From Hype to Business as Usual | Thomas Marzano, Philips | iStrategy Singapore 2010

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From Hype to Business as Usual. Social Media @ Philips.

Presented by Thomas Marzano, Creative Director for Philips during iStrategy Singapore 2010.

From Hype to Business as Usual | Thomas Marzano, Philips | iStrategy Singapore 2010

  1. 1. From Hype To Business As UsualSocial Media @ PhilipsThomas MarzanoDecember 2, 2010
  2. 2. Thomas Marzano | Creative Director@ThomasMarzano Philips, December 2, 2010 2
  3. 3. Design at PhilipsPhilips Design is the competencecenter of Design for all of Philipsand acquired companies.Philips Design is a strategic partnerto the company, and a member ofthe Philips management platforms,including the Sectors, the BU’s andinnovation. Creativity at the of our organization Philips, December 2, 2010 3
  4. 4. A brand experienceUnderstanding people and brands Philips, December 2, 2010 4
  5. 5. Philips, December 2, 2010 5
  6. 6. What is a brand? Philips, December 2, 2010 6
  7. 7. The Dictionary of Business and Management“A name, sign or symbol used toidentify items or services of theseller and to differentiate them fromgoods of competitors.” Philips, December 2, 2010 7
  8. 8. Walter Landor, one of the greats of the advertising industry“A brand is a promise. By identifyingand authenticating a product orservice it delivers a pledge ofsatisfaction and quality.” Philips, December 2, 2010 8
  9. 9. Marty Neumeier, author the Brand Gap“A brand is the consumers feelingabout your product, your services oryour organization.” Philips, December 2, 2010 9
  10. 10. “A brand is what people think it is.” Philips, December 2, 2010 10
  11. 11. People have limitless access to allinformation always and everywhere.Wanting seamless experiencesbetween online & offline….Converging the virtual and real worldfor augmented experiences that addmeaning to their lives. Philips, December 2, 2010 11
  12. 12. With our brand behavior Philips, December 2, 2010 12
  13. 13. Our brandEvery day,and all over the world,the Philips brand touchesmillions of people.For many, the impressions gained fromcontact with our products and communicationsis all they ever see, or know of our brand. Philips, December 2, 2010 13
  14. 14. SimplicityPhilips, December 2, 2010 14
  15. 15. Where does Philips stand?A journey towards social media strategy Philips, December 2, 2010 15
  16. 16. Our company- 107 years in business- 116,000 employees- in more than 60 countries- organized into 3 sectors- across 4 regions- operating in the domain of health and well-being23 billion euro sales in 2009,more than 200,000 different products,in more than 200 categories,with 1 million sales each day… Philips, December 2, 2010 16
  17. 17. Social situationOften no clear objectives, low activity & not based on ongoing engagement Presence: Content type: Activeness:Total Philips Channel : >20 Corporate/General 43 % Very high 7 % Product specific 29 % High 21 % Campaign s. 7 % Medium 14 % Event 7% Low 7% Other 14 % Very Low 50 % Corporate/General 35 % Very high 43%Total Philips Twitters : >50 Product specific 39 % High 29 % Campaign s. 7 % Medium 5 % Event 17 % Low 5% Very Low 19 % Very high 0% Corporate/General 40 % High 40 %Total Philips Facebook Pages: >50 Product specific 50 % Medium 20 % Fan 10 % Low 20 % Very Low 10% 17 Philips, December 2, 2010
  18. 18. A fairly positive sentimentbut very low activity/conversation Philips, December 2, 2010 18
  19. 19. As a result, for Philips….. Limited Little Failing Presence Passion Humanize Philips Consumer There is little passion Philips has no personal online social attributed to the brand. presence of it’s own presence is limited, People are is therefore lacks strength often neutral failing and consistency about Philips. to humanize itself Fewer Bigger BetterSource: Philips’ current online sentiment. One Voice - December 2009 Philips, December 2, 2010 19
  20. 20. Structuring Social MediaEnabling business objectives Philips, December 2, 2010 20
  21. 21. Philips, December 2, 2010
  22. 22. What are the objectives on & offline Create competitive advantage Create Simplify Build brand the buying consumer preference experience relationships Philips, December 2, 2010 22
