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Agile Marketing Engagement Strategies - Digital Industry Networks

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If one of your business objectives is to rapidly generate a new source of contacts, engagement, thought leadership and leads, then ... bypass traditional PR and prospecting, and establish direct compelling conversation with prospects and customers via a "Digital Industry Network"

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Agile Marketing Engagement Strategies - Digital Industry Networks

  1. 1. Agile Engagement Strategies: Digital Industry Networks Andy McCartney Confidential. All Rights Reserved 2015. All Rights Reserved.
  2. 2. 2015. All Rights Reserved.2 1. Introductions and Background 2. Situation Analysis 3. Introducing the Digital Industry Network (D.I.N.) 4. Framework + Methodology 5. Conclusions and Adaptability Agile Engagement: Digital Industry Networks Contents
  3. 3. 2015. All Rights Reserved.3  Dominance of the customer  Change is rampant and disruptive  Organizations must transform  Strategists must grasp modern business  Organizations are seeking competitive advantage via: The Era of Digital Business 2. Situation Analysis Agility Insight Practices
  4. 4. 2015. All Rights Reserved.4 Fundamental Change in Buying Cycle = Threat + Opportunity 2. Situation Analysis
  5. 5. 2015. All Rights Reserved.5 1:1 Digital Engagement Fundamental Change in Buying Cycle = Threat + Opportunity Businesses proactively seeking competitive advantage Keys = Mindshare + Credibility 2. Situation Analysis Buyer Self-Service, Research, Diagnosis, Consideration, Collaboration, Short Listing
  6. 6. 2015. All Rights Reserved.6  Buyers are hungry for credible information  85% of B2B buyers rely on social channels  Let’s engage those buyers, but in an agile way that delivers first mover advantage Change = Opportunity for Agile Business 2. Situation Analysis Within your industry, identify high value trending topics that pose a significant threat or opportunity to your target market. Now develop and launch a Digital Industry Network
  7. 7. 2015. All Rights Reserved.7 Full Service Vendor Communities  Customer/Product/Community Focused  e.g. VMware, SAP, ProjectManager.com  Integrates Social/Website/Content  Registration (mostly closed)  Years to build  500,000+ members  Purpose: Education, Jobs, Thought Leadership, Lead Generation, Support --- Spectrum of B2B Target Market Networks and Communities --- Industry Conversation Groups  Specific Topic Focus  Based on News, Event or Skill  Mainly Social Based  Peer Networking, Closed or Open  Days and Weeks to Build  100 to 1,000 members  Purpose: Networking, Thought Leadership, Jobs, Lead Origination Industry Segment Networks  Segment or Role Focused  e.g. IQPC, Oil and Gas IQ  Integrates Social/Website/Content  Run by Associations/Publishers …  Month to Years to Build  1,000 to 500,000 members  Purpose: Networking, Education, Jobs, Thought Leadership, Lead Generation Agile, Finite Long Term Investment What Kind of Networks are There? 2. Situation Analysis
  8. 8. 2015. All Rights Reserved.8 Full Service Vendor Communities  Customer/Product/Community Focused  e.g. VMware, SAP, ProjectManager.com  Integrates Social/Website/Content  Registration (mostly closed)  Years to build  500,000+ members  Purpose: Consideration, Jobs, Thought Leadership, Lead Generation, Support --- Spectrum of B2B Target Market Networks and Communities --- Industry Conversation Groups  Specific Topic Focus  Based on News, Event or Skill  Mainly Social Based  Peer Networking, Closed or Open  Days and Weeks to Build  100 to 1,000 members  Purpose: Networking, Thought Leadership, Jobs, Lead Origination Industry Segment Networks  Segment or Role Focused  e.g. IQPC, Oil and Gas IQ  Integrates Social/Website/Content  Run by Associations/Publishers …  Month to Years to Build  1,000 to 500,000 members  Purpose: Networking, Education, Jobs, Thought Leadership, Lead Generation Agile, Finite Long Term Investment What Type of Network is a Digital Industry Network? Digital Industry Network 3. Introducing the D.I.N.
  9. 9. 2015. All Rights Reserved.9 Introducing the Digital Industry Network (D.I.N.) 3. Introducing the D.I.N. Sample Digital Industry Network TOPIC = “Understanding POS Data Vulnerabilities” 100 - 50,000 targeted professionals who have been invited to each network component Twitter Feed Dedicated Blog Conversation Zone Conversation Content Alerts Network Evangelist Email Alerts Online B2B Universe Participants: Profiled Targeted Invited Definition: “…a D.I.N. is a rapidly developed specialist networking community based on social and owned channels where a highly targeted group of professionals can engage with SMEs, thought leaders and peers around a high value trending industry topic.” Multi-Channel Open or Closed Permission Based 100% Non Promotional First-to-market movers attract critical early thought leader and share-of-voice advantage. Agility is key. Peers + SMEs Developed in 4 weeks
  10. 10. 2015. All Rights Reserved.10 Evolving the Digital Industry Network beyond Conversation Sample Digital Industry Network TOPIC = “Understanding POS Data Vulnerabilities” 100 - 50,000 targeted professionals who have been invited to each network component Twitter Feed Dedicated Blog Conversation Zone Conversation Content Alerts Network Evangelist Email Alerts Online B2B Universe Participants: Profiled Targeted Invited Microsite or Web portal Free/Gated Content Newsletter Forum Corporate ‘Owned’ Assets Self Service Research Benefits: Networking, Thought Leadership, Jobs, Lead Origination Networking, Education, Consideration, Thought Leadership, Lead Generation 3. Introducing the D.I.N.
