Slides from the Advatera session with Clive Roach. In this online session Clive explains how Philips lighting is using social media to convince b2b customers, for example architects, of their solutions.

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Clive Roach
Philips Lighting, Brand Communications
15th February 2016
Online Session with
Clive Roach: B2B Social
Media Strategy

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Clive Roach
Director Digital Social Media B2B
Philips Lighting, Brand Communications
Twitter @jedi_roach @lighting_jedi
Blog cliveRoachBlog.com
Google+ google.com/+CliveRoach
Pinterest pinterest.com/cliveroach
Facebook facebook.com/SocialMediaJedi
YouTube youtube.com/socialmediajedi
Instagram instagram.com/cliveroach
Vine vine.co/CliveRoach

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Strategy creation
Starts with a briefing session to
understand the B2B business
goals, existing customer
journey paths, and how to
integrate with the existing
digital touchpoints and
activities.
Business goals translated to
social media objectives,
metrics, KPIs hierarchies, and
the early start of a tactical plan
approach.

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Processes

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Map the customer journeys
JOURNEY B
JOURNEY CJOURNEY A

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Map the digital touchpoints and interactions

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Social listening investigation

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Content marketing
• Create and distribute valuable, relevant content to drive profitable customer action.
• Identify, track and grow relationships with influencers.
• Tell meaningful stories, and create reactive content aligned with the brand pillars.
• Narrowcast to the audience using social media targeting tools.

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Proposal, tactical plan, deployment and evalutaion
EVALUATION
Phase 4
TACTICAL PLAN
Phase 2
PROPOSAL
Phase 1
DEPLOYMENT
Phase 3

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Monitoring & opportunity discovery • Rigorously check the alignment of the messaging.
• Always be prepared to adjust.
• Listen, react, create, and re-target

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A case study
A recent B2B social media campaign spread over 9 months increased the visibility of Philips Lighting to the target
architectural customer base and at many points of the campaign outperformed 30 competitor brands combined.
In addition, Social media contributed to 26% of the key call to action i.e.
26% of the people who took part in the call to action learnt about the campaign by seeing at least one of the social
campaign posts. In addition 87% the visitors to the campaign web site had used social media as the first touch channel.

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• Define the social media objectives aligned to the B2B business goals.
• Define the RIGHT KPIs, use an attribution model that fits.
• Create and distribute valuable, relevant content to drive profitable customer action.
• Identify, track and grow relationships with influencers.
• Tell meaningful stories, and create reactive content aligned with the brand pillars.
• Narrowcast to the audience using social media targeting tools.
• Rigorously check the alignment of the messaging. Always prepare to adjust.
• Always evaluate and ensure tracking is in place at the start of every activity.
• Enjoy it…
In summary

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