the social media experience @ fei
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27 February 2012, FEI EMEA 2012, Zürich The Social Media Experience: New Barriers are FadingTRANSCRIPT
Floris Regouin
Philips
February 2012
The Social Media Experience: New
Barriers are Fading Philips Consumer Lifestyle
3
Philips, Floris Regouin, February 2012 source: http://fashionolia.com/how-to-dress-for-a-festival-2/hands/ by Cocochic
Philips, Floris Regouin, February 2012
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)
4
Philips, Floris Regouin, February 2012
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.
5
Philips, Floris Regouin, February 2012
“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
Consumers are moving outside the purchasing funnel -
changing the way they research and buy their products
The consumer decision journey
The consumer
considers an initial
set of brands, based
on brand perceptions
and exposure to
recent touch points.
1
Consumers add or
subtract brands as
they evaluate what
they want.
2
Ultimately, the
consumer selects a
brand at the moment
of purchase.
3 After purchasing a
product or service,
the consumer builds
expectations based
on experience to
inform the next
decision journey
4 Discover
Search Decide
Compare Research
Purchase
Use
Get help
Personalize
Trust
Evangalize Friend
Web Company website Mobile Branch/store Call center Social
Adding Forrester
enriches the touch
points and
communication
vehicles revealing full
consumer experience
5
7
Share
Source: McKinsey, Forrester
Philips, Floris Regouin, February 2012 8 http://youtu.be/Nl9fvn8c_Eo
Philips, Floris Regouin, February 2012
Change in approach is a necessity!
9
On/off
Interruption
One-way push
Product/category centric
Fragmentation
Inconsistency
On-going
Engagement
Two-way dialogue
Consumer centric
Focus
Consistency
From To
Philips, Floris Regouin, February 2012 “Orchestration of the digital initiatives is key to success”
10 10 Source: www.shellmont.com
Philips, Floris Regouin, February 2012
Here’s our journey.
11
2009 2012 2010 2011
Brand principles
X-Functional team
Core platforms
Stage gate system SM Guideline SM Brand guidelines
Socialcast
Social network guides
B2C Strategy toolkit
Webcare toolkit
Philips, Floris Regouin, February 2012
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)
12 Source: Forrester, Global Social Media Adoption In 2011, Jan 2012
By global guidance Philips enables and
empowers local markets & sectors to be able to
execute
Philips, Floris Regouin, February 2012
We defined clear roles and a simple framework to
reinforce the brand with every consumer interaction
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Managing the conversation
Monitoring the results of the conversation
Making the promise
NO
N
OW
NED
MODERATION (PRE/POST)
LISTENING PUBLISHING RESPONDING (REPLY/COMMENT)
MONITORING (HISTORY)
TRACKING
OW
NED
Keeping the promise
Stimulating on-going communication
Source: Forrester
Community Manager Web Care Team
Philips, Floris Regouin, February 2012
Various tools to support WoW and execution
Listen
Talk
Participate
Energize
Dashboards,
DSI
Build ONE
Philips
Community
Social Media
Newsroom
Facilitate & Moderate
Support
Social Media
Operations
(Webcare)
14
Philips, Floris Regouin, February 2012
Finding the right KPIs to measure business &
social objectives and define success
Use relevant secondary metrics to understand
how the needles are moving 15
Philips, Floris Regouin, February 2012
Then it starts with the real deal:
Doing it, and doing it well!
Some success stories in the different sectors
16
Philips, Floris Regouin, February 2012
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)
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Philips, Floris Regouin, February 2012
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 19
Confidential NPS Event - Amsterdam, February 7, 2012
Using Social Media channels to engage
with consumers in conversations
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Philips, Floris Regouin, February 2012
#Sonicare – The Case
EX
TE
RN
AL
DA
TA
IN
TE
RN
AL
DA
TA
1.511 websites / domains
5.718 call logs/NPS free texts
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Philips, Floris Regouin, February 2012
Turning insights into results: turning negative sentiment
to positive and reducing call center costs by 33%
Quality
Speed
Life expectation
Battery
Timer function
Hygiene
How to brush?
How does product work?
Right product?
Customer Service
Highly positive perceived
22
Content
updates
COSTS
NPS
Philips, Floris Regouin, February 2012
Learn from failures & build on & leverage best
practices
Continuous learning,
sharing across
Markets, Sectors &
Functions and
closing the loop
23
Philips, Floris Regouin, February 2012
10 Key lessons learned
Analyze &
Understand
Continuous
Learning
Start & do it Not just
a KPI
Share &
Evangelize Mindset
No resources,
No execution
Speak the
Language
Testing
Testing
Listen
Philips, Floris Regouin, February 2012
And then keep on playing to build
your social media experience until
your brand sounds nice!
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Philips, Floris Regouin, February 2012 26
