Download - Ne ma tweetminster_final
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Social Media: Claiming your place in the brave new world?
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Hello I’m Andrew Walker from @Tweetminster
www.tweetminster.co.uk
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What does social media have to do with B2B financial services?
(…protests?)
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Mass market consumer technologies are…
Transient? Threats? Opportunities?
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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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It’s B2C, not B2B though…
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B2B social media is in flux because of the generational impact of… social media
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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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Advertising based funnels leak prospects to the social web 0.2% CTR on ads, 2% CTR on AdWords
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Social networks mean multi-touch marketing& comms
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Search is at the wrong end of the funnel for growing new services & marketing reach
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Comms team
Copywriting/Marketing
Legal teamReal time Really long time
Funnel processes create inertia
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We’re real time and social, we carry computers everywhere
(It’s also a phone)
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For the first time we have large volume data insights or the “social graph”
Lady Gaga peaks around album releases not singles
Coldplay peaks around TV coverage of live festivals
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Defining credit risk through your social footprint?
Defining lifestyle risk for pensions based on your social footprint?
Define counterparty risk and insuring risk through your social footprint?
BIG DATA
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POV acquisition in the finance sectorCreate demand through continuous engagement
(because Adwords don’t work for small financial service companies)
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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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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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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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Now they are interdependent in a multi-billion dollar economy
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Thanks
The most important part of social media is the social
bit, so if you want to chat…
I’m @killdozer