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Social Commerce Exchange Nov 2012 Presentation - Dan Fellars
- 1. Content Marketing Tools Dan (Danny) Fellars http://dannydo.es/socomx www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 2. about me Chile BuyDansHouse.com M.S. Computer Science www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 3. marketers & programmers www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 4. www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 5. www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 6. www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 7. www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 8. geeks rule www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 9. providing some common ground WE FRAMEWORKS www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 10. the 7 C’s of content Custom Curated Create Community Collect Circulate Content www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 11. the content mix Custom Curated Community Content www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 12. content management lifecycle Create Collect Circulate www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 13. strategy for picking tools 1) Perform 7 C’s audit 2) Start with a foundation platform 3) Augment as needed using 7C’s framework www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 14. Step 1 7C’s audit Custom Curated Community % Current #socomx % Desired #fav5 Collection Creation Circulation Tools Used % Satisfied http://dannydo.es/socomx www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 15. Step 2 platforms content vs social Content Platforms Social Platforms www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 16. Step 2 platforms what to look for CMS / Landing Email Lead Social Product CRM Pricing Blog Pages Nurture Integration HubSpot ●●● ●●● ●●● ●●● ●●● $200-$1000 InfusionSoft ● ●●● ●●●● ●●●● ●● $200-$500 MarketoSpark ●● ●●● ●●●● ●●●● ●● $1000-$2500 Optify ● ●●● ●●●● ●● ●●●● $300-$1500 Act-On ● ●● ●●● ● ●● $500 Genius ● ●●● ●●● ●● ●● Free; $400-$1200 Loopfuse ● ●●● ●●● ●● ●● Free; $100-$1250 Compendium ●●●● ● ● ● ●●●● $500-$5000 Spectate ●● ●● ●● ●● ●●● $300-$1300 www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 17. Step 2 platforms crossing the 7 C’s Product Custom Curated Community Collection Creation Circulation HubSpot ●●●● ●● ●●● ●● ●●●● ●●● InfusionSoft ●● ● ●●● ● ●● ●● MarketoSpark ●●● ●● ● ● ●●● ●● Optify ●●● ●● ●●● ●● ●●● ●●● Act-On ●●● ●● ●● ● ●● ●● Genius ●●● ●● ● ● ●● ●● Loopfuse ●●● ●● ● ● ●● ● Compendium ●●●●● ●●● ●●● ●●● ●●●●● ●●● Spectate ●●● ●● ●● ● ●●● ●●● www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 18. Step 2 platforms eating their own dog food Product HubSpot 250,500 258,677 14,532 18,618 5,166 6,574 InfusionSoft 23,600 8,764 309 1,298 769 84 MarketoSpark 48,076 27,107 819 4,707 443 485 Optify 11,554 6,640 84 376 30 - Act-On 6,290 308 220 572 1,340 48 Genius 2,554 47 - 135 3 - Loopfuse 2,709 190 49 56 66 - Compendium 2,710 626 - 292 42 - Spectate 290 56 45 32 3 - www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 19. Step 2 platforms my 2 cents OR + www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 20. Step 3 collection extend beyond the platform Capture/Bookmark Discovery Curation Reader Packrati.us www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 21. Step 3 creation extend beyond the platform Idea Generation Planning Curation Community www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 22. the content grid Source: Eloquaand JESS3 http://media.eloqua.com/images/The-Content-Grid-v2.jpg www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 23. Step 3 circulation extend beyond the platform Automation Email Social Networks Media Specific Blogs Video www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 24. use case new approach to automation www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 25. key takeaway Custom Curated Community Custom Curated % Current Commu % Desired nity Content Collection Creation Circulation Create Tools Used Collect Circulate % Satisfied www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
- 26. Dan (Danny) Fellars dan@fellars.com http://dannydo.es/socomx @DannyFellars www.inbounding.com Phone: (801) 319-6764 | e-mail: dan@inbounding.com | twitter: @DannyFellars
Editor's Notes
- Here is alittle bit about me, but the important thing to remember is that I am a technologist first, marketer second….which is interesting, because…
- Marketers and programmers haven’t always gotten along
- But I’m sorry to be the one to break it to you…
- But I’m sorry to be the one to break it to you…
- But if you haven’t already noticed, marketing runs on software, ….
- and it’s complex….which means….
- Geeks rule. Sorry, but they do.
- But don’t fret. I’m here to simplify things and help you grab hold of your inner geek by providing some common ground, which is that both groups love frameworks
- So I’m going to share with you the framework I’ve creating to help you evaluate different tools; I call it: the 7 C’s of Content. Let’s sail through these real quick.
- The first half is the mix of content you create for marketing, which consists of custom, curated, and community generated. Custom is the standard material you generate, curated is when you re-hash relevant quality content that already exists (and providing reference back to original source, of course). Community is the user-generated content such as comments, forums, service portals, wikis, etc.You should be creating content from all 3 categories and we will discuss tools to help with each
- The second half is the content management lifecycle. You first need to generate ideas by collecting thoughts, ideas, articles from other sources, convert them into the created content, and then circulate, or distribute that content out to where your customers are. Every tool you use should be helping with atleast one of these functions.
- Now that we have our framework, let’s start evaluating tools. The first step is to perform a quick audit on yourself as to how you are doing; then I sugges finding your base platform to manage your content marketing efforts, and then finally augment that platform as needed to fill in missing gaps.
- OK, first step is to perform an audit on how well you’re doing now. What is your current mix of content you are generating? Where would you want it to be? What tools are you using in the content lifecycle? How satisfied are you with your current tools in each step?As your thinking about the tools you currently use and throughout the night, this is what I want you to do: Tweet out your 5 or so favorite tools with these hashtags. What I’ll do is take all your favorites and update my slides and handout to reflect who is using what to help validate the tools and update on my blog for you guys to see in a week or so. This will allow my presentation to have the perfect mix of content by adding that community component
- Next step is to determine you core platforms you want to build around. I believe there are 2 different types of platforms, those that have social as their main focus and those that have content as main focus. You may need 1 of each, but for my presentation, I’m going to focus primarily on the content focused platforms.
- These are the players that are content focused for the SMB space. I don’t have time to go through these in too much detail, but I’ve essentially done the research for you and at the end will give you my recommendations. My first analysis includes a feature and price comparison to see how they stacked up.
- The next step was to see how they compared against our 7C’s framework. One thing to note is that these frameworks aren’t great at everything, which is why we need to augment our platform with more specific tools.
- The last analysis was to see how these guys do themselves. If they are going to preach their formula for content marketing, let’s see how well they perform it themselves. As you can see, there are a few standout performers from this view. If anyone follows HubSpot, you know how much content they’ve had to generate to get to that level. They are the masters when it comes to this.
- I am of the opinion that if you have the budget for any of these platforms, the two to consider are HubSpot or Infusionsoft. If you are a B2B, then HubSpot would be the better choice; Infusionsoft is better if you are an online ecommerce business. If you don’t have the budget or want more control and have some resources, then I would recommend what I call the Wordpress Plus route, and highly recommend Mailchimp as a close companion to Wordpress.
- Now that we have our core foundation selected, we need to figure out where that platform is lacking and fill in the holes. I’m going to move quickly through these due to time but you can find more details in the handouts. The first section is Collection. I broke that down into 4 different subcategories of tools. The goal with each of these slides is to improve our satisfaction level we put down on our audit for each section. For this section, I personal use: Google Alerts, Evernote, and RSSOwl – which is a free, open source RSS Reader that is very powerful.
- Next up is how and where to actually create the content, which is broken up into: idea generation, planning, curating, and community. This is obviously the most challenging part, which is how to come up with great content that engages your user base. So, to help you out, I want to share with you the best material I have seen to help with content creation.
- This is the curated portion of my presentation as this comes from Eloqua and gives great advice on the different types of content you can create and the effect they have on your customers. How I would use this chart, which you should have in your handouts, is to evaluate your sales pipeline and see where the hangup is. Are you just not getting enough people into your funnel, or do you have plenty of leads, but just aren’t converting them to sales? Use this to determine the type of materials you need to be creating to improve your sales funnel’s efficiency instead of ONLY creating funny cat videos and wondering why you don’t have any sales from all your page hits.
- Finally, circulation; Letting the world know about the amazing content you have. When evaluating your performance here, I know social is the shiny new thing, but don’t forget about email in the process. It’s still the most captive audience. One thing I wanted to highlight here where marketers can really geek out is the new tools to help automate your marketing tasks.
- There are a new wave of solutions that hover around this simple concept of If This, Than That, where anytime something happens, it triggers a new action. Here’s a quick case study on how a lifecycle could work using these. For collecting new ideas, I use Evernote to save clippings while I browse the web. I have a trigger set up in Zapier that inserts that clipping automatically as a new card into Trello – which is a generic task management platform that many developers use for software development but works for all cases, including marketing management, so you will get major points if you tell your programmer you want to use trello.Then once in trello, you can manage all your ideas and articles, etc until they are ready to be published, and which point you can push onto your blog, and from there use one of these tools to push that blog article out to all your social networks. There are a ton of different things you can do with these tools. I highly recommend incorporating them into your toolkit.
- So, to wrap up, look at your audit and see where you are struggling the most and just focus on that area till you reach satisfication, then move to the next weakest area until you have reached your goals.
- Thank you! Any questions.