Trends Transforming Consumer Communication and Behavior

Using the template

What do I do?

Director

Global Content & Research

@kyleplacy / #CMREvolve

Whats Next?

@kyleplacy

Click the center icon >>>>>

and browse for the image you want to insert.

IF IMAGE INSERTS IN FRONT OF FOOTER,

Right click on the image and

Select Arrange/Send to Back

Whats Now?

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Moments

Matter

one.



Connected

Consumer

two.


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Mobile Penetration Rate (Total Population)


Total population 2012

AustraliaCanadaChinaJapanUKUSA52.232.733.119.650.943.5Total population 2013

AustraliaCanadaChinaJapanUKUSA64.656.446.924.762.256.4

Smartphone massive growth potential with only 30% of total market.

Mary Meekers 2014 Internet Trends Report


26 million US consumers will book travel via a smartphone this year.

European Travel Commission


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constant.

The connected consumer is



83% of US consumers research products while in-store on their mobile phone.

Googles Our Mobile Planet Report


The Amazon

Effect/Affect

three.

@kyleplacy

The Amazon

Effect/Affect

three.

@kyleplacy

eCommerce

@kyleplacy

Last mile project how do you innovate around the delivery point.

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via ben-evans.com



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via ben-evans.com



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via ben-evans.com



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@kyleplacy #ETFOM

@kyleplacy #mixwest14


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@kyleplacy

via ben-evans.com



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Content

Personalization

four.


69% of email consumers unsubscribe because brands send too many emails.


The Approach to Personalized Content

Guided Selling

Predictive Intelligence


41% of consumers buy more from brands who send personalized emails based on past buying behaviors.

Return Path


12-25% increase in sales if the transactional message includes personalized product recommendations.

Salesforce Marketing Cloud




@kyleplacy


Collaborative

Economy

five.

@kyleplacy

An economic model where creation, ownership and access are shared between people and corporations.


Yerdle enables neighbors to gift goods - rather than buy

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Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.

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Google and Waze have already started to share data (May 2014), in addition, Google is rolling out retail delivery with Shopping Express, and also has self-driving cars.

Uber enables P2P transportation largest investor is Google $258m

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Apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.

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@kyleplacy


Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.

Has a presence in nearly every country on earth

Median price of a hotel vs cost of an Airbnb apartment

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@kyleplacy





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All told, they found that for every 1 percent increase in the number of Airbnb bookings, there is a .05 percent decrease in hotel revenue

Study by Boston University


Source: Airbnb 2013 annual report

Source: Airbnb 2013 annual report

Airbnb Bookings

2009-2013


@kyleplacy

@kyleplacy #DMAI14

@kyleplacy





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Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.

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@kyleplacy

Phases of Internet Sharing

Phases of Internet Sharing

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Social

Intelligence

six.

@kyleplacy

I sensed in MyspaceMy salvation.John GreenAuthor, Fault of Our Stars

Why would you ever want to put pictures of your family and friends on the Internet??

Kyles Mom, December 2003


Embed Social Media Across the Fabric of the Organization & Empower Subject Matter Experts

It Starts with Actionable Social Listening

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Marketing

Marketing Insights

Analysis

Sales

Sales Insights

Response

Customer Service

Support

Innovation

Engage

Marcom Paid, Earned, Owned

Proactive Lead Generation

Peer-2-Peer Self Help

Collaboration

Community Driven

Ranters & Ravers

Innovation Insights

Product Feedback

Competitor Insights

UGC

Enterprise Sharing (Aligned w/ Chatter)

NPS

How do we make one departments outputs another departments inputs?


So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing.

Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.

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Humanizing Automation

seven.

@kyleplacy

We must move from numbers keeping score to numbers that drive better actions.

David Walmsley

Head of Multichannel

Marks & Spencer

Meet Kyle

Hes the owner of a growing small business in Boston.

As a father of 4 kids hes very cost conscious and drives or takes the train to most locations.

While a subscriber of T & H Clients brandX and brandY emails, hes not a loyalty member.

