profile network property presentation
DESCRIPTION
Presentation given at Mishcon De Reya on using social media in B2B activitesTRANSCRIPT
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Hello I’m Andrew Walker from @Tweetminster
www.tweetminster.co.uk
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“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
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Technology affects behaviour & will impact B2B sooner or later
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Business has to move away from funnel processes
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Social networks mean multi-touch marketing& comms
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Multi-touch is an audience multiplier
Industry network
Their friends, followers & networks
Client network
Event networks
Work Contacts
Media & bloggers
So
cia
l me
dia
ca
mp
aig
ns
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Comms team
Copywriting/Marketing
Legal teamReal time Really long time
Funnel processes create inertia
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POV acquisition in the B2B sectorBuild better B2B networks & generate demand through ‘continuous engagement’
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How information disperses through social networks
Discovery
POV content
B2B chat
Reach
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1. Create expert content in the right channels for business
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Did you know 80% of Tweets are ‘neutral’?(i.e. makes no opinionated comment)
27% of all Tweets post a link to a news article of some sort.
Basically, become a neutral news feed to build connections on Twitter and Google +
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2. Comment and respond to build ‘strong’ links that will build your POV sales network
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3. Amplify your signals through news feed networks to generate SEO value from your content
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4. Build a network of weak links to increase your POV reach through social engagement
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5. Use data insight to develop a POV sales strategy, define your targets & measure your ROE
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Cre
ate
a P
OV
pro
file
Am
plif
y &
en
ga
ge
Find influencers
Find the event network B2B network CRM & leads
Weak links = marketing Strong links = prospects
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20 years ago these things were financially unrelated…
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Our relationship with birthday cakes has made phones into cameras
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The fact everyone is walking around with a live camera has turned us into the news media
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Now they are interdependent in a multi-billion dollar economy
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