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MISSION
To increase the knowledge of digital marketing among B2B companies#b2bblast
@Pernilleanderse
pernilleandersenfeedsfloor
B2bsocialmedia.dk
© 2013 Pernille Andersen
THE FUN IS OVER!!!Now its time for business…
About the donut company
© 2013 Pernille Andersen
Who am I? B2B DM Enthusiast
© 2013 Pernille Andersen
Agenda1. DILEMMAS• Executives vs. Hipsters• Organizational structures vs. People• Global vs local
2. TRENDS• Kill the campaigns• What if organizations were build around buyer
personas?• Big data, small data, fantastic data, data
overload• Did we forget branding?• You are the expert – show itEXTRA CONTENT• Videos: Why your organization needs to become digital now !!!© 2013 Pernille Andersen
Executives vs. Hipsters
© 2013 Pernille Andersen
Organizations vs. People Challenges
• Silos• Always on• Complex structures• Lack of resources• Who is in charge…• Openness• Non-risk taken approach
• Change agents
• Competencies
• Where to begin…
• Who to blame…
© 2013 Pernille Andersen
The Agile Organization
• Small companies – EASY – BUT a matter of resources
• Medium companies – EASY - BUT a matter of competencies
• Large companies – DIFFICULT - a matter of flexibility
© 2013 Pernille Andersen
Organizations’ Approach to Digital
The digital enterprise
The social enterprise
The strategic digital organization
The ad hoc digital organization
The non-digital organization
© 2013 Pernille Andersen
The digital enterprise
The social enterprise
The strategic digital organization
The ad hoc digital organization
The non-digital organization
© 2013 Pernille Andersen
The digital enterprise
The social enterprise
The strategic digital organization
The strategic digital organization
The non-digital organization
© 2013 Pernille Andersen
The digital enterprise
The social enterprise
The strategic digital organization
The social enterprise
The non-digital organization
© 2013 Pernille Andersen
The digital enterprise
The social enterprise
The strategic digital organization
The digital enterprise
The non-digital organization
© 2013 Pernille Andersen
Centralized HQ – e.g. marketing
Decentralized - departmentsStrategy
Decentralized - SBUs
Individual employees
Policies
Channel Ownership - e.g. Hub
Drive thought leadership
Daily channel management:Native content, engagement Leads nuturing
Corporate KPIs
Local SEO
Add value to their network
Departmental KPIs
R&D: Product development
Sales: Follow up on leads
Departmental strategies Local KPIs
Key staff blogs & SM accountsBrand hub
Coordinator
© 2013 Pernille Andersen
© 2013 Pernille Andersen
© 2013 Pernille Andersen
Managing Digital Internationally
1) Centralize the strategies and policies and channel ownership
2) Decentralize the engagement – BUT only if competencies are existing - 5% of the total target group, then country spin off
3) Educate the organization – joint development
= Amplify the global activities© 2013 Pernille Andersen
Agenda1. DILEMMAS• Executives vs. Hipsters• Organizational structures vs. People• Global vs local
2. TRENDS• Kill the campaigns• What if organizations were build around buyer
personas?• Big data, small data, fantastic data, data
overload• Did we forget branding?• You are the expert – show itEXTRA CONTENT• Videos: Why your organization needs to become digital now !!!© 2013 Pernille Andersen
Purpose of company
Real time monitoring &
response
Earned
Content strategy
PaidOwned
Gap analysis
Lead focus Brand building
Generic thought leadership
Share of voice analysis
Value added analysis
Branding strategy
Customer insights
© 2013 Pernille Andersen
KILL The Campaigns
• Back to company purpose – why are you here?
• Think long term first - SEO, Brand building
• Think short term second – lead generation
• Think strategy, think educational content
© 2013 Pernille Andersen
Purpose of company
Real time monitoring &
response
Earned
Content strategy
PaidOwned
Gap analysis
Lead focus Brand building
Generic thought leadership
Share of voice analysis
Value added analysis
Branding strategy
Customer insights
© 2013 Pernille Andersen
B2B Buyer PersonasIt begins and ends with the customer
Understand your customer and where they get their information from
Expert vs. non-expert buyers
Add content to the buying process and toward different roles
Make them visible !!© 2013 Pernille Andersen
Persona 1 Persona 2 Persona 3 Persona 4RoleAttitudeKnowledgeChannelsThought processReferencesKey considerationsValue added contentTop of mind brandsKey questions at each stage of the customer journey / sales funnel
B2B Buyer Personas
© 2013 Pernille Andersen
Purpose of company
Real time monitoring &
response
Earned
Content strategy
PaidOwned
Gap analysis
Lead focus Brand building
Generic thought leadership
Share of voice analysis
Value added analysis
Branding strategy
Customer insights
© 2013 Pernille Andersen
Content Marketing“is an umbrella term encompassing all marketing formats that involves the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential customer bases”.
ASK THE CUSTOMERS !
2 target groups for content: customers and search engines
Educate, add value, review
External agencies = amplify contentInternal company = experts
© 2013 Pernille Andersen
Context Marketing• Understanding future intend• What is the consumer doing?• Where is the consumer?• Which device is the consumer using?
