1. October 04, 2013 Humanizing the brand Patrick Lerou | @lerou Customer Experience Leader Philips Benelux

2. Confidential October 04, 2013 Vision & strategy on social 3. 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 4. Confidential October 04, 2013 4 Customer Service SMOT Second Moment of Truth; post-purchase experience ZMOT Zero Moment of Truth; consideration & evaluation of option Brand Advocacy FMOT First Moment of Truth; purchase (e)Sales 5. Confidential October 04, 2013 5 Social strategy 6. Confidential October 04, 2013 6 Connect Engage Influence Integrate Social strategy 7. Confidential October 04, 2013 7 Connect Engage Influence Integrate Social strategy 8. Confidential October 04, 2013 Social in everyday practice 9. Confidential October 04, 2013 9 Engaging fans daily through content 10. Confidential October 04, 2013 10 Engaging fans daily through content 11. Confidential October 04, 2013 11 Engaging fans daily through content 12. Confidential October 04, 2013 12 Engaging fans daily through content 13. Confidential October 04, 2013 13 Engaging fans daily through content 14. Confidential October 04, 2013 14 Engaging fans daily through content 15. Confidential October 04, 2013 15 Engaging fans daily through content 16. Confidential October 04, 2013 16 Engaging fans daily through content 17. Confidential October 04, 2013 17 and through campaigns 18. Confidential October 04, 2013 18 and through campaigns 19. Confidential October 04, 2013 19 and through campaigns 20. Confidential October 04, 2013 20 and through campaigns 21. Confidential October 04, 2013 21 Case: 100 jaar PSV 22. Confidential October 04, 2013 22 Case: 100 jaar PSV 23. Confidential October 04, 2013 23 The result: thanking the fans! 24. Confidential October 04, 2013 24 The result: thanking the fans! 25. Confidential October 04, 2013 The result: thanking the fans! 26. Confidential October 04, 2013 26 Social Spreekuren 27. Confidential October 04, 2013 Social Spreekuren 28. Confidential October 04, 2013 Social Spreekuren 29. Confidential October 04, 2013 #favoPhilips & #Philipsmuseum 30. Confidential October 04, 2013 Always on advertising 1. Fanwerving 2. Content promoten 3. Campagnes 31. Confidential October 04, 2013 31 Always on advertising: strategie 32. Confidential October 04, 2013 The result: building our fanbase 33. Confidential October 04, 2013 The result: building our fanbase Global pagesmerge Start AlwaysOn campagne Centennial campagne 1st adscampagne 34. Confidential October 04, 2013 35. Confidential October 04, 2013 From memo to full express yourself campaign idea! 35 36. Confidential October 04, 2013 The (online) story continues 37. Confidential October 04, 2013 Activating social champions 38. Confidential October 04, 2013 4 out of 10 employees are willing be an online ambassador for Philips 39. Confidential October 04, 2013 6 out of 10 employees spend at least 30 mins on social networks per day 40. Confidential October 04, 2013 LinkedIn and Facebook are the most suitableand usedplatforms Connect Us and Twitter are the most suitablebut less usedbuy employees 41. Confidential October 04, 2013 Trainings Guidelines meaningful examples Up-to-date tools Are important for employees 42. Confidential October 04, 2013 4 content flows Courtesy: Steven van Belleghem 43. Confidential October 04, 2013 Social engagement by employees 44. Confidential October 04, 2013 44 45. Confidential October 04, 2013 46. Confidential October 04, 2013 The next steps in social 47. Confidential October 04, 2013 47 Connect Engage Influence Integrate Social strategy 48. Confidential October 04, 2013 48 Connect Engage Influence Integrate Social strategy 49. Confidential October 04, 2013 49 Connect Engage Influence Integrate Social strategy 2012/2013 2013/2014 50. Confidential October 04, 2013