Social Media Forum 2013 Newtec

606 views
527 views

Published on

Presentation of Newtec - Tom De Baere at the Social Media Forum 2013

Published in: Marketing, Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
606
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
21
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • So what does it take to become a modern marketing organization? 
  • Reading Conversation Manager, like the rest of belgium.Started reading a lot : Joe Pulizzi, Lee Oden, Michael Brenner, Jay Baer, Marcus Sheridan, and especially David Meerman Scott.I realized I was becoming a dinosaur.It was time to leave my comfort zone, I’ll show you how you can make the transition…In the coming 10 minutes…
  • So. There I was… convinced of the change we had to make… How was I supposed to change the complete organization.I figured I had to start with the CEO …
  • Story about EGG…Our marketing had to change…
  • I had it all mapped out: project…. Consultancy…CEO said NO, you have to do it.There I was, having no clue at all how to do it. Only way to figure it out was by actually doing it myself… blogging, twitter, …reading blog posts…
  • That experience turned out of great value to Newtec….Quick wins….Forbidden words: record breaking, ground breaking, world leading …But we weren’t really creating content for our customers. The problem was that our customers weren’t noticing our marketing !
  • All I had to do was to convince the rest of the organization !You have to know, Newtec, is an engineering company….
  • Workshops on digital, social, content, blogging, SEO, keywords, the whole 9 yards.All was voluntary.Well, maybe not all…We needed peer to peer content : engineers trust engineersBut we also needed orchestrated content : A-team
  • A team of already very devoted people in Newtec, and plugged in into the market.They decide on big themes, linked with businessEditorial team is also needed.Newtec is also a business like any other, we need to make money.
  • Do not forget the 4-1-1 rule !Repeat (people need to see things 5 times to be convinced)
  • some examples:e-mail : Sugar > Excel > adding + subtracting > AY-mail > dead endwebinars : website > Excel > Sugar > little sales follow-up/ no marcom follow-upwebsite inquiries : website > Zimbra > Sugar > little sales follow-up/ no marcom follow-upwe know that 50% of leads comes from expensive tradeshows, but we don’t know what e-com works or notwe’re not in any control of leadgen supply …
  • Buying behavior has changed.You’ll just have to walk the road an do this.And to end as I started, In the book of Jeff Olson “The Slight Edge” he explains how you can accomplish anything.A choice to do it. Also not do it. You won’t notice the difference in the beginning. Now you go. And drive the content culture in your company.Up to you.Thank you
  • Social Media Forum 2013 Newtec

