Social Media in B2B Communications - Dec 2013

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Social Media in B2B Communications - Dec 2013

  1. 1. #bbsocial Sponsored by: Wi-fi access: Network - Ketchumevent Password – London2013
  2. 2. Nick Masters Head of online PwC
  3. 3. www.pwc.co.uk Content that finds its audience PR Moment 3 December 2013
  4. 4. The offensive Tweet Content that finds its audience PwC November 2013 4
  5. 5. “It’s not information overload. It’s filter failure.” Clay Shirky Content that finds its audience PwC November 2013 5
  6. 6. How long do we spend online? 35 hours a week according to OFCOM Content that finds its audience PwC November 2013 6
  7. 7. How do traditional models of targeting work in a networked world? Content that finds its audience PwC November 2013 7
  8. 8. How do traditional models of targeting work in a networked world? They don’t Content that finds its audience PwC November 2013 8
  9. 9. How do traditional models of targeting work in a networked world? They don’t Why? Content that finds its audience PwC November 2013 9
  10. 10. How do traditional models of targeting work in a networked world? They don’t Why? Because disruption is disrupting the disruptors Content that finds its audience PwC November 2013 10
  11. 11. In a world where information flows freely Do communities really exist? Content that finds its audience PwC November 2013 11
  12. 12. In a world where information flows freely Do communities really exist? And do we still need them? Content that finds its audience PwC November 2013 12
  13. 13. Which model works for you? Our cohort networks are populated by the people and things we chose to engage Communities are based on ascribed characteristics Content that finds its audience PwC November 2013 13
  14. 14. Targeting is now done with words not deeds Content that finds its audience PwC November 2013 14
  15. 15. There are more video’s viewed on YouTube than searches on Google Users now dictate form and format Content that finds its audience PwC November 2013 15
  16. 16. If you produce good content Content that finds its audience PwC November 2013 16
  17. 17. If you produce good content It will find the right audience • Downloads and interactions up by 700% • Ascribed community engagement - just Content that finds its audience PwC 4% November 2013 17
  18. 18. But what is good? PwC 18
  19. 19. Thanks Nick Masters @nickmasters linkedin.com/in/nickpmasters This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, PricewaterhouseCoopers LLP, its members, employees and agents do not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it. © 2013 PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to PricewaterhouseCoopers LLP (a limited liability partnership in the United Kingdom) which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate legal entity.
  20. 20. Nishma Shah Head of PR, UK & I Experian
  21. 21. Social media at Experian 3 December 2013 ©2013 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited. Experian Public.
  22. 22. The result of growing organically? 15 25 50 10 © 2013 Experian Limited. All rights reserved. Experian Public. 22
  23. 23. Experian gets mentioned…(in English) A day A week A month Peak days 1000 7000 30,000 1400 1 mention every minute © 2013 Experian Limited. All rights reserved. Experian Public. 23
  24. 24. And social isn’t just Twitter  Only 40% of all Experian mentions are from Twitter  More influential: ► Forums / blogs ► Wikipedia © 2013 Experian Limited. All rights reserved. Experian Public. 24
  25. 25. But…social isn’t just English © 2013 Experian Limited. All rights reserved. Experian Public. 25
  26. 26. Social in crisis © 2013 Experian Limited. All rights reserved. Experian Public. 26
  27. 27. Empowerment  Working together across teams – PR, marketing, sales, recruitment © 2013 Experian Limited. All rights reserved. Experian Public. 27
  28. 28. What have we learnt?  Not to jump on the social bandwagon  To do what is right for us © 2013 Experian Limited. All rights reserved. Experian Public. 28
  29. 29. Nicolas Chabot VP Europe Traackr
  30. 30. Traackr Influencer Marketing How to leverage influencers in B2B markets A PR MOMENT CONFERENCE AT KETCHUM DECEMBER 3RD, 2013
  31. 31. Traackr Influencer Marketing From @traackr @nicochabs Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.
  32. 32. Traackr Influencer Marketing Does social influence matter in B2B ?
  33. 33. Traackr Influencer Marketing A SECOND LEVEL OF INFORMATION Can he help me ?
  34. 34. Traackr Influencer Marketing Influencer marketing is already a key strategy for major B2B brands
  35. 35. Traackr A SECOND LEVEL OF INFORMATION Influencer Marketing A headline here that might describe the image and some other text.
