Reporting live from the enterprise marketing 2.0 conference – DAY 2

9:12 So, we had a nice first day, today we will be split in 2 workstreams. B2b and b2c. I will be following most of the b2b tracks, starting with my own presentation, co-presenting with @robdenrooijen.

10:08 presentation went well I guess, good audience interaction. Interesting q+a; @robdenrooijen: in order to be allowed spending marketing money on programmes with uncertain outcome, like the Dyneema Experience campaign, the management needs to have belief in a possible success. Also @mennol: marketing is a cost, not an investment. In order to get your budgets, focus on explaining the value of your customer engagements, not on proving the ROI…

10:09 Ericson on content marketing. Content is in the people, we have the people, so we have the content. This does mean that in order to be successful with your content marketing, you need to organise and coordinate internally. Interesting example by Ericsson in co-sponsorship with mashable in the social good summit. Very successful outcome could not have happened without an internal network of social drivers, bloggers and editors.

10:25 SCORE! ( i dont believe it was actually me, but 1-0 for the ROI disbelievers): Ericsson has abandoned ROI as a marketing metric and chose a more qualitative approach, using statistical “deep dives” on a more tactical level, aimed at learning and improving. I do wonder how they defend their marketing budgets though…

11:08 dassault systemes on lead generation. Social media strategy started with customer survey, asking which social channels and networks were most popular. Philosophy: english garden model (allow for growth) not french garden (meticulously planned and cut). This is quite something coming from a french company ;-). is is clearly visible, looking at their social media portfolio, that dassault is an IT technology company. They show a deep understanding of connecting to and integrating with all kinds of external systems, like fb, li, tw…

11:29 confirmation by dassault: make sure that every campaign channel ends up with a form on a landing page. This way you can measure campaign/channel effectiveness. NB still not clear how they measure activities that have no clear cta yet.

11:32 ALAS, its 1-1 now, dassault is making a case for ROI… They are also using synthesio for social media monitoring, like carlsberg. Worth checking out?

11:53 dassault learnings: test and learn, integrate tools, value of social media is creating sustainable relationships. Integrate tools: dassault is using eloqua, but unclear how this is integrated with e.g. Synthesio or sales crm systems.

11:45 philips: when you are a big player, in social media (check e.g. The innovation in health LI group), the usual problems of being able to measure the impact of your activities are magnified as well. Interesting approach: digital marketing is bridging the gap between marketing and sales: the digital bridge. Learnings: establish agreement between marketing and sales; agree on single database; follow 360 degree approach in social media. Take baby steps, not huge leaps.

12:02 philips: how to get sales involved: lead by example says philips, success will get followers. Havent heard the word ROI yet, philips focussing on long term relationships.

13:18 restarting after yet another great lunch, compliments to the moevenpick city hotel.

13:20 SB talent workshop. On digital food printing… And how it affects the market. We are the “chefs” and need to figure out what the opportunities and threats are…

Opportunities
– scalability, not the restaurant, but the world
– new business models: license IP
– ink cartridge metaphor, new distribution channels
– Signature dishes, signature ink
– Creative freedom, new opportunities, new form factors, new experiments
– new markets, medical
– cross media integration: willy wonka
– content development, live cookbook
– less messy kitchen, less local food and health risks

Threats
– lose the experience, need to compensate
– copycats, piracy, IP infringements, liabilities, misuse
– lose authenticity, change to the profession
– slow food movement
– regulator risks (fda)

What the chefs will do:

The fast movers and the retailers will disappear. We will “own” all the ip in the market and we will use partners to bring it to market.
We will partner with a food ingredient and nutrition ink producer (DSM) and we will attach our recipes to the ink cartridges, in an exclusive licensing model, time limited
We will partner with a printer producer (philips) to produce signature printers, the printer that print haute cuisine
Our agent will get us lucrative contracts with sony/universal for recipe placement in movies or “dinner with Angelina” moments: we will do tours “chefs on the road” connected with musical bands or otjer entertainment. Here we will demonstrate how to really cook, the old way.

Our organization will simplify, no need for staff, cleaning, waiters, etc. We will have an agent, a lawyer, a small r&d department with sous-chefs and a communication jockey and of course a personal assistant.

14:45 this was a great workshop by @sbtalent!

15:32 deutsche post / dhl showing bakertweet and extensive film on dpdhl social media activities.
Dpdhl having issues with identity theft on Facebook, possible brand damage. initiatives by employees that reflect badly on the brand “(we just deliver the shit on time)”. Slow reations to “news crises” leading to brand damage. Doing nothing is not an option for DHL. Strategy rests on three major pillars: 1. Governance, 2 intelligence (monitoring) 3. Engaging.

15:53 dpdhl using local german supplier for social media monitoring because they wanted some customizations done. It seems to me that the social media monitoring market in europe is still open for all kinds of new entrants, mainly because of the language problem but also because of the need for specialised skills and even customisation. Both dpdhl and dassault choose for supplier “close to home”.

15:57 interesting approach. In order to get board support you do a board report: two weekly social media report on issues close to the heart of the board. Will get you support to do more.

16:07 dpdhl using yammer for internal social networking. They say top level support has proven to be critical for adoption success.

16:15 thanks to irina and kgsglobal to have organised this. Lots of food for thought and im sure this will lead to interesting new insight!