Phonak Social MediaThe Building of a Brand Experience

#SAMM13 is on!

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The Value of Social Media?

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 $

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

PediatricPhonak Naída

Phonak LLC Phonak AG Phonak

Communic

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We beat the competition on Facebook!

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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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What is Social Media changing in our communication approach?

• 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?

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Brand loyalty through casual conversations

User Mention

Casual Reply

Brand Loyalty

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Trust building through transparent information

Customer Questions

Transparent Answers

Trust

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Customer satisfaction through customer service

Customer Complaint

Acknowledge & Offer

Help

Customer Satisfaction

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Lead generation through influencer advocacy

Influencer Advocacy

Follower Interest

Sales Leads

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Satisfaction

Trust

Loyatly

Advocacy

Passionate Engaging

Pioneering

Brand Experience

Our objective is to generate:

Share your PEP @Phonak #SAMM13 experience!

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There’s a Samsung Galaxy S4 to win!