adma conference book part2

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TIME SESSION

8.45 am let’s Get social: business Justification of social Media Olivier Blanchard, Principal and Senior Strategist, THE BRAND BUILDER

9.25 am Engaging a Mass audience through Innovation Insights and strategy Meaghan K. Burdick, Direct Marketing Director, OBAMA FOR AMERICA

10.05 am leveraging Customer attention through Customer Response behaviour Aaron Tellier, Director – CRM Strategy, MERRILL LYNCH

regan founded Digital Alchemy in 2003, as Australia’s first dedicated Database marketing service provider. under his leadership, Digital Alchemy has grown to become Australia’s largest provider of outsourced database marketing solutions, and is the largest unica implementer in Asia pacific.

prior to this, regan was ceO of persona Asia; an infomediary aimed at delivering permission based marketing solutions to online clients. earlier in his career, regan was the managing Director of multinet, a leading company in data mining and sophisticated database marketing. prior to joining multinet, regan was responsible for customer Analytics, customer profitability system as well as introduction of analytical marketing at Westpac.

regan is a recognised subject matter expert in the area of Analytical Database marketing and customer relationship marketing, speaking regularly at Australian and international events.

Regan YanManaging Director, DIGITAL ALCHEMY

{Driving innOvAtiOn thrOugh insights AnD strAtegY}sPonsoREd by

Parkside Ballroom B, Level 1

{DAY tWO cOnFerence prOgrAmme} Wednesday 28 July

{keYnOte}

{keYnOte chAir}

Follow the Twitter backchannel #admaf

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lET’s GET soCIal: busInEss JusTIFICaTIon oF soCIal MEdIa

Olivier BlanchardPrincipal and Chief Strategist, THE BRAND BUILDER

As BrandBuilder marketing‘s principal and senior strategist, Olivier helps companies develop, build, integrate, manage and measure social media programs. he also helps companies manage their reputations online and offline, and establish leadership in their markets. Olivier trains company executives and project teams in all matters of social media management and measurement, and then helps them build and integrate effective programs into every facet of their business, from public relations, business development and market research to human resources and customer support. Olivier has 15+ years of marketing management experience. Broken down into specific categories: marketing project management, social media programme management, strategic branding, brand management, online reputation management, product launch management, marketing communications management, community development, business development, and product design ideation experience. he has worked in government, manufacturing, energy, fashion, retail, event management and business services sectors, and just spent a year learning how to help software resellers and it shops better engage with small and mid-sized businesses in the us. Olivier holds an international Baccalaureate degree from the international school of Brussels and a BA degree from Furman university. Current Chairs and Boards: smartBrief social media Advisory Board, social media club – greenville, linking the upstate.

1. First, understand that r.O.i. (return on investment) is a business measurement, not a media measurement. in other words, r.O.i. doesn't change whether you are looking at social media, capital expenditures or advertising budgets

2. the currency of r.O.i. is neither variable nor abstract: Whatever currency was used to calculate the investment must be the same as the currency with which you calculate the return. (typically, a monetary value.) in other words, if the investment is calculated in dollars, the return cannot be calculated in conversations or sentiment. it must also be calculated in dollars

3. in order to calculate the r.O.i. of social media, you have to be able to tie social media activities to some type of financial outcome

4. there is a difference between financial outcomes and non-financial outcomes. (non-financial outcomes are not r.O.i. Financial outcomes are.)

5. non-financial outcomes (new followers, click-throughs, web traffic, retweets, peer-to-peer recommendations) often lead to financial outcomes. each can be a step, a precursor to a transaction. they help you connect the dots between investment, activity, impact, and financial return

6. in order for an investment to yield results (yes, even in social media), it must have a specific set of objectives. Before investing into a program, know what needles you want it to move for your business

7. social media programs are not free. they require qualified manpower, adequate technology, a lot of time and real focus. Businesses that overlook this always fail in this space

8. take social media as seriously as you do any other channel in your business: hire professionals. have a plan. know what to measure and how

9. social media should support business objectives, not just social media objectives.

10. popularity is irrelevant if it doesn't generate more business for you

Web www.thebrandbuilder.wordpress.com

Twitter twitter.com/thebrandbuilder

LinkedIn www.linkedin.com/in/ olivierblanchard

Blog www.thebrandbuilder. wordpress.com

Connect

5 KEy lEaRnInGs FRoM PREsEnTaTIon:KEy lEaRnInGs:

{nOtes}{speAker prOFile}

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EnGaGInG a Mass audIEnCE THRouGH InnoVaTIon InsIGHTs and sTRaTEGy

Meaghan K.BurdickDirect Marketing Director, OBAMA FOR AMERICA

earning respect and recognition as a marketing fundraising expert with noted experience in fast-paced political environments, meaghan Burdick served as Director of Direct marketing for Obama for America. in this capacity, meaghan directed the organisation's daily direct marketing fundraising operations and oversaw the fundraising of over $400 million. meaghan has acquired extensive marketing experience on the political front as evidenced by her tenure in the Democratic congressional campaign committee (Dccc) as Director of marketing and Online services. she held responsibility for growing the Dccc’s online program from $1 million raised in the 2004 cycle to $6.6 million raised in the 2006 cycle. Additionally, meaghan has also attained leadership experience in the Democratic senatorial campaign committee and emilY’s list. meaghan received a BA in government from georgetown university in 1998.

1. timing is everything. make sure your materials are hitting their inboxes, mail boxes, phones, etc. right on time. right when the news is hot!

2. One method is the ‘not only’ method any more. take advantage of all of the direct marketing and social media tools that are available to speak to your customers today.

3. make sure the message is consistent no matter how your customers are hearing it. Whatever you're sending to your customer's inboxes should be consistent to the mail they’re reading and the text they’re receiving.

4. You’re building a relationship - not a one time transaction. spend the time and money letting your customers get to know you and giving them the opportunity to share their thoughts and ideas with you.

