In May 2013, Exact Target brought together Asia Pacific’s top marketing minds for a collection of keynotes and workshops designed to inspire, educate and empower marketers. We loved every minute of it, so we have out together this slideshare to share the key lessons and insights from the day. Enjoy!

1. EXACT TARGET
CONNECT
GLOBAL TOUR
Lessons from the 2013 Sydney
#ETCONNECT conference

2. In May 2013,
Exact Target
brought
together Asia
Pacific’s top
marketing
minds for a
collection of
keynotes and
workshops
designed to
inspire,
educate and
empower
marketers.
WHAT IS
#ETCONNECT?
CONNECT Global Tour
Marketing is undergoing an amazing transformation in the Asia-
Pacific region. We’re in the midst of a digital marketing revolution,
with the CMO soon to be the most influential executive in the
boardroom. And the digital marketing manager is sitting at his
right hand.
But a 2012 IBM survey of CMOs discovered that there are four key
factors that CMOs are unprepared for:
• Data explosion
• Social media
• Growth of channels and devices
• Shifting consumer demographics
With that in mind, here is our wrap up of the recent ET CONNECT
Sydney conference…

3. What is inspired marketing?
Marketing transformations are occurring across the board,
and some of the biggest changes include:
• Consumers are now hyper-connected
• Marketing spend is shifting – from offline to online
• Marketing has to stay relevant and top of mind
Consumers are also steadily moving online.
Did you know that a staggering 96%have opted to receive branded
email communications?
And 55%have liked a brand on Facebook? And 6%are following
brands on Twitter?
The biggest incentive for these figures is EXCLUSIVITY.
Keynote:
‘Inspired marketing’
Lee Hawksley

4. What is inspired marketing?
Australian consumers are becoming more integrated – especially with
the growth of mobile marketing.
We have one of the highest mobile adoption rates in the world,
with 74% of consumers admitting they never leave home without their
Smartphone.
71% of Smartphone users check their email as soon as they wake up,
with mobile social media use more popular in the evenings.
For traditionally siloed marketing departments to respond to this, they
require inspired marketing.
The three principles of inspired marketing are:
1. Serve the individual – leverage customers’ needs
2. Honour unique preferences – allow customers to choose channels
3. Delight with timely, amazing experiences – reward and surprise
Keynote:
‘Inspired marketing’
Lee Hawksley

5. Executive panel: the digital C-suite
• Jodie Sangster, ADMA
• Jeff Flanagan, Microsoft
• Campbell Brown, GrabOne
• Linda Barrett, Deals Direct
• Jimmy Storrier, 12WBT
There’s been a power shift from marketing to customer as consumers
have become better informed.
“Customers are far more informed today than they were five
years ago. They’ve already done their research before they
decide to buy,” says Barrett.
Which means marketers need to provide them with this information
before they make the purchase decision.
Lead by Jodie
Sangster, CEO
ADMA, the panel
explored the
changing roles of
the C-suite.

6. Executive panel: the digital C-suite
Lead by Jodie
Sangster, CEO
ADMA, the panel
explored the
changing roles of
the C-suite.
Key points from the panel
The rise of the ‘influencer’
The rise of the ‘influencer’ has also made this power shift apparent.
Today’s consumers trust peer recommendations more than ever. But
how are marketers going to give these peers the information and
tools they need to become brand advocates?
Privacy and customer thresholds – the balancing act
There’s a fine line between being relevant by segmenting your target
market and knowing ‘too much’ about a customer so that you
infringe on their privacy. It’s important to know enough about the
customer to help them, but not invade their comfort zone.
The other key trend discussed was the rise of the storyteller. The
art of storytelling is becoming more and more important in the
modern marketing toolkit.
“It’s really about being able to craft the story that’s relevant
to different audience segments,” said Jeff Flanagan.

