500 Videos about Diabetes<br /> 6,660 Videos on Heart Disease<br /> 4,770 Videos on Mental Illness<br />
  14. 14. Johnson & Johnson health channel Launches on YouTube, August 2008<br />7<br />
  15. 15. Johnson & Johnson health channel metrics (as of 09/25/09)<br />Homepage Statistics<br />126,300 channel views<br />1448 subscribers<br />Video Statistics<br />Currently 188 videos uploaded<br />1.1 Million views<br />‘Teenage Obesity and Weight Loss Treatments’ most viewed and most discussed video, with over 225,000 plays and 575 comments <br />8<br />
  16. 16. JNJ Health Channel<br />REPUTATION<br />The Johnson & Johnson “brand” – caring, socially responsible<br />Trusted source of health care information<br /> ENGAGEMENT<br />Comments<br />Listening<br />Responding<br />COMMUNITY<br />Linking to other sites, including non-branded opco sites<br />Subscribing to other related channels<br />Videos embedded in external sites<br />9<br />Johnson & Johnson health channel<br />touch points<br />
  17. 17. JNJ Health Channel<br />CULTURAL<br />Control of the message<br /> Two-way communication<br />LEGAL & REGULATORY<br />Environment – ads, comments, links, etc.<br />Adverse Events<br />Medical Advice<br />Fair Balance, product information<br />Comment mediation<br /> BUSINESS<br />ROI?<br />Resources<br />Staff<br />Commitment<br />10<br />Johnson & Johnson health channel<br />Barriers<br />
  18. 18. JNJ Health Channel<br />Videos to promote a better understanding of health, from the Johnson & Johnson Family of Companies. We embrace research and science - bringing innovative ideas, products and services to advance the health and well-being of people throughout the world.<br />11<br />Johnson & Johnson health channel<br />Legal disclamiers<br />The content available from the Johnson & Johnson health channel is for informational purposes only. The content is not intended to be a substitute for professional medical advice, diagnosis, or treatment. Always seek the advice of your physician or other qualified health provider with any questions you may have regarding a medical condition. Reliance on any information provided herein is solely at your own risk. <br />
  19. 19. JNJ Health Channel<br />12<br />Johnson & Johnson health channel<br />Legal disclamiers<br />Some producers have received nominal compensation for use of their videos on this channel. Their views and opinions are their own, and not those of the Johnson & Johnson Family of Companies. Dr. Nancy Snyderman was formerly employed by Johnson & Johnson Services, Inc.Comments are subject to approval. Comments which are off-topic, offensive, or promotional, will not be posted. <br />Neither Johnson & Johnson nor any of its operating companies (Johnson & Johnson) are responsible for third-party materials appearing on the Johnson & Johnson health channel, including but not limited to linked third-party videos, linked third-party sites, and third-party advertisements. J&J does not control or endorse this third-party content and makes no representations regarding its accuracy. ©Johnson & Johnson Services, Inc. 2008-2009 <br />