5. Don’t be afraid to try new things. if you don’t take the risk, you’ll never get the reward.


Web www.barrackobama.com

Connect


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lEVERaGInG CusToMER aTTEnTIon THRouGH CusToMER REsPonsE bEHaVIouR

Aaron TellierDirector – CRM Strategy, MERRILL LYNCH

Aaron tellier is the Director of crm strategy and Analytics for merrill lynch global Wealth management. in this position, he is responsible for the strategy, processes, analytics and technology platform that support intelligent multi-channel customer interactions across multiple lines of business. previously, Aaron managed the direct marketing function for DlJdirect, and early online brokerage. When the company was purchased by the Bank of montreal, Aaron’s role expanded to include the customer integration strategy for online brokerage, advisory services, retail banking and private banking for the bank’s us franchise, the harris. Aaron is a graduate of the us naval Academy and Yale school of management.

1. A valuable relationship requires investment think about your personal relationships and extend the same concepts to your customers. You wouldn’t rush into a deep friendship, so don’t be pushy with your customers. Be truly interested in their needs, listen to their preferences and act appropriately. like superficial friendships, customer relationships based on transactions can easily dissolve.

2. It’s all about the customer AND you Of course we all WAnt to be customer centric, but don’t forget that customer interactions must ultimately provide value to the organization. too many marketing and sales programs ignore this simple truth. if your program doesn’t pay off, the finance department will eventually find out and shut you down. how does that benefit the customer? search hard to find win – win opportunities.

3. Be open to interaction interaction is the lifeblood of social media and can make or break a campaign. Don’t disable options for comments or remarks on your social media profiles if nothing else, these pointers will help to tailor postings so that they move closer to achieving social media goals.

4. Give something back social media is community-based, and like most communities, it’s expected that you give something back. Don’t simply bombard your twitter feeds with sales posts or your blog with marketing messages — entice and encourage repeat visitors and followers by offering something in return. the most successful companies use their social media outlets to give exclusive discount codes, special offers, or previews of new products before they hit the mainstream.

5. Network in addition to replying to questions and comments as a way of building a physical network of fans and followers, network your various social media profiles. prospective clients are also more likely to check their own social networking pages more often than your website, so it’s a great way to keep in touch.

Web www.ml.com

LinkedIn www.linkedin.com/pub/aaron-tellier/ 0/aaa/5b4

Connect



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graham is responsible for managing and driving the development, commercial performance and growth of pacific micromarketing, Dimension studios and pmp Digital in Australia. graham joined pmp print in 2003, holding senior management positions in the print business prior to heading up pacific micromarketing and pmp Digital.

graham plant is a direct and database marketing professional having held senior management positions from a wide range of industries and businesses including it, telecommunications, postal and mailing, logistics, printing, Financial services, sales and marketing and creative services.

A strong business strategist, graham is experienced in leading change and driving business benefits through developing business strategies and innovative marketing solutions.

Graham PlantExecutive General Manager, PACIFIC MICROMARKETING/PMP DIGITAL

TIME SESSION

11.30 am The Rise of Multi-Channel Marketing in a Retail world Graham Plant, Executive General Manager, PACIFIC MICROMARKETING/PMP DIGITAL

12.05 pm Initiating a longer Term offline strategy to support and Engage online Roger Sharp, Corporate Affairs Director – Pacific, CADBURY Jeff Richardson, Chief Executive Officer, THE ONLINE CIRCLE

1.30 pm Multi-Channel Insights to Maximise success in Insurance, Retail and Travel Michael Kustreba, Vice President, ANZ, EPSILON INTERNATIONAL

2.05 pm understanding and Impressing Tomorrow’s Customer in a Multi-Channel world Sean Ashby, Chief Executive Officer, AUSSIEBUM

2.40 pm Executing an Integrated Multi-Channel Marketing Campaign Mandeep Grover, Marketing Manager ANZ, JOHNSON AND JOHNSON VISION CARE

4.00 pm Complementing Traditional Channels with digital: a Change Management approach Crispin Tristram, General Manager – Acquisition, OPTUS

4.35 pm Gaining a Connection with Generation y through Multiple Channels Michelle Pilot, Vice President of Marketing – Australasia, MASTERCARD Julie Dormond, General Manager, MERCERBELL

{multi-chAnnel mAsterY AnD meAsurement}

{streAm A}sPonsoREd by

Parkside Ballroom A, Level 1


{streAm chAir}


At PMP, we’re dedicated to increasing return on marketing investment for our customers. We’ve developed a suite of smart marketing solutions which help our clients create, target and deliver effective messages to their key customers. We make it our business to continually leverage the fi nest technology to deliver customer-focused, end-to-end solutions to our clients Australia-wide.

To fi nd out how PMP Limited can support your marketing program, call us on 1800 032 472 or visit www.pmplimited.com.au.

Multi-siteCatalogue &

Magazine Printing

Consumer Targeting& Analytics

Creative Services& On-site Studios

Photography, Styling& Retouching

Mass & Targeted Letterbox

Distribution

Your customer. At the core of everything we do.

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graham plant is responsible for managing and driving the development, commercial performance and growth of pacific micromarketing, Dimension studios and pmp Digital in Australia. graham joined pmp print in 2003, holding senior management positions in the print business prior to heading up pacific micromarketing and pmp Digital.

graham plant is a direct and database marketing professional having held senior management positions from a wide range of industries and businesses including it, telecommunications, postal and mailing, logistics, printing, Financial services, sales and marketing and creative services.

A strong business strategist, graham is experienced in leading change and driving business benefits through developing business strategies and innovative marketing solutions.

THE RIsE oF MulTI-CHannEl MaRKETInG In a RETaIl woRld

Graham Plant, Executive General Manager, PACIFIC MICROMARKETING/PMP DIGITAL

Web www.pmplimited.com.au

Connect

3. Make sure your off-line and on-line communications are aligned. the way in which your brand is represented and the key messages you make should be consistent across the spectrum of channels available – including in-store. provide a wide range of response channels that are integrated and complementary to enable customers to respond easily to your offer/s.

4. Don't ignore social media - it's part of the mix now! valuable customers can be found through social media activity such as twitter or Facebook. consider the role of social media in your marketing program and the profile of customers who currently or potentially play in this space. Decide on the image you wish to project and ensure that these communications are consistent with your overall image and brand. most importantly, appreciate that this is a channel that requires transparency, regular content and prompt response times – much like the consumers that use them.

