CIM Annual Conference – Highlights
Yesterday we attended the CIM Annual Conference in London, which addressed four key marketing topics that are hot right now. These included marketing strategy, internal engagement, social media and digital customer relationships. In general, the focus on employee communication was huge.
Here’s a brief snapshot of the nuggets we took from the day.
You can download the full set of notes here if you wish. CIM Annual Conference notes
The economy
The west’s share of the world economy is now only 48%. A world double dip recession is not likely, but a UK double dip is likely due to the strength of emerging economies in the East. The UK has a less buoyant base and in addition Q1 2011 likely to be depressed by the VAT hike. So, it’s a cautious forecast for the UK.
What about marketing? “We’re in tough times but marketing is the way out”. Professor Douglas McWilliams referred to the Renault ‘Nicole and Papa’ ad that advertised through the last recession and increased their market share from 3-6%.
Strategy
1. Make space to think strategically – this stuff is important!
2. What do you know about what is going on? What do you know that everyone else doesn’t know? What’s your insight and understanding?
3. Where will you compete now you have this insight?
4. Where’s your value? What’s the value proposition you’ll offer that really matters to your customer?
Internal communications and employee engagement
There was a huge focus during the day on employee communication and employee engagement.
There were case studies by Allan Evans of BDO accountants, Brant Long – Global Brand Director at Jones Lang LaSalle and Fiona Rogers, COI. It was loud and clear that engaging employees was key to growth and productivity. These organisations had marketing working very closely with HR to focus internally on areas from defining the vision and values, looking at awards and recognition, induction, training, staff satisfaction. Both had digital dashboards to monitor and measure progress.
Using this approach, they all had fantastic results. So, make sure your internal communication strategy is alive and kicking!
We would agree with this approach and also add the importance of great creative communications to bring the messages alive.
Digital Marketing
Two excellent presentations from the CIM course directors, Daniel Rowles and Nick Baggott. Daniel offered a quick guide on how to start, which I’ve included below and Nick spoke about how to engage customers through digital and the right channels to use. Nick gave a really easy framework for planning your social marketing strategy. Engage – ways to get customers to your site. Participate – get them to do something, be involved (i.e. a poll). Engage – using twitter and blogs to engage. Share – give influencers exclusive content and previews to get them to share your good news.
How to start in social networking
1. Listen. Find out who’s doing what and who is saying what. viralheat.com is a good place to start to find out what’s being said about you and your products online.
2. Identify your top bloggers on the subjects you’re most interested in. Websites such as technorati.com and blogsearch.google.com can help with this.
3. Consider what your reason is for doing it and plan your content so that’s its really of interest.
More notes are available. If you’d like a copy, email us!
