Build A Smarter Customer Journey

1. Build a Smarter Customer Journey
Build a Smarter Customer Journey
with
PAULINE PANGAN
pauline@allfamous.com

2. Our mission is to lead and enable our
clients to leverage technology and the
s o c i a l i n t e r n e t s o t h e y c a n a
build a smarter customer journey
that unlocks exceptional bottomline results.

3. h"p://vimeo.com/55837627
Robin Leonard, CEO & Co-Founder
Kiwi, Ex-IBM. Expert in Social
Media, CRM, Analytics and SEO.
Pauline Pangan, President &
Founder
Filipina, online marketer and
serial entrepreneur.
Whilfred De Guzman, Partner and
Head of Consulting
Specializes in social media customer
service,and playbook design.
A look behind the logo. Our clients.
About AllFamous Digital
Through our long-running partnership
with Salesforce.com, AllFamous Digital
have consulting contracts for large
companies including ABS-CBN, Meralco,
Singtel and A+E Networks.
We provide the following consulting
services:
• Social Media Playbook Design
• Radian6 Training and Getting Started
• Build/Operate/Transfer and Staff
Augmentation
• Social Media reporting dashboards
We are a Salesforce Partner.

4. “Starting in 2013, digital
marketing will be one of the
top three imperatives on
100% of CEO agendas.”
Gartner Predicts 2013: Digital Marketing Pushes Marketing
Executives to a More Strategic Role

5. Customers are getting smarter.

6. 4 – Smart Customer!
Customers use:"
• Private Social Networks"
• Omnipresent Sensors and Displays!
• Device Agnostic Mobile Applications"
• Service Personalization"
• Technology enabled life hacks"
• Single Sign-On"
• Insights from Big Data"
YOUR CUSTOMERS
ARE HERE NOW"
2020!
CustomerConnectivity"High!Low!
1
2
3
iPhone,
2007
iPad,
2010
1990! 2000! 2010!
Facebook,
2004
Samsung
SmartTV,
2011
LG
Smart
Fridge
2012
Pebble
Smart
Watch
2012
MySpace,
2003
Twi"er,
2006
Netscape,
1994
Google
Glass
2013
Smart
Fork
2013
Gooogle,
1998
Hotmail,
1996
Google
Self-­‐Driving
Car,
2010
Whatsapp,
2007
WeChat,
2009
4
2 – Analog Customer!
Customers use:"
• Mobile"
• SMS"
• Web Search"
• Web Chat"
• Email"
3 – Digital Customer!
Customers use:"
• Mobile email"
• Online purchasing"
• Mobile social networks"
• Web Search for Content"
• Mobile Chat"
1 – Offline Customer!
Customers use:"
• Landline"
• TV"
• Radio"
• Print"
• Billboard"
• Retail"
• Events"
Customer connectivity has
evolved exponentially over
the last 30 years.
The Evolution of the Smart Customer
Now

7. 4 – Smart Customer!
Customers use:"
• Private Social Networks"
• Omnipresent Sensors and Displays!
• Device Agnostic Mobile Applications"
• Service Personalization"
• Technology enabled life hacks"
• Single Sign-On"
• Insights from Big Data"
YOUR CUSTOMERS
ARE HERE NOW"
2020!
CustomerConnectivity"High!Low!
1
2
3
iPhone,
2007
iPad,
2010
1990! 2000! 2010!
Facebook,
2004
Samsung
SmartTV,
2011
LG
Smart
Fridge
2012
Pebble
Smart
Watch
2012
MySpace,
2003
Twi"er,
2006
Netscape,
1994
Google
Glass
2013
Smart
Fork
2013
Gooogle,
1998
Hotmail,
1996
Google
Self-­‐Driving
Car,
2010
Whatsapp,
2007
WeChat,
2009
4
2 – Analog Customer!
Customers use:"
• Mobile"
• SMS"
• Web Search"
• Web Chat"
• Email"
3 – Digital Customer!
Customers use:"
• Mobile email"
• Online purchasing"
• Mobile social networks"
• Web Search for Content"
• Mobile Chat"
1 – Offline Customer!
Customers use:"
• Landline"
• TV"
• Radio"
• Print"
• Billboard"
• Retail"
• Events"
The Evolution of the Smart Customer
Now
Most Marketers
are still here
“Smart” Marketers
are here

8. • Brand consistency regardless of channel
• Personalization and Relevancy
• Human presence
The “Smart Customer” expects:

9. Do you know who your
customers are?
Do you know where they
are in their journey?
Are you driving an engagement
strategy to move them along
that journey?
Are you able to measure
the impact on your
business goals?