5. And above all else, listen and learn all there is to know about your customer - they expect you to know them. customers are aware of the relationship they have with your brand and you should be too. examine how different segments respond, what mediums they prefer and how an integrated multi-channel marketing approach can increase the effectiveness of a campaign.

1. Understand which channels work for each of your customers. Your marketing channels are provide a platform for consumers to access and relate with your brand. use transactional, behavioural and other customer data available to develop an understanding of who your key customers really are – or who you want them to be. consumer insights drive multi-channel marketing decisions and investment.

2. Make it easy for your customer to speak to and buy from you - let them use the channel they want. Whilst social media is the new buzzword, not all consumers are created equal and traditional offline methods of communication still play a critical part in your retail marketing mix. Analyse sales data and response rates to determine which mix will provide greater margin and increase average transaction value per segment.



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InITIaTInG a lonGER TERM oFFlInE sTRaTEGy To suPPoRT and EnGaGE onlInE

Roger Sharp, Corporate Affairs Director – Pacific, CADBURY

Jeff Richardson Chief Executive Officer, THE ONLINE CIRCLE

Roger Sharp

roger has been the corporate Affairs Director for cadbury’s pacific Business unit (Australia, new Zealand & Japan) since march 2009. in these markets he has responsibilities for cadbury’s external and internal communications, corporate responsibility, sustainability and public Affairs work. roger joined cadbury from the Australian industry group where he was a senior public policy Advisor, working primarily on it, telecommunications and climate change policies. he has also worked extensively throughout europe, previously holding the post of Director of public Affairs at telefonica europe, with responsibilities for government relations and csr across 5 european union markets.

in addition to his corporate experience, roger has worked as a senior political adviser within the British government, holding the role of special Adviser to both the secretary of state for trade & industry and the secretary of state of culture, media & sport within the Blair administration. During this role he helped lead stakeholder engagement with the business community, and was involved in three successful general election campaigns and the london 2012 Olympic bid.

Outside work roger enjoys music and film; he continues to maintain a passionate interest in politics and is an avid fan of both the All Blacks and manchester city Football club Jeff Richardson

Jeff developed his first web site over 14 years ago and has been involved in internet marketing ever since. in his late 40s, Jeff has worked in senior marketing roles for corporations such as telstra and united energy. having run boutique consulting and advertising agencies for near 10 years he has consulted to organisations large and small regarding their use of internet marketing. notable clients have included cadbury, university of melbourne, and Worksafe victoria.

1. social media is not going away. What it is doing is changing every day. management is not simple but it is possible.

2. social media need not be scary. treat it like any other marketing communications opportunity; with one strategy, not 100 tactics.

3. social media provides an excellent research opportunity. users are fast, passionate, and (generally) truthful. monitoring is the start. Analysis and interpretation is essential.

4. social media means data. All actions leave a trail and you can use this data for research and strategy.

5. getting involved in social media means leveraging the opportunities but also being ready to meet the challenges

Roger Sharp

Web www.cadbury.com.au

Twitter twitter.com/cadbury_AunZ

LinkedIn www.linkedin.com/in/rogersharpca

Jeff Richardson

Web www.theonlinecircle.com

LinkedIn www.linkedin.com/in/theonlinecircle

Facebook www.facebook.com/theonlinecircle

Email [email protected]

Connect



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MulTI-CHannEl InsIGHTs To MaxIMIsE suCCEss In InsuRanCE, RETaIl and TRaVEl

Michael Kustreba, Vice President,Australia and New Zealand, EPSILON

Based in sydney, michael is responsible for the overall business and operations for Australia and new Zealand (AnZ). managing a multi-disciplinary team he delivers on client solutions that drive relevant and high-performing multichannel marketing programmes through the intelligent use of data and analytics. he is also responsible for business development in the territory.

michael has 10 years of experience providing digital marketing solutions to companies in Australia and new Zealand. combined with his proven skills in delivering strategic marketing services, he has helped many companies improve their marketing efficiency, strengthen their customer relationships, and drive results and rOi for their business. some of Australia’s household brands that michael has been working closely with include virgin Blue Airlines, cellarmasters Wines and Dell.

michael joined epsilon international through the 2006 acquisition of Doubleclick email solutions where he was Business Development Director. he joined Doubleclick in 2001 as senior technical consultant. prior to this he worked at Yahoo! search marketing and engage, an ad serving technology provider which is now part of microsoft Advertising.

1. customer experience marketing: What it means for your organisation, your relationship with your consumers and the future of your business

2. understand how consumers perceive and interact with marketing communications across channels

3. leverage the research to help create compelling differentiation in your brands value proposition

4. understand what turns customers into advocates

5. Discover how relevant interactions that anticipate and respond to consumers drive engagement and purchases now and in the future

Web www.epsilonaustralia.com.au

Twitter twitter.com/mkustreba

LinkedIn www.inkedin.com/in/mkustreba

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undERsTandInG and IMPREssInG ToMoRRow’s CusToMER In a MulTI-CHannEl woRld

Sean AshbyChief Executive Officer, AUSSIEBUM

sean Ashby has come a long way in the four years since using his life savings to set up men’s swimwear and clothing business aussieBum. sean turned to the internet to promote aussieBum to a global market. it currently has over 200,000 consumers ordering direct via its custom built e-commerce site and supplies many of the world’s leading department stores. the company’s sales during the gFc have grown, as a direct result of its innovative product developments and its marketing strategy. it’s this successful and extremely innovative marketing approach that won them the Australian export Award 2009. aussieBum promotes their products in non-traditional venues on the internet, such as blogs, social networking sites Facebook and myspace. sean will share insights at Forum into the secrets of his success.

