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Embedding #socialmedia into our DNA

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  • 1. Embedding #SocialMedia into our DNAThomas Marzano | @ThomasMarzanoGlobal Creative Director - Digital Brand DesignFebruary 9, 2012
  • 2. Design at PhilipsPhilips Design is the competencecenter of Design for all of Philipsand acquired companies.Creativity is at the of our organization Thomas Marzano, February 9, 2012 2
  • 3. Our social media journey started bottom up… Thomas Marzano, February 9, 2012 3
  • 4. Thomas Marzano, February 9, 2012 4
  • 5. Introducing a 3 pillar approach 1. Started with a cross functional social media team providing support infrastructure and guidance Thomas Marzano, February 9, 2012 5
  • 6. The Social media cross functional team Publishing Marcom IT HR SM Central Team Online Marketing Care B2B B2C Agency SM in CMO CRM IT CIM Legal Market Corp research Design COMM Corp COMM External PR NPS Brand Thomas Marzano, February 9, 2012 6
  • 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 Thomas Marzano, February 9, 2012 7
  • 8. Selected tools for efficient business deployment Listen Dashboards Build ONE Talk Philips Participate Community Social Media Energize Newsroom Facilitate & Moderate Thomas Marzano, February 9, 2012 8
  • 9. The social media journey continued… Social network guides X-Functional team Webcare toolkit Stage gate system SM Brand guidelines Employee GuidelineBrand principles Core platforms Socialcast B2C Strategy toolkit2009 2010 2011 2012 Thomas Marzano, February 9, 2012 9
  • 10. Social media is bringing back old rituals and traditions. Thomas Marzano, February 9, 2012Source: Tales from the Bazaars of Arabia
  • 11. What is a brand?It’s not just a logoIt’s not just a colorIt’s not just a typeface Thomas Marzano, February 9, 2012 11
  • 12. 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.” Thomas Marzano, February 9, 2012 12
  • 13. 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.” Thomas Marzano, February 9, 2012 13
  • 14. Marty Neumeier, author the Brand Gap“A brand is the consumers feelingabout your product, your services oryour organization.” Thomas Marzano, February 9, 2012 14
  • 15. “A brand is what people think it is.” Thomas Marzano, February 9, 2012 15
  • 16. “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 TapscottPeople have limitlessaccess to all informationalways and everywhere.Wanting seamlessexperiences betweenonline & offline….Converging the virtual andreal world for augmentedexperiences that addmeaning to their lives. Thomas Marzano, February 9, 2012 16
  • 17. With our brand behaviorWith what we do,and how we do it Thomas Marzano, February 9, 2012 17
  • 18. Our brandEvery day, everywhere,the Philips brand touchesmillions of people. Thomas Marzano, February 9, 2012 18
  • 19. SimplicityThomas Marzano, February 9, 2012 19
  • 20. Source: www.shellmont.com Thomas Marzano, February 9, 2012 20 20
  • 21. The Score | The Customer Journeysources: Customer Journey by McKinsey Thomas Marzano, February 9, 2012 21
  • 22. The Instruments | Digital ecosystemInspired by Forrester owned managed bought earned Thomas Marzano, February 9, 2012 22
  • 23. The Notes | Content to stimulate engagement Drive Reach Inspire & excite Build advocacy Educate & enable Drive purchase Inform & convince EMOTIONAL FUNCTIONAL Thomas Marzano, February 9, 2012 23
  • 24. The Brand Symphony Customer Journey Digital Ecosystem Content Pyramid Thomas Marzano, February 9, 2012 24
  • 25. Brand Experience DesignCASE: Kitchen appliances in Germany Thomas Marzano, February 9, 2012
  • 26. Thomas Marzano, February 9, 2012 26
  • 27. Methodology: User Experience Flowcapturing insights on customer behavior and experienceExperience flows help to visualize insights about how customersbehave, 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? 27 Thomas Marzano, February 9, 2012
  • 28. Generating ideasExperience scenarios Thomas Marzano, February 9, 2012
  • 29. Initial consideration | Trigger to connect Thomas Marzano, February 9, 2012 29
  • 30. Active evaluation | Inform to educate Thomas Marzano, February 9, 2012 30
  • 31. Active evaluation | Interact to convince Thomas Marzano, February 9, 2012 31
  • 32. Moment of purchase | Order to deliver Thomas Marzano, February 9, 2012 32
  • 33. Post-purchase experience | Convince to reassure Thomas Marzano, February 9, 2012 33
  • 34. Post-purchase experience | Delight to engage 1/2 Thomas Marzano, February 9, 2012 34
  • 35. Post-purchase experience | Delight to engage 2/2 Thomas Marzano, February 9, 2012 35
  • 36. Loyalty | Motivate to share Thomas Marzano, February 9, 2012 36
  • 37. Briefing creation & program creation1. Ecosystem overview2. Platform briefing3. .com catalog briefing4. Content briefing5. Facebook briefing6. Product advisor briefing7. ecommerce / Amazon briefing8. IT project briefing9. Search briefing10. CRM Reviews & ratings briefing11. Mobile briefing12. Care briefing13. CRM briefing | Membership & points14. Community management briefing Thomas Marzano, February 9, 2012 37
  • 38. Source: www.shellmont.com Thomas Marzano, February 9, 2012 38 38
  • 39. Thomas Marzano, February 9, 2012 39
  • 40. SimplicityThomas Marzano, February 9, 2012 40