The Value Exchange – BOLO Conference 2013

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Presentation at #BOLO2013 in Phoenix, AZ on Oct. 14, 2013. As marketers, we are constantly trying to figure out how we can best tell our story to our intended audience. We want our audiences to take …

Presentation at #BOLO2013 in Phoenix, AZ on Oct. 14, 2013. As marketers, we are constantly trying to figure out how we can best tell our story to our intended audience. We want our audiences to take an action – share, buy, pass along. We have more access to our audiences in multiple ways today, and so our conversion metrics on every story are changing constantly. So, are you providing enough value to your audience to get them to convert? Are you providing enough with your story to make the audience exchange their value in return? This presentation examines the value needed today to get your audience to take that next step.

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  • Today, we are creating content at a rate that has never been seen before in human history.
  • I could load everyone up with stats on why Content Marketing is growing, and the rate that it’s growing, but we all know the saying that “Content Is King” OK, we get that….now let’s move on.
  • We have to look at the consumer and the business today. We need to look at all of the influences that the consumer has today (whether that consumer is a B2C consumer or a B2B consumer). We need to think about how the content that we are creating reaches that consumer AND what content / influence gets that person to take an action and start a conversation with the business.
  • Today, good content can create influence that is passed along. This content only creates authority with the consumer if that conversation is started in an organic way.
  • So, what kind of content is the most effective at sparking that conversation? Interestingly, Outsell looked at this in their 2013 Advertising and Marketing study. What they found is that on both the B2C and B2B side, the art of PR (creating a story that others want to regale, re-tell, or share – which is a very broken down definition of PR) is not only one of the most effective components in the marketing mix, but it is also one of the most cost-effective and efficient forms of marketing.
  • This is the traditional marketing funnel.
  • However, the marketing funnel no longer looks like we are used to. Today, it is said that anywhere from 60% to 80% of the buying process is completed before a consumer ever contacts the company. Today, with search, our audience don’t follow the typical path. They come into our marketing funnels at several points along the way, and they choose where they go next. So my question is if we created that call to action for them so that the knew what we wanted them to do next?
  • More advanced/sophisticated content strategies should map to “desired outcome”
  • Now, this is my idea of a marketing funnel.
  • Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency.  The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
  • Before you go any further, the first step is making sure that you know the answers to a few key questions. First, it’s crucial to know who you are trying to reach. And the more specific, the better your communications campaign will be. Rather than Millennials, how about 25-30 year olds living in major cities who care about the environment?
  • Map content to the buying stage {keep it short}
  • Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
  • Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
  • Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
  • Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
  • Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
  • Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
  • Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
  • Content must be mapped to business objectives – whether you are simply looking to position yourself as a thought leader or you are looking to drive more tangible results, your content strategy must support your business objectives so that you are driving results that will have an impact on your organization.  
  • Content must be appealing – If your content isn’t interesting, engaging, useful or appealing to your audience, they won’t care. They won’t read it; they won’t share it; they won’t act on it. It will just be more noise.  

Transcript

  • 1. Image Source: http://flic.kr/p/f9gHDf @mpranikoff #BOLO2013
  • 2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff @mpranikoff #BOLO2013
  • 3. @mpranikoff #BOLO2013
  • 4. @mpranikoff #BOLO2013
  • 5. @mpranikoff #BOLO2013
  • 6. @mpranikoff #BOLO2013
  • 7. 90% Consumer Rates Method More Effective 80% Own Sites Email 70% PR Own Social Consumer Conferences Exhibitions Search Ads on Social Nets 60% Own Events Custom Print Direct Mail Print Magazines Print Newspaper 50% General Sites 40% B2B Rates Method More Effective Virtual Exhibitions Smartphones Collateral Print Directories Sponsorship Tablets Webinars 30% Topic Specific Sites Vertical Search 20% Blue = Digital, Orange = Traditional 10% 10% 20% 30% 40% 50% 60% B2B @mpranikoff 70% 80% 90% Source: Outsell 2013 Advertising and Marketing Study #BOLO2013
  • 8. @mpranikoff #BOLO2013
  • 9. @mpranikoff #BOLO2013
  • 10. @mpranikoff #BOLO2013
  • 11. Source: http://flic.kr/p/crZSBm @mpranikoff #BOLO2013
  • 12. BRAND AUDIENCE Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement @mpranikoff #BOLO2013 Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp.
  • 13. “ Robert Cohen, VP Global Retail Source: http://www.businessweek.com/articles/2013-10-03/patagonias-robert-cohen-on-the-retailer-customer-relationship @mpranikoff #BOLO2013
  • 14. @mpranikoff #BOLO2013
  • 15. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #BOLO2013
  • 16. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #BOLO2013
  • 17. @mpranikoff #BOLO2013
  • 18. @mpranikoff http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919 #BOLO2013
  • 19. 89% 90% Global Average – 92% 94% 92% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #BOLO2013
  • 20. 44% 52% Global Average – 58% 58% 73% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #BOLO2013
  • 21. 48% 61% Global Average – 58% 58% 69% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #BOLO2013
  • 22. @mpranikoff #BOLO2013
  • 23. Source: Stefanos Karagos: Visual Content Rules The World @mpranikoff #BOLO2013
  • 24. @mpranikoff #BOLO2013
  • 25. * The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012 @mpranikoff #BOLO2013
  • 26. Source: http://flic.kr/p/aavRAC @mpranikoff #BOLO2013
  • 27. “ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff #BOLO2013
  • 28. “ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff #BOLO2013
  • 29. Source: Stefanos Karagos: Visual Content Rules The World @mpranikoff #BOLO2013
  • 30. Source: Stefanos Karagos: Visual Content Rules The World @mpranikoff #BOLO2013
  • 31. Source: Stefanos Karagos: Visual Content Rules The World @mpranikoff #BOLO2013
  • 32. Thought leadership and entertainment to build brand and awareness Research data, funny videos, curated lists, infographics, thought leadership Tools that help buyers find you when they are looking for solutions Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Company-specific information to help evaluate and reaffirm selection Pricing, demos, services information, 3rd party reviews, customer case studies Source: Marketo @mpranikoff #BOLO2013
  • 33. @mpranikoff #BOLO2013
  • 34. @mpranikoff #BOLO2013
  • 35. @mpranikoff #BOLO2013
  • 36. State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013
  • 37. State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013
  • 38. State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013
  • 39. State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013
  • 40. State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013
  • 41. $1M @mpranikoff $1M #BOLO2013 $1M
  • 42. @mpranikoff #BOLO2013
  • 43. @mpranikoff #BOLO2013
  • 44. @mpranikoff #BOLO2013
  • 45. @mpranikoff #BOLO2013
  • 46. @mpranikoff #BOLO2013
  • 47. Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting @mpranikoff #BOLO2013
  • 48. Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg