1 1 Confidential 2014

22/09/201
4
22/09/201
4
Philips lighting UK q2
report
2 2 Confidential 2014
This quarter - facebook
KPI Q1 Performance Q2 Performance Target
F
a
c
e
b
o
o
k

A
u
d
i
e
n
c
e

Fans
8,429 8,957 10,000
Fan growth
0.75%
Per month
1.91%
Per month
2%
Per month (with paid spend)
R
e
a
c
h

Reach of all posts
460,969 459,429 211K
% of posts promoted
89% 85% 80%
E
n
g
a
g
e

Avg post virality
0.57% 0.5% 1%
Avg post engagement rate
4.4% 2.1% 4%
Response rate
- 75% -
3 3 Confidential 2014
This quarter Twitter & buzz
Metric Q1 Performance Q2 Performance KPI
T
w
i
t
t
e
r

A
u
d
i
e
n
c
e

Followers
1,864 2,146 1,681
Growth rate
18%
Per month
4.7%
Per month
10%
E
n
g
a
g
e

Engagement rate
1% 0.62% 1%
Response Rate
- 89% -
Metric Q1 Performance Q2 Performance KPI
B
u
z
z

A
u
d
i
e
n
c
e

Mentions 859 641 770
Influencer mentions 22 114 -
E
n
g
a
g
e

Share of voice 36% 39% 34%
4 4 Confidential 2014
Top performing content - Facebook
7.84%
Engagement
rate
3.60%
Engagement
rate
3.33%
Engagement
rate
1.94%
Engagement
rate
2.28%
Engagement
rate
Our fact/information based content is generating the highest volume of
engagement, however we are not generating enough traffic to our key
pages. We have generated 311 link clicks through our content in Q2.
We need to start split testing stronger CTAs to understand what drives more
traffic
5 5 Confidential 2014
Bottom performing content - Facebook
0.16%
Engagement
rate
0.24%
Engagement
rate
0.82%
Engagement
rate
0.82%
Engagement
rate
1.06%
Engagement
rate
Although our hue & John Lewis post generated a low engagement rate, it
achieved the second highest volume of link clicks. This is encouraging as it is
a sales post however our discount/promotions posts have not generated a
high level of link clicks and we need to re-work our approach to these type of
content
6 6 Confidential 2014
Top performing content - Twitter
3.76%
Engagement
rate
2.4%
Engagement
rate
2.2%
Engagement
rate
2.05%
Engagement
rate
1.69%
Engagement
rate
Our Twitter audience are more specialised as they engage with industry
news updates and niche lighting material we should continue to play on
this, whilst experiment with more traffic generate led content
7 7 Confidential 2014
Bottom performing content - twitter
0.00%
Engagement
rate
0.00%
Engagement
rate
0.00%
Engagement
rate
0.00%
Engagement
rate
0.00%
Engagement
rate
Our update/conversation led content does not generate a high volume of
engagement with our audience, this is likely a result of them be lighting professionals
and therefore less interested in chatty content
8 8 Confidential 2014
Our response rate across both facebook and
twitter is good, however could be increased
Avg. Response Rate
Facebook 75%
Twitter 89%
Responded Not
Responded
9 9 Confidential 2014
Philips continues to be the most talked about brand, with
discussions around the merging of LEDs & Auto lighting into a
standalone company generating the highest volume
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Cree
19%
Philips
39%
GE
15%
Samsung
21%
Osram
6%
0
20
40
60
80
100