Marketers have an unprecedented opportunity to lead. As technology forces us to respond to customer needs in real-time, a majority of companies feel unprepared for the changing landscape in the digital era. In this webinar presentation, Cory Hartlen (Product Marketing Manager, ExactTarget Marketing Cloud) and Anne McGraw (Senior Manager of Customer Experience, Nissan) come together to welcome you to the “Internet of Customers.” They discuss different methods using social media to connect with your customers in a whole new way. This presentation shows how some of the biggest brands in the world are leading innovation with their customers.

1. Welcome to the
Internet of Customers
Connect with your customers in a whole new way
Cory Hartlen
Product Adoption Team
ExactTarget MarketingCloud
@coryhartlen

2. Fitbit Flex

3. #1 Health & Personal Care

4. 50% shopped on mobile

5. “Mobile sales increased
46% in Q4, and mobile
accounted for 35% all
”
online traffic.
IBM Digital Analytics Benchmark (10/1/13 through 12/31/13), Jan. 2, 2014.

6. New York-Reno
August 1, 2013

7. New York-Reno
August 1, 2013

11. Most Companies
Feel Unprepared
66%
of companies lack an
in-depth understanding
of their customers
IBM Study of 1,700 CMOs
“From Stretched to Strengthened”

12. Evolve, or Die!
Every marketer is in
the business of
business reinvention

13. Marketers are
leading the internet of
CUSTOMERS

14. Marketers are
leading the innovation with
CUSTOMERS

18. Ready Set Go!

19. Four Social Use Cases & Sales Plays
Social
Listening
Community
Management
Content
Marketing
Social
Customer Care

20. Social Listening
“I want to understand voice of the
customer in real-time.”
“How does our share of voice compare
with our competitors?”
“I need to optimize my content with
topical themes being discussed in our
community.”
“Who are the people that are
influencing our brand and industry
conversations?“
CMO / VP of
Marketing

21. Community Management
“How to I find and nurture online
conversations about my brand?”
“How can I connect and engage with
influential thought leaders?”
“What is the best way to find positive
brand conversations that I can
amplify?”
“How do I track and engage in
conversations across my team,
ensuring brand consistency?”
Director of Social Media /
Marketing / PR

22. Content Marketing
“How do I publish compelling content
and tell stories that build real
engagement?”
“How do I plan and execute
sophisticated social campaigns?”
“How do I collaborate across internal
teams and agencies?”
“How do we maximize the reach of our
content and drive interactions?”
CMO / VP of
Marketing

23. Social Customer Care
“How improve customer loyalty by
delivering care on the customer’s
choice of channels?”
“How do I connect with PR for brand
crisis issues that transcend Service?
“How do I scale teams to meet
expectations of fast responses on
social channels?”
“How do I deliver escalate from Social
to other channels such as phone and
email?”
VP Customer Service

24. Questions?

25. Interested in Additional Webinars?
Learn from product experts on how to leverage
your ExactTarget product or service
Learn about research and best practices from
experts within Interactive Marketing
http://www.exacttarget.com/resource-center/webinars

26. Thank You