social media forum 2013 newtec

Spreading the social media virus

Shaping the Future ofSatellite CommunicationsNewtec Proprietary – Unrestricted

@tomdebaere

Tom De Baere17/12/2013

SPREADING THE SOCIAL MEDIA VIRUS

Spreading the social media virus Newtec proprietary – Unrestricted

OUTBOUND TO INBOUND

EGOCENTRIC TO MEANINGFUL

OFFLINE TO ONLINE

SPENDING MONEY TO GENERATING MONEY

Spreading the social media virus Newtec proprietary – Unrestricted@tomdebaere

STOP INTERRUPTINGSTART BEING MEANINGFUL

QUICK WINS

Remove forbidden words

Remove crap and slick copywriting

Open communication

Reduce advertising with 50%


ADVERTISEMENT OVERLOAD

200 Million “Don’t Call” in US

86% skip TV Ads

44% unopened paper mail

99,9% banners not clicked

90% emails not opened

@tomdebaere


CONTENT OVERLOAD

204 million emails

72 hours Youtube

2 million Google searches

280.000 Tweets

Source : Qmee

@tomdebaere


CONTENT TRIPLED IN 3 YEARS

2010 2013

@tomdebaere

“BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”.

Michael Brenner, Vice President of SAP Marketing & Content Strategy


CHANGING ROLE OF SALES AND MARKETING

@tomdebaere


THE LONG LIST

Marketing

Sales

Longlist

Shortlist

Sale !

@tomdebaere


That long list is less and less influenced by marketing and sales.

THE LONG LIST

Spreading the social media virus Newtec proprietary – Unrestricted@tomdebaere


IT’S WAS HAPPENING OUT THERE, ALREADY !

@tomdebaere


WHAT SHOULD MARKETING DO?

Create a process to listen & answer, company wide

Plan & Build content with your buyers in mind

Set content free & promote heavily

Help the organisation - social media policy

@tomdebaere


Source : Edelman Trust Barometer

2013: TRUST IN PEERS ON THE LEVEL OF EXPERTS

@tomdebaere

THIS IS NOT ABOUT MARKETING ALONE

Customers and partners

Marketing Sales Production &

Logistics

Customer Service

>>> TRUST & INTEREST <<<

Answer questions & business issues(with products and content)

@tomdebaere


Foundation – “ground work”

Building – “listen & answer”

Making it real – “the editorial team”

Never finish – Anchor the process

CHANGE MANAGEMENT PROGRAM

Con

tin

uou

s co

mm

un

icati

on

@tomdebaere

LISTENING TO OUR CUSTOMERS “WORLD”

LISTEN

Magazines

BlogsGoogle

keywords

Social feeds

Competitor

Linkedin Groups

Customer Service

WebsiteCustomer Interview

s

@tomdebaere

Spreading the social media virus27 Newtec Proprietary – Unrestricted

2 CONTENT STREAMS

Newtec community A-team

Orchestrated & planned Peer to Peer


• Content Atomization

• News Jacking

• New approach to content• Theme• Topics• Formats

NEW CONTENT CREATION TACTICS


EXAMPLES2

extensions

Impact

Survey

Blog post

Webinar

Whitepaper

Reasons to switch

Blog post

Video demo

Case study

Comparison

Challenges

Blog post

Interview

How-to

Blog post

Theme

Topics

Formats

@tomdebaere


INTELLIGENTLYPUBLISH EVERYWHERE

•Don’t spam•Publish intelligently •Start conversations

To all social networks

To magazines

To marketing automation

@tomdebaere


1000 company page followers

25 sales people with 1000 contacts

250 participating employees

100 resellers with 2 sales reps having 500 contacts

NEWTEC’S AMPLIFICATION POTENTIAL

MONETIZING YOUR CONTENT

DRIVING CUSTOMERS THROUGH THE BUYING CYCLE


THE ROLE OF CONTENT IN THE CUSTOMER LIFE-CYCLE

New Customers Growing Customers

WHATwe solve

HOWwe solve

WHYwe solve

AwarenessConsideratio

nBuying Impress Enthuse Advocate

© tomdebaere

Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action

MEANINGFUL

Strangers Visitors Leads Customers Promoters Advocates

@tomdebaere

Business meets IT @Newtec Newtec proprietary – Internal use only

Excel was the labor intensive “glue”

TOOLING NEEDED TO BE FIXED

Social networks

CMSIntranet

CMSExtranet

CMSWebsite

DocMgmt

Webinartool

GoogleAnalytics

Mailing tool

CRM

LeadLander

XLS list tradeshow

XLS list Webinar

XLS list E-mails

XLS list contacts

XLS list …

Business meets IT @Newtec Newtec proprietary – Unrestricted

Single point of entry

Single web platform

Single marketing platform

Single segmentation across systems

End-to-End reporting

OUR VISION

DocumentMgmt

Marketingautomation

CRM

Corp

Single CMS

Intra Extra

ERP

Docs Content Contacts & Leads

Social Webinar Events

Creating engaging content Newtec proprietary – Unrestricted

THE ROLE OF MARKETING AUTOMATION

New Customers Growing Customers

AwarenessConsideratio

nBuying Impress Enthuse Advocate

@tomdebaere

Track the anonymous

Identifythe anonymous

Push contentto the identified

Qualify leads

Trackresponsiveness

Recycle Lost/dropped

Strangers Visitors Leads Customers Promoters Advocates

Push content

Collect feedback

Start upsell


• Inbound traffic grew 16 % in 2012 (2% in previous years), 11% in 2013

• 14% contact growth in 2013 using Marketing Automation

• LinkedIn grew 30% in 2012, 56% in 2013

• Twitter grew 222% in 2013

• Social referral traffic grew 36,4%

• Youtube and Slideshare exploded (34k+50k views)

Marketing databaseMarketing automationContent MarketingSocial Media

SOME NUMBERS

Newtec proprietary – Unrestricted

New site

REFERRAL TRAFFIC

New content strategy


• Press approaches Newtec for opinions

• Thought leadership in 2 domains

• Asked to tender in bigger projects

• Asked for more speaking slots than ever

• Winning more awards than ever

QUALITATIVE INDICATORS


• Urgency – break the clutter & be trusted

• Understand Content – Meaningful, Authentic, Open

• Key team with power – involvement

• Search and Copy Quick wins – 6 months

• Communicate the vision

KEY SUCCESS CRITERIA


WRAP UP

@tomdebaere

Newtec proprietary – Unrestricted

ONE MORE THING…

Spreading the social media virus43 Newtec Proprietary – Unrestricted

THANK YOU!

www.b2bmarketingexperiences.com

be.linkedin.com/in/tomdebaere

slideshare.net/tomdebaere

twitter.com/tomdebaere

http://www.b2bmarketingexperiences.com/

http://be.linkedin.com/in/tomdebaere

http://www.slideshare.net/tomdebaere

http://www.twitter.com/tomdebaere

Get in touch

FOLLOW US

THANK YOU

@tomdebaere

http://www.newtec.eu/