This presentation contains a wrap up from an inspiration session held for Toshiba Medical. I do not share classified information on this channel. If you have any questions, please contact me.

1. inspiration session Social Media
&
KESSELS RUUD
[ CO M M U N I C AT I E | M E D I A ]
Communi
Socrateslaan
3522 EG Utre
T. & F. 030 -
M. 06 - 15 25
E. ruud@kess
W. www.kess

2. Monitoring
Evaluation
Strategy
& adjusting
Execution Focusing

3. About
Ruud Kessels and Anne van der Heyden

4. “
Who uses social media privately?”

5. “
I think there is a world market
for maybe 5 computers”
Thomas Watson - chairman of IBM - 1943

6. “
Computers in the future may
weigh no more than 1,5 tons”
Populair mechanics - 1947

7. “
There is NO reason, anyone
would want a computer in
their home”
Ken Olson - Founder Digital Equipment Corp. - 1977

8. “
...Who uses social media
for business use?”

9. What are
Social Media?

11. 1. Quick scan online presence Toshiba and competitors
2. Facts & figures
3. Some best & worst practices from other businesses
4. Tips & tricks
5. Strategy: integrated marketing communication power in five steps

12. “
We don’t need a social media
policy within Toshiba.”

13. 1. presence Toshiba medical and its competitors
online
Quick scan

14. “Classified information”
Please contact me if on this matter

15. Toshiba GE Siemens Philips
medical healthcare healthcare healthcare
Social media channels
mentioned on website
More than 1.000
followers on Linkedin
company profile
More than 1.000
followers on Linkedin
group
More than 1.000
followers on Facebook
More than 1.000
followers on Twitter
More than one
app in iTunes
SCORE ?-6 ?-6 ?-6 ?-6

16. “Classified information”
Please contact me if on this matter

17. “
...On a scale of 1 to 10, I give
myself at least a 6 for our social
media behavoure.”

18. Wrap up
and suggestions

19. “Classified information”
Please contact me if on this matter

21. 2. Facts &
figures

22. 98% of Europeans are aware
of Social Media.
73% of Europeans are
member of at least 1 social
netwerk.

23. Awareness, penetration, average
number of networks
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one is
1,9
86%
member of
75% 34%
95% 44%* 1,8
76% 3,4
2,1 98%
88%
3,9
97%
86% 96%
3,1 67%
Emerging markets Brazil and
India show the highest 1,5
awareness and penetration of
social networks. * The 44% share of social networkers in China is low compared to other
countries. This might be due to the fact that some large Chinese networks
(eg RenRen) were not included in this survey.

24. “
Social media are for the
younger generation.”

25. “
... and therefore social media
don’t fit in the image or values
of Toshiba.”

26. Awareness, penetration, average
number of networks
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one is 1,9
member of
Western Europe lags
behind in social network
North
98%
penetration.
75%
1,5
West East
97% 99%
66% 79%
1,8 1,9
South
99%
77%
2,2

27. Top 3 networks by membership
North
69%
97%
18%
38%
10%
80%
West East
58% 57%
95% 94%
14% 39%
82% 55%
12% 12%
36% 72%
South
72%
98%
24%
85%
■ Membership
■ Awareness 15%
41%
N Europe = 7446 / F = None

28. Member profile Women typically outnumber men on social networks — women make up 53%
of Facebook users and 49% of MySpace users. However, a majority of
LinkedIn members (56%) and Twitter users (55%) are men.
Facebook Twitter MySpace LinkedIn
Gender
Male 47% 55% 51% 56%
Female 53% 45% 49% 44%
Age
Age
15-24 24% 30% 33% 15%
25-34 25% 25% 26% 24%
35-54 35% 30% 31% 43%
55-99 16% 14% 11% 18%
Smartphone
Smartphone
Smartphone user 43% 58% 46% 59%
Working situation
Working situation
Employed 58% 58% 54% 72%
Student 13% 17% 18% 8%
Not working 29% 26% 28% 21%
N Europe = 5613 / F = If member of social network(s)

29. Following brands | Europe in perspective
Europe has the lowest share
of brand fans, 51%. Compare
India: 70% follows a brand.
Brand followers 51% 60%
Average no. of brands followed 12,2 9,3
57% 62%
20,2 7,9
70%
15,6
55%
19,6 55%
8,3
N Europe = 5613 / F = If member of social network(s)

30. >50% of social
network users
are connected
to brands.

