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Participation Marketing for PR: PRSAICON 2015 Lee Odden

This document discusses how brands can use participation marketing to scale content creation by co-creating content with subject matter experts and influencers. It provides examples of how brands like REI, FX, Kraft, and Intuit have successfully used this approach. The key advantages are that participation marketing provides authenticity by tapping expertise, allows brands to create more quality content at scale, increases engagement, and inspires greater reach through influencers and their networks.

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Tools	
  &	
  Tac)cs	
  for	
  Par)cipa)on	
  Marke)ng	
  with	
  Influencers	
  
@LeeOdden	
  	
  -­‐	
  	
  TopRankMarke)ng.com	
  
@leeodden	
  #PRSAICON	
  
About	
  @LeeOdden	
  &	
  @TopRank	
  
@leeodden	
  #PRSAICON	
  
Tradi)onal	
  Public	
  Rela)ons	
  
! 	
  Develop	
  Strategy	
  &	
  Messaging	
  
! 	
  Client	
  Develops	
  Content	
  
! 	
  Pitch	
  Client	
  Content	
  to	
  Earn	
  
Media	
  Coverage	
  
Image:	
  ShuMerstock	
  
@leeodden	
  #PRSAICON	
  
Lis)cles	
  &	
  Cat	
  Pics	
  Bea)ng	
  NY	
  Times?	
  
Source:	
  Nieman	
  Journalism	
  Lab	
  
New	
  York	
  Times	
  Innova)on	
  Report	
  	
  
@leeodden	
  #PRSAICON	
  
17,000+	
  newsroom	
  jobs	
  have	
  been	
  
lost	
  since	
  2007	
  
Source:	
  ASNE	
  census	
  
Image:	
  ShuMerstock	
  
@leeodden	
  #PRSAICON	
  
Consumers	
  &	
  Media	
  Have	
  Changed	
  
Informa:on	
  Sources	
  
Social	
  Mobile	
  Tech	
  Use	
  
Shortened	
  News	
  Cycles	
  
Boost	
  in	
  Brand	
  Publishing	
  
Image:	
  ShuMerstock	
  

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Participation Marketing for PR: PRSAICON 2015 Lee Odden

