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Thought Leadership In A Digital World (Pp Tminimizer)
The document discusses new approaches to thought leadership in a digital world. Traditional thought leadership methods like long-form white papers are no longer effective due to time constraints. The document recommends content syndication across various platforms, supporting conferences through social media, building or renting online communities, and sponsoring independent blogs written by experts and customers. It emphasizes thinking like a publisher by creating engaging content and distributing it widely to expand reach. Social media is key for trend spotting, conducting studies, and keeping thought leaders informed of new developments.
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Thought Leadership In A Digital World (Pp Tminimizer)
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- 2. DIGITAL Current thought leadershipenvironment Shrinking news holes: • Dictate more direct strategies • Means fewer outlets for SMEs White papers too dense for time starved world Young decision makers = new channels Changing conference formats with dwindling attention
- 3. DIGITAL Traditional thought leadershipwon’t cut it
- 4. DIGITAL Thought leadership approach ContentSyndication and Aggregation Conference Support • Email w/link to highlight video • Conference Twitter - Speakers - Intra-conference • “Un-session/un-conference” • Text reminders of sessions • V-cast follow-up Business Community Build or Rent? Branded: • Facilitate peer conversation • Capture voice of customer Rent: • Build long-tail - LinkedIn (Dell) - Facebook groups • • • • • Branded RSS feed Blogs Communities Industry-specific portals Premium subscription service (Example: WestLaw) SMEs Editorially Independent Blog • Sponsor or host independent blog of expert contributors (Customers, KOLs) • Example: AppGap: Future of work, sponsor: Intuit
- 5. DIGITAL Lead Generation: Putdown virtual roots Lead generation is a social interaction • Join groups on big social sites • Explore niche social destinations • Stimulate community formation with trade groups Talk to personas… not to prospects Build significant networks • Post provocative Qs • Offer smart insights • Build relationships through conversation
- 6. DIGITAL Lead generation: Putdown virtual roots Content Social Network Community Social Bookmarking
- 7. DIGITAL Think like apublisher Content that people want to consume and share: • Smart AND approachable: no need to be dry • Build content around your personas • You are what you publish: what do you want your buyer personas to think about you?
- 8. DIGITAL Think like apublisher ILoveAGoodAudit.com CPA Sings Happy Birthday to Sarbanes Oxley
- 9. DIGITAL Think like apublisher Content Syndication and Distribution Content Syndication and Distribution Systems: • Contextual advertising system that matches ads to high-quality content • On-demand content marketplace for online publishers Syndicators: • Clear, high-quality content from media sites, newspapers, news organizations and prestigious websites • Distribute to independent website owners and online publishers • Allow advertisers to self-select relevant matching content to place their ads
- 10. DIGITAL Think like apublisher: Content Syndication and Distribution (continued) Benefits of Content Syndication: • Content owners can expand their exposure, reach and profitability • Online publishers can add high-quality content to their sites, increasing their value to their readers while profiting from commissions on all the ads matched to such content • Advertisers can enjoy highly targeted placement of their ads and a powerful distribution mechanism in which independent publishers become active marketing agents to very relevant and targeted audiences
- 11. DIGITAL Think like apublisher: Content Aggregation Tags and links spread the word: link juice anyone? Branded RSS Feeds Branded Thought leader portals Value-added repackaging of content: potential to monetize
- 12. DIGITAL Think Like aPublisher: Webinars/Webcasts/Podcasts Deliver deep messaging directly to targets Great lead generation tool Help in category creation Variety of ways to merchandise
- 13. DIGITAL Think like apublisher: Independent Blogs Sponsor or host independent blog of expert contributors (Customers, KOLs) Example AppGap: Future of work, sponsored by Intuit
- 14. DIGITAL Think like apublisher: eBooks are the new white paper Highly engaging and colorful Tell the story from the personas perspective Easy to consume; easy to share
- 15. DIGITAL Virtual experts Conferences areshrinking: fewer venues, fewer speaking slots, lower ROI Dynamic conference formats: the age of the “un-conference” and the “unsession” Thought Leaders must understand how to use social media before, during and after conferences Merchandise speaker slots to: • Build awareness • Maximize attendance
- 16. DIGITAL Bring people together Before, during and after the conference Email with link to highlight video Promote via conference page on Facebook groups • Announce conference on Twitter first Conference Twitter • Speakers • Intra-conference “Un-session/un-conference” Text reminders of sessions V-cast follow-up
- 17. DIGITAL Communities: Feedback inaction Communities bring real time insights into customers, trends, issues Package community insights in new ways (YouTube video, blog posts, etc.) Use communities to recruit for surveys and industry studies
- 18. DIGITAL Community: Build, rentor buy Branded: • Facilitate peer conversation • Capture voice of customer Rent: • Build long-tail - LinkedIn - Facebook groups Buy: • Acquire existing community and build brand presence
- 19. DIGITAL Keeping thought leadersahead of the game Research channels today are different: Trend spotting: blogs and tweets • Analysts, reporters, organizations, government bodies and academics • Follow specific elite groups of influencers and provide insights • Use tweet streams to make contact Studies and surveys • Use private messaging on social networking and community sites
- 20. DIGITAL Types of thoughtleadership social approaches Awareness Preference Insight & Innovation Relationship Building Leadership Topic or Positioning Category Creation Lead Generation Referrals & Pass Along Sales Velocity Sales Volume Community Marketing M H H H H H H H H H Viral Foot Print H H L M H H M H M M Branded Portals & Feeds H H L L M M M M L L Social Networking M H L H L M H H M M Webinars Podcasts M H L H H M H M H H Content Distribution Strategy H H L M H H H M H M Influencer Marketing M M M H H H M M M M Conversation Insights L L H M H M L L L L
- 21. DIGITAL Questions? For further information,contact: Kathy Baughman ComBlu 312-649-1687 kbaughman@comblu.com J:PresentationsTL in a digital World