31. Offline
experiences are
the main online
conversation
starters.

32. Positive experiences
are bigger conversation
starters than negative
experiences.
People like positive stuff

33. “
Our clients love Toshiba because
of our (online) reputation.”

34. Average consumers follow a
brand to get a direct
personal benefit.

35. 36% posted content
about a brand on
social networks.

36. Consumers want to be
in the boardroom.
44% is asking to take part in
co-creation of products
& advertising.

37. People become a fan on
Facebook because they
like the product, not
because of advertising.

38. “
Our Toshiba employees are
ready for social media use.”

39. “
Professionals are attracted to
Toshiba because of our online
presence and activity.”

40. >50% follow brands on social media.
Personal brand experience and conversations
about brands by peers
are drivers to connect.

41. 2 out of 3 employees
is proud about their
employer, but only 19%
shares stories on
social media: unused
conversation potential.

42. People prefer to
share positive brand
experiences on social
media

43. Most trusted source are peers. Their
experiences are key driver in consumer decision
making.

44. 12% says the image
they have formed based on
real-life experiences is
(completely) different from
the image based on social
network pages

45. SOCIAL
NETWORKERS
61%
ALL
RESPONDENTS
52%
People are willing to
provide feedback while
using a brand/product!

46. Majority employees is not allowed
to use social media.

47. What about the Boss
and a brand on
social networks.

48. 19% talks about
their company on social
media. Employees are
clearly unused social
potential.

49. 61% of employed social
networkers is
proud of the company
they work for

50. 33% cannot acces
Their social network
websites at work

51. Access to social media at work | Europe in perspective
Would like to have access
34% (top2%, 1-5)
N=1590
N=62
N=56
N=35
N=104
N=78
N=66
■ complete access
■ limited access
■ no access at all
F = If member of social network(s) and active working person

52. Company policy
60% would like to get help from employer to
share relevant content.
25% has a written policy about social media
usage.
13% receives social media training.

53. 4 out of 10 like their
employer’s attitude towards
social media…
… and more than a third
is open to share information
about the company they
work for.

54. Brand usage 46%
Recommendation by friend 29%
Following brands on
Invitation by network contact 28%
social media is driven
by the actual user Search engine 27%
experience Advertising on social media 26%
Online advertising 22%
Buying intention 22%
Invited by brand 18%
Traditional advertisements 18%

55. 19 > 172
179 > 278
The use of social media
85 > 585
by European hospitals
increased significantly
over time (2009 - 2011)

56. “
Social media is being used by all
our stakeholders.”

57. Patients share their
stories and information on
social media

58. The Citizens
11,5 unique
consumers

59. Question
“ To which extent Dutch hospitals
interact with their clients?”

60. Research*:
92 Dutch hospitals Number of members Linkedin group
Kind of hospital: SAZ, STZ, FF, CWZ, MCH, NFU Is the Linkedin group for intern or extern use?
Number of specialists Presence of active Facebook page
Number of employees Number of members Facebook page
Number of beds Level of activity on Facebook page
Link to social media on website Presence of Twitter account
Interaction other than contact button Number of tweets
Presence of Linkedin company profile Number following
Number of employees on Linkedin Number followers
Presence of Linkedin group Level of activity on Twitter account
* We only examined the ‘big three’: Linkedin, Facebook, Twitter, because of clarity and comprehensibility.

61. Reference to social media
34 of 92

62. Number of employees
on Linkedin
2010: 32.339 / 192.566 health care workers = 16,7%
Possible explanation:
• Linkedin is for business (wo)men;
• No access to the internet during worktime.
* = bron: http://www.dutchcowboys.nl/socialmedia/23075?utm_source=Dutchcowboys&utm_medium=Twitter

63. Number of
Facebook pages
83 hospitals (83) have Facebook pages...
...only 48 pages were active*.
58% of the pages were
not managed by the
hospital
* = Managed by the hospital

64. Level of activity
Only 3 out of 92 hospitals scored maximum point
30 hospitals scored 0 points.
23 hospitals scored ‘likes’ and
generated ‘fans’.

65. Presence on Twitter
21 of the 92 hospitals
have no Twitter account
(22,8% )

66. About the accounts
They had 53.002 ‘followers’... and 17.205 ‘following’ accounts.

67. Conclusions &
recommandations
[1 - 2]
1. The top-5 hospitals on social media: HAGA, OLVG, Maxima, Tweesteden en het Rijnstate ziekenhuis.
2. Twelve hospitals scored zero points.
3. The top-5 hospitals scored also very high in the customer friendliness list.
4. In general the unfamiliarity with social media in hospitals is great in contrast with the familiarity of the
patients.
5. Most hospitals lack a clear vision, strategy and interaction tactic with the patiënt.

