how philips develops an online shopping strategy using social analytics
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How Philips develops an online shoppingstrategy with SAS Social Media Analytics
Bussum, 5 October 2011SAS Forum Nederland 2011
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A well-respected, blue-chipcompany for 120 years
Founded in 1891Headquartered in Amsterdam, the Netherlands
Sales over EUR 25.4 billion in 2010 (USD 33.8 billion)33% of sales generated in emerging markets
Globally recognized brand (world top 50)Our brand value doubled to $8.7bln since 2004
119,000 employeesSales and service outlets in over 100 countries
€1.6 billion investment in R&D, 6% of sales50,000 patent rights – 36,000 registered trademarks –63,000 design rights
Source: Koninklijke Philips Electronics N.V., 2010
“…a global company of leading businesses creating value with meaningful innovations that improve people’s health and well-being.”
Leveraging critical global trends
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Let’s show some hands!Some questions about Social Media?
• Does your company use Social Media?
• Is your company in dialogue with consumers through Social Media?
• Does your company use Social Media for strategy development?
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Consumers are moving outside the purchasing funnel: Changing the way they research and buy your products. Change in approach is a necessity.
The consumer decision journey
The consumer considers an initial
set of brands, based on brand perceptions
and exposure to recent touch points.
11Consumers add or subtract brands as they evaluate what
they want.
22Ultimately, the
consumer selects a brand at the moment
of purchase.
33After purchasing a product or service,
the consumer builds expectations based
on experience to inform the next
decision journey
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Source: McKinsey, The consumer decision journey, June 2009
Clear roles to reinforce the brands with every consumer interaction
TVad
Radioad
Printad
Papermail
Email Website
KioskStore IVR Callcenter
Product
Communicate imageby
Marketing
Deliver valueby
Consumer Care
Social Media ChannelsSocial Media Channels
Making promises
Keeping promises
Source: Forrester
WHAT?HOW?
Real time
Screen specific “hot” topics
Not real time
Look back and screen comments on particular
topics
LISTEN
Participate
Generate a topic and discuss it with consumers e.g.
Streamium cafe
Inform & learn
Learn and understand consumers’ opinions e.g.
Philips community
TALK
Reach out
Update social channels, e.g. external weblogs to inform or engage consumers with
up-to-date information
Receive
Respond relevant information to comments or questions
posted on social channels, e.g. Facebook, Twitter
SUPPORT
First Listen, then engage on Talking with and Supporting of our consumers
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Through social listening heavy negative detractioncan be converted into positive sentiment
OHC ‐ US & UK>600 relevant social comments
and consumer feedback comments
from >1500 websites/domainsand from >6000 call logs/NPS free texts converted into 25 new
categorized FAQs
NPS Oral Health Care (3 months rolling)
0%
Content updates
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Very high internet penetration in the Netherlands (2010)
85% of population active online70% of online users shopped onlineAverage spend €386 per person
Very high internet penetration in the Netherlands (2010)
85% of population active online70% of online users shopped onlineAverage spend €386 per person
But through social listening more can be done:In 2015, 80% of Dutch consumers will buy online
source: European Online Retail Forecast, 2010 To 2015, Andrea Carini, Forrester
Online retail market will grow to over €6 billion in 2015
Major categories:• Consumer Electronics• Clothing• Event Tickets
Online retail market will grow to over €6 billion in 2015
Major categories:• Consumer Electronics• Clothing• Event Tickets
How now to benefit and keep up with this online growth?
• Additional analytics performed to validate data• Tight deadlines delivering preliminary results• Continuous learning strategy
Define concepts
and queriesCrawl data
Natural Language
Processing
Rules definition
Sentiment Analysis
Execution
SAS Social Media
Analytics Portal
Rules Validation
• Service • Reliability• Ease of use • Comparing• Design
• 12.000+ docs• 1.300+ sites• 24 months• Incl Twitter• 2 months
Social media analytics give additional consumer research insights for strategy development
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This time not a typical ‘branded’ approach, but a thematic one: ‘Online Shopping’
An example to demonstrate what’s on their minds and hearts during their online shopping experience
• Where are they talking?
• What are they saying?
• Which topics keep them busy?
• How relevant are they?
• What is the sentiment that they express?
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Service ReliabilityEase of use Comparing Design
Reliability is crucial, however consistency in performance is king• Compared to online clothing retailers, reliability is even
more important for consumer electronic webshops– In particular, wrong stock information is a big dissatisfier– When perceived as reliable, ease of use is rated less important
• Ease of use and service are more receptive to sentiments
• Overall sentiment is heavily impacted by a negative experience only a consistent positive performance leads to a positive rated shopping experience
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Consumer Care, March 24, 2011
Our answers to the questions
• Does your company use Social Media?
• Is your company in dialogue with consumers via Social Media?
• Does your company use Social Media for strategy development?
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