How Johnson & Johnson Uses YouTube to Create Awareness

social media expert interviewIn this video I interview Robert Halper, who is the director of video communication for Johnson & Johnson.

Robert shares the story and strategy behind the company’s successful social media activities. You’ll also learn how Johnson & Johnson’s social media communication is not just about the brand and how they create awareness with YouTube videos.

Be sure to check out the takeaways below after you watch the video.

Here are some of the things you’ll learn in this video:

  • How to engage your viewing audience
  • Find out the most powerful way to use video
  • The best ways to connect with people through video
  • How to humanize your brand
  • Why engaging content can boost your brand indirectly
  • Why engagement is one of the most important aspects of social media
  • How video helps people feel connected with your company

Connect with Johnson & Johnson on Twitter here and you can also check out their videos on YouTube.

What do you think? Do you use video to connect with your audience? What tips do you have to share? Please leave them below.

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About the Author, Michael Stelzner

Michael Stelzner is the founder and CEO of Social Media Examiner, founder of My Kids' Adventures and author of the books Launch and Writing White Papers. He's also the host of the Social Media Marketing podcast. Other posts by »




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  • http://twitter.com/LondonCorporate Chris Towndrow

    Great to see a company embracing YouTube as a marketing tool, which is what I advocate. There’s plenty more things they could be doing with some of the platform’s features though. 

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  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks Chris!  I agree YouTube is becoming a major force

  • http://intesols.com.au/ Moin Shaikh

    Agree with chris and you mike. And with the introduction of partner program, youtube is surely going to steal the social momentum. It is widely popular that picture can say thousand words and that’s what make youtube preferred choice for marketers.

  • http://onlinerookies.com/ Kalen’s Internet Resources

    Cool points! I have worked on a Youtube commercial for a Fortune 500 company, but haven’t done one for my own site. I think it can lead to powerful results and think people would do well to give it a try. It’s also nice to see so many larger companies moving away from their archaic marketing strategies and using Web 2.0 tactics instead!

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  • http://www.facebook.com/llbcomiskey Laura Comiskey

    I’m currently in discussions with a new client of mine on encouraging them to embrace utilizing Youtube for their marketing efforts.  It is a bit harder sell than I ever anticipated it would be.  I think I have a partial buy in, which is a start.    

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  • http://www.AlonsoChehade.com/ Alonso Chehade

    A great way to extend the life cycle and amplify the reach of cool TV spots too! 

  • http://www.MichelleG.com/ Michelle G

    Thanks for sharing these great tips! I am working on launching my business and was looking for a way to reach the masses and from what I can see, YouTube is the way to go! 

  • Edwin Culp Williams

    I think all companies can benefit from the J&J perspectives and even more from their actions.  Not many companies are opening up to the public and I think the end results can be phenomenal.

  • http://www.theonlinevideomarketer.com/webinar Becky Sangha – The Online Vide

    It is true a picture is worth a thousand words, but according to Forrester Research, a video is worth 1.8 million words! http://wp.me/p2hJkP-1c

  • http://www.theonlinevideomarketer.com/webinar Becky Sangha – The Online Vide

    Video Marketing is one of the best ways to increase your visibility through search engine optimization (SEO), lead generation, and it sets you apart as a leader in your industry. Good Luck!

  • http://www.cumberlandinsider.com/ Jewell Williams

    This was great interview. I took away some great ideas and concepts. I appreciate you sharing. 

  • James Gurd

    Thanks for the article & video – J&J come across as genuine in their desire to educate and help people via story telling. And a quick scan of the web reveals that despite a few twitchy moments, they actually have a good history of ethical CSR. So this project sits well with the company’s broader values.
    Not every brand will have the same potential to tell compelling stories – the pharm industry lends itself to the human element because of the nature of the audience and the potential human benefits of the products.
    The key challenge with producing video is understanding the value it will have for the end user – if you can nail that, the marketing becomes a lot easier because of the viral effect.
    Thanks
    james 

  • http://rmctech.net/blog RmcTech

    Very interesting. 5 million views! Can’t beat that. Great job. 

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  • http://www.facebook.com/william.gooding3 William Gooding

    GREAT  MEDIUM

  • http://www.dirtyseagulls.com/ Dirty Seagull

    Social media especially on video is all about giving back

  • http://anitaloomba.com/ Anita Loomba

    Some good tips! Video is a growing trend this year so it’s great to see big brands embrace the marketing channel. It’s also interesting to take note that video may grow even further as Google has extended its adwords model to YouTube.

  • http://www.thenerdynurse.com/ The Nerdy Nurse

    I’ve had the pleasure of working with both Johnson and Johnson and Robert Halper personally.
    He is a great charismatic and friendly fellow. And J&J do incredible things for nurses!

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  • Nick Messenger

     Michael,
    Thank you for another really good video.  Personally I love video but I find that it can be quite difficult to keep the video entertaining. I have personally only done head & shoulders type of videos (because they<code>re the only ones I know how to make!)
    Some people are great just sitting there __abENT__amp; talking to the camera__abENT__#46;__abENT__#46;__abENT__#46; telling their story__abENT__#46;  Others, however, can be boring__abENT__#46; At the moment I</code>
    m still trying to work out the difference so I can improve!
    You can see an example of my video on my blog.
    Nick

  • AndiAnnas

    This video is awesome. I’ve known for quite some time that YouTube is becoming a major tool for digital marketing campaign (in any kind possible). Yet, it hasn’t been utilized well. This is what I need to learn more & probably share the knowledge to my co-workers. Thanks, Social Media Examiner! :D

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