  36. 36. Traackr A SECOND LEVEL OF INFORMATION Influencer Marketing A headline here that might describe the image and some other text.
  37. 37. Traackr Influencer Marketing Influence works in context
  38. 38. Traackr Influencer Marketing Influence works in context
  39. 39. Traackr Influencer Marketing Carefully select your influencers based on their TARGET AUDIENCE A SECOND LEVEL OF INFORMATION
  40. 40. Traackr Influencer Marketing 4 ways influencers can support your content strategy
  41. 41. Traackr Influencer Marketing Get inspired Sheldrake
  42. 42. Traackr Influencer Marketing Involve Influencers in your content creation A SECOND LEVEL OF INFORMATION all pictures from the Engagers
  43. 43. Traackr A SECOND LEVEL OF INFORMATION Influencer Marketing Support your influencers Fiorella
  44. 44. Traackr Influencer Marketing A SECOND LEVEL OF INFORMATION Co-Create Content
  45. 45. Traackr Influencer Marketing The Future of B2B influencer marketing
  46. 46. Traackr Influencer Marketing Leads are the measure Influencers of B2B influencer Leads outreach
  47. 47. Traackr Influencer Marketing Building affinity at scale With the people who have an impact With the relevant content At the right time With affinity
  48. 48. Traackr Influencer Marketing From @traackr @nicochabs Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.
  49. 49. Stephen Waddington European Digital & Social Media Director Ketchum
  50. 50. Joining-up b2b social media 50 | 04.12.2013 Source: Flickr / CC Attribution / Andreanna Moya
  51. 51. PR Moment data soft on b2b . 51 | 04.12.2013 Source: PR Moment (n=50)
  52. 52. Really. No really? Think again 52 | 04.12.2013 Source: The Business of Influence, Philip Sheldrake (Wiley, 2011)
  53. 53. The business of influence Organisation 53 | 04.12.2013 Market Competitors
  54. 54. Sales 1.0: online spam 54 | 04.12.2013 Source: Sales email / Stephen Waddington
  55. 55. Sales 2.0: mining for data 55 | 04.12.2013 Source: LinkedIn
  56. 56. Sales 2.0: turning data into insights 56 | 04.12.2013
  57. 57. Marketing 101: sales pipeline Awareness Knowledge Interest Preference Action 57 | 04.12.2013 Source: Topsy
  58. 58. Planning model Listening 58 | 04.12.2013 Influencer Identification Attract: Content, channels and story telling Engage Sales
  59. 59. Listening: events good start point 59 | 04.12.2013 Source: Vintank
  60. 60. Listening: specialist tools 60 | 04.12.2013 Source: Vintank
  61. 61. Influencer identification: Topsy 61 | 04.12.2013 Source: Followerwonk
  62. 62. Influencer identification: Traackr 62 | 04.12.2013 Source: Traackr
  63. 63. Don’t join the content bandwagon 63 | 04.12.2013 Source: Content Marketing Institute: 2013 Benchmarks, Budgets and Trends
  64. 64. Brand voice: it should be like dating 64 | 04.12.2013 Brand Voice What Audiences Want to Hear, Say, Do & Value What Your Brand Wants to Say, Hear, Do & Value
  65. 65. Innovative and brave content 65 | 04.12.2013 Source: Prezly
  66. 66. Humour works but apply with care 66 | 04.12.2013 Source: Screwfix / Twitter
  67. 67. Built-in lead generation 67 | 04.12.2013 Source: Altimeter / Slideshare
  68. 68. You need to be media agnostic 68 | 04.12.2013 Source: Unified Social
  69. 69. New platforms for engagement Link Author tag 69 | 04.12.2013 Source: Google+
  70. 70. Communities and hanging out 70 | 04.12.2013 Source: Google+
  71. 71. Closing the sales cycle email CRM whitepapers events blogs video 71 | 04.12.2013
  72. 72. Closing the sales cycle email CRM whitepapers SALES events blogs video 72 | 04.12.2013
  73. 73. How can I help? • Plot your customer pipeline journey • Map marketing and communication activity against your pipeline • Test, test, test • Please don’t fill the internet with shit content… • …and don’t send dumb emails because they might get shared. 73 | 04.12.2013
  74. 74. How can I help? 74 | 04.12.2013
  75. 75. Joining-up b2b social media Stephen Waddington stephen.waddington@ketchum.com slideshare.net/wadds wadds.co.uk @wadds 75 | 04.12.2013
  76. 76. #bbsocial Sponsored by: Wi-fi access: Network - Ketchumevent Password – London2013
  77. 77. Tom Barton Head of Communications Capgemini
