Sitecore. Compelling Web Experiences




     Managing the Connected
     Marketing Journey
     David Daniels & Erick Mot...
Sitecore. Compelling Web Experiences




    Why Connected Marketing Now?
    Recent survey from Sitecore says…




  Nea...
Sitecore. Compelling Web Experiences




        Webinar Tips

         One hour webinar including brief Q&A
         We...
Sitecore. Compelling Web Experiences




        About Sitecore

        Sitecore’s Web Content Management System
        ...
Sitecore. Compelling Web Experiences




        More than 2,000 Sitecore Customers




        Page 5                    ...
Sitecore. Compelling Web Experiences




        Featured Presenter: David Daniels


                                     ...
Sitecore. Compelling Web Experiences




          Agenda
         The Challenges of Getting The Customer’s Attention
   ...
Sitecore. Compelling Web Experiences




            You Want it When?




Copyright © 2010 The Relevancy Group, LLC. All ...
Sitecore. Compelling Web Experiences




    Hair
    dryer




     Not an
      iPad                                    ...
Sitecore. Compelling Web Experiences




                              Social Multi-tasking Now
Copyright © 2010 The Relev...
Sitecore. Compelling Web Experiences




                                                                                 ...
Sitecore. Compelling Web Experiences




                                         Multi-tasking Today
Copyright © 2010 The...
Sitecore. Compelling Web Experiences




                            And
        And                 that                 ...
Sitecore. Compelling Web Experiences




            Short Is In – Short Burst Society

           50% skip commercials
 ...
Sitecore. Compelling Web Experiences




            Social Activities Fuel Email Growth


        Email is our digital f...
Sitecore. Compelling Web Experiences




            Online Social Networking Is Not
            A New Concept



        ...
Sitecore. Compelling Web Experiences




            Connected Marketing

        Change Management                       ...
Sitecore. Compelling Web Experiences




           Connected Marketing Supports the
           Natural Lifecycle of Custo...
Sitecore. Compelling Web Experiences




           Content Remains King in the Court
           of Storytelling




Copyr...
Sitecore. Compelling Web Experiences




           Email Marketers Face Many Challenges
                                 ...
Sitecore. Compelling Web Experiences




           Many Marketers Are Missing Key
           Segmentation Opportunities

...
Sitecore. Compelling Web Experiences




           Connect to Social Marketing


  50%                           Currentl...
Sitecore. Compelling Web Experiences




            Why is Connected Marketing
            Important?
         Consumers...
Sitecore. Compelling Web Experiences




            Why Connected Marketing is also
            Important?




Copyright ...
Sitecore. Compelling Web Experiences




           Connected Marketing Framework 4
            1. Become a master of orga...
Sitecore. Compelling Web Experiences




           Connected Marketing Framework 4

            2. Institutionalize testi...
Sitecore. Compelling Web Experiences




           Connected Marketing Framework 4
           3. Reconstruct and create n...
Sitecore. Compelling Web Experiences




           Connected Marketing Framework 4
            4. Let relevance guide eve...
Sitecore. Compelling Web Experiences



           Tactics to Empower Connected
           Marketing
           The abili...
Sitecore. Compelling Web Experiences



           Tactics to Empower Connected
           Marketing
            The abil...
Sitecore. Compelling Web Experiences



         Tactics to Empower Connected
         Marketing
          The ability to...
Sitecore. Compelling Web Experiences



           Tactics to Empower Connected
           Marketing

            The abi...
Sitecore. Compelling Web Experiences



           Tactics to Empower Connected
           Marketing
            The abil...
Sitecore. Compelling Web Experiences



           Tactics to Empower Connected
           Marketing
            Ability ...
Heart of
the City
Changing the Game Online.


Connected Marketing Case Study
Manchester City /Aqueduct / Sitecore
Defining a new era
of football websites
City wanted one of the
 best entertainment
websites in the world
Evolving                Sharable
                        Easy

Immersive
                                       Personal
 ...
A Challenge
High traffic volume           Video
       Radical, uncompromising design

Multi-language

          Real-time updates
Dri...
Launch day...

               90,000 unique visits
               60,000 unique visitors
               1,000 shop orders
...
First 100 days...

9,000,000 visits
3,000,000 unique visitors
45,000,000 page views
5 pages per visit
4 minutes average ti...
Match Experience Feeds
Players’ Stats Feeds
Video Integration
Not just a website

City connects fans with fans
Facebook

mcfc.co.uk
                        Fan Sites




 Twitter                Email


              Flickr
145,000 fans and counting
(0 at start of 2009/10 season)

3rd largest referrer after direct
and Google

1500 fans interact...
34,500 followers

100+ new followers daily

Twitter commentary during games

10% of followers display our
branded Twibbon
More social media…
Flickr photo sharing

Foursquare

ROI tracking via Facebook
Hootsuite, Tweetcounter,
bit.ly and Brandwa...
What’s next?
The journey continues…
• Mobile implementation

• More global engagement: Spanish and Portuguese
  sites with localized co...
Sitecore. Compelling Web Experiences



                                        Email Marketing Cost Model Comparing Conne...
Sitecore. Compelling Web Experiences




         Change




        Page 56                        www.sitecore.net   Has...
Sitecore. Compelling Web Experiences




        Page 57                        www.sitecore.net
Sitecore. Compelling Web Experiences




         Urban Change Continues




    “Each brand chooses a particular customer...
Sitecore. Compelling Web Experiences




         Connect to Social Marketing
              Short term goals to larger mi...
Sitecore. Compelling Web Experiences




         Your Connected Marketing Map

          Don’t fear change – it is const...
Sitecore. Compelling Web Experiences




         Your Connected Marketing Map
          Embrace testing and interactivit...
Sitecore. Compelling Web Experiences




                                                Q&A
                             ...
Managing the Connected Marketing Journey
Managing the Connected Marketing Journey
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Managing the Connected Marketing Journey

