Dreaming Big with Social


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Marketers have an unprecedented opportunity to lead. As technology forces us to respond to customer needs in real-time, a majority of companies feel unprepared for the changing landscape in the digital era. In this webinar presentation, Cory Hartlen (Product Marketing Manager, ExactTarget Marketing Cloud) and Anne McGraw (Senior Manager of Customer Experience, Nissan) come together to welcome you to the “Internet of Customers.” They discuss different methods using social media to connect with your customers in a whole new way. This presentation shows how some of the biggest brands in the world are leading innovation with their customers.

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  • Thank you very much. It’s an honor to speak here with such great speakers, attendees and on this magnificent stage.
  • And what is powering much of our success is the fact that everything is moving to the cloud – not only our music and files, but our health and every aspect of our life. This is the Fitbit Flex. How many of you are wearing one of these?Sex Story, passive, light effort, active & vigorous. , Gizmodo, posted, congrats fitbit users on your 30mins of sexual activity.http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=1886961&highlight=
  • This year, this device was the most popular personal care item sold by Amazon.com. Connected devices are not just for traditional consumer electronics anymore.http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=1886961&highlight=
  • And for the first time, more the half of all shoppers at Amazon.com did so using their mobile phone. We are witnessing the mobile revolution first hand.http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=1886961&highlight=
  • You no longer need a mobile strategy. You need to be a mobile company. Products and services are becoming realtime, with the use of our mobile device. It’s not just how we live, it’s where we live, latest numbers suggest 16 hrs a day.
  • It’s our travel agent
  • It’s our boarding pass.
  • We no longer hail a cab. The cab just comes to us.
  • And why own a bike when you can just use one when you want to?
  • We all know that. But we’re not prepared. Pole the audience, who feels this pain. Who doesn’t? What was your first step?What does this mean for use as marketers?
  • Companies like Starbucks are innovating with their customers
  • This is how companies will be realizing their dreams of being closer to their customers.
  • We have an unprecedented opportunity to lead. This is our time to step up.
  • Dreaming Big with Social

    1. 1. Welcome to the Internet of Customers Connect with your customers in a whole new way Cory Hartlen Product Adoption Team ExactTarget MarketingCloud @coryhartlen
    2. 2. Fitbit Flex
    3. 3. #1 Health & Personal Care
    4. 4. 50% shopped on mobile
    5. 5. “Mobile sales increased 46% in Q4, and mobile accounted for 35% all ” online traffic. IBM Digital Analytics Benchmark (10/1/13 through 12/31/13), Jan. 2, 2014.
    6. 6. New York-Reno August 1, 2013
    7. 7. New York-Reno August 1, 2013
    8. 8. Most Companies Feel Unprepared 66% of companies lack an in-depth understanding of their customers IBM Study of 1,700 CMOs “From Stretched to Strengthened”
    9. 9. Evolve, or Die! Every marketer is in the business of business reinvention
    10. 10. Marketers are leading the internet of CUSTOMERS
    11. 11. Marketers are leading the innovation with CUSTOMERS
    12. 12. Ready Set Go!
    13. 13. Four Social Use Cases & Sales Plays Social Listening Community Management Content Marketing Social Customer Care
    14. 14. Social Listening “I want to understand voice of the customer in real-time.” “How does our share of voice compare with our competitors?” “I need to optimize my content with topical themes being discussed in our community.” “Who are the people that are influencing our brand and industry conversations?“ CMO / VP of Marketing
    15. 15. Community Management “How to I find and nurture online conversations about my brand?” “How can I connect and engage with influential thought leaders?” “What is the best way to find positive brand conversations that I can amplify?” “How do I track and engage in conversations across my team, ensuring brand consistency?” Director of Social Media / Marketing / PR
    16. 16. Content Marketing “How do I publish compelling content and tell stories that build real engagement?” “How do I plan and execute sophisticated social campaigns?” “How do I collaborate across internal teams and agencies?” “How do we maximize the reach of our content and drive interactions?” CMO / VP of Marketing
    17. 17. Social Customer Care “How improve customer loyalty by delivering care on the customer’s choice of channels?” “How do I connect with PR for brand crisis issues that transcend Service? “How do I scale teams to meet expectations of fast responses on social channels?” “How do I deliver escalate from Social to other channels such as phone and email?” VP Customer Service
    18. 18. Questions?
    19. 19. Interested in Additional Webinars? Learn from product experts on how to leverage your ExactTarget product or service Learn about research and best practices from experts within Interactive Marketing http://www.exacttarget.com/resource-center/webinars
    20. 20. Thank You