Jon Buscall: Think like a publisher
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Jon Buscall: Think like a publisher Presentation Transcript

  • 1. Jon Buscall @jonbuscall www.jontusmedia.com Think Like a Publisher Adding creative content & social media to your marketing mix 1tisdag den 8 mars 2011
  • 2. creative content & strategy 2tisdag den 8 mars 2011
  • 3. The first story 3tisdag den 8 mars 2011
  • 4. The second story 4tisdag den 8 mars 2011
  • 5. The new story 5tisdag den 8 mars 2011
  • 6. The digital ecosystem 6tisdag den 8 mars 2011
  • 7. The Digital Ecosystem SEO Analytics Publishing Channels Social Media 7tisdag den 8 mars 2011
  • 8. 6 Success Factors 8tisdag den 8 mars 2011
  • 9. Mindset 9tisdag den 8 mars 2011
  • 10. Presence 10tisdag den 8 mars 2011
  • 11. Creative 11tisdag den 8 mars 2011
  • 12. Social 12tisdag den 8 mars 2011
  • 13. Data 13tisdag den 8 mars 2011
  • 14. Continual learning 14tisdag den 8 mars 2011
  • 15. Vendor Mindset Partner Mindset I win, you lose Win-win for each of us Sell my product Find a solution for client Focus on my product Focus on client needs Sell my perspective Respect client perspective Make a sale Build a relationship Pitch and talk Ask questions and listen 15tisdag den 8 mars 2011
  • 16. The Digital Services Funnel • SEO • Paid Search • Social Media • WOM Customer Acquisition • Creative Content • Landing Page Optimisation Customer Conversion • Customer Service • Trust • Email Marketing • Brand Communities Customer Retention • Social CRM - social customer relationship management 16tisdag den 8 mars 2011
  • 17. Thinking like a publisher *part of an integrated marketing campaign Creative optimised content (SEO) WOM Customer service Trust, Knowledge, Authority Brand communities 17tisdag den 8 mars 2011
  • 18. Think long term success ! 18tisdag den 8 mars 2011
  • 19. YourSite.com - your hub 19tisdag den 8 mars 2011
  • 20. Identify your audience 20tisdag den 8 mars 2011
  • 21. Develop your key brand personas 21tisdag den 8 mars 2011
  • 22. news audio personality cool content tips Digital Hub video Be everywhere :) 22tisdag den 8 mars 2011
  • 23. Key content planning *strategy { video PDF “Goal” > you.com Audio ebooks text 23tisdag den 8 mars 2011
  • 24. Content Creation 24tisdag den 8 mars 2011
  • 25. Key content B2B blogs Video Podcasting Social Media 25tisdag den 8 mars 2011
  • 26. Monthly Visits Jan 2009 June 2010 Jan 2010 June 2010 0 3750 7500 11250 15000 Average of 20 posts a month B2B Blogging 26tisdag den 8 mars 2011
  • 27. Recipe Customer focused Varied content SEO Social Optimisation 27tisdag den 8 mars 2011
  • 28. Goal: brand awareness 28tisdag den 8 mars 2011
  • 29. Goal: enhance corporate image 29tisdag den 8 mars 2011
  • 30. Goal: customer engagement 30tisdag den 8 mars 2011
  • 31. Blog publishing strategy? Regular updates (SEO) Varied content Comments Hub - Twitter, Youtube, etc 31tisdag den 8 mars 2011
  • 32. Your content should: • entertain • educate • help • be free • be brief 32tisdag den 8 mars 2011
  • 33. Vendor Mindset Partner Mindset I win, you lose Win-win for each of us Sell my product Find a solution for client Focus on my product Focus on client needs Sell my perspective Respect client perspective Make a sale Build a relationship Pitch and talk Ask questions and listen 33tisdag den 8 mars 2011
  • 34. Now the hard work starts... 34tisdag den 8 mars 2011
  • 35. How do you get your message out? 35tisdag den 8 mars 2011
  • 36. Be everywhere :) Digital Hub 36tisdag den 8 mars 2011
  • 37. Content & social optimisation *strategy { video content blog text Audio 37tisdag den 8 mars 2011
  • 38. ? Editorial Calendar 38tisdag den 8 mars 2011
  • 39. 2 billion videos watched a day. Every minute 24 hours of video is uploaded wom 39tisdag den 8 mars 2011
  • 40. speed Low-Fi can be an advantage 40tisdag den 8 mars 2011
  • 41. 41tisdag den 8 mars 2011
  • 42. http://www.youtube.com/watch?v=jAJ0EYTgFaw 3 months Money isn’t always the answer 42tisdag den 8 mars 2011
  • 43. http://www.youtube.com/watch?v=YAR1gO7MNwY Cool content 43tisdag den 8 mars 2011
  • 44. Content Strategy & Optimisation 44tisdag den 8 mars 2011
  • 45. Best practice... 45tisdag den 8 mars 2011
  • 46. 46tisdag den 8 mars 2011
  • 47. 47tisdag den 8 mars 2011
  • 48. 48tisdag den 8 mars 2011
  • 49. DEC 9 Nov 15 49tisdag den 8 mars 2011
  • 50. 50tisdag den 8 mars 2011
  • 51. 51tisdag den 8 mars 2011
  • 52. Where’s the sell? 52tisdag den 8 mars 2011
  • 53. Video best practice personal, friendly, engaging less than 2 mins good sound quality not “corporate” cheese optimised presence distribute everywhere 53tisdag den 8 mars 2011
  • 54. • 70 million American listened to a podcast • Increasingly “mainstream” • Podcast listeners index highly for social media use • Consumed on computer & smart phone www.edisonresearch.com “personal” connections B2B - B2C Podcasting 54tisdag den 8 mars 2011
  • 55. B2B 55tisdag den 8 mars 2011
  • 56. Podcasting Equipment Dynamic Mic, Mixer + Digital Recorder USB Mic + computer 56tisdag den 8 mars 2011
  • 57. B2B Podcasting tips Use industry experts to build reputation Promote via social media & email marketing Meaningful, high-quality content Show, don’t tell 57tisdag den 8 mars 2011
  • 58. Key podcasting values trust loyalty personal connection thought leadership 58tisdag den 8 mars 2011
  • 59. The new world 59tisdag den 8 mars 2011
  • 60. ..is social 60tisdag den 8 mars 2011
  • 61. People have a lot to say 61tisdag den 8 mars 2011
  • 62. Marcoms 1.0 62tisdag den 8 mars 2011
  • 63. Marcoms 2.0 - Content, data 63tisdag den 8 mars 2011
  • 64. Marcoms 2.0 - listening 64tisdag den 8 mars 2011
  • 65. Marcoms 2.0 - being social 65tisdag den 8 mars 2011
  • 66. The New Marketing provides value starts the conversation facilitates discussion fosters trust offers help, knowledge, and support 66tisdag den 8 mars 2011
  • 67. Consumer Trust text (sms) ads = 24 % Online banner ads = 33% Radio = 55% TV = 62% Brand websites = 70% Consumer opinions posted online = 70% recommendations from friends = 90% Source: The Nielsen Company 67tisdag den 8 mars 2011
  • 68. Does social media content influence business related purchases? 60 45 30 15 video blogs 0 % twitter podcasts KnowledgeStorm / Universal McCann Emergine Media 2010 68tisdag den 8 mars 2011
  • 69. The Number 1 activity on the Net 69tisdag den 8 mars 2011
  • 70. 165 “likes” 70tisdag den 8 mars 2011
  • 71. 71tisdag den 8 mars 2011
  • 72. 72tisdag den 8 mars 2011
  • 73. 73tisdag den 8 mars 2011
  • 74. 74tisdag den 8 mars 2011
  • 75. 75tisdag den 8 mars 2011
  • 76. 76tisdag den 8 mars 2011
  • 77. Best practice personal, engaging, fun competitions elicits feedback gives to the community 5000 “Likes” - friends Is there a product you need that we dont offer? Looking for a particular fabric? Talk to us! Bemz is the web’s best place for slipcovers that breathe new life into IKEA sofas and chairs. www.bemz.com 77tisdag den 8 mars 2011
  • 78. Johan Ununger VD, Saltå Kvarn – Det känns som att Facebook allt mer blir knutpunkten...Vi har inget problem med om någon väljer att kritisera oss på Facebook, det som inte är bra är också viktigt att diskutera. (Expressen 18 januari, 2011) 78tisdag den 8 mars 2011
  • 79. Facebook Page Tips be human (not a salesman) engage post often; reply use Facebook for fun things embed content from other “outposts” drive traffic back to your website (or Twitter ?) 79tisdag den 8 mars 2011
  • 80. 2 billion tweets per month * June 2010 80tisdag den 8 mars 2011
  • 81. Twitter is perfect for... showing you’re human networking customer service crisis management driving traffic to cool content local 81tisdag den 8 mars 2011
  • 82. Twitter is NOT for... X broadcasting in-depth conversations “ghost twitterers” half-hearted people sales 82tisdag den 8 mars 2011
  • 83. Listen, respond, participate – don’t be a broadcaster 83tisdag den 8 mars 2011
  • 84. Be human 84tisdag den 8 mars 2011
  • 85. Personalise your corporate presence 85tisdag den 8 mars 2011
  • 86. Twitter Tips listen & engage target prospects (local, etc) don’t be spammy (DM) be human be connected 86tisdag den 8 mars 2011
  • 87. Jenny Gejker Chef digitala kanaler corporate, SJ – Vi vill finnas där våra kunder finns. Vi vill lyssna på deras åsikter och föra en dialog. Vi började med Twitter i oktober 2009... Allt fler väljer att följa vår Twitter (Expressen 18 januari, 2011) 87tisdag den 8 mars 2011
  • 88. With social media campaigns... 88tisdag den 8 mars 2011
  • 89. Activate, don’t collect 89tisdag den 8 mars 2011
  • 90. Activate community with... exclusive content contests call-to-actions member stories research / survey 90tisdag den 8 mars 2011
  • 91. ROI ? 91tisdag den 8 mars 2011
  • 92. It takes months to build presence, a community, and cool content 92tisdag den 8 mars 2011
  • 93. Marketing is a commitment, not a campaign 93tisdag den 8 mars 2011
  • 94. Track, Analyse, Tweak, Repeat 94tisdag den 8 mars 2011
  • 95. Best Practice Analyse your needs Establish your presence Create & publish content Optimise your content Be human Audit regularly Repeat 95tisdag den 8 mars 2011
  • 96. Support your communications team 96tisdag den 8 mars 2011
  • 97. www.jontusmedia.com 97tisdag den 8 mars 2011