2. 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
3. Initial considerations for building
a 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
you're 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
you're wrong.”
3
4. Marketing budgets – both B2C and B2B – are increasingly
being 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
5. …and the value of WOM and social media are
increasingly 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
6. in fact, many successful B2B companies now put WOM
and social media at the center of their marketing mix…
Media Relations
Research & Digital/ Social
Measurement Media
Making your integrated
marketing more talk-
able, sharable and Word of
Mouth &
engaging is the reason Partnerships &
Sponsorships Social Advertising
for putting it at the
Media
Marketing
center of the marketing
mix.
Community
Influencer
Relations &
Outreach
CSR
Entertainment
Marketing
6
7. 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
10. Develop a clear and purposeful story of how you want
1 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
11. 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
12. Be Human, Transparent, and
3 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
13. 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
14. 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
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16. 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
17. 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.
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21. Successful Together
More consumers are aware of your brand and
Grow brand awareness
considering it
Influencers and consumers talk about and
Conversation growth
share your brand with their personal networks
We attract more consumers to like, follow, and
More fans & followers
engage with the brand
Customers are more loyal to your brand and
More brand advocacy
are recommending it to others
Traffic & sales rise More consumers are trying and buying your
brand
21
22. Thank You - Questions?
Paul M. Rand Marty Finn
President and CEO Sr. Acct Supervisor
312.596.6272 312/596-6280
prand@zocalogroup.com mfinn@Zocalogroup
@paulmrand @martyparty1
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Editor's Notes
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.
