Borderless Brand Management<br />empower.me<br />Luuk de Jager <br />Philips Consumer Lifestyle<br />Natasja Paulssen<br /...
.com<br />PHILIPS PRODUCT CATALOGUE <br />CONSUMER CARE<br />Global reach in 57 countries<br />100M visits expected in 200...
Content management evolution<br />2011<br />2009<br />2006<br />www.gilbane.com<br />
4<br />Marketers feedback…<br />&quot;Better insights<br />in possibilities,<br />ROI and KPI&apos;s<br />is a must have”<...
Complexity is getting in the way of achieving our online ambitions<br />http://www.flickr.com/photos/dominik99/384027019/<...
Today&apos;s CMM tool environment<br />
  The quickly evolving online channels require new knowledge & skills<br />http://www.flickr.com/photos/eole/380316678/siz...
Empower.me<br />Challenge 1<br />“Online in your DNA”<br />
Organizational change is key<br />Online team<br />Marketing managers<br />9<br />
Marketers should be in the cockpit<br />Online team<br />Marketing managers<br />10<br />
Empower.me<br />Challenge 2<br />Bring it to the organization <br />
12<br />Change Management Program<br />Marketer need“I don’t know enough about online marketing and it’s true potential”<b...
From the life <br />of a product manager<br />Sneak Preview<br />Copyright © 2009 by SDL. SDL Quatron®, ...are trademarks ...
Testimonials<br />
Empower.me<br />What will <br />the future bring?<br />
Next generation of empower-me..will go Social!<br />
Join<br />Inspiration Board<br />Coming to you in 2011:<br />npaulssen@sdl.com<br />
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Engaging Business V1.0

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  • 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
  • Engaging Business V1.0

    1. 1. Borderless Brand Management<br />empower.me<br />Luuk de Jager <br />Philips Consumer Lifestyle<br />Natasja Paulssen<br />SDL Quatron<br />
    2. 2. .com<br />PHILIPS PRODUCT CATALOGUE <br />CONSUMER CARE<br />Global reach in 57 countries<br />100M visits expected in 2009 (+30%)<br />&gt;50% brand advocacy<br />.shop<br />ONLINE RETAILERSONLINE FLAGSHIP SHOP<br />Millions of consumer transactions<br />Reach 1 Billion EUR Online Sales<br />Value-add service &gt;10% of revenue<br />.live<br />USER GENERATED CONTENT<br />Turn Promoters into Ambassadors<br />Million of video views, 100’s of user postings<br />NPS of registered consumers &gt;10% vs non-reg<br />Promote Employee Engagement <br />.org<br />Empower.Me marketing cockpit<br />Global scale, local flavors<br />1000’s employees engaged together<br />Excellence in multi-lingual content management<br />Support excellence in execution: set up, translations<br />Enable Consumers, Countries & BUs engagement<br />4 clear pillars <br />
    3. 3. Content management evolution<br />2011<br />2009<br />2006<br />www.gilbane.com<br />
    4. 4. 4<br />Marketers feedback…<br />&quot;Better insights<br />in possibilities,<br />ROI and KPI&apos;s<br />is a must have”<br />&quot;I would love to have simpler and<br />more user friendly<br />tools &quot;<br />&quot; I want a better<br />overview of my<br />product status<br />and what needs to<br />be completed &quot;<br />40% don&apos;t know how to create and update perfect content on philips.com<br />35%don&apos;t have a good overview of the online status of their product portfolio<br />58% don’t know the Online performance of their products<br />62% say that relevant training is unavailable<br />Source: empower.me survey Sept 2009; n=100<br />
    5. 5. Complexity is getting in the way of achieving our online ambitions<br />http://www.flickr.com/photos/dominik99/384027019/<br />
    6. 6. Today&apos;s CMM tool environment<br />
    7. 7. The quickly evolving online channels require new knowledge & skills<br />http://www.flickr.com/photos/eole/380316678/sizes/l/<br />
    8. 8. Empower.me<br />Challenge 1<br />“Online in your DNA”<br />
    9. 9. Organizational change is key<br />Online team<br />Marketing managers<br />9<br />
    10. 10. Marketers should be in the cockpit<br />Online team<br />Marketing managers<br />10<br />
    11. 11. Empower.me<br />Challenge 2<br />Bring it to the organization <br />
    12. 12. 12<br />Change Management Program<br />Marketer need“I don’t know enough about online marketing and it’s true potential”<br />Marketer need“I need immediate help to solve my issue?”<br />Marketer need“How do I make perfect content!?”<br />Marketer need“Systems are too complex!”<br />
    13. 13. From the life <br />of a product manager<br />Sneak Preview<br />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.<br />
    14. 14. Testimonials<br />
    15. 15. Empower.me<br />What will <br />the future bring?<br />
    16. 16. Next generation of empower-me..will go Social!<br />
    17. 17. Join<br />Inspiration Board<br />Coming to you in 2011:<br />npaulssen@sdl.com<br />

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