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Meeting Content Demand in Regulated Industries through Social Media
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Transcript of Meeting Content Demand in Regulated Industries through Social Media
MEETING CONTENT DEMAND IN REGULATED INDUSTRIES
Philip CalvertFounder of LifeTalk and Social Media Sales Strategist
Strategies and Best Practice to
Win Hearts, Minds and Customers
Philip Calvert FInstSMM FPSA
• 36 years in Financial Services– Head of Sales– Head of National Accounts– Founder of LifeTalk
• Social Media in Regulated Industries– Financial Services, Automotive,
Law, Accountancy, Pharma– Customer Service– Indian tourism
• Kickboxing, Yoga, Photography
Social Media in Regulated Industries
Important housekeeping note
Adults use their mobile device 264 times a day.
15-24 year-olds use it 387 times a day.
IpsosConnect TouchPoints Survey 2015
Adults use their mobile device 264 times a day.
15-24 year-olds use it 387 times a day.
IpsosConnect TouchPoints Survey 2015
Adults use their mobile device 264 times a day.
15-24 year-olds use it 387 times a day.
IpsosConnect TouchPoints Survey 2015
75% of smartphone
owners use them in the bathroom
The most exciting time to beon the Internet
On Monday 24th August 2015,one in seven people on the planet used Facebook.
Im2Calories
Jace Larke is ‘transported’ 4000 kilometres to a hospital where his wifeis giving birth. He experiences the birth in 360-degree
real-time virtual reality.
https://www.youtube.com/watch?v=2PpKzYjW7go
Aerofex
The lightest metal ever - Boeing
https://youtu.be/ifdA0kxP7lM
All this now fitsin your pocket
9th January 2007
Photo: Paul Sakuma/AP
2010
"If you don't have a digital strategy, then you don't have a business strategy.“
Ronan Dunne, CEO O2 Telefonica
“Philip, what do you planto do for a living?”
How I present myself
• Speaking• LinkedIn groups 35,000
& subscribers• @philipcalvert 7,700+
followers• @adviserlifetalk 8,500+
followers• Website 11,000+ subs• Email newsletter 99%
opt-in rate
Earning $4.3 million pa
Felix Arvid Ulf Kjelberg, aka “PewDiePie”
• Up to $8.47m• 40 m subscribers• 7.5 bn views
1,045,500,000 views. Earning up to $1.5 m
What do they all have in common?
What do they all have in common?
What do they all have in common?
COMMUNITY, CONTENT
and focus on “the Bros”
Why so much better than other pop artists?
4.2 billion views
Increasingly, teens use multiple communication apps…
…all at the same time.
Why isContent through Social Media important?
Tweets appearing in Google search results instantaneously.
Puts Social Media at the heart of Search.
Marjorie and Ernest
There are 289 million unanswered complaints on Twitter.
Many are appearing on page 1 of Google search results.
There are 289 million unanswered complaints on Twitter.
Many are appearing on page 1 of Google search results.
83% of companies are ignoring customers’ questions.
When they do reply, they take 12 hours to reply on average.
Q4 2015 edition of Sprout Social’s social index report
33% of consumers first choice route to contacting brands is Social Media. (Nielsen)
Eight hours later…
Shoppers ask friends on social media before purchasing clothes
Women: 3 Likes before purchasing
Source: Shopa 2015
Shoppers ask friends on social media before purchasing clothes
58% of consumers use their mobile while shopping in-store, rising to
78% for 18-29 year olds.(Pew Research)
14% of Tweets sent to major retail brands are
from customers experiencing problems
whilst in-store.(Conversocial)
Customers want [expect] a conversation with you.
When companies engage and respond to customer
service requests over Social Media,
those customers spend 20% to 40% more.
(Bain & Company)
#planefood
Help people to talk to you
Help people to talk to you
Help people to talk to you
Uberrima Fides
Utmost Good Faith
Trust
Differentiate your business
• In the industry• In your community• In your niche
Your most powerful differentiator is...
But don’t be a lookalike!
Compliance
Social Media – all about Marketing?
• To listen• Improve knowledge• Share best practice• Thought leadership• Networking/Relationships• Search engines/traffic• Collaboration• Engage• Comment/share expertise• Add value/contribute to
discussions
• Cement relationships• Brand loyalty and buzz• Customer service• Identify influencers• Promotion/Sales• Idea feedback• Build Community• Show a human face• Events• PR• Recruitment• Employee engagement
Social Media – all about Marketing?