1. Being unique offline makes you relevant online

2. if you are doing something wrong, social media will let you know

3. Be honest and relevant with your content, it will end up everywhere

4. Approach social media, not like a business, but like an individual

Web www.aussiebum.com.au

Twitter twitter.com/aussiebum

LinkedIn www.linkedin.com/in/seanashby

Blog www.networkedblogs.com/blog/ sean_ashby_aussiebum

Facebook www.facebook.com/aussiebum

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ExECuTInG an InTEGRaTEd MulTI-CHannEl MaRKETInG CaMPaIGn

Mandeep GroverMarketing Manager ANZ, JOHNSON AND JOHNSON VISION CARE

mandeep joined Johnson & Johnson in October 2004 as regional professional marketing manager with the responsibility of establishing the B2B marketing function in Asia pacific.

in september 2006, mandeep moved to sydney to head marketing for JJvc Australia and new Zealand. in June 2008, one of his marketing campaigns, “the Acuvue® Wink” won the James. e. Burke award, the highest recognition for marketing excellence in J&J. this campaign won the 2008 DmA Bronze echO award & was a finalist at the cannes lions 2008.

in 2009, mandeep and his team launched the first iphone application for Acuvue® brand contact lenses to drive consumer engagement and trial. the application broke into the top 30 within a week of launch and was featured in the sydney morning herald.

1. Define a clear role for each media touch point

2. understand and optimise the customer journey

3. consistency is king

4. set the right kpis to measure success

5. Document your lessons well

Web www.jnj.com

Twitter twitter.com/mgrover1

LinkedIn www.linkedin.com/in/mgrover1

Connect



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CoMPlIMEnTInG TRadITIonal CHannEls wITH dIGITal: a CHanGE ManaGEMEnT aPPRoaCH

Crispin Tristram, General Manager –Acquisition, OPTUS

prior to heading up the consumer Online team at Optus, crispin has worked across consumer Acquisitions, product marketing and propositions across a number of telcos including Orange, O2 and vodafone back in the uk. Accountable for driving the consumer Online strategy, he is passionate about creating real, interactive communities with his consumers and is excited by the possibilities that online affords’.

1. A digital sales and service world doesn’t mean you close all your high street stores and shut down your call centres - Digital self serve allows your physical channels to offer a new fully integrated customer experience.

2. the build it and they will come mentality will only get you so far. Digital presence must remain consistent, relevant and appropriate to the customer journey.

3. Digital delivers more than simply low cost sales and service - it can optimise lead generation and create new two way interactions with your customer base.

4. As your self serve capability moves online so will a greater proportion of your media mix. however, understanding how to maximise offline and online to drive the right segment to the right channel becomes more vital to ongoing success.

5. Digital evolution is a lot less painful than digital revolution! Your customers and your organisation will not go digital overnight.

Web www.optus.com.au

LinkedIn www.linkedin.com/in/crispintristram2009

Connect



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GaInInG a ConnECTIon wITH GEnERaTIon y THRouGH MulTIPlE CHannEls

Michelle Pilot, Vice President of Marketing – Australasia, MASTERCARD

Julie Dormond, General Manager, MERCERBELL

Michael Pilotmichelle has worked with mastercard since may 2004, and from 2005 has held the position of vice president, marketing for Australia & new Zealand. in that role she has overall responsibility for brand marketing, sponsorships, customer marketing and consumer pr.

michelle’s experience spans 20 years in the advertising and marketing industry, including the role of senior vice president with mccann- erickson new York, working on mastercard business in europe, Asia pacific, latin America and Japan.

During her 11 years at mccann, she gained experience within the Fmcg, it, luxury goods and apparel categories. prior to mccann, michelle held Account management positions at clemenger BBDO, the campaign palace and Ogilvy & mather across a wide selection of business categories. Julie DormondJulie is a Direct and Digital marketing professional working at mercerBell. she has been at mercerBell for 8 years, starting out as Account Director and now acting on the management team as general manager.

responsibilities include all client management and strategy, staff retention and development as well as internal agency policies. her experience spans across many industry sectors including B2B and B2c.

With 15 years experience, Julie has held previous roles agency side at lowe lintas as well as client side in the uk working for leading financial services organizations in roles spanning product development, launches and communication strategies.

1. With a parity product your marketing campaign can work to create a real point of difference.

2. time spent researching and understanding our target audience was crucial in developing a strategy that resonated with our customers.

3. identifying a platform, i.e. music allowed us to engage with our audience in a relevant, compelling and credible way.

4. moving from one off campaigns to a longer term engagement strategy of ‘priceless music experiences’ allowed us to build momentum to continually drive persuasive brand awareness.

Michelle Pilot

Web www.mastercard.com.au

Julie Dormond

Web www.mercerbell.com.au

LinkedIn www.linkedin.com/pub/ julie-dormand/1/388/848

Connect



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For over 22 years chris has been fascinated by technology-enablers behind advances in marketing and building strong customer relationships.

combining an mBA in marketing and international Business with experience gained across the globe with icl (now Fujitsu), Fiserv, misys and portrait software, chris is a strong advocate of the ‘appropriate’ technology to improve the customer experience.

his role in portrait software centres on assisting clients to apply insight and intelligent decisioning at the point of customer interaction to deliver great customer service; which in turn dramatically improves customer revenues, profitability and loyalty.

Chris LowtherGeneral Manager, PORTRAIT SOFTWARE ASIA PACIFIC

TIME SESSION

11.30 am Customer Centricity boot Camp for Marketers Paul Downes, Consultant

12.05 pm Creating a Clearer Picture of your online Customer Martin Bradbury, International Client Services Director, CALLCREDIT GROUP

1.30 pm a new Model for Pharmaceutical advertising: Re-defining RoI Marc Cheah, Senior Brand Manager – Viagra, PFIZER

2.05 pm social Media: Making it work for you Jill Colvin, Head of Marketing, SYDNEY FESTIVAL

2.40 pm Customer Relationship and loyalty – a Flight to understanding Phil Hawkins, General Manager, LOYALTY PACIFIC (FLYBUYS)

4.00 pm Moving from Monolog to dialog: strategies to Enhance your brand Jacqueline Johnson, Chief Executive Officer, THE BUZZ

4.35 pm what nFP’s Can learn from big business and Visa Versa for Gaining Customers Cameron Watson, Former Head of Marketing, WORLD VISION Currently National Manager, Marketing and Channels, LANDMARK