  1. 1. Sitecore. Compelling Web Experiences Managing the Connected Marketing Journey David Daniels & Erick Mott | October 6, 2010 Page 1 www.sitecore.net
  2. 2. Sitecore. Compelling Web Experiences Why Connected Marketing Now? Recent survey from Sitecore says…  Nearly 60% of marketers 262 Respondents said they don’t have a social media strategy  Nearly 70% of marketers said they are under- resourced; no time  We think opportunity knocks, now, with a Connected Marketing strategy! Page 2 www.sitecore.net Hashtag: #SitecoreCMJ
  3. 3. Sitecore. Compelling Web Experiences Webinar Tips  One hour webinar including brief Q&A  Webinar will be available on-demand including PDF  Join the conversation on Twitter with #SitecoreCMJ Page 3 www.sitecore.net Hashtag: #SitecoreCMJ
  4. 4. Sitecore. Compelling Web Experiences About Sitecore Sitecore’s Web Content Management System (CMS), portal and marketing automation software solutions enable companies to deliver compelling Web experiences. Our award-winning software makes it easy for businesses to create and update dynamic, full- featured websites of all types. Sitecore’s industry leading flexibility and scalability allows organizations to better leverage their content, improve customer experiences and drive business growth. Page 4 www.sitecore.net Hashtag: #SitecoreCMJ
  5. 5. Sitecore. Compelling Web Experiences More than 2,000 Sitecore Customers Page 5 www.sitecore.net
  6. 6. Sitecore. Compelling Web Experiences Featured Presenter: David Daniels David is co-author of the book “Email Marketing An Hour a Day” and served as VP and Principal Analyst with Forrester and Jupiter Research. With over 20 years of experience, David is an advisor to the Online Trust Alliance and the DMA’s email experience council. He has also held senior level positions at Apple, Urban Outfitters, Anthropologie, MicroWarehouse and ProTeam. Currently, David leads The Relevancy Group, which is dedicated to educating the market on the imperative tactics needed to foster trust with consumers and improve an organization’s relevance within the broader online economy. David has also been a contributor to the Weekend Today Show on NBC. Page 6 www.sitecore.net Hashtag: #SitecoreCMJ
  7. 7. Sitecore. Compelling Web Experiences Agenda  The Challenges of Getting The Customer’s Attention  What is Connected Marketing?  The Current State of Online Marketing  Why Connected Marketing Is Important  The Connected Marketing Framework  Tactical Connected Marketing Implementation Map  Sitecore Case Study: Manchester City Football Club  Summary  Q&A Page 7 www.sitecore.net Hashtag: #SitecoreCMJ
  8. 8. Sitecore. Compelling Web Experiences You Want it When? Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 8 www.sitecore.net Hashtag: #SitecoreCMJ
  9. 9. Sitecore. Compelling Web Experiences Hair dryer Not an iPad An Actual Conversation Baby Manicure Social Multi-tasking Then Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 9 www.sitecore.net
  10. 10. Sitecore. Compelling Web Experiences Social Multi-tasking Now Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 10 www.sitecore.net
  11. 11. Sitecore. Compelling Web Experiences Still played solitaire during work then, too Multi-tasking Is Not New … Before Bluetooth Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 11 www.sitecore.net
  12. 12. Sitecore. Compelling Web Experiences Multi-tasking Today Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 12 www.sitecore.net
  13. 13. Sitecore. Compelling Web Experiences And And that There is that an App for that And that And And that that At Least Our Multi-Tasking Devices Have Gotten Better and Smaller Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 13 www.sitecore.net
  14. 14. Sitecore. Compelling Web Experiences Short Is In – Short Burst Society  50% skip commercials  550 million of us place short status updates on our Facebook profile; 50% do so every day  105 million use Twitter; 300,000 new sign-ups every day  72% of U.S. consumers have SMS plans, 203 million consumers Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 14 www.sitecore.net Hashtag: #SitecoreCMJ
  15. 15. Sitecore. Compelling Web Experiences Social Activities Fuel Email Growth  Email is our digital fingerprint, required to participate in every social network and online activity  Facebook growth continues  There will be over 270 million email U.S. accounts this year, growing to 290 million in 2012 Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 15 www.sitecore.net Hashtag: #SitecoreCMJ
  16. 16. Sitecore. Compelling Web Experiences Online Social Networking Is Not A New Concept First CompuServe Ad, September 24, 1979 Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 16 www.sitecore.net Hashtag: #SitecoreCMJ
  17. 17. Sitecore. Compelling Web Experiences Connected Marketing Change Management Services Expertise Email Marketing Search Social Marketing Marketing Marketing that is Marketing that is integrated across driven by a channels in a coordinated customer manner to leverage centric organization Data & Content where success is Mobile addressable Marketing Management Content & Production measured by the customer, subscriber or customer experience. prospect data in order to drive Integration Analytics greater campaign & Process Reporting Management Attribution effectiveness. Relevant Subscriber Segments & Testing Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 17 www.sitecore.net Hashtag: #SitecoreCMJ
  18. 18. Sitecore. Compelling Web Experiences Connected Marketing Supports the Natural Lifecycle of Customer Management Acquisition Email Search Advocacy WEB Retention Social Mobile Engagement Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 18 www.sitecore.net
  19. 19. Sitecore. Compelling Web Experiences Content Remains King in the Court of Storytelling Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 19 www.sitecore.net Hashtag: #SitecoreCMJ
  20. 20. Sitecore. Compelling Web Experiences Email Marketers Face Many Challenges Top 2010 Email Marketer Challenges Subscriber/list churn 32% Managing email frequency 31% Email deliverability 30% Analyzing campaign results 30% Knowing how to optimize our programs 29% Declining response rates 25% Adequate staffing resources 24% Automating successful campaigns 23% Lack of integrated customer data 22% Adequate experienced staff 20% 0% 10% 20% 30% 40% Question: What are your greatest challenges when conducting email marketing? (select all) Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected responses Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 20 www.sitecore.net
  21. 21. Sitecore. Compelling Web Experiences Many Marketers Are Missing Key Segmentation Opportunities Segmentation attributes used by marketers to target email marketing 60% messages 50% 40% 30% 20% 10% 0% Geographic Demographic Customer Email click Customer Social data data satisfaction behavior profitability influence rate survey data Question asked: Which of the following customer data attributes has your company used to segment audiences for email in the past 6 months? (select all) Source: Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected responses Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 21 www.sitecore.net
  22. 22. Sitecore. Compelling Web Experiences Connect to Social Marketing 50% Currently Plan w/in 12 months No plans to deploy 40% 30% 20% 10% 0% Fan pages on Share email to Twitter for Twitter for Target email Measure social social sites social networks marketing customer service subscribers based influence of on social influence subscribers Question: Which social marketing initiatives have you currently deployed, plan to deploy or do not plan to deploy? (select one for each) Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected responses Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 22 www.sitecore.net
  23. 23. Sitecore. Compelling Web Experiences Why is Connected Marketing Important?  Consumers see one brand holistically  Consumers are channel blind, they expect the same experience across channels  Consumers have the same demands for relevance across channels – email, social, mobile, in-store Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 23 www.sitecore.net
  24. 24. Sitecore. Compelling Web Experiences Why Connected Marketing is also Important? Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 24 www.sitecore.net Hashtag: #SitecoreCMJ
  25. 25. Sitecore. Compelling Web Experiences Connected Marketing Framework 4 1. Become a master of organizational change • Connected Marketing is empowered and optimized by a Connected Company • A Connected Company works together across department & corporate silos • Organizations must optimize by moving to a collaborative organization model • This model creates a Connected Source: The Relevancy Group’s Connected Marketing Framework 4 Company through the integration of: www.cmf4.com People Processes Channels Data Analysis Service providers Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 25 www.sitecore.net
  26. 26. Sitecore. Compelling Web Experiences Connected Marketing Framework 4 2. Institutionalize testing and revel in interactivity • Social message interaction success empowers the Connected Company to optimize marketing success to meet specific corporate goals… • Acquisition • Retention • Engagement • Marketers must test when connecting to new & emerging channels, whether driven by: Email, Mobile, Video or Social Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 26 www.sitecore.net
  27. 27. Sitecore. Compelling Web Experiences Connected Marketing Framework 4 3. Reconstruct and create new measures of success • Connected marketing relies on the interplay between: Channels, Campaigns, Applications &Tactics • Connected measurement is the: • Proper measurement attribution… • Across channels and sources… • To effectively measure key performance indicators (KPIs) • Applying KPIs to drive www.cmf4.comsuccess Source: The Relevancy Group’s Connected Marketing Framework 4 specific measures that map to common corporate goals Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 27 www.sitecore.net
  28. 28. Sitecore. Compelling Web Experiences Connected Marketing Framework 4 4. Let relevance guide every customer interaction Whether… • Inbound or outbound marketing • Acquisition or retention • Service or sales • Online or offline… • Relevance & customer information must guide interactions • Source: The Relevancy Group’s Connected Marketing Framework 4 doesn’t change by channel Consumer demand for relevance • Marketers must be well equipped to implement relevance www.cmf4.com empowering tactics across the connected company Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 28 www.sitecore.net
  29. 29. Sitecore. Compelling Web Experiences Tactics to Empower Connected Marketing  The ability to test and execute multi-channel campaigns from a single provider and/or connected providers Search Engine Placement Keyword Bidding Subject line A Test Webinar Subject line B Test Campaign Social Campaign Mobile Campaign Testing Rendering Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 29 www.sitecore.net Hashtag: #SitecoreCMJ
  30. 30. Sitecore. Compelling Web Experiences Tactics to Empower Connected Marketing  The ability to integrate data, insight and processes across the organization • Can your experience in the application be customized to your workflow? • How does the provider integrate to other disparate data sources and systems? • How can reporting and measurement be aggregated to provide comprehensive insight about the campaign performance and customer’s experience. Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 30 www.sitecore.net Hashtag: #SitecoreCMJ
  31. 31. Sitecore. Compelling Web Experiences Tactics to Empower Connected Marketing  The ability to manage and recognize the subscriber across channels and business units • Data remains the bedrock of marketing, how can you leverage it holistically? • How can data be used to empower segmentation strategies? • How is the subscriber valued to the organization across channels? • How can this data be shared Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. across the organization? Page 31 www.sitecore.net Hashtag: #SitecoreCMJ
  32. 32. Sitecore. Compelling Web Experiences Tactics to Empower Connected Marketing  The ability to collaborate production and content assets across channels • Content is still king, how can you leverage it to tell a compelling story? • Is there a mechanism to share and collaborate on content asset development? • Can single content assets be managed and repurposed across channels – web, email, mobile, social, affiliate? Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 32 www.sitecore.net Hashtag: #SitecoreCMJ