10. Awareness
Research
Purchase
Learn
Experience
Share
Leave
What do Smart
Customers think during
each phase of their
Journey?
The Anatomy of a Smart Customer Journey
$$$
$
$
$$

11. “I know you..”
• I’ve seen you on Facebook
• I found you in Google
• I want to find out more about you
• You interacted with me on Twitter
Awareness Research Purchase Learn Experience Share Leave
The Anatomy of a Smart Customer Journey

12. “I want to research before I decide”
• How much does it cost and what do I get?
• I want to compare multiple options side by side
• I don’t want to be bullied by a salesperson
• I expect to find the best options in Google when I search
• I will ask social media for opinions, perhaps somebody
has some insight
• I want to make sure other people recommend the service
• Which option stands out the most?
Awareness Research Purchase Learn Experience Share Leave
The Anatomy of a Smart Customer Journey

13. “I’m ready to buy.. I think”
• What were my options again? Let me search..
• Can I find you in Google easily when I’m ready to buy?
• I want to do a final price comparison
• I want to buy from somebody that is trustworthy
• Can I do a trial?
Awareness Research Purchase Learn Experience Leave
The Anatomy of a Smart Customer Journey
$$$
Share
TIP: Customer Lifetime Value (CLV) = Average Net Profit ($) attributed to the entire lifetime of the customer.

14. “How do I use this?”
• Where is your self-help?
• What are the shortcuts/hacks?
• Who do I contact if I need help?
Awareness Research Purchase Learn Experience Leave
The Anatomy of a Smart Customer Journey
$$$
$
Share
TIP: Customer Lifetime Value (CLV) = Average Net Profit ($) attributed to the entire lifetime of the customer.

15. “I’m your most important customer”
• I want to be kept aware of important and relevant
information, without being spammed
• I want you to be responsive to my inquiries across all
channels
• I want you to care if I’m happy or not
Awareness Research Purchase Learn Experience Leave
The Anatomy of a Smart Customer Journey
$$$
$
$
Share
TIP: Customer Lifetime Value (CLV) = Average Net Profit ($) attributed to the entire lifetime of the customer.

16. Awareness Research Purchase Learn Experience Share Leave
“My friends are missing out on this!”
• This service would benefit my friends
• I don’t want to be too pushy with referring
• My friends will be grateful that I referred them
The Anatomy of a Smart Customer Journey
$$$
$
$
$$
TIP: Customer Lifetime Value (CLV) = Average Net Profit ($) attributed to the entire lifetime of the customer.

17. Awareness Research Purchase Learn Experience Refer Leave
“I’m just not that into you..”
• I don’t see value in your product/service
• There is somebody with better price/quality
The Anatomy of a Smart Customer Journey
$$$
$
$
$$
TIP: Customer Lifetime Value (CLV) = Average Net Profit ($) attributed to the entire lifetime of the customer.

18. Customer Life Time Value (CLTV)
=
Average Net Profit attributed to the
entire lifetime of the customer.

19. Awareness Research Purchase Learn Experience Refer Leave
$$$
$
$
$$
Improve your Customer Lifetime Value

20. Awareness Research Purchase Learn Experience Refer Leave
$$$
$
$
$$
Welcome Series
Say hello and show them
around the party!
Lead Drip Campaign
Drip feed new leads with content that
educates customers to buy.
Improve your Customer Lifetime Value
Regular Engagement
“Preview” Dynamic and relevant content
that engages subscribers based on
preferences and behavior
Content Marketing
Be an authority on your product or
service.
Refer a Friend:
Re-acquire most valuable churned
Customers with outreach &
alternate offers
Winbacks
Re-acquire most valuable churned
customers with outreach & alternate
offers
Provide Awesome Support
Provide consistent customer
service across all channels.

21. This
is
how
we
do
it.

22. Awareness Research Purchase Learn Experience Refer Leave
Be Visible Online
• Website
• SEO
• Social media
• Display Ads
• Content Marketing
Generate Lead
• Downloadable eBook
• Search Ads
• Social Media Surveys
• Email blasts
• LinkedIn Lead Generation
• Social Listening & Sales
• Cloud CRM
Nurture Lead
• Email Blast
• Conversion Rate Optimization (CRO)
• New Lead Drip Campaign
• Cold Lead Drip Campaign
• Abandoned Shopping Cart
Onboard New Customer
• Customer onboarding series
• Customer preference surveys
• Customer FAQs and Tutorials
Engage Customer
• Net Promoter Score
• Upsell / Cross Sell
• Email Blasts
• Transactional messages
Retain Customer
• Win-Back Campaign
Turn Customer into Advocate
• Refer a Friend
• Give your friend a gift
• Social Media Promotions
“I know you..” “What are my options?” “I’m ready to buy” “How do I use this?” “I’m important” “They’re missing out” “I’m not that into you”
24/7 Live Chat
24/7 Social Media Customer Service
Customer Relationship Management (CRM)
Marketing Automation
Social Media Management (Listening, Publishing and Engagement)
Brand Reputation Monitoring
A Best Practice Smart Customer Journey

