Marketing Value Chain:
Message Mapping & Web 2.0
April 8, 2014
Five Seasons Business Networking
Presenter: Jayme Soulati
2
Today’s
Goal
Message
Mapping
Web 2.0
Social
Marketing
Digital
Marketing
Content
Marketing
The Soulati Marketing Value Chain
With a PR C...
4
The Jayme Soulati Morphling Journey
• Chicago’s PR firms—18 years
• Freelancer
• Soulati Media Relations, Inc.
• Hospita...
5
• First Book
• Self-Published
• Greyden Press, Dayton
• Amazon Kindle
FREE Today!
 Psst! Trade
you--email for a
book!
6
Message Mapping Book
Download FREE
Message Mapping: Why You
Need It & How To Do It
For business leaders of all sizes
An inside-out communications
tool to unify message delivery
and tell a business story to
external stakeholders.
7
What Is ...
• Positions business story with authority
• Earns consensus from leadership on
portrayal of company
• Unifies copywriting,...
First clinically proven, FDA
cleared, affordable hearing aid
invisible to the naked eye
Hand-picked scientific team
from U...
M e s s a g e M a p p i n g © J a y m e S o u l a t i 2 0 1 3 - 2 0 1 4 . A l l r i g h t s r e s e r v e d . 10
Aging boo...
First clinically proven, FDA
cleared, affordable hearing
aid invisible to the naked
eye
Hand-picked scientific team
from U...
(Benefit)
Tier Two Message
(Market Need)
Tier Two Message
1. Add Bullets Here
2. Add Bullets Here
3. Add Bullets Here
Core...
13
• Mary hired Jayme to write blog posts.
• Jayme was confused about Mary’s branding.
• Mary thought she was a marketer.
...
Where Are Websites Going Now?
Is Yours Ready?
14
LIKE, SO
YESTERDAY
15
16
WEBSITES – Love 2 Hate
SOULATI MEDIA, INC.
~20 Websites
17
Elements of Web 2.0
• Mobile, responsive
• Clean, simple design
• Stop the clutter!
• Power messages
• Simple navigatio...
18
19
20
Schedule a FREE Consultation Today!
Your business pain points
Your message mapping needs
Your Web 2.0 journey
Digital mark...
22
#RockHot!
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Marketing Value Chain: Message Mapping & Web 2.0

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Technology has disrupted marketing, and business pain points rule. In the Marketing Value Chain with a PR core, Message Mapping and Web 2.0 rule. This brief presentation provides a quick introduction to Jayme Soulati's Message Mapping and the digital marketing path of websites to generate lists and leads.

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  • You have an opportunity to cut through the clutter and shine. If you present your brand – personal or professional, in its best light, then you can grow into the #RockHot bomb.My takeaway for you today is to get some inspiration from the passion I bring for the experiences I’ve had in the last five years.Content = COMMITMENT When you fall off online, you disappear. I cannot stress that enough; your online brand is your future; content is your future; merging the two is your future.
  • Ebook onlyAvailable on e-commerce site, MessageMapping.coBought shopping cart, bought PayPal professionalCould not integrate with HubSpot
  • How about you?
  • Savvier Social Media is about RELATIONSHIPS.Tweet this…tell your friends…When you break down the crux of social marketing, you are creating relationships to:attain business goals. Be an authority.be a thought leader.help your audience and understand their needs.earn trust. Segue – remember the goal for today? To think differently about social media?
  • Let’s take a look at where you are with your social media and how you regard it. You may be still stuck on likes, retweets, followers, shares, and plusses. That’s OK, if you want to stay one-dimensional. It’s NOT OK if you want to realize the benefit of social marketing integration. Here’s our first clue – we need to get into a new thinking place – where social media becomes part of your natural marketing blend across the disciplines.It doesn’t have to look like your competitor down the street; and it can’t look like the multi-national corporations with gazillion $$ budgets.What it should look like is a model set to scale for your organization. It needs to look strategic and scaled to your business.
  • Marketing Value Chain: Message Mapping & Web 2.0

