We help business and IT leaders make better decisions in a world where technology is radically changing your customer

2. We help business and IT leaders make better decisions in a world where technology is radically changing your customers

3. Forrester understands how customers are changing . . . 420,000 global consumer surveys 60,000 business surveys 35,000 client inquiries 6,000 technology briefings

4. Forresters four market imperatives Transform the customer experience Embrace the mobile mind shift Age of the Customer Turn big data into business insights Become a digital disruptor

5. Social, Mobile and Advertising Anthony Mullen Senior Analyst September 26, 2013 @ant_mull

6. Before thinking of technology brands must focus on what customers need

7. The 7 step approach to a Needs Based Strategy

8. Shorten the distance . . . What they actually get What your customers need . . . through utility-based experiences

9. The customer lifecycle How Brands are using social and mobile for advertising and marketing

10. As marketers, we must use the right tools to support each stage of the journey

11. Display OTA Radio Reach

12. Mobile is a natural connection between offline and online – supporting reach

13. Targetted offers driven by mobile sensor data Combining environmental context and connected intelligence. T3 built a system that turns real-time mobile sensor data into context to deliver ultra-relevant experiences.

14. Websites Depth

15. Social Depth – The Times & LiveFyre

16. Ally put social tools on its own site to increase depth Source: Ally

17. Relationship

18. Mobile and Social – dynamic groups based on interest 84th Academy Awards

19. New York Life helps its agents build a Facebook presence • Some restrictions. e.g.: • Profile items must be pre-approved • No public answers to service questions • No “Like” or “Share” (because they could be construed as endorsements.)

20. Recommendations What should you do right now?

21. See mobile as part of the bigger picture

22. Shorten the distance . . . What they actually get What your customers need . . . through utility-based experiences

23. Recommendations Strategy Switch to a customer needs centric approach Deliver benefits to meet those needs across the customer lifecycle Shorten the distance between what customers need and what they get – Innovate! Mobile Leverage mobiles unique sensor data in advertising Provide utility centric services on mobile Track mobile users across online and offline channels. Social Use social on your own web properties to provide depth and support conversion

24. Anthony Mullen Senior Analyst +44 (0) 20 7323 7733 amullen@forrester.com Twitter: @ant_mull

25. How we help FORRESTER’S PLAYBOOK FRAMEWORK

26. Social Marketing Playbook marketing leadership professionals Benchmarks: Social Marketing Spending in 2011 Continuous Improvement: Train Your Team For Social Marketing Success Performance Management: Social Media Metrics That Matter Best Practices: It's Time To Make Facebook Marketing Work Tools And Technology How To Choose The Partners For Social Media Marketing Organization: Build A Push And Pull Social Marketing Process Strategic Plan: Objectives Are The Key To Social Strategy Stakeholder Map: Coordinate Your Social Marketing Stakeholders And Resources Assessment: Accelerate Your Social Maturity Landscape: Global Social Media Adoption Business Case: The ROI of Social Marketing Vision: Power Your Brand Ecosystem With Social Media Executive Overview: Master The Next Wave Of Social

27. Social Intelligence Playbook Customer insights professionals Benchmarks: The State Of Social Intelligence, 2012 Continuous Improvement: How To Make Social Data Actionable Performance Management: Listening Metrics That Matter Best Practices: The Keys To A Social Intelligence Command Center Tools And Technology: The Enterprise Listening Platform Landscape Organization: Organize For Social Intelligence Strategic Plan: The Road Map To Integrating Social And Customer Data Stakeholder Map: Roles And Responsibilities For Social Intelligence Assessment: Evaluate And Evolve Social Intelligence Landscape: The Social Intelligence Market Is Immature Business Case: The Total Cost Of Listening Vision: Defining Social Intelligence Executive Overview: Establish Social Intelligence

28. Experience-Driven Organization Playbook Customer experience professionals Benchmarks: The Customer Experience Index, 2012 Continuous Improvement: Manage The Customer Experience Project Portfolio Performance Management: How Four Firms Measure Customer Experience Best Practices: How Companies Improved Their Customer Experience Index Scores, 2011 Tools & Technology: Enterprise Customer Experience Transformation Consultants Organization: Three Organizational Models For Chief Customer Officers Strategic Plan: Innovative Customer Experience Strategies Stakeholder Map: People Who Transform An Experience-Driven Organization Assessment: Customer Experience Maturity Assessment Landscape: The State Of Customer Experience, 2012 Business Case: The Business Impact of Customer Experience, 2012 Vision: Customer Experience Maturity Defined Executive Overview: Transform To An Experience-Driven Organization

29. Mobile Marketing Playbook Marketing LEADERSHIP Professionals Benchmarks: Establish A Baseline For Mobile KPIs Continous Improvement: Enhance Your In-Market Mobile Programs Performance Management: Measure Your Mobile Marketing Results Processes: Understand Immediacy, Simplicity, And Context Tools And Technology: Get To Know Mobile Tactics Organization: Organize For Mobile Marketing Success Strategic Plan: Craft A Maturity-Based Mobile Strategy Road Map: Advance Through The Stages Of Mobile Maturity Assessment: Score Your Mobile Marketing Maturity Landscape: Navigate The Mobile Opportunity With Strategic Partnerships Business Case: Secure Executive Support For Mobile Marketing Vision: The Always Addressable Customer Executive Overview: The Path To Mobile Marketing Mastery

30. Mobile eBusiness Playbook ebusiness & channel strategy professionals Benchmarks: Mobile Commerce Key Performance Measurements Continuous Improvement :Optimize Your Mobile Commerce Performance Management: Mobile Measurement Is An eBusiness Imperative Best Practices: Executing End-To-End Mobile Services Tools And Technology: Mobile Technologies That Drive Sales Organization: Strategic Staffing For Mobile Commerce Strategic Plan: A Systematic Approach To Mobile Strategy Stakeholder Map: The Mobile eBusiness Ecosystem Assessment: Forrester's Mobile Maturity Model Landscape: 2012 Mobile Trends For eBusiness Professionals Business Case: Mobile Mandate For eBusiness Professionals Vision: The Future Of Mobile Commerce Is Context Executive Overview: Boost Customer Relationships Through Mobile Services

31. 21st Century Brand Marketing Playbook CMO Benchmarks: Benchmark Your Brand Performance Continuous Improvement: Measure And Manage Brand Health Performance Management: Manage The Digitization Of Agency Services Processes: How To Deliver A New Brand Experience Tools And Technology: Establish New Agency Partnerships Organization: CMOs Must Lead The Brand Experience Strategic Plan: Chart A New Course For Your Brand Road Map: Four Steps To Build Your Brand Experience Assessments: Evaluate Your Brand Building Capabilities Landscape: Consumers Demand More From 21St Century Brands Business Case: Invest In The Brand Building Experience Vision: Brands Must Adapt To Customers' Higher Standards Executive Overview: The Post-Digital Rules Of Brand Building