Online Marketing Summit Presentation Workshop

Content Marketing A Strategy For The Social Web Afternoon Workshop February 7 th 2011

Welcome
Robert Rose
@Robert_Rose
[email_address]
www.adaptivemarketer.com
Michael Weiss
@imagistic
[email_address]
www.imagistic.com

How To create buyer personas for the social Web
How to match them up with your sales funnel
How to be empowered to provide improved results for content marketing strategy
More effective ways to report on content marketing success
A real metric to give your finance team to build business cases for more spend on content marketing
Another way to look at your sales funnel and creative content strategy – what’s resonating with your audience?
Brand Management On The Social Web – Successes & Failures
Making the Social Web Strategy Real – Setting Your Intentions
Selling the content for the social web strategy to your boss AND your team
90 Day Process - Social Web Brand Management Strategy
What you’ll learn

Why a content segmentation plan?
“ We’re getting leads – But – they’re all tire-kickers.” “ We don’t need MORE leads. We need BETTER leads.” “ Tell me why I should fund your content Marketing plan?” “ Is our messaging wrong?” “ Who IS our target audience?”

Some questions we’ll be able to answer?
What kind of leads is Google PPC (or any tactic) delivering? Are they tire kickers or last-minute shoppers?
What content resonates best with my best customers?
Who are my targets? How many (of each) am I currently attracting?
What we can deliver…
A lead nurturing plan to move tire-kickers down the sales funnel
A breakdown of how content marketing contributes to leads, opportunities and sales
A detailed breakout of our target audiences – and a unique selling proposition for each.
Why? – So We Have Answers?

The Content Segmentation Plan
Let’s Use An Example For Today
WIMPY Technology
Product is Windows Integrated Management Program (WIMP)
Use them as our example throughout today
What Does Success Look Like?

What does success look like?

What does insight look like?

What does an “A Ha” Moment look like?

One Buyer Persona For Every Group
Job title, Vertical, Power in organization
Different products or services?
It’s the WHO you are marketing to
Let’s Start With Our WIMP Solution
Director of IT – the “tech guy”
CFO
Step 1 – Developing Buyer Personas

Jeremy
Mid 30’s – Coffee lover
Works at a bank
Responds to email, phone not so much.
Frustrated because his company is growing too fast to keep up with support
USP: Enable Jeremy to be 25% more effective!
Step 1 – Jeremy Our IT Buyer

Put your Journalist hat on:
WHO is the persona… emotionally attached
WHAT does she do? What does his day look like? WHERE is the gap in his needs/wants?
WHEN does he need to close this gap?
WHY does he care about us
Step 1 - Buyer Persona Profiles

Cheryl – Our CFO
USP – Save hundreds of thousands of dollars
Keys to Buyer Personas
Detail – make them real
Understand their motivation
What is in it for them?
Benefits more than just content marketing…
Step 1 - Summing Up Buyer Personas

Just with our Sales Funnel?
(this is the easiest)
Just with Buying Process?
(this is more accurate – but aligned with sales?)
With a mix of both
(most complex and most accurate)
Step 2 – The Buying Cycle / Sales Funnel

Step 2 – The Sales Funnel
Contacts Leads Qualified Opportunities Finalist Verbal CUSTOMERS

Step 2 – The Buying Cycle

Step 2 – Putting It Together

The Sales Funnel
Build up the Sales Funnel process
Identify all the stages of this process
The Buying Cycle
Understand the buying cycle of our customers
Identify it by product – and determine if we need separate maps
Then, map it into the sales funnel
Step 2 - Summing Up

Group Exercise!!

Taking inventory can be complex….
Goal is to identify the content
Good enough is in many cases… Good Enough
Identify ALL the different types of marketing content
This becomes our well from which we’ll draw…
Step 3 – Content Marketing Inventory

Step 3 – The Inventory Dashboard

Step 4 - Building The Segmentation Grid

Step 4 – Putting In Our Content
WP – Learn how WIMPS Make
WP - The Technology Integration
WP - What Are WIMPS
WEB - Webinar – IT Dashboards

Not All Content Is Equal
Repurpose content
Retitle and Repackage
Sometimes better targeted to another persona or elsewhere in funnel.
Step 5 - Filling In The Holes

Step 5 - Repackaging The Content
BECOMES CFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL

Your Measurement Strategy
Measure engagement by content and by title
Measure personas by assigning weights to content or by attributes that are measured
Understand that there’s “known visitors” and “unknown visitors”
Tag your leads with first engagement – track till close
Explore ways to give credit further down the funnel
Step 6 - Measuring What’s Resonating

Step 6 – CM Becomes Campaigns

Develop your personas (but don’t belabor it)
Pay close attention to your buying cycles
Resist the temptation to throw most “valuable” content at every stage.
When filling holes – identify it with ALL your content – get ready to be surprised at how little you really have…
Key Takeaways

5. Don’t be afraid to re-use and repackage content
6. Because of all the different tools – measuring is the most difficult challenge – but remember biggest value comes separate from that.
7. Measurement isn’t one size fits all. Remember multi-attribution
Key Takeaways

Don’t get lost in the analysis…
Get *something* done – it’s better than nothing
Over time – maybe the third time… it will become…. Charmed.
It can have huge impact…
Key Takeaways

Before we continue… OR...

