This document discusses Philips' use of professional networking and social media. It outlines Philips' objectives in using social media which include demonstrating thought leadership, building online relationships, generating customer insights, and increasing purchase intent. The document discusses Philips' social media strategy and provides examples of its social media initiatives on LinkedIn and YouTube. It also outlines key performance indicators Philips uses to measure the success of its social media efforts.

2. #b2bnl

3. Sense and simplicity
in professional networking
Kors van Wyngaarden, MD, MBA Patrick Filius
Marketing Director Imaging Systems
GSS International, Philips Healthcare
kors.van.wyngaarden@philips.com Patrick.Filius@Celerantconsulting.com
http://www.linkedin.com/in/kvanw http://nl.linkedin.com/in/patrickfilius
Twitter @vanwyn Twitter: @patrickfilius

4. Royal Philips

5. Philips 2012
Focused on health and well-being
€22.6 Billion
in sales
1 million A leader in
healthcare for
More than
100,000 patent
Customers purchase
our products every day over 100 years and design rights
5
Healthcare was 10% of Philips in 2000

6. Professional Networking in
2012

7. Think in different channels
BOUGHT MEDIA OWNED MEDIA EARNED MEDIA
Media space that we Philips owned and Conversations people
buy e.g. bannering, controlled properties are having about your
online advertising, e.g. Philips.com, brand/products online.
search marketing(CPC), Philips YouTube These happen whether
mailings, rental lists, channel, our email you listen or not; be
content seeding , etc.. database there, participate and
channelize.

8. Social media objectives
advertise & listen participate energize &
promote support
Use of social media Gather intelligence, Join discussions on Facilitate interaction
to just feed news is monitor discussions, existing social between company
not a good long term measure sentiment; platforms and and customers and
strategy. communities; between peers on
Pick up on issues owned and controlled
Social is not a feed! and follow-up through Follow corporate communities. Provide
other channels. participation help, channel when
guidelines. appropriate.
encourage promoters to become promoters IRL
actively manage / contain detractors
facilitate & moderate a stage for peers to connect
business Motivate peers use platform to show expertise
intelligence Guard quality and relevance

9. Listening

10. Listen Inside Health | A Social Listening Platform
PATIENT
CHATTER
Platform for
Collaborative problem-solving
DOCTOR INSIGHTS INNOVATION
TRENDS
CHATTER
Peer-to-Peer
MARKET +
CHATTER
Philips Experts
10

11. Process | Of extracting relevant data
Awareness
Month
Risk Factors
Detection
Methods
Sentiment:
Disappointment

12. 12

13. Listen Inside Health
http://www.youtube.com/watch?v=NkhMqNCbzxU
13

14. Building Relationships in Communities

15. Three pillars for Healthcare
Professionals
Me as a Professional
amongst my peers
facilitated by Philips
Me as a Professional
keeping up to date
provided by Philips
Me doing business with Philips
managed by Philips

16. www.philips.com

17. Objectives
 Demonstrate thought leadership
 Help build (online) relationships
 Enable identification of customers
 Build customer opt-in e-mail database
KPI’s
 Demonstrate thought leadership
 Number of members
 Number of visits
 E-mail newsletter subscriptions
GetInsideHealth is sponsored, not owned  Net Promoter Score

18. Content distribution strategy
Discussion Groups
Mobile Apps
email Newsletters
RSS
Micro
Blogs
Video Sharing

19. Objectives
 Build thought leadership
 Engage with target audience
 Facilitate peer 2 peer discussions
 Gain customer insights
 Earlier detection of product issues
KPI’s
 Number of members
 Number of discussions
 “customer engagement”
 Insights generated
 Net Promoter Score

20. So, why Linkedin?
Three perspectives on the use of social media
professional
private internal
sharing updates conversations with peers sharing project
about private life, fun with common interests information,
events and activities in other companies collaborate and
about thoughts, articles, discuss with
news, career and trends. colleagues

21. Why LinkedIn
• LinkedIn already has a large group of the target audience registered
• >100 million members growing with 3 million every month
• 5 million Healthcare professionals in (Jan-2010) worldwide, more than
doubling every year, with possibility to do accurate targeting
• Early mover advantage , now (one of) the largest Healthcare groups on
LinkedIn
• Leveraging of the LinkedIn expertise and tools to jump start our own
social media initiatives.
• Fish where the fish are
21

22. Survey September 2011

23. Overview KPI’s

24. KPI’s for Philips Healthcare
.Thought leadership .Relationship
CLINICAL CONTENT FACILITATING THE DIALOGUE
e.g. GetInsideHealth which is a Philips-sponsored e.g. Innovations in Health ,our LinkedIn group
initiative offering clinical insights where medical professionals can discuss, share
through original and independent peer-reviewed and foster clinical innovations through unbranded
content and objective peer-to-peer discussions.
KPI’s: KPI’s:
 Engagement KOLs & societies  Number of target customers in the database
 Other measures for reputation gain (survey)  Level of engagement of members (nr.
 NPS Discussions etc)
 NPS
.Insights .Purchase intent
SOCIAL LISTENING REPUTATION AND PREFERENCE
follow healthcare conversation trends on the Enhance reputation and increase preference
web. These trends can give Philips and the level within the purchase funnel
medical community insights into what peers and
patients are thinking.
KPI ‘s:
KPI’s:  Hot Leads generated
 Gaining insights  Increase preference level purchase funnel
 Measuring sentiment

25. Conclusion

26. Key learning's Social media…
 Listen first
 Go where your audience is
 Keep it simple, and start small
 Content is KING
 Monitoring and Moderation is vital
 Be open and transparent
 Have a trusted host and experts involved
 Don’t use for product promotion
 Empower staff to participate
Work from an overarching marketing strategy