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This presentation was given as the guest keynote for NeMa 2012 in Budapest. It discusses the elephant in the boardroom - why is the B2B social media market developing so slowly. It looks at the change in consumer behaviour, the generational impact of changing behaviours and how technology creates useful data. It also links cakes, to phones and televisions and how this social world is becoming a multi billion dollar economy
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Social Media: Claiming your place in the brave new world?
Hello I’m Andrew Walker from @Tweetminster
www.tweetminster.co.uk
What does social media have to do with B2B financial services?
(…protests?)
Mass market consumer technologies are…
Transient? Threats? Opportunities?
“I’m not on Twitter because telling people what I had for dinner last night or when I’m having a bath is irrelevant”
2009
2012
It’s B2C, not B2B though…
B2B social media is in flux because of the generational impact of… social media
Technology affects behaviour & will impact B2B sooner or later
Business has to move away from funnel processes
Advertising based funnels leak prospects to the social web 0.2% CTR on ads, 2% CTR on AdWords
Social networks mean multi-touch marketing& comms
Search is at the wrong end of the funnel for growing new services & marketing reach
Comms team
Copywriting/Marketing
Legal teamReal time Really long time
Funnel processes create inertia
We’re real time and social, we carry computers everywhere
(It’s also a phone)
For the first time we have large volume data insights or the “social graph”
Lady Gaga peaks around album releases not singles
Coldplay peaks around TV coverage of live festivals
Defining credit risk through your social footprint?
Defining lifestyle risk for pensions based on your social footprint?
Define counterparty risk and insuring risk through your social footprint?
BIG DATA
POV acquisition in the finance sectorCreate demand through continuous engagement
(because Adwords don’t work for small financial service companies)
Multi-touch is an audience multiplier
Industry network
Their friends, followers & networks
Client network
Event networks
Work Contacts
Media & bloggers
So
cia
l me
dia
ca
mp
aig
ns
How information disperses through social networks
Discovery
POV content
B2B chat
Reach
1. Create expert content in the right channels for business
2. Comment and respond to build ‘strong’ links that will build your POV sales network
3. Amplify your signals through news feed networks to generate SEO value from your content
4. Build a network of weak links to increase your POV reach through social engagement
5. Use data insight to develop a POV sales strategy, define your targets & measure your ROE
Cre
ate
a P
OV
pro
file
Am
plif
y &
en
ga
ge
Find influencers
Find the event network B2B network CRM & leads
Weak links = marketing Strong links = prospects
20 years ago these things were financially unrelated…
Now they are interdependent in a multi-billion dollar economy
Thanks
The most important part of social media is the social
bit, so if you want to chat…
I’m @killdozer