blogwell new york social media case study: johnson & johnson, presented by devon eyer
DESCRIPTION
In her BlogWell New York presentation, Johnson & Johnson's Director of Corporate Social Media, Devon Eyer, shares how they are building an insights-driven social strategy. She explains how they defined clear objectives, roles, and content for each social media channel to reach the highest engagement with fans on those platforms.TRANSCRIPT
![Page 1: BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer](https://reader033.vdocuments.mx/reader033/viewer/2022060108/554e467ab4c90518468b568b/html5/thumbnails/1.jpg)
SocialMedia.orgVideo Case Studies
Devon Eyer
Let the data lead you: Building aninsights-driven social strategy
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellNew York
April 2, 2014socialmedia.org/blogwell
![Page 2: BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer](https://reader033.vdocuments.mx/reader033/viewer/2022060108/554e467ab4c90518468b568b/html5/thumbnails/2.jpg)
1
Let the Data Lead You: Building an insights-driven social strategy
Devon Eyer (@DevonEyer)
Director, Corporate Social Media
April 2, 2014
![Page 3: BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer](https://reader033.vdocuments.mx/reader033/viewer/2022060108/554e467ab4c90518468b568b/html5/thumbnails/3.jpg)
2
• We planted our flags
• We loved all …we
served all
• We aimed for
amplification
In the beginning …
![Page 4: BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer](https://reader033.vdocuments.mx/reader033/viewer/2022060108/554e467ab4c90518468b568b/html5/thumbnails/4.jpg)
3
Boarding the Clue Train
• We started to
segment
• We learned to listen
• We focused on the
fans
![Page 5: BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer](https://reader033.vdocuments.mx/reader033/viewer/2022060108/554e467ab4c90518468b568b/html5/thumbnails/5.jpg)
4
The Dawn of Data
• We defined clear objectives and
roles for social media channels
• We focused on specific targets
and learned a lot about them
• We figured out which metrics
mattered
• We set measures for success
![Page 6: BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer](https://reader033.vdocuments.mx/reader033/viewer/2022060108/554e467ab4c90518468b568b/html5/thumbnails/6.jpg)
5
• Fewer channels
• Higher engagement
• More focused fan base
• Richer relationships
![Page 7: BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer](https://reader033.vdocuments.mx/reader033/viewer/2022060108/554e467ab4c90518468b568b/html5/thumbnails/7.jpg)
6
Try this at home • What are you trying to
achieve?
• Who is your target?
• How is your target using
social media?
• What do they want from you?
• Can you deliver?
(bonus question)
• Do you have the resources to
be effective?
![Page 8: BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer](https://reader033.vdocuments.mx/reader033/viewer/2022060108/554e467ab4c90518468b568b/html5/thumbnails/8.jpg)
7
Questions?
Devon Eyer
Director, Corporate Social Media
Johnson & Johnson
@DevonEyer
About.me/DevonEyer
www.jnj.com
@JNJNews
@JNJCares
Facebook.com/jnj
www.blogjnj.com
![Page 9: BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer](https://reader033.vdocuments.mx/reader033/viewer/2022060108/554e467ab4c90518468b568b/html5/thumbnails/9.jpg)
8
![Page 10: BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer](https://reader033.vdocuments.mx/reader033/viewer/2022060108/554e467ab4c90518468b568b/html5/thumbnails/10.jpg)
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellNew York
April 2, 2014socialmedia.org/blogwell