On the whole, focusing on the key performance areas outlined before the 2016 event allowed Philips to hone its strategy and to drive across-the- board performance increases, including:
- Increased internal participation: A total of 11 Philips markets and business units created content related to WEF – five times more than 2015 (this was due to the involvement of additional markets and an increased focus on data aggregation from relevant internal parties).
- Strong engagement on Philips content: There were a total of 28,785 engagements on Philips content across Twitter and Facebook due to optimised paid promotion and an increase in social posts across Philips regions and business units.
- Owning the future of health conversation: Philips-related content accounted for 33 percent of posts using the #futurehealth hashtag (The implementation of real-time monitoring and the always-on tracking of posts from Philips’ owned channels allowed the team to optimise/capitalise).
- Higher branded volume of social conversation: Philips saw nearly four times as much conversation at WEF in 2016 than during the previous year. The presence of Philips’ key executives, a partnership with WEF’s owned social channels and increased internal participation contributed to this conversation growth.
- Increased social reach: Philips saw a 10 percent uptick in impressions year on year. Impressions were more accurately measured due to the increased access to owned channel analytics across the Philips portfolio.
While Philips deemed the measurement strategy for WEF – Davos a success, more importantly it has allowed the client to prepare an ongoing strategy with target-right content to be used for the brand outside the context of WEF. Ultimately, this measurement activity has allowed Philips to harness the insights garnered during WEF to inform its overall business and communications strategy globally.
“Our ongoing measurement approach around WEF – Davos has been vital in helping us understand the successes, as well as shortcomings, of our digital communications tactics. This framework helps validate our strategic decisions and generates insights into how we can improve as an organisation, not only in the context of this event, but also in our overall content strategy.”
Annisa Arishti, Philips Global Social Media & Community Manager