threats opps

7/29/2019 Threats Opps

1/14

OppOrtunities

andthreats

The future of social media asviewed by senior UK marketersMay 2010


2/14

Co

Sheba Marketing

debOrahrOwe

b2b M Co C o idM b2bM Coc

debbiewilliaMs

OppOrtunityor small business its the opportunityto reach a wider audience and to beseen as an expert in their eld. To be ona more level playing eld with the bigboys, and perhaps get ahead o them.

threatThe challenge is how todecipher the importantactionable nuggets rom

the noise and to eectivelyintegrate this into marketingactivities to drive optimalbusiness results.

Social Media or the rst timeis providing marketers withtrue real-time intelligence intoindividuals interests, wants,opinions and sentiments. Neverbeore has this level o rich,personal data been so readilyavailable.

OppOrtunity

threathaving the time to make themost o it and to keep up withwhats going, whether in termso the technology or news oropportunities on oer.


3/14

LexisNexis

MdIncentivated

Jeffblakeway

JasOnCrOss

OppOrtunityThe potential to engage amuch larger audience in an

interactive environment.

OppOrtunityDeliver a less threatening (assumption:marketing = sales = threat = avoidancebehaviour reactions engaged by prospectivecustomers) way to help connect withbusinesses/people who are actively interested/

would benet rom but dont know about thebusiness services we are selling, and to usethese riendlier channels as a way o gettingpotential customers to start to discuss and buyinto the services we are selling, such that ourmore traditional sales tactics succeed moreoten and with greater results

threatBuy in rom seniormanagers/ board that

this (social media) is alegitimate marketingchannel esp in a B2Benvironment

threatThe greatest obstacle wouldhave to be measuring ROI and

justiying eorts and resourceswhen investing in social media.


4/14

h o mMake It Cheaper

dcoPercassity MarketingData Solutions

lynettehavengastOkes

siMOndaniels

OppOrtunity

Brand introductionand eventuallybrand recognition.

threat

Time, ability tosource contentand cut -through

Ability to build

credibility as asubject matterexpert

OppOrtunity

threatOur SME target sectoro 5-10 employees,people are too busywith their businesses

to use social media


5/14

M MTravis Perkins

Cm MRS UK

helenCOOper

gailvan diJk

threatManaging it internally -you need someone to bemonitoring the social mediasites who can address anynegative comments and

turn them into a positivemessage. How do you keepon top o it once it starts as Iimagine its like a snowball!

OppOrtunityIts a great way to getpeople talking about yourbrand cost-eectively.Word o mouth

recommendations are byar the best marketingtools you can get

threatLack o controlover themessagesexchanged

To increase saleso product throughword o mouth

recommendation

OppOrtunity


6/14

dcoElemental Brands

MatteCCles

M MMunich Re Uk

rOsalindpearsOn

OppOrtunityTo convey messages

or ree to a targetedaudience

threatOur parent company and theiviews on social media plusthe age demographic nanciaservices in general whichtends to be adverse to thiskind o communications style

The ability to inuenceour market and createa dialogue with clientson areas o concern. By

providing a orum or viewswe hope to shape the waykey issues are resolved

OppOrtunity

threatResistance romcolleagues to buy-indue to a continued

and deliberate lacko understanding/interest.


7/14

MdEssentialCommunications

saMrudland

CommcoMUK Easynet Connect

lindaharris

OppOrtunity

Increased awareness,reputation and generalbuzz about my agency roma relevant audience.

threatLess control over

what you are saying

another channelto communicate

through

OppOrtunity

threat

Lack o resource toocus on creating aregular ow o greatcontent that my targetaudience wants toread and share.


8/14

ro MNectar

riChardhill

ac MComm MBSI

CharlOttegOdwin

OppOrtunity

Awareness, word o mouth

threatResource to doit properly

Awarenessand reach

OppOrtunity

threatTime resource


9/14

h o m

Kronos

kateburge

Mm dcoIDM

CarOlinerObertsOn

OppOrtunityAn understanding o our customers and prospects biggestissues, build relationships with them so that we gain mutualtrust. I our targets are turning to social media or reerrals andrecommendations, we need to be creating conversations withthem away rom the more traditional locations such as ourwebsite and email. Where are they looking or inormation. Whatare they interested in? Its not enough just to provide what we

want to talk about on our website and hope they nd it there.Conversations need to be social, not always business-driven.Reputation, trust both are rewards or not solely ocusing onROI.

threatInternal buy-in. With worn down sales people usedto the traditional way o communicating, who thinkTwitter is about celebrity gossip and Facebook oramilies, photos and games, its hard to convince myinternal audience that giving me ideas and contentor social media campaigns will help win businessin the long run. Its more persuasive i I tell themit helps with SEO they just about get that, butnding willing people to contribute to regular socialmedia campaigns is hard going. Without being able

to directly measure it, thats also hard to prove itsworth but the day we get a lead rom someone whoound our Facebook page or saw one o our tweets,then they might sit up and listen!

Connecting direct, data anddigital practitioners to sharereal-time ideas and emergingbest practice

OppOrtunity

threatResource(or proo/businesscase to achieve it)


10/14

MCommcoMScottish Lie

lynMaCleay

s & Mec

BI Worldwide

ZOehallaM

OppOrtunityMore customer reach threat

Relevant andquality content

Gain visibility andpositioning withinthe industry and

wider audiences

OppOrtunity

threatMaking it happen /unable to control


11/14

eoOnlymarketingjobs.com

siMOn

lewis

M MLBM Direct Marketing Ltd

alexandraenglish

OppOrtunityIn an age o community-building social mediaadds an invaluable channel to the talent-

attraction mix. Todays by-word is contentand by using social media to stream content,it is possible to not only attract passive

jobseekers, but ensure they stay with you.

threatEnsuring the right people are readingyour tweets. We deal with senior

decision makers and it is unclearwhether or not they engage withsocial media, or i it is a junior.Getting my tweets to be read bythe right people rom the right POV(that being someone in need o ourservices, rather than someone keento supply to us) is a big obstacle.

Building our brand reputation. Our business

has changed dramatically in the past 5

years and this needs to be communicated

to the wider market place, which socialmedia is great or. Im looking to give a bit

o humanity and personality to the brand,

as well as establish ourselves as a thought

leader and knowledge base or data,

analytics and contact.

OppOrtunity

threatThe biggest obstacle isknowing how to harnesssocial media to ensurethe most quantiableROI possible.


12/14

C pommMEnergy

annette

hOlMes

s & MMCentrica Storage

rebeCCaterry

OppOrtunityAccess to proessional inuencers throughincreasing prominence o networks such

as Linkedin

threatWhen is it a ad and when is it worthinvesting in? Too many people oodingsocial media with advertising andreducing its eectiveness. Privacyissues/big brother approach. Control overcontent can be difcult unless you havea dedicated team monitoring it. Gettinginternal buy in/persuading budget holdersthat it can be eective

To allow your company to be perceived

as techniocally and socially up to date - A

method o cost-eective marketing - a way to

reach a wider range o anudiences. Benet =

Increasing my companys online presence and

getting eedback

OppOrtunity

threatFinding people within atraditional organisation toadopt the required style, relaxcontrol and make the time tomake regular contributions


13/14

h o ioMBase One

giffOrdMOrley-fletCher

dcoCyance

stevekerMish

OppOrtunity

Genuine, constanteedback rom realbuyers.

threatCorporate apathy or arrogance.Organisations who dismisssocial media as a ad or too risky

because o losing control, willsimply be let behind

Getting to talk to and inuenceyour customers, long beorethey are a customer or beorethey even know you exist

OppOrtunity

threat

Time. To use social mediawell, you have to do it ulltime. People dont writecomments according to atimetable, and you have tobe ready to react quickly.


14/14

Prepared and distributed live at theIDM B2B Marketing Conerence 2010

threats opps

Documents