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October 04, 2013
Humanizing the brand
Patrick Lerou | @lerou
Customer Experience Leader
Philips Benelux
Confidential October 04, 2013
Vision &
strategy on social
Confidential October 04, 2013
Strategy
Transparency is a strength,
not a threat
People are a strength,
not a threat
Social...
Confidential October 04, 2013 4
Customer Service
SMOT
Second Moment of Truth;
post-purchase experience
ZMOT
Zero Moment of...
Confidential October 04, 2013 5
Customer Journey
Confidential October 04, 2013 6
Social strategy
Confidential October 04, 2013 7
Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013 8
Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013
Social
in everyday practice
Confidential October 04, 2013 10
Engaging fans daily through content
Confidential October 04, 2013 11
Engaging fans daily through content
Confidential October 04, 2013 12
Engaging fans daily through content
Confidential October 04, 2013 13
Engaging fans daily through content
Confidential October 04, 2013 14
Engaging fans daily through content
Confidential October 04, 2013 15
Engaging fans daily through content
Confidential October 04, 2013 16
Engaging fans daily through content
Confidential October 04, 2013 17
Engaging fans daily through content
Confidential October 04, 2013 18
…and through campaigns
Confidential October 04, 2013 19
…and through campaigns
Confidential October 04, 2013 20
…and through campaigns
Confidential October 04, 2013 21
…and through campaigns
Confidential October 04, 2013 22
Case: 100 jaar PSV
Confidential October 04, 2013 23
Case: 100 jaar PSV
Confidential October 04, 2013 24
The result: thanking the fans!
Confidential October 04, 2013 25
The result: thanking the fans!
Confidential October 04, 2013
The result: thanking the fans!
Confidential October 04, 2013 27
Social Spreekuren
Confidential October 04, 2013
Social Spreekuren
Confidential October 04, 2013
Social Spreekuren
Confidential October 04, 2013
#favoPhilips & #Philipsmuseum
Confidential October 04, 2013
Always on advertising
1. Fanwerving
2. Content promoten
3. Campagnes
Confidential October 04, 2013 32
Always on advertising: strategie
Confidential October 04, 2013
The result: building our fanbase
Confidential October 04, 2013
The result: building our fanbase
Global pagesmerge
Start AlwaysOn campagne
Centennial campag...
Confidential October 04, 2013
Confidential October 04, 2013
From memo…
to full ‘express yourself’
campaign idea!
39
Confidential October 04, 2013
The (online) story continues…
Confidential October 04, 2013
Activating
social champions
Confidential October 04, 2013
4 out of 10 employees
are willing be an online ambassador for Philips
Confidential October 04, 2013
6 out of 10 employees
spend at least 30 mins
on social networks per day
Confidential October 04, 2013
LinkedIn and Facebook
are the most suitableand usedplatforms
Connect Us and Twitter
are the ...
Confidential October 04, 2013
Trainings
Guidelines
meaningful examples
Up-to-date tools
Are important for employees
Confidential October 04, 2013
4 content flows
Courtesy: Steven van Belleghem
Confidential October 04, 2013
Social engagement by employees
Confidential October 04, 2013 48
Confidential October 04, 2013
Confidential October 04, 2013
The next steps
in social
Confidential October 04, 2013 51
Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013 52
Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013 53
Connect Engage Influence Integrate
Social strategy
2012/2013
2013/2014
Confidential October 04, 2013
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The Facebook Conference - Patrick Lerou - Philips

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The Facebook Conference - Patrick Lerou - Philips

