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My presentation for #ISFSU 40th year celebration, explaining how I used instructional design principles to design a successful content marketing program (#backupu).

My presentation for #ISFSU 40th year celebration, explaining how I used instructional design principles to design a successful content marketing program (#backupu).

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  • Images viahttp://www.graphicsfuel.com/2013/03/popular-social-media-icons-psd-png/https://www.flickr.com/photos/wolfworld/301264773/https://www.flickr.com/photos/tinker-tailor/4284883477
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  • Source: http://www.slideshare.net/RishiDave/130916-why-investing-in-content-should-be-1-priority-by-rishi-dave
  • http://contentmarketinginstitute.com/what-is-content-marketing/

Learning is everywhere Presentation Transcript

  • 1. In Instruction is everywhere
  • 2. What does a product marketer do, and what does that have to do with ISD? What is content marketing? Dell Data Protection’s Backup.U program – example of content marketing guided by ISD principles.
  • 3. • FSU Alum • 2001 (Information Studies) • 2010 (Instructional Systems) • I live in Austin TX • I blog, listen to live music, garden, can, and hang out with Fred the Dog me Fred the Dog
  • 4. I’m a Product Marketing Manager at Dell
  • 5. What does a Product Marketing Manager do Evangelize the product – internally and externally Orchestrate outbound product launch activities Train sales
  • 6. Getting a software product to market takes a team Product marketing manager PR AR Channel marketing Digital marketing Customers Product manager Engineering Legal Support Business Develop ment Program manager Build and release management Engineering
  • 7. I’m an educator! And a techie!
  • 8. Isn’t marketing just training your customers about your product?
  • 9. How do customers know they have a need?
  • 10. How do companies know their product’s capabilities matter to customers?
  • 11. Customers fill over half of their need for information before they ever speak to a company. . Due diligence = self-learning to fill an identified need using products, services, or companies
  • 12. What is content marketing
  • 13. • Creating & distributing valuable, relevant and consistent content to attract & acquire a clearly defined audience • Objective: driving profitable customer action Source: Content Marketing Institute
  • 14. What is instructional design & technology?
  • 15. • The analysis of learning & performance problems • The design, development, implementation, evaluation, & management of instructional & non-instructional processes & resources; • Using systematic instructional design procedures & instructional media. Source: Trends and Issues in Instructional Design and Technology, 2nd Edition
  • 16. Using ISD principles to create a content marketing program Dell Data Protection’s Backup.U
  • 17. Analysis • What do customers need? • What can my product offer?
  • 18. Backup.U Goal: Create a thought leadership program to teach customers how to evaluate and purchase data protection products
  • 19. Design • What do customers need to know to understand my offer? • Do customers understand the required underlying concepts? • Does this content already exist? How will customers access the content? • How will this be measured? • What other teams need to be involved?
  • 20. Monthly backup topics Live online • Webinar • Google+ Hangout Worksheets based on topic Links to other info on topic (not product centric) Discussions in social spaces • LinkedIn • Twitter • Facebook • Community Data Protection Fundamentals Data Protection for Applications Data Protection for Virtualization Data Protection for Cloud Data Protection for Hybrid Environments Crowd-sourced Data Protection Topic
  • 21. Development • Create the content • Create delivery mechanisms • Set up required measuring devices
  • 22. Content • Downloadable content from an outside expert - book chapter • Webinar and G+ hangout outlines, recorded videos • Worksheets • Blog posts Delivery • Email • Social media Measuring devices • Leads generated • Social media growth • Downloads/visits
  • 23. Implementation • Company: Listen, engage, act consultatively • Customer: Directs, controls interaction with content
  • 24. Customer interaction • Do I attend live event? Do I ask questions (participate) or lurk? • Do I watch recorded videos? Download additional content? • Do I engage (talk to account manager, email, interact in community?) Company interaction • Creates content based on gaps between customer need and product capabilities • Responds to further requests for information - in venue preferred by the customer
  • 25. Evaluation • Are customers more informed about your product offer? • Asking sales better questions • Less level one support questions • What have you measured? • Are sales up?
  • 26. Results 8 live events attended by 781 participants 4 data protection topics covered Confidential31 4/25/2014 710,400 social media reach obtained 249% increase in mentions, 143% increase in impressions, 407% increase followers (YouTube, G+, Livestream) Results: unexpected pipeline from 2 events 3:1 ROI
  • 27. A D D I E
  • 28. Think big. Think different. Connect all.
  • 29. Connect with me! http://ginaminks.com/wordpress http://software.dell.com/backupu http://en.community.dell.com/techcenter/data-protection @gminks http://about.me/gina.rosenthal