In a hyper-connected world, people experience your company in many ways, at many points in time. Traditional media, digital, and influencers all play a part. Meet the new Experience Styling Professionals – it’s not just about website design anymore.

1. Katrina Klier
Managing Director, Accenture
@KatrinaKlier
ESP – Meet the
Experience Styling Professionals

2. Copyright © 2013 Accenture All rights reserved. 2
Find out about Accenture:
www.accenture.com
or @Accenture or on LinkedIn
Find out about me:
@KatrinaKlier or LinkedIn
Blog and Other Good Stuff:
http://katrinaklier.com
#PRSADIConf

3. Copyright © 2013 Accenture All rights reserved. 3
Sources: Facebook, TechCrunch, Pingdom, Washington Post, Nielsen, Radicati Group
It’s a Mad, Mad Digital World
#PRSADIConf
@KatrinaKlier

4. Copyright © 2013 Accenture All rights reserved. 4
People Use Digital Channels Differently
Source: Accenture: From Marketing
Communications to Experience Engineering
Website
Call
center
Store
Widgets
Email
Organic
search
Mobile
Paid
search
Print
Social
Lead gen
Blogs
Rating
sites
TV
Video
Banner
Direct
mail
Games
IP TV
#PRSADIConf
@KatrinaKlier

5. Copyright © 2013 Accenture All rights reserved. 5
Everyone and Everything is Mobile
Sources: Reuters, Career-
Advice, emarketer, Pew
Research , Comscore
On average people
change jobs every 3
years and have 5-7
careers in their
lifetime
In 2009 only
2% of US adults owned
a tablet or e-
reader, now more than
a
third do
81% of Americans live
in Urban Areas which
grew 3 points faster
than the total
population
91% of Americans
own a cell phone
and 56% own a
smartphone
Less than 59% of
Americans live in
the state where
they were born
Over 10% of
global Internet
traffic is via
phones
Over 80% of people
in North America
have access to the
Internet
#PRSADIConf
@KatrinaKlier

6. Copyright © 2013 Accenture All rights reserved. 6
Which means…
People know
more people…
they experience
more of the
world…
and they
seek, consume
and share
content at a
rapid pace
#PRSADIConf
@KatrinaKlier

7. Copyright © 2013 Accenture All rights reserved. 7
Source: Nielsen
http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in-
online-social-and-mobile-advertising-grows/
Building Trust is More Complex
Online
VideoAds
OnlineBanner&
MobileDisplayAds
TextAdson
theirPhones
SponsoredSocial
MediaAds
TelevisionAds
MagazineAds
NewspaperAds
92%
70%
58%
36%
33%
29%
36%
47% 47% 46%
#PRSADIConf
@KatrinaKlier

8. Copyright © 2013 Accenture All rights reserved. 8
People expect
brands to
provide…
Expectations Have Changed
#PRSADIConf
@KatrinaKlier

9. Copyright © 2013 Accenture All rights reserved. 9
People expect
brands to
provide…
Expectations Have Changed
#PRSADIConf
@KatrinaKlier

10. Copyright © 2013 Accenture All rights reserved. 10
People expect
brands to
provide…
Expectations Have Changed
#PRSADIConf
@KatrinaKlier

11. Copyright © 2013 Accenture All rights reserved. 11
The Traditional Sales Funnel is Dead
Source: Accenture, Serving the Nonstop Customer, 2012
• All about closing a sale
• Once the customer
started to use the
product, the
conversation stopped
• Little to no incentive for
repeat purchase
• No way for a customer
to be an active fan of the
brand or products
#PRSADIConf
@KatrinaKlier

12. Copyright © 2013 Accenture All rights reserved. 12
The New Experience Model
Open Content or Channels:
Reality, Delivery
Brand-Controlled Content or Channels:
Expectation, Promise
Accenture, Serving
the Nonstop Customer, 2012
#PRSADIConf
@KatrinaKlier

13. Copyright © 2013 Accenture All rights reserved. 13
CMOs are Shifting Their Talent Mix
Accenture: Turbulence for the CMO
% of Marketing Employees dedicated to:33
32
33
28
35
33
30
31
35
36
29
28
Next year This year
Direct
Marketing/
Campaign
Management
Marketing
Operations
Mass Media/
Advertising
Marketing &
Media
Analytics
Digital
Marketing
Customer
Analytics
#PRSADIConf
@KatrinaKlier
+1 +5
+2 -1
-1
+1

14. Copyright © 2013 Accenture All rights reserved. 14
You need a new approach to content and experiences and
that requires a new breed of marketer…
The Talent Mix Change Is Not Enough
#PRSADIConf
@KatrinaKlier

15. Copyright © 2013 Accenture All rights reserved. 15
Analytics Science
Accenture: From
Marketing
Communications to
Experience Engineering
DATA
SOURCE
INTEGRATED ANALYTICS AND INSIGHTS
Data Backbone / Context Engine
Social CRM DIsplay Search Site
Interests Product or
service
Behavioral Search Analytics
Activity
Expressed via
social graph
Expressed
through
customer profile
Expressed
through
browsing history
cookies
Expressed
through
keywords
Expressed
via my actions
on site
#PRSADIConf
@KatrinaKlier

16. Copyright © 2013 Accenture All rights reserved. 16
Art Form of Emotional Connection
#PRSADIConf
@KatrinaKlier

17. Copyright © 2013 Accenture All rights reserved. 17
A Great Experience Stylist is…
#PRSADIConf
@KatrinaKlier

18. Copyright © 2013 Accenture All rights reserved. 18
The Mad-Man + Math-Man Team
The Creative
Mastermind
The Data
Guru
The Foundational
Analyst
The Integration
Maven
The Amplification
Ninja
The Big
Thinker
The
Conversationalist
The Travel
Guide
#PRSADIConf
@KatrinaKlier

19. Copyright © 2013 Accenture All rights reserved. 19
An example – Accenture Outlook
Pilot case for experience styling…
• Industry leading print publication
• Thought leadership content
• Well known in client base
Opportunity…
• Create more conversations
• Take thought leadership to new
audience
• Enrich experiences
#PRSADIConf
@KatrinaKlier

20. Copyright © 2013 Accenture All rights reserved. 20
The Outlook
customer experience
Social Media
Website
iPhone App
iPad App
#PRSADIConf
@KatrinaKlier

21. Copyright © 2013 Accenture All rights reserved. 21
Experience Styling as DNA
Retrofit Pilot Scale
Measure Refine
#PRSADIConf
@KatrinaKlier

22. Copyright © 2013 Accenture All rights reserved. 22
Join the conversation.
Find out about Accenture:
www.accenture.com or @Accenture
or on LinkedIn
Find out about me:
@KatrinaKlier or LinkedIn
Blog and Other Good Stuff: http://katrinaklier.com
#PRSADIConf
@KatrinaKlier