February 9, 2012

Embedding #SocialMedia into our DNA

Thomas Marzano | @ThomasMarzano Global Creative Director - Digital Brand Design

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

of our organization Creativity is at the

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Our social media journey

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Introducing a 3 pillar approach

1. Started with a cross functional social media team providing support infrastructure and guidance

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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

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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

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Selected tools for efficient business deployment

Listen

Talk Participate

Energize

Dashboards

Build ONE Philips

Community

Social Media Newsroom

Facilitate & Moderate

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2009 2012 2010 2011

Brand principles

X-Functional team

Core platforms

Stage gate system Employee Guideline SM Brand guidelines

Socialcast

Social network guides

B2C Strategy toolkit

Webcare toolkit

The

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Social media is bringing back old rituals and traditions.

Source: Tales from the Bazaars of Arabia

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What is a brand?

not just a logo not just a color not just a typeface

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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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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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Marty Neumeier, author the Brand Gap A brand is the consumers feeling

about your product, your services or your organization.

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A brand is what people think it is.

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People have limitless access to all information always and everywhere. Wanting seamless experiences between online 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

Don Tapscott

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With our brand behavior With what we do, and how we do it

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Our brand

Every day, everywhere, the Philips brand touches millions of people.

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Simplicity

Thomas Marzano, February 9, 2012 20 20 Source: www.shellmont.com

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The Score | The Customer Journey sources: Customer Journey by McKinsey

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The Instruments | Digital ecosystem Inspired by Forrester

owned managed bought earned

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EMOTIONAL   FUNCTIONAL  

Inspire & excite

Educate & enable

Inform & convince

Drive Reach

Build advocacy

Drive purchase

The Notes | Content to stimulate engagement

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The Brand Symphony

Digital Ecosystem Content Pyramid

Customer Journey

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Brand Experience Design CASE: Kitchen appliances in Germany

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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?

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Generating ideas

Experience scenarios

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Initial consideration | Trigger to connect

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Active evaluation | Inform to educate

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Active evaluation | Interact to convince

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Moment of purchase | Order to deliver

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Post-purchase experience | Convince to reassure

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Post-purchase experience | Delight to engage 1/2

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Post-purchase experience | Delight to engage 2/2

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Loyalty | Motivate to share

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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

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Simplicity