Be The Content Lessons for 21st Century Product/brand management Observations - Facts – Learning @hollyaBrown @Thebrownlounge
In a Networked World…. ….People make decisions using communities of interest and influence (people, places and content aligned to their interests, needs and passions) ….Communities of interest and influence are networks of content creators and content consumers ….you can find them all over the web .... you are one and your product or brand is one too!
The New Battleground for Decision Making Behavior
“Be the Content” is about Content and Conversational Marketing in a Peer to Peer Networked World You must rethink your role, your relationship, and your approach to product/brand management
Web 3.0 ` ` Places People Content
Old Media New Media Users repackage and redistribute messages Users talk back – often start the conversation Marketing is about content relevancy Content is syndicated from your site to places you don’t own or control Controlled targeting & broadcast messages Publish web pages & download case studies Marketing is about efficient reach Content is rooted in places you own and control
Scale vs Relevancy
Reach vs Engagement
Automation vs Conversation
R2integrated Social Media Marketing Survey 11/3/2010
R2integrated Brand Tracking Survey
5/17/2011 Some Facts
Content Publishing is A Primary Focus
Eight in ten companies distribute some of their branded content through third parties, mainly the “Big Four”
While continuing to favor traditional paid media approaches to audience targeting, even on the “Big Four”
CPC buys (38%)
Behavioral targeting (32%)
Text ads (30%)
Still a Lot of Shouting!
Short on Plans and Resources
Unsure How to Measure ROI
Not Engaging the New Influencers Does your company have some form of blogger outreach program? In Development – 22% No – 42% Unsure – 10% Yes – 26%
Marketer’s Conundrums “I don’t have the staff or workflow” “I can’t explain what’s working to management” “I’m overloaded with data” “I Need to identify key areas of importance”
Do your homework Build a Roadmap Think Like a Publisher, but Act Like A Peer Rethink the way you approach Media and Influencers Listen, Learn, adapt What to do?
Do Your Homework
Who are the people who talk about your category or brand and where do they gather?
Where is content and conversation about your category or product being consumed?
Who shares your content? Why and where?
Which content has the most velocity or engagement?
Where are the most important conversations about your category or brand happening and how can you participate in the content or conversation?
How can your content maximize engagement with key audiences and influencers?
How do you query and respond to those who are speaking up and speaking out?
Develop a Roadmap Create and re-package campaigns and content - deploy across channels Develop a plan for participation, invitation and reaction Test, Learn and Optimize What are the points of entry for content and conversation? People and Places Identify, Understand and Prioritize
Think like a Publisher and Act Like a Peer Find your voice Understand your contextual relevance Put your best foot forward Listen and learn
Social Networks Work When They Provide Relevant, Useful Content and Conversation Most Important Factors When Deciding to Join Social Networks for Business Purposes According to Business Technology Buyers Worldwide, January 2010 (% of respondents) Quality of discussion and relevance of comments 54% Topics discussed by the community 46% Expertise and demonstrated thought leadership by participants 46% Nature of problems/issues the community is formed around 24% Source: eMarketer.com
Approach Media and Content Distribution in New Ways
Sample Road Map Phase 1) Audit and shape up owned social properties KPIs = increases in basic social metrics, fans, followers, and engagement.
Social property audience and content audit
Create a Social Analytics Dashboard and Listening Program
Develop an Editorial /Content Calendar
Setup workflow, escalation and conversation policy
Tools assessment and set up
Phase 2) Identify the People, Places and content that matter for Content Distribution, Amplification and Outreach KPIs = increase in SOV, positive sentiment, engagement and referral traffic to site and owned social properties.
Work with PR to develop an influencer outreach plan
Prioritize content and access point opportunities
Leverage media assets and relationships to sponsor and syndicate content
Drive traffic to your owned properties then Ttack and analyze results
Phase 3) Integration of Conversational and Transactional programs KPIs = awareness, lead gen and conversion KPIs
Campaign planning and integration with advertising, PR, DM, Email etc.
Integrate social into your website content
The Brown Lounge is a Personal Experiment/Journey I started in content and conversational Marketing. I turned my passion for food and wine into a content channel called the Brown Lounge. As a Social Media Marketing Practitioner I learn something new everyday, Both as a marketing professional in business and through the lens of my work on the Brown Lounge…. Learnings From the Trenches
Things I’ve Learned From The Brown Lounge
It takes time and testing to figure out what works
Social platforms are great for sharing content, promos, awareness and customer response
But, your website is your central content repository and provides content organizing principles
Your website is also the best place to convert real customers
Content gains velocity fast, but loses velocity faster, you’re only as good as your last post!
Each platform offers a different value to you, your brand and to your audience – use them accordingly
You can only control the time and place of paid media, to drive reach and frequency through social (repost top content, pay attn. to what people respond to and when, respond when you get a comment to )
Plan for your plan to change - this is the real time web
If you don’t know who you are, your customers won’t be able to figure it out either!
Final Note “ Eventually, online social activities and connections will be baked into every form of digital content on the Web, from marketer brand Web sites to e-commerce shopping sites, to search engines to traditional media and entertainment sites.”
Engagement cannot remain the sole province of a few social media experts, but instead must be embraced by the entire organization. – Charlene Li Altimeter Group
Content Marketing Blogs Tools sites Resources
Junta’s Top 20 Content Marketing Blogs http://www.junta42.com/community/top-42-content-marketing-blogs.aspx
Tools to Consider Listening: Radian 6 Visible Technologies Workflow Hootsuite Sprinklr Sprout Social Targeting,trending and tracking Prosodic Media6 33Across InfiniGraph Twitter Analytics Trendistic, Trendsmap, TweetStats
Sites I Like Altimeter Group Brian Solis Buddy Media CMSWire Digital Buzz Blog eMarketer Marketing Profs Mashable R2integrated.com Social Times What’s Trending