Jonathan Bean på Mynewsday: Marketing and Communications Reinvented
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Jonathan pratade på Mynewsday om den enda konstanten inom modern marknadsföring – förändringen. Vad kan och vad bör vi hålla fast vid i vår digitala värld?
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Jonathan Bean på Mynewsday: Marketing and Communications Reinvented
- 1. Marketing and Communications Reinvented @jonobean
- 2. @jonobean
- 4. Only Two questions worth asking @jonobean
- 5. Replacing the 4 P’s @jonobean
- 8. @jonobean
- 9. ”Desire to tell the world who we are, what we do and why it matters” ”Lack of resources – people, time, money” ”Managing multiple communication channels effectively” ”Lack of technical competence inhouse” @jonobean The Mitt Liv team
- 10. @jonobean
- 11. @jonobean
- 12. @jonobean
- 13. @jonobean
- 14. @jonobean
- 15. The power of the content hub @jonobean News content hub 82% Stories 18%
- 16. Platform Consumption @jonobean Desktop 53% Mobile 47%
- 17. Engagement 836 emails sent Open rate = 34% @jonobean 88 Social Shares Newsroom attention time = 1:45min
- 20. @jonobean
- 21. Concentrate on Owned & earned media @jonobean
- 22. WE ARE TRAVELERS @jonobean
- 23. @jonobean
- 24. @jonobean 28 million passengers 100 million web visitors 3.5 Million Loyalty Subscribers 700,000 Fans on Facebook 50,000 Followers on Twitter
- 25. @jonobean Personal audience =16,000 +
- 26. “I asked myself why should I spend money externally in the magnitude I do now when I have all these customers so close to me” @jonobean “Should I pay somebody else to expose my messages or should they pay me to communicate on one of my platforms” Stefan Hedelius VP Marketing & Brand SAS
- 27. Don’t Build your Brand on Rented Land @jonobean
- 28. 10% Drop in Facebook Organic Reach = 25% Rise in Share Price @jonobean
- 29. Build your own audience @jonobean
- 30. The power of the subscriber @jonobean
- 31. @jonobean
- 32. @jonobean
- 33. The 8 second value proposition @jonobean
- 34. Brand
- 35. @jonobean
- 37. “With tight deadlines – being able to respond to a wide range of requests from print, broadcast and online media 24/7/365 in a timely and professional manner” ”Being able to explain to journalists on a tight deadline and sometimes little knowledge of my company complex issues which are crucial to getting my story right” Lasse Sandaker-Nielsen VP Media Relations Norwegian
- 38. @jonobean 27,114 Views of PR content in Sept
- 39. The power of the content hub @jonobean News content hub 69% Stories 32%
- 40. Platform Consumption @jonobean Desktop 59% Mobile 41%
- 41. The newsroom that’s all about @jonobean mobile … and Sweden is not far behind
- 42. Engagement 29,863 emails sent Open rate = 27% (SWE) @jonobean 2,943 Social Shares Newsroom attention time = 1:41min
- 43. September Story Highlights @jonobean
- 44. Story with highest web traffic @jonobean
- 45. Story with highest social shares @jonobean
- 46. Story with highest email open rate @jonobean
- 47. “Digital content — original, daily and owned — gives companies and brands the power to tell their story, share their unique knowledge and find and engage the right audiences as “Digital content — original, daily and owned — gives companies and brands the power to tell their story, share their unique knowledge and find and engage the right audiences as never before never before.” Alexander Jutkowitz Vice chairman H&K Strategies @jonobean
- 48. “Success is the ability to go from one failure to another without the loss of enthusiasm” Winston Churchill Strategy Winner @jonobean
Editor's Notes
- Coverage in Sweden
- Proctor & Gamble Unilever No longer just a bunch of glorified purchasers of media and agencies The digital opportunity - new opportunities, new talent, new skill sets But many old rules still apply - Need to look at some fundamentals of change management
- 1. Do I have the right people on my bus? Ask first Who then then What - Talent (Jim Collins) 2. What business are we really in? Theodore Levitt - HBR 1967 Businesses will do better in the end if they concentrate on meeting customers’ needs rather than on selling products Oil companies - From petroleum to energy Rail roads or transportation Ikea - furniture or destination Red Bull - Soft drink or action / adventure lifestyle brand
- 2013 HBR 5 year study involving 500 managers in multiple countries SOLUTION = Define offerings by the needs they meet, not by their features, functions, or technological superiority. ACCESS = Develop an integrated cross-channel presence that considers customers entire purchase journey instead of emphasising individual purchase locations and channels VALUE = Articulate the benefits relative to price, rather than stressing how price relates to production costs, profit margins, or competitors prices EDUCATION = Provide information relevant to customers specific needs at each point in the purchase cycle, rather than relying on advertising, PR and personal selling 4 Cs Creating, Curating, Connecting, Culture
- But some P’s remain crucial People – refer to new website We have always concentration on people who are customer facing but People need to be front and centre of you marketing They are what drive your value proposition – Employees, Customers, Partners, Brand Fans – make them Heros
- A big one Marketing 2020 – largest marketing survey – 10,000 marketers anc communictors in 92 countries Purposeful position is what marks out successful marketind and underperformers – Functional / Emotional / Societal benefits No where is this stronger than at one of the world largest spenders on marketing and Communications services – Unlever Paul Polman CEO – Sustainable Living Plan – Double size of the business whilst reducing environment impact and increasing positive social impact.
