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The path of the creation of Social Business Capabilities in Philips Italia

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Andrea Cattani speech at SBF14

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The path of the creation of Social Business Capabilities in Philips Italia

  1. 1. 1 The path of creation of the Social Business Capabilities in PHILIPS Italia Social Business Forum Milano - July 1st 2014 Andrea Cattani
  2. 2. 2 The path of creation of the Social Business Capabilities in PHILIPS Italia Philips has recently undertaken an international digital transformation path, reshaping its organizational setup while developing new capabilities. The Italian team has decided to anticipate this transformation by taking the lead and focusing on collaboration for the creation of a new way of working to overcome the division of business units
  3. 3. 3 Philips today – a few facts 42% Healthcare 37% Lighting 21% Consumer Lifestyle Est. 1891 Headquarters in Amsterdam, Netherlands 115,000+ Employees worldwide in 100+ countries € 23.3 billion Sales in 2013 Portfolio ∽70% B2B $9.8 billion Brand value in 2013 * Based on sales last 12 months March 2014 (Excluding Central sector (IG&S)
  4. 4. 4 Healthcare Lighting Consumer Lifestyle 1st Jan 2011 Dec '13 ultimi dodici mesi Group Sales Mix We’ve made significant changes in our product portfolio 34% 42% 30% 37% 36% 21%
  5. 5. 6 Ma?ster v ideo Who’s Philips?
  6. 6. 7 We have a strong Brand One brand promise Consistent brand experience Driving brand preference Generating brand value 9.8 USD billion Brand value Growth Source: Interbrand Best Global Brands 2013 ranking +8% vs. last year
  7. 7. 8 Our Brand perception is still strongly linked to our business heritage and to our B2C presence
  8. 8. 9 Accelerate! is all about delivering meaningful innovation to our customers in local markets, and doing so, faster and better than the competition.
  9. 9. Confidential The beginning of our local digital path
  10. 10. 12 May 9th, 2014 – IIG Confidential
  11. 11. 13 What did we learn by listening to the web? • Signficant TV and Sound related topics (about 40%) • Philips-owned brands (Saeco, Sonicare…) and product brands (Fidelio, Perfect Care) live with a very strong association with Philips; just Avent shows a ‘stand-alone’ brand identity • Our approach allowed us to have a real cross-sector perspective: this is different compared to what we were used to… • Social Care as a priority, we have to give support to customers where they ask for it
  12. 12. 14 Further learnings came from our “vertical” focus By zooming on specific topics: • we identified interesting communities to engage with a profiled content approach (eg. beard fans, automotive enthusiasts, …) • we selected relevant subjects interesting for a broader audience (cross-sector: maternity, sleep, …) • we bumped into spontaneous advocates and influencers who were acting as promoters of our products and services (especially for B2B) • we captured discussions which gave us interesting innovation insights such as wearable technologies (led) or smart wellness monitoring systems (qardio) •
  13. 13. 15 CUSTOMER EXPERIENCE an archipelago of separated channels Our current Social presence A scattered presence on social media results in a fragmented customer experience INTERNAL EFFICIENCY a fragmented governance
  14. 14. 16 Setting our key strategic goals We defined the goals to be achieved by Philips Italia through Social Media by taking into account key strategic organizational goals, both at global and market level. VALUE DRIVERS • Acquire, retain and grow customers/consumers • Improve selling expenses (productivity) BRAND LEADERSHIP IN INNOVATION • Reinforce new positioning of Philips as impactful, careful, innovative • Innovation and you OVERCOME SILOS AMONG SECTORS • Smooth processes • Organic and synergic approach ENHANCE CUSTOMER CENTRICITY • Customer centered social interactions • Seamless experience • Improved care
  15. 15. 17 MULTILAYER ARCHITECTURE SYNERGIC GOVERNANCE DATA-DRIVEN APPROACH The three pillars of the strategy Philips Italia social media strategy will be based on three main pillars.
  16. 16. 19 “Even if you’re on the right track, you’ll get run over if you just sit there.” Will Rogers Philips planes need to take off now!
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