Presentation given at the Zillow Group's Multifamily conference in Austin, Texas on 9/27/2016. We dive into the changes happening in digital marketing and what YOU (the marketer) must do to survive. It's a scary world out there.

1. #ZGMultifamily
IT SHOULDN’T BE SCARY T GO DIGITAL
Kyle Lacy, Head of Marketing Strategy, OpenView

2. @KYLEPLACY@KYLEPLACY2 @KYLEPLACY
We must understand
change.

3. @KYLEPLACY@KYLEPLACY3 @KYLEPLACY
Why is this happening?

4. @KYLEPLACY@KYLEPLACY4 @KYLEPLACY
Mobility completely
changed the game.
CURRENT DISRUPTION

5. @KYLEPLACY@KYLEPLACY5 @KYLEPLACY
DAY IN THE LIFE OF A MOBILE USER
Average #
Apps Installed
on Device
Average
Numbers of
Apps Used
Daily
Average # of
Apps
Accounting for
80%+ of App
Usage
Time Spent on
Phone (per
Day)
Most
Commonly
Used Apps
USA 37 12 3 5 hours Facebook
Chrome
YouTube
Source: KPCB Internet Trends Report

6. @KYLEPLACY@KYLEPLACY6 @KYLEPLACY
Every customer is a
consumer first.

7. @KYLEPLACY@KYLEPLACY7 @KYLEPLACY
And the consumer
experience is seamless.

8. @KYLEPLACY@KYLEPLACY8 @KYLEPLACY

9. @KYLEPLACY@KYLEPLACY9 @KYLEPLACY
Smart machines are
here to stay.
FUTURE DISRUPTION

16. @KYLEPLACY@KYLEPLACY16 @KYLEPLACY
Have no fear.

17. @KYLEPLACY@KYLEPLACY17 @KYLEPLACY
We don’t survive.

18. @KYLEPLACY@KYLEPLACY18 @KYLEPLACY
We evolve.

19. @KYLEPLACY@KYLEPLACY19 @KYLEPLACY
Embracing the 4 Ps f
Digital Evolution
SUPREME SURVIVAL TIP

20. @KYLEPLACY@KYLEPLACY20 @KYLEPLACY
PROCESS
PEOPLE
PERSONA
PERFORMANCE

21. @KYLEPLACY@KYLEPLACY21 @KYLEPLACY
PEOPLE
Do you have the right people? Hire for
aptitude, attitude and agility.

22. @KYLEPLACY@KYLEPLACY22 @KYLEPLACY

23. @KYLEPLACY@KYLEPLACY23 @KYLEPLACY
Is your team organized
to win in the digital
environment?

24. @KYLEPLACY@KYLEPLACY24 @KYLEPLACY
Acquisition Conversion Brand
Content
PR
Brand Enablement
Corporate Comms
Creative
Events
Digital
Traditional
Ads
Managers
Operations
Automation
Personas/Strategy
Messaging
Sales Enablement
Training
Retention
THE MODERN MARKETING ORG

25. @KYLEPLACY@KYLEPLACY25 @KYLEPLACY
The marketing team of the
future…

26. @KYLEPLACY@KYLEPLACY26 @KYLEPLACY
controls every aspect of
the consumer experience.

27. @KYLEPLACY@KYLEPLACY27 @KYLEPLACY
PERSONA
Do you know your customer? Do you
understand their behavior, motivations,
goals and demographics?

28. @KYLEPLACY@KYLEPLACY28 @KYLEPLACY
PERSONA
a semi-fictional representation of your ideal
customer based on market research and
real data about your existing customers.

29. @KYLEPLACY@KYLEPLACY29 @KYLEPLACY
PROCESS
How does your team operate and optimize
for product, pricing, promotions and
channels?

30. @KYLEPLACY@KYLEPLACY30 @KYLEPLACY
Your UXperience
matters.
PROCESS TIP #1

31. @KYLEPLACY@KYLEPLACY31 @KYLEPLACY
Get the experience right
and your product will sell
itself.

33. @KYLEPLACY@KYLEPLACY33 @KYLEPLACY
Or you customers will
sell it for you.

34. @KYLEPLACY@KYLEPLACY34 @KYLEPLACY

35. @KYLEPLACY@KYLEPLACY35 @KYLEPLACY
73% of companies consider
user experience
a top priority
Source: Forrester Research, Forrester’s CX Index

36. @KYLEPLACY@KYLEPLACY36 @KYLEPLACY
1% of companies deliver an
excellent experience
Source: Forrester Research, Forrester’s CX Index

37. @KYLEPLACY@KYLEPLACY37 @KYLEPLACY
Source: UserTesting.com

38. @KYLEPLACY@KYLEPLACY38 @KYLEPLACY
Customer service is the
new marketing.
PROCESS TIP #2

39. @KYLEPLACY@KYLEPLACY39 @KYLEPLACY

40. @KYLEPLACY@KYLEPLACY40 @KYLEPLACY

41. @KYLEPLACY@KYLEPLACY41 @KYLEPLACY
Social media
engagement is about
retention,
not acquisition.

42. @KYLEPLACY@KYLEPLACY42 @KYLEPLACY
It’s time to
hug your haters.

