Johnson & Johnson: Let the data lead you: Building an insights-driven social strategy — Live from Member Meeting 31

Coverage of this session by Laura Berrones of SocialMedia.org. Connect with her by following her on Twitter.

1:30 — SocialMedia.org’s Lauren Clevenger introduces Johnson & Johnson’s Director, Corporate Social Media, Devon Eyer.

1:31 — Devon Eyer begins by talking about their corporate strategy and the focus of their corporate evolution in social.

1:33 — Devon: What if we talk about what’s happening behind the scenes instead of storytelling our history? Our strategy was amplification.

1:34 — Devon: We started to get smarter about this: more channels, more people – we started to segment. We started to listen: what do people want from us, what are we doing that people like, and what don’t they like.

1:35 — Devon: We focused on reputation.

1:37 — Devon: Let’s get a picture of where we want to be; what makes sense for our strategy. What defined an objective, focused on specific targets, and IDed metrics that matter. At first it was all about impressions, but now it’s more about engagement.

1:38 — Devon: We set measures for success; the goal was not about reach. Are we getting the right fans and are they interacting with us? The results equaled fewer channels, higher engagement, a more focused fan base, and richer relationships.

1:40 — Devon: Focus the expectations of each platform’s community on current metrics. Because we’re putting out the right content to each community, people like it, share it, and engage with it more.

1:42 — Devon explains that they defined clear objectives and roles for each social media channel. “It’s not an all-for-one and one-for-all approach.”

1:44 — Devon: Messaging is not as simple as it used to be now that your audience is a target demographic; it’s no longer just speaking to the entire world. By identifying the target audience, it’s easier to develop richer engagements/relationships. Bring something to the party — make it valuable.

1:46 — Devon says to try this at home:

  • What are you trying to achieve?
  • Who is your target?
  • How is your target using social?
  • What do they want form you?
  • Can you deliver?
  • Do you have the resources to be effective?

1:47 — Devon: Focus on the answers of these questions to plan your social strategy. Just “wanting to start a Facebook page” is not a real strategy.

1:49 — Devon says social media is not an intern’s job.

1:50 — Devon: If you don’t have the time to commit to social, it’s not something to start just because it’s “free” — it takes time.

Q & A:

Q: Cynthia from Vanderbilt: How does the conversation go when you ask those questions and it doesn’t play out to create this plan?

A: Devon: It depends on how your company is set up — I can council if the advice is against the proposed action plan.

Q: Chris from EA: How did Johnson & Johnson go about identifying segments and metrics?

A: Devon: We identify our segments by looking at other similar brands. As for metrics, we are always tweaking, but are looking at engagement-driven pieces. Are we getting shares, are we getting comments? Depending on the post, content will depend on a focus of reach, replies, etc.

Q: Vicky from Farmers Insurance: Why are you steering away from Pinterest?

A: Devon: Steering away is an overstatement. We are trying to make sense of the best content for Pinterest and the audience; from a corporate perspective it’s hard to understand what we’d picture, but what’s beyond that, why would you follow us?

Q: Ashley from SunTrust Bank: How have the corporate sponsorships changed now that they’re all in the social space?

A: Devon: Do I negotiate contracts? No, but I try to anticipate what we’d want or how we’ve done it in the past so that we can negotiate the contracts for social. We always get our lawyers involved.

Q: Amir from MetLife: How did you decide your strategy for each platform and help people understand it was a long term strategy and understand ‘drops’ in metrics.

A: Devon: We’re all about the long game; we set that straight in the beginning. I don’t share metrics reports every month. I will story tell about specific cases, however, especially because these don’t show up on the dashboard.