From Hype to Business as Usual | Thomas Marzano, Philips | iStrategy Singapore 2010
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Transcript of From Hype to Business as Usual | Thomas Marzano, Philips | iStrategy Singapore 2010
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Thomas Marzano
December 2, 2010
From Hype To Business As UsualSocial Media @ Philips
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Philips, December 2, 2010 2
Thomas Marzano | Creative Director@ThomasMarzano
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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
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A brand experienceUnderstanding people and brands
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Philips, December 2, 2010 5
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What is a brand?
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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.
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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.
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Simplicity
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Where does Philips stand?A journey towards social media strategy
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- 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
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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
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A fairly positive sentimentbut very low activity/conversation
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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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Structuring Social MediaEnabling business objectives
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Philips, December 2, 2010
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brand preference
consumer relationships
the buying experience
Create BuildSimplify
Create competitive advantage
What are the objectives on & offline
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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
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Philips, December 2, 2010
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
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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
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The Core ComponentsThe choices made so far
Listen
TalkParticipate
Energize
Dashboards
Build ONEPhilips
Community
Social MediaNewsroom
Facilitate & Moderate
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Cinematic viewing experienceThe case of TV
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“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
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launch
Listen, Learn & RespondIterative learning process
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You need a new flat TV
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But you can't chose...
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… say what?
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How to give good TV advice?User Centric Approach | from insights to design
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Index
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TV Buying Experience Flow
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launch
The TV Buying GuideIterative learning process
KPI’s: WAUW, Clarity & Usability
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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…
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Facebook Page YouTube Channel
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TV CustomizerTV Category Page
Campaign site TV Buying Guide
Cinematic viewing experience
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launch
Listen, Learn & RespondIterative learning process
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launch
Philips.com | Experience site
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launch
Philips.com | The TV Category page
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Philips.com | The TV product catalogue
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launch
Philips.com | The TV Buying Guide
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Philips.com | The product page
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launch
Facebook | Building the community
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YouTube | Create a buzz
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launch
eMail | Reaching our install base
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launch
Point of sale | Consistent touchpoint experience
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Business as usualAn integrated business & marketing strategy
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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
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Philips, December 2, 2010