23. Awareness Research Purchase Learn Experience Refer Leave
Be Visible Online
• Website
• SEO
• Social media
• Display Ads
• Content Marketing
Generate Lead
• Downloadable eBook
• Search Ads
• Social Media Surveys
• Email blasts
• LinkedIn Lead Generation
• Social Listening & Sales
• Cloud CRM
Nurture Lead
• Email Blast
• Conversion Rate Optimization (CRO)
• New Lead Drip Campaign
• Cold Lead Drip Campaign
• Abandoned Shopping Cart
Onboard New Customer
• Customer onboarding series
• Customer preference surveys
• Customer FAQs and Tutorials
Engage Customer
• Net Promoter Score
• Upsell / Cross Sell
• Email Blasts
• Transactional messages
Retain Customer
• Win-Back Campaign
Turn Customer into Advocate
• Refer a Friend
• Give your friend a gift
• Social Media Promotions
“I know you..” “What are my options?” “I’m ready to buy” “How do I use this?” “I’m important” “They’re missing out” “I’m not that into you”
24/7 Live Chat
24/7 Social Media Customer Service
Customer Relationship Management (CRM)
Marketing Automation
Social Media Management (Listening, Publishing and Engagement)
Brand Reputation Monitoring
A Best Practice Smart Customer Journey
RETAIN
Existing Customers
SUPPORT
Your Customers 24x7
ACQUIRE
New Customers
SOFTWARE & INTEGRATION
To Achieve Scale

24. Neverland Manila create the biggest and best
EDM festivals in the Philippines.
Challenge: They wanted to sell out on their first event.
Testimonial:
What we did:
• Website Development and SEO
• Social Media Marketing
• Community Management
• Email Marketing
• Blogs
Results:
• 208,949 new Facebook Fans
• 70,656 unique website visitors
• 100% tickets sold out (20,000)
Success Story: Neverland Manila

25. EvacConnect are an Australian consulting company
that help businesses become compliant with OH&S
legislation.
AllFamous Digital worked closely with their sales
teams to reach out to potential sales leads on LinkedIn
and expand the Director’s network. We also created
several blogs each month and shared them across
social media.
Key Results after 6 months
• 1,307 potential leads acquired from LinkedIn
• 697 new LinkedIn connections
• 41 high quality blogs created
• 6,233 unique blog visitors
Success Story: Evac Connect

26. We recruited a team of Kiwis that could easily
understand the brand and target audience, producing
content to suit
• Heavy search, display and social advertising to drive
high converting traffic to the site
• Run regular ‘user generated content’ promotions
and competitions on Facebook, Twitter and
Instagram
• Using Radian6 we listened to what the average kiwi
bloke is saying, engaged in organic conversation and
drove traffic back to the site.
Success Story: Stubbies
Stubbies New Zealand is a
workwear brand that sells work
clothing to tradesmen and the
likes. Real men. They are an
iconic brand from the 70s, on
the comeback.

27. Evoluzn is a mid-price “phablet” and electronics
design company from the US
Challenge: They wanted brand awareness.
What we did:
• Facebook Campaigns and Promotions
• Facebook advertising
• Twitter engagement and customer service
• Social listening and sentiment analysis
• Ran a blogger event
Results (after 3 months):
• 67,642 Facebook Likes
• 32 blog product reviews published in first month
• Increased Share of Voice % from 0 to 5.2% in the 3rd
month
Success Story: Evoluzn

28. Smart Communications is the Philippines’ leading
wireless service provider.
They were having big problems splitting the social
media workflow in their teams between Marketing
and Customer Service. They asked AllFamous for
additional resource and help.
Key Results
• Deployed full time Community Managers to take
the load off their internal team
• Setup and optimized their Radian6 license.
• Aligned all teams to a Social Media Playbook for
customer service
Success Story: Smart Telecommunications

29. Our relationship doesn’t need to be complicated.
Customer
Success Manager
SEO Specialist
Community
Specialist
Content
Manager
Artist
Freelance
Creators
Reporting
Specialist
You.
Us.
Let’s meet weekly
Via Skype or GoToMeeting
Web Developer
You get a Full Team of Skills

30. Like any partnership we will take time to learn your business and test what will work for you.
Phase
1:
Kickstarter
Package
Phase
2:
TesYng
and
KPI
se[ng
Phase
3:
Live
Service
/
Ongoing
Retainer
4 weeks
Phase
0:
MobilizaYon
2-6 Weeks
8 Weeks
ONGOING
We need 4 weeks to ensure we have the right team
allocated to your account.
We need to do some initial work to refresh your
website, social media and setup processes and
controls
We will spend the first 8 weeks baselining
your metrics and setting KPIs for the future.
We will deliver services as defined in the SOW
every month, and provide you with thorough
reporting on the effort and outcome.
Onboarding Schedule

