2. .com PHILIPS PRODUCT CATALOGUE CONSUMER CARE Global reach in 57 countries 100M visits expected in 2009 (+30%) >50% brand advocacy .shop ONLINE RETAILERSONLINE FLAGSHIP SHOP Millions of consumer transactions Reach 1 Billion EUR Online Sales Value-add service >10% of revenue .live USER GENERATED CONTENT Turn Promoters into Ambassadors Million of video views, 100’s of user postings NPS of registered consumers >10% vs non-reg Promote Employee Engagement .org Empower.Me marketing cockpit Global scale, local flavors 1000’s employees engaged together Excellence in multi-lingual content management Support excellence in execution: set up, translations Enable Consumers, Countries & BUs engagement 4 clear pillars
4. 4 Marketers feedback… "Better insights in possibilities, ROI and KPI's is a must have” "I would love to have simpler and more user friendly tools " " I want a better overview of my product status and what needs to be completed " 40% don't know how to create and update perfect content on philips.com 35%don't have a good overview of the online status of their product portfolio 58% don’t know the Online performance of their products 62% say that relevant training is unavailable Source: empower.me survey Sept 2009; n=100
5. Complexity is getting in the way of achieving our online ambitions http://www.flickr.com/photos/dominik99/384027019/
12. 12 Change Management Program Marketer need“I don’t know enough about online marketing and it’s true potential” Marketer need“I need immediate help to solve my issue?” Marketer need“How do I make perfect content!?” Marketer need“Systems are too complex!”
Core elements of empowermentRedefine and divide responsibilities differentlyProvide the right tools (information, authority, applications, training, guidance)Different governance, matching better with needsManagement = Facilitating; Participants = co-initiator, co-executer, co-steering
Core elements of empowermentRedefine and divide responsibilities differentlyProvide the right tools (information, authority, applications, training, guidance)Different governance, matching better with needsManagement = Facilitating; Participants = co-initiator, co-executer, co-steering
Use cases: Product manager, responsible for new portfolio and timely market introductionI have been to the Portugal event where all are new products are introduced to trade Most important changes translations ready, assets uploaded, new market intelligence report, 100 phi-tweets for HR…?!Tweets on wrong content showing up for …? CMC Status dive into detailsTo portfolio managementAsset overview, all production underway, DELETED FTL?! Contact owner!Country overview, deleted in Finland?! Panic button!Looking forward, overview wall of current portfolioSearch & follow?Yes, all the time in the world to look outside, study report, watch the talk, come up with the ideas for next year.
Demo empower.meVideo consumer engagementHoe hebben we aangepakt
