The social media experience @ FEI
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27 February 2012, FEI EMEA 2012, Zürich The Social Media Experience: New Barriers are Fading
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The social media experience @ FEI
- 2. The Social Media Experience: New Barriers are Fading Philips Consumer Lifestyle Floris Regouin Philips February 2012
- 3. Philips, Floris Regouin, February 2012 3 source: http://fashionolia.com/how-to-dress-for-a-festival-2/hands/ by Cocochic
- 4. Statistics go through the roof! • World population: ± 7 billion • Online: ± 2.2 billion • Facebook: ± 800 million • Google+: ± 100 million • @LadyGaga: ± 19 million followers • Justin Bieber on YouTube: ± 685 million views, owning retweet record of about 90 thousand times! In 2013 eCommerce will already exceed $1T. (Goldman Sachs) Asia and Latin America explosively growing, varying from 10% to 18% CAGR to 2015 (Forrester) Philips, Floris Regouin, February 2012 4
- 5. Social media is… • Not a Facebook page • Not a YouTube video • Not a advertising campaign on the web “Social media is a new way of building relationship and finding personalized and meaningful information based on what YOU want and not what advertising says” Social networks like Facebook, YouTube, LinkedIn and Twitter are the tools to enable this. Philips, Floris Regouin, February 2012 5
- 6. “Those who grew up digital have different brains. They have different wiring and synaptic connections. This is the defining characteristic of this new generation.” Don Tapscott People have limitless access to all information always and everywhere. Wanting seamless experiences between online & offline…. Converging the virtual and real world for augmented experiences that add meaning to their lives. Philips, Floris Regouin, February 2012
- 7. Consumers are moving outside the purchasing funnel - changing the way they research and buy their products The consumer decision journey Compare 2 1 4 3 5 Research Search Decide Purchase Discover After purchasing a The consumer Adding Forrester product or service, Consumers add or considersthe touch enriches an the Ultimately, initial the consumer builds set of brands, based consumer selects a subtract brands as points and Evangalize Friend expectations based Trust on communication brand evaluate what they at the moment brand perceptions on experience to and exposure to of purchase. they want. vehicles revealing full inform the next recent touch points. consumer experience decision journey Personalize Use Share Get help Web Company website Mobile Branch/store Call center Social Source: McKinsey, Forrester Philips, Floris Regouin, February 2012 7
- 8. http://youtu.be/Nl9fvn8c_Eo Philips, Floris Regouin, February 2012 8
- 9. Change in approach is a necessity! From To On/off On-going Interruption Engagement One-way push Two-way dialogue Product/category centric Consumer centric Fragmentation Focus Inconsistency Consistency Philips, Floris Regouin, February 2012 9
- 10. “Orchestration of the Philips, Floris Regouin, February 2012 is key to success” digital initiatives 10 10 Source: www.shellmont.com
- 11. Here’s our journey. Social network guides X-Functional team Webcare toolkit Stage gate system SM Brand guidelines SM Guideline Brand principles Core platforms Socialcast B2C Strategy toolkit 2009 2010 2011 2012 Philips, Floris Regouin, February 2012 11
- 12. We’ve learned that markets & sectors can be very different: • Emerging markets social media (93% of online users use social tools at least monthly) • The West consumes rather than create (70% of online adults in Western countries are spectators) • No single picture of European social media user (Huge variations from country to country) • Japan follows different pattern than Asia (Only 28% visit social networking sites) By global guidance Philips enables and empowers local markets & sectors to be able to execute Source: Forrester, Global Social Media Adoption In 2011, Jan 2012 Philips, Floris Regouin, February 2012 12
- 13. We defined clear roles and a simple framework to reinforce the brand with every consumer interaction Stimulating on-going Managing the conversation communication Making the promise Keeping the promise OWNED OWNED NON MODERATION RESPONDING (HISTORY) PUBLISHING LISTENING TRACKING MONITORING (PRE/POST) (REPLY/COMMENT) Community Manager Web Care Team Monitoring the results of the conversation Source: Forrester Philips, Floris Regouin, February 2012 13
- 14. Various tools to support WoW and execution Listen Dashboards, DSI Build ONE Talk Philips Participate Community Social Media Support Operations (Webcare) Social Media Energize Newsroom Facilitate & Moderate Philips, Floris Regouin, February 2012 14
- 15. Finding the right KPIs to measure business & social objectives and define success Use relevant secondary metrics to understand how the needles are moving Philips, Floris Regouin, February 2012 15
- 16. Then it starts with the real deal: Doing it, and doing it well! Some success stories in the different sectors Philips, Floris Regouin, February 2012 16
- 17. Company page on Linkedin Philips has about 120,000 followers of the company page on LinkedIn with careers section, product & services tab for recommendations. Innovations in Health & Light programs delivered NPS and purchase consideration (MetrixLab, sep 2011) Philips, Floris Regouin, February 2012 17
- 18. Social Christmas Tree in Turkey in Istanbul Within one week more than 6,000 fans participated, sending over 25 thousand invites and 10 thousands of cards and thousands of tweets about this campaign providing energy to light up the Christmas tree with energy saving Philips LED bulbs. Philips, Floris Regouin, February 2012
- 19. Philips, Floris Regouin, February 2012 19
- 20. Using Social Media channels to engage with consumers in conversations Confidential NPS Event - Amsterdam, February 7, 2012 20
- 21. #Sonicare – The Case 1.511 websites / domains EXTERNAL DATA INTERNAL DATA 5.718 call logs/NPS free texts Philips, Floris Regouin, February 2012 21
- 22. Turning insights into results: turning negative sentiment to positive and reducing call center costs by 33% Quality Content Timer function updates Right product? Speed Hygiene How to brush? Highly positive perceived COSTS Customer Service Battery How does product work? Life expectation NPS Philips, Floris Regouin, February 2012 22
- 23. Learn from failures & build on & leverage best practices Continuous learning, sharing across Markets, Sectors & Functions and closing the loop Philips, Floris Regouin, February 2012 23
- 24. 10 Key lessons learned Listen Analyze & Continuous Start & do it Not just Understand Learning a KPI Share & No resources, Speak the Testing Evangelize Mindset No execution Language Testing Philips, Floris Regouin, February 2012
- 25. And then keep on playing to build your social media experience until your brand sounds nice! Philips, Floris Regouin, February 2012 25
- 26. Philips, Floris Regouin, February 2012 26