The Social Conference - Patrick Lerou

#TSC14 | 13 February 2014

Humanizing the brand

Patrick Lerou | @Lerou The Social Conference - Amsterdam 13 February 2014


Vision & strategy on social


Transparency is a strength,

not a threat

People are a strength,

not a threat

Social humanizes the brand,

act like a person


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

Customer journey


COMPANY BLOG

COMPANY WEBSITE

Platform synergy


Engage Influence Integrate

Social strategy

Connect Engage


Social in everyday practice


Engaging fans daily through content | behind the scenes


Engaging fans daily through content | heritage


Engaging fans daily through content | commercial


Engaging fans daily through content | healthcare


…and through campaigns


14



Case: 100 jaar PSV


The result: thanking the fans!


Social consults


Cross platform

#favoPhilips & #Philipsmuseum


1. Fanwerving

2. Content promoten

3. Campagnes

Always on advertising


spend time

socialize

stay in touch

be entertained

kill time

invest time

maintain professional identity

make useful contacts

search for opportunities

stay in touch

The mindset divide


Something got LinkedIn started


3-5 weekly updates


80/20 - rule


RRR-principle


SECOND DEGREE


Always on!

3. campaigns

Invest in additional media for campaigns,

promotions, e-commerce and mobile

2. sponsored updates

Use Sponsored Updates on LinkedIn to reach (beyond)

your follower and create more engagement

1. follow ads

Use Follow Ads to grow your followers base


The result: building our fan base

1st ad campaign

Global page merge

100 jaar PSV “Centennial” campaign

Start AlwaysOn Campaign


1. Spot tweets with #Valentijn

2. React from @PhilipsNL with #koffievoor2

3. Collect address

4. Send Saeco coffeeset & personal card

Random act of Philips kindness


Results…


2012: Over 80.000 followers* via trusted inner circles

tweets

RT’s / +1’s

‘conversations’

20 times #koffievoor2

* A sum of all followers tweeting about #koffievoor2

2013: Over 200.000 followers* #trendingtopic

Results…

2014: #staytuned


The key to success is the attention to detail


Topical high jacking


Corporate high jacking


Conversational high jacking


Hype high jacking


Movie PNN_superpromoters.wmv


From memo…

to full ‘express yourself’ campaign idea!


The next steps in social


Engage Influence Integrate

Social strategy

Connect Engage Influence Integrate

2012/2013

2013/2014


Activating social champions


Reflection


4 out of 10 employees

are willing be an online ambassador for Philips


6 out of 10 employees

spend at least 30 mins

on social networks per day


LinkedIn and Facebook

are the most suitable and used platforms

Connect Us and Twitter

are the most suitable but less used buy employees


Trainings

Guidelines

meaningful examples

Up-to-date tools

Are important for employees


Courtesy: Steven van Belleghem

4 content flows

http://www.google.be/url?sa=i&rct=j&q=LinkedIn+logo&source=images&cd=&cad=rja&docid=hlaS6_adfXmeWM&tbnid=JnzQcG533mdHHM:&ved=0CAUQjRw&url=http://www.wordtracker.com/academy/linkedin&ei=0MIcUfbuHKWA0AWpyICADQ&bvm=bv.42452523,d.d2k&psig=AFQjCNEW5ahDwf7Kr3te0hOZA_rvDeLO5A&ust=1360925773980673

http://www.google.be/url?sa=i&source=images&cd=&cad=rja&docid=p2kCy9bqvtbMnM&tbnid=OqPRMLCENB5uCM:&ved=0CAgQjRwwAA&url=http://www.iconfinder.com/icondetails/71634/64/&ei=skeWUfmMEZLy0gWq44DABw&psig=AFQjCNHXYzrNXLOoaxZ4M6sO4Jwa64jCMw&ust=1368889650350051


Organizational Challenge


Thank you!

The Social Conference - Patrick Lerou

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