Analytics of Social Media: Johnson & Johnson

Analytics of Social Media

During a recent Google hangout with Michael Schaeffer, author of Return on Influence, he mentioned that Johnson & Johnson was having a great amount of success using social media to engage with consumers. Considering that I used to work for this company and now work for another competing pharmaceutical company, that in my personal opinion is lacking in social media efforts, I was very curious to do some further research to uncover the level of success the company has had. J&J has truly taken the steps to have a voice through the use of social media on various platforms. 

Let’s take a look…

Facebook- 666, 492 Likes          Twitter- 97K Followers        

YouTube- 11K Followers            Linkedin- 803, 750 Followers    Google Plus- 495 Followers

If I worked for the J&J social media team, I would definitely have a group dedicated to using budget friendly analytic tools like Mention, LikeAlyzer and Crawltics. Mention would be a opportunity to monitor and track keywords, find potential business, build relationships with new people and respond quickly to situations that could damage the brand. (Cleary, 2013) The feature that allows interaction within the application provides a speedy response to comments on social media sites and blog posts. It also allows alerts to be shared with team members which would make it easy for response teams to address specific issues. LikeAlyzer could provide some guidance on how to improve the results for the Facebook page and compare competitors pages. There is much more potential for growth on the J&J Facebook page. Crawlytics would be another tool to analyze the content performance of the J&J websites. By understanding what content is shared the most on the company sites and competitor sites, educated changes could be made to further the success of the sites. Competitors may have delivered great content that is popular but this information could provide an opportunity to deliver better content or content in a different form that could be even more successful. (Cleary, 2013) Finally, I would also focus on Search Engine marketing and Search Engine Optimization. This would be another way to use the internet to reach customers and lead them to our online content. (Scott, 2013)

Johnson & Johnson LikeAlyzer Results

Using LikeAlyzer, the performance score for Johnson & Johnson was an 84. It seems that this is an area for improvement for the company. LikeAlyzer provided some suggestions for a better Facebook page. The engagement rate is low and this could be remedied by increasing the amount of posts and photos as well as asking more questions. They also encouraged the company to allow others to make posts on their page to increase interaction and dialogue. Of course I couldn’t resist using LikeAlyzer to compare Johnson & Johnson to the company I currently work for, AstraZeneca. The score difference is significant, but I find that both pages have similar flaws with publishing more posts and encouraging more consumer. I must also note that AstraZeneca also has significantly less "Likes" on their Facebook, 666, 492 (J&J) versus 22,126 (AZ). The difference between the two on Twitter is not as embarrassing, but the there is still about a 20K difference.

AstraZeneca LikeAlyzer Results

IMS Health is a company that provides information, various types of services and technology for the healthcare industry. Using the top 3 social media channels – Facebook, Twitter and YouTube – IMS Health ranked the 10 pharmaceutical companies by a Reach Index, a Relevance Index and a Relationship Index (each of which used likes, shares and re-tweets). (Munro, 2014) Below are the results:

Johnson & Johnson could further their social media success in a couple of different ways to lead to further interaction and engagement with consumers. The company offers products that encompass many different disease states, OTC products, including personal care for both babies and adults. The company should expand their social media sites to include additional sites under the J&J name for people to connect with and find information about certain health conditions or other specific topics. This could be an opportunity for them to become leaders in patient education and increase the awareness about the company and products.

I think that they should also include fun contests, product coupons and even try to initiate local community activities that would be related to health or the environment. In 2013 the company teamed up with (RED) in its Share (RED), Save Lives campaignfocusing in which they donated $1 to the Global Fund each time a person tweeted, "liked," or pinned the company's image depicting the progress that has been made to protect the lives of mothers and babies against HIV/AIDS. (Artavia, 2013) Participating in more of these types of activities could further boost the reputation of the company and effectiveness of their social media. Considering J&J is a global brand, the company should explore the social media sites that are highly used in different parts of the world to create a global community of followers.

Asking customers directly about social media is not the only way to quantify whether social media activity is related to revenue. The interaction could provide insight on what site content has been successful or may need changes. The article on 60secondmarketer.com, author Jamie Turner (2013) simply states,” Each social media profile and every post you publish on it should point your followers to a landing page on your website. If your web analytics reveal that a certain network is generating little to no page views for that landing page, it could be that you need to rethink the content you share.”  There are formulas to uncover the ROI of social media activity for a company.  Customer Lifetime Value (CLV) allows a company to figure out the amount of revenue a typical customer will generate for a company during the customer’s engagement with your brand. (Turner, 2013) Below is an example provided in the same article mentioned above that provides a clear way to determine revenue figures:

An average customer spends $80 per month and stays with your company for an average of 3 years.  Based on that information, you can use use the following equation to determine the CLV:

$80 per month      x      12 months      x      3 years      =      $2,880     =      CLV (Turner, 2013)

 

Johnson & Johnson's social media sites include a expansive variety of health related topics that also include international health education efforts, photos, videos, links to other social media platforms, the company blog and website. There are so many different posts, including videos and links to articles that would gain attention from a large number of people. Examples of the range of topics the company offers information about would include family work-life balance, raising children with disabilities, global water solutions, recycling, exercise, product history, and so much more. I noticed how active followers are on Facebook, interacting with each other and providing comments. Their Twitter page provided so much interesting information that I found myself going through the posts for almost an hour. Although I am not a fan of Johnson & Johnson products because of the chemical content in many of their products, I must commend them for their activity on social media. The company has taken a step away from trying to directly push sales figures, to truly connecting with consumers and giving the impression that they care about the wellbeing of people and the environment on a global level.





References

Cleary, I. (2013, January 9) Analytic Tools to Improve Your Social Media Performance.Retrieved at:http://www.socialmediaexaminer.com/3-analytic-tools-to-improve-your-social-media-performance/

Munro, D. (2014, January, 21) New Study Ranks Johnson & Johnson #1 In Pharma For Social Media Engagement. Retrieved at: http://www.forbes.com/sites/danmunro/2014/01/21/new-study-ranks-johnson-johnson-1-in-pharma-for-social-media-engagement/

Artavia, D. (2013, June, 11)Johnson & Johnson Teams Up With (RED) to Fight AIDS. Retrieved at:http://www.hivplusmag.com/case-studies/activism/2013/06/11/johnson-johnson-teams-red-fight-aids

Turner, J. (2013, November 17) An In-Depth Guide on How to Calculate the ROI of a Social Media Campaign.References:http://60secondmarketer.com/blog/2013/11/17/in-depth-guide-calculating-social-media-roi/

Scott, David M. (2013). The New Rules of Marketing & PR. (4th ed.). Hoboken, New Jersey: John Wiley & Sons, Inc.

Delta Airlines: Facebook Hack

Delta Airlines: Social Media Security Breach

Recently this year, Delta Airlines had their FaceBook page compromised. Instead of their normal travel related content, objectionable images were posted. An obscene link was published on the page under the title, "10 Reasons Why Girls Dont Give Bl--j—s”, and about an hour after the initial post, a second lewd link was posted. (Zhang, 2015) The company was able to remove the content within an hour and none of their other social media sites were hacked. 

Luckily for the company, there have not been any severe consequences as a result of the Facebook breach. They were able to somewhat quickly remove the content from their site and publicly apologized in a timely manner. Again, apologies were posted on the Delta Airlines Twitter and Facebook sites. Judging by what I have read in several articles, it seems that followers figured out on their own that the site had been hacked and actually sympathized with the company. The event does raise the question about securing these sites, especially after US Airways had an even more offensive breach to its social media sites. The identity of the Delta hacker is still unknown despite the companies efforts to uncover the identity. (Stampler, 2015) A Delta representative was quoted as saying, “We are investigating the source of the hack and will incorporate any key lessons to strengthen our social media security measures. No other social media platforms were compromised.” (Yamanouchi, 2015)

