Financial Times B2B and Social Seminar

@Beyond, @RogerWarner

FT B2B AND SOCIAL SEMINAR
02.10.12: Mullets, Moneyball, and Creative Execution

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I Am... Launched a ‘Social Media Agency’

Head of Media
Relations, EMEA

Head of Web, Image
Recently acquired by
and Editorial (Global)
Beyond - continue to do
Roger Warner
awesome work in B2B
Director
Favourite quote: “Show me a dressing room
with laughter and talent and I’ll show you a
winning team” (Brian Clough)

now
Moneyball
for social Brands
we create digital
experiences people want
to share.
...We do this Differently.


THAT SOCIAL MEDIA...


Social Media
Did Not Invent Marketing
Despite what some People in
flip flops might have you believe

It Just Made Our Work Different.
Think: Shock of the Old! Mix New with Known.


B2B Profiling:

Left Brain
Oooh, emotive

us
rs
ve
Right Brain
Hmm, Serious


Campaign Profiling:

Left Brain
B2C Strategies

us
rs
ve
Right Brain
B2b Strategies


Social Profiling:

B2B Channel
LinkedIn

us
rs
ve
B2C Channel
Faceborg


The Mullet:

Business at
the Front

Party at
The Back


Social Profiling:

B2B Channel
LinkedIn

Wrong!

us
rs
ve
B2C Channel
Faceborg


➡ Facebook releases x1 great new feature
each week

➡ We continue to have x24 hours in our day -
our attention span is not upgraded weekly

➡ Every brand in the world competes within
the 9 o’clock ‘Facebook slot’ against other
brands, mums, sisters, colleagues, friends
and LOL cats...

BUILD IT AND THEY PROBABLY WON’T COME


Problem statement:

Can People Give a SH*T
Do they
Care?
Paul Adams Go
Global Head of Brand Design
Facebook



Note to self: 9.30 to 11.40...


RATIONAL THINKING

Quantifying Future Trends
in Online Sharing
THE In five years, where will consumers be sharing content
online, and why? What types of content will be shared
most? How will consumers be sharing branded content?
And, what will make something share-worthy in the
future?
OF sharing These are all important questions, and using data as a
guide, the answers become within reach.


consumers research & share experiences during whole purchasing journey
Pre-purchase Post-purchase

CUSTOMER AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY
JOURNEY
BRAND Visibility Evaluation
attributes Choice Experience Recommendation
& loyalty
PENETRATION
BRAND STRATEGY/ messages
Relative volume of each Attributes and topics
MEASUREMENT of the positioning
statements and pillars
within positioning and
pillars are most Frequency of statements
Top likes and dislikes
------------------
Frequency of
frequently discussed of intent recommendations
------------------ ------------------ Frequency of emotive
------------------ words used ------------------
Share of voice against Level of agreement with Share of voice against
positioning Frequency of inhibitors ------------------
competition Verbatims competition
------------------ mentioned
visibility in search Sentiment towards
attributes

How is your brand What does consumer What are the consumer What are the consumer
insight & positioning penetrating
the market?
perception of your brand
look like?
What are the barriers and
triggers for action?
likes and dislikes and
what words do they use?
likes and dislikes and
what words do they use?
Strategy


LOW vs high involvement products
Research/Time intensive; specialised knowledge

HIGH LOW
vs
LESS FREQUENTLY PURCHASED BOUGHT MORE FREQUENTLY

MORE COMPLEX LESS COSTLY

EXPENSIVE IN NATURE USUALLY BOUGHT WITH A
MINIMUM AMOUNT OF THOUGHT
REQUIRING MORE TIME AND AND EFFORT
EFFORT IN THE RESEARCH PHASE

Impulse buys; social

Facebook’s Influence on purchases
“To what extent did Facebook influence your view on the product you were shopping for?”
1002

1001.5

1001

1000.5

1000

uc
ts usi
c are uc
ts
tiv
es nic
s
hio
n
an
ts
oo
ls vel ces
an
ce
d M k w d
mo ctr
o
Fas
r T Tra lian in
Pro oo Pro tau p al
F
ab
y C uty uto Ele Re
s Ap n
B ea A
ch
en rso
B
Ki t Pe
Facebook Inﬂuence

CHANGE GEARS

FUTURE SHARING ACTIVITIES

Offline social experiences will be brought online, growing the volume of shared content focused on
daily achievements and personal milestones.

