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Content Marketing Workshop - FinanceConnect:13

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Originally presented as part of the FinanceConnect:13 Workshops on May 1, 2013, Andy Goldman and Mike Weir present a deep dive into Content Marketing and LinkedIn.

Originally presented as part of the FinanceConnect:13 Workshops on May 1, 2013, Andy Goldman and Mike Weir present a deep dive into Content Marketing and LinkedIn.

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  • Daniel Martin, Assoc Professor Management, PhD Cal State Bruce Cahan, JD, Stanford Civil and Environmental Engineeringhttp://www.huffingtonpost.com/project-compassion-stanford/banking-trust_b_3009491.html
  • Content Marketing has been around for years and years. One of the first practitioners of content marketing was Mr. John Deere in the 1800s. John Deere was the founder of the company that bears his name. They make tractors, and combines, and all kinds of farming equipment. And back in the 1800s, John Deere was the disruptive CEO of his time, introducing a new technology into farming. And that was steel plow blades. At the time, plow blades were made of iron and the mud would stick to those iron plow blades.  So John Deere did something innovative with how he sold farming equipment – in this case, steel plow blades. He went out into the country and taught people how to be better farmers. He didn’t try to sell plows and he didn’t try to sell them farming equipment. Instead, he taught them how to plow and seed fields and everything else related to farming. A really interesting thing happened: As John Deere started to teach people how to be better farmers, they started to follow him to understand how they could buy his equipment and become better farmers using his new technology. It was so successful that as the company grew, John Deere kept this form of relationship-building as a core part of what they do. Key takeaway: Mr. John Deere exemplifies our definition of content marketing. Content Marketing is using content to forge a long-term relationship with the customer, geared toward becoming a trusted advisor.Even to this day, John Deere publishes a print magazine called “The Furrow.” The earliest one I could find was from 1931 online, but they published from 1875 onward. So for over a hundred years, John Deere has been producing content that helps farmers be better farmers. It doesn’t mention farming equipment or John Deere or how they sell stuff or the features and benefits of John Deere equipment.  The Furrow only teaches farmers how to be better at what they do. To this day, it is the #1 farming magazine out there. It has 1.5million subscribers and is translated into 14 languages. It is a big reason why John Deere is such a beloved brand and has high Net Promoter Scores. Key takeaway: For over a hundred years, John Deere has been publishing content that helps farmers be better farmers.

