Upload
b2b-marketing
View
173
Download
0
Tags:
Embed Size (px)
Citation preview
CASE STUDY – SOCIAL ENGINEERING: HOW PSION REBUILT ITS BRAND AROUND A USER COMMUNITY
Jonathan Brayshaw Leader, Social Business, Psion PLCOwner, The Original Agency Limited
© Psion Confidentialpsion.com | ingenuityworking.com
I REALLY DON’T CARE WHAT YOU
HAVE TO SAY
© Psion Confidentialpsion.com | ingenuityworking.com
(c) 2011 Accenture
© Psion Confidentialpsion.com | ingenuityworking.com
“If you do what you’ve always done, you’ll get what you always got.”
Mark Twain
© Psion Confidentialpsion.com | ingenuityworking.com
» CREATOR OF PDA - ANCESTOR OF SMARTPHONE
» ONLY COMPANY MICROSOFT FEARED
» 2000: ACQUIRED TEKLOGIX
» 2001: WITHDREW FROM CONSUMER BUSINESS
THE LAST 30 YEARS…
© Psion Confidentialpsion.com | ingenuityworking.com
» REPUTATION
» QUALITY
» ME TOO PRODUCTS
» HARD TO DO BUSINESS WITH
» STAGNATION AND LOW GROWTH
» PROFITABILITY
» NEW CEO EACH YEAR (ALMOST!)
CHALLENGING TIMES
© Psion Confidentialpsion.com | ingenuityworking.com
Psion has changed the game once again.
© Psion Confidentialpsion.com | ingenuityworking.com
© Psion Confidentialpsion.com | ingenuityworking.com
... THE NEXT 30 YEARS?
RUGGED HANDHELD/VEHICLE MOUNT COMPUTERS FOR INDUSTRIAL AND COMMERCIAL USERS
© Psion Confidentialpsion.com | ingenuityworking.com
» UNIQUE AND HIGHLY ADAPTABLE CHASSIS WITH SHARED COMPONENTS
» UNBEATABLE CUSTOMISATION AND POTENTIAL FOR VALUE ADDED SERVICES
» ENCOURAGES DEVELOPERS AND PARTNERS TO INNOVATE FREELY
OUR UNIQUE MODULAR PLATFORM
© Psion Confidentialpsion.com | ingenuityworking.com
AN OPEN COMPANY WORKS IN A DIFFERENT WAY
Internalised development
> Cathedral; closed approach to innovation
> Traditional approach to design
> Primarily benefits vendor/manufacturer
Externalised development
> Bazaar; open approach to innovation
> Puts partners and customers at the centre
> Customer, partners and vendor share the benefits
© Psion Confidentialpsion.com | ingenuityworking.com
» “OPEN” IS A BETTER MEANS TO AN END
» SIMPLER AND MORE COST EFFECTIVE
» WE DON’T HAVE ALL THE ANSWERS... THAT’S OK
» DIFFERENTIATION FROM “MO-TERMEC-OROLA”
WHY WE HAVE AN “OPEN” MODEL
© Psion Confidentialpsion.com | ingenuityworking.com
» HALF DEVELOPMENT COST» HALF TIME TO MARKET, QUICK REVENUE» FASTER TO BUILD, LOWER INVENTORY» FASTER TO REPAIR, LOWER REPAIR COST » FEWER STOCK PARTS, FASTER TURNS» LOWER COMPANY COSTS» BETTER MARGINS… » INVEST FOR GROWTH!
GREAT COMPANIES EMPLOY MODULARITY
© Psion Confidentialpsion.com | ingenuityworking.com
© Psion Confidentialpsion.com | ingenuityworking.com
Forget campaigns, think conversations.
Bypass channels, foster community.
Build the audience that’s right for your business.
© Psion Confidentialpsion.com | ingenuityworking.com
© Psion Confidentialpsion.com | ingenuityworking.com
Contextual Orchestrating
Shared control and contribution
Continuous
Community
Dynamic
Inclusive
CollaborativeCommunity of communities
Six degrees
Blogs
Capability building
Creation nets
MeritocracyStructural gaps
Business networks
Sharing
Trust
Environment
System
Preferential linking
Emerging business models
Source: Marco ten Vaanholt
© Psion Confidentialpsion.com | ingenuityworking.com
ParticipatingListening, establishing reputation(I’m one of you)
ManagingListening, supporting, building reputation, marketing
OwningListening, supporting, building relationships, collaborating
External Communities
Closed Network
Internal Communities
Example: customer communities
Example: channels, members
Example: Intranets, communities of practice
Blogs Wikis Forums
IngenuityWorking.com
© Psion Confidentialpsion.com | ingenuityworking.com
INTRODUCING INGENUITYWORKING
© Psion Confidentialpsion.com | ingenuityworking.com
WHAT DOES IT DO?
