Thomas will give an overview of how Philips integrated social media. What have been the social and brand experiences during this implementation. What are the 3 pillars of social integration? And finally, Thomas will discuss the case LifeLine: Integrating Social Media into our products & services.

Thomas Marzano also participate in the Social Talk Interational Strategy
In the 90’s strategic management thinking viewed strategy as either a plan, a pattern, a position, a perspective or a ploy (Mintzberg). In the era of social business, do all these meanings of strategy still apply? Who should lead the formation of social strategy in the organisation? When deploying social projects in an international organisation, what are the greatest challenges? What are the management dilemmas that are most common for Dutch multinationals?
How should multinationals cope with the different dominating platforms in different countries?

Biography
Being a Creative Director for Online Brand Communications at Philips, based at Philips Design in Amsterdam, The Netherlands, Thomas’ work focuses on online communication across the company. He works with counterparts at Global Marketing & Communications as well as the Philips sectors Consumer Lifestyle, Lighting and Healthcare. Together these teams are responsible for establishing the Philips brand in the hearts and minds of its stake holders and championing the activation of Brand strategy across all touching points.