afd company profile corporate 5 feb 2015 v1.1 sfdc

Build a Smarter Customer Journey Build a Smarter Customer Journey

with

PAULINE PANGAN [email protected]

Our mission is to lead and enable our clients to leverage technology and the s o c i a l i n t e r n e t s o t h e y c a n a bui ld a smarter customer journey that unlocks exceptional bottomline results.

h"p://vimeo.com/55837627

Robin Leonard, CEO & Co-Founder Kiwi, Ex-IBM. Expert in Social Media, CRM, Analytics and SEO.

Pauline Pangan, President & Founder Filipina, online marketer and serial entrepreneur.

Whilfred De Guzman, Partner and Head of Consulting Specializes in social media customer service,and playbook design.

A look behind the logo. Our clients.

About AllFamous Digital

Through our long-running partnership with Salesforce.com, AllFamous Digital have consulting contracts for large companies including ABS-CBN, Meralco, Singtel and A+E Networks. We provide the following consulting services: •  Social Media Playbook Design •  Radian6 Training and Getting Started •  Build/Operate/Transfer and Staff

Augmentation •  Social Media reporting dashboards

We are a Salesforce Partner.

“Starting in 2013, digital marketing will be one of the top three imperatives on 100% of CEO agendas.”

Gartner Predicts 2013: Digital Marketing Pushes Marketing Executives to a More Strategic Role

Customers are getting smarter.

4 – Smart Customer!Customers use:"•  Private Social Networks"•  Omnipresent Sensors and Displays!•  Device Agnostic Mobile Applications"•  Service Personalization"•  Technology enabled life hacks"•  Single Sign-On"•  Insights from Big Data"

YOUR CUSTOMERS ARE HERE NOW"

2020!

Cus

tom

er C

onne

ctiv

ity"

High!

Low!

1

2

3

iPhone, 2007

iPad, 2010

1990! 2000! 2010!

Facebook, 2004

Samsung SmartTV, 2011 LG Smart Fridge 2012

Pebble Smart Watch 2012

MySpace, 2003

Twi"er, 2006

Netscape, 1994

Google Glass 2013 Smart Fork 2013

Gooogle, 1998 Hotmail, 1996

Google Self-‐Driving Car, 2010

Whatsapp, 2007 WeChat, 2009

4

2 – Analog Customer!Customers use:"•  Mobile"•  SMS"•  Web Search"•  Web Chat"•  Email"

3 – Digital Customer!Customers use:"•  Mobile email"•  Online purchasing"•  Mobile social networks"•  Web Search for Content"•  Mobile Chat"1 – Offline Customer!

Customers use:"•  Landline"•  TV"•  Radio"•  Print"•  Billboard"•  Retail"•  Events"

Customer connectivity has evolved exponentially over

the last 30 years.

The Evolution of the Smart Customer

Now

4 – Smart Customer!Customers use:"•  Private Social Networks"•  Omnipresent Sensors and Displays!•  Device Agnostic Mobile Applications"•  Service Personalization"•  Technology enabled life hacks"•  Single Sign-On"•  Insights from Big Data"

YOUR CUSTOMERS ARE HERE NOW"

2020!

Cus

tom

er C

onne

ctiv

ity"

High!

Low!

1

2

3

iPhone, 2007

iPad, 2010

1990! 2000! 2010!

Facebook, 2004

Samsung SmartTV, 2011 LG Smart Fridge 2012

Pebble Smart Watch 2012

MySpace, 2003

Twi"er, 2006

Netscape, 1994

Google Glass 2013 Smart Fork 2013

Gooogle, 1998 Hotmail, 1996

Google Self-‐Driving Car, 2010

Whatsapp, 2007 WeChat, 2009

4

2 – Analog Customer!Customers use:"•  Mobile"•  SMS"•  Web Search"•  Web Chat"•  Email"

3 – Digital Customer!Customers use:"•  Mobile email"•  Online purchasing"•  Mobile social networks"•  Web Search for Content"•  Mobile Chat"1 – Offline Customer!

Customers use:"•  Landline"•  TV"•  Radio"•  Print"•  Billboard"•  Retail"•  Events"

The Evolution of the Smart Customer

Now

Most Marketers are still here

“Smart” Marketers are here

•  Brand consistency regardless of channel •  Personalization and Relevancy

•  Human presence

The “Smart Customer” expects:

Do you know who your customers are?

Do you know where they are in their journey?

