Centralizing Digital Marketing Execution
While Retaining Local Markets Flexibility
Francesco Federico
Global Digital Marketing Director – Acer Inc.
Amsterdam, June 12th, 2015
ACER CONFIDENTIAL
Acer is a Consumer Electronics Manufacturer with over
100k Retail Stores in 70 Countries Worldwide
Tablets
&
Smartphones
Notebooks
&
Ultrabooks
Iconia W4
Iconia A1
Iconia B1
Aspire S7
Aspire S3
Aspire P3
Aspire V5
Aspire V7 14”
Aspire V7 15”
Aspire Z3
Aspire 7600U
Liquid S2
Aspire R7
Desktop
All-In-One
1 ACER CONFIDENTIAL
Liquid S1
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
2 ACER CONFIDENTIAL
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
Global Digital Marketing Core Missions
Pilot
Execution
We plan and execute a selection of pilots to test
new marketing approaches to also serve as
internal educators and envangelists
Digital Content
Creation
We create and distribute digital content,
promoting its digital curation, ensuring regions
and local markets get the most value out of it
Marketing Automation
Platforms
Management
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
3 ACER CONFIDENTIAL
All Marketing Automation Platforms Are Intended for
Global, Regional and Local Use
Pilot
Execution
Digital Content
Creation
Marketing Automation
Platforms
Management
4 ACER CONFIDENTIAL
1.
2.
3.
4.
5.
6.
Acer.com CMS
CRM db
Newsletter platform
Prospect Email Collection APIs
Social Media Mktg Automation
Google Analytics Premium
Today’s Focus
Pilot
Execution
Digital Content
Creation
Marketing Automation
Platforms
Management
5 ACER CONFIDENTIAL
1.
2.
3.
4.
5.
6.
Acer.com CMS
CRM db
Newsletter platform
Prospect Email Collection APIs
Social Media Mktg Automation
Google Analytics Premium
CRM
ACER CONFIDENTIAL
Benefits of an Unique Platform
Benefits 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
7 ACER CONFIDENTIAL
Building Relationship on Acer Branded Digital Properties:
Our Starting Point
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 CONFIDENTIAL
8
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
9 ACER CONFIDENTIAL
Social Media
ACER CONFIDENTIAL
Social Media Is Truly A Local Affair
11.3M
351k
47M
views
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
11 ACER CONFIDENTIAL
Social Media Marketing Automation Now Live in 21
Markets Covering 90% of Our Fan Base
In 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:
12 ACER CONFIDENTIAL
•
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 networks
Dynamic Editorial Calendar Edited in Real Time
The global and local content plan are easily visible and used mainlty to facilitate content and best
practice sharing across markets and regions
13 ACER CONFIDENTIAL
Real Time Event Coverage Goes Local
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.
14 ACER CONFIDENTIAL
Engagement and Service Are Also Managed Via a Single
Dashboard To Facilitate Global/Regional/Local Real Time
Interconnection
15 ACER CONFIDENTIAL
Thank you
Francesco Federico
Global Digital Marketing Director
francesco.federico@acer.com
@frandrake