Post on 20-Aug-2015
Content MarketingA Strategy For The Social Web
Afternoon WorkshopSeptember 6, 2011
Welcome
Robert Rose@Robert_RoseAbout.me/RobertRose
Michael Weiss@MikePWeissAbout.me/michaelweiss
1. How To create buyer personas for the social Web
2. How to match them up with your sales funnel
3. How to be empowered to provide improved results for content marketing strategy
4. More effective ways to report on content marketing success
5. A real metric to give your finance team to build business cases for more spend on content marketing
6. Another way to look at your sales funnel and creative content strategy – what’s resonating with your audience?
7. Brand Management On The Social Web – Successes & Failures
8. Making the Social Web Strategy Real – Setting Your Intentions
9. Selling the content for the social web strategy to your boss AND your team
10. 90 Day Process - Social Web Brand Management Strategy
What you’ll learn
3
Why a content segmentation plan?
4
“We’re getting leads – But – they’re all tire-kickers.”
“We don’t need MORE leads. We need BETTER leads.”
“Tell me why I should fund your content Marketing plan?”
“Is our messaging wrong?”
“Who IS our target audience?”
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.
Why? – So We Have Answers…
The Content Segmentation Plan
Let’s Use An Example For Today• WIMPY Technology• Product is Windows Integrated Management Program
(WIMP)• Use them as our example throughout today
What Does Success Look Like?
What does success look like?
What does insight look like?
What does an “A Ha” Moment look like?
One Buyer Persona For Every Group• Job title, Vertical, Power in organization• Different products or services?• It’s the WHO you are marketing to
Let’s Start With Our WIMP Solution• Director of IT – the “tech guy”• CFO
Step 1 – Developing Buyer Personas
Jeremy
• Mid 30’s – Coffee lover• Works at a bank • Responds to email; phone
not so much.• Frustrated because his
company is growing toofast to keep up with support
• USP: Enable Jeremy to be 25% more effective!
Step 1 – Jeremy Our IT Buyer
Put your Journalist hat on:
• WHO is the persona… emotionally attached• WHAT 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?
Step 1 - Buyer Persona Profiles
Cheryl – Our CFO• USP – Save hundreds of
thousands of dollars
Keys to Buyer Personas• Detail – make them real• Understand their motivation• What is in it for them?• Benefits more than just content marketing…
Step 1 - Summing Up Buyer Personas
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)
Step 2 – The Buying Cycle / Sales Funnel
14
Step 2 – The Sales Funnel
Contacts
Leads
Qualified Opportunities
Finalist
Verbal
Step 2 – The Buying Cycle
Step 2 – Putting It Together
The Sales Funnel• Build up the Sales Funnel process• Identify all the stages of this process
The Buying Cycle• Understand the buying cycle of our customers• Identify it by product – and determine if we need
separate maps• Then, map it into the sales funnel
Step 2 - Summing Up
Group Exercise!!
Taking 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…
Step 3 – Content Marketing Inventory
Step 3 – The Inventory Dashboard
Step 4 - Building The Segmentation Grid
Step 4 – Putting In Our Content
• WP – Learn how WIMPS Make
• WP - The Technology Integration
• WP - What Are WIMPS • WEB - Webinar – IT
Dashboards
Not All Content Is Equal• Repurpose content• Re-Title and Repackage• Sometimes better targeted
to another personaor elsewhere in funnel.
Step 5 - Filling In The Holes
Step 5 - Repackaging The Content
BECOMES
CFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL
Your Measurement Strategy• Measure engagement by content and by title• Measure personas by assigning weights to
contentor by attributes that are measured
• Understand that there’s “known visitors” and “unknown visitors”
• Tag your leads with first engagement – track till close
• Explore ways to give credit further down the funnel
Step 6 - Measuring What’s Resonating
Step 6 – CM Becomes Campaigns
1.Develop your personas (but don’t belabor it)
1.Pay close attention to your buying cycles
1.Resist the temptation to throw most“valuable” content at every stage.
1.When filling holes – identify it with ALL your content – get ready to be surprised at how little you really have…
Key Takeaways
5. Don’t be afraid to re-use and repackage content
6. Because of all the different tools – measuring is the most difficult challenge – but remember biggest value comes separate from that.
