In Partnership With #ExactTargetManila

Digital Trends and the 1:1 Journey

@derektweets!

Derek Laney Director Product Marketing

In Partnership With

1T Connected

Sensors

50B Connected Products

5B  Smartphones    by  2017  

Social  

4.5B  Aggregate  social  

users  

Connected  

Mobile  

Cloud  

58%  Faster  

deployment  

Automotive Photo  credit:  the  verge  

automa>c.com  

Home

Home

Health

2014 State of Marketing Insights from over 2,500 global marketers

exacttarget.com/stateofmarketing

Data Equals Relevance

one.

Marketing?

Universal Appeal The  White  Family  -­‐  SoCbank  

Everyone is Unique

BLASTDRIVEN

PROFILEDRIVEN

PERSONADRIVEN

RELEVANCE

BEHAVIORDRIVEN

INTERACTIONDRIVEN

REVE

NUE

GENE

RATI

ON

1 : many 1 : 1

1.1% 2.8%3.9%

CONVERSION RATECONVERSION RATE

CONVERSION RATE

Relevance is Revenue

Top area for increased digital spending:

61% Data & Analytics

#ExactTargetManila

•  Combine box-data (game-play), demographics, purchase data and behaviour to get a single view

•  Launched personalised messaging delivered across channels

•  70% increase in engagement

What if the data could drive the strategy?

Predictive Intelligence to Drive Action

Moments Matter

two.

Moments Matter

60%

Closely followed by:

Marketing Automation

#ExactTargetManila

•  Moved from Batch and Blast to Lifecycle

•  Triggered and Timely Communications

•  Huge uptick in deliverability & conversion

•  10x More Productive

Add  vpost  singpost  sites  uniqlo  

Consumer Mobility

three.

1 in 3 consumers use their mobile phone to research products in-store.

Cisco Internet Business Group

#ExactTargetManila

We sent over 1 Billion digital messages on Cyber Monday

#ExactTargetManila

Many of our retail clients experienced mobile open rates exceeding 80%

#ExactTargetManila

42% rarely/never use responsive design

#ExactTargetManila

Over 48% of all email sent is opened via a mobile device Return Path

#ExactTargetManila

63% of US consumers say they delete emails immediately if they are not optimized for mobile Return Path

Location. Location. Location.

46% have an app 70% don’t use location

#ExactTargetManila

Mobile Commerce

The Last Mile

12345 12345 12345 12345

WhatsApp  400M  MAU  

WeChat  355M  MAU  

1.2B  Msg/day   KakaoTalk  5.2B  Msg/day  

200M  MAU  LINE  450M  Users  

ABS-­‐CBN  Help  

Brand Personalization

four.

41% of consumers buy more from retailers who send personalized emails based on past buying behaviors Return Path

Facebook  integra>on  Requires  login  to  Facebook  

User  Profile  Aggregates  all  of  my  site  ac>vity  and  my  status  

Site  to  Facebook  Looks  at  Facebook  friends  and  shows  relevant  reviews  

Knows  my  home  city  Grabs  my  loca>on  and  uses  to  determine  flights  near  me  

Flights  integra>on  Scripts  &  loops  through  the  relevant  flights  in  my  area  

Actual  marke>ng  The  actual  promo>on  &  reason  for  the  email  

EGOnomics

To offset a depersonalized society, consumers crave recognition of their individuality.

Faith Popcorn

#ExactTargetManila

Service is the New Selling

five.

Move, Nourish, Believe

uber  

We must move from numbers keeping score to numbers that drive better actions David Walmsley

Head of Multichannel Marks & Spencer

As a digital marketing pioneer, our mission is to inspire & enable organizations to leverage digital marketing to drive phenomenal business results.

digital marketing pioneer

ExactTarget Corporate Overview •  Founded in 1999 •  Email •  Mobile (SMS/MMS, Push & Email) •  Social Media •  Web Experiences •  Marketing Automation •  Customer Data

“ExactTarget brings the strongest current offering this year with intuitive campaign management, scalability, automated predictive models, collaboration tools, and an open technology platform that supports third-party development.”

