Covering chapters 7&8, took place on Oct 23rd, 2015.

1. Education is not the
learning of facts,
but of the training of the
mind to think
Class 6: Bits and Pieces #BU459

2. BITS AND PIECES
Class 6: Oct 22nd, 2015
#BU459Class 6: Bits and Pieces

3. Chapter 7 Chapter 8
• Clarify values
• Define goals
• Shape brand
message
• Establish brand
presence
• Content Marketing
• SM Marketing
• Paid Social
• SEO
• Paid Ads
#BU459Class 6: Bits and Pieces

4. Starting point:
• What are your org’s core values?
– Really big picture
• What are the goals for the year?
– Organizational, departmental
#BU459Class 6: Bits and Pieces

5. We’re going to analyze:
• Buyer Persona
• Brand Properties
• Value Prop
• Website
• Social Channels
#BU459Class 6: Bits and Pieces

6. Class 6: Bits and Pieces #BU459

7. Buyer Persona
• Demographics?
• Employment?
• Pain points?
• Values?
• Consume info?
• Expectations?
#BU459Class 6: Bits and Pieces

8. Brand Properties
• Three words..
• If you had a conversation..
• What problem is it solving..
#BU459Class 6: Bits and Pieces

9. Value Proposition
• What are you?
• Who are you for?
• Why should they care?
#BU459Class 6: Bits and Pieces

10. Website: www.harrys.com
• Is the message on the
home page clear?
• Is it easy to navigate?
• How helpful is it?
• Is it responsive?
• Is it convincing?
#BU459Class 6: Bits and Pieces

11. Social Channels
• What are they using?
• How are they
behaving?
• Does it feel like them?
#BU459Class 6: Bits and Pieces

12. Class 6: Bits and Pieces #BU459

13. Buyer Persona
• Demographics?
• Employment?
• Pain points?
• Values?
• Consume info?
• Expectations?
#BU459Class 6: Bits and Pieces

14. Brand Properties
#BU459Class 6: Bits and Pieces
• Three words..
• If you had a conversation..
• What problem is it solving..

15. Value Proposition
#BU459Class 6: Bits and Pieces
• What are you?
• Who are you for?
• Why should they care?

16. Website: www.g-ro.com
• Is the message on the
home page clear?
• Is it easy to navigate?
• How helpful is it?
• Is it responsive?
• Is it convincing?
#BU459Class 6: Bits and Pieces

17. Social Channels
• What are they using?
• How are they
behaving?
• Does it feel like them?
#BU459Class 6: Bits and Pieces

18. Class 6: Bits and Pieces #BU459

19. Buyer Persona
• Demographics?
• Employment?
• Pain points?
• Values?
• Consume info?
• Expectations?
#BU459Class 6: Bits and Pieces

20. Brand Properties
#BU459Class 6: Bits and Pieces
• Three words..
• If you had a conversation..
• What problem is it solving..

21. Value Proposition
#BU459Class 6: Bits and Pieces
• What are you?
• Who are you for?
• Why should they care?

22. Website: lifeprintphotos.com
• Is the message on the
home page clear?
• Is it easy to navigate?
• How helpful is it?
• Is it responsive?
• Is it convincing?
#BU459Class 6: Bits and Pieces

23. Social Channels
• What are they using?
• How are they
behaving?
• Does it feel like them?
#BU459Class 6: Bits and Pieces

24. Takeaways.

25. Buyer Persona
• Time and a LOT of
research
• Agencies specialize in
this stuff
• This should be
EVERYTHING
• bit.ly/bu459personas
#BU459Class 6: Bits and Pieces

26. Brand Properties
• Essence and
reputation are
closely tied
• Voice must become a
universal language
• Keep promises simple
#BU459Class 6: Bits and Pieces

27. Value Proposition
• So clear that co-ops
should be able to
articulate like sales
#BU459Class 6: Bits and Pieces

28. Website
• Bad looking websites
can be amazing
• Evolution vs.
revolution
• Speak to your
personas
#BU459Class 6: Bits and Pieces

29. Social Channels
• What does your
persona use?
• How are they
using it?
• What can you
afford?
#BU459Class 6: Bits and Pieces

30. Break.

31. More pieces:
Content Marketing SEO
Paid Social Paid Ads
Define. Example. Discuss.
WIIFM
#BU459Class 6: Bits and Pieces

32. More pieces:
Content Marketing SEO
Paid Social Paid Ads
INBOUND
#BU459Class 6: Bits and Pieces

33. Content Marketing
Brands are creating content so useful and
interesting that prospects and customers are
drawn to them.
It’s marketing that doesn’t specifically sell,
but opens the door to conversations.
Joe Pulizzi
##BU459Class 6: Bits and Pieces

34. Content Marketing
Brands are creating content so useful and
interesting that prospects and customers are
drawn to them.
It’s marketing that doesn’t specifically sell,
but opens the door to conversations.
Joe Pulizzi
##BU459Class 6: Bits and Pieces

35. Example 1: Food Tube
https://www.youtube.com/user/JamieOliver
##BU459Class 6: Bits and Pieces

36. Example 2: Lowe’s Vines
https://vine.co/Lowes
##BU459Class 6: Bits and Pieces

37. Discussion
How might this help sales?
##BU459Class 6: Bits and Pieces

38. WIIFM: Content Matrix
Awareness Interest Involvement Loyalty Advocacy
Persona 1
Persona 2
Persona 3
#BU459Class 6: Bits and Pieces

39. WIIFM: Content Matrix
Awareness Interest Involvement Loyalty Advocacy
Persona 1
CONTENT CONTENT
Persona 2
CONTENT CONTENT CONTENT CONTENT
Persona 3
CONTENT CONTENT CONTENT
#BU459Class 6: Bits and Pieces

40. WIIFM: Content Matrix
Awareness Interest Involvement Loyalty Advocacy
Persona 1
CONTENT GAP GAP CONTENT GAP
Persona 2
CONTENT CONTENT CONTENT GAP CONTENT
Persona 3
GAP GAP CONTENT CONTENT CONTENT
#BU459Class 6: Bits and Pieces

41. WIIFM: Editorial Calendar
Type Owner
Completion
Date
Persona Stage
Content 1
Content 2
Content 3
#BU459Class 6: Bits and Pieces

42. Search Engine Optimization (SEO)
The purposeful act of making your
webpages easier to index by search
engines; therefore, easier to find by your
audience.
#BU459Class 6: Bits and Pieces

43. Search Engine Optimization (SEO)
The purposeful act of making your
webpages easier to index by search
engines; therefore, easier to find by your
audience.
#BU459Class 6: Bits and Pieces

44. Organic vs. Paid
Class 6: Bits and Pieces #MKT8220

45. Why does SEO matter?
#BU459Class 6: Bits and Pieces

46. Example | Discussion
Problem:
I’m visiting Waterloo for the first time and I
need a place to stay.
#BU459Class 6: Bits and Pieces

47. Example | Discussion
1. What did you type in? Why?
2. Which result did you click? Why?
3. What convinced you? Why?
#BU459Class 6: Bits and Pieces

48. WIIFM
• Understand the language of your persona
• SEO is not a short-term game
• Don’t think keywords, think topics/categories
• Start small
#BU459Class 6: Bits and Pieces

49. Paid Advertising
Important definition:
Cost-per-click (CPC)
vs.
Cost-per-Impression (CPM)
#BU459Class 6: Bits and Pieces

50. Paid Advertising
Important definition:
Pay only when someone engages
vs.
Cost-per-Impression (CPM)
#BU459Class 6: Bits and Pieces

51. Paid Advertising
Important definition:
Pay only when someone engages
vs.
Pay a set price for 1000 impressions
#BU459Class 6: Bits and Pieces

52. Paid Advertising
Example:
$4 CPC x 1000 = $4,000
vs.
Pay a set price for 1000 impressions
#BU459Class 6: Bits and Pieces

53. Paid Advertising
Example:
$4 CPC x 1000 = $4,000
vs.
If I have $4,000 to spend $40 CPM = 100,000
#BU459Class 6: Bits and Pieces

54. Google Paid Search
#BU459Class 6: Bits and Pieces

55. Google Paid Search
#BU459Class 6: Bits and Pieces
2%

56. Display Ad
#BU459Class 6: Bits and Pieces

57. Display Ad
#BU459Class 6: Bits and Pieces
0.06%

58. Display Ad
#BU459Class 6: Bits and Pieces
<1,1000

59. Instagram Ad
#BU459Class 6: Bits and Pieces

60. Snapchat Ad
#BU459Class 6: Bits and Pieces

61. Snapchat Ad
#BU459Class 6: Bits and Pieces
$750,000
per day

62. Twitter Video Ad
#BU459Class 6: Bits and Pieces

63. Facebook Carousel Ad
#BU459Class 6: Bits and Pieces

64. Kiip Mobile Reward
#BU459Class 6: Bits and Pieces

65. Pinterest
#MKT8220Class 6: Bits and Pieces

66. Discussion
• When might it make sense to start paying
for placement on social media?
• When is it a good idea to use CPC vs.
CPM?
#MKT8220Class 6: Bits and Pieces

67. WIIFM
• Faster results than SEO
• VERY easy to test
• Require a lot of optimization
• Really think back to the goals of
department
#MKT8220Class 6: Bits and Pieces

68. Get the slides:
Bit.ly/bu459class6