threats opps
TRANSCRIPT
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OppOrtunities
andthreats
The future of social media asviewed by senior UK marketersMay 2010
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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.
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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.
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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
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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
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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.
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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.
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ro MNectar
riChardhill
ac MComm MBSI
CharlOttegOdwin
OppOrtunity
Awareness, word o mouth
threatResource to doit properly
Awarenessand reach
OppOrtunity
threatTime resource
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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)
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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
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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.
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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
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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.
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Prepared and distributed live at theIDM B2B Marketing Conerence 2010