Video: How Johnson & Johnson gets to know their customers before they start conversations

According to Johnson & Johnson Director of Corporate Social Media, Devon Eyer, their social media strategy used to be about “planting flags:” staking their claim to a Facebook page, a Twitter handle, a blog presence, and broadcasting their messages there. But now, she says the company takes a much more customer-centered approach — one focused on understanding their customers better by talking directly to them.

In her presentation at’s Member Meeting, Devon explains how they do it with social listening, developing relationships with the right talkers, and finding out where their fans actually want to interact with the brand.

She also shares:

  • Why they paired down their social media presences
  • How they create real relationships with bloggers
  • Why they focus on fewer talkers to help manage their reputation

Watch Devon’s presentation in the video below:

Johnson & Johnson: Let the data lead you: Building an insights-driven social strategy — presented by Devon Eyer from on Vimeo.

Download her slide presentation here.


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  1. Bruce MCCallum

    Coincidentally, I have participated in two recent G+ Hangouts that spoke of customer engagement and networking methods… I’m curious to know if J&J has ever considered a Google Plus Hangout for their social communications ‘toolbox’

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