The social media experience @ Social media congres

http://youtu.be/7fVG3tmnm2Y
1

The Social Media Experience: New
Barriers are Fading
Philips Consumer Lifestyle

Floris Regouin
Philips
April 2012

Philips, Floris Regouin, April 2012 3
source: http://fashionolia.com/how-to-dress-for-a-festival-2/hands/ by Cocochic

Statistics go through the roof!
• World population: ± 7 billion
In 2013 eCommerce will already
• Online: ± 2.2 billion (Goldman Sachs)
exceed $1T.
• Facebook: ± 800 million
Asia and Latin America explosively
• Google+: ±varying from 10% to 18%
growing, 100 million
• @LadyGaga: > to 2015 (Forrester)
CAGR 22 million followers

• Justin Bieber on YouTube: > 723 million
views, owning 2 retweet records!


Consumers are moving outside the purchasing funnel -
changing the way they research and buy their products

The consumer decision journey
Compare

2
1
4
3
5
Research
Search Decide

Purchase
Discover

After purchasing a
The consumer
Adding Forrester
product or service,
Consumers add or
considersthe touch
enriches an the
Ultimately, initial
the consumer builds
set of brands, based
consumer selects a
subtract brands as
points and Evangalize
Friend
expectations based Trust
on communication
brand evaluate what
they at the moment
brand perceptions
on experience to
and exposure to
of purchase.
they want.
vehicles revealing full
inform the next
recent touch points.
consumer experience
decision journey Personalize Use

Share Get help

Web Company website Mobile Branch/store Call center Social

Source: McKinsey, Forrester Philips, Floris Regouin, April 2012 5

http://youtu.be/Nl9fvn8c_Eo

Change in approach is a necessity!

From To

On/off On-going

Interruption Engagement

One-way push Two-way dialogue

Product/category centric Consumer centric

Fragmentation Focus

Inconsistency Consistency


“Orchestration of the digital initiatives is key to success”
8
Source: www.shellmont.com

Here’s our journey.
Social network guides

X-Functional team

Webcare toolkit

Stage gate system SM Brand guidelines SM Guideline

Brand principles Core platforms Socialcast B2C Strategy toolkit

2009 2010 2011 2012

We’ve learned that markets & sectors
can be very different:
• Emerging markets  social media
(93% of online users use social tools at least monthly)

• The West consumes rather than create
(70% of online adults in Western countries are spectators)

• No single picture of European social media user
(Huge variations from country to country)

• Japan follows different pattern than Asia
(Only 28% visit social networking sites)

By global guidance Philips enables and
empowers local markets & sectors to be able to
execute
Source: Forrester, Global Social Media Adoption In Philips, Floris Regouin, April 2012
2011, Jan 2012 10

Capture insights on customer behavior and
experience & build a Consumer Experience Flow

Experience flows help to visualize insights about
how customers behave, think and how they try to
achieve their goals

Experience Flow | Kitchen Appliances Germany


We defined clear roles and a simple framework to
reinforce the brand with every consumer interaction
Stimulating on-going
Managing the conversation
communication

Making the promise
Keeping the promise

OWNED
OWNED

NON
CONTENT MODERATION RESPONDING (HISTORY)
PUBLISHING LISTENING TRACKING MONITORING
CREATION (PRE/POST) (REPLY/COMMENT)

Community Manager Web Care Team

Monitoring the results of the
conversation
Source: Forrester Philips, Floris Regouin, April 2012 13

Various tools to support WoW and execution

Listen Dashboards,
DSI

Build ONE
Talk
Philips
Participate
Community

Social Media
Support Operations
(Webcare)

Social Media
Energize
Newsroom

Facilitate & Moderate

Finding the right KPIs to measure business &
social objectives and define success

Use relevant secondary metrics to understand
how the needles are moving

Then it starts with the real deal:
Doing it, and doing it well!

Some success stories in the different sectors

Company page on Linkedin

Philips has about 120,000 followers of the company
page on LinkedIn with careers section, product &
services tab for recommendations.

Innovations in Health & Light programs delivered NPS
and purchase consideration (MetrixLab, sep 2011)

Using Social Media channels to engage
with consumers in conversations


#Sonicare – The Case
1.511 websites / domains
EXTERNAL DATA
INTERNAL DATA

5.718 call logs/NPS free texts

Turning insights into results: turning negative sentiment
to positive and reducing call center costs by 33%

Quality Content
Timer function
updates
Right product? Speed
Hygiene
How to brush?
Highly positive perceived COSTS
Customer Service Battery
How does product work?

Life expectation

NPS


Random act of Kindness: #Valentijn #koffievoor2


A very low investment with engaged responses
and great impact
A reach of more than 80.000
followers* via trusted inner circles

‘conversations’
RT’s / +1’s

tweets

20 times
#koffievoor2

* A sum of all followers tweeting about #koffievoor2


Learn from failures & build on & leverage best
practices


Continuous learning,
sharing across
Markets, Sectors &
Functions and
closing the loop

10 Key lessons learned

Listen Analyze & Continuous Start & do it Not just
Understand Learning a KPI
Share & No resources, Speak the Testing
Evangelize Mindset No execution Language Testing


And then keep on playing to build
your social media experience until
your brand sounds nice!


The social media experience @ Social media congres

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