Thomas Marzano, February 9, 2012 2
Design at Philips
Philips Design is the competence
center of Design for all of Philips
...
Thomas Marzano, February 9, 2012 3
Our social media journey started bottom up…
Thomas Marzano, February 9, 2012 4
Thomas Marzano, February 9, 2012 5
Introducing a 3 pillar approach
1. Started with a cross functional social media team pr...
Thomas Marzano, February 9, 2012 6
The Social media cross functional team
Marcom
HR
Care
CRM
Market
research
PR
Brand
NPS
...
Thomas Marzano, February 9, 2012 7
Introducing a 3 pillar approach
1. Started with a cross functional social media team pr...
Thomas Marzano, February 9, 2012 8
Selected tools for efficient business deployment
Listen
Talk
Participate
Energize
Dashb...
Thomas Marzano, February 9, 2012 9
2009 20122010 2011
Brand principles
X-Functional team
Core platforms
Stage gate system ...
Thomas Marzano, February 9, 2012
Social media is bringing back
old rituals and traditions.
Source: Tales from the Bazaars ...
Thomas Marzano, February 9, 2012 11
What is a brand?
It’s not just a logo
It’s not just a color
It’s not just a typeface
Thomas Marzano, February 9, 2012 12
The Dictionary of Business and Management
“A name, sign or symbol used to
identify ite...
Thomas Marzano, February 9, 2012 13
Walter Landor, one of the greats of the advertising industry
“A brand is a promise. By...
Thomas Marzano, February 9, 2012 14
Marty Neumeier, author the Brand Gap
“A brand is the consumers feeling
about your prod...
Thomas Marzano, February 9, 2012 15
“A brand is what people think it is.”
Thomas Marzano, February 9, 2012 16
People have limitless
access to all information
always and everywhere.
Wanting seamles...
Thomas Marzano, February 9, 2012 17
With our brand behavior
With what we do,
and how we do it
Thomas Marzano, February 9, 2012 18
Our brand
Every day, everywhere,
the Philips brand touches
millions of people.
Thomas Marzano, February 9, 2012 19
Simplicity
Thomas Marzano, February 9, 2012 2020Source: www.shellmont.com
Thomas Marzano, February 9, 2012 21
The Score | The Customer Journey
sources: Customer Journey by McKinsey
Thomas Marzano, February 9, 2012 22
The Instruments | Digital ecosystem
Inspired by Forrester
owned
managed
bought
earned
Thomas Marzano, February 9, 2012 23
EMOTIONAL FUNCTIONAL
Inspire & excite
Educate & enable
Inform & convince
Drive Reach
B...
Thomas Marzano, February 9, 2012 24
The Brand Symphony
Digital Ecosystem Content Pyramid
Customer Journey
Thomas Marzano, February 9, 2012
Brand Experience Design
CASE: Kitchen appliances in Germany
Thomas Marzano, February 9, 2012 26
Thomas Marzano, February 9, 2012
27
Methodology: User Experience Flow
capturing insights on customer behavior and experien...
Thomas Marzano, February 9, 2012
Generating ideas
Experience scenarios
Thomas Marzano, February 9, 2012 29
Initial consideration | Trigger to connect
Thomas Marzano, February 9, 2012 30
Active evaluation | Inform to educate
Thomas Marzano, February 9, 2012 31
Active evaluation | Interact to convince
Thomas Marzano, February 9, 2012 32
Moment of purchase | Order to deliver
Thomas Marzano, February 9, 2012 33
Post-purchase experience | Convince to reassure
Thomas Marzano, February 9, 2012 34
Post-purchase experience | Delight to engage 1/2
Thomas Marzano, February 9, 2012 35
Post-purchase experience | Delight to engage 2/2
Thomas Marzano, February 9, 2012 36
Loyalty | Motivate to share
Thomas Marzano, February 9, 2012 37
Briefing creation & program creation
1. Ecosystem overview
2. Platform briefing
3. .co...
Thomas Marzano, February 9, 2012 3838Source: www.shellmont.com
Thomas Marzano, February 9, 2012 39
Thomas Marzano, February 9, 2012 40
Simplicity
Embedding #socialmedia into our DNA
Embedding #socialmedia into our DNA
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Embedding #socialmedia into our DNA

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Transcript of "Embedding #socialmedia into our DNA"

  1. 1. February 9, 2012 Embedding #SocialMedia into our DNA Thomas Marzano | @ThomasMarzano Global Creative Director - Digital Brand Design
  2. 2. Thomas Marzano, February 9, 2012 2 Design at Philips Philips Design is the competence center of Design for all of Philips and acquired companies. of our organizationCreativity is at the
  3. 3. Thomas Marzano, February 9, 2012 3 Our social media journey started bottom up…
  4. 4. Thomas Marzano, February 9, 2012 4
  5. 5. Thomas Marzano, February 9, 2012 5 Introducing a 3 pillar approach 1. Started with a cross functional social media team providing support infrastructure and guidance
  6. 6. Thomas Marzano, February 9, 2012 6 The Social media cross functional team Marcom HR Care CRM Market research PR Brand NPS Corp COMM External CIM Legal Agency SM Central Team SM in CMO Design Corp COMM IT Publishing IT Online Marketing B2B B2C
  7. 7. Thomas Marzano, February 9, 2012 7 Introducing a 3 pillar approach 1. Started with a cross functional social media team providing support infrastructure and guidance 2. Introduce a 7 steps gateway stage system process for social media, establishing a singular way of working 3. Establish core components: progressively set centralized tools/services for efficient business deployment
  8. 8. Thomas Marzano, February 9, 2012 8 Selected tools for efficient business deployment Listen Talk Participate Energize Dashboards Build ONE Philips Community Social Media Newsroom Facilitate & Moderate
  9. 9. Thomas Marzano, February 9, 2012 9 2009 20122010 2011 Brand principles X-Functional team Core platforms Stage gate system Employee GuidelineSM Brand guidelines Socialcast Social network guides B2C Strategy toolkit Webcare toolkit The social media journey continued…
  10. 10. Thomas Marzano, February 9, 2012 Social media is bringing back old rituals and traditions. Source: Tales from the Bazaars of Arabia
  11. 11. Thomas Marzano, February 9, 2012 11 What is a brand? It’s not just a logo It’s not just a color It’s not just a typeface
  12. 12. Thomas Marzano, February 9, 2012 12 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.”
  13. 13. Thomas Marzano, February 9, 2012 13 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.”
  14. 14. Thomas Marzano, February 9, 2012 14 Marty Neumeier, author the Brand Gap “A brand is the consumers feeling about your product, your services or your organization.”
  15. 15. Thomas Marzano, February 9, 2012 15 “A brand is what people think it is.”
  16. 16. Thomas Marzano, February 9, 2012 16 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. “Those who grew up digital have different brains. They have different wiring and synaptic connections. This is the defining characteristic of this new generation.” Don Tapscott
  17. 17. Thomas Marzano, February 9, 2012 17 With our brand behavior With what we do, and how we do it
  18. 18. Thomas Marzano, February 9, 2012 18 Our brand Every day, everywhere, the Philips brand touches millions of people.
  19. 19. Thomas Marzano, February 9, 2012 19 Simplicity
  20. 20. Thomas Marzano, February 9, 2012 2020Source: www.shellmont.com
  21. 21. Thomas Marzano, February 9, 2012 21 The Score | The Customer Journey sources: Customer Journey by McKinsey
  22. 22. Thomas Marzano, February 9, 2012 22 The Instruments | Digital ecosystem Inspired by Forrester owned managed bought earned
  23. 23. Thomas Marzano, February 9, 2012 23 EMOTIONAL FUNCTIONAL Inspire & excite Educate & enable Inform & convince Drive Reach Build advocacy Drive purchase The Notes | Content to stimulate engagement
  24. 24. Thomas Marzano, February 9, 2012 24 The Brand Symphony Digital Ecosystem Content Pyramid Customer Journey
  25. 25. Thomas Marzano, February 9, 2012 Brand Experience Design CASE: Kitchen appliances in Germany
  26. 26. Thomas Marzano, February 9, 2012 26
  27. 27. Thomas Marzano, February 9, 2012 27 Methodology: User Experience Flow capturing insights on customer behavior and experience Experience flows help to visualize insights about how customers behave, think and how they try to achieve their goals • What triggers their goals and needs? • How do they think about it? • Which activities do they perform and in which sequence? • Which barriers and pain points do they face? • What are the key decision points throughout the process? • What are their concerns? • What are noteworthy insights through the process?
  28. 28. Thomas Marzano, February 9, 2012 Generating ideas Experience scenarios
  29. 29. Thomas Marzano, February 9, 2012 29 Initial consideration | Trigger to connect
  30. 30. Thomas Marzano, February 9, 2012 30 Active evaluation | Inform to educate
  31. 31. Thomas Marzano, February 9, 2012 31 Active evaluation | Interact to convince
  32. 32. Thomas Marzano, February 9, 2012 32 Moment of purchase | Order to deliver
  33. 33. Thomas Marzano, February 9, 2012 33 Post-purchase experience | Convince to reassure
  34. 34. Thomas Marzano, February 9, 2012 34 Post-purchase experience | Delight to engage 1/2
  35. 35. Thomas Marzano, February 9, 2012 35 Post-purchase experience | Delight to engage 2/2
  36. 36. Thomas Marzano, February 9, 2012 36 Loyalty | Motivate to share
  37. 37. Thomas Marzano, February 9, 2012 37 Briefing creation & program creation 1. Ecosystem overview 2. Platform briefing 3. .com catalog briefing 4. Content briefing 5. Facebook briefing 6. Product advisor briefing 7. ecommerce / Amazon briefing 8. IT project briefing 9. Search briefing 10. CRM Reviews & ratings briefing 11. Mobile briefing 12. Care briefing 13. CRM briefing | Membership & points 14. Community management briefing
  38. 38. Thomas Marzano, February 9, 2012 3838Source: www.shellmont.com
  39. 39. Thomas Marzano, February 9, 2012 39
  40. 40. Thomas Marzano, February 9, 2012 40 Simplicity

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