Post on 06-May-2015
Wi-fi access: Network - Ketchumevent Password – London2013
#bbsocial Sponsored by:
Nick Masters Head of online
PwC
Content that finds its audience PR Moment 3 December 2013
www.pwc.co.uk
PwC
The offensive Tweet
Content that finds its audience
4
November 2013
PwC
“It’s not information overload. It’s filter failure.”
Clay Shirky
Content that finds its audience
5
November 2013
PwC
How long do we spend online?
35 hours a week according to OFCOM
Content that finds its audience
6
November 2013
PwC
How do traditional models of targeting work in a networked world?
Content that finds its audience
7
November 2013
PwC
How do traditional models of targeting work in a networked world?
They don’t
Content that finds its audience
8
November 2013
PwC
How do traditional models of targeting work in a networked world?
They don’t
Why?
Content that finds its audience
9
November 2013
PwC
How do traditional models of targeting work in a networked world?
They don’t
Why?
Because disruption is disrupting the disruptors
Content that finds its audience
10
November 2013
PwC
In a world where information flows freely
Do communities really exist?
Content that finds its audience
11
November 2013
PwC
In a world where information flows freely
Do communities really exist?
And do we still need them?
Content that finds its audience
12
November 2013
PwC
Which model works for you?
Content that finds its audience
13
November 2013
Our cohort networks are populated by the people and things we chose to engage
Communities are based on ascribed characteristics
PwC
Targeting is now done with words not deeds
Content that finds its audience
14
November 2013
PwC
There are more video’s viewed on YouTube than searches on Google
Users now dictate form and format
Content that finds its audience
15
November 2013
PwC
If you produce good content
Content that finds its audience
16
November 2013
PwC
If you produce good content
It will find the right audience
• Downloads and interactions up by 700%
• Ascribed community engagement - just 4%
Content that finds its audience
17
November 2013
PwC
But what is good?
18
Thanks
This publication has been prepared for general guidance on matters of interest only, and does
not constitute professional advice. You should not act upon the information contained in this
publication without obtaining specific professional advice. No representation or warranty
(express or implied) is given as to the accuracy or completeness of the information contained
in this publication, and, to the extent permitted by law, PricewaterhouseCoopers LLP, its
members, employees and agents do not accept or assume any liability, responsibility or duty of
care for any consequences of you or anyone else acting, or refraining to act, in reliance on the
information contained in this publication or for any decision based on it.
© 2013 PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to
PricewaterhouseCoopers LLP (a limited liability partnership in the United Kingdom) which is a
member firm of PricewaterhouseCoopers International Limited, each member firm of which is a
separate legal entity.
Nick Masters @nickmasters linkedin.com/in/nickpmasters
Nishma Shah Head of PR, UK & I
Experian
© 2013 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited.
Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be
reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited.
Experian Public.
Social media at Experian
3 December 2013
22 © 2013 Experian Limited. All rights reserved.
Experian Public.
The result of growing organically?
15
25
50 10
23 © 2013 Experian Limited. All rights reserved.
Experian Public.
A day 1000
A week 7000
A month 30,000
Peak days 1400
Experian gets mentioned…(in English)
1 mention every minute
24 © 2013 Experian Limited. All rights reserved.
Experian Public.
Only 40% of all
Experian mentions
are from Twitter
More influential:
► Forums / blogs
► Wikipedia
And social isn’t just Twitter
25 © 2013 Experian Limited. All rights reserved.
Experian Public.
But…social isn’t just English
26 © 2013 Experian Limited. All rights reserved.
Experian Public.
Social in crisis
27 © 2013 Experian Limited. All rights reserved.
Experian Public.
Empowerment
Working together across teams – PR, marketing, sales, recruitment
28 © 2013 Experian Limited. All rights reserved.
Experian Public.
Not to jump on the social bandwagon
To do what is right for us
What have we learnt?
Nicolas Chabot VP Europe
Traackr
Traackr Influencer Marketing
A PR MOMENT CONFERENCE
AT KETCHUM
DECEMBER 3RD, 2013
How to leverage influencers in B2B markets
Traackr Influencer Marketing
Traackr Influencer Marketing
From @traackr @nicochabs
Traackr is the leading influencer marketing
platform. We help brands and agencies identify
influencers and manage their influencer
strategies.
Traackr Influencer Marketing
Does social influence matter in B2B ?
Traackr Influencer Marketing
A SECOND LEVEL OF INFORMATION
Can he help me ?
