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Content Jam 2016: Get Scrappy: Smarter Content for Business Big and Small with Nick Westergaard

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When it comes to marketing, it’s the best of times and the worst of times. New media allows us to reach more people, build personal relationships, and deliver real value to our customers.
However, budgets are tighter than ever and we’re constantly distracted by all of the shiny new things coming at us. The answer? Get scrappy. During this myth-busting and actionable talk you’ll discover how getting scrappy can help you put your brains before your budget and simplify your marketing in today’s complex world.

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Content Jam 2016: Get Scrappy: Smarter Content for Business Big and Small with Nick Westergaard

  1. 1. nick westergaard | branddrivendigital.com | 2016 get scrappySmarter Digital Marketing for Businesses Big and Small
  2. 2. I MKTG
  3. 3. VERYfrustrating time
  4. 4. neil degrasse tyson Knowing where you came from is no less important than knowing where you’re going.” “
  5. 5. A Brief 
 history
 of media
  6. 6. The Dawn of man
  7. 7. 1300MEDIEVAL TIMES
  8. 8. 1400 15001450
  9. 9. 175016501550
  10. 10. 500 YEARS OF PRINT DOMINANCE {1850 19001800
  11. 11. 1922 1941
  12. 12. 1950 1970 1990 MASS MEDIA DOMINATES MOST OF 
 THE 20th CENTURY
  13. 13. RISEOF THE INTERNET
  14. 14. 2012 NATIVE ADS FACEBOOK MOBILE 2010 TWITTER MOBILE APPS 2008 IN-TEXT ADS LINKEDIN 2007 MOBILE WEBSITES FACEBOOK YOUTUBE 2003 BLOGS (ADSENSE) 2001 POP-UPS 2000 MOBILE SMS PPC 1994 BANNER ADS EMAIL OVER the last 20 YEARS
  15. 15. TODAY marketers today are OVERWHELMED
  16. 16. THE MYTH OF BIG $
  17. 17. SHINYNEW THINGS DISTRACT $
  18. 18. CHECKLIST MARKETING ✔
  19. 19. THE ALTERNATIVE
  20. 20. GET SCRAPPY
  21. 21. Brains Before Budget
  22. 22. Efficient and Effective
  23. 23. See Ideas Everywhere
  24. 24. everyone can benefit
  25. 25. SMART STEPS you can’t skip DOING MORE 
 with less SIMPLIFYING for the long haul 1 2 3
  26. 26. ORDER from CHAOS
  27. 27. Photo credit: Harry Westergaard
  28. 28. Smart Steps You Can’t Skip 1
  29. 29. Photo via Flickr user Robert Course-Baker
  30. 30. rudyard kipling I keep six honest serving men (They taught me all I knew): Their names are WHAT and WHY and WHEN and HOW and WHERE and WHO.” “
  31. 31. unpacking the “serving men” ‣ WHY are we doing this? ‣ WHAT are we doing? ‣ WHEN does this happen? ‣ WHERE does this happen? ‣ WHO does this involve? ‣ HOW do we get it done?
  32. 32. Ground with why – destination ‣ Branding ‣ Community Building ‣ Public Relations ‣ Market Research ‣ Customer Service ‣ Leads & Sales
  33. 33. What? too channel focused
  34. 34. follow your digital compass ‣ Why are you doing this? ‣ Who are you trying to reach? ‣ This will tell you what works best when
  35. 35. smart reminders ‣ Need a Map to Get Where You’re Going (5 Ws, 1 H) ‣ Need a Destination Clearly Defined ‣ Need to Understand the Points of Your Digital Compass ‣ And Don’t Forget …
  36. 36. Do More with Less 2
  37. 37. what’s next? Execution ‣ HOW does this work get done? ‣ WHO does this involve? ‣ HOW does this align with our other efforts? Why & WHat
  38. 38. Photo via Flickr user Instant Vantage create a question engine
  39. 39. daniel H. pink Questions, by their very nature, elicit an active response.” “
  40. 40. questions spark conversations
  41. 41. questions fuel content
  42. 42. answering questions in six seconds
  43. 43. Photo via Flickr user Anonymous Account questions are currency
  44. 44. embrace your people power
  45. 45. PEOPLE PROBLEMS ‣ Time ‣ Talent ‣ Treasure TERROR!
  46. 46. I don’t want my people on Facebook all day!
  47. 47. Our team doesn’t have time for this.
  48. 48. We don’t have the right kind of people …
  49. 49. We’ll lose CONTROL!!!
  50. 50. TERROR:
 you aLREADY HAVE LOST CONTROL
  51. 51. Photo via Flickr user Rob Bouden TALENT: ENGAGEMENT & PEOPLE SKILLS MORE IMPORTANT THAN TECH SKILLS
  52. 52. scrappy internally
  53. 53. scrappy Externally
  54. 54. YOUR PEOPLE CAN’T BE A PROBLEM. 
 THEY ARE YOUR BIGGEST ASSET ☝
  55. 55. Photo via Flickr user tharunpkarun connect your digital dots
  56. 56. Photo via Flickr user Ybot84
  57. 57. Photo source: Wikimedia Commons The whole is more than the sum of its parts.” aristotle “
  58. 58. gestalt
  59. 59. Photo via Flickr user regan76 ENDof the PLAYING AROUND PHASE
  60. 60. TOPAREA OF SOCIAL MEDIA INVESTMENT IS INTEGRATION
  61. 61. WHERE?‣ Online Integration ‣ Offline Integration
  62. 62. reports of my death … Image source: Terry Ballard @
  63. 63. 70%Still PREFER RECEIVING INFO VIA EMAIL OVER SOCIAL MEDIA @
  64. 64. NEARLY TWICE AS MANY EMAIL ACCOUNTS
  65. 65. 28%HIGHER OPEN RATE FOR THOSE USING EMAIL & SOCIAL @
  66. 66. poem integration ‣ Paid ‣ Owned ‣ Earned ‣ Media
  67. 67. connecting offline dots
  68. 68. On-Site
  69. 69. The World’s First Instagram Hotel
  70. 70. Simplifying for the Long Haul 3
  71. 71. simplify social pain points ‣ Content Creation ‣ Social Conversations ‣ Measurement
  72. 72. seeking out 2x as much content
  73. 73. top challenges — b2B, B2c, nonprofit Source: Content Marketing Institute
  74. 74. CONTENT HACKS 
THAT BELONG IN EVERY MARKETERS’ TOOLBOX 4
  75. 75. 1 relentlessly repurpose
  76. 76. 2 utilize historical content
  77. 77. 3 curate content
  78. 78. 4 user-generated content
  79. 79. Photo via Flickr user Alberto simplifying social
  80. 80. 76% 
 OF MARKETERS FEEL THEY KNOW WHAT THEIR CUSTOMERS WANT
  81. 81. Only 34%HAVE BOTHERED TO ASK PERCEPTION GAP
  82. 82. Photo via Flickr user bradhoc measure what matters
  83. 83. albert einstein Everything that can be counted does not necessarily count. Everything that counts CANNOT NECESSARILY BE COUNTED.” “
  84. 84. NO SHORTAGE OF NUMBERS ENGAGEMENT DATA Likes Followers Retweets Subscribers Comments Shares Favorites Clicks WEBSITE ANALYTICS Pages Visited What Pages They Came From Time Spent on Site Page-to-Page Path Followed Referring Keywords Referring Websites Geography Time of Day
  85. 85. BIGGEST CHALLENGE? TYING SOCIAL MEDIA TO A BUSINESS OUTCOME
  86. 86. ‣ Branding — web analytics such as visitors; share of voice ‣ Community Building — subscriptions, participation ‣ Public Relations — brand mentions and sentiment ‣ Market Research — new ideas gleaned, competitive insights ‣ Customer Service — number of incidents, CRM data ‣ Leads & Sales — lead source on prospects and customers DEFINE YOUR DESTINATION ➤
  87. 87. destination: Driving traffic
  88. 88. Scrappy Next Steps 4
  89. 89. get scrappy now ‣ Smart Steps You Can’t Skip: Strategic Map First — Ground with “Why” ‣ Doing More with Less: Questions, People Power, Connecting Dots ‣ Simplify for the Long Haul: Content, Conversations, Measurement
  90. 90. I MKTG ?
  91. 91. Photo via Flickr user DonkeyHotey
  92. 92. nick@WESTERGAARD.COM Slides at NickWestergaard.com/slides @NickWestergaard on Twitter, Instagram, and more #GetScrappy

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