BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer

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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.

Social Media Business News & Politics

SocialMedia.org
Video Case Studies
Devon Eyer
Let the data lead you: Building an
insights-driven social strategy
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 2, 2014
socialmedia.org/blogwell

1
Let the Data Lead You:
Building an insights-driven social strategy
Devon Eyer (@DevonEyer)
Director, Corporate Social Media
April 2, 2014

2
• We planted our flags
• We loved all …we
served all
• We aimed for
amplification
In the beginning …

3
Boarding the Clue Train
• We started to
segment
• We learned to listen
• We focused on the
fans

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

5
• Fewer channels
• Higher engagement
• More focused fan base
• Richer relationships

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?

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

Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
New York
April 2, 2014
socialmedia.org/blogwell

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BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer

1. SocialMedia.org Video Case Studies Devon Eyer Let the data lead you: Building an insights-driven social strategy This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 2, 2014 socialmedia.org/blogwell

2. 1 Let the Data Lead You: Building an insights-driven social strategy Devon Eyer (@DevonEyer) Director, Corporate Social Media April 2, 2014

3. 2 • We planted our flags • We loved all …we served all • We aimed for amplification In the beginning …

4. 3 Boarding the Clue Train • We started to segment • We learned to listen • We focused on the fans

5. 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

6. 5 • Fewer channels • Higher engagement • More focused fan base • Richer relationships

7. 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?

8. 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

9. 8

10. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 2, 2014 socialmedia.org/blogwell

BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer

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BlogWell New York Social Media Case Study: Johnson & Johnson, presented by Devon Eyer