Education is not the

learning of facts,

but of the training of

the mind to think

Class 6: Bits and Pieces #BU459

BITS AND PIECESClass 6: Oct 22nd, 2015

#BU459Class 6: Bits and Pieces

Chapter 7 Chapter 8

• Clarify values

• Define goals

• Shape brand

message

• Establish brand

presence

• Content Marketing

• SM Marketing

• Paid Social

• SEO

• Paid Ads

#BU459Class 6: Bits and Pieces

Starting point:

• What are your org’s core values?

– Really big picture

• What are the goals for the year?

– Organizational, departmental

#BU459Class 6: Bits and Pieces

We’re going to analyze:

• Buyer Persona

• Brand Properties

• Value Prop

• Website

• Social Channels

#BU459Class 6: Bits and Pieces

Class 6: Bits and Pieces #BU459

Buyer Persona

• Demographics?

• Employment?

• Pain points?

• Values?

• Consume info?

• Expectations?

#BU459Class 6: Bits and Pieces

Brand Properties

• Three words..

• If you had a conversation..

• What problem is it solving..

#BU459Class 6: Bits and Pieces

Value Proposition

• What are you?

• Who are you for?

• Why should they care?

#BU459Class 6: Bits and Pieces

Website: www.harrys.com

• Is the message on the

home page clear?

• Is it easy to navigate?

• How helpful is it?

• Is it responsive?

• Is it convincing?

#BU459Class 6: Bits and Pieces

Social Channels

• What are they using?

• How are they

behaving?

• Does it feel like them?

#BU459Class 6: Bits and Pieces

Class 6: Bits and Pieces #BU459

Buyer Persona

• Demographics?

• Employment?

• Pain points?

• Values?

• Consume info?

• Expectations?

#BU459Class 6: Bits and Pieces

Brand Properties

#BU459Class 6: Bits and Pieces

• Three words..

• If you had a conversation..

• What problem is it solving..

Value Proposition

#BU459Class 6: Bits and Pieces

• What are you?

• Who are you for?

• Why should they care?

Website: www.g-ro.com

• Is the message on the

home page clear?

• Is it easy to navigate?

• How helpful is it?

• Is it responsive?

• Is it convincing?

#BU459Class 6: Bits and Pieces

Social Channels

• What are they using?

• How are they

behaving?

• Does it feel like them?

#BU459Class 6: Bits and Pieces

Class 6: Bits and Pieces #BU459

Buyer Persona

• Demographics?

• Employment?

• Pain points?

• Values?

• Consume info?

• Expectations?

#BU459Class 6: Bits and Pieces

Brand Properties

#BU459Class 6: Bits and Pieces

• Three words..

• If you had a conversation..

• What problem is it solving..

Value Proposition

#BU459Class 6: Bits and Pieces

• What are you?

• Who are you for?

• Why should they care?

Website: lifeprintphotos.com

• Is the message on the

home page clear?

• Is it easy to navigate?

• How helpful is it?

• Is it responsive?

• Is it convincing?

#BU459Class 6: Bits and Pieces

Social Channels

• What are they using?

• How are they

behaving?

• Does it feel like them?

#BU459Class 6: Bits and Pieces

Takeaways.

Buyer Persona

• Time and a LOT of

research

• Agencies specialize in

this stuff

• This should be

EVERYTHING

• bit.ly/bu459personas

#BU459Class 6: Bits and Pieces

Brand Properties

• Essence and

reputation are

closely tied

• Voice must become a

universal language

• Keep promises simple

#BU459Class 6: Bits and Pieces

Value Proposition

• So clear that co-ops

should be able to

articulate like sales

#BU459Class 6: Bits and Pieces

Website

• Bad looking websites

can be amazing

• Evolution vs.

revolution

• Speak to your

personas

#BU459Class 6: Bits and Pieces

Social Channels

• What does your

persona use?

• How are they

using it?

• What can you

afford?

#BU459Class 6: Bits and Pieces

Break.

More pieces:

Content Marketing SEO

Paid Social Paid Ads

Define. Example. Discuss. WIIFM

#BU459Class 6: Bits and Pieces

More pieces:

Content Marketing SEO

Paid Social Paid Ads

INBOUND

#BU459Class 6: Bits and Pieces

Content Marketing

Brands are creating content so useful and interesting that prospects and customers are drawn to them.

It’s marketing that doesn’t specifically sell, but opens the door to conversations.

Joe Pulizzi##BU459Class 6: Bits and Pieces

Content Marketing

Brands are creating content so useful and interesting that prospects and customers are drawn to them.

