Experience Styling Professionals

(1)

ESP

– Meet the

ESP

Meet the

E

xperience

S

tyling

P

rofessionals

Katrina Klier

Managing Director, Accenture

@KatrinaKlier

(2)

www.accenture.com

or @Accenture or on

LinkedIn

Find out about me:

@KatrinaKlier or

LinkedIn

Blog and Other Good Stuff:

(3)

It’s a Mad, Mad Digital World

@KatrinaKlier

(4)

People Use Digital Channels Differently

@KatrinaKlier

TV

IP TV

Social

Rating

sites

Video

IP TV

Website

Widgets

Paid

search

Blogs

Call

center

Store

Email

_Mobile

Print

Organic

search

Print

Lead gen

Banner

Games

(5)

Everyone and Everything is Mobile

@KatrinaKlier

In 2009 only

2% of US adults owned

81% of Americans live

a tablet or e-reader,

now more than a

third do

in Urban Areas which

grew 3 points faster

than the total

population

p p

Over 10% of

global Internet

traffic is via

Over 80% of people

in North America

have access to the

Internet

91% of Americans

Less than 59% of

Americans live in

the state where

they were born

traffic is via

phones

Internet

On average people

change jobs every 3

years and have 5-7

careers in their

own a cell phone

and 56% own a

smartphone

Sources: Reuters, Career-Advice, emarketer, Pew Research , Comscore

careers in their

lifetime

(6)

Which means…

@KatrinaKlier

People know

more people

they experience

more of the

and they seek,

consume and

more people…

more of the

world…

consume and

share content at

(7)

Building Trust is More Complex

@KatrinaKlier

d

s

a

l

_s

s

d

s

92%

s

n

ner &

_s

play A

d

n

e

s

e

d Soci

a

d

s

_s

ion Ad

s

z

ine Ad

s

p

aper A

d

92%

70%

nline

_{ideo Ad}

s

n

line Ba

n

o

bile Di

s

x

t Ads

o

n

ir Phon

e

ponsor

e

M

edia A

d

T

e

levi

s

Maga

z

News

p

58%

O

V

i

_O

n

_M

o

Te

x

the

i

S

M

36%

33%

29%

36%

47% 47% 46%

Source: Nielsen http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in-online-social-and-mobile-advertising-grows/

(8)

Expectations Have Changed

@KatrinaKlier

People expect

brands to

provide…

(9)

The Traditional Sales Funnel is Dead

@KatrinaKlier

• All about closing a sale

• Once the customer

started to use the

product, the

p

,

conversation stopped

• Little to no incentive for

t

h

repeat purchase

• No way for a customer

to be an active fan of the

brand or products

(10)

The New Experience Model

_{@KatrinaKlier}

Brand-Controlled Content or Channels:

Expectation, Promise

O

C

Ch

l

Open Content or Channels:

(11)

CMOs are Shifting Their Talent Mix

@KatrinaKlier

% of Marketing Employees dedicated to:

Next year

This year

2

1 +1

+5

+2

-1

+1

33

32

33

28

35

33

30

31

35

36

29

28 Di

t

M k ti

M

M di /

M k ti

&

Di it l

C

t

Direct

Marketing/

Campaign

Management

Marketing

Operations

Mass Media/

Advertising

Marketing &

Media

Analytics

Digital

Marketing

Customer

Analytics

(12)

The Talent Mix Change Is Not Enough

@KatrinaKlier

You need a new approach to content and experiences and

that requires a new breed of marketer

(13)

Analytics Science

@KatrinaKlier

DATA

P

d

t

B h

i

l

S

h

A

l ti

Interests

Product or

service

Behavioral

Search

Analytics

Activity

Expressed via

social graph

Expressed

through

Expressed

through

Expressed

through

Expressed

via my actions

SOURCE

g p

g

customer profile

g

browsing history

cookies

g

keywords

y

on site

Accenture: From

INTEGRATED ANALYTICS AND INSIGHTS

Social

CRM

DIsplay

Search

Site

Accenture: From

Marketing

Communications to

Experience Engineering

INTEGRATED ANALYTICS AND INSIGHTS

(14)

(15)

(16)

The Mad-Man + Math-Man Team

@KatrinaKlier

The Creative

Mastermind

The Data

Guru

The Foundational

Analyst

The Integration

Maven

The Amplification

The Big

The

The Travel

The Amplification

Ninja

The Big

Thinker

The

Conversationalist

The Travel

Guide

(17)

An example – Accenture Outlook

@KatrinaKlier

Pilot case for experience styling

Pilot case for experience styling…

• Industry leading print publication

• Thought leadership content

W ll k

i

li

t b

• Well known in client base

Opportunity…

• Create more conversations

• Take thought leadership to new

audience

(18)

The Outlook

customer experience

#PRSADIConf

@KatrinaKlier

Social Media

iPhone App

(19)

Experience Styling as DNA

@KatrinaKlier

Retrofit

Pilot

Scale

M

R fi

(20)

@KatrinaKlier

Join the conversation.

Find out about Accenture:

www.accenture.com

or @Accenture

or on

LinkedIn

Find out about me:

@KatrinaKlier or

LinkedIn