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Johnson & Johnson social media case study — Live from the Brands-Only Summit

Coverage of this session by Evan Perkins of Connect with him by following him on Twitter.

2:10 —’s Lauren Clevenger introduces Johnson & Johnson’s Director of Corporate Communications – Social Media, Devon Eyer.

2:11 — Devon works on the corporate side of Johnson and Johnson. The individual brands have their own social teams.

2:13 — Devon: Who owns your brand online? As things evolved, leadership started to realize that we were not the only ones talking about our brand online. Suddenly, people start asking questions like, “Who’s behind the avatars?” and “Who writes the rules about what they can and can’t say?” and “Where do these people get their information?”

2:14 — Devon says that we need to be asking, “How can I participate and change the conversation?”

2:15 — Devon explains how participation happens in three parts:

  1. Listen (responsibly) to what’s being said about you and the things you care about.
  2. Show up and bring something to the party. Don’t be narcissistic. Bring something to the community in which you are engaging.
  3. Make and keep friends and fans. Bonus advice: Keep an eye on your enemies, too.

2:17 — Devon: How do I find my influencers?

  • Social voice is a basic right — credibility must be earned. It’s not just about a nice blog with a couple good posts, but more about their long-term presence. Look for those folks.
  • Opportunity can knock softly; influence does not always roar.
  • Get data. And pay attention to it.
  • Start with your fans. You already know who they are, so start looking in those areas. It’s the people who re-tweet your content, come to your events, etc.

2:22 — Devon: How do I turn my influencers into advocates?

  • Remember, this is NOT a short-term strategy.
  • The truth is out, so ask people! “What do want from us?” or “How do you want to work together?” or “What kind of programs would you like to see?” or “What’s most important to you?”
  • Credible, passionate advocacy can’t be brought; however, influence has value and blogging is a business.
  • Use your people to build real relationships. Get to know your people and let them get to know you. Let them know you are real people.

2:25 — Devon: Have a great social footprint with compelling content and high engagement. Then recognize it’s not enough. You can’t just broadcast your message out there.

2:26 — Devon: Let the data lead you to the people who are driving the conversation about your company and causes.

2:27 — Devon: Be committed or don’t do it. If you get into it, it must be for the long-haul.

2:28 — Show up, be real, and build relationships! Don’t just tweet all of your good news, tweet in good and bad times.

Q & A:

Q: Where did you find the data you follow?

A: Devon: We found it already existing in our company from reputation studies done over the year. This helped us get a group to go after. At that point, they worked with WCG who did an influencer study for J&J and figured out the types of people who would be influencers. Then, they worked with another agency to do behavior studies on those types of personalities.

Q: How can we measures success in these programs?

A: Devon: We are in the middle of putting together structure and more cornet goals. One of our key measurements are bigger reputation measures.

Q: With big companies come big targets. How have you seen utilizing your influencers when you come under attack?

A: Devon: If someone is an influencer, they will receive insider information about what’s going on with the brand when it is under attack. They do not necessarily ask them to speak on their behalf, but they keep them in the loop.

Q: What are your thoughts on customers hosting their own Summits/conferences?

A: Devon: Part of what people are craving when they become influencers is access, experience, and information. If you bring them some great experiences it would be a fantastic method for that relationship.

Q: Do you see legal problems with providing information to influencers in advance?

A: Devon: You need to work with regulatory and legal to make sure you share the appropriate information.

December 10, 2013 0 comments

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