fall in love with digital barclays poole - wsx
TRANSCRIPT
Serco Internal
Fall in Love with Digital
Lizzie Whitchurch
Cosmic
@cosmic_uk
Advertising
TV
Mail shots
PR
Radio
Old world customer marketing
PR
Search
TV
Mobile
Social media
Radio
affiliate
Webinars
PPC Email
Rapid
Fragmented
Two way
Website
New world marketing
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The world has changed
• Instantaneous response
• Accessibility
• Transparency
• Accountability
• Higher Expectations
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Serco Internal
Risk
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Technology
Trends for
2015
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Paperless office could now be a reality…..
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Serco Internal
What do these have in common?
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Knowledge doubling curve
• Until 1900s, Knowledge doubled every 100 years
• By 1940s, knowledge doubled every 25 years
• Currently, knowledge doubling every 13 months
• Soon, every 12 hours?
‘Transition from the linear growth of human knowledge to the exponential growth of human knowledge has taken place.’
Source:Buckminster Fuller and IBM, Harvard University neuroscientist Jeff Lichtman http://www.futuristgerd.com/2014/07/16/knowledge-doubling-every-12-months-soon-to-be-every-12-hours-via-industry-tap/
Mobile takes
control
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Serco Internal
Serco Internal
Social Wallet
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Our phones are now our wallets - mobile
payments
Through our
Mobile numbers
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PayPal Here
£69 to buy - 2.75% for payments using Chip and PIN cards and PayPal check-in
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“Mobile has won”
Eric Schmidt, Google
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Serco Internal
Augmented reality
• What is it?
• Faster, quicker and more accurate
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Augmented reality – use in tourism
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Location based marketing – Geo fencing
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Cloud
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Cloud layers SaaS, PaaS IaaS
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What are the business drivers?
– Need to be more agile
– Need to reduce costs
– Rely less on IT support
– Be more flexible – BYOD
– Increase staff motivation & retention
Serco Internal http://www.xero.com/uk/add-ons/
Pick and mix approach…..
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Serco Internal
Clouds for Everyone
Cloud computing:
Storing and accessing data
and programs over the
Internet instead of your
computer's hard drive
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Traditional usage patterns in IT
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Flexible approach to staffing
• More options for partnerships & collaboration
– Flexible staff – anywhere in the world
– Freelancers – crowdsourcing
– File sharing
– Collaboration space and rooms
– Less face to face needs
– Uploading of large files so much easier, no
need for private networks
Align your brand
Social
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Social Media – Trends for 2015
• Vlogging will continue to grow
• Social wallets
• Social Platforms more interest based
• Ability to humanise your brand - This will be the single-most
important factor in social media success in 2015
Listen
Google Alerts Twitter Google Reader
Share & converse
Twitter Facebook LinkedIn Pinterest Newsletter
Content creation & Broadcast
You Tube Blog Flickr iTunes/podcasts
Community building
Forum Facebook Groups LinkedIn Groups Virtual worlds
Social media engagement ladder – Don’t be afraid to go back to basics
Less time More time
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Listen
• Listening for social cues
– Listening for your brand and reputation
• Listen to hashtags for mention of needs #
• Check social media search terms
– Check out your reputation
• Check SERPs of your phrases
• Check review sites
• Ready crisis management plan
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Hashtag ideas
• Sector specific
• #windpower
• #climatechange
• Geographic specific
• #poole
• #dorsethour
• Campaign specific
• #greenenergy
• Media specific
• #journorequest
• #prrequest
#journorequest
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Serco Internal
How do you find influencers?
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Adapted from ‘Media Cloverleaf’ by Richard Edelman
‘Content first’ strategy
‘Tradigital’
E-news
Forums
Digital magazines
Traditional
Media
Press
Social
networks
Twitter YouTube
Website
Responsive design
Mobile enabled
Owned Content
Video, blogs,
photos
Create
Once
Post
Everywhere
Serco Internal
Embedded content - Addition of video
Marks & Spencer
• In one year, 3m minutes of video content
viewed
• M&S Consumers who watch the videos
stay 2x longer on the site as those who do
not watch them.
• Boosted Basket Size 25%
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What about video?
• Video – for sales and marketing
• Product descriptions, visualisations
• Expert analysis, talks
• Case studies, testimonials
• Becoming significant in Search Results
• Pre sales – research
• Post sales - support
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Serco Internal
Serco Internal
What Content?
• Facts & figures = Infographics
• Showcase your staff
• Showcase businesses/customers you work with
• Photos and video
• Blog posts
• Instructional, learning content for your
community – scientists, procurement specialists
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• Become a storyteller
• Re-use many times
• If you get the emotions right the product
doesn’t have to feature!
Content
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How does it make you feel?….
Where is the product?....
Data
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Serco Internal
Serco Internal
Connected Home
Discover
Control
Automate
Trigger using voice
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Egg Minder
http://www.quirky.com/shop/619
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Serco Internal
Tesco– can predict the exact day
customers will return and the amount
they will spend within £10 for around
20% of their customers
HP – PA models generate ‘flight risk’
score for all employees. Estimates
$300m savings
Serco Internal
Questions and discussion
@cosmic_uk