Linkedin and Philips on professional social networking.
Presented by Henry Clifford-Jones, Director Marketing of Linkedin and Kors van Wyngaarden, Global Director Online Marketing of Philips during iStrategy London 2010.
HomeRoots Pitch Deck | Investor Insights | April 2024
Professional Social Networking | Linkedin and Phillps | iStrategy, London
1. Marketing Solutions
Harness the debate
Henry Clifford-Jones
Director Marketing
Solutions
LinkedIn, EMEA
Kors van Wyngaarden MD
Global Director Online
Marketing, Healthcare
Philips International BV
8. Marketing Solutions
3. Brand Objective
Competing
pressures –
Need Alignment
Solution =
Agenda and
Scale
1. Focus -
Reason to
Gather
2. Size -1/9/90 Rule
9. Marketing Solutions
2. Group Leadership1. Group Agenda
3. Audience
Definition
4. Group
Recruitment
5. Welcome and
foster conversation
6. Moderate
and direct
7. Measure – Group Health
Analytics 7. Measure – Achieving Objectives
10. Marketing Solutions
1. Fish where the fish are –Access to 80m professionals
2. Professional context – members hungry to engage
3. Robust, scalable, understood platform
4. Viral engine updates into professional graph to drive growth
5. Announcements, follow and digest to drive growth
Paid Enhancements...
15. Marketing Solutions
Founded in 1891
Headquartered in Amsterdam, the Netherlands
Sales over EUR 26 billion (USD 33 billion)
Over 30% in emerging economies
118,000 employees*
Sales and service outlets in over 100 countries
Globally recognized brand (world top 50)
Our brand value almost doubled to $8.1bn since 2004
€1.8 billion investment in R&D, over 6% of sales
A well-respected company for
over 100 years
* As per September 2009
16. Marketing Solutions
11%
15%
42%1
37% 35%
28%
Healthcare
Lighting
Consumer Lifestyle
Components
Semiconductors
Business electronics
Origin
Building a leading company in Health and Well-being
2009
indicative
sales split
Over the past decade we have fundamentally simplified our business portfolio,
investing proceeds from disposals in our Healthcare, Consumer Lifestyle and
Lighting businesses
7%
13%
9%
3%
1998
actual
sales split
1 - Consumer Lifestyle in 1998 includes the former DAP and CE divisions
17. Marketing Solutions
Aging population
The number of people aged over 60 will double from
500m today to 1 billion by 2015.
Emerging markets
99% of future population growth will be in emerging
markets. Emerging markets already produce 28% of
global GDP.
Empowered consumers
Demanding solutions to fulfill their personal needs.
Climate change and sustainable development
19% of global electricity consumption is used for
lighting. We can save 40%...or 600 power stations
worth of energy!
Our Health & Well-being portfolio
leverages critical global trends
We have chosen our three markets well
18. Marketing Solutions
Social Media
18
“Even if you don't understand the concept of social media,
you need to fully understand that you, as a company,
are no longer totally in control of what's being said about you.
You also need to understand that your public relations team
can no longer completely control what people say
about you to the press”.
Search Engine Watch - 2009
19. Marketing Solutions
What Has Changed
OWNED mediaBOUGHTmedia EARNED media
Conversations people are
having about your brand
online & they will happen
whether you are there or
not; be there and
influence them e.g. social
networks, blogs,
Philips owned and
controlled properties
e.g. Philips.com
Philips email database
Media that we buy e.g.
Online advertising,
Search (PPC),
Content Seeding , etc..
20. Marketing Solutions20
Building a social Media Strategy
1. Set Business Objectives & Define Social Media
Objectives
2. Understand Social Behavior (of Target Audience)
3. Define rules of engagement
4. Define Strategy and KPI’s
5. Define Implementation plan
6. Establish Ongoing Measurement
22. Marketing Solutions
Online Social Media objectives
Use of social media
to just feed news is
not a good long term
strategy.
Gather intelligence,
monitor discussions,
measure sentiment
Pick up on issues
and follow-up through
other channels
Join discussions on
existing social
platforms/
communities
Follow corporate
participation
guidelines
owned and controlled
communities setup to
facilitate social
interaction between
Company and
customers and
between peers
Listen Participate
Energize &
Support
Advertise &
Promote
Actively manage/ contain detractors
Gather
Intelligence
Encourage Promoters
to become real promoters
Facilitate & Moderate
24. Marketing Solutions24
CHATTER TRENDS INSIGHTS INNOVATION
Based on
problems we are
trying to solve.
(These are not
the true insights
yet)
Feed discussion
with these
trends to get
Insights
Patient/doctor
voices,
(always updating)
Social Media Monitoring
27. Marketing Solutions
Three pillars for Healthcare Professionals
Me as a Professional
amongst my peers
facilitated by Philips
Me as a Professional
keeping up to date
provided by Philips
Me and my company doing
business with Philips
managed by Philips
31. Marketing Solutions
Three pillars for Healthcare Professionals
Discussions
Polls
Answers
Announcements
Content feeds
Articles
Medical Journals
Case studies
News
Products
Contact
Online buying
Support
Product forums
Learning
Tools
32. Marketing Solutions
Why are we doing this?
It fits with what we want to be!
Thought Leader in health and well-being
People focused
Understand needs
Meaningful innovation
Delight our customers
33. Marketing Solutions
The value of our partnership
Buildingrelationshipswithprofessionalsis our common goal
LinkedInprovides the platform and the audience
ThousandsofHealthcareprofessionals
Uptodateprofiles
Robustplatform
1-clicktojoingroups
Simpletoengagewithaudience
Easytouse,easytomanage
InnovationandIntegration
Philips the content and moderation
Dailymonitoringandmanagement
Contentfeeds
Linkstootherrelevantplaces
Integration
35. Marketing Solutions
Key learnings…
Still learning
Go where your audience is
Keep it simple
Moderation is vital
Be open and transparent
Have a trusted host and experts involved
Empower staff to participate
Listen
Work from an overarching marketing strategy
How many of you are on LinkedIn???? Most likely almost everyone in the room will hold up handsYou are a sophisticated audience, so you will be familiar with LinkedIn and what we are all about so I will keep this high level and touch on a few key points: Professional - We are for the professional – This was a driving principle of our founder, Reid – serve the individual and provide them with the opportunity to be own entrepreneurValue for Company - This thoughtful evolution of an organic network provides even greater value for companies because the individual has strong motivation to join and participate in the network Organic – mentioned before, what does this mean? People joined LinkedIn, they did not join another network then were migrated, they joined for the value proposition (start with 13 people sending invitations 7 years ago)Global – LinkedIn is the only global professional network with members from virtually every country and territory in the world – this gives you access to knowledge, information and influencers around the world and you can be discovered by them as wellBusiness Model – Three strong pillars (Hiring Solutions, Subscriptions, Marketing Solutions), also profitable for last several years. The reason I call this out is the diversity allows us to be much more thoughtful and selective about the advertising and solutions for CMOs. What do professionals don on LinkedIn …. Simple…
Over 65m influential & motivated members are actively looking to connect .600k+ professionally-oriented groups on LinkedIn ranging from company and college/university alumni groups, to small business exchanges and CXO roundtablesGROUPS 100k + members joining groups every day more on this… 500K+ 3,000,000 members join groups each month.
Bringing people together to unite around topic, event, industry, product, or serviceFacilitate ConversationA place to meet, exchange, learn, lead and developDemonstrate vision and expertiseShow your brand as helpful, collaborative and supportiveBuild long term assetEngagementInsightRelationship
We see LinkedIn playing a vital element in delivering an end to end online experience to our audienceOn three levelsPeer Community Professional Trusted ContentCommercial relationship
Each of our pillars has a specific roleAnd specific functionalities and contentAnd a specific level of detailDiscussions on our product and for instance how best to use them are not for LinkedIn, that’s done on our internal forumsThe other way around, an interesting discussion with a customer we can elevate to LinkedIn
It’s all brand buildingBecoming a though leader in health and well beingAs a bonus we better understand the needs of our customersWe might even delight our customersIt fits very well
Work from an overarching marketing strategy – see the three pillars