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Digital gravity
From small to big leaps
1
TOPSOE
2
In a galaxy far far away
In Lyngby
57%
•  Founded in 1940 by
Haldor Topsøe (1913-2013)
•  2700+ empl. (2000 in DK...
3
Hard question:
What is the nature of our
relation to the customer?
Easy question:
What type of individual
relationship c...
August 2014 - VP Kristine Ahrensbach4
Insight SellingTM Opportunities
When the customer is still
learning about what his /...
August 2014 - VP Kristine Ahrensbach5
Insight SellingTM Opportunities
When the customer is still
learning about what his /...
August 2014 - VP Kristine Ahrensbach6
Seller/Buyer matrix
Prospecting
(new customers)
Learn
Stimulate &
Qualify
Diagnose
&...
7
ONBOARDING
TO DIGITAL
DIGITAL
LEVERAGE
8
If that is what we want, we must defy gravity
To the univers and beyond
57%
9
Systems
HUB
10
HUB and SPOKE
11
The gravity of the sale
Embedded in the way we talk about business
Data suggests a
potential fit
Data suggests a
possib...
12
Gravity of the organization
Defines inside and outside
12
Static assets
Writing->Images->Video
Dynamic assets
Speach->C...
13
Gravity of the organization
Defines inside and outside
13
Political, Social, Physical
Cultural, Legal, Economic
Custome...
14
Gravity of communication
Defines what we talk about
14
Environmental issues, energy challenges,
population growth and f...
15
Gravity of the channel
Maps property on to digital presence
Earned space,
High involvement, low control, trend driven
O...
September 2014 – Adam Nissen Feldt16
September 2014 – Adam Nissen Feldt17
September 2014 – Adam Nissen Feldt18
19
Comments
Article
•  VIDEO
•  TEXT
•  PULL QUOTE
•  IMAGE
•  FORM
•  SLIDESHOW
•  ANIMATION
20
CTA
A great title
A teaser that gives you just
enough information to act or
to be wanting more and be
willing to go tha...
September 2014 – Adam Nissen Feldt21
22
September 2014 – Adam Nissen Feldt23
24
25
26
•  Coherent clear storyline
•  SEO optimized text
•  Rich content
•  Big Picture angle
•  Defined target group
•  Clear...
27
CHANNEL
MANAGER
DIGITAL
EXPERIENCE
MANAGER
DIGITAL
EVANGELIST
SHARE
Share knowledge and
communicate faster accross silos
LEVERAGE
Distribute content effectively accross
channels and bu...
29
Speed of light
CMS
Corporate websites
Webeditor
30
Comments
Article
•  VIDEO
•  TEXT
•  PULL QUOTE
•  IMAGE
•  FORM
•  SLIDESHOW
•  ANIMATION
+ =
31
32
•  Content can be created without
knowledge about website
structure
•  Content can be created without
knowledge about a...
33
Attention all planets
•  Consider how digital gravity
manifests it self in your
organization
•  Defy it and defy the me...
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Adam Feldt: Digital Gravity; how to prepare for lift-off in content marketing

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Communications officer with 15+ years of experience in online communication, strategic communication, national and international awarenessprogrammes, event planning and management, press work, education, publishing and editing, management consulting, web based communication, social media management, project planning and stakeholder relations.

Published in: Internet
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Adam Feldt: Digital Gravity; how to prepare for lift-off in content marketing