31. Ensure a consistent approach to social media across your organization.
Please read our blog “What is a Social Media Playbook?”
What is in a Playbook?
• Objectives, Metrics and Reporting
• SLAs
• Roles & Responsibilities
• Customer Personas
• Content Strategy
• Channel Strategy
• Listening Keywords
• Crisis Management Process
If you ask Google about Social Media Playbooks,
they will refer you to us.
The Social Media Playbook

32. Social Media Report
Includes:
• Impressions, Interactions
and Followers
• Follower demographics and
locations
• Performance of social
advertising campaigns
• Advertising spend report
Social Listening
Report
Includes:
• Brand mentions
• Competitor mentions
• Crisis and brand
sentiment monitoring
• Industry insights
Website Report
Includes:
• Traffic and Conversions per
Channel
• SEO and CRO Issues and
Actions
• Heatmap Report to identify
usability opportunities
There is a lot to keep track of in online marketing.
Client Dashboard
Includes:
• Work tracking
• Editorial Calendar
• Website metrics & KPIs
• Social metrics & KPIs
• Contacts & Leads
• Campaign Approvals
Our secret sauce
Reporting

33. We will count every day if we have met or missed our contractual obligations, and show you a score.
Client Dashboard: Work Tracking

34. We will track all the content we create including including Approvals, QA scores, links and first 15
days popularity so we can decide whether to repurpose it into other formats e.g. Video.
Client Dashboard: Content Management

35. We track ALL of your important metrics in one place. We even tell you much your “Cost Per Lead” or
“Cost Per Acquisition” by channel. Yes, that’s right. We calculate the ROI of your social media.
Client Dashboard: Metrics and KPIs per Channel

36. We will track your advertising and expenses (e.g. license fees) spend every month, so you know
exactly where your spending is going.
Client Dashboard: Advertising and Expenses Tracking

37. We will track all your bills and payment details here, so we all know where we stand. If you have
multiple addendums/contracts, the links will all be here where the signed version will be stored.
Client Dashboard: Billing

38. Before we will start, we need to agree and document the rules around what to do in a crisis.
Green:
Example: “I can’t login, how do I reset my password?”
Action: AllFamous are empowered to respond
Amber:
Example: “nobody answered the phone when I rang, please call back!!!?”
Action: Seek internal approval from Customer Success Manager
Red:
Example: “You ripped me off! I want a refund scumbags!!!”
Action: Alert client (following an escalation tree) immediately before taking action.
Crisis Management

39. Megaworld is one of the largest property
development companies in the Philippines. They
had no online marketing and asked for us to help.
Challenge: They had no website or social presence.
What we did:
• Website optimization
• 2x blogs per week
• Social media marketing.
Results (after 6 months):
• 65 sales leads generated
• 58,121 unique people have visited your website
• 451,922 pages have been viewed
• Social media contributed to 63% of all website traffic
• 23.3 million impressions
• 229,000 unique impressions
• 245,500 interactions (likes, comments, shares)
• 21,500 social media fans
6
month
organic
traffic
growth
Success Story: Megaworld

40. ABS-CBN are the largest news and media network in the
Philippines. They also recently started an MVNO called
ABS-CBNmobile.
The network decided to setup a shared service command
center with 15 Community Managers. AllFamous were
tasked to document the social media playbook and train
their staff on the playbook and Radian6.
Key Results
• Successfully trained 15x Community Managers and 8x
Tier 2 Specialists
• Implemented a Social Media Playbook for customer
service
• Configured Radian6 so it was setup correctly
• Created reporting templates for management
Success Story: ABS-CBN

41. Meralco (The Manila Electric Company) is the Philippines
largest distributor of electrical power.
Bad times hit Meralco when there was both a power price
hike, and a major typhoon hit the Philippines, at the
same time. AllFamous were asked to provide daily social
listening reports to the executive team so they could
closely monitor the issues and take quick action as
required.
Key Results
• Deployed full time Reporting Analysts to client site.
• Setup and optimized their Radian6 license.
• Provided crisis reporting and brand monitoring
services to the executive team.
• Integrated Radian6 API with Oracle BI.
Success Story: Meralco

42. www.citymarque.comwww.ozoo.com
Website Portfolio

43. www.allfamous.com
www.iicare.megawecare.com.ph
Website Portfolio

44. www.barhead.ph www.singaporewinevault.com
Website Portfolio

45. www.allfamous.com
Pauline Pangan
Founder and President,
AllFamous Digital
paulinepangan
pau_allfamous
+639199926870
pauline@allfamous.com
Don’t be a stranger!

46. The End.