  • 1. CROWDSOURCING CONTENT Tools  &  Tac)cs  for  Par)cipa)on  Marke)ng  with  Influencers   @LeeOdden    -­‐    TopRankMarke)ng.com  
  • 2. @leeodden  #PRSAICON   About  @LeeOdden  &  @TopRank  
  • 3. @leeodden  #PRSAICON   Tradi)onal  Public  Rela)ons   !   Develop  Strategy  &  Messaging   !   Client  Develops  Content   !   Pitch  Client  Content  to  Earn   Media  Coverage   Image:  ShuMerstock  
  • 4. @leeodden  #PRSAICON   Lis)cles  &  Cat  Pics  Bea)ng  NY  Times?   Source:  Nieman  Journalism  Lab   New  York  Times  Innova)on  Report    
  • 5. @leeodden  #PRSAICON   17,000+  newsroom  jobs  have  been   lost  since  2007   Source:  ASNE  census   Image:  ShuMerstock  
  • 6. @leeodden  #PRSAICON   Consumers  &  Media  Have  Changed   Informa:on  Sources   Social  Mobile  Tech  Use   Shortened  News  Cycles   Boost  in  Brand  Publishing   Image:  ShuMerstock  
  • 7. @leeodden  #PRSAICON   PR Brand Journalism Earned Media Native Ads Owned Media hGp://tprk.us/contentpr   The  Role  of  PR  is  Evolving   Image  source:  ShuMerstock  
  • 8. @leeodden  #PRSAICON   “Brands  no  longer  need  to   rely  exclusively  on   tradi:onal  publica:ons  to   create  content  to  gather   audiences  for  adver)sers.   Rather,  brands  now  have  the   freedom  to  speak  to  their   audiences  directly.”   Stephanie  Losee,   Managing  Editor,   Dell   Brand  to  Consumer  Publishing  
  • 10. @leeodden  #PRSAICON   Brands  Answering  the  Call  for  Content  
  • 11. @leeodden  #PRSAICON   “If  you  want  to  be     in  the  media,   become  the  media.”   @leeodden  
  • 12. #PRSAICON   @leeodden   PR  &  Marke)ng  Are  Converging   Image:  ShuMerstock   ! Strategy  &  Messaging   ! Comms/Content  Plan   ! Create  Content  &  Media     ! Publish,  Pitch  &  Promote     (Earned,  Owned,  Paid)   ! Engage:  Grow  Networks,  Lists   ! Monitor  KPIs,  Measure  Outcomes   ! Op)mize  Message,  Content  &   Pitch/Promo)on  Mix  
  • 13. @leeodden  #PRSAICON   •  Ar:cle  Marke:ng     •  Advertorial     •  Blogging     •  Case  Studies   •  Crowdsource     •  Curate     •  Digital  NewsleGers   •  eBooks     •  Email     •  Interac:ve  Games   •  Images  &  Infographics   •  Interac:ve  Tools   •  Microsites   •  Mobile  Applica:ons     •  Mobile  Content     •  News  Release   •  Online  Magazines  &  Apps   •  Podcasts   •  Print  Magazines     •  Print  NewsleGers     •  Real-­‐World  Events     •  Research  &  Surveys     •  Social  Content     •  Teleclass  &  Telecasts     •  Tradi:onal  Media     •  Videos     •  Virtual  Conferences     •  Webinars     •  Wikis     •  White  Papers     tprk.us/30cmtac:cs   Content  Marke)ng  Tac)cs   Image  source:  ShuMerstock  
  • 14. @leeodden  #PRSAICON   Content  Marke)ng  Maturity   Stasis Focus:  status  quo   Sta)c   Few  resources   Ini)al  experiments   Brand  centric   Production Focus:  quan)ty   Strategy   Process   Crea)on   “More  is  BeMer”   SEO  centric   Utility Focus:  quality   Func)onal,  useful   Customer  focused   Refined  process   Social  centric   Storytelling Focus:  experience   Seek  to  dominate  USP   Brand  leadership   Op)mized  buy  cycle   Integra)on   Mul)  &  Omni  Channel   Monetization Focus:  ecosystem     Marke)ng  ROI   Content  Publishing  ROI   Syndica)on  ROI   Services  ROI   Scale   Source:  TopRank  Online  Marke)ng  
  • 15. @leeodden  #PRSAICON   Top  Content  Marke)ng  Challenges   Challenged  to:   Create  a  Variety   of  Engaging   Content  on  a   Consistent  Basis  
