Date post: | 20-Aug-2015 |
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CASE STUDY – HOW PSION USES SOCIAL TO DRIVE THE BUSINESS
Jonathan Brayshaw Leader, Social Business
Psion PLC
© Psion Confidential psion.com | ingenuityworking.com
“If you do what you’ve always done, you’ll get what you always got.” Mark Twain
© Psion Confidential psion.com | ingenuityworking.com
» CREATOR OF PDA - ANCESTOR OF SMARTPHONE » ONLY COMPANY MICROSOFT FEARED » 2000: ACQUIRED TEKLOGIX » 2001: WITHDREW FROM CONSUMER BUSINESS
THE LAST 30 YEARS…
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... THE NEXT 30 YEARS?
RUGGED HANDHELD/VEHICLE MOUNT TERMINALS FOR INDUSTRIAL AND COMMERCIAL USERS
2010
2011
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» REPUTATION » QUALITY » ME TOO PRODUCTS » HARD TO DO BUSINESS WITH » STAGNATION AND LOW GROWTH » PROFITABILITY » NEW CEO EACH YEAR (ALMOST!)
CHALLENGING TIMES
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AN OPEN COMPANY WORKS IN A DIFFERENT WAY
Internalised development > Cathedral; closed approach to innovation > Traditional approach to design > Primarily benefits vendor/manufacturer
Externalised development > Bazaar; open approach to innovation > Puts partners and customers at the centre > Customer, partners and vendor share the
benefits
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» “OPEN” IS A BETTER MEANS TO AN END » SIMPLER AND MORE COST EFFECTIVE » WE DON’T HAVE ALL THE ANSWERS... THAT’S OK » DIFFERENTIATION FROM “MO-TERMEC-OROLA”
WHY WE HAVE AN “OPEN” MODEL
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» UNIQUE AND HIGHLY ADAPTABLE CHASSIS WITH SHARED COMPONENTS
» UNBEATABLE CUSTOMISATION AND POTENTIAL FOR VALUE ADDED SERVICES
» ENCOURAGES DEVELOPERS AND PARTNERS TO INNOVATE FREELY
OUR UNIQUE MODULAR PLATFORM
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» HALF DEVELOPMENT COST » HALF TIME TO MARKET, QUICK REVENUE » FASTER TO BUILD, LOWER INVENTORY » FASTER TO REPAIR, LOWER REPAIR COST » FEWER STOCK PARTS, FASTER TURNS » LOWER COMPANY COSTS » BETTER MARGINS… » INVEST FOR GROWTH!
GREAT COMPANIES EMPLOY MODULARITY
© Psion Confidential psion.com | ingenuityworking.com
Forget campaigns, think conversations.
Bypass channels, foster community.
Build the audience that’s right for your business.
© Psion Confidential psion.com | ingenuityworking.com
Typical Community UsesNot Needed
Nice to Have Important
Extremely Important
Rating Average
Finding answers quickly 0.0% 0.0% 24.4% 75.6% 3.76
Identifying relevant information 0.0% 4.9% 39.0% 56.1% 3.51
Identifying experts or influential people 2.5% 7.5% 35.0% 55.0% 3.43
Forming relationships with other Community members 0.0% 12.5% 55.0% 32.5% 3.20
Contributing content like FAQs, recommendations, reviews and opinions 2.4% 14.6% 58.5% 24.4% 3.05
Influencing other community members 4.9% 22.0% 48.8% 24.4% 2.93
Receiving recognition for participation 2.5% 27.5% 47.5% 22.5% 2.90
Sharing content across social media channels 7.3% 41.5% 31.7% 19.5% 2.63
WHY PEOPLE USE COMMUNITIES
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Participating Listening, establishing reputation (I’m one of you)
Managing Listening, supporting, building reputation, marketing
Owning Listening, supporting, building relationships, collaborating
External Communities
Closed Network
Internal Communities
Example: customer communities
Example: channels, members
Example: Intranets, communities of practice
Wikis
IngenuityWorking.com
© Psion Confidential psion.com | ingenuityworking.com
Contextual Orchestrating
Shared control and contribution Continuous
Community
Dynamic
Inclusive
Collaborative Community of communities
Six degrees
Blogs
Capability building
Creation nets
Meritocracy Structural gaps
Business networks
Sharing Trust
Environment
System
Preferential linking
Emerging business models
Source: Marco ten Vaanholt
© Psion Confidential psion.com | ingenuityworking.com
Open innovation
More channels
More products
Managed R&D
New market opportunities
Strategic partnerships, new resellers,
developer alliances
Niche products, specialised devices
Risk mitigation, limited R&D investment
Unique capability to address opportunities
Modularity
Customisation
Community
© Psion Confidential psion.com | ingenuityworking.com
WHAT DOES IT DO?
