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TheMADMEN      GUIDE
LET’S BEGIN WITH YOUR
LET’S BEGIN WITH YOURCOMPANY
YOURCOMPANYHAS DEEP EXPERTISE
BUT NO MEANS TO SHARE IT
THEY MAY NOT HAVE THERIGHT TOOLS
Like himOR THE SOCIAL EXPERTISE
SO IF YOU WANT TO BE YOURINDUSTRY’STHOUGHT LEADER…
GREAT CONTENT
“OKAY BRASS TACKS…WHO BUYS OUR PRODUCTS?”                     - DON DRAPER
“WE NEED TO BEASKING OURSELVES     WHAT DO OUR      CUSTOMERS     WANT                      ?                    - DON DRA...
THEN CREATE A COMPELLING STORY
INVEST    IN THIS STEP
WHAT TYPE OFCONTENT ISCOMPELLING?
THE LIST: EASILY DIGESTEDCONTENT FOR IMPATIENT       CONTESTS: COMPETITIONINTERNET USERS              CREATES BUZZ THE VIR...
HOW DO YOU KNOW ITS    COMPELLING
EMOTIONALCONNECTION
“YOU DON’T DANCE?OR YOU DON’T DANCE WITH ME?”                     - KEN COSGROVE
YOUR STORYAND CONTENTMUST CREATEAN EMOTIONAL  REACTION
THAT REPEATED    OVER TIME   CREATES AN    EMOTIONAL                   BOND                WITH YOUR TARGET               ...
NOTTHIS
HOW DO YOU CONNECT   EMOTIONALLY
YOUR                COMPANYVALUES         UNIQUENESS
CONTENTON APPROPRIATE CHANNELS
“AT SOMEPOINT, WE’VEALL PARKED INTHE WRONGGARAGE”
WHERE DO  YOURCUSTOMERSHANG OUT?
WHAT SOCIALCHANNELS DO THEY USE?
WHO ARE THE CURRENT THOUGHT LEADERS?
WHAT TOOLS ARE COMPANIES USING            NOW?
THE HIGH LEVEL PROCESS        STORY       EMOTION
IT SHOULD END UP ASGOOD AS THIS SCENE
SO CREATE THE PLAN AND HIRE     THE RIGHT ‘A’ TEAM
CONNECT WITH MARK FIDELMAN
The MadMen Guide to Thought Leadership
The MadMen Guide to Thought Leadership
The MadMen Guide to Thought Leadership
The MadMen Guide to Thought Leadership
The MadMen Guide to Thought Leadership
The MadMen Guide to Thought Leadership
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The MadMen Guide to Thought Leadership

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Why I chose MadMen? Quite simply, the show creates great stories, imagery,use of language, delivery, and characters.

This was a presentation I prepared for the Professional Convention Management Association (PCMA).

Published in: Business, Technology
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Transcript of "The MadMen Guide to Thought Leadership "

  1. 1. TheMADMEN GUIDE
  2. 2. LET’S BEGIN WITH YOUR
  3. 3. LET’S BEGIN WITH YOURCOMPANY
  4. 4. YOURCOMPANYHAS DEEP EXPERTISE
  5. 5. BUT NO MEANS TO SHARE IT
  6. 6. THEY MAY NOT HAVE THERIGHT TOOLS
  7. 7. Like himOR THE SOCIAL EXPERTISE
  8. 8. SO IF YOU WANT TO BE YOURINDUSTRY’STHOUGHT LEADER…
  9. 9. GREAT CONTENT
  10. 10. “OKAY BRASS TACKS…WHO BUYS OUR PRODUCTS?” - DON DRAPER
  11. 11. “WE NEED TO BEASKING OURSELVES WHAT DO OUR CUSTOMERS WANT ? - DON DRAPER
  12. 12. THEN CREATE A COMPELLING STORY
  13. 13. INVEST IN THIS STEP
  14. 14. WHAT TYPE OFCONTENT ISCOMPELLING?
  15. 15. THE LIST: EASILY DIGESTEDCONTENT FOR IMPATIENT CONTESTS: COMPETITIONINTERNET USERS CREATES BUZZ THE VIRAL VIDEO: WILL IT BLEND THE INFOGRAPHIC: VISUALIZING DIFFICULT OR COMPLEX INFORMATION CONTROVERSY: THE THIRD RAIL OF VIRAL MARKETING THE EXPERT ARTICLE OR HOW-TO GUIDE HIGH-TECH CONTENT: APPS AND WIDGETS
  16. 16. HOW DO YOU KNOW ITS COMPELLING
  17. 17. EMOTIONALCONNECTION
  18. 18. “YOU DON’T DANCE?OR YOU DON’T DANCE WITH ME?” - KEN COSGROVE
  19. 19. YOUR STORYAND CONTENTMUST CREATEAN EMOTIONAL REACTION
  20. 20. THAT REPEATED OVER TIME CREATES AN EMOTIONAL BOND WITH YOUR TARGET AUDIENCE
  21. 21. NOTTHIS
  22. 22. HOW DO YOU CONNECT EMOTIONALLY
  23. 23. YOUR COMPANYVALUES UNIQUENESS
  24. 24. CONTENTON APPROPRIATE CHANNELS
  25. 25. “AT SOMEPOINT, WE’VEALL PARKED INTHE WRONGGARAGE”
  26. 26. WHERE DO YOURCUSTOMERSHANG OUT?
  27. 27. WHAT SOCIALCHANNELS DO THEY USE?
  28. 28. WHO ARE THE CURRENT THOUGHT LEADERS?
  29. 29. WHAT TOOLS ARE COMPANIES USING NOW?
  30. 30. THE HIGH LEVEL PROCESS STORY EMOTION
  31. 31. IT SHOULD END UP ASGOOD AS THIS SCENE
  32. 32. SO CREATE THE PLAN AND HIRE THE RIGHT ‘A’ TEAM
  33. 33. CONNECT WITH MARK FIDELMAN

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