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Knowledge Stewarding Final Presentation
 

Knowledge Stewarding Final Presentation

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A presentation originally delivered at the International Enterprise Promotion Conference showing ho Business Link North West used Data to deliver an Award Winning Multi-Channel Marketing Strategy

A presentation originally delivered at the International Enterprise Promotion Conference showing ho Business Link North West used Data to deliver an Award Winning Multi-Channel Marketing Strategy

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  • The New Paradigm “Strategic Triangle” emphasises the essentially relational nature of our approach. There are three areas which must be considered in any strategic process: the organisation, its environment and the future. Yet what really matters is not these things on their own but the relationships between them. Actually, even the strategic triangle over-simplifies this by breaking it down into three dyadic relationships. In reality all three terms interrelate in complex webs of co-created meaning. We see strategy as a process of inquiry. The crucial thing is to ‘increase the possibility space’ for the organisation so that more actions and responses can be considered and undertaken if appropriate. For us, the process is more important than the output – strategic planning is crucial, the strategic plan is not.
  • The New Paradigm “Strategic Triangle” emphasises the essentially relational nature of our approach. There are three areas which must be considered in any strategic process: the organisation, its environment and the future. Yet what really matters is not these things on their own but the relationships between them. Actually, even the strategic triangle over-simplifies this by breaking it down into three dyadic relationships. In reality all three terms interrelate in complex webs of co-created meaning. We see strategy as a process of inquiry. The crucial thing is to ‘increase the possibility space’ for the organisation so that more actions and responses can be considered and undertaken if appropriate. For us, the process is more important than the output – strategic planning is crucial, the strategic plan is not.
  • . .
  • Sub-sector specific e-communications will be rolled out.   Working closely with the Knowledge Team / sector teams the newsletters will have sub-sector specific news, relevant info such as legal updates etc… coupled with more generic business information and support   The aim is to issue these to businesses that are not engaged with the service, to start to build awareness and understanding with a new RES audience   By ensuring there is sub-sector specific content – it is hoped businesses will see the relevance and that this will position Business Link as knowledgeable and informed on their sector issues   Initially one per sub-sector will be issued over the coming months, with selected telemarketing follow up to drive in the leads and cement the levels of understanding   After wave one an evaluation of responses will take place to see which sectors were most responsive. Based on these results a second wave may be issued to those sectors where lead generation is still required
  • The research also highlighted how influential the internet is to our target audience. Web presence is therefore central to out strategy across a range of sites frequented by business users. With sophisticated geo-targeting we will also be able to have a presence on sites such as trainline.com to target travellers from the North West. Or target North West users of national business press sites such as The Times Online. Backed up by social networking sites such as LinkedIn and the use of technology such as Search Engine Optimisation, our strategy will be regularly seen by our target audience.
  • This is how some of our ads will look on these key national sites.

Knowledge Stewarding Final Presentation Knowledge Stewarding Final Presentation Presentation Transcript

