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Harness the debate

Henry Clifford-JonesDirector Marketing SolutionsLinkedIn, EMEA

Kors van Wyngaarden MDGlobal Director Online Marketing, Healthcare Philips International BV

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LinkedIn’s Mission:Connect the world’s professionals to

make them more productive and successful.

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Global Audience

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What are professionals doing on LinkedIn?

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600,000professionally orientated

groups

1,500+created every day

3,000,000+

members join groups each month

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Meet, exchange, learn, lead & develop

Demonstrate vision & expertise

Helpful, collaborative & supportive

Build a long-term asset

Facilitate

Why build a community?Engagement Insight Relationship

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Why Build a Community Example Outcomes

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How to make it work

3. Brand Objective

Competing pressures –

Need Alignment

Solution = Agenda and

Scale

1. Focus -Reason to

Gather

2. Size -1/9/90 Rule

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Setup for Success?

2. Group Leadership

1. Group Agenda

3. Audience Definition

4. GroupRecruitment

5. Welcome and foster conversation

6. Moderate and direct

7. Measure – Group Health Analytics 7. Measure – Achieving

Objectives

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1. Fish where the fish are – Access to 80m professionals

2. Professional context – members hungry to engage

3. Robust, scalable, understood platform

4. Viral engine updates into professional graph to drive growth

5. Announcements, follow and digest to drive growth

Paid Enhancements...

LinkedIn as a community partner

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LinkedIn as Community Partner – Data Driven Member Recruitment

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LinkedIn as community partner – Integration, Branding Customisation

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Don’t take our word for it...

Introducing – Kors van Wyngaarden, Global Director Online, Healthcare, Philips

sense and simplicity in professional networking

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Founded in 1891Headquartered in Amsterdam, the Netherlands

Sales over EUR 26 billion (USD 33 billion) Over 30% in emerging economies

118,000 employees*Sales and service outlets in over 100 countries Globally recognized brand (world top 50)Our brand value almost doubled to $8.1bn since 2004

€1.8 billion investment in R&D, over 6% of sales

A well-respected company for over 100 years

* As per September 2009

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11%15%

42%1

37% 35%

28%

Healthcare

Lighting

Consumer Lifestyle

Components

Semiconductors

Business electronics

Origin

Building a leading company in Health and Well-being

2009 indicative sales split

Over the past decade we have fundamentally simplified our business portfolio, investing proceeds from disposals in our Healthcare, Consumer Lifestyle and Lighting businesses

7%

13%

9%3%

1998actual

sales split

1 - Consumer Lifestyle in 1998 includes the former DAP and CE divisions

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Aging populationThe number of people aged over 60 will double from 500m today to 1 billion by 2015.

Emerging markets99% of future population growth will be in emerging markets. Emerging markets already produce 28% of global GDP.

Empowered consumersDemanding solutions to fulfill their personal needs. Climate change and sustainable development19% of global electricity consumption is used for lighting. We can save 40%...or 600 power stations worth of energy!

Our Health & Well-being portfolio leverages critical global trendsWe have chosen our three markets well

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Social Media

18

“Even if you don't understand the concept of social media, you need to fully understand that you, as a company, are no longer totally in control of what's being said about you.

You also need to understand that your public relations team can no longer completely control what people say about you to the press”.

Search Engine Watch - 2009

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What Has Changed

OWNED mediaBOUGHTmedia EARNED media

Conversations people are having about your brand online & they will happen whether you are there or not; be there and influence them e.g. social networks, blogs,

Philips owned and controlled properties e.g. Philips.comPhilips email database

Media that we buy e.g. Online advertising, Search (PPC), Content Seeding , etc..

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Building a social Media Strategy

1. Set Business Objectives & Define Social Media Objectives

2. Understand Social Behavior (of Target Audience)

3. Define rules of engagement4. Define Strategy and KPI’s5. Define Implementation plan6. Establish Ongoing Measurement

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Examples of Defining and Implementing Strategies

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Online Social Media objectives

Use of social media to just feed news is not a good long term strategy.

Gather intelligence, monitor discussions, measure sentiment

Pick up on issues and follow-up through other channels

Join discussions on existing social platforms/ communities

Follow corporate participation guidelines

owned and controlled communities setup to facilitate social interaction between Company and customers and between peers

Listen Participate Energize &

Support Advertise &

Promote

Actively manage/ contain detractors

GatherIntelligence

Encourage Promoters to become real promoters

Facilitate & Moderate

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Listening

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CHATTER TRENDS INSIGHTS INNOVATION

Based on problems we are trying to solve. (These are not the true insights yet)

Feed discussion with these trends to get Insights

Patient/doctor voices, (always updating)

Social Media Monitoring

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Building relationships in Communities

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Marketing strategyExample Healthcare

Strengthen our brand in Healthcare

Create more promoters

Build relationships

Facilitate dialogue

Be trustworthy/credible

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Three pillars for Healthcare Professionals

Me as a Professionalamongst my peersfacilitated by Philips

Me as a Professional keeping up to dateprovided by Philips

Me and my company doing business with Philipsmanaged by Philips

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www.philips.com

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www.getinsidehealth.com

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Three pillars for Healthcare Professionals

DiscussionsPolls

AnswersAnnouncementsContent feeds

ArticlesMedical Journals

Case studiesNews

ProductsContact

Online buyingSupport

Product forums Learning

Tools

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Why are we doing this? It fits with what we want to be!

Thought Leader in health and well-being

People focused

Understand needs

Meaningful innovationDelight our customers

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The value of our partnershipBuilding relationships with professionals is our common goal

LinkedIn provides the platform and the audienceThousands of Healthcare professionalsUp to date profilesRobust platform1-click to join groupsSimple to engage with audienceEasy to use, easy to manageInnovation and Integration

Philips the content and moderationDaily monitoring and managementContent feedsLinks to other relevant placesIntegration

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Conclusion

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Key learnings…Still learning

Go where your audience is

Keep it simple

Moderation is vital

Be open and transparent

Have a trusted host and experts involved

Empower staff to participate

Listen

Work from an overarching marketing strategy

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Any Questions?