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Five Imperatives for Success with Social Content Marketing
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Transcript of Five Imperatives for Success with Social Content Marketing
Developing Thought Leadership through
Networking Tactics and Content
Dr. Jim Barry
June, 2017
Session VI
MKT 5225
Slide 2
Personalized
FREEmiums
Brand Utility Visual Storytelling
Top-Funnel(Connect)
Bottom-Funnel(Differentiate & Convert)
Awareness(Stranger)
Evaluation(Consider Your Business)
Differentiation(Prefer Your Business)
Relate to Customer Journey
Getting Audiences to Know, Like & Trust You
Real-Time
Help
Top/Mid-Funnel(Influence)
Bottom/Mid-Funnel(Engage & Nurture)
Interest(Know About Your Business)
Community
Expectation
Community
Expansion
Community
Excitement
Know You Like You Trust YouInspiring Your
CommunityValidating Your AuthorityHelping to Find You
Endorsements
& Demos
Thought Leadership• Influence Outreach
• Inspiration Appeals &
Consultation Style
• Social Networking Contributions
Slide 3
Why Digital Thought Leadership
Slide 4
Why Digital Thought Leadership
B2B buyers working through digital
channels• 67% of the buyer's journey is done digitally1
• 60%-72% of their purchase decisions are
complete before buyer reaches out to sales2
1. Sirius Decisions in Neeson & Reap (2012)
2. CEB study of 1,400 B2B customers in Adamson, Dixon, & Toman (2012), @kokasexton #SMMW17
Slide 5
Why Social Networking for B2B Buyers
B2B buyers seeking thought leaders
through digital channels• 79% of would-be buyers say thought leadership
is important or critical in determining which
providers they want to learn more about1
1. Schwarz & Burgess (2015)
Slide 6
Why Social Networking for B2B Buyers
B2B buyers seeking thought leaders
through digital channels• 76% claimed that truly engaging thought
leadership influenced their purchasing
decisions1
1. Based on 1,644 executives surveyed by The Economist Group (2016)
Slide 7
Why Social Networking for B2B Buyers
B2B buyers seeking trusted
advisors through digital channels• 64% of B2B buyers appreciate hearing
from a salesperson who provides
knowledge or insight about their business1
1. According to LinkedIn in Jenkins (2016)
Slide 8
Developing Thought Leadership
Thought Leadership requires:
• Influence Outreach (Session V)
• Inspiration Appeals & Consultation Style
• Social Networking Contributions
Thought Leadership
Development
Influence Outreach
Inspiration Appeals &
Consultation Style
Social Networking
Contributions
Slide 9
Developing Thought Leadership
Nothing to Say No Audience
OROffer value to influencer
• Recognize influencer (Ratings & Reviews)
• Share research
• Provide new audience or forum
Contribute to their content• Comment on posts
• Guest blog post on points of interest
• Fill podcast/live broadcast slots• panel expertise
• hot topic
Slide 10
Developing Thought Leadership
Thought Leadership requires:
• Influence Outreach
• Inspiration Appeals & Consultation Style
(Session V)
• Social Networking Contributions
Thought Leadership
Development
Influence Outreach
Inspiration Appeals &
Consultation Style
Social Networking
Contributions
Slide 11
Developing Thought Leadership
Slide 12
Developing Thought Leadership
Thought Leadership requires:
• Influence Outreach
• Inspiration Appeals & Consultation Style
• Social Networking Contributions
Thought Leadership
Development
Influence Outreach
Inspiration Appeals &
Consultation Style
Social Networking
Contributions
Slide 13
Networking for Thought Leadership
Networking for Thought
Leadership • Creates opportunity to distinguish as
trusted advisor
• Requires• content rigor
• participation in the right groups
• Emphasizes influence over marketing
Slide 14
LinkedIn for Thought Leadership
http://amzn.to/2o4JaEY
Slide 15
LinkedIn for Thought Leadership
World’s largest professional network:• 467 million users (1 in 3 professionals)
• Highest visitor-to-conversion rate
Slide 16
Why LinkedIn for Thought Leadership
LinkedIn builds connections,
credibility and authority• Endorsements validate credibility
• LinkedIn Publisher allows authority
recognition
• Engagement permits “warm calling”
connections
• Group membership enables endorsements,
shared clients & collaboration
Slide 17
Social Influence Study Results (n= 171)
Content
Credibility
Inspiration
Operational
Helpfulness
Engagement
Generosity
Thought
Leadership