Considering the images were removed within an hour and apologies posted, I think the company did handle the situation relatively well. I do believe Delta, and other companies, need to have teams solely dedicated to contributing to and monitoring their social media sites at all times in order to prevent similar breaches. The images could have been eliminated even faster and the site protected to a certain extent. I don’t think they necessarily needed to apologize through other media, especially because television news coverage included coverage of the company’s formal apology. Part of preventing another breach would include employee training and using the most advanced technology and networks to ensure security. They should also have some type of pre crisis plan in order to be prepared for the possibility of another event occurring. If I were part of Delta’s leadership, I would have taken the breach as an opportunity to increase the companies reputation and boost awareness. Delta could have increased their social media around travel and any community or charity activities to bring attention back to the services the company provides for customers.

Below is a simple list from Business News Daily by David Mielach (2013) to prevent security breaches along with the link to the full article:

http://www.businessnewsdaily.com/4714-prevent-small-business-data-breach.html

1. Train your employees: Companies should train all of their employees to use strong passwords and avoid dangerous links and emails.
2. Know your data: Employees should know where confidential data is stored and be sure to have it in a secure location.
3. Keep track of your devices: Companies should keep track of all the devices that employees use as a means to prevent potential data breaches.
4. Protect your network: Companies need to utilize firewalls and virtual private networks to secure sensitive information.
5. Secure physical devices: All electronics and physical devices should be secured and locked so that access is limited.
6. Keep facilities safe: Offices and stores should be locked to keep them protected. 
7. Protect your website: Companies can reassure customers by using trustmarks on their website and utilizing strong anti-virus software.
8. Have clear cybersecurity policies: Companies should write a clear, well-planned policy that encompasses device use and how to dispose of secure information.
9. Dispose of products the right way: When devices are no longer being used, companies need to wipe all information from them and physically shred all paper documents.
10. Screen employees: Companies can limit their risk by screening employees prior to hiring them.  

References

Zhang, B. (2015, February 10) Delta Airlines' Facebook page was hacked by someone who posted obscene photos. Retrieved at:http://www.businessinsider.com/delta-airlines-facebook-page-got-hacked--obscene-content-posted-2015-2

Yamanouchi, K. (2015, February 10) Delta investigating hack of its Facebook page. Retrieved at:http://www.ajc.com/news/business/delta-investigating-hack-of-its-facebook-page/nj8BJ/#__federated=1

Stampler, L. (2015, February 10) Delta Airlines’ Facebook Page Got Hacked. Retrieved at:http://time.com/3703640/delta-airlines-facebook-page-got-hacked/

Mielach, D. (2013, July 1)10 Ways to Prevent a Data Security Breach. Retrieved at:http://www.businessnewsdaily.com/4714-prevent-small-business-data-breach.html

Building A Community: Etsy

Building a Community

Founded in 2005, Etsy.com is an e-commerce marketplace where creative individuals can sell items they make or build, ranging from art, furniture, clothes, accessories, vintage items and many other goods. The difference between this company and competitors like Amazon and Ebay are the wide range of handmade items sold on the site.  Etsy’s headquarters are located in Brooklyn, New Yorwith additional offices in California and upstate New York. They have expanded to include international locations including the United Kingdom, Ireland, Germany, Australia, France and Canada. (Etsy)

Etsy has developed a global community through social media. Etsy is established on Facebook with close to two million followers, Twitter, Tumblr, Pinterest, Instagram, Vimeo and Youtube. The company has utilized social media to provide some guidance, or present topics of interest for followers through their own curated boards on their brand page, but also include guest boards on Pinterest where an "expert contributor” can contribute pins. (Ray, 2013) Guests can include large companies like Whole Foods and Martha Stewart Living as well as individual artists. (Ray, 2013)There is a clear benefit for both Etsy and contributor, as they can gain more exposure and even establish relationships with each other.