Are you driving an engagement strategy to move them along

that journey?

Are you able to measure the impact on your

business goals?

Awareness

Research

Purchase

Learn

Experience

Share

Leave What do Smart Customers think during each phase of their Journey?

The Anatomy of a Smart Customer Journey

$$$

$

$

$$

“I know you..” •  I’ve seen you on Facebook •  I found you in Google •  I want to find out more about you •  You interacted with me on Twitter

Awareness Research Purchase Learn Experience Share Leave


“I want to research before I decide” •  How much does it cost and what do I get? •  I want to compare multiple options side by side •  I don’t want to be bullied by a salesperson •  I expect to find the best options in Google when I search •  I will ask social media for opinions, perhaps somebody

has some insight •  I want to make sure other people recommend the service •  Which option stands out the most?



“I’m ready to buy.. I think” •  What were my options again? Let me search.. •  Can I find you in Google easily when I’m ready to buy? •  I want to do a final price comparison •  I want to buy from somebody that is trustworthy •  Can I do a trial?

Awareness Research Purchase Learn Experience Leave


$$$ Share

TIP: Customer Lifetime Value (CLV) = Average Net Profit ($) attributed to the entire lifetime of the customer.

“How do I use this?” •  Where is your self-help? •  What are the shortcuts/hacks? •  Who do I contact if I need help?



$$$ $ Share


“I’m your most important customer”

•  I want to be kept aware of important and relevant information, without being spammed

•  I want you to be responsive to my inquiries across all channels

•  I want you to care if I’m happy or not



$$$ $ $ Share



“My friends are missing out on this!” •  This service would benefit my friends •  I don’t want to be too pushy with referring •  My friends will be grateful that I referred them


$$$ $ $ $$


Awareness Research Purchase Learn Experience Refer Leave

“I’m just not that into you..” •  I don’t see value in your product/service •  There is somebody with better price/quality


$$$ $ $ $$


Customer Life Time Value (CLTV)

= Average Net Profit attributed to the

entire lifetime of the customer.

Awareness Research Purchase Learn Experience Refer Leave $$$ $ $ $$

Improve your Customer Lifetime Value

Awareness Research Purchase Learn Experience Refer Leave $$$ $ $ $$

Welcome Series Say hello and show them

around the party! Lead Drip Campaign Drip feed new leads with content that

educates customers to buy.

Improve your Customer Lifetime Value

Regular Engagement “Preview” Dynamic and relevant content that engages subscribers based on preferences and behavior

Content Marketing Be an authority on your product or service.

Refer a Friend: Re-acquire most valuable churned Customers with outreach & alternate offers

Winbacks Re-acquire most valuable churned customers with outreach & alternate offers

Provide Awesome Support Provide consistent customer service across all channels.

This is how we do it.


Be Visible Online •  Website •  SEO •  Social media •  Display Ads •  Content Marketing

Generate Lead •  Downloadable eBook •  Search Ads •  Social Media Surveys •  Email blasts •  LinkedIn Lead Generation •  Social Listening & Sales •  Cloud CRM

Nurture Lead •  Email Blast •  Conversion Rate Optimization (CRO) •  New Lead Drip Campaign •  Cold Lead Drip Campaign •  Abandoned Shopping Cart

Onboard New Customer •  Customer onboarding series •  Customer preference surveys •  Customer FAQs and Tutorials

Engage Customer •  Net Promoter Score •  Upsell / Cross Sell •  Email Blasts •  Transactional messages

Retain Customer •  Win-Back Campaign

Turn Customer into Advocate •  Refer a Friend •  Give your friend a gift •  Social Media Promotions

“I know you..” “What are my options?” “I’m ready to buy” “How do I use this?” “I’m important” “They’re missing out” “I’m not that into you”

24/7 Live Chat

24/7 Social Media Customer Service

Customer Relationship Management (CRM)

Marketing Automation

Social Media Management (Listening, Publishing and Engagement)

Brand Reputation Monitoring

A Best Practice Smart Customer Journey


Be Visible Online •  Website •  SEO •  Social media •  Display Ads •  Content Marketing

Generate Lead •  Downloadable eBook •  Search Ads •  Social Media Surveys •  Email blasts •  LinkedIn Lead Generation •  Social Listening & Sales •  Cloud CRM

Nurture Lead •  Email Blast •  Conversion Rate Optimization (CRO) •  New Lead Drip Campaign •  Cold Lead Drip Campaign •  Abandoned Shopping Cart

