Financial Times B2B and Social Seminar

2. 100 + @Beyond, @RogerWarner now full time staff support global reach through parent group NEXT FIFTEEN goal visit us 5 offices £7.5M ANNUAL TURNOVER london, lewes, new york, san francisco, mumbai © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

4. @Beyond, @RogerWarner 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) © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

7. @Beyond, @RogerWarner 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. © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

8. SOME RE-WIRING, PLEASE...

14. ➡ 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

15. @Beyond, @RogerWarner Problem statement: Can People Give a SH*T Do they Care? Paul Adams Go Global Head of Brand Design Facebook © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

18. 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. © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential @Beyond, @RogerWarner

19. 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 © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

20. 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 © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential @Beyond, @RogerWarner

21. 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 © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential @Beyond, @RogerWarner

23. 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. © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential @Beyond, @RogerWarner

24. 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) © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential @Beyond, @RogerWarner

28. 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 © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential @Beyond, @RogerWarner

29. WHAT’S A LEAD?

31. 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... © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential @Beyond, @RogerWarner

35. @Beyond, @RogerWarner [Your Social B2B Mission] Make Them Like You... Social will not 100% clinch the sale But it will create your ‘funnel’... © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

37. @Beyond, @RogerWarner 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 © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

38. @Beyond, @RogerWarner User Case Profiling: Low Attention Small Content us Your Social play! rs ve Goal: the SHARE!! Long Attention Big Content © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

39. [compelling, Sharable Content] Content Formats ➡ ‘How to’ visualisations ➡ Manifestos ➡ Infographics ➡ YouTube ‘talking heads’ ➡ Blog posts / opinion pieces © Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

Financial Times B2B and Social Seminar

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