My presentation from Oi15 in Cardiff. • How to build relationships faster. • Why you can't purchase loyalty. • the biggest challenges for a marketer in 2015 and how to deal with them. Happy to provide more info / context if you tweet me @JeremyWaite

1. Jeremy Waite
Head of Digital Strategy, Marketing Cloud EMEA
@JeremyWaite
Jeremy.Waite@Salesforce.com
Building Relationships. Faster.

2. Safe Harbor
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3. What’s the ROI
of Your Dog?

8. #EVOLUTION

9. Ulrik Nehammer
CEO Coca-Cola EMEA
“In the past it was the big
companies out-competing
the small companies...
Today it is the fast
companies out competing
the slow companies”.

12. “Leadership is influence”.
John C. Maxwell

15. 00:22

16. Pursuit of Happyness

18. 77% of consumers
don’t want a
relationship with
a brand?
HARVARD BUSINESS REVIEW

19. 1. Growing Profitable Revenue
2. Connecting with Customers
3. Competition in the Marketplace
Gartner CMO Spend Survey 2015
Journeys Contacts Content Channels Analytics Apps
Top Marketing Challenges in 2015

20. of CEO’s say…72%“#1 Priority is better
understanding of individual
customer needs.”

21. 75% Executives
Ignore Data PwC

25. £1m algorithms

27. TRUST

28. “Lack of trust is the biggest threat to
the advertising industry”.
Simon Litherland – Britvic CEO

29. Trust in Companies Headquartered in the Following Countries 2015
Edelman Trust Barometer Report

32. UNKNOWN KNOWN
Fragmented 1:Many Untargeted Seamless 1:1 Journeys
Online Influence ‘15
Our Job…

34. 6 Ways to Grow Your Online Influence
• Advertising and politeness are the main
levers to get customers.
• Speak the truth in all your advertising.
• Don’t focus on “trade” channels if you
want to increase your wider influence.
• Editorial content gets 10x more “eyes”
than promotional content.
• Respect the right to privacy.
• Attention spans are short. Use big ideas
and short sentences.

35. 00:05

37. Great companies are started in all markets

38. 4 Technology Shifts 2015
Cloud based
companies
reduce
development
time by 11.6%
By 2018 ~ 25% of
all corporate
traffic will
flow directly
from mobile
to cloud
Average online
attention span
is now
5 seconds
90% of the
world’s data
didn’t exist
in 2014

39. HOW DO YOU BUILD TRUSTED RELATIONSHIPS IN
The Disruptive Economy?

40. Information is powerful
but it is how we use it
that will define us...
@Avinash

43. YouTube’s 490 million users upload more video
in 60 days than the three major U.S. television
networks created in 60 years

44. The Future is
Anonymous…
Everybody has 3 lives?
1. Personal Life
2. Private Life
3. Secret Life

45. 69% Dark Social | 23% Facebook | 8% Other Social Networks

47. “Companies are no
longer competing
against each other.
They are competing
against speed”.
@Benioff

49. ONLINE INFLUENCE ‘15
KNOW WHO YOUR
CUSTOMERS ARE
• Who?
• What?
• Why?
• Where?
• When?

50. Sales
9%
11%
12%
10%
25%
33%
5 minutes
15 minutes
30 minutes
1 hour
24 hours
3 days
ONLIFE INFLUENCE ‘15
CONNECT WITH YOUR
CUSTOMERS FASTER

51. 42% Customers
expect a response
from a brand
within 1 hour.
EDISON RESEARCH

52. Click
Facebook Ad
Newsletter Sign-up
Personalized
Content Email
Mobile Opt-inDownload App
Contact Customer
Support
Evangelize on
Facebook
Support Issue
Resolved
First Purchase
ONLINE INFLUENCE ’15
MEASURE CUSTOMER JOURNEYS

55. 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

56. “You can’t
purchase
loyalty”.
Frank Underwood

57. 6x Cheaper To Keep A Customer
Than Acquire A New One

58. A 5% Increase in
Customer loyalty
is everything.

61. “Let’s go invent tomorrow…
instead of worrying about
what happened yesterday”.

62. Thank you
Jeremy.Waite @ Salesforce .com | @JeremyWaite | @MarketingCloud