Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
Thursday 19th September 2013 - Delivered by Dowshan Humzah
CONFIDENTIAL - Slides for attendees only. Not for onward distri...
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B2 b leaders dowshan humzah digital presentation 19 sept 2013

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Mobile and Social - surfing the wave of the B2B Digital Revolution

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B2 b leaders dowshan humzah digital presentation 19 sept 2013

  1. 1. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 1 B2B Leaders Forum 2013 Mobile and Social: Surfing the Wave of the B2B Digital Revolution Dowshan Humzah, Director, Digital Development & Consultancy 12.00-12.45 Thursday 19th September 2013
  2. 2. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 2 Dowshan Humzah Image Acknowledgement Source: Child of the 80s – Kate Hadfield
  3. 3. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 3 Simple! The Worst Kept Secret  We apply a digital and social media lens across organisations o Delivering audits, bespoke training, strategy consulting and online community management
  4. 4. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 4 Digital, Social and Mobile... Image Acknowledgement Source: Socialtimes
  5. 5. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 5 High-Level Business Drivers for B2B Marketers Key objectives for B2B organisations Drive profitable growth Grow revenue Reduce cost-to acquire Increase customer lifetime value Increase retention Increase cross-sell Reduce cost-to- serve Enhance advocacy Improve customer experience/ service Increase thought leadership Ensure positive sharing Source: The Worst Kept Secret B2B/Channel Marketing Partners
  6. 6. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 6 Digital, Social and Mobile in a B2B Organisation Marketing Brand/ Communications/ Loyalty Customers/ Consumers/ Media Sales Sales/ Footprint/ Distribution Customers/ Distributors/ Trade Bodies HR Employee Sat/ Recruitment/ Performance Recruits/ Employees/ Unions Operations Production/ Supply Chain/ Service Customers/ Suppliers/ Employees Finance Topline/ Cost Control/ Investor Relations Board/ Media/ Shareholders Digital, social media and mobile cuts across an organisation Source: Target Operating Model © Inspiration for Success Ltd.
  7. 7. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 7 The ‘Marketing Mix’ Media Trumpet Strategy  Digital, social and mobile overlay all elements now – be it in B2B, B2C or NFP • Reinforcing the need for true integrated marketing, channel and sales plans • Social Media • Word of Mouth • SEO/Search • Community • Mobile Key Opinion Leaders (E.g. Major Channel Purchasers or Core End Users Early Purchasers Target Market Saturation Narrowcast Market-Building Mainstream Early Purchasers Target Market Saturation Trade Shows, DM/Newsletters, Referral Marketing Trade Magazines, Telemarketing Sponsorships Channel Meetings Breakfast Events PR Source: Marketing Media Trumpet © Inspiration for Success Ltd.
  8. 8. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 8 Stats Game: Current Trends  There is more content uploaded to the Internet in a single day (today) than during the whole of 2003 • SO WHAT: There is a lot more data from which you can gain insight about your customers and market – and vice versa...  77% of all mobile searches happen at work or at home – as opposed to being on the move • SO WHAT: If designing for online – think mobile device (size, time to load – so design appropriately)  Viewers are 85% more likely to purchase a product after watching a product video online • SO WHAT: Use rich content, ensure it is easy to access and short enough to share  There are 5 times as many mobile phones than there are laptops globally • SO WHAT: Think mobile first in your design and user experience Sources: Blogspot, Google, KPMG, YouTube, SEOmoz, Internet Retailer
  9. 9. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 9 The Last Few Years in Digital, Social & Mobile for B2B  Impacted by customer behaviour and technology
  10. 10. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 10 Primary Computing Devices Desktops Laptops Tablets
  11. 11. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 11 Data and Content Text based Images /videos Rich interactive content
  12. 12. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 12 Conversations Forums Chatrooms Social media
  13. 13. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 13 Real-Time Nature Broadcast delay Options on demand Immediate responsiveness
  14. 14. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 14 Online Advertising Banner ads Micro targeting Real time bidding
  15. 15. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 15 Mobile Devices ‘Novelty’ Add-on/second screen The main hub
  16. 16. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 16 Customers and Buyers One way/ broadcast Basic interaction/ asking Deeply involved if desired
  17. 17. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 17 Attention Span... Poor Very poor Awful
  18. 18. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 18 ‘The 10 Elements of Social Media’ Social Media Strategy 6 Core Elements 3 Value Based Elements 1 Next Big Thing: Search Element Source: The Worst Kept Secret Ltd
  19. 19. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 19 The ‘6 Core Elements of Social Media’ in 2013 for B2Bs WikisBookmarking Content Communities Networks Micro Blogging Blogs Source: The Worst Kept Secret Ltd
  20. 20. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 20 The Flow of Content: ‘6 Core Elements’ Applied Strategy Source: The Worst Kept Secret Ltd
  21. 21. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 21 Digital, Social and Mobile Content Introduction Three most important questions What content can we create? Where can we distribute this content? How can we ensure users convert to our business objectives? Source: The Worst Kept Secret Ltd
  22. 22. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 22 Creation Context Conversation Conversion The 4Cs of Content – Given Digital, Social and Mobile  Objective is to create compelling content that engages the user, demands action and incites an end-result Source: The Worst Kept Secret Ltd