7. Measurement isn’t one size fits all. Remember multi-attribution
Key Takeaways
8.Don’t get lost in the analysis…
8.Get *something* done – it’s better than nothing
8.Over time – maybe the third time… it will become…. Charmed.
8.It can have huge impact…
Key Takeaways
Before we continue…
OR...
• 74% of employees say it’s easy to damage a company’s reputation on social media
• 58% of executives agree that brand reputation risk with social networking should be a board room issue. But only 15% say it actually is.
• Only 22% of companies have formal policies addressing how employees can use social networking.
Are You Ready For Content Marketing On The Social Web?
Triage
Last year was a Web 2.0 Induced Haze….
2010 / 2011 has to be different....
It’s time to bring order to the chaos...
• Advertising• Traditional Lead Generation• Brand Awareness• SEO• Content Marketing
• It’s like butter.... by itself it doesn’t taste right... But if makes everything so much better.
SOCIAL WEB IS NOT...
SOCIAL WEB IS NOT...
• A conversation....
• It’s where the conversation happens.....
• 3 Myths....
• 3 Case Studies....
• 3 Months to a successful process
Let’s make it real…
• Transparent
• Inclusive
• Engaging
• Sincere
• Truthful
• Positive...
MYTH #1PEOPLE ON SOCIAL WEB ARE ALWAYS:
They can be just as...
•Duplicitous•Evil•Close-minded•Argumentative•Stupid•Negative...
•As in any other conversation
REALITY - THESE ARE PEOPLE
The People Versus Chick-Fil-A
PETA Versus DKNY
Who’s At The End Of Your Business Leash?
• There’s not oneway to have a conversation
and......
• There’s not one way to succeed in social marketing
MYTH #2SOCIAL MEDIA - YOU’RE DOING IT WRONG
Followers: 199,116Following: 32,349Impact: 39.3Engagement: 3.0Generosity: 18.9Velocity: 7.1
Followers: 190,166Following: 137,746Impact: 61Engagement: 2.9Generosity: 11.6Velocity: 9.2
REALITY THERE IS NO “WRONG”
Twitalyzer 8/10/11
Followers: 7.34mFollowing: 661Impact: 76.2Engagement: 0.0Generosity: 44.4Velocity: 1.2
MYTH #3SOCIAL MEDIA = ONLY AWARENESSMARKETING
Reality: Remember our funnel.Here’s the new funnel….
The real power for marketersis in the new marketingfunnel
And it can - and shouldbe measured...
THE SOCIAL WEB FISHBOWL.....
INTERACTIVE EXERCISE #1
BRAND JAM
INTERACTIVE EXERCISE #1
Goal Was To Strike A Chord
How Do We Make This Real In Our Strategy?
What is OUR plan?
SYNTHESIZELET’S MAKE IT REAL FOR YOU
A. Listening… The most important first step in any conversation
B. Objective/Goal (Awareness? Loyalty? SEO?) - this is what we’ve just learned..
C. Understand Your Customer (Social Graphics – where are they?)
D. Intentions: Your Internal Structure – (Distributed, Central, Coordinated) - There’s a Reason this is CENTRAL
E. Define Your Process (who listens, who speaks)
F. Define Your Roles (social process, community manager)
G. Then…. Tools….
H. Rollout…. Measure… Iterate….
3 MONTHS TO A SUCCESSFULBRAND MANAGEMENT PROGRAM
1st Step Is To Plan...
This builds our case for the businessMarketing, CRM, Both or Other
Then... Then To Seal The Deal
Disaster Mitigation
HOW TO SELL THIS UPWARD
When We Come Back.....
BREAK
- You Should be ashamed.. - I hate your airline - Give him his job back.... - I knew this would happen
What WOULD YOU have done?
INDIVIDUAL CASE STUDY WORKING GROUPS
GROUP CASE STUDY WORK
Make this real in your organization.Download the planning tool and use these exercises
Put the plan in place - and use the questionnaireto develop your own social media intentions
Revisit the plan often - it’s a processmeasure its success by what doesand, maybe more importantly, what DOESN’T happen
WRAP UP
Robert Rose@Robert_RoseAbout.me/RobertRose
Michael Weiss@MikePWeissAbout.me/michaelweiss
THANK YOU