ACER CONFIDENTIAL

Francesco FedericoGlobal Digital Marketing Director – Acer Inc.

Amsterdam, June 12th, 2015

Centralizing Digital Marketing Execution While Retaining Local Markets Flexibility

ACER CONFIDENTIAL2

Acer is a Consumer Electronics Manufacturer with over 100k Retail Stores in 70 Countries Worldwide

Iconia W4 Iconia A1 Iconia B1 Liquid S1

Aspire R7

Aspire S7 Aspire S3 Aspire P3

Aspire V5 Aspire V7 14” Aspire V7 15”

Aspire Z3 Aspire 7600U

Tablets &

Smartphones

Notebooks&

Ultrabooks

Desktop All-In-One

Liquid S2

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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

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

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Global Digital Marketing Core Missions

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Digital Content Creation

Marketing Automation Platforms

Management

Pilot Executio

n

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

We create and distribute digital content, promoting its digital curation, ensuring

regions and local markets get the most value out of it

We plan and execute a selection of pilots to test new marketing approaches to also

serve as internal educators and envangelists

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All Marketing Automation Platforms Are Intended for Global, Regional and Local Use

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Digital Content Creation

Marketing Automation Platforms

Management

Pilot Executio

n

1. Acer.com CMS2. CRM db3. Newsletter platform4. Prospect Email Collection APIs5. Social Media Mktg Automation6. Google Analytics Premium

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Today’s Focus

6

Digital Content Creation

Marketing Automation Platforms

Management

Pilot Executio

n

1. Acer.com CMS2. CRM db3. Newsletter platform4. Prospect Email Collection APIs5. Social Media Mktg

Automation6. Google Analytics Premium

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CRM

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Benefits of an Unique PlatformBenefits 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

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Building Relationship on Acer Branded Digital Properties: Our Starting Point

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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

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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

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Social Media

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Social Media Is Truly A Local Affair

11.3M 351k 47Mviews

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

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Social Media Marketing Automation Now Live in 21 Markets Covering 90% of Our Fan BaseIn 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:

• 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 networks13

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Dynamic Editorial Calendar Edited in Real Time

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The global and local content plan are easily visible and used mainlty to facilitate content and best practice sharing across markets and regions

 

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Real Time Event Coverage Goes Local

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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.

 

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Engagement and Service Are Also Managed Via a Single Dashboard To Facilitate Global/Regional/Local Real Time Interconnection

Thank you

Francesco FedericoGlobal Digital Marketing Director

francesco.federico@acer.com@frandrake