Financial Times B2B and Social Seminar

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

FT B2B AND SOCIAL SEMINAR02.10.12: Mullets, Moneyball, and Creative Execution

@Beyond, @RogerWarner


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client list @Beyond, @RogerWarner


Favourite quote: “Show me a dressing room with laughter and talent and I’ll show you a winning team” (Brian Clough)

I Am...

Roger WarnerDirector


Head of Media Relations, EMEA

Head of Web, Imageand Editorial (Global)

Launched a ‘Social Media Agency’

Recently acquired byBeyond - continue to do awesome work in B2B


we create digital experiences people want to share.

...We do this Differently.

Moneyballfor social Brands

now


THAT SOCIAL MEDIA...


Despite what some People in

Social MediaDid Not Invent Marketing

flip flops might have you believe

It Just Made Our Work Different.Think: Shock of the Old! Mix New with Known.


SOME RE-WIRING, PLEASE...


Right BrainHmm, Serious

Left Brain Oooh, emotive

versus

B2B Profiling: @Beyond, @RogerWarner


Right BrainB2b Strategies

Left Brain B2C Strategies

versus

Campaign Profiling: @Beyond, @RogerWarner


B2C ChannelFaceborg

B2B Channel LinkedIn

versus

Social Profiling: @Beyond, @RogerWarner


Party atThe Back

Business atthe Front

The Mullet: @Beyond, @RogerWarner


B2C ChannelFaceborg

B2B Channel LinkedIn

versus

Social Profiling: @Beyond, @RogerWarner

Wrong!

BUILD IT AND THEY PROBABLY WON’T COME

➡ Facebook releases x1 great new feature

each week

➡ We continue to have x24 hours in our day -

our attention span is not upgraded weekly

➡ Every brand in the world competes within

the 9 o’clock ‘Facebook slot’ against other

brands, mums, sisters, colleagues, friends

and LOL cats...


Go

Care?Do they Can People Give a SH*T

Problem statement:

Paul AdamsGlobal Head of Brand DesignFacebook



Note to self: 9.30 to 11.40...


https://www.facebook.com/video/video.php?v=853197114010

https://www.facebook.com/video/video.php?v=853197114010


RATIONAL THINKING


sharingOF

THE

Quantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingIn !ve years, where will consumers be sharing content online, and why? What types of content will be shared most? How will consumers be sharing branded content? And, what will make something share-worthy in the future?

These are all important questions, and using data as a guide, the answers become within reach.



consumers research & share experiences during whole purchasing journey

CUSTOMER JOURNEY

BRAND PENETRATION

AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY

Visibility Evaluationattributes Choice Experience Recommendation

& loyalty

MEASUREMENT

BRAND STRATEGY/ messages

Pre-purchase

How is your brand positioning penetrating

the market?

What does consumer perception of your brand

look like?

What are the barriers and triggers for action?

What are the consumer likes and dislikes and

what words do they use?

What are the consumer likes and dislikes and

what words do they use?

Relative volume of each of the positioning

statements and pillars- - - - - - - - - - - - - - - - - -Share of voice against

competition

Attributes and topics within positioning and

pillars are most frequently discussed

- - - - - - - - - - - - - - - - - -Level of agreement with

positioning- - - - - - - - - - - - - - - - - -

Sentiment towards attributes

Frequency of statements of intent

- - - - - - - - - - - - - - - - - -Frequency of inhibitors

mentioned

Top likes and dislikes- - - - - - - - - - - - - - - - - -Frequency of emotive

words used- - - - - - - - - - - - - - - - - -

Verbatims

Frequency of recommendations

- - - - - - - - - - - - - - - - - -Share of voice against

competition

Post-purchase

insight & Strategy

visibility in search


LOW vs high involvement products

Research/Time intensive; specialised knowledge

Impulse buys; social

vsHIGH

LESS FREQUENTLY PURCHASED

MORE COMPLEX

EXPENSIVE IN NATURE

REQUIRING MORE TIME AND EFFORT IN THE RESEARCH PHASE

LOWBOUGHT MORE FREQUENTLY

LESS COSTLY

USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT

AND EFFORT

vs



1000

1000.5

1001

1001.5

1002

Baby Products

Music

Cookware

Beauty P

roducts

Automotives

Electro

nics

Fashion

Restauran

tsTools

Travel

Kitchen Applian

ces

Personal F

inance

Facebook Influence

Facebook’s Influence on purchases“To what extent did Facebook influence your view on the product you were shopping for?”

facebook - what is it

• some products lend themselves better - table: best and worst



CHANGE GEARS


FUTURE SHARING ACTIVITIESFUTURE SHARING ACTIVITIES

O!ine social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones.

