In her SocialMedia.org case study presentation, Johnson & Johnson's Workforce Engagement and Advocacy Leader, Devon Eyer, talks about how they designed and launched a channel and content strategy to change the way they engage with employees.

1. Johnson & Johnson
Devon Eyer
Elevating employee advocacy:
A case studyLearn more about Member Meetings
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SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 41
New York City
10-26-2016
Member
Meeting
41

2. CONFIDENTIAL | FOR JOHNSON & JOHNSON INTERNAL USE ONLY 1
1
Elevating Employee
Advocacy:
A Case Study
Devon Eyer (@DevonEyer)
Strategic Engagement &
Advocacy Leader
Johnson & Johnson

3. 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

4. 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

5. 4CONFIDENTIAL | FOR J&J INTERNAL USE ONLY
4
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
Increase
Usage
`Measure
Impact

6. 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

7. 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

8. 7CONFIDENTIAL | FOR J&J INTERNAL USE ONLY

9. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 41
New York City
10-26-2016
Member
Meeting
41