psmg annual conference: integration or isolation?

The Professions in Transition 2011 @precedentcomms

The Professions in Transition

2011

Integration or isolation?

November 2011

Who are Precedent?


21 years80 experts5 sectors6 offices


http://www.insightinvestment.com/

http://www.thepensionsregulator.gov.uk/index.aspx


@precedentcomms#PSMG


Are you awake?


“Want to switch my accounts. Any recommendations?#Finance #BankAccount”


2011


Qualitative and quantitativeWho’s using what, for what?

Is it integrated and meaningful?

What is best practice?


B2C?


...B2B


Integrated channels?


Integrated teams?


Early - 2010


Opportunity

1.Rich Media

http://www.youtube.com/user/Firstdirectuk


Notes:

• TV ads rarely work online – information and interaction is best

• Frequency and relevance is better than polished and infrequent.

• Keep it short

• You don’t make viral videos – you make video that might become viral (if you are very lucky!)

2. Blogging and micro-blogging


43%access Twitter through

mobile deviceSource: Compete 2011


More than the buzz


• Would you use Twitter to be more transparent about your organisation?

• What BUZZ are you looking for and how would you engage in the conversation?

• Could external content (that you could curate) add value to your own content and, in turn, add value for your customers?

Discussion:

3. Social networks


Your brand is on social media whether you want it there or not.


Taking social networksto the next level.


• Is it appropriate for a professional services company to engage with their audiences on Facebook?

• What groups do you really want to connect to via Linkedin Groups?

• Where are there other social networking opportunities?

Discussion points

4. Mobile


Statistics...... not the important factor

It is a simple decision:

• The trend cannot be questioned• You need to have a solution for mobile today• Aim to provide an optimal experience

Your question is what and how (not if)


Aspire to an integrated and considered approach

Kindle

Whisper sync

Smartphone view

iPad view Desktop view


Approach: Your 0ptions


Example: Banking “Mobi” sites


Example: Insurance “Mobi” sites

Focus on brochureware

Introducing transactional interaction


• Mobile is the fastest moving technology area

• Trends to keep in eye on:

• Mobile as the virtual wallet

• Near field opportunities

• Location based promotions

• QR & AR

• Responsive design

Future – expectation : innovation


Example: Responsive Design Challenge

Challenges - Considerations

• Forced order and best practice

• Screen size – optimised image

• Video playback


• Who are your primary mobile audiences? (You can’t say everyone)

• What is the minimal website content to deliver an effective mobile experience to them? (pick only 3 things per audience)

• Are there any situations where an app is a better starting point than a mobi site?

Discussion points

Effective digital strategy


Strategy is about making choices;what to do - and what not to do.Michael Porter


The internet is the first thing that humanity has built that humanity doesn’t understand, the largest experiment in anarchy we have ever hadEric Schmidt, CEO Google


Integrated channels?

http://innovate2010.files.wordpress.com/2010/10/screen-shot-2010-10-05-at-13-40-24.png


0800 800 801


If I’d asked my customers whatthey wanted they’d have saida faster horse! Henry Ford


Integrated teams?


Corporate communications Online community

Advocates and ambassadors The social network


Think big

Start smallAct quickly

Find our Precedent group on LinkedIn for a chance to find out more about our seminars, network, share ideas and quiz the Precedent team on seminar issues and more!

and follow us on twitter.com/Precedentcomms for Precedent news, seminar info and general observations#PrecSem

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