Riding the convergence of Social, Mobile, and Cloud to create new media models - Shree Dandekar (Dell) 10-23-2014 (Digital Marketing Strategies Summit)
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As the adoption of social, mobile and cloud computing continues to transform industries, organizations increasingly value how these technologies can improve customer engagement, forge new partnerships and drive competitive advantage. As great as the promise of convergence is, many organizations are still struggling to reinvent their business operations and keep pace with the explosion of mobile channels and volume of data being generated. This session will aim at not only discussing some of the natural use cases of this disruption like social casting but will provide a practical approach to marketers on how to realize an ROI from their social and mobile investments using analytics.
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Riding the convergence of Social, Mobile, and Cloud to create new media models - Shree Dandekar (Dell) 10-23-2014 (Digital Marketing Strategies Summit)
- 1. Riding the convergence of Social, Mobile and Cloud to create new media models Shree Dandekar Sr. Director (Analytics) @shree_dandekar @Digital_mss #DMSS
- 2. Dell - Restricted - Confidential Change is the new black…
- 3. Digital Ecosystem Consumer Behavior Media What is it today? Tectonic trends influencing todays marketing models @shree_dandekar @Digital_mss #DMSS
- 4. Confidential Participants shifted • Average social network user is 31 • The 45–54 year age bracket is the fastest growing demographic on both Facebook and Google+ • Fastest growing Facebook demographic is women over 55 • Average social gamer is 43 year-old women • The fastest growing demographic on twitter is the 55–64 year age bracket Confidential @shree_dandekar @Digital_mss #DMSS
- 5. Authority shifted @shree_dandekar @Digital_mss #DMSS
- 6. Traditional media undergoing dramatic change @shree_dandekar @Digital_mss #DMSS
- 7. Confidential The screen shifted 2007 - 87% of mobile customers are not online 2013 - 90% of mobile customers are online Confidential
- 8. 25% of smartphone owners ages 18–44 say they can’t recall the last time their smartphone wasn’t next to them @shree_dandekar @Digital_mss #DMSS
- 9. Confidential Content river @Digital_mss #DMSS
- 10. Brand touchpoints now generated by customers 66% Bloggers posting opinions about products 34% @shree_dandekar @Digital_mss #DMSS
- 11. Google 25% of search results for the worlds largest brands link to user generated content Social streams Discover what you did not realize you needed to know. @shree_dandekar @Digital_mss #DMSS
- 12. Retail Vs. Ecommerce: Although consumer behavior has changed….true competition is about influencing buying decisions digitally @shree_dandekar @Digital_mss #DMSS
- 13. Marketing technologies present huge potential, but the vastness of the choices are daunting @shree_dandekar @Digital_mss #DMSS
- 14. Overall 21.8B of funding…. @Digital_mss #DMSS @shree_dandekar
- 15. Dell - Restricted - Confidential Real world examples
- 16. Real-time event based brand campaigning @shree_dandekar @Digital_mss #DMSS
- 17. Real-time event based brand campaigning @shree_dandekar @Digital_mss #DMSS
- 18. Oscar pizza success story @shree_dandekar @Digital_mss #DMSS
- 19. Underestimating the customer influence … slippery slope @shree_dandekar @Digital_mss #DMSS
- 20. Customers too can use paid content… @shree_dandekar @Digital_mss #DMSS
- 21. Dell - Restricted - Confidential Some more examples…
- 22. 22 Old Spice (2010) the man your man can smell like campaign http://socialmediatoday.com/syed-noman-ali/1638021/best-social-media-campaigns-brands @shree_dandekar @Digital_mss #DMSS
- 23. 23 Oreo Daily Twist (2012) http://socialmediatoday.com/syed-noman-ali/1638021/best-social-media-campaigns-brands @shree_dandekar @Digital_mss #DMSS
- 24. 24 Dove: Real Beauty Sketches (2013) http://socialmediatoday.com/syed-noman-ali/1638021/best-social-media-campaigns-brands @shree_dandekar @Digital_mss #DMSS
- 25. 25 Coca-Cola 2nd lives campaign (2014) @shree_dandekar @Digital_mss #DMSS
- 26. Dell - Restricted - Confidential How does Dell do it?