  33. 33. Sitecore. Compelling Web Experiences Tactics to Empower Connected Marketing  The ability to measure and attribute the effectiveness of channels across the connected whole • Have you identified how many email subscribers are followers or fans? • Are you measuring the impact of your marketing spend holistically to determine which channel is driving the greatest value? • Does your organization have the tools to measure the interplay of the subscriber relationship across channels? Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 33 www.sitecore.net Hashtag: #SitecoreCMJ
  34. 34. Sitecore. Compelling Web Experiences Tactics to Empower Connected Marketing  Ability to interweave strategy and tactics across the organization in order to drive program optimization and delight the subscriber • How is your company organized and incentivized to meet common corporate goals? • Does your organization share insight that inform strategic and tactical best practices? • Are your corporate goals aligned with the customer experience you seek to provide? Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 34 www.sitecore.net Hashtag: #SitecoreCMJ
  35. 35. Heart of the City Changing the Game Online. Connected Marketing Case Study Manchester City /Aqueduct / Sitecore
  36. 36. Defining a new era of football websites
  37. 37. City wanted one of the best entertainment websites in the world
  38. 38. Evolving Sharable Easy Immersive Personal A one stop shop for celebrating the club fans love, or are about to love, through things they can purchase and things they Ground can get for free Partner Breaking Friendly Involving Transactional
  39. 39. A Challenge
  40. 40. High traffic volume Video Radical, uncompromising design Multi-language Real-time updates Drive sales Hi-res photography Multi-system Traffic spikes integration 4 month timeline
  41. 41. Launch day... 90,000 unique visits 60,000 unique visitors 1,000 shop orders £50,000 revenue “I simply cannot fault this site” Forum member
  42. 42. First 100 days... 9,000,000 visits 3,000,000 unique visitors 45,000,000 page views 5 pages per visit 4 minutes average time on site
  43. 43. Match Experience Feeds
  44. 44. Players’ Stats Feeds
  45. 45. Video Integration
  46. 46. Not just a website City connects fans with fans
  47. 47. Facebook mcfc.co.uk Fan Sites Twitter Email Flickr
  48. 48. 145,000 fans and counting (0 at start of 2009/10 season) 3rd largest referrer after direct and Google 1500 fans interact each day Over 5000 new fans join weekly
  49. 49. 34,500 followers 100+ new followers daily Twitter commentary during games 10% of followers display our branded Twibbon
  50. 50. More social media… Flickr photo sharing Foursquare ROI tracking via Facebook Hootsuite, Tweetcounter, bit.ly and Brandwatch Localised use of Arabic social networks Umbro Playlist / Spotify playlists
  51. 51. What’s next?
  52. 52. The journey continues… • Mobile implementation • More global engagement: Spanish and Portuguese sites with localized content and social media • Sitecore’s Online Marketing Suite to link with CRM tools, and leverage implicit and explicit personalization for retail promotions • Detailed case study: – http://www.sitecore.net/Customers/Case- Studies/Manchester-City-FC.aspx
  53. 53. Sitecore. Compelling Web Experiences Email Marketing Cost Model Comparing Connected Marketers and Non-Connected Marketers (Dollars) $700,000 $673,450 $0.25 Per Msg. Cost to Generate Revenue $600,000 $0.20 Total Monthly Dollars $500,000 $400,000 $0.15 $0.14 $300,000 $242,327 $0.10 $200,000 $161,520 $0.04 $0.05 $100,000 $23,389$41,219 $27,053 $0 $0.00 Non-Connected Connected Marketer Total Monthly Revenue Total Monthly Cost Total Monthly Net Profit Effective Per Message Cost to Generate Revenue The model assumes that the marketer is sending 2.9 million pieces of email a month to their opt-in house list, $38 AOV, 50% product margin Page 55 www.sitecore.net
  54. 54. Sitecore. Compelling Web Experiences Change Page 56 www.sitecore.net Hashtag: #SitecoreCMJ
  55. 55. Sitecore. Compelling Web Experiences Page 57 www.sitecore.net
  56. 56. Sitecore. Compelling Web Experiences Urban Change Continues “Each brand chooses a particular customer segment, and once chosen, sets out to create sustainable points of distinction with that segment.” Page 58 www.sitecore.net
  57. 57. Sitecore. Compelling Web Experiences Connect to Social Marketing  Short term goals to larger milestones  Know that our environment impacts our habits  Create a checklist – think Rocket Boosters, NASA  Create a “sterile cockpit” – silent hours/zones  Push the envelope, embrace trial and era – 1Click ordering and the great Watson at IBM  Define your user personas, what are their names? Do you have her number? Can I email her/him?  Push into your channels with a universal concept to make you the designated driver of messaging Page 59 www.sitecore.net Hashtag: #SitecoreCMJ
  58. 58. Sitecore. Compelling Web Experiences Your Connected Marketing Map  Don’t fear change – it is constant and those organizations that have a culture of change and quickly adapt increase their odds of success  Centralize data, processes, content, people, systems to empower the organization to deliver delightful customer experience Page 60 www.sitecore.net Hashtag: #SitecoreCMJ
  59. 59. Sitecore. Compelling Web Experiences Your Connected Marketing Map  Embrace testing and interactivity, be a part of the conversation in the social sphere  Set common goals and incentives  Remain relevant in all you do across channels Page 61 www.sitecore.net Hashtag: #SitecoreCMJ
  60. 60. Sitecore. Compelling Web Experiences Q&A Twitter hashtag: #SitecoreCMJ Continue the conversation: David Daniels RelevancyGroup.com Erick Mott Sitecore.net/ErickMott Upcoming Webinar: 7 Web Analytics Metrics Your Executives Need to Know October 26 & 27, 2010 Choose your region to register: North America time zone: www.sitecore.net/7AnalyticsNA Europe time zone: www.sitecore.net/7AnalyticsEU Australia time zone: www.sitecore.net/7AnalyticsAU Page 62 www.sitecore.net Hashtag: #SitecoreCMJ
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