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…..