The Path to Engagement is Paved with Purpose
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Transcript of The Path to Engagement is Paved with Purpose
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The Path to Engagement is Paved with Purpose
Wednesday, October 29, 14
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Your Host
@FusionSpark
Russell SparkmanCEO / Executive Producer
FusionSpark Media, Inc.
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@FusionSpark #CMPurpose #InfoDevWorld
Brand Sponsored & Cause Related, circa 2000
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@FusionSpark #CMPurpose #InfoDevWorld
Brand Sponsored & Cause Related, circa 2000
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Today’s Discussion
Hashtags
#CMPurpose
Topics
• Trends in Marketing, Biz & Society
• Why “Purpose” focus?
• The “Greater Good” Purpose of Content
• The Utility Purpose of Content
#InfoDevWorld
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3 Typical Responses
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“WTF?”
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“WTF?” “Meh.”
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“WTF?” “Meh.” “Yes!”
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Marcio Jose Sanchez/Associated Press
Apple gave away U2’s latest album with iPhone 6 launch.
What could possibly go wrong?
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“Oops ... I’m sorry about that.”
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“There’s a lot of noise out there.”
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That’sU-frickin-2!
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That’sU-frickin-2!(In other words,we’re screwed.)
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Content Marketing’s Role
I think I’ll produce and distribute content to
reach my prospects.
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The problem is ...
@FusionSpark #CMPurpose #InfoDevWorld
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Until relatively recently ...
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#NPcontent@FusionSpar
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#NPcontent@FusionSpar
Purpose taps into the authentic “self” of a brand
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#NPcontent@FusionSpar
Purpose taps into the authentic “self” of a brand
It’s “knowing thyself.”
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#NPcontent@FusionSpar
Purpose taps into the authentic “self” of a brand
It’s “knowing thyself.”
It’s finding alignment.
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#NPcontent@FusionSpar
Purpose taps into the authentic “self” of a brand
It’s “knowing thyself.”
It’s finding alignment.
With alignment, answers to questions about content that engages come more easily.
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Values are in:
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•establishing purpose for employees and customers
Values are in:
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•establishing purpose for employees and customers•serving needs greater than their own
Values are in:
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•establishing purpose for employees and customers•serving needs greater than their own•enabling personal growth
Values are in:
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•establishing purpose for employees and customers•serving needs greater than their own•enabling personal growth•building community.
Values are in:
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Tech Savvy • Community-centric • Socially Aware
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Tech Savvy • Community-centric • Socially Aware
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Which gets the most Facebook Shares?
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Which gets the most Facebook Shares?
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Which gets the most Facebook Shares?
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Purpose = Meaning
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Purchasing Decisions
Employment Decisions
Entrepreneurial Decisions
2nd Career Decisions
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“Consumers are spending
money, but they're more
inclined to spend it only
with businesses they
feel good about.”Source: Gallup Business Journal, July 22, 2014
Why “Purpose” focus?
@FusionSpark #CMPurpose #InfoDevWorld
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Why “Purpose” focus?
“Consumers will support businesses
they feel emotionally connected to,
but will ignore those they don’t.”
Source: Gallup Business Journal, July 22, 2014
@FusionSpark #CMPurpose #InfoDevWorld
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Why “Purpose-focus”?
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“Marketers around the world overwhelmingly believe ‘purpose’
needs to be part of a successful brand building strategy.”
World Federation of Advertisers (WFA), March 2014
@FusionSpark #CMPurpose #InfoDevWorld
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Why “Purpose” focus?
And who is listening ... ?
@FusionSpark #CMPurpose@CMIContent
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Who’s Doing It?
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Who’s Talking About It?
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Discussion Point #1 - Businsess PurposeRobert Rose’s Power of Story
@FusionSpark #CMPurpose #InfoDevWorld
@Robert_Rose
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Discussion Point #1 - Businsess Purpose
@FusionSpark #CMPurpose #InfoDevWorld
Wednesday, October 29, 14
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Discussion Point #1 - Businsess Purpose
@FusionSpark #CMPurpose #InfoDevWorld
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Insert stats from:• Edelman Trust Barometer• Deloitte Core Beliefs• Cone Comm / Millienial Study
The “Greater
Good” ContentPuzzle
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Insert stats from:• Edelman Trust Barometer• Deloitte Core Beliefs• Cone Comm / Millienial Study
81%of employees
consider a brand’s CSR activities when choosing where to work.
The “Greater
Good” ContentPuzzle
Wednesday, October 29, 14
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Insert stats from:• Edelman Trust Barometer• Deloitte Core Beliefs• Cone Comm / Millienial Study
81%of employees
consider a brand’s CSR activities when choosing where to work.
80%of global
consumers think brands should tell them about their
cause-related activities
The “Greater
Good” ContentPuzzle
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Insert stats from:• Edelman Trust Barometer• Deloitte Core Beliefs• Cone Comm / Millienial Study
81%of employees
consider a brand’s CSR activities when choosing where to work.
80%of global
consumers think brands should tell them about their
cause-related activities
Top 3Position of “interesting
content” as a reason people follow a brand
The “Greater
Good” ContentPuzzle
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Insert stats from:• Edelman Trust Barometer• Deloitte Core Beliefs• Cone Comm / Millienial StudyBOOMERS
and millennials
will buy from a brand that is socially or
environmentally active.
81%of employees
consider a brand’s CSR activities when choosing where to work.
80%of global
consumers think brands should tell them about their
cause-related activities
Top 3Position of “interesting
content” as a reason people follow a brand
Sources:Edelman Good Purpose ReportDeloitte Core Beliefs SurveyCone / Echo Global CSR Survey“Meaningful Brands” Global SurveyContent Marketing Institute
The “Greater
Good” ContentPuzzle
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The “Greater Good” Content Opportunity
Source: How to Improve Lives & The Bottom Line through Content Marketing Infographic
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“Greater Good” Purpose: Unilever Project Sunlight
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Purpose StatementEncourage small actions everyday that make the world a healthier, safer & sustainable place for children to live
“Greater Good” Purpose: Unilever Project Sunlight
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Purpose StatementEncourage small actions everyday that make the world a healthier, safer & sustainable place for children to live
Content ActivitiesProjectSunlight.org hub of information, tools and action steps
“Greater Good” Purpose: Unilever Project Sunlight
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Purpose StatementEncourage small actions everyday that make the world a healthier, safer & sustainable place for children to live
Content ActivitiesProjectSunlight.org hub of information, tools and action steps
Nonprofit PartnersWorld Food Programme (meals), Save the Children (drinking water), UNICEF (hygiene)
“Greater Good” Purpose: Unilever Project Sunlight
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Purpose StatementEncourage small actions everyday that make the world a healthier, safer & sustainable place for children to live
Content ActivitiesProjectSunlight.org hub of information, tools and action steps
Business OutcomeLaunched Nov. 2013, has achieved 77 Million video views, 3 million website visits, 300,000+ sign ups
Nonprofit PartnersWorld Food Programme (meals), Save the Children (drinking water), UNICEF (hygiene)
“Greater Good” Purpose: Unilever Project Sunlight
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“Greater Good” Purpose: Dumb Ways To Die
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Purpose StatementEncourage safety around rail systems in Australia and decrease rail-related accidents in the country
“Greater Good” Purpose: Dumb Ways To Die
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Purpose StatementEncourage safety around rail systems in Australia and decrease rail-related accidents in the country
Content ActivitiesFun animation, catchy melody, website and mobile games
“Greater Good” Purpose: Dumb Ways To Die
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Purpose StatementEncourage safety around rail systems in Australia and decrease rail-related accidents in the country
Content ActivitiesFun animation, catchy melody, website and mobile games
Business Outcome$60 Million in Earned Media in 6 weeks, and 21% decrease in accidents compared to previous year
“Greater Good” Purpose: Dumb Ways To Die
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Purpose StatementEncourage safety around rail systems in Australia and decrease rail-related accidents in the country
Content ActivitiesFun animation, catchy melody, website and mobile games
Business Outcome$60 Million in Earned Media in 6 weeks, and 21% decrease in accidents compared to previous year
OtherAustralian Metro is a “small” marketer that achieved global reach and recognition with purpose-focused campaign
“Greater Good” Purpose: Dumb Ways To Die
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Discussion Point #1 - Businsess Purpose
@FusionSpark #CMPurpose #InfoDevWorld
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Discussion Point #1 - Businsess Purpose
@FusionSpark #CMPurpose #InfoDevWorld
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Utility Content that Fulfills a Purpose
How do I answer a problem or meet a need?
@FusionSpark #CMPurpose #InfoDevWorld
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Utility Content that Fulfills a Purpose
It’s about becomingan Indispensable Resource
How do I answer a problem or meet a need?
@FusionSpark #CMPurpose #InfoDevWorld
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Utility Content that Fulfills a Purpose
It’s more about Teaching than Selling
It’s about becomingan Indispