Connecting With Customers Looking outside the wine industry, Tod explores new ways to connect to customers

1. Tod Nielsen
Executive Vice President, Salesforce
Connecting with Customers in New Ways

2. Things Aren’t Always What They Seem….

3. Software Makes the World Go Round

4. Apps are Redefining Industries
Transportation ReinventedLighting TransformedEntertainment Redefined

6. Platformnomics Principles
● The Virtuous Cycle
● Ecosystems - The Multiplier Effect - Share the Wealth

7. The Virtuous Cycle

8. Ecosystems - The Multiplier Effect - Share the Wealth

9. Pragmatic Ways to Start
● Killer “App or Platform” - Innovative/Addictive Hook
● Know your Constituency
○ It’s a Heterogenus World
○ Communities have a pecking order
○ Make a Few Superstars
○ Learn when to listen, and when to ignore
● Define your Model and stay true to it

10. Pragmatic Ways to Start
● Win the Influencers and/or Users - The Tipping Point
● Drive Trial (either user or ecosystem)
○ Freemium
○ OpenSource
● Ecosystem Tooling / Enablement
● Financial or Business Model Incentives
● Define what Success looks like at Scale

11. Real World Examples
● Tesla in California
● Apple post 2000
● Beanie Babies circa 1995
● Amazon - AWS

13. The IT Triangle and Transformation

14. Thoughts for your World
Define Success for you
What makes a cult wine successful?
Experiences
Geographic limits

15. Summary - Take Aways
Unique Customer Experiences
Focus on your Strengths
Define and own your “secret sauce”
Find your community influencers and get them to
work for you