  • 16. @leeodden  #PRSAICON   How  can  PR       scale  content  and   create  a  compe::ve   marke:ng  advantage?   Par:cipa:on  Marke:ng!   Brands  co-­‐crea)ng  content  with  internal  &  external   influencers  for  mutual  benefit.   Image:  ShuMerstock  
  • 17. @leeodden  #PRSAICON   Par:cipa:on  Marke:ng  is  the   democra)za)on  of  content  crea)on   and  promo)on  by  co-­‐crea)ng  content   with  subject  maMer  experts,   influencers  and  your  community.     @TopRank
  • 18. @leeodden  #PRSAICON   85% Consumers  seek  out   trusted  expert  content   when  considering  a     purchase.  Nielsen     Buyers  Trust  Experts  &  Influencers   Consumers  trust  peer   recommenda)ons.   Only  33%  trust  ads.   Nielsen   90%
  • 19. @leeodden  #PRSAICON   Millennials  and  the  Media   30%Millennials  spend  30%  of  total  media   )me  on  peer  created  content.   Source:  Crowdtap   50%Millennials  trust  content  created  by   peers  50%  more  than  other  media.   Source:  Crowdtap/Ipsos  
  • 20. @leeodden  #PRSAICON   Authen:city:  From  “real  people”   Quality:  Taps  Exper)se   Variety:  Create  more  quality   Engagement:  SMEs  &  Influencers   Reach:  Par)cipa)on  Inspires  Ac)on     Scale:  Distributes  Content  Crea)on   Image:  ShuMerstock   Advantages  of  Content  Co-­‐Crea)on  
  • 21. @leeodden  #PRSAICON   rei1440project.com   1,440  images,  videos  per  day  
  • 22. @leeodden  #PRSAICON   FX  –  The  Americans  
  • 23. @leeodden  #PRSAICON   Kraj  Crowdsourced  Recipes   Kraft engaged 180 food bloggers to create and promote branded recipe content via social media. Recipes included Kraft products and drove traffic using a coupon only redeemable at Target stores. Kraft drove huge ROI (3,100%) while saving money (per recipe cost dropped from $500 each to $200). Source:  TapInfluence/Influi)ve  
  • 24. @leeodden  #PRSAICON   QuickBooks:  Small  Business,  Big  Game   Intuit QuickBooks: Small Business, Big Game Activities invite entrants to create useful content that can help other businesses. Top votes winner gets a Superbowl Ad. 1,000’s of entrants, millions voted. Huge media ROI for Intuit.
  • 25. @leeodden  #PRSAICON   Theme   Analyze   Op)mize   INFLUENCERS  Iden)fy   Qualify   Recruit   Tips/Quotes   Interviews   Infographic   Social  Shares   Social  Graphics  eBook(s)   Audio/Video   Collect   Create   Publish   Pitch   Promote   Repurpose  
  • 26. #PRSAICON   @leeodden   For  Co-­‐Created   Influencer  Content   Image:  ShuMerstock   6  Best  Prac)ces  
  • 27. @leeodden  #PRSAICON   Awareness Engagement Conversion Image:  ShuMerstock   1.  Program  Goals  
  • 28. @leeodden  #PRSAICON   Co-­‐Created  Influencer  Content   Grow  Awareness:   Conference   Speakers   Agency   Sponsor     Engage:   Influencers  &  Brands   Prospec)ve  Delegates   Industry  Marketers   Prospec)ve  Clients  
  • 29. @leeodden  #PRSAICON   •  Research   •  Engage   •  Recruit   “Brandividuals  are   popular.     Influencers  are   effec)ve  at  crea)ng   popularity.”   Image:  ShuMerstock   2.  Recruit  Influencers  
  • 30. @leeodden  #PRSAICON   Disclosure:  Traackr  provides  access  to  TopRank  at  no  cost.   Followerwonk   BuzzSumo   Keyhole   GroupHigh   Linkdex   Appinions   Tribealy)cs    
  • 31. @leeodden  #PRSAICON        40+  Brand  Contributors  
  • 32. @leeodden  #PRSAICON   ! RT  status  updates   !   Comment  on  blog  posts   !   Liveblog  their  session   !   Interview  them   !   Co-­‐create  content   !   Interact  during  an  event   Influencer  Stalking  Engagement  
  • 33. @leeodden  #PRSAICON   Modular   Topics   Media  Mix   Collect   Humor   Persistence   Image:  ShuMerstock   3.  Co-­‐Create  Content  