  23. 23. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 23 Creation: Content to Engage Your B2B Community Content Images Status updates (links) Blogging/ Tweets (Guest) Webinars AppsInfographs Podcasts Surveys Videos
  24. 24. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 24 Key Insight “People now decide when they consume content....we just need to be there.” Source: The Worst Kept Secret Ltd
  25. 25. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 25 Context: Targeting your Content Online  Search • What keywords are my potential or existing customers using to make decisions?  Share • Why would a customer share my content with their peers/user base?  Discover • How can my content be seen in relevant social channels against competitors? Social Media Optimisation
  26. 26. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 26 Key Insight “You cannot control what people are going to say about you but you can influence what they see.” Source: The Worst Kept Secret Ltd
  27. 27. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 27 Principles of an Online Conversation Digital Chatter Principles Listen RespondInterpret Source: The Worst Kept Secret Ltd
  28. 28. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 28 The Importance of Social Media in Conversations Source: Inspiration for Success Ltd. Integrated Marketing ROI Increased CLV
  29. 29. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 29 Conversion: The ‘So What’ Factor! Organisational objectives Marketing and sales objectives Operations objectives Customer service objectives Financial objectives  “…to ensure conversion given an organisation’s objectives.”
  30. 30. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 30 Stats Game: Smartphone Trends  A survey of iPhone users found that 40% would rather give up coffee rather than their iPhone • SO WHAT: Did I say design for mobile at forefront of your thoughts and actions  Smartphone users look at their personal devices 125 times a day.... • SO WHAT: Deliver refreshed content accessible on the mobile regularly to help inform decision making  Two-thirds of smartphone owners sleep with their phone next to them and look at it last thing at night and first thing in the morning • SO WHAT: Use rich content, ensure it is easy to access and short enough to share  And finally, a survey of iPhone users found that 18% would prefer to go without bathing than to not have their iPhone • SO WHAT: Oh dear... Invest in soap... Sources: UK 2012 Research, Gazelle.com, The Marketer May/June 2013, Deloitte, Oracle Cloudworld London May 2013
  31. 31. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 31 B2B Adoption and Integration of Mobile is Growing Source: Concep
  32. 32. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 32 Empowering Sales Forces  A third of all business intelligence functionality will be predominantly on handhelds by 2014 • Efficient and organised • Info at your finger tips • Mobile plays a bridge • Early indication • Financial services, IT, Pharmaceuticals Source: Gartner
  33. 33. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 33 Augmented Reality  The eyes of your mobile device  Can be used for B2B especially at events • Delivering rich content such as video from a static print • See an online schedule from a conference programme • Vote/express opinions in online surveys • Enter competitions from the exhibition flyer/stand • Find out more/book sales call from the B2B brochure
  34. 34. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 34 3D Printing  One of the most talked about things at Mobile World Congress  Flat (brochures, news letters) to 3D (merchandise) • Bring email attachments to life
  35. 35. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 35 Bring Your Own Device (BYOD)  Impacts service proposition, IT security, hardware sales Source: www.techi.com
  36. 36. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 36 B2B Commerce Moving to Mobile  Mobile can impact B2B commerce objectives  Mobile is the customer touch point that B2Bs would most like to use over the next 12 months  Integrating new touch points tops the list of B2B merchants’ vision for B2B commerce • Mobile apps for order entry, order history/status and sales rep apps  Market dynamics are facilitating a shift towards a mobile focus in B2B • A majority (81%) see customer demand and expectations as a driver of change in B2B commerce • Almost two-thirds (71%) credit mobile device use facilitating real time insights, customer feedback, product/price comparisons and transactions Sources Mediapost - Vanson Bourne Study of 400 senior IT/business decision makers with a B2B focus and revenues of $1m to $100m
  37. 37. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 37 Mobile Insight “We are now at the stage where B2B buyers and decision makers are coming to expect similar and real-time levels of mobile functionality that they are experiencing at B2C retail.” Sources: The Worst Kept Secret, Mediapost
  38. 38. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 38 B2B Case Studies of Digital, Social & Mobile Adoption Sources: The Worst Kept Secret carS models, Online and company websites, Econsultancy
  39. 39. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 39 The Next 18 Months
  40. 40. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 40 Digital, Social and Mobile... Image Acknowledgement Source: Socialtimes
  41. 41. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 41 cv Senior decision makers Business Impact Customers Talking Stakeholders’ Advocacy Drive value for stakeholders Clients Employees Owners Prospects Influence Deliver Delivery Whom Meet B2B business needs Sustainability Deepen Relationship Maximise CLV Pipeline Successfully bid Differentiate Propositions Innovation High-Value Overall Drivers Aspects Digital, Social and Mobile Supports B2B Objectives
  42. 42. Thursday 19th September 2013 - Delivered by Dowshan Humzah CONFIDENTIAL - Slides for attendees only. Not for onward distribution or copy. Many thanks. © The Worst Kept Secret Ltd. 42 Many Thanks  Please contact us if you have any questions Dowshan Humzah • Director, Digital Development & Consulting • Email: dowshan@twks.co.uk • Tel: 07973 600046 www.linkedin.com/in/dowshan @worstkeptsecret
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