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Online Marketing Summit Presentation Workshop


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Presentation from the Online Marketing Summits half day workshop on Content Marketing for the Social Web. In the PPT are the Speaker's notes which are helpful for understanding the slides.

Published in: Business

Online Marketing Summit Presentation Workshop

  1. 1. Content Marketing A Strategy For The Social Web Afternoon Workshop February 7 th 2011
  2. 2. Welcome <ul><li>Robert Rose </li></ul><ul><li>@Robert_Rose </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>Michael Weiss </li></ul><ul><li>@imagistic </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>
  3. 3. <ul><li>How To create buyer personas for the social Web </li></ul><ul><li>How to match them up with your sales funnel </li></ul><ul><li>How to be empowered to provide improved results for content marketing strategy </li></ul><ul><li>More effective ways to report on content marketing success </li></ul><ul><li>A real metric to give your finance team to build business cases for more spend on content marketing </li></ul><ul><li>Another way to look at your sales funnel and creative content strategy – what’s resonating with your audience? </li></ul><ul><li>Brand Management On The Social Web – Successes & Failures </li></ul><ul><li>Making the Social Web Strategy Real – Setting Your Intentions </li></ul><ul><li>Selling the content for the social web strategy to your boss AND your team </li></ul><ul><li>90 Day Process - Social Web Brand Management Strategy </li></ul><ul><li>What you’ll learn </li></ul>
  4. 4. <ul><li>Why a content segmentation plan? </li></ul>“ We’re getting leads – But – they’re all tire-kickers.” “ We don’t need MORE leads. We need BETTER leads.” “ Tell me why I should fund your content Marketing plan?” “ Is our messaging wrong?” “ Who IS our target audience?”
  5. 5. <ul><li>Some questions we’ll be able to answer? </li></ul><ul><li>What kind of leads is Google PPC (or any tactic) delivering? Are they tire kickers or last-minute shoppers? </li></ul><ul><li>What content resonates best with my best customers? </li></ul><ul><li>Who are my targets? How many (of each) am I currently attracting? </li></ul><ul><li>What we can deliver… </li></ul><ul><li>A lead nurturing plan to move tire-kickers down the sales funnel </li></ul><ul><li>A breakdown of how content marketing contributes to leads, opportunities and sales </li></ul><ul><li>A detailed breakout of our target audiences – and a unique selling proposition for each. </li></ul><ul><li>Why? – So We Have Answers? </li></ul>
  6. 6. <ul><li>The Content Segmentation Plan </li></ul><ul><li>Let’s Use An Example For Today </li></ul><ul><li>WIMPY Technology </li></ul><ul><li>Product is Windows Integrated Management Program (WIMP) </li></ul><ul><li>Use them as our example throughout today </li></ul><ul><li>What Does Success Look Like? </li></ul>
  7. 7. <ul><li>What does success look like? </li></ul>
  8. 8. <ul><li>What does insight look like? </li></ul>
  9. 9. <ul><li>What does an “A Ha” Moment look like? </li></ul>
  10. 10. <ul><li>One Buyer Persona For Every Group </li></ul><ul><li>Job title, Vertical, Power in organization </li></ul><ul><li>Different products or services? </li></ul><ul><li>It’s the WHO you are marketing to </li></ul><ul><li>Let’s Start With Our WIMP Solution </li></ul><ul><li>Director of IT – the “tech guy” </li></ul><ul><li>CFO </li></ul><ul><li>Step 1 – Developing Buyer Personas </li></ul>
  11. 11. <ul><li>Jeremy </li></ul><ul><li>Mid 30’s – Coffee lover </li></ul><ul><li>Works at a bank </li></ul><ul><li>Responds to email, phone not so much. </li></ul><ul><li>Frustrated because his company is growing too fast to keep up with support </li></ul><ul><li>USP: Enable Jeremy to be 25% more effective! </li></ul><ul><li>Step 1 – Jeremy Our IT Buyer </li></ul>
  12. 12. <ul><li>Put your Journalist hat on: </li></ul><ul><li>WHO is the persona… emotionally attached </li></ul><ul><li>WHAT does she do? What does his day look like? WHERE is the gap in his needs/wants? </li></ul><ul><li>WHEN does he need to close this gap? </li></ul><ul><li>WHY does he care about us </li></ul><ul><li>Step 1 - Buyer Persona Profiles </li></ul>
  13. 13. <ul><li>Cheryl – Our CFO </li></ul><ul><li>USP – Save hundreds of thousands of dollars </li></ul><ul><li>Keys to Buyer Personas </li></ul><ul><li>Detail – make them real </li></ul><ul><li>Understand their motivation </li></ul><ul><li>What is in it for them? </li></ul><ul><li>Benefits more than just content marketing… </li></ul><ul><li>Step 1 - Summing Up Buyer Personas </li></ul>
  14. 14. <ul><li>Just with our Sales Funnel? </li></ul><ul><li>(this is the easiest) </li></ul><ul><li>Just with Buying Process? </li></ul><ul><li>(this is more accurate – but aligned with sales?) </li></ul><ul><li>With a mix of both </li></ul><ul><li>(most complex and most accurate) </li></ul><ul><li>Step 2 – The Buying Cycle / Sales Funnel </li></ul>
  15. 15. <ul><li>Step 2 – The Sales Funnel </li></ul>Contacts Leads Qualified Opportunities Finalist Verbal CUSTOMERS
  16. 16. <ul><li>Step 2 – The Buying Cycle </li></ul>
  17. 17. <ul><li>Step 2 – Putting It Together </li></ul>
  18. 18. <ul><li>The Sales Funnel </li></ul><ul><li>Build up the Sales Funnel process </li></ul><ul><li>Identify all the stages of this process </li></ul><ul><li>The Buying Cycle </li></ul><ul><li>Understand the buying cycle of our customers </li></ul><ul><li>Identify it by product – and determine if we need separate maps </li></ul><ul><li>Then, map it into the sales funnel </li></ul><ul><li>Step 2 - Summing Up </li></ul>
  19. 19. <ul><li>Group Exercise!! </li></ul>
  20. 20. <ul><li>Taking inventory can be complex…. </li></ul><ul><li>Goal is to identify the content </li></ul><ul><li>Good enough is in many cases… Good Enough </li></ul><ul><li>Identify ALL the different types of marketing content </li></ul><ul><li>This becomes our well from which we’ll draw… </li></ul><ul><li>Step 3 – Content Marketing Inventory </li></ul>
  21. 21. <ul><li>Step 3 – The Inventory Dashboard </li></ul>
  22. 22. <ul><li>Step 4 - Building The Segmentation Grid </li></ul>
  23. 23. <ul><li>Step 4 – Putting In Our Content </li></ul><ul><li>WP – Learn how WIMPS Make </li></ul><ul><li>WP - The Technology Integration </li></ul><ul><li>WP - What Are WIMPS </li></ul><ul><li>WEB - Webinar – IT Dashboards </li></ul>
  24. 24. <ul><li>Not All Content Is Equal </li></ul><ul><li>Repurpose content </li></ul><ul><li>Retitle and Repackage </li></ul><ul><li>Sometimes better targeted to another persona or elsewhere in funnel. </li></ul><ul><li>Step 5 - Filling In The Holes </li></ul>
  25. 25. <ul><li>Step 5 - Repackaging The Content </li></ul>BECOMES CFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL
  26. 26. <ul><li>Your Measurement Strategy </li></ul><ul><li>Measure engagement by content and by title </li></ul><ul><li>Measure personas by assigning weights to content or by attributes that are measured </li></ul><ul><li>Understand that there’s “known visitors” and “unknown visitors” </li></ul><ul><li>Tag your leads with first engagement – track till close </li></ul><ul><li>Explore ways to give credit further down the funnel </li></ul><ul><li>Step 6 - Measuring What’s Resonating </li></ul>
  27. 27. <ul><li>Step 6 – CM Becomes Campaigns </li></ul>
  28. 28. <ul><li>Develop your personas (but don’t belabor it) </li></ul><ul><li>Pay close attention to your buying cycles </li></ul><ul><li>Resist the temptation to throw most “valuable” content at every stage. </li></ul><ul><li>When filling holes – identify it with ALL your content – get ready to be surprised at how little you really have… </li></ul><ul><li>Key Takeaways </li></ul>
  29. 29. <ul><li>5. Don’t be afraid to re-use and repackage content </li></ul><ul><li>6. Because of all the different tools – measuring is the most difficult challenge – but remember biggest value comes separate from that. </li></ul><ul><li>7. Measurement isn’t one size fits all. Remember multi-attribution </li></ul><ul><li>Key Takeaways </li></ul>
  30. 30. <ul><li>Don’t get lost in the analysis… </li></ul><ul><li>Get *something* done – it’s better than nothing </li></ul><ul><li>Over time – maybe the third time… it will become…. Charmed. </li></ul><ul><li>It can have huge impact… </li></ul><ul><li>Key Takeaways </li></ul>
  31. 31. Before we continue… OR...
  32. 32. <ul><li>74% of employees say it’s easy to damage a company’s reputation on social media </li></ul><ul><li>58% of executives agree that brand reputation risk with social networking should be a board room issue. But only 15% say it actually is. </li></ul><ul><li>Only 22% of companies have formal policies addressing how employees can use social networking. </li></ul>Are You Ready For Content Marketing On The Social Web?
  33. 33. Last year was a Web 2.0 Induced Haze…. 2010 / 2011 has to be different.... It’s time to bring order to the chaos...
  34. 34. <ul><li>- Advertising </li></ul><ul><li>- Traditional Lead Generation </li></ul><ul><li>- Brand Awareness </li></ul><ul><li>- SEO </li></ul><ul><li>- Content Marketing </li></ul><ul><li>It’s like butter.... by itself it doesn’t taste right... But if makes everything so much better. </li></ul>SOCIAL WEB IS NOT...
  35. 35. <ul><li>A conversation.... </li></ul><ul><li>It’s where the conversation happens..... </li></ul>SOCIAL WEB IS NOT...
  36. 36. <ul><li>3 Myths.... </li></ul><ul><li>3 Case Studies.... </li></ul><ul><li>3 Months to a successful process </li></ul>Let’s make it real…
  37. 37. <ul><li>Transparent </li></ul><ul><li>Inclusive </li></ul><ul><li>Engaging </li></ul><ul><li>Sincere </li></ul><ul><li>Truthful </li></ul><ul><li>Positive... </li></ul>MYTH #1 PEOPLE ON SOCIAL WEB ARE ALWAYS:
  38. 38. <ul><li>They can be just as... </li></ul><ul><li>Duplicitous </li></ul><ul><li>Evil </li></ul><ul><li>Close-minded </li></ul><ul><li>Argumentative </li></ul><ul><li>Stupid </li></ul><ul><li>Negative... </li></ul><ul><li>As in any other conversation </li></ul>REALITY - THESE ARE PEOPLE
  39. 39. NESTLE VS. GREENPEACE Who’s on the business end of your leash?
  40. 40. SOUTHWEST VS. KEVIN SMITH Even when we’re prepared - we can stumble What to do in a world where there is a Twitterati class that can affect your brand Communicate. Iterate. Manage.
  41. 41. <ul><li>There’s not one way to have a conversation </li></ul><ul><li>and...... </li></ul><ul><li>There’s not one way to succeed in social marketing </li></ul>MYTH #2 SOCIAL MEDIA - YOU’RE DOING IT WRONG
  42. 42. <ul><li>Followers: 125, 637 Following: 18,503 Impact: 63 Engagement: 2.1 Generosity: 74.4 </li></ul><ul><li>Velocity: 20.8 </li></ul><ul><ul><ul><ul><ul><li>Followers: 138,348 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Following: 120,831 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Impact: 50 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Engagement: 50.3 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Generosity: 20.2 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Velocity: 71.2 </li></ul></ul></ul></ul></ul>REALITY THERE IS NO “WRONG” <ul><ul><ul><ul><ul><li>Twitalyzer 5/31/10 </li></ul></ul></ul></ul></ul>
  43. 43. MYTH #3 SOCIAL MEDIA = ONLY AWARENESS MARKETING <ul><ul><ul><ul><ul><li>Reality: Remember our funnel. Here’s the new funnel…. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The real power for marketers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>is in the new marketing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>funnel </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>And it can - and should </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>be measured... </li></ul></ul></ul></ul></ul>
  46. 46. Goal Was To Strike A Chord How Do We Make This Real In Our Strategy? What is OUR plan? SYNTHESIZE LET’S MAKE IT REAL FOR YOU
  47. 47. A. Listening… The most important first step in any conversation B. Objective/Goal (Awareness? Loyalty? SEO?) - this is what we’ve just learned.. C. Understand Your Customer (Social Graphics – where are they?) D . Intentions: Your Internal Structure – (Distributed, Central, Coordinated) - There’s a Reason this is CENTRAL E. Define Your Process (who listens, who speaks) F. Define Your Roles (social process, community manager) G. Then…. Tools…. H. Rollout…. Measure… Iterate…. 3 MONTHS TO A SUCCESSFUL BRAND MANAGEMENT PROGRAM
  48. 48. 1st Step Is TO Plan... This builds our case for the business Marketing, CRM, Both or Other Then... Then To Seal The Deal Disaster Mitigation HOW TO SELL THIS UPWARD
  49. 49. When We Come Back..... BREAK
  50. 50. - You Should be ashamed.. - I hate your airline - Give him his job back.... - I knew this would happen What WOULD YOU have done?
  52. 52. Make this real in your organization. Download the planning tool and use these exercises Put the plan in place - and use the questionnaire to develop your own social media intentions Revisit the plan often - it’s a process measure its success by what does and, maybe more importantly, what DOESN’T happen WRAP UP
  53. 53. Thank You
  54. 54. List of Tools For your USE www.socialwebinstitute/downloads WRAP UP
  55. 55. Thank You Visit for more information Follow us on @OMInstitute