  78. 78. Capgemini as a B2B storyteller Tom Barton Social Media in B2B Communications 3 December 2013
  79. 79. Me Storymaking Head of Communications @tomsmiled Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 80
  80. 80. 44 countries and 100 languages (As of December 31, 2012) North America 9,609 UK & Ireland 8,964 France 21,110 Benelux 9,186 Nordic Countries 4,504 Canada Germany & Central Europe 9,581 All over Europe United States Japan United Arab Emirates Morocco People’s Republic of China Taiwan Mexico India Vietnam Guatemala Philippines Malaysia Colombia Singapore Brazil Chile South Africa Argentina Latin America 9,399 Morocco 628 Middle East & Africa 26 Italy 2,524 Group workforce 125,110 Working offshore 50,425 Iberia 4,812 India 41,019 Australia New Zealand Asia Pacific 3,748 Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 81
  81. 81. Our story is our clients’ stories Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 82
  82. 82. We need a more innovative approach  Three drivers  Increasing use of social media as comms tool in B2B  Crowded market demands smarter approaches to reach buyers  Customers want to choose how they consume content Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 83
  83. 83. Expert Connect added to website Latest publications Latest blog post & tweet http://www.capgemini.com/experts/ Filters Expert overlay Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 85
  84. 84. Related content Expert page Expert group page Events planned Social media links Related publications Twitter & blog feed Related experts Related videos Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 86
  85. 85. Advertising campaigns Advertising banners Landing page Expert page links Link to offer web page Offer & publication links Social media links Link to landing page Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 87
  86. 86. FT publishing partnership Content Microsite Sponsored Section Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 88
  87. 87. Meanwhile, internally... Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 89
  88. 88. The last 18 months  Three significant moves as a result of what we’ve learnt  Intranet  Website  New ‘expert’ programme – at the heart of our communications Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 90
  89. 89. Advertising Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 94
  90. 90. Media partnerships Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 95
  91. 91. Content-loop.com – with LinkedIn Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 96
  92. 92. Capgemini Super Techies Show Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 97
  93. 93. On-boarding Experts
  94. 94. [What this pack includes] 1 Introduction to Social Media Partner 2 Introduction to Expert Connect 3 What are the roles & responsibilities of an Expert 4 Your current Social Profile 5 How can Social Media Partner help you? Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 99
  95. 95. What this has given us Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 100
  96. 96. Benefits • Closer external relationships • Differentiation • Supporting business • Digital expertise • Brand awareness • Internal buzz Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 101
  97. 97. Contact Tom Barton, Capgemini UK Insert contact picture tom.barton@capgemini.com twitter.com/tomsmiled uk.linkedin/in/twabarton Social Media in B2B Communications | 3 Dec 2013 Copyright © Capgemini 2013. All Rights Reserved 102
  98. 98. About Capgemini With more than 130,000 people in 44 countries, Capgemini is one of the world's foremost providers of consulting, technology and outsourcing services. The Group reported 2012 global revenues of EUR 10.3 billion. Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore ®, its worldwide delivery model. www.capgemini.com The information contained in in this presentation is proprietary. The information contained this presentation is proprietary. © 2013 Capgemini. All rights reserved. Rightshore® is© trademark belongingAll Capgemini. a 2012 Capgemini. to rights reserved.