According to Martin Lindstrøm “the time is ripe for the next generation of contextual branding – the art of sending the right message, to the right audience, at the right time”.
© 2013 Pernille Andersen
Digital Mission Statement:
FeedsFloor
The mission of FeedsFloor’s digital content marketing activities is to increase the knowledge and usage of digital and social media marketing within b2b industries.
© 2013 Pernille Andersen
Content Strategy
KPIs
Content sources: - What kind of content are you already creating?- What kind of content do you need to create?
Editorital / content calender
Channel strategy
© 2013 Pernille Andersen
Purpose of company
Real time monitoring &
response
Earned
Content strategy
PaidOwned
Gap analysis
Lead focus Brand building
Generic thought leadership
Share of voice analysis
Value added analysis
Branding strategy
Customer insights
© 2013 Pernille Andersen
Big data, small data, fantastic data, data overload – 404
• Go back to your KPIs• Stop harrasing your customers – unless…• Customer insights• Test, review, test again
• Team up with sales – this is the area where silos can be broken and a agile organisation can emmerge - aaahhh
© 2013 Pernille Andersen
Purpose of company
Real time monitoring &
response
Earned
Content strategy
PaidOwned
Gap analysis
Lead focus Brand building
Generic thought leadership
Share of voice analysis
Value added analysis
Branding strategy
Customer insights
© 2013 Pernille Andersen
Digital Brand Management Model
© 2012 Pernille Andersen
Digital Brand Management
CorporateCommunication
Strategy
Flexibility
CorporateIdentity
Image–IdentityGap
Design Gap
Strategicposition
Change
FitGap
ImplementationStage
Analysis
DevelopmentStage
Sym
bolic
Value
s
RationalValues
Consumption Zone
Corporateimage position cube
Market
Dynamics
Positioningfacets
CorporateCommunication
Strategy
Flexibility
CorporateIdentity
Image–IdentityGap
Design Gap
Strategicposition
Change
FitGap
ImplementationStage
Stage
DevelopmentStage
Sym
bolic
Value
s
RationalValues
Consumption Zone
Corporateimage position cube
Market
Dynamics
Positioning
Consumption Gap
© 2013 Pernille Andersen
Design gap
If differences exist between the ideal corporate identity and corporate strategies and what is being communicated or where it is being communicated a Design Gap appears.
What is the difference between overall company strategies and actual market communication?
© 2013 Pernille Andersen
Consumption gapBrand consumption means the way consumers engage and what consumers say about the brand online (earned media).
Cco-producers of a corporate or product brand (B2B prostomer).
This means that stakeholders have a great influence on the brand creation process and image of a company.
© 2013 Pernille Andersen
Fit gap• Might do all the right things - but metrics still poor
• Competitors positioning stronger
• Compare owned, paid and earned media to revise digital efforts
© 2013 Pernille Andersen
Purpose of company
Real time monitoring &
response
Earned
Content strategy
PaidOwned
Gap analysis
Lead focus Brand building
Generic thought leadership
Share of voice analysis
Value added analysis
Branding strategy
Customer insights
© 2013 Pernille Andersen
Generic Thought Leadership
“the perceived advantage an organization achieves in the minds of its stakeholders in relation to a theme or topic that is of central importance to its business. Thought leadership is a perishable perceptual grant by your stakeholders”.
Source: A company andylark.blogs.com/andylark/2010/04/what-is-thought-leadership.html © 2013 Pernille Andersen
Generic Share-of-Voice Analysis
In the product category how large is your share-of-voice?
- e.g. SEO rankings
© 2013 Pernille Andersen
Value Added Analysis
• Quality of content
• Instead of asking employees what do you think customers want? Ask the customer directly what do you want to know about?
• How does your company add value to the customers decision making process
• Middle management vs. Top management• Gatekeepers
© 2013 Pernille Andersen
Purpose of company
Real time monitoring &
response
Earned
Content strategy
PaidOwned
Gap analysis
Lead focus Brand building
Generic thought leadership
Share of voice analysis
Value added analysis
Branding strategy
Customer insights
© 2013 Pernille Andersen
Centralized HQ – e.g. marketing
Decentralized - departmentsStrategy
Decentralized - SBUs
Individual employees
Policies
Channel Ownership - e.g. Hub
Drive thought leadership
Daily channel management:Native content, engagement Leads nuturing
Corporate KPIs
Local SEO
Add value to their network
Departmental KPIs
R&D: Product development
Sales: Follow up on leads
Departmental strategies Local KPIs
Key staff blogs & SM accountsBrand hub
Coordinator
© 2013 Pernille Andersen
Examples of content:
ArticlesSocial media postsBlog postsPicturesVideoeBooksNewsletters
WhitepapersCase storiesWebinarsResearch reportsInfographicsGames
© 2013 Pernille Andersen
Examples of channels:
WebsiteTwitterLinkedInGoogle+FacebookFeedsFloorYoutube
VimeoPinterestSlideshareResponsive designMobile appIndustry platforms
© 2013 Pernille Andersen
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