Capability
Market
Foresight
Endorsements#
Capacity for
Content
Resonance
Empathy
Visual
Storytelling
2-Way
Engagement
Humor
0.42*** 0.34***
0.22**0.21**
0.42***
*** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant)
As measured
by Klout
# based on average of top 3 relevant skills
0.15*
Slide 18
Why LinkedIn for Thought Leadership
LinkedIn builds connections, credibility
and authority• Endorsements validate credibility
• LinkedIn Publisher allows authority recognition• Capabilities for would-be customer vetting
• Unique perspective
• Consistent influence archetype development
• Engagement permits “warm calling” connections
• Group membership enables endorsements, shared
clients & collaboration
Slide 19
Start with a Content Plan
Slide 20
Academic
social media marketing expertise
as an “analyst”
Building a Content Plan- Objectives
(unique perspective, authority)
(expertise)
(influence archetype)
Example Plan
Slide 21
Building a Content Plan- Strategy
Academic social media marketing expertise as an “analyst”(expertise)
ExpertiseExpertiseExpertise
Example Plan
Slide 22
Building a Content Plan- Strategy
Academic social media marketing expertise as an “analyst”(perspective) (influence)
Influence
PerspectivePerspective Perspective
Example Plan
Slide 23
Building a Content Plan - Tactics
Top 10 Tactical Goals• Reinforce “analyst” archetype
• Viral piece to build • 1) new LinkedIn influencer
connections - exceeded expectations
• 2) new LinkedIn, Twitter, Google+
followers – met expectations
• 3) profile views – exceeded
expectations
• 4) endorsements – fell short of
expectations
Post-analytics
Example Plan
Slide 24
Top 10 Tactical Goals• Target right audience
• 5) Marketing executives - met expectations
• 6) Local networking – fell short of expectations
• Build engagement through• 7) Talk-worthiness – exceeded expectations
• 8) Share-worthiness – exceeded expectations
• Boost search-ability through • 9) reposts on media sites - exceeded
expectations
• 10) profile recognition on LinkedIn & Google
Search – fell short of expectations
Building a Content Plan - Tactics
Example Plan
Slide 25
Why LinkedIn for Thought Leadership
LinkedIn builds connections,
credibility and authority• Endorsements validate credibility
• LinkedIn Publisher allows authority recognition
• Engagement permits “warm calling”• Examination of YOUR content likes, comments, profile
views and searches starts YOUR prescreening
• YOUR profiles and mutual connections allow THEIR
prescreening
• Engage before “the call”
Slide 26
Why LinkedIn for Thought Leadership
LinkedIn builds connections, credibility and
authority• Endorsements validate credibility
• LinkedIn Publisher allows authority recognition
• Engagement permits “warm calling” connections
• Group membership enables endorsements,
shared clients & collaboration• Group dialogs bolster your perceived authority
• Activity often rewarded with endorsements, likes and referrals
Slide 27
Why Join LinkedIn Groups
LinkedIn Group Strategy
Teaming Top-of-Mind ReferralsCollaborative
LearningEndorsements
Slide 28
LinkedIn Group Strategy
Teaming
Provide Portfolio Mix/Budget Planning
Complement Service Offering
Contribute to Alliance
Top-of-Mind Referrals
Collaborative Learning
Endorsements
Why Join LinkedIn Groups
Slide 29
LinkedIn Group Strategy
TeamingTop-of-Mind
Referrals
Share Clientele
Provide Association
Goodwill
Offer Local Sourcing
Collaborative Learning
Endorsements
Why Join LinkedIn Groups
Slide 30
LinkedIn Group Strategy
TeamingTop-of-Mind
ReferralsCollaborative
Learning
Provide Target Audience Insights
Announce & Coordinate Virtual
Event
Provide Business Practice
Feedback
Endorsements
Why Join LinkedIn Groups
Slide 31
LinkedIn Group Strategy
TeamingTop-of-Mind
ReferralsCollaborative
LearningEndorsements
Provide Industry/ Professional
Insights
Offer Instructional Tips
Help with Decision Aids
Why Join LinkedIn Groups
Slide 32
Content Usefulness
The Case of Personal Injury Lawyers
Insightful Content• Preventative injury insights
• Pending law perspectives
Instructional Content• Client damage assessment
• Initial claims process
• Lawyering and argument support
Decisional Content• Attorney hire rationale and criteria
• Viability of using certain types of evidence
Emotional Content• Precautionary pleas
• Legal advocacy
• Personal stories
Slide 33
Endorsement Ranked Lawyers in S. Florida
It’s all
about
content.