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  • 1. Marketing SolutionsContent Marketing WorkshopFinanceConnect 2013LinkedIn Confidential ©2013 All Rights Reserved
  • 2. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 2Banking is driven by trust, a goodwillasset controlled by customeremotions, not bankers.-Project Compassion Stanford, Huffington Post, April 2013
  • 3. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 3But technology, an ever-present culturalwave, has eroded relationships with brands.
  • 4. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 4Value and utility are evident, but socialcurrency eludes most financial brands.
  • 5. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 5The right content at the right time, to theright customer.InformationEducationOffers & UtilityCommunityDiscoverSelectAdvocateExplore
  • 6. MARKETING SOLUTIONS 618.9%2012Focus nearlydoubled34.8%2013Content Marketing is growing inprominence.LinkedIn Confidential ©2013 All Rights ReservedSource: 2013 State of Content Marketing Study – Feb 2013 eMarketer
  • 7. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 7It’s been around for years…
  • 8. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 82.5XMore Engagement thanAvg.+23%Likely to Recommend+32%Brand Consideration100K+Total MembersBuilding relationshipsthrough trusted content
  • 9. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 9Context is everything!
  • 10. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 10Golden Rules for Content Marketing
  • 11. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 11The Challenge.
  • 12. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 12Content Marketing success on LinkedIn startswith our members“In short time posting on LinkedIn,quality of comments is higher thananything I‟ve seen in 12+ years ofonline journalism.”-Herb Greenberg, columnist for WallStreet Journal, MarketWatch.com
  • 13. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 13PEERSBRANDSINFLUENCERSLinkedIn TodayLinkedIn GroupsLinkedIn TodayLinkedIn InfluencersCompany PagesSlideShareGroupsInfluencersOur members stay in touch by buildingrelationships with peers, influencers and brands
  • 14. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 14DiscoverSelectAdvocate ExploreBuyers are 60% of the way through the purchaseprocess before they reach out to a brand„In the search for informationrelevant to their needs,customers consult an averageof more than 10 sources whenresearching a purchase, manynot supplier-controlled‟2011 MLC Customer Purchase Survey
  • 15. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 15FollowersRecommendationsLead GenerationSlideShare Content AdsSocial Content onSlideShareStatus Updates,Company PageGroupsStatus Updates,SlideShare & PaidMediaDiscoverExploreAdvocateSelect
  • 16. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 16DiscoverStatus UpdatesContent LedPrecision TargetingExpanded Reach
  • 17. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 17ExploreCompany PageSocial ExplorationCompany UpdatesSlideShare ChannelManaged Groups
  • 18. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 18SelectLead GenerationDisplay AdsStatus UpdatesSlideShare Ads
  • 19. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 19AdvocateFollowersRecommendationsHP Followers are 1.5 times more likely to consider HP productsand services and 2 times more likely to recommend HP thannon-HP followers
  • 20. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 20Establishes familiarity with your brandprior to seeing your contentA mechanism to drive greatercontent marketing successReinforce what your brand stands forSupport messages even among those whohave not experienced your content firsthandContent Marketing enhances your marketing mix
  • 21. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 21Execution: BringingContent Marketing toLife on LinkedIn
  • 22. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 22ContentMarketingPutSimply Content in the form of:PowerPoint Whitepapers Video ArticlesTargetedStatusUpdatesDelivered via:Paid MediaOrganicGroupsSlideShareOwnedGroupsCIO % IT %SMB%BDM%Delivered to:Conversations ensue which reveal insights that inform futurecontent/campaigns
  • 23. MARKETING SOLUTIONSDon’t Boil theOcean:LinkedIn will helpyou build a phasedapproach toexecuting ContentMarketingLinkedIn Confidential ©2013 All Rights Reserved 23
  • 24. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 24Owned Media• Company Page• SlideShare ChannelEarned Media• Targeted Status UpdatesPaid Media• SlideShare Content Ads• Display Ads• Polls
  • 25. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 25Owned Media• Group• Company Page• SlideShare ChannelEarned Media• Targeted Status Updates• Promoted UpdatesPaid Media• Sponsored InMail• Video Content Ads• SlideShare Content Ads• Display Ads• Polls
  • 26. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 26Owned Media• Company Page• Follower Acquisition• SlideShare Channel• GroupEarned Media• Targeted Status Updates• Promoted UpdatesPaid Media• Sponsored InMail• SlideShare Content Ads• Video Content Ads• Display Ads• PollsContent• Custom ContentTraining• CMI Workshop or WebinarResearch• Custom research to track brand,consideration & recommendation lifts
  • 27. MARKETING SOLUTIONSBreakout Whiteboard SessionsLinkedIn Confidential ©2013 All Rights Reserved 27
  • 28. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 28Mapping Content Marketing to YourOrganization1. Corp Comm2. PR3. Customer Service4. Social/Digital5. Brand Marketing6. Agenciesa) Social/Planningb) Technologyc) Creative
  • 29. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 29“For content marketing, it’s a long season.There are, and should be, many chances to fail — as long as wefail quickly, learn, and adapt to the new surroundings.”Measuring ROI with Content MarketingEngagement Metrics Conversion Metrics1. Reach1. Unique visits2. Geography3. Mobile readership2. Engagement1. Bounce rates/time spent2. Heat maps & click patterns3. Page views3. Sentiment1. Comments2. Social Sharing1. Leads1. Marketing Qualified (MQL) vs.Sales Qualified (SQL) especiallyin B2B2. Leads to quote conversion3. Quote to revenue conversion4. Average new customer value5. Increase in lifetime value of existingcustomer
  • 30. MARKETING SOLUTIONSSEC & FINRA Social Media ComplianceRequirements•Only put out content that is fair and balanced.•Don’t provide financial advice without understanding client’s financial situation(Suitability).•Don’t include client testimonials in advertisements.Supervision(NASD 2210, NASD 3010, Notices 10-06 & 11-39)•Set and document a policy.•Train employees on policy.•Follow up on red flags when employees break policy.Policy & Training(Notices 10-06, 11-39;Advisers Act Rule 206(4)-7)•Implement a supervision system “reasonably designed” to achieve compliance.•Supervise employee communications.•Principals must pre-approve static content (profiles, background or wall information)and communications that may be considered public appearances.• Monitor online/interactive content and messagingContent(NASD 2210, NASD 2310,Advisers Act Rule 206(4)-7)•Capture and retain all postings on social media for 3 years from the date of lastpost, first 2 in accessible place.•Retrieve data quickly upon discovery request.Record Keeping(NASD 3110 (a) and NASD Rule 2210(b), SEC 17a-3 & a-4, NASD Rule 2210(b)Notices 10-06, 11-39)30
  • 31. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 31