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Thought Leadership, Robin Tooms, Savage Brands
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Thought Leadership, Robin Tooms, Savage Brands


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  • 1. SAVAGE Online Strategies for Thought Leadership Marketing 1
  • 2. Why Thought Leadership? To have you or your company be perceived as a trusted advisor or resource Really about providing valuable information Establishing a positive reputation Set yourself apart Be “vertically famous” 2 2
  • 3. Why Online? Be where the conversations are. Help fix your audience’s “filter problem.” Low barriers to entry A great equalizer (no “big company” advantage) 3 3
  • 4. First, Get Involved Research and Listen - Who is in the space already? - What are they saying? Join the - What do your customers say? BIG THREE Build a listening post Subscribe to industry blogs/ Twitter group and know what’s LinkedIn happening in your industry Facebook Participate in conversations Comment, answer questions, repost 4 4
  • 5. Next, Think About the Outcome Is there a position or “space” you want to own? If it works, then what... Figure out what results you want, and put the measurements in place now 5 5
  • 6. Find your “Hotspot” Your expertise, differentiator Brand Your Hotspot Position Audience Brand needs Experience What is your Busy clients = personality? information filter problem Tone of voice? 6 6
  • 7. Find your “Hotspot” Credible Authentic Valuable Timely 7 7
  • 8. Effective Programs This is all part of an integrated program, so you can and should consider: – PR/Media strategy: establish relationships, position yourself as a resource – Speaking opportunities and authorship But for today we’re focusing on online 8 8
  • 9. The Online Strategy A different kind of online “marketing funnel” Micro Social Website blogs Networks E-mails SEO/SEM Blog Your blog is the “hub” 9 9
  • 10. Blog: Why the Hub? ATTRACT The right audience INFORM With valuable information ENERGIZE A call-to-action RESPOND And listen RETAIN By building loyalty, trust 10 10
  • 11. Blog: Why the Hub? It’s the most dynamic – provides the best balance of content depth and timeliness Grow your traffic (and search rankings) A more engaged community Establish your brand with rich media Offer better service and responses Initiate more sales 11 11
  • 12. Online Channels Communities and networks: join, comment Blogs and microblogs: encourage dialogue (listen to customers) E-mails, E-newsletters (show solutions) Websites: publish papers, webinars, presentations, podcasts, research SEO/SEM 12 12
  • 13. Networks: Use Groups Strategically Think shared interest group instead of a company group – Provide topics for open-ended discussions – Post relevant news and information (linking back to your blog as needed) Key is to find a topic that you have expertise in that your customers would have an interest in too 13 13
  • 14. Microblogs: Have a “Follower” Strategy Build your Twitter “followers” – Media – Other thought leaders – Industry organizations Follow those you want to engage with Those you follow likely will follow you back 14 14
  • 15. E-mails: Ubiquitous and Useful E-mails/E-newsletters – Case Studies – Industry comment Add a tagline to all emails with your social media links to feed your funnel 15 15
  • 16. Examples Thought Leadership in Action 16
  • 17. Thought Leadership in Action Accenture – Thought leadership should be integrated into your company culture – Make innovative thought easily accessible – Give employees freedom of speech 17 17
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  • 21. Thought Leadership in Action TED Conference – Share the spotlight with other thought leaders by bringing them into your sphere – Think big – Focus on the future rather than commenting on the past 21 21
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  • 23. Thought Leadership in Action English Cut – What seems mundane or ordinary can be of great interest to those on the outside – Letting people into your world helps them understand the processes, complications and obstacles you encounter, making them more understanding and appreciative of your work – People begin to regard you as the go-to resource for all things related to your industry 23 23
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  • 25. Thought Leadership in Action Cisco – Pay attention to timely news and think about how it affects your customers – Support your customers’ success – Incorporate video to more deeply engage readers 25 25
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  • 27. Thought Leadership in Action Stormhoek Wine – Partner with the big names – Give away product for publicity – Differentiate yourself from your competitors by connecting with your audience in a new way 27 27
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  • 29. Thought Leadership in Action Rohit Bhargava – Do more than comment on existing content; generate new concepts – Share the credentials that make you a credible thought leader – Utilize a variety of outlets to share content 29 29
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  • 33. Final Advice Clarity, Commitment and Consistency! – It’s more difficult to maintain your visitors – Resist the temptation to market – Don’t write about yourself – write about your customers and your industry Always be giving (and generous with your ideas – to a point) There will be new channels, so add to the funnel but keep your “hub” intact 33 33
  • 34. Thank You 34