Changing Customer Expectations

David Eldridge Alterian

3rd August 2010

Singapore

Marketing is Dead

1 out of 8 couples married in the US last year met via social mediaSource McKinsey Study also posted by David Dalka

Marketing is Dead

1 out of 8 couples married in the US last year met via social mediaSource McKinsey Study also posted by David Dalka

1 out of 8 couples married in the US last year met via social mediaSource McKinsey Study also posted by David Dalka

1 out of 8 couples married in the US last year met via social mediaSource McKinsey Study also posted by David Dalka

If Facebook were a country it would be the worldrsquos 4th largest between the United States and Indonesia

Source Facebook

1 out of 8 couples married in the US last year met via social mediaSource McKinsey Study also posted by David Dalka

If Facebook were a country it would be the worldrsquos 4th largest between the United States and Indonesia

Source Facebook

The fastest growing segment on Facebook is 55-65 year-old femalesSource Inside Facebook Blog`

1 out of 8 couples married in the US last year met via social mediaSource McKinsey Study also posted by David Dalka

If Facebook were a country it would be the worldrsquos 4th largest between the United States and Indonesia

Source Facebook

The fastest growing segment on Facebook is 55-65 year-old femalesSource Inside Facebook Blog`

80 of Twitter usage is on mobile deviceshellippeople update anywhereanytimehellipimagine what that means for bad customer experiences

Source Attempting to Relocate

1 out of 8 couples married in the US last year met via social mediaSource McKinsey Study also posted by David Dalka

If Facebook were a country it would be the worldrsquos 4th largest between the United States and Indonesia

Source Facebook

The fastest growing segment on Facebook is 55-65 year-old femalesSource Inside Facebook Blog`

80 of Twitter usage is on mobile deviceshellippeople update anywhereanytimehellipimagine what that means for bad customer experiences

Source Attempting to Relocate

25 of search results for the Worldrsquos Top 20 largest brands are links to user-generated contentSource Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25

1 out of 8 couples married in the US last year met via social mediaSource McKinsey Study also posted by David Dalka

If Facebook were a country it would be the worldrsquos 4th largest between the United States and Indonesia

Source Facebook

The fastest growing segment on Facebook is 55-65 year-old femalesSource Inside Facebook Blog`

80 of Twitter usage is on mobile deviceshellippeople update anywhereanytimehellipimagine what that means for bad customer experiences

Source Attempting to Relocate

25 of search results for the Worldrsquos Top 20 largest brands are links to user-generated contentSource Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25

Only 18 of traditional TV campaigns generate a positive ROI Source ldquoMarketing to the Social Webrdquo Larry Weber Wiley Publishing 2007

1 out of 8 couples married in the US last year met via social mediaSource McKinsey Study also posted by David Dalka

If Facebook were a country it would be the worldrsquos 4th largest between the United States and Indonesia

Source Facebook

The fastest growing segment on Facebook is 55-65 year-old femalesSource Inside Facebook Blog`

80 of Twitter usage is on mobile deviceshellippeople update anywhereanytimehellipimagine what that means for bad customer experiences

Source Attempting to Relocate

25 of search results for the Worldrsquos Top 20 largest brands are links to user-generated contentSource Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25

Only 18 of traditional TV campaigns generate a positive ROI Source ldquoMarketing to the Social Webrdquo Larry Weber Wiley Publishing 2007

24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news the news finds us

Source Yahoo Finance

90 of consumers trust peer recommendationsSource July 2009 Nielsen Global Online Consumer Survey

90 of consumers trust peer recommendationsSource July 2009 Nielsen Global Online Consumer Survey

Only 14 of consumers trust advertismentsSource ldquoMarketing to the Social Webrdquo Larry Weber Wiley Publishing 2007

90 of consumers trust peer recommendationsSource July 2009 Nielsen Global Online Consumer Survey

Only 14 of consumers trust advertismentsSource ldquoMarketing to the Social Webrdquo Larry Weber Wiley Publishing 2007

90 of consumers trust peer recommendationsSource July 2009 Nielsen Global Online Consumer Survey

Only 14 of consumers trust advertisments

90 of people that can TiVo ads doSource Starcom USA-TiVo

Source ldquoMarketing to the Social Webrdquo Larry Weber Wiley Publishing 2007

90 of consumers trust peer recommendationsSource July 2009 Nielsen Global Online Consumer Survey

Only 14 of consumers trust advertisments

90 of people that can TiVo ads doSource Starcom USA-TiVo

Source ldquoMarketing to the Social Webrdquo Larry Weber Wiley Publishing 2007

Marketing is DeadOld

New marketing is

Customer Engagement

Marketing is DeadOld

New marketing is

Moving from Mass Marketing

to Mass Engagement atan Individual Level with millions

The Consumer is in thedriving seatMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

Brands at RiskBuilding relationships with your customers in an era of social change

Primary research with 3551 respondents across AustraliaSingapore UK US

Research carried out within past 6 weeks for Australia (1045 respondents) amp Singapore (506 respondents)

TrustThere is an urgent need for brands to re-establish trust with empoweredconsumers

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Companies are only interested in selling products or services to me not necessarily the product or service that is right for me

55 69 62 54 61

Trust advertising 7 5 4 6 5 Trust what the company says about itself

6 7 9 8 8

Trust companies to act with their best interests in mind

22 9 7 10 11

EngagementConsumers want to interact

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Positive interest in being involved by companies in the development of products and services

91 83 78 86 84

More likely to tell others about the company

87 85 79 85 84

More likely to tell others about the productservice

91 88 81 88 86

Impact on customer experience if companies took time to learn more about your interests and needs

85 84 69 80 79

Approve of companies communicating with you using social media

78 37 33 48 45

ChannelsMajor social change in the way consumers listen to and engage with brands

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Regularly use social media 76 61 53 64 62 Internet is first port of call when comparing products or services prior to purchase

58 67 87 74 73

BarriersSkills and Roadmap

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 17 of respondents considered most or all of their existing marketing staff have the necessary skills required to take advantage of new marketing or customer engagement strategies

BarriersTechnology amp Services

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Marketing is DeadOld

New marketing is

Moving from Mass Marketing

to Mass Engagement atan Individual Level with millions

The Consumer is in thedriving seatMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

Brands at RiskBuilding relationships with your customers in an era of social change

Primary research with 3551 respondents across AustraliaSingapore UK US

Research carried out within past 6 weeks for Australia (1045 respondents) amp Singapore (506 respondents)

TrustThere is an urgent need for brands to re-establish trust with empoweredconsumers

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Companies are only interested in selling products or services to me not necessarily the product or service that is right for me

55 69 62 54 61

Trust advertising 7 5 4 6 5 Trust what the company says about itself

6 7 9 8 8

Trust companies to act with their best interests in mind

22 9 7 10 11

EngagementConsumers want to interact

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Positive interest in being involved by companies in the development of products and services

91 83 78 86 84

More likely to tell others about the company

87 85 79 85 84

More likely to tell others about the productservice

91 88 81 88 86

Impact on customer experience if companies took time to learn more about your interests and needs

85 84 69 80 79

Approve of companies communicating with you using social media

78 37 33 48 45

ChannelsMajor social change in the way consumers listen to and engage with brands

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Regularly use social media 76 61 53 64 62 Internet is first port of call when comparing products or services prior to purchase

58 67 87 74 73

BarriersSkills and Roadmap

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 17 of respondents considered most or all of their existing marketing staff have the necessary skills required to take advantage of new marketing or customer engagement strategies

BarriersTechnology amp Services

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

The Consumer is in thedriving seatMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

Brands at RiskBuilding relationships with your customers in an era of social change

Primary research with 3551 respondents across AustraliaSingapore UK US

Research carried out within past 6 weeks for Australia (1045 respondents) amp Singapore (506 respondents)

TrustThere is an urgent need for brands to re-establish trust with empoweredconsumers

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Companies are only interested in selling products or services to me not necessarily the product or service that is right for me

55 69 62 54 61

Trust advertising 7 5 4 6 5 Trust what the company says about itself

6 7 9 8 8

Trust companies to act with their best interests in mind

22 9 7 10 11

EngagementConsumers want to interact

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Positive interest in being involved by companies in the development of products and services

91 83 78 86 84

More likely to tell others about the company

87 85 79 85 84

More likely to tell others about the productservice

91 88 81 88 86

Impact on customer experience if companies took time to learn more about your interests and needs

85 84 69 80 79

Approve of companies communicating with you using social media

78 37 33 48 45

ChannelsMajor social change in the way consumers listen to and engage with brands

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Regularly use social media 76 61 53 64 62 Internet is first port of call when comparing products or services prior to purchase

58 67 87 74 73

BarriersSkills and Roadmap

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 17 of respondents considered most or all of their existing marketing staff have the necessary skills required to take advantage of new marketing or customer engagement strategies