{custOmer grOWth AnD relAtiOnships}

{streAm B}sPonsoREd by


Parkside G04, Ground Level

{streAm chAir}

Follow the Twitter backchannel #admafVisit Portrait Software at ADMA Expo - stand 32502 9276 2728 | [email protected]

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CusToMER CEnTRICITy booT CaMP FoR MaRKETERs

Paul Downes, Consultant

paul brings a unique blend of business acumen, people insight, hands-on technology knowledge and frontline customer service experience to encourage and guide successful corporate customer relationship initiatives. For over twenty years paul’s matter-of-fact approach has ensured a singular focus on the customer and getting the fundamentals correct as a solid basis for customer engagement.

paul’s broad career involving research and development, human resources, technology, call centre and retail allows paul to understand, interpret and leverage inter-departmental synergies to benefit the customer. most recently ciO at rAc of WA overseeing the customer relationship initiative, paul draws on knowledge and experience from Australian and overseas organisations at the forefront of relationship management to highlight the drivers of excellent customer experience and how to avoid ‘corporate stupids’.

3. Design and build from the outside in: most processes today are designed from the inside out and are aimed at ensuring intra-departmental efficiencies. turn this around; take a customer perspective, make your company easy to do business with by designing and building processes and your customer capabilities from the outside in. move beyond managing customers on a transaction level only, to managing the customer experience.

4. Measure and Reward systems: review and upgrade what you measure and how you reward staff. For example, Average call handling time is a measure of how quickly staff can move through calls and this coupled with the number of sales per operator is a measure of staff capabilities. however, if you are truly to be customer centric you should link staff measures to the improvement in customer lifetime value, improved customer data quality or the increased propensity of a customer to purchase again as a result of the prior interaction. Do not underestimate the considerable time and negotiation required in order to change these measures and agree on the rewards.

5. Technology is not the driver: it’s called customer centric for a reason; - the customer is at the centre, not the technology. Failure to observe this positioning will see your program fail. if more of your efforts are being directed toward the technology, if most of your meetings are about the technology, if technologists are leading your project then you will most likely be hurtling toward failure. Businesses are littered with great technology solutions but in many of those businesses, little if any change has occurred toward truly becoming customer centric.

1. Assess your company’s desire: make a thorough assessment of your company’s preparedness to become customer centric. not doing this assessment is where most programs fail. customer centricity is grounded in your business strategy. Your business strategy must refer to this centricity and your departmental business plans must clearly focus on the customer.

2. Culture and Structure: Becoming customer centric is a program of work and is difficult to achieve without some hard decisions being made. if your company has a history of late or failed delivery on projects then examine why this is the case and address accordingly. moving to a customer centric organization requires cultural change, total staff involvement, structural changes organized around the customer and most importantly, full, active and demonstrable support from your ceO, not just “lip service”.



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Dr. Bradbury’s present responsibilities include managing the research, construction and implementation of consumer segmentation systems and modelling software for international markets, and advising on their usage by clients from a broad range of commercial and governmental sectors. he retains a close working relationship with a large number of international businesses.

CREaTInG a ClEaRER PICTuRE oF youR onlInE CusToMERs

Dr. Martin Bradbury International Client Services Director, CALLCREDIT GROUP

1. learn how to maximise customer relationships, especially important at this time of market uncertainty

2. Avoid common mistakes. embrace new technologies and innovative channels with your eyes wide open!

3. Discover how marketers can identify just who they are communicating with, exemplified with a powerful case study

Web www.callcreditgroup.com

Connect



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marc cheah has been working in marketing for over 10 years, with his career taking him across a number of diverse markets and brands, some more controversial than others. marc’s has worked in industries such as tobacco, snacks, consumer durables, and pharmaceuticals, and has developed insights into the challenges faced in how to interact with consumers across with varying levels of interest and involvement.

a nEw ModEl FoR PHaRMaCEuTICal adVERTIsInG: RE-dEFInInG RoI

Marc Cheah, Senior Brand Manager – Viagra, PFIZER

1. Moving from a TV led to a content led model •A person’s health is a high involvement category – patients want to find out as much information as possible. •the communications role is not to build a brand but raise awareness and provide guidance. •there’s a lot of (mis)-information out there – and therefore there is a need to “control” as much information as possible. •it is important to make sure all gatekeepers in the process are aware of your activities (e.g. gp’s, nurses and pharmacists).

2. Re-defining ROI •the role of public communications is for the disease state, and not just your brand. •Once prescribed, a patient may use your drug for lengthy periods of time – not just returns within the financial year.

3. Managing internal stakeholders in the new age of communication •pharmaceutical companies are, by their nature, conservative beasts. •there are multiple stakeholders involved in the process who need to taken on the journey. •need to paint a real-life picture of your patients and their journey.

4. Pushing the envelope while staying within the guidelines set by Medicines Australia •pharmaceutical companies are constantly under attack from industry critics, and abide strictly to an industry code. •there’s a lot of information out there –and finding out what’s wrong isn’t often at the top of people’s agenda. •need to evolve our communications in line with how society is moving – more people are self-diagnosing.

Web www.pfizer.com.au

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soCIal MEdIa: MaKInG IT woRK FoR you

Jill ColvinHead of Marketing, SYDNEY FESTIVAL

Jill colvin is head of marketing, communications & Digital strategy at sydney Festival, Australia's largest annual arts event, with more than one million people taking part in the ticketed and free program each summer. Jill has been part of the Festival team for 10 years, starting in the Business Development department in 2000 before moving to marketing the following year.

For the 2011 Festival, Jill’s role has been expanded to explore ways of maximising the Festival's use of digital technology to increase the event’s reach - both nationally and internationally - through marketing, programming and Business Development initiatives. the ongoing integration of social media channels will play a key role in this. prior to escaping to the arts, Jill worked in the publishing and banking sectors, including five years at citibank where she was part of the total Quality team before a stint in mortgage marketing.

