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OppOrtunities

                 and
                 threats


The future of social media as
viewed by senior UK marketers
May 2010
OppOrtunity                                      OppOrtunity
                                                            Social Media for the first time
          for small business it’s the opportunity           is providing marketers with
          to reach a wider audience and to be               true real-time intelligence into
          seen as an expert in their field. To be on        individual’s interests, wants,
          a more level playing field with the big           opinions and sentiments. Never
          boys, and perhaps get ahead of them.              before has this level of rich,
                                                            personal data been so readily
                                                            available.




                           threat
debOrah
                           having the time to make the
                           most of it and to keep up with
                                                                  threat
rOwe                       what’s going, whether in terms
                           of the technology or news or
                                                                  The challenge is how to
                                                                  decipher the important
Consultant                 opportunities on offer.                actionable nuggets from
Sheba Marketing                                                   the noise and to effectively
                                                                  integrate this into marketing
                                                                  activities to drive optimal
                                                                  business results.


                                                                                              debbie
                                                                                              williaMs
                                                                                              b2b Marketing Consultant
                                                                                              and Chair of the idM b2b
                                                                                              Marketing Council
JasOn
                                                                                                           CrOss
   OppOrtunity
                                                                                                           Md
                                                         OppOrtunity                                       Incentivated

                                                         Deliver a less “threatening” (assumption:
   The potential to engage a                             marketing = sales = “threat” = avoidance
                                                         behaviour reactions engaged by prospective
   much larger audience in an                            customers) way to help connect with
                                                         businesses/people who are actively interested/
   interactive environment.                              would benefit from but don’t know about… the
                                                         business services we are selling, and to use
                                                         these friendlier channels as a way of getting
                                                         potential customers to start to discuss and buy
                                                         into the services we are selling, such that our
                                                         more traditional sales tactics succeed more
                                                         often and with greater results




                      threat
                                                                                       threat
                      The greatest obstacle would                                      Buy in from senior
                      have to be measuring ROI and                                     managers/ board that
Jeff                  justifying efforts and resources
                      when investing in social media.                                  this (social media) is a
blakeway                                                                               “legitimate” marketing
LexisNexis
                                                                                       channel – esp in a B2B
                                                                                       environment
lynette
                      havenga
                      stOkes
OppOrtunity           head of marketing

                                              OppOrtunity
                      Make It Cheaper
Brand introduction
and eventually
brand recognition.                            Ability to build
                                              credibility as a
                                              subject matter
                                              expert

              threat
              Our SME target sector
              of 5-10 employees,
              people are too busy         siMOn                  threat
              with their businesses       daniels
              to use social media         director               Time, ability to
                                          Percassity Marketing
                                          Data Solutions         source content
                                                                 and cut -through
helen                   OppOrtunity
                                 COOper
OppOrtunity                      Marketing Manager
                                                         To increase sales
It’s a great way to get
                                 Travis Perkins
                                                         of product through
people talking about your
brand cost-effectively.                                  word of mouth
Word of mouth
recommendations are by                                   recommendation
far the best marketing
tools you can get




                 threat
                 Managing it internally -

                                                                        threat
                 you need someone to be
                 monitoring the social media
                 sites who can address any
                 negative comments and
                 turn them into a positive                              Lack of control
                 message. How do you keep                               over the
                 on top of it once it starts as I
                 imagine it’s like a snowball!       gail               messages
                                                     van diJk           exchanged
                                                     Campaign Manager
                                                     RS UK
OppOrtunity
OppOrtunity                                           The ability to influence
                                                      our market and create
                                                      a dialogue with clients
To convey messages                                    on areas of concern. By
                                                      providing a forum for views
for free to a targeted             Matt               we hope to shape the way
audience                           eCCles             key issues are resolved
                                   director
                                   Elemental Brands



                                                                               threat
            threat                                                             Our parent company and their
                                                                               views on social media plus
            Resistance from                            rOsalind                the age demographic financial
            colleagues to buy-in                       pearsOn                 services in general which
                                                                               tends to be adverse to this
            due to a continued                         Marketing Manager       kind of communications style
                                                       Munich Re Uk
            and deliberate lack
            of understanding/
            interest.
OppOrtunity       linda
                                                            harris
                                          another channel
  OppOrtunity                             to communicate
                                                            Communications
                                                            Manager
                                                            UK Easynet Connect

  Increased awareness,                    through
  reputation and general
  buzz about my agency from
  a relevant audience.

