Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Value Exchange – BOLO Conference 2013

1,461 views

Published on

Presentation at #BOLO2013 in Phoenix, AZ on Oct. 14, 2013. As marketers, we are constantly trying to figure out how we can best tell our story to our intended audience. We want our audiences to take an action – share, buy, pass along. We have more access to our audiences in multiple ways today, and so our conversion metrics on every story are changing constantly. So, are you providing enough value to your audience to get them to convert? Are you providing enough with your story to make the audience exchange their value in return? This presentation examines the value needed today to get your audience to take that next step.

Published in: Business, Technology
  • Be the first to comment

The Value Exchange – BOLO Conference 2013

  1. 1. Image Source: http://flic.kr/p/f9gHDf @mpranikoff #BOLO2013
  2. 2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff @mpranikoff #BOLO2013
  3. 3. @mpranikoff #BOLO2013
  4. 4. @mpranikoff #BOLO2013
  5. 5. @mpranikoff #BOLO2013
  6. 6. @mpranikoff #BOLO2013
  7. 7. 90% Consumer Rates Method More Effective 80% Own Sites Email 70% PR Own Social Consumer Conferences Exhibitions Search Ads on Social Nets 60% Own Events Custom Print Direct Mail Print Magazines Print Newspaper 50% General Sites 40% B2B Rates Method More Effective Virtual Exhibitions Smartphones Collateral Print Directories Sponsorship Tablets Webinars 30% Topic Specific Sites Vertical Search 20% Blue = Digital, Orange = Traditional 10% 10% 20% 30% 40% 50% 60% B2B @mpranikoff 70% 80% 90% Source: Outsell 2013 Advertising and Marketing Study #BOLO2013
  8. 8. @mpranikoff #BOLO2013
  9. 9. @mpranikoff #BOLO2013
  10. 10. @mpranikoff #BOLO2013
  11. 11. Source: http://flic.kr/p/crZSBm @mpranikoff #BOLO2013
  12. 12. BRAND AUDIENCE Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement @mpranikoff #BOLO2013 Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp.
  13. 13. “ Robert Cohen, VP Global Retail Source: http://www.businessweek.com/articles/2013-10-03/patagonias-robert-cohen-on-the-retailer-customer-relationship @mpranikoff #BOLO2013
  14. 14. @mpranikoff #BOLO2013
  15. 15. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #BOLO2013
  16. 16. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #BOLO2013
  17. 17. @mpranikoff #BOLO2013
  18. 18. @mpranikoff http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919 #BOLO2013
  19. 19. 89% 90% Global Average – 92% 94% 92% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #BOLO2013
  20. 20. 44% 52% Global Average – 58% 58% 73% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #BOLO2013
  21. 21. 48% 61% Global Average – 58% 58% 69% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #BOLO2013
  22. 22. @mpranikoff #BOLO2013
  23. 23. Source: Stefanos Karagos: Visual Content Rules The World @mpranikoff #BOLO2013
  24. 24. @mpranikoff #BOLO2013
  25. 25. * The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012 @mpranikoff #BOLO2013
  26. 26. Source: http://flic.kr/p/aavRAC @mpranikoff #BOLO2013
  27. 27. “ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff #BOLO2013
  28. 28. “ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff #BOLO2013
  29. 29. Source: Stefanos Karagos: Visual Content Rules The World @mpranikoff #BOLO2013
  30. 30. Source: Stefanos Karagos: Visual Content Rules The World @mpranikoff #BOLO2013
  31. 31. Source: Stefanos Karagos: Visual Content Rules The World @mpranikoff #BOLO2013
  32. 32. Thought leadership and entertainment to build brand and awareness Research data, funny videos, curated lists, infographics, thought leadership Tools that help buyers find you when they are looking for solutions Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Company-specific information to help evaluate and reaffirm selection Pricing, demos, services information, 3rd party reviews, customer case studies Source: Marketo @mpranikoff #BOLO2013
  33. 33. @mpranikoff #BOLO2013
  34. 34. @mpranikoff #BOLO2013
  35. 35. @mpranikoff #BOLO2013
  36. 36. State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013
  37. 37. State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013
  38. 38. State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013
  39. 39. State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013
  40. 40. State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013
  41. 41. $1M @mpranikoff $1M #BOLO2013 $1M
  42. 42. @mpranikoff #BOLO2013
  43. 43. @mpranikoff #BOLO2013
  44. 44. @mpranikoff #BOLO2013
  45. 45. @mpranikoff #BOLO2013
  46. 46. @mpranikoff #BOLO2013
  47. 47. Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting @mpranikoff #BOLO2013
  48. 48. Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg

×