» PUBLIC AREA OPEN TO ALL
» SECURE PARTNER ZONE
» GROUPS WITHIN GROUPS
» BLOGS
» DISCUSSIONS
» KNOWLEDGEBASE
» DOWNLOADS
» CUSTOMER SUPPORT
» SEARCH
» TWITTER, FACEBOOK AND MARKETING PORTAL
» “THE PUB” AND OFF TOPIC CHAT
© Psion Confidentialpsion.com | ingenuityworking.com
» PARTNER DIRECTORY ~1,050 RESELLERS LISTED
» INGENUITYLIVE! – PSION’S “APP STORE” Allows resellers and developers to list and promote their
unique hardware and software solutions 65 current solutions including Blackroc’s new Procyon
GNSS positioning module for the Workabout Pro 3 Over 12,500 solution views Update to track requests
coming soon
» Integrated context sensitive IW discussions on Psion.com
INGENUITYWORKING PLUS
© Psion Confidentialpsion.com | ingenuityworking.com
“IngenuityWorking is the only B2B social community that isn’t anaemic”
Forrester Research, Authors of ‘Groundswell’
© Psion Confidentialpsion.com | ingenuityworking.com
Workabout Pro 3 rugged handheld
Next Generation GPS technology
B2B Community - IngenuityWorking
» PREMIUM DEVICE
» NEW MARKET OPPORTUNITY WORTH 3 BILLION EUROS
© Psion Confidentialpsion.com | ingenuityworking.com
SALES SUCCESS: WINNING DEALS
Customer requires discontinued product. Partner able to respond to prospect.
1. Partner assisting customer in Support area.
2. Partner responding to customer request for devices.
3. Partners assisting each other to facilitate a potential sale.
3
1
2
© Psion Confidentialpsion.com | ingenuityworking.com
PR SUCCESS: HIJACKING NEWS
» REAL-TIME
» HUMAN
» BRAND JOURNALISM
© Psion Confidentialpsion.com | ingenuityworking.com
» INTEGRATION WITH SALES
» GROWTH
» PUBLISHER MINDSET
WHAT’S NEXT FOR INGENUITYWORKING.COM?
© Psion Confidentialpsion.com | ingenuityworking.com
© Psion Confidentialpsion.com | ingenuityworking.com
WWW.YOUTUBE.COM/PSIONLIVE
© Psion Confidentialpsion.com | ingenuityworking.com
© Psion Confidentialpsion.com | ingenuityworking.com
» ROI... ROI... ROI... ROI... ROI...
» LATEST PLAYTHING
» MINDSET SHIFT
» NOT BUSINESS AS USUAL
» MARKETING MUST CHAMPION
» OWNERSHIP
» ORIGINAL CONTENT
» “BADVOCATES”
» EXTERNAL AGENCIES
OBSTACLES... WE’VE HAD A FEW...
© Psion Confidentialpsion.com | ingenuityworking.com
» MARKETERS MUST RETHINK ‘THE RULES’
» COMMUNITY OFFERS UNIVERSAL VALUE
» LESS SPRAY AND PRAY
» BUSINESS PEOPLE ARE PEOPLE TOO
» WE’VE SO MUCH MORE TO DO...
WHAT WE LEARNED
© Psion Confidentialpsion.com | ingenuityworking.com
» BUSINESS IS FIXED... PATH TO GROWTH
» RECOGNISED BY INDUSTRY European AutoID Awards
• Winner: Most Innovative Company BtoB Magazine 2011 Social Media Marketing Awards
• Runner-up: Best Community Business Courier’s Innovation Awards
• Winner: IT Innovation, Large Company UK B2B Marketing Awards
• Finalist: Best B2B Brand Campaign – Rebrand Campaign Forrest Groundswell nomination Constellation Supernova Semi Finalist
NEW PSION
© Psion Confidentialpsion.com | ingenuityworking.com
“Rebooting Psion”October 2011“Psion looks to social media for company turnaround”September 2011
RECENT COVERAGE
“Psion goes social to promote strategy”August 2011
© Psion Confidentialpsion.com | ingenuityworking.com
Our strategy gives us more products, more quickly, through more channels, with
valuable differentiation.
© Psion Confidentialpsion.com | ingenuityworking.com
Business has changed.
Your competitors are winning deals in places where you may not even have a presence.
Social media ‘playtime’ is over.
Welcome to thesocial business.
© Psion Confidentialpsion.com | ingenuityworking.com
THANK YOU
#psion
Be part of it at: ingenuityworking.com
Follow me at: @jonoriginal
www.linkedin.com/in/jonathanbrayshaw