Post on 13-Sep-2014
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#TSC14 | 13 February 2014
Humanizing the brand
Patrick Lerou | @Lerou The Social Conference - Amsterdam 13 February 2014
#TSC14 | 13 February 2014
Vision & strategy on social
#TSC14 | 13 February 2014
Transparency is a strength,
not a threat
People are a strength,
not a threat
Social humanizes the brand,
act like a person
#TSC14 | 13 February 2014
Customer Service SMOT Second Moment of Truth; post-purchase experience
ZMOT Zero Moment of Truth; consideration & evaluation of option
Brand Advocacy
FMOT First Moment of Truth; purchase
(e)Sales
Customer journey
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COMPANY BLOG
COMPANY WEBSITE
Platform synergy
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Engage Influence Integrate
Social strategy
Connect Engage
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Social in everyday practice
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Engaging fans daily through content | behind the scenes
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Engaging fans daily through content | heritage
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Engaging fans daily through content | commercial
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Engaging fans daily through content | healthcare
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…and through campaigns
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…and through campaigns
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…and through campaigns
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…and through campaigns
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Case: 100 jaar PSV
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Case: 100 jaar PSV
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The result: thanking the fans!
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The result: thanking the fans!
#TSC14 | 13 February 2014
The result: thanking the fans!
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Social consults
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Social consults
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Social consults
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Cross platform
#favoPhilips & #Philipsmuseum
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1. Fanwerving
2. Content promoten
3. Campagnes
Always on advertising
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spend time
socialize
stay in touch
be entertained
kill time
invest time
maintain professional identity
make useful contacts
search for opportunities
stay in touch
The mindset divide
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Something got LinkedIn started
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3-5 weekly updates
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80/20 - rule
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RRR-principle
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SECOND DEGREE
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Always on!
3. campaigns
Invest in additional media for campaigns,
promotions, e-commerce and mobile
2. sponsored updates
Use Sponsored Updates on LinkedIn to reach (beyond)
your follower and create more engagement
1. follow ads
Use Follow Ads to grow your followers base
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The result: building our fan base
1st ad campaign
Global page merge
100 jaar PSV “Centennial” campaign
Start AlwaysOn Campaign
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1. Spot tweets with #Valentijn
2. React from @PhilipsNL with #koffievoor2
3. Collect address
4. Send Saeco coffeeset & personal card
Random act of Philips kindness
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Results…
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2012: Over 80.000 followers* via trusted inner circles
tweets
RT’s / +1’s
‘conversations’
20 times #koffievoor2
* A sum of all followers tweeting about #koffievoor2
2013: Over 200.000 followers* #trendingtopic
Results…
2014: #staytuned
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The key to success is the attention to detail
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Topical high jacking
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Corporate high jacking
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Conversational high jacking
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Hype high jacking
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From memo…
to full ‘express yourself’ campaign idea!
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The next steps in social
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Engage Influence Integrate
Social strategy
Connect Engage Influence Integrate
2012/2013
2013/2014
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Activating social champions
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Reflection
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4 out of 10 employees
are willing be an online ambassador for Philips
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6 out of 10 employees
spend at least 30 mins
on social networks per day
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LinkedIn and Facebook
are the most suitable and used platforms
Connect Us and Twitter
are the most suitable but less used buy employees
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Trainings
Guidelines
meaningful examples
Up-to-date tools
Are important for employees
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Courtesy: Steven van Belleghem
4 content flows
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Organizational Challenge
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#TSC14 | 13 February 2014
Thank you!