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B2B Leaders Presentation on Digital and Social Media Impact for B2B Marketing
 

B2B Leaders Presentation on Digital and Social Media Impact for B2B Marketing

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The impact and now coming together of social and mobile technology is having profound implications for B2B brands in terms of how they engage with business buyers, develop a clear brand promise, drive ...

The impact and now coming together of social and mobile technology is having profound implications for B2B brands in terms of how they engage with business buyers, develop a clear brand promise, drive demand and ensure a compelling customer experience to gain loyalty. But with both the technologies - and customer behaviour continuing to evolve rapidly, how do marketers keep pace with rapidly changing tastes and channels? Dowshan Humzah led an interactive session which was designed to highlight best practice and provide insight into successful strategies to manage this ongoing revolution in B2B marketing practice and performance, with the focus on ensuring profitable growth and maximising lifetime value. This was an interactive session – so the audience was prepared to speak their mind, challenge and be challenged!

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    B2B Leaders Presentation on Digital and Social Media Impact for B2B Marketing B2B Leaders Presentation on Digital and Social Media Impact for B2B Marketing Presentation Transcript

    • B2B Leaders Forum 2013 Mobile and Social: Surfing the Wave of the B2B Digital Revolution Dowshan Humzah, Director, Digital Development & Consultancy Thursday 19th September 2013, The Institute of Contemporary Arts, London 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
    • Dowshan Humzah Image Acknowledgement Source: Child of the 80s – Kate Hadfield 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
    • The Worst Kept Secret Simple!  We apply a digital and social media lens across organisations o Delivering audits, bespoke training, strategy consulting and online community management 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
    • Digital, Social and Mobile... Image Acknowledgement Source: Socialtimes 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
    • 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-toserve Enhance advocacy Improve customer experience/ service Source: The Worst Kept Secret B2B/Channel Marketing Partners 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 Increase thought leadership Ensure positive sharing
    • Digital, Social and Mobile in a B2B Organisation Marketing Sales Operations HR Finance Brand/ Communications/ Loyalty Sales/ Footprint/ Distribution Production/ Supply Chain/ Service Employee Sat/ Recruitment/ Performance Topline/ Cost Control/ Investor Relations Digital, social media and mobile cuts across an organisation Customers/ Consumers/ Media Customers/ Distributors/ Trade Bodies Customers/ Suppliers/ Employees Recruits/ Employees/ Unions Source: Target Operating Model © Inspiration for Success Ltd. 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 Board/ Media/ Shareholders
    • 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 Narrowcast Market-Building Mainstream Target Market Saturation Early Purchasers Key Opinion Leaders (E.g. Major Channel Purchasers or Core End Users Early Purchasers • Social Media • Word of Mouth • SEO/Search • Community • Mobile Target Market Saturation Channel Meetings Breakfast Events PR Trade Shows, Trade Magazines, DM/Newsletters, Telemarketing Referral Marketing Sponsorships Source: Marketing Media Trumpet © Inspiration for Success Ltd. 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
    • Quick Quiz: Current Trends  There is more content uploaded to the Internet in a single day (today) than during the whole of 2003 Year  77% of all mobile searches happen at work or at home – as opposed to being % on the move  Viewers are 85% more likely to purchase a product after watching a product % video online  There are x times as many mobile phones than there are laptops globally 5 Sources: Blogspot, Google, KPMG, YouTube, SEOmoz, Internet Retailer 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
    • Quick Quiz: 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 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 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 Tablets Laptops Desktops 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 Images /videos Rich interactive content Text based 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 Social media Chatrooms Forums 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 Options on demand Immediate responsiveness Broadcast delay 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 Real time bidding Micro targeting Banner ads 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 The main hub Add-on/second screen ‘Novelty’ 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 Basic interaction/ asking Deeply involved if desired One way/ broadcast 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... Awful Very poor Poor 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’ 6 Core Elements Social Media Strategy 1 Next Big Thing: Search Element 3 Value Based Elements Source: The Worst Kept Secret Ltd 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 Content Communities Networks Blogs Bookmarking Micro Blogging Wikis Source: The Worst Kept Secret Ltd 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 Content Source: The Worst Kept Secret Ltd 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 Where can can we we distribute create? this content? How can we ensure users convert to our business objectives? Source: The Worst Kept Secret Ltd 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
    • 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 Creation Context Conversation Source: The Worst Kept Secret Ltd 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 Conversion
    • Creation: Content to Engage Your B2B Community Status updates (links) Images Videos Blogging/ Surveys Tweets Content Podcasts Infographs (Guest) Apps 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 Webinars
    • Key Insight “People now decide when they consume content....we just need to be there.” Source: The Worst Kept Secret Ltd 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 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 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 Interpret Source: The Worst Kept Secret Ltd 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 Respond
    • Social Media Enters the Conversation in Many Places Traditional Marketing Marketing Now Source: Forrester Research inc 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
    • The Importance of Social Media in Conversations Integrated Marketing ROI Increased CLV Source: Inspiration for Success Ltd. 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
    • Conversion: The ‘So What’ Factor!  “…to ensure conversion given an organisation’s objectives.” Organisational objectives Marketing and sales objectives Operations objectives Customer service objectives Financial objectives 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
    • Quick Quiz Again: Smartphone Trends  A survey of iPhone users found that 40% would rather give up coffee rather % than their iPhone X  Smartphone users look at their personal devices 125 times a day....  Two-thirds of smartphone owners sleep with their phone next to them and look Fraction at it last thing at night and first thing in the morning  And finally, a survey of iPhone users found that 18% would prefer to go without % bathing than to not have their iPhone Sources: UK 2012 Research, Gazelle.com, The Marketer May/June 2013, Deloitte, Oracle Cloudworld London May 2013 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
    • Quick Quiz Again: 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 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
    • B2B Adoption and Integration of Mobile is Growing Source: Concep 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
    • 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 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
    • 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 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
    • 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 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
    • Bring Your Own Device (BYOD)  Impacts service proposition, IT security, hardware sales Source: www.techi.com 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 Commerce Adopting 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 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
    • 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 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
    • B2B Case Studies of Digital, Social & Mobile Adoption Sources: The Worst Kept Secret carS models, Online and company websites, Econsultancy 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
    • The Next 18 Months 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
    • Digital, Social and Mobile... Image Acknowledgement Source: Socialtimes 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. 43
    • Digital, Social and Mobile Supports B2B Objectives Meet B2B business needs Overall Drivers Aspects Sustainability Deepen Relationship Maximise CLV Clients Differentiate Innovation High-Value Employees Owners Prospects Senior decision makers Influence Deliver Successfully bid Propositions Drive value for stakeholders Delivery Whom cv Pipeline Business Impact Customers Talking 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. 44 Stakeholders’ Advocacy
    • 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 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. 45