    1. 1. Marketing Value Chain: Message Mapping & Web 2.0 April 8, 2014 Five Seasons Business Networking Presenter: Jayme Soulati
    2. 2. 2 Today’s Goal
    3. 3. Message Mapping Web 2.0 Social Marketing Digital Marketing Content Marketing The Soulati Marketing Value Chain With a PR Core 3 The Marketing Value Chain
    4. 4. 4 The Jayme Soulati Morphling Journey • Chicago’s PR firms—18 years • Freelancer • Soulati Media Relations, Inc. • Hospital executive • Agency vice president • Solo practice/business owner • Professional blogger • Hybrid PR, PR Marketer • Message Mapping Master • Soulati Media, Inc.
    5. 5. 5 • First Book • Self-Published • Greyden Press, Dayton • Amazon Kindle FREE Today!  Psst! Trade you--email for a book!
    6. 6. 6 Message Mapping Book Download FREE Message Mapping: Why You Need It & How To Do It For business leaders of all sizes
    7. 7. An inside-out communications tool to unify message delivery and tell a business story to external stakeholders. 7 What Is Message Mapping?
    8. 8. • Positions business story with authority • Earns consensus from leadership on portrayal of company • Unifies copywriting, social media posts, PR, and media relations • Can reset business model and marketing strategy • Driven by PR with inbound trends focus 8 Benefits of Message Mapping
    9. 9. First clinically proven, FDA cleared, affordable hearing aid invisible to the naked eye Hand-picked scientific team from U.S. best with leadership born in software industry Aging boomers require hearing aids, no insurance necessary Buoyed by $5.5 million seed funding, $80 million market cap, 250 employees worldwide Increases hearing 100%, fits snugly, is invisible, easy to install and affordable Company X is first global manufacturer of invisible hearing aids 9Message Mapping © Jayme Soulati 2013-2014. All rights reserved. Message Mapping: Why You Need It & How To Do It
    10. 10. M e s s a g e M a p p i n g © J a y m e S o u l a t i 2 0 1 3 - 2 0 1 4 . A l l r i g h t s r e s e r v e d . 10 Aging boomers require hearing aids, no insurance necessary Worldwide population aging at rate of *25%; hearing diminishes *50% by 74 1. U.S. Census projects *45% of aging boomers will reach *74yo by *2015 2. Hearing aids traditionally cost *$1000 for each ear. 3. Most private insurance may cover medically required hearing aids or cochlear implants. 4. Company X product is affordable at a price point *80% less than products on market *All figures unsupported and created for purpose of example Tier Two: Supporting Messages Message Mapping: Why You Need It & How To Do It
    11. 11. First clinically proven, FDA cleared, affordable hearing aid invisible to the naked eye Hand-picked scientific team from U.S. best with leadership born in software industry Aging boomers require hearing aids, no insurance necessary Buoyed by $5.5 million seed funding, $80 million market cap, 250 employees worldwide Increases hearing 100%, fits snugly, is invisible, easy to install and affordable Worldwide population aging at rate of *25%; hearing diminishes *50% by 74 1. U.S. Census projects *45% of aging boomers will reach *74yo by *2015 2. Hearing aids traditionally cost *$1000 for each ear. 3. Most private insurance may cover medically required hearing aids or cochlear implants. 4. Company X product is affordable at a price point *80% less than products on market Company X is first global manufacturer of invisible hearing aids Financial Health of Company X is Solid 1. ABC Investors put up all seed money; has become trusted advisor 2. Based on sales projections, market cap is already solid after 1 year pre-launch 3. Executive team invested $250m each in company 4. Global leadership, sales teams poised to grow 200% in first 8 months of product launch Scientists from Yale, Harvard 1. Scientists hired 3 years ago with seed money, grants 2. Specialty in elder medicine and cochlear implants 3. 5 clinical papers published in New England Journal of Medicine 4. Team devoting full-time research to perfecting Company X new device 11Message Mapping © Jayme Soulati 2013-2014. All rights reserved. Message Mapping: Why You Need It & How To Do It
    12. 12. (Benefit) Tier Two Message (Market Need) Tier Two Message 1. Add Bullets Here 2. Add Bullets Here 3. Add Bullets Here Core Message/Home Base Descriptor 1. Add Bullets Here 2. Add Bullets Here 3. Add Bullets Here (Benefit) Tier Two Message 1. Add Bullets Here 2. Add Bullets Here 3. Add Bullets Here (Market Need) Tier Two Message 1. Add Bullets Here 2. Add Bullets Here 3. Add Bullets Here (About) Tier Two Message (What) Tier Two Message 1. Add Bullets Here 2. Add Bullets Here 3. Add Bullets Here 1. Add Bullets Here 2. Add Bullets Here 3. Add Bullets Here (About) Tier Two Message 1. Add Bullets Here 2. Add Bullets Here 3. Add Bullets Here (What) Tier Two Message 1. Add Bullets Here 2. Add Bullets Here 3. Add Bullets Here
    13. 13. 13 • Mary hired Jayme to write blog posts. • Jayme was confused about Mary’s branding. • Mary thought she was a marketer. • Jayme suggested Message Mapping. • She listened and rebranded Mary as a customer insight strategist. • Jayme is writing and designing Mary’s website featuring results from Message Mapping. Something About Mary
    14. 14. Where Are Websites Going Now? Is Yours Ready? 14
    15. 15. LIKE, SO YESTERDAY 15
    16. 16. 16 WEBSITES – Love 2 Hate SOULATI MEDIA, INC. ~20 Websites
    17. 17. 17 Elements of Web 2.0 • Mobile, responsive • Clean, simple design • Stop the clutter! • Power messages • Simple navigation • Digital marketing – Lists and Leads • Video, photography, graphics • WOW factor
    18. 18. 18
    19. 19. 19
    20. 20. 20
    21. 21. Schedule a FREE Consultation Today! Your business pain points Your message mapping needs Your Web 2.0 journey Digital marketing: lists and leads 937.312.1363 Jayme Soulati is President of Soulati Media, Inc. @Soulati, LinkedIn, Facebook
    22. 22. 22 #RockHot!
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