The document discusses how sales and marketing are becoming increasingly intertwined in a changing business world where customers control purchases. It notes that traditional sales methods are outdated and businesses must adapt to using social media to build relationships with customers. The speaker advocates developing a content strategy to establish authority and differentiate your business online, and measuring the results of social media activities to demonstrate return on investment.

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Hello!
Welcome to
The Social
Media
Conference
@katieeking
#SMConf2016

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AI and the
intertwining
world of sales
and marketing

3. • Managing Director of Zoodikers Consulting.
MBA
• Trainer and consultant
• Founder of AIinFM
• 27 years at top level in marketing, PR &
social
• TEDx speaker x 2
• Chairperson of PRCA’s South East/E. Anglia
Group
• Regularly called on to commentate on social
media for BBC TV and radio
• Spoken and moderated at high-profile
industry events e.g. Facilities Show, IP Expo,
UC Expo and Cyber Security Expo
@katieeking

4. Welcome to
the
new world
of
Social
Business

5. …where the
traditional
salesman
is
dead

6. …where
there is no
longer room
for business
silos

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Smart phones and
social channels have
altered the way we
buy, sell, recruit &
communicate

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Adapting to a changing
world
…where sales and marketing are
intertwined

11. Adapting to a world where
the customer is in control
• 75% of purchases now start with an online search by the buyer
• Prospects can compare your product or service to everything
like it and buy from the competition without you even knowing
they exist

12. Old ways of Business New ways of Business
Flyers, Billboards,
Advertising and Direct Mail
Online Searching &
Personal Recommendations
One Way Marketing Two Way Marketing
Cold Calling Personal Introductions
Information Gathering Research, Create, Target &
Distribute Relevant Content
Manual Automated
Seller Controls Sale Buyer Controls Sale
Traditional vs. social selling

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Adapting to a changing
world. A taste of things to
come

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"We are on the
edge of change
comparable to the
rise of human life
on Earth.”
Vernor Vinge

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Glass of
wine
with
lunch?

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I’m not
driving

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In fact I
have a
clear
afternoon
…

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In fact I
have a
clear
afternoon
…

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AI & AR
have
already
arrived…

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No longer mere
sci-fi

26. Nobel Prize
winners

27. Floor
cleaners

28. Waste
disposal

29. Catering

31. “AI enables us to work smarter but
is it an existential threat to
humanity?”
Nick Bostrom, University of
Oxford and director of both the
Future of Humanity Institute and
the Strategic Artificial Intelligence
Research Centre
“We are only 20 to 50 years away from
Machine AI achieving human-level
intelligence... and from reaching a
human equivalent level of capability, AI
is forecast to then see its progress take
a rapid upward curve to super-
intelligence.

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Very helpful in
good hands…
Very risky in bad
hands!

33. https://www.youtube.com/watch?v=jHNete
Technology is transforming work and real estate.
JLL looks ahead to 2030 to see how certain
technologies will impact the working day and
revolutionise workspace.

34. Are we summoning a class of
eternally useless humans

35. There are more questions than
answers…
Will inequalities be more visible
and less acceptable in the future?

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Back to today

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Impact on our
world of social
media

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Adapting to a
world of
integrated sales
& marketing

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Planning is essential
in order to create
compelling content
which helps you
achieve your goals

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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to ‘buy’

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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy

44. Your audiences Business
objectives
Marketing
objectives
Perceptions
to create in 3,
6, 9 months
Messages
to convey
INFLUENCE
THEM
PR & social
media tools
New business
(greenfield sites)
££ Raise
awareness
Twitter/LinkedIn
Online PR
Blog
Networking
Existing clients £££ Educate LinkedIn Groups
Case studies
Social media
Awards
Attracting staff &
business partners
Referrals
Attract staff
Webinars
Newsletters
Social media
Alignment & segmentation

45. Not having clear goals
Not knowing who are the people in the best position
to help you reach those goals
Not measuring activity or knowing how to?
3 biggest problems

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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy

47. 2. Find the right channel

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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy

52. Building profile & thought leadership

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An integrated
marketing
campaign

54. Know, Like & Trust

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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy

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Content
Relevant
Engaging
Fresh
Creative
Value add
Profile
Differentiate
Consistent, constant, connected

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Devise a content
strategy

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PR to build
profile,
reputation &
credibility

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PR within integrated
marketing
Vlogs
Blogs
Press activity
Conference speaking
Networking
Social media content

61. Infographics

62. Infographics

63. Infographics

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Extending your
reach – video and
images

65. Ebooks

66. Ebooks
E-Books are the longest form of content marketing
They are extremely attractive to customers because of the sheer amount of
information contained within them, and because they can be downloaded and
viewed at the customer's own pace.
E-Books are an excellent choice for content marketing because they work
extremely well for establishing you as an authority figure and source of
knowledge in your niche.
In addition to this, if you are looking for premium content to entice your
followers to answer a call to action. Offering an E-Book as an incentive is
often very effective.

67. Interactive content
Customers like to give their opinions. If there is a way for them to give
feedback, they will often jump at the chance to do so.
Interactive content is also engaging. It keeps the customer on your
website or on your social media page, as they consume and interact with
the content you have offered them. It is for these reasons that interactive
content is so popular. There are many types of interactive content.
Polls, Surveys, and Quizzes: These can be simple and straight forward.
For example, you might use Survey Monkey to ask users about your
latest product release. These can also be quite complex. You might
create a longer quiz for your potential customer, and then provide them
with answers on which one of your offerings is most appropriate for them
(based upon their answers).

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Dashboards for
content sharing
and scheduling

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71. LinkedIn Content
 Best practice sharing via Posts and Updates
 Style - authoritative
 Links to videos, events you’re speaking
at to build credibility
 Keep it fresh: sharing your coverage
 Commentary/value add within Groups

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Social platforms
– to build profile
and thought
leadership

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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy

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Maximise ‘touch
points’

75. Stay in touch all year

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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy

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Case study:
ISS UK/Ireland
(FM)

80. Integrated digital and
traditional marketing
18 month Social Selling
programme
Education of the executive board
C-suite buy-in
Content marketing
Know, like and trust
Third party credibility
Selling with influence

81. IPO
success

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Tools and measurement

84. 84
Measures of
success/ROI

86. Dashboards

87. Brief look at Boolean search

88. Google Analytics

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90. Twitter
Analytics

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Q&A time
+ 5 takeaways

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Thanks for your
time!
@katieeking
katie@zoodikers.com
www.zoodikers.com