Philips Enterprise Social Networking: The Importance of Community Management

1. Corporate Communications, Dennis Agusi, March 2012 Dennis Agusi Corporate Communications Enterprise Social Networking The Importance of Community Management March 2012

2. Corporate Communications, Dennis Agusi, March 2012 Today’s Agenda 2 How it started Community Management The power of Integration Q&A

3. Corporate Communications, Dennis Agusi, March 2012 A strong diversified industrial group leading in health and well-being Our mission: Improving people’s lives through meaningful innovation. 3

4. Corporate Communications, Dennis Agusi, March 2012 How it started Community Management The power of Integration Q&A Today’s Agenda 4

5. Corporate Communications, Dennis Agusi, March 2012 Powered by Comparable with What is Philips Community? Collaboration made simple 5 Today 31,036 members

6. Corporate Communications, Dennis Agusi, March 2012 6 We built Philips Community with influencers  Including business impact analyses and privacy studies  Enterprise private cloud  Branding and design Built Trained Shaped Launched Built in 11 weeks Trained our influencers Getting buy in Launched via word of mouth

7. Corporate Communications, Dennis Agusi, March 2012 7 We built Philips Community with influencers  Inside a “test community” on functionalities and rules of engagement  Held bi-weekly training sessions  One-on-one session with our leaders Built Trained Shaped Launched Built in 11 weeks Trained our influencers Getting buy in Launched via word of mouth

8. Corporate Communications, Dennis Agusi, March 2012  Selected name “Philips Community” with “test community” via an ideation process  Community provided feedback on important functionalities  Training materials vetted Built Built in 11 weeks Trained Shaped Launched Trained our influencers Getting buy in Launched via word of mouth 8 We built Philips Community with influencers

9. Corporate Communications, Dennis Agusi, March 2012 Built Trained Shaped Launched Built in 11 weeks Trained our influencers Getting buy in Launched via word of mouth 9 We built Philips Community with influencers  All communication done via word of mouth  Targeted campaign towards MarComm community and Yammer participants  Launched on May 1st 2010, first two weeks on invitation only

10. Corporate Communications, Dennis Agusi, March 2012 Empowering employees with training One of the most popular intranet sites Training site With training videos, user guides and promotional toolkit. On a monthly basis 2,400 visits. On average visitors stay 13 mins. Over 26,000 unique hits. The productivity office facilitating trainings on location and in native languages. 10

12. Corporate Communications, Dennis Agusi, March 2012 12 It’s about relationships, not technology Most companies approach it as a technology issue But it’s really about creating relationships to address gaps

13. Corporate Communications, Dennis Agusi, March 2012 A community manager helps to fill in these gaps Connects people to people Encourages sharing Drives conversations 13 Comedian Teacher Helpdesk Troublemaker Coach Is everywhere

14. Corporate Communications, Dennis Agusi, March 2012 Make it people focused! Focus on relationships first, then technology 14 Allow social groups Make the team visible and approachable Reach out via private messages Disable and discourage functional accounts

15. Corporate Communications, Dennis Agusi, March 2012 15 Use your ambassadors They are your eyes and ears Find your ambassadors Find the people that are already interested in social technologies and put them together. Create a private group Give them exclusivity and insights that are not public. Really listen and follow up on concerns and opportunities. Use them to get to their teams businesses, and countries. Create strong relationshipsInvolve them Keep them up to date with the latest updates. Ask them what they think about potential new features and ideas.

16. Corporate Communications, Dennis Agusi, March 2012 How do you engage senior leaders? Make them want to be involved 16 Focus on one leader with a natural interest Train your communications network

17. Corporate Communications, Dennis Agusi, March 2012 Don’t forget your stakeholders Team up with IT, legal, HR and supplier 17

18. Corporate Communications, Dennis Agusi, March 2012 So you want to be a successful community manager? Community managers should always… 18 Bring the offline world online Be passionate Be patient Be present and consistent Manage expectations Use the ambassadors

20. Corporate Communications, Dennis Agusi, March 2012 Integrating social increases collaboration! Enable collaboration and dialogue around company goals Emails Webcasts Videos Virtual Town Halls/ meetings/events Blogs Intranet sites Print communications Face-to-face discussions 20

21. Corporate Communications, Dennis Agusi, March 2012 Live updates Enhance Intranet pages with relevant dialogue • Company stream • Group stream • Custom stream, e.g. based on hashtag (#topic) 21 Live updates from a stream related to the content of your page

22. Corporate Communications, Dennis Agusi, March 2012 ‘Like’ button and ‘Comment’ box Encourage feedback and increase traffic • When clicking on ‘like’ it pushes the link into the activity streams • Appropriate for news and article pages ‘Like:’ Give employees the opportunity to show their support of content ‘Comment’ box: Enable employees to engage in dialogue around content Huge increase in traffic to intranet sites. The intranet is becoming more visible by making it more social 22

23. Corporate Communications, Dennis Agusi, March 2012 ‘Share’ and ‘Ask for help’ buttons Facilitate support and increase traffic Let employees play a role in disseminating information—and allow them to share their thoughts on it Let employees request and offer assistance related to content • Pushes link into the activity stream • Appropriate for static content 23

25. Corporate Communications, Dennis Agusi, March 2012 Q&A 25

26. Corporate Communications, Dennis Agusi, March 2012 26 It’s not about technology but about the people dennisagusi or dennis.agusi@philips.com

27. Corporate Communications, Dennis Agusi, March 2012 27