  23. 23. Approach | Introducing 3 Pillars 1. Started with a Cross functional social media team Providing support infrastructure and guidance 2. Introduce a Gateway Stage System process for social media, establishing a singular way of working 3. Establish Core Component: progressively set centralized tools/services for efficient business deployment Philips, December 2, 2010 23
  24. 24. A cross functional team SM X-Functional Group Publishing Marcom SM Central Team IT HR BUs 6 OMMs Care SM IT In CMO Business Process CRM Agency Legal Market ` Corp research Design `Comm Internal Brand Corp PR Comm External Brand NPS Philips, December 2, 2010
  25. 25. The Social Media Stage Gate System Gate system to apply to each defined single social activity . 1 2 3 4 5 6 7 Set Business Understand Objectives Validate Define Rules Target Define Define Establish through of & Audience Strategy and Implemen- Ongoing Social Engagement Social KPI tation plan Measurement Define Social Listening and WoW Behavior Media ObjectivesPhase 1: What to do? Phase 2: How to do it? Philips, December 2, 2010 25
  26. 26. The Core ComponentsThe choices made so far Listen Dashboards Build ONE Talk Philips Participate Community Social Media Energize Newsroom Facilitate & Moderate Philips, December 2, 2010
  27. 27. Cinematic viewing experienceThe case of TV Philips, December 2, 2010 27
  28. 28. Philips TV | Cinematic viewing experience“Going to the cinema gives me a very special feeling. In the cinema, youare really into the film and forget everything around you. I wish there was aTV that could bring me the magic of the cinema experience in my home.” Philips, December 2, 2010 28
  29. 29. Listen, Learn & RespondIterative learning process launch Philips, December 2, 2010 29
  30. 30. You need a new flat TV Philips, December 2, 2010 30
  31. 31. But you cant chose... Philips, December 2, 2010 31
  32. 32. … say what? Philips, December 2, 2010 32
  33. 33. How to give good TV advice?User Centric Approach | from insights to design Philips, December 2, 2010 33
  34. 34. Index Philips, December 2, 2010 34
  35. 35. TV Buying Experience Flow Philips, December 2, 2010 35
  36. 36. The TV Buying GuideIterative learning processKPI’s: WAUW, Clarity & Usability launch Philips, December 2, 2010 36
  37. 37. Usability testFirst impression…Participants expect to be using theTV advisor in the future and most willrecommend it to friends or family.The design of the TV Advisor is a‘WOW-factor’ for most participants.Participants get lost using the toolThe positive attitude towards the toolcan, to a fair extent, be attributed tothe look and feel Philips, December 2, 2010 37
  38. 38. Cinematic viewing experience Campaign site TV Buying GuideTV Category Page TV Customizer Facebook Page YouTube Channel Philips, December 2, 2010 38
  39. 39. Listen, Learn & RespondIterative learning process launch Philips, December 2, 2010 39
  40. 40. Philips.com | Experience site launch Philips, December 2, 2010 40
  41. 41. Philips.com | The TV Category page launch Philips, December 2, 2010 41
  42. 42. Philips.com | The TV product catalogue Philips, December 2, 2010 42
  43. 43. Philips.com | The TV Buying Guide launch Philips, December 2, 2010 43
  44. 44. Philips.com | The product page Philips, December 2, 2010 44
  45. 45. Facebook | Building the community launch Philips, December 2, 2010 45
  46. 46. YouTube | Create a buzz Philips, December 2, 2010 46
  47. 47. eMail | Reaching our install base launch Philips, December 2, 2010 47
  48. 48. Point of sale | Consistent touchpoint experience launch Philips, December 2, 2010 48
  49. 49. Business as usualAn integrated business & marketing strategy Philips, December 2, 2010 49
  50. 50. From Hype…… to Business as usual 0. Social Media Starts by understanding and listening to people, and by taking user centric design approach 1. Social Media is an enabler: a strategic marketing plan precedes social media use. Social media is not a strategy on its own; absence of a marketing strategy = ineffective use of social media 2. Sound infrastructure is critical: a ‘system’ within which to engage and manage social media is essential 3. Protect the Philips brand smart deployment of social media considers and promotes a positive impact on the Philips brand Philips, December 2, 2010 50
  51. 51. Philips, December 2, 2010

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