Onboard New Customer •  Customer onboarding series •  Customer preference surveys •  Customer FAQs and Tutorials

Engage Customer •  Net Promoter Score •  Upsell / Cross Sell •  Email Blasts •  Transactional messages

Retain Customer •  Win-Back Campaign

Turn Customer into Advocate •  Refer a Friend •  Give your friend a gift •  Social Media Promotions

“I know you..” “What are my options?” “I’m ready to buy” “How do I use this?” “I’m important” “They’re missing out” “I’m not that into you”

24/7 Live Chat

24/7 Social Media Customer Service

Customer Relationship Management (CRM)

Marketing Automation

Social Media Management (Listening, Publishing and Engagement)

Brand Reputation Monitoring

A Best Practice Smart Customer Journey

RETAIN Existing Customers

SUPPORT Your Customers 24x7

ACQUIRE New Customers

SOFTWARE & INTEGRATION To Achieve Scale

Neverland Manila create the biggest and best EDM festivals in the Philippines.

Challenge: They wanted to sell out on their first event. Testimonial: What we did: •  Website Development and SEO •  Social Media Marketing •  Community Management •  Email Marketing •  Blogs Results: •  208,949 new Facebook Fans •  70,656 unique website visitors •  100% tickets sold out (20,000)

Success Story: Neverland Manila

EvacConnect are an Australian consulting company that help businesses become compliant with OH&S legislation. AllFamous Digital worked closely with their sales teams to reach out to potential sales leads on LinkedIn and expand the Director’s network. We also created several blogs each month and shared them across social media. Key Results after 6 months •  1,307 potential leads acquired from LinkedIn •  697 new LinkedIn connections •  41 high quality blogs created •  6,233 unique blog visitors

Success Story: Evac Connect

We recruited a team of Kiwis that could easily understand the brand and target audience, producing content to suit •  Heavy search, display and social advertising to drive

high converting traffic to the site •  Run regular ‘user generated content’ promotions

and competitions on Facebook, Twitter and Instagram

•  Using Radian6 we listened to what the average kiwi bloke is saying, engaged in organic conversation and drove traffic back to the site.

Success Story: Stubbies

Stubbies New Zealand is a workwear brand that sells work clothing to tradesmen and the likes. Real men. They are an iconic brand from the 70s, on the comeback.

Evoluzn is a mid-price “phablet” and electronics design company from the US

Challenge: They wanted brand awareness. What we did: •  Facebook Campaigns and Promotions •  Facebook advertising •  Twitter engagement and customer service •  Social listening and sentiment analysis •  Ran a blogger event Results (after 3 months): •  67,642 Facebook Likes •  32 blog product reviews published in first month •  Increased Share of Voice % from 0 to 5.2% in the 3rd

month

Success Story: Evoluzn

Smart Communications is the Philippines’ leading wireless service provider. They were having big problems splitting the social media workflow in their teams between Marketing and Customer Service. They asked AllFamous for additional resource and help. Key Results •  Deployed full time Community Managers to take

the load off their internal team •  Setup and optimized their Radian6 license. •  Aligned all teams to a Social Media Playbook for

customer service

Success Story: Smart Telecommunications

Our relationship doesn’t need to be complicated.

Customer Success Manager

SEO Specialist Community Specialist

Content Manager

Artist Freelance Creators

Reporting Specialist

You.

Us.

Let’s meet weekly

Via Skype or GoToMeeting

Web Developer

You get a Full Team of Skills

Like any partnership we will take time to learn your business and test what will work for you.

Phase 1: Kickstarter Package

Phase 2: TesYng and KPI se[ng

Phase 3: Live Service / Ongoing Retainer

4 weeks

Phase 0: MobilizaYon

2-6 Weeks

8 Weeks

ONGOING

We need 4 weeks to ensure we have the right team allocated to your account.

We need to do some initial work to refresh your website, social media and setup processes and controls

We will spend the first 8 weeks baselining your metrics and setting KPIs for the future.

We will deliver services as defined in the SOW every month, and provide you with thorough reporting on the effort and outcome.

Onboarding Schedule

Ensure a consistent approach to social media across your organization.

Please read our blog “What is a Social Media Playbook?”

What is in a Playbook? •  Objectives, Metrics and Reporting •  SLAs •  Roles & Responsibilities •  Customer Personas •  Content Strategy •  Channel Strategy •  Listening Keywords •  Crisis Management Process

If you ask Google about Social Media Playbooks, they will refer you to us.

