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

From Hype To Business As Usual
Social Media @ Philips

Thomas Marzano

December 2, 2010

Thomas Marzano | Creative Director
@ThomasMarzano

Philips, December 2, 2010 2

Design at Philips
Philips Design is the competence
center of Design for all of Philips
and acquired companies.

Philips Design is a strategic partner
to the company, and a member of
the Philips management platforms,
including the Sectors, the BU’s and
innovation.

Creativity at the of our organization


A brand experience
Understanding people and brands


What is a brand?


The Dictionary of Business and Management

“A name, sign or symbol used to
identify items or services of the
seller and to differentiate them from
goods of competitors.”


Walter Landor, one of the greats of the advertising industry

“A brand is a promise. By identifying
and authenticating a product or
service it delivers a pledge of
satisfaction and quality.”


Marty Neumeier, author the Brand Gap

“A brand is the consumers feeling
about your product, your services or
your organization.”


“A brand is what people think it is.”


People have limitless access to all
information always and everywhere.

Wanting seamless experiences
between online & offline….

Converging the virtual and real world
for augmented experiences that add
meaning to their lives.


With our brand behavior


Our brand

Every day,
and all over the world,
the Philips brand touches
millions of people.
For many, the impressions gained from
contact with our products and communications
is all they ever see, or know of our brand.


Simplicity


Where does Philips stand?
A journey towards social media strategy


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-being

23 billion euro sales in 2009,
more than 200,000 different products,
in more than 200 categories,
with 1 million sales each day…

Social situation
Often 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

A fairly positive sentiment
but very low activity/conversation


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 Better
Source: Philips’ current online sentiment. One Voice - December 2009

Structuring Social Media
Enabling business objectives


What are the objectives on & offline

Create
competitive advantage

Create Simplify Build
brand the buying consumer
preference experience relationships


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


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


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
Objectives

Phase 1: What to do? Phase 2: How to do it?


The Core Components
The choices made so far

Listen Dashboards

Build ONE
Talk Philips
Participate Community

Social Media
Energize Newsroom

Facilitate & Moderate


Cinematic viewing experience
The case of TV


Philips TV | Cinematic viewing experience

“Going to the cinema gives me a very special feeling. In the cinema, you
are really into the film and forget everything around you. I wish there was a
TV that could bring me the magic of the cinema experience in my home.”


Listen, Learn & Respond
Iterative learning process

launch

You need a new flat TV

But you can't chose...

… say what?

How to give good TV advice?
User Centric Approach | from insights to design


Index


TV Buying Experience Flow


The TV Buying Guide

KPI’s: WAUW, Clarity & Usability

launch

Usability test
First impression…

Participants expect to be using the
TV advisor in the future and most will
recommend it to friends or family.

The design of the TV Advisor is a
‘WOW-factor’ for most participants.

Participants get lost using the tool

The positive attitude towards the tool
can, to a fair extent, be attributed to
the look and feel

Cinematic viewing experience
Campaign site TV Buying Guide

TV Category Page TV Customizer

Facebook Page YouTube Channel


Listen, Learn & Respond

launch

Philips.com | Experience site

launch

Philips.com | The TV Category page

launch

Philips.com | The TV product catalogue


Philips.com | The TV Buying Guide

launch

Philips.com | The product page


Facebook | Building the community

launch

YouTube | Create a buzz


eMail | Reaching our install base

launch

Point of sale | Consistent touchpoint experience

launch

Business as usual
An integrated business & marketing strategy


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


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

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