Riding the convergence of Social, Mobile and Cloud to create new media models Shree Dandekar

Sr. Director (Analytics)

@shree_dandekar

@Digital_mss #DMSS

Dell - Restricted - Confidential

Change is the new black…

Digital Ecosystem

Consumer Behavior

Media What is it today?

Tectonic trends influencing todays marketing models

@shree_dandekar @Digital_mss #DMSS

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

Authority

shifted

@shree_dandekar @Digital_mss #DMSS

Traditional media undergoing dramatic change

@shree_dandekar @Digital_mss #DMSS

Confidential

The screen shifted

2007 - 87% of mobile customers

are not online

2013 - 90% of mobile customers

are online

Confidential

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

Confidential

Content river

@Digital_mss #DMSS

Brand touchpoints now generated by customers

66% Bloggers posting opinions about products

34%

@shree_dandekar @Digital_mss #DMSS

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

Retail Vs. Ecommerce: Although consumer behavior has changed….true competition is about influencing buying decisions digitally

@shree_dandekar @Digital_mss #DMSS

Marketing technologies present huge potential, but the vastness of the choices are daunting

@shree_dandekar @Digital_mss #DMSS

Overall 21.8B of funding….

@Digital_mss #DMSS @shree_dandekar

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Real world examples

Real-time event based brand campaigning

@shree_dandekar @Digital_mss #DMSS

Real-time event based brand campaigning

@shree_dandekar @Digital_mss #DMSS

Oscar pizza success story

@shree_dandekar @Digital_mss #DMSS

Underestimating the customer influence … slippery slope

@shree_dandekar @Digital_mss #DMSS

Customers too can use paid content…

@shree_dandekar @Digital_mss #DMSS

Dell - Restricted - Confidential

Some more examples…

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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

Oreo Daily Twist (2012)

http://socialmediatoday.com/syed-noman-ali/1638021/best-social-media-campaigns-brands

@shree_dandekar @Digital_mss #DMSS

24

Dove: Real Beauty Sketches (2013)

http://socialmediatoday.com/syed-noman-ali/1638021/best-social-media-campaigns-brands

@shree_dandekar @Digital_mss #DMSS

25

Coca-Cola 2nd lives campaign (2014)

@shree_dandekar @Digital_mss #DMSS

Dell - Restricted - Confidential

How does Dell do it?

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

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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

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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

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

• 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

Dell - Restricted - Confidential

What is required to make the shift to Modern Marketing model?

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

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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

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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 Dell - Critical Handling - Confidential

Dell – Internal Use Only – Confidential

Thank You

Shree Dandekar Sr. Director of BI/Analytics

Twit - @shree_dandekar

@Digital_mss #DMSS