new communications in a networked world: the philips case study
Post on 16-Sep-2014
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Philips global comms chief Andre Manning explains how his company is integrating PR and marketing, at the Holmes Report's first ThinkTank Live Conference in Prague.TRANSCRIPT
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New Communications in a networked world – the Philips case
NEW COMMUNICATIONS IN A NETWORKED WORLD
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We target attractive growth markets and have a compelling mission
“Philips’ strategy is to become the leading company in Health & Well-being.Growing demand for healthcare, a healthy lifestyle and energy-efficient lighting solutions will be driven by an aging population, increased environmental awareness and expanding emerging markets
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Survey findings. • 81% : “Significant” or “Very Significant”• Most critical organizational issues
– Ensuring the right skill sets– Training and educating staff– Educating senior management
• Most critical executional issues– Understanding best practices– How to prioritize social media– Digital content … Managing corporate reputation in an
uncontrolled environment… Integrating online and offline across multiple channels
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Corp Comms/PRRelationshipsReputationContent
MarketingBrand
AdvertisingContent
Marketing and PR are converging
Digital strategies and social media increasingly blur the lines between Corp Comms/PR and Marketing. Natural assets from all disciplines are critical for success.
Social Media Success
Embraces two-wayBuilds relationships
RelevantIntegratedAdds valueMeasured
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Trust
advertisements
14% 78%
{One-Way} {Conversation}
Trust the recommendationsof peers
Source: Forrester
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Correlating social media engagement with financial performance. In the last twelve months
Revenue Growth % Gross Margin Growth %
Net Margin Growth %
-6%
5%10%
18%
Wallflowers Selectives Butterflies Mavens
-9%3%
1%15%
-11% -2% -4%
4%
Source: Altimiter/Wetpaint July 2009
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Internally.
McKinsey: Companies are measurablybenefiting from Web 2.0.
With customers.With partners and suppliers.
Source: McKinsey , September 2009
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Increasing effectiveness of marketing
Increasing customer satisfaction
Reducing marketing costs
Reducing travel costs
Increasing number of successful innovations for new products or services
Reducing support costs
Reducing time to market for products/services
Increasing revenue
No measurable effects/benefits
With customers.
-15%
-15%
-20%
+10%
+20%
+20%
-20%
Awareness +25%Consideration +19%Conversion +17%Loyalty +20%
Increased effectiveness and customer satisfaction, reduced costs
Using a mix of techniques
Microblogging
Video sharing
Social networking
Blogs
Wikis
Podcasts
Rating
RSS
Prediction markets
Mashups
Tagging
P2P
Source: McKinsey Global Survey , September 2009
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Increasing speed of access to knowledge +30%
-20%
-20%
+20%
-15%
15%
+20%
+35%
-20%
Reducing communication costs
Increasing speed of access to internal experts
Increasing employee satisfaction
Reducing time to market for products/services Increasing number of
successful innovations for new products or services
Decreasing travel costs
Reducing operational costs
Increasing revenue
No measurable effects/benefits
Microblogging
Video sharing
Social networking
Blogs
Wikis
Podcasts
Rating
RSS
Prediction markets
Mashups
Tagging
P2P
Internally.
Source: McKinsey Global Survey , September 2009
Increased knowledge, reduced costs Using a mix of techniques
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Increasing speed of access to knowledge +25%
-20%
-20%
+20%
-20%
+20%
-20%
+30%
-12%
Reducing communication costs
Increasing speed of access to external experts
Reducing time to market for products/services
Increasing number of successful innovations for new products or services
Reducing product development costs
Increasing revenue
No measurable effects/benefits
With partners and suppliers.
+15%
Reducing travel costs
Increasing satisfaction of suppliers, partners, external experts
Reducing supply chain costs
Increased knowledge , speed, satisfaction and reduced costs …
Microblogging
Video sharing
Social networking
Blogs
Wikis
Podcasts
Rating
RSS
Prediction markets
Mashups
Tagging
P2P
Using a mix of techniques Source: McKinsey Global Survey , September 2009
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Philips and the online opportunities
• Channel thinking – Outside / In• Consistency – One Philips • Continuity – no hopping of and on• Creativity• Commitment across the Board
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People don’t care what you say about your company.
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Channel thinking – Outside In – news room
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Channel thinking – Outside In - LinkedIn
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“It’s not about targeting audiences; it’s about drawing an irresistible bull’s-eye on yourself so audiences will target you.”
Dave Senay, CEO, Fleishman-Hillard16
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Traditional
Press releases
Pitching reporters
Factsheets
Special events
We Media
Search engine marketing
Buzz Web 2.0
Citizen journalism
MySpace
Social Media
Flogs
Publicity
Promotions
Media relations
IRBranding
Viral marketing
Tivo
Social networking
Metaverses
Folksonomy
Content optimization
Online editorial outreach
Syndication
FlickrNew
Consumer-generated content
Reputationmanagement Public affairs
Coalitions
Third party outreach
Grassroots
Mobile marketing
Advergaming
YouTube
PR stunts
Employeecommunications
RSS Blogs
Wikis
Tagging
Podcasting
Wireless
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Value Equation: 5,000 people who want to hear your message are more valuable than 5 million who don’t.
From: Message 5,000,000 to possibly reach 500To: Personally reach 500 who influence 5,000 who influence 50,000 who influence 5,000,000
Organization
A new value equation.
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Consistency across sectors
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Continuity – Strategy is imperative!
• Digital Content strategy
• OnePhilips project – The themes around which we align – The properties that will be maintained– How we will measure effectiveness– How we will listen – How we will manage these properties for the long term
• Internal “Help desk”: why, when, what, how?
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Continuity – Stakeholder Relations Network
GetInsideHealth Newsletter• A monthly, dynamic
newsletter individually tailored to the interests of our audience, alerting them to new, relevant content on GetInsideHealth.com
Results• Average open rate: 26%• Average click-through rate:
36%• Over 10,000 subscribers
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Digital content strategy – Internal Communications• Digital Workplace
23Used on a creative commons license from Brian Solis and Pr 2.0
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Creativity – what makes you stand out?
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Rupert Murdoch, CEO, News Corp.
“Now it’s the people who are taking control.”
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What are we looking at.
RelevanceInfluencer RankingsActivity, Reach and LinksShare of VoiceSentiment Sentiment vs. competitors% of Influencer’s EngagedTop ThemesGroup Membership StatsTheme-SEO coherence
Where are the conversations?Who is most important to me?How many people am I reaching?How am I doing vs. competitors?Are people positive or negative?How I am perceived vs. competitors?Do top influencers talk about me?What are people saying?How many people connect with me?Does my online profile align with the
conversation?
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How does that fit with our map.
• Using engagement, you get a more holistic appreciation of your customers' actions, recognizing that value comes not just from transactions but also from actions people take to influence others.
• Once engagement takes hold of marketing, marketing messages will become conversations, and dollars will shift from media buying to customer understanding.
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Here’s how. Qualitative.Meaningful 1:1 relationships Quality of conversationsTargeted reach to important niche
audiences/advocates Sentiment
–Positive–Negative
Word of Mouth