B2B Really Goes Social - Philips Healthcare (Clive Roach) Dec 13th, 2012
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Transcript of B2B Really Goes Social - Philips Healthcare (Clive Roach) Dec 13th, 2012
Clive Roach
Global Integrated Marketing & Communications, Philips Healthcare
December 13th, 2012
B2B Really Goes Social…
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Social Media Strategist Philips Healthcare
Global Integrated Marketing &
Communications
@jedi_roach
Blog http://www.socialmediajedi.info
Facebook https://www.facebook.com/SocialMediaJedi
Google+ http://gplus.to/CliveRoach
Clive Roach
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Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
The old way that B2B went
Social…
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Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 4
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 5
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 6
“The goal is not to be great at Social
Media. The goal is to be good or better at
business because of Social Media”
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Relationships…
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Planning for success..
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Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Governance
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Governance
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 12
Outsource if your staff cannot provide these services
*Source: Forrester Research, Inc.,
How To Choose The Right Partners For Social Media Marketing, Oct 2011
In-house vs. Outsource
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 13
B2C Social
Media Strategist
B2B Social
Media Strategist
Editorial Board
Central Team
Regional/Country Teams
Lo
cal
Sale
s
&
Mark
ete
rs
Community
Management
Subject Matter
Expert Teams
Governance
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Editorial Calendar Examples
Week 1 Week 2 Week 3 Week 4
Weekly Content Theme Theme A Theme B Theme C Theme D
Topic Title: Topic Title: Topic Title: Topic Title:
Author: Author: Author: Author:
Rough Draft Due: Rough Draft Due: Rough Draft Due: Rough Draft Due:
Publish Date: Publish Date: Publish Date: Publish Date:
Topic Title: Topic Title: Topic Title: Topic Title:
Author: Author: Author: Author:
Rough Draft Due: Rough Draft Due: Rough Draft Due: Rough Draft Due:
Publish Date: Publish Date: Publish Date: Publish Date:
Quarter 1
Month 1
Subject 1
(Ex: Regulatory)
Subject 2
(Ex: Industry News)
A template that you can download
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 15
For other objectives, the
Eco-system will be different
This is an example where a blog is central
to the eco-system.
Digital Eco-system
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
We did not take chances…..
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Business impact
assessments
Privacy
assessments
Regulated industry
requirements
Assess your business risk…..
Take the risk out of social media blog post
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Risk Description
Risk Drivers
Risk management response
List here YOUR mitigation plans and
who is responsible
Key Risk Indicators
List here things that will
happen when the risk action
occurs in Social Media
List here why the risk action exists
List here a description of the risk action
L Effectiveness response H
L
Ris
k C
ritica
lity
H Address
Monitor
Accept
Financial Compliance
Strategic Operational
Criticality Effectiveness
response
Residual
Risk
Score Medium-
High
Medium Medium
Social Media risk evaluation
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Social Media Platforms..
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Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
https://twitter.com/philipslight
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https://twitter.com/philipshealth
- Insights
- Leads
- Retweeted
by others
- Potential /
Effective reach (Av per day in a Qtr)
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
LinkedIn Co-creation
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Participants were
invited to attend the
EiP Congress in
Madrid from in
November 2012 to
share their feedback.
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Linkedin Philips Healthcare company page
22
- Leads
- Insights
- Recommendations
- Highest Engagement
rate achieved in the
quarter
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
The LinkedIn Research Network team randomly selected a group of members to participate in this study from among
the target audience of Innovations in Health Group members and similar control group members.
LinkedIn Survey of the Philips Healthcare LinkedIn
group - “Innovations in Health” – September 2011
LinkedIn Groups
Metric Non-Members Group
Members
Percentage
Point
Difference
Top of mind awareness for Philips 22% 50% +28 pts*
Usage of Philips medical equip &
products
49% 58% +9 pts*
NPS for Philips -1 9 +10 pts
Purchase consideration 54% 61% +7 pts**
Philips as “authoritative voice”
(rated 5 on 5 pt scale)
28% 35% +7 pts^
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Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Enterprise listening
Last 30
days
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Enterprise listening
Twitter was the medium of choice
For social buzz for this event
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Enterprise listening
236 posts
about this
event in the
last 30 days
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Enterprise listening
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
5 FREE listening tools
1) Topsy.com
2) Socialmention.com
3) Twitter search (https://twitter.com/search)
4) Linkedin search
5) Facebook search
Read my October blog post
for more information and examples.
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Return on Investment
Return on Engagement
Share of Voice.. Are often better measures
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Benchmark your progress
4.3
2.5 3.5 4.5
2.4
4.4
1.8 2.8 2
2 3
5
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Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Video about Social Maturity
Benchmark for Social Media integration
*Source: Forrester Research, Inc.,
Accelerating Your Social Maturity, June 2011
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Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Integrating Social Media within your
Marketing Arsenal
The Road Map To Social Data Integration Source: Forrester Research, Inc. May 2012
Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
B2B IS Social…
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Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012
Questions
Clive Roach
Social media strategist Philips Healthcare
Global Integrated Marketing
& Communications
@jedi_roach
Blog http://www.socialmediajedi.info
Facebook https://www.facebook.com/SocialMediaJedi
Google+ http://gplus.to/CliveRoach
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