74% of employees say it’s easy to damage a company’s reputation on social media
58% of executives agree that brand reputation risk with social networking should be a board room issue. But only 15% say it actually is.
Only 22% of companies have formal policies addressing how employees can use social networking.
Are You Ready For Content Marketing On The Social Web?

Last year was a Web 2.0 Induced Haze…. 2010 / 2011 has to be different.... It’s time to bring order to the chaos...

- Advertising
- Traditional Lead Generation
- Brand Awareness
- SEO
- Content Marketing
It’s like butter.... by itself it doesn’t taste right... But if makes everything so much better.
SOCIAL WEB IS NOT...

A conversation....
It’s where the conversation happens.....
SOCIAL WEB IS NOT...

3 Myths....
3 Case Studies....
3 Months to a successful process
Let’s make it real…

Transparent
Inclusive
Engaging
Sincere
Truthful
Positive...
MYTH #1 PEOPLE ON SOCIAL WEB ARE ALWAYS:

They can be just as...
Duplicitous
Evil
Close-minded
Argumentative
Stupid
Negative...
As in any other conversation
REALITY - THESE ARE PEOPLE

NESTLE VS. GREENPEACE Who’s on the business end of your leash?

SOUTHWEST VS. KEVIN SMITH Even when we’re prepared - we can stumble What to do in a world where there is a Twitterati class that can affect your brand Communicate. Iterate. Manage.

There’s not one way to have a conversation
and......
There’s not one way to succeed in social marketing
MYTH #2 SOCIAL MEDIA - YOU’RE DOING IT WRONG

Followers: 125, 637 Following: 18,503 Impact: 63 Engagement: 2.1 Generosity: 74.4
Velocity: 20.8
Followers: 138,348
Following: 120,831
Impact: 50
Engagement: 50.3
Generosity: 20.2
Velocity: 71.2
REALITY THERE IS NO “WRONG”
Twitalyzer 5/31/10

MYTH #3 SOCIAL MEDIA = ONLY AWARENESS MARKETING
Reality: Remember our funnel. Here’s the new funnel….
The real power for marketers
is in the new marketing
funnel
And it can - and should
be measured...

THE SOCIAL WEB FISHBOWL..... INTERACTIVE EXERCISE #1

BRAND JAM INTERACTIVE EXERCISE #1

Goal Was To Strike A Chord How Do We Make This Real In Our Strategy? What is OUR plan? SYNTHESIZE LET’S MAKE IT REAL FOR YOU

A. Listening… The most important first step in any conversation B. Objective/Goal (Awareness? Loyalty? SEO?) - this is what we’ve just learned.. C. Understand Your Customer (Social Graphics – where are they?) D . Intentions: Your Internal Structure – (Distributed, Central, Coordinated) - There’s a Reason this is CENTRAL E. Define Your Process (who listens, who speaks) F. Define Your Roles (social process, community manager) G. Then…. Tools…. H. Rollout…. Measure… Iterate…. 3 MONTHS TO A SUCCESSFUL BRAND MANAGEMENT PROGRAM

1st Step Is TO Plan... This builds our case for the business Marketing, CRM, Both or Other Then... Then To Seal The Deal Disaster Mitigation HOW TO SELL THIS UPWARD

When We Come Back..... BREAK

- You Should be ashamed.. - I hate your airline - Give him his job back.... - I knew this would happen What WOULD YOU have done?

INDIVIDUAL CASE STUDY WORK IN GROUPS GROUP CASE STUDY WORK

Make this real in your organization. Download the planning tool and use these exercises Put the plan in place - and use the questionnaire to develop your own social media intentions Revisit the plan often - it’s a process measure its success by what does and, maybe more importantly, what DOESN’T happen WRAP UP

Thank You

List of Tools For your USE www.socialwebinstitute/downloads WRAP UP

Thank You Visit www.omicertified.com for more information Follow us on @OMInstitute

Online Marketing Summit Presentation Workshop

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