Heidi Taylor - Engagement Marketing
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Engagement marketing:our new BFF?
On the EDGE for Professional Services
www.pwc.co.uk
Professional Services
29 October 2014
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What’s all the fuss?
PwC 2
Content
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The customer journey has changed
PurchaseFind youEvaluateConsiderWeb search
PwC 3
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Seismic shift
Yesterday = Push
Selling
Messages
Audience
Media channels
Today = Pull
Building relationships
Conversations
Collaborators
PwC 4
Media channels
Awareness
Single brand voice
Engagement channels
Impact
Multiple brand voices
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Social media is a game-changer for marketers
PwC 5
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How are B2B marketers responding?
PwC 6
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The engagement continuum
PurchaseFind youEvaluateConsiderWeb search
PwC 7
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What can we learn from Coca-Cola?
Coca Cola Content 2020 Strategy Initiative: www.youtube.com/watch?v=G1P3r2EsAos
PwC 8
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What can we learn from Volvo?
PwC 9
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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
PwC 10
Engagement
Purpose
Objectives
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The Campaign
PwC
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Conversations…
PwC 12
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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
PwC 13
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
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5 Lessons
1. Make it Human
PwC 14
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5 Lessons
1. Make it Human
2. Our customers are on social media
PwC 15
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5 Lessons
1. Make it Human
2. Our customers are on social media
3. Involve the wider business upfront
PwC 16
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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
PwC 17
4. Dare to be different
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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
PwC 18
4. Dare to be different
5. What comes next?
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Thank You!
Heidi Taylor
Head of Marketing, Government & Public Sector
PwC 19
@TaylorMadeInKew
www.TaylorMadeInKew.com