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
Social strategy
Confidential October 04, 2013 6
Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013 7
Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013
Social
in everyday practice
Confidential October 04, 2013 9
Engaging fans daily through content
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
…and through campaigns
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
Case: 100 jaar PSV
Confidential October 04, 2013 22
Case: 100 jaar PSV
Confidential October 04, 2013 23
The result: thanking the fans!
Confidential October 04, 2013 24
The result: thanking the fans!
Confidential October 04, 2013
The result: thanking the fans!
Confidential October 04, 2013 26
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 31
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!
35
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 44
Confidential October 04, 2013
Confidential October 04, 2013
The next steps
in social
Confidential October 04, 2013 47
Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013 48
Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013 49
Connect Engage Influence Integrate
Social strategy
2012/2013
2013/2014
Confidential October 04, 2013
Upcoming SlideShare
Loading in …5
×

The Facebook Conference - Patrick Lerou - Philips

774 views

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
774
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
17
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

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 Social strategy
  6. 6. Confidential October 04, 2013 6 Connect Engage Influence Integrate Social strategy
  7. 7. Confidential October 04, 2013 7 Connect Engage Influence Integrate Social strategy
  8. 8. Confidential October 04, 2013 Social in everyday practice
  9. 9. Confidential October 04, 2013 9 Engaging fans daily through content
  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 …and through campaigns
  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 Case: 100 jaar PSV
  22. 22. Confidential October 04, 2013 22 Case: 100 jaar PSV
  23. 23. Confidential October 04, 2013 23 The result: thanking the fans!
  24. 24. Confidential October 04, 2013 24 The result: thanking the fans!
  25. 25. Confidential October 04, 2013 The result: thanking the fans!
  26. 26. Confidential October 04, 2013 26 Social Spreekuren
  27. 27. Confidential October 04, 2013 Social Spreekuren
  28. 28. Confidential October 04, 2013 Social Spreekuren
  29. 29. Confidential October 04, 2013 #favoPhilips & #Philipsmuseum
  30. 30. Confidential October 04, 2013 Always on advertising 1. Fanwerving 2. Content promoten 3. Campagnes
  31. 31. Confidential October 04, 2013 31 Always on advertising: strategie
  32. 32. Confidential October 04, 2013 The result: building our fanbase
  33. 33. Confidential October 04, 2013 The result: building our fanbase Global pagesmerge Start AlwaysOn campagne Centennial campagne 1st adscampagne
  34. 34. Confidential October 04, 2013
  35. 35. Confidential October 04, 2013 From memo… to full ‘express yourself’ campaign idea! 35
  36. 36. Confidential October 04, 2013 The (online) story continues…
  37. 37. Confidential October 04, 2013 Activating social champions
  38. 38. Confidential October 04, 2013 4 out of 10 employees are willing be an online ambassador for Philips
  39. 39. Confidential October 04, 2013 6 out of 10 employees spend at least 30 mins on social networks per day
  40. 40. Confidential October 04, 2013 LinkedIn and Facebook are the most suitableand usedplatforms Connect Us and Twitter are the most suitablebut less usedbuy employees
  41. 41. Confidential October 04, 2013 Trainings Guidelines meaningful examples Up-to-date tools Are important for employees
  42. 42. Confidential October 04, 2013 4 content flows Courtesy: Steven van Belleghem
  43. 43. Confidential October 04, 2013 Social engagement by employees
  44. 44. Confidential October 04, 2013 44
  45. 45. Confidential October 04, 2013
  46. 46. Confidential October 04, 2013 The next steps in social
  47. 47. Confidential October 04, 2013 47 Connect Engage Influence Integrate Social strategy
  48. 48. Confidential October 04, 2013 48 Connect Engage Influence Integrate Social strategy
  49. 49. Confidential October 04, 2013 49 Connect Engage Influence Integrate Social strategy 2012/2013 2013/2014
  50. 50. Confidential October 04, 2013

×