Start With Who - LERN Conference 2013

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Too often organizations start with ‘where’ they want
to be online and are frustrated when they don’t get the
audience engagement they hoped for. Instead, start with
‘Who’ you want to engage and ‘What’ story to tell.
Find out how to start with ‘Who’ and get the results you
desire.

Published in: Technology, Business
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Start With Who - LERN Conference 2013

  1. 1. Michael Weiss Figure18 LinkedIn.Com/In/mpweiss 1
  2. 2. AGENDA Quick Content Marketing 101: Why You Should Care Start With WHO & WHAT Then Move To HOW & WHERE 2 @mikepweiss
  3. 3. CONTENT MARKETING 101 3
  4. 4. 4
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. WHERE SHOULD WE START? 12
  13. 13. 13
  14. 14. WHERE DO WE START? 14
  15. 15. HOW & WHERE IT’S FUN, RIGHT? 15
  16. 16. 16
  17. 17. “Ummm….yeah, that’s great. But where’s my ROI?” 17
  18. 18. Reach, Teach & ENGAGE 18
  19. 19. Go beyond simple DEMOGRAPHICS & Stats 19
  20. 20. WHAT makes them TICK? 20
  21. 21. 21
  22. 22. Persona Example Beth: •  •  •  •  •  •  35,  married;  two  kids  (8  and  10)   Stay  At  Home  Mom   PTA,  Room  Mom  for  both  kids   Loves  her  iPhone  and  iPad   Was  in  a  sorority;  Social  Chair   Drives  an  Audi   •  Beth’s  friends  look  to  her  for  trends  and  fashion   advice.       Image  is  everything  to  Beth.  From  the  clothes  she   wears  to  the  car  she  drives  to  the  coffee  she  drinks  –   the  the  clothes  her  kids  and  husband  wear  –  these  ALL   reflect  who  she  is.     •  •  She  is  pleased  when  she  does  something  beUer  than   any  of  her  friends.  She  is  compeVVve  by  nature  and   always  wants  to  win.     “I  am  happiest  when  I  know   about  something  before  my   friends  do.”  -­‐  Beth   22
  23. 23. Persona Example •    •  •  Beth  is  technically  savvy.  She  has  all  the  go-­‐to   gadgets.    She  is  very  good  at  using  Google.   She  subscribes  to  Living  Social,  Groupon,  BogoPod   and  all  the  other  “deal”  sites.   Beth  is  pressed  for  Vme.  Between  shuUling  the  kids   around,  coffee  and  lunches  with  friends,  yoga,   cooking  and  shopping,  she  has  very  liUle  Vme  to   research  and  read  online.  All  content  needs  to  be   viewed  while  she  waits  in  line  at  carpool  or  at  soccer   pracVce.     •  Beth  loves  fashion  and  entertainment.  She  reads:   –  –  –  •  People   Vanity  Fair   Us  Weekly   Beth  is  100%  digital.  She  spends  what  liUle  Vme  she   has  using  the  following  pla_orms:   –  –  –  Facebook   Pinterest   Instagram     “Don’t  get  me  wrong.  I  love  a   good  value  when  I  see  it.  Coupons   are  where  its  at!.”     -­‐  Beth   23
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  26. 26. Figure out the WHO, the WHAT and the HOW and WHERE will come easily. 26
  27. 27. Yay! Let’s start a BLOG. Let’s write eBOOKS and WHITE PAPERS. How about some VIDEO! INFOGRAPHICS! 27
  28. 28. Beware of becoming TACTIC HAPPY! 28
  29. 29. The REALITY BITES! MOMENT 29
  30. 30. HOW 30
  31. 31. 31
  32. 32. 32
  33. 33. Buyer’s Journey Awareness Info Search Expert #1 Expert #3 Expert #2 Expert #4 Take It From Us #1 Design Critique Daily Deal Make Purchase Decision Inside The Lab #1 Expert #5 Contest Introduced Design Critique Continued Alternative Searches Inside The Lab #1 Take It From Us #2 Expert #6 Contest Launch Short List Buy Coupons Testimonials Contest Submissions 33
  34. 34. 2013 Production Schedule & Velocity: Expert June July Research Contest August September October November December 1 1 2 2 2 Pre-Production Entry Show Submissions Winner Take It From Us 2 2 2 2 Inside The Lab 2 2 2 2 Instagram 8 8 12 12 16 20 20 Facebook 16 16 16 16 16 16 16 Pinterest Research 8 8 8 8 8 8 34
  35. 35. WHERE 35
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  37. 37. WHY? 37
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  42. 42. Q&A 42

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