2. The Social Media Experience: New
Barriers are Fading
Philips Consumer Lifestyle
Floris Regouin
Philips
February 2012
3. Philips, Floris Regouin, February 2012 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
• Online: ± 2.2 billion
• Facebook: ± 800 million
• Google+: ± 100 million
• @LadyGaga: ± 19 million followers
• Justin Bieber on YouTube: ± 685 million
views, owning retweet record of about 90
thousand times!
In 2013 eCommerce will already exceed $1T.
(Goldman Sachs)
Asia and Latin America explosively growing,
varying from 10% to 18% CAGR to 2015 (Forrester)
Philips, Floris Regouin, February 2012 4
5. Social media is…
• Not a Facebook page
• Not a YouTube video
• Not a advertising campaign on the web
“Social media is a new way of
building relationship and finding
personalized and meaningful
information based on what YOU
want and not what advertising
says”
Social networks like Facebook, YouTube,
LinkedIn and Twitter are the tools to enable
this.
Philips, Floris Regouin, February 2012 5
6. “Those who grew up digital have different brains. They
have different wiring and synaptic connections. This is the
defining characteristic of this new generation.” Don Tapscott
People have limitless
access to all information
always and everywhere.
Wanting seamless
experiences between
online & offline….
Converging the virtual and
real world for augmented
experiences that add
meaning to their lives.
Philips, Floris Regouin, February 2012
7. 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, February 2012 7
9. 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
Philips, Floris Regouin, February 2012 9
10. “Orchestration of the Philips, Floris Regouin, February 2012 is key to success”
digital initiatives 10
10
Source: www.shellmont.com
11. 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
Philips, Floris Regouin, February 2012 11
12. 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, Jan 2012
Philips, Floris Regouin, February 2012 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
MODERATION RESPONDING (HISTORY)
PUBLISHING LISTENING TRACKING MONITORING
(PRE/POST) (REPLY/COMMENT)
Community Manager Web Care Team
Monitoring the results of the
conversation
Source: Forrester Philips, Floris Regouin, February 2012 13
14. 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
Philips, Floris Regouin, February 2012 14
15. Finding the right KPIs to measure business &
social objectives and define success
Use relevant secondary metrics to understand
how the needles are moving
Philips, Floris Regouin, February 2012 15
16. Then it starts with the real deal:
Doing it, and doing it well!
Some success stories in the different sectors
Philips, Floris Regouin, February 2012 16
17. 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)
Philips, Floris Regouin, February 2012 17
18. Social Christmas Tree in Turkey in
Istanbul
Within one week more than 6,000 fans participated, sending
over 25 thousand invites and 10 thousands of cards and
thousands of tweets about this campaign providing energy to
light up the Christmas tree with energy saving Philips LED
bulbs. Philips, Floris Regouin, February 2012
20. Using Social Media channels to engage
with consumers in conversations
Confidential NPS Event - Amsterdam, February 7, 2012 20
21. #Sonicare – The Case
1.511 websites / domains
EXTERNAL DATA
INTERNAL DATA
5.718 call logs/NPS free texts
Philips, Floris Regouin, February 2012 21
22. 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
Philips, Floris Regouin, February 2012 22
23. Learn from failures & build on & leverage best
practices
Continuous learning,
sharing across
Markets, Sectors &
Functions and
closing the loop
Philips, Floris Regouin, February 2012 23
24. 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
Philips, Floris Regouin, February 2012
25. And then keep on playing to build
your social media experience until
your brand sounds nice!
Philips, Floris Regouin, February 2012 25