1. 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 organizationCreativity is at the

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Our social media journey started bottom up…

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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 20122010 2011
Brand principles
X-Functional team
Core platforms
Stage gate system Employee GuidelineSM Brand guidelines
Socialcast
Social network guides
B2C Strategy toolkit
Webcare toolkit
The social media journey continued…

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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?
It’s not just a logo
It’s not just a color
It’s 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 & offline….
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
defining characteristic of this new generation.” 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

20. Thomas Marzano, February 9, 2012 2020Source: 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

38. Thomas Marzano, February 9, 2012 3838Source: www.shellmont.com

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Simplicity