AI and the intertwining worlds of sales and marketing

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| Social Media Legals

Hello! Welcome to The Social Media Conference

@katieeking #SMConf2016

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AI and the intertwining world of sales and marketing

• Managing Director of Zoodikers Consulting. MBA

• Trainer and consultant• Founder of AIinFM• 27 years at top level in marketing, PR &

social• TEDx speaker x 2• Chairperson of PRCA’s South East/E. Anglia

Group• Regularly called on to commentate on social

media for BBC TV and radio• Spoken and moderated at high-profile

industry events e.g. Facilities Show, IP Expo, UC Expo and Cyber Security Expo

@katieeking

Welcome to the

new world of

Social Business

…where the traditional

salesman is

dead

…where there is no longer room for business silos

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Smart phones and social channels have altered the way we buy, sell, recruit & communicate

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Adapting to a changing world

…where sales and marketing are intertwined

Adapting to a world where the customer is in control• 75% of purchases now start with an online search by the buyer

• Prospects can compare your product or service to everything like it and buy from the competition without you even knowing they exist

Old ways of Business New ways of BusinessFlyers, Billboards, Advertising and Direct Mail

Online Searching & Personal Recommendations

One Way Marketing Two Way MarketingCold Calling Personal IntroductionsInformation Gathering Research, Create, Target

& Distribute Relevant Content

Manual AutomatedSeller Controls Sale Buyer Controls Sale

Traditional vs. social selling

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Adapting to a changing world. A taste of things to come

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"We are on the edge of change comparable to the rise of human life on Earth.” Vernor Vinge

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Glass of wine with lunch?

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I’m not driving

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In fact I have a clear afternoon…

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In fact I have a clear afternoon…

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AI & AR have already arrived…

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No longer mere sci-fi

Nobel Prize winners

Floor cleaners

Waste disposal

Catering

“AI enables us to work smarter but is it an existential threat to humanity?”

Nick Bostrom, University of Oxford and director of both the Future of Humanity Institute and the Strategic Artificial Intelligence Research Centre

“We are only 20 to 50 years away from Machine AI achieving human-level intelligence... and from reaching a human equivalent level of capability, AI is forecast to then see its progress take a rapid upward curve to super-intelligence.

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Very helpful in good hands…

Very risky in bad hands!

https://www.youtube.com/watch?v=jHNetehfW9w

Technology is transforming work and real estate. JLL looks ahead to 2030 to see how certain technologies will impact the working day and revolutionise workspace.



Are we summoning a class of eternally useless humans

There are more questions than answers…

Will inequalities be more visible and less acceptable

in the future?

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Back to today

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Impact on our world of social media

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Adapting to a world of integrated sales & marketing

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Planning is essential in order to create compelling content which helps you achieve your goals

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1. Plan & segment your audience

2. Find the right channel

3. Devise a social strategy

4. Build profile and differentiate

5. Nurture relationships6. Encourage them to

‘buy’

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5. Nurture relationships6. Encourage them to buy

Your audiences Business objectives

Marketing objectives

Perceptions to create in 3, 6, 9 months

Messages to convey

INFLUENCE THEMPR & social media tools

New business (greenfield sites)

££ Raise awareness

Twitter/LinkedInOnline PRBlogNetworking

Existing clients

£££ Educate LinkedIn GroupsCase studiesSocial mediaAwards

Attracting staff & business partners

ReferralsAttract staff

Webinars NewslettersSocial media

Alignment & segmentation

Not having clear goals

Not knowing who are the people in the best position to help you reach those goals

Not measuring activity or knowing how to?

3 biggest problems

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Building profile & thought leadership

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An integrated marketing campaign

Know, Like & Trust

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ContentRelevantEngagingFreshCreativeValue addProfileDifferentiateConsistent, constant, connected

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Devise a content strategy

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PR to build profile, reputation & credibility

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PR within integrated marketingVlogsBlogsPress activityConference speakingNetworkingSocial media content

Infographics

Infographics

Infographics

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Extending your reach – video and images

Ebooks

EbooksE-Books are the longest form of content marketing

They are extremely attractive to customers because of the sheer amount of information contained within them, and because they can be downloaded and viewed at the customer's own pace.

E-Books are an excellent choice for content marketing because they work extremely well for establishing you as an authority figure and source of knowledge in your niche.

In addition to this, if you are looking for premium content to entice your followers to answer a call to action. Offering an E-Book as an incentive is often very effective.

Interactive contentCustomers like to give their opinions. If there is a way for them to give feedback, they will often jump at the chance to do so. Interactive content is also engaging. It keeps the customer on your website or on your social media page, as they consume and interact with the content you have offered them. It is for these reasons that interactive content is so popular. There are many types of interactive content.Polls, Surveys, and Quizzes: These can be simple and straight forward. For example, you might use Survey Monkey to ask users about your latest product release. These can also be quite complex. You might create a longer quiz for your potential customer, and then provide them with answers on which one of your offerings is most appropriate for them (based upon their answers).

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Dashboards for content sharing and scheduling

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LinkedIn Content Best practice sharing via Posts and Updates

Style - authoritative

Links to videos, events you’re speaking at to build credibility

Keep it fresh: sharing your coverage

Commentary/value add within Groups

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Social platforms – to build profile and thought leadership

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Maximise ‘touch points’

Stay in touch all year

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Case study:ISS UK/Ireland (FM)

Integrated digital and traditional marketing

18 month Social Selling programme

Education of the executive boardC-suite buy-inContent marketingKnow, like and trustThird party credibilitySelling with influence

IPO success

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Tools and measurement

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Measures of success/ROI

Dashboards

Brief look at Boolean search

Google Analytics

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Twitter Analytics

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Q&A time+ 5 takeaways

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Thanks for your time!

@[email protected]

www.zoodikers.com

mailto:[email protected]

http://www.zoodikers.com/