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Philips India: Case Study

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Philips India: Case Study

  1. 1. Philips India  Services Offered: Content Research and Strategy, Information Architecture, Graphic Design  Duration: 4 Months@shackcompanis 1 |
  2. 2. Objectives - To Promote Style Sutra - To Promote the Face-off challenge - Initiate and participate in online conversations around Philips India - Community Management@shackcompanis 2 |
  3. 3. Campaigns Style Sutra Face-Off Challenge@shackcompanis 3 |
  4. 4. Plan LISTENING - TG Analysis - ORM CONVERSING - Social Tools - Content Strategy - Engagement REPORTING - Monthly Report@shackcompanis 4 |
  5. 5. Target Group Who are we talking to? Party Lovers Young Professionals College Students@shackcompanis 5 |
  6. 6. Deliverables CONTENT Repeatedly sharing content with high engagement rate. - Brand/Campaign Related - Activity/Contest - Topical@shackcompanis 6 |
  7. 7. Deliverables CONTENT- Campaign Related “Philips Style Sutra” 1.Posts/day: 1-2 2.Types of content : Wall Posts /TVCs/ Image Related Activity. 3. Good number of conversations were tracked on the images that were shared.@shackcompanis 7 |
  8. 8. Deliverables CONTENT- Contest “Face-off challenge” 1.Posts/ day: 1-3 2.Types of content: - Wall Posts about Launch - Promote Contest - Encourage users to participate@shackcompanis 8 |
  9. 9. Deliverables CONTENT- Topical 1.Posts/ day: 1 2.Types of content: - Ask about their style quotient - Lifestyle - Interest. 3. Interaction: Maximum number of interactions were observed on the topical posts.@shackcompanis 9 |
  10. 10. Deliverables COMMUNITY MANAGEMENT- Queries - More than 50 Queries answered - Earliest response to the queries within an hour on weekdays. - Response time varied from 24 hrs to 72 hrs on weekends, but initiatives were taken to respond all the queries on time.@shackcompanis 10 |
  11. 11. Deliverables COMMUNITY MANAGEMENT- Spams - Checking the brands owned property and handling the activities - Checking for other brands ads on our page. - Removal of Spam Content@shackcompanis 11 |
  12. 12. Deliverables COMMUNITY MANAGEMENT- Conversations - Generating conversations with engaging posts and conversation starters@shackcompanis 12 |
  13. 13. Deliverables Reporting - Query sheet management - Community management - Monthly report@shackcompanis 13 |
  14. 14. Results: Insights 24% increase in Fans in 3 months 245000 235000 225000 215000 205000 195000 185000 June July August September@shackcompanis 14 |
  15. 15. Results: Observations Platform: Philips consumers were looking for a platform where they can group around the essence of the brand. Acknowledgement: Users like interacting given their voice is acknowledged. Meaningful & Planned Content creates Impact. Activities: Users look forward to activities to bond with the brand such as contests, games and discounts.@shackcompanis 15 |
  16. 16. Learning We would to like to emphasize on the following ground: 1. During the Activity/contest period the page has maximum engagement which shows that the users like to participate in the activities and contests. 2. Users are unwilling to talk about brand centric posts rather they are interested in the Topical/Generic posts which according to their interest. 3. There are a lot of Style Enthusiasts on our platform. Maximum number of comments are generated from the Interactive posts. 4. The picture related posts also engage a lot of users on the platform. More than 200 interactions are generated from the pictorial posts.@shackcompanis 16 |
  17. 17. User Behaviour During Face-off Challenge Before Face-off Challenge@shackcompanis 17 |
  18. 18. Interaction During Face-off Challenge Before Face-off Challenge@shackcompanis 18 |
  19. 19. Likes During Face-off Challenge Before Face-off Challenge@shackcompanis 19 |
  20. 20. Thank You: info@shack.co.in@shackcompanis 20 |

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