  1. 1. October 04, 2013 Humanizing the brand Patrick Lerou | @lerou Customer Experience Leader Philips Benelux
  2. 2. Confidential October 04, 2013 Vision & strategy on social
  3. 3. Confidential October 04, 2013 Strategy Transparency is a strength, not a threat People are a strength, not a threat Social humanizes the brand, act like a person
  4. 4. Confidential October 04, 2013 4 Customer Service SMOT Second Moment of Truth; post-purchase experience ZMOT Zero Moment of Truth; consideration & evaluation of option Brand Advocacy FMOT First Moment of Truth; purchase (e)Sales
  5. 5. Confidential October 04, 2013 5 Customer Journey
  6. 6. Confidential October 04, 2013 6 Social strategy
  7. 7. Confidential October 04, 2013 7 Connect Engage Influence Integrate Social strategy
  8. 8. Confidential October 04, 2013 8 Connect Engage Influence Integrate Social strategy
  9. 9. Confidential October 04, 2013 Social in everyday practice
  10. 10. Confidential October 04, 2013 10 Engaging fans daily through content
  11. 11. Confidential October 04, 2013 11 Engaging fans daily through content
  12. 12. Confidential October 04, 2013 12 Engaging fans daily through content
  13. 13. Confidential October 04, 2013 13 Engaging fans daily through content
  14. 14. Confidential October 04, 2013 14 Engaging fans daily through content
  15. 15. Confidential October 04, 2013 15 Engaging fans daily through content
  16. 16. Confidential October 04, 2013 16 Engaging fans daily through content
  17. 17. Confidential October 04, 2013 17 Engaging fans daily through content
  18. 18. Confidential October 04, 2013 18 …and through campaigns
  19. 19. Confidential October 04, 2013 19 …and through campaigns
  20. 20. Confidential October 04, 2013 20 …and through campaigns
  21. 21. Confidential October 04, 2013 21 …and through campaigns
  22. 22. Confidential October 04, 2013 22 Case: 100 jaar PSV
  23. 23. Confidential October 04, 2013 23 Case: 100 jaar PSV
  24. 24. Confidential October 04, 2013 24 The result: thanking the fans!
  25. 25. Confidential October 04, 2013 25 The result: thanking the fans!
  26. 26. Confidential October 04, 2013 The result: thanking the fans!
  27. 27. Confidential October 04, 2013 27 Social Spreekuren
  28. 28. Confidential October 04, 2013 Social Spreekuren
  29. 29. Confidential October 04, 2013 Social Spreekuren
  30. 30. Confidential October 04, 2013 #favoPhilips & #Philipsmuseum
  31. 31. Confidential October 04, 2013 Always on advertising 1. Fanwerving 2. Content promoten 3. Campagnes
  32. 32. Confidential October 04, 2013 32 Always on advertising: strategie
  33. 33. Confidential October 04, 2013 The result: building our fanbase
  34. 34. Confidential October 04, 2013 The result: building our fanbase Global pagesmerge Start AlwaysOn campagne Centennial campagne 1st adscampagne
  35. 35. Confidential October 04, 2013
  36. 36. Confidential October 04, 2013 From memo… to full ‘express yourself’ campaign idea! 39
  37. 37. Confidential October 04, 2013 The (online) story continues…
  38. 38. Confidential October 04, 2013 Activating social champions
  39. 39. Confidential October 04, 2013 4 out of 10 employees are willing be an online ambassador for Philips
  40. 40. Confidential October 04, 2013 6 out of 10 employees spend at least 30 mins on social networks per day
  41. 41. Confidential October 04, 2013 LinkedIn and Facebook are the most suitableand usedplatforms Connect Us and Twitter are the most suitablebut less usedbuy employees
  42. 42. Confidential October 04, 2013 Trainings Guidelines meaningful examples Up-to-date tools Are important for employees
  43. 43. Confidential October 04, 2013 4 content flows Courtesy: Steven van Belleghem
  44. 44. Confidential October 04, 2013 Social engagement by employees
  45. 45. Confidential October 04, 2013 48
  46. 46. Confidential October 04, 2013
  47. 47. Confidential October 04, 2013 The next steps in social
  48. 48. Confidential October 04, 2013 51 Connect Engage Influence Integrate Social strategy
  49. 49. Confidential October 04, 2013 52 Connect Engage Influence Integrate Social strategy
  50. 50. Confidential October 04, 2013 53 Connect Engage Influence Integrate Social strategy 2012/2013 2013/2014
  51. 51. Confidential October 04, 2013

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