3. Our customers are changing behaviour so we need to adapt • growth in social media resulting in people spending more time in the social space • need to be where the audience is hanging out so you can be part of that conversation • these conversations go on the public record - permanently - and can be easily found thanks to google

4. A good community online will give you heads up on issues – without paying for expensive social media tools • A great community of self-selecting fans can be your best word of mouth for when things go right – your advocates, your champions • they can also be your best line of defence when things go wrong – your eyes and ears, your defenders

5. Give out and you will get back • Online communities are like any other – they want to share, to interact, to engage • give value through your social media – share things people want to hear, pass on things that are relevant and interesting to them • Do this in a genuine way and you will be more than a brand you will be a friend

1. Social media isn’t what the media has been hyping - it’s about understanding and then working to meet customer needs • listen to what people are saying • respond when you need to - quickly - if only to buy you some time • Ask questions – and act in response

2. It’s not free - it takes a big investment of time and care but it’s worth it • takes time to build up your social media profile - and a group of people who care about what you’re doing • make sure to check various sites each day • Anything worthwhile takes time and effort but the rewards can be more personally rewarding • have senior people – or empowered people – on the social media frontline – need people with power to act quickly

Web www.sydneyfestival.org.au

Twitter twitter.com/sydney_festival

LinkedIn www.linkedin.com/pub/ jill-colvin/8/37A/43B

Facebook www.facebook.com/sydneyFestival

Blog www.blog.sydneyfestival.org.au

Connect



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CusToMER RElaTIonsHIP and loyalTy – a FlIGHT To undERsTandInG

Phil HawkinsGeneral Manager, LOYALTY PACIFIC (FLYBUYS)

A recognised global practitioner in coalition loyalty programs, phil hawkins is general manager of loyalty pacific, which manages and operates FlyBuys, Australia’s largest shopping rewards program. holding an honours degree in mathematical sciences and an mBA, phil has worked in the Australian loyalty and card market over the past 16 years, and his experience is also drawn from research, marketing and operational roles with shell and national Australia Bank.

1. engage consumers with your brand by means of active listening and co-creation

2. Align the culture of your team to deliver on the promise - driving commitment to innovation- teamwork-governance

3. utilise all channels including social media - skills, leadership required

4. Differentiate between "selling" and letting the customers "buy"

5. Always measure the success of each engagement

Web www.flybuys.com.au

Twitter twitter.com/phil_hawkins_

LinkedIn www.linkedin.com/in/hawkinsphil

Connect



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MoVInG FRoM MonoloG To dIaloG: sTRaTEGIEs To EnHanCE youR bRand

Jacqueline Johnson Chief Executive Officer, THE BUZZ

Jacki Johnson is an executive with the insurance Australia group one of Australia and new Zealand’s largest listed insurers. Jacki is currently ceO of the newly launched on line insurer, the Buzz. Jacki has been with iAg since 2001 in a variety of roles including ceO Business partnerships where she was responsible for the Workers compensation and third party Distribution businesses, group strategy and leading through the integration of cgu and Zurich businesses into iAg . Jacki has over 20 years experience in financial services. Before joining iAg she has held senior positions with Allianz insurance, hih insurance and irs total injury management. starting life as an Occupational therapist at Westmead hospital has meant Jacki brought a different skill set and perspective to her roles within the Finance sector. the customer experience and harnessing the right culture and technology to deliver this is a key passion.

Jacki has a B App sc. (Occupational therapy) , grad Dip safety science and and emBA (Agsm)

Jacki is also a former director of nsW Workcover Authority, personal injury education Foundation, mcgi and a current Director of community First credit union, a previous member of community First Board Audit and risk committee and current member of the Board corporate governance committee.

1. trigger marketing provides a great means for transforming rich customer data into meaningful communication

2. coalition loyalty programs provide a cost-effective, customer embracing loyalty solution

3. social media provide a great means for economical, low-risk marketing activity

4. explore creative means for eliciting email addresses rather than using simple “bribes”

5. employ a robust contact strategy but closely monitor changing customer channel preferences

Web www.thebuzzinsurance.com.au

LinkedIn www.linkedin.com/pub/ jacki-johnson/a/100/a1

Connect



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wHaT nFP’s Can lEaRn FRoM bIG busInEss and VIsa VERsa FoR GaInInG CusToMERs

Cameron WatsonFormer Head of Marketing, WORLD VISIONCurrently National Manager, Marketing and Channels, LANDMARK

cameron has recently moved to be the new national manager for marketing and channels at landmark. cameron brings a wealth of experience in creative marketing, strategic marketing analysis and development. earlier this year, cameron was head of marketing at World vision Australia, where he lead the fundraising non profit organisation in Australia. he previously worked at telstra as general manager of strategy, planning and Analysis; and at AnZ Banking group as marketing manager of corporate ecommerce. he was also the marketing manager of the first AsX-listed dot.com company and has established his own e-commerce company.

1. Almost every marketer should spend some time working with an nFp to sharpen their craft

2. sharp, concise call-to-action is absolute king and needs to be consistent across all channels

3. if you can’t answer the ‘why me? Why now?’ questions, don’t bother

4. stop at nothing in reaching new places to reinforce your message to customers

5. learn to use detailed channel analysis and economics to drive your business, but not a tool for beginners!

Web www.landmark.com.au

www.worldvision.com.au

Connect



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TIME SESSION

11.30 am driving business outcomes: How CRM Capabilities have been developed within GE Philip Wickenden, Vice President of CRM, GE MONEY

12.05 pm Providing a Greater understanding of a single Customer View (sCV) Steve Nicholls, Senior Manager CK and CRM, HSBC AUSTRALIA

1.30 pm Keeping in Touch with your Customer: should you Follow your Instinct or use data to Predict, Track and adapt to their Changing behaviour? Julian Peterson, Marketing and Online Director, TIME OUT

2.05 pm Turning data into strategy Ed Falconer, National Manager, Customer Loyalty and Engagement, MYER

2.40 pm delivering Multi-Channel Campaigns to draw Customers in Drew Guttadore, Director CRM Business Capabilities, FOxTEL

4.00 pm Gaining a 360 Multi-Channel View of your Customer: a Cutting Edge approach Karen Ganschow, Executive Director Relationship Marketing and Online, TELSTRA

4.35 pm Multi-Channel Retail and what it means for Marketing strategy and Execution Daniel Roberts, Head of Online, WOOLWORTHS

regan founded Digital Alchemy in 2003, as Australia’s first dedicated Database marketing service provider. under his leadership, Digital Alchemy has grown to become Australia’s largest provider of outsourced database marketing solutions, and is the largest unica implementer in Asia pacific.

prior to this, regan was ceO of persona Asia; an infomediary aimed at delivering permission based marketing solutions to online clients. earlier in his career, regan was the managing Director of multinet, a leading company in data mining and sophisticated database marketing. prior to joining multinet, regan was responsible for customer Analytics, customer profitability system as well as introduction of analytical marketing at Westpac.

regan is a recognised subject matter expert in the area of Analytical Database marketing and customer relationship marketing, speaking regularly at Australian and international events.

Regan YanManaging Director, Digital Alchemy

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dRIVInG busInEss ouTCoMEs: How CRM CaPabIlITIEs HaVE bEEn dEVEloPEd wITHIn GE

Philip WickendenVice President of CRM, GE MONEY

phil first joined ge in 1996 as the Database marketing leader. in 1998 risk & DBm where combined into portfolio management where philip was portfolio manager for cards responsibility for both the risk & crm.

philip left ge for 3 years in 1999 to AnZ Bank. At AnZ he created their customer management function & played a leadership role in strategic crm based project called cvm (customer value management).

philip re-joining ge in 2002 as senior portfolio manager for ge money Direct business responsible for both loans & mortgages businesses. in 2005 philip’s current role of vice president crm was created which includes crm analytics across ge money, plus risk & crm infra (including scorecard development). since this time the role has evolved to cover all the ge capital business, and drive a range of strategic crm, Bi & channel infra initiatives for ge capital.

prior to joining ge philip worked for experian, pacific micro marketer in Australia & AA in the uk, in various analytics & client management roles. philip holds a Bachelor of science (hons) from sheffield university majoring in systems modeling and is green belt certified. he is married to Dallas and has son Aidan and daughter Freya.

Web www.gemoney.com.au

Connect


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Web www.hsbc.com.au

LinkedIn www.linkedin.com/pub/ steve-nicholls/3/71B/B50

Connect

1. Find out everything you can about your customers behaviour and make sure you develop a single customer view.

2. integrate a range of sources of data and information to optimise customer knowledge

3. leverage this information to optimise your marketing strategies and activities

4. use integrated information to maximise channel interaction with the customers

PRoVIdInG a GREaTER undERsTandInG oF a sInGlE CusToMER VIEw (sCV)

Steve NichollsSenior Manager CK and CRM, HSBC AUSTRALIA

steve nicholls has worked with hsBc Banking group for twenty years. roles have included sale, credit, technology and marketing in the uk, canada, the Asia pacific region and in Australia for the last six years. his current role is senior manager, customer knowledge and crm responsible for customer research and analytics for hsBc Australia.



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Web www.timeoutsydney.com.au

Twitter twitter.com/Julianfpeterson

LinkedIn www.linkedin.com/in/julianfpeterson

Connect

KEEPInG In TouCH wITH youR CusToMER: sHould you Follow youR InsTInCT oR usE daTa To PREdICT, TRaCK and adaPT To THEIR CHanGInG bEHaVIouR?

Julian PetersonMarketing and Online Director, TIME OUT

Julian is marketing and Online Director at time Out sydney – sydney’s most respected arts, entertainment, nightlife and food website and magazine.

time Out sydney has recently achieved a google pagerank of 7 through implementing strategy and good practice, site traffic is up 300% in 2009, a weekly newsletter is sent to 30,000 people with a click through rate of over 50% plus paid subscriptions to the printed magazine are up 400% since Julian’s arrival. time Out sydney is one of the first time Out’s to start feeding content to nokia’s Ovi maps and is currently producing what will be sydney’s most popular entertainment iphone app.

Before moving to sydney, Julian spent 2 years in singapore as marketing and Online Development Director at time Out singapore as part of the launch team. Julian had responsibility for all online, in store, street level, event and partnership marketing and the launch of time Out’s website and quick growth to 135,000 users per month.

Julian’s earlier career included more than 50 appearances before committees and at court including representing clients in contested hearings.


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Web www.myer.com.au

Twitter twitter.com/myer_mystore

Connect

TuRnInG daTa InTo sTRaTEGy

Ed Falconer, National Manager, Customer Loyalty and Engagement, MYER

ed is the head of loyalty, responsible for myer’s loyalty program – mYer one - which has over 3.5 million members and is recognised as the leading loyalty program in Australia. ed has 18 years experience in the development of customer loyalty through crm activity and database marketing.

1. Always have an objective and a plan - analysis for the sake of analysis is pointless

2. marry your research goals with your database analysis goals - knowing why someone is behaving in a particular way will help you respond better to their needs

3. have metrics of success - both short and long term - measurement is the key to understanding whether you are having impact

4. Don't be afraid to fail - knowing what doesn't work is as important as knowing what does

5. it's not rocket science - better to have a simple analysis that delivers insight than complex analysis that delivers confusion.



