Heidi Taylor - Engagement Marketing
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This document discusses engagement marketing and how businesses are shifting from a push model of selling to a pull model of building relationships and conversations. It provides examples of how Coca-Cola and Volvo use engagement marketing and outlines PwC's campaign in the UK government and public sector space that resulted in a 20:1 return on investment and increased website traffic and social media followers. The document concludes with five lessons learned from the campaign around making marketing human-centered, using social media, involving the business, being daring, and planning for the future.
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Heidi Taylor - Engagement Marketing
- 1. www.pwc.co.uk Engagement marketing: our new BFF? On the EDGE for Professional Services 29 October 2014
- 2. What’s all the fuss? Content PwC 2
- 3. The customer journey has changed Consider Evaluate Find you Purchase Web search PwC 3
- 4. Seismic shift Yesterday = Push Selling Messages Audience Media channels Today = Pull Building relationships Conversations Collaborators Awareness Single brand voice Engagement channels Impact Multiple brand voices PwC 4
- 5. Social media is a game-changer for marketers PwC 5
- 6. How are B2B marketers responding? PwC 6
- 7. The engagement continuum Consider Evaluate Find you Purchase Web search PwC 7
- 8. What can we learn from Coca-Cola? Coca Cola Content 2020 Strategy Initiative: www.youtube.com/watch?v=G1P3r2EsAos PwC 8
- 9. What can we learn from Volvo? PwC 9
- 10. The Big Idea NHS managers worry hospitals will fail under pressure this winter NHS employers make plea for a pay freeze to save jobs NHS needs major changes to avoid disaster If hospitals can provide 24/7 care, why can't GPs? NHS@75 Engagement Purpose Objectives PwC 10
- 11. The Campaign PwC
- 13. …Impact • 20:1 return on the campaign investment in terms of discrete spend on the elements of the campaign mix and fees generated where the campaign was cited as a major differentiator in winning the work • A 300% increase in website traffic compared to all campaigns across the government and public sector website • Twitter followers doubled during the life of the campaign • Engagement with over 250 qualified individuals through the campaign events and 1:1 meetings • Winner, Professional Services Campaign of the Year, CIM Marketing Excellence Awards 2013 PwC 13
- 14. 5 Lessons 1. Make it Human PwC 14
- 15. 5 Lessons 1. Make it Human 2. Our customers are on social media PwC 15
- 16. 5 Lessons 1. Make it Human 2. Our customers are on social media 3. Involve the wider business upfront PwC 16
- 17. 5 Lessons 1. Make it Human 2. Our customers are on social media 3. Involve the wider business upfront 4. Dare to be different PwC 17
- 18. 5 Lessons 1. Make it Human 2. Our customers are on social media 3. Involve the wider business upfront 4. Dare to be different 5. What comes next? PwC 18
- 19. Thank You! Heidi Taylor Head of Marketing, Government & Public Sector heidi.taylor@uk.pwc.com @TaylorMadeInKew www.TaylorMadeInKew.com PwC 19