1. ACER CONFIDENTIAL Francesco Federico Global Digital Marketing Director – Acer Inc. Amsterdam, June 12 th, 2015 Centralizing Digital Marketing Execution While Retaining Local Markets Flexibility

2. ACER CONFIDENTIAL Acer is a Consumer Electronics Manufacturer with over 100k Retail Stores in 70 Countries Worldwide 1 Iconia W4 Iconia A1Iconia B1 Liquid S1 Aspire R7 Aspire S7Aspire S3 Aspire P3 Aspire V5Aspire V7 14” Aspire V7 15” Aspire Z3Aspire 7600U Tablets & Smartphones Notebooks & Ultrabooks Desktop All-In-One Liquid S2

3. ACER CONFIDENTIAL A Company in Transformation, the Role of Digital Marketing 2 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

4. ACER CONFIDENTIAL Global Digital Marketing Core Missions 3 Digital Content Creation Marketing Automation Platforms Management Pilot Execution 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

5. ACER CONFIDENTIAL All Marketing Automation Platforms Are Intended for Global, Regional and Local Use 4 Digital Content Creation Marketing Automation Platforms Management Pilot Execution 1.Acer.com CMS 2.CRM db 3.Newsletter platform 4.Prospect Email Collection APIs 5.Social Media Mktg Automation 6.Google Analytics Premium

6. ACER CONFIDENTIAL Today’s Focus 5 Digital Content Creation Marketing Automation Platforms Management Pilot Execution 1.Acer.com CMS 2.CRM db 3.Newsletter platform 4.Prospect Email Collection APIs 5.Social Media Mktg Automation 6.Google Analytics Premium

7. ACER CONFIDENTIAL CRM

8. ACER CONFIDENTIAL Benefits of an Unique Platform 7 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

9. ACER CONFIDENTIAL Building Relationship on Acer Branded Digital Properties: Our Starting Point 8 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

10. ACER CONFIDENTIAL Setting Up the Home For More Personalized Customer Interactions 9 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

11. ACER CONFIDENTIAL Social Media

12. ACER CONFIDENTIAL Social Media Is Truly A Local Affair 11 11.3M351k47M views 12M32k 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

13. 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: 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 12

14. ACER CONFIDENTIAL Dynamic Editorial Calendar Edited in Real Time 13 The global and local content plan are easily visible and used mainlty to facilitate content and best practice sharing across markets and regions

15. ACER CONFIDENTIAL Real Time Event Coverage Goes Local 14 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.

16. ACER CONFIDENTIAL Engagement and Service Are Also Managed Via a Single Dashboard To Facilitate Global/Regional/Local Real Time Interconnection 15

17. Thank you Francesco Federico Global Digital Marketing Director francesco.federico@acer.com @frandrake