25 April 2012, Marketing Live Conference, Bratislava, Slovakia

1. http://youtu.be/7fVG3tmnm2Y
1

2. The Social Media Experience: New
Barriers are Fading
Philips Consumer Lifestyle
Floris Regouin
@FlorisRegouin
Bratislava, April 2012

3. @florisregouin 3
source: http://fashionolia.com/how-to-dress-for-a-festival-2/hands/ by Cocochic

4. Statistics go through the roof!
• World population: ± 7 billion
In 2013 eCommerce will already
• Online: ± 2.2 billion (Goldman Sachs)
exceed $1T.
• Facebook: ± 900 million
Asia and Latin America explosively
• Google+: ±varying from 10% to 18%
growing, 100 million
• @LadyGaga: > to 2015 (Forrester)
CAGR 23 million followers
• Justin Bieber on YouTube: > 730 million
views, owning 2 retweet records!
(4 april 2012)
@florisregouin 4

5. 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 @florisregouin 5

6. http://youtu.be/Nl9fvn8c_Eo
@florisregouin 6

7. 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
@florisregouin 7

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

9. 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
@florisregouin 9

10. 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 2011, @florisregouin
Jan 2012 10

11. 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
@florisregouin 11

12. Experience Flow | Kitchen Appliances Germany
@florisregouin 12

13. 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 @florisregouin 13

14. Finding the right KPIs to measure business &
social objectives and define success
Use relevant secondary metrics to understand
how the needles are moving
@florisregouin 14

15. Then it starts with the real deal:
Doing it, and doing it well!
Some success stories in the different sectors
@florisregouin 15

16. 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)
@florisregouin 16

17. Using Social Media channels to engage
with consumers in conversations
@florisregouin 17

18. #Sonicare – The Case
1.511 websites / domains
EXTERNAL DATA
INTERNAL DATA
5.718 call logs/NPS free texts
@florisregouin 18

19. 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
@florisregouin 19

20. Random act of Kindness: #Valentijn #koffievoor2
@florisregouin 20

21. 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
@florisregouin 21

22. Learn from failures & build on & leverage best
practices

Continuous learning,
sharing across
Markets, Sectors &
Functions and
closing the loop
@florisregouin 22

23. 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
@florisregouin 23

24. And then keep on playing to build
your social media experience until
your brand sounds nice!
@florisregouin 24

25. @florisregouin 25

26. 26