tsc12- thomas marzano - philips
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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
Thomas Marzano, February 9, 2012 38 38 Source: www.shellmont.com
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Simplicity