In 2007, Johnson & Johnson pioneered corporate blogging in the health care industry by launching JNJBTW.com. Two years later they took another leap forward by reinventing the blog from a listening post to a social tool enabling employees to share their perspectives on the ever-changing health care world.
Our design team met with key stakeholders and upper management within Corporate Communications to get a thorough understanding of the Johnson & Johnson brand; the voice of the blog; and their vision for the website. From that point, we began our iterative design approach with three different concepts. Of the three, the “Welcome to our home” concept was chosen. With stakeholder input, we revised the concept to earn their approval, as well as the signoff of upper management.
With design in hand, our developers created a custom JNJBTW WordPress template that showcased the blog on both computer screens and mobile devices. We transitioned the database, and tested the blog on in own staging environment before launching the new blog to the world.
After the launch, our curators began the maintenance, and evolution process. Periodically the curators will: ensure proper formatting for all posts; scrub tags and categories to keep the tag cloud usable; update the cabinet with Johnson & Johnson products; produce a monthly metrics report for stakeholders; and make evolutionary enhancements. With curators in place, the bloggers can focus on producing great content.
