BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit http://gaspedal.com/blogwell/ In his BlogWell New York case study presentation, "Social Media in a Highly Regulated Industry," Director of Corporate Communications Marc Monseau describes how Johnson & Johnson touches more than one billion people every day with its health care and well-being products and services. So how can social media play a role in such a regulated arena? Learn the steps Johnson & Johnson took to become more comfortable with online engagement, how social media policies are developed, the ongoing efforts to educate and inform, and how to dispel myths about the risks of social media. Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

1. How Big Companies Use Social Media
New York City | April 29, 2009
Marc Monseau
Johnson & Johnson
“Social Media in a Highly Regulated Industry”

2. getting tangled
in the
social web
Marc Monseau
Johnson & Johnson
April 28, 2009

3. explosion in new media
Usernet Groups Consumer Review Photo Sharing
Websites Social Networks
Discussion Boards Websites
1990 Email Blogs
Video Sharing
Websites
TNS Media Intelligence/Cymfony
May 2007

4. changing face of news

5. 113,000,000
American adults go online for
health information *
* Online Health Search 2006, Susannah Fox, Pew Internet and Online Health:
Assessing the Risk and opportunity of Social and One-to-One Media, Monique Levy,
Jupiter Research, Feb. 15, 2007

6. 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

7. Ranking of Trusted Sources of Information
0
10
20
30
40
50
10
60
70
80
90
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

8. PEOPLE as experts

9. you can run but…
www.gapingvoid.com

10. getting
on boardgetting on board

11. getting
“everybody else is talking
on board our company, so why
about
can’t we?”
www.jnjbtw.com

12. balancing the risks

13. the slippery slope

14. formality

15. hierarchy

16. walking the square

17. chaff with the wheat

18. broadcast

19. relationships

20. preparing the organization

21. Streamlined approval
processes
Simple AE reporting
method
Empowered employees
Acceptance of criticism
Legal/regulatory support

22. • Our Approach
Start small, start simple, prove the concept
www.kilmerhouse.com
2006
• Introduce more complexity, build confidence
www.jnjbtw.com
2007
• Beyond blogs: supporting our business pioneers
2007 / 2008 / 2009

23. our first blogger

24. blogs:
KilmerHouse

25. Blogger Without Borders
quot;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!quot;
The New Yorker 2007

26. setting controls

27. my house, my rules

28. laying down the law

29. blogs:
JNJBTW

30. their story

31. our perspective

32. the result

33. YouTube:
Johnson & Johnson health channel

34. Facebook:
Johnson & Johnson Network

35. Twitter:
JNJComm Twitter handle

36. connecting

37. how to get tangled
in the
social web
Marc Monseau
Johnson & Johnson
April 28, 2009

38. How Big Companies Use Social Media
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