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Slides from Web 2.0 Expo New York - "How to build a thriving B2B community in 90 days."

Slides from Web 2.0 Expo New York - "How to build a thriving B2B community in 90 days."

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Web 2 0 Expo Presentation Presentation Transcript

  • 1. Building a global brand and a thriving online B2B community Frank McGillin Vice President Marketing Communications September 30, 2010
  • 2. What comes to mind when you think Philips? a) Televisions b) Screwdrivers c) MRI’s ©2010 Philips Healthcare – Confidential and Proprietary
  • 3. Taking the Plunge • Clarify objectives and strategy • Road mapping the conversation • Building the infrastructure • Promotion • Listening and engaging • Adapting ©2010 Philips Healthcare – Confidential and Proprietary 3
  • 4. Define Objectives and Strategy First Objective Building awareness and credibility of Philips in bringing simplicity to health and wellbeing Target Audience Strategy and Tactics Thought leaders in health and wellness Fish where the fish are Care providers Partnership Content relevance ©2010 Philips Healthcare – Confidential and Proprietary 4
  • 5. Road mapping the conversations • Monitoring and sharing what’s new and interesting in healthcare • Macro issues affecting health – Chronic disease – Aging population – Lifestyle and prevention – Access to care • Input from the group ©2010 Philips Healthcare – Confidential and Proprietary 5
  • 6. Building the infrastructure • Leadership support • Recruiting a core and extended team • Understanding the potential landmines • Regular meetings to review, learn and adapt • Group policies ©2010 Philips Healthcare – Confidential and Proprietary 6
  • 7. A well thought out group policy will help stay on strategy no matter what is thrown at you. ©2010 Philips Healthcare – Confidential and Proprietary 7
  • 8. What to do about Reiki? ©2010 Philips Healthcare – Confidential and Proprietary 8
  • 9. Now that’s a good idea ©2010 Philips Healthcare – Confidential and Proprietary 9
  • 10. Inviting more people to the party • Internal membership drive within the company • Customized emails from sales reps to key customers • Linked In “In Mails” to a targeted group of linked in members • Cross promoted on Philips other online properties ©2010 Philips Healthcare – Confidential and Proprietary 10
  • 11. Benchmark and Measure Success ©2010 Philips Healthcare – Confidential and Proprietary 11
  • 12. ©2010 Philips Healthcare – Confidential and Proprietary 12
  • 13. Conversations are growing steadily ©2010 Philips Healthcare – Confidential and Proprietary 13
  • 14. We are bringing the right people to the party ©2010 Philips Healthcare – Confidential and Proprietary 14
  • 15. Getting Started Define your objectives from the beginning Don’t underestimate the need for internal support Look for the quick wins Fail (and learn) fast Ask yourself repeatedly - What’s in it for my customer? ©2010 Philips Healthcare – Confidential and Proprietary 15
  • 16. Questions? 16