This document discusses how customer experience ecosystems have become more important as the world has changed. It used to be that one message could reach many people, but now the landscape is more complex with paid, owned, and earned media interacting in an ecosystem. An effective ecosystem involves interrelated owned media platforms like websites and mobile apps that share content and drive distribution across various paid and earned channels. Building a strong customer experience ecosystem requires testing, learning, and evolving constantly by understanding customers, engaging them through relevant content, analyzing data, and adapting marketing plans on a quarterly basis.

1. BuildingA Customer Experience
Ecosystem

2. Using cross disciplines
to drive connected
awareness, engagement
and customer
acquisition.

3. But First …
How the world has changed and why ecosystems are now
so important …

4. It used to be simple …

5. One message can reach many people

6. One message could reach many people

7. But it is now more complex …

8. But it is now more complex …

9. Paid.
Owned.
Earned.

10. Paid Media
Print Adverts
Radio
Commercials
Online Ads

11. Owned Media
Website
Facebook Page
Mobile Apps
Store front
Brochures

12. Earned Media
Forums
Social Media
Word of Mouth

13. Your audience
Paid  Prospects
Own  Customers
Earned  Advocates

14. They are inter-related
WebsiteSocial
Owned Media
Mobile
Owned media platforms

15. They are inter-related
WebsiteSocial
Owned Media
Mobile
Content Content is fed into your
owned platforms.

16. They are inter-related
WebsiteSocial
Owned Media
Mobile
Distribution
Content
Paid & Earned Media
And distributed via paid and
earned media.

17. They are inter-related
WebsiteSocial
Owned Media
Mobile
Distribution
Email SEO PPC
Content
Paid & Earned Media
Social
Offline Display
Which can take place across
many channels.

18. They are inter-related
WebsiteSocial
Owned Media
Mobile
Distribution
Email SEO PPC
Content
Paid & Earned Media
Social
Offline Display
And should bring people
back to your owned media
platforms.

19. Why?

20. Loyalty

21. Problem?

22. Complexity

23. An inter-related web of owned platforms that
collectively deliver the consumer a superior service
Ecosystems

24. What do we mean?
iPhone iTunes
iPad
Apple TV Laptop

25. CRM Website
Social
media
Television
Online
Community
What do we mean?
Publicity

26. Newsletter?
Website?
Social
media?
…?
Online
Community?
Your Ecosystem
Print?
Your Company

27. How?

28. Making a customer experience ecosystem
Facebook

29. Making a customer experience ecosystem
FacebookWebsite Email
TV ad Google ads

30. Making a customer experience ecosystem
FacebookWebsite Email
TV ad Google ads

31. The digital ecosystem
“Buyers wait until they have
completed 60 - 80% of their research
before reaching out to vendors”
--------------------------------------
Michael Brenner, Senior Director of Global Marketing at SAP

32. Website
The digital ecosystem

33. The digital ecosystem
Your owned media becomes critical in the
ecosystem.
Investing in Media
• Websites & Microsites
• Content strategies
• Social strategies
• Social management
• Mobile applications

34. Workshop
15minutes
This concludes part 1
Now, a quick exercise to get us all thinking…

35. Question 1
Ecosystems need a clear understanding of digital channels.
So what are the key challenges for growing your business’s
digital channels and how do you overcome them?
Question 2
Pick a brand, and begin to map out its owned ecosystem.
Now identify ways to grow it to include further channels

36. Part 2:
Test, learn, evolve

37. Abit more history …
In a campaign mindset, most of our effort is put in up front.

38. The Campaign is LIVE!

39. But Ecosystems are ‘always-on’

40. Always-on.
Evolving.
Collaborative.

41. Collaborate
Creativity, graphic design, product design,
mobile design, software programming, hardware
and infrastructure, app development,
organisational change, measurement and data
analysis, understanding of brands,
understanding of business, project management,
programme management, browsers and front-
end code, content strategy, social media, human
culture, economics, behavioural economics, user
experience,

42. Operating the ecosystem
Understanding the audience and
media channels is key to engaging
with your customers.

43. Operating the ecosystem
How?

44. Operating the ecosystem
How?
• Research
• Strategy
• CRM
• Social listening
• A/B testing
• Adapting
• Analytics
• Engagement
models
• Campaign Metrics
• User analytics
• Real time

45. Understanding your customers
• Understanding the
customer behaviour
• Listening to social
conversations
• Defining the right
media channels

46. The Marketing Plan
• Digital landscape
changing rapidly.
• Yearly plans are no
longer effective.
• Quarterly planning to
review objectives and
adapt to market
conditions.

47. Engaging the customers
• Audience specific content
• Going out with a single voice
• Giving customers the
personalised experience
• Joining in on social
conversations

48. Engaging the customers

49. All that data
• Conversions
• Uncover opportunties
• Adapting marketing plan

50. In a nutshell
The Marketing
Plan
Engaging with
the Customers
Analysing the
data
Adapting the
marketing plan
Understanding
Your Customers

51. Workshop
15minutes
This concludes part 2
Now, a quick exercise to get us all thinking…

52. Question 1
What are ways your organisations can test, learn and
evolve? What do you currently test, and how can that be
improved?
Question 2
What are the barriers you face in trying to test, learn and
evolve? What can we do to overcome them?

53. Thank You

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