Shifting perception and making an impact through Social Media and Influencer Engagement
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Transcript of Shifting perception and making an impact through Social Media and Influencer Engagement
Shifting Perception through Social Media and Influencer Engagement ���The Philips ‘+’ Campaign ���
Arent Jan Hesselink (AJ) ���Head of Integrated Marketing and Communications Philips Asia Pacific sg.linkedin.com/in/ ajhesselink /
Jon Chin Senior Vice President, Head of Digital, SEA Fleishman-Hillard Singapore sg.linkedin.com/in/jonwchin @jonwchin
Laura Ashton���Vice President, Head of Marketing Philips Lighting, Growth Markets sg.linkedin.com/in/lauraashton/ @lauraashton
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Philips: A strong diversified industrial group leading in health and well-being
Philips
Businesses1, 2 Geographies1
Healthcare Consumer Lifestyle
Lighting North America
Other Mature Geographies
31% 9% 35%
Growth Geographies3
44%
€23.5 Billion Sales in 2012. Portfolio consists of ~70% B2B businesses
~116,000 People employed worldwide in over 100 countries
19% 37%
Since 1891 Headquarters in Amsterdam, the Netherlands
8% of sales invested in R&D in 2012 59,000 patent rights, 35,000 trademark rights, 81,000 design rights
Western Europe
25%
$9.1Billion Brand value in 2012
1 Last twelve months March 2013 2 Excluding Central sector (IG&S) 3 Growth geographies are all geographies excluding USA, Canada, Western Europe, Australia, New Zealand, South Korea, Japan and Israel Note - Prior-period financials revised for discontinued operations, the adoption of IAS19R,and for restatements included in the Annual Report 2012 (please refer to the Annual Report section 12.10 “Significant Accounting Policies”)
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At Philips we strive to make the world healthier and more sustainable through innovation
We will be the best place to work for people who share our passion
Together we will deliver ���superior value for our ���customers and shareholders
Improving people’s lives through meaningful innovation
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What does meaningful innovation mean?
Confidential
Situation analysis and program objectives
Goal Result
Fragmented brand perceptions across audiences, stakeholders, counties
Previously
Brand activation largely product focused
Limited brand differentiation, limited impact on business value
Objectives
Improve brand differentiation and brand preference across business
Lead creation and partnership opportunities
Build a stronger, better performing brand
No unified platform at company level to drive our brand
Link brand to business strategy
Confidential
+ Project by Philips
Confidential
Business Objective of the ‘+’ Project
Build a stronger, better performing Philips brand in ASEAN & Pacific to support accelerated business growth, whilst strengthening existing, creating new business relationships Communication Objective of the ‘+’ Project
Strengthen Philips brand as an innovation leader in Health & Well-Being
Philips’ Brief to FleishmanHillard:���
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• Strategized and planned a cross-sector umbrella program to position Philips as leader and innovator in health and well-being in Asia Pacific in 3 sectors that Philips occupies via Social Media & Traditional PR
What FleishmanHillard did CONSUMER LIFESTYLE
LIGHTING HEALTHCARE
Cross sectors halo effect on individual sectors.
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• Crowd source ideas to define grass-root projects around the three themes to deliver meaningful innovation to improve the health and well-being of individuals, communities in <country> via Philips products and solutions. 3 projects per country, one per theme.
• Top locally garnered ideas will then be brought to life, through Philips-led teams with a project budget of USD50,000 each.
Engagement Platform
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Approach
Influencer Mapping &
Engagement
Offline Social Media Event
(Media & Influencers)
Creation of Compelling
Content
Media Relations
1. Raising breast cancer awareness 2. Sustainable bus shelters 3. Bringing chefs back to schools
1. Hospital guides for new moms 2. Beautification of public walkways
1. Smart lighting for public parks 2. Free health screenings for elderly 3. Healthy living app
‘+’ Projects Realisation ���
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Video – “Winner”
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FleishmanHillard’s Learnings (From an Agency Perspective)
Campaign has more traction
when it is tied to realization
Key Online Influencers were the main drivers
of success
Keep the idea simple
Social Media
“Movement”
Confidential
Philips Learnings
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Define your target audience, and its approach: • Narrow vs. wide reach • People we want to engage around the brand • People we want to see the brand • People that can act as catalyst
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Engage key target audiences around the brand: • Listen to create meaning • Crowd source to co-create solutions • Partner to deliver real-world outcomes
Real World Outcomes
Stakeholder Engagement
Crowdsourcing
Partner
Market Insights
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360° degree activation, and conversion: • Targeted versus mass activation • Integration with marketing • Convert across touch points • Incentivize
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Integrated approach to social: • Participate and influence
• Different approaches to different influencers
• Owned community as catalyst
• Integrate social media with offline activation
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Measure everything: • Brand and Sales to measure brand health and lead generation • Campaign and Channel to measure campaign ROI and optimize real-time
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Integrated brand experience: • Integration across all touch points • Product, capability, brand
Product Capability Brand
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Linking Brand to Business���
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and marketing Lighting at Philips
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Meaningful Measurement & Accountability
Friends Likes
Visitors Participation levels
Column inches
….(less) hard stuff
What businesses need to know
Top line growth
Costs
Profitability
NPS
Share
….hard stuff
What enthusiastic agencies sometimes offer
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Brand-Building
Sales-Driving
Consumer Persuasion Journey
Pre-purchase environment Purchase environment
Corporate ads, Brand Ads
Public relations, branded content, digital
Digital/DM, e-catalogue, packaging, Promotional ads & OOS activation
In-Store Activation, merchandising, promo staff, offers
%
%
More emotional
More rational
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What made different for the business
Project execution in partnership
with customers influencers and public à lead
generation, NPS
Amplification through search,
publishers, influencers, owned
assets
Co-creation Crowd-sourcing
Content-led (not product-
led PLATFORM
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Awareness
Familiarity
Purchase Intent
Preference
NPS Advocacy
Loyalty Leads
…Purchase & Share
Managing the non-linear funnel & aligning KPIs first!
before with
þþ þ þ x x
þ þ
þ þ
þþ þ
þ þ
þ
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Results
Brand association
of Health & Well-Being several folds
Double digit growth
in the marketing funnel – brand preference &
advocacy.
75 million in first 3 first countries
were reached
Established Partnership and
Business Opportunities
> Business Impact
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Why does work for Lighting?
+ Core of the business + Meaningful innovation at the heart of health & wellbeing + Collaboration with partners, stakeholders, customers:
B2B, B2G, B2C + Multiple touchpoints = unassailable system + Commitment to invest + Don’t spread the budget too thinly over many markets + Accountability hard-wired
Indonesia Thailand
Confidential 28