Social by Design

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Slides used during my talk at the Guardian Changing Advertising Summit 2012 in London

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Social by Design

  1. 1. Social by designfrom advertising to UXThomas Marzano | @ThomasMarzanoGlobal Creative Director - Digital Brand DesignOctober 24, 2012
  2. 2. What is a brand?It’s not just a logoIt’s not just a sloganIt’s not just a product @ThomasMarzano, October 24, 2012 2
  3. 3. “A name, sign or symbol used toidentify items or services of theseller and to differentiate themfrom goods of competitors.”The Dictionary of Business and Management @ThomasMarzano, October 24, 2012
  4. 4. “A brand is the consumersfeeling about your product, yourservices or your organization.”Marty Neumeier, author the Brand Gap @ThomasMarzano, October 24, 2012
  5. 5. A brand is what people feel it is @ThomasMarzano, October 24, 2012
  6. 6. “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. @ThomasMarzano, October 24, 2012 6
  7. 7. With our brand behaviorWith what we do,and how we do it @ThomasMarzano, October 24, 2012 7
  8. 8. Our brandEvery day, everywhere,the Philips brand touchesmillions of people. @ThomasMarzano, October 24, 2012 8
  9. 9. Simplicity@ThomasMarzano, October 24, 2012 9
  10. 10. 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? 10 @ThomasMarzano, October 24, 2012
  11. 11. User experience flowsMarketing Product innovation Social Media StrategyUse CDJ to prioritize your Use flow to inform your Use flow to organize and Use flow to populate yourmarketing spent, and get product development; gives focus your efforts; gives roadmap; gives input forinput for roadmap (AOP) input on latent needs = new input for channels and improvements and propositions! capabilities innovationDesign Customer care ITUse flow to understand and Use flow to anticipate on Use flow to align yourtranslate particular needs common complaints; gives capabilities and platforminto meaningful solutions input on channels and decisions with the actual sentiment customer needs @ThomasMarzano, October 24, 2012 11
  12. 12. Being social by designmeans designing everyfacet of a users’ experiencewith your brand @ThomasMarzano, October 24, 2012

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