How To Build Relationships. Faster.
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Slides from my keynote at the Guldnyckeln global marketing conference in Stockholm.
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How To Build Relationships. Faster.
- 1. @JeremyWaite Head of Digital Strategy, Salesforce Marketing Cloud EMEA How to Build Loyal Relationships... Faster. #guldnyckeln
- 2. What’s the ROI of Your Dog?
- 5. 96% 94% 80% Increased Marketing Budget in 2015
- 6. Marketers With A Dedicated Mobile Team 73% 58% 18%
- 7. Speed is Changing Marketing Forever… UNKNOWN KNOWN Fragmented 1:Many Untargeted Seamless 1:1 Journeys
- 9. 00:22!00:22!
- 11. 00:05
- 12. We create 2.5 quintillion bytes of data every day. That’s equivalent to one new Google every 4 days... Techcrunch
- 13. and the digital universe will be 10X bigger by 2020. eBay
- 17. #EVOLUTION
- 18. It’s Not Survival Of The Fittest Anymore. It’s Survival Of The Fastest...
- 21. 69% Dark Social | 23% Facebook | 8% Other Social Networks
- 22. Information is powerful but it is how we use it that will define us... @Avinash
- 23. “Companies are no longer competing against each other. They are competing against speed”. @Benioff
- 24. of CEO’s say…72%“#1 Priority is better understanding of individual customer needs.”
- 26. 0% 10% 20% 30% 40% 50% 60% SALES SERVICE PRICE LOYALTY Series 1 Series 1 Impact on Long-term Business Effects of Direct Mail is Under Developed SALES SHARE PRICE LOYALTY 57% 26% 3% 0%
- 28. 6x Cheaper To Keep A Customer Than Acquire A New One.
- 29. 5% Increase In Customer Loyalty Is Everything.
- 32. #SocialBusiness
- 35. Build Relationships. Faster. #BIGDATA Volume Velocity Variety Veracity 5B Smartphones by 2017 Customer Data Purchase Data 500m+Social Networks, Blogs & Forums Social Data 2.5 Quintillion bytes of data every day Connected Data
- 36. We ask too much of technology and not enough of ourselves.
- 40. “Let’s go invent tomorrow… instead of worrying about what happened yesterday”.
- 41. Digital Transformation Philosophy • Think Big • Start Small • Scale Fast
- 42. Thank you Jeremy.Waite @ Salesforce .com | @JeremyWaite | @MarketingCloud
Editor's Notes
- Science behind the storytelling What’s a strategist from a technology company doing at a direct mail conference
- ROI: Impressions / innovation / interactions / influence Blanky the French bulldog
- http://www.slideshare.net/wearesocialsg/social-digital-mobile-in-europe
- Key Takeaway: We live in a connected world. Computers have evolved from connecting us through thousands of mainframes to billions of devices. In this third wave of computing or the “Internet of Things” we are connected to each other and devices like never before. ACTION: Provide relevant personal example Talk Track: What I also love about my job is that the technology we use is constantly changing. Today, we are in a world where everything is becoming more and more connected. Many people call this the internet of things, but we look at it as simply an opportunity to connect with our customers in a whole new way, an Internet of Customers. In the first wave of computing, companies used mainframes and terminals across thousands of computers. Then we moved to the second wave of computing -- client server computing - where millions of PCs existed on networks. But today, we're entering into a third wave of computing, the most exciting wave of computing ever because everything is becoming connected. It’s not just PCs, but it’s smartphones, tablets, products, sensors, watches – almost anything can be connected. In fact, over 75 billion things will become connected by 2020, and this has lead to Trillions of customer interactions. -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Additional Context & Acronyms as defined by Wikipedia: Systems Network Architecture (SNA) is IBM's proprietary networking architecture, created in 1974 A local area network (LAN) is a computer network that interconnects computers in a limited area such as a home, school, computer laboratory, or office building using network media. A wide area network (WAN) is a network that covers a broad area (i.e., any telecommunications network that links across metropolitan, regional, or national boundaries) using private or public network transports. LTE, an initialism of long-term evolution, marketed as 4G LTE, is a standard for wireless communication of high-speed data for mobile phones and data terminals
- People aren’t interested in companies anymore 20 years (1995) 4 years
- Value of a Millisecond (Flashboys book by Michael Lewis) Capitalising on the discrepancies between +/- 3 milliseconds between the 2 trade exchanges meant each single bank would stand to make approx $20bn year extra All for only $14m in costs and sevices Limited to only 200 customers obvs 6000 tweets second (10,000 trades second)
- By 2018 ~ 25% of all corporate traffic will flow directly from mobile to cloud Twitter 3.5 yrs – 1 billion Now under 2 days
- 0-2003 data now reproduced every 48 hours Our clients trying to make sense of it – can’t keep up.
- 90% worlds data didn’t exist 2 years ago But how do we make sense of it all?
- 1759 - Business man who loved creating things People and numbers
- 250 years ago Josiah Wedgwood figured out how to mass produce pottery (1759) the very first brand the first brand to use direct mail It worked - It made him rich
- Worlds first brand 1st to use direct mail Very successful – made him a lot of money
- Josiah Wedgwoods great grandson Charles Darwin went on to change the world again It is not the strongest of the species that survives, nor the most intelligent but the one that is most adaptable to change.
- My favourite brand in the world told us to just do it Customer company – we work with them on email to help them connect to their customers faster
- Gartner – voice of the analyst
- Only 42% companies know how to measure LCV – Dell know EVERYTHING!
- There are now 400+ marketing metrics Just because you can measure everything doesn’t mean that you should
- Dark social CNN Deeply moral / ethically grey
- Morally deep but ethically grey
- SF1 Munich ~ 7 secs attn span Goldfish 8 Storytelling in 7 seconds (JFK – Obama) Halflife of a tweet = 7-8 minutes av.
- Small town rules – remember orders – family names – deeper personal & professional connections… The Sacredness of Privacy How to Reply to People How to Write Recommendations Find your purpose – and then think it into shape Success comes from 10 years dedicated to any kind of business (no matter how compromising it might be in the beginning) Conclusion = Sir, I understood my business and I attended to it”.
- Peter Field slides from earlier today
- Voice of the analyst – Forrester Forrester, Competitive Strategy In The Age Of The Customer F.R.Y. Dominos
- Hedvig – 14 years. Longest running commercial Two companies. 1 retains 95% / 1 retains 90% customers (First company loses 5% / Second co loses 10%) If both companies grew by 10% year ~ the first firm would double in size but the 2nd would have no real growth.
- ICA Hedvig King (agency) 14 years Sweden’s longest running campaign
- (TACTICAL – DM) + BRAND + (DIGITAL = LOYALTY) = 4x Doubled. TWICE
- Muhammad Yunus – Nobel Peace Price 2006 "for their efforts through microcredit to create economic and social development from below"
- Social enterprise customer success platform Every business is a social enterprise. It’s just a matter of when. And how much. Social = the one area of business where you don’t need to out spend your competitors in order to beat them
- 0-2003 48 hours 90% 2 years 48000 metrics day Predictive – PUBS / weather FRESHPLUM
- Dell $168 $12 tweet / -$42 Who / What / Why / Where / When
- “It’s not enough to do your best. You need to know what to do, and then do your best”.
- Salesforce1 for Apple Watch has three main components: the new Salesforce Analytics Cloud for Apple Watch, Salesforce1 for Apple Watch and Salesforce Wear Developer Pack for Apple Watch.