creating a design led & agile marketing organizationstrategy: instead of spending on promoted...

Copyright © 2016 HCL Technologies | www.hcltech.com

Creating a Design Led & Agile Marketing Organization

Apurva ChamariaVP & Head of Corporate Marketing HCL Technologies


Agenda

• 21 CE Marketing

• Marketing Transformation @ HCL

• Agile Marketing

• Design Thinking

• What did we achieve?

• Learnings


Our customer expectations are changing

Customers are becomingmultichannel users

Always-on customers expectbrands to be always-on

Customers expectpersonalization

4,86,111 Whatsapp Messages

7,203 Tweets

55,119 Google searches

12 Uber Rides

Amazon ships 35 items


21st Century Marketing Foundations @ HCL

EXPERIENCE CENTRICUnified Experience forCustomers

OUTCOME BASEDFocus on outcomes and not just reporting metrics

AGILE & LEANAdaptive, iterative,insights-drivenmarketing across functions

SERVICE ORIENTEDUsingmarketing-as-a-serviceto fill capability gaps

ECOSYSTEM DRIVENExtended enterpriseof employees, partnersand customers


Marketing Transformation @ HCL

2005 2016Campaigns run with functional teams owning their own parts

No dedicated analytics team

Event-heavy marketing plans

Few campaigns. Longer duration

Hiring only engineers from Tier-1 B schools

Targeting only Gen-2 outsourcers

Using demographic segmentation

Campaigns run with cross-functional teams (including agency) coming together in war-rooms

Dedicated analytics team and insights baked into decision making process

Digital-first marketing plans

Many campaigns of shorter duration

Hiring from tech, humanities/liberal arts backgrounds

Targeting Gen-3 outsourcers

Using analytics to target the “segment of one” De

sign

Th

inki

ng

Agi

le


Agile Marketing @ HCL

Big Strategy User Research

Adjust

Design & Build

Measure

New Big strategy

2016: Agile Marketing Process: Micro-strategies, big insights, rapid iterations

User Research

2005: Linear Marketing Process: Big ideas, big bang launch, big budgets

Plan DesignLaunch

MeasureLearning Curve

Little Strategy

Insights Adjust

Plan DesignLaunch

MeasureLearning Curve

Little Strategy

Insights Adjust A. Continue

B. Try something else


Agile Marketing @ HCL: Manchester United Leverage Program

Amplifying the announcement of our partnership with MAN-UTD. by leveraging ambassadors

Objective: Informing the world about our new partnership with Manchester United

Strategy: Instead of spending on promoted content on social channels or display ads,quickly create a portal/app that allowed user-generated content creation

Execution: We allowed our audience to create a personalized MU jerseys, which they then shared on their social media accounts

Over 50 K jerseys created inthe day following the launch

The app went viral contributing heavily tothe 157 Mn impressions earned on social

Played a role in increasing trafficto hcltech.com by 347%


Design Thinking @ HCL

uncover new insights and perspectives by exploring needs of people and users

business trends, industry trends, user needs with context and culture

reframe problems, agree on future vision from a human perspective and define goals

generate and prioritize ideas

visualize concepts and make artifacts

quick experiments and iterations


Design Thinking Framework

People“Desirable”

Business“Viable”

Technical“Feasible”

Zone 1: Customer Need Zone 3: Business

Aspect

Design Innovation

Zone 2: Technical Dimension

“Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

Tim Brown, president & CEO, IDEO



Zone 1 | Identifying the Customer Need

Customer Need

Target Roles - 2010

Java

Scala / Clojure

C++

C

Ruby

Python

JavaScript+HTML+CSS

PHP

Objective C

Target Roles - 2010

User Experience Design Engineer

User Experience Design Analyst

Design Thinking Engineer

Security Principal

Data Scientist

Digital Architect

DevOps Architect

Search Specialist

Hybrid Developer

Agile Project Manager

Emp

loye

e Se

gmen

t

Cu

sto

mer

Seg

men

t

Gen1 Gen2 Gen3

Transition Shifting Demands

Business as a Service

Agile Principles

Revenue Impact

Cost Impact


Zone 1 | Identifying the Customer Need

Customer Advisory council

Practising thought leadership for strategic planning, long term performance and growth.

North America, Chapter Meeting 11, 22-24 February, 2016

Europe, Chapter Meeting 7, 1-3 March, 2016

24 CXOS 2 Meetings 1 Executive Engagement Program

STRAIGHT TALKAn exclusive, first-of-its-kind community of 2000+ C-suite technology leaders formed for the peer-to-peer exchange of experience-based professional insights that can drive business results.