The Etsy Facebook page has pictures of items for sale by various sellers with an opportunity for people to share or like the item along with a direct link to the Esty seller’s store to make a purchase. Videos on Facebook and Youtube also highlight the work of Etsy sellers that include their biography, how they actually design and make items. They have also created their own form of social networking called People Search which allows individual to connect whether buying or selling on the website. Etsy has established itself through social media and has a a large and engaged following. The have created activities like Small Business Saturday which has engaged small retail businesses to allow Etsy sellers to sell merchandise in actual store fronts known as “in store trunk shows”. (Fallon, 2014) This provides exposure for both Etsy sellers and local businesses. They have created and opportunity for Etsy designers to connect with and reach new customers, and establish relationships within their local communities. (Fallon, 2014)


Here is a great video about an Etsy seller!




The company also has a blog site where people can learn about new trends, featured stores and seller, gift ideas and learning how to make your own crafts. Users can then connect with the author and with each other to share ideas and thoughts. The bog is another example of how Etsy has grown its community.

The company has fostered a community around it’s brand by appealing to people with a creative spirit who want to share their work and for those who have a general interest in purchasing items that are handmade or local, instead of big name department stores and megastores. The have separate themselves from the competition including Ebay and Amazon through the unique items they sell at an affordable cost and at an international level. A majority of Etsy’s customers spend between $15-$20, and they charge a low fee to vendors for handling the payment transaction, and a small fee is charged per item listed in the crafter’s "store".  (Marc, 2014) The challenges for the company lie within keeping true to authenticity, which has lead to the company’s success. With the increase in demand for local, handmade items, sellers may face challenges to keep up with orders. This may pose challenges for the company as people, sellers and buyers, may become frustrated if issues arise. The company should place clear protocol to avoid this issue by creating a guideline for sellers to follow which would convey to customers the amount of items available. Despite possible challenges, the company is a proven success with gross sales in 2013 around the $1.35 billion mark. (Etsy)


Check out some of their sites!

https://www.etsy.com

https://blog.etsy.com/en/

https://www.facebook.com/Etsy

https://twitter.com/etsy/

https://www.pinterest.com/etsy/

http://vimeo.com/etsy



References

Ray, M. (2013, May, 27) 3 Creative Ways Brands Are Using Pinterest.Retrieved at: http://www.socialmediaexaminer.com/creatively-using-pinterest/

Fallon, N. (2014, October, 17) Small Business Saturday Connects Etsy Sellers with Local Shops. Retrieved at: http://www.businessnewsdaily.com/7309-amex-etsy-small-business-saturday.html

Marc (2014, October, 2) Stand Out from the Crowd-Examples of Differentiation.Retrieved at: http://www.entrepreneurial-insights.com/stand-crowd-examples-differentiation/

Etsy (NA) About Etsy. Retrieved at: https://www.etsy.com/about

examples of great customer service via social media

Checking in

Hello!

I just wanted to make sure that everyone understands the discussion questions. Remember to follow the guidelines that Professor Stevens has sent us and cite all of your work. Please let me know if you have any questions. Below are some articles that might inspire some thoughts:

http://www.nydailynews.com/news/national/biggest-corporate-social-media-fails-2014-article-1.2051168

http://blog.ebyline.com/2014/08/4-lessons-learned-big-brand-blunders-social-media/


Thanks!

Alina

Engage: Create True Dialogue with, and Between, Your Customers

Engage: Create True Dialogue with, and Between, Your Customers

 

In this week’s reading Kerpen states, “To be engaged means to be genuinely interested in what your customers have to say.” Companies and organizations that differentiate themselves from others are those that use social media to meaningfully engage their customers. They encourage dialogue between the company and consumer, as well as dialogue between consumers. The effectively gain customers attention, create a response and develop conversations. 

 

Please find an organization or company that either succeeded or failed at using social media to help them engage with their customers. Please provide detailed insight as to how your chosen example:

• Made a meaningful long lasting connection with consumers to create a sense of trust and loyalty? 
• Were there any missteps made?
• How did this either bolster or damage the companies reputation?
• What changes would you have made, if any?
• Why should they make efforts to use social media to engage with consumers?

This may include businesses, government organizations and nonprofit groups.