Operating in a Platform World
Michelle Killebrew | Digiday Platform Summit | August 2014
2
Michelle Killebrew
@shellkillebrew
Program Director, Strategy
IBM Social Business
Contributing Writer
ClickZ.com
Digital...
The Rise of the
Empowered
Customer
#1
Social is now the top use of the
internet. Americans spend an
average of 37 minutes ...
4
The Need for People-Centric
Engagement
of CEOs in outperforming
organizations make
customer collaboration
a top priority...
5
Digitaltechnologiesareplayingalargepart intheemergenceofengagementstrategies
astheyfosterrelationshipsbetweenorganizatio...
6
6
Customer experience is driving
shareholder value
Source: The Watermark Consulting 2013 Customer Experience ROI Study– ...
Customers are demanding engagement, NOT marketing
Customers demand engagement versus marketing – IWATA CMO POV points
Mark...
Customer Interactions
• In 2012, 57% of CEOs expected digital
channels to become one of their
company's key means of inter...
@shellkillebrew
Empowering
Putting the customer in charge
Compelling
Matching and exceeding expectations
Consistent
Regard...
Higher
Win Rates
60%
more online sales
conversion
85%
conversion rate
using web tools
Shorter Time
to Market
and Delivery
...
11
Personalized Experiences Drive Revenue
Up to 1/3 of all consumer spending is
influenced by social interactions.
That’s ...
Let’s look at how some brands are
winning with their customer
engagement strategies.
Content Marketing
@shellkillebrew
Know your
audience and
create stories that
will entertain and
engage them.
@shellkillebrew
Crowdsource & Co-create
Include your
community in
crowdsourcing
innovation
- Jakob Nielsen
@shellkillebrew
Build Mass Participation
Mobilize your
community around
a shared interest
that ties back to
your product
Employee Advocacy
Include your
employees in
expressing and
advocating for
your brand.
Tammy Nelson, CMO
@shellkillebrew
Customer Service
Face to face
service should be a
hallmark of your
brand experience.
Empower & train
your employees.
@shel...
Storytelling Allow your
audience to
participate in the
story. Listen to their
feedback for
storyline direction.
@shellkill...
@shellkillebrew
Creating Big Buzz Through New Modes
Of Storytelling
1
9
Key Insights from Michael Engleman:
No. 1: Storyte...
1Zuberance. 2Fred Reichheld, HBS Press. 3 Harris Interactive
A company with 100,000 brand advocates can reach
60 million p...
2
1
Marketing Priorities for the ComingYear
(2015)
1. Harnessing Big Data
2. Mobile commerce/mobile advertising
3. Content...
The Imperatives of People-Centric Engagement
Toaddressallofthedisruptionandinnovationstemmingfromthesetechnologies,theCEOs...
Upcoming SlideShare
Loading in …5
×

Operating in a Platform World - DPlat, 8/14/14

634 views

Published on

Michelle Killebrew from IBM's presentation deck from Digiday Platform Summit, August 14, 2014.

