The fast growth of consumer adoption of mobile and social channels has changed how we make decisions, brands need to develop cohesive digital strategies and then integrate with traditional channels to deliver true personalisation.

1. Elaine Doherty Our behaviour as well as how we make decisions has changed

2. Digital is changing everything Leisure Travel Shopping Social Love Work

3. Social Social media revolution

5. Drivers Maslow - needs Generational Mobile Web 2.0 People power Cloud

7. Did social media cause the revolution? Did the social web cause the revolution? Revolution 2.0 Wael Ghonim, Egypt.

10. How and where to engage? Public social networks Facebook Twitter Branded & Social CRM Specific networks/forums Martin’s money matters Mums.net

11. Mobile Revolution

12. of all tweets are mobile 40% all Tweets are Mobile Source: Twitter March 2011

13. 23% of all the time accessing the web is done through mobile Source: Google March 2011

14. On On sale is made every second on mobile Source: EBay April 2011

15. Mobile – the opportunity M commerce Purchasing: 51% consumers made mobile purchase within last 3 months Location 34% of mobile shoppers clicked an ad in response to location specific message Coupons Users in the UK are searching for coupons +800% YoY Sources: Mobile commerce daily: 34% - February 51% March 2011 and 800% Google March 2011

16. M commerce - real examples Tesco 1/3rd UK shoppers engaged in m-commerce Xmas 2010 Paddy Power 19% all bets through mobile House of Fraser 600% growth in mobile sales since June 2010

17. 50% of mobile internet users start with a search +400% YoY growth Source: Google March 2011

18. 125 Years of Angry Birds is played... … .every single day Source: Rovio Feb 2011

19. Digital impact upon customer buying process

20. Customer buying process No. Customer Buying Process Social media

21. Mass marketing is not a successful long term strategy Web, mobile and social are channels not part of campaigns Cohesive multichannel and digital strategies are required Analytics, campaign management and profiling key to deliver consumers a consistent online and offline

22. Strategy Framework Design People, process, technology roadmaps Tactics Current state, detailed objectives, Policy, measurement and monitoring tools, blueprint, governance model Strategy Set clear direction and scope 1, 3 & 5 years: to meet growth targets. Needs of customers & fulfil stakeholder expectations Vision Simply articulate how the digital strategy will support the organisation achieving overall business growth objectives Team Marketing & IT, exec sponsor, stakeholders, user group and straw man budget

23. Personalisation and Insight

24. Multichannel integration - Personalisation E - In store Mobile Other Retail (catalogue) Services (campaign, SEO, Profiling, advertising) Call Centre E - Direct Marketing (mailing, TV) Social Media Engagement Channels Channels Web E-Commerce In Store Web and E Commerce Engagement Channels

26. Analyse Capture Apply Insight Capture data from all channels plus: Partners, Supply Chain, Sales & Marketing, R&D, Manufacturing, Service Delivery, Operations, CRM Capture data Deliver personal experience across channels: DM & Catalogue, Contact Centre, Website, In-Store, Mobile Social Media. Transactional Sys Collaborative & business Apps Apply insight Combination of machine and human: Sentiment SEO, Web analytics, Behavioural profiling etc. Analyse Customer data to insight

28. Elaine Doherty Digital strategy consultant +44 7884 476936 [email_address] http://uk.linkedin.com/in/elainedoherty dohertye Me! Insert your own picture Thank You