                                                threat
                                                Less control over
                 threat
                 Lack of resource to            what you are saying
                 focus on creating a
saM              regular flow of great
rudland          content that my target
Md               audience wants to
Essential        read and share.
Communications
OppOrtunity
                                              Awareness
OppOrtunity                                   and reach
Awareness, word of mouth
                                                               CharlOtte
                                                               gOdwin
                                                               acting Marketing
                                                               Comms Manager
                                                               BSI




                                              threat
       threat
                                              Resource to do
       Time resource                          it properly



                       riChard
                       hill
                       relationship Manager
                       Nectar
OppOrtunity
An understanding of our customers’ and prospects’ biggest
issues, build relationships with them so that we gain mutual
trust. If our targets are turning to social media for referrals and
recommendations, we need to be creating conversations with
them away from the more traditional locations such as our
website and email. Where are they looking for information. What
are they interested in? It’s not enough just to provide what we
want to talk about on our website and hope they find it there.
Conversations need to be social, not always business-driven.
Reputation, trust – both are rewards for not solely focusing on

                                                                                                    OppOrtunity
ROI.


                                                                                                    Connecting direct, data and
                                                                                                    digital practitioners to share
                                threat                                                              real-time ideas and emerging
                                Internal buy-in. With worn down sales people used
                                                                                                    best practice
                                to the traditional way of communicating, who think
                                Twitter is about celebrity gossip and Facebook for
                                families, photos and games, it’s hard to convince my

kate                            internal audience that giving me ideas and content
                                for social media campaigns will help win business

burge                           in the long run. It’s more persuasive if I tell them


                                                                                                                      threat
                                it helps with SEO – they just about get that, but
                                finding willing people to contribute to regular social
head of marketing               media campaigns is hard going. Without being able
Kronos                          to directly measure it, that’s also hard to prove its
                                worth but the day we get a lead from someone who                                      Resource
                                found our Facebook page or saw one of our tweets,
                                then they might sit up and listen!                                                    (or proof/business
                                                                                                                      case to achieve it)


                                                                                         CarOline
                                                                                         rObertsOn
                                                                                         Membership director
                                                                                         IDM
OppOrtunity
                                      Gain visibility and
                                      positioning within
                                      the industry and
                                      wider audiences


       OppOrtunity
       More customer reach                                 threat
                                                           Relevant and
                                       ZOe                 quality content
                                       hallaM
                                       sales & Marketing
                                       executive

                 threat
                                       BI Worldwide


                 Making it happen /
                 unable to control
lyn
MaCleay
Marketing
Communications
Manager
Scottish Life
alexandra
                                                                english
                                                                Marketing Manager
                                                                LBM Direct Marketing Ltd




                OppOrtunity                                                                OppOrtunity
                                                                                           Building our brand reputation. Our business
                 In an age of community-building social media                              has changed dramatically in the past 5
                 adds an invaluable channel to the talent-                                 years and this needs to be communicated
                 attraction mix. Today’s by-word is ‘content’                              to the wider market place, which social
                 and by using social media to stream content,                              media is great for. I’m looking to give a bit
                 it is possible to not only attract passive
                                                                                           of humanity and personality to the brand,
                 jobseekers, but ensure they stay with you.
                                                                                           as well as establish ourselves as a thought
                                                                                           leader and knowledge base for data,
                                                                                           analytics and contact.




                                    threat
                                    The biggest obstacle is
                                                                                                   threat
siMOn                               knowing how to harness                                         Ensuring the right people are reading
lewis                               social media to ensure                                         your tweets. We deal with senior
                                                                                                   decision makers and it is unclear
editor
                                    the most quantifiable                                          whether or not they engage with
Onlymarketingjobs.com               ROI possible.                                                  social media, or if it is a junior.
                                                                                                   Getting my tweets to be read by
                                                                                                   the right people from the right POV
                                                                                                   (that being someone in need of our
                                                                                                   services, rather than someone keen
                                                                                                   to supply to us) is a big obstacle.
OppOrtunity
                                                                             To allow your company to be perceived
                                                                             as techniocally and socially up to date - A
                                                                             method of cost-effective marketing - a way to
                                                                             reach a wider range of anudiences. Benefit =

        OppOrtunity                                                          Increasing my company’s online presence and
                                                                             getting feedback

