Financial Times B2B and Social Seminar

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October 2, 2012

October 2, 2012

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  • 1. @Beyond, @RogerWarnerFT B2B AND SOCIAL SEMINAR02.10.12: Mullets, Moneyball, and Creative Execution© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 2. 100 + @Beyond, @RogerWarner now full time staff support global reach through parent group NEXT FIFTEEN goal visit us 5 offices £7.5M ANNUAL TURNOVER london, lewes, new york, san francisco, mumbai© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 3. @Beyond, @RogerWarner client list© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 4. @Beyond, @RogerWarnerI Am... Launched a ‘Social Media Agency’ Head of Media Relations, EMEA Head of Web, Image Recently acquired by and Editorial (Global) Beyond - continue to do Roger Warner awesome work in B2B Director Favourite quote: “Show me a dressing room with laughter and talent and I’ll show you a winning team” (Brian Clough)© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 5. now Moneyball for social Brands we create digital experiences people want to share. ...We do this Differently.© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 6. THAT SOCIAL MEDIA...© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 7. @Beyond, @RogerWarner Social MediaDid Not Invent Marketing Despite what some People in flip flops might have you believe It Just Made Our Work Different. Think: Shock of the Old! Mix New with Known.© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 8. SOME RE-WIRING, PLEASE...
  • 9. @Beyond, @RogerWarnerB2B Profiling: Left Brain Oooh, emotive us rs ve Right Brain Hmm, Serious© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 10. @Beyond, @RogerWarnerCampaign Profiling: Left Brain B2C Strategies us rs ve Right Brain B2b Strategies© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 11. @Beyond, @RogerWarnerSocial Profiling: B2B Channel LinkedIn us rs ve B2C Channel Faceborg© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 12. @Beyond, @RogerWarnerThe Mullet: Business at the Front Party at The Back© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 13. @Beyond, @RogerWarnerSocial Profiling: B2B Channel LinkedIn Wrong! us rs ve B2C Channel Faceborg© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 14. ➡ Facebook releases x1 great new feature each week ➡ We continue to have x24 hours in our day - our attention span is not upgraded weekly ➡ Every brand in the world competes within the 9 o’clock ‘Facebook slot’ against other brands, mums, sisters, colleagues, friends and LOL cats...BUILD IT AND THEY PROBABLY WON’T COME
  • 15. @Beyond, @RogerWarner Problem statement: Can People Give a SH*T Do they Care? Paul Adams Go Global Head of Brand Design Facebook© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 16. @Beyond, @RogerWarner Note to self: 9.30 to 11.40...© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 17. RATIONAL THINKING© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 18. Quantifying Future Trends in Online Sharing THE In five years, where will consumers be sharing content online, and why? What types of content will be shared most? How will consumers be sharing branded content? And, what will make something share-worthy in the future? OF sharing These are all important questions, and using data as a guide, the answers become within reach.© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner
  • 19. consumers research & share experiences during whole purchasing journey Pre-purchase Post-purchaseCUSTOMER AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACYJOURNEYBRAND Visibility Evaluation attributes Choice Experience Recommendation & loyaltyPENETRATION BRAND STRATEGY/ messages Relative volume of each Attributes and topicsMEASUREMENT of the positioning statements and pillars within positioning and pillars are most Frequency of statements Top likes and dislikes ------------------ Frequency of frequently discussed of intent recommendations ------------------ ------------------ Frequency of emotive ------------------ words used ------------------ Share of voice against Level of agreement with Share of voice against positioning Frequency of inhibitors ------------------ competition Verbatims competition ------------------ mentioned visibility in search Sentiment towards attributes How is your brand What does consumer What are the consumer What are the consumerinsight & positioning penetrating the market? perception of your brand look like? What are the barriers and triggers for action? likes and dislikes and what words do they use? likes and dislikes and what words do they use?Strategy © Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 20. LOW vs high involvement products Research/Time intensive; specialised knowledge HIGH LOW vs LESS FREQUENTLY PURCHASED BOUGHT MORE FREQUENTLY MORE COMPLEX LESS COSTLY EXPENSIVE IN NATURE USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT REQUIRING MORE TIME AND AND EFFORT EFFORT IN THE RESEARCH PHASE Impulse buys; social© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner
  • 21. Facebook’s Influence on purchases “To what extent did Facebook influence your view on the product you were shopping for?” 1002 1001.5 1001 1000.5 1000 uc ts usi c are uc ts tiv es nic s hio n an ts oo ls vel ces an ce d M k w d mo ctr o Fas r T Tra lian in Pro oo Pro tau p al F ab y C uty uto Ele Re s Ap n B ea A ch en rso B Ki t Pe Facebook Influence© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner
  • 22. CHANGE GEARS© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 23. FUTURE SHARING ACTIVITIES Offline social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones. WHAT WILL PEOPLE SHARE IN THE FUTURE? 43% 30% 28% 27% PERSONAL TRAVEL PLANS TICKET CHARITABLE MILESTONES PURCHASES DONATIONS The percentages above reflect the proportion of people who indicated their preference to share these activities.© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner
  • 24. Make People Think: KUDOS, Social CapitalLook Great! Create: Missions! Ms Generous, Mr Smart, Director of Helpfulness Mrs Entertainer, VP of Being Really Useful Head of Being Funny The first person to share that The first person to share that amazing gizmo for calculating promo for money off something The first person to share that mortgages or the lead article really useful; likes to posts lists must-see meme: usually a from The Economist (or the of good things to do; plus video or a picture infographic amongst motivational Facebook stuff. colleagues)© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner
  • 25. IT’S NOT ABOUT YOU,IT’S ALL ABOUT THEM... © Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 26. AND IT’S ALL ABOUT CONTENT© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 27. The Social Buzzword Index, May 2012© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner
  • 28. Traditional B2B Lead Generation Funnel Publisher ‘THOUGHT LEADERSHIP’ Month #1: Initial Contact Sign Up for Program Something Marketo / Eloqua / Salesforce.com Receive a Nice Month #2: Lots of EMAIL Email or Five More email marketing SIGN UP for USER Month #3: Response contact! CONFERENCE BINGO! LEAD! Month #4: SALES PHONE CALL!!! GET A CALL FROM TELESALES TEAM© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner
  • 29. WHAT’S A LEAD?
  • 30. @Beyond, @RogerWarner© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner
  • 31. Content Funnel / Relationship Lifecycle Tweets Month #1: Initial Engagement Never Heard Status Updates of You Infographics OK, SO Now Month #3: Social Acquisition Slideshare Decks I Follow You Manifestos I really Do Like Interactive Apps Month #5: Content Engagement Your Content White Papers Sign Ups Month #6: Relationship Begins Outside chance I Might Sign Up...© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner
  • 32. ATTENTION VS BRAND© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 33. Intuitive Heuristics: Daniel Kahneman© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner
  • 34. @Beyond, @RogerWarner IBM Mainframes Do I Really Know And UNDERSTAND? Go ...Or, Do I Just© Copyright 2012 Beyond. All rights reserved. Private and Confidential Like Them?
  • 35. @Beyond, @RogerWarner[Your Social B2B Mission] Make Them Like You... Social will not 100% clinch the sale But it will create your ‘funnel’...© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 36. @Beyond, @RogerWarnerMoneyball it: Brand Communications us rs ve Market Needs© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 37. @Beyond, @RogerWarner The Moneyball Map:Alignment of a brands’ communications Technology Industry 200output to their customers’ wants and [share of voice] Brand ability to influenceneeds.Tells us themes upon which the (eg) 150Tech industry is spending money to CLOUD !! [High Engagement]position itself - in this instance aroundconcepts of ‘cloud’ ...and also the 100concepts that their customer isdiscussing and wants to hear moreabout - in this instance ‘sustainability’. 50This is the Moneyball effect. Ananalysis of unstructured consumer [Low Engagement] SUSTAINABILITY 0behaviour on social gives us rock solid 2007 2008 2009 2010consumer data and insight - and greatconsumer insight is a more perfect wayof understanding how to plan the win. Region 1 Region 2 [share of mind] Customer propensity to Care© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 38. @Beyond, @RogerWarnerUser Case Profiling: Low Attention Small Content usYour Social play! rs veGoal: the SHARE!! Long Attention Big Content© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 39. [compelling, Sharable Content]ContentFormats ➡ ‘How to’ visualisations ➡ Manifestos ➡ Infographics ➡ YouTube ‘talking heads’ ➡ Blog posts / opinion pieces© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 40. @Beyond, @RogerWarner[In Summary] Social is Your Brand... Come on... It’s what you’ve REALLY wanted for the past 20 years!© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • 41. WE ARE HIRING!Get in touch at @Beyond / @RogerWarner© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner
  • 42. QUESTIONS/INSULTS...Be nice....© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner
  • 43. THANK YOU for your time© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner