1.14.14

Frankenmarketer: What is the Skill Set of the Modern Marketer?

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Our SpeakersTami Canizzarro is a Global Director of Marketing at IBM where she is responsible for driving IBM’s Social Business initiative which helps companies to improve sales, marketing and workforce productivity by building social into the fabric of their organizations. Her stated mission is to help IBM become the number one Social Business in the world and to help clients become socially forward businesses. Tami has worked at IBM for 10 years driving marketing programs across the company. She writes a blog for marketers www.digitalageofmarketing.com and tweets under the name @TamiCann.

Natanya Anderson Natanya Anderson is the Director of Social Media and Digital Marketing at Whole Foods Market. She has been working with social and new media for over a decade with a focus on both strategy and execution, helping organizations change the way they engage with their constituents. At Whole Foods she his concentrating on how an extensive local digital footprint merges with a strong brand presence to create a unique customer experience that differentiates a brand, drives loyalty, and supports the retail experience. @natanyap

Simon Pearce has over 15 years of experience in bringing world-class brands to life. He founded Fabric Branding to help his clients' to find their "ideas worth caring about" and to bring those ideas to life through the design of experiences worth talking about. Simon believes that digital and social technologies are fundamentally rewriting the rules of engagement between companies and their customers: now is the time to rethink how we define what brands are, and how we go about building them. @simonpearcelive

Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007.  Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey

Frankenmarketer: What is the Skill Set of the Modern

Marketer?Natanya Anderson

Director, Social Media & Digital Marketing

Whole Foods Market

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Our Job Is Bigger Than Ever Before

Storyteller CustomerExperienceAdvocate

Consume, Test,

and LearnInsightsForager

• Of all the stories

• To all the audiences

• In all the formats

• Insights, not data

• Focus on the actionable

• Look beyond your own data

• Customer centricity isn’t an option

• Consider the entire experience, not just your part

• That means customer service too

• Engage with every kind of media

• Be critical – act as a user first

• Don’t be afraid to fail

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Required: A New Perspective

Then: From Us to Them Now: Renewing Dialog

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Thank you!

Natanya Anderson@natanyap

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What is the Skill Set of the Modern Marketer?

Simon Pearce, Founder @simonpearcelive

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…the only factor that is in the “top three” factors across the entire customer journey

McKinsey Quarterly: APRIL 2010 • Jacques Bughin, Jonathan Doogan, and Ole Jørgen Vetvik

…more disruptive than other factors that influence purchase choice: it is more likely to change behavior

The digital age has amplified the importance of word-of-mouth

…not a one-hit wonder: builds its own momentum over time

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Customer experience is the biggest driver of word-of-mouth

Note: *As measured by the Forrester Research “Customer Experience Index” Source: Forrester Research: Manning, Harley; Bodine, Kerry (2012-08-28).

Correlation between customer experience index and positive word-of-mouth*

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Marketing is becoming a design challenge as much as it is a storytelling challenge

• Not only tell compelling stories, but create experiences worth talking about (e.g. Red Robin Brand Transformation)

• Data not just for insights and targeting, but as a tool to create value directly for customers (e.g. Nike Fuel band)

• Be more interesting by joining conversations that are happening now (e.g. Oreos at the Superbowl blackout)

• Must collaborate more with IT, CRM, Operations, New Product Design etc. to deliver a coherent customer journey

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Thingsyou can do now to get started

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#1 Look at your brand strategy

Does your brand story not only inspire you to tell stories, but also inspire customers to tell stories?

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#2 Look at your level of experience integration

Do you have a customer experience map that all departments collaborate on or just messaging and recall goals?

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#3 Look at how you create content

Do you have a real time marketing capability?

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#4 Look at your people

Are your employees your advocates? Are they excited to create brand moments of truth that will drive positive WOM?

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#5 Look at your customer service

Is your customer experience defensive (a cost to be borne) or a marketing asset that generates positive word-of-mouth?

Thank [email protected]@FabricBranding.com

Upcoming Webinars1/21 Social Organization: What are Best Practices for Internal Collaborationhttp://socialmediatoday.com/social-collaboration-webinar

1/28 The Social Customer Engagement Index: Use & Effectiveness of Social Media in Customer Servicehttp://socialmediatoday.com/social-customer-engagement-index-2013-webinar

2/4 Mobile and The Store of The Futurehttp://socialmediatoday.com/mobile-store-webinar