Small business owner and frequent traveler growing business that has expanded regionally and he will have to start to travel to fuel growth in the northeast region

- very cost conscious

- drives/takes train to most locations

- opted into brand X and brand Y email program not rewards

- has 8 stays in the past three months with brandX, brandY and Days Inn in the throughout the NE each 1-2 nights

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An Upcoming Trip

Kyle has an upcoming trip in two weeks to conference in Texas. He starts searching on brandX.com for a hotel.

Has an upcoming trip in two weeks to conference in Texas starts searching on brandX.com for a hotel

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Promo Email

Kyle receives a promo email from brandX with special rates for the month.

The top three are close to his upcoming tripin Texas so he clicks through and books.

Email

Kyle, Check Out This Months Top Rates

From Portland to Portland weve got you covered.

From $84.15

Dallas, TX

Love Field

Get the most out of your next Dallas business trip and book a room at our brandX by T & H Client Dallas Love Field hotel.Read more

Book Now

From $101.15

Irving, TX

Las Colinas

brandX by T & H Client Dallas/Las Colinas hotel, near Dallas Fort Worth International Airport. Located off Route 114Read more

Book Now

From $101.99

Richardson, TX

Richardson

Nestled in the heart of the Telecom Corridor north of downtown Dallas, TX, the brandX by T & H Client Richardson/DallasRead more

Book Now

Receives a promo email from brandX with special rates for the month, the top three are close to his upcoming tripin Texas - clicks through and books

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Confirmation Email

Kyle receives his confirmation email which invites him to enroll in T & H Client Rewards.

Email

Welcome!

Your brandX by T & H Client Confirmation is below.

Name

T & H Client Rewards

Confirmation Number

Arrival Date

Departure Date

Check-In Time

Check-Out Time

brandX Love Field

650 N. Stemmons Freeway, I-35E Exit 434A Empire Central, Dallas, TX 75247 US

Kyle Thompson

Enroll Now

74589AH67DH

1/24/14

1/26/14

3:00 PM

11:00 AM

Receives his confirmation email which invites him to enroll in Rewards

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Welcome Series

Upon signing up for T & H Client Rewards Kyle receives a series of 3 emails from the Welcome drip campaign which aims to:

Thank

Educate about the program

Incentivize to complete his profile

Email

Welcome To T & H Client Rewards

Total Points; 0

Complete Your Profile

Free Bonus Points!

Tell us more about yourself and receive bonus points towards your next free stay.

3x Welcome/Onboarding series to T & H Client Rewards

Thank you, education about program (how to add previous stays), incentive to complete profile (get bonus rewards points)

Shows he mostly books for business, looking for best value and business amenities (wifi)

Show snapshot of contacts model now that profile center has been completed (explicit data)

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Show snapshot of contacts model now that profile center has been completed (explicit data)

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Browse Retarget Email

Kyle receives a browse retarget email that evening which reminds him of the free breakfast and wifi available at brandY.

As a result he books his stay.

Email

Your Parsippany Stay Awaits

Get a free, hot breakfast and WiFi at brandY

brandY Parsippany

949 Route 46,

Parsippany, NJ 07054 US

A warm bed, hot breakfast, and free WiFi come standard when you stay at brandY.

Book Now

Jump ahead a few months

Browse Retarget

Has upcoming meeting in Parsippany, browses brandY in area

He doesnt purchase without doing more research, so he plans on searching tonight at other hotels

He abandons his search

Receives browse retarget email that evening which reminds him of the free breakfast and wifi available at brandY, he purchases

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Jump back to the contacts model to show how contact has updated with implicit (browse/purchases/past stays) data

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Gets a notification

After checking-in he gets a push message with a $5 off coupon.

Checks-in he downloads the new T & H Client hotel app and opts in for alerts during this stay

After check in he gets a push message for free drink

Meets up with colleagues to review presentation

Gets another push message with reminder with the free breakfast hours

As he leaves in the AM for his presentation, he gets a Push asking to confirm a email copy of his receipt

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Gets a notification

Before retiring for the evening Kyle receives a Push Notification reminding him of the free breakfast in the morning.

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Gets a notification

After he leaves for his presentation in the morning he receives a Push Notification asking if hed like to receive an email copy of his stay receipt.

