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Social Media: Claiming your place in the brave new world?

Hello I’m Andrew Walker from @Tweetminster

www.tweetminster.co.uk

What does social media have to do with B2B financial services?

(…protests?)

Mass market consumer technologies are…

Transient? Threats? Opportunities?

“I’m not on Twitter because telling people what I had for dinner last night or when I’m having a bath is irrelevant”

2009

2012

It’s B2C, not B2B though…

B2B social media is in flux because of the generational impact of… social media

Technology affects behaviour & will impact B2B sooner or later

Business has to move away from funnel processes

Advertising based funnels leak prospects to the social web 0.2% CTR on ads, 2% CTR on AdWords

Social networks mean multi-touch marketing& comms

Search is at the wrong end of the funnel for growing new services & marketing reach

Comms team

Copywriting/Marketing

Legal teamReal time Really long time

Funnel processes create inertia

We’re real time and social, we carry computers everywhere

(It’s also a phone)

For the first time we have large volume data insights or the “social graph”

Lady Gaga peaks around album releases not singles

Coldplay peaks around TV coverage of live festivals

Defining credit risk through your social footprint?

Defining lifestyle risk for pensions based on your social footprint?

Define counterparty risk and insuring risk through your social footprint?

BIG DATA

POV acquisition in the finance sectorCreate demand through continuous engagement

(because Adwords don’t work for small financial service companies)

Multi-touch is an audience multiplier

Industry network

Their friends, followers & networks

Client network

Event networks

Work Contacts

Media & bloggers

So

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How information disperses through social networks

Discovery

POV content

B2B chat

Reach

1. Create expert content in the right channels for business

2. Comment and respond to build ‘strong’ links that will build your POV sales network

3. Amplify your signals through news feed networks to generate SEO value from your content

4. Build a network of weak links to increase your POV reach through social engagement

5. Use data insight to develop a POV sales strategy, define your targets & measure your ROE

Cre

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Find influencers

Find the event network B2B network CRM & leads

Weak links = marketing Strong links = prospects

20 years ago these things were financially unrelated…

Now they are interdependent in a multi-billion dollar economy

Thanks

The most important part of social media is the social

bit, so if you want to chat…

I’m @killdozer