Creating a Design Led & Agile Marketing Organization Apurva Chamaria VP & Head of Corporate Marketing HCL Technologies
Agenda 21 CE Marketing Marketing Transformation @ HCL Agile Marketing Design Thinking What did we achieve? Learnings
Our customer expectations are changing Customers are becoming multichannel users Always-on customers expect brands to be always-on Customers expect personalization 4,86,111 Whatsapp Messages 7,203 Tweets 55,119 Google searches 12 Uber Rides Amazon ships 35 items
21st Century Marketing Foundations @ HCL EXPERIENCE CENTRIC Unified Experience for Customers OUTCOME BASED Focus on outcomes and not just reporting metrics AGILE & LEAN Adaptive, iterative, insights-driven marketing across functions SERVICE ORIENTED Using marketing-as-a-service to fill capability gaps ECOSYSTEM DRIVEN Extended enterprise of employees, partners and customers
Marketing Transformation @ HCL Design Thinking Agile 2005 2016 Campaigns run with functional teams owning their own parts No dedicated analytics team Event-heavy marketing plans Campaigns run with cross-functional teams (including agency) coming together in war-rooms Dedicated analytics team and insights baked into decision making process Digital-first marketing plans Few campaigns. Longer duration Hiring only engineers from Tier-1 B schools Targeting only Gen-2 outsourcers Using demographic segmentation Many campaigns of shorter duration Hiring from tech, humanities/liberal arts backgrounds Targeting Gen-3 outsourcers Using analytics to target the segment of one
Agile Marketing @ HCL 2005: Linear Marketing Process: Big ideas, big bang launch, big budgets Adjust Measure Big Strategy User Research Design & Build New Big strategy 2016: Agile Marketing Process: Micro-strategies, big insights, rapid iterations Insights Adjust Insights Adjust A. Continue User Research Plan Design Launch Measure Little Strategy Learning Curve Plan Design Launch Measure Little Strategy Learning Curve B. Try something else
Agile Marketing @ HCL: Manchester United Leverage Program Amplifying the announcement of our partnership with MAN-UTD. by leveraging ambassadors Objective: Informing the world about our new partnership with Manchester United Strategy: Instead of spending on promoted content on social channels or display ads, quickly create a portal/app that allowed user-generated content creation Execution: We allowed our audience to create a personalized MU jerseys, which they then shared on their social media accounts Over 50 K jerseys created in the day following the launch The app went viral contributing heavily to the 157 Mn impressions earned on social Played a role in increasing traffic to hcltech.com by 347%
Design Thinking @ HCL quick experiments and iterations uncover new insights and perspectives by exploring needs of people and users visualize concepts and make artifacts business trends, industry trends, user needs with context and culture generate and prioritize ideas reframe problems, agree on future vision from a human perspective and define goals
Design Thinking Framework Zone 1: Customer Need Zone 3: Business Aspect People Desirable Technical Feasible Business Viable Zone 2: Technical Dimension Design Innovation Design thinking is a human-centered approach to innovation that draws from the designer s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success. Tim Brown, president & CEO, IDEO
Customer Segment Employee Segment Zone 1 Identifying the Customer Need Target Roles - 2010 Target Roles - 2010 Customer Need Java Scala / Clojure User Experience Design Engineer User Experience Design Analyst People Desirable C++ C Ruby Python JavaScript+HTML+CSS PHP Objective C Design Thinking Engineer Security Principal Data Scientist Digital Architect DevOps Architect Search Specialist Hybrid Developer Agile Project Manager Transition Shifting Demands Revenue Impact Cost Impact Gen1 Gen2 Gen3 Business as a Service Agile Principles
Zone 1 Identifying the Customer Need Customer Need People Desirable Customer Advisory council Practising thought leadership for strategic planning, long term performance and growth. North America, Chapter Meeting 11, 22-24 February, 2016 Europe, Chapter Meeting 7, 1-3 March, 2016 24 CXOS 2 Meetings 1 Executive Engagement Program STRAIGHT TALK An exclusive, first-of-its-kind community of 2000+ C-suite technology leaders formed for the peer-to-peer exchange of experience-based professional insights that can drive business results.
Zone 2 Making sure the ideas work technically Technical Dimension Technical Feasible Co-innovation sessions with clients to discover innovation opportunities and build quickly Open innovation forums for generating ideas worth testing Regular hackathons with enthusiastic developers to test concepts and generate ideas
Zone 3 Does it make business sense? Business Aspect Business Case for Manchester United Partnership Generate $2M per year from digital solutions for MU partners* +Additional revenue from global cross sell Business Viable MU Medical Centre virtual tour app with social integration Virtual Adidas-MU kit-up avatar app with social integration Aon Training Centre work-out drills app with Social integration Player super selector app with social integration Business Case for Brand and Digital Investments Visits Unique Visitors Alexa Rank No. of Keywords in top 10 Social Reach Rank Engagement Rank Searches Metrics 2012 2016 2.83 Mn 16.6 Mn 2.00 Mn 4.48 Mn 46.6 K 18.2 K 149 1349 3 rd 2 nd 1 st 2 nd 239 K 605 K Unaided Awareness* 1.3% 9.9%
Zone 3 Does it make business sense? Business Aspect Rights Qty / Year Brand Visibility (Mn USD) Business Viable Use of HCL-MU composite logo Unlimited 0.87 Use of MU imagery and branding (Access to image / video library) Unlimited Co-hosted Press conference 4 Co-created Press Releases 4 20 Powered by HCL - Branding on Manchester United D2C mobile app All screens 0.16 Powered by HCL - Branding on Manchester United website All screens 1.02 Full page website takeover on manutd.com 4 days / year 0.05 Advertising rights on MU TV in UK & Ireland 120 Sec on alternate days 0.15 Co-Created Case studies with 3rd party partner 4 0.9 HCL branded posts on MU Facebook, Twitter, Google+, LinkedIn 4 on each platform 1.25 HCL branded Innovation Lab at MU (for events, cust. Showcase) 365 days (minus match days) Reference calls enabled by Manchester United 4 B2B partner meetings enabled by Manchester United 30 Right to use MU (Old Trafford) pitch for 90 mins every season 1 Access to 1st team MU Players for creation of content / use as speakers 9 players in groups of 3 (2 hrs each) Access to MU senior management 4 Access to 4 former Man Utd. legendary players 4 0.42 Access to Sir. Alex Fergusson / Coach 1 0.6 Invitation to MU partner events 2-5 events Access to CSR football training sessions for 32 guests 3 Access to host 15 guests at the training facility with coach meet & greet 2 Signed team shirts 35 Complementary tickets for Man Utd. home games 6 2 HCL guests to fly with MU team 3 times a year 6 Branded 8 seater HCL box at Old Trafford All Home Matches (19+ matches) Right to purchase 10 home game tickets All Home Matches (19+ matches) Access to a Man Utd boardroom at London for roundtable 4 Access to a Man Utd boardroom at Hong Kong for roundtable 4 100 member HCL-MU technology days at Old Trafford 3 MU fan base survey for HCL 2 Purchase MU material (Kit etc.) - Total Brand Visibility 25.42
Taking the Relationships Beyond the Contract Building a cohesive brand high on image as well as experience using Design Thinking Brand Experience & Image built around various touchpoints Online and Offline Campaigns HCLTECH Website
The fastest growing technology services brand Industry leading brand value growth of 143%. The youngest to break global top 500 brands PERCENTAGE GROWTH (2011-2015) 143% 62% 114% 101% -6% 30% 2016 Rank: 17 2016 Brand Value: INR 83.33 Bn 2015 Rank: 18 2015 INR 76.22 Bn INR (US$ 1.14bn) Highlight: The Volvo Deal is one of the largest IT 2016 Rank: 10 2016 Brand Value : 3.236 Bn 2015 Rank: 9 2015 Brand Value: US$ 2.629 Mn Highlight: HCL Brand Rating was elevated to AA+ in 2016 to AA in 2015 deals signed by any Indian IT company
Learnings Customers expect real-time engagement from brands. If you have a 3-4 months campaign development and execution lifecycle, think again. The structure of your marketing organization needs to be aligned to Agile Marketing and Design thinking. Silos are out. Unique customer and market insights, along with empathy with the users are at the core of Agile Marketing and Design thinking. Make sure your listening skills are world-class.
Thank You