Leasingsocial

transcript

The current and future impacts of social software for

leasing and asset finance

Breakout sessionMonday 24 October 2.30

Andrew Denton CHP Consulting

Peter Thomas Manifesto Group

@leasingsocial

Introduction

About our session

Introduction

Social media is not just

broadcast, PR or listening

Introduction

All business needs a

social layer

Our aims

• What is social software?• Social software principles• How social software works• The LeasingSocial landscape• Case studies• Wrap

What is social software?

of college freshmen spend more than an hour a day on Facebook.

of FTSE 100 companies actively use Twitter

The Group Social media in the FTSE100 – June 2011

TBG Digital Global Facebook Advertising Report 2011

of Fortune500 companies actively use Twitter

up from 33% in 2009

of B2B companies acquire customers using Facebook

of all US adults use social networking sites

Facebook pageviews in June 2011

1Trillion

worldwide social media users

1Billion

Social software principles

• Relationships: the social graph

• Information: APIs

• Privacy: OAuth

• Interoperability: web intents

How social software works

• Started as: broadcast, PR

• Became: conversation

• Rules of the road 2.0– Authentic, relevant,

meaningful, trustworthy & timely content

– amplification, not just fans– What you want people to do– What you want people to say

• Influence– A set of relationships– You<->Your Customer– Your Customer<->Other Businesses– You<->Not-yet-Customers– Not-yet-Customers<->Other Businesses

Leasing today

Q: 1.0?

The potential

Applying the 2.0 model to leasing

• Rules of the road 2.0– Authentic, relevant,

meaningful, trustworthy & timely content

– amplification, not just more fans

– What you want people to do– What you want people to say

Asset Finance

Asset Finance is the answer to a question

Leasing influencers

• Lessees• Intermediaries• Funders• Employees• Consultants• Asset managers• …

Leasing 2.0

Case Studies

Gradwell

• How it works– Traditional SME b2b social media

approach

• What they want– Use LinkedIn & Twitter as authentic

relationship builders

• What they get– Better conversion and retention

Sungevity

• How it works– Integrated social into the message

‘power for the people’• What they want

– Consumers to amplify the campaign

• What they get– Recommendation, buzz, lead generation

Sungevity

• How it works– Use all social media channels to saturation

• What they want– Built on ‘downwiththebigERP’ media

campaign targeted at mid-market companies

• What they get– Standout in a crowded market dominated

by large ERP companies

• How it works– Focus on knowledge-sharing between

customers

• What they want– Customers share experiences relevant to

their businesses

• What they get– Intense discussion of product details

Gatorade

• How it works– Use their brand ambassadors as

influencers

• What they want– Create a participatory brand

• What they get– Authentic conversations between fans,

customers, athletes and scientists

San Antonio Spurs/NBA

• How it works– Leverage the fan community through

authentic, relevant content• What they want

– Build community, influence, engage and active fans

• What they get– Increased buzz through shares, visible

engagement with fan-centric stories

What’s holding you back?

Wrap: Signposts 2.0

• Get the basics right– Optimise (so people find you)– Manage (so its under control) – Measure (so you know who found you)

• Identify key influencers– Understand their concerns

• Develop authentic content– that will be shared by your influencers to generate

action – share, discuss, contact, apply, buy• Re-share and re-mix

– Your influencers’ content and actions

leasingsocial.net

and add your view

@leasingsocial

Leasingsocial

Technology