BarriersTechnology amp Services

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Brands at RiskBuilding relationships with your customers in an era of social change

Primary research with 3551 respondents across AustraliaSingapore UK US

Research carried out within past 6 weeks for Australia (1045 respondents) amp Singapore (506 respondents)

TrustThere is an urgent need for brands to re-establish trust with empoweredconsumers

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Companies are only interested in selling products or services to me not necessarily the product or service that is right for me

55 69 62 54 61

Trust advertising 7 5 4 6 5 Trust what the company says about itself

6 7 9 8 8

Trust companies to act with their best interests in mind

22 9 7 10 11

EngagementConsumers want to interact

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Positive interest in being involved by companies in the development of products and services

91 83 78 86 84

More likely to tell others about the company

87 85 79 85 84

More likely to tell others about the productservice

91 88 81 88 86

Impact on customer experience if companies took time to learn more about your interests and needs

85 84 69 80 79

Approve of companies communicating with you using social media

78 37 33 48 45

ChannelsMajor social change in the way consumers listen to and engage with brands

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Regularly use social media 76 61 53 64 62 Internet is first port of call when comparing products or services prior to purchase

58 67 87 74 73

BarriersSkills and Roadmap

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 17 of respondents considered most or all of their existing marketing staff have the necessary skills required to take advantage of new marketing or customer engagement strategies

BarriersTechnology amp Services

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

TrustThere is an urgent need for brands to re-establish trust with empoweredconsumers

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Companies are only interested in selling products or services to me not necessarily the product or service that is right for me

55 69 62 54 61

Trust advertising 7 5 4 6 5 Trust what the company says about itself

6 7 9 8 8

Trust companies to act with their best interests in mind

22 9 7 10 11

EngagementConsumers want to interact

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Positive interest in being involved by companies in the development of products and services

91 83 78 86 84

More likely to tell others about the company

87 85 79 85 84

More likely to tell others about the productservice

91 88 81 88 86

Impact on customer experience if companies took time to learn more about your interests and needs

85 84 69 80 79

Approve of companies communicating with you using social media

78 37 33 48 45

ChannelsMajor social change in the way consumers listen to and engage with brands

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Regularly use social media 76 61 53 64 62 Internet is first port of call when comparing products or services prior to purchase

58 67 87 74 73

BarriersSkills and Roadmap

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 17 of respondents considered most or all of their existing marketing staff have the necessary skills required to take advantage of new marketing or customer engagement strategies

BarriersTechnology amp Services

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

EngagementConsumers want to interact

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Positive interest in being involved by companies in the development of products and services

91 83 78 86 84

More likely to tell others about the company

87 85 79 85 84

More likely to tell others about the productservice

91 88 81 88 86

Impact on customer experience if companies took time to learn more about your interests and needs

85 84 69 80 79

Approve of companies communicating with you using social media

78 37 33 48 45

ChannelsMajor social change in the way consumers listen to and engage with brands

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Regularly use social media 76 61 53 64 62 Internet is first port of call when comparing products or services prior to purchase

58 67 87 74 73

BarriersSkills and Roadmap

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 17 of respondents considered most or all of their existing marketing staff have the necessary skills required to take advantage of new marketing or customer engagement strategies

BarriersTechnology amp Services

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

ChannelsMajor social change in the way consumers listen to and engage with brands

Sing (n=506)

Aus (n=1045)

UK (n=1000)

US (n=1000)

All (n=3551)

Regularly use social media 76 61 53 64 62 Internet is first port of call when comparing products or services prior to purchase

58 67 87 74 73

BarriersSkills and Roadmap

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 17 of respondents considered most or all of their existing marketing staff have the necessary skills required to take advantage of new marketing or customer engagement strategies

BarriersTechnology amp Services

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

BarriersSkills and Roadmap

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 17 of respondents considered most or all of their existing marketing staff have the necessary skills required to take advantage of new marketing or customer engagement strategies

BarriersTechnology amp Services

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 17 of respondents considered most or all of their existing marketing staff have the necessary skills required to take advantage of new marketing or customer engagement strategies

BarriersTechnology amp Services

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Only 25 of respondents considered themselves very prepared to take advantage of the new techniques that digital and social media represent as part of their overall marketingcustomer engagement strategy

Source Alterian Annual Survey 2009

Only 17 of respondents considered most or all of their existing marketing staff have the necessary skills required to take advantage of new marketing or customer engagement strategies

BarriersTechnology amp Services

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

BarriersTechnology amp Services

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Source May 2009 survey of approximately 70 senior executives from marketing serviceproviders and marketing agencies conducted by Alterian in London