• To listen• Improve knowledge• Share best practice• Thought leadership• Networking/Relationships• Search engines/traffic• Collaboration• Engage• Comment/share expertise• Add value/contribute to
discussions
• Cement relationships• Brand loyalty and buzz• Customer service• Identify influencers• Promotion/Sales• Idea feedback• Build Community• Show a human face• Events• PR• Recruitment• Employee engagementTRUST
Building Trust with Social Media
Humanise your brandHandle feedback in public
Engage regularly – be friendly!Use Education as a differentiator
Trust your peopleCreate Community
Humanise your brand
Five significant trends in Social Content
• Visualisation of Content• Sharing (via mobile)• Content as an interrupter (Pulse)• Messaging• Live streaming
Social Content trends to watch
• New ad formats on all platforms
• Social video and influencers
• Real-time video• Real-time moments• Facebook news feed• Monitor your metrics
• Imagery• Integrate Social with
traditional• Thought-leadership• Emotion• LinkedIn• Messaging• Conversations• Events
What are you doing to get noticed?
Melanie ThüeringerAustrian Ashtanga Yoga Teacher
Yoga teacher Dylan Werner
143,000 followers
Kristen Rose Provenché
Rachel Brathen
1.3 million followers
Social Media isno quick fix.
“Like learning a Yoga pose, you need to plan, prepare, be patient and keep chipping
away without expectations. Big and surprising results will
eventually come.”
Kino MacGregor, International Yoga Teacher. 1m+ followers
Karl Lagerfeld’s Cat
• 54,000 followers
• 3m Euro earnings 2014
• Ccosmetics line• Book
“By using these products, you will become as attractive as I am”
Content as Currency
• SEO• Views• Likes• Comments• Shares
Response0
20
40
60
80
100
120Value of response to Social post
Awareness
Website visit
SEO
Likes
Shares
Blog / Tweet etc
Content Marketing is a Must
• Added value• Far greater engagement– More views, Likes and shares
• Far more relevant to audience• Impressions (yawn) are irrelevant and
meaningless• Engagement is Everything
Content Marketing is a Must
Social Media is not a panacea
Move from ‘campaign mentality’ to‘ongoing storytelling’
Utilise skills and expertise fromright across the business
Regulated Industries are highlyvulnerable to disruption
Law
• LegalZoom• Shake• Lawdingo• Priori Legal
Real Estate
• Zillow• Trulia
Transportation
• Uber
• May 2003• 400 m users. 2 per second• 100 m monthly unique
visits• 40% interact daily• 40 m students/grads• 13% not on Facebook• 59% not on Twitter• 4 m company pages• 400% growth in mobile
page views per year
• 5,300,000,000 searches in 2012
• A HUGE mine of data• The People Search
Engine
“Rich and engaging content to help members be more productive”
Mastering LinkedIn:Your Profile page
The Profile Test
The Profile Test
Irresistible
“Specialties: Exceptionally good with sarcastic, smart ass remarks.”
“Able to sit in my chair for extended periods of time without numbness or fatigue.”
“Invented the 2 hour lunch break, which has been adapted by sales slackers everywhere.”
“Attempted to train dealer staff until I realized most were too stupid to accept the training. Once I realized that fact, I would just take them to lunch.”
“Sometimes I make a sales call.”
“Went to lunch a lot.”
“Sat on my chair and bitched at sales reps.”
“Completed a lot of BS reports for corporate office. Because I had to.”
“Talked on the phone and hung out. Took credit for others accomplishments.”
What’s on your profile page?
• Creative• Organisational• Effective• Extensive experience• Track record• Proven sales professional
• Dynamic• Motivated• Innovative• Problem solving• Exceptional
communication skills
“The standard for measuring impact online”Joe Fernandez, Founder of Klout
Engage and Share
Publishing PlatformNEW!
First post on LinkedIn. Stats after just 5.5 hours.
Four weeks later…
New: Showcase Pages
Save your profile as a QR code
QR codes on Gravestones
Action points
• Ditch the excuses• Train everyone• Involve Legal and Compliance from the start• Content as Currency• Commit to being nimble because customers
are running the content show• Be brave enough to engage with
and involve customers
MEETING CONTENT DEMAND IN REGULATED INDUSTRIES
Philip CalvertFounder of LifeTalk and Social Media Sales Strategist
Strategies and Best Practice to
Win Hearts, Minds and Customers