         Access to professional influencers through
         increasing prominence of networks such
         as Linkedin                                     rebeCCa
                                                         terry
                                                         sales & Marketing
                                                         Manager
                                                         Centrica Storage
                                                                                 threat
                        threat                                                   When is it a fad and when is it worth
                                                                                 investing in? Too many people flooding
                       Finding people within a                                   social media with advertising and
                       traditional organisation to                               reducing its effectiveness. Privacy
                       adopt the required style, relax                           issues/big brother approach. Control over
                       control and make the time to                              content can be difficult unless you have
                       make regular contributions                                a dedicated team monitoring it. Getting
                                                                                 internal buy in/persuading budget holders
annette                                                                          that it can be effective

hOlMes
Change programme
Manager
Energy
OppOrtunity                         steve
                                                 Getting to talk to and influence    keMish
  OppOrtunity                                    your customers, long before
                                                 they are a customer or before
                                                                                     director
                                                                                     Cyance



  Genuine, constant                              they even know you exist

  feedback from real
  buyers.

                                                             threat
                                                              Corporate apathy or arrogance.
                                                              Organisations who dismiss
                  threat
                                                              social media as a fad or too risky
                  Time. To use social media
                  well, you have to do it full                because of losing control, will
giffOrd           time. People don’t write                    simply be left behind
MOrley-           comments according to a
fletCher          timetable, and you have to
head of inbound
                  be ready to react quickly.
Marketing
Base One
Prepared and distributed live at the
IDM B2B Marketing Conference 2010

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Social Media Threats & Opportunities

