IMC 462 Integrated Marketing Communications via Social Media Summer 2011 Class Session 3 Content Marketing and Community Building June 20 th 2011
Key Terminology <ul><li>Content Marketing- The sharing of informational assets with select audiences to educate and position a brand as a thought leader. </li></ul><ul><li>Thought Leadership - Distinct expertise in a given area- offering insight that cannot be obtained elsewhere or from other sources. </li></ul><ul><li>Enterprise Generated Content- As the name suggests, corporate produced content that will entice a specific audience to join a marketers’ community- it’s the lure! </li></ul><ul><li>Inbound Marketing- A pushed marketing message with the objective of pulling an audience back. </li></ul><ul><li>Outbound Marketing - Getting ‘found’ by those in your industry who are seeking information, shopping etc; involves setting up the website as a ‘hub’ and utilizing content and technology. </li></ul><ul><li>SEO- Search Engine Optimization- Process of improving search results- this considers what people search, how they search, identifies which terms to deploy- can be know as Organic Search or unpaid. </li></ul>
More Key Terminology <ul><li>SEM- Search Engine Marketing- Website promotion to increase search visibility that utilizes paid placements such as contextual advertising, paid placement and paid inclusion. </li></ul><ul><li>Edelman Trust Barometer- Annual survey by Edelman PR that gauges trust in government, NGO’s, business and media- results from 23 countries. </li></ul><ul><li>Word of Mouth Marketing- Unpaid promotions where customers directly share insight and information on positive (or negative) experiences. </li></ul><ul><li>Open Communities- Digital communities that offer membership/entry to the general populace- they may be moderated, require approval for membership and set standards of behavior. </li></ul><ul><li>Closed Communities or Walled Gardens- By invitation only- the community cannot be viewed by non-members. </li></ul>
Content Marketing? What came first the content or the market? This is a challenge for businesses and their marketing plans. If a business is going to assign its name to a given piece of content, it needs to be appropriate and achieve their objectives. This requires an investment of time, effort and resources. Just what are those objectives? Info from HiveFire’s Content Curation Adoption Survey 2011. For Discussion: In your professional lives what sorts of content is your organization producing? What are the goals?
Actually Marketing Content If you are taking the time to produce solid, credible premium content you need to make sure it will deliver the results you need. But what good is the content if there are not some guidelines to ensure marketing success? Here are some top line suggestions: Let’s talk about tailoring messages for specific networks. <ul><ul><li>Know your audience then: </li></ul></ul><ul><ul><li>Plan your content- brainstorming sessions </li></ul></ul><ul><ul><li>Create content that garners attention- digestible bites! </li></ul></ul><ul><ul><li>SEO- utilize keywords and phrases </li></ul></ul><ul><ul><li>Back links- within reason </li></ul></ul><ul><ul><li>Socialize your content- tailor key points to specific networks </li></ul></ul>
Open Communities or Walled Gardens? That depends. Each have their merits and limitations. This is an issue that social marketers face, and so will you as you begin thinking about your midterm. Let’s consider: <ul><li>Open Communities Tend to benefit from transparency: </li></ul><ul><li>Authenticity- develops to suit the direct needs of users </li></ul><ul><li>Sustainability- reflects the needs of the community in real time </li></ul><ul><li>Credibility- curation to reflect community needs </li></ul><ul><li>Gated Community Gaining by limiting: </li></ul><ul><li>Control size & cost of operation </li></ul><ul><li>Adhere to specifications- only recent product users etc </li></ul><ul><li>Incentives/offers- w/o attracting broad attention </li></ul><ul><li>Security- control membership </li></ul>Let’s discuss other examples and what you think of the merits of each.
Engagement Exercise- Quora-o-sity Having access to a rich base of insight is essential for any marketer. Especially those who are developing custom communities (that’s us). Wouldn’t it be useful to have access to research, insights etc on social media and communications? If you answered yes, then Quora is the solution for you! For an in class exercise, let’s get registered and begin asking some burning IMC related questions. Extra credit question: Is Quora an open or gated community?
The Client Selection Process <ul><li>Assignment feedback- where are we in this process? </li></ul><ul><li>Feedback on first assignment </li></ul><ul><li>Insights to share with the class </li></ul><ul><li>Response to Teradata ‘The Rivers’ (handout) </li></ul>