AI and the intertwining worlds of sales and marketing
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The document discusses how sales and marketing are becoming increasingly intertwined in a changing business world where customers control purchases. It notes that traditional sales methods are outdated and businesses must adapt to using social media to build relationships with customers. The speaker advocates developing a content strategy to establish authority and differentiate your business online, and measuring the results of social media activities to demonstrate return on investment.
AI and the intertwining worlds of sales and marketing
- 1. | 1 29/11/2012 | Social Media Legals Hello! Welcome to The Social Media Conference @katieeking #SMConf2016
- 2. | 2 29/11/2012 | Social Media Legals AI and the intertwining world of sales and marketing
- 3. • Managing Director of Zoodikers Consulting. MBA • Trainer and consultant • Founder of AIinFM • 27 years at top level in marketing, PR & social • TEDx speaker x 2 • Chairperson of PRCA’s South East/E. Anglia Group • Regularly called on to commentate on social media for BBC TV and radio • Spoken and moderated at high-profile industry events e.g. Facilities Show, IP Expo, UC Expo and Cyber Security Expo @katieeking
- 6. …where there is no longer room for business silos
- 7. | 7 29/11/2012 | Social Media Legals Smart phones and social channels have altered the way we buy, sell, recruit & communicate
- 9. | 9 29/11/2012 | Social Media Legals Adapting to a changing world …where sales and marketing are intertwined
- 11. Adapting to a world where the customer is in control • 75% of purchases now start with an online search by the buyer • Prospects can compare your product or service to everything like it and buy from the competition without you even knowing they exist
- 12. Old ways of Business New ways of Business Flyers, Billboards, Advertising and Direct Mail Online Searching & Personal Recommendations One Way Marketing Two Way Marketing Cold Calling Personal Introductions Information Gathering Research, Create, Target & Distribute Relevant Content Manual Automated Seller Controls Sale Buyer Controls Sale Traditional vs. social selling
- 13. | 13 29/11/2012 | Social Media Legals Adapting to a changing world. A taste of things to come
- 14. | 14 29/11/2012 | Social Media Legals "We are on the edge of change comparable to the rise of human life on Earth.” Vernor Vinge
- 15. | 15 29/11/2012 | Social Media Legals Glass of wine with lunch?
- 16. | 16 29/11/2012 | Social Media Legals I’m not driving
- 17. | 17 29/11/2012 | Social Media Legals In fact I have a clear afternoon …
- 18. | 18 29/11/2012 | Social Media Legals In fact I have a clear afternoon …
- 19. | 19 29/11/2012 | Social Media Legals AI & AR have already arrived…
- 20. | 20 29/11/2012 | Social Media Legals No longer mere sci-fi
- 27. Floor cleaners
- 28. Waste disposal
- 29. Catering
- 31. “AI enables us to work smarter but is it an existential threat to humanity?” Nick Bostrom, University of Oxford and director of both the Future of Humanity Institute and the Strategic Artificial Intelligence Research Centre “We are only 20 to 50 years away from Machine AI achieving human-level intelligence... and from reaching a human equivalent level of capability, AI is forecast to then see its progress take a rapid upward curve to super- intelligence.
- 32. | 32 29/11/2012 | Social Media Legals Very helpful in good hands… Very risky in bad hands!
- 33. https://www.youtube.com/watch?v=jHNete Technology is transforming work and real estate. JLL looks ahead to 2030 to see how certain technologies will impact the working day and revolutionise workspace.
- 34. Are we summoning a class of eternally useless humans
- 35. There are more questions than answers… Will inequalities be more visible and less acceptable in the future?
