The Dark Art of Digital Influence Demystified
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The slide deck I'm using for the April 8, 2014 San Antonio Online Marketing meetup group.
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The Dark Art of Digital Influence Demystified
- 1. The Dark Art of Digital Influence Demystified The Story of an Accidental Content Strategist
- 6. Who am I?
- 8. Joseph Palumbo Blogger/Podcaster Minimalist Startup Mentor Corporate Entrepreneur Technology Evangelist
- 12. Let me tell you a story…
- 18. Why aren’t customers using our content?
- 27. Content is hard!
- 34. Content = Clout
- 37. • Defines how you’re going to use content to meet your business goals and satisfy your users’ needs! • Guides decisions about content from creation to deletion! • Sets benchmarks against which to measure the success of your content! • Aligns multiple teams of content creators! • Extends beyond the website
- 38. • Target Audiences: Who do you want to engage in conversation and why? ! • Messaging: What do you want those target users to know, learn or get from your content? ! • Channels: What channels are used to deliver content? • Workflow/Governance: How is content created, maintained and managed?
- 42. Messaging • Messages vs Messaging • Message are not meant to be content • Define a message hierarchy
- 44. 1. Technology + Design = Better Life! ! 2. SA is a tech city! ! 3. Minimalism is cool
- 47. Tactics change, but a good core strategy stays consistent
- 48. How do I create influential content?
- 49. clout (noun) 1. influence or power, esp. in politics or business ! 2. a heavy blow with hand or a hard object
- 50. Phases of Clout RAISE AWARENESS You can’t influence people who don’t know about you. Show who you are, what you stand for and what you can offer. Focus on the “About Me” (Like I did at the beginning of this presentation) ! BECOME LIKED AND TRUSTED Web content needs to demonstrate personality, values, expertise credibility Start focusing on your customers and help them identify with you ! MOTIVATE, INSPIRE AND HELP ACTION Content needs to clearly define the action and associated benefits. Content should guide people through the action itself.
- 52. context (noun)! The circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed
- 53. Elements of Context Results What do you need to do? ! Users Who are you trying to reach? ! Brand How people see you? ! Timing What’s going on ! Forum Where is it happening?
- 55. Result ActionAttitude Likeability Trust Awareness Motivation Ability Trigger BJ Fogg’s ! Behavior Model
- 56. Result ActionAttitude Likeability Trust Awareness Motivation Ability Trigger Do users like or identify with you and what you stand for?
- 57. Result ActionAttitude Likeability Trust Awareness Motivation Ability Trigger Do users find you credible or and trustworthy, especially regarding what you stand for?
- 58. Result ActionAttitude Likeability Trust Awareness Motivation Ability Trigger Do users know who you are and what you stand for?
- 59. Result ActionAttitude Likeability Trust Awareness Motivation Ability Trigger Do users want to take the action you want them to take?
- 60. Result ActionAttitude Likeability Trust Awareness Motivation Ability Trigger Can users take the action easily?
- 61. Result ActionAttitude Likeability Trust Awareness Motivation Ability Trigger What will inspire users to take action now?
- 62. Audience • Be super specific • Develop personas • Identify multiple customer types • Existing vs Potential
- 63. Characteristics Description Demographics Age, income, race, education, sex, occupation, location Behaviors What are they already doing? Where are they already going? Expectations User’s notions of how things should work? What they think is good. Role Functions within an organization Values User’s individual, community and cultural beliefs Disposition Perceptions of your brand, topic, idea and more Personas Predefined categories created just for your organization
- 67. Who you want! vs! Who is there
- 70. Brand • Organization or Personal or both • Consistency is vital • Sometimes better to let your brand pick you
- 71. Timing • What’s going on in the world, community, industry • Gap between now and call to action (Priming) • How long will it take to influence your users?
- 72. Forum • So many to choose from!! • What’s your flagship? • Go to where your users are
- 73. Factors to consider when identifying what content you need… • Audience • Messaging • Topics • Purpose • Voice and Tone • Sources
- 74. Rhetoric
- 75. “The art,practice and study of human communication”
- 77. Credibility (Ethos)! Logic (Logos) ! Emotion (Pathos)
- 85. Credibility through content • Quality over time • Partners and Endorsements • Expert Contributions • Curated Content from Credible Sources • Site your sources • Brand History • Security and Privacy Cues
- 87. Credibility Guidelines • Say who you are and where you are located • Clearly distinguish sponsored content • Inform people of any fees, return policies, and other information important to making shopping decisions • Correct false, misleading or outdated content and have a policy if someone makes a purchase using incorrect content
- 88. Logic • Don’t generalize and beware of edge cases • Red Herrings • Don’t confuse cause with correlation • Be cautious with hyperbole • Beware of bandwagons
- 89. Emotion • Powerful, so handle with care • Users decide when it works (and doesn’t) • Best used through sensory detail
- 90. –Kenneth Burke, Rhetorician On Identification “Any of the wide variety of means by which an author may establish a shared sense of values, attitudes and interests with his readers.”
- 91. Identification • Overcoming differences, finding common ground • Key to attracting the right people • Superficial vs Deep • Know your audience
- 92. –Somebody who knows something about communication When you try reaching everyone, you risk reaching know one.
- 93. Not everyone is going to identify with you, and that’s OK.
- 95. How to identify with users • Persona/Character/Spokesperson (Rackspace) • User Generated Content (B&H Photo) • Cause Content (Tom’s) • Story • Us - Why we’re here, about our startup • Customers - How our customers use us
- 98. Context Rhetoric Psychology Principles of Content Strategy
- 99. psychology (noun) The scientific study of the human mind and its functions, esp. those affecting behavior in a given context.
- 101. Loss vs. Gain
- 102. Compare the the following two statements
- 103. If you improve your SEO you will gain 5,000 new customers each year
- 104. If you do not improve your SEO, your company will lose 5,000 new customers each year
- 109. Organization
- 110. Content Calendar
- 111. • Know what you’ve published and when • Track SEO keywords • Everything should adhere to the core strategy • Start prepping early, recruit interviews • Allows for effective use of priming
- 113. Evaluation
- 114. The question is not whether we have enough data, but which data is most useful
- 115. Data Driven Content?
- 116. A/B Testing
- 118. Quantitative Evaluation • Google Analytics + Branded Traffic
- 119. Focus Group
- 120. • Colleagues/Peers • Customer Advisory Group • Family/Friends • Mentors • Editorial Staff • Social Networks/Forums
- 126. • Be aware of tense and person • Use active, authoritative voice when possible,appropriate • Posts between 300 to 1000 words • This is not the SATs, leave fancy words at home • Write first, edit later
- 128. Create a style guide
- 129. • Writing Style (Person, Tense) • Format (Headings, Lists, Capitalization) • Context • Tone/Voice • Branding conventions • Visual/Technical • Forums/Channels
- 130. WHAT IS THE TRANSFORMATION? ! WHEN DOES THE USER DO IT? ! WHAT PROBLEM ARE YOU SOLVING? ! WHAT PROBLEM ARE YOU CREATING? ANSWER THESE QUESTIONS
- 133. Thank you.