PSMG Annual Conference: Integration or isolation?
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PSMG Annual Conference: Integration or isolation?

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Presented by Darren Amer and Mark Russell at PSMG's Annual Conference 2011, this talk considers the need for professional services to adopt a fully integrated digital strategy.

Presented by Darren Amer and Mark Russell at PSMG's Annual Conference 2011, this talk considers the need for professional services to adopt a fully integrated digital strategy.

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  • MSh
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • 50 finance sector companiesTheir use of digital channelsBanks x10Building Societies x10Asset Managers x10Insurers, Life and Pensions x10Online only Financial Services x10
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • Updates every morning. Nice and simple and well used (see stats)
  • First Direct YouTube Channel
  • You have to spend to make an effective YouTube channel?
  • First Direct YouTube Channel
  • First Direct YouTube Channel
  • You have to spend to make an effective YouTube channel?
  • Overview, some best practice and tips to take away3 Areas- What is blogging / micro blogging Why it’s potentially valuable How to get it right
  • Really sums up the change in mindset
  • Mobile a key factor both in publishing and consumption – short format lends itself to mobile content consumption
  • Blog is your opportunity to put your best foot forward - show yourself in the best light And get the benefits of Search Engine Marketing.Brand Building.Competitive Differentiation.Relational Marketing.Exploit the Niches.Media & Public Relations.Position You as an Expert.Reputation Management.All at a low cost
  • Twitter requires a different mindset- Openness Transparency Conversational (not sales first)Customers want to see into your organisation, not just see what the marketing team want them to
  • Online reputation Requires monitoring and management Reactive and Proactive>>SENTIMENT METRICS<<
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • Pulls in 3rd party content Different sources
  • Vote on the following
  • So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
  • So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
  • So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
  • So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • That doesn’t mean trying to do everything fairly well – at the expense of doing a few things very well
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
  • With a roadmap to achieving it – prioritised and set against the corporate objectives
  • Instead need to cut through the volume of content and instead focus on delivering a few compelling services excellently
  • Instead need to cut through the volume of content and instead focus on delivering a few compelling services excellently
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream

Transcript

  • 1. The Professions in Transition 2011 Integration or isolation?The Professions in Transition 2011November 2011 @precedentcomms
  • 2. Who are Precedent?
  • 3. 21 years 80 experts 5 sectors 6 officesThe Professions in Transition 2011 @precedentcomms
  • 4. The Professions in Transition 2011 @precedentcomms
  • 5. @precedentcomms #PSMGThe Professions in Transition 2011 @precedentcomms
  • 6. Are you awake?The Professions in Transition 2011 @precedentcomms
  • 7. “Want to switch my accounts.Any recommendations?#Finance #BankAccount”The Professions in Transition 2011 @precedentcomms
  • 8. The Professions in Transition 2011 @precedentcomms
  • 9. 2011The Professions in Transition 2011 @precedentcomms
  • 10. Qualitative and quantitativeWho’s using what, for what?Is it integrated and meaningful?What is best practice? The Professions in Transition 2011 @precedentcomms
  • 11. The Professions in Transition 2011 @precedentcomms
  • 12. ...The Professions in Transition 2011 @precedentcomms
  • 13. Integratedchannels?The Professions in Transition 2011 @precedentcomms
  • 14. Integratedteams?The Professions in Transition 2011 @precedentcomms
  • 15. The Professions in Transition 2011 @precedentcomms
  • 16. The Professions in Transition 2011 @precedentcomms
  • 17. Early - 2010The Professions in Transition 2011 @precedentcomms
  • 18. OpportunityThe Professions in Transition 2011 @precedentcomms
  • 19. 1.Rich Media
  • 20. The Professions in Transition 2011 @precedentcomms
  • 21. Notes:• TV ads rarely work online – information and interaction is best• Frequency and relevance is better than polished and infrequent.• Keep it short• You don’t make viral videos – you make video that might become viral (if you are very lucky!)The Professions in Transition 2011 @precedentcomms
  • 22. 2. Blogging and micro-blogging
  • 23. 43% access Twitter through mobile device Source: Compete 2011The Professions in Transition 2011 @precedentcomms
  • 24. The Professions in Transition 2011 @precedentcomms
  • 25. The Professions in Transition 2011 @precedentcomms
  • 26. The Professions in Transition 2011 @precedentcomms
  • 27. The Professions in Transition 2011 @precedentcomms
  • 28. The Professions in Transition 2011 @precedentcomms
  • 29. More than thebuzzThe Professions in Transition 2011 @precedentcomms
  • 30. Discussion:• Would you use Twitter to be more transparent about your organisation?• What BUZZ are you looking for and how would you engage in the conversation?• Could external content (that you could curate) add value to your own content and, in turn, add value for your customers? The Professions in Transition 2011 @precedentcomms
  • 31. 3. Social networks
  • 32. Your brand is on social mediawhether you want it there or not.The Professions in Transition 2011 @precedentcomms
  • 33. Taking social networksto the next level.The Professions in Transition 2011 @precedentcomms
  • 34. Discussion points• Is it appropriate for a professional services company to engage with their audiences on Facebook?• What groups do you really want to connect to via Linkedin Groups?• Where are there other social networking opportunities? The Professions in Transition 2011 @precedentcomms
  • 35. 4. Mobile
  • 36. Statistics...... not the important factor It is a simple decision: • The trend cannot be questioned • You need to have a solution for mobile today • Aim to provide an optimal experience Your question is what and how (not if) The Professions in Transition 2011 @precedentcomms
  • 37. Aspire to an integrated and considered approach Kindle iPad view Desktop view Smartphone view Whisper syncThe Professions in Transition 2011 @precedentcomms
  • 38. Approach: Your 0ptionsThe Professions in Transition 2011 @precedentcomms
  • 39. Example: Banking “Mobi” sitesThe Professions in Transition 2011 @precedentcomms
  • 40. Example: Insurance “Mobi” sitesFocus on brochureware Introducing transactional interactionThe Professions in Transition 2011 @precedentcomms
  • 41. Future – expectation : innovation• Mobile is the fastest moving technology area• Trends to keep in eye on: • Mobile as the virtual wallet • Near field opportunities • Location based promotions • QR & AR • Responsive design The Professions in Transition 2011 @precedentcomms
  • 42. Example: Responsive Design Challenge Challenges - Considerations • Forced order and best practice • Screen size – optimised image • Video playbackThe Professions in Transition 2011 @precedentcomms
  • 43. Discussion points• Who are your primary mobile audiences? (You can’t say everyone)• What is the minimal website content to deliver an effective mobile experience to them? (pick only 3 things per audience)• Are there any situations where an app is a better starting point than a mobi site? The Professions in Transition 2011 @precedentcomms
  • 44. Effective digital strategy
  • 45. Strategy is about making choices;what to do - and what not to do.Michael PorterThe Professions in Transition 2011 @precedentcomms
  • 46. The Professions in Transition 2011 @precedentcomms
  • 47. The internet is the first thing thathumanity has built that humanity doesn’tunderstand, the largest experiment inanarchy we have ever hadEric Schmidt, CEO GoogleThe Professions in Transition 2011 @precedentcomms
  • 48. Integratedchannels?The Professions in Transition 2011 @precedentcomms
  • 49. The Professions in Transition 2011 @precedentcomms
  • 50. The Professions in Transition 2011 @precedentcomms
  • 51. The Professions in Transition 2011 @precedentcomms
  • 52. The Professions in Transition 2011 @precedentcomms
  • 53. 0800 800 801The Professions in Transition 2011 @precedentcomms
  • 54. If I’d asked my customers whatthey wanted they’d have saida faster horse!Henry FordThe Professions in Transition 2011 @precedentcomms
  • 55. Integratedteams?The Professions in Transition 2011 @precedentcomms
  • 56. Corporate communications Online communityThe Professions in Transition 2011 @precedentcomms
  • 57. Advocates and ambassadors The social network
  • 58. Think big Start small Act quicklyThe Professions in Transition 2011 @precedentcomms
  • 59. Find our Precedent group and follow us onon LinkedIn for a chance to twitter.com/Precedentcommsfind out more about our for Precedent news, seminarseminars, network, share info and general observationsideas and quiz the Precedent #PrecSemteam on seminar issues andmore!