43. @KYLEPLACY@KYLEPLACY43 @KYLEPLACY
$500
Billion Per
Year in
Marketing
Source: Jay Baer, Hug Your Haters

44. @KYLEPLACY@KYLEPLACY44 @KYLEPLACY
$500
Billion Per
Year in
Marketing
$9
Billion Per
Year in
Customer
Service
Source: Jay Baer, Hug Your Haters

45. @KYLEPLACY@KYLEPLACY45 @KYLEPLACY
40% of social media haters
expect a reply within one hour.
Source: Jay Baer, Hug Your Haters

46. @KYLEPLACY@KYLEPLACY46 @KYLEPLACY
Answering one complaint
online increases customer
love as much as 25%.
Source: Jay Baer, Hug Your Haters

47. @KYLEPLACY@KYLEPLACY47 @KYLEPLACY
80% of companies say they
deliver exceptional customer
service.
Source: Jay Baer, Hug Your Haters

48. @KYLEPLACY@KYLEPLACY48 @KYLEPLACY
8% of their customers agree.
Source: Jay Baer, Hug Your Haters

49. @KYLEPLACY@KYLEPLACY49 @KYLEPLACY
Go back and answer the first
2 pages of reviews
everywhere.
Source: Jay Baer, Hug Your Haters

50. @KYLEPLACY@KYLEPLACY50 @KYLEPLACY
PERFORMANCE
Do you have the system in place to track
and evolve?

51. @KYLEPLACY@KYLEPLACY51 @KYLEPLACY
Source: David Walmsley
“We must move from
numbers keeping score to
numbers that drive better
actions.”

52. @KYLEPLACY@KYLEPLACY52 @KYLEPLACY
Data is life.
PERFORMANCE TIP #1

53. @KYLEPLACY@KYLEPLACY53 @KYLEPLACY
70% of technology
implementations fail because
of BAD DATA.
Source: Forrester Research

54. @KYLEPLACY@KYLEPLACY54 @KYLEPLACY
What about small data vs.
big data vs. medium data vs.
somewhat large data?

55. Courtesy of Alex Tellez + Amy Wang + H2O Team

56. one.
Moments
Matter

57. @KYLEPLACY@KYLEPLACY57 @KYLEPLACY
HOW DO YOU EFFICIENTLY MANAGE DATA?
• Database cleansing should be top priority
• Do you have someone focused on data management?
• Get your team off spreadsheets
• One system of record for the entire company
• Get your team off spreadsheets
• Get your team off spreadsheets

58. @KYLEPLACY@KYLEPLACY58 @KYLEPLACY
Better Goal Tracking
Leads to Better Results
PERFORMANCE TIP #2

59. @KYLEPLACY@KYLEPLACY59 @KYLEPLACY
Data /
Automation
CRM
MY PRIMARY STACK
Goal / Project
Management

60. @KYLEPLACY@KYLEPLACY60 @KYLEPLACY

61. @KYLEPLACY@KYLEPLACY61 @KYLEPLACY

62. @KYLEPLACY@KYLEPLACY62 @KYLEPLACY

63. @KYLEPLACY@KYLEPLACY63 @KYLEPLACY
Die engagement metrics.
Long live unit economics.
PERFORMANCE TIP #3

64. @KYLEPLACY@KYLEPLACY64 @KYLEPLACY
Marketing should
function like an
ecommerce company.

65. @KYLEPLACY@KYLEPLACY65 @KYLEPLACY
ENGAGEMENT IS IMPORTANT
• Open Rate
• Click Through Rate
• Cost per Click
• Time on Site
• Bounce Rate
• Close rate per Channel
But
secondary

66. @KYLEPLACY@KYLEPLACY66 @KYLEPLACY
UNIT ECONOMICS
Direct revenues and costs associated with a
particular business model expressed on a
per unit basis.

67. @KYLEPLACY@KYLEPLACY67 @KYLEPLACY
LIFETIME VALUE (LTV)
the amount of revenue a single user
generated during the entire duration of their
usage of your service

68. @KYLEPLACY@KYLEPLACY68 @KYLEPLACY
Strive to understand your
unit economics better than
the CEO

69. @KYLEPLACY@KYLEPLACY69 @KYLEPLACY
PROCESS
PEOPLE
PERSONA
PERFORMANCE

70. @KYLEPLACY@KYLEPLACY70 @KYLEPLACY
We believe providing (individual)
with this (service) will result in
this (outcome).
We will know this when we see
(measureable result).
@JimKalbach

71. @KYLEPLACY@KYLEPLACY71 @KYLEPLACY
Your PEOPLE should develop
and re-develop your
PERSONAS and PROCESSES
to improve PERFORMANCE.

72. @KYLEPLACY@KYLEPLACY72 @KYLEPLACY
One last thing…

73. @KYLEPLACY@KYLEPLACY73 @KYLEPLACY
You are not marketers

74. @KYLEPLACY@KYLEPLACY74 @KYLEPLACY
You are not marketers
growth hackers

75. @KYLEPLACY@KYLEPLACY75 @KYLEPLACY
You are not marketers
growth hackers
CEO
social media ninjas

76. @KYLEPLACY@KYLEPLACY76 @KYLEPLACY
You are not marketers
growth hackers
CEO
social media ninjas
digital marketing savants
or growth hackers

77. @KYLEPLACY@KYLEPLACY77 @KYLEPLACY
You are experience
makers and managers.

78. @KYLEPLACY@KYLEPLACY78 @KYLEPLACY
It is the only thing that
makes you relevant.

79. @KYLEPLACY@KYLEPLACY79 @KYLEPLACY
@kyleplacy
Thank you!