The Social Conference - Patrick Lerou

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The Social Conference - Patrick Lerou

  1. 1. Humanizing the brand Patrick Lerou | @Lerou The Social Conference - Amsterdam 13 February 2014 #TSC14 | 13 February 2014
  2. 2. Vision & strategy on social #TSC14 | 13 February 2014
  3. 3. Social humanizes the brand, act like a person Transparency is a strength, not a threat People are a strength, not a threat #TSC14 | 13 February 2014
  4. 4. Customer journey Brand Advocacy ZMOT Zero Moment of Truth; consideration & evaluation of option (e)Sales FMOT First Moment of Truth; purchase Customer Service #TSC14 | 13 February 2014 SMOT Second Moment of Truth; post-purchase experience
  5. 5. Platform synergy COMPANY BLOG COMPANY WEBSITE #TSC14 | 13 February 2014
  6. 6. Social strategy Connect Engage #TSC14 | 13 February 2014 Engage Influence Integrate
  7. 7. Social in everyday practice #TSC14 | 13 February 2014
  8. 8. Engaging fans daily through content | behind the scenes #TSC14 | 13 February 2014
  9. 9. Engaging fans daily through content | heritage #TSC14 | 13 February 2014
  10. 10. Engaging fans daily through content | commercial #TSC14 | 13 February 2014
  11. 11. Engaging fans daily through content | healthcare #TSC14 | 13 February 2014
  12. 12. …and through campaigns #TSC14 | 13 February 2014
  13. 13. …and through campaigns #TSC14 | 13 February 2014
  14. 14. …and through campaigns #TSC14 | 13 February 2014 1
  15. 15. …and through campaigns #TSC14 | 13 February 2014
  16. 16. Case: 100 jaar PSV #TSC14 | 13 February 2014
  17. 17. Case: 100 jaar PSV #TSC14 | 13 February 2014
  18. 18. The result: thanking the fans! #TSC14 | 13 February 2014
  19. 19. The result: thanking the fans! #TSC14 | 13 February 2014
  20. 20. The result: thanking the fans! #TSC14 | 13 February 2014
  21. 21. Social consults #TSC14 | 13 February 2014
  22. 22. Social consults #TSC14 | 13 February 2014
  23. 23. Social consults #TSC14 | 13 February 2014
  24. 24. Cross platform #TSC14 | 13 February 2014 #favoPhilips & #Philipsmuseum
  25. 25. Always on advertising 1. Fanwerving 2. Content promoten #TSC14 | 13 February 2014 3. Campagnes
  26. 26. The mindset divide spend time socialize stay in touch be entertained kill time #TSC14 | 13 February 2014 invest time maintain professional identity make useful contacts search for opportunities stay in touch
  27. 27. Something got LinkedIn started #TSC14 | 13 February 2014
  28. 28. 3-5 weekly updates #TSC14 | 13 February 2014
  29. 29. 80/20 - rule #TSC14 | 13 February 2014
  30. 30. RRR-principle #TSC14 | 13 February 2014
  31. 31. SECOND DEGREE #TSC14 | 13 February 2014
  32. 32. Always on! 3. campaigns Invest in additional media for campaigns, promotions, e-commerce and mobile 2. sponsored updates Use Sponsored Updates on LinkedIn to reach (beyond) your follower and create more engagement 1. follow ads Use Follow Ads to grow your followers base #TSC14 | 13 February 2014
  33. 33. The result: building our fan base 100 jaar PSV “Centennial” campaign Global page merge 1st ad campaign #TSC14 | 13 February 2014 Start AlwaysOn Campaign
  34. 34. Random act of Philips kindness 1. Spot tweets with #Valentijn 2. React from @PhilipsNL with #koffievoor2 3. Collect address 4. Send Saeco coffeeset & personal card #TSC14 | 13 February 2014
  35. 35. Results… #TSC14 | 13 February 2014
  36. 36. Results… 2012: Over 80.000 followers* via trusted inner circles 2013: Over 200.000 followers* #trendingtopic 2014: #staytuned * A sum of all followers tweeting about #koffievoor2 #TSC14 | 13 February 2014 ‘conversations’ RT’s / +1’s tweets 20 times #koffievoor2
  37. 37. The key to success is the attention to detail #TSC14 | 13 February 2014
  38. 38. Topical high jacking #TSC14 | 13 February 2014
  39. 39. Corporate high jacking #TSC14 | 13 February 2014
  40. 40. Conversational high jacking #TSC14 | 13 February 2014
  41. 41. Hype high jacking #TSC14 | 13 February 2014
  42. 42. #TSC14 | 13 February 2014
  43. 43. From memo… to full ‘express yourself’ campaign idea! #TSC14 | 13 February 2014
  44. 44. The next steps in social #TSC14 | 13 February 2014
  45. 45. Social strategy 2012/2013 Connect Engage Influence Engage Influence Integrate Integrate 2013/2014 #TSC14 | 13 February 2014
  46. 46. Activating social champions #TSC14 | 13 February 2014
  47. 47. Reflection #TSC14 | 13 February 2014
  48. 48. 4 out of 10 employees are willing be an #TSC14 | 13 February 2014 online ambassador for Philips
  49. 49. 6 out of 10 employees spend on #TSC14 | 13 February 2014 at least 30 mins social networks per day
  50. 50. LinkedIn and Facebook are the most suitable and used platforms Connect Us and Twitter are the most #TSC14 | 13 February 2014 suitable but less used buy employees
  51. 51. Trainings meaningful examples Guidelines Up-to-date tools Are important for employees #TSC14 | 13 February 2014
  52. 52. 4 content flows Courtesy: Steven van Belleghem #TSC14 | 13 February 2014
  53. 53. Organizational Challenge #TSC14 | 13 February 2014
  54. 54. #TSC14 | 13 February 2014
  55. 55. Thank you! #TSC14 | 13 February 2014

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