61 of marketers do not integrate web analytics data with any other customer data

Source Alterian Annual Survey 2009

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Brands

Technology Platform

Service Providers

bull Integrated marketing platformbull Analytics at its corebull Driving ldquoany channelrdquo

engagement initial key channels web email social media direct mail

bull Single data infrastructure (real time analytics content)

bull Emergence of a new category

bull Customer Engagement Agency

bull Combining Strategy (data analytics) Creative Execution

bull MSPs Agencies even Sis reaching out for this new approach

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
• Slide 12
• Slide 13
• Slide 14
• Slide 15
• Slide 16
• Slide 17
• Slide 18
• Slide 19
• Slide 20
• Slide 21
• Slide 22
• Slide 23
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Agencies take note

Wersquove hinted before that agencies that canrsquot transition frompushing out messages to nurturing customer connectionsarenrsquot long for this world Agency readers heed our warning Services firms that lack data management analytics listeningsocial media execution and strategy expertise will dry uprdquo

- Forrester Research Inc 2009

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
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• THANK YOU

BarriersA few thoughts

Be under no illusion ndash the world has changed - immerse yourself in the new world

Engage with experts ndash CEAs

Develop a roadmap ndash and take gradual steps from your starting point

But have a vision to work to in the medium term ndash donrsquot let new initiatives be separate from mainstream marketing for long

Ensure you are in control of access to technology ndash this underpins all customer engagement activities

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
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• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Best Western Hotels270 hotels 18500 employees

From Disparate databaseanalytics and email platforms insufficient customer understanding difficulty in delivering tailored messages

To Integrated platform creating customer profiles customer journeys and trigger pointsand immediately executing tailored messages by combining many different contentitems and third party content in real time Up to 10 triggered campaigns a day Over4m combinations of email message

Results Open rates up to 85 click through rates up to 40 points claimed up 540

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
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• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Global CrossingIP amp Ethernet services 700 carriers rely on Global Crossing

Engaging in Social Media

Monitoring flags people asking about GC products or servicesndash sales prospecting and customer services

Reports covering numerous categories or topics like products services campaignstrade shows competitors- delivered to marketing corporate comms competitors intelligence customer service

Drives individual engagement and future strategies

See whats going on learn from what is being saidMeasurement of volume of people talking what their clout is looking at ndashve+ve ratiohelps understand impact of communications and shape future strategies

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
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• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Learn Directe-teaching organisation 66m courses 24m enrolments

Building a ldquolivingrdquo web presence

Powerful web engagement solutionPuts content delivery and customer journey in the hands of the business not ITKeeps content fresh and relevantDrives out costs on support

Enables consumers to interact in their own way

Closer integration of on-line communities for study groupsEasy access to lectures and support servicesGuided transition through tiered learningConsumers communicate and consume in their own way

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
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• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Anderson Cancer Center90000 patients per annum 18000 staff 9 sites

Listening to social media

Monitor brand campaigns topics such as itrsquos clinical trialsIdentify and respond to customer service commentsIdentify key influencers in the cancer community

Drives effective engagement with the cancer community andwider public

Build relationships with key influencersImproving patient relationships and customer service by resolving issues or concernsRefining SEO strategyEvaluating campaigns eg Monitoring a key PRSocial campaign and tracking clickbacks ndash found social activity drove a 95 increase in patient referrals in 3 months

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
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• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Hear from some experts

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
• Slide 10
• Slide 11
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• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• Slide 34
• Slide 35
• Slide 36
• THANK YOU

Old Marketing is dead

long live Customer EngagementMajor social change in the way consumers listen to and engage with brands

Sobering need for brands to re-establish trust with consumers that have been empowered

through the use of technology to interact online

Permanent societal and technological changes social media is one manifestation

Consumers want to interact not just passively receive messages

Move from mass broadcast and one way communication to listeningunderstanding and engaging on an individual level ndash challenge and an opportunity

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
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• Slide 35
• Slide 36
• THANK YOU

THANK YOU

UKEU +44 (0) 117 970 3200 | NA +1 312 704 1700 | AsiaPac +61 (2) 9968 2449Web wwwalteriancom | Blog wwwengagingtimescom | Twitter Alterian_plc

Slideshare Alterian | YouTube engagingtimeslive | Facebook The Real Alterian

• Changing Customer Expectations
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• Slide 6
• Slide 7
• Slide 8
• Slide 9
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• Slide 35
• Slide 36
• THANK YOU