  11. 11. 2015. All Rights Reserved.11 Online Community Success Stories Created a community of 500,000 project managers since 2008 • No paid marketing • All about content and community • #1 in market after 12 months • Deloitte “Fast 50” 3. Introducing the D.I.N.
  12. 12. 2015. All Rights Reserved.12 Online Community Success Stories SAP and VMware’s Communities have over 2,000,000 members! • No paid marketing • All about content and community • #1 in market after 12 months • Deloitte “Fast 50” 3. Introducing the D.I.N.
  13. 13. 2015. All Rights Reserved.13  The People The Anatomy of a Digital Industry Network  The Channels D.I.N. Evangelist D.I.N. Participants D.I.N. Key Influencers • SMEs / Bloggers • Thought Leaders  The Conversations  The Outcomes  The Content  The Objective 3. Introducing the D.I.N.
  14. 14. 2015. All Rights Reserved.14 Rationale for D.I.N. Participants? Trigger Fulfillment 3. Introducing the D.I.N. Peer interaction can offer insight along entire journey
  15. 15. 2015. All Rights Reserved.15 Rationale for D.I.N. Participants? Forrester survey: 1,001 B2B technology decision makers in NA and Europe  Survey: Which factors most influence your decision to join or participate in a community for work purposes? 3. Introducing the D.I.N.
  16. 16. 2015. All Rights Reserved.16 Benefits for D.I.N. Creators/Owners? Fill the funnel with fast-moving high- quality + motivated prospects Branding / Awareness  Thought Leadership / Credibility  Demand Creation  Nurturing / Qualification  Other? (e.g. Loyalty, Requirements Gathering, Sales/Market Intelligence)  Metrics to Measure Value ― Cost of DIN vs Business Impact (RODI) ― Lead Quality? Velocity / Conversion ― Reach / SOV / SEO / Activity / Database 3. Introducing the D.I.N. Source: Sirius Decisions
  17. 17. 2015. All Rights Reserved.17 For Funnel Enthusiasts! +D.I.N. Sourced 35 5.3 4.6 3.2 15% 86% 69% 31% Inquiries MQLs SQLs Opps Closed 3. Introducing the D.I.N.
  18. 18. 2015. All Rights Reserved.18 D.I.N. Framework and Methodology 4. D.I.N. Framework and Methodology Framework Methodology 1. D.I.N. = High value and trusted resource 2. Focused and impactful subject matter 3. Rapid design, launch and growth 4. Highly targeted and quality participants 5. Subtlety controlled content/conversation 6. Avoid self serving ‘vendor activity’ 7. Subtle conversion/qualification mechanisms 8. Ethical, respectful and professional 9. Permission based 10. Repeatable + scalable framework and methodology D.I.N. Design Success Drivers:
  19. 19. 2015. All Rights Reserved.19 Digital Industry Networks Framework - Context 4. D.I.N. Framework and Methodology Topic and Focus: Identify a specific high value trending or emerging topic within your target market(s). Are there any ‘competitive’ topics or conversation groups? Attention: Would this topic attract immediate attention of target audience. Test sample topics. Impact: What is the business upside and downside to acting or not acting on this topic. Alignment: Is the solution space in the sweet spot for your organization? Determine lifespan of D.I.N.
  20. 20. 2015. All Rights Reserved.20 Digital Industry Networks Framework - Community 4. D.I.N. Framework and Methodology Channel Composition: Select configuration of social, professional and owned channels to drive the network. Search? Credible Evangelist: Ensure the evangelist profile is attractive and magnetic to the target audience. Ghost needed? Credible SMEs and Thought Leaders: Ensure the selected influencers are of sufficient value to this audience, in profile and activity. Community Profile and Size: Determine the ideal profile and number of professionals needed to derive networking value.
  21. 21. 2015. All Rights Reserved.21 Digital Industry Networks Framework - Cadence 4. D.I.N. Framework and Methodology Frequency of Activity: Create a baseline for network activity, to engage not spam audience. Include content assets. Conversation Topics: Create a matrix of conversation types/topics based on buyer’s journey, and qualification criteria. Content Types and Formats: Create a matrix of non-promotional content assets that aligns with topic and buyer’s journey. Conversion Mechanisms: Consider credible conversion options throughout all touch points across all channels.