Retail/CPG Travel

& Hospitality Communications

& Media Internet

& eCommerce Technology Financial Services

& Insurance

Powering Success in Every Industry

ExactTarget Marketing Cloud

Shared Customer Data

Salesforce1 Customer Platform

ExactTarget Marketing Cloud Sales Cloud + Pardot Service Cloud

Sell to Businesses

Market to Millions of Customers

Service all of Your Customers

+  

Automated, Personalized Journeys

•  Website •  Social Media •  Ads

•  SMS/MMS •  Mobile Apps •  Email

Sales & Lead Management

•  Email Lead Nurturing •  Lead Management •  Opportunities & Forecasting

B2B & B2C Customer Support •  Cases •  Knowledge Base •  Agent Console

Join Your Customers on a 1:1 Journey Across Marketing, Sales, and Services

Customers Are On A Journey With Your Brand

Do you know who your customers are?

Do you know where they are in their journey?

Are you driving an engagement strategy to move

them along that journey?

Are you able to measure the impact on your business goals?

The Platform for 1:1 Customer Journeys

Build a Single View of the Customer Plan and Optimize the Customer Journey Deliver Personalized Content Across Every Channel and Device Measure the Impact on Your Business

“We need to better serve our current customers, and increase our share of wallet.”

better serve our current customers

First Purchase

Repeat Purchase

Loyal Customer

Anonymous Browsers

ACLPV: Average Customer Lifetime Purchase Value

The Northern Trails Customer Journey

#ExactTargetManila

Susan starts her journey on social media

NTO listens, engages and directs Susan to their website

Brands listen for specific topics Engage with content & links Build personal relationships with customers

NTO tracks her anonymous browsing and drives personalized product recommendations

Offer highly personalized product & content recommendations Guide customers through the entire shopping experience Automate thank you & loyalty programs

Deliver engaging experiences, compelling content & mobile apps Capture email, browsing behavior, location and preferences Create a robust profile with personalized information

NTO converts Susan to a known contact; merging in her anonymous browsing data

Trigger personalized emails Ensure emails look great on desktop & mobile Re-engage with personalized communications that are triggered from web experiences, like an abandoned shopping cart.

Susan’s profile and behavior triggers 1:1 journeys that span email, SMS, push notifications, and web content

Create highly relevant content to continue engagement Follow up with email subscribers who do not click or open emails Target customers with 1:1 paid ads based on preferences & history

NTO targets ads to Susan on Facebook & Twitter

NTO sends transactional messages, like receipts and shipping alerts

Thank you for your order, Susan!

susiem@gmail.com

Cross-sell using customer data preferences & history Maintain brand integrity with beautifully designed transactional messages Deliver automatically at the right time using multiple data sources

NTO sends Susan location-based offers

Drive mobile commerce with in-app mobile alerts Trigger interactions exactly at the right place and right time Use templates to build campaigns quickly and easily

NTO even personalizes the in-store experience

Get to know your customer through their social networks Recommend alternative products to items that are out of stock Inquire about past purchases to build loyalty

Susie Marshall

Susie Marshall 1701 John F. Kennedy Blvd Philadelphia, PA 19103

In Partnership With #ExactTargetManila

Agenda 1.  Best Practice Social Media 2.  Product Video: Social Studio 3.  ABS-CBN Spotlight Q&A

In Partnership with

Best Practice Social Media Customer Service

In Partnership with

On April 13th 2010 when Iceland volcano erupted and shut down flights across Europe… customers turned to social media. So did Air France KLM. Ever since then, they have been the leader in social media customer service.

Best Practice Social Media Customer Service

In Partnership with

KLM are the leaders in Twitter response times. They also have the highest ratio of Facebook replies vs. comments against all other brands.

Best Practice Social Media Customer Service

In Partnership with

KLM Airlines display live Twitter customer service response times, and update every 5 minutes.

Agenda 1.  Best Practice Social Media 2.  Product Video: Social Studio 3.  ABS-CBN Spotlight Q&A

In Partnership with

Agenda 1.  Best Practice Social Media 2.  Product Video: Social Studio 3.  ABS-CBN Spotlight Q&A

In Partnership with

ABS-CBN Spotlight with Mon Lizardo

In Partnership with

Ques9on  and  Answer:  

1.  What  are  ABS-­‐CBN  doing  to  embrace  social  media?  

2.  How  were  ABS-­‐CBN  able  to  opera>onalize  social  media  in  your  day  to  day  opera>ons?  

3.  What  is  next  for  ABS-­‐CBN  in  the  online  world?  

Thank You!

#ExactTargetManila