J&J Exec Says Brands Need Social Marketing Goals

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A global marketing executive from Johnson & Johnson said a brand must have goals before it strives to develop a presence on Facebook and other social networks.

“You must know what you are trying to accomplish [first],” said Kim Kadlec, worldwide vice president, global marketing group, Johnson & Johnson, during the Interactive Advertising Bureau’s Innovation Days conference. She made her remarks in response to a question from IAB CEO Randall Rothenberg about a report that General Motors is cutting back on Facebook advertising.

“What’s your end game? What are you trying to accomplish? People are there because they love [Facebook]. We don’t want to ruin the party. That’s our challenge,” said Kadlec, who works with a team of 30 in the global marketing office for the pharmaceutical and consumer packaged good manufacturer.

Modern marketing must encompass listening and communicating with customers and prospects – and not just storytelling. “We have to move from a reach and frequency mindset to a reach and relationship mindset,” she said.

American Express has effectively used Facebook during its Small Business Saturday campaign that encouraged people to shop at local merchants. “It added value to cardholders and small business clients. That was a win, win, win,” she said.

Kadlec also outlined opportunities and challenges for the marketing team at the pharmaceutical and consumer packaged good manufacturer, which has 250 companies in 60 countries.

One challenge for some J&J brands is managing agency relationships. “I have brands that have nine to 12 agencies working with them. That’s not sustainable,” she said.

Kadlec also finds inspiration from working in emerging markets. In Manila, Philippines, for instance, she visited a family that had a home no bigger than the stage at the IAB conference. And that family owned a TV, laptop and cell phone. In addition to maintaining a Facebook page, the mother was able to obtain healthcare information on her mobile phone. “How community and education is improving lives is staggering,” she said.

Photo of Kim Kadlec, above, by Douggoodman.com.

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