PRSA Digital Impact - Does Your Brand Have ESP? Experience Styling Professionals

Katrina KlierManaging Director, Accenture@KatrinaKlier

ESP – Meet the Experience Styling Professionals

Copyright © 2013 Accenture All rights reserved. 2

Find out about Accenture: www.accenture.com or @Accenture or on LinkedIn

Find out about me: @KatrinaKlier or LinkedIn Blog and Other Good Stuff: http://katrinaklier.com

#PRSADIConf

http://www.accenture.com/

http://www.linkedin.com/company/accenture?trk=cp_followed_name_accenture

http://www.linkedin.com/in/katrinaklier

http://katrinaklier.com/


Sources: Facebook, TechCrunch, Pingdom, Washington Post, Nielsen, Radicati Group

It’s a Mad, Mad Digital World

WebsitesOver 644M Active WebsitesOver 255M domain names

Email Accounts3.6B Total918M Corp

2.7B Consumer

Blogs181M andgrowing

LinkedIn>200M Users WW25% of Visits are

Mobile

SlideShare>52M Visitors per Month

>159M avg monthlypage views

YouTube>1B Unique Users

per month>4B Hours of videowatched per month

Facebook>1B Users

>600M MobileAvg 359 Friends

Pinterest>2B Page Views/mo

10% more likelyto buy

Twitter>520M Accounts

>50% Mobile40% of all Tweets

are mobile

#PRSADIConf@KatrinaKlier


People Use Digital Channels Differently

Source: Accenture: From Marketing Communications to Experience Engineering

Website

Call center Store

Widgets

Email

Organicsearch

Mobile

Paid search

Print

Social

Lead gen

Blogs

Rating sites

TV

Video

Banner

Direct mail

Games

IP TV


http://www.accenture.com/us-en/Pages/insight-marketing-engineering-new-role-cmos-digital-era-summary.aspx



Everyone and Everything is Mobile

Sources: Reuters, Career-Advice, emarketer, Pew Research , Comscore

On average people change jobs every 3 years and have 5-7

careers in their lifetime

In 2009 only2% of US adults owned

a tablet or e-reader, now more than a

third do

81% of Americans live in Urban Areas which grew 3 points faster

than the total population

91% of Americans own a cell phone and 56% own a

smartphone

Less than 59% of Americans live in the state where they were born

Over 10% of global Internet

traffic is via phones

Over 80% of people in North America

have access to the Internet



Which means…

People know more people…

they experience more of the

world…

and they seek, consume and

share content at a rapid pace



Source: Nielsen http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in-online-social-and-mobile-advertising-grows/

Building Trust is More Complex

Ear

ned

Med

ia

On

lin

e C

ust

om

er

Rev

iew

s

Co

mp

any

Web

site

s

On

lin

e V

ideo

Ad

s

On

lin

e B

ann

er &

M

ob

ile

Dis

pla

y A

ds

Text

Ad

s o

n

thei

r P

ho

nes

Sp

on

sore

d S

oci

al

Med

ia A

ds

Tele

visi

on

Ad

s

Mag

azin

e A

ds

New

spap

er A

ds

92%

70%

58%

36% 33% 29%36%

47% 47% 46%


http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in-online-social-and-mobile-advertising-grows/




People expect brands to provide…

Expectations Have Changed#PRSADIConf@KatrinaKlier








The Traditional Sales Funnel is Dead

Source: Accenture, Serving the Nonstop Customer, 2012

• All about closing a sale

• Once the customer started to use the product, the conversation stopped

• Little to no incentive for repeat purchase

• No way for a customer to be an active fan of the brand or products


http://www.accenture.com/us-en/outlook/Pages/outlook-journal-2012-serving-the-nonstop-customer-marketing.aspx


The New Experience Model

Open Content or Channels: Reality, Delivery

Brand-Controlled Content or Channels: Expectation, Promise

Source: Accenture, Serving the Nonstop Customer, 2012





CMOs are Shifting Their Talent Mix

Source: Accenture: Turbulence for the CMO

% of Marketing Employees dedicated to:33 32 33 28 35 33 30 31 35 36 29 28

Next year This year

Direct Marketing/Campaign

Management

Marketing Operations

Mass Media/Advertising

Marketing & Media

Analytics

Digital Marketing

Customer Analytics


+1 +5 +2 -1-1

+1

http://www.accenture.com/us-en/Pages/insight-turbulence-cmo-summary.aspx


You need a new approach to content and experiences and that requires a new breed of marketer…

The Talent Mix Change Is Not Enough#PRSADIConf@KatrinaKlier


Analytics Science

Source: Accenture: From Marketing Communications to Experience Engineering

DATA

SOURCE

INTEGRATED ANALYTICS AND INSIGHTS

Data Backbone / Context Engine

Social CRM DIsplay Search Site

Interests Product or service

Behavioral Search Analytics Activity

Expressed via social graph

Expressed through

customer profile

Expressed through

browsing history cookies

Expressed through keywords

Expressed via my actions

on site






Art Form of Emotional Connection#PRSADIConf@KatrinaKlier


A Great Experience Stylist is…#PRSADIConf@KatrinaKlier


The Mad-Man + Math-Man Team

The Creative Mastermind

The DataGuru

The Foundational Analyst

The Integration Maven

The Amplification Ninja

The Big Thinker

The Conversationalist

The TravelGuide



An example – Accenture Outlook

Pilot case for experience styling…

• Industry leading print publication

• Thought leadership content

• Well known in client base

Opportunity…

• Create more conversations

• Take thought leadership to new audience

• Enrich experiences



The Outlookcustomer experience

Social Media

Website

iPhone App

iPad App



Experience Styling as DNA

Retrofit Pilot Scale

Measure Refine



Join the conversation.

Find out about Accenture: www.accenture.com or @Accentureor on LinkedIn

Find out about me: @KatrinaKlier or LinkedIn

Blog and Other Good Stuff: http://katrinaklier.com


http://www.accenture.com/

http://www.linkedin.com/company/accenture?trk=cp_followed_name_accenture

http://www.linkedin.com/in/katrinaklier

http://katrinaklier.com/

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PRSA Digital Impact - Does Your Brand Have ESP? Experience Styling Professionals