7. How to capture leads and drive
engagement on Facebook
The general feeling among marketers is that Facebook is easy for
people but hard for brands, and that brands tend to participate in social
media campaigns in bursts instead of being consistent across social
channels.
Facebook best practice:
1. It’s your customer, not Facebook’s (no matter what Mark
Zuckerberg thinks!)
2. Let social be social – let go of your traditional controls
3. Every Facebook campaign should be a cross-channel campaign for
a cohesive consumer experience
4. Targeting = relevance
5. Measure your actions from the customer perspective
Session #2:
‘Capture Leads,
Build Promotions, &
Drive Engagement
in Facebook’
Margaret Francis

8. How to capture leads and drive
engagement on Facebook
Perhaps the biggest hurdle for brands on Facebook is to
let social be social.
Brands need to accept the possibility of negative sentiment and use
that to their advantage – you learn most from what people don’t like
about you than what they do.
It’s important to encourage reciprocal relationships with your
customers and start to direct them to channels they feel
comfortable following up with. By opening the door to a little bit of
negative sentiment, you will let in a whole lot of positive sentiment
from customers.
Session #2:
‘Capture Leads,
Build Promotions, &
Drive Engagement
in Facebook’
Margaret Francis

9. eCommerce and cross-channel personalisation
Session #3:
‘Personalised
Ecommerce &
Guided Web Selling’
Mike Silvester
Data is crucial to personalising the conversation with your
customers.
5 steps for effective cross-platform personalisation:
1. Get personal – build up a picture of your customer over time with
demographic, social, browsing and personal data.
2. Uncover hidden details – track your user’s order history, click-through
data and preferences to better target communication.
3. Stop sending ‘vanilla’ messages – there’s a huge opportunity to
personalise transactional messages to re-engage with customers.
4. Focus on user experience – in a hypercompetitive situation it’s
important to optimise user experience otherwise consumers will go
elsewhere.
5. Personalise emails – marketing emails that are personalised
improve conversion rates by 15 to 25%.

10. Managing conversations across Facebook and Twitter
Many brands struggle to get the most out of customer interaction on
social media platforms – specifically Facebook and Twitter –
because they’re terrified of being called out by consumers.
But using social media merely to promote and sell is a very narrow
marketing approach. Instead, brands should be creating,
communicating, delivering and exchanging with customers.
Best practice for social engagement:
1. Manage all your social identities across all platforms
2. Choose your networks – and have a distinct editorial voice for
each
3. Have an objective – most social media activity today is without
any strategy or objectives
4. Answer when asked
5. Collaboration is key
Session #5:
‘Managing
conversations
across Facebook
and Twitter’
Margaret Francis

11. Managing conversations across Facebook and Twitter
Session #5:
‘Managing
conversations
across Facebook
and Twitter’
Margaret Francis
How can your brand improve its engagement with customers
across social media?
Don’t just jump on whichever social network is ‘hot’ right now.
You need to match the platform to your marketing program and
objectives.
Similarly, marketers need to match the social network to
consumer behaviour – i.e. people don’t expect customer service
on Pinterest but they definitely do on Twitter.
It’s time for brands to move away from tactical social goals like
increasing likes and followers, and move towards achieving
business goals through social media.
It’s impossible to engage alone. Marketers need business-wide
support in their efforts to engage with customers.

12. Your email is a social butterfly
Session #8:
‘Your Email: A
Social Butterfly’
Australians are social by nature, and a whopping 96% are
signed up for at least one branded marketing email.
But how do you add a social media element to your email
marketing?
1. Include social media icons within emails
2. Make calls to action – like ‘share this’ – clear
3. Create social-specific campaigns – encourage consumers
to follow you on social media with incentives and
promotions
4. Personalise your social channels – make your employees
the face of your brand and personalise the consumer
experience
5. Don’t be afraid to try something new!
6. Use social to drive email – incentivise social media
followers with promotions to sign up for emails

13. Mobile: the future is now
Session #9:
‘Mobile: The
Mobile Future is
Now. Prepare
Today!’
David Galante
Mobile marketing is growing in Australia at a rapid rate.
Did you know:
66% of Australians own a smartphone?
It has become compulsive – we use our smartphones 150 times a day?
From 2011-2012, multi-device use grew from 60 to 74%
“The future of mobile is context” – David Galante
And a user’s context is determined by their preferences, attitudes and
situations.
There are four steps to a successful mobile marketing strategy:
1. Acquire
2. Onboard
3. Engage
4. Retain
Shrinking the web experience onto mobile is not going to work, you need
to bridge the online experience and the mobile experience.

