J&J Social Media - 2/4 BDI Healthcare Social Communications Leadership Forum

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J&J Social Media - 2/4 BDI Healthcare Social Communications Leadership Forum

  1. 1. joining the conversation Marc Monseau Johnson & Johnson Feb. 4, 2010
  2. 2. you can run but… www.gapingvoid.com
  3. 3. 61% of Americans go online for health information * *Social Life of Health Information, Susannah Fox, Pew Internet and American Life Project, Jun. 9, 2009.
  4. 4. 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
  5. 5. Ranking of Trusted Sources of Information 0 10 20 30 40 50 60 70 80 90 10 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
  6. 6. PEOPLE as experts
  7. 7. getting getting on board J&J on board
  8. 8. setting the stage Create a business case Gain senior leadership support Policies Establishing a process Connect with other initiatives Establish a personality Interact – don’t broadcast!
  9. 9. your role? Customer service Expert source News gatherer/distributor Suggestion box Special offers
  10. 10. policies – THE key to success? culture shift
  11. 11. Social Media Activities Must … •Adhere to relevant company guidelines •Have a responsible employee business owner •Have a clear business objective •Have posting policy clearly visible on the site •Follow all existing, applicable policies They must also…. •Undergo copy review for content we create •Review user-generated content before posting UNLESS exempted by senior management •Monitor and report adverse events, off-label use, product issues •Follow existing rules for media interaction
  12. 12. process and structure • Copy approval process • Moderation system • Connections • Power and authority • Guardrails
  13. 13. Blogger Without Borders "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!" The New Yorker 2007
  14. 14. setting controls
  15. 15. my house, my rules
  16. 16. Content Within predefined Outside predefined scope scope Management Legal Regulatory Management Publication
  17. 17. it’s REALLY about… Transparency Content Openness Commitment Speed
  18. 18. it’s not just WHAT you say… ...it’s HOW you say it!
  19. 19. from broadcast…
  20. 20. …to relationships
  21. 21. THIS is the hard part…
  22. 22. ….and can often feel like this
  23. 23. it’s about… less hierarchy
  24. 24. it’s about… less formality
  25. 25. it’s about… no more walking the square
  26. 26. it’s about… taking the chaff with the wheat
  27. 27. getting “everybody else is talking on board our company, so why about can’t we?” www.jnjbtw.com
  28. 28. •  Start small, start simple, prove the concept Our Approach 2006 www.kilmerhouse.com •  Introduce more complexity, build confidence www.jnjbtw.com 2007 •  Beyond blogs: supporting our business pioneers 2007 / 2008 / 2009
  29. 29. multiple platforms Connecting: Different Communities/Different Outreach
  30. 30. connecting
  31. 31. www.JNJ.com Story, News, Event JNJBTW or Topic health channel KilmerHouse Facebook @JNJComm
  32. 32. joining the conversation Marc Monseau Johnson & Johnson Feb. 4, 2010

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