It’s marketing that doesn’t specifically sell, but opens the door to conversations.

Joe Pulizzi##BU459Class 6: Bits and Pieces

Example 1: Food Tube

https://www.youtube.com/user/JamieOliver

##BU459Class 6: Bits and Pieces

Example 2: Lowe’s Vines

https://vine.co/Lowes

##BU459Class 6: Bits and Pieces

Discussion

How might this help sales?

##BU459Class 6: Bits and Pieces

WIIFM: Content Matrix

Awareness Interest Involvement Loyalty Advocacy

Persona 1

Persona 2

Persona 3

#BU459Class 6: Bits and Pieces

WIIFM: Content Matrix

Awareness Interest Involvement Loyalty Advocacy

Persona 1 CONTENT CONTENT

Persona 2 CONTENT CONTENT CONTENT CONTENT

Persona 3 CONTENT CONTENT CONTENT

#BU459Class 6: Bits and Pieces

WIIFM: Content Matrix

Awareness Interest Involvement Loyalty Advocacy

Persona 1 CONTENT GAP GAP CONTENT GAP

Persona 2 CONTENT CONTENT CONTENT GAP CONTENT

Persona 3 GAP GAP CONTENT CONTENT CONTENT

#BU459Class 6: Bits and Pieces

WIIFM: Editorial Calendar

Type Owner Completion Date Persona Stage

Content 1

Content 2

Content 3

#BU459Class 6: Bits and Pieces

Search Engine Optimization (SEO)

The purposeful act of making your

webpages easier to index by search

engines; therefore, easier to find by your

audience.

#BU459Class 6: Bits and Pieces

Search Engine Optimization (SEO)

The purposeful act of making your

webpages easier to index by search

engines; therefore, easier to find by your

audience.

#BU459Class 6: Bits and Pieces

Organic vs. Paid

Class 6: Bits and Pieces #MKT8220

Why does SEO matter?

#BU459Class 6: Bits and Pieces

Example | Discussion

Problem:

I’m visiting Waterloo for the first time and I need a place to stay.

#BU459Class 6: Bits and Pieces

Example | Discussion

1. What did you type in? Why?

2. Which result did you click? Why?

3. What convinced you? Why?

#BU459Class 6: Bits and Pieces

WIIFM

• Understand the language of your persona

• SEO is not a short-term game

• Don’t think keywords, think topics/categories

• Start small

#BU459Class 6: Bits and Pieces

Paid Advertising

Important definition:

Cost-per-click (CPC)

vs.

Cost-per-Impression (CPM)

#BU459Class 6: Bits and Pieces

Paid Advertising

Important definition:

Pay only when someone engages

vs.

Cost-per-Impression (CPM)

#BU459Class 6: Bits and Pieces

Paid Advertising

Important definition:

Pay only when someone engages

vs.

Pay a set price for 1000 impressions

#BU459Class 6: Bits and Pieces

Paid Advertising

Example:

$4 CPC x 1000 = $4,000

vs.

Pay a set price for 1000 impressions

#BU459Class 6: Bits and Pieces

Paid Advertising

Example:

$4 CPC x 1000 = $4,000

vs.

If I have $4,000 to spend $40 CPM = 100,000

#BU459Class 6: Bits and Pieces

Google Paid Search

#BU459Class 6: Bits and Pieces

Google Paid Search

#BU459Class 6: Bits and Pieces

2%

Display Ad

#BU459Class 6: Bits and Pieces

Display Ad

#BU459Class 6: Bits and Pieces

0.06%

Display Ad

#BU459Class 6: Bits and Pieces

<1,1000

Instagram Ad

#BU459Class 6: Bits and Pieces

Snapchat Ad

#BU459Class 6: Bits and Pieces

Snapchat Ad

#BU459Class 6: Bits and Pieces

$750,000per day

Twitter Video Ad

#BU459Class 6: Bits and Pieces

Facebook Carousel Ad

#BU459Class 6: Bits and Pieces

Kiip Mobile Reward

#BU459Class 6: Bits and Pieces

Pinterest

#MKT8220Class 6: Bits and Pieces

Discussion

• When might it make sense to start paying

for placement on social media?

• When is it a good idea to use CPC vs.

CPM?

#MKT8220Class 6: Bits and Pieces

WIIFM

• Faster results than SEO

• VERY easy to test

• Require a lot of optimization

• Really think back to the goals of

department

#MKT8220Class 6: Bits and Pieces

Get the slides:Bit.ly/bu459class6