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The Social Conference - Patrick Lerou

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Information about The Social Conference - Patrick Lerou
Social Media

Published on February 17, 2014

Author: Emerce

Source: slideshare.net

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Humanizing the brand Patrick Lerou | @Lerou The Social Conference - Amsterdam 13 February 2014 #TSC14 | 13 February 2014

Vision & strategy on social #TSC14 | 13 February 2014

Social humanizes the brand, act like a person Transparency is a strength, not a threat People are a strength, not a threat #TSC14 | 13 February 2014

Customer journey Brand Advocacy ZMOT Zero Moment of Truth; consideration & evaluation of option (e)Sales FMOT First Moment of Truth; purchase Customer Service #TSC14 | 13 February 2014 SMOT Second Moment of Truth; post-purchase experience

Platform synergy COMPANY BLOG COMPANY WEBSITE #TSC14 | 13 February 2014

Social strategy Connect Engage #TSC14 | 13 February 2014 Engage Influence Integrate

Social in everyday practice #TSC14 | 13 February 2014

Engaging fans daily through content | behind the scenes #TSC14 | 13 February 2014

Engaging fans daily through content | heritage #TSC14 | 13 February 2014

Engaging fans daily through content | commercial #TSC14 | 13 February 2014

Engaging fans daily through content | healthcare #TSC14 | 13 February 2014

…and through campaigns #TSC14 | 13 February 2014

…and through campaigns #TSC14 | 13 February 2014

…and through campaigns #TSC14 | 13 February 2014 1

…and through campaigns #TSC14 | 13 February 2014

Case: 100 jaar PSV #TSC14 | 13 February 2014

Case: 100 jaar PSV #TSC14 | 13 February 2014

The result: thanking the fans! #TSC14 | 13 February 2014

The result: thanking the fans! #TSC14 | 13 February 2014

The result: thanking the fans! #TSC14 | 13 February 2014

Social consults #TSC14 | 13 February 2014

Social consults #TSC14 | 13 February 2014

Social consults #TSC14 | 13 February 2014

Cross platform #TSC14 | 13 February 2014 #favoPhilips & #Philipsmuseum

Always on advertising 1. Fanwerving 2. Content promoten #TSC14 | 13 February 2014 3. Campagnes

The mindset divide spend time socialize stay in touch be entertained kill time #TSC14 | 13 February 2014 invest time maintain professional identity make useful contacts search for opportunities stay in touch

Something got LinkedIn started #TSC14 | 13 February 2014

3-5 weekly updates #TSC14 | 13 February 2014

80/20 - rule #TSC14 | 13 February 2014

RRR-principle #TSC14 | 13 February 2014

SECOND DEGREE #TSC14 | 13 February 2014

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 #TSC14 | 13 February 2014

The result: building our fan base 100 jaar PSV “Centennial” campaign Global page merge 1st ad campaign #TSC14 | 13 February 2014 Start AlwaysOn Campaign

Random act of Philips kindness 1. Spot tweets with #Valentijn 2. React from @PhilipsNL with #koffievoor2 3. Collect address 4. Send Saeco coffeeset & personal card #TSC14 | 13 February 2014

Results… #TSC14 | 13 February 2014

Results… 2012: Over 80.000 followers* via trusted inner circles 2013: Over 200.000 followers* #trendingtopic 2014: #staytuned * A sum of all followers tweeting about #koffievoor2 #TSC14 | 13 February 2014 ‘conversations’ RT’s / +1’s tweets 20 times #koffievoor2

The key to success is the attention to detail #TSC14 | 13 February 2014

Topical high jacking #TSC14 | 13 February 2014

Corporate high jacking #TSC14 | 13 February 2014

Conversational high jacking #TSC14 | 13 February 2014

Hype high jacking #TSC14 | 13 February 2014

#TSC14 | 13 February 2014

From memo… to full ‘express yourself’ campaign idea! #TSC14 | 13 February 2014

The next steps in social #TSC14 | 13 February 2014

Social strategy 2012/2013 Connect Engage Influence Engage Influence Integrate Integrate 2013/2014 #TSC14 | 13 February 2014

Activating social champions #TSC14 | 13 February 2014

Reflection #TSC14 | 13 February 2014

4 out of 10 employees are willing be an #TSC14 | 13 February 2014 online ambassador for Philips

6 out of 10 employees spend on #TSC14 | 13 February 2014 at least 30 mins social networks per day

LinkedIn and Facebook are the most suitable and used platforms Connect Us and Twitter are the most #TSC14 | 13 February 2014 suitable but less used buy employees

Trainings meaningful examples Guidelines Up-to-date tools Are important for employees #TSC14 | 13 February 2014

4 content flows Courtesy: Steven van Belleghem #TSC14 | 13 February 2014

Organizational Challenge #TSC14 | 13 February 2014

#TSC14 | 13 February 2014

Thank you! #TSC14 | 13 February 2014

#tsc14 presentations

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