Post on 21-Dec-2015
ACER CONFIDENTIAL
Francesco FedericoGlobal Digital Marketing Director – Acer Inc.
Amsterdam, June 12th, 2015
Centralizing Digital Marketing Execution While Retaining Local Markets Flexibility
ACER CONFIDENTIAL2
Acer is a Consumer Electronics Manufacturer with over 100k Retail Stores in 70 Countries Worldwide
Iconia W4 Iconia A1 Iconia B1 Liquid S1
Aspire R7
Aspire S7 Aspire S3 Aspire P3
Aspire V5 Aspire V7 14” Aspire V7 15”
Aspire Z3 Aspire 7600U
Tablets &
Smartphones
Notebooks&
Ultrabooks
Desktop All-In-One
Liquid S2
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A Company in Transformation, the Role of Digital Marketing
As Acer bread-and-butter business of PCs is shrinking, we are pivoting towards a hardware + software + services company
which leaves us with two monumental challenges:
Becoming a Service Company
• CRM practices are being “bootsrapped” as establishing a direct, personal connection with our customers is now key for our future but was not deeply rooted in our corporate culture
Truly Embracing Digital Marketing
• In a business largely driven by channel partners digital appears to be the strategic asset to leverage to reach customers with our brand messages and values
ACER CONFIDENTIAL
Global Digital Marketing Core Missions
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Digital Content Creation
Marketing Automation Platforms
Management
Pilot Executio
n
We scout and choose marketing platforms, looking for ways to leverage economies of scale and repetition,
providing solutions to be autonomously used at global, regional and local level
We create and distribute digital content, promoting its digital curation, ensuring
regions and local markets get the most value out of it
We plan and execute a selection of pilots to test new marketing approaches to also
serve as internal educators and envangelists
ACER CONFIDENTIAL
All Marketing Automation Platforms Are Intended for Global, Regional and Local Use
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Digital Content Creation
Marketing Automation Platforms
Management
Pilot Executio
n
1. Acer.com CMS2. CRM db3. Newsletter platform4. Prospect Email Collection APIs5. Social Media Mktg Automation6. Google Analytics Premium
ACER CONFIDENTIAL
Today’s Focus
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Digital Content Creation
Marketing Automation Platforms
Management
Pilot Executio
n
1. Acer.com CMS2. CRM db3. Newsletter platform4. Prospect Email Collection APIs5. Social Media Mktg
Automation6. Google Analytics Premium
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Benefits of an Unique PlatformBenefits of a single newsletter platform used at global, regional and local level are plenty and go beyond operational efficiency to include:
• Natively responsive newsletters, for all
• Guaranteed deliverability (ReturnPath Certified)
• Easy global CRM Guidelines audit and enforcement
ACER CONFIDENTIAL
Building Relationship on Acer Branded Digital Properties: Our Starting Point
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o No Customization
o No Contents Based on Localization
o No Single View of All Customer Assets
o No Relevant Links
o No Tailored Offers
We were not leveraging the opportunity offered by a personal area to delight
customers and encourage further discovery
ACER CONFIDENTIAL10
Setting Up the Home For More Personalized Customer Interactions
• A single entry point for customers to access all their Acer digital services
• Made to measure interface and engaging contents
• Immediate access to most important customized information: Manuals, Drivers and Updates
• Push of product-tailored support articles and FAQs
• Devices and Accessories sales opportunities
• Gamification for profile completeness
• End-to-end refresh of Acer ID experience, including Login and Registration pages
ACER CONFIDENTIAL12
Social Media Is Truly A Local Affair
11.3M 351k 47Mviews
12M 32k 10K
Our social media presence spans across global and local channels:
• 6 globally managed social media accounts• More than 70 locally managed social media accounts
Only 2M of fans are reached via our global pages, leaving 9M+ fans to be reached, entertained and activated to our
local markets
ACER CONFIDENTIAL
Social Media Marketing Automation Now Live in 21 Markets Covering 90% of Our Fan BaseIn order not to loose control over
local execution, while still providing flexibility local teams
needed, we implemented a social media marketing
automation platform to support us with:
• Content creation and curation workflow management (with different degrees of complexity)
• Topic trends spotting and fan engagement
• Immediate easy-to-use end user interface for both marketing and service specialists
• Broadest support of social networks13
ACER CONFIDENTIAL
Dynamic Editorial Calendar Edited in Real Time
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The global and local content plan are easily visible and used mainlty to facilitate content and best practice sharing across markets and regions
ACER CONFIDENTIAL
Real Time Event Coverage Goes Local
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When covering global events local markets where used to replicate global activity by visiting our social media pages in real time and manually copying assets
they were interested in.
Now as content is created on the ground it gets immedeately fed into the platform and local markets can choose what contents to repost locally in real time.
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Engagement and Service Are Also Managed Via a Single Dashboard To Facilitate Global/Regional/Local Real Time Interconnection
Thank you
Francesco FedericoGlobal Digital Marketing Director
francesco.federico@acer.com@frandrake