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Web www.foxtel.com.au

Facebook www.facebook.com/dguttadore

LinkedIn www.linkedin.com/pub/ andrew-guttadore/0/580/504

Connect

1. crm/Business intelligence is a journey and we all have to crawl before we walk

2. the Analytical process has to be top notch before the operational process can begin

3. customer contact strategy and channel Development starts with campaign management system implementation

4. Don’t feel bad, real time sales interactions is the holy grail, and very few actually do it, let alone well!

5. Develop your network to include practitioners in all areas so that you can help each other along the way

Drew GuttadoreDirector of CRM Business Capabilities, FOXTEL

Drew guttadore is currently the Director of crm & Business intelligence capabilities at Foxtel and is leading initiatives that create/improve Business Analytics, channel Functionality, Data Quality, and related processes. previously he has held similar roles at telstra and in europe and the us implementing Business intelligence and multi-channel marketing projects in multiple companies and industries. his fondest achievement was convincing 6 companies in 5 countries in 4 languages to adopt one common campaign management tool within 3 months.

dElIVERInG MulTI-CHannEl CaMPaIGns To dRaw CusToMERs In



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GaInInG a 360 MulTI-CHannEl VIEw oF youR CusToMER: a CuTTInG EdGE aPPRoaCH

Christian Bartens Managing Director, DATALICIOUS

Karen Ganschow Executive Director Relationship Marketing and Online, TELSTRA

Christian Bartens

christian Bartens is passionate about the power of data and how it can help shape effective marketing strategies. After having worked in digital marketing in Australia and overseas for many years, he established Datalicious in 2007, a new breed of agency that strives to make data accessible to non-analysts and provides actionable insights to marketers.

As a data evangelist and pioneer in digital marketing and web analytics, christian is chairing the ADmA Data & Analytics council and has spoken at various conferences about the power of data in optimising marketing communications including ADmA Data Day. he works closely with leading industry bodies and solution providers and regularly gets invited to industry councils, customer advisory boards and beta testing programs to help shape industry best practice. Karen Ganschow

karen has been with telstra for over six years. she is responsible for customer relationship, Digital and Online marketing managing retention and growth programs across home phone, mobile, internet and pay tv with a customer base of over 10 million customers. karen is also lecturing in the master of Business and marketing program at the macquarie graduate school of management. in 2007, she was recognised as the ADmA Direct marketer of the year and is now vice chairman of the Board of the Australian Direct marketing Association.

karen has a Bachelor of electrical engineering and holds a master in Business Administration.

she is married with two boys and two dogs and enjoys playing in a mum’s soccer team.

1. use online insights to drive offline campaigns

2. profile customers and prospects across the line

3. identify and communicate with influencers

4. Develop a targeting matrix and communication dialogue

5. establish the true impact of online advertising

Christian Bartens

Web www.datalicious.com

Twitter twitter.com/datalicious

LinkedIn www.linkedin.com/in/cbartens

Blog www.blog.datalicious.com/

Karen Ganschow

Web www.telstra.com.au

Twitter twitter.com/kegans

LinkedIn www.linkedin.com/in/karenganschow

Connect



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Web www.woolworths.com.au

LinkedIn www.linkedin.com/in/danielnroberts

Connect

1. the head of marketing has to own the multi- channel strategy

2. consider the multi-channel mechanic and message for all customer touch points

3. Be agnostic to source of sales

4. measure and tune the efficiency of the mix – because now you can

5. Design the marketing process and organise yourselves for success

Daniel RobertsHead of Online, WOOLWORTHS

As the head of Online for Woolworths Daniel’s remit covers the development and execution of the multi channel strategy for the non-food businesses, including Dick smith & BigW. the past two years has seen Woolworths accept online and multi channel as a core part of its strategy, culminating in the development of the online teams which Daniel now leads, and the launch of BigW.com.au with over 4000 products online.

Daniel has been with Woolworths for 15 months, having joined from tesco.com, where he was the Operations Development Director for tesco Direct. During his 6 years at tesco.com (the worlds largest online grocery retailer) Daniel was intimately involved in the development of the food and non-food strategy and operations. prior to that he set up and ran his own multi channel dating business, has worked as a management consultant to retail, and started his career in the oil and gas business. he is a mechanical engineer by training and has an mBA from inseAD.

MulTI-CHannEl RETaIl and wHaT IT MEans FoR MaRKETInG sTRaTEGy and ExECuTIon



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oVERVIEw

many organisations have embraced the customer centricity concept but instead of ‘out-of-the-ballpark’ results, customer responses have been battered by lack of customer engagement with outbound channels - campaigns are ‘striking out’. game-changing thinking is needed. in this workshop, Aaron will show how to shift your strategies to a faster, goal scoring game to engage customers with the most relevant sales, retention and service messages at the moment in time when the customer themselves have chosen to interact - through inbound customer touch points.

THIs woRKsHoP wIll CoaCH you In a GaME Plan To: Deliver an amazing customer experience that increases customer retention and revenue

harness insight-driven customer interaction so you can anticipate customer’s actual needs and craft high value interactions to satisfy them

Develop triggers to increase message relevance and deliver responses faster

connect organisation-wide customer information to form a cohesive customer picture

turn inbound customer interactions into revenue and retention opportunities

Inbound CaMPaIGn ManaGEMEnT

Morphing baseball to basketball – How Inbound Campaign Management Changes your GameAaron Tellier, Director – CRM Strategy, MERRILL LYNCH

9.00 am

12.30 pm

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the biggest social media challenge of all lies in properly integrating it into (and across) an entire company so that it becomes a part of the way that company does business as opposed to becoming some short-lived external add-on. in this workshop Olivier will demonstrate how you can accomplish an effective sm plan for your organisation and will showcase how you can properly integrate social media into existing and new business functions within your organisation.

this workshop will cover everything from how you need to structure teams, to setting timelines and expectations for a full scale social media roll out. Olivier will provide you with an actual rOi equation, proof of concept, and real world no-nonsense advice. As strategies are only as effective as their ability to be executed, Olivier’s insight is not to be missed.

wHaT you wIll walK away wITH: Defining social media rOi

A step-by-step method for creating a social media rOi

Basic methodology to link rOi (financial outcomes) to specific social media activities

how to measure social media revenue generation

creating activity timelines

soCIal MEdIa

How to Get the Real RoI from your social Media CampaignOlivier Blanchard, Principal and Senior Strategist, THE BRAND BUILDER

1.00 pm

4.30 pm

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Bayside 201, Level 2

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The next step.Advanced marketing training now availablefrom ADMA.

As your career steps up, take advantage of the next level of training from ADMA.

ADMA offers Australia’s most widely-recognised and comprehensive source of marketing training. Our unrivalled reputation for quality comes from over 23 years of developing, refining and updating courses, ensuring continued relevancy in an ever changing market.

For more details visit www.adma.com.au/education or call 02 9277 5406

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