Bringing Your Company on Your Social Journey: Ah-ha Moments that Changed the Game at Philips Lighting

Transcription

1 Bringing Your Company on Your Social Journey: Ah-ha Moments that Changed the Game at Philips Lighting Clive Roach

2 Speakers Clive Roach Director of Social Media Phillips Sprinklr, Inc. All rights reserved.

3 Why Your C-Suite Needs to Care About Social Sprinklr, Inc. All rights reserved.

4 section 01 What Is The Ah-ha Moment? Sprinklr, Inc. All rights reserved.

5 The ah-ha moments are when the penny drops and the skeptic gets it, understands the impact potential. It s a check-mate situation which becomes the trigger point for a trial, a pilot or the go-ahead for major investment Sprinklr, Inc. All rights reserved.

6 The Bill Gates Microsoft MS-DOS IBM Deal in Sprinklr, Inc. All rights reserved.

7 The Recreation of The Shakespeare Globe Theatre, London, England. Clive Roach Lighting Design Sprinklr, Inc. All rights reserved.

8 My Lighting Designer Ah-ha Moment Designing for a historic building soon to be one of the must visit tourist venues in London. My breath was taken away looking when the lights were switched on for the first time. Many of the lights were custom designed for the building. For safety and entertainment Sprinklr, Inc. All rights reserved.

9 section 03 The Earned Social Media Ah-ha Moment Sprinklr, Inc. All rights reserved.

10 Earned Social Media Ah-ha The day marketing understood the business impact of social media in Sprinklr, Inc. All rights reserved.

11 section 03 The Earned Social Media Ah-ha Moment Sprinklr, Inc. All rights reserved.

12 My First Social Listening Ah-ha Valuable lessons learnt using Scoutlabs in 2009 I still use those lessons today Sprinklr, Inc. All rights reserved.

13 Insight Discovery Ah-ha Moments Retail Insight Discovery Sprinklr, Inc. All rights reserved.

14 Insight Discovery Ah-ha Moments Wellness is tied to the workplace through many initiatives including air quality, cleaning materials, healthy food options, lighting, physical space design, and dedicated physical activity spaces Sprinklr, Inc. All rights reserved.

15 Coral Lighting Project Influencer marketing resulted in 400 registrations of niche aquarium influencers in the first two weeks when the annual target was Social listening guided me to select a very different tactical approach Sprinklr, Inc. All rights reserved.

16 section 03 The Snapchat Ah-ha Moment Sprinklr, Inc. All rights reserved.

17 The Snapchat Ah-ha Could it be possible to create B2B content on snapchat and track it despite it disappearing after 24 Hours? Sprinklr, Inc. All rights reserved.

18 The Snapchat Ah-ha Average views and screenshots per snap per day ,8 1,6 1,4 1,2 1 0,8 0,6 0,4 0,2 0 average views per snap average screenshots per snap Sprinklr, Inc. All rights reserved.

19 section 04 The 6 Million For Nothing Ah-ha Moment Sprinklr, Inc. All rights reserved.

20 The 6 Million For Nothing Ah-ha The world s leading trade fair for lighting and building services technology Sprinklr, Inc. All rights reserved.

21 The 6 Million For Nothing Ah-ha Event Information 2016 Event Event Stats In General (All Exhibitors) # visitors # of countries visiting # exhibitors % international visitors 215, , % Philips booth Booth size # of visitors at Philips booth # of products integrated in booth # of Stand Crew Members 3,500 m² 80,000 4, Sprinklr, Inc. All rights reserved.

22 The 6 Million For Nothing Ah-ha All parts of Sprinklr were used for this event Engagement monitoring dashboards Listening insights Reporting insights Audience Profile Content Planning Asset management Campaign coding Command Center Sprinklr, Inc. All rights reserved.

23 The 6 Million For Nothing Ah-ha Real time marketing Sprinklr, Inc. All rights reserved.

24 The 6 Million For Nothing Ah-ha The smart home lighting post was published 48 hours later. It became the most successful post within the before event phase. The second smart home post had a reach of 144,565 - the highest of all the event posts Sprinklr, Inc. All rights reserved.

25 The 6 Million For Nothing Ah-ha Goal Why? KPI Result Reach A proof point of awareness of our messaging. Impressions/ Reach 6.1 million Number of posts created A proof point of affirming our commitment Number of on topic posts created by Philips Lighting 103* Earned mentions A proof point that our target audience understands our position Owned vs. Earned mentions 1:5 Leading share of voice A proof point of strengthening brand preference position vs. Competition Share of voice lead vs. Competition Philips lighting led share of voice by 1% *All organic posts, no paid promotion Sprinklr, Inc. All rights reserved.

26 section 05 The Visual Storytelling Ah-ha Moment Sprinklr, Inc. All rights reserved.

27 The Visual Storytelling Ah-ha Humble beginnings in 2000 at Philips UK Sprinklr, Inc. All rights reserved.

28 The Visual Storytelling Ah-ha 2017 brings a new dimension Sprinklr, Inc. All rights reserved.

29 section 06 The Sprinklr-fied Ah-ha Moment Sprinklr, Inc. All rights reserved.

30 Sprinklr-fied Ah-ha Moments The training experience Amsterdam: The first local market roll out The 1 hour special Sprinklr, Inc. All rights reserved.

31 section 07 What Will Be Your Ah-ha Moments? Sprinklr, Inc. All rights reserved.

32 If They Say It s Impossible Give them an ah-ha moment they will never forget Sprinklr, Inc. All rights reserved.

33 Sprinklr, Inc. All rights reserved. Questions?