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Phonak Social Media
The Building of a Brand Experience
#SAMM13 is on!
The Value of Social Media?
9/16/2013 Change your footer by: Insert > Header & Footer3
Value of a single Facebook fan based...
How we started
What we had:
– 40+ Phonak Facebook pages
– 20+ Twitter accounts/ 10 Youtube Channels
– Audience Dilution / ...
We beat the competition on Facebook!
9/16/2013 Change your footer by: Insert > Header & Footer5
21.9K
4.6K
3.0K
1.8K
0
500...
Facebook
•22’000 fans
•1.2 million post
views to date
•32% engagemnt
rate
•64% Female /
36% Male
demographic
•We are ahead...
What is Social Media changing in our communication approach?
9/16/2013 Change your footer by: Insert > Header & Footer7
• ...
9/16/2013 Change your footer by: Insert > Header & Footer8
What are we trying to achieve?
Brand loyalty through casual conversations
9/16/2013 Change your footer by: Insert > Header & Footer9
User
Mention
Casual
...
Trust building through transparent information
9/16/2013 Change your footer by: Insert > Header & Footer10
Customer
Questi...
Customer satisfaction through customer service
9/16/2013 Change your footer by: Insert > Header & Footer11
Customer
Compla...
Lead generation through influencer advocacy
9/16/2013 Change your footer by: Insert > Header & Footer12
Influencer
Advocac...
Satisfaction
Trust
Loyatly
Advocacy
Passionate
Engaging
Pioneering
Brand
Experience
Our objective is to generate:
9/16/201...
Share your PEP @Phonak #SAMM13 experience!
There’s a Samsung Galaxy S4 to win!
9/16/2013 Change your footer by: Insert > Header & Footer15
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Phonak social mediaintroduction_day1

  1. 1. Phonak Social Media The Building of a Brand Experience
  2. 2. #SAMM13 is on!
  3. 3. The Value of Social Media? 9/16/2013 Change your footer by: Insert > Header & Footer3 Value of a single Facebook fan based on: • Product spending • Brand loyalty • Propensity to recommend • Media value • Cost of acquisition • Brand affinity In 2010 the average value of a fan was 136$ In 2013 it was valued at 174$ Source: Syncapse 2013 1’613 $ 618 $ 405 $ 177 $ 77 $
  4. 4. How we started What we had: – 40+ Phonak Facebook pages – 20+ Twitter accounts/ 10 Youtube Channels – Audience Dilution / Confusion – No Brand Consistency – No Reference point for the public What we now have: – One Strong Global Presence – Brand Authority – Consistent content – Power of Attraction – Engagement! Phonak Phonak Brazil Phonak NZ Phonak Pediatric Phonak Naída Phonak LLC Phonak AG Phonak Communic
  5. 5. We beat the competition on Facebook! 9/16/2013 Change your footer by: Insert > Header & Footer5 21.9K 4.6K 3.0K 1.8K 0 5000 10000 15000 20000 25000
  6. 6. Facebook •22’000 fans •1.2 million post views to date •32% engagemnt rate •64% Female / 36% Male demographic •We are ahead of the competition Twitter •1’600 followers •Reclaimed @phonak •Influencer engagement •Lead Generation Google+ •311 followers •B2B audience (Audiology circles) •SEO building •Marketing potential with Hangouts Instagram •250 followers •Mostly engagement with User Generated Content •Very high potential with newly introduced 15 seconds video content. Youtube •Average view duration 1:21 •3’820 minutes watched •57.3% Mâle audience •42.7% Female audience •Very high growth potential Linkedin •5’200 followers •Mostly B2B audience (We rely on you to represent the brand) •Talent recruitment Our Social Media Presence Today 9/16/2013 Change your footer by: Insert > Header & Footer6
  7. 7. What is Social Media changing in our communication approach? 9/16/2013 Change your footer by: Insert > Header & Footer7 • We are now part of a two-way street conversation.BI-DIRECTIONAL • We are striving to meet the Real-Time expectations of our audience.RESPONSIVE • We are listening to what others are saying about us so we might learn something about ourselves.LISTENING • We need to be the n°1 source of information about ourselves but most importantly about our field of expertise.INFORMATIVE • We are humans communicating with other humans & act like it. Sincerity & honesty are key!HUMAN • We need to show flexibility and adaptability.FLEXIBLE
  8. 8. 9/16/2013 Change your footer by: Insert > Header & Footer8 What are we trying to achieve?
  9. 9. Brand loyalty through casual conversations 9/16/2013 Change your footer by: Insert > Header & Footer9 User Mention Casual Reply Brand Loyalty
  10. 10. Trust building through transparent information 9/16/2013 Change your footer by: Insert > Header & Footer10 Customer Questions Transparent Answers Trust
  11. 11. Customer satisfaction through customer service 9/16/2013 Change your footer by: Insert > Header & Footer11 Customer Complaint Acknowledge & Offer Help Customer Satisfaction
  12. 12. Lead generation through influencer advocacy 9/16/2013 Change your footer by: Insert > Header & Footer12 Influencer Advocacy Follower Interest Sales Leads
  13. 13. Satisfaction Trust Loyatly Advocacy Passionate Engaging Pioneering Brand Experience Our objective is to generate: 9/16/2013 Change your footer by: Insert > Header & Footer13
  14. 14. Share your PEP @Phonak #SAMM13 experience!
  15. 15. There’s a Samsung Galaxy S4 to win! 9/16/2013 Change your footer by: Insert > Header & Footer15

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