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October 2, 2012
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© Copyright 2012 Beyond. All rights reserved. Private and Confidential
FT B2B AND SOCIAL SEMINAR02.10.12: Mullets, Moneyball, and Creative Execution
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
full time staff100now
london, lewes, new york, san francisco, mumbai
+
5 officesthrough parent group NEXT FIFTEENglobal reach
ANNUAL TURNOVER£7.5M
goal
support
visit us
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
client list @Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Favourite quote: “Show me a dressing room with laughter and talent and I’ll show you a winning team” (Brian Clough)
I Am...
Roger WarnerDirector
@Beyond, @RogerWarner
Head of Media Relations, EMEA
Head of Web, Imageand Editorial (Global)
Launched a ‘Social Media Agency’
Recently acquired byBeyond - continue to do awesome work in B2B
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
we create digital experiences people want to share.
...We do this Differently.
Moneyballfor social Brands
now
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
THAT SOCIAL MEDIA...
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Despite what some People in
Social MediaDid Not Invent Marketing
flip flops might have you believe
It Just Made Our Work Different.Think: Shock of the Old! Mix New with Known.
@Beyond, @RogerWarner
SOME RE-WIRING, PLEASE...
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Right BrainHmm, Serious
Left Brain Oooh, emotive
versus
B2B Profiling: @Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Right BrainB2b Strategies
Left Brain B2C Strategies
versus
Campaign Profiling: @Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
B2C ChannelFaceborg
B2B Channel LinkedIn
versus
Social Profiling: @Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Party atThe Back
Business atthe Front
The Mullet: @Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
B2C ChannelFaceborg
B2B Channel LinkedIn
versus
Social Profiling: @Beyond, @RogerWarner
Wrong!
BUILD IT AND THEY PROBABLY WON’T COME
➡ Facebook releases x1 great new feature
each week
➡ We continue to have x24 hours in our day -
our attention span is not upgraded weekly
➡ Every brand in the world competes within
the 9 o’clock ‘Facebook slot’ against other
brands, mums, sisters, colleagues, friends
and LOL cats...
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Go
Care?Do they Can People Give a SH*T
Problem statement:
Paul AdamsGlobal Head of Brand DesignFacebook
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Note to self: 9.30 to 11.40...
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
RATIONAL THINKING
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
sharingOF
THE
Quantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingIn !ve years, where will consumers be sharing content online, and why? What types of content will be shared most? How will consumers be sharing branded content? And, what will make something share-worthy in the future?
These are all important questions, and using data as a guide, the answers become within reach.
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
consumers research & share experiences during whole purchasing journey
CUSTOMER JOURNEY
BRAND PENETRATION
AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY
Visibility Evaluationattributes Choice Experience Recommendation
& loyalty
MEASUREMENT
BRAND STRATEGY/ messages
Pre-purchase
How is your brand positioning penetrating
the market?
What does consumer perception of your brand
look like?
What are the barriers and triggers for action?
What are the consumer likes and dislikes and
what words do they use?
What are the consumer likes and dislikes and
what words do they use?
Relative volume of each of the positioning
statements and pillars- - - - - - - - - - - - - - - - - -Share of voice against
competition
Attributes and topics within positioning and
pillars are most frequently discussed
- - - - - - - - - - - - - - - - - -Level of agreement with
positioning- - - - - - - - - - - - - - - - - -
Sentiment towards attributes
Frequency of statements of intent
- - - - - - - - - - - - - - - - - -Frequency of inhibitors
mentioned
Top likes and dislikes- - - - - - - - - - - - - - - - - -Frequency of emotive
words used- - - - - - - - - - - - - - - - - -
Verbatims
Frequency of recommendations
- - - - - - - - - - - - - - - - - -Share of voice against
competition
Post-purchase
insight & Strategy
visibility in search
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
LOW vs high involvement products
Research/Time intensive; specialised knowledge
Impulse buys; social
vsHIGH
LESS FREQUENTLY PURCHASED
MORE COMPLEX
EXPENSIVE IN NATURE
REQUIRING MORE TIME AND EFFORT IN THE RESEARCH PHASE
LOWBOUGHT MORE FREQUENTLY
LESS COSTLY
USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT
AND EFFORT
vs
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
1000
1000.5
1001
1001.5
1002
Baby Products
Music
Cookware
Beauty P
roducts
Automotives
Electro
nics
Fashion
Restauran
tsTools
Travel
Kitchen Applian
ces
Personal F
inance
Facebook Influence
Facebook’s Influence on purchases“To what extent did Facebook influence your view on the product you were shopping for?”
facebook - what is it
• some products lend themselves better - table: best and worst
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
CHANGE GEARS
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
FUTURE SHARING ACTIVITIESFUTURE SHARING ACTIVITIES
O!ine social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones.