43%43% 30%30% 28%28% 27%27%

PERSONAL MILESTONES

TICKET PURCHASES

TRAVEL PLANS CHARITABLE DONATIONS

WHAT WILL PEOPLE SHARE IN THE FUTURE?WHAT WILL PEOPLE SHARE IN THE FUTURE?

The percentages above re!ect the proportion of people who indicated their preference to share these activities.



Make People

Look Great! Think: KUDOS, Social Capital

Create: Missions!

Mrs Entertainer,Head of Being Funny

Mr Smart,VP of Being Really Useful

Ms Generous,Director of Helpfulness

The first person to share that must-see meme: usually a video or a picture

The first person to share that amazing gizmo for calculating mortgages or the lead article from The Economist (or the infographic amongst colleagues)

The first person to share that promo for money off something really useful; likes to posts lists of good things to do; plus motivational Facebook stuff.



IT’S NOT ABOUT YOU, IT’S ALL ABOUT THEM...


AND IT’S ALL ABOUT CONTENT


The Social Buzzword Index, May 2012



Traditional B2B Lead Generation Funnel

Publisher ‘THOUGHT LEADERSHIP’

Program

Marketo / Eloqua / Salesforce.com

BINGO!LEAD!

Month #1: Initial Contact

Month #2: Lots of EMAIL

Month #3: Response contact!

Month #4: SALES PHONE CALL!!!

More email marketing

Sign Up for Something

Receive a Nice Email or Five

SIGN UP for USER CONFERENCE

GET A CALL FROM TELESALES TEAM


WHAT’S A LEAD?





Content Funnel / Relationship Lifecycle

Tweets

Status Updates

Infographics

Slideshare Decks

White Papers

Sign Ups

Month #1: Initial Engagement

Month #3: Social Acquisition

Month #5: Content Engagement

Month #6: Relationship Begins

Manifestos

Interactive Apps

Never Heard of You

OK, SO Now I Follow You

I really Do Like Your Content

Outside chance I Might Sign Up...



ATTENTION VS BRAND


Intuitive Heuristics: Daniel Kahneman


http://www.amazon.co.uk/Thinking-Fast-Slow-Daniel-Kahneman/dp/0141033576


































Go

UNDERSTAND?And Do I Really Know

IBM Mainframes

Like Them?...Or, Do I Just



Make Them Like You...

[Your Social B2B Mission]

Social will not 100% clinch the saleBut it will create your ‘funnel’...



MarketNeeds

Brand Communications

versus

Moneyball it: @Beyond, @RogerWarner


0

50

100

150

200

2007 2008 2009 2010

Region 1 Region 2

Bran

d abi

lity t

o inf

luen

ce

The Moneyball Map:

Alignment of a brands’ communications output to their customers’ wants and needs.

Tells us themes upon which the (eg) Tech industry is spending money to position itself - in this instance around concepts of ‘cloud’ ...and also the concepts that their customer is discussing and wants to hear more about - in this instance ‘sustainability’.

This is the Moneyball effect. An analysis of unstructured consumer behaviour on social gives us rock solid consumer data and insight - and great consumer insight is a more perfect way of understanding how to plan the win.

Customer propensity to Care

[share of voice]

[share of mind]

[High Engagement]

[Low Engagement]

Technology Industry

CLOUD !!

SUSTAINABILITY



Long AttentionBig Content

Low Attention Small Content

versus

User Case Profiling: @Beyond, @RogerWarner

Your Social play!Goal: the SHARE!!


[compelling, Sharable Content]

Content Formats

➡ ‘How to’ visualisations

➡ Manifestos

➡ Infographics

➡ YouTube ‘talking heads’

➡ Blog posts / opinion pieces


Social is Your Brand...

[In Summary]

Come on...

It’s what you’ve REALLY wanted for the past 20 years!



WE ARE HIRING!Get in touch at @Beyond / @RogerWarner



QUESTIONS/INSULTS...Be nice....



THANK YOUtimefor your


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