The document summarizes key findings from a survey conducted by SDL about consumer mobile and social media habits globally. The survey found that consumers use their mobile devices to compare products and prices in stores, expect consistency across channels, and are engaging in "showrooming". While branded mobile apps show promise, they have yet to gain wide traction. The document recommends that brands address showrooming, evolve mobile and social strategies rapidly as behaviors change, target experiences strategically, and respect brand relationships with social media fans.

1. The New Disruption For
Brands: A Global Look At
Consumer Mobile &
Social Habits
Joe Stanhope
Chief Strategy Officer – SDL Campaign Management & Analytics
June 19, 2013

2. • About SDL & Customer Experience Management
• Survey Background and Methodology
• Mobile Customer Engagement
• Social Customer Engagement
• Key Findings & Recommendations
Agenda
Q&

3. Global Customer Experience Management
3
Insights
Orchestration
Contextual
Experiences

4. Insights
Global Customer Experience Management
SMS E-Commerce
Stores
Social
Networks
Mobile
Apps
.com &
Campaign
Sites
TV Ads
Print Ads
Email
In-store
Video
Web &
Search Ad’s
Review
Sites
Call
Center
Documentation
Consider
Bond
Enjoy BuyAdvocate
Evaluate
Pre-Purchase
Research
Post-Purchase
Customer Journey
Customers
Social
Coversations
Geographic &
Demographics data
Transactional
Data
Email and
SMS Analytics
Web
Analytics
App
Analytics
CRM
Data
Multimedia
video data
Insights
Digital
Touchpoints
Interactive
Touchpoints
Traditional
Touchpoints

5. Orchestration
Global Customer Experience Management
Orchestration
Content
Systems
Integration
Localization
Governance
Workflow
Customer
Service
Research &
Development
Marketing &
Sales
CX centric
Organizations

6. Contextual Experience
Global Customer Experience Management
Contextual
Experience
Japanese
Russian
PortugueseEnglishFrench
German
Spanish
Touchpoints
SMS
E-Commerce
Stores
Social
Networks
Mobile Apps
.com &
Campaign
Sites
TV Ads
Print Ads
Email
In-store
Video
Web &
Search Ad’s
Review
Sites
Call
Center
Documentation
Customers

7. SDL Is An Established Leader in Driving Customer Experience
Management
7
• Publicly traded company with $400m annual
revenues
• Over 2,700 employees in 70 offices across
38 countries
• World-leading innovative technology
• Award-winning and profitable company, with
long-term financial stability
• 1,500+ enterprise customers and partners
• SDL celebrated its 20th anniversary in 2012

8. Serving 42 of the 50 Top Global Brands
*Source: Interbrand, 2012
8

9. SDL Intelligent Marketing Suite

10. Build a
Consolidated
360° View
Define
Customer
Engagement
Lifecycles
Orchestrate
Dynamic
Personalization
Integrate all
Digital and
Traditional
Channels
Analyze,
Measure &
Optimize
SDL Intelligent Marketing Suite
B
C D
A
A
B
C
D
Engagement
Driven by the
Customer
Journey
10

11. About the Survey

12. Today’s CXM Reality
12
 Multi-directional communication
 Proliferation of channels and devices
 Channel relevance critical
 The ‘empowered’ consumer
 Cyclical and multi-directional
engagement process
12

13. • SDL Campaign Management and Analytics conducted an online survey that
looked at the mobile and social media habits of consumers.
• The survey was deployed in the United States, United Kingdom, Australia and
Singapore.
• Third party survey companies conducted the survey on behalf of SDL.
• The survey respondents were not aware the survey was conducted by SDL.
Methodology
13

14. Survey Respondents – Geographies
14

15. Survey Respondents – Demographics

16. Survey Respondents – Demographics

17. Mobile Customer Experiences

18. Consumers use their devices in-store:
Setting the stage for product and price comparisons

19. Consumers have logical expectations:
Consistency across channels

20. The inevitable result:
Showrooming

21. Branded apps:
A great engagement opportunity but slow to gain traction

22. Not all mobile tactics are ready for prime time:
Leave check-ins to hotels

23. Mobile presents new opportunities:
Facilitating impulse purchases

24. Social Customer Experiences

25. Social media promotions show promise:
But also carry significant risk

26. Your customers use social media:
Facebook is an opportunity to gather feedback & interact

27. Social media fans are not the endgame:
The real opportunity is transforming fans into promoters

28. Key Findings & Recommendations

29. Showrooming is here to stay
Consumers expect consistency across channels
Branded mobile apps lag but show promise for driving impulse purchases
A third of respondents have claimed promotions on social media
More than half of respondents share positive experiences and seek advice from
friends and family when they talk about brands on social media
Key Findings

30. Address the showrooming phenomenon head-on with effective and
effective mobile presence and multichannel consistency
Prepare to evolve mobile and social rapidly as channels and consumers mature
Target experiences for maximum impact
Experiment with tactics
Respect your brand’s relationships with fans
Recommendations

31. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,
service marks, images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be
copied, used or distributed except as authorised by SDL.
Thank you!
Joe Stanhope
Chief Strategy Officer – SDL Campaign Management & Analytics
Phone: +1 847 701 5257
Email: jstanhope@sdl.com
Twitter: @joestanhope