NBED Title in sentence case © Analysys Mason Limited 2015 MARKETING PRESENTATION FOR RESEARCH...

NBED Title in sentence case

© Analysys Mason Limited 2015

MARKETING PRESENTATION FOR RESEARCH OFFSITE

analysysmason.com

MARKETING AND ANALYSTS: JOINED-UP THINKING

GINA GHENSI


© Analysys Mason Limited 2015

2

Joined-up thinking: business objectives driving marketing plans

Leveraging next-generation and virtual networks

Maximising operational efficiency

Monetising data services

Positioning for the digital economy

Reducing churn and acquiring customers

Get their attention! Get them to our website. Get them to engage with our

content. (Video / articles / downloads).

Get them to hand over contact details Get contact details into Deltek. Convince them that:

− We have what they want/need

− We are credible / trustworthy Make it easy to find other resources

that will help justify making a purchase.

Keep visitors engaged with the brand after they leave the website.

Offer them invaluable resources (Insight and Quarterly).

Keep Analysys Mason top of mind for when they are ready to buy.

ACQUIRE CONVERT

NURTURE

ACQUIRE

CONVERT

NURTURE

Support to existing client retention initiatives Acquiring new contacts


© Analysys Mason Limited 2015 3

Joined-up thinking: the marketing lifecycle

1. PLAN

2. AUDIENCE

3. STORY

5. PROCESS

4. CHANNELS

6. CONVERSATIONS [SHARING CONTENT]

7. MEASUREMENT & EVALUATION

What’s the goal? (New contacts, sales leads)

Key challenges clients are facing? (Trending topics)

Business objectives? (New clients)

What / who differentiates our business? (content delivery, analysts)

Who are we trying to reach? (List of contacts / companies we are targeting)

Do we have the contacts? (Deltek contacts)

How do we reach our audience? (e.g. events, social media, advertising etc.)

Choosing themes and topics that speak to the audience. (Trending topics)

What’s the call to action? (Contact us? Register? Download?)

Identifying the channels best to reach our audience? Advertising / Pay-per-click,

web banners etc Direct emails E-newsletters Events: industry events and

hosted events Infographics Press Webinars Website content /

whitepaper Social media

(It may be one or a combination of channels subject to the audience we are trying to reach.)

Who is responsible for what and when? (Production plan, marketing plan, sales plan, editorial workflow etc…)

Engaging with clients. (Social media, events, email etc.)

Responding to enquiries. (Web enquires etc)

Who is saying what about us. (Press, shares, likes, retweets…)

Repurpose content.

What’s working or what isn’t? (Click-throughs vs opens vs downloads)

What do we need to change? (Review plan, topics… do we need to tweak messaging?)



1. Plan (Objectives and goals) APAC offers an opportunity to reach new clients

(new logos)

2. Audience (Who are we targeting?) Priority countries identified Target companies identified

3. Story (Themes / topics) Connected consumer trends in APAC Mobile Payments in APAC M2M and IoT in APAC Digital Economy in APAC

4. Channels (How do we reach the audience) Priority events in the region identified Priority press publications / journlists identified Webinars scheduled for Q1 and Q3 Pay-per-click (PPC) social media activity scheduled E-newsletter content for Insight and Quarterly

planned Infographics – produced when strategy reports

published

Joined-up thinking: putting it into practice − Asia-Pacific marketing plan

5. Process (Who does what) Marketing (examples):

― establish event partnerships and host APAC summit

― send articles to journalists ― create infographics― set up and host webinars― distribute content via email, social media etc…― update the website / create downloads

Analysts (examples):― attend and speak at events, presenting webinars― write articles and content― share content via social media, email,

presentations Sales (examples):

― share content via social media, presentations etc.

6. Sharing content / conversations Marketing calendar / activity schedule – triggers

7. Measurement / Evaluation― website visits and enquiries― new Deltek contacts― sales



Joined-up thinking: Asia-Pacific marketing triggers

March April May June July August

•Carriers World Asia 2015 (Event)

•Social messaging player LINE using its core market in APAC to test new revenue-generating services (Comment)

•The Connected Consumer Survey 2015: APAC (Report)

•Public Wi-Fi in Asia–Pacific offers new monetisation (Comment)

•Broadband services will drive emerging APAC telecoms retail revenue (Comment)

•Broadband Asia (Event)

•Understanding needs of Asia–Pacific connected consumers (Webinar)

•Network performance remains a differentiator in emerging APAC (Comment)

•Layer 123 SDN & OpenFlow Congress (Event)

•CommunicAsia and Awards 2015 (Event)

•MWC Shanghai (Event)

