A brief overview of Working Three

1. WORKINGTHREE
Connecting brands with people

2. Our mission is to help
brands have better
relationships with their
customers.

3. OVERVIEW
W3 customer experience services

4. IT’S OUR BUSINESSTO COMMERCIALISE
DIGITAL COMMUNITIES
While it is important
to build community
engagement, social
media activity needs
to be commercial.
Social media is
creating and organising
vast quantities of
consumer data.
We help the brands
get access to, and
value from, that data.
The need The opportunity The value

5. WHERE WE FIT
We’re not an
advertising agency.
We’re not a market
research company.
We aren’t a web
design company.
We are a strategy
focused marketing
agency that specialises
in customer
experience strategy
and design.
We mature and
commercialise online
communities.
What we are not What we are What we do

6. WHAT WE HAVE BEEN DOING
We are focused on
developing and our
consulting approach.
We have standardised
frameworks to ensure
a great outcomes.
The W3 production
and development team
has the skills and depth
to design and build
integrated digital
solutions.
We have developed
and matured our
consulting approaches
into product offerings
to speed up delivery.
Consulting services
Production &
Development Productisation

7. CLIENTS

8. An effective customer
experience helps the
customer get value from
their own information.
It allows a brand to be
invested in - even if a
financial transaction is
not involved

9. CUSTOMER EXPERIENCE EXPERTS
Many industries are
being disrupted by
digital communications
and are looking to
develop a customer
experience approach.
Our depth of
knowledge in consumer
data generated in the
social media space gives
us a unique view of the
customer experience
space.
Working with our
customers we create
strategies that focus on
customer lifetime value
and identify new
revenue streams.
The need The opportunity The value

10. “One of the issues
of social
networking... is
that they have the
data and I don’t...”
Tim Berners-Lee, 2012
W3’s focus is on
collecting and
utilising consumer
data to develop
relationships

11. W3 ARETHOUGHT LEADERS.
WE HAVE HAD OVER 400 ARTICLES PUBLISHED.

12. THE MARKET
Why we do what we do

13. Customer Experience
Management Market & Voice of
Customer (VoC) Analytics
Market... is expected to reach
$6.61 billion by 2017
MarketsandMarkets

14. UNDERSTANDINGTHE CUSTOMER
Use social media to
communicate with your
market and demonstrate
value. Show that you are
interested in each customer.
Your audience has given you
permission to develop a
relationship. Personalisation
shows that you are
interested in their objectives.
The information collected
is used to refine
communications and
offerings. Personalisation
makes it easy for the
customer to buy and
remain loyal.
“Do you
value me?”
“Do you
understand me?”
“Are you making
my life easier?”

15. THETHREE PHASES OF ONLINE
MARKETING
The first online marketing
model used a traditional media
approach in the online space -
interrupting the viewer with
marketing messages.This has
proven to be mostly ineffective.
Spurred on by a focus on
measurability caused by the
GFC, the world is currently in
the surveillance model. Vast
amounts of data is collected by
brands to ‘personalise’
communications - this can
make the audience feel uneasy
and spied upon.
The world is now entering the
relationship model.The data
that has been collected by
brands is starting to be given
back and the consumer is
regaining some control.This
makes for trusted longer term
customer relationships.
Interruption model Surveillance model Relationship model
The environment is evolving

16. THE W3 CAPABILITIES & APPROACH
What’s needed to design customer experiences

17. SKILLS
The people
working on your
strategy will be
the people you
talk to everyday.
The guys in the
‘back end” who
make everything
possible.
These people
think “facts are
fine but insights
are better” - as
insights create
action.
Every touchpoint
needs to be
engaging and well
crafted. These
guys make
everything look,
sound and feel
fantastic.
The guys who
think in code.
They turn a
creative idea into
a usable digital
experience.
Strategy &
account
management
Data
infrastructure
Insights &
planning
Creative
& design Development

18. SERVICES
Digital
communications
touch every part of
an organisation.We
define the vision, and
do the thinking,
stakeholder
management and
implementation
planning to transform
your business.
The way your
website, app or social
media presence acts,
looks and feels plays
a big part in the way
your market
perceives your
brand.We have the
depth of skill to make
sure the experience
will be one your
customers will
remember, for all the
right reasons.
Digital
communications
mean the consumer's
path from discovery
to purchase and
loyalty is complex,
but data rich.We
work with our clients
to make the most of
each and every
interaction on
the conversion path,
and beyond.
Data is the lifeblood
of our approach.
Whether it is CRM,
loyalty data, or social
media and
e-commerce
information, we
generate, collect,
analyse, segment and
utilise data for our
clients.
We relentlessly focus
on the key business
objectives of our
clients and align
digital activity
accordingly.We
connect the dots
between social media
activity, mobile, e-
commerce, retail and
lead generation with
a single-minded focus
on your conversion
objectives.
We have the
creative, design,
development and
insight generation
skills to make
campaigns jump off
the screen and excite
your customers. Our
campaign
management team
will make sure your
market stays
engaged.
Digital
strategy &
planning
Online brand
development
& expression
Customer
experience
design
Active data
design &
management
Digital
commerce &
conversion
Campaign
development

19. PLATFORM MATURITY
Pilot stage Foundation stage Optimisation stage Platform stage
Early stage audience engagement.
Basic customer data combined with opt-
in social media data.
Behavioural insights and initial
segmentation.
Initial conversion messages tested. Manual
deployment.
Low level of personalisation messages
from sub-segmentation information.
Engagement
Data
Insights &
segments
Conversion activity
Personalisation
Deeper engagement around multiple
product categories.
Combined CRM, user interaction and
opt-in social data.
Sub-segments refined. Behavioural drivers
tested and refined.
Conversion focused program of activity
developed and refined. Channels remain
focused.
Increased personalisation of messages
focused on users objectives.
Community content planning and digital
touch-points put on continual
improvement cycle.
CRM, daily-feed social data, user
interaction and mobile data synced.
Key drivers identified for detailed
segments. Propensity to purchase multiple
products behavioural data identified.
Conversion events automated and
refined. Rules engine configured.
High level of personalisation and
relevance. Understanding of the
customer’s behaviours and networks.
Multiple social and digital channels
working together as a customer
experience platform.
High levels of opt-in data combined with
detailed behavioural and transactional
data.
Detailed insights into customer
behaviours and purchasing drivers.
Automated detailed segmentation.
Omni-channel conversion activity
triggered by user interactions.
Detailed personalisation through multiple
channels with high levels of relevance.
Outcomes

20. “Big Data isn’t
about bits, it’s
about talent.”
Douglas Merrill, past CIO andVP of
Engineering at Google, 2012

21. thanks