It’s a simple question that needs to be answered: How do you want to be talked about and recommended – as a person, a son or daughter, a parent, grandchild, friend, partner, spouse, employee, business leader – whatever the case. Same thing, of course, applies to any brands you are marketing. Buyers have a staggering amount of choices. Why would someone recommend your product or service over another?
It’s as simple as that. If you want to be recommended as a thoughtful and caring friend – make sure you are always a thoughtful and caring friend. If you want your brand to be recommended for having the most advanced features and design – make sure your energy and focus goes into owning that role and not ceding it to any competitors.
Yes. We need to live our brands. But we are human beings. And our brands and organizations are run by human beings. So, we and our brands will occasionally veer off course and make mistakes. In this era of social media, consumer journalism and always-on news, years of thoughtfully lived lives or well managed brands can be undone in astonishingly short order. Own it when you or your brand goofs up. Fix what you can and ask forgiveness when needed.
Marketing success used to be defined by how well we could interrupt consumers and compel them to give us their attention. Success today is based on how well we engage our audiences before, during and after the sale.This doesn’t happen by accident. We often talked to brands about following the 90/10 rule. Spend 90% of your time on your social channels listening, paying attention and engaging with your consumers on their terms. Spend 10% of the time talking about yourself. Not a bad approach for life either.
People and brands must always evolve. Lives and markets change. Take time to be introspective and ensure that you are living the life – and being recommended – in the ways that you want to be. It’s good – actually it’s essential – to evolve, change and grow. Same thing for the brands we represent. But don’t let these changes happen by accident or get forced into them. Then it’s often too late. Take ownership of your life and your brands.
BMA Chicago: Becoming Recommended - Word of Mouth Marketing as the Center of the B2B Marketing Mix
Highly Recommended:Putting the recommendationat the center of the B2Bmarketing mix February 13, 2013
Traditional Marketing is Dead “Marketing is dead,” says Saatchi & Saatchi CEO. The chief executive of one of the world’s largest marketing groups has today declared that marketing and strategy are dead. 2
Initial considerations for buildinga highly recommended B2B business… “A brand is no longer what we tell the consumer it is; it’s what the consumers tell each other it is.” - Scott Cook, Intuit “Success is no longer about carefully controlled messages. When everyone can see what youre doing, the most essential values are transparency, honesty and credibility. You win by matching your image with reality, acting with integrity, and sincerely apologizing when youre wrong.” 3
Marketing budgets – both B2C and B2B – are increasinglybeing redirected to WOM and social media…• In a recent CMO survey, 40% of respondents said will shift 20+% of their traditional direct marketing budgets towards funding social activities.• A leading marketing research organization (Hubspot, 2012) states that the average social media budget has nearly tripled in the last three years. How much budget do your see shifting to social media? Source: The CMO Survey, Duke University, September 2011 4
…and the value of WOM and social media areincreasingly recognized across the enterprise Social media is moving beyond the realm of marketing and communications, and is becoming a way of doing business. HR/recruiting, IT, product development, investor relations, customer service and sales are all adopting social media as a way of evolving their functions to better align with how people now interact. 5
in fact, many successful B2B companies now put WOMand social media at the center of their marketing mix… Media Relations Research & Digital/ Social Measurement MediaMaking your integratedmarketing more talk-able, sharable and Word of Mouth &engaging is the reason Partnerships & Sponsorships Social Advertisingfor putting it at the Media Marketingcenter of the marketingmix. Community Influencer Relations & Outreach CSR Entertainment Marketing 6
While many B2B brands now have robust social channels,they struggle with how to fully capitalize on the opportunity The power of the recommendation is increasingly well established… 100 90 The 2012 Nielsen 80 Global Trust in Advertising Report 70 60 Recommendations 50 Television 40 2007 2011 Radio …and positive brand recommendations are the fuel that drives sustainable B2B business growth 7
Develop a clear and purposeful story of how you want1 people to talk about and recommend your brand. A simple question that needs to be answered: • How do you want to be talked about and recommended ? • Buyers have choices. Why would someone recommend your brand over another? 10
2 Live Your Brand• If you want to be recommended as a dependable business partner – make sure you are one• Focus energy on owning that role and not ceding it to any competitors. 11
Be Human, Transparent, and3 Live Up to Mistakes Quickly• Brands will occasionally veer off course and make mistakes.• Well managed brands can be undone in astonishingly short order.• Own it when you or your brand goofs up. Fix what you can and ask forgiveness when needed. 12
4 Stay engaging and interesting• Marketing success used to be defined by how well we could interrupt consumers. Success today is based on how well we engage our audiences before, during and after the sale.• Spend 90% of your time on your social channels listening, paying attention and engaging with your consumers on their terms. Spend 10% of the time talking about yourself. 13
Regularly evaluate and evolve –5 but stay true to your core Discover New Innovation Launch New Product • Markets change and brands must always evolve • Take time to ensure that you’re beingrecommended in the ways that you want • Take ownership of your life Develop New Branding and your brands. Don’t let these changes happen by accident 14
Case Study Dell Trade Secrets: Implementing a Global Social Media Influencer Program Among SMB’s SOLUTION CHALLENGE Out of the understanding that SMB owners look to Drive word of mouth and product recommendations peers and experts as the “secrets to their during the launch of Dell’s new Vostro V130--a success,” the Trade Secrets campaign was born. sleek, lightweight laptop designed specifically for Focused on peer credibility, Trade Secrets set out on-the-go small business professionals--within to create authentic online conversation about the SMB markets in the U.S., U.K. and Germany. Vostro V130 by identifying and engaging the right global influencers, and distributing product for hands-on trials across the U.S., U.K. and Germany. 16
Case Study Dell Trade Secrets: Implementing a Global Social Media Influencer Program Among SMB’s GLOBAL TACTICS Influencer Outreach Reach experts in RESULTS technology, Productivity, Business Travel, Social Media and The Trade Secrets campaign exceeded all Entrepreneurship. target metrics and successfully initiated a Trial & Reviews global dialogue between SMBs and Drive awareness and interest Dell, helping to reinforce the brand’s around the new Vostro V130 commitment to small business growth and through product reviews by SMB experts. success. Product Giveaways: The program achieved over 5M social media Generate online campaign impressions (250% over goal) and was participation by offering recognized by the Forrester Groundswell opportunities to win a Vostro V130 Awards for Excellence in B2B Marketing in – via Tweet Chats, event 2011. participation, and more. The Dell Network: Develop an online platform to connect SMB’s and showcase their experience. Global Social Activation Create a consistent and open dialogue across key social media channels. 17
Successful Together More consumers are aware of your brand andGrow brand awareness considering it Influencers and consumers talk about andConversation growth share your brand with their personal networks We attract more consumers to like, follow, andMore fans & followers engage with the brand Customers are more loyal to your brand andMore brand advocacy are recommending it to othersTraffic & sales rise More consumers are trying and buying your brand 21
Thank You - Questions?Paul M. Rand Marty FinnPresident and CEO Sr. Acct Supervisor312.596.6272 firstname.lastname@example.org mfinn@Zocalogroup@paulmrand @martyparty1 22