Customer Need


Zone 2| Making sure the ideas work technically

• Co-innovation sessions with clients to discover innovation opportunities and build quickly

• Open innovation forums for generating ideas worth testing

• Regular hackathons with enthusiastic developers to test concepts and generate ideas

Technical“Feasible”

Technical Dimension


Zone 3 | Does it make business sense?

Business Aspect


Business Case for Manchester United Partnership

Business Case for Brand and Digital Investments

Generate $2M per year from digital solutions for MU partners*+Additional revenue from global cross sell

MU Medical Centre virtual tourapp with social integration

Aon Training Centre work-outdrills app with Social integration

Virtual Adidas-MU kit-up avatarapp with social integration

Player super selector app withsocial integration

Visits

Metrics 2012 2016

Unique Visitors

Alexa Rank

No. of Keywords in top 10

Social Reach Rank

Engagement Rank

Searches

Unaided Awareness*

2.83 Mn

2.00 Mn

46.6 K

149

3rd

1st

239 K

1.3%

16.6 Mn

4.48 Mn

18.2 K

1349

2nd

2nd

605 K

9.9%


Zone 3 | Does it make business sense?

Business Aspect Rights Qty / Year Brand Visibility (Mn USD)

Use of HCL-MU composite logo Unlimited 0.87

Use of MU imagery and branding (Access to image / video library) Unlimited

Co-hosted Press conference 420

Co-created Press Releases 4

Powered by HCL - Branding on Manchester United D2C mobile app All screens 0.16

Powered by HCL - Branding on Manchester United website All screens 1.02

Full page website takeover on manutd.com 4 days / year 0.05

Advertising rights on MU TV in UK & Ireland 120 Sec on alternate days 0.15

Co-Created Case studies with 3rd party partner 4 0.9

HCL branded posts on MU Facebook, Twitter, Google+, LinkedIn 4 on each platform 1.25

HCL branded Innovation Lab at MU (for events, cust. Showcase) 365 days (minus match days)

Reference calls enabled by Manchester United 4

B2B partner meetings enabled by Manchester United 30

Right to use MU (Old Trafford) pitch for 90 mins every season 1

Access to 1st team MU Players for creation of content / use as speakers 9 players in groups of 3 (2 hrs each)

Access to MU senior management 4

Access to 4 former Man Utd. legendary players 4 0.42

Access to Sir. Alex Fergusson / Coach 1 0.6

Invitation to MU partner events 2-5 events

Access to CSR football training sessions for 32 guests 3

Access to host 15 guests at the training facility with coach meet & greet 2

Signed team shirts 35

Complementary tickets for Man Utd. home games 6

2 HCL guests to fly with MU team 3 times a year 6

Branded 8 seater HCL box at Old Trafford All Home Matches (19+ matches)

Right to purchase 10 home game tickets All Home Matches (19+ matches)

Access to a Man Utd boardroom at London for roundtable 4

Access to a Man Utd boardroom at Hong Kong for roundtable 4

100 member HCL-MU technology days at Old Trafford 3

MU fan base survey for HCL 2

Purchase MU material (Kit etc.) -

Total Brand Visibility 25.42



Taking the Relationships Beyond the ContractBuilding a cohesive brand high on image as well as experience using Design Thinking

Brand Experience & Image built around various touchpoints

Online and Offline Campaigns

HCLTECH Website


The fastest growing technology services brand

Industry leading brand value growth of 143%. The youngest to break global top 500 brands

PERCENTAGE GROWTH (2011-2015)

62%

114%

101%

-6%

30%

143%

2016 Rank: 17

2016 Brand Value: INR 83.33 Bn

2015 Rank: 18

2015 INR 76.22 Bn INR (US$

1.14bn)

Highlight: “The Volvo

Deal is one of the largest IT

deals signed by any Indian IT

company”

2016 Rank: 10

2016 Brand Value : 3.236 Bn

2015 Rank: 9

2015 Brand Value: US$ 2.629 Mn

Highlight: HCL Brand

Rating was elevated to AA+ in

2016 to AA in 2015


Learnings

Customers expect real-time

engagement from brands. If you

have a 3-4 months campaign

development and execution

lifecycle, think again.

The structure of your marketing

organization needs to be aligned to

Agile Marketing and Design thinking.

Silos are out.

Unique customer and market

insights, along with empathy with

the users are at the core of Agile

Marketing and Design thinking.

Make sure your listening skills are

world-class.


Thank You

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