TOPICS 1. Content marketing. 2. Customer journey mapping. 3. Digital disruption in payments.

1. associations forum - Sydney member event
Digital Marketing – the next frontier
Presented by Tim Nicholas | Tue 2 Dec 2014

2. Topics
Content
Marketing
Customer
journey mapping
Digital
Disruption –
Payments &
mobility

3. Content marketing is…
Creating and distributing
valuable, relevant and
consistent content
to
attract and acquire a clearly
defined audience
with the objective of
driving profitable
customer action.

4. My content marketing strategy
Organic
search.
50
followers.
Digital
disruption
thought l’ship.
50 subscribers.
Promotion.
Publishing.
Digital mktg
thought l’ship.
1K+ subscribers.
Promotion.
Resource.
Connect.
2k followers.
Promotion.
Resource.
Connect.
Publishing.
Sharing.
700+ connections.
Promotion.
Resource.
Publishing.
40 followers.
Resource.
Sharing.
15 followers
Curate
content.
140 views
(FIFA World
Cup playlist)

5. What can be learnt from big brand’s
content marketing?
[Ann Handley, Chief Content Officer, Marketing Profs]
• Tell your bigger story
• Make it the ‘backbone’ of everything you
publish
• Cast your customer as the hero – not
your brand/org
• How does your brand/org live in people’s
world
• Reimagine content across different
formats, channels and platforms

6. Source:
https://gcn.civilservice.gov.uk/
wp-content/uploads/2014/05/Guide-
to-campaign-planning_May14_v2.pdf

7. Presenter
video
Audio/
podcasting
Infographic
Hard copy
report
Blogging Digital
brochure
How-to
video
EventPhotographs
Long-form
film

9. If Content is King…
Context is Queen

10. How to ensure ‘royal’ content
Develop a strategy
 Set goals; profile your audiences; select core messages;
embrace technology
Create your story: what you believe and do for others
✪ Cater to different audiences
✓ Setup editorial calendar
 Emphasis on visual content
⌫ Listen and learn; adjust course when necessary
≈ Set measureable outcomes; capture data;
report regularly

12. ‘Pathway to CA’

15. CJM WORKSHOP PROCESS
• Workshop participants must represent all people who interact with customers.
• Be open to every thought/idea/impression from every person in the room.
• Cover pre-purchase or post-purchase. It may be best to split into two workshops.
• Start by asking participants to write a CX statement. Close workshop by asking
them to write a new CX statement – discuss how they differ.
• Ensure CX statement written from customer’s POV (ie. in first person); include
emotive language and describe how your product/service delights the customer.
• Get agreement on ‘moments of truth’; the point in time where a prospect makes
the decision that moves them to the next stage. This will inform marcoms plans.
• Identify online & offline touchpoints; many customer journeys occur
simultaneously so ensure these are captured & understood.
• If there are multiple audiences, map their experiences separately; a homogenous
approach will ultimately fail.
• Capture customer’s rational & emotional experiences across all stages; focus on
emotional aspects when articulating the CX statement & value proposition.

16. CJM WORKSHOP OUTCOMES
• All ideas/opinions should be documented. Later, primary concepts should be
validated through additional testing, research or other feedback mechanism.
• Illustrate the information as much as possible e.g. charts, tables, graphics,
symbols, word clouds, call-out boxes, etc.
• Highlight unexpected or new ideas (one or two should emerge!).
• Embed (final) CX statement into your company culture; ask HR to help.
• Update customer value proposition based on the learnings from the mapping
exercise.
• Compare marcoms channels with identified touchpoints; identify gaps or where
too much effort is spent on a low value touchpoint.
• Agree set of words/phrases that summarise attitudes & feelings of your audience;
word cloud format is handy to illustrate & for sharing internally (e.g. Wordle).
• Rather than a (boring) PowerPoint presentation, present map on large format
paper.
• Nominate clear & achievable goals towards optimising CX across the whole
organisation; ensuring all stakeholders understand what this really means.
• Acknowledge that CJM is an iterative process that must be reviewed and updated
at least yearly, given the pace of change in the landscape.

18. MOBILITY
AND

19. • ALS ‘Ice Bucket Challenge’
– one of the most successful
fundraising campaigns of 2014
• The results
– 3m Instagram mentions
– 4.2 million tweets
– 17m Facebook video posts that
received over 10b views
– Earned over $100m
– 500% increase in donations vs 2013
(source: Rimm Kaufman Group, Oct 2014)
• ALS now has a donor list that is their
most valuable asset for the future

20. “It was about affirmation, self-confidence and authenticity. This is
significant, because emotion triggers sharing.”

21.  SnapDonate allows donations to charity from a smartphone app.
 Scan logo of charity on any printed surface to start giving
 Donation amount up to £50
 Benefits: convenience, impulse, record
 Database of 13,000+ charities (UK only)
snapdonate.org

23. Summary
• Build a unique list of future prospects
• Tell stories that connect emotionally to
encourage content sharing
• Know how mobile influences your member’s
behaviour – and tap into that
• Look for partnering opportunities

24. Thank
you…
…Q & A
tim@marketingbytes.com.au
@TimOnTwtr /timnicholas