social engineering: how psion rebuilt its brand around a user community - psion

CASE STUDY – SOCIAL ENGINEERING: HOW PSION REBUILT ITS BRAND AROUND A USER COMMUNITY

Jonathan Brayshaw Leader, Social Business, Psion PLCOwner, The Original Agency Limited

© Psion Confidentialpsion.com | ingenuityworking.com

I REALLY DON’T CARE WHAT YOU

HAVE TO SAY

© Psion Confidentialpsion.com | ingenuityworking.com

(c) 2011 Accenture

© Psion Confidentialpsion.com | ingenuityworking.com

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

Mark Twain

© Psion Confidentialpsion.com | ingenuityworking.com

» CREATOR OF PDA - ANCESTOR OF SMARTPHONE

» ONLY COMPANY MICROSOFT FEARED

» 2000: ACQUIRED TEKLOGIX

» 2001: WITHDREW FROM CONSUMER BUSINESS

THE LAST 30 YEARS…

© Psion Confidentialpsion.com | ingenuityworking.com

» REPUTATION

» QUALITY

» ME TOO PRODUCTS

» HARD TO DO BUSINESS WITH

» STAGNATION AND LOW GROWTH

» PROFITABILITY

» NEW CEO EACH YEAR (ALMOST!)

CHALLENGING TIMES

© Psion Confidentialpsion.com | ingenuityworking.com

Psion has changed the game once again.

© Psion Confidentialpsion.com | ingenuityworking.com

© Psion Confidentialpsion.com | ingenuityworking.com

... THE NEXT 30 YEARS?

RUGGED HANDHELD/VEHICLE MOUNT COMPUTERS FOR INDUSTRIAL AND COMMERCIAL USERS

© Psion Confidentialpsion.com | ingenuityworking.com

» 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

© Psion Confidentialpsion.com | ingenuityworking.com

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

© Psion Confidentialpsion.com | ingenuityworking.com

» “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

© Psion Confidentialpsion.com | ingenuityworking.com

» 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

© Psion Confidentialpsion.com | ingenuityworking.com

© Psion Confidentialpsion.com | ingenuityworking.com

Forget campaigns, think conversations.

Bypass channels, foster community.

Build the audience that’s right for your business.

© Psion Confidentialpsion.com | ingenuityworking.com

© Psion Confidentialpsion.com | ingenuityworking.com

Contextual Orchestrating

Shared control and contribution

Continuous

Community

Dynamic

Inclusive

CollaborativeCommunity of communities

Six degrees

Blogs

Capability building

Creation nets

MeritocracyStructural gaps

Business networks

Sharing

Trust

Environment

System

Preferential linking

Emerging business models

Source: Marco ten Vaanholt

© Psion Confidentialpsion.com | ingenuityworking.com

ParticipatingListening, establishing reputation(I’m one of you)

ManagingListening, supporting, building reputation, marketing

OwningListening, supporting, building relationships, collaborating

External Communities

Closed Network

Internal Communities

Example: customer communities

Example: channels, members

Example: Intranets, communities of practice

Blogs Wikis Forums

IngenuityWorking.com

© Psion Confidentialpsion.com | ingenuityworking.com

INTRODUCING INGENUITYWORKING

© Psion Confidentialpsion.com | ingenuityworking.com

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

© Psion Confidentialpsion.com | ingenuityworking.com

» PARTNER DIRECTORY ~1,050 RESELLERS LISTED

» 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

© Psion Confidentialpsion.com | ingenuityworking.com

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

Forrester Research, Authors of ‘Groundswell’

© Psion Confidentialpsion.com | ingenuityworking.com

Workabout Pro 3 rugged handheld

Next Generation GPS technology

B2B Community - IngenuityWorking

» PREMIUM DEVICE

» NEW MARKET OPPORTUNITY WORTH 3 BILLION EUROS

© Psion Confidentialpsion.com | ingenuityworking.com

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

© Psion Confidentialpsion.com | ingenuityworking.com

PR SUCCESS: HIJACKING NEWS

» REAL-TIME

» HUMAN

» BRAND JOURNALISM

© Psion Confidentialpsion.com | ingenuityworking.com

» INTEGRATION WITH SALES

» GROWTH

» PUBLISHER MINDSET

WHAT’S NEXT FOR INGENUITYWORKING.COM?

© Psion Confidentialpsion.com | ingenuityworking.com

© Psion Confidentialpsion.com | ingenuityworking.com

WWW.YOUTUBE.COM/PSIONLIVE

© Psion Confidentialpsion.com | ingenuityworking.com

© Psion Confidentialpsion.com | 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...

© Psion Confidentialpsion.com | ingenuityworking.com

» 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

© Psion Confidentialpsion.com | ingenuityworking.com

» 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

© Psion Confidentialpsion.com | ingenuityworking.com

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

RECENT COVERAGE

“Psion goes social to promote strategy”August 2011

© Psion Confidentialpsion.com | ingenuityworking.com

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

valuable differentiation.

© Psion Confidentialpsion.com | ingenuityworking.com

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 thesocial business.

© Psion Confidentialpsion.com | ingenuityworking.com

THANK YOU

#psion

Be part of it at: ingenuityworking.com

Follow me at: @jonoriginal

www.linkedin.com/in/jonathanbrayshaw