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Floris Regouin: Social media experience - new barriers fading
 

Floris Regouin: Social media experience - new barriers fading

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    Floris Regouin: Social media experience - new barriers fading Floris Regouin: Social media experience - new barriers fading Presentation Transcript

    • http://youtu.be/7fVG3tmnm2Y 1
    • The Social Media Experience: NewBarriers are FadingPhilips Consumer LifestyleFloris Regouin@FlorisRegouinBratislava, April 2012
    • @florisregouin 3 source: http://fashionolia.com/how-to-dress-for-a-festival-2/hands/ by Cocochic
    • Statistics go through the roof!• World population: ± 7 billion In 2013 eCommerce will already• Online: ± 2.2 billion (Goldman Sachs) exceed $1T.• Facebook: ± 900 million Asia and Latin America explosively• Google+: ±varying from 10% to 18% growing, 100 million• @LadyGaga: > to 2015 (Forrester) CAGR 23 million followers• Justin Bieber on YouTube: > 730 million views, owning 2 retweet records! (4 april 2012) @florisregouin 4
    • Consumers are moving outside the purchasing funnel -changing the way they research and buy their productsThe 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 Truston communicationbrand 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 SocialSource: McKinsey, Forrester @florisregouin 5
    • http://youtu.be/Nl9fvn8c_Eo @florisregouin 6
    • 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 @florisregouin 7
    • “Orchestration of the digital initiatives is key to success” @florisregouin 8 8Source: www.shellmont.com
    • Here’s our journey. Social network guides X-Functional team Webcare toolkit Stage gate system SM Brand guidelines SM GuidelineBrand principles Core platforms Socialcast B2C Strategy toolkit2009 2010 2011 2012 @florisregouin 9
    • We’ve learned that markets & sectorscan 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 executeSource: Forrester, Global Social Media Adoption In 2011, @florisregouin Jan 2012 10
    • Capture insights on customer behavior andexperience & build a Consumer Experience Flow Experience flows help to visualize insights abouthow customers behave, think and how they try to achieve their goals @florisregouin 11
    • Experience Flow | Kitchen Appliances Germany @florisregouin 12
    • We defined clear roles and a simple framework toreinforce the brand with every consumer interaction Stimulating on-going Managing the conversation communication Making the promise Keeping the promise OWNED OWNED NON CONTENT MODERATION RESPONDING (HISTORY) PUBLISHING LISTENING TRACKING MONITORING CREATION (PRE/POST) (REPLY/COMMENT) Community Manager Web Care Team Monitoring the results of the conversationSource: Forrester @florisregouin 13
    • Finding the right KPIs to measure business &social objectives and define successUse relevant secondary metrics to understandhow the needles are moving @florisregouin 14
    • Then it starts with the real deal:Doing it, and doing it well!Some success stories in the different sectors @florisregouin 15
    • Company page on LinkedinPhilips has about 120,000 followers of the companypage on LinkedIn with careers section, product &services tab for recommendations.Innovations in Health & Light programs delivered NPSand purchase consideration (MetrixLab, sep 2011) @florisregouin 16
    • Using Social Media channels to engagewith consumers in conversations @florisregouin 17
    • #Sonicare – The Case 1.511 websites / domainsEXTERNAL DATAINTERNAL DATA 5.718 call logs/NPS free texts @florisregouin 18
    • Turning insights into results: turning negative sentimentto 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 @florisregouin 19
    • Random act of Kindness: #Valentijn #koffievoor2 @florisregouin 20
    • A very low investment with engaged responsesand great impact A reach of more than 80.000 followers* via trusted inner circles ‘conversations’ RT’s / +1’s tweets 20 times #koffievoor2 * A sum of all followers tweeting about #koffievoor2 @florisregouin 21
    • Learn from failures & build on & leverage bestpractices  Continuous learning, sharing across Markets, Sectors & Functions and closing the loop @florisregouin 22
    • 10 Key lessons learned Listen Analyze & Continuous Start & do it Not just Understand Learning a KPI Share & No resources, Speak the TestingEvangelize Mindset No execution Language Testing @florisregouin 23
    • And then keep on playing to buildyour social media experience until your brand sounds nice! @florisregouin 24
    • @florisregouin 25
    • 26