B2B Really Goes Social - Philips Healthcare (Clive Roach) Dec 13th, 2012

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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 …

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

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  • 1. B2B Really Goes Social…Clive RoachGlobal Integrated Marketing & Communications, Philips HealthcareDecember 13th, 2012
  • 2. Clive RoachSocial Media StrategistPhilips HealthcareGlobal Integrated Marketing &CommunicationsTwitter@jedi_roachBloghttp://www.socialmediajedi.infoFacebookhttps://www.facebook.com/SocialMediaJediGoogle+http://gplus.to/CliveRoach Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 2
  • 3. The old way that B2B wentSocial… 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 SocialMedia. The goal is to be good or better atbusiness 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. OutsourceOutsource 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 BoardCentral Team B2B Social B2C Social Media Strategist Media StrategistRegional/Country Teams Marketers Subject Matter Local Community Sales & Expert Teams Management Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 13
  • 14. Editorial CalendarExamples Quarter 1 Month 1 Week 1 Week 2 Week 3 Week 4Weekly 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 FacebookFor other objectives, theEco-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 requirementsTake 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 RiskScore Medium- Medium Medium HighKey Risk Indicators Risk management responseList here things that will List here YOUR mitigation plans andhappen when the risk action who is responsibleoccurs 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/philipslighthttps://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. LinkedInCo-creationParticipants wereinvited to attend theEiP Congress inMadrid from inNovember 2012 toshare 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 GroupsLinkedIn Survey of the Philips Healthcare LinkedIngroup - “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 tools1) Topsy.com2) Socialmention.com3) Twitter search(https://twitter.com/search)4) Linkedin search5) Facebook searchRead my October blog postfor 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 Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 31
  • 32. Integrating Social Media within yourMarketing 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