    1. 1. SPREADING THE SOCIAL MEDIA VIRUS Tom De Baere 17/12/2013 @tomdebaere Spreading the social media virus Newtec Proprietary – Unrestricted Shaping the Future of Satellite Communications
    2. 2. Spreading the social media virus Newtec proprietary – Unrestricted
    3. 3. OUTBOUND TO INBOUND EGOCENTRIC TO MEANINGFUL OFFLINE TO ONLINE SPENDING MONEY TO GENERATING MONEY
    4. 4. @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    5. 5. STOP INTERRUPTING START BEING MEANINGFUL
    6. 6. QUICK WINS Remove forbidden words Remove crap and slick copywriting Open communication Reduce advertising with 50%
    7. 7. ADVERTISEMENT OVERLOAD 200 Million “Don’t Call” in US 86% skip TV Ads 44% unopened paper mail 99,9% banners not clicked 90% emails not opened @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    8. 8. CONTENT OVERLOAD 204 million emails 72 hours Youtube 2 million Google searches 280.000 Tweets Source : Qmee @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    9. 9. CONTENT TRIPLED IN 3 YEARS 2010 @tomdebaere Spreading the social media virus 2013 Newtec proprietary – Unrestricted
    10. 10. “BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”. Michael Brenner, Vice President of SAP Marketing & Content Strategy
    11. 11. CHANGING ROLE OF SALES AND MARKETING @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    12. 12. THE LONG LIST Marketing Sales Longlist Shortlist Sale ! @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    13. 13. THE LONG LIST That long list is less and less influenced by marketing and sales. Spreading the social media virus Newtec proprietary – Unrestricted
    14. 14. @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    15. 15. @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    16. 16. @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    17. 17. IT’S WAS HAPPENING OUT THERE, ALREADY ! @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    18. 18. WHAT SHOULD MARKETING DO? Create a process to listen & answer, company wide Plan & Build content with your buyers in mind Set content free & promote heavily Help the organisation social media policy @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    19. 19. 2013: TRUST IN PEERS ON THE LEVEL OF EXPERTS Source : Edelman Trust Barometer @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    20. 20. THIS IS NOT ABOUT MARKETING ALONE Customers and partners >>> TRUST & INTEREST <<< Marketing Sales Production & Logistics Customer Service Answer questions & business issues (with products and content) @tomdebaere
    21. 21. Continuous communication CHANGE MANAGEMENT PROGRAM @tomdebaere Foundation – “ground work” Building – “listen & answer” Making it real – “the editorial team” Never finish – Anchor the process Spreading the social media virus Newtec proprietary – Unrestricted
    22. 22. LISTENING TO OUR CUSTOMERS “WORLD” Customer Service Website Social feeds Magazines Competitor Blogs LISTEN @tomdebaere Customer Interviews Linkedin Groups Google keywords
    23. 23. 2 CONTENT STREAMS A-team Orchestrated & planned 27 Spreading the social media virus Newtec community Peer to Peer Newtec Proprietary – Unrestricted
    24. 24. NEW CONTENT CREATION TACTICS • Content Atomization • News Jacking • New approach to content • Theme • Topics • Formats Spreading the social media virus Newtec proprietary – Unrestricted
    25. 25. EXAMPLE S2 extensions Impact Reasons to switch Theme Challenges Survey Blog post Blog post Blog post Video demo Topics Interview Formats Webinar How-to Whitepaper @tomdebaere Case study Comparison Blog post Spreading the social media virus Newtec proprietary – Unrestricted
    26. 26. INTELLIGENTLY PUBLISH EVERYWHERE • Don’t spam • Publish intelligently • Start conversations To all social networks To magazines To marketing automation @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    27. 27. NEWTEC’S AMPLIFICATION POTENTIAL 1000 company page followers 25 sales people with 1000 contacts 250 participating employees 100 resellers with 2 sales reps having 500 contacts Spreading the social media virus Newtec proprietary – Unrestricted
    28. 28. MONETIZING YOUR CONTENT DRIVING CUSTOMERS THROUGH THE BUYING CYCLE
    29. 29. THE ROLE OF CONTENT IN THE CUSTOMER LIFE-CYCLE WHY we solve HOW we solve WHAT we solve Growing Customers New Customers Strangers Visitors Awareness @tomdebaere Leads Consideration Call-to-action © tomdebaere MEANINGFUL Customers Buying Call-to-action Spreading the social media virus Promoters Impress Call-to-action Advocates Enthuse Call-to-action Advocate Call-to-action Newtec proprietary – Unrestricted
    30. 30. TOOLING NEEDED TO BE FIXED Excel was the labor intensive “glue” CMS Intranet CMS Website CMS Extranet Mailing tool CRM Social networks Doc Mgmt Webinar tool Google Analytics LeadLander XLS list tradeshow XLS list Webinar XLS list E-mails XLS list contacts Business meets IT @Newtec Newtec proprietary – Internal use only XLS list …
    31. 31. OUR VISION Docs Document Mgmt Content Contacts & Leads Single CMS Marketing automation CRM Single point of entry Corp Single web platform Intra Extra Social Webinar Events Single marketing platform ERP Single segmentation across systems End-to-End reporting Business meets IT @Newtec Newtec proprietary – Unrestricted
    32. 32. THE ROLE OF MARKETING AUTOMATION Growing Customers New Customers Strangers Visitors Leads Customers Promoters Awareness Consideration Buying Impress Track the anonymous Identify the anonymous Track responsiveness Advocates Enthuse Advocate Push content Collect feedback Push content to the identified Recycle Lost/dropped Start upsell @tomdebaere Qualify leads Creating engaging content Newtec proprietary – Unrestricted
    33. 33. SOME NUMBERS • Inbound traffic grew 16 % in 2012 (2% in previous years), 11% in 2013 • 14% contact growth in 2013 using Marketing Automation Marketing database Marketing automation Content Marketing Social Media • LinkedIn grew 30% in 2012, 56% in 2013 • Twitter grew 222% in 2013 • Social referral traffic grew 36,4% • Youtube and Slideshare exploded (34k+50k views) Spreading the social media virus Newtec proprietary – Unrestricted
    34. 34. REFERRAL TRAFFIC New site New content strategy Newtec proprietary – Unrestricted
    35. 35. QUALITATIVE INDICATORS • Press approaches Newtec for opinions • Thought leadership in 2 domains • Asked to tender in bigger projects • Asked for more speaking slots than ever • Winning more awards than ever Spreading the social media virus Newtec proprietary – Unrestricted
    36. 36. KEY SUCCESS CRITERIA • Urgency – break the clutter & be trusted • Understand Content – Meaningful, Authentic, Open • Key team with power – involvement • Search and Copy Quick wins – 6 months • Communicate the vision Spreading the social media virus Newtec proprietary – Unrestricted
    37. 37. WRAP UP @tomdebaere Spreading the social media virus Newtec proprietary – Unrestricted
    38. 38. ONE MORE THING… Newtec proprietary – Unrestricted
    39. 39. THANK YOU! twitter.com/tomdebaere be.linkedin.com/in/tomdebaere www.b2bmarketingexperiences.com slideshare.net/tomdebaere 43 Spreading the social media virus Newtec Proprietary – Unrestricted
    40. 40. THANK YOU Get in touch FOLLOW US @tomdebaere

    ×