- Forgive me for getting personal for the next 5 mins or so but I want to share with you what I am most proud of the Mynewsdesk has done over the last 12 months Mynewsdesk believes that the world can be changed for the better using the power of communication. That’s why last year we launched our Social Innovation project Providing over 10m SEK in terms of our Product and 1% of our peoples time to servesmall Non-Profits that would benefit from our technology and knowledge Every employee is given the opportunity to chose a non profit to work with – this is mine Mitt Liv – enabling organisations and
- Coverage in Sweden
- Coverage internationally Hipsters are so OUT – if you want to be cool now you need the shave off your beard and become a Stipster – Hear that Södermalm
- Last year the Mitt Liv team went over the London and won support from the Ice Cream maker Ben & Jerry’s part of the their Social Impact program Join our Core
- Marketing 20/20 also told us that the best performers were data driven But this is where I see a big disconnect – most marketers I know are great creatives and project managers but struggle hate a spreadsheet of data, unless it’s a gnatt chart mapping a project Growth hacker – we need to learn to love data and have data drive our decisions – our team – the Who needs to include these indiviuals
- The Brand experience will become key going forwward – You are in one now. You are and have all day been experiencing Mynewsdesk. This includes everything from commununication / your organisation / your offering / and your purpose – with you the user at the centre It’s digital and its Physical – Digital is a mindset Not a technology 88% of respondents had admitted to going through a digital transformation – only 25% had actually mapped the digital customer journey 80% of respondents had admitted to implementing digital change projects – Processes or websites, mobile, social apps – only 46% aim to overhaul customer service to meet the needs of the digital customer
- The Converged Media Imperative - Altimeter (Rebecca Lieb and Jeremiah Owyang) Paid, Earned, Owned Media - 2012 Decades of Traditional media companies and business models have lead all marketers to concentrate on Paid Media Now with the advent of the internet disrupting all traditional media models and the developments in search, mobile and social media - Owned & Earned are more important than ever before Marketing budgets will not change - in fact my prediction is that they will increase as technology enters the marketers toolbox but the the focus of spend will shift Those with the skillets in owned and earned media will be well positioned BERLIN – 70 European CMOs 95% paid to 3% owned 2% Earned / 75% Paid, 20% Owned / 5% Earned AS COMMUNICATORS IF YOU CAN TAKE ADVANTAGE OF THE EARNED MEDIA AT YOU COMPANY YOU WILL HAVE A PAYRISE AND A NEW BUDGET
- Thats where you are about to get 25% of marketings budget from or what you should be fighting for. DO THE EXERCISE INTERNALLY
- So my thesis is that after years of simply focusing on Paid media and with the changes in both Search and Social we need to focus on owning both our destination/hub and our Network Review you current owned channels today - website, micro sites, print publications, events and see how you can build them Review your existing Newsletter List could the secret of further marketing success
- Jay Baer - Convince & Convert - a development of it The irony shows with less organic reach the share price rises 1.2 billion users, 800m daily users, 609m daily mobile users Advertising revenue up 82% yr on yr Q1 2014 Facebook mobile ad company with 59% of ad revenue coming from portable devices And if you think they won’t pull the same trick with Instagram and Whatsapp think again Options: Leave Facebook - if you are one of those companies that should have never been their in the first place but was suffering from Peer Pressure Pay to Play - Just another paid media channel and a very powerful one. FB advertising still in my opinion very powerful for the right companies (CSV files targeting) Get your Network to promote you content - employees, customers, suppliers ambassadors - thats my favourite - TRUST
- In a previous existence we have focused on renting an audience Chasing them where they hung out - whether that be media, social or search Now the opportunity is about building that audience directly You current Newsletter list is one of your biggest assets today - growing that direct subscription Review who is that audience - what do they want - what are their pain points - how can you serve them
- Where is your network Where are your subscribers (Newsletters, Loyalty programs, CRMs, Media Lists, Partnership lists, Membership lists)
- But what impact will these little devils have As someone who has three children under the age of 9 I am painfully aware that what we are talking about today will be irrelevant very soon In our house my scanning of my daughter Whatapps account is our very own NSA monitoring dilemma All I know for sure is that these apps and the ones that follow them will change communication as we know it Attention is getting even shorter Text/Image/Video (Content Production) use is interchangeable and not unique The Group dynamic is more important than ever before HERE’s a great campaign from the WWF out of Denmark/Turkey using Snapchat as a campaigning mechanism
- But what impact will these little devils have As someone who has three children under the age of 9 I am painfully aware that what we are talking about today will be irrelevant very soon In our house my scanning of my daughter Whatapps account is our very own NSA monitoring dilemma All I know for sure is that these apps and the ones that follow them will change communication as we know it Attention is getting even shorter Text/Image/Video (Content Production) use is interchangeable and not unique The Group dynamic is more important than ever before HERE’s a great campaign from the WWF out of Denmark/Turkey using Snapchat as a campaigning mechanism
- We used to talk about the 30 second elevator pitch Now we need to talk about the 8 second value proposition If you can’t capture attention in a Snapchat message or Vine Video - my daughter won’t want to buy from you It may only be relevant for a youth B2C play right now but I think the same disciplined thinking could go down very well with every B2B marketer I know Image Visual Communication key The Visual Value Proposition (Why, How What, Where) 6 word headline
- The Buzz Feed of Tax authorities 45,000 views of press content last month
- 439 social shares
- 30% opening rate
- We used to talk about the 30 second elevator pitch Now we need to talk about the 8 second value proposition If you can’t capture attention in a Snapchat message or Vine Video - my daughter won’t want to buy from you It may only be relevant for a youth B2C play right now but I think the same disciplined thinking could go down very well with every B2B marketer I know