Case Study: Johnson & Johnson Diabetes Institute® Community: Social and Safe through Focused Community Management and Moderation Presented by: Rebecca Goberstein, Associate Marketing Manager, Johnson & Johnson Diabetes Institute & Jenna Woodul, EVP, Chief Community Officer, LiveWorld Creating a social environment online requires a cultural approach -- how people express themselves, connect with others, get and give attention. This case study of transforming the Johnson & Johnson Diabetes Institute® Web site to a vibrant community for diabetes professionals addresses key success factors: * Strategic planning around brand culture, credentialed participation, and integration with other programs * The role of strong community management and programming * The importance of consistent social engagement moderation * The requirement for vigilant content moderation With clear results furthering the Institute's educational goals, this case demonstrates the effectiveness of well programmed and moderated social venues. www.bdionline.com

1. Johnson & Johnson
Diabetes Institute®:
Social & Safe Through
Focused Community
Management & Moderation
Your brand lives in Rebecca Goberstein, Johnson & Johnson Diabetes Institute
the voice of your customers Jenna Woodul, LiveWorld
liveworld.com
Patent Pending

2. LiveWorld
We create, operate & manage private label social network
solutions for brands across the social media landscape
MANAGEMENT MODERATION PLATFORMS
Brand social strategy, & INSIGHT Facebook,
culture & ongoing
Proactive review & mgmt Distributed Apps, &
community mgmt of user content Branded Sites
Integration of community, technology and marketing
Your brand lives in the voice of your customers LiveWorld Confidential
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3. Strategic Framework
CULTURE
PARTICIPATE
INTEGRATE
SOCIALIZED
BRAND
3
Business Context and Community Architecture
Your brand lives in the voice of your customers LiveWorld Confidential
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4. Culture: A Sense of Place
Community brand and identity:
What is the community culture? The social experience?
Your brand lives in the voice of your customers LiveWorld Confidential
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5. Integration
Product Retail
Promotion
Alliances
Brand Direct
Advertising
TV, Print Experiential
Public Internet
Relations
Your brand lives in the voice of your customers LiveWorld Confidential
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6. Participation
Who (from the brand) participates?
What do they do? When? Where? Why?
Your brand lives in the voice of your customers LiveWorld Confidential
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7. Marketing via Community
How does this community create
evangelists?
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8. www.liveworld.com
jenna@liveworld.com
Your brand lives in
the voice of your customers Twitter: @jennawoodul
liveworld.com
Patent Pending Your brand lives in the voice of your customers LiveWorld Confidential 32 8
LiveWorld Confidential