@jonobean

Marketing’sNew Era

@jonobean

@jonobean

”Right now, marketing as a function is at

an inflection point between what we’re

comfortable with, what we have

permission to do, and what’s possible.”Eduardo Conrado

SVP and Chief Innovation Officer Motorola Solutions.

@jonobean

We are in the trust business

… but trusted sources are changing

Online Search Engines 72%

Traditional Media 64%

Hybrid Media 63%

Social Media 59%

Owned Media 57%

@jonobean

And so are the people we trust online

53%

72%

70%

60%

My friends and family

An academic expert

Companies I use

Trusted

52%

A journalist

Employees of a company

Neutral

46%

45%

40%

34%

32%

A company CEO

A well-known online personality

Elected officials

Celebrities

Brands I don’t use

Distrusted

@jonobean

Who tells your

story best?

@jonobean

Increase Sales

@jonobean

Cut Cost

@jonobean

More Sunshine

@jonobean

Science

@jonobean

@jonobean

Substance

@jonobean

@jonobean

Story

@jonobean

@jonobean

Simplicity

@jonobean

@jonobean

Speed

@jonobean

@jonobean

Purpose

@jonobean

@jonobean

Education

@jonobean

Experience

@jonobean

@jonobean

88%of companies report undergoing a digital transformation

25%have mapped their digital customer journey and have a clear

understanding of new or underperforming digital touchpoints.

however, only

@jonobean

80%of strategists surveyed report their companies are investing in improving

processes that expedite change to digital properties, such as websites,

mobile and social platforms.

46%aim to overhaul customer service to meet the expectations

of digital customers

however, only

@jonobean@jonobean

@jonobean

Concentrate on owned and

earned media

Marriott wants to add

30,000 rooms in 2014.

We will add that in the

next two weeks.

– Brian Chesky, CEO Airbnb

”

@jonobean

@jonobean

WE ARE TRAVELLERS

@jonobean

@jonobean

700,000likes

50,000followers

28 millionpassengers

3.5 millionloyalty subscribers

100 millionweb visitors

@jonobean

”I asked myself why I should spend money externally

in the magnitude I do now when I have all these

customers so close to me. Should I pay somebody

else to expose my messages, or should they pay me

to communicate on one of my platforms?”

Stefan HedeliusVP Marketing & Brand SAS

@jonobean

@jonobean

Bjornpilot28,800 followers (and

counting)

@jonobean

Now let me introduce you to

Kerstin and #MynewsdeskNow

@jonobean

@jonobean

@jonobean

NewsroomLanding Page

@jonobean

Jerry Silfwer Maria Gustafsson Anders Lundkvist Anita Rissler Karin Zingmark

Ambassadors

@jonobean

20,773newsroom views

83%desktop users

17%mobile users

Platform Consumption

#data&insights

@jonobean

200m people

Earned Media Reach

#scale

@jonobean

$5 million

Earned Media Value

@jonobean

Sales Leads increased by 60%

@jonobean

Purpose driven

story telling

@jonobean

Owned and Earned

Content is key

@jonobean

Agencies =

creativity + resources

@jonobean

Realtime content

doesnt have to be

difficult

@jonobean

Dare to try new

things

@jonobean

A campaign is

not enough

@jonobean

“Success is the ability to go from one failure to another without the loss of enthusiasm”

Winston Churchill

@jonobean

@jonobean

We can’t stay married to

yesterday and we can’t be afraid

of tomorrow.

Eduardo ConradoSVP and Chief Innovation Officer Motorola

Solutions.

@jonobean

Thank you!

@jonobean