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Messages about a new product introduction Shandong Mobile Phone Number come naturally, other topics, for example about our circular equipment or our impactful inventors, have to be actively collected from the organization.’ At Philips they divide the attention as follows. Freek: ‘Cees van Riel asks the question: what is the best way to put your energy into Shandong Mobile Phone Number positively influencing reputation? Content about products and services and innovation makes a very important contribution, that is simply the core of the company. So that bucket counts for 40 percent. Citizenship and governance, i.e. how you as a company deal with the world Shandong Mobile Phone Number around you and how transparent you are about business operations, is important for recruiting young talent, and counts for 30 percent.

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Stories about Philips as an employer should Shandong Mobile Phone Number make up about 20 percent of the content. The last 10 percent is for the financial performance and leadership categories. It’s good to emphasize that now and then, but they don’t predominate.’ The weakness of the model The balance is adjusted every month based on the Shandong Mobile Phone Number results. The number of articles must be in balance, but also the reach that the content generates. That is the weakness of the model: efforts are measured, not the direct results. Philips has the in-depth report based on the RepTrak model for this. ‘It is ultimately a sum. But we must make sure Shandong Mobile Phone Number that the efforts reflect how we want to be read and viewed.’ The added value of this working method according to Freek.

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‘We work according to the lean Shandong Mobile Phone Number method . We constantly measure: every month we check how much content we have in the different buckets. And what the traffic is. And then we send. If we go too fast on a subject, we slow Shandong Mobile Phone Number down. If we go too slow, we accelerate. We use paid social media campaigns to push the buttons.’ Philips uses always on campaigns on social media, with two or three advertisements live continuously. Freek: ‘We measure them on performance. Sometimes campaigns do too Shandong Mobile Phone Number well, for example one with 60 percent views. Do you have to pause? Yes, because you have to keep balance. That sometimes causes friction, but balance is more important.’


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