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Johnson & Johnson Devon Eyer
Elevating employee advocacy: A case studyLearn more about Member Meetings
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SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 41New York City10-26-2016
MemberMeeting
41
CONFIDENTIAL | FOR JOHNSON & JOHNSON INTERNAL USE ONLY 11
Elevating Employee Advocacy: A Case Study
Devon Eyer (@DevonEyer)Strategic Engagement & Advocacy LeaderJohnson & Johnson
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
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
4CONFIDENTIAL | FOR J&J INTERNAL USE ONLY4
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
IncreaseUsage
`Measure Impact
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
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
7CONFIDENTIAL | FOR J&J INTERNAL USE ONLY
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Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 41New York City10-26-2016
MemberMeeting
41
