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Thought Leadership In A Digital World (Pp Tminimizer)

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Learn how the changing landscape has impacted how service firms and business-to-business entities should approach thier thought leadership programs.

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Thought Leadership In A Digital World (Pp Tminimizer)

  1. 1. Thought Leadership in a DIGITAL W o r l d.
  2. 2. DIGITAL Current thought leadership environment Shrinking news holes: • Dictate more direct strategies • Means fewer outlets for SMEs White papers too dense for time starved world Young decision makers = new channels Changing conference formats with dwindling attention
  3. 3. DIGITAL Traditional thought leadership won’t cut it
  4. 4. DIGITAL Thought leadership approach Content Syndication and Aggregation Conference Support • Email w/link to highlight video • Conference Twitter - Speakers - Intra-conference • “Un-session/un-conference” • Text reminders of sessions • V-cast follow-up Business Community Build or Rent? Branded: • Facilitate peer conversation • Capture voice of customer Rent: • Build long-tail - LinkedIn (Dell) - Facebook groups • • • • • Branded RSS feed Blogs Communities Industry-specific portals Premium subscription service (Example: WestLaw) SMEs Editorially Independent Blog • Sponsor or host independent blog of expert contributors (Customers, KOLs) • Example: AppGap: Future of work, sponsor: Intuit
  5. 5. DIGITAL Lead Generation: Put down virtual roots Lead generation is a social interaction • Join groups on big social sites • Explore niche social destinations • Stimulate community formation with trade groups Talk to personas… not to prospects Build significant networks • Post provocative Qs • Offer smart insights • Build relationships through conversation
  6. 6. DIGITAL Lead generation: Put down virtual roots Content Social Network Community Social Bookmarking
  7. 7. DIGITAL Think like a publisher Content that people want to consume and share: • Smart AND approachable: no need to be dry • Build content around your personas • You are what you publish: what do you want your buyer personas to think about you?
  8. 8. DIGITAL Think like a publisher ILoveAGoodAudit.com CPA Sings Happy Birthday to Sarbanes Oxley
  9. 9. DIGITAL Think like a publisher Content Syndication and Distribution Content Syndication and Distribution Systems: • Contextual advertising system that matches ads to high-quality content • On-demand content marketplace for online publishers Syndicators: • Clear, high-quality content from media sites, newspapers, news organizations and prestigious websites • Distribute to independent website owners and online publishers • Allow advertisers to self-select relevant matching content to place their ads
  10. 10. DIGITAL Think like a publisher: Content Syndication and Distribution (continued) Benefits of Content Syndication: • Content owners can expand their exposure, reach and profitability • Online publishers can add high-quality content to their sites, increasing their value to their readers while profiting from commissions on all the ads matched to such content • Advertisers can enjoy highly targeted placement of their ads and a powerful distribution mechanism in which independent publishers become active marketing agents to very relevant and targeted audiences
  11. 11. DIGITAL Think like a publisher: Content Aggregation Tags and links spread the word: link juice anyone? Branded RSS Feeds Branded Thought leader portals Value-added repackaging of content: potential to monetize
  12. 12. DIGITAL Think Like a Publisher: Webinars/Webcasts/Podcasts Deliver deep messaging directly to targets Great lead generation tool Help in category creation Variety of ways to merchandise
  13. 13. DIGITAL Think like a publisher: Independent Blogs Sponsor or host independent blog of expert contributors (Customers, KOLs) Example AppGap: Future of work, sponsored by Intuit
  14. 14. DIGITAL Think like a publisher: eBooks are the new white paper Highly engaging and colorful Tell the story from the personas perspective Easy to consume; easy to share
  15. 15. DIGITAL Virtual experts Conferences are shrinking: fewer venues, fewer speaking slots, lower ROI Dynamic conference formats: the age of the “un-conference” and the “unsession” Thought Leaders must understand how to use social media before, during and after conferences Merchandise speaker slots to: • Build awareness • Maximize attendance
  16. 16. DIGITAL Bring people together Before , during and after the conference Email with link to highlight video Promote via conference page on Facebook groups • Announce conference on Twitter first Conference Twitter • Speakers • Intra-conference “Un-session/un-conference” Text reminders of sessions V-cast follow-up
  17. 17. DIGITAL Communities: Feedback in action Communities bring real time insights into customers, trends, issues Package community insights in new ways (YouTube video, blog posts, etc.) Use communities to recruit for surveys and industry studies
  18. 18. DIGITAL Community: Build, rent or buy Branded: • Facilitate peer conversation • Capture voice of customer Rent: • Build long-tail - LinkedIn - Facebook groups Buy: • Acquire existing community and build brand presence
  19. 19. DIGITAL Keeping thought leaders ahead of the game Research channels today are different: Trend spotting: blogs and tweets • Analysts, reporters, organizations, government bodies and academics • Follow specific elite groups of influencers and provide insights • Use tweet streams to make contact Studies and surveys • Use private messaging on social networking and community sites
  20. 20. DIGITAL Types of thought leadership social approaches Awareness Preference Insight & Innovation Relationship Building Leadership Topic or Positioning Category Creation Lead Generation Referrals & Pass Along Sales Velocity Sales Volume Community Marketing M H H H H H H H H H Viral Foot Print H H L M H H M H M M Branded Portals & Feeds H H L L M M M M L L Social Networking M H L H L M H H M M Webinars Podcasts M H L H H M H M H H Content Distribution Strategy H H L M H H H M H M Influencer Marketing M M M H H H M M M M Conversation Insights L L H M H M L L L L
  21. 21. DIGITAL Questions? For further information, contact: Kathy Baughman ComBlu 312-649-1687 kbaughman@comblu.com J:PresentationsTL in a digital World

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