  • Knowledge Stewarding: Contextual Demand-Pull Marketing built on Knowledge Hubs Monday16th November, 2009 @ 4pm Andrew Greenyer– BLNW Knowledge Stewardship Manager Tel: 07867 537 850 E-mail: andrew.greenyer@businesslinknw.co.uk Ged Mirfin – BLNW Chief Data Officer Tel: 07876 047 165 E-mail: ged.mirfin@businesslinknw.co.uk Tom Wilkins – BLNW Head of Marketing Tel: 07917 184 888 E-mail: tom.wilkins@businesslinknw.co.uk City Office Park, Bluebell Way, Preston PR2 5PZ United Kingdom Track E: E-business, e-learning, e-mailing and website marketing Presentation (E5) to the 1 INTERNATIONAL ENTERPRISE PROMOTION CONVENTION st best practice and innovation in the creation and support of small businesses world-wide 15-17 November 2009 - Harrogate, North Yorkshire, UK
  • Agenda• What is Knowledge Stewarding• Data• Marketing• Knowledge Management/Transfer
  • Knowledge Stewarding• Knowledge stewarding is the capturing and storing knowledge, making it accessible, and letting people know it exists.• It is the explicit and systematic management of vital knowledge – and its associated processes of creation, organization, diffusion, use and exploitation.• An Organization stewards its knowledge resources by processes like acquiring, developing, making transparent, sharing and preserving knowledge.
  • Knowledge Stewarding: Placing Knowledge at the very heart of BLNW activities improves operational delivery Customer Data Dissemination and High Quality DataStorage of Searchable and Ensures Improved Highly Accessible Customer Insight & Information Content Ability to Deliver Assists in the Building of Targeted Marketing On-Line Communities KnowledgeWilling to ExchangeMore Invasive Information Stewarding on themselves Knowledge Contextually Relevant Issue- Targeted Transfer & Based Messaging Increases Marketing Management Responsiveness
  • Placing Data at the very heart of BLNW activities improves operational effectiveness Data Stewardship Structures and Data Governance – Processes for Ensuring Data Management & Quality, DataStorage of Data as Acquisition, Data Reporting & Data a Strategic Asset Protection Team Data Maintaining Data Integrity Data Strategy & Measuring Data Quality TQM
  • Demand-Pull Marketing – Public Sector• Historically public sector organisations have concentrated on service delivery rather than the end user.• DPM is ultimately about adapting to local demand tailoring messaging to suit what we know about end-users• DPM is all about pulling the customer towards you through contextually relevant messaging rather than the generic product push messaging typical of many public sector organizations
  • Contextual Relevance Customer Need Contextually Relevant Marketing is highly Localised and Personal This style of marketing is not possible without Exceptional Levels of Customer Insight. Ultimately this is about understanding your audience & then delivering Messages that are Current and RelevantRecognise Needs Product Appeal
  • Truism No. 1: Good Decisions AreImpossible To Make Without Intelligent Data
  • How did we acquire the data to engage with our customers
  • We integrated the Business Link universe with Experian’s National Business Database
  • We integrated the Business Link universewith Experian’s National Business Database Section of database unique to Business Link – Lifestyle and Consolidates North Grey economy businesses West Business Universe 19k 111k 406k
  • We integrated the Business Link universe with Experian’s National Business Database Including an Consolidates North Additional 163K West Business Validated Contact email Addresses Universe 19k 111k 406k BLNW Prospect Universe Of 150,000 customer interactions in the last 18 months - 120,000 (80%) came from Experian records… why?
  • Truism No. 2: If Segmentation and Context = Relevance then by definition Relevance = Engagement Customer Interaction occurred because wedelivered Contextual Relevance for the Businesses we contacted
  • Targeted e-communication
  • The BLNW Brand: Guiding You On Your Journey• Email Marketing Campaign designed to drive Traffic to New BLNW Web-Site and Knowledge Portals• Tailored Advice on Cash- flow Management and Late Payment.• Campaign delivered via Highly Targeted Email Broadcast and Inserts in Subscription-Based Electronic News Letter. Key element of “the Journey” Marketing Campaign
  • Beat the credit crunch > Manage cashflow
  • Manage cashflow: understand the essentials
  • Prevent late payments
  • Advertising online Search Engines Banner Ads / Pay Per Click Business Skyscrapers SEO NetworkingInsider magazine Linkedin Digital Universe Industry News TravelArrangements Business News Reed Business Information Train line The Business Desk
  • Online
  • PR & Communications Thought Leadership Online Thought Leadership Campaigns Delivered through PR & Communication to Enhance BLNW Market Reputation
  • Supporting Our Businesses• Objective to Underpin BLNW’s positioning as leader in Business Intelligence across the region• Demonstrate the expertise of BLNW• Provide unique insights into the economic health of the region• BLNW and the Manchester Evening News campaign offers on- line editorial, and podcasts/webchats
  • Supporting our Businesses campaign in MEN Hitting the business pages of theManchester Evening News, the campaign aims to increase understanding and awareness of the service and signpost businesses to the help they need.The campaign launched with information from the Business Performance Index revealing how many companies are at risk in the area and detailing how, in partnership with the MEN, we are providing support.As well as a regular monthly full sheet in the business pages, the campaign willhave its own dedicated web page whichwill stream all the latest information about Supporting Our Businesses with an interactive video element.
  • Knowledge Platform – Objective The integration of the regional website, CRM and Business Support Directory to offer a solution that would help deliver business support to Business Link clients.• directly through self brokerage using the website • via assisted brokerage from the Universal and Targeted Advisors
  • New Knowledge Platform System Team sites (BIZ) Internal .gov knowledge website portal New NW portal Events directory Web Users Regional (CRM) Business support directory content (CRM) Other Other Other Other searched searched searched searched websites websites websites websites
  • Knowledge platform information flow Biz Knowledge • Internal view of the• Biz is the new intranet North West portal Internal• Internal information & • Plus adviser updates teamsites and government• Informal sharing of announcements information • Quality assured &• No validation process validated • Business support directory (internal view) businesslinknw.co.uk • Window into regional• Library of guides, .gov/northwest North West portal business information interactive tools & advice External relevant to all • Linking business businesses issues to local• Content feeds into support portal to make ‘how to’ • Focusing on priority & regional information audiences available in one place • Business support directory (customer view)
  • Demonstration ofKnowledge Platform
  • Business Link Information Panel (BLIP)