1. Marketing Clinic Driving results through commercial excellence 360 customer engagement in the digital era Marketing Clinic CMO Forum 6th of March 2014 3/11/2014 1

2. Marketing Clinic How to create a killer brand experience? 2 Meaningfully different brand Customer journey and key touch- points Consistent customer experience 3. Marketing Clinic New era of behaviour is driving major changes 3 Technology Data From one way communication to continuous dialogue Influencers of change 4. Marketing Clinic How does all this affect the role of marketing? 4 Analytics customer/end-user insights Industry leadership and desired positioning Customer engagement Insight generators analytics, market research, customer, end-user and key stakeholder insights Customer engagement specialists customer engagement, on-line communication, understanding of technology that enhances marketing operations Content experts content creation, content that is applicable to multiple channels, clear process for content creation Brand / industry leadership building 5. Marketing Clinic What are the implications to marketing operations and organization? Shorter time span can you react quickly enough? Constant insight generation how to stay 2 steps ahead? Faster planning cycle how to tie strategic & operational planning closer together? Role sort between functions how to break the silos? New skills & competences how to combine marketing with IT, content creation? Partner management Where to find right kind of partners and establish new co-operation models? 6. Marketing Clinic Every employee is your marketer! 3/11/2014 Turning employees into ambassadors in social media Helene Auramo, Okimo Clinic 7. Marketing Clinic Who are your ambassadors? 8. Marketing Clinic Traffic generated by IBM internal experts in social media converted seven times more frequently than traffic generated by other IBM sources. The Most Powerful Brand On Earth, Chris Boudreaux & Susan F. Emerick 9. Marketing Clinic TRUST 10. Marketing Clinic Regular rank-and-file company employees have more credibility than executives. - The 2012 Edelman Trust Barometer 11. Marketing Clinic UNIFIED MISSION UNIFIED MESSAGES TRUST LACK OF SOCIAL MEDIA POLICY LACK OF SKILLS IDENTIFYING THE RIGHT AMBASSADORS BRAND AWARENESS SEM & SEO BUILDING TRUST SALES Challenges Possibilities 12. Marketing Clinic TAKE AWAY: 1. Why your own people matter 2. Digital changes us 3. Old dogs do learn The Middle Aged Digital Native: Why your people matter the most in digital Transformation 13. Marketing Clinic Technology in itself means nothing if it doesnt enable a differentiated customer experience. So those people that are able to figure out how to use technology to enable a better guest experience will win. Those people that dont, wont. Ron Shaich, CEO, Panera Bread 1. WHY YOUR OWN PEOPLE MATTER? Because they sell 14. Marketing Clinic Digital media has the same physical effect on our brain as chemical substances 1. Shorter attention span 2. Social skills weakened 3. Weaker abstract thinking capability 4. Sense of individuality changed -Greenfield/Stanford University 2. DIGITAL CHANGES US How do you think they feel? 15. Marketing Clinic Adults learn just as well as the younger generation, but through incremental learning. -Knudsen/Stanford University 3. Old dogs do learn 1. Understand your current digital maturity state 2. Put people and learning before any technology 3. Understand the individual, not only the group 4. Digital native is not business native - it might be easier to turn the second one into the first one than vice versa 16. Marketing Clinic 16 Building modern marketing operations and organization at Vaisala Riina Kirmanen 17. Marketing Clinic 3/11/2014 17 18. Marketing Clinic 3/11/2014 18 19. Marketing Clinic 3/11/2014 19 20. Marketing Clinic 3/11/2014 20 21. Marketing Clinic 3/11/2014 21 22. Marketing Clinic Lets be in touch! Catharina Stackelberg +358 400 218 224 Christina Pia Harmia +358 40 755 3645 Sanna Nkkil +358 50 4040 092 Mika Aalto + 358 400 528 151 firstname.lastname@marketingclinicpartners.com Helene Auramo + 358 40 1530 082 helene@okimoclinic.com Micke Nordman +358 50 5986 410 micke@sbd.fi 22