» PUBLIC AREA OPEN TO ALL » SECURE PARTNER ZONE » GROUPS WITHIN GROUPS » BLOGS » DISCUSSIONS » KNOWLEDGEBASE » DOWNLOADS » CUSTOMER SUPPORT » SEARCH » TWITTER, FACEBOOK
AND MARKETING PORTAL » “THE PUB” AND OFF TOPIC CHAT
© Psion Confidential psion.com | ingenuityworking.com
» PARTNER DIRECTORY ~1,050 RESELLERS LISTED § 14,500 page views in August
» INGENUITYLIVE! – PSION’S “APP STORE” § Allows resellers and developers to list and promote their
unique hardware and software solutions § 65 current solutions including Blackroc’s new Procyon
GNSS positioning module for the Workabout Pro 3 § Over 12,500 solution views § Update to track requests
coming soon
» Integrated context sensitive IW discussions on Psion.com
INGENUITYWORKING PLUS
© Psion Confidential psion.com | ingenuityworking.com
THE BIGGEST ONLINE COMMUNITY AND STILL GROWING
» Unique and highly successful
» Increased community membership to ~16,000 members § Excludes Psion
employees » Bigger than
Psion.com § More visits and
page views on IngenuityWorking in 2011 than Psion.com
0
10,000
20,000
30,000
40,000
50,000
60,000
Mar May July Sept Nov Jan Mar May July
Visitors
Unique Visitors Google Referrals
0
5000
10000
15000
20000
Mar
Apr
May
June
July
Aug
Sep
t
Oct
Nov
Dec
Jan
Feb
Mar
Apr
il
May
June
July
Aug
ust
Total Members New Members
© Psion Confidential psion.com | ingenuityworking.com
“IngenuityWorking is the only B2B social community that isn’t anaemic”
Forrester Research, Authors of ‘Groundswell’
© Psion Confidential psion.com | ingenuityworking.com
Workabout Pro 3 rugged handheld
Next Generation GPS technology
B2B Community - IngenuityWorking
» PREMIUM DEVICE » NEW MARKET
OPPORTUNITY WORTH 3 BILLION EUROS
© Psion Confidential psion.com | ingenuityworking.com
SALES SUCCESS: WINNING DEALS
Customer requires discontinued product. Partner able to respond to prospect.
1. Partner assisting customer in Support area.
2. Partner responding to customer request for devices.
3. Partners assisting each other to facilitate a potential sale.
3
1
2
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PR SUCCESS: HIJACKING NEWS
» REAL-TIME » HUMAN » BRAND JOURNALISM
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» INTEGRATION WITH SALES » GROWTH » PUBLISHER MINDSET » INTERNAL COLLABORATION
WHAT’S NEXT FOR INGENUITYWORKING.COM?
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» ROI... ROI... ROI... ROI... ROI... » LATEST PLAYTHING » MINDSET SHIFT » NOT BUSINESS AS USUAL » MARKETING MUST CHAMPION » OWNERSHIP » ORIGINAL CONTENT » “BADVOCATES” » EXTERNAL AGENCIES
OBSTACLES... WE’VE HAD A FEW...
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» MARKETERS MUST RETHINK ‘THE RULES’ » COMMUNITY OFFERS UNIVERSAL VALUE » LESS SPRAY AND PRAY » BUSINESS PEOPLE ARE
PEOPLE TOO » WE’VE SO MUCH MORE
TO DO...
WHAT WE LEARNED
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» BUSINESS IS FIXED... PATH TO GROWTH » RECOGNISED BY INDUSTRY
§ European AutoID Awards • Winner: Most Innovative Company
§ BtoB Magazine 2011 Social Media Marketing Awards • Runner-up: Best Community
§ Business Courier’s Innovation Awards • Winner: IT Innovation, Large Company
§ UK B2B Marketing Awards • Finalist: Best B2B Brand Campaign – Rebrand Campaign
§ Forrest Groundswell nomination § Constellation Supernova Semi Finalist
NEW PSION
© Psion Confidential psion.com | ingenuityworking.com
“Rebooting Psion” October 2011
“Psion looks to social media for company turnaround” September 2011
RECENT COVERAGE
“Psion goes social to promote strategy” August 2011
© Psion Confidential psion.com | ingenuityworking.com
Our strategy gives us more products, more quickly, through more channels, with
valuable differentiation.
© Psion Confidential psion.com | ingenuityworking.com
Business has changed.
Your competitors are winning deals in places where you may not even have a presence.
Social media ‘playtime’ is over.
Welcome to the social business.