Smart Social Summit 2017 | Johnson & Johnson | Carrie Sloan

Carrie SloanVP, Content Lab Director

Spreading the Social Love

SPREADING THE SOCIAL LOVE

When you engage with customers who are already fans of your brand and you elevate them through recognition, amplification or

surprise and digital outreach.

‘Social Love’

When you operate a

brand’s social channel, how can you be a

force for good?


Everyday Social Love“They Totally Made My Day!”


Social Love in Action



‘The Big Day’ Social LoveSomething Borrowed, Something Green? The Bride Loves Listerine



A Special Delivery for the Big Day


The bride’s brother was psyched.



They carefully assembled it …




And then took the time to write a quick poem, that Kamilcould read aloud at the wedding.


Kamil was thrilled …



‘Let’s Save Lives’ Social Love:Cassidy’s StoryShe Survived Stage IV Cancer at Age 4 –and Came Home Wanting to Help the World





●SPREADING THE SOCIAL LOVE

Spreading Your Love: A Word on Metrics


It’s too bad we can’t measure net sentiment in actual smiles or tears.

While Cassidy’s won hearts and minds, the metrics didn’t hurt either.

Her video was one of our top 10 videos of the year, with a paid engagement rate of 33%.

In other words, one in 3 people who saw her story were moved enough to stop scrolling.

And, ultimately, isn’t that the goal?

Marketing

Smart Social Summit 2017 | Johnson & Johnson | Carrie Sloan