Social Media in B2B Communications - Dec 2013

Wi-fi access: Network - Ketchumevent Password – London2013

#bbsocial Sponsored by:

Nick Masters Head of online

PwC

Content that finds its audience PR Moment 3 December 2013

www.pwc.co.uk

PwC

The offensive Tweet

Content that finds its audience

4

November 2013

PwC

“It’s not information overload. It’s filter failure.”

Clay Shirky


5

November 2013

PwC

How long do we spend online?

35 hours a week according to OFCOM


6

November 2013

PwC

How do traditional models of targeting work in a networked world?


7

November 2013

PwC


They don’t


8

November 2013

PwC


They don’t

Why?


9

November 2013

PwC


They don’t

Why?

Because disruption is disrupting the disruptors


10

November 2013

PwC

In a world where information flows freely

Do communities really exist?


11

November 2013

PwC

In a world where information flows freely

Do communities really exist?

And do we still need them?


12

November 2013

PwC

Which model works for you?


13

November 2013

Our cohort networks are populated by the people and things we chose to engage

Communities are based on ascribed characteristics

PwC

Targeting is now done with words not deeds


14

November 2013

PwC

There are more video’s viewed on YouTube than searches on Google

Users now dictate form and format


15

November 2013

PwC

If you produce good content


16

November 2013

PwC

If you produce good content

It will find the right audience

• Downloads and interactions up by 700%

• Ascribed community engagement - just 4%


17

November 2013

PwC

But what is good?

18

Thanks

This publication has been prepared for general guidance on matters of interest only, and does

not constitute professional advice. You should not act upon the information contained in this

publication without obtaining specific professional advice. No representation or warranty

(express or implied) is given as to the accuracy or completeness of the information contained

in this publication, and, to the extent permitted by law, PricewaterhouseCoopers LLP, its

members, employees and agents do not accept or assume any liability, responsibility or duty of

care for any consequences of you or anyone else acting, or refraining to act, in reliance on the

information contained in this publication or for any decision based on it.

© 2013 PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to

PricewaterhouseCoopers LLP (a limited liability partnership in the United Kingdom) which is a

member firm of PricewaterhouseCoopers International Limited, each member firm of which is a

separate legal entity.

Nick Masters @nickmasters linkedin.com/in/nickpmasters

Nishma Shah Head of PR, UK & I

Experian

© 2013 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited.

Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be

reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited.

Experian Public.

Social media at Experian

3 December 2013

22 © 2013 Experian Limited. All rights reserved.

Experian Public.

The result of growing organically?

15

25

50 10


Experian Public.

A day 1000

A week 7000

A month 30,000

Peak days 1400

Experian gets mentioned…(in English)

1 mention every minute


Experian Public.

Only 40% of all

Experian mentions

are from Twitter

More influential:

► Forums / blogs

► Wikipedia

And social isn’t just Twitter


Experian Public.

But…social isn’t just English


Experian Public.

Social in crisis


Experian Public.

Empowerment

Working together across teams – PR, marketing, sales, recruitment


Experian Public.

Not to jump on the social bandwagon

To do what is right for us

What have we learnt?

Nicolas Chabot VP Europe

Traackr

Traackr Influencer Marketing

A PR MOMENT CONFERENCE

AT KETCHUM

DECEMBER 3RD, 2013

How to leverage influencers in B2B markets



From @traackr @nicochabs

Traackr is the leading influencer marketing

platform. We help brands and agencies identify

influencers and manage their influencer

strategies.


Does social influence matter in B2B ?


A SECOND LEVEL OF INFORMATION

Can he help me ?


Influencer marketing is already a key strategy for major B2B brands



A headline here that might describe the image and some other text.



A headline here that might describe the image and some other text.


Influence works in context


Influence works in context



Carefully select your influencers based on their TARGET AUDIENCE


4 ways influencers can support your content strategy


Sheldrake

Get inspired



all pictures from the Engagers

Involve Influencers in your content creation



Fiorella

Support your influencers



Co-Create Content


The Future of B2B influencer marketing


Leads are the measure of B2B influencer outreach

Influencers

Leads


Building affinity at scale

With the people who have an impact

With the relevant content

At the right time

With affinity



From @traackr @nicochabs

Traackr is the leading influencer marketing

platform. We help brands and agencies identify

influencers and manage their influencer

strategies.

Stephen Waddington European Digital &

Social Media Director Ketchum

50 | 04.12.2013

Joining-up b2b social media

Source: Flickr / CC Attribution / Andreanna Moya

http://www.flickr.com/photos/andreanna/2707237270/?welcome

51 | 04.12.2013

PR Moment data soft on b2b

.

Source: PR Moment (n=50)

52 | 04.12.2013

Really. No really? Think again

Source: The Business of Influence, Philip Sheldrake (Wiley, 2011)

53 | 04.12.2013

Organisation Market Competitors

The business of influence

54 | 04.12.2013

Sales 1.0: online spam

Source: Sales email / Stephen Waddington

55 | 04.12.2013

Sales 2.0: mining for data

Source: LinkedIn

56 | 04.12.2013

Sales 2.0: turning data into insights

57 | 04.12.2013

Awareness

Knowledge

Interest

Preference

Action

Marketing 101: sales pipeline

Source: Topsy

58 | 04.12.2013

Listening Influencer

Identification

Attract: Content,

channels and story telling

Engage Sales

Planning model

59 | 04.12.2013

Listening: events good start point

Source: Vintank

60 | 04.12.2013

Listening: specialist tools

Source: Vintank

61 | 04.12.2013

Influencer identification: Topsy

Source: Followerwonk

62 | 04.12.2013

Influencer identification: Traackr

Source: Traackr

63 | 04.12.2013

Don’t join the content bandwagon

Source: Content Marketing Institute: 2013 Benchmarks, Budgets and Trends

http://contentmarketinginstitute.com/2013/03/uk-2013-content-marketing-research/

64 | 04.12.2013

Brand voice: it should be like dating

What Audiences

Want to Hear, Say,

Do & Value

What Your Brand

Wants to Say, Hear,

Do & Value

Bra

nd V

oic

e

65 | 04.12.2013

Innovative and brave content

Source: Prezly

66 | 04.12.2013

Humour works but apply with care

Source: Screwfix / Twitter

67 | 04.12.2013

Built-in lead generation

Source: Altimeter / Slideshare

68 | 04.12.2013

You need to be media agnostic

Source: Unified Social

http://www.unifiedsocial.com/when-to-promote-facebook-posts/

69 | 04.12.2013

New platforms for engagement

Author tag

Link

Source: Google+

70 | 04.12.2013

Communities and hanging out

Source: Google+

71 | 04.12.2013

Closing the sales cycle

email

whitepapers

blogs

video

events

CRM

72 | 04.12.2013

email

whitepapers

blogs

video

events

CRM

SALES

Closing the sales cycle

73 | 04.12.2013

How can I help?

• Plot your customer pipeline journey

• Map marketing and communication activity

against your pipeline

• Test, test, test

• Please don’t fill the internet with shit content…

• …and don’t send dumb emails because they

might get shared.

74 | 04.12.2013

How can I help?

75 | 04.12.2013

Joining-up b2b social media

Stephen Waddington [email protected]

slideshare.net/wadds

wadds.co.uk

@wadds



Tom Barton Head of Communications

Capgemini

Capgemini as a B2B storyteller

Tom Barton

Social Media in B2B Communications

3 December 2013

80 Copyright © Capgemini 2013. All Rights Reserved

Social Media in B2B Communications | 3 Dec 2013

Me

Head of Communications

@tomsmiled

Storymaking



44 countries and 100 languages (As of December 31, 2012)

More than 125,000 people

1. Argentina

2. Australia

3. Austria

4. Belgium

5. Brazil

6. Canada

7. Chile

8. China / Hong Kong

9. Colombia

10. Croatia

11. Cyprus

12. Czech Republic

13. Denmark

14. Finland

15. France

16. Germany

17. Guatemala

18. Hungary

19. India

20. Ireland

21. Italy

22. Japan

23. Luxemburg

24. Malaysia

25. Mexico

26. Morocco

27. New Zealand

28. Norway

29. Philippines

30. Poland

31. Portugal

32. Romania

33. Singapore

34. Slovakia

35. South Africa

36. Spain

37. Sweden

38. Switzerland

39. Taiwan

40. The Netherlands

41. UK

42. United Arab Emirates

43. US

44. Vietnam

Canada

United States

Mexico

Brazil

Argentina

All over Europe

Morocco

Australia

People’s Republic of China

India

Chile

Guatemala

Singapore

Philippines

Taiwan

Vietnam

United Arab Emirates

Group workforce 125,110

Working offshore 50,425

Malaysia

New Zealand

Japan

South Africa

Colombia

UK & Ireland 8,964

France 21,110

Benelux 9,186

Nordic Countries 4,504

North America 9,609

Germany & Central Europe

9,581

Morocco 628

Italy 2,524

Iberia 4,812

India 41,019

Latin America 9,399

Asia Pacific 3,748

Middle East & Africa

26



Our story is our clients’ stories



We need a more innovative approach

Three drivers

Increasing use of social media as comms tool in B2B

Crowded market demands smarter approaches to reach buyers

Customers want to choose how they consume content



Expert Connect added to website

Filters Latest blog

post & tweet

Expert overlay

Latest publications http://www.capgemini.com/experts/

http://www.capgemini.com/experts/



Related content

Twitter & blog feed

Social media links

Expert page

Expert group page

Related experts

Events planned

Related publications

Related videos



Advertising campaigns

Link to offer web page

Link to landing

page

Landing page Advertising banners

Offer & publication

links

Expert page links

Social media links



FT publishing partnership

Content Microsite

Sponsored Section



Meanwhile, internally...



The last 18 months

Three significant moves as a result of what we’ve learnt

Intranet

Website

New ‘expert’ programme – at the heart of our communications



Advertising



Media partnerships



Content-loop.com – with LinkedIn



Capgemini Super Techies Show

On-boarding Experts



[What this pack includes]

2 Introduction to Expert Connect

3 What are the roles & responsibilities of

an Expert

4 Your current Social Profile

5 How can Social Media Partner

help you?

1 Introduction to Social Media Partner



What this has given us



Benefits

• Closer external

relationships

• Differentiation

• Supporting

business

• Digital expertise

• Brand awareness

• Internal buzz



Contact

Tom Barton, Capgemini UK

[email protected]

twitter.com/tomsmiled

uk.linkedin/in/twabarton

Insert contact picture

The information contained in this presentation is proprietary.

© 2012 Capgemini. All rights reserved.

www.capgemini.com

The information contained in this presentation is proprietary.

© 2013 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini.

About Capgemini

With more than 130,000 people in 44 countries, Capgemini

is one of the world's foremost providers of consulting,

technology and outsourcing services. The Group reported

2012 global revenues of EUR 10.3 billion.

Together with its clients, Capgemini creates and delivers

business and technology solutions that fit their needs and

drive the results they want. A deeply multicultural

organization, Capgemini has developed its own way of

working, the Collaborative Business ExperienceTM, and

draws on Rightshore ®, its worldwide delivery model.

http://www.facebook.com/Capgemini

http://www.linkedin.com/company/capgemini

http://www.twitter.com/capgemini

http://www.youtube.com/capgemini

http://www.slideshare.net/capgemini

Betony Kelly Head of Digital Outreach Department for Business,

Innovation & Skills

Betony Kelly, Head of Digital Outreach

@betonykelly

Speaking with

business at BIS

Our journey: From this...

Publish

to a gov

.uk

website

Our journey: Via this...

Create

great

Gov.uk

content

Our journey: Towards this...

Bring

the

citizen

in

Work

with

BIS

MPs

Listen

and join

the

debate

Explain

policy

Find

what

works

Create

& edit

audio /

video

Create

great

Gov.uk

content

Advise

BIS

staff

Open

up

events

& visits

Open

up

policy

making

Ensure

the

dept’s

voice is

heard Stop

what

doesn’t

work

“I’m not young/trendy/techy enough”

“Hello, are you a

business? This is

the government

speaking”

The early start-up / entrepreneur

Photo Credit: Tim Garrett,

University of Utah

What do business want from BIS?

