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Content, Context,  Customers & Engagement       Developing A Process For SuccessRobert Rose (@Robert_Rose)Scott Liewehr (@...
2   2
The Power Has Shifted  •   We made our bed  •   Consumer defenses are up  •   Trust of “the man” is down  •   Peers are al...
BrandA Digital Marketer Must . . .• Be   open• Be   a good listener• Be   prepared• Be   knowledgeable• Be   consistent• D...
The Art of Engagement“Engagement occurs when aconsumer interacts with a brand,and elects to invest in it physically,financ...
It’s All About Communication•   Consumer has granted their    consent•   You must be relevant•   Opportunity may be brief•...
The Engagement Journey                         7                         7
The biggest risk to engagement is the failure of a single interaction.                                        8           ...
We’re all publishers    these days                       9                       9
Subscribersto our brand...                  10                  10
Old News: It starts with a search…              90%SEO = Answers. Not Engagement                                11        ...
News: Brand Subscriber = Business Value   23% Premium Value         Fully Engaged   13% Discount         Fully Disengaged ...
Why it worksContent, if good, will be accepted and spread by yourcustomers.NO TECHNOLOGY BARRIERS.Reach/Circulation no lon...
Size doesn’t   matter               14               14
Size doesn’t                matter“Content is asImportant asCode”.  - Dharmesh Shah                            15         ...
WEM - Starts And Ends With One Thing….  Content….                        16                        16
Why a segmentation plan?“We’re getting leads –      “Tell me why I    “Is our messaging But – they’re all tire-   should f...
Why? – So We Have Answers…Some questions we’ll be able to answer? •    What kind of leads is Google PPC (or any tactic) de...
What Does Success Look Like?The Persona & Content Segmentation PlanOur example for today… • WIMPY Technology • Product is ...
What does success look like?                               20
What does insight look like?      IT           CFO                               21
What does an “A Ha” Moment looklike?        Customer Conversions                                  22
Step 1 – Developing Buyer PersonasOne Buyer Persona For Every Group• Job title, Vertical, Power in organization• Different...
Step 1 – Jeremy Our IT BuyerJeremy•   Mid 30’s – Coffee lover•   Works at a bank•   Responds to email; phone    not so muc...
Step 1 - Buyer Persona ProfilesPut your Journalist hat on:WHO is the persona… emotionally attachedWHAT does she do? What d...
Step 2 – The Buying Cycle / Sales Funnel  Just with our Sales Funnel?      (this is the easiest)  Just with Buying Process...
Step 2 – The Sales Funnel             Contacts              Leads      Qualified Opportunities             Finalist       ...
Step 2 – The Buying Cycle          Awareness          Information            Search          RFI’s Pricing            Vend...
Step 2 – Putting It Together                               29
Step 2 - Summing UpThe Sales Funnel Build up the Sales Funnel process Identify all the stages of this processThe Buying Pr...
Step 3 – Content Marketing InventoryTaking inventory can be complex…. Goal is to identify the content Good enough is in ma...
Step 3 – The Inventory Dashboard    TITLE    AUTHOR   META DATA.                                   32
Step 4 - Building The Segmentation Grid                                      33
Perceptive Content                     34
Measuring the Level of        EngagementUnderstanding theaudience and where theyare on the journey is abusiness asset.    ...
Questions / AnswersAnd Your Challenges….                        36
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Content, Context, Customers and Engagement: A Process for Web Engagement Management

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Delivered at CMS Expo in May, 2012.

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Content, Context, Customers and Engagement: A Process for Web Engagement Management

