Ne ma tweetminster_final
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This presentation was given as the guest keynote for NeMa 2012 in Budapest. It discusses the elephant in the boardroom - why is the B2B social media market developing so slowly. It looks at the change in consumer behaviour, the generational impact of changing behaviours and how technology creates useful data. It also links cakes, to phones and televisions and how this social world is becoming a multi billion dollar economy
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Ne ma tweetminster_final
- 1. Social Media:Claiming your place in the brave new world?
- 2. Hello I’m Andrew Walker from @Tweetminster www.tweetminster.co.uk
- 4. What does social media have to do with B2B financial services? (…protests?)
- 5. Mass market consumer technologies are… Transient? Threats? Opportunities?
- 6. 2009 “I’m not on Twitter because telling people what I had for dinner last night or when I’m having a bath is irrelevant” 2012
- 7. It’s B2C, not B2B though…
- 9. B2B social media is in flux because of the generational impact of… social media
- 10. Technology affects behaviour& will impact B2B sooner or later
- 11. Business has to move away from funnel processes
- 12. Advertising based funnels leak prospects to the social web 0.2% CTR on ads, 2% CTR on AdWords
- 14. Search is at the wrong end of the funnel for growing new services & marketing reach
- 15. Funnel processes create inertia Copywriting/ Marketing Comms team Real time Really long time Legal team
- 16. We’re real time and social, we carry computers everywhere (It’s also a phone)
- 17. For the first time we have large volume data insights or the “social graph” Lady Gaga peaks around album releases not singles Coldplay peaks around TV coverage of live festivals
- 18. BIG DATA Defining credit risk through your social footprint? Defining lifestyle risk for pensions based on your social footprint? Define counterparty risk and insuring risk through your social footprint?
- 20. POV acquisition in the finance sector Create demand through continuous engagement (because Adwords don’t work for small financial service companies)
- 21. Multi-touch is an audience multiplier Social media campaigns Media & bloggers Work Contacts Client network Industry network Event networks Their friends, followers & networks
- 22. How information disperses through social networks
- 23. 1. Create expert content in the right channels for business
- 24. 2. Comment and respond to build ‘strong’ links that will build your POV sales network
- 25. 3. Amplify your signals through news feed networks to generate SEO value from your content
- 26. 4. Build a network of weak links to increase your POV reach through social engagement
- 27. 5. Use data insight to develop a POV sales strategy, define your targets & measure your ROE
- 28. Weak links = marketing Strong links = prospects Create a POV profile Amplify &engage Find influencers Find the event network B2B network CRM & leads
- 29. 20 years ago these things were financially unrelated…
- 30. Now they are interdependent in a multi-billion dollar economy
- 32. Thanks The most important part of social media is the social bit, so if you want to chat… I’m @killdozer
Editor's Notes
- Newspapers crashing due to impact of phonesSocial lives define the features we require in phonesRecording our daily lives shapes the value & focus of journalismWould have been considered nonsense 15 years agoNow it’s worth $24 bn+?????
- Newspapers crashing due to impact of phonesSocial lives define the features we require in phonesRecording our daily lives shapes the value & focus of journalismWould have been considered nonsense 15 years agoNow it’s worth $24 bn+?????