Jon Buscall                                                                 @jonbuscall                                   ...
creative content                            & strategy                                            2tisdag den 8 mars 2011
The first story                                          3tisdag den 8 mars 2011
The second story                                            4tisdag den 8 mars 2011
The new story                                         5tisdag den 8 mars 2011
The digital ecosystem                                                 6tisdag den 8 mars 2011
The Digital Ecosystem                         SEO                     Analytics                               Publishing C...
6 Success Factors                                             8tisdag den 8 mars 2011
Mindset                                   9tisdag den 8 mars 2011
Presence                                    10tisdag den 8 mars 2011
Creative                                    11tisdag den 8 mars 2011
Social                                  12tisdag den 8 mars 2011
Data                                13tisdag den 8 mars 2011
Continual learning                                              14tisdag den 8 mars 2011
Vendor Mindset           Partner Mindset                            I win, you lose     Win-win for each of us            ...
The Digital Services Funnel          • SEO          • Paid Search          • Social Media          • WOM                  ...
Thinking like a publisher              *part of an integrated marketing campaign                         Creative optimise...
Think long term success !                                                     18tisdag den 8 mars 2011
YourSite.com - your hub                                                   19tisdag den 8 mars 2011
Identify your audience                                                  20tisdag den 8 mars 2011
Develop your key brand personas                                                           21tisdag den 8 mars 2011
news                            audio                 personality                          cool                         co...
Key content planning           *strategy                                            {                                     ...
Content Creation                                            24tisdag den 8 mars 2011
Key content                         B2B blogs                         Video                         Podcasting            ...
Monthly Visits                  Jan 2009                June 2010                  Jan 2010                June 2010      ...
Recipe                         Customer focused                         Varied content                         SEO        ...
Goal: brand awareness   28tisdag den 8 mars 2011
Goal: enhance corporate image   29tisdag den 8 mars 2011
Goal: customer engagement   30tisdag den 8 mars 2011
Blog publishing strategy?                         Regular updates (SEO)                         Varied content            ...
Your content should:                         • entertain                         • educate                         • help ...
Vendor Mindset          Partner Mindset                            I win, you lose      Win-win for each of us            ...
Now the hard work starts...                                                       34tisdag den 8 mars 2011
How do you get your message out?                                                35tisdag den 8 mars 2011
Be everywhere :)                         Digital Hub                  36tisdag den 8 mars 2011
Content & social optimisation           *strategy                                   {                                     ...
?                         Editorial Calendar                                              38tisdag den 8 mars 2011
2 billion videos watched a day.                         Every minute 24 hours of video is uploaded                        ...
speed                                 Low-Fi can be an advantage                                                          ...
41tisdag den 8 mars 2011
http://www.youtube.com/watch?v=jAJ0EYTgFaw                                                                             3 m...
http://www.youtube.com/watch?v=YAR1gO7MNwY                                                                      Cool conte...
Content Strategy & Optimisation                                                           44tisdag den 8 mars 2011
Best practice...                                            45tisdag den 8 mars 2011
46tisdag den 8 mars 2011
47tisdag den 8 mars 2011
48tisdag den 8 mars 2011
DEC 9                                 Nov 15                                          49tisdag den 8 mars 2011
50tisdag den 8 mars 2011
51tisdag den 8 mars 2011
Where’s the sell?                                             52tisdag den 8 mars 2011
Video best practice                         personal, friendly, engaging                         less than 2 mins         ...
• 70 million American listened                                            to a podcast                                    ...
B2B                               55tisdag den 8 mars 2011
Podcasting Equipment                         Dynamic Mic, Mixer + Digital                         Recorder                ...
B2B Podcasting tips                         Use industry experts to build                         reputation              ...
Key podcasting values                         trust                         loyalty                         personal conne...
The new world                                         59tisdag den 8 mars 2011
..is social                                       60tisdag den 8 mars 2011
People have a lot to say                                                    61tisdag den 8 mars 2011
Marcoms 1.0                                       62tisdag den 8 mars 2011
Marcoms 2.0 - Content, data                                                       63tisdag den 8 mars 2011
Marcoms 2.0 - listening                                                   64tisdag den 8 mars 2011
Marcoms 2.0 - being social                                                      65tisdag den 8 mars 2011
The New Marketing                         provides value                         starts the conversation                  ...
Consumer Trust                         text (sms) ads = 24 %                         Online banner ads = 33%              ...
Does social media content influence business related purchases?                                                            ...
The Number 1 activity on the Net                                                            69tisdag den 8 mars 2011
165 “likes”                               70tisdag den 8 mars 2011
71tisdag den 8 mars 2011
72tisdag den 8 mars 2011
73tisdag den 8 mars 2011
74tisdag den 8 mars 2011
75tisdag den 8 mars 2011
76tisdag den 8 mars 2011
Best practice                         personal, engaging, fun                         competitions                        ...
Johan                           Ununger                  VD, Saltå Kvarn               – Det känns som att Facebook       ...
Facebook Page Tips                         be human (not a salesman)                         engage                       ...
2 billion tweets per month                                            * June 2010                                         ...
Twitter is perfect for...                         showing you’re human                         networking                 ...
Twitter is NOT for...                                                  X                         broadcasting             ...
Listen, respond, participate                                   – don’t be a broadcaster                                   ...
Be human                                    84tisdag den 8 mars 2011
Personalise your corporate presence                                                               85tisdag den 8 mars 2011
Twitter Tips                         listen & engage                         target prospects (local, etc)                ...
Jenny Gejker                     Chef digitala kanaler                       corporate, SJ               – Vi vill finnas d...
With social media campaigns...                                                          88tisdag den 8 mars 2011
Activate, don’t collect                                                   89tisdag den 8 mars 2011
Activate community with...                         exclusive content                         contests                     ...
ROI ?                             91tisdag den 8 mars 2011
It takes months to build presence,                            a community, and cool content                               ...
Marketing is a commitment,                              not a campaign                                                    ...
Track, Analyse, Tweak, Repeat                                                         94tisdag den 8 mars 2011
Best Practice                         Analyse your needs                         Establish your presence                  ...
Support your communications team                                                96tisdag den 8 mars 2011
www.jontusmedia.com   97tisdag den 8 mars 2011
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Jon Buscall: Think like a publisher

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Jon Buscall: Think like a publisher

  1. 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. 2. creative content & strategy 2tisdag den 8 mars 2011
  3. 3. The first story 3tisdag den 8 mars 2011
  4. 4. The second story 4tisdag den 8 mars 2011
  5. 5. The new story 5tisdag den 8 mars 2011
  6. 6. The digital ecosystem 6tisdag den 8 mars 2011
  7. 7. The Digital Ecosystem SEO Analytics Publishing Channels Social Media 7tisdag den 8 mars 2011
  8. 8. 6 Success Factors 8tisdag den 8 mars 2011
  9. 9. Mindset 9tisdag den 8 mars 2011
  10. 10. Presence 10tisdag den 8 mars 2011
  11. 11. Creative 11tisdag den 8 mars 2011
  12. 12. Social 12tisdag den 8 mars 2011
  13. 13. Data 13tisdag den 8 mars 2011
  14. 14. Continual learning 14tisdag den 8 mars 2011
  15. 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. 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. 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. 18. Think long term success ! 18tisdag den 8 mars 2011
  19. 19. YourSite.com - your hub 19tisdag den 8 mars 2011
  20. 20. Identify your audience 20tisdag den 8 mars 2011
  21. 21. Develop your key brand personas 21tisdag den 8 mars 2011
  22. 22. news audio personality cool content tips Digital Hub video Be everywhere :) 22tisdag den 8 mars 2011
  23. 23. Key content planning *strategy { video PDF “Goal” > you.com Audio ebooks text 23tisdag den 8 mars 2011
  24. 24. Content Creation 24tisdag den 8 mars 2011
  25. 25. Key content B2B blogs Video Podcasting Social Media 25tisdag den 8 mars 2011
  26. 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. 27. Recipe Customer focused Varied content SEO Social Optimisation 27tisdag den 8 mars 2011
  28. 28. Goal: brand awareness 28tisdag den 8 mars 2011
  29. 29. Goal: enhance corporate image 29tisdag den 8 mars 2011
  30. 30. Goal: customer engagement 30tisdag den 8 mars 2011
  31. 31. Blog publishing strategy? Regular updates (SEO) Varied content Comments Hub - Twitter, Youtube, etc 31tisdag den 8 mars 2011
  32. 32. Your content should: • entertain • educate • help • be free • be brief 32tisdag den 8 mars 2011
  33. 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. 34. Now the hard work starts... 34tisdag den 8 mars 2011
  35. 35. How do you get your message out? 35tisdag den 8 mars 2011
  36. 36. Be everywhere :) Digital Hub 36tisdag den 8 mars 2011
  37. 37. Content & social optimisation *strategy { video content blog text Audio 37tisdag den 8 mars 2011
  38. 38. ? Editorial Calendar 38tisdag den 8 mars 2011
  39. 39. 2 billion videos watched a day. Every minute 24 hours of video is uploaded wom 39tisdag den 8 mars 2011
  40. 40. speed Low-Fi can be an advantage 40tisdag den 8 mars 2011
  41. 41. 41tisdag den 8 mars 2011
  42. 42. http://www.youtube.com/watch?v=jAJ0EYTgFaw 3 months Money isn’t always the answer 42tisdag den 8 mars 2011
  43. 43. http://www.youtube.com/watch?v=YAR1gO7MNwY Cool content 43tisdag den 8 mars 2011
  44. 44. Content Strategy & Optimisation 44tisdag den 8 mars 2011
  45. 45. Best practice... 45tisdag den 8 mars 2011
  46. 46. 46tisdag den 8 mars 2011
  47. 47. 47tisdag den 8 mars 2011
  48. 48. 48tisdag den 8 mars 2011
  49. 49. DEC 9 Nov 15 49tisdag den 8 mars 2011
  50. 50. 50tisdag den 8 mars 2011
  51. 51. 51tisdag den 8 mars 2011
  52. 52. Where’s the sell? 52tisdag den 8 mars 2011
  53. 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. 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. 55. B2B 55tisdag den 8 mars 2011
  56. 56. Podcasting Equipment Dynamic Mic, Mixer + Digital Recorder USB Mic + computer 56tisdag den 8 mars 2011
  57. 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. 58. Key podcasting values trust loyalty personal connection thought leadership 58tisdag den 8 mars 2011
  59. 59. The new world 59tisdag den 8 mars 2011
  60. 60. ..is social 60tisdag den 8 mars 2011
  61. 61. People have a lot to say 61tisdag den 8 mars 2011
  62. 62. Marcoms 1.0 62tisdag den 8 mars 2011
  63. 63. Marcoms 2.0 - Content, data 63tisdag den 8 mars 2011
  64. 64. Marcoms 2.0 - listening 64tisdag den 8 mars 2011
  65. 65. Marcoms 2.0 - being social 65tisdag den 8 mars 2011
  66. 66. The New Marketing provides value starts the conversation facilitates discussion fosters trust offers help, knowledge, and support 66tisdag den 8 mars 2011
  67. 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. 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. 69. The Number 1 activity on the Net 69tisdag den 8 mars 2011
  70. 70. 165 “likes” 70tisdag den 8 mars 2011
  71. 71. 71tisdag den 8 mars 2011
  72. 72. 72tisdag den 8 mars 2011
  73. 73. 73tisdag den 8 mars 2011
  74. 74. 74tisdag den 8 mars 2011
  75. 75. 75tisdag den 8 mars 2011
  76. 76. 76tisdag den 8 mars 2011
  77. 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. 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. 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. 80. 2 billion tweets per month * June 2010 80tisdag den 8 mars 2011
  81. 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. 82. Twitter is NOT for... X broadcasting in-depth conversations “ghost twitterers” half-hearted people sales 82tisdag den 8 mars 2011
  83. 83. Listen, respond, participate – don’t be a broadcaster 83tisdag den 8 mars 2011
  84. 84. Be human 84tisdag den 8 mars 2011
  85. 85. Personalise your corporate presence 85tisdag den 8 mars 2011
  86. 86. Twitter Tips listen & engage target prospects (local, etc) don’t be spammy (DM) be human be connected 86tisdag den 8 mars 2011
  87. 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. 88. With social media campaigns... 88tisdag den 8 mars 2011
  89. 89. Activate, don’t collect 89tisdag den 8 mars 2011
  90. 90. Activate community with... exclusive content contests call-to-actions member stories research / survey 90tisdag den 8 mars 2011
  91. 91. ROI ? 91tisdag den 8 mars 2011
  92. 92. It takes months to build presence, a community, and cool content 92tisdag den 8 mars 2011
  93. 93. Marketing is a commitment, not a campaign 93tisdag den 8 mars 2011
  94. 94. Track, Analyse, Tweak, Repeat 94tisdag den 8 mars 2011
  95. 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. 96. Support your communications team 96tisdag den 8 mars 2011
  97. 97. www.jontusmedia.com 97tisdag den 8 mars 2011

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