• The entrepreneur / startup o A killer idea from the kitchen table / time poor

o Voracious appetite for info from trusted community

o Not yet concerned with wider business environment

• The startup / small enterprise o Venture now sole focus (grow)

o Wants to flock with people with common issues to

find solutions (identify themselves by sharing)

• The small / medium enterprise

o Part of an established network (industry group)

o Now ‘a name’ in the community (commenting)

o Willing to work with gov to remove barriers to growth

“But we’ve got a press release?” Draft Consumer Bill of Rights (June 2013):

• Measures to enhance consumer rights

and make them easier to understand

• streamline overlapping and complicated

areas from eight pieces of legislation into

one consumer Bill

• get some money back after one failed

repair of faulty goods (or one faulty

replacement) incl. digital services

• demand that substandard services are

redone or failing that get a price reduction

A new, integrated approach:

• Included online media & bloggers to media

briefing and private event

• Identified where the messages weren’t

landing

“But we’ve spoken to the industry

bodies” Agricultural Technology strategy (June 2013):

• increase support to develop, adopt and

exploit new technologies and processes

through £90 million of government funding

for Centres for Agricultural Innovation and

a £70 million government investment in an

Agri-Tech Catalyst

• increase understanding of what is being

spent and where to increase alignment of

industry research funding with public

sector spend

Identified the leading online community and

worked with their audience:

• Strategy released under embargo to hosts

(as if a media outlet)

• 2 hour Twitter Q&A with policy officials,

not Ministers

“But I know this area well - I’ve

worked in it for years”

Business is GREAT campaign

(started November 2013):

The GREAT Britain campaign is a partnership

between private enterprise and Government

to highlight support for businesses aspiring

to succeed and to encourage

entrepreneurial spirit.

• Analysed the most popular business

content on the gov.uk site

• Conducted focus groups with businesses

at various life stages

• Hired an experienced editor of a business

website and gave him editorial control

over the content

• Experimenting with different content and

distribution methods

Businesses are also consumers...

• Don’t forget that businesses don’t live in the

‘entrepreneur vacuum’

• The standards for quality content are just as high with a

business audience - don’t be sloppy

• Understand the emotional drivers for sharing /

contributing - what does it say about them when they

share your content?

• Don’t ignore niche audiences - they are knowledgeable,

very engaged and overlap with mainstream

• Use as many different voices to speak with your

audiences as is needed - invest in your spokespeople

Betony Kelly, Head of Digital Outreach

@betonykelly

Thank you

Andrew Smith Director

escherman

escherman PR. Analytics. SEO.

How to use Google Analytics to

understand the effect of your PR and

social media effort on sales

Andrew Smith

@andismit

The BIG Question

WHY DOES YOUR WEBSITE EXIST?

What is the PRIMARY purpose of the site e.g. orders, leads,

brand awareness, etc?

Primary purpose = macro conversion

Supporting purposes = micro conversions e.g. email

newsletter sign up, brand awareness, etc

What counts as a lead?

In context of a B2B website:

- Filling out a form

- “E-mail for more info” link

- Unique phone number

- Reaching “contact us” page

Goals! URL Destination Goals

www.mysite.com/thankyou.htm

Time on Site Goals

Pages/Visit Goals

Event goals (video plays, mailto: clicks, etc)

http://www.mysite.com/thankyou.htm

Why goals are vital

Goals + values = meaningful evaluation

Unlocks metrics like per visit value

Attribution analysis not possible

without goals and values

The B2B marriage

problem: solving

attribution

Google Analytics provides a way of

seeing the direct and indirect

contribution made by any channel

against a specific goal

90 day attribution window

Additional demographic data

now available

Universal Analytics New version of GA tracking code

On and offline marketing contribution

Check out the Loves Data video on You Tube!

Summary

Google Analytics allows you to see the direct

and indirect value created by any marketing

channel against a defined goal (e.g. lead gen)

But only if you create goals with values!

Paul Thomas Senior Manager, National

Communications Grant Thornton UK LLP

© 2013 Grant Thornton UK LLP. All rights reserved.

Paul Thomas, Senior Manager, National Communications

@tallpaul75



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