•Tablet market revenue in emerging Asia–Pacific is growing rapidly, despite the worldwide decline (Comment)

• IoT and M2M are still hot topics but so to security (Comment)

September October November December January February

•Digital economy services brings growth to APAC (Comment)

•M2M opportunities in APAC (Report)

•LTE Asia 2015 (and Awards) (Event)

•Virtualisation and SDN Asia 2015 (Event)

•Digital economy opportunities in APAC: mobile payments (Report)

•Telecoms Summit (Event)

•Telecom Asia Insight Summit (Event)

•Digital Asia (Event)

•Revenue in developed APAC will increase in the next 5 years (Comment)

•2016 APAC Predictions

•MWC Barcelona (Event)



Getting the most from priority events Secure a speaking slot or participation that promotes a

key theme Become a ‘media’ partner and piggy back on event

marketing Produce and publish relevant content to promote

ahead of event (What comments / reports etc. can we use to reinforce key message to the industry)

Pre-event promotion

− LinkedIn posts (company account and analysts account)

− Twitter updates (company and analyst). Ensure to use event #hashtag. Good way to get new followers.

− E-newsletter promotion

− Email new contacts / companies via LinkedIn

− Targeted email to Deltek contacts – invitation to meet

− Press release

On-the-day promotion

− LinkedIn posts (company and analyst)

− Twitter updates and retweets (company and analyst)

Post-event promotion

− Can we share the presentation or parts of it?

− Point delegates to a download?

− Connect with delegates you met at the event via LinkedIn / Twitter

Joined-up thinking: establishing processes around each trigger

Top tips for promoting your speaking slot Tweet and update LinkedIn that you are speaking,

about what and when

Contribute a guest post to the event blog

Tweet an invite ahead of your presentation using the event #hashtag. Also tweet and retweet during the event.

Send free direct messages on LinkedIn:

− First tier connection message. Send a free direct message to anyone you are connected with.

− Group message. If you share a group with someone you can send them a free, direct message by finding them (members tab) and then click on the ‘send message’ link.



Joined-up thinking: establishing processes around each trigger

Getting the most from our content Promote via social media – LinkedIn and Twitter Send full articles to key press contacts Send bullet points to promote comments and

reports to press Include comments articles in Insight Send relevant comments /articles to event

organisers to include in event blog Analyst post t comments / articles on LinkedIn Create and share infographic Share your expertise - publish a

post Your original content becomes part of your

professional profile. It is displayed on the Posts section of your

LinkedIn profile. It's shared with your connections and followers. Members not in your network can now follow you

from your long-form post to receive updates when you publish next.

Your long-form post is searchable both on and off of LinkedIn.



Promotion of attendance via e-newsletters

Promotion of attendance via social media

Personal invitations sent by sales to meet with analysts

Promotion of Five Forces download via social and email

Promotion of post-MWC webinar

Social media: complementing traditional marketing, not replacing it

Mob

ile W

orl

d C

on

gre

ss

LinkedIn update promoting attendance.

Tweets from analysts at MWC commenting on news and announcements.

Hard copies of Five Forces brochure distributed.

Promotion of post-MWC webinar via social media and email

Promotion of post-MWC webinar via social media and e-newsletters

MWC round-up webinar hosted.

Business cards / contacts handed over and added to Deltek.

Leads added to Deltek. Webinar registrations added

to Deltek. Webinar recording promoted

via e-newsletters. Webinar recording promoted

via social media.

Pre event During Post event

498 webinar

registrations

580 brochure

downloads

691 new

contacts

MWC 2015



Social media: complementing traditional marketing, not replacing it

Marketing can target individual companies, countries and job titles via LinkedIn.

Our posts have the potential to reach large audiences instantly – in target regions / countries

Pay-per-click and sponsored ads in LinkedIn Regional distribution of Twitter users worldwide 2012 - 2018



Helping analysts to build their profile while generating brand awareness Analysys Mason Twitter − 5716 followers Mark Mortensen, Morgan Mullooly and Atul Arora −

2054 followers combined Imagine 20 analysts x 1000 followers each – this offers

a potential audience of 20000. Social media is another avenue for networking and

business development

Social media: marketing and analysts building profiles and brand

Website visits directly from Twitter and LinkedIn

2014 20150

1000

2000

3000

4000

5000

6000

7000

3446 3350

2321

6299

LinkedIn

Twitter

Twitter and LinkedIn Followers

Series10

1000

2000

3000

4000

5000

6000

4588

5495

2295

3286 TwitterLinkedIn

June 2014 June 2015



Tom produced a series of articles which were promoted via social media and Insight.

“Tom Rebbeck” appears in top searches when on our website and via google search.

− Recent IoT investments show telecoms operators (gradually) moving up the value chain (July 2015)

− To win more IoT and M2M business, telecoms operators may have to adjust geographical focus (July 2015)

− M&A in IoT is being driven by highly committed strategic investors (Aug 2015)

− For IoT, CSPs may need multiple networks, each optimised for a different use case (April 2015)

Social media: marketing and analysts building profiles and brand

Figure: Impact of marketing activity on website traffic to article “Recent IoT investments show telecoms operators (gradually) moving up the value chain”.

InsightMarketing and analyst promoting via Twitter and LinkedIn



Social media: marketing and analysts building profiles and brandWebinar: Understanding the needs of Asia–Pacific connected consumers

332 visits to the webpage and 195 were new contacts We can see Traffic to the site as a result of social media activity LinkedIn – 90 new contacts Twitter – 10 new contacts Telecom Asia banner – 13 referrals 332 visits to the webpage and 195 were new contacts

125 webinar

registrations



Appendix

LinkedIn appeal

LinkedIn tips

Twitter appeal

Twitter jargon guide

Twitter tips



Asia−Pacific

LinkedIn appeal

Middle East

Marketing can target individual companies, countries and job titles via LinkedIn.

Our posts have the potential to reach large audiences instantly – in target regions / countries

‘Announcement’ feature in LinkedIn also provides opportunities to connect with our network [you can tailor a post to your connections only]



Activity Broadcast. Activity shared on your LinkedIn page and viewed by others. It will show when you change your profile, make recommendations or follow companies, etc.

Ads. LinkedIn has targeted ads which enable you to post pay-per-click ads to target users by their role.

Advanced Search. You can find influencers to connect with using this approach rather than standard search which works best for known connections.

Company Page. A page on LinkedIn where a company can list their products and services and share promotions, news and content through Status updates.

Connections. Members in your network on LinkedIn who you invited or have invited to connect with and follow. Through connecting you will receive their notification of their blog posts and status updates.

Contacts. Replaces Profile Organiser, enabling you to better manage the contacts in your network. You can add notes to profiles, such as how you met and even add reminders so you remember to contact them at a later date. You can tag profiles and save them for later viewing.

LinkedIn jargon

Endorsements. These are endorsements for skills on individual profiles. They only require a single click so recommendations are a deeper level of endorsement.

Followers. LinkedIn members can follow companies to keep abreast of their activity which will be displayed in your LinkedIn Home page in personal settings.

Group. A separate community discussion area created to discuss and share information around a topic.

InMail. A paid membership service which enables you to send a message to members you are not connected with.

Mail. Enables you to send and receive emails from LinkedIn contacts. This is also where you go to access your sent and received connection requests.

Network and connections. Your network is the people you contact through your connections, consisting of 1st degree, 2nd degree and 3rd degree connections including members of our groups.



Polls. Create a poll to share within a Group.

Posts: You can write blog articles that appear on the top of your profile. These can include images, videos and links and can be liked, shared and commented on by your network.

Publications. Enables you to share articles, whitepapers or books that you have published either in printed format or online on your personal profile.

Profile page. The home page for an individual member where they can summarise their career and information shared on LinkedIn. There are ‘public’ and ‘private settings’.

Recommendations. Recommendations are short written reviews of individuals from colleagues, customers or other partners.

Skills and Endorsements. You can list up to 50 key skills on your profile and your connections can endorse you by clicking on the plus symbol next to them.

Tags. Use to categorise connections, so that you can follow-up with them via LinkedIn’s email.

LinkedIn jargon



1. Commit time.Each Wednesday you’ll connect with 5 current or former business associates. When you connect with people, you and your business jumps to the top of their mind. When that happens, they remember you when someone needs the product or service you provide. Connecting = Top of Mind = Leads.

2. Join groups.Over the course of 30 days, join 10 Groups. Why 10? Because it’s not 2 or 3, which is the number most people join. Your goal is to spread your visibility online and the best way to do that is by joining Groups.

3. Start a discussion.Once you join a new Group – start a discussion. If possible and appropriate, your discussion should include a link back to your website so people can download a whitepaper or sign-up for our e-newsletters. We can capture their data so we can re-market to them in the future.

4. Develop thought leadership. You can raise the profile and reputation of your B2B brand by starting and contributing to discussions in Groups and commenting on individuals’ status updates. If you publish thought pieces on your profile (via LinkedIn posts), these can be distributed to your network and also promoted by LinkedIn on Pulse, their news and insights page.

