from hype to business as usual | thomas marzano, philips | istrategy singapore 2010

Thomas Marzano

December 2, 2010

From Hype To Business As UsualSocial Media @ Philips

Philips, December 2, 2010 2

Thomas Marzano | Creative Director@ThomasMarzano


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.

of our organizationCreativity at the


A brand experienceUnderstanding people and brands


Presenter

Presentation Notes

But what is a brand? Question to the audience: Does anyone know what a brand is? Do you know what a brand is? Let’s look at some definitions.


What is a brand?

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Presentation Notes



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.”

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The directory of business and managements says Read from screen This is true! But it is a very traditional way of looking at brands. This goes back to the times where cows where being branded by their farmers, so that they could distinguish their cattle from that of others. The word “brand” comes from the Dutch word “branden”.


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.”

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Walter Landor tells us Read from screen This is much better; it explains why consumers are interested in brands.


Marty Neumeier, author the Brand Gap

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

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And Marty Neuemeyer says Read from screen This is excellent! This tells us branding is a feeling, an emotional response driven by the consumer’s perceptions.


“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

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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

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So we set out (in November 2009) to learn more about TV buyers and understand their decision process


- 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…

Our company

Philips, December 2, 2010

17

Social situationOften no clear objectives, low activity & not based on ongoing engagement

Total Philips Channel : >20

Presence: Content type: Activeness:

Corporate/General

Product specific

Campaign s.

Event

Other

43 %

29 %

7 %

7 %

14 %

Very high

Low

Very Low

7 %

21 %

14 %

7 %

50 %

High

Medium

Total Philips Twitters : >50 Corporate/General

Product specific

Campaign s.

Event

35 %

39 %

7 %

17 %

Very high

Low

Very Low

43%

29 %

5 %

5 %

19 %

High

Medium

Total Philips Facebook Pages: >50

Corporate/General

Product specific

Fan

40 %

50 %

10 %

Very high

Low

Very Low

0%

40 %

20 %

20 %

10%

High

Medium


A fairly positive sentimentbut very low activity/conversation

18


LimitedPresence

Philips Consumeronline social

presence is limited,lacks strength

and consistency

As a result, for Philips…..

LittlePassion

There is little passionattributed to the brand.

People are often neutralabout Philips.

FailingHumanize

Philips has no personal presence of it’s own

is therefore failing

to humanize itself

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

Fewer Bigger Better

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Fewer Limit the proliferation of social media activities , focus on objectives and building foundations on ongoing relationship and community development driven by BUs briefings Bigger Create communication platforms, developing content strategy and delivering activation toolkits Better Excel in execution activating the central toolkits deliver a truly engaging experience for our consumers and prospects, creating a real long term relationship


Structuring Social MediaEnabling business objectives


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The future, and how to stay relevant: Our website/shop is created with consumers Unfiltered consumer testimonials will appear Content will have both negative and positive views about our products The shop will be a Community Resource


brand preference

consumer relationships

the buying experience

Create BuildSimplify

Create competitive advantage

What are the objectives on & offline


Approach | Introducing 3 Pillars

1. Started with a Cross functional social media teamProviding 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

SMX-Functional Group

IT

Agency

BrandCorp

CommExternal

NPSBrand

PR

Marcom

Care

Market research

Publishing

Legal

CRM

BUs6 OMMs

HR

``Design

CorpCommInternal

SMCentral Team

SMIn CMO

ITBusinessProcess


The Social Media Stage Gate System Gate system to apply to each defined single social activity

.

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

Understand Target

Audience Social

Behavior

Validate through Social

Listening

Define Strategy and

KPI

Define Implemen-tation plan

Define Rules of

Engagement and WoW

Establish Ongoing

Measurement

2 3 4 5 6 7Set Business

Objectives &

Define Social Media

Objectives

1


The Core ComponentsThe choices made so far

Listen

TalkParticipate

Energize

Dashboards

Build ONEPhilips

Community

Social MediaNewsroom

Facilitate & Moderate

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Leveraging twiiter to drive traffic and engagement….steamline


Cinematic viewing experienceThe case of TV


“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.”

Philips TV | Cinematic viewing experience

Presenter

Presentation Notes

Raymond


launch

Listen, Learn & RespondIterative learning process

http://www.consumer.philips.com/opa/tvaHomePage.jsp?country=GB&language=en&catalogType=CONSUMER&shopType=MRKTG


You need a new flat TV


But you can't chose...


… say what?

http://images.google.com.sg/imgres?imgurl=http://gadgetophilia.com/wp-content/uploads/2009/09/hdmi_logo.jpg&imgrefurl=http://gadgetophilia.com/hdmi-port-guide/&usg=__r0QzmmImtkeofIaRQYal5tpXKwk=&h=292&w=556&sz=14&hl=en&start=1&tbnid=HNIq8rYRY3DiQM:&tbnh=70&tbnw=133&prev=/images?q=HDMI+logo&gbv=2&hl=en

http://images.google.com.sg/imgres?imgurl=http://akamaipix.crutchfield.com/community/blog/JimRi/DLNA_logo_color_lrg.jpg&imgrefurl=http://community.crutchfield.com/blogs/av_tips/archive/2009/07/08/dlna-connects-audio-video-components-across-your-home-network.aspx&usg=__mn9SJYdvhkO0orEAeHseEPXiwe8=&h=354&w=1000&sz=100&hl=en&start=1&tbnid=2Q5RT-nHKK9IKM:&tbnh=53&tbnw=149&prev=/images?q=DLNA+logo&gbv=2&hl=en


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


Index

Presenter

Presentation Notes

Presenter Thomas and Tom


TV Buying Experience Flow


launch

The TV Buying GuideIterative learning process

KPI’s: WAUW, Clarity & Usability



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

Usability testFirst impression…

37


Facebook Page YouTube Channel

38

TV CustomizerTV Category Page

Campaign site TV Buying Guide

Cinematic viewing experience

Presenter

Presentation Notes

And we as a design team are instrumental in translating the Philips Brand into every moment a consumer touches the Philips Brand. Our work starts with designing the products, but we continue our design online, at events, the packaging, in store to name a few of the touchpoints. All being designed from the same vision, the same creative inspiration, the same brand.

http://www.facebook.com/#!/philipscinema

http://www.youtube.com/user/philipscinematv

http://www.cinema.philips.com/gb_en/index.html

http://www.philips.co.uk/c/televisions/33092/cat/#/overview


http://www.consumer.philips.com/vas/tvcgiftoptions.jsp?country=GB&language=en&catalogType=CONSUMER&shopType=rpeeub2c&vasCode=VOSCTV


launch

Listen, Learn & RespondIterative learning process



launch

Philips.com | Experience site



launch

Philips.com | The TV Category page



Philips.com | The TV product catalogue


launch

Philips.com | The TV Buying Guide



Philips.com | The product page


launch

Facebook | Building the community



YouTube | Create a buzz


launch

eMail | Reaching our install base



launch

Point of sale | Consistent touchpoint experience



Business as usualAn 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

Documents

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