- 36. | 36 29/11/2012 | Social Media Legals Back to today
- 37. | 37 29/11/2012 | Social Media Legals Impact on our world of social media
- 40. | 40 29/11/2012 | Social Media Legals Adapting to a world of integrated sales & marketing
- 41. | 41 29/11/2012 | Social Media Legals Planning is essential in order to create compelling content which helps you achieve your goals
- 42. | 42 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to ‘buy’
- 43. | 43 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
- 44. Your audiences Business objectives Marketing objectives Perceptions to create in 3, 6, 9 months Messages to convey INFLUENCE THEM PR & social media tools New business (greenfield sites) ££ Raise awareness Twitter/LinkedIn Online PR Blog Networking Existing clients £££ Educate LinkedIn Groups Case studies Social media Awards Attracting staff & business partners Referrals Attract staff Webinars Newsletters Social media Alignment & segmentation
- 45. Not having clear goals Not knowing who are the people in the best position to help you reach those goals Not measuring activity or knowing how to? 3 biggest problems
- 46. | 46 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
- 47. 2. Find the right channel
- 51. | 51 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
- 52. Building profile & thought leadership
- 53. | 53 29/11/2012 | Social Media Legals An integrated marketing campaign
- 54. Know, Like & Trust
- 55. | 55 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
- 56. | 56 29/11/2012 | Social Media Legals Content Relevant Engaging Fresh Creative Value add Profile Differentiate Consistent, constant, connected
- 57. | 57 29/11/2012 | Social Media Legals Devise a content strategy
- 59. | 59 29/11/2012 | Social Media Legals PR to build profile, reputation & credibility
- 60. | 60 29/11/2012 | Social Media Legals PR within integrated marketing Vlogs Blogs Press activity Conference speaking Networking Social media content
- 61. Infographics
- 62. Infographics
- 63. Infographics
- 64. | 64 29/11/2012 | Social Media Legals Extending your reach – video and images
- 65. Ebooks
- 66. Ebooks E-Books are the longest form of content marketing They are extremely attractive to customers because of the sheer amount of information contained within them, and because they can be downloaded and viewed at the customer's own pace. E-Books are an excellent choice for content marketing because they work extremely well for establishing you as an authority figure and source of knowledge in your niche. In addition to this, if you are looking for premium content to entice your followers to answer a call to action. Offering an E-Book as an incentive is often very effective.
- 67. Interactive content Customers like to give their opinions. If there is a way for them to give feedback, they will often jump at the chance to do so. Interactive content is also engaging. It keeps the customer on your website or on your social media page, as they consume and interact with the content you have offered them. It is for these reasons that interactive content is so popular. There are many types of interactive content. Polls, Surveys, and Quizzes: These can be simple and straight forward. For example, you might use Survey Monkey to ask users about your latest product release. These can also be quite complex. You might create a longer quiz for your potential customer, and then provide them with answers on which one of your offerings is most appropriate for them (based upon their answers).
- 68. | 68 29/11/2012 | Social Media Legals Dashboards for content sharing and scheduling
- 70. | 70 29/11/2012 | Social Media Legals
- 71. LinkedIn Content Best practice sharing via Posts and Updates Style - authoritative Links to videos, events you’re speaking at to build credibility Keep it fresh: sharing your coverage Commentary/value add within Groups
- 72. | 72 29/11/2012 | Social Media Legals Social platforms – to build profile and thought leadership
- 73. | 73 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
- 74. | 74 29/11/2012 | Social Media Legals Maximise ‘touch points’
- 75. Stay in touch all year
- 77. | 77 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
- 79. | 79 29/11/2012 | Social Media Legals Case study: ISS UK/Ireland (FM)
- 80. Integrated digital and traditional marketing 18 month Social Selling programme Education of the executive board C-suite buy-in Content marketing Know, like and trust Third party credibility Selling with influence
- 81. IPO success
- 83. | 83 29/11/2012 | Social Media Legals Tools and measurement
- 86. Dashboards
- 87. Brief look at Boolean search
- 88. Google Analytics
- 89. | 89| Social Media Legals
- 91. | 91 29/11/2012 | Social Media Legals Q&A time + 5 takeaways
- 92. | 92 29/11/2012 | Social Media Legals Thanks for your time! @katieeking [email protected] www.zoodikers.com
Editor's Notes
- #11: LT: http://aci.info/2014/07/12/the-data-explosion-in-2014-minute-by-minute-infographic/ http://www.adweek.com/socialtimes/smartphones/480485?red=at