Clive RoachGlobal Brand Communications, Philips Lighting

April 04, 2017

The Art of Social Listening

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Clive RoachDirector of Social Media Philips Lighting, Brand Communications

Philips Lighting: the global leader

Light Sources Luminaires Systems & Services

#1 Connected lighting systems & services

#1 LED48% of lighting sales is LED (Q4 2015)

€7.4billion sales in 2015

36,000people employed worldwide in 70 countries

~75%of sales are B2B

The Art of Social ListeningThe list of art gallery sections

• How to discover if your business strategy is contributing to a leading position with your target audience

• Learn what your customers like and track their actions

• How to uncover your industry influencers and track your competitors

• How to visually chart and report on your digital transformation journey

Discover if your business strategy is contributing to a leading position with your target audience

The Art of Social Listening

BAD“Do we have a leading position in social media?”

BETTER“Do we have a leading social media share of voice position compared to our competitors x, y, z, in Q1 and Q2 this year in our target B2B markets for product ## ?”

Start with a good question or hypothesis

The Art of Social Listening

Known knowns; Things we know that we know.

Known unknowns; Things we now know we don't know.

Unknown unknowns Things we do not know we don't know.

Start with a good question or hypothesis

The Art of Social Listening

The Art of Social Listening

Deep diving by places for the word “economy” results in the location of COP21 and WEF16

Share Of Voice

The Art of Social Listening

Measured an increase of share of voice from 28% to 42% in two months.

December

November

Learn what your customers like and track their actions

The Art of Social Listening

Sad

WowLove

Haha

Angry

The Art of Social ListeningFacebook Reactions

One of the LOVE emotion reactions; Philips lighting Chile January 2017

The Art of Social ListeningSentiment – In General

The Art of Social ListeningSentiment – The Emotions

The Art of Social ListeningSentiment

The Art of Social ListeningSentiment

The Art of Social ListeningThe trending topics

Uncover your industry influencers and track your competitors

The Art of Social Listening

The Art of Social ListeningUncover influencers

The Art of Social ListeningTrack competitors

Most Mentioned Countries

Honeywell

Tools used to publish

Visually chart and report on your digital transformation journey

The Art of Social Listening

The Art of Social ListeningCommand Center Philips Lighting UK 2000-2001

The Art of Social ListeningNow we can paint different pictures in real time

The Art of Social ListeningVisual storytelling

The Art of Social ListeningVisual storytelling

The Art of Social ListeningVisual storytelling

The Art of Social ListeningIn summary

• Learnt how to show that your business strategy is contributing to a leading position with your target audience

• Discovered how to find out about what your customers like and their actions

• Seen how to uncover your industry influencers and track your competitors

• Realized how to visually display your digital transformation journey

Competitor Analysis

Source: socialrivals.com

Questions