In her Brands-Only Summit presentation, Johnson & Johnson’s Director of Corporate Communications – Social Media, Devon Eyer, shares how the company is developing an influencer strategy to drive corporate reputation. She explains her process for finding the right influencers and the long-term strategy for turning them into brand advocates.

1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Who “likes” ya, baby?
Social influencers for
corporate reputation
DEVON EYER
JOHNSON & JOHNSON
DECEMBER 9–11, 2013

2. WHO “LIKES” YA, BABY?
SOCIALINFLUENCERSFORCORPORATEREPUTATION
Devon Eyer
Director, Corporate Social Media
Johnson & Johnson
@DevonEyer
@JNJNews

3. Who owns your brand online?
• Who’s behind the avatars?
• Who writes the rules about what they can and can’t say?
• Where do they get their information?
• What if what they’re saying isn’t nice or isn’t true?
• Can I stop them?
• How do I participate and change the conversation?

4. Participation in three parts
* Listen (responsibly) to
what’s being said about
you and the things you
care about
* Show up … and bring
something to the party
* Make -- and keep -- friends
and fans
(bonus advice: keep an eye on your enemies too)

5. MAKING FRIENDS
AND
INFLUENCING PEOPLE
PART 1
How do I find my influencers?

6. * Social voice is a basic right – credibility must
be earned
* 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 many bloggers … so little time

7. MAKING FRIENDS
AND
INFLUENCING PEOPLE
PART 2
How do I turn influencers into advocates?

8. * This is NOT a short-term strategy
* The truth is out there. Just ask!
* Credible, passionate advocacy can’t be bought
* However … influence has value and blogging is a
business
* Use real people to build real relationships
Building advocacy

9. MAKING FRIENDS
AND
INFLUENCING PEOPLE
THE SUMMARY
What did she just say?

10. * Have a great social footprint with compelling content
and high engagement. Then recognize that it’s not
enough
* Let the data lead you to the people who are driving
the conversation about your company and causes
* If you’re in, you’re in for the long haul. Be committed
or don’t do it
* Show up. Be real. Build relationships
Your takeaways

11. Any questions?
Devon Eyer
Director, Corporate Social Media
Johnson & Johnson
@DevonEyer
About.me/DevonEyer
www.jnj.com
@JNJNews
@JNJCares
Facebook.com/jnj
www.blogjnj.com

12. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
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DECEMBER 9–11, 2013
SOCIALMEDIA.ORG/EVENTS