- 27. 27 Our Customer Customers have shifted the way they learn, consume, and engage during the buying journey. Digital dominates. Customer Experience Design Planning what, where and how we want to engage and develop customer conversations to acquire & develop. Technology & Analytics Leveraging big data analytics and technology to engage customers in a targeted, personalized and more efficient way. Content Strategy Creating, managing and publishing high quality content as a strategic asset – mapped and personalized to customers. Our Customer-centric Marketing Model Three key areas, all focused on our customer. @shree_dandekar @Digital_mss #DMSS
- 28. 28 Where our customers go, marketing must follow Our Customer • Prefers to do own research • Relies on digital resources (PC, mobile, tablet) • Responds to tailored, personalized information Customers have shifted the way they find, consume, and engage during the buying journey. Digital is now the backbone of customers’ lives. B2B customers conduct online research, mostly search, video & social content on mobile/PCs. 66 93 416 2X % % % Of B2B buyer journey is completed before contacting a vendor. Higher customer lifetime value when communications are personalized, relevant and timely. Increase in inbound lead pipeline and customer value w/engagement via content, social, & personalization. Personalized programs drive ROI @shree_dandekar @Digital_mss #DMSS
- 29. 29 Leveraging data, technology, and content will empower marketers to activate and automate always-on, responsive programs for customers. Customer Experience Design • Audience Management • Connected and Personalized Customer Journey • Deliver right message at right time on right vehicle • Ease of Engagement across Platforms • Geared towards Social Planning what, where and how we want to engage and develop our conversations with customers to acquire & develop. @shree_dandekar @Digital_mss #DMSS
- 30. 30 Quality content, developed for specific stages of a buyer journey, must be consistent across channels and responsive to behavior. Leveraging analytics & platforms that pull customer behavioral data to deliver programs. Content Strategy • Content that is high quality • Modular; Video; Infographics; Dynamic • Consistent in frequency and tone with narrative • Content Lifecycle Management System • Publishing Approach • Applies to Omni-channel Creating, publishing and managing content as a strategic asset – mapped to customers - for omni-channel integration. @shree_dandekar @Digital_mss #DMSS
- 31. 31 • Connected CRM • Marketing Automation AdTech: • Real-time Analytics and ROI Technology & Analytics Leveraging big data analytics and technology to engage customers in a targeted, personalized and more efficient way. Information The ability to create and manage a 360 view into the customer. Personalized Data can customize messages for customers through dynamic, data- driven modular content. Audience Definition Able to define customers to target based on specific criteria Cross- Platform Continuing the conversation with customers regardless of device. Real-Time Targeting the right customer at the right time with the right message. Responsive Driving deeper personalization by responding to customers behaviors and interests – on any platform. Data is revolutionizing marketing through technology platforms; And working together, drive an optimized, 1:1 customer experience and higher ROI. Connected CRM Data Analytics & Insights @shree_dandekar @Digital_mss #DMSS
- 32. Dell - Restricted - Confidential What is required to make the shift to Modern Marketing model?
- 33. 33 To make this shift requires fundamental change across people, structure, process and tools Process Tools People Structure Data, Analytics and operational skills augment foundational strengths in customer centric messaging and engagement The marketing organization of the future needs to be nimble, flexible to adapt to rapidly changing needs. Processes need to evolve to support customer experience delivery and rapid innovation centered on key bus. priorities . Leveraging big data analytics and technology to engage customers in a targeted, personalized and more efficient way. @shree_dandekar @Digital_mss #DMSS
- 34. 34 An Agile Marketing approach can help an organization effectively respond to ever changing needs Agile Marketing Principles** 1. Validated Learning over opinions and conventions 2. Customer focused collaboration over silo’s and hierarchies 3. Adaptive and iterative campaigns over Big Bang campaigns 4. The process of customer discovery over static prediction 5. Flexible vs. Rigid planning 6. Responding to change over following a plan 7. Many small experiments over a few large bets *Source: HBR July-August 2014 – “The Ultimate Marketing Machine” **Source: http://agilemarketingmanifesto.org/ “Marketers understand that their organizations need an overhaul, and many chief marketing officers are tearing up their org charts … What does the ideal structure look like? Our answer is that this is the wrong question. A simple blueprint does not exist.”* @shree_dandekar @Digital_mss #DMSS
- 35. 35 A strong partnership between the CIO and CMO is critical in supporting the transformation Increased Business Impact Leadership • Meet regularly • Share accountability • Focus structure, culture on customer outcomes •Chief Data Officer bridges two orgs Alignment • Org priorities with company objectives • Business Architecture Team governs tech decisions • Marketing Ops activates the vision Innovation • “Test and Learn” or “Fail Fast” approach • Collaborative innovation: everyone has quick access to data, hands-on analytics • IT as trusted advisor Talent • Hire right people for cross-functional teams •Skills that match changing customer, tech landscape •Marketing and IT work in tandem @shree_dandekar @Digital_mss #DMSS
- 36. 36 Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential Thank You Shree Dandekar Sr. Director of BI/Analytics Twit - @shree_dandekar @Digital_mss #DMSS