More Related Content Similar to Campaigns are dead - long live content. (20) More from John Watton (20) Campaigns are dead - long live content.1. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Campaigns are dead - long live content.
John Watton, CMO, ShipServ
11 November, 2010
2. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
I will cover…
• A bit about me
• A bit about ShipServ
• Campaigns
• What we’ve done
• 6 recommendations
5. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
A bit about ShipServ
• E-marketplace. $3.3bn in spending power
• Connect buyers & sellers of commercial ship supplies
• Flexible monetisation model
– Some Freemium elements
– Buyer Subscriptions
– Seller listings and advertisements
• Go-to-market approach
– Regional Field sales (10+)
– Philippines-based telesales team (60+)
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The tradition…
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Based on
• Big ideas
• Orchestrating execution within a certain timescale
• Fiscal years
• Broadcast
• Creative led
• Switch on / switch off
• Execution when its convenient for marketing (i.e. us)
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What’s changed
• Continual conversation vs. broadcast
• Its more expensive to delete than create
• Consumers now take part in lots of small acts (like
sharing, liking and rating content)
• Success is about leveraging an eco-system that
engenders many little big ideas, that cumulatively create
something truly unique and special
• The customer owns the timing
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What’s needed
• Always-on mindset
• A “living” content platform
• A nurturing approach to generating leads
• Campaigns = themes
• Consistency
• Content-led
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Data Platform
Content &
Distribution
Social
Sharing
The tools of the trade
13. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Creating the right content
• Has to pass a higher bar than ever before
• What passes that test?
– Information that a buyer believes will
• Save a fortune
• Make a fortune
• Keep him in his job
• Keep him out of jail
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Getting more “2.0”
FROM
• Impersonal
• Shout
• Sell
• Persuade
• Instruct
• Product Vendor
• Promote
TO
• Personality
• Listen
• Nurture
• Participate
• Inspire
• Trusted service
• Entertain
From “We USE ShipServ” to “We’re MEMBERS OF ShipServ”
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Our content marketing plan v1.0
• Content and micro-content around calendared themes
• Promote and distribute the content through low cost online
media – especially social media like LinkedIn and feeding the
Twitter account with blog posts, social releases, etc.
• SEO keyword planning and site and landing page optimization
• Creating a LinkedIn Group as a community hub and
encouraging membership
• Exploitation of five other maritime groups on LinkedIn (who
together have over 11,000 members)
• Viral videos to lighten the conversation
• Marketo lead nurturing and lead scoring to track visitor
behaviour and create sales-ready leads
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Our content marketing plan v2.0
• Started with big themes
• PLUS quickly incorporated
– Short company news & updates
– Pimping our own content
– “Bigging up” customers, partners, etc
– “Come and meet us”
– “Hey we’re people just like you”
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Publish once. Distribute many.
web
RSS
Linkedin
twitter
facebook
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“Splash and drip” – using content to nurture leads
Month 1 Month 2
Tip #1 ……Tip #2………#3……...#4…...…#5…...…#6…..…#7….…#8..…..Tip #9
Month 12
12 month campaign
Promotion & download
Blog
Newsletter
eBook
Lead nurturing
Lead scoring
Sales intelligence
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Sfdc Win report
Always on
Thought
Leadership
Piece
1972901182
Solutions
Overview
Video
Downloads
Piece
Product
Overview
Visits web
page Pass to Sales
Requests
Callback
1726
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Meet Rex
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Sfdc Win report
Adapt & extend
Thought
Leadership
piece
Solutions
Overview
Video
Downloads
Piece
Product
Overview
Visits web
page Pass to Sales
Requests
CallBack
941
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The benefits
• Speed – to respond to timely stuff
• Informality – lets us be more human
• Engagement – elicits comment & feedback
• Connectedness – ease of linking to (and co-opting)
anything on the web
• Social Media fodder – something to tweet or link to from
LinkedIn, etc
• SEO mojo
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6,406 people have read our blog in 12 months#readers
Weeks
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6 recommendations
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1. Think long term
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2. Go micro
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3. Leave your (digital) fingerprints everywhere
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4. Get into a routine
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5. Re-pimp your content
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6. Be consistent
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Thank You
jwatton@shipserv.com / @jwatton