Post on 31-Oct-2014
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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
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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
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Customer Journey
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Social strategy
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Connect Engage Influence Integrate
Social strategy
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Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013
Social in everyday practice
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Engaging fans daily through content
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Engaging fans daily through content
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Engaging fans daily through content
Confidential October 04, 2013 13
Engaging fans daily through content
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Engaging fans daily through content
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Engaging fans daily through content
Confidential October 04, 2013 16
Engaging fans daily through content
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Engaging fans daily through content
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…and through campaigns
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…and through campaigns
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…and through campaigns
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…and through campaigns
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Case: 100 jaar PSV
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Case: 100 jaar PSV
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The result: thanking the fans!
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The result: thanking the fans!
Confidential October 04, 2013
The result: thanking the fans!
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Social Spreekuren
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Social Spreekuren
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Social Spreekuren
Confidential October 04, 2013
#favoPhilips & #Philipsmuseum
Confidential October 04, 2013
Always on advertising
1. Fanwerving
2. Content promoten
3. Campagnes
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Always on advertising: strategie
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The result: building our fanbase
Confidential October 04, 2013
The result: building our fanbase
Confidential October 04, 2013
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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
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Social engagement by employees
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Confidential October 04, 2013
Confidential October 04, 2013
The next stepsin social
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Connect Engage Influence Integrate
Social strategy
Confidential October 04, 2013 52
Connect Engage Influence Integrate
Social strategy
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Connect
Engage
Influence
Integrate
Social strategy
2012/2013
2013/2014
Confidential October 04, 2013