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- 1. Borderless Brand Management empower.me Luuk de Jager Philips Consumer Lifestyle Natasja Paulssen SDL Quatron
- 2. .com PHILIPS PRODUCT CATALOGUE CONSUMER CARE Global reach in 57 countries 100M visits expected in 2009 (+30%) >50% brand advocacy .shop ONLINE RETAILERSONLINE FLAGSHIP SHOP Millions of consumer transactions Reach 1 Billion EUR Online Sales Value-add service >10% of revenue .live USER GENERATED CONTENT Turn Promoters into Ambassadors Million of video views, 100’s of user postings NPS of registered consumers >10% vs non-reg Promote Employee Engagement .org Empower.Me marketing cockpit Global scale, local flavors 1000’s employees engaged together Excellence in multi-lingual content management Support excellence in execution: set up, translations Enable Consumers, Countries & BUs engagement 4 clear pillars
- 3. Content management evolution 2011 2009 2006 www.gilbane.com
- 4. 4 Marketers feedback… "Better insights in possibilities, ROI and KPI's is a must have” "I would love to have simpler and more user friendly tools " " I want a better overview of my product status and what needs to be completed " 40% don't know how to create and update perfect content on philips.com 35%don't have a good overview of the online status of their product portfolio 58% don’t know the Online performance of their products 62% say that relevant training is unavailable Source: empower.me survey Sept 2009; n=100
- 5. Complexity is getting in the way of achieving our online ambitions http://www.flickr.com/photos/dominik99/384027019/
- 6. Today's CMM tool environment
- 7. The quickly evolving online channels require new knowledge & skills http://www.flickr.com/photos/eole/380316678/sizes/l/
- 8. Empower.me Challenge 1 “Online in your DNA”
- 9. Organizational change is key Online team Marketing managers 9
- 10. Marketers should be in the cockpit Online team Marketing managers 10
- 11. Empower.me Challenge 2 Bring it to the organization
- 12. 12 Change Management Program Marketer need“I don’t know enough about online marketing and it’s true potential” Marketer need“I need immediate help to solve my issue?” Marketer need“How do I make perfect content!?” Marketer need“Systems are too complex!”
- 13. From the life of a product manager Sneak Preview Copyright © 2009 by SDL. SDL Quatron®, ...are trademarks of SDLor its affiliates. All other company or product names used herein may be trademarks of its respective owners.
- 14. Testimonials
- 15. Empower.me What will the future bring?
- 16. Next generation of empower-me..will go Social!
- 17. Join Inspiration Board Coming to you in 2011: npaulssen@sdl.com
Notas do Editor
- Engagement evolution
- Core elements of empowermentRedefine and divide responsibilities differentlyProvide the right tools (information, authority, applications, training, guidance)Different governance, matching better with needsManagement = Facilitating; Participants = co-initiator, co-executer, co-steering
- Core elements of empowermentRedefine and divide responsibilities differentlyProvide the right tools (information, authority, applications, training, guidance)Different governance, matching better with needsManagement = Facilitating; Participants = co-initiator, co-executer, co-steering
- Use cases: Product manager, responsible for new portfolio and timely market introductionI have been to the Portugal event where all are new products are introduced to trade Most important changes translations ready, assets uploaded, new market intelligence report, 100 phi-tweets for HR…?!Tweets on wrong content showing up for …? CMC Status dive into detailsTo portfolio managementAsset overview, all production underway, DELETED FTL?! Contact owner!Country overview, deleted in Finland?! Panic button!Looking forward, overview wall of current portfolioSearch & follow?Yes, all the time in the world to look outside, study report, watch the talk, come up with the ideas for next year.
- Demo empower.meVideo consumer engagementHoe hebben we aangepakt