  • 1. OppOrtunities and threats The future of social media as viewed by senior UK marketers May 2010
  • 2. OppOrtunity OppOrtunity Social Media for the first time for small business it’s the opportunity is providing marketers with to reach a wider audience and to be true real-time intelligence into seen as an expert in their field. To be on individual’s interests, wants, a more level playing field with the big opinions and sentiments. Never boys, and perhaps get ahead of them. before has this level of rich, personal data been so readily available. threat debOrah having the time to make the most of it and to keep up with threat rOwe what’s going, whether in terms of the technology or news or The challenge is how to decipher the important Consultant opportunities on offer. actionable nuggets from Sheba Marketing the noise and to effectively integrate this into marketing activities to drive optimal business results. debbie williaMs b2b Marketing Consultant and Chair of the idM b2b Marketing Council
  • 3. JasOn CrOss OppOrtunity Md OppOrtunity Incentivated Deliver a less “threatening” (assumption: The potential to engage a marketing = sales = “threat” = avoidance behaviour reactions engaged by prospective much larger audience in an customers) way to help connect with businesses/people who are actively interested/ interactive environment. would benefit from but don’t know about… the business services we are selling, and to use these friendlier channels as a way of getting potential customers to start to discuss and buy into the services we are selling, such that our more traditional sales tactics succeed more often and with greater results threat threat The greatest obstacle would Buy in from senior have to be measuring ROI and managers/ board that Jeff justifying efforts and resources when investing in social media. this (social media) is a blakeway “legitimate” marketing LexisNexis channel – esp in a B2B environment
  • 4. lynette havenga stOkes OppOrtunity head of marketing OppOrtunity Make It Cheaper Brand introduction and eventually brand recognition. Ability to build credibility as a subject matter expert threat Our SME target sector of 5-10 employees, people are too busy siMOn threat with their businesses daniels to use social media director Time, ability to Percassity Marketing Data Solutions source content and cut -through
  • 5. helen OppOrtunity COOper OppOrtunity Marketing Manager To increase sales It’s a great way to get Travis Perkins of product through people talking about your brand cost-effectively. word of mouth Word of mouth recommendations are by recommendation far the best marketing tools you can get threat Managing it internally - threat you need someone to be monitoring the social media sites who can address any negative comments and turn them into a positive Lack of control message. How do you keep over the on top of it once it starts as I imagine it’s like a snowball! gail messages van diJk exchanged Campaign Manager RS UK
  • 6. OppOrtunity OppOrtunity The ability to influence our market and create a dialogue with clients To convey messages on areas of concern. By providing a forum for views for free to a targeted Matt we hope to shape the way audience eCCles key issues are resolved director Elemental Brands threat threat Our parent company and their views on social media plus Resistance from rOsalind the age demographic financial colleagues to buy-in pearsOn services in general which tends to be adverse to this due to a continued Marketing Manager kind of communications style Munich Re Uk and deliberate lack of understanding/ interest.
  • 7. OppOrtunity linda harris another channel OppOrtunity to communicate Communications Manager UK Easynet Connect Increased awareness, through reputation and general buzz about my agency from a relevant audience. threat Less control over threat Lack of resource to what you are saying focus on creating a saM regular flow of great rudland content that my target Md audience wants to Essential read and share. Communications
  • 8. OppOrtunity Awareness OppOrtunity and reach Awareness, word of mouth CharlOtte gOdwin acting Marketing Comms Manager BSI threat threat Resource to do Time resource it properly riChard hill relationship Manager Nectar
  • 9. OppOrtunity An understanding of our customers’ and prospects’ biggest issues, build relationships with them so that we gain mutual trust. If our targets are turning to social media for referrals and recommendations, we need to be creating conversations with them away from the more traditional locations such as our website and email. Where are they looking for information. What are they interested in? It’s not enough just to provide what we want to talk about on our website and hope they find it there. Conversations need to be social, not always business-driven. Reputation, trust – both are rewards for not solely focusing on OppOrtunity ROI. Connecting direct, data and digital practitioners to share threat real-time ideas and emerging Internal buy-in. With worn down sales people used best practice to the traditional way of communicating, who think Twitter is about celebrity gossip and Facebook for families, photos and games, it’s hard to convince my kate internal audience that giving me ideas and content for social media campaigns will help win business burge in the long run. It’s more persuasive if I tell them threat it helps with SEO – they just about get that, but finding willing people to contribute to regular social head of marketing media campaigns is hard going. Without being able Kronos to directly measure it, that’s also hard to prove its worth but the day we get a lead from someone who Resource found our Facebook page or saw one of our tweets, then they might sit up and listen! (or proof/business case to achieve it) CarOline rObertsOn Membership director IDM
  • 10. OppOrtunity Gain visibility and positioning within the industry and wider audiences OppOrtunity More customer reach threat Relevant and ZOe quality content hallaM sales & Marketing executive threat BI Worldwide Making it happen / unable to control lyn MaCleay Marketing Communications Manager Scottish Life
  • 11. alexandra english Marketing Manager LBM Direct Marketing Ltd OppOrtunity OppOrtunity Building our brand reputation. Our business In an age of community-building social media has changed dramatically in the past 5 adds an invaluable channel to the talent- years and this needs to be communicated attraction mix. Today’s by-word is ‘content’ to the wider market place, which social and by using social media to stream content, media is great for. I’m looking to give a bit it is possible to not only attract passive of humanity and personality to the brand, jobseekers, but ensure they stay with you. as well as establish ourselves as a thought leader and knowledge base for data, analytics and contact. threat The biggest obstacle is threat siMOn knowing how to harness Ensuring the right people are reading lewis social media to ensure your tweets. We deal with senior decision makers and it is unclear editor the most quantifiable whether or not they engage with Onlymarketingjobs.com ROI possible. social media, or if it is a junior. Getting my tweets to be read by the right people from the right POV (that being someone in need of our services, rather than someone keen to supply to us) is a big obstacle.
  • 12. OppOrtunity To allow your company to be perceived as techniocally and socially up to date - A method of cost-effective marketing - a way to reach a wider range of anudiences. Benefit = OppOrtunity Increasing my company’s online presence and getting feedback Access to professional influencers through increasing prominence of networks such as Linkedin rebeCCa terry sales & Marketing Manager Centrica Storage threat threat When is it a fad and when is it worth investing in? Too many people flooding Finding people within a social media with advertising and traditional organisation to reducing its effectiveness. Privacy adopt the required style, relax issues/big brother approach. Control over control and make the time to content can be difficult unless you have make regular contributions a dedicated team monitoring it. Getting internal buy in/persuading budget holders annette that it can be effective hOlMes Change programme Manager Energy
  • 13. OppOrtunity steve Getting to talk to and influence keMish OppOrtunity your customers, long before they are a customer or before director Cyance Genuine, constant they even know you exist feedback from real buyers. threat Corporate apathy or arrogance. Organisations who dismiss threat social media as a fad or too risky Time. To use social media well, you have to do it full because of losing control, will giffOrd time. People don’t write simply be left behind MOrley- comments according to a fletCher timetable, and you have to head of inbound be ready to react quickly. Marketing Base One
  • 14. Prepared and distributed live at the IDM B2B Marketing Conference 2010