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!

Reporting live from the enterprise marketing 2.0 in amsterdam – DAY 1

9:29 tension between f2f relationships and virtual relationships. Where to invest your time and resources. Jack vincent to set the scene on em20

9:32 using bono.bo social network for events, interesting concept, bringing the physical and virtual together. bonobo check it out

9:45 interesting video on social media guidelines by Zurich Financial services on youtube: zurich social

10:08 watching the electrolux #ultrasilencer multi channel campaign i cant stop thinking about owning a vacuum cleaner with built in ipod player. Replace the ugly sound by favorite music while vacuuming. Impressive buzz results. Great concept for integrating digital and physical experiences. Shame its not real yet, but who knows… Also great case to start thinking about #openinnovation

10:33 canon: email marketing very important to digital success. Why? Not conclusive, it seems to me that there a conflicting messages about email marketing: being that email marketing is still very important in the mix e.g. Marketingsherpa, others being that subscribers are leaving their newsletters at lightning speed e.g. Hubspot. Ill be asking canon about this.

11:36 Deutsche Telekom – online marketing. Making a case that in order to be successful they need to be in control of every aspect. This means getting knowledge and skills on board and not depend too much on agencies. Need for process control… Drive traffic, convert, retain. This does imply employing large teams of people with skill that are scarce. Wonder how they do that.

11:52 still at DT presentation: role of OLM in product life-cycle: paradigm is that many products a both a distribution channel for OLM as well as a revenue generating product. Ergo: the Online marketer becomes the product developer. Huge challenge for DT to get the traditional (telco oriented) product community to change their thinking towards this paradigm. From telco to internet company? That is what we would call business model innovation… DT calls it 360degree

12:06 DT really favoring the Return On Marketing Investment (ROMI) kpi. I do not necessarily agree, but i do wonder how they are using it.

12:12 question how the tmobile virals are added in the olm mix? Answer: dt separates brand comms (also online) from business lead generating activities. Interesting approach but raises questions: How do they activate their brand. How do they bridge the gap between brand messaging and individual engagement?

12:17 carlsberg group: GLOCAL approach, global brand supporting local initiatives. Quote “content is still king but only if people talk about it” so who’s the real king? Its all about engagement. Content is a means to an end. An important one though… Talks about consumer passion points, sounds better than ROMI… Nice viral film: carlsberg challenge

12:41 estee lauder: digital luxury marketing. Starting with film: video sharing seems to be prime fashion these days 🙂 and very luxurious indeed. Great punch line for their marketing strategies: quote “telephone, telegraphe, tell-a-woman”, by mme. Lauder herself. Still valid today. Key fundamentals: get enough of the right people in your teams. Measure what you want to be succesful at: no need to be everywhere… Quote “its not about the money but the content and the engagement”. Even though they realise that in the end its about money or sales, Esteelauder finds that difficult to measure and relate back to engagement to their stories.

13:16 best western hotels: how to relaunch a brand that depends on inconsistency and different experiences in each hotel? “hotels with personality” From planning the trip through evaluating the stay there are many touch points, both online and physical. Every tough point gives opportunity to engage. BW has defined journeys, predominantly based on email marketing, for each of their prio segment. Pretty much hardwired processes based on triggers, but with maximal personalization. Much like canon. I wonder how they, like canon, see the future scenarios of decreasing reach and acceptance of email marketing by target audience. Data, integrating data and actually “doing something useful with it” is one of the biggest challenges to the BW team. Take away tips: be bold, customer first “dont need social media strategy, need customer strategy”, think in terms of customer journeys, not individual engagements, measure, learn and improve..

14:51 restarting after a great lunch. Interactive session by hans ruinemans. We’ve all taken a test. We are following some method from some management book. Those who know me, know how I dislike management books, but I’ll keep an open mind.

15:17 nice breakout group with dsm, beiersdorf, dell, carlsberg and also some funky people from dutch and scandanavian agencies. How do we measure social media? Dell uses radian6 but not locally because of the language problems. Carlsberg uses different tooling: syntesio where the localization problems have been solved. One has to be careful not to be distracted from the important kpis by all kinds of detailed features that give you more data, not necessarily more insight. The LEVEL of the kpi is very important.

15:49 i think we are converging on the idea that in order to fully benefit from the interactions and reactions in social media, organisational change is required, which is usually costly in many ways. … and the business case is not easily made.

15:53 interesting thoughts from my table: rewards in a campaign are overrated, it usually means that the campaign is not well thought through. People are willing to to through great lengths without receiving a reward, just as long as they can increase their social capital.

16:30 EDF on the power of content marketing. If content makes your company more human, than content marketing is about convincing others that you indeed are human? Important elements: be honest, open, disclosed, simple, helpful etc. Other important element: make your content work and repurpose everywhere, including audience responses. Tip for good video style: fast and honest is better than expensive and sleek.

16:51 edf making a big idealistic case for the Content Champion, aka the person who is the real human representing the virtual human that your companies content represent. Still following? Lightning fast high quality presentation by Carolyne Clarke, recommend to review her presentation on content marketing if you can get your hands on it. Food for thought.

17:11 DELL. Top down commitment really important, so a hand written note by micheal dell himself helps implementing social strategies. Real story: the dellhell episode in 2005 put the house on fire and with all business houses on fire, usually one of two things happen: business disappears or business rises from the ashes more successful. The latter seems the case with dell. Impressive real estate in social space… Inside information says that they have a team of 20 people dedicated to internal social media enablement (training etc.).

17:24 what is the simplest social media policy? Rule 1: though shalt be a certified social media professional in order to speak for the company. Rule 2: go to rule 1. And of course develop a certification on various topics (tone of voice, conduct, various networks like linked in, facebook etc.)

17:26 HURRAY, finally someone openly strikes through the words marketing roi! Its about engagement and loyalty. Compliments to dell for seeing and believing.

17:48 BT its up to my former colleague @wellbelove to keep us from running for a snack. – getting late :-). His key message: start with your message and accept the fact that your message is going to be talked back to. Scary thought for most marketers. Quote ” everyone can be a blogger, you can be a blogger” well i guess even i can be. But very true and again scary thoughts for most marketers…

18:00 @welbelove says:  don’t use we/our/us but  use third person in your writings and blogs. You never know who is going to reuse your content and where, so better be clear. Future content has to be social or else it is not going to be found and so are you…

18:18 well that’s it for today, preparing for the sushi boat ride and more to follow here tomorrow.