Content is Key to EndorsementsEndorsement
Rank
South FL Personal Injury
Attorney on LinkedIn
Website Blog
or Google+ Followers Recommendations
Relevant LinkedIn
Groups
Organizational
Interests
Prestigious Honors &
Awards
Projects, Seminars &
Publications Twitter Followers
1 Gabrielle D'Alemberte Bimonthly 3857 2 2 Very Involved Several None 6531
2 Hector Lombana None 1919 1 7 Few Significant None NA
3 John Leighton Monthly 3672 7 11 Chairs Several Several Seminars 0
4 Philip DeBerard, III Bimonthly 2880 4 6 Several None None 385
5 Scott Leeds Weekly 1515 1 3 None Several None NA
6 Spencer Aronfeld Daily 3291 5 6 Some Several Many Pubs 8189
7 Brenda Fulmer Biweekly 2779 3 8 Several Several Volunteer+++ 820
8 Eric Gressman None 6155 3 1 None None None NA
9 Charles Jamieson Periodic 2222 14 1 Some None None 3969
10 Gary S. Lesser Bimonthly 2646 5 3 Chaired Some Several None 789
11 John Howe Video FAQ 2662 1 0 Some Significant None NA
12 Stuart Ratzan Monthly 2609 0 6 Chaired Some Several None 801
13 John H. (Jack) Hickey None 1875 2 1 None None None 873
14 Jamie L. Allen Weekly 1901 8 7 Several None One Pub NA
15 Steven Farbman Quarterly 1437 0 2 Several Boards Some None 491
16 Maria L. Rubio None 992 0 3 Some Several None NA
17 Andrew Rader Periodic 1765 9 10 Some None None NA
18 Gabriel F. Zambrano None 1544 0 4 Some Several Projects & Pubs 932
19 Michael Feiler None 1516 0 2 Some Some None NA
20 Carlos C. del Amo None 2309 0 2 Some Some None NA
21 Spencer Silverglate None 1936 14 1 Chaired Some Several Book, Pubs+++ 18
22 Mariano Garcia Biweekly 1340 2 0 None None None 226
23 Mitch Panter Biweekly 1337 1 0 None None None 469
24 Katie S. Phang None 1487 0 1 Several Boards Several None 288
25 Laura S. Blackman None 1565 0 0 None None None 5
26 C. Calvin Warriner Biweekly 1404 0 7 Few Some Several Projects 212
27 Dena Foman None 1288 0 2 None None None NA
29 Charles Mustell None 1287 0 8 None None None NA
30 Daniel A. Zuniga None 2109 2 5 Few Several None 52
Slide 34
Thought Leadership from Content
Quality content reaches
more connections (1%)
Slide 35
Building Endorsements
Endorsements
Right Groups
Right Content
Connections
Influencers
55% of my own endorsements
come from content & groups
21%
32%25%
22%
Distribution of Endorsements
Colleagues Content
Group Dialogs Unknown
Slide 36
Endorsements
Right Groups
Right Content
Connections
Influencers
Endorsements = Endorse-ability x Connections
Building Endorsements
Slide 37
Getting Started
Connecting for partnering• Colleagues
• Group members
• Twitter, Facebook and Google+
• CONTENT!!!
Slide 38
Connecting to Influencers
Endorsements
Right Groups
Right Content
Connections
Influencers
Slide 39
Finding the Right Connections
Connecting with YOUR INDUSTRY INFLUENCERS• Validates your credibility as a connection (e.g., shared connections)
• Validates endorsements
Slide 40
Finding the Right Connections
Connecting with YOUR INDUSTRY
INFLUENCERS• Validates your credibility as a
connection
• Validates endorsements
• Permits your content to reach a large,
relevant audience
• Offers opportunities for influence
outreach & Twitter lists
Slide 41
Finding the Right Groups
Endorsements
Right Groups
Right Content
Connections
Influencers
Where do influencers hang out?
Slide 42
Finding the Right Groups
Endorsements
Right Groups
Right Content
Connections
Influencers
Slide 43
Finding the Right Groups – B2B
Slide 44
Using Content to Activate
Slide 45
Developing Thought Leadership
Thought Leadership requires:
• Influence Outreach
• Inspiration Appeals & Consultation Style
• Social Networking Contributions for:• Teaming
• Top-of-Mind Referrals
• Collaborative Learning
• Endorsements
Stephanie Sammons
Melonie Dodaro
Viveka von Rosen
Koka Sexton
Slide 46
Personalized
FREEmiums
Thought LeadershipBrand Utility Visual Storytelling
Top-Funnel(Connect)
Bottom-Funnel(Differentiate & Convert)
Awareness(Stranger)
Differentiation(Prefer Your Business)
Session VII
Getting Audiences to Know, Like & Trust You
EvidenceReal-Time
Help
Top/Mid-Funnel(Influence)
Interest(Know About Your Business)
Know You Like You Trust YouInspiring Your
CommunityValidating Your AuthorityHelping to Find You
Evaluation(Consider Your Business)
• Campaign Support• Frequency• Hosting• Tagging• Hash-tagging
Bottom/Mid-Funnel(Engage & Nurture)
• Acknowledgement• Involvement• Fun • Greater Good• Motivating
• Voice Consistency• Open Communication• Generous Sharing• Accountability• Participation
Community ExpectationCommunity Expansion Community Excitement