43%43% 30%30% 28%28% 27%27%
PERSONAL MILESTONES
TICKET PURCHASES
TRAVEL PLANS CHARITABLE DONATIONS
WHAT WILL PEOPLE SHARE IN THE FUTURE?WHAT WILL PEOPLE SHARE IN THE FUTURE?
The percentages above re!ect the proportion of people who indicated their preference to share these activities.
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Make People
Look Great! Think: KUDOS, Social Capital
Create: Missions!
Mrs Entertainer,Head of Being Funny
Mr Smart,VP of Being Really Useful
Ms Generous,Director of Helpfulness
The first person to share that must-see meme: usually a video or a picture
The first person to share that amazing gizmo for calculating mortgages or the lead article from The Economist (or the infographic amongst colleagues)
The first person to share that promo for money off something really useful; likes to posts lists of good things to do; plus motivational Facebook stuff.
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
IT’S NOT ABOUT YOU, IT’S ALL ABOUT THEM...
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
AND IT’S ALL ABOUT CONTENT
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
The Social Buzzword Index, May 2012
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Traditional B2B Lead Generation Funnel
Publisher ‘THOUGHT LEADERSHIP’
Program
Marketo / Eloqua / Salesforce.com
BINGO!LEAD!
Month #1: Initial Contact
Month #2: Lots of EMAIL
Month #3: Response contact!
Month #4: SALES PHONE CALL!!!
More email marketing
Sign Up for Something
Receive a Nice Email or Five
SIGN UP for USER CONFERENCE
GET A CALL FROM TELESALES TEAM
@Beyond, @RogerWarner
WHAT’S A LEAD?
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @RogerWarner
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Content Funnel / Relationship Lifecycle
Tweets
Status Updates
Infographics
Slideshare Decks
White Papers
Sign Ups
Month #1: Initial Engagement
Month #3: Social Acquisition
Month #5: Content Engagement
Month #6: Relationship Begins
Manifestos
Interactive Apps
Never Heard of You
OK, SO Now I Follow You
I really Do Like Your Content
Outside chance I Might Sign Up...
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
ATTENTION VS BRAND
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Intuitive Heuristics: Daniel Kahneman
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Go
UNDERSTAND?And Do I Really Know
IBM Mainframes
Like Them?...Or, Do I Just
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Make Them Like You...
[Your Social B2B Mission]
Social will not 100% clinch the saleBut it will create your ‘funnel’...
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
MarketNeeds
Brand Communications
versus
Moneyball it: @Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
0
50
100
150
200
2007 2008 2009 2010
Region 1 Region 2
Bran
d abi
lity t
o inf
luen
ce
The Moneyball Map:
Alignment of a brands’ communications output to their customers’ wants and needs.
Tells us themes upon which the (eg) Tech industry is spending money to position itself - in this instance around concepts of ‘cloud’ ...and also the concepts that their customer is discussing and wants to hear more about - in this instance ‘sustainability’.
This is the Moneyball effect. An analysis of unstructured consumer behaviour on social gives us rock solid consumer data and insight - and great consumer insight is a more perfect way of understanding how to plan the win.
Customer propensity to Care
[share of voice]
[share of mind]
[High Engagement]
[Low Engagement]
Technology Industry
CLOUD !!
SUSTAINABILITY
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Long AttentionBig Content
Low Attention Small Content
versus
User Case Profiling: @Beyond, @RogerWarner
Your Social play!Goal: the SHARE!!
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
[compelling, Sharable Content]
Content Formats
➡ ‘How to’ visualisations
➡ Manifestos
➡ Infographics
➡ YouTube ‘talking heads’
➡ Blog posts / opinion pieces
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Social is Your Brand...
[In Summary]
Come on...
It’s what you’ve REALLY wanted for the past 20 years!
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
WE ARE HIRING!Get in touch at @Beyond / @RogerWarner
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
QUESTIONS/INSULTS...Be nice....
@Beyond, @RogerWarner
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
THANK YOUtimefor your
@Beyond, @RogerWarner