B2B Really Goes Social - Philips Healthcare (Clive Roach) Dec 13th, 2012

Clive Roach

Global Integrated Marketing & Communications, Philips Healthcare

December 13th, 2012

B2B Really Goes Social…

Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012

Social Media Strategist Philips Healthcare

Global Integrated Marketing &

Communications

Twitter

@jedi_roach

Blog http://www.socialmediajedi.info

Facebook https://www.facebook.com/SocialMediaJedi

Google+ http://gplus.to/CliveRoach

Clive Roach

2

https://twitter.com/jedi_roach


http://www.socialmediajedi.info/


https://www.facebook.com/SocialMediaJedi

http://gplus.to/CliveRoach


The old way that B2B went

Social…

3

Global Integrated Marketing & Communications, Philips Healthcare, December 12th, 2012 4



“The goal is not to be great at Social

Media. The goal is to be good or better at

business because of Social Media”



Relationships…


Planning for success..

9


Governance


Governance


Outsource if your staff cannot provide these services

*Source: Forrester Research, Inc.,

How To Choose The Right Partners For Social Media Marketing, Oct 2011

In-house vs. Outsource


B2C Social

Media Strategist

B2B Social

Media Strategist

Editorial Board

Central Team

Regional/Country Teams

Lo

cal

Sale

s

&

Mark

ete

rs

Community

Management

Subject Matter

Expert Teams

Governance


Editorial Calendar Examples

Week 1 Week 2 Week 3 Week 4

Weekly Content Theme Theme A Theme B Theme C Theme D

Topic Title: Topic Title: Topic Title: Topic Title:

Author: Author: Author: Author:

Rough Draft Due: Rough Draft Due: Rough Draft Due: Rough Draft Due:

Publish Date: Publish Date: Publish Date: Publish Date:

Topic Title: Topic Title: Topic Title: Topic Title:

Author: Author: Author: Author:

Rough Draft Due: Rough Draft Due: Rough Draft Due: Rough Draft Due:

Publish Date: Publish Date: Publish Date: Publish Date:

Quarter 1

Month 1

Subject 1

(Ex: Regulatory)

Subject 2

(Ex: Industry News)

A template that you can download

http://www.hubspot.com/social-publishing-schedule-thanks/


Facebook

For other objectives, the

Eco-system will be different

This is an example where a blog is central

to the eco-system.

Digital Eco-system


We did not take chances…..


Business impact

assessments

Privacy

assessments

Regulated industry

requirements

Assess your business risk…..

Take the risk out of social media blog post

http://cliveroach.tumblr.com/post/15943376744/social-media-risk


Risk Description

Risk Drivers

Risk management response

List here YOUR mitigation plans and

who is responsible

Key Risk Indicators

List here things that will

happen when the risk action

occurs in Social Media

List here why the risk action exists

List here a description of the risk action

L Effectiveness response H

L

Ris

k C

ritica

lity

H Address

Monitor

Accept

Financial Compliance

Strategic Operational

Criticality Effectiveness

response

Residual

Risk

Score Medium-

High

Medium Medium

Social Media risk evaluation


Social Media Platforms..

19


Twitter

https://twitter.com/philipslight

20

https://twitter.com/philipshealth

- Insights

- Leads

- Retweeted

by others

- Potential /

Effective reach (Av per day in a Qtr)

https://twitter.com/philipslight




LinkedIn Co-creation

21

Participants were

invited to attend the

EiP Congress in

Madrid from in

November 2012 to

share their feedback.


Linkedin Philips Healthcare company page

22

- Leads

- Insights

- Recommendations

- Highest Engagement

rate achieved in the

quarter


The LinkedIn Research Network team randomly selected a group of members to participate in this study from among

the target audience of Innovations in Health Group members and similar control group members.

LinkedIn Survey of the Philips Healthcare LinkedIn

group - “Innovations in Health” – September 2011

LinkedIn Groups

Metric Non-Members Group

Members

Percentage

Point

Difference

Top of mind awareness for Philips 22% 50% +28 pts*

Usage of Philips medical equip &

products

49% 58% +9 pts*

NPS for Philips -1 9 +10 pts

Purchase consideration 54% 61% +7 pts**

Philips as “authoritative voice”

(rated 5 on 5 pt scale)

28% 35% +7 pts^

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Enterprise listening

Last 30

days



Twitter was the medium of choice

For social buzz for this event



236 posts

about this

event in the

last 30 days




5 FREE listening tools

1) Topsy.com

2) Socialmention.com

3) Twitter search (https://twitter.com/search)

4) Linkedin search

5) Facebook search

Read my October blog post

for more information and examples.

http://blogs.terrapinn.com/digipharm/2012/10/24/top-5-free-ways-check-social-media-buzz-potential/

http://blogs.terrapinn.com/digipharm/2012/10/24/top-5-free-ways-check-social-media-buzz-potential/


Return on Investment

Return on Engagement

Share of Voice.. Are often better measures


Benchmark your progress

4.3

2.5 3.5 4.5

2.4

4.4

1.8 2.8 2

2 3

5

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Video about Social Maturity

Benchmark for Social Media integration

*Source: Forrester Research, Inc.,

Accelerating Your Social Maturity, June 2011

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http://www.youtube.com/watch?v=mBzlh-0jZ5s&feature=relmfu


Integrating Social Media within your

Marketing Arsenal

The Road Map To Social Data Integration Source: Forrester Research, Inc. May 2012


B2B IS Social…

33


Questions

Clive Roach

Social media strategist Philips Healthcare

Global Integrated Marketing

& Communications

Twitter

@jedi_roach

Blog http://www.socialmediajedi.info

Facebook https://www.facebook.com/SocialMediaJedi

Google+ http://gplus.to/CliveRoach

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https://www.facebook.com/SocialMediaJedi

http://gplus.to/CliveRoach