Date post: | 07-Jul-2015 |
Category: |
Social Media |
Upload: | ross-walker- |
View: | 54 times |
Download: | 0 times |
PHILIPS > SOCIAL
MEDIA REVIEW Ross Walker
The Social Shift
The Power of Social
Platform Nativity – Speak the Language
Philips – The Brand
Posts assessment
Healthcare, Lighting, Consumer Lifestyle & Beauty
Global/UK Status
Future Recommendations
Pay to Play – Facebook Dark Posts, Custom Audiences
The Streamline Economy
The Future of Marketing
Social Sharing Site
1 Billion Active Users
Users share 1 million every 20 minutes
Good for promoting and sharing > Links,
Videos & Photos
Users share 2.5 billion pieces of content
each day
Targeting Capabilities
Advanced ads platform
In a nutshell:
Facebook is a story telling platform. Brands should use Facebook
to communicate its message with its audience in a non-obtrusive
way, cultivating its community and bring value to the consumer.
‘Give, Give, Give, Ask’
Micro Blogging- Conversational Network
Real Time Customer Service
241 Million Active Users
Most active country on Twitter – China
Most Followed Brand – Samsung Mobile
In a nutshell…
Twitter should be used primarily for real time customer service,
consumer listening + brand and trend monitoring. Twitter has a
younger, urban audience and tweets should contextually designed
to appeal to this demographic.
Photo sharing app, focused around visual
editing and cross platform sharing
Brands use #Hashtags to participate and
reach key audiences, based on certain
topics.
Attention span is increased on Instagram
200 million active users
Most followed brand – National
Geographic
In a nutshell….
Instagram is a highly visual platform, used to inspire, motivate and
story tell through the powerful means of imagery. Consumers are
drawn to images more than any other content type, making it a
powerful tool for marketing.
Social sharing site all about discovery,
inspiration and purchasing
Fantastic for retail sales
83% Female 17% Male
Users generally in ‘Shopping/Purchasing
Mindset
70 Million active users
In a nutshell….
Pinterest in another highly visual platform, focused around
discovery, new products and online buying. With a core female
audience, brands can tailor images ‘Pins’ to push e-commerce,
sales and online purchasing amongst its community.
Philips Current Search…..
Do users know what page to like?
UK demographic prefer a UK page
Is Philips UK only current UK page?
Too many platforms?
Trending #WorldCup
Educational
Good use of #Hashtags
Motivational
Highly sharable
Good, engaging image
Philips branded
Good use of copy
Consistent #Hashtag
X Image could be better
Who’s the demographic?
Needs to be targeted at a younger
audience through Twitter.
Use #Hashtag of current festivals
Good use of copy, not too
corporate
Educational
Video link, highly viral
High value
Product related
X No link to product > Drive sales
using viral content
Educate consumers about
healthcare and cultivate message
around Philips + Innovation
Educate on latest technology
Inspire with real life stories
through Video
Incentivise increase in traffic to
website through social
Profile Objectives
Key Platforms – Facebook, YouTube
Key Audience – 30-60 M/F
Page Status – Global
Profile Objectives
Educate consumers on the future
of lightning and new innovations
Highly visual, focus primarily on
high res imagery
Use global visuals (buildings,
stadiums, landmarks to appeal to
a wider audience
Target a younger audience
Make Philips the ‘Go to’ brand for
future lighting installations and
purchases
Push E-commerce, drive traffic to
lighting products
Key Platforms – Facebook, Twitter,
Instagram, Pinterest, YouTube
Key Audience – 18-30, 30-60 - M/F
Page Status – Global > Could possibly
expand to UK separately to specifically
educate UK audience. (Popular and
inspiring content)
Profile Objectives
Highly E-Commerce driven
Educate consumers on lifestyle
products, how they are used,
benefits
Showcase new innovations in
technology and product offerings
Incentivise offers, discount codes
for sales
Push commerce through
Pinterest (Female demo)
Target the right product for the
right demographic
Push campaigns around
seasonal periods, Christmas,
Mothers Day, Summer Holidays.
Utilise Facebook advertising
Key Platforms – Facebook, Twitter,
Pinterest, YouTube
Key Audience – Segment Female/Male
products through targeting
Page Status – UK only (Different
trends, culture and buying habits)
Some Recommendations…
Define, Segment and Create Audiences!
Paid Advertisement – Facebook Dark Posts
Choose who you want
to target
Age, gender, interests,
location, Email address,
WCA ect
Select Placement,
device, OS
Select budget
Select objectives
The Streamline Economy….
The Future of Marketing…..
Any Questions…..