when social media & ar collide: methods, madness … · 2019-04-04 · when social media &...
TRANSCRIPT
WHEN SOCIAL MEDIA & AR COLLIDE:
METHODS, MADNESS & METRICS
Joshua Reynolds
Global Technology Practice Director, Hill & Knowlton
Presented to Gartner EMEA AR Forum, November 2009
AGENDA
How does AR drives sales
in a down economy?
How are social media & AR colliding?
How does all this impact AR Metrics?
What is the future shape of AR?
WHAT COMMS CHANNELS DRIVE SHORT LISTS IN A DOWN ECONOMY?
Q16: Thinking about the process you and your company use to identify a short list of companies to buy technology products or services from,
please indicate which of these are the most important sources of information or media that regularly influence you with this process?
Among US, UK, Canada Tech Decision Makers
43
51
55
51
Word of Mouth
WHAT COMMS CHANNELS DRIVE REPUTATION AND IMAGE?
Q17-23: What influence would you say the following sources of information have on your perception or image of the
product or service or company that sells the technology product or service? For each, please use a 5-point scale
where 1=no influence at all and 5=extremely strong influence.
Top 2 Box Among US, UK, and Canada
ANALYSTS JUSTIFY TECH BUDGETS, NOT JUST SHORT-LISTS
Top 2 Box Among US, UK, and Canada
Q31: Which part of your purchase decision does an industry analyst influence most (either through verbal consultation or published
report): Justifying spending budget on the product in the first place; Creating a short list of vendors to consider; Deciding which vendors
to invite to a final pitch; Finalizing the purchase decision?
18
16
16
47
26
10
17
30
51
26
19
18
26
53
28
17
17
24
51
27
All of the above
Finalizing decision
Deciding finalists
Creating short list
Justifying budget
Total
US
UK
Canada
DIGITAL CHANNEL REACH: UK
Q41: Which, if any, of the following digital channels do you regularly interact with?
Among UK Small/Medium Enterprise and Large Enterprise
Digital Channels
% Who Read Regularly
Total UK SMELarge
Enterprise
Digital versions of traditional
newspapers and magazines 49 44 59
Vendor-generated web sites 44 37 59
Personalized emails from a sales rep
(not part of a mass mailing) 36 44 19
Videos, images, demos and
interactive online experiences 35 31 41
RSS News Feeds 33 22 56
Social Networks 33 30 41
Blogs 30 30 30
Don’t know 7 7 7
DIGITAL CHANNEL CREDIBILITY: UK
Q42-48: How credible do you find each of the following digital channels? For each, please use a
5-point scale where 1=not credible at all and 5=extremely credible
Digital Channels
% Who Read Regularly
Total UK C-Suite IT Managers
Digital versions of traditional
newspapers and magazines73 82 63
Videos, images, demos and
interactive online experiences58 59 57
RSS News Feeds 56 66 43
Vendor-generated web sites 56 66 44
Personalized emails from a sales
rep (not part of a mass mailing)47 50 43
Social Networks (i.e. online
communities of people who share
interests and activities)
40 54 24
Blogs 29 43 13
Top 2 Box Among UK C-Suite and IT Managers
BLOGS: NOT YET MAINSTREAM FOR B2B TECH DECISIONS
36
32
27
4
30
38
22
7
21
39
29
11
27
37
27
8
Never
Infrequently
Frequently
Always
Total
US
UK
Canada
Q49: How frequently do you turn to blogs to help you make business purchase decisions?
Among US, UK, Canada
More than 1/3 of Tech Decision Makers turn to blogs always or frequently to help them make business purchase decisions
RESEARCH, INQUIRY & DIGITAL:UK CHANNELS OF AR INFLUENCE
Q35-40: What influence would you say the following sources of analyst insight have on your perception or image of the
product or service or company that sells the technology product or service? For each, please use a 5-point scale
where 1=no influence at all and 5=extremely strong influence.
Top 2 Box Among UK C-Suite and IT Managers
35
57
47
Analyst speech at a conference or trade show
22
50
37
Analyst quote in collateral or on comany site
RESEARCH, INQUIRY & DIGITAL: US CHANNELS OF AR INFLUENCE
Q35-40: What influence would you say the following sources of analyst insight have on your perception or image of the product or service
or company that sells the technology product or service? For each, please use a 5-point scale where 1=no influence at all and
5=extremely strong influence.
Top 2 Box Among US C-Suite and IT Managers
DIGITAL AR METHODOLOGIES
INTEGRATED PLANNING TEMPLATE: AR + PR + DIGITAL
Ultimate
Decision
Comms
Strategy
Decision
Maker
Trusted
Influencers
Channel of
Influence
Message
& Data
Risk
Pre
ssure
Bias
Need
Cross-Disciplinary Collaboration, Insight, & Expertise
H&K Premise: Communications strategies work best when they are reverse-engineered from the
moment of truth when a real-world decision is made. Two-way AR dialogue is relevant at every step.
Histo
rySp
in
Apathy
Myth
12
DIGITAL AR PROCESS
Listen and learn from online analyst conversations
„ Ascertain total conversation
„ Identify the missing piece of the discussion
„ Define your rolein the online discussion
Leverage digital to createcontent
„ Ask questions on LinkedIn
„ Begin Twitter conversations
„ Blogs and comments
„ Social bookmarks
Leverage digital to distribute content
„ Facebook Fan Pages
„ Twitter handle
„ LinkedIn presence
„ Podcasts
„ Webinars
„ Whitepapers
„ Event Information
„ Blog postings
„ YouTube Channels
Set up keyword searches and measure pull-through
„ Benchmark frequency of keywords, share of voice
„ Define metrics for noise in social media
„ Gap analysis
Offer a POV on key issues
„ Prioritize topics
„ Focus on thought leadership
„ Take analyst debates offline
„ Move back online once you’ve won
„ Questions are more viral than assertions
CONTENT
CREATIONCONVERSATIONS &
DISTRIBUTION
ISSUES
MONITORING &
MEASUREMENT
ISSUES
INFLUENCE
LISTEN &
LEARN
AR LIFECYCLE: THE DIGITAL HANDOFF
Long Lead
Consult Message
Develop/
Test
Competitive/
Market
IntelAnalyst
Pre-Brief
Media
Reference
Announcement
Day
Follow-Up
OutreachCustomer/
Investor
Reference
Sales
Engagement
AnnouncementInquiry Pre-Announce Conversion
Number of Analysts Engaged
Inbound & OutboundOutboundInbound
Digital Mode:
Monitor
Digital Mode:
Engage
Digital Mode:
Measure
EVENT BEST PRACTICESTwitter Live Blogging Content Aggregation
„ Announce live blogging
coverage in advance and at
event
„ Assign blogger to write posts
„ Blogger should become
familiar with event schedule
and background/bios of VIPs
„ Check Internet access before
event begins
„ During event, blogger should
take notes in the style of
“meeting minutes”:
‟ Only post most interesting
and provocative points
‟ Blogger should add brief
insights or reflections to
provide readers with a
POV
„ Before event, consider which
activities will make great
content
„ Think:
‟ Photos for gallery on Flickr
‟ Video for YouTube
channel
‟ Audio clip / Webcast to
feature on blog or Web
site
„ Assign owners to capture
content
„ Aggregate and distribute
content across platforms:
‟ Twitter feed should
hyperlink to Facebook
page, which has portals for
picture gallery and video
archives
„ Anticipate hot topics and
prepare your responses
„ Create @Twitter handle
„ Create short, descriptive and
memorable hashtag for event
„ Begin promoting Tag and
Handle in advance of event
„ Solicit responses and feedback
via Twitter in advance and at
event
„ Monitor and respond to replies
and tagged Tweets
‟ Assign owner to monitor
the activity on Twitter,
responding and reporting
it to key presenters in real
time
‟ Retweet interesting
content from the
community
PERSONAL VS. BUSINESS PERSONA
PERSONAL BUSINESS
Repu
tation
Personal authenticity†
be yourself, but avoid
over-sharing
Focus on interests and
events, not business
You always represent
your employer and clients.
Use the “Mom test.”
Corporate authenticity†
stay on message, but be
transparent in your role
Focus on business outcomes,
not personal topics
You always represent
your employer and clients.
Anticipate topics and be ready.
METRICS
AR METRICS: OPTIONS
„ Spoken word analyst audits
„ Message resonance in analyst research
„ Analyst quotes in articles and press releases
„ Number of “Analyst Champions” secured
„ Frequency and caliber of analyst interactions
„ Analyst satisfaction surveys
„ Internal satisfaction and AR impact surveys
„ Internal testimonials
„
SPOKEN WORD AUDITS
“Question: On a scale of 1 to 5 (1 being the lowest score and 5 the highest score) please rank each of the following vendors for ability to sell, likelihood of
short-listing, and relevance of message .”
0
1
2
3
4
5
Vendor 1 Vendor 2 Vendor 3 Vendor 4 Vendor 5
Ability to Sell Short List Relevance of Message
0
50
100
150
200
250
300
350
400
450
Q30
6
Q40
6
Q10
7
Q20
7
Q30
7
Q30
6
Q40
6
Q10
7
Q20
7
Q30
7
Q30
6
Q40
6
Q10
7
Q20
7
Q30
7
Q30
6
Q40
6
Q10
7
Q20
7
Q30
7
IDC
Gartner
Forrester
Vendor 1 Vendor 2 Vendor 4Vendor 3
FAVORABLE POSITIONING IN PUBLISHED ANALYST REPORTS
DIGITAL AR METRICS: REACH
DIGITAL AR METRICS: PROMINENCEInfluencer Index
Scott Belcher 24.9
Hugh Taylor 23.5
Richard Blumenthal 22.9
Beth Daley 21.6
Michael B. Farrell 21.1
Heather Patisaul 21.0
Heather B. Adewale 20.9
Wendy N. Jefferson 20.9
Hong-Sheng Wang 17.3
Robert Carey 16.6
Aaron Lohr 16.5
Janet Raloff 16.0
Charles Gelman 15.6
Martin Philbert 15.6
Norris Alderson 15.6
David Gutierrez 15.5
Dan Shapley 14.6
Andrea Gore 14.5
Liz Szabo 14.5
Margaret Hamburg 14.1
Twitter User Index
DropGuard 27.9
GeneRef 21.9
mednewswise 20.7
seacali 20.7
snblogs 20.7
wilsondasilva 20.7
pregnantmom 20.0
mae37 19.4
BuyVemma 18.6
canadadrug 18.6
Drugmart 18.6
heartdisease 18.6
MonavieMoney 18.6
VemmaMLM 18.6
vemmanutrition 18.6
lovessecret 18.4
AR METRICS: COMMON MISTAKES
„ Not mapping to business and
marketing objectives
„ Measuring output more than outcome
„ Measuring sentiment over service level
„ Focusing on quantity vs. quality
„ Failing to benchmark progress
„ Failing to normalize results
PREDICTIONS AND TRENDS
INFLUENCER RELATIONS IN 2010
„ Boundaries blur, job titles morph
„ Skills keep constant
„ Listen†Think†Talk†Measure
„ Analytics thrive
„ Measure impact on sales and
corporate valuation
„ LinkedIn as AR tool
„ EMEA leads Digital AR evolution
FOR MORE INFORMATION ...
Joshua Reynolds
Global Technology Practice Director
Hill & Knowlton
415-856-5102