  99. 99. Betony Kelly Head of Digital Outreach Department for Business, Innovation & Skills
  100. 100. Speaking with business at BIS Betony Kelly, Head of Digital Outreach @betonykelly
  101. 101. Our journey: From this... Publish to a gov .uk website
  102. 102. Our journey: Via this... Create great Gov.uk content
  103. 103. Our journey: Towards this... Bring the citizen in Find what works Listen and join the debate Advise BIS staff Open up events & visits Open up policy making Explain policy Work with BIS MPs Create & edit audio / video Ensure the dept’s voice is heard Create great Gov.uk content Stop what doesn’t work
  104. 104. “I’m not young/trendy/techy enough”
  105. 105. “Hello, are you a business? This is the government speaking”
  106. 106. The early start-up / entrepreneur Photo Credit: Tim Garrett, University of Utah
  107. 107. What do business want from BIS? • The entrepreneur / startup A killer idea from the kitchen table / time poor o Voracious appetite for info from trusted community o Not yet concerned with wider business environment o • The startup / small enterprise o o • Venture now sole focus (grow) Wants to flock with people with common issues to find solutions (identify themselves by sharing) The small / medium enterprise o o o Part of an established network (industry group) Now ‘a name’ in the community (commenting) Willing to work with gov to remove barriers to growth
  108. 108. “But we’ve got a press release?” Draft Consumer Bill of Rights (June 2013): • Measures to enhance consumer rights and make them easier to understand • streamline overlapping and complicated areas from eight pieces of legislation into one consumer Bill • get some money back after one failed repair of faulty goods (or one faulty replacement) incl. digital services • demand that substandard services are redone or failing that get a price reduction A new, integrated approach: • Included online media & bloggers to media briefing and private event • Identified where the messages weren’t landing
  109. 109. “But we’ve spoken to the industry bodies” Agricultural Technology strategy (June 2013): • increase support to develop, adopt and exploit new technologies and processes through £90 million of government funding for Centres for Agricultural Innovation and a £70 million government investment in an Agri-Tech Catalyst • increase understanding of what is being spent and where to increase alignment of industry research funding with public sector spend Identified the leading online community and worked with their audience: • Strategy released under embargo to hosts (as if a media outlet) • 2 hour Twitter Q&A with policy officials, not Ministers
  110. 110. “But I know this area well - I’ve worked in it for years” Business is GREAT campaign (started November 2013): The GREAT Britain campaign is a partnership between private enterprise and Government to highlight support for businesses aspiring to succeed and to encourage entrepreneurial spirit. • Analysed the most popular business content on the gov.uk site • Conducted focus groups with businesses at various life stages • Hired an experienced editor of a business website and gave him editorial control over the content • Experimenting with different content and distribution methods
  111. 111. Businesses are also consumers... • • • • • Don’t forget that businesses don’t live in the ‘entrepreneur vacuum’ The standards for quality content are just as high with a business audience - don’t be sloppy Understand the emotional drivers for sharing / contributing - what does it say about them when they share your content? Don’t ignore niche audiences - they are knowledgeable, very engaged and overlap with mainstream Use as many different voices to speak with your audiences as is needed - invest in your spokespeople
  112. 112. Thank you Betony Kelly, Head of Digital Outreach @betonykelly
  113. 113. Andrew Smith Director escherman
  114. 114. escherman PR. Analytics. SEO. How to use Google Analytics to understand the effect of your PR and social media effort on sales Andrew Smith @andismit
  115. 115. The BIG Question WHY DOES YOUR WEBSITE EXIST? What is the PRIMARY purpose of the site e.g. orders, leads, brand awareness, etc? Primary purpose = macro conversion Supporting purposes = micro conversions e.g. email newsletter sign up, brand awareness, etc
  116. 116. What counts as a lead? In context of a B2B website: - Filling out a form “E-mail for more info” link Unique phone number Reaching “contact us” page
  117. 117. Goals! URL Destination Goals www.mysite.com/thankyou.htm Time on Site Goals Pages/Visit Goals Event goals (video plays, mailto: clicks, etc)
  118. 118. Why goals are vital Goals + values = meaningful evaluation Unlocks metrics like per visit value Attribution analysis not possible without goals and values
  119. 119. The B2B marriage problem: solving attribution
  120. 120. Google Analytics provides a way of seeing the direct and indirect contribution made by any channel against a specific goal
  121. 121. 90 day attribution window
  122. 122. Additional demographic data now available
  123. 123. Universal Analytics New version of GA tracking code On and offline marketing contribution Check out the Loves Data video on You Tube!
  124. 124. Summary Google Analytics allows you to see the direct and indirect value created by any marketing channel against a defined goal (e.g. lead gen) But only if you create goals with values!
  125. 125. Paul Thomas Senior Manager, National Communications Grant Thornton UK LLP
  126. 126. Paul Thomas, Senior Manager, National Communications @tallpaul75 © 2013 Grant Thornton UK LLP. All rights reserved.
  127. 127. #bbsocial Sponsored by: Wi-fi access: Network - Ketchumevent Password – London2013

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