The Facebook Conference - Patrick Lerou - Philips
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October 04, 2013 Humanizing the brand Patrick Lerou | @lerou Customer Experience Leader Philips Benelux
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Transcript of The Facebook Conference - Patrick Lerou - Philips
October 04, 2013
Humanizing the brandPatrick Lerou | @lerouCustomer Experience LeaderPhilips Benelux
Confidential October 04, 2013
Vision & strategy on social
Confidential October 04, 2013
Strategy
Transparency is a strength,not a threat
People are a strength,not a threat
Social humanizes the brand,
act like a person
Confidential October 04, 2013 4
Customer ServiceSMOTSecond Moment of Truth; post-purchase experience
ZMOTZero Moment of Truth; consideration & evaluation of option
Brand Advocacy
FMOTFirst Moment of Truth; purchase
(e)Sales
Confidential October 04, 2013 5
Customer Journey
Confidential October 04, 2013 6
Social strategy
Confidential October 04, 2013 7
Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013 8
Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013
Social in everyday practice
Confidential October 04, 2013 10
Engaging fans daily through content
Confidential October 04, 2013 11
Engaging fans daily through content
Confidential October 04, 2013 12
Engaging fans daily through content
Confidential October 04, 2013 13
Engaging fans daily through content
Confidential October 04, 2013 14
Engaging fans daily through content
Confidential October 04, 2013 15
Engaging fans daily through content
Confidential October 04, 2013 16
Engaging fans daily through content
Confidential October 04, 2013 17
Engaging fans daily through content
Confidential October 04, 2013 18
…and through campaigns
Confidential October 04, 2013 19
…and through campaigns
Confidential October 04, 2013 20
…and through campaigns
Confidential October 04, 2013 21
…and through campaigns
Confidential October 04, 2013 22
Case: 100 jaar PSV
Confidential October 04, 2013 23
Case: 100 jaar PSV
Confidential October 04, 2013 24
The result: thanking the fans!
Confidential October 04, 2013 25
The result: thanking the fans!
Confidential October 04, 2013
The result: thanking the fans!
Confidential October 04, 2013 27
Social Spreekuren
Confidential October 04, 2013
Social Spreekuren
Confidential October 04, 2013
Social Spreekuren
Confidential October 04, 2013
#favoPhilips & #Philipsmuseum
Confidential October 04, 2013
Always on advertising
1. Fanwerving
2. Content promoten
3. Campagnes
Confidential October 04, 2013 32
Always on advertising: strategie
Confidential October 04, 2013
The result: building our fanbase
Confidential October 04, 2013
The result: building our fanbase
Confidential October 04, 2013
Confidential October 04, 2013 39
From memo…
to full ‘express yourself’campaign idea!
Confidential October 04, 2013
The (online) story continues…
Confidential October 04, 2013
Activating social champions
Confidential October 04, 2013
4 out of 10 employees
are willing be an online ambassador for Philips
Confidential October 04, 2013
6 out of 10 employees
spend at least 30 mins
on social networks per day
Confidential October 04, 2013
Connect Us
LinkedIn and Facebookare the most suitable and used platforms
Connect Us and Twitter
are the most suitable but less used buy employees
Confidential October 04, 2013
Trainings
Guidelines
meaningful examples
Up-to-date tools
Are important for employees
Confidential October 04, 2013
4 content flows
Courtesy: Steven van Belleghem
Confidential October 04, 2013
Social engagement by employees
Confidential October 04, 2013 48
Confidential October 04, 2013
Confidential October 04, 2013
The next stepsin social
Confidential October 04, 2013 51
Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013 52
Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013 53
Connect
Engage
Influence
Integrate
Social strategy
2012/2013
2013/2014
Confidential October 04, 2013
