This document provides guidance on developing an effective online thought leadership strategy. It recommends establishing a blog as the central "hub" to attract and engage an audience through valuable, timely content. Additional channels like social networks, microblogs, emails and websites can feed into the "marketing funnel" while the blog retains visitors by building trust and loyalty. Case studies showcase how various companies have successfully implemented thought leadership programs through innovative approaches tailored to their industries. The key is providing clarity, commitment and consistency across integrated online and offline strategies.

1. SAVAGE
Online Strategies for Thought Leadership Marketing
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2. Why Thought Leadership?
To have you or your company be perceived
as a trusted advisor or resource
Really about providing valuable information
Establishing a positive reputation
Set yourself apart
Be “vertically famous”
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3. Why Online?
Be where the conversations are.
Help fix your audience’s “filter problem.”
Low barriers to entry
A great equalizer (no “big company”
advantage)
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4. First, Get Involved
Research and Listen
- Who is in the space already?
- What are they saying? Join the
- What do your customers say?
BIG
THREE
Build a listening post
Subscribe to industry blogs/ Twitter
group and know what’s LinkedIn
happening in your industry Facebook
Participate in conversations
Comment, answer questions, repost
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5. Next, Think About the Outcome
Is there a position or “space” you want
to own?
If it works, then what...
Figure out what results you want, and put
the measurements in place now
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6. Find your “Hotspot”
Your expertise, differentiator
Brand Your Hotspot
Position
Audience Brand
needs Experience
What is your
Busy clients = personality?
information filter problem Tone of voice?
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7. Find your “Hotspot”
Credible
Authentic
Valuable
Timely
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8. Effective Programs
This is all part of an integrated program, so
you can and should consider:
– PR/Media strategy: establish relationships,
position yourself as a resource
– Speaking opportunities and authorship
But for today we’re focusing on online
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9. The Online Strategy
A different kind of online “marketing funnel”
Micro Social
Website blogs Networks E-mails SEO/SEM
Blog
Your blog is the “hub”
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10. Blog: Why the Hub?
ATTRACT The right audience
INFORM With valuable information
ENERGIZE A call-to-action
RESPOND And listen
RETAIN By building loyalty, trust
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11. Blog: Why the Hub?
It’s the most dynamic – provides the best
balance of content depth and timeliness
Grow your traffic (and search rankings)
A more engaged community
Establish your brand with rich media
Offer better service and responses
Initiate more sales
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12. Online Channels
Communities and networks: join, comment
Blogs and microblogs: encourage dialogue
(listen to customers)
E-mails, E-newsletters (show solutions)
Websites: publish papers, webinars,
presentations, podcasts, research
SEO/SEM
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13. Networks: Use Groups Strategically
Think shared interest group instead of a
company group
– Provide topics for open-ended discussions
– Post relevant news and information (linking
back to your blog as needed)
Key is to find a topic that you have expertise
in that your customers would have an
interest in too
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14. Microblogs: Have a
“Follower” Strategy
Build your Twitter “followers”
– Media
– Other thought leaders
– Industry organizations
Follow those you want to engage with
Those you follow likely will follow you back
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15. E-mails: Ubiquitous and Useful
E-mails/E-newsletters
– Case Studies
– Industry comment
Add a tagline to all emails with your social
media links to feed your funnel
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16. Examples
Thought Leadership in Action
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17. Thought Leadership in Action
Accenture
– Thought leadership should be integrated into
your company culture
– Make innovative thought easily accessible
– Give employees freedom of speech
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21. Thought Leadership in Action
TED Conference
– Share the spotlight with other thought leaders
by bringing them into your sphere
– Think big
– Focus on the future rather than commenting on
the past
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23. Thought Leadership in Action
English Cut
– What seems mundane or ordinary can be of
great interest to those on the outside
– Letting people into your world helps them
understand the processes, complications and
obstacles you encounter, making them more
understanding and appreciative of your work
– People begin to regard you as the go-to
resource for all things related to your industry
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25. Thought Leadership in Action
Cisco
– Pay attention to timely news and think
about how it affects your customers
– Support your customers’ success
– Incorporate video to more deeply
engage readers
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27. Thought Leadership in Action
Stormhoek Wine
– Partner with the big names
– Give away product for publicity
– Differentiate yourself from your competitors
by connecting with your audience in a new way
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29. Thought Leadership in Action
Rohit Bhargava
– Do more than comment on existing content;
generate new concepts
– Share the credentials that make you a credible
thought leader
– Utilize a variety of outlets to share content
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33. Final Advice
Clarity, Commitment and Consistency!
– It’s more difficult to maintain your visitors
– Resist the temptation to market
– Don’t write about yourself – write about your
customers and your industry
Always be giving (and generous with
your ideas – to a point)
There will be new channels, so add to the
funnel but keep your “hub” intact
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34. Thank You
http://www.linkedin.com/in/robintooms
http://blog.savagebrands.com
http://twitter.com/rtooms
rtooms@savagebrands.com
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