  1. 1. Digital gravity From small to big leaps 1
  2. 2. TOPSOE 2 In a galaxy far far away In Lyngby 57% •  Founded in 1940 by Haldor Topsøe (1913-2013) •  2700+ empl. (2000 in DK) •  Headquarters in Lyngby •  Supplier of catalysts and technlolgies for the oil, gas, chemical, automotive and energy industries. •  Turnaround 5,7 bil (2014) •  Adam Nissen Feldt •  Digital Coms. Manager •  19+ years in digital •  @adamfeldt
  3. 3. 3 Hard question: What is the nature of our relation to the customer? Easy question: What type of individual relationship comes to mind Metaphoric sense Substitution The intensity of the customer relation matches the intensity of the personal relationship Intensity match
  4. 4. August 2014 - VP Kristine Ahrensbach4 Insight SellingTM Opportunities When the customer is still learning about what his / her needs are. When the customer believes he / she understands what the need is and is ready to engage suppliers (e.g., RFPs) Passive Learning Phase Percent of Purchase Process Complete CustomerOpennessto Suppl.ierInfluence New Sales Engagement Point – 57% Purchase
  5. 5. August 2014 - VP Kristine Ahrensbach5 Insight SellingTM Opportunities When the customer is still learning about what his / her needs are. When the customer believes he / she understands what the need is and is ready to engage suppliers (e.g., RFPs) Passive Learning Phase Percent of Purchase Process Complete CustomerOpennessto Suppl.ierInfluence New Sales Engagement Point – 57% Purchase Do we know them? Who are these people? What are they looking for? What are they finding? Where are they looking? How can we reach them? How can we help them? Who are the ones that we don’t know? Who are providing the answers?
  6. 6. August 2014 - VP Kristine Ahrensbach6 Seller/Buyer matrix Prospecting (new customers) Learn Stimulate & Qualify Diagnose & Develop Support Develop Business Strategy High Level Exploration Identify Solution Qualify Solution Conduct Trial Implement Lifecycle (Buying) Raise Awareness Close Technical & Commercial Proof Upsell Advocacy Evaluation Determine Needs. Select Solutions Lifecycle (Selling)
  7. 7. 7 ONBOARDING TO DIGITAL DIGITAL LEVERAGE
  8. 8. 8 If that is what we want, we must defy gravity To the univers and beyond 57%
  9. 9. 9 Systems
  10. 10. HUB 10 HUB and SPOKE
  11. 11. 11 The gravity of the sale Embedded in the way we talk about business Data suggests a potential fit Data suggests a possible order Data verifies a possible fit Clearly defined next steps Our definition of closed Prospect Qualify Cover the bases Close the order Close
  12. 12. 12 Gravity of the organization Defines inside and outside 12 Static assets Writing->Images->Video Dynamic assets Speach->Conversation->Negotiation 1:Many 1:1
  13. 13. 13 Gravity of the organization Defines inside and outside 13 Political, Social, Physical Cultural, Legal, Economic Customers, Regulatory agencies, suppliers, Investors, Partners, Unions, Trade press, Competitors. Management, Employees General environment Network Org
  14. 14. 14 Gravity of communication Defines what we talk about 14 Environmental issues, energy challenges, population growth and food demand Ammonia, batteries, cement, chemicals, syngas, coke and coal, energy & power, fertilizer, hydrogen etc. Heterogenous catalysis, molecular surface physics etc. TK-261, KM 111, BMC, CKM 3324, MK-151 FENCE R-87R HEAT-X, TUBULAR REFORMER BAYONET etc. CBU, EBU, RBU, NBU, GST, MWB,, Topsoe-spririt etc. Trends Industry Teknology Products Topsoe
  15. 15. 15 Gravity of the channel Maps property on to digital presence Earned space, High involvement, low control, trend driven Owned, Earned, Payed space, industry/technogy driven Lower control, Lower real estate, high involvement Payed, earned space. Lower real estate control high competition Owned space, high control high real estate, low involvement Owned space, high control, high company essence Twitter/Facebook Fora/Groups/Blogs Ad’s/SEM/SEO Microsites .com
  16. 16. September 2014 – Adam Nissen Feldt16
  17. 17. September 2014 – Adam Nissen Feldt17
  18. 18. September 2014 – Adam Nissen Feldt18
  19. 19. 19 Comments Article •  VIDEO •  TEXT •  PULL QUOTE •  IMAGE •  FORM •  SLIDESHOW •  ANIMATION
  20. 20. 20 CTA A great title A teaser that gives you just enough information to act or to be wanting more and be willing to go that extra click… A great title A teaser that gives you just enough information to act or to be wanting more and be willing to go that extra click… CTA A great title CTA A teaser that gives you just enough information to act or to be wanting more and be willing to go that extra click…
  21. 21. September 2014 – Adam Nissen Feldt21
  22. 22. 22
  23. 23. September 2014 – Adam Nissen Feldt23
  24. 24. 24
  25. 25. 25
  26. 26. 26 •  Coherent clear storyline •  SEO optimized text •  Rich content •  Big Picture angle •  Defined target group •  Clear call-to-action •  Defined target group •  Proven value to the user •  Complex/unique data •  Conversion tool •  Lowers content production entry barrier •  Supplements content reach MAIN CONTENT TYPES ARTICLES TOOLS EXTERNAL SOURCES
  27. 27. 27 CHANNEL MANAGER DIGITAL EXPERIENCE MANAGER DIGITAL EVANGELIST
  28. 28. SHARE Share knowledge and communicate faster accross silos LEVERAGE Distribute content effectively accross channels and build campaign excellence EDUCATE Build global marketing and communication capacity IMPROVE Qualify decission making processes TELL Effectively build brand compliant content THINK Focused on data and analytics FEEL Focused on consumer engagement DO Focused on content and production DATA CHANNEL S CONTENT
  29. 29. 29 Speed of light CMS Corporate websites Webeditor
  30. 30. 30 Comments Article •  VIDEO •  TEXT •  PULL QUOTE •  IMAGE •  FORM •  SLIDESHOW •  ANIMATION
  31. 31. + = 31
  32. 32. 32 •  Content can be created without knowledge about website structure •  Content can be created without knowledge about a CMS system •  Content can be created based on classical editorial communication principles. •  Content can be imported and exported to and from all platforms through compliance with simple standards. •  Content that is in compliance is rewarded by leading platforms •  Content that can travel in time and space is rewarded by search engines.
  33. 33. 33 Attention all planets •  Consider how digital gravity manifests it self in your organization •  Defy it and defy the metaphor as well •  Keep reducing complexity and systems trapping the content we need to meet the stakeholder early.

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