Clive Roach is the Social Media strategist at Philips Healthcare and is responsible for strategy development, activation, social media policies, training programs and all other aspects of social media within Philips Healthcare. Despite his strategic role he is very practical and is a heavy user of all online technologies. Clive has over 15 years experience in eMarketing and previous to that had a 10 year background in engineering, design and sales. At Philips, he has been involved in the creation of both Lighting and Healthcare B2B communities, built and managed. Clive will share insights and his vision at the B2B Goes Social event, December 13th, 2012. His presentation was made in English. You can contact Clive on his social channels; Twitter @jedi_roach, Blog http://www.socialmediajedi.info, Facebook https://www.facebook.com/SocialMediaJedi and also Google+ http://gplus.to/CliveRoach

1. B2B Really Goes Social…
Clive Roach
Global Integrated Marketing & Communications, Philips Healthcare
December 13th, 2012

2. Clive Roach
Social Media Strategist
Philips Healthcare
Global Integrated Marketing &
Communications
Twitter
@jedi_roach
Blog
http://www.socialmediajedi.info
Facebook
https://www.facebook.com/SocialMediaJedi
Google+
http://gplus.to/CliveRoach
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 2

3. The old way that B2B went
Social…
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 3

4. Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 4

5. Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 5

6. “The goal is not to be great at Social
Media. The goal is to be good or better at
business because of Social Media”
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 6

7. Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

8. Relationships…
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

9. Planning for success..
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 9

10. Governance
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

11. Governance
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

12. In-house vs. Outsource
Outsource if your staff cannot provide these services
*Source: Forrester Research, Inc.,
How To Choose The Right Partners For Social Media Marketing, Oct 2011
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 12

13. Governance
Editorial Board
Central Team
B2B Social B2C Social
Media Strategist Media Strategist
Regional/Country Teams
Marketers
Subject Matter Local Community
Sales
&
Expert Teams Management
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 13

14. Editorial Calendar
Examples
Quarter 1
Month 1
Week 1 Week 2 Week 3 Week 4
Weekly Content Theme Theme A Theme B Theme C Theme D
Topic Title: Topic Title: Topic Title: Topic Title:
Subject 1 Author: Author: Author: Author:
(Ex: Regulatory) Rough Draft Due: Rough Draft Due: Rough Draft Due: Rough Draft Due:
Publish Date: Publish Date: Publish Date: Publish Date:
Topic Title: Topic Title: Topic Title: Topic Title:
Subject 2 Author: Author: Author: Author:
(Ex: Industry News) Rough Draft Due: Rough Draft Due: Rough Draft Due: Rough Draft Due:
Publish Date: Publish Date: Publish Date: Publish Date:
A template that you can download
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

15. Digital Eco-system
Facebook
For other objectives, the
Eco-system will be different
This is an example where a blog is central
to the eco-system.
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 15

16. We did not take chances…..
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

17. Assess your business risk…..
Privacy
assessments
Business impact
assessments
Regulated industry
requirements
Take the risk out of social media blog post
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

18. Social Media risk evaluation
Risk Description
Address
H
Financial Compliance
Risk Criticality
Monitor
List here a description of the risk action
Strategic Operational
Accept
Risk Drivers
L
L Effectiveness response H
List here why the risk action exists
Criticality Effectiveness Residual
response Risk
Score Medium- Medium Medium
High
Key Risk Indicators Risk management response
List here things that will List here YOUR mitigation plans and
happen when the risk action who is responsible
occurs in Social Media
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

19. Social Media Platforms..
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 19

20. Twitter
https://twitter.com/philipslight
https://twitter.com/philipshealth
- Insights
- Leads
- Retweeted
by others
- Potential /
Effective reach
(Av per day in a Qtr)
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 20

21. LinkedIn
Co-creation
Participants were
invited to attend the
EiP Congress in
Madrid from in
November 2012 to
share their feedback.
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 21

22. Linkedin Philips Healthcare company page
- Leads
- Insights
- Recommendations
- Highest Engagement
rate achieved in the
quarter
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 22

23. LinkedIn Groups
LinkedIn Survey of the Philips Healthcare LinkedIn
group - “Innovations in Health” – September 2011
Metric Non-Members Group Percentage
Members Point
Difference
Top of mind awareness for Philips 22% 50% +28 pts*
Usage of Philips medical equip & 49% 58% +9 pts*
products
NPS for Philips -1 9 +10 pts
Purchase consideration 54% 61% +7 pts**
Philips as “authoritative voice” 28% 35% +7 pts^
(rated 5 on 5 pt scale)
The LinkedIn Research Network team randomly selected a group of members to participate in this study from among
the target audience of Innovations in Health Group members and similar control group members.
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 23

24. Enterprise listening
Last 30
days
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

25. Enterprise listening
Twitter was the medium of choice
For social buzz for this event
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

26. Enterprise listening
236 posts
about this
event in the
last 30 days
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

27. Enterprise listening
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

28. 5 FREE listening tools
1) Topsy.com
2) Socialmention.com
3) Twitter search
(https://twitter.com/search)
4) Linkedin search
5) Facebook search
Read my October blog post
for more information and examples.
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

29. Return on Investment
Return on Engagement
Share of Voice..
Are often better measures
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

30. Benchmark your progress
4.3
4.4 5
4.5
2.42 2.5 3.5
2 3
1.8 2.8
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 30

31. Benchmark for Social Media integration
*Source: Forrester Research, Inc.,
Accelerating Your Social Maturity, June 2011
Video about Social Maturity
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32. Integrating Social Media within your
Marketing Arsenal
The Road Map To Social Data Integration Source: Forrester Research, Inc. May 2012
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

33. B2B IS Social…
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 33

34. Questions
Clive Roach
Social media strategist
Philips Healthcare
Global Integrated Marketing
& Communications
Twitter
@jedi_roach
Blog
http://www.socialmediajedi.info
Facebook
https://www.facebook.com/SocialMediaJedi
Google+
http://gplus.to/CliveRoach
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 34