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Stop Talking about Yourself! Listen, Analyze and Publish Joe Pulizzi Co-Author,  Get Content Get Customers Founder, Junta42
Hi! I’m Joe Pulizzi (@juntajoe) <ul><li>Evangelist, speaker, author for content marketing – why marketers need to be publi...
Let’s Start Off with Some Questions
Most Content Revolves Around <ul><li>New Programs </li></ul><ul><li>New Products </li></ul><ul><li>New Services </li></ul>...
How Most of Your Content is Developed
 
<ul><li>Who Cares? </li></ul>
 
 
What this is all about… <ul><li>Deliver valuable, relevant and compelling content to your customers on a consistent basis....
Telling Relevant Stories <ul><li>A Blog </li></ul><ul><li>White Paper Series </li></ul><ul><li>eBooks       </li></ul><ul>...
Your Knowledge Their Needs
Start Thinking Like a Publisher <ul><li>Think of customers like readers. What do they need to know to be successful?  What...
The Big Shift <ul><li>FirstEnergy is a diversified energy company headquartered in Akron, Ohio. Its subsidiaries and affil...
The Big Shift <ul><li>Now… </li></ul><ul><li>The energy solutions provider for XYC Community. </li></ul>
Listen Carefully!
Making Sense out of the Noise <ul><li>Listen in the right places. </li></ul><ul><li>Choose your words and phrases carefull...
Image from Story Worldwide
Are you listening?
Are you listening?
Are you listening?
Search.twitter.com
 
 
 
 
Not Listening <ul><li>If you are not listening, how can you develop helpful information for your customers? </li></ul>
Analyze… Create the Strategy… Publish… Share and Spread...
FANS FOES
 
 
 
 
 
 
<ul><li>Does this make it easy? </li></ul>
Remember, it’s not about you! <ul><li>It’s About Them! </li></ul><ul><li>They want solutions to their problems. </li></ul>...
Your Ideas Spread! <ul><li>Position yourself as the trusted solutions provider for your industry and people will spread yo...
Join in and Speak Up
What if…a helpful Video Series
What if…Everything about Energy
What if…a Weekly Energy Update
What if…an Energy slideshare Channel
What if…Easy-to-use Free Web App
What if…a Twitter Tips Channel
What if…a Facebook Movement
Yes, the Blog
What if? <ul><li>What if your customers saw your company as the industry thought leader?  </li></ul>
What if? <ul><li>What if they signed up for your enewsletters and other marketing because they were interested in what you...
What if? <ul><li>What if your customers spread your content to prospects for you - essentially becoming your marketing dis...
Questions? Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com Blog: blog.junta42.com Book Site: www.getconte...
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Social Media and Content Marketing for Utility Companies

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Originally presented by Joe Pulizzi at the Esource Forum in 2009, this presentation gives an overview of content marketing, and provides ideas for how utility/energy companies need to be thinking like publishers to create customer champions.

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  • How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • People, for the most part, only care about themselves. Their problems, issues, challenges. The same goes for your marketing today.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • And now we are back to publishing relevant stories using these kinds of tools.
  • Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
  • Our goal today is to be the trusted expert for our customers. That’s how we will grow our businesses.
  • 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • Find
  • Your content should NOT be about you, your company or your products and services. That’s the content marketing difference.
  • 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • So, what do you have to do? Ask this question before, during and after the content creation process. &amp;quot;How can our business help their business be more successful?&amp;quot; While the “Strategic” component of your content relates directly to your business, the “Behavioral,” “Essential,” and “Targeted” components are all about your reader. Place your B.E.T.s Demographics : What generation are they a part of? How comfortable are they with technology? How are they used to getting information? What are their trust issues? Psychographics : Are they in a logical or emotional frame of mind? How much information do they need? What calls to action will spur interest? How immediate is their need? Their Story : Why are they coming to your at this particular time? What’s their motivation? What problem are they trying to solve? What pain are they trying to erradicate? Are they new or returning visitors? Your Offering : How will you guide them toward solving their problem?
  • Your content should NOT be about you, your company or your products and services. That’s the content marketing difference.
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • Transcript of "Social Media and Content Marketing for Utility Companies"

    1. 1. Stop Talking about Yourself! Listen, Analyze and Publish Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42
    2. 2. Hi! I’m Joe Pulizzi (@juntajoe) <ul><li>Evangelist, speaker, author for content marketing – why marketers need to be publishers. </li></ul><ul><li>Founder and Chief Content Officer for Junta42 </li></ul><ul><li>Co-author of Get Content Get Customers (McGraw-Hill) </li></ul><ul><li>Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company </li></ul>
    3. 3. Let’s Start Off with Some Questions
    4. 4. Most Content Revolves Around <ul><li>New Programs </li></ul><ul><li>New Products </li></ul><ul><li>New Services </li></ul><ul><li>Company Promotions/Changes </li></ul><ul><li>Investor Updates </li></ul>
    5. 5. How Most of Your Content is Developed
    6. 7. <ul><li>Who Cares? </li></ul>
    7. 10. What this is all about… <ul><li>Deliver valuable, relevant and compelling content to your customers on a consistent basis. </li></ul>
    8. 11. Telling Relevant Stories <ul><li>A Blog </li></ul><ul><li>White Paper Series </li></ul><ul><li>eBooks      </li></ul><ul><li>Case Studies </li></ul><ul><li>Vertical Search </li></ul><ul><li>Content Microsites/Portals </li></ul><ul><li>Online Quizzes </li></ul><ul><li>Digital Magazines </li></ul><ul><li>Community Forums </li></ul><ul><li>eNewsletters </li></ul><ul><li>Variable eNewsletters </li></ul><ul><li>eZines </li></ul><ul><li>Podcasts </li></ul><ul><li>Audio Books </li></ul><ul><li>Vodcasts </li></ul><ul><li>Video Portals   </li></ul><ul><li>Website RSS Feeds </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Webcasts/Webinars </li></ul><ul><li>Virtual Trade Shows </li></ul><ul><li>Online Games </li></ul><ul><li>Twitter Channel </li></ul>
    9. 12. Your Knowledge Their Needs
    10. 13. Start Thinking Like a Publisher <ul><li>Think of customers like readers. What do they need to know to be successful? What are their pain points? </li></ul>
    11. 14. The Big Shift <ul><li>FirstEnergy is a diversified energy company headquartered in Akron, Ohio. Its subsidiaries and affiliates are involved in the generation, transmission and distribution of electricity, as well as energy management and other energy-related services. Its seven electric utility operating companies comprise the nation's fifth largest investor-owned electric system, serving 4.5 million customers within 36,100 square miles of Ohio, Pennsylvania and New Jersey; and its generation subsidiaries control more than 14,000 megawatts of capacity.  </li></ul>
    12. 15. The Big Shift <ul><li>Now… </li></ul><ul><li>The energy solutions provider for XYC Community. </li></ul>
    13. 16. Listen Carefully!
    14. 17. Making Sense out of the Noise <ul><li>Listen in the right places. </li></ul><ul><li>Choose your words and phrases carefully. </li></ul><ul><li>Figure out where you should be spending your time. </li></ul>
    15. 18. Image from Story Worldwide
    16. 19. Are you listening?
    17. 20. Are you listening?
    18. 21. Are you listening?
    19. 22. Search.twitter.com
    20. 27. Not Listening <ul><li>If you are not listening, how can you develop helpful information for your customers? </li></ul>
    21. 28. Analyze… Create the Strategy… Publish… Share and Spread...
    22. 29. FANS FOES
    23. 36. <ul><li>Does this make it easy? </li></ul>
    24. 37. Remember, it’s not about you! <ul><li>It’s About Them! </li></ul><ul><li>They want solutions to their problems. </li></ul><ul><li>Fast, easy, painless, helpful </li></ul><ul><li>AND consistent! </li></ul>
    25. 38. Your Ideas Spread! <ul><li>Position yourself as the trusted solutions provider for your industry and people will spread your content. </li></ul>
    26. 39. Join in and Speak Up
    27. 40. What if…a helpful Video Series
    28. 41. What if…Everything about Energy
    29. 42. What if…a Weekly Energy Update
    30. 43. What if…an Energy slideshare Channel
    31. 44. What if…Easy-to-use Free Web App
    32. 45. What if…a Twitter Tips Channel
    33. 46. What if…a Facebook Movement
    34. 47. Yes, the Blog
    35. 48. What if? <ul><li>What if your customers saw your company as the industry thought leader? </li></ul>
    36. 49. What if? <ul><li>What if they signed up for your enewsletters and other marketing because they were interested in what you had to say, and thought it could positively impact their lives? </li></ul>
    37. 50. What if? <ul><li>What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm? </li></ul>
    38. 51. Questions? Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe
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