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Johnson & Johnson: Elevating employee advocacy: A case study, presented by Devon Eyer

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In her SocialMedia.org case study presentation, Johnson & Johnson's Workforce Engagement and Advocacy Leader, Devon Eyer, talks about how they designed and launched a channel and content strategy to change the way they engage with employees.

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Johnson & Johnson: Elevating employee advocacy: A case study, presented by Devon Eyer

  1. 1. Johnson & Johnson Devon Eyer Elevating employee advocacy: A case studyLearn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 41 New York City 10-26-2016 Member Meeting 41
  2. 2. CONFIDENTIAL | FOR JOHNSON & JOHNSON INTERNAL USE ONLY 1 1 Elevating Employee Advocacy: A Case Study Devon Eyer (@DevonEyer) Strategic Engagement & Advocacy Leader Johnson & Johnson
  3. 3. 2CONFIDENTIAL | FOR J&J INTERNAL USE ONLY The goals of advocacy Harness and amplify the passion and pride of our 130,000 employees to tell our company’s stories Empower self-expression through a mobile, modern platform that makes sharing easy and compliant Help employees build their social skillset, online influence and professional reputations Realize measurable business outcomes from employee sharing
  4. 4. 3CONFIDENTIAL | FOR J&J INTERNAL USE ONLY 2015: Launch • Branded and backed by the largest professional social network • Sharing capability to multiple platforms • Robust analytics • Support for compliance enhancements (#mycompany) We chose LinkedIn Elevate • Established content strategy and processes • Gathered user feedback • Created campaign materials • Socialized with internal stakeholders • Enrolled key executives • Measured progress and took note of successes We launched to 100 early adopters
  5. 5. 4CONFIDENTIAL | FOR J&J INTERNAL USE ONLY 4 2016: Expansion Partnered with LinkedIn to host onsite registration events Created internal direct marketing campaign Targeted new users with sponsored posts Created leaderboards and seed competition Experimented with content topics, sources and formats Enrolled and encouraged key stakeholders Tracked registrations and active participants Assessed reach and engagement to evaluate program health Assessed business outcomes to evaluate program impact Drive Adoption Increase Usage `Measure Impact
  6. 6. 5CONFIDENTIAL | FOR J&J INTERNAL USE ONLY Results 230 influenced hires 1.5% engagement rate 830 users 6.2K shares* (53% share rate) $226K earned media value* 4.7M* impressions * = YTD metrics
  7. 7. 6CONFIDENTIAL | FOR J&J INTERNAL USE ONLY Key Takeaways Find a way to make sharing easy for employees and compliant for your company Enroll employees by clearly showing the WWIFM Solicit and nurture executive participation Measure what matters
  8. 8. 7CONFIDENTIAL | FOR J&J INTERNAL USE ONLY
  9. 9. Learn more about past and upcoming Member Meetings socialmedia.org/meetings Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 41 New York City 10-26-2016 Member Meeting 41

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