The Art of Social Listening · Director of Social Media Philips Lighting, Brand Communications....
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Clive Roach Global Brand Communications, Philips Lighting April 04, 2017 The Art of Social Listening
Transcript of The Art of Social Listening · Director of Social Media Philips Lighting, Brand Communications....
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