Traackr Influencer Marketing
Influencer marketing is already a key strategy for major B2B brands
Traackr Influencer Marketing
A SECOND LEVEL OF INFORMATION
A headline here that might describe the image and some other text.
Traackr Influencer Marketing
A SECOND LEVEL OF INFORMATION
A headline here that might describe the image and some other text.
Traackr Influencer Marketing
Influence works in context
Traackr Influencer Marketing
Influence works in context
Traackr Influencer Marketing
A SECOND LEVEL OF INFORMATION
Carefully select your influencers based on their TARGET AUDIENCE
Traackr Influencer Marketing
4 ways influencers can support your content strategy
Traackr Influencer Marketing
Sheldrake
Get inspired
Traackr Influencer Marketing
A SECOND LEVEL OF INFORMATION
all pictures from the Engagers
Involve Influencers in your content creation
Traackr Influencer Marketing
A SECOND LEVEL OF INFORMATION
Fiorella
Support your influencers
Traackr Influencer Marketing
A SECOND LEVEL OF INFORMATION
Co-Create Content
Traackr Influencer Marketing
The Future of B2B influencer marketing
Traackr Influencer Marketing
Leads are the measure of B2B influencer outreach
Influencers
Leads
Traackr Influencer Marketing
Building affinity at scale
With the people who have an impact
With the relevant content
At the right time
With affinity
Traackr Influencer Marketing
Traackr Influencer Marketing
From @traackr @nicochabs
Traackr is the leading influencer marketing
platform. We help brands and agencies identify
influencers and manage their influencer
strategies.
Stephen Waddington European Digital &
Social Media Director Ketchum
50 | 04.12.2013
Joining-up b2b social media
Source: Flickr / CC Attribution / Andreanna Moya
51 | 04.12.2013
PR Moment data soft on b2b
.
Source: PR Moment (n=50)
52 | 04.12.2013
Really. No really? Think again
Source: The Business of Influence, Philip Sheldrake (Wiley, 2011)
53 | 04.12.2013
Organisation Market Competitors
The business of influence
54 | 04.12.2013
Sales 1.0: online spam
Source: Sales email / Stephen Waddington
55 | 04.12.2013
Sales 2.0: mining for data
Source: LinkedIn
56 | 04.12.2013
Sales 2.0: turning data into insights
57 | 04.12.2013
Awareness
Knowledge
Interest
Preference
Action
Marketing 101: sales pipeline
Source: Topsy
58 | 04.12.2013
Listening Influencer
Identification
Attract: Content,
channels and story telling
Engage Sales
Planning model
59 | 04.12.2013
Listening: events good start point
Source: Vintank
60 | 04.12.2013
Listening: specialist tools
Source: Vintank
61 | 04.12.2013
Influencer identification: Topsy
Source: Followerwonk
62 | 04.12.2013
Influencer identification: Traackr
Source: Traackr
63 | 04.12.2013
Don’t join the content bandwagon
Source: Content Marketing Institute: 2013 Benchmarks, Budgets and Trends
64 | 04.12.2013
Brand voice: it should be like dating
What Audiences
Want to Hear, Say,
Do & Value
What Your Brand
Wants to Say, Hear,
Do & Value
Bra
nd V
oic
e
65 | 04.12.2013
Innovative and brave content
Source: Prezly
66 | 04.12.2013
Humour works but apply with care
Source: Screwfix / Twitter
67 | 04.12.2013
Built-in lead generation
Source: Altimeter / Slideshare
68 | 04.12.2013
You need to be media agnostic
Source: Unified Social
69 | 04.12.2013
New platforms for engagement
Author tag
Link
Source: Google+
70 | 04.12.2013
Communities and hanging out
Source: Google+
71 | 04.12.2013
Closing the sales cycle
whitepapers
blogs
video
events
CRM
72 | 04.12.2013
whitepapers
blogs
video
events
CRM
SALES
Closing the sales cycle
73 | 04.12.2013
How can I help?
• Plot your customer pipeline journey
• Map marketing and communication activity
against your pipeline
• Test, test, test
• Please don’t fill the internet with shit content…
• …and don’t send dumb emails because they
might get shared.
74 | 04.12.2013
How can I help?
