Copyright Neolane - 2011   Neolane Private and Confidential   1
Copyright Neolane - 2011   Neolane Private and Confidential   2
Copyright Neolane - 2011   Neolane Private and Confidential   3
Less Communication is             More Conversation    Martin Smith – Head of Marketing, Neolane LimitedCopyright Neolane ...
New Challenges for Marketing &   Communications      Brand Goals Haven’t Changed             Customers Have Seized Power  ...
New Challenges for Marketing &   Communications      Traditional Marketing Losing   Re-establish Customer Intimacy via    ...
‘Big Data’            Big data is a term applied to a new generation of            software, applications, and system and ...
‘SoLoMo’                  The convergence of social, local, and mobile.               Marketers who take advantage of SoLo...
Content Marketing                     Content marketing subscribes to the notion that                      delivering high...
Conversational Marketing                   Conversational marketing technology empowers                organizations to bu...
Copyright Neolane - 2011   Neolane Private and Confidential   11
Copyright Neolane - 2011   Neolane Private and Confidential   12
The Neolane Conversational   Marketing Platform             Organize and optimize marketing             processes         ...
Lifetime Customer Journey at   voyages-sncf.com      PROSPECT                 CUSTOMER                    ACTIVE          ...
Retail Banking - Inbound Outbound  Fusion                           Catalog of 124 Financial Services Marketing Offers Opt...
Thank You                             Neolane                             Stand C5                           Win a trip to...
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Social Media Theatre: Less Communication is More Conversation

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Social Media Theatre: Less Communication is More Conversation

  1. 1. Copyright Neolane - 2011 Neolane Private and Confidential 1
  2. 2. Copyright Neolane - 2011 Neolane Private and Confidential 2
  3. 3. Copyright Neolane - 2011 Neolane Private and Confidential 3
  4. 4. Less Communication is More Conversation Martin Smith – Head of Marketing, Neolane LimitedCopyright Neolane - 2011 Neolane Private and Confidential 4
  5. 5. New Challenges for Marketing & Communications Brand Goals Haven’t Changed Customers Have Seized Power ■ Sell more ■ Information is everywhere ■ Sell more often ■ Purchases are ever easier ■ Sell longer ■ Every buyer is an advocate Disloyal and Nomadic  Informed  Changeful  Vocal  Overly Solicited  EducatedCopyright Neolane - 2011 Neolane Private and Confidential 5
  6. 6. New Challenges for Marketing & Communications Traditional Marketing Losing Re-establish Customer Intimacy via Relevance Conversational Marketing ■ Impersonal ■ Personal ■ Unidirectional ■ Conversation ■ Perceived as intrusive ■ Unify service & marketing to create valueCopyright Neolane - 2011 Neolane Private and Confidential 6
  7. 7. ‘Big Data’ Big data is a term applied to a new generation of software, applications, and system and storage architecture, all designed to provide business value from unstructured data. • Data Tsunami – 1.8 Zetabytes of Data in 2012 = 57.5 Billion 32Gb iPads = $34.4 Trillion investment • The amount of digital information created annually will grow by a factor of 44 from 2009 to 2020 • More than 70% of the data in the Digital Universe is generated by individuals.Copyright Neolane - 2011 Neolane Private and Confidential 7
  8. 8. ‘SoLoMo’ The convergence of social, local, and mobile. Marketers who take advantage of SoLoMo can reach consumers right when they’re making purchasing decisions.Copyright Neolane - 2011 Neolane Private and Confidential 8
  9. 9. Content Marketing Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.Copyright Neolane - 2011 Neolane Private and Confidential 9
  10. 10. Conversational Marketing Conversational marketing technology empowers organizations to build and sustain one-to-one lifetime dialogues with every customer and prospect, dramatically increasing revenue and marketing efficiency. #1 - Markets are conversations #6 - The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. #9 - These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.Copyright Neolane - 2011 Neolane Private and Confidential 10
  11. 11. Copyright Neolane - 2011 Neolane Private and Confidential 11
  12. 12. Copyright Neolane - 2011 Neolane Private and Confidential 12
  13. 13. The Neolane Conversational Marketing Platform Organize and optimize marketing processes Unify inbound and outbound communication channels Personalize every conversation Leverage every opportunity of contact to inflect individual behavior Leverage a single code-based, modular, and future proof platformCopyright Neolane - 2011Copyright Neolane 2011 Neolane Private and Confidential 13 13
  14. 14. Lifetime Customer Journey at voyages-sncf.com PROSPECT CUSTOMER ACTIVE LOYAL ADVOCATE Twitter Alerts Reactivation Travel Log Alerts Loyalty program Sweepstakes Up-sell and Cross-sell Questionnaire Newsletter Transactional Messages Events Flash Sales Recovery Welcome Journey Mobile Welcome Message Information Newsletter Order Confirmation Manual Scenario Trip Reminder Automated Reservation Alerts Trigger Online Help Simplify 1st purchase Satisfy 1st purchase Lengthen relationship Maintain satisfaction Involve customer Introduce offers and Follow throughout Foster up-sell and services customer lifecycle cross-sell Reward top customers Foster communityCopyright Neolane - 2011Copyright Neolane 2011 Neolane Private and Confidential 14 14
  15. 15. Retail Banking - Inbound Outbound Fusion Catalog of 124 Financial Services Marketing Offers Optimized to Address all Life Situations for 20 Million Individuals Marketing Offers Call centre Rules Web Eligibility Format Content Recommandation Mailing Priorities Email BranchesCopyright Neolane - 2011 Neolane Private and Confidential 15
  16. 16. Thank You Neolane Stand C5 Win a trip to Paris for 2Copyright Neolane - 2011 Neolane Private and Confidential 16

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