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Thought Leadership
in a

DIGITAL
W o r l d.
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
DIGITAL

Traditional thought leadership won’t cut it
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
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
DIGITAL

Lead generation: Put down virtual roots
Content

Social Network

Community

Social
Bookmarking
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?
DIGITAL

Think like a publisher

ILoveAGoodAudit.com

CPA Sings Happy Birthday to
Sarbanes Oxley
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
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
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
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
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
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
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
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
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
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
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
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
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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Thought Leadership In A Digital World (Pp Tminimizer)

  • 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
  • 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. 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. DIGITAL Lead generation: Put down virtual roots Content Social Network Community Social Bookmarking
  • 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. DIGITAL Think like a publisher ILoveAGoodAudit.com CPA Sings Happy Birthday to Sarbanes Oxley
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. DIGITAL Questions? For further information, contact: Kathy Baughman ComBlu 312-649-1687 kbaughman@comblu.com J:PresentationsTL in a digital World