75 | 04.12.2013
Joining-up b2b social media
Stephen Waddington stephen.waddington@ketchum.com
slideshare.net/wadds
wadds.co.uk
@wadds
Wi-fi access: Network - Ketchumevent Password – London2013
#bbsocial Sponsored by:
Tom Barton Head of Communications
Capgemini
Capgemini as a B2B storyteller
Tom Barton
Social Media in B2B Communications
3 December 2013
80 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
Me
Head of Communications
@tomsmiled
Storymaking
81 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
44 countries and 100 languages (As of December 31, 2012)
More than 125,000 people
1. Argentina
2. Australia
3. Austria
4. Belgium
5. Brazil
6. Canada
7. Chile
8. China / Hong Kong
9. Colombia
10. Croatia
11. Cyprus
12. Czech Republic
13. Denmark
14. Finland
15. France
16. Germany
17. Guatemala
18. Hungary
19. India
20. Ireland
21. Italy
22. Japan
23. Luxemburg
24. Malaysia
25. Mexico
26. Morocco
27. New Zealand
28. Norway
29. Philippines
30. Poland
31. Portugal
32. Romania
33. Singapore
34. Slovakia
35. South Africa
36. Spain
37. Sweden
38. Switzerland
39. Taiwan
40. The Netherlands
41. UK
42. United Arab Emirates
43. US
44. Vietnam
Canada
United States
Mexico
Brazil
Argentina
All over Europe
Morocco
Australia
People’s Republic of China
India
Chile
Guatemala
Singapore
Philippines
Taiwan
Vietnam
United Arab Emirates
Group workforce 125,110
Working offshore 50,425
Malaysia
New Zealand
Japan
South Africa
Colombia
UK & Ireland 8,964
France 21,110
Benelux 9,186
Nordic Countries 4,504
North America 9,609
Germany & Central Europe
9,581
Morocco 628
Italy 2,524
Iberia 4,812
India 41,019
Latin America 9,399
Asia Pacific 3,748
Middle East & Africa
26
82 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
Our story is our clients’ stories
83 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
We need a more innovative approach
Three drivers
Increasing use of social media as comms tool in B2B
Crowded market demands smarter approaches to reach buyers
Customers want to choose how they consume content
85 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
Expert Connect added to website
Filters Latest blog
post & tweet
Expert overlay
Latest publications http://www.capgemini.com/experts/
86 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
Related content
Twitter & blog feed
Social media links
Expert page
Expert group page
Related experts
Events planned
Related publications
Related videos
87 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
Advertising campaigns
Link to offer web page
Link to landing
page
Landing page Advertising banners
Offer & publication
links
Expert page links
Social media links
88 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
FT publishing partnership
Content Microsite
Sponsored Section
89 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
Meanwhile, internally...
90 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
The last 18 months
Three significant moves as a result of what we’ve learnt
Intranet
Website
New ‘expert’ programme – at the heart of our communications
94 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
Advertising
95 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
Media partnerships
96 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
Content-loop.com – with LinkedIn
97 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
Capgemini Super Techies Show
On-boarding Experts
99 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
[What this pack includes]
2 Introduction to Expert Connect
3 What are the roles & responsibilities of
an Expert
4 Your current Social Profile
5 How can Social Media Partner
help you?
1 Introduction to Social Media Partner
100 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
What this has given us
101 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
Benefits
• Closer external
relationships
• Differentiation
• Supporting
business
• Digital expertise
• Brand awareness
• Internal buzz
102 Copyright © Capgemini 2013. All Rights Reserved
Social Media in B2B Communications | 3 Dec 2013
Contact
Tom Barton, Capgemini UK
tom.barton@capgemini.com
twitter.com/tomsmiled
uk.linkedin/in/twabarton
Insert contact picture
The information contained in this presentation is proprietary.
© 2012 Capgemini. All rights reserved.
www.capgemini.com
The information contained in this presentation is proprietary.
© 2013 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini.
About Capgemini
With more than 130,000 people in 44 countries, Capgemini
is one of the world's foremost providers of consulting,
technology and outsourcing services. The Group reported
2012 global revenues of EUR 10.3 billion.
Together with its clients, Capgemini creates and delivers
business and technology solutions that fit their needs and
drive the results they want. A deeply multicultural
organization, Capgemini has developed its own way of
working, the Collaborative Business ExperienceTM, and
draws on Rightshore ®, its worldwide delivery model.
Betony Kelly Head of Digital Outreach Department for Business,
Innovation & Skills
Betony Kelly, Head of Digital Outreach
@betonykelly
Speaking with
business at BIS
Our journey: From this...
Publish
to a gov
.uk
website
Our journey: Via this...
Create
great
Gov.uk
content
Our journey: Towards this...
