Johnson & Johnson
New media publishing platforms > blogs/ podcasts/ online video, and Facebook and Twitter create opportunities for companies to tell their own stories.
J&J companies wrote blogs and used services like Facebook, Twitter.
With addition of new/social media channels, where those messages, claims, results can be retransmitted around the world with the click of a mouse button, companies must use caution when communicating publicly.
Using innovative ways to communicate with its customers.
Kilmer House
J&J company entered web 2.0 era (2006) with the introduction of its first blog (Kilmer House), named after the company’s first science Director – blog’s goal is to offer “… a way to tell some of the stories about the early days and history of J&J, and the people who worked here.”
- it’s posts are entertaining, fun, and frequently teach something.
The Kilmer House blog is the perfect way for a company in a regulated industry to enter the web 2.0 era. It’s topic is interesting and harmless.
J&J company lauched its second blog. J&J BTW – a 3 dimensional view of J&J in 2007
> The blog promises to be a voice for the company
>Topics covered by the blog varied, spamming from the human side of acquisitions, corporate philanthropy, to employee activities.
J&J BTW is used to tackle more urgent communications problems. In response to a marketing effort gone bad, Kathy Widmer, blog to apologize to those offended by a tongue-in-cheek marketing effort called Motrin Moms.
>Widmer’s blog post addressed the problem head on, and detailed a step-by-step plan for how the company would rectify the situation.
JNJ BTW became what it set out to be, a place where the company can join the online conversation about a subject that it knows lots about… Johnson & Johnson.
JNJ BTW contains a blogroll – links to other, mostly non-Johnson & Johnson sites.
> J&J is taking a page out of its history of public education by linking to other blogs that also share information about health and human welfare.
Amy Tenderich, San Francisco based woman diagnosed with diabetes
> started blog to “… connect with others, to offset the feeling of isolation with diabetes, and to sort out and share some of what I was learning”
JNJ repeating what it has been doing for years… offering public education in the area of health care.
YouTube
JNJ health channel is designed to host “videos to promote a better understanding of health, from the Johnson & Johnson Family of companies.”
… new material is produced either by corporate or the operating companies, to enhance our reputation as a trusted source of health care information as well as create awareness of some of the disease states for which we have products.
Comments on YouTube videos
-easy to see the emotional connection between the viewers and the subject
Distribution of videos may not cost anything through a service like YouTube, but there are other costs to consider
- money to create videos
- time to oversee aspects of channel
Important attribute of JNJHealth channel
> gives opportunity to engage with consumer public
> the experience of being in social media environments, will enhance our ability to communicate and engage going forward
JNJ launched its Twitter channel in March 2009.
-been used to interact with other Twitter users, report live on executive statements to analysts, point to articles in the press, help others tap into the information stored within the company’s rich online properties.
>Directs Twitter followers to other J&J – sponsored web properties such as safekids USA and baby.com
>almost 50% of its tweets – child safety, stories on safe biking, wearing helmets, child passenger safety
Created in April 2009.
J&J is doing what it has done successfully in the past.. establishing a presence in a new area, adapting to the specific uses of each medium.
10 lessons companies should consider while developing social media strategies
- There will always be excuses
- Write about your history
- Learn from the experience > There are hundreds of social media channels to choose from
- Build your home first
- Talk about the problems that you solve
- Don’t be afraid to experiment
- Measure everything
- Adapt your plan
- Cross-pollinate
- Keep moving
Information taken from “Johnson & Johnson Does New Media” Case Study