  • 34. @leeodden  #PRSAICON   Integrate  Brand  &  Influencer  Content   Brand Story / USP =  Themes,  Topics,  Keywords   Customer Pain/Goals Cross Posted Blogs Social Networks Industry Media Customer Pain Branding Contributed Content Brand Solution SEO Keywords CTA Proof SEO Keywords Image Assets SEO Influencer Content Social Networks Contributed Content
  • 35. @leeodden  #PRSAICON   Many  Co-­‐Crea)on  Opportuni)es   Influencers  Subject  MaGer  Experts  Customers   Events   eBooks   Blog  Posts   Interviews   Expert  Resources   Social  Content  (tchats)     White  Papers   eBooks   Guides   Case  Studies   Blog  Posts   Interviews   Events   Case  Studies   Product  Reviews   Contests   Surveys   Tes)monials     Quotes,  Tips,  Endorsements   Text,  Audio,  Video,  Images  
  • 36. @leeodden  #PRSAICON              Variety  of  Content  Assets  
  • 37. @leeodden  #PRSAICON   Image:  ShuMerstock   4.  Promote  Content   Make  it  Easy   Egos  are  Powerful  Make  it  Fun!   Quality  Travels   Compensate  
  • 38. @leeodden  #PRSAICON        Inspire  Amplifica)on   Content  Marke)ng     Rocks   Content  Marke)ng     eBook   Content  Marke)ng     Tips   Content     Marketers   Content  Marke)ng    Experts   Content  Marke)ng     Influencers   Content  Marke)ng   Guide   Content  Marke)ng     Conference  
  • 39. @leeodden  #PRSAICON   eBook   Blog  Post   Infographics   Industry  Ar)cle   Micro-­‐Content   Influencers   Modular  Repurposing  &  Promo)on  
  • 40. @leeodden  #PRSAICON   Influencer  ac:ons   Influencer  effects     CONTENT   Reach  &  Visibility   Engagement   Shares  &  Men)ons   Leads   Sales   ATTRACT:  Discovery   ENGAGE:  Consump)on   CONVERT:  Ac)on   Image:  ShuMerstock   5.  Performance  
  • 41. @leeodden  #PRSAICON   Key  Metrics  for  Content  Marke)ng   Attract Engage $$$ Convert Reach   Search  Visibility   Social  Network  Visibility   Views  &  Impressions   Traffic  by  Source   Traffic  by  Segment   Content  Distribu)on   Media  &  Blog  Placements   Brand  +  Affinity   Brand  Sen)ment   Content  Consump:on   Page  Views   Click  Through  Rate   Social  Network  Size   Social  Interac)ons   Content  Interac)ons   Comments,  Shares   Time  on  Site,  Content   Paths  Through  Site     Form  Data  Captured   NewsleMer  Subscrip)ons   Demo  &  Trial  Requests   Contact  Us   Orders   -­‐  Order  Volume   -­‐  Order  Frequency   -­‐  Length  of  Sales  Cycle   -­‐  Revenue  Per  Order  
  • 42. @leeodden  #PRSAICON   KPIs  Outcomes  &  Recogni)on   200,000+  Views  eBooks   4,000+  Downloads   eBooks   15,000+  Social  Shares   1,000+  Leads  ”More  Info”    
  • 43. @leeodden  #PRSAICON   Feedback   Include  in  content   Connect  on  social   Refer  them  business   Cite  in  the  media   Image:  ShuMerstock   6.  Rela)onships  
  • 44. @leeodden  #PRSAICON   Serialize  Co-­‐Crea)on  Programs   2012   2013   2014   2015  
  • 45. @leeodden  #PRSAICON   Takeaways     Iden)fy  content  goals  &  topics,  then  find  a   tool  to  research  &  engage  influencers.   1   2   3   What  prospect  ques)ons  can  influencers   answer  for  you?  Map  to  content  plan.   Start  by  asking  easy,  simple  ques)ons.  Build  a   rela)onship  –  it  will  pay  dividends  repeatedly.  
  • 46. @leeodden  #PRSAICON   We  Can   Do  This!   Image:  knowyourmeme.com  
  • 47. @leeodden  #PRSAICON   @LeeOdden   lee@toprankmarke)ng.com     We’re  Hiring!   TopRankMarke)ng.com/careers/     THANK YOU •  Account  Mangers   •  Content  Marke)ng  Manager   •  Copywriters   •  Digital  PR/Influencer  Marke)ng   •  PPC  Lead   op)mizebook.com