Social Media in B2B Communications - Dec 2013

#bbsocial
Sponsored by:

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Password – London2013

Nick Masters
Head of online
PwC

www.pwc.co.uk

Content that finds
its audience
PR Moment
3 December 2013

The offensive Tweet

Content that finds its audience
PwC

November 2013
4

“It’s not information overload. It’s filter failure.”

Clay Shirky

PwC

November 2013
5

How long do we spend online?
35 hours a week according to OFCOM

PwC

November 2013
6

How do traditional models of targeting work in a
networked world?

PwC

November 2013
7

networked world?
They don’t

PwC

November 2013
8

networked world?
They don’t
Why?

PwC

November 2013
9

networked world?
They don’t
Why?
Because disruption is disrupting the disruptors

PwC

November 2013
10

In a world where information flows freely
Do communities really exist?

PwC

November 2013
11

In a world where information flows freely
Do communities really exist?
And do we still need them?

PwC

November 2013
12

Which model works for you?
Our cohort networks are populated by the people and things we chose
to engage
Communities are based on ascribed characteristics

PwC

November 2013
13

Targeting is now done with words not deeds

PwC

November 2013
14

There are more video’s viewed on YouTube than
searches on Google
Users now dictate form and format

PwC

November 2013
15

If you produce good content

PwC

November 2013
16

If you produce good content
It will find the right audience

• Downloads and interactions up by

700%

• Ascribed community engagement - just

PwC

4%

November 2013
17

Thanks
Nick Masters
@nickmasters
linkedin.com/in/nickpmasters

This publication has been prepared for general guidance on matters of interest only, and does
not constitute professional advice. You should not act upon the information contained in this
publication without obtaining specific professional advice. No representation or warranty
(express or implied) is given as to the accuracy or completeness of the information contained
in this publication, and, to the extent permitted by law, PricewaterhouseCoopers LLP, its
members, employees and agents do not accept or assume any liability, responsibility or duty of
care for any consequences of you or anyone else acting, or refraining to act, in reliance on the
information contained in this publication or for any decision based on it.
© 2013 PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to
PricewaterhouseCoopers LLP (a limited liability partnership in the United Kingdom) which is a
member firm of PricewaterhouseCoopers International Limited, each member firm of which is a
separate legal entity.

Nishma Shah
Head of PR, UK & I
Experian

Social media at Experian

3 December 2013

©2013 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited.
Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be
reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited.
Experian Public.

The result of growing organically?

15
25
50
10
© 2013 Experian Limited. All rights reserved.
Experian Public.

22

Experian gets mentioned…(in English)

A day
A week
A month
Peak days

1000
7000
30,000
1400

1 mention every minute
Experian Public.

23

And social isn’t just Twitter

 Only 40% of all
Experian mentions
are from Twitter

 More influential:
►

Forums / blogs

►

Wikipedia

Experian Public.

24

But…social isn’t just English

Experian Public.

25

Social in crisis

Experian Public.

26

Empowerment

 Working together across teams – PR, marketing, sales, recruitment

Experian Public.

27

What have we learnt?

 Not to jump on the
social bandwagon
 To do what is right for
us

Experian Public.

28

Nicolas Chabot
VP Europe
Traackr

Traackr
Influencer Marketing

How to leverage
influencers in
B2B markets
A PR MOMENT CONFERENCE
AT KETCHUM
DECEMBER 3RD, 2013

Traackr

From @traackr @nicochabs
Traackr is the leading influencer marketing
platform. We help brands and agencies identify
influencers and manage their influencer
strategies.

Traackr

Does social influence
matter in B2B ?

Traackr

A SECOND LEVEL OF INFORMATION

Can he help me ?

Traackr

Influencer marketing is
already a key strategy
for major B2B brands

Traackr



A headline here that
might describe the
image and some other
text.

Traackr

Influence works in
context

Traackr

Carefully select your
influencers based on
their TARGET
AUDIENCE


Traackr

4 ways influencers
can support your
content strategy

Traackr

Get inspired

Sheldrake

Traackr

Involve Influencers in
your content creation

all pictures from the Engagers

Traackr



Support your
influencers

Fiorella

Traackr


Co-Create Content

Traackr

The Future of B2B
influencer marketing

Traackr

Leads are the measure
Influencers
of B2B influencer
Leads
outreach

Traackr

Building affinity at
scale

With the people who have an impact
With the relevant content
At the right time
With affinity

Stephen Waddington
European Digital &
Social Media Director
Ketchum

Joining-up b2b social media

50 | 04.12.2013

Source: Flickr / CC Attribution / Andreanna Moya

PR Moment data soft on b2b
.

51 | 04.12.2013

Source: PR Moment (n=50)

Really. No really? Think again

52 | 04.12.2013

Source: The Business of Influence, Philip Sheldrake (Wiley, 2011)

The business of influence

Organisation

53 | 04.12.2013

Market

Competitors

Sales 1.0: online spam

54 | 04.12.2013

Source: Sales email / Stephen Waddington

Sales 2.0: mining for data

55 | 04.12.2013

Source: LinkedIn

Sales 2.0: turning data into insights

56 | 04.12.2013

Marketing 101: sales pipeline
Awareness
Knowledge

Interest
Preference

Action
57 | 04.12.2013

Source: Topsy

Planning model

Listening

58 | 04.12.2013

Influencer
Identification

Attract:
Content,
channels and
story telling

Engage

Sales

Listening: events good start point

59 | 04.12.2013

Source: Vintank

Listening: specialist tools

60 | 04.12.2013

Source: Vintank

Influencer identification: Topsy

61 | 04.12.2013

Source: Followerwonk

Influencer identification: Traackr

62 | 04.12.2013

Source: Traackr

Don’t join the content bandwagon

63 | 04.12.2013

Source: Content Marketing Institute: 2013 Benchmarks, Budgets and Trends

Brand voice: it should be like dating

64 | 04.12.2013

Brand Voice

What
Audiences
Want to
Hear, Say,
Do &
Value

What Your
Brand
Wants to
Say, Hear,
Do &
Value

Innovative and brave content

65 | 04.12.2013

Source: Prezly

Humour works but apply with care

66 | 04.12.2013

Source: Screwfix / Twitter

Built-in lead generation

67 | 04.12.2013

Source: Altimeter / Slideshare

You need to be media agnostic

68 | 04.12.2013

Source: Unified Social

New platforms for engagement
Link

Author tag

69 | 04.12.2013

Source: Google+

Communities and hanging out

70 | 04.12.2013

Source: Google+

Closing the sales cycle
email

CRM

whitepapers

events

blogs

video

71 | 04.12.2013

Closing the sales cycle
email

CRM

whitepapers

SALES
events

blogs

video

72 | 04.12.2013

How can I help?
• Plot your customer pipeline journey
• Map marketing and communication activity
against your pipeline
• Test, test, test
• Please don’t fill the internet with shit content…
• …and don’t send dumb emails because they
might get shared.

73 | 04.12.2013

How can I help?

74 | 04.12.2013

Joining-up b2b social media
Stephen Waddington

stephen.waddington@ketchum.com
slideshare.net/wadds
wadds.co.uk
@wadds

75 | 04.12.2013

Tom Barton
Head of Communications
Capgemini

Capgemini as a B2B storyteller

Tom Barton
Social Media in B2B Communications
3 December 2013

Me

Storymaking
Head of Communications
@tomsmiled

Social Media in B2B Communications | 3 Dec 2013
Copyright © Capgemini 2013. All Rights Reserved

80

44 countries and 100 languages
(As of December 31, 2012)

North America
9,609

UK & Ireland
8,964

France
21,110

Benelux
9,186

Nordic Countries
4,504

Canada

Germany &
Central Europe
9,581

All over Europe

United States

Japan
United
Arab Emirates

Morocco

People’s Republic
of China
Taiwan

Mexico

India

Vietnam

Guatemala

Philippines
Malaysia

Colombia

Singapore
Brazil

Chile
South Africa

Argentina

Latin America
9,399

Morocco
628

Middle East
& Africa
26

Italy
2,524

Group workforce
125,110
Working offshore
50,425
Iberia
4,812

India
41,019

Australia

New Zealand

Asia Pacific
3,748


81

Our story is our clients’ stories


82

We need a more innovative approach
 Three drivers
 Increasing use of social media as comms tool in B2B
 Crowded market demands smarter approaches to reach buyers
 Customers want to choose how they consume content


83

Expert Connect added to website
Latest
publications

Latest blog
post &
tweet

http://www.capgemini.com/experts/

Filters
Expert
overlay

85

Related content
Expert page

Expert group page
Events
planned
Social media
links

Related
publications

Twitter &
blog feed

Related
experts

Related
videos


86

Advertising campaigns
Advertising banners

Landing page

Expert page
links

Link to offer
web page
Offer &
publication
links

Social
media
links

Link to
landing
page


87

FT publishing partnership
Content Microsite

Sponsored Section


88

Meanwhile, internally...


89

The last 18 months
 Three significant moves as a result of what we’ve learnt
 Intranet
 Website
 New ‘expert’ programme – at the heart of our communications


90

Advertising


94

Media partnerships


95

Content-loop.com – with LinkedIn


96

Capgemini Super Techies Show


97

[What this pack includes]
1

Introduction to Social Media Partner

2

Introduction to Expert Connect

3

What are the roles & responsibilities of
an Expert

4

Your current Social Profile

5

How can Social Media Partner
help you?


99

What this has given us


100

Benefits

• Closer external
relationships
• Differentiation
• Supporting
business

• Digital expertise
• Brand awareness
• Internal buzz


101

Contact

Tom Barton, Capgemini UK
Insert contact picture

tom.barton@capgemini.com
twitter.com/tomsmiled
uk.linkedin/in/twabarton


102

About Capgemini
With more than 130,000 people in 44 countries, Capgemini
is one of the world's foremost providers of consulting,
technology and outsourcing services. The Group reported
2012 global revenues of EUR 10.3 billion.
Together with its clients, Capgemini creates and delivers
business and technology solutions that fit their needs and
drive the results they want. A deeply multicultural
organization, Capgemini has developed its own way of
working, the Collaborative Business ExperienceTM, and
draws on Rightshore ®, its worldwide delivery model.

www.capgemini.com

The information contained in in this presentation is proprietary.
The information contained this presentation is proprietary.
© 2013 Capgemini. All rights reserved. Rightshore® is© trademark belongingAll Capgemini.
a 2012 Capgemini. to rights reserved.

Betony Kelly
Head of Digital Outreach
Department for Business,
Innovation & Skills

Speaking with
business at BIS
Betony Kelly, Head of Digital Outreach
@betonykelly

Our journey: From this...

Publish
to a gov
.uk
website

Our journey: Via this...

Create
great
Gov.uk
content

Our journey: Towards this...

Bring
the
citizen
in

Find
what
works

Listen
and join
the
debate

Advise
BIS
staff

Open
up
events
& visits
Open
up
policy
making

Explain
policy

Work
with
BIS
MPs

Create
& edit
audio /
video

Ensure
the
dept’s
voice is
heard

Create
great
Gov.uk
content

Stop
what
doesn’t
work

“I’m not young/trendy/techy enough”

“Hello, are you a
business? This is
the government
speaking”

The early start-up / entrepreneur

Photo Credit: Tim Garrett,
University of Utah

What do business want from BIS?

•

The entrepreneur / startup
A killer idea from the kitchen table / time poor
o Voracious appetite for info from trusted community
o Not yet concerned with wider business environment
o

•

The startup / small enterprise
o
o

•

Venture now sole focus (grow)
Wants to flock with people with common issues to
find solutions (identify themselves by sharing)

The small / medium enterprise
o
o
o

Part of an established network (industry group)
Now ‘a name’ in the community (commenting)
Willing to work with gov to remove barriers to growth

“But we’ve got a press release?”
Draft Consumer Bill of Rights (June 2013):

•

Measures to enhance consumer rights
and make them easier to understand

•

streamline overlapping and complicated
areas from eight pieces of legislation into
one consumer Bill

•

get some money back after one failed
repair of faulty goods (or one faulty
replacement) incl. digital services

•

demand that substandard services are
redone or failing that get a price reduction

A new, integrated approach:

•

Included online media & bloggers to media

briefing and private event

•

Identified where the messages weren’t
landing

“But we’ve spoken to the industry
bodies”
Agricultural Technology strategy (June 2013):

•

increase support to develop, adopt and
exploit new technologies and processes
through £90 million of government funding
for Centres for Agricultural Innovation and
a £70 million government investment in an
Agri-Tech Catalyst

•

increase understanding of what is being
spent and where to increase alignment of
industry research funding with public
sector spend

Identified the leading online community and
worked with their audience:

•

Strategy released under embargo to hosts
(as if a media outlet)

•

2 hour Twitter Q&A with policy officials,
not Ministers

“But I know this area well - I’ve
worked in it for years”
Business is GREAT campaign
(started November 2013):
The GREAT Britain campaign is a partnership
between private enterprise and Government
to highlight support for businesses aspiring
to succeed and to encourage
entrepreneurial spirit.

•

Analysed the most popular business
content on the gov.uk site

•

Conducted focus groups with businesses
at various life stages

•

Hired an experienced editor of a business
website and gave him editorial control
over the content

•

Experimenting with different content and
distribution methods

Businesses are also consumers...

•
•
•
•

•

Don’t forget that businesses don’t live in the
‘entrepreneur vacuum’
The standards for quality content are just as high with a
business audience - don’t be sloppy
Understand the emotional drivers for sharing /
contributing - what does it say about them when they
share your content?
Don’t ignore niche audiences - they are knowledgeable,
very engaged and overlap with mainstream
Use as many different voices to speak with your
audiences as is needed - invest in your spokespeople

Thank you
Betony Kelly, Head of Digital Outreach
@betonykelly

Andrew Smith
Director
escherman

escherman
PR. Analytics. SEO.

How to use Google Analytics to
understand the effect of your PR and
social media effort on sales

Andrew Smith
@andismit

The BIG Question
WHY DOES YOUR WEBSITE EXIST?

What is the PRIMARY purpose of the site e.g. orders, leads,
brand awareness, etc?
Primary purpose = macro conversion

Supporting purposes = micro conversions e.g. email
newsletter sign up, brand awareness, etc

What counts as a lead?
In context of a B2B website:

-

Filling out a form
“E-mail for more info” link
Unique phone number
Reaching “contact us” page

Goals!
URL Destination Goals

www.mysite.com/thankyou.htm

Time on Site Goals

Pages/Visit Goals

Event goals (video plays, mailto: clicks, etc)

Why goals are vital
Goals + values = meaningful evaluation

Unlocks metrics like per visit value
Attribution analysis not possible
without goals and values

The B2B marriage
problem: solving
attribution

Google Analytics provides a way of
seeing the direct and indirect
contribution made by any channel
against a specific goal

Additional demographic data
now available

Universal Analytics
New version of GA tracking code
On and offline marketing contribution
Check out the Loves Data video on You Tube!

Summary
Google Analytics allows you to see the direct
and indirect value created by any marketing
channel against a defined goal (e.g. lead gen)

But only if you create goals with values!

Paul Thomas
Senior Manager, National
Communications
Grant Thornton UK LLP

Social Media in B2B Communications - Dec 2013

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