3. The Value of Social Media?
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Value of a single Facebook fan based on:
• Product spending
• Brand loyalty
• Propensity to recommend
• Media value
• Cost of acquisition
• Brand affinity
In 2010 the average value of a fan was 136$
In 2013 it was valued at 174$
Source: Syncapse 2013
1’613 $
618 $
405 $
177 $
77 $
4. How we started
What we had:
– 40+ Phonak Facebook pages
– 20+ Twitter accounts/ 10 Youtube Channels
– Audience Dilution / Confusion
– No Brand Consistency
– No Reference point for the public
What we now have:
– One Strong Global Presence
– Brand Authority
– Consistent content
– Power of Attraction
– Engagement!
Phonak
Phonak
Brazil
Phonak NZ
Phonak
Pediatric
Phonak
Naída
Phonak
LLC
Phonak AG
Phonak
Communic
5. We beat the competition on Facebook!
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21.9K
4.6K
3.0K
1.8K
0
5000
10000
15000
20000
25000
6. Facebook
•22’000 fans
•1.2 million post
views to date
•32% engagemnt
rate
•64% Female /
36% Male
demographic
•We are ahead of
the competition
Twitter
•1’600 followers
•Reclaimed
@phonak
•Influencer
engagement
•Lead Generation
Google+
•311 followers
•B2B audience
(Audiology
circles)
•SEO building
•Marketing
potential with
Hangouts
Instagram
•250 followers
•Mostly
engagement with
User Generated
Content
•Very high
potential with
newly introduced
15 seconds video
content.
Youtube
•Average view
duration 1:21
•3’820 minutes
watched
•57.3% Mâle
audience
•42.7% Female
audience
•Very high growth
potential
Linkedin
•5’200 followers
•Mostly B2B
audience (We
rely on you to
represent the
brand)
•Talent
recruitment
Our Social Media Presence Today
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7. What is Social Media changing in our communication approach?
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• We are now part of a two-way street conversation.BI-DIRECTIONAL
• We are striving to meet the Real-Time expectations of our
audience.RESPONSIVE
• We are listening to what others are saying about us so we
might learn something about ourselves.LISTENING
• We need to be the n°1 source of information about ourselves
but most importantly about our field of expertise.INFORMATIVE
• We are humans communicating with other humans & act like
it. Sincerity & honesty are key!HUMAN
• We need to show flexibility and adaptability.FLEXIBLE
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What are we trying to achieve?
9. Brand loyalty through casual conversations
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User
Mention
Casual
Reply
Brand
Loyalty
10. Trust building through transparent information
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Customer
Questions
Transparent
Answers
Trust
11. Customer satisfaction through customer service
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Customer
Complaint
Acknowledge
& Offer Help
Customer
Satisfaction
12. Lead generation through influencer advocacy
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Influencer
Advocacy
Follower
Interest
Sales
Leads