68. Conclusions &
recommandations
[2 - 2]
6. Having an account is one thing, maintaining it is something totally different.
7. The patients are ready, given the fact that they show their apperances in hospitals everywhere.
(Facebook check in’s).
8. It is not always clear who manages the accounts, so a lot of changes for actual information exchange
are unused.
9. Social media are a part of the communication mix. A complementairy interpretation is needed.
10. In general there is to much sending and a (pro)active interaction with patiënts is not yet ordinary.

69. 3. Some best & worst
practices from healthcare

70. Pushed content versus
receiver oriented content.
It’s all about relevance!

77. Nanopil
Sport
community
Medicine
container
Weight
scale
with
wifi
with
wifi

79. 4. Tips
and tricks

80. “
Why do we want to share
on the web?”

81. Why do we
want to share?

83. “We do not only use Internet,
we live in Internet”

84. The online world
in its full glory

85. YOU!

86. Five basic principles
for a succesfull use of social
media

92. Recap
1. Passion If you do not like it...don’t do it!
2. Just do it You are the best example yourself.
3. Transparancy Transparacy, honesty and openness are keywords
in social media. Also towards people who react in
a negative way.
4. Flexibility It is possible that your audience uses your domain
in a different way than you had in mind. Be flexible
on this one.
5. Long breatch Don‘t give up. It takes some time to learn what
works and what does not.

93. But there are also
traps!

99. Recap
1. Lack of knowledge can lead to stagnation of the plans.
2. If too many people are involved, nobody is in charge.
3. Being there is not enough. It starts with strategy.
4. Social media is not for free. There are costs.
5. It is not about what you want to tell. It all is about listening.

100. “
Toshiba needs a 24/7 & 365
view on all the social media
communications.”

101. Growing by
numbers

102. Tools for listening

103. 5. Strategy
integrated marketing communication power in five steps

104. Monitoring
Evaluation
Strategy
& adjusting
Execution Focusing

105. Kwantitative:
how big is the
‘buzz’?
Kwalitative:
Benchmark all
which issues
this with 1 of 2
are being
competitors.
spoken?
Monitoring
Which
Is there a
information
possible ‘blind
needs are
spot’?
there?

106. Positioning
Defining your
targets Strategy Vision &
mission
Defining your
target groups

107. Align your
organization
Define your
Make your
targets SMART Focusing communication
tactics
Create the
right balance
between off-
and online.

108. Defining the
right channels
Execution
Make a
Monitor your communicaion &
KPI’s interaction
roadmap

109. Evaluate your
KPI’s
Evaluation
& adjust
Evaluate your
Adjust
results

110. Engaging your audience.
The 4 C’s.

111. Conversation
Which conversations
have to be held?
Conversion Community
When have we What binds our
reached our targets? customers?
Co-create
What do our
customers bring in
on our services?

112. The power is
in the mix

113. Online mix
Online instrument Branding Traffic Sales Loyaliteit
Advertorial ++ + ++ +
Affiliate marketing + ++ +++ +
Banners & buttons +++ + + +
Blogs +++ ++ + +++
E-mail advertising + + + +
E-mail marketing ++ ++ +++ +++
Games +++ + + ++
Linkbuilding + +++ + +
Messenger ++ + + ++
Online video +++ + ++ +
RSS + ++ + +++
Sampling +++ + +++ ++
Search Enginge Marketing ++ +++ +++ +
Sponsoring +++ + + ++
Tekstlinks + +++ ++ +
Viral Marketing +++ ++ + ++
Social media - dialoge +++ ++ + +++
Social media - advertising +++ ++ + ++

114. “
We can beat our competitors by
the use of social media.”

115. One
more
thing...

116. 93% of the social media users thinks
a company should be on social
media.

117. But with a relevant message...
Don’t sell bullshit!

118. It’a all about dialog, not
monolog.

119. ...and that is something we
still have to learn.

120. The audience is ready.
“85% of the social media users thinks companies should not
only be present at the social web, but also engage with its
fans.”

121. Resistance is futile,
you will be assimilated”

122. Check our profile & recommendations
http://nl.linkedin.com/in/ruudkessels
http://nl.linkedin.com/pub/anne-van-der-
heyden/7/679/ab3

123. And last but not least,
a glympse into the nearby future