Five Imperatives for Success with Social Content Marketing

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Developing Thought Leadership through Networking Tactics and Content Dr. Jim Barry June, 2017 Session VI MKT 5225

Transcript of Five Imperatives for Success with Social Content Marketing

Page 1: 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

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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

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Why Digital Thought Leadership

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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

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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)

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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)

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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)

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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

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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

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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

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Developing Thought Leadership

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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

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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

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LinkedIn for Thought Leadership

http://amzn.to/2o4JaEY

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LinkedIn for Thought Leadership

World’s largest professional network:• 467 million users (1 in 3 professionals)

• Highest visitor-to-conversion rate

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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

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Social Influence Study Results (n= 171)

Content

Credibility

Inspiration

Operational

Helpfulness

Engagement

Generosity

Thought

Leadership

Capability

Market

Foresight

LinkedIn

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*

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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

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Start with a Content Plan

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Academic

social media marketing expertise

as an “analyst”

Building a Content Plan- Objectives

(unique perspective, authority)

(expertise)

(influence archetype)

Example Plan

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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

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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

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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”

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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

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Why Join LinkedIn Groups

LinkedIn Group Strategy

Teaming Top-of-Mind ReferralsCollaborative

LearningEndorsements

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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

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LinkedIn Group Strategy

TeamingTop-of-Mind

Referrals

Share Clientele

Provide Association

Goodwill

Offer Local Sourcing

Collaborative Learning

Endorsements

Why Join LinkedIn Groups

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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

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LinkedIn Group Strategy

TeamingTop-of-Mind

ReferralsCollaborative

LearningEndorsements

Provide Industry/ Professional

Insights

Offer Instructional Tips

Help with Decision Aids

Why Join LinkedIn Groups

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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

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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

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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

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Endorsements

Right Groups

Right Content

Connections

Influencers

Endorsements = Endorse-ability x Connections

Building Endorsements

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Getting Started

Connecting for partnering• Colleagues

• Group members

• Twitter, Facebook and Google+

• CONTENT!!!

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Connecting to Influencers

Endorsements

Right Groups

Right Content

Connections

Influencers

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Finding the Right Connections

Connecting with YOUR INDUSTRY INFLUENCERS• Validates your credibility as a connection (e.g., shared connections)

• Validates endorsements

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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

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Finding the Right Groups

Endorsements

Right Groups

Right Content

Connections

Influencers

Where do influencers hang out?

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Finding the Right Groups – B2B

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Using Content to Activate

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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

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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