Social by Design

October 24, 2012

Social by design from advertising to UX

Thomas Marzano | @ThomasMarzano

Global Creative Director - Digital Brand Design

@ThomasMarzano, October 24, 2012 2

What is a brand?

It’s not just a logo

It’s not just a slogan

It’s not just a product

@ThomasMarzano, October 24, 2012

“A name, sign or symbol used to

identify items or services of the

seller and to differentiate them

from goods of competitors.”

The Dictionary of Business and Management


“A brand is the consumers

feeling about your product, your

services or your organization.”

Marty Neumeier, author the Brand Gap


A brand is what people feel 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.

“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


With our brand behavior

With what we do,

and how we do it


Our brand

Every day, everywhere,

the Philips brand touches

millions of people.


Simplicity


10

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?


User experience flows

Marketing Use CDJ to prioritize your

marketing spent, and get

input for roadmap (AOP)

Product innovation Use flow to inform your

product development; gives

input on latent needs = new

propositions!

Social Media Use flow to organize and

focus your efforts; gives

input for channels and

capabilities

Design Use flow to understand and

translate particular needs

into meaningful solutions

IT Use flow to align your

capabilities and platform

decisions with the actual

customer needs

Customer care Use flow to anticipate on

common complaints; gives

input on channels and

sentiment

Strategy Use flow to populate your

roadmap; gives input for

improvements and

innovation


Being social by design

means designing every

facet of a users’ experience

with your brand

Social by Design

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