The Social Media Playbook

Social Media Report Includes: •  Impressions, Interactions

and Followers •  Follower demographics and

locations •  Performance of social

advertising campaigns •  Advertising spend report

Social Listening Report Includes: •  Brand mentions •  Competitor mentions •  Crisis and brand

sentiment monitoring •  Industry insights

Website Report Includes: •  Traffic and Conversions per

Channel •  SEO and CRO Issues and

Actions •  Heatmap Report to identify

usability opportunities

There is a lot to keep track of in online marketing.

Client Dashboard Includes: •  Work tracking •  Editorial Calendar •  Website metrics & KPIs •  Social metrics & KPIs •  Contacts & Leads •  Campaign Approvals

Our secret sauce

Reporting

We will count every day if we have met or missed our contractual obligations, and show you a score.

Client Dashboard: Work Tracking

We will track all the content we create including including Approvals, QA scores, links and first 15 days popularity so we can decide whether to repurpose it into other formats e.g. Video.

Client Dashboard: Content Management

We track ALL of your important metrics in one place. We even tell you much your “Cost Per Lead” or “Cost Per Acquisition” by channel. Yes, that’s right. We calculate the ROI of your social media.

Client Dashboard: Metrics and KPIs per Channel

We will track your advertising and expenses (e.g. license fees) spend every month, so you know exactly where your spending is going.

Client Dashboard: Advertising and Expenses Tracking

We will track all your bills and payment details here, so we all know where we stand. If you have multiple addendums/contracts, the links will all be here where the signed version will be stored.

Client Dashboard: Billing

Before we will start, we need to agree and document the rules around what to do in a crisis. Client Dashboard (Google Doc) •  Website results •  Social media results •  Blog calendar •  Contacts and Leads

Green: Example: “I can’t login, how do I reset my password?” Action: AllFamous are empowered to respond

Amber: Example: “nobody answered the phone when I rang, please call back!!!?” Action: Seek internal approval from Customer Success Manager

Red: Example: “You ripped me off! I want a refund scumbags!!!” Action: Alert client (following an escalation tree) immediately before taking action.

Crisis Management

Megaworld is one of the largest property development companies in the Philippines. They had no online marketing and asked for us to help.

Challenge: They had no website or social presence. What we did: •  Website optimization •  2x blogs per week •  Social media marketing. Results (after 6 months): •  65 sales leads generated •  58,121 unique people have visited your website •  451,922 pages have been viewed •  Social media contributed to 63% of all website traffic •  23.3 million impressions •  229,000 unique impressions •  245,500 interactions (likes, comments, shares) •  21,500 social media fans

6 month organic traffic growth

Success Story: Megaworld

ABS-CBN are the largest news and media network in the Philippines. They also recently started an MVNO called ABS-CBNmobile. The network decided to setup a shared service command center with 15 Community Managers. AllFamous were tasked to document the social media playbook and train their staff on the playbook and Radian6. Key Results •  Successfully trained 15x Community Managers and 8x

Tier 2 Specialists •  Implemented a Social Media Playbook for customer

service •  Configured Radian6 so it was setup correctly •  Created reporting templates for management

Success Story: ABS-CBN

Meralco (The Manila Electric Company) is the Philippines largest distributor of electrical power. Bad times hit Meralco when there was both a power price hike, and a major typhoon hit the Philippines, at the same time. AllFamous were asked to provide daily social listening reports to the executive team so they could closely monitor the issues and take quick action as required. Key Results •  Deployed full time Reporting Analysts to client site. •  Setup and optimized their Radian6 license. •  Provided crisis reporting and brand monitoring

services to the executive team. •  Integrated Radian6 API with Oracle BI.

Success Story: Meralco

www.citymarque.com www.ozoo.com

Website Portfolio

www.allfamous.com www.iicare.megawecare.com.ph

Website Portfolio

www.barhead.ph www.singaporewinevault.com

Website Portfolio

www.allfamous.com

Pauline Pangan Founder and President, AllFamous Digital

paulinepangan pau_allfamous

+639199926870 [email protected]

Don’t be a stranger!

The End.

afd company profile corporate 5 feb 2015 v1.1 sfdc

Marketing

smart customer

customer connectivityhigh

analog customer

social media customer

smarter customer journey

smart fork

smart marketers

mobile email