AI and the future of marketing

| 1
29/11/2012
| Social Media Legals
AI and The
Future of
Marketing
webinar
@katieeking

• Managing Director of Zoodikers
Consulting. MBA
• Director of Transformation, Digital
Leadership Associates
• Co-founder of AIinFM
• TEDx speaker x 2
• Chairperson of PRCA’s South East/E.
Anglia Group
• Regularly called on to commentate on
social media for BBC TV and radio
• Spoken and moderated at high-profile
industry events e.g. Facilities Show, IP
Expo, UC Expo and Cyber Security
Expo
Introductions - @katieeking

Our agenda
 How to evolve into a social business; effective marketing
strategies for tomorrow’s world
 The inter-twining worlds of sales and marketing, where
salespeople embrace thought leadership for social
selling, whilst marketers adopt the latest analytics tools
for lead generation
 AI in our homes and in our businesses, now and in 10
and 50 years
 Keeping pace with change
 Measuring ROI
 Your personal action plan

It’s time to
fully
embrace the
new world
of
Social
Business

…where the
traditional
salesman
is
dead

…where
there is no
longer room
for business
silos

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29/11/2012
Smart phones and
social channels have
altered the way we
buy, sell, recruit &
communicate

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29/11/2012

Adapting to a changing
world
…where sales and marketing is
intertwined

Adapting to a world where
the customer is in control
• 75% of purchases now start with an online search by the buyer
• Prospects can compare your product or service to everything
like it and buy from the competition without you even knowing
they exist

Old ways of Business New ways of Business
Flyers, Billboards,
Advertising and Direct Mail
Online Searching &
Personal Recommendations
One Way Marketing Two Way Marketing
Cold Calling Personal Introductions
Information Gathering Research, Create, Target &
Distribute Relevant Content
Manual Automated
Seller Controls Sale Buyer Controls Sale
Traditional vs. social selling

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29/11/2012

Adapting to a changing
world. A taste of things to
come

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29/11/2012

AI & AR
have
already
arrived…

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29/11/2012
No longer mere
sci-fi

AI in Retail | Coop Italia
• Coop Italia has launched its ‘supermarket of
the future’
• Merging physical and digital worlds
• An “innovative and informative” shopping
experience
• It features interactive tables and real-time
data screens that provide product
information and personalise the shopping
trip
• Microsoft Kinect sensors use body detection
to interpret customer gestures, letting them
read more about a product’s origins,
nutritional facts etc.

EU To Debate Robots’ Legal
Rights
• Should robots
have a legal
status?
• Should robots
have a kill
switch?

https://www.youtube.com/watch?v=jHNete
Technology is transforming work and real estate. JLL
looks ahead to 2030 to see how certain technologies
will impact the working day and revolutionise
workspace.

A look ahead
According to Forrester, “By 2019, marketing leaders
will spend more than $103 billion on search marketing,
display advertising, social media marketing, and email
marketing—more than they will on broadcast and cable
television advertising combined. Over the next five
years, search will remain the largest share of the digital
mix, but social media investment will grow faster than
any other digital marketing channel.”

Smart machine technologies will be the most disruptive class of
technologies over the next 10 years, including smart robots,
autonomous cars and smart workspaces

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29/11/2012
Back to today

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29/11/2012
Impact on our
world of PR &
social media

AI & Marketing
• 80% of marketing
leaders say AI will
revolutionise
marketing by 2020
• But only…

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29/11/2012
Adapting to a
world of
integrated sales
& marketing

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29/11/2012
Planning is essential
in order to create
compelling content
which helps you
achieve your goals

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29/11/2012
Six Social Selling Steps:
1.Plan & segment your audience
2.Find the right channel
3.Devise a social strategy
4.Build profile and differentiate
5.Nurture relationships
6.Encourage them to ‘buy’

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29/11/2012
1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy

Your audiences Business
objectives
Marketing
objectives
Perceptions
to create in 3,
6, 9 months
Messages
to convey
INFLUENCE
THEM
PR & social
media tools
Existing clients Twitter/LinkedIn
Online PR
Blog
Networking
Prospects LinkedIn Groups
Case studies
Social media
Awards
Attracting staff &
partners
Webinars
Newsletters
Social media
Warm up the pipeline for sales

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29/11/2012
audience
differentiate

Your audiences What do they
read?
Which social
platform?
Groups on
LinkedIn
Conference
s
Key topics of
interest
Existing clients
Prospects
Influencers
Influencer matrix

Big data can help you
Using data in marketing is all about gaining efficiency and relevancy, Tourism
Australia’s CMO, Lisa Ronson, says. The tourism promotional body is tapping
data insights to define and control what messages it’s sending to consumers,
resulting in a more efficient and targeted message.
To help, Tourism Australia has established data sharing agreements with Virgin
Australia and Qantas.
“It’s about getting the right message to the right customer at the right time,”
Ronson said. “Through data and data sharing deals, we can understand who has
booked a trip to Australia and who hasn’t. Those two variables illustrate two very
different points in the purchase funnel.
“If you have booked a trip to Australia, we won’t bother serving our ‘Come to
Australia’ messages. Instead, we’ll start serving information like ‘here’s the
experiences that you can do when you’re in Australia’ or capital city type
messaging.”

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29/11/2012
audience
differentiate

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29/11/2012
3.1 - Employee
advocacy

Employee advocacy improves
visibility
Your employees add credibility to every post they share
8X jump in engagement when employees share content
92% of your employees' followers are new to your brand
24X more reshares when employees share content

Employee advocacy improves
visibility
Iceland employees are invited to the Iceland Insiders platform
where they are able to access new brand content each week.
Having connected their social accounts to the platform, they are
able to share content daily through their own individual social
channels quickly and easily.
Real-time trends in employee endorsements, engagements and
impressions can be measured by Iceland Foods to track
success. With the rise of ad-blockers and a decrease in the
effectiveness of traditional advertising, advocate marketing is
helping Iceland Foods get the edge.

Your employees as the
voice of the company
The most trusted and informative channels for your
company’s message sit within the walls of your
company; your employees.
Only by empowering employees to collaborate
creatively can the collective power of the team be
unleashed to drive essential relationships.
But the challenge is how do you develop and empower
your employees to represent your company in a manner
that is aligned with the company vision and strategy.

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3.2 – Thought
leadership

LinkedIn for thought leadership

Twitter for thought leadership

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29/11/2012
3.3 - An
integrated
marketing
campaign

Home of Amazing Moments was part of the GREAT Britain campaign,
the Government's global campaign to promote the UK as a destination
for tourists, trade and investment.
It kicked off with a three-month digital and print campaign highlighting
Britain's culture and countryside and aiming to inspire visitors to book a
trip and discover their own amazing moments.
The campaign was split into two phases: the first directed people to a
website showing images, cinemagraphs and videos of amazing moments
that can be experienced in Britain.
There was also a short YouTube film to launch the campaign on
VisitBritain’s Facebook and Instagram sites
#OMGB - Integration

Visitors to the site were invited to share this content through their own social media
channels using the hashtag #OMGB – a play on the 'oh my god' acronym, standing
for Oh My Great Britain – with the chance to win a holiday to Britain. The campaign
also used social media influencers, who shared their own amazing moments from
recent trips to Britain.
The second phase took place in April and asked visitors to upload images of their
own memorable moments and experiences from their holidays in Britain, again using
the hashtag #OMGB, some of which were shared across VisitBritain’s Twitter,
Instagram or Facebook.
The campaign also aims to improve perceptions of how welcoming Britain is to
visitors.
#OMGB - UGC

VisitBritain marketing director Joss Croft said:
“We know that our audiences want to be part
of fun, innovative and immersive experiences
and we want to share these amazing
moments to inspire even more people to put
Britain at the top of their list as the ‘must-go-
now’ destination."
#OMGB - UGC

Know, Like & Trust – for business
audience

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29/11/2012
audience
differentiate

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29/11/2012
PR to build
profile,
reputation &
credibility