14. Email intelligence: what you need to know to improve ROI
Session #10:
‘Email Intelligence:
What You Need to
Know to Improve
Email ROI’
Theo Noel
Although email marketing returns more revenue than any other
channel, more than 25% of emails across the globe don’t make it into
the intended recipient’s inbox.
75% of email traffic is grey mail, 50% is newsletters and only 2% is
spam – so what are customers afraid of?
Email marketers need to understand and explore the key metrics of
email ROI – customer engagement and smarter analytics.
To boost ROI you need:
Complete visibility – construct competitive email campaigns to ignite
more subscriber activity
Real performance data – learn from intelligent engagement analytics
Competitive benchmarking – target your customers’ interests

15. Asia Pacific: prepare for the thunderstorm
Keynote:
‘Asia Pacific:
prepare for the
Thunderstorm’
Kyle Lacy
When talking about trends, most people ask: “What’s next?”
But we need to consider “What’s now?” because the customer is the
most important person in the marketing landscape.
Welcome to the ‘era of you’, where the individual leads the average.
Data is crucial in this landscape.
“Data beats opinions. Data changes business models.” – Kyle Lacy
And in the end, data = revenue

16. Asia Pacific: prepare for the thunderstorm
Keynote:
‘Asia Pacific:
prepare for the
Thunderstorm’
Kyle Lacy
There are four key trends shaping this marketing shift.
1. The mobile moment
The mobile moment is about being connected – screens start to
disappear and start to become more of what we do each day.
2. The responsive moment
Every one of your brand’s mediums needs to be responsive. And design
is integral to this – if you have to pinch the screen, you did it wrong.
3. The local moment
The local moment is about interacting with people where they are
standing. Geofencing is an example of this at work.
4. The social moment
Reworking Seth Godin’s 1999 quote: “Marketing is no longer about the
stuff you make, but the stories you tell.” The social moment centres on
small, highly engaged communities.

17. 20:20 vision – technology, business and
brands in the 21st century
Keynote:
‘20:20 vision –
technology,
business and
brands in the 21st
century’
Rachel Botsman
“We are living in a time when technologies are
converging. This is creating a social and
economic revolution that’s transforming the way
we live and work. It’s transforming not only what
we consumer, but how we consume.”
– Rachel Botsman

18. 20:20 vision – technology, business and
brands in the 21st century
Keynote:
‘20:20 vision –
technology,
business and
brands in the 21st
century’
Rachel Botsman
There are four major trends that are going to transform the next decade
of marketing, and all represent an opportunity for brands and marketers
to engage with people in new ways.
1. Crowd power
The ability to harness the network power of many individuals – like
crowd funding.
2. Online to offline
The use of digital tools to create face-to-face, real-world
interactions like Airtasker.
3. Social design
This puts people (not a product) at the centre of the experience,
and requires building trust.
4. Access over ownership
Consumers today are less interested in “stuff” and more interested
in experiences, like the physical ownership of music and movies
shifting to on-demand access.

19. 20:20 vision – technology, business and
brands in the 21st century
Keynote:
‘20:20 vision –
technology,
business and
brands in the 21st
century’
Rachel Botsman
There are three key qualities that brands must encompass to be
successful in the future:
1. Empowerment – how can you empower users?
2. Participation – it’s the end of the ‘consumer’ and the birth of
‘members’
3. Humanness – brands need to be empathetic and personal
There’s a huge power shift happening from centralised control to user-
generated experiences. And smart companies are working with this
disruptive force, rather than against it.

20. We hope you enjoyed our wrap up of the lessons from Exact Target’s
Sydney CONNECT conference.
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