Salesforce @ oi15

Jeremy Waite Head of Digital Strategy, Marketing Cloud EMEA @JeremyWaite [email protected]

Building Relationships. Faster.

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What’s the ROI of Your Dog?

#EVOLUTION

Ulrik Nehammer CEO Coca-Cola EMEA

“In the past it was the big companies out-competing the small companies... Today it is the fast companies out competing the slow companies”.

“Leadership is influence”. John C. Maxwell

00:22

Pursuit of Happyness

77% of consumers don’t want a relationship with a brand?

HARVARD BUSINESS REVIEW

1.  Growing Profitable Revenue

2. Connecting with Customers

3. Competition in the Marketplace

Gartner CMO Spend Survey 2015

Journeys Contacts Content Channels Analytics Apps

Top Marketing Challenges in 2015

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

75% Executives Ignore Data

PwC

£1m algorithms

TRUST

“Lack of trust is the biggest threat to the advertising industry”.

Simon Litherland – Britvic CEO

Trust in Companies Headquartered in the Following Countries 2015

Edelman Trust Barometer Report

UNKNOWN KNOWN Fragmented 1:Many Untargeted Seamless 1:1 Journeys

Online Influence ‘15

Our Job…

6 Ways to Grow Your Online Influence

•  Advertising and politeness are the main levers to get customers.

•  Speak the truth in all your advertising.

•  Don’t focus on “trade” channels if you want to increase your wider influence.

•  Editorial content gets 10x more “eyes” than promotional content.

•  Respect the right to privacy.

•  Attention spans are short. Use big ideas and short sentences.

00:05

Great companies are started in all markets

4 Technology Shifts 2015

Cloud based companies

reduce development time by 11.6%

By 2018 ~ 25% of all corporate

traffic will flow directly from mobile

to cloud

Average online attention span

is now 5 seconds

90% of the world’s data didn’t exist

in 2014

HOW DO YOU BUILD TRUSTED RELATIONSHIPS IN

The Disruptive Economy?

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

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

networks created in 60 years

The Future is Anonymous…

Everybody has 3 lives? 1.  Personal Life 2.  Private Life 3.  Secret Life

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

“Companies are no longer competing

against each other. They are competing

against speed”.

@Benioff

Sales

9% 11%

12%

10% 25%

33%

5 minutes

15 minutes

30 minutes

1 hour 24 hours

3 days

ONLIFE INFLUENCE ‘15

CONNECT WITH YOUR CUSTOMERS FASTER

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

EDISON RESEARCH

Click Facebook Ad

Newsletter Sign-up

Personalized Content Email

Mobile Opt-in Download App

Contact Customer Support

Evangelize on Facebook

Support Issue Resolved

First Purchase

ONLINE INFLUENCE ’15

MEASURE CUSTOMER JOURNEYS

Build Relationships. Faster.

#BIGDATA

Volume Velocity Variety Veracity

5B Smartphones

by 2017 Customer Data

Purchase Data

500m+ Social Networks, Blogs

& Forums

Social Data 2.5

Quintillion bytes of data every day

Connected Data

“You can’t purchase loyalty”.

Frank Underwood

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

A 5% Increase in Customer loyalty is everything.

ONLINE INFLUENCE ‘15

KNOW WHO YOUR CUSTOMERS ARE

•  Who? •  What? •  Why? •  Where? •  When?

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

Thank you

Jeremy.Waite @ Salesforce .com | @JeremyWaite | @MarketingCloud