Presentation by: Marc Monseau, Director, Corporate Communications & Social Media, Johnson & Johnson www.bdionline.com

1. m1
Online Engagement
Marc Monseau
Johnson & Johnson
March 17, 2011
Twitter:
@JNJCOMM
@MDMonseau

2. Slide 1
m1 mmonseau, 3/10/2010

3. People increasingly turn to SM before
making health decisions
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. Professionals are also increasingly turning
to online resources
43%
of HCPs strongly agree that the internet is
essential to professional practices *
ePharma Physician® Online Communication Channels Between
Physicians & Pharma/Biotech Companies, Manhattan Research
*.

5. Professional Use of Digital Technologies
• 69% of HCPs use the Internet/Email on a Handheld
device for Professional Purposes
• In the past 12 months, 61% of HCPs have read an
online blog and 79% have watched an online video
clip for personal or professional usage
• Regarding activities done for professional usage,
35% of HCPs watch video clips online, 21% read an
online blog, and 3% author/host an online blog
• 16% use online communities specifically designed
for physicians
• 66% of HCPs use online message boards, chat rooms, or blogs
as a professional resource, for product, condition or treatment information
• 27% of HCPs check them weekly, 24% monthly, 15% yearly, and 34% never
Source: Manhattan Research Taking the Pulse: Physicians and Emerging Information Technologies, v. 10.0, 2010

6. Apps: Black Bag
• Feeds from multiple sources (Reuters, FDA, Healthday)
• Multiple therapeutic areas
5

7. Connecting
Professionals
• Closed communities
• Private conversations
Benefits for audience
• Extracting insights
6

8. Professional Community:
Diabetes Institute
Strategic planning:
• Benefits for audience
• Community
management
• Content moderation
Unique Community
Needs:
• Target audience low
social media
awareness
• Programming for
mixed targets within
community
https://www.jjdi.com/login!default.jspa

9. We can…
Encourage direct dialog between our company,
products and brands with different stakeholder groups
Create relationships with key online influencers
Identify deep insights about the people who use our
products and services and the markets we operate in

10. From Broadcast…

11. …To Relationships

12. ng: Corporate Sites
J&J
Different Communities/Different Outreach

13. www.JNJ.com
Editorial Team Determines
Which Platform to Use JNJBTW
health channel
KilmerHouse
Facebook
Twitter Feeds

14. Developing Relationships with
Physicians

15. Measuring Success: Partnerships

16. Measuring Success:
Interaction
“I love these JNJ videos. they play
them in my intro to nursing class
and I try to hold back the tears. I
changed my major from pre-med
to PT and never felt content until I
decided to do nursing. I can't wait
until I get my RN degree. I even
have a JNJ Be a nurse brochure “This is a very nice video.
hanging in my dorm…” Comment on Thanks for posting this. It's
J&J Health Channel video on nursing.
great to see, just to learn
about it.’’
“Thank you J&J Health for
making this and to everyone
who watched it! ’’ Comment on
J&J Health Channel video on nursing.

17. Measuring Success: Projects

18. ng:
Becoming Part of the
Different Communities/Different Outreach
Nurse Community

19. ng:
Becoming Part of the
Different Communities/Different Outreach
Nurse Community
• Launched May
2010
• Leveraged existing
newsletter
• 5,000 + members
• Highly engaged
community
• Enabled closer
relationships with
key influencers

20. ng:
Becoming Part of the
Different Communities/Different Outreach
Nurse Community
• Leverages other
properties
• Amplify messaging

21. The Basics
Listen to the conversation
Who is talking, where are they gathering
what are they sharing and why
Establish your role
Determine behaviors you can display
Identify key influencers
Build relationships
Establish policies
Streamline approval processes
Publication process
Interacting with 3rd Party sites
Resource appropriately
Empower teams
Remain flexible

22. Listening
Indentifying
Influencers
Monitoring
Chatter
Tracking
Sentiment

23. Policies

24. Streamlined
Approval Processes
Managing “Own” sites/communities
• Simple copy approval process - “Guardrails”
• Moderation system
• Empower teams to make decisions
Engaging with 3rd party sites
• “Listening” platforms/approaches
• Engagement process
• Designate a “voice” of the company

25. Engaging with 3rd Party Sites
Web post/Content is identified that MAY need
a response. (PR identifies)
Listening
Q: Is it accurate/misleading? If accurate,
do we have something to add? No
Q: Is it a topic we want to engage in? Inputs
PR, Legal
Reg.,
Q: Is it a blogger/writer we can
Brand
effectively engage with? Management
Q: Is content already prepared/is it within
a predetermined communications scope?
Regulatory
Legal
Management
Response by designated
No response given
spokesman

26. “Guardrails”
Streamlined Approval for Managing Our Content
Content
Within predefined Outside predefined
scope scope
Content Team Legal
Decides
Regulatory
Management
PR
Publication

27. m3
Online Engagement
Marc Monseau
Johnson & Johnson
March 17, 2011

28. Slide 26
m3 mmonseau, 3/10/2010