Case Study: Johnson & Johnson Diabetes Institute® Community: Social and Safe through Focused Community Management and Moderation Presented by: Rebecca Goberstein, Associate Marketing Manager, Johnson & Johnson Diabetes Institute & Jenna Woodul, EVP, Chief Community Officer, LiveWorld Creating a social environment online requires a cultural approach -- how people express themselves, connect with others, get and give attention. This case study of transforming the Johnson & Johnson Diabetes Institute® Web site to a vibrant community for diabetes professionals addresses key success factors: * Strategic planning around brand culture, credentialed participation, and integration with other programs * The role of strong community management and programming * The importance of consistent social engagement moderation * The requirement for vigilant content moderation With clear results furthering the Institute's educational goals, this case demonstrates the effectiveness of well programmed and moderated social venues. www.bdionline.com

1. 1

3. 3

4. Building Community and Culture
Strategic planning:
• Benefits for audience
• Community management
• Content moderation
Unique Community Needs:
• Target audience low social
media awareness
• Programming for mixed
targets within community

5. Keys to Successful Engagement
Clear Call Tangible
to Action Tools
Highly
Consistent,
Accredited Relevant
Fresh
Support (offline
Programs
events)
When you come to the community, what do you like to do?
“Locate materials useful for practice. Although I appreciate… (support and)
advice, I prefer evidence- based materials and business development ideas.”
–JJDI.COM member
5

6. Challenges
• Working with new media in
regulated environment
• New processes for potential
complaints/inappropriate use
• Pulling through educational
experience online
• Training Institute Faculty to
blog – consistently

7. Results
• Membership has
quintupled within one year
• ~10% of all US diabetes
educators have joined
• Engagement typically goes
up 2x or 3x with programs
(unique logins, posts/login)

8. Rebecca Goberstein
rgoberst@its.jnj.com
8