Heidi Taylor - Engagement Marketing

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Topic: Engagement marketing: our new BFF? - How to develop an award-winning multi-channel engagement campaign - 3 ways to make your organisation’s marketing activity truly memorable - 5 lessons learned that are making me a better Professional Services marketer - What can happen when you tap into customer’s emotional decisions…

Transcript of Heidi Taylor - Engagement Marketing

Engagement marketing:our new BFF?

On the EDGE for Professional Services

www.pwc.co.uk

Professional Services

29 October 2014

What’s all the fuss?

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Content

The customer journey has changed

PurchaseFind youEvaluateConsiderWeb search

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Seismic shift

Yesterday = Push

Selling

Messages

Audience

Media channels

Today = Pull

Building relationships

Conversations

Collaborators

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Media channels

Awareness

Single brand voice

Engagement channels

Impact

Multiple brand voices

Social media is a game-changer for marketers

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How are B2B marketers responding?

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The engagement continuum

PurchaseFind youEvaluateConsiderWeb search

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What can we learn from Coca-Cola?

Coca Cola Content 2020 Strategy Initiative: www.youtube.com/watch?v=G1P3r2EsAos

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What can we learn from Volvo?

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The Big Idea

NHS managers worry hospitals will fail under

pressure this winter

NHS employers make plea for a pay freeze to save jobsNHS needs major changes to avoid disaster

If hospitals can provide 24/7 care, why can't

GPs?

If hospitals can provide 24/7 care, why can't

GPs?

NHS@75

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Engagement

Purpose

Objectives

The Campaign

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Conversations…

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…Impact

• 20:1 return on the campaign investment in terms of discrete spend on the elements of the campaign mix and fees generated where the campaign was cited as a major differentiator in winning the work

• A 300% increase in website traffic compared to all campaigns across the government and public sector website

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website

• Twitter followers doubled during the life of the campaign

• Engagement with over 250 qualified individuals through the campaign events and 1:1 meetings

• Winner, Professional Services Campaign of the Year, CIM Marketing Excellence Awards 2013

5 Lessons

1. Make it Human

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5 Lessons

1. Make it Human

2. Our customers are on social media

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5 Lessons

1. Make it Human

2. Our customers are on social media

3. Involve the wider business upfront

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5 Lessons

1. Make it Human

2. Our customers are on social media

3. Involve the wider business upfront

4. Dare to be different

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4. Dare to be different

5 Lessons

1. Make it Human

2. Our customers are on social media

3. Involve the wider business upfront

4. Dare to be different

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4. Dare to be different

5. What comes next?

Thank You!

Heidi Taylor

Head of Marketing, Government & Public Sector

heidi.taylor@uk.pwc.com

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heidi.taylor@uk.pwc.com

@TaylorMadeInKew

www.TaylorMadeInKew.com