Social engineering: Case study – how Psion rebuilt its brand around a user community

CASE STUDY – HOW PSION USES SOCIAL TO DRIVE THE BUSINESS

Jonathan Brayshaw Leader, Social Business

Psion PLC

© Psion Confidential psion.com | ingenuityworking.com

I REALLY DON’T CARE WHAT YOU

HAVE TO SAY


“If you do what you’ve always done, you’ll get what you always got.” Mark Twain


»  CREATOR OF PDA - ANCESTOR OF SMARTPHONE »  ONLY COMPANY MICROSOFT FEARED »  2000: ACQUIRED TEKLOGIX »  2001: WITHDREW FROM CONSUMER BUSINESS

THE LAST 30 YEARS…


... THE NEXT 30 YEARS?

RUGGED HANDHELD/VEHICLE MOUNT TERMINALS FOR INDUSTRIAL AND COMMERCIAL USERS

2010

2011


» REPUTATION » QUALITY » ME TOO PRODUCTS » HARD TO DO BUSINESS WITH »  STAGNATION AND LOW GROWTH »  PROFITABILITY » NEW CEO EACH YEAR (ALMOST!)

CHALLENGING TIMES


Psion has changed the game once again.


AN OPEN COMPANY WORKS IN A DIFFERENT WAY

Internalised development >  Cathedral; closed approach to innovation >  Traditional approach to design >  Primarily benefits vendor/manufacturer

Externalised development >  Bazaar; open approach to innovation >  Puts partners and customers at the centre >  Customer, partners and vendor share the

benefits


»  “OPEN” IS A BETTER MEANS TO AN END »  SIMPLER AND MORE COST EFFECTIVE »  WE DON’T HAVE ALL THE ANSWERS... THAT’S OK »  DIFFERENTIATION FROM “MO-TERMEC-OROLA”

WHY WE HAVE AN “OPEN” MODEL


» UNIQUE AND HIGHLY ADAPTABLE CHASSIS WITH SHARED COMPONENTS

» UNBEATABLE CUSTOMISATION AND POTENTIAL FOR VALUE ADDED SERVICES

» ENCOURAGES DEVELOPERS AND PARTNERS TO INNOVATE FREELY

OUR UNIQUE MODULAR PLATFORM


»  HALF DEVELOPMENT COST »  HALF TIME TO MARKET, QUICK REVENUE »  FASTER TO BUILD, LOWER INVENTORY »  FASTER TO REPAIR, LOWER REPAIR COST »  FEWER STOCK PARTS, FASTER TURNS »  LOWER COMPANY COSTS »  BETTER MARGINS… »  INVEST FOR GROWTH!

GREAT COMPANIES EMPLOY MODULARITY


PLACEHOLDER FOR BRAND VIDEO


Forget campaigns, think conversations.

Bypass channels, foster community.

Build the audience that’s right for your business.


Typical Community UsesNot Needed

Nice to Have Important

Extremely Important

Rating Average

Finding answers quickly 0.0% 0.0% 24.4% 75.6% 3.76

Identifying relevant information 0.0% 4.9% 39.0% 56.1% 3.51

Identifying experts or influential people 2.5% 7.5% 35.0% 55.0% 3.43

Forming relationships with other Community members 0.0% 12.5% 55.0% 32.5% 3.20

Contributing content like FAQs, recommendations, reviews and opinions 2.4% 14.6% 58.5% 24.4% 3.05

Influencing other community members 4.9% 22.0% 48.8% 24.4% 2.93

Receiving recognition for participation 2.5% 27.5% 47.5% 22.5% 2.90

Sharing content across social media channels 7.3% 41.5% 31.7% 19.5% 2.63

WHY PEOPLE USE COMMUNITIES


Participating Listening, establishing reputation (I’m one of you)

Managing Listening, supporting, building reputation, marketing

Owning Listening, supporting, building relationships, collaborating

External Communities

Closed Network

Internal Communities

Example: customer communities

Example: channels, members

Example: Intranets, communities of practice

Wikis

IngenuityWorking.com


Contextual Orchestrating

Shared control and contribution Continuous

Community

Dynamic

Inclusive

Collaborative Community of communities

Six degrees

Blogs

Capability building

Creation nets

Meritocracy Structural gaps

Business networks

Sharing Trust

Environment

System

Preferential linking

Emerging business models

Source: Marco ten Vaanholt


Open innovation

More channels

More products

Managed R&D

New market opportunities

Strategic partnerships, new resellers,

developer alliances

Niche products, specialised devices

Risk mitigation, limited R&D investment

Unique capability to address opportunities

Modularity

Customisation

Community


INTRODUCING INGENUITYWORKING


WHAT DOES IT DO?

»  PUBLIC AREA OPEN TO ALL »  SECURE PARTNER ZONE » GROUPS WITHIN GROUPS »  BLOGS » DISCUSSIONS »  KNOWLEDGEBASE » DOWNLOADS » CUSTOMER SUPPORT »  SEARCH »  TWITTER, FACEBOOK

AND MARKETING PORTAL »  “THE PUB” AND OFF TOPIC CHAT


»  PARTNER DIRECTORY ~1,050 RESELLERS LISTED §  14,500 page views in August

»  INGENUITYLIVE! – PSION’S “APP STORE” §  Allows resellers and developers to list and promote their

unique hardware and software solutions §  65 current solutions including Blackroc’s new Procyon

GNSS positioning module for the Workabout Pro 3 §  Over 12,500 solution views §  Update to track requests

coming soon

»  Integrated context sensitive IW discussions on Psion.com

INGENUITYWORKING PLUS


THE BIGGEST ONLINE COMMUNITY AND STILL GROWING

»  Unique and highly successful

»  Increased community membership to ~16,000 members §  Excludes Psion

employees »  Bigger than

Psion.com §  More visits and

page views on IngenuityWorking in 2011 than Psion.com

0

10,000

20,000

30,000

40,000

50,000

60,000

Mar May July Sept Nov Jan Mar May July

Visitors

Unique Visitors Google Referrals

0

5000

10000

15000

20000

Mar

Apr

May

June

July

Aug

Sep

t

Oct

Nov

Dec

Jan

Feb

Mar

Apr

il

May

June

July

Aug

ust

Total Members New Members


“IngenuityWorking is the only B2B social community that isn’t anaemic”

Forrester Research, Authors of ‘Groundswell’


Workabout Pro 3 rugged handheld

Next Generation GPS technology

B2B Community - IngenuityWorking

»  PREMIUM DEVICE »  NEW MARKET

OPPORTUNITY WORTH 3 BILLION EUROS


SALES SUCCESS: WINNING DEALS

Customer requires discontinued product. Partner able to respond to prospect.

1.  Partner assisting customer in Support area.

2.  Partner responding to customer request for devices.

3.  Partners assisting each other to facilitate a potential sale.

3

1

2


PR SUCCESS: HIJACKING NEWS

» REAL-TIME » HUMAN »  BRAND JOURNALISM


»  INTEGRATION WITH SALES » GROWTH »  PUBLISHER MINDSET »  INTERNAL COLLABORATION

WHAT’S NEXT FOR INGENUITYWORKING.COM?


» ROI... ROI... ROI... ROI... ROI... »  LATEST PLAYTHING » MINDSET SHIFT » NOT BUSINESS AS USUAL » MARKETING MUST CHAMPION » OWNERSHIP » ORIGINAL CONTENT »  “BADVOCATES” »  EXTERNAL AGENCIES

OBSTACLES... WE’VE HAD A FEW...


» MARKETERS MUST RETHINK ‘THE RULES’ » COMMUNITY OFFERS UNIVERSAL VALUE »  LESS SPRAY AND PRAY »  BUSINESS PEOPLE ARE

PEOPLE TOO » WE’VE SO MUCH MORE

TO DO...

WHAT WE LEARNED


»  BUSINESS IS FIXED... PATH TO GROWTH » RECOGNISED BY INDUSTRY

§  European AutoID Awards •  Winner: Most Innovative Company

§  BtoB Magazine 2011 Social Media Marketing Awards •  Runner-up: Best Community

§  Business Courier’s Innovation Awards •  Winner: IT Innovation, Large Company

§  UK B2B Marketing Awards •  Finalist: Best B2B Brand Campaign – Rebrand Campaign

§  Forrest Groundswell nomination §  Constellation Supernova Semi Finalist

NEW PSION


“Rebooting Psion” October 2011

“Psion looks to social media for company turnaround” September 2011

RECENT COVERAGE

“Psion goes social to promote strategy” August 2011


Our strategy gives us more products, more quickly, through more channels, with

valuable differentiation.


Business has changed.

Your competitors are winning deals in places where you may not even have a presence.

Social media ‘playtime’ is over.

Welcome to the social business.


THANK YOU

#psion

Be part of it at: ingenuityworking.com

Follow me at: @Jon_at_Psion

Social engineering: Case study – how Psion rebuilt its brand around a user community

Business

Transcript of Social engineering: Case study – how Psion rebuilt its brand around a user community