Johnson and Johnson's Social Responsibility translated to Digital World

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Johnson and Johnson's Social Responsibility translated to Digital World

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Johnson and Johnson's Social Responsibility translated to Digital World

  1. 1. C O R P O R A T E S O C I A L R E S P O N S I B I L I T Y CSR
  2. 2. “ Consumers expect corporations to be engaged in their communities in ways that go beyond just making financial contributions.” Source: Rethinking Corporate Social Responsibility A Fleishman-Hillard/National Consumers League Study / 2007
  3. 3. <ul><li>We are responsible to the communities in which we live and work and to the world community as well. </li></ul><ul><li>We must be good citizens - support good works and charities and bear our fair share of taxes, We must encourage civic improvements and better health and education. </li></ul><ul><li>We must maintain in good order the property we are privileged to use, protecting the environment and natural resources. </li></ul>JNJ’s CREDO Robert Wood Johnson - 1943.
  4. 4. “ Consumers are going online not only to gather CSR information from what they perceive as credible sources but also to disseminate CSR information.”
  5. 16. <ul><li>Long-term Commitment/Talent Retention > $ </li></ul><ul><li>Personnel Satisfaction > $ </li></ul><ul><li>Enhance brand image and reputation > $ </li></ul><ul><li>Increase sales & customer loyalty > $ </li></ul><ul><li>Great use of Digital Technologies </li></ul>> < > < > < > < > <
  6. 17. What Should Corporations Do? <ul><li>Monitor consumer perceptions on the Internet and in other arenas and become GENUINELY involved with their community. </li></ul><ul><li>NOT expect that consumers will be getting their information ONLY from company-generated sources alone. </li></ul><ul><li>A great number of consumers will be SKEPTICAL and will check up on any claims. </li></ul>
  7. 18. JNJ’s CSR in Digital World <ul><li>Web Sites </li></ul><ul><li>http://www.babycenter.com.au/ </li></ul><ul><li>http://www.access2wellness.com/ </li></ul><ul><li>http:// www.discovernursing.com / </li></ul><ul><li>Blogging </li></ul><ul><li>http://www.jnjbtw.com/ </li></ul><ul><li>http://www.kilmerhouse.com/ (History) </li></ul><ul><li>Social Networking </li></ul><ul><li>http://www.facebook.com/ADHDMoms </li></ul><ul><li>http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id =1003788871 </li></ul><ul><li>Applications </li></ul><ul><li>http://www.facebook.com/applications/Acuminder%E2%84%A2/27415190831 </li></ul><ul><li>Online Video </li></ul><ul><li>http://au.youtube.com/user/JNJhealth </li></ul><ul><li>Wikipedia </li></ul><ul><li>http:// en.wikipedia.org/wiki/Social_responsibility </li></ul>

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