heidi taylor - engagement marketing
DESCRIPTION
Topic: Engagement marketing: our new BFF? - How to develop an award-winning multi-channel engagement campaign - 3 ways to make your organisation’s marketing activity truly memorable - 5 lessons learned that are making me a better Professional Services marketer - What can happen when you tap into customer’s emotional decisions…TRANSCRIPT
Engagement marketing:our new BFF?
On the EDGE for Professional Services
www.pwc.co.uk
Professional Services
29 October 2014
What’s all the fuss?
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Content
The customer journey has changed
PurchaseFind youEvaluateConsiderWeb search
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Seismic shift
Yesterday = Push
Selling
Messages
Audience
Media channels
Today = Pull
Building relationships
Conversations
Collaborators
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Media channels
Awareness
Single brand voice
Engagement channels
Impact
Multiple brand voices
Social media is a game-changer for marketers
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How are B2B marketers responding?
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The engagement continuum
PurchaseFind youEvaluateConsiderWeb search
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What can we learn from Coca-Cola?
Coca Cola Content 2020 Strategy Initiative: www.youtube.com/watch?v=G1P3r2EsAos
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What can we learn from Volvo?
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The Big Idea
NHS managers worry hospitals will fail under
pressure this winter
NHS employers make plea for a pay freeze to save jobsNHS needs major changes to avoid disaster
If hospitals can provide 24/7 care, why can't
GPs?
If hospitals can provide 24/7 care, why can't
GPs?
NHS@75
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Engagement
Purpose
Objectives
The Campaign
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Conversations…
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…Impact
• 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
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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
5 Lessons
1. Make it Human
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5 Lessons
1. Make it Human
2. Our customers are on social media
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5 Lessons
1. Make it Human
2. Our customers are on social media
3. Involve the wider business upfront
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5 Lessons
1. Make it Human
2. Our customers are on social media
3. Involve the wider business upfront
4. Dare to be different
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4. Dare to be different
5 Lessons
1. Make it Human
2. Our customers are on social media
3. Involve the wider business upfront
4. Dare to be different
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4. Dare to be different
5. What comes next?
Thank You!
Heidi Taylor
Head of Marketing, Government & Public Sector
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@TaylorMadeInKew
www.TaylorMadeInKew.com