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Serco Internal
Fall in Love with Digital
Lizzie Whitchurch
Cosmic
@cosmic_uk
Advertising
TV
Mail shots
PR
Radio
Old world customer marketing
PR
Search
TV
Mobile
Social media
Radio
affiliate
Webinars
PPC Email
Rapid
Fragmented
Two way
Website
New world marketing
Serco Internal
The world has changed
• Instantaneous response
• Accessibility
• Transparency
• Accountability
• Higher Expectations
Serco Internal
Serco Internal
Risk
Serco Internal
Technology
Trends for
2015
Serco Internal
Paperless office could now be a reality…..
Serco Internal
Serco Internal
What do these have in common?
Serco Internal
Knowledge doubling curve
• Until 1900s, Knowledge doubled every 100 years
• By 1940s, knowledge doubled every 25 years
• Currently, knowledge doubling every 13 months
• Soon, every 12 hours?
‘Transition from the linear growth of human knowledge to the exponential growth of human knowledge has taken place.’
Source:Buckminster Fuller and IBM, Harvard University neuroscientist Jeff Lichtman http://www.futuristgerd.com/2014/07/16/knowledge-doubling-every-12-months-soon-to-be-every-12-hours-via-industry-tap/
Mobile takes
control
Serco Internal
Serco Internal
Serco Internal
Social Wallet
Serco Internal
Our phones are now our wallets - mobile
payments
Through our
Mobile numbers
Serco Internal
PayPal Here
£69 to buy - 2.75% for payments using Chip and PIN cards and PayPal check-in
Serco Internal
“Mobile has won”
Eric Schmidt, Google
Serco Internal
Serco Internal
Augmented reality
• What is it?
• Faster, quicker and more accurate
Serco Internal
Augmented reality – use in tourism
Serco Internal
Location based marketing – Geo fencing
Serco Internal
Cloud
Serco Internal
Cloud layers SaaS, PaaS IaaS
Serco Internal
What are the business drivers?
– Need to be more agile
– Need to reduce costs
– Rely less on IT support
– Be more flexible – BYOD
– Increase staff motivation & retention
Serco Internal http://www.xero.com/uk/add-ons/
Pick and mix approach…..
Serco Internal
Serco Internal
Clouds for Everyone
Cloud computing:
Storing and accessing data
and programs over the
Internet instead of your
computer's hard drive
Serco Internal
Traditional usage patterns in IT
Serco Internal
Flexible approach to staffing
• More options for partnerships & collaboration
– Flexible staff – anywhere in the world
– Freelancers – crowdsourcing
– File sharing
– Collaboration space and rooms
– Less face to face needs
– Uploading of large files so much easier, no
need for private networks
Align your brand
Social
Serco Internal
Social Media – Trends for 2015
• Vlogging will continue to grow
• Social wallets
• Social Platforms more interest based
• Ability to humanise your brand - This will be the single-most
important factor in social media success in 2015
Listen
Google Alerts Twitter Google Reader
Share & converse
Twitter Facebook LinkedIn Pinterest Newsletter
Content creation & Broadcast
You Tube Blog Flickr iTunes/podcasts
Community building
Forum Facebook Groups LinkedIn Groups Virtual worlds
Social media engagement ladder – Don’t be afraid to go back to basics
Less time More time
Serco Internal
Listen
• Listening for social cues
– Listening for your brand and reputation
• Listen to hashtags for mention of needs #
• Check social media search terms
– Check out your reputation
• Check SERPs of your phrases
• Check review sites
• Ready crisis management plan
Serco Internal
Hashtag ideas
• Sector specific
• #windpower
• #climatechange
• Geographic specific
• #poole
• #dorsethour
• Campaign specific
• #greenenergy
• Media specific
• #journorequest
• #prrequest
#journorequest
Serco Internal
Serco Internal
How do you find influencers?
Serco Internal
Adapted from ‘Media Cloverleaf’ by Richard Edelman
‘Content first’ strategy
‘Tradigital’
E-news
Forums
Digital magazines
Traditional
Media
Press
Social
networks
Twitter YouTube
Website
Responsive design
Mobile enabled
Owned Content
Video, blogs,
photos
Create
Once
Post
Everywhere
Serco Internal
Embedded content - Addition of video
Marks & Spencer
• In one year, 3m minutes of video content
viewed
• M&S Consumers who watch the videos
stay 2x longer on the site as those who do
not watch them.
• Boosted Basket Size 25%
Serco Internal
What about video?
• Video – for sales and marketing
• Product descriptions, visualisations
• Expert analysis, talks
• Case studies, testimonials
• Becoming significant in Search Results
• Pre sales – research
• Post sales - support
Serco Internal
Serco Internal
Serco Internal
What Content?
• Facts & figures = Infographics
• Showcase your staff
• Showcase businesses/customers you work with
• Photos and video
• Blog posts
• Instructional, learning content for your
community – scientists, procurement specialists
Serco Internal
• Become a storyteller
• Re-use many times
• If you get the emotions right the product
doesn’t have to feature!
Content
Serco Internal
How does it make you feel?….
Where is the product?....
Data
Serco Internal
Serco Internal
Serco Internal
Connected Home
Discover
Control
Automate
Trigger using voice
Serco Internal
Egg Minder
http://www.quirky.com/shop/619
Serco Internal
Serco Internal
Tesco– can predict the exact day
customers will return and the amount
they will spend within £10 for around
20% of their customers
HP – PA models generate ‘flight risk’
score for all employees. Estimates
$300m savings
Serco Internal
Questions and discussion
@cosmic_uk
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