  1. 1. Content, Context, Customers & Engagement Developing A Process For SuccessRobert Rose (@Robert_Rose)Scott Liewehr (@sliewehr) 1
  2. 2. 2 2
  3. 3. The Power Has Shifted • We made our bed • Consumer defenses are up • Trust of “the man” is down • Peers are always right…sometimesBrands that view this phenomenon as an opportunity and proactively manage it will win 3 3
  4. 4. BrandA Digital Marketer Must . . .• Be open• Be a good listener• Be prepared• Be knowledgeable• Be consistent• Deliver value Listen. Be relevant. Engage. 4 4
  5. 5. The Art of Engagement“Engagement occurs when aconsumer interacts with a brand,and elects to invest in it physically,financially or emotionally.” • Most valued currency of the web• Requires the ability to listen and communicate• Tipping point: gaining the consumer’s attention and trust 5 5
  6. 6. It’s All About Communication• Consumer has granted their consent• You must be relevant• Opportunity may be brief• The business team owns the website, not IT• SME’s don’t always reside in marketing 6 6
  7. 7. The Engagement Journey 7 7
  8. 8. The biggest risk to engagement is the failure of a single interaction. 8 8
  9. 9. We’re all publishers these days 9 9
  10. 10. Subscribersto our brand... 10 10
  11. 11. Old News: It starts with a search… 90%SEO = Answers. Not Engagement 11 11
  12. 12. News: Brand Subscriber = Business Value 23% Premium Value Fully Engaged 13% Discount Fully Disengaged **CE11 – Gallup Customer Engagement As Core Strategy 12 12
  13. 13. Why it worksContent, if good, will be accepted and spread by yourcustomers.NO TECHNOLOGY BARRIERS.Reach/Circulation no longer an issue (where are yourcustomers and prospects?).Transparency and immediate communication (mostcompanies are not good at this).More effective measurement… 13 13
  14. 14. Size doesn’t matter 14 14
  15. 15. Size doesn’t matter“Content is asImportant asCode”. - Dharmesh Shah 15 15
  16. 16. WEM - Starts And Ends With One Thing…. Content…. 16 16
  17. 17. Why a segmentation plan?“We’re getting leads – “Tell me why I “Is our messaging But – they’re all tire- should fund your wrong?” kickers.” Content Marketing plan?” “Who IS our target“We don’t need MORE audience?” leads. We need BETTER leads.” 17
  18. 18. Why? – So We Have Answers…Some questions we’ll be able to answer? • What kind of leads is Google PPC (or any tactic) delivering? Are they tire kickers or last-minute shoppers? • What content resonates best with my best customers? • Who are my targets? How many (of each) am I currently attracting?What we can deliver… • A lead nurturing plan to move tire-kickers down the sales funnel • A breakdown of how content marketing contributes to leads, opportunities and sales • A detailed breakout of our target audiences – and a unique selling proposition for each. 18
  19. 19. What Does Success Look Like?The Persona & Content Segmentation PlanOur example for today… • WIMPY Technology • Product is Windows Integrated Management Program (WIMP) • Targeting IT Directors and CFO’s at financial institutions • Use them as our example throughout today 19
  20. 20. What does success look like? 20
  21. 21. What does insight look like? IT CFO 21
  22. 22. What does an “A Ha” Moment looklike? Customer Conversions 22
  23. 23. Step 1 – Developing Buyer PersonasOne Buyer Persona For Every Group• Job title, Vertical, Power in organization• Different products or services?• It’s the WHO you are marketing toLet’s Start With Our WIMP Solution• Director of IT – the “tech guy”• CFO 23
  24. 24. Step 1 – Jeremy Our IT BuyerJeremy• Mid 30’s – Coffee lover• Works at a bank• Responds to email; phone not so much.• Frustrated because his company is growing too fast to keep up with support• COMPANY: USP: Enable Jeremy to be 25% more effective! 24
  25. 25. Step 1 - Buyer Persona ProfilesPut your Journalist hat on:WHO is the persona… emotionally attachedWHAT does she do? What does his day look like?WHERE is the gap in his needs/wants?WHEN does he need to close this gap?WHY does he care about us? 25
  26. 26. Step 2 – The Buying Cycle / Sales Funnel Just with our Sales Funnel? (this is the easiest) Just with Buying Process? (this is more accurate – but aligned with sales?) With a mix of both (most complex and most accurate) 26
  27. 27. Step 2 – The Sales Funnel Contacts Leads Qualified Opportunities Finalist Verbal 27
  28. 28. Step 2 – The Buying Cycle Awareness Information Search RFI’s Pricing Vendor Purchase Decision Competitive Alternatives Short List $ 28
  29. 29. Step 2 – Putting It Together 29
  30. 30. Step 2 - Summing UpThe Sales Funnel Build up the Sales Funnel process Identify all the stages of this processThe Buying Process Understand the buying process of our customers Identify it by product – and determine if we need separate maps Then, map it into the sales funnel 30
  31. 31. Step 3 – Content Marketing InventoryTaking inventory can be complex…. Goal is to identify the content Good enough is in many cases… Good Enough Identify ALL the different types of marketing content This becomes our well from which we’ll draw… 31
  32. 32. Step 3 – The Inventory Dashboard TITLE AUTHOR META DATA. 32
  33. 33. Step 4 - Building The Segmentation Grid 33
  34. 34. Perceptive Content 34
  35. 35. Measuring the Level of EngagementUnderstanding theaudience and where theyare on the journey is abusiness asset. 35
  36. 36. Questions / AnswersAnd Your Challenges…. 36

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