2. @jonobean
”Right now, marketing as a function is at
an inflection point between what we’re
comfortable with, what we have
permission to do, and what’s possible.”
Eduardo Conrado
SVP and Chief Innovation Officer Motorola
Solutions.
3. @jonobean
We are in the trust business
… but trusted sources are changing
Online Search Engines 72%
Traditional Media 64%
Hybrid Media 63%
Social Media 59%
Owned Media 57%
4. @jonobean
And so are the people we trust online
53%
72%
70%
60%
My friends and family
An academic expert
Companies I use
Trusted
52%
A journalist
Employees of a company
Neutral
46%
45%
40%
34%
32%
A company CEO
A well-known online personality
Elected officials
Celebrities
Brands I don’t use
Distrusted
17. @jonobean
88%
of companies report undergoing a digital transformation
25%
have mapped their digital customer journey and have a clear
understanding of new or underperforming digital touchpoints.
however, only
18. @jonobean
80%
of strategists surveyed report their companies are investing in improving
processes that expedite change to digital properties, such as websites,
mobile and social platforms.
46%
aim to overhaul customer service to meet the expectations
of digital customers
however, only
26. @jonobean
”I asked myself why I should spend money externally
in the magnitude I do now when I have all these
customers so close to me. Should I pay somebody
else to expose my messages, or should they pay me
to communicate on one of my platforms?”
Stefan Hedelius
VP Marketing & Brand SAS
44. @jonobean
“Success is the ability
to go from one failure
to another without the
loss of enthusiasm”
Winston Churchill
@jonobean
45. @jonobean
We can’t stay married to
yesterday and we can’t be afraid
of tomorrow.
Eduardo Conrado
SVP and Chief Innovation Officer Motorola
Solutions.
From the Experiences – The 7th Era of Marketing by Robert Rose & Carla Johnson
PR for me has always been developing and maintaining trust – more effective than our marketing brothers and sisters
Edelman Trust Barometer - First time this year – Search Engines overcame Tradition media – but what are search finding made up of
Owned media still at the bottom – even though the content marketing push is on – that will change me thinks as brands up the game with branded content
Others still tell your story best
Friends & family – People like me
Academics
Companies I use – huge customer service opportunity
But many still think that a CEO, celebrity, personality tell the story best
And brands I don’t use are still the ones doing a lot of the content marketing – high trust barrier
Anyway with Content Marketing I think we need to be very clear what it the goal
Importance of using data in our decision making
Much has been talked about big data – I say start with small data like traffic, time on page, social shares, CRM/Influencer segmentation and email opening rates
If you don’t like data – and lets face many people don’t get someone on your team that does
This is where outcomes over outputs comes in – knowing the business impact of your actions
This is about using the science and data
This is about as a communicator having an input on what a company does – not just what it says
We know this this is our core are of comptence
We need to take the lead in corporate story telling in a digital age
One key important thing around this – is do you really know why your company exists
And
What Business are you really in – Marketing Myopia – Theodore Levitt 1960
The key to survival in a digital age
As the PR profession has evolved we have made things more complicated
From strategies, to tactics, to business models - simplify
Speed is the only currency in business today
Are you faster and smarter than you competitor
Using realtime communication you can differentiate and win against the competition
Marketing 2020 – Largest survet of marketing leaders identified purpose as a key success factor
Companies with a purposeful positioning outpefformed their competitors in terms of total shareholder returns
Unilever Sustainable Living – Double size of the business whilstincreasing sustainability, reducing environmental impact and improving social impact
One of the things I am most proud about at MND is our social innovation Project giving over €1m of our product and people time to over 100 non-profits as we believe changing the world through the power of communication is possible
Lynda.com $1.5b acquisition of Linkedin
The Brand experience will become key going forwward – You are in one now. You are and have all day been experiencing Mynewsdesk.
This includes everything from commununication / your organisation / your offering / and your purpose – with you the user at the centre
It’s digital and its Physical – Digital is a mindset Not a technology
From the Experiences – The 7th Era of Marketing by Robert Rose & Carla Johnson
Altimeter report on the state of Digital transition
88% of respondents had admitted to going through a digital transformation – only 25% had actually mapped the digital customer journey
All started with digital platform development but hadn’t thought about customer service
80% of respondents had admitted to implementing digital change projects – Processes or websites, mobile, social apps – only 46% aim to overhaul customer service to meet the needs of the digital customer
The Converged Media Imperative - Altimeter (Rebecca Lieb and Jeremiah Owyang)
Paid, Earned, Owned Media - 2012
Decades of Traditional media companies and business models have lead all marketers to concentrate on Paid Media
Now with the advent of the internet disrupting all traditional media models and the developments in search, mobile and social media - Owned & Earned are more important than ever before
Marketing budgets will not change - in fact my prediction is that they will increase as technology enters the marketers toolbox but the the focus of spend will shift
Those with the skillets in owned and earned media will be well positioned
BERLIN – 70 European CMOs 95% paid to 3% owned 2% Earned / 75% Paid, 20% Owned / 5% Earned
AS COMMUNICATORS IF YOU CAN TAKE ADVANTAGE OF THE EARNED MEDIA AT YOU COMPANY YOU WILL HAVE A PAYRISE AND A NEW BUDGET
Thats where you are about to get 25% of marketings budget from or what you should be fighting for.
DO THE EXERCISE INTERNALLY
PRs big opportunity
Content Marketing is for both the Disrupters and the Disrupted
Pineapple by Air bnb – Print Magazine – 25m + guests and 1m listings
Two films by Marriots Content Studio
French Kiss – Launched next month – 47 million loyalty member (across channel)
Two Bellman – launched late last year – already 5 million views on youtube
1: Start off with reddit tweet
2: Video
3: Newsroom + LP
4: statistics (SCREEN GRABS)
leads
Reach (200m)
Advertising equiv. 5m dollars
learning
Purpose driven story telling
Agencies = creativity + resources
Dare to try new things – reddit page
People like you – Communications Managers – CMO Microsoft Sweden / Seniornet Sweden Anita
Academic – Anders
Communications Thought leaders – Jerry & Maria with large audiences
1: Start off with reddit tweet
2: Video
3: Newsroom + LP
4: statistics (SCREEN GRABS)
leads
Reach (200m)
Advertising equiv. 5m dollars
learning
Purpose driven story telling
Realtime content doesnt need to be difficult
Owned and Earned Content is key
Agencies = creativity + resources
Dare to try new things – reddit page
A campaign is not enough
1: Start off with reddit tweet
2: Video
3: Newsroom + LP
4: statistics (SCREEN GRABS)
leads
Reach (200m)
Advertising equiv. 5m dollars
learning
Purpose driven story telling
Realtime content doesnt need to be difficult
Owned and Earned Content is key
Agencies = creativity + resources
Dare to try new things – reddit page
A campaign is not enough
Owned and Earned Content is key
Having a destinatoon – driving traffic and engagement
Doing media and influencer relations both the traditional – PR agency sell in and new way influencer networks and community platforms
Pay tribute to Edelman Deportivo
Clearly they are attracting the right creative talent
But they need to be managed well
Camera strapped to kerstin
Twitter and Instagram account
Location and heart rate data
Dare to try new things – reddit page
Why had we not taken into consideration this community site 174m monthu uniques and over 6 billion page views
Tip for international coverage – use Reddit – its the headline which catches attention ”as ever”
A campaign is not enough
Long term asset
Now we have destination to build on
Purpose driven story telling will be a the centre of our strategy to go forward
Sometimes it takes a cmpaign to prove initial success and give you something to build on
I WILL leave you with two quotes