JOHNSON & JOHNSON USES NEW MEDIA MARKETING The Problem Johnson & Johnson is the world's largest medical and health care product company. In 2014, the company has more than 128,700 employees worldwide. A major problem facing the company is that their production and marketing must comply with strict global government regulations. In the Internet age, it is important for the company to use online communication tools to reach and support its customers. Moreover, the company has about 30,000 Internet domains. In the past several years, Johnson & Johnson has applied Internet media (called "new media" by the company) extensively and as a result, achieved significant performance improvement Using New Media Channels Using new media, Johnson & Johnson (jnj.com ) has grown in online activities and strategies over the years. Some of their strategies are introduced next: Web 1.0 Stage. In 1996, Johnson & Johnson had its first presence on the Internet and presented its products as a static brochure format. This grew to include about 30,000 domains in 2014. Web 2.0 Stage. 1. Kilmer House (kilmerhouse.com; Johnson & Johnson's First Blog ). In 2006, the company introduced its first Web 2.0 adverting tools after using Web 1.0 for over 10 years. The blog was a natural way for the company to enter the Web 2.0 era. 2. JNJ BTW (Second Blog Web 2.0). In 2007, the company launched its second blog after a year of Kilmer House. This blog promised to become the voice for the company," JNJ BTW became a place for conversation about subjects related to Johnson & Johnson. It also offers public education about health care and JN'S products. 3. JNJ Health Channel on YouTube. Johnson & Johnson is producing videos about health. In May 2008, the company launched two JNJ health test videos: "Ask Dr. Nancy - Prostate Cancer" and "Obesity and Gastric Bypass Options," which were watched by hundreds of thousands of viewers. Several hundred viewers posted their comments. For Johnson & Johnson, the site has turned out to be a great tool for interacting with consumers. 4. Twitter and Facebook. In March 2009, the company started a Twitter channel. In April 2009, the company created its first Facebook page. The page contains biographical i . Twitter and to integrate viewers into JNJ BTW for more detailed information about Johnson & Johnson. Mobile Advertising Campaigns. As of 2007, Johnson & Johnson has integrated several mobile advertising campaigns: The company created a game called "Saving Momo.1 for IM users working with Microsoft Digital Advertising Solutions 2. Using a multichannel mobile campaign. According to Butcher (2008), the company used in-call audio ads, SMS, and mobile websites to create a new way to send advertising messages to its target audiences in 2008. 3. Johnson & Johnson's Zyrtec and iPhone 2.0. Zyrtec is a popular over-the-counter allergy medication. According to Butcher (2009), Zyrtec generated $315.9 million in sales in 2008. In 2009, Johnson & Johnson conducted a mobile advertising campaign together with The Weather Channel (TWC), putting an interactive Zyrtec banner ad on the TWC mobile app. Johnson & Johnson then extended to a new platform, TWC's upgraded iPhone application. Social Media. Johnson & Johnson is very active in the use of social media. For example on the company's main Facebook page (facebook.com/jnj.com), the company provides extensive health information on the J&J Channel). There are over 625.000 million 'Likes' in English and the most engaged city is San Paulo, Brazil (August 2014 data). On Twitter, J&J has the most active account is its @JNNews. Finally, J&J is using social media to save lives. Results The intensive campaigns that used various new media have resulted in significant performance improvements financially and managerially: 1. According to Ploof (2009), the company's reputation is one factor in figuring the ROI (return on investment) of using new media. YouTube provides usability metrics, such as views over time, trends, and viewer retention rates, which has helped the management team make better decisions 2. Mobile advertising has shown to be very effective. In 2007. ACUVUE's one-month campaign promoted a new product by creating a shared game, called "Saving Momo," for Windows Live Messenger. The game was played 200,000 times, while approximately 300,000 personal expressions (for IM) were downloaded. The campaign drove sales, improved the target markets connection to the brand, and had a positive viral impact on the brand. In 2008. Johnson & Johnson used the In- Call Network as another option to engage consumers. media. For example on the company's main Facebook page (facebook.com/jnj.com), the company provides extensive health information on the J&J Channel). There are over 625,000 million 'Likes' in English and the most engaged city is San Paulo, Brazil (August 2014 data). On Twitter, J&J has the most active account is its @JNNews. Finally, J&J is using social media to save lives. Results The intensive campaigns that used various new media have resulted in significant performance improvements financially and managerially: 1. According to Ploof ( 2009), the company's reputation is one factor in figuring the ROI (return on investment) of using new media. YouTube provides usability metrics, such as views over time, trends, and viewer retention rates, which has helped the management team make better decisions. 2. Mobile advertising has shown to be very effective. In 2007, ACUVUE's one-month campaign promoted a new product by creating a shared game, called "Saving Momo," for Windows Live Messenger. The game was played 200,000 times, while approximately 300,000 personal expressions (for IM) were downloaded. The campaign drove sales, improved the target markets connection to the brand, and had a positive viral impact on the brand. In 2008, Johnson & Johnson used the In- Call Network as another option to engage consumers, which made it easier for users to get a free trial of ACUVUE. 3. The Weather Channel remained the number one download for iPhone users in the Apple Store. The direct interaction between consumers and the brand illustrates the reach of mobile advertising. Questions: 1) Identify the online advertising actions adopted by Johnson & Johnson and relate them to the methods described in the chapter. (2 points) 2) Search the Internet to find more details about Johnson & Johnson's marketing activities on YouTube. (2 points) 3) Search the Internet to find more details about Johnson & Johnson's marketing activities on Facebook and Twitter. (2 points) 4) Outline the major benefits from Johnson & Johnson's online marketing activities. (2 points)