LinkedIn tips

5. Choose who you connect with wisely.Be selective with your connections – quality is important and not quantity.

6. Engage.Be committed to sharing and posting content i.e. respond to questions, start discussions, share posts, engage with relevant posts and acknowledgement of others (likes, comments etc). Don’t just broadcast, but ask questions, comment on others’ posts.

7. Promote new content using status updates. These promotions will be more effective if you also share content that helps your contacts learn and develop. Don’t just say – “We’ve published a new report”. Why is this report important – what are the challenges it is addressing, key findings or finding that will capture their attention.

8. Promote your event attendance.Indicate you will be attending. This will help other people to contact you before the event.

9. Consistency.The key to making LinkedIn work is consistency. The secret is to be there consistently so that you can build up a following and an audience. Once that happens, you’ll have a steady stream of inbound leads. The key is to execute these fundamentals over and over again.



Twitter appeal

Figure 1: Source: Go-Globe 2015 http://www.go-globe.com/blog/social-media-asia/

Distribution of Twitter users worldwide from 2012 to 2018, by region

Figure 2: Source: Statista 2015 http://www.statista.com/statistics/303684/regional-twitter-user-distribution/

Indonesia and India will impact Twitter’s user base growth most heavily going forward, with both countries experiencing increases of over 50% in 2014 – the former with 61.7% user growth and the latter with 56.9% growth.

http://www.go-globe.com/blog/social-media-asia/





For new users, the main jargon involved with using Twitter’s features:

@ Sign. Used to promote another Twitter usernames account in your tweet or to send a message. When a username is preceded by a @, it links to their Twitter account.

#. Hashtag. Identifies a topic, event or keyword in a tweet.

Direct messages, ‘DMs’. A personal tweet not viewable by others is sent to another user by the prefix ‘DM’, e.g. DM @username do you want to meet this evening?

Tweets (verb, to ‘tweet’). An individual posts a message of up to 140 characters. It can include an image, link or photo.

Modified tweet, ‘MTs’. Similar to a retweet; a modified tweet paraphrased from someone else’s tweet.

Retweets, ‘RTs’. To share a tweet from another user prefixed by another user, for example, RT @SmartInsights Digital marketing feedback tools: http://bit.ly/smartfeedback

Timeline. Real-time list of tweets on Twitter by time and date, in the order they were posted, which appear on the Twitter account user’s homepage.

Shortened URLs: You only have 140 characters to use. Tools like Bit.ly or Google URL shortener – not only helps others retweet you, but provide quantitative analysis on your clicks.

Twitter jargon

#Hashtag A #hashtag is a way of labelling tweets and in Twitter or Twitter readers it can be used to link to search results containing all mentions of this. By tweeting using #hashtags used by your audience that relate to your brand, product, service or event, you can grow your follower base and engage with a large community. It helps to promote tweets around key campaigns and events which can be used across different social media platforms and your website. USE #hashtags SENISIBLY – don’t make your post just a string of #hashtags.



1. Be informative. Keep your target audience updated on the latest developments in your industry. This gives you credibility by establishing you as having a good knowledge of your industry.

2. Educate your audience.Give away free insights into your business that prove you are competent. It might be free legal advice, or information about your manufacturing process, but it helps influencers make an informed decision about whether you know what you’re doing

3. Be engaging.Be open, accessible and friendly. It needs to be clear to you’re inviting your audience to interact with you.

4. Be visible. Post updates and discussions regularly in order to be noticed. The more an influencer sees your updates, the more likely it is that you’ll have a share of your mind space.

5. Participate in chats. Participate in chats using #hashtags to demonstrate your expertise and knowledge. This will attract new followers and they could become new customers or advocates to your business. If it is not too forced, try to use your brand name in the chat so that followers are engaging and reinforcing your voice through Twitter.

Twitter tips

6. Engage with influencers. Engage and interact with experts or personalities in your sector or field.

7. Share content from other followers. Tweet or retweet content which relates to our business and share content; it adds value for your own followers.

8. Answer questions and monitor channels. Engage with similar experts in your field by answering questions, engaging with ongoing conversations and being friendly – like networking! It’s good to have different opinions so you don’t have to follow the crowd. But remember that a reply to someone specific might not be interesting to the more general public. To avoid this, use “@Reply” in the beginning of a tweet if you only want your followers who follow them to see the tweet. Add words or a character in front of the @ reply if you want all of your followers to see the tweet.

9. Cross promote. Include your Twitter profile on other channels, e.g. email signature, website contact details etc…

10.Remember your manners. Say thank you to people for comments on blogs, shares of your content, or even replies and RTs.

NBED Title in sentence case © Analysys Mason Limited 2015 MARKETING PRESENTATION FOR RESEARCH...

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