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Email Receipt

After his stay Kyle receives an e-Receipt with a partner offer to sign up for the T & H Client Rewards Visa.

Inbox (1)

Your Recent Stay e-Receipt

E-Receipt

brandY

949 U.S. 46, Parsippany, NJ 07054

Room

Arrival Date

Departure Date

Adult/Child

Room Rate

Rate Plan

T & H Client Rewards #

213

1/27/14

1/28/14

1/0

$59.00

LW-T

675930992

Stay Total

$65.24

EARN POINTS TOWARDS

FREE NIGHTS

WITH T & H Client REWARDS VISA

Email receipt from stay

Business traveler and easier to keep record of

Include Partner offersT & H Client rewards visa card

Contacts model

With this stay he hits Gold status and receives an email congratulating him and reminding him of his perks

Thank him for his loyalty

Makes connection to leisure travel use rewards points

Highlight his activity

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Email Newsletter

Fast-forward 3 months Kyle receives his monthly rewards newsletter and there is a promotion for a trip finder. He has traveled a lot and accumulated a lot of points and is ready for a last minute vacation with the family.

Email

T & H Client Rewards Newsletter

How will you use your rewards?

Total Points; 42,000

Want to find the perfect getaway?

Try our all new

TRIP FINDER

Start Now

Fast forward 3 months he receives his monthly rewards newsletter and there is a promotional for a trip finder. He has traveled a lot and accumulated a lot of points and is ready for a last minute vacation with the family.

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Trip Finder

Kyle answers a series of questions which helps the ExactTarget Customer Intelligence engine determine the best trip for him.

T & H Clientrewards.com/tripfinder

Mon 3.31 PM

Web Browser

Find Your Perfect Trip

Next

Back

How will you arrive at your destination?

Drive

Fly

Goes to guided trip planner

Business vs leisure

Type of destination (beach, nature, city, amusement parks, etc)

Price range

How to pay for his trip Points v Cash (since he is logged in it takes into account his points and shows him how many he has)

Driving or flying

Helps him pick the perfect location and hotel from across T & H Client hotels that will meet the needs of his family and stay within his budget by using his points

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Trip Finder

After he submits his answers T & H Client displays the results.

Mon 3.31 PM

Web Browser

Your Perfect Trip Results

T & H Client Grand Resort - Walt Disney World

Orland, FL

Located in the heart of Orlando, Florida, enjoy sophisticated charm and Mediterranean-inspired comfort minutes from the areas top theme parks, golf courses and attractions. T & H Client Grand Orlando Resort is surrounded by 500-acres of the stunning woodlands of Bonnet Creek.

Book Now

T & H Clientrewards.com/tripfinder

Kyle is going to Disney with his family T & H Client Grand Resort

Two days prior he receives pre-trip email and it contains a suite upgrade he clicks through and accepts next best offer

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On Vacation

On day two at the pool he posts a picture of the family enjoying the vacation.

He then receives a response from T & H Client with an offer for free ice cream for the kids during his stay

Facebook

Kyle Thompson

5 minutes ago

T & H Client Hotel Group

2 minutes ago

Glad youre enjoying your stay. Bring this to the concession stand for free ice cream for the kiddos!

On day two at the pool he posts a picture of the family enjoying the vacation -> he then receives a response from T & H Client with an offer for free ice cream for the kids during his stay

Kyle then receives a email thanking him for bringing his family to their resort and ask him to rate and review the trip. After a great trip, with great service he goes online and provides a stellar rating.

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And it starts with data.

Experience is the only thing that makes you relevant...

Seven Trends Disrupting Consumer Behavior

Moments Matter every touch point and every connection is an opportunity to deliver a seamless brand experience to delight your customers

Connected Consumer every business is a mobile business.

The Amazon / eCommerce Effect Amazon and Alibaba have the ability to disrupt any industry and quickly

Content Personalization massive lift in all success metrics with the use of personalized content

Collaborative Economy people have the ability to bypass inefficient companies by building processes and economies using technology

Social Intelligence It is more than social media. It is about listening,

Humanizing Automation build messaging strategy around the individual


Kyle Lacy

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Trends Transforming Consumer Communication and Behavior

Marketing

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