Bring
the
citizen
in
Work
with
BIS
MPs
Listen
and join
the
debate
Explain
policy
Find
what
works
Create
& edit
audio /
video
Create
great
Gov.uk
content
Advise
BIS
staff
Open
up
events
& visits
Open
up
policy
making
Ensure
the
dept’s
voice is
heard Stop
what
doesn’t
work
“I’m not young/trendy/techy enough”
“Hello, are you a
business? This is
the government
speaking”
The early start-up / entrepreneur
Photo Credit: Tim Garrett,
University of Utah
What do business want from BIS?
• The entrepreneur / startup o A killer idea from the kitchen table / time poor
o Voracious appetite for info from trusted community
o Not yet concerned with wider business environment
• The startup / small enterprise o Venture now sole focus (grow)
o Wants to flock with people with common issues to
find solutions (identify themselves by sharing)
• The small / medium enterprise
o Part of an established network (industry group)
o Now ‘a name’ in the community (commenting)
o Willing to work with gov to remove barriers to growth
“But we’ve got a press release?” Draft Consumer Bill of Rights (June 2013):
• Measures to enhance consumer rights
and make them easier to understand
• streamline overlapping and complicated
areas from eight pieces of legislation into
one consumer Bill
• get some money back after one failed
repair of faulty goods (or one faulty
replacement) incl. digital services
• demand that substandard services are
redone or failing that get a price reduction
A new, integrated approach:
• Included online media & bloggers to media
briefing and private event
• Identified where the messages weren’t
landing
“But we’ve spoken to the industry
bodies” Agricultural Technology strategy (June 2013):
• increase support to develop, adopt and
exploit new technologies and processes
through £90 million of government funding
for Centres for Agricultural Innovation and
a £70 million government investment in an
Agri-Tech Catalyst
• increase understanding of what is being
spent and where to increase alignment of
industry research funding with public
sector spend
Identified the leading online community and
worked with their audience:
• Strategy released under embargo to hosts
(as if a media outlet)
• 2 hour Twitter Q&A with policy officials,
not Ministers
“But I know this area well - I’ve
worked in it for years”
Business is GREAT campaign
(started November 2013):
The GREAT Britain campaign is a partnership
between private enterprise and Government
to highlight support for businesses aspiring
to succeed and to encourage
entrepreneurial spirit.
• Analysed the most popular business
content on the gov.uk site
• Conducted focus groups with businesses
at various life stages
• Hired an experienced editor of a business
website and gave him editorial control
over the content
• Experimenting with different content and
distribution methods
Businesses are also consumers...
• Don’t forget that businesses don’t live in the
‘entrepreneur vacuum’
• The standards for quality content are just as high with a
business audience - don’t be sloppy
• Understand the emotional drivers for sharing /
contributing - what does it say about them when they
share your content?
• Don’t ignore niche audiences - they are knowledgeable,
very engaged and overlap with mainstream
• Use as many different voices to speak with your
audiences as is needed - invest in your spokespeople
Betony Kelly, Head of Digital Outreach
@betonykelly
Thank you
Andrew Smith Director
escherman
escherman PR. Analytics. SEO.
How to use Google Analytics to
understand the effect of your PR and
social media effort on sales
Andrew Smith
@andismit
The BIG Question
WHY DOES YOUR WEBSITE EXIST?
What is the PRIMARY purpose of the site e.g. orders, leads,
brand awareness, etc?
Primary purpose = macro conversion
Supporting purposes = micro conversions e.g. email
newsletter sign up, brand awareness, etc
What counts as a lead?
In context of a B2B website:
- Filling out a form
- “E-mail for more info” link
- Unique phone number
- Reaching “contact us” page
Goals! URL Destination Goals
www.mysite.com/thankyou.htm
Time on Site Goals
Pages/Visit Goals
Event goals (video plays, mailto: clicks, etc)
Why goals are vital
Goals + values = meaningful evaluation
Unlocks metrics like per visit value
Attribution analysis not possible
without goals and values
The B2B marriage
problem: solving
attribution
Google Analytics provides a way of
seeing the direct and indirect
contribution made by any channel
against a specific goal
90 day attribution window
Additional demographic data
now available
Universal Analytics New version of GA tracking code
On and offline marketing contribution
Check out the Loves Data video on You Tube!
Summary
Google Analytics allows you to see the direct
and indirect value created by any marketing
channel against a defined goal (e.g. lead gen)
But only if you create goals with values!
Paul Thomas Senior Manager, National
Communications Grant Thornton UK LLP
© 2013 Grant Thornton UK LLP. All rights reserved.
Paul Thomas, Senior Manager, National Communications
@tallpaul75
Wi-fi access: Network - Ketchumevent Password – London2013
#bbsocial Sponsored by: