best practice: engagement marketing: our new bff?

Engagement marketing: our new BFF?

B2B Marketing Summit 18 June 2014

www.pwc.co.uk

PwC 2

What’s all the fuss?

Content

PwC

The B2B customer journey has changed

3

Purchase Evaluate Consider Find you Web

search

PwC

Seismic shift

4

Yesterday = Push

Selling

Messages

Audience

Media channels

Awareness

Single brand voice

Today = Pull

Building relationships

Conversations

Collaborators

Engagement channels

Impact

Multiple brand voices

PwC

Social media is a game-changer for marketers

5

PwC 6

How are B2B marketers responding?

PwC

Engagement marketing: our new BFF

7

Purchase Evaluate Consider Find you Web

search

PwC

What can we learn from Coca-Cola?

Coca Cola Content 2020 Strategy Initiative: www.youtube.com/watch?v=G1P3r2EsAos

8

PwC

What can we learn from Volvo?

9

PwC 10

The Big Idea

NHS managers worry hospitals will fail under

pressure this winter

NHS employers make plea for a pay freeze to save jobs NHS needs major changes to avoid disaster

If hospitals can provide 24/7 care, why can't

GPs?

Engagement Purpose & Objectives

NHS@75

PwC

The Campaign

PwC

Conversations…

12

PwC

…Impact

13

• 20:1 return on the campaign investment in terms of discrete spend on the elements of the campaign mix and fees generated where the campaign was cited as a major differentiator in winning the work

• A 300% increase in website traffic compared to all campaigns across the government and public sector website

• Twitter followers doubled during the life of the campaign

• Engagement with over 250 qualified individuals through the campaign events and 1:1 meetings

• Winner, Professional Services Campaign of the Year, CIM Marketing Excellence Awards 2013

PwC

5 Lessons

14

1. Make it Human

PwC

5 Lessons

15

1. Make it Human

2. Our customers are on social media

PwC

5 Lessons

16

1. Make it Human

2. Our customers are on social media

3. Involve the wider business upfront

PwC

5 Lessons

17

1. Make it Human

2. Our customers are on social media

3. Involve the wider business upfront

4. Dare to be different

PwC

5 Lessons

18

1. Make it Human

2. Our customers are on social media

3. Involve the wider business upfront

4. Dare to be different

5. What comes next?

PwC

Thank You!

19

Heidi Taylor

Head of Marketing, Government & Public Sector

heidi.taylor@uk.pwc.com

@TaylorMadeInKew

www.TaylorMadeInKew.com