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29/11/2012
PR within integrated
marketing
Vlogs
Blogs
Press activity
Conference speaking
Networking
Social media content

Influencer marketing via
blogs
 Extend reach and engagement by courting online influencers who can
act as brand ambassadors.
 Celebrities, vloggers and the like have been shown to offer an initial
spike of engagement – given the right product to shout about – but
some recent campaigns seem to suggest that it’s the ‘second-tier’
influencers that deliver medium- and longer-term impact.
 L’Oreal has recently tiered its influencer strategy – it has gold, silver
and bronze categories that reflect the size and reach of their
influencers. It’s an approach that marketers building social media
campaigns might follow.

Snapchat
• 7 out of 10 are millenials
• Potential to reach current students and prospective
students to show visually what life at university is like and
the amenities on offer
• As it is a story platform it's the perfect tool to send out
news from campus or develop a content strategy to show
campus life through images
• Newcastle University was an early adopter, and still using
the platform really well. Recently they did a mini campus
tour on the open day that showed all the different aspects
of the campus - great to get prospective students
involved
• Or could send out news for deadlines for registration for
classes or scholarships
• Zero cost and over 1 month they reached 1,000 followers
and more engagement than Twitter

Snapchat taps AI to boost ad targeting
• Snapchat recently added a “goal-based
bidding” (GBB) ad tool for marketers
• GBB allows advertisers to choose
performance metrics beyond just raw
views when bidding for ad units on the
app. One example would be
engagement, with the tool monitoring
swiping on an ad as a success metric
• The new bidding also uses machine
learning to target engagement-based
ads at Snapchat users who are more
likely to swipe

Instagram
• 300 Million people on Instagram so the
opportunity is huge
• 95 million photos are being posted every day
• A visually led platform that can show the beauty of
any campus.
• Potential to win prospective students but also
make current students proud
• Universities embracing and adopting successful
strategies to create content to showcase campus
life
• Loughborough University recently used the
platform to join in the conversations about the
Olympics
Former students winning a
gold medal at 2016 Olympic
games
Showcase the amazing
parts of the university that
look visually amazing.
University of Birmingham
have 18,000 followers so get
great interaction on their
posts

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29/11/2012
Tools to
consider

SE Ranking
Social media management is among the unexpected features that make
SE Ranking a different kind of SEO platform. The tool offers scheduled
publishing, comprehensive reporting and valuable ranking data to show
you what’s working and what requires your attention in terms of getting
more relevant traffic to your site.
The tool enables you to auto-post all social media updates to social
networks (Facebook, Twitter). But what’s also cool is that you can see how
your social media activities are affecting your SEO metrics because you
have it all on one platform within the same interface.
Other useful features include the ability to see the best time to post in order
to interact with your audience and the type of content that brings the best
results. And if you run different social media accounts, you don’t need to
switch from one account to another.

Evernote/Skitch for
screenshots

Help with brainstorming
blog ideas

Interactive content
Love a happy ending? Netflix starts
working on technology that will allow
viewers to decide how the story
unfolds via their remote
Netflix is to consider new interactive
storytelling technology for their TV
dramas
The TV-streaming company will make
actors film alternative plot segments
Viewers at home would be able to
decide the fate of the protagonists
Netflix president Reed Hastings said:
‘Once you have got interactivity you
can try anything’

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29/11/2012
audience
differentiate

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29/11/2012
Maximise ‘touch
points’

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29/11/2012
audience
differentiate

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29/11/2012
Tools and measurement

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29/11/2012
Q&A & your
action plan

Your audiences Business
objectives
Marketing
objectives
Perceptions
to create in 3,
6, 9 months
Messages
to convey
INFLUENCE
THEM
PR & social
media tools
Existing clients Twitter/LinkedIn
Online PR
Blog
Networking
Prospects LinkedIn Groups
Case studies
Social media
Awards
Attracting staff &
partners
Webinars
Newsletters
Social media
Your plan

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29/11/2012
Thanks for your
time!
@katieeking
katie@zoodikers.com
www.zoodikers.com

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