Innovator and entrepreneur Jay Wightman, of John Hancock Investments, reveals what the journey looks like for an enterprise to adapt for the next generation of digital marketing for any industry. Jay has helped several brands adapt their legacy products and services to better align and scale online. Presentation by: Jay Wightman - John Hancock Investments

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DIGITAL MARKETING LEADERS
#C3NY
NEXT GENERATION MARKETING:
A JOURNEY IN ENTERPRISE
DIGITAL TRANSFORMATION
Jay Wightman
Head of Digital Experience, John Hancock Investments
March 2017

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TRADITIONAL MARKETING AND COMMUNICATIONS
 30 second TV spots
 Press releases
 Print ads
 Product and corporate brochures
 Direct mailings
 Events and conferences
 Branded merchandise
 Office and retail location branding
 Supporting the salesforce
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THEN THINGS BEGAN TO SHIFT
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later . . .27 years
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EVEN KATIE FIGURED IT OUT
Everything
is online
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Over
HALF OF THE WORLD’S POPULATION USES THE INTERNET
3.5 billion searches per day
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people are active on social media2.1 billion
SOCIAL MEDIA IS DOMINATING THE MODERN WORLD
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of buyer decisions are made AFTER
engaging with online content
80%
ONLINE RESEARCH IS THE LARGEST INFLUENCER
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And things will continue to evolve
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Video will be 79%
BY 2018 . . .
of web traffic
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devices will be connected
to the internet
200 billion
BY 2020 . . .
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WHILE THE DEMANDS OF DIGITAL CONTINUE TO GROW
Companies must
ADAPT while
MAINTAINING
traditional
marketing tactics
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How’s your
DIGITAL
TRANSFORMATION
going?
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Digital
Transformation
People
Process
TechnologyData
Experience
Design
Elegant user experience
wherever and whenever
someone chooses to
engage with our brand
Flexible systems that empower
us to engage with advisors
across channels
Evolving our roles, responsibilities and
skills to meet changing demands
Organizing our workflow to
simplify content creation,
enable collaboration and
support delivery
Consistent, actionable data to
support business decisions
TECHNOLOGY IS JUST PART OF THE TRANSFORMATION
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The road to DIGITAL TRANSFORMATION
Build a strong and stable foundation1
Expand your reach2
Create world class digital experiences3
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Build a strong and stable FOUNDATION
The road to DIGITAL TRANSFORMATION
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BUILDING THE RIGHT SKILLS
The content creators
The analysts
The creatives
The promoters The technologists
The strategists
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CREATE THE RIGHT ENVIRONMENT
Establish professional empathy through ownership, support and collaboration
Hierarchical Democratic
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EMBRACE A NIMBLE PROCESS
 Create incremental value
 Start small.
Don’t do everything at once.
 Manage project scope
 Project priorities change.
Don’t spend too much time planning.
 Learn and respond
 Fail fast.
Fix it and move on.
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IDENTIFY CRITICAL SYSTEMS AND DEPENDENCIES
Discover and identify our core, critical systems
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UNCOVER FUNDAMENTAL ORGANIZATIONAL CHALLENGES
Legacy applications
Steel rails vs. cloud
Knowledge silos Data accessibility
System compatibility
and integration
Decentralized systems
Development ops
Internal expertise
Company culture
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Expand your REACH
The road to DIGITAL TRANSFORMATION
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AMPLIFY YOUR REACH THROUGH “ALL BOUND” MARKETING
Focus on key channels to get your assets in the hands
of your audience, no matter where they are
SEO/M
Marketing
automation (email)Social media Mobile Video
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What’s the latest on oil?
What’s the latest on
the European market?
What does Megan Greene think?
How do I explain
volatility to my clients?
Great post on
college saving strategies
I want to sign up
for this ETF event
What they’re
LOOKING FOR
KNOW YOUR CUSTOMERS’ INTERESTS AND NEEDS
Give them
content WHEN
and HOW they
want it
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BE TARGETED AND CONSISTENT
It’s more CROWDED than ever out there
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Top performing ETFs
John Hancock ETFs
Funds with broad diversification
OPTIMIZING SEARCH — CONDUCTOR
Awareness
Consideration
Decision
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Strategize
Create
content
DistributeAnalyze
Optimize
EVOLVING CONTENT MARKETING STRATEGY
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Campaign goals
 Objectives
 Audience
 Message
INTEGRATED CAMPAIGNS: PUTTING IT ALL TOGETHER
Online media
Search
Social
Email
Integration
Online media
Metrics
RESULTS
Print, sales, PR, events,
direct mail
Campaign
creative
 Messaging
 Imagery
 Video
 Content
 Ad units
 Banners
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OMNI-CHANNELMARKETING

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Create world class
DIGITAL EXPERIENCES
The road to DIGITAL TRANSFORMATION
3
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COMPARISON BASED ON PROXIMITY
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Where do
you fit in?
COMPARISON WITHOUT LIMITATIONS
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A SUCCESSFUL DIGITAL PLATFORM
Contextually
aware
Evolving based
on data
collected
Personalized
and
customized
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CONSISTENT, PREDICTABLE DEVELOPMENT
DevOps aims at establishing a culture
and environment where building,
testing, and releasing software,
can happen rapidly, frequently,
and reliably.
‒ Wikipedia
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EXPERIENCE STRATEGY
Key opportunity areas
Feature and function map
Tactic concepts
John Hancock Investments Brand Positioning
Influence Perception Deliver Timely & Relevant
Information
Support Frictionless
Self-Service
Facilitate Client
Conversations
1 2 3 4
Enable Growth
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John Hancock Investments – Digital Strategy Principles
ExperiencePrinciplesPersonalization
Leverage data based on individual behaviors to develop omni-channel personalized experiences
that are contextually relevant and tailored to meet the individual needs of the advisors.
Five opportunity areas identified throughout out research that deliver on the digital experience vision.
Vision
Digital Experience Vision
Brand
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BUILD YOUR EXPERIENCE STRATEGY
Information share
Ideation exercise
Prioritization
WORK SESSION
Analysis and synthesis
Persona development
Journey mapping
SYNTHESIZING
Competitive audit
Channel interviews
Customer interviews
RESEARCH
Stakeholder input
Industry research
Northstar alignment
EXISTING KNOWLEDGE
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Unknown or “cookied”
Engaged user
Account holder
MAKE DATA ACTIONABLE
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Integrate data
across technologies
Insight into behaviors
and preferences
Deliver personalized
experiences
Integrate data
across technologies
Insight into behaviors
and preferences
Deliver personalized
experiences

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PIONEERS ANTICIPATE AND EMBRACE CHANGE
Shifting FOCUS
Status quo
Manage and maintain digital assets
Execute on digital projects
Deliver on what is expected
Know the technology
Work within the tools provided
Get the job done
Transformative thinking
Anticipate and exceed customer needs
Participate in strategic, integrated campaigns
Add value wherever possible
Know the customer, content and goals
Introduce state-of-the-art solutions
Get the RESULTS required
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How’s your
DIGITAL
TRANSFORMATION
going?
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