WHAT WILL PEOPLE SHARE IN THE FUTURE?
43% 30% 28% 27%

PERSONAL TRAVEL PLANS TICKET CHARITABLE
MILESTONES PURCHASES DONATIONS
The percentages above reflect the proportion of people who indicated their
preference to share these activities.

Make People
Think: KUDOS, Social Capital

Look Great! Create: Missions!

Ms Generous,
Mr Smart,
Director of Helpfulness
Mrs Entertainer, VP of Being Really Useful
Head of Being Funny The first person to share that The first person to share that
amazing gizmo for calculating promo for money off something
The first person to share that mortgages or the lead article really useful; likes to posts lists
must-see meme: usually a from The Economist (or the of good things to do; plus
video or a picture infographic amongst motivational Facebook stuff.
colleagues)

IT’S NOT ABOUT YOU,
IT’S ALL ABOUT THEM...

AND IT’S ALL ABOUT CONTENT

The Social Buzzword Index, May 2012


Traditional B2B Lead Generation Funnel
Publisher ‘THOUGHT
LEADERSHIP’ Month #1: Initial Contact
Sign Up for Program
Something

Marketo / Eloqua /
Salesforce.com
Receive a Nice Month #2: Lots of EMAIL
Email or Five

More email
marketing
SIGN UP for USER
Month #3: Response contact!
CONFERENCE

BINGO!
LEAD! Month #4: SALES PHONE CALL!!!
GET A CALL FROM
TELESALES TEAM


Content Funnel / Relationship Lifecycle
Tweets
Month #1: Initial Engagement
Never Heard Status Updates
of You

Infographics

OK, SO Now
Month #3: Social Acquisition
Slideshare Decks
I Follow You

Manifestos

I really Do Like Interactive Apps
Month #5: Content Engagement
Your Content

White Papers

Sign Ups Month #6: Relationship Begins
Outside chance
I Might Sign Up...


ATTENTION VS BRAND


Intuitive Heuristics: Daniel Kahneman



IBM Mainframes

Do I Really Know
And
UNDERSTAND?
Go

...Or, Do I Just

Like Them?


[Your Social B2B Mission]

Make Them
Like You...
Social will not 100% clinch the sale
But it will create your ‘funnel’...

Moneyball it:

Brand
Communications

us
rs
ve
Market
Needs


The Moneyball Map:
Alignment of a brands’ communications
Technology Industry
200
output to their customers’ wants and [share of voice]

Brand ability to influence
needs.

Tells us themes upon which the (eg) 150
Tech industry is spending money to
CLOUD !! [High Engagement]
position itself - in this instance around
concepts of ‘cloud’ ...and also the 100
concepts that their customer is
discussing and wants to hear more
about - in this instance ‘sustainability’. 50

This is the Moneyball effect. An
analysis of unstructured consumer [Low Engagement] SUSTAINABILITY
0
behaviour on social gives us rock solid 2007 2008 2009 2010
consumer data and insight - and great
consumer insight is a more perfect way
of understanding how to plan the win. Region 1 Region 2
[share of mind]
Customer propensity to Care

User Case Profiling:

Low Attention
Small Content

us
Your Social play!

rs
ve
Goal: the SHARE!! Long Attention
Big Content


[compelling, Sharable Content]

Content
Formats
➡ ‘How to’ visualisations

➡ Manifestos

➡ Infographics

➡ YouTube ‘talking heads’

➡ Blog posts / opinion pieces



[In Summary]

Social is
Your Brand...
Come on...
It’s what you’ve REALLY wanted for the past 20 years!


WE ARE HIRING!
Get in touch at @Beyond / @RogerWarner


QUESTIONS/INSULTS...
Be nice....


THANK YOU
for your
time


Financial Times B2B and Social Seminar

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