Social Journey in the Age of the Empowered Consumer

Prelini Udayan-ChiechiDirector, EMEA Marketing@prelini

United Breaks Guitars

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Campaign Goes Viral

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civil disobedience:

the social web has organized and amplified our global voice

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around the globe, people are seizing power

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collectively, we are doing great & inspiring things at unprecedented scale

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x

the dawn of the mobile, social and incredibly empowered consumer

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confidential

business models are being radically transformed

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$-

$1,000

$2,000

$3,000

$4,000

$5,000

2011 2012 2013 2014 2015 2016

Source: Forrester US Interactive Marketing Forecast , 2011

Social Media Spend Reach $2.1Bn in US

of CEOs surveyed reported that their top priority for the next five years was

‘getting closer to their customers’

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50%build awarenessand demand forour productscustomer focus is

the major driver behind social

2011 2012 2013+

7.10%

10.10%

17.5%

social media as % of marketing budget

$2.1Bspent in 2011

57% be more relevant to our customers

54%build better customer relationships

CMO Council, 2011

Social media helps us to:

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Customers want an authentic conversation and engagement

with buyers ‘like them’

but customers want to interact with each other, not just you

14% of consumers trust advertisements

90% of consumers trust peer recommendations

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superior design features who do I engage and how? how do I manage and scale? how do I measure the impact?

of marketers surveyed had no

proven ROI of social initiatives

41%

social brings new complexities

Social Intelligence

Social Business Software

Social Scoring BloggingPlatforms

Social TV Mobile Apps Community Platforms

Reach

Buzz

Engagement

Participation

Transaction

Advocacy

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LISTENto understand

DIRECTthe conversation

PROVEthe business value

REALIZEyour brand nation

ENGAGEon existing networks

understand the social customer

tap into existingsocial networks

create an owned hub harness the power todrive business impact

transform the overallcustomer experience

accelerate innovation

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reduce service costs

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drive revenue

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confidential

superfans are the key to success

85%and

of all useful content

superfans consist of

<1% of communitypopulations

on averagesuperfans generate

50%of all community content

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Questions

Prelini Udayan-Chiechi@prelini