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)
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.
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.
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.
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)
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| Johnson & Johnson LikeAlyzer Results |
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| AstraZeneca LikeAlyzer 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.
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.
Hi Alina! You definitely have the firsthand knowledge necessary to comment on Johnson & Johnson’s performance with their social media efforts as it relates to past and present instances. Thank you for using such an interesting example and for doing such a great job of utilizing the social media performance tools, such as LikeAlyzer. I really enjoyed reading your perspective with your former employer. The insight that you are able to offer with this post shows how immersed on a deep level you were with the social media efforts that Johnson & Johnson implemented. For example, most people would assume that an 84 LikeAlyzer score would be sufficient for any company, yet as you point out there is significant room for improvement for a company that is as large as Johnson & Johnson. Thank you again for an interesting post.
ReplyDelete- Joe
Hi Joe!
DeleteIt was so much fun to use LikeAlyzer. I kind of felt like I was spinning the wheel on the Price is Right. I definitely want to test some of the other analytic tools out there to compare results. Overall, there is always room for improvement and more importantly, companies to update the information on their social media sites as frequently as possible to keep loyal consumers engaged over time.
Thanks!
Hi Alina, great post and insight into J&J. For a company as well-known as Johnson & Johnson, they probably have tons of resources dedicated towards social media maintenance. They ranked # 1 on your ‘IMS Health Social Media Engagement Index.’ How could AstraZeneca use SEO, social media, and content to improve its presence in the online world and to the public? In which ways would it replicate J&J’s approach while at the same time, creating a new strategy in some key areas to differentiate it from J&J?
ReplyDeleteHi Andrew!
DeleteThanks for your response. I will definitely have take Professor Stevens advice and prepare a SWOT analysis to present to leadership before any changes even come near actually happening. It's really a shame because AZ has similar resources that J&J does. I suppose the only main difference is that J&J has a very successful personal care line, which can be directed towards families, especially their baby care lines. I think AZ needs to start with the research to improve SEO and its social media standing. Depending on the findings, the company should be able to tailor their social media sites to really connect with consumers, even those that may not use any AZ products. I think the key to success is taking a similar approach that J&J did by not pushing any specific products and making it more about people/patient. I think the company definitely needs to differentiate itself. One way could be to use their social media activity to also connect to their community activities. I think a great area to start would be with oncology. We have some medications that have recently been released that treat a very rare form of cancer. The company really takes pride in the fact that they developed this product. They believes it shows that they are more patient health driven than financially driven because it simply won't make the company a lot of money since there are so few cases compared to other forms of cancer. I also believe that brand product sites should include real life interviews of patient success stories as well as more interaction between the company and consumers. I think you may understand what I'm saying. I literally could go on and on...