social media forum 2013 newtec
DESCRIPTION
Presentation of Newtec - Tom De Baere at the Social Media Forum 2013TRANSCRIPT
Spreading the social media virus
Shaping the Future ofSatellite CommunicationsNewtec Proprietary – Unrestricted
@tomdebaere
Tom De Baere17/12/2013
SPREADING THE SOCIAL MEDIA VIRUS
Spreading the social media virus Newtec proprietary – Unrestricted
OUTBOUND TO INBOUND
EGOCENTRIC TO MEANINGFUL
OFFLINE TO ONLINE
SPENDING MONEY TO GENERATING MONEY
Spreading the social media virus Newtec proprietary – Unrestricted@tomdebaere
STOP INTERRUPTINGSTART BEING MEANINGFUL
QUICK WINS
Remove forbidden words
Remove crap and slick copywriting
Open communication
Reduce advertising with 50%
Spreading the social media virus Newtec proprietary – Unrestricted
ADVERTISEMENT OVERLOAD
200 Million “Don’t Call” in US
86% skip TV Ads
44% unopened paper mail
99,9% banners not clicked
90% emails not opened
@tomdebaere
Spreading the social media virus Newtec proprietary – Unrestricted
CONTENT OVERLOAD
204 million emails
72 hours Youtube
2 million Google searches
280.000 Tweets
Source : Qmee
@tomdebaere
Spreading the social media virus Newtec proprietary – Unrestricted
CONTENT TRIPLED IN 3 YEARS
2010 2013
@tomdebaere
“BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”.
Michael Brenner, Vice President of SAP Marketing & Content Strategy
Spreading the social media virus Newtec proprietary – Unrestricted
CHANGING ROLE OF SALES AND MARKETING
@tomdebaere
Spreading the social media virus Newtec proprietary – Unrestricted
THE LONG LIST
Marketing
Sales
Longlist
Shortlist
Sale !
@tomdebaere
Spreading the social media virus Newtec proprietary – Unrestricted
That long list is less and less influenced by marketing and sales.
THE LONG LIST
Spreading the social media virus Newtec proprietary – Unrestricted@tomdebaere
Spreading the social media virus Newtec proprietary – Unrestricted@tomdebaere
Spreading the social media virus Newtec proprietary – Unrestricted@tomdebaere
Spreading the social media virus Newtec proprietary – Unrestricted
IT’S WAS HAPPENING OUT THERE, ALREADY !
@tomdebaere
Spreading the social media virus Newtec proprietary – Unrestricted
WHAT SHOULD MARKETING DO?
Create a process to listen & answer, company wide
Plan & Build content with your buyers in mind
Set content free & promote heavily
Help the organisation - social media policy
@tomdebaere
Spreading the social media virus Newtec proprietary – Unrestricted
Source : Edelman Trust Barometer
2013: TRUST IN PEERS ON THE LEVEL OF EXPERTS
@tomdebaere
THIS IS NOT ABOUT MARKETING ALONE
Customers and partners
Marketing Sales Production &
Logistics
Customer Service
>>> TRUST & INTEREST <<<
Answer questions & business issues(with products and content)
@tomdebaere
Spreading the social media virus Newtec proprietary – Unrestricted
Foundation – “ground work”
Building – “listen & answer”
Making it real – “the editorial team”
Never finish – Anchor the process
CHANGE MANAGEMENT PROGRAM
Con
tin
uou
s co
mm
un
icati
on
@tomdebaere
LISTENING TO OUR CUSTOMERS “WORLD”
LISTEN
Magazines
BlogsGoogle
keywords
Social feeds
Competitor
Linkedin Groups
Customer Service
WebsiteCustomer Interview
s
@tomdebaere
Spreading the social media virus27 Newtec Proprietary – Unrestricted
2 CONTENT STREAMS
Newtec community A-team
Orchestrated & planned Peer to Peer
Spreading the social media virus Newtec proprietary – Unrestricted
• Content Atomization
• News Jacking
• New approach to content• Theme• Topics• Formats
NEW CONTENT CREATION TACTICS
Spreading the social media virus Newtec proprietary – Unrestricted
EXAMPLES2
extensions
Impact
Survey
Blog post
Webinar
Whitepaper
Reasons to switch
Blog post
Video demo
Case study
Comparison
Challenges
Blog post
Interview
How-to
Blog post
Theme
Topics
Formats
@tomdebaere
Spreading the social media virus Newtec proprietary – Unrestricted
INTELLIGENTLYPUBLISH EVERYWHERE
•Don’t spam•Publish intelligently •Start conversations
To all social networks
To magazines
To marketing automation
@tomdebaere
Spreading the social media virus Newtec proprietary – Unrestricted
1000 company page followers
25 sales people with 1000 contacts
250 participating employees
100 resellers with 2 sales reps having 500 contacts
NEWTEC’S AMPLIFICATION POTENTIAL
MONETIZING YOUR CONTENT
DRIVING CUSTOMERS THROUGH THE BUYING CYCLE
Spreading the social media virus Newtec proprietary – Unrestricted
THE ROLE OF CONTENT IN THE CUSTOMER LIFE-CYCLE
New Customers Growing Customers
WHATwe solve
HOWwe solve
WHYwe solve
AwarenessConsideratio
nBuying Impress Enthuse Advocate
© tomdebaere
Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action
MEANINGFUL
Strangers Visitors Leads Customers Promoters Advocates
@tomdebaere
Business meets IT @Newtec Newtec proprietary – Internal use only
Excel was the labor intensive “glue”
TOOLING NEEDED TO BE FIXED
Social networks
CMSIntranet
CMSExtranet
CMSWebsite
DocMgmt
Webinartool
GoogleAnalytics
Mailing tool
CRM
LeadLander
XLS list tradeshow
XLS list Webinar
XLS list E-mails
XLS list contacts
XLS list …
Business meets IT @Newtec Newtec proprietary – Unrestricted
Single point of entry
Single web platform
Single marketing platform
Single segmentation across systems
End-to-End reporting
OUR VISION
DocumentMgmt
Marketingautomation
CRM
Corp
Single CMS
Intra Extra
ERP
Docs Content Contacts & Leads
Social Webinar Events
Creating engaging content Newtec proprietary – Unrestricted
THE ROLE OF MARKETING AUTOMATION
New Customers Growing Customers
AwarenessConsideratio
nBuying Impress Enthuse Advocate
@tomdebaere
Track the anonymous
Identifythe anonymous
Push contentto the identified
Qualify leads
Trackresponsiveness
Recycle Lost/dropped
Strangers Visitors Leads Customers Promoters Advocates
Push content
Collect feedback
Start upsell
Spreading the social media virus Newtec proprietary – Unrestricted
• Inbound traffic grew 16 % in 2012 (2% in previous years), 11% in 2013
• 14% contact growth in 2013 using Marketing Automation
• LinkedIn grew 30% in 2012, 56% in 2013
• Twitter grew 222% in 2013
• Social referral traffic grew 36,4%
• Youtube and Slideshare exploded (34k+50k views)
Marketing databaseMarketing automationContent MarketingSocial Media
SOME NUMBERS
Newtec proprietary – Unrestricted
New site
REFERRAL TRAFFIC
New content strategy
Spreading the social media virus Newtec proprietary – Unrestricted
• Press approaches Newtec for opinions
• Thought leadership in 2 domains
• Asked to tender in bigger projects
• Asked for more speaking slots than ever
• Winning more awards than ever
QUALITATIVE INDICATORS
Spreading the social media virus Newtec proprietary – Unrestricted
• Urgency – break the clutter & be trusted
• Understand Content – Meaningful, Authentic, Open
• Key team with power – involvement
• Search and Copy Quick wins – 6 months
• Communicate the vision
KEY SUCCESS CRITERIA
Spreading the social media virus Newtec proprietary – Unrestricted
WRAP UP
@tomdebaere
Newtec proprietary – Unrestricted
ONE MORE THING…
Spreading the social media virus43 Newtec Proprietary – Unrestricted
THANK YOU!
www.b2bmarketingexperiences.com
be.linkedin.com/in/tomdebaere
slideshare.net/tomdebaere
twitter.com/tomdebaere