  22. 22. 2015. All Rights Reserved.22 Digital Industry Networks Framework - Agility 4. D.I.N. Framework and Methodology Methodology: Ensure all project members are trained on the DIN methodology and timeline expectation. Initial Rapid Growth: Ensure sufficient owned databases, networks and LinkedIn invites will hit initial targets. Ongoing Growth: Allocate resources to enable weekly growth targets. Use: LinkedIn invites, paid ads, partners. Actionable Content: Create stream of fresh non promotional content with subtle next steps for funnel progression.
  23. 23. 2015. All Rights Reserved.23 Insight Design Prepare Launch Week 1 Week 2 Week 3 Week 4 Objectives/KPIs Manage+Grow The One Month D.I.N. Development Methodology 1. Primary objective / purpose for DIN 2. Secondary objectives 3. Success measures e.g. strategic = market segment share, impact on revenue e.g. tactical = reach, share of voice, engagement, SEO rank, # inquiries, quality (velocity, %s) 4. D.I.N. Framework and Methodology
  24. 24. 2015. All Rights Reserved.24 The One Month D.I.N. Development Methodology Insight Design Prepare Launch Week 1 Week 2 Week 3 Week 4 1. Context: Identify a trending or emerging topic in your target market(s) 2. Value: Create a unique position, title and value proposition for this Digital Industry Network 3. Targets: Identify most impacted role for this topic, create persona and online preferences 4. Journey: Create a buyer journey, with triggers, for this persona and this topic 5. Evangelist: Identify suitable evangelist who would credibly attract targeted professionals 6. Influencers: Identify subject matter experts and industry thought leaders to approach Objectives/KPIs Manage+Grow 4. D.I.N. Framework and Methodology
  25. 25. 2015. All Rights Reserved.25 The One Month D.I.N. Development Methodology Insight Design Prepare Launch 1. Community: Design the community of evangelist / SMEs / thought leaders, and profiled audience 2. Channels: Design combination of social and corporate channels for this D.I.N. 3. Content: Create matrix of conversation topics and content types along journey for this topic 4. Calendar: Determine cadence for topic, and frequency of conversations / alerts / content 5. Social Assets: Create accounts, groups and profiles for LinkedIn, Twitter, Google+, email etc 6. Growth: Select growth vehicles and sources for target audience. Identify any paid sources. Objectives/KPIs Manage+Grow Week 1 Week 2 Week 3 Week 4 4. D.I.N. Framework and Methodology
  26. 26. 2015. All Rights Reserved.26 The One Month D.I.N. Development Methodology Insight Design Prepare Launch 1. Audience: Prepare email list of targets from existing databases or owned networks Prepare LinkedIn filter to identify targets for ‘connection’ Prepare invitation sequence (e.g. direct LinkedIn, automated track, SME invite) 2. Content: From identified content topics/types, create/repurpose initial ‘foundational’ pieces: Ideally 1 industry report/survey, 1 curated list of top 10 news articles, 2-3 pre-written blogs, 1 on-topic video/audio conversation, 1 on-topic Slideshare, 1 infographic, 1 ‘risk tool’ Objectives/KPIs Manage+Grow Week 1 Week 2 Week 3 Week 4 4. D.I.N. Framework and Methodology
  27. 27. 2015. All Rights Reserved.27 The One Month D.I.N. Development Methodology Insight Design Prepare Launch 1. Step 1 Invite: Invite any new LinkedIn contacts to connect with evangelist LinkedIn profile 2. Step 2 Invite: Use email addresses to multi-invite into Group/Forum, Twitter, email alert, blog etc 3. Content: Execute welcome conversation starter, Tweet, Alert, etc. Enable share features. 4. Influencers: Change control of Group/Forum to allow influencers to authorize posts 5. Growth: If penetration of your D.I.N. audience is low, continue to ‘Step 1’ and ‘Step 2’ invite 6. Manage and Grow! Review KPIs weekly, optimize content/conversation, revise quickly – be agile. Objectives/KPIs Manage+Grow Week 1 Week 2 Week 3 Week 4 4. D.I.N. Framework and Methodology
  28. 28. 2015. All Rights Reserved.28  Buyers look to their peers and social networks when seeking an opinion regarding a B2B purchasing decision.  Leverage a high-impact fast-trending industry topic to drive the D.I.N.  D.I.N.s do not happen organically. They need to be planned, designed, launched, managed and nurtured.  Leverage relevant industry influencers to expand reach and impact.  D.I.N.s allow organizations to reduce and divert budget away from telemarketing, advertising and other promotional activities to the more compelling ROI of nurturing business from high value custom target market networks.  D.I.N.s should become mandatory investments of modern business. Conclusions 5. Conclusions
  29. 29. 2015. All Rights Reserved.29  Enterprise: Layer D.I.N.s on top of existing social assets and online communities. Applicability for Enterprises vs High Growth Organizations?  High-Growth Agile Organizations: Leverage D.I.N. methodology to create target market communities for all product and service offerings. 5. Conclusions
  30. 30. 2015. All Rights Reserved.30 Many Thanks for your Time Today Andy McCartney https://www.linkedin.com/in/andymccartney

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