Marketers have an unprecedented opportunity to lead. As technology forces us to respond to customer needs in real-time, a majority of companies feel unprepared for the changing landscape in the digital era. In this webinar presentation, Cory Hartlen (Product Marketing Manager, ExactTarget Marketing Cloud) and Anne McGraw (Senior Manager of Customer Experience, Nissan) come together to welcome you to the “Internet of Customers.” They discuss different methods using social media to connect with your customers in a whole new way. This presentation shows how some of the biggest brands in the world are leading innovation with their customers.
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Dreaming Big with Social
1. Welcome to the
Internet of Customers
Connect with your customers in a whole new way
Cory Hartlen
Product Adoption Team
ExactTarget MarketingCloud
@coryhartlen
5. “Mobile sales increased
46% in Q4, and mobile
accounted for 35% all
”
online traffic.
IBM Digital Analytics Benchmark (10/1/13 through 12/31/13), Jan. 2, 2014.
11. Most Companies
Feel Unprepared
66%
of companies lack an
in-depth understanding
of their customers
IBM Study of 1,700 CMOs
“From Stretched to Strengthened”
19. Four Social Use Cases & Sales Plays
Social
Listening
Community
Management
Content
Marketing
Social
Customer Care
20. Social Listening
“I want to understand voice of the
customer in real-time.”
“How does our share of voice compare
with our competitors?”
“I need to optimize my content with
topical themes being discussed in our
community.”
“Who are the people that are
influencing our brand and industry
conversations?“
CMO / VP of
Marketing
21. Community Management
“How to I find and nurture online
conversations about my brand?”
“How can I connect and engage with
influential thought leaders?”
“What is the best way to find positive
brand conversations that I can
amplify?”
“How do I track and engage in
conversations across my team,
ensuring brand consistency?”
Director of Social Media /
Marketing / PR
22. Content Marketing
“How do I publish compelling content
and tell stories that build real
engagement?”
“How do I plan and execute
sophisticated social campaigns?”
“How do I collaborate across internal
teams and agencies?”
“How do we maximize the reach of our
content and drive interactions?”
CMO / VP of
Marketing
23. Social Customer Care
“How improve customer loyalty by
delivering care on the customer’s
choice of channels?”
“How do I connect with PR for brand
crisis issues that transcend Service?
“How do I scale teams to meet
expectations of fast responses on
social channels?”
“How do I deliver escalate from Social
to other channels such as phone and
email?”
VP Customer Service
25. Interested in Additional Webinars?
Learn from product experts on how to leverage
your ExactTarget product or service
Learn about research and best practices from
experts within Interactive Marketing
http://www.exacttarget.com/resource-center/webinars
Thank you very much. It’s an honor to speak here with such great speakers, attendees and on this magnificent stage.
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You no longer need a mobile strategy. You need to be a mobile company. Products and services are becoming realtime, with the use of our mobile device. It’s not just how we live, it’s where we live, latest numbers suggest 16 hrs a day.
It’s our travel agent
It’s our boarding pass.
We no longer hail a cab. The cab just comes to us.
And why own a bike when you can just use one when you want to?
We all know that. But we’re not prepared. Pole the audience, who feels this pain. Who doesn’t? What was your first step?What does this mean for use as marketers?
Companies like Starbucks are innovating with their customers
This is how companies will be realizing their dreams of being closer to their customers.
We have an unprecedented opportunity to lead. This is our time to step up.