Presented by Darren Amer and Mark Russell at PSMG's Annual Conference 2011, this talk considers the need for professional services to adopt a fully integrated digital strategy.
10. Qualitative and quantitative
Who’s using what, for what?
Is it integrated and meaningful?
What is best practice?
The Professions in Transition 2011 @precedentcomms
25. Notes:
• TV ads rarely work online – information and
interaction is best
• Frequency and relevance is better than polished
and infrequent.
• Keep it short
• You don’t make viral videos – you make video that
might become viral (if you are very lucky!)
The Professions in Transition 2011 @precedentcomms
39. Discussion:
• Would you use Twitter to be more transparent
about your organisation?
• What BUZZ are you looking for and how would you
engage in the conversation?
• Could external content (that you could curate) add
value to your own content and, in turn, add value
for your customers?
The Professions in Transition 2011 @precedentcomms
52. Discussion points
• Is it appropriate for a professional services company
to engage with their audiences on Facebook?
• What groups do you really want to connect to via
Linkedin Groups?
• Where are there other social networking
opportunities?
The Professions in Transition 2011 @precedentcomms
54. Statistics...... not the important factor
It is a simple decision:
• The trend cannot be questioned
• You need to have a solution for mobile today
• Aim to provide an optimal experience
Your question is what and how (not if)
The Professions in Transition 2011 @precedentcomms
55. Aspire to an integrated and considered approach
Kindle
iPad view
Desktop view
Smartphone view
Whisper sync
The Professions in Transition 2011 @precedentcomms
58. Example: Insurance “Mobi” sites
Focus on brochureware Introducing transactional interaction
The Professions in Transition 2011 @precedentcomms
59. Future – expectation : innovation
• Mobile is the fastest moving technology area
• Trends to keep in eye on:
• Mobile as the virtual wallet
• Near field opportunities
• Location based promotions
• QR & AR
• Responsive design
The Professions in Transition 2011 @precedentcomms
60. Example: Responsive Design Challenge
Challenges - Considerations
• Forced order and best practice
• Screen size – optimised image
• Video playback
The Professions in Transition 2011 @precedentcomms
61. Discussion points
• Who are your primary mobile audiences? (You can’t say
everyone)
• What is the minimal website content to deliver an effective
mobile experience to them? (pick only 3 things per audience)
• Are there any situations where an app is a better starting
point than a mobi site?
The Professions in Transition 2011 @precedentcomms
65. The internet is the first thing that
humanity has built that humanity doesn’t
understand, the largest experiment in
anarchy we have ever had
Eric Schmidt, CEO Google
The Professions in Transition 2011 @precedentcomms
82. Think big
Start small
Act quickly
The Professions in Transition 2011 @precedentcomms
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Editor's Notes
MSh
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
50 finance sector companiesTheir use of digital channelsBanks x10Building Societies x10Asset Managers x10Insurers, Life and Pensions x10Online only Financial Services x10
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
Updates every morning. Nice and simple and well used (see stats)
First Direct YouTube Channel
You have to spend to make an effective YouTube channel?
First Direct YouTube Channel
First Direct YouTube Channel
You have to spend to make an effective YouTube channel?
Overview, some best practice and tips to take away3 Areas- What is blogging / micro blogging Why it’s potentially valuable How to get it right
Really sums up the change in mindset
Mobile a key factor both in publishing and consumption – short format lends itself to mobile content consumption
Blog is your opportunity to put your best foot forward - show yourself in the best light And get the benefits of Search Engine Marketing.Brand Building.Competitive Differentiation.Relational Marketing.Exploit the Niches.Media & Public Relations.Position You as an Expert.Reputation Management.All at a low cost
Twitter requires a different mindset- Openness Transparency Conversational (not sales first)Customers want to see into your organisation, not just see what the marketing team want them to
Online reputation Requires monitoring and management Reactive and Proactive>>SENTIMENT METRICS<<
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
Pulls in 3rd party content Different sources
Vote on the following
So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
So as an industry, financial services should be doing a huge amount online to engage with customers, and yet as this graph shows, it is the industry that is doing the least. In 2009, only 5%of the top 100 international banks acknowledged having a proactive online presenceAnd over 50% of banks have actually banned the use of social networks at work.This, as I will go on to explain, represents an enormous missed opportunity.Source: cConsultancy Customer Engagement Report 2010
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
That doesn’t mean trying to do everything fairly well – at the expense of doing a few things very well
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
With a roadmap to achieving it – prioritised and set against the corporate objectives
Instead need to cut through the volume of content and instead focus on delivering a few compelling services excellently
Instead need to cut through the volume of content and instead focus on delivering a few compelling services excellently
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream