WELCOME

1. WELCOME

2. Today’s Agenda • Bluewolf: Marketing & Customer Service – The Customer Engagement Power Couple • Salesforce.com: Transforming into a “Category of One” Organisation • IPC Media: Consumer Obsession at Womans’ Weekly • Presenters Mark PaceyDirector, Bluewolf Tyson BrownService Cloud Manager, Salesforce.com Simon DennyAffiliate Director,IPC Media

3. Customer Service and Marketing are merging. You need a strategy!

5. Let me tell you about my iPad…..

6. 60% of the purchasing decision is made before speaking with a human Source: Corporate Executive Board

7. Poor Service Effects Your Larger Brand

8. Contact Centers Drive Bottom Line Impact

9. Social as a Service Channel Leading organisations are not only measuring the time and cost it takes to service a customer, but their customer's overall engagement with their brand.

10. 79% use or plan to use social media for business initiatives Source: Harvard Business Review

11. Source: Harvard Business Review

12. 60% of companies still don’t respond to social posts! Source: Live Ops Research

13. A Real Example: Vodafone Australia Social Directs Email Volume

14. Social Customer Service should be owned by the contact center — but it takes a partnership!

15. It is not too late, but soon it will be… Source: Saleforce – “ROI of Social Media”

16. Profile of a Customer-Obsessed Enterprise Everyone owns the customer, and someone always owns the moment Know what your customers want before they do — and act on it Customers are people, not transactions

17. Deliver Truly Innovative Customer Experiences with Service Cloud Bluewolf Breakfast Briefing January 30th 2014 Tyson Brown Salesforce.com Service Cloud /tysonjbrown @tysonjbrown in/tysonjbrown Corporate Pres – PowerPoint Template – 4x3 FY14.pptx

18. Transforming into a “Category of One” Organisation

19. 3 Rules – ‘Category of One’ companies • Know more about your customer than anyone else does • Get closer to the customer than anyone else • Emotionally connect with the customer better than anyone else

20. And Most Companies Don’t Know Their Customers 66% of companies lack an in-depth understanding of their customers IBM Study of 1,700 CMOs “From Stretched to Strengthened”

23. Consumers Expect Service Excellence

24. Expectations of Customer Service Have Changed 2000s Social Today Mobile 1990s Multi-ChannelWeb Self-service 1x 10x 100x 1,000x 1980s Phone

25. Is Your Service Built for the Social and Mobile Era? Can your customers connect with you anytime, anywhere? Do your agents have tools to respond quickly and make customers happy? Do your managers have the right data to make the best decisions?

26. Introducing the #1 Customer Service Solution Transform Your Customer Service with Service Cloud Delight Your Customers Everywhere Turn Your Agents into Champions Help Your Managers Make Informed Decisions Motivate & Perform KnowledgeBase Phone & Email Agent Console Web Self-service Analytics Mobile Communities Agent Collaboration Social

27. Helping Customers Succeed Across All Metrics +40% Agent Productivity +37% Faster Case Resolution 35% Decrease in Support Costs +34% +37% Customer Retention Customer Satisfaction Average Percentage Improvements Reported by Customers Source: Salesforce.com Customer Relationship Survey conducted March 2013, by an independent third-party, Confirmit Inc., on 5,200+ customers randomly selected.  Response sizes per question vary.

28. Tyson Brown Salesforce.com Service Cloud @tysonjbrown

29. Monetising Digital Media Anonymity 13th November 2013

30. Woman’s Weekly Live – 10k visitors in launch year The UK’s best selling magazine for mature women – 638k readers every week Content across 3rd party sites NEW Book Series launching Autumn 2013 Highly engaged website audience - 68k UU and 1.7m PI per month Knitting, Craft & Cookery workshops planned for 2014 PRINT ONLINE Specials Series selling over 100k copies per month EVENTS & COURSES SHOP Fiction Workshops – 6 dates sold out in 2013 WW Shop delivers the highest sales volumes in IPC SOCIAL MEDIA CAMPAIGNS DIGITAL EDITIONS Facebook – 6.5k Friends Twitter – 1.2k followers WW Fiction on Kindle – over 3k downloads YTD Charity Events & World Record attempts have seen tens of thousands of WW followers interact with the brand All WW issues available on iPad, Kindle Fire, Nook & Zinio – over 5k downloads YTD Pinterest – NEW for Summer 2013

31. Communication & Contact Strategy • Contact strategy: • Who, where, when & how often • Communication strategy: • What do we say & why are we saying it • Communications triggered by events & behaviors: • Welcome program • Refer a friend • Cross & up sell • Pending lapsed • Lapsed & win back • Customer service & satisfaction • Delivered via relevant channels: • Segmentation examples: • Based on lifetime & average value • Transactional behaviour: First time, average value • Recency & frequency of use • Demographic • Lifecycle behaviour: when do they lapse? • Engagement of communications!

32. The Aim: From Zero to Advocate Subscriber Advocate Browser Purchaser Intender • Cookie profiling • Increment data capture • Targeted comms • Ongoing data enrichment (browsing behaviour, survey questions & feedback) • Tailored content & promotional messages • Rewards for loyalty • Encourage subscription behaviour • Subscribe to our magazines • Subscribe to our clubs: • Knitting • Craft • Gardening • Support & access to expert help • Engaged ‘experts’ as super users & contributors • Experts provide community support & advice • Advocacy tracked & rewarded

33. How: Messaging via Marketing Automation Subscriber Advocate Browser Purchaser Intender • Join today & receive: • FREE knitting pattern worth £4.99 • 10% OFF your first purchase • Weekly knitting newsletter • This weeks free project • New product & content updates • Most popular, best buys, last chance • Cross sell on core related products • Thanks for your order, PLUS incentive on next purchase • Your order has been despatched, PLUS incentive on next purchase • People who bought X, also bought Y • Most popular, best buys, last chance • Benefits of subscribing • Welcome to the Club • Account details • FAQ’s • Contact us • Getting the most from the service • Meet other members • Share your progress • Refer a friend and receive £10 OFF your next purchase • Become a Woman’s Weekly expert/ contributor Marketing Automation

34. How: Social Consumer Service Subscriber Advocate Browser Purchaser Intender FAQ’s Self Service Query Submission & Resolution Live Chat Support Customer Satisfaction Monitoring VIP Communities Member Communities Contributing Support Salesforce Service Cloud

35. How: Listening & Engagement Subscriber Advocate Browser Purchaser Intender Listening for….. Competitors Satisfaction Trends Negative Product Experience Influence Advocacy Brand Sentiment Brand Sentiment Engagement Competitions& Freebies Campaigns (Counter Negative Sentiment) Rewards Showcase ‘Your Makes’ Quizzes Blogger Outreach Voting, Polls, Surveys Salesforce Marketing Cloud

36. Success Measures Better Serve our Customers Increase # active customers Increase customer satisfaction Increase average revenue per customer

37. Session Recap • Customer Service and Marketing are merging • Social Customer Service should be owned by the Contact Center • Knowledge is a powerful tool for both Service and Marketing

38. Thank You: Q&A