Published in: Marketing
  • Be the first to comment

Operating in a Platform World - DPlat, 8/14/14

  1. 1. Operating in a Platform World Michelle Killebrew | Digiday Platform Summit | August 2014
  2. 2. 2 Michelle Killebrew @shellkillebrew Program Director, Strategy IBM Social Business Contributing Writer ClickZ.com Digital Marketing | Marketing Technologist | Demand Generation
  3. 3. The Rise of the Empowered Customer #1 Social is now the top use of the internet. Americans spend an average of 37 minutes daily on social media, a higher time-spend than any other major Internet activity, including email. @shellkillebrew
  4. 4. 4 The Need for People-Centric Engagement of CEOs in outperforming organizations make customer collaboration a top priority of smartphone users check an app as soon as they wake up of individuals are willing to exchange personal information for a personalized offering of CEOs intend to operate their organization in a more open manner in the next 3-5 years 84% of millennials and 70% of boomers say social and user-generated content has an influence on what they buy 80% 84% 56% 72% Sources: 84%, 70%, 84%, 2/3, 80%: IBM 2013 Annual Report 72%, 56%: IBM Institute for Business Value, Reinventing the rules of engagement: CEO insights from the Global C-suite Study, 2014 @shellkillebrew
  5. 5. 5 Digitaltechnologiesareplayingalargepart intheemergenceofengagementstrategies astheyfosterrelationshipsbetweenorganizationsandtheircustomers of MOBILE users keep their devices within arm’s reach 90% of of web traffic will be VIDEO by 2014 90% of businesses today are using web ANALYTICS 84% of purchasers get advice from their SOCIAL NETWORK 81% @shellkillebrew
  6. 6. 6 6 Customer experience is driving shareholder value Source: The Watermark Consulting 2013 Customer Experience ROI Study– April 2, 2013 @shellkillebrew
  7. 7. Customers are demanding engagement, NOT marketing Customers demand engagement versus marketing – IWATA CMO POV points Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. 2014Timeless 2012 Co-create with customers, employees, and partners. Innovate and scale personally relevant and rewarding experiences. Know each customer in context. Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. @shellkillebrew
  8. 8. Customer Interactions • In 2012, 57% of CEOs expected digital channels to become one of their company's key means of interacting with customers within the next five years. In 2013, 52% of CxOs say they are already there. • CxOs say this trend will continue: 88% say they will interact digitally with customers even more in the next three to five years. @shellkillebrew
  9. 9. @shellkillebrew Empowering Putting the customer in charge Compelling Matching and exceeding expectations Consistent Regardless of your device Relevant Knows who you are and what you’re doing To Engage Customers Today, Digital Experiences Must Be…
  10. 10. Higher Win Rates 60% more online sales conversion 85% conversion rate using web tools Shorter Time to Market and Delivery 84% faster time to find experts 61% faster service delivery to new customers Lower Operational Costs 62% customers didn't need to call 2x increase in self-service transactions More Satisfied Customers 30% higher rating for web self service vs. help desk 30% increase in referrals Market Leaders Are Getting Exceptional Engagement & Results @shellkillebrew
  11. 11. 11 Personalized Experiences Drive Revenue Up to 1/3 of all consumer spending is influenced by social interactions. That’s $940 billion annually!
  12. 12. Let’s look at how some brands are winning with their customer engagement strategies.
  13. 13. Content Marketing @shellkillebrew Know your audience and create stories that will entertain and engage them.
  14. 14. @shellkillebrew Crowdsource & Co-create Include your community in crowdsourcing innovation - Jakob Nielsen
  15. 15. @shellkillebrew Build Mass Participation Mobilize your community around a shared interest that ties back to your product
  16. 16. Employee Advocacy Include your employees in expressing and advocating for your brand. Tammy Nelson, CMO @shellkillebrew
  17. 17. Customer Service Face to face service should be a hallmark of your brand experience. Empower & train your employees. @shellkillebrew
  18. 18. Storytelling Allow your audience to participate in the story. Listen to their feedback for storyline direction. @shellkillebrew
  19. 19. @shellkillebrew Creating Big Buzz Through New Modes Of Storytelling 1 9 Key Insights from Michael Engleman: No. 1: Storytelling is for Everyone • Enabling consumers to actively participate in the storytelling is increasingly as important as the story itself. No. 2: The Blurrier the Lines Between Marketing and Content the Better No. 3: Thank You for Sharing: The New Rules for Socializing • Share Early • Share Often • Share Stuff Worth Sharing • Share with Influencers • Listen…storytelling is a two-way street No. 4: Innovation Isn't a Perk, It's a Requirement No. 5: None of It Matters Without Authenticity Michael Engleman is EVP Marketing, Digital & Global Brand Strategy for Syfy & Chiller, both are divisions of NBCUniversal
  20. 20. 1Zuberance. 2Fred Reichheld, HBS Press. 3 Harris Interactive A company with 100,000 brand advocates can reach 60 million people.1 A 12% increase in brand advocacy generates a two-fold increase in revenue on average.2 72% of adults who had a memorable product or service experience said they took positive action, with 57% communicating their positive experience to others, and 41% recommending that someone make a purchase.3z Exceptional Experiences Create Brand Advocacy @shellkillebrew @shellkillebrew
  21. 21. 2 1 Marketing Priorities for the ComingYear (2015) 1. Harnessing Big Data 2. Mobile commerce/mobile advertising 3. Content creation 4. Marketing automation 5. Social commerce/social advertising 6. Marketing attribution 7. Omni-channel execution 8. Globalization of marketing efforts 9. Linking online and offline performance Source: Building Bridges to the Promised Land, The CMO Club, 2014 Social Ad Spend To Pass $11 Billion By 2017, almost double last year’s total of $6.1 billion (Mintel) Newer ad formats --including native advertising- - will account for the lion’s share of growth over the next few years, predicts Mintel. @shellkillebrew
  22. 22. The Imperatives of People-Centric Engagement Toaddressallofthedisruptionandinnovationstemmingfromthesetechnologies,theCEOsanticipatethreeareasforaction. Embrace Disruption Build Shared Value Dare to Be Open 72% Collaborate closely with customers 56% Empower individuals, extend collaboration 43% Increase mobile tech investment 1: The ‘Upwardly Mobile‘ Enterprise: Setting the Strategic Agenda, IBM Institute for Business Value report 2 & 3: Reinventing the Rules of Engagement: CEO Insights from the Global C-suite Study

×