This document contains a presentation by Kimberley Brind about how marketing must evolve to embrace social media and focus on building relationships. Some of the key points made include that corporate executives sometimes fear social media due to difficulties proving ROI and getting buy-in. However, social media allows unprecedented customer influence and word-of-mouth promotion when done correctly. Brind provides 10 lessons learned for effective social media marketing, such as using video content, empowering brand advocates, and testing frequently to keep improving strategies. The overall message is that marketers need to be bold in adopting social media tactics.

1. Good Morning
Fellow InTech’ers
Kimberley Brind
@kimberleybrind | #bbbbn
© Kimberley Brind & Associates Ltd March 2015

2. © Kimberley Brind & Associates Ltd
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| March 2015
The Marketing Function Must Evolve Now!

3. Me?
SocialPopulous
© Kimberley Brind & Associates Ltd
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| March 2015

4. The opinions I share today
will change tomorrow …
© Kimberley Brind & Associates Ltd
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| March 2015

5. Sir Tim Berners-Lee
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| March 2015

6. St. Peter's Square, Vatican City
Is being social new?
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| March 2015

7. An enduring love affair
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| March 2015

8. People Power
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| March 2015

9. Customers Have Influence
14% of people trust
advertisements* 78%
of people trust the
recommendations
of other consumers*
*Nielson Global
If you make customers unhappy in
the physical world, they might each tell
six friends. If you make customers on
the Internet they can each tell 6,000.”
Jeff Bezos
Amazon CEO
© Kimberley Brind & Associates Ltd
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| March 2015

10. © Kimberley Brind & Associates Ltd
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| March 2015
“As Organic As
Breathing Air”
Charlene Li

11. Why do
corporate executives
FEAR social?
© Kimberley Brind & Associates Ltd
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| March 2015

12. © Kimberley Brind & Associates Ltd
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13. © Kimberley Brind & Associates Ltd
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14. © Kimberley Brind & Associates Ltd
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15. Challenges DO Exist
Proving Return on Investment
C-Suite Sponsorship
Corporate Culture
Organisational Silo’s
Empowering Everyone
Accidental Narcissism
Content, Content, Content
Social Skillset
Constant Change
© Kimberley Brind & Associates Ltd
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| March 2015

16. My Top 10
Key Learnings
© Kimberley Brind & Associates Ltd
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| March 2015

17. 1. KPIs Must Be Sales Orientated & Deliver ROI
2. Think Mobile First
3. Humanize the Brand: B2B marketing has to move
from rational broadcast messaging to emotional
storytelling that encourages dialogue & UGC
4. Video Content: 100m Watch Every Day (Nielson)
5. Small Steps = Huge Rewards: Pilot Everything
6. WOM, Brand Advocates: empower Employees then
Partners and Customers
7. Ban the Word ‘Prospect’ in Favour of ‘Future Advocate’
8. Different Tactics: Engagement/DemGen 80/20 rule
9. Keep Testing & Keep Learning, Keep Changing
10. Be Bold, Be Brave, Now #BBBBN
© Kimberley Brind & Associates Ltd
#bbbbn
| March 2015

18. © Kimberley Brind & Associates Ltd
#bbbbn
| March 2015

19. © Kimberley Brind & Associates Ltd
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| March 2015

20. © Kimberley Brind & Associates Ltd
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| March 2015

21. And To Finish …
© Kimberley Brind & Associates Ltd
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| March 2015

22. I never come ALL the way
out of my shell. But if I
didn't come most of the way
out and really "stick my neck
out" I'd never get anywhere.
One step at a time.
#bebravebeboldnow
© Kimberley Brind & Associates Ltd
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| March 2015

23. Thank You &
Adieu For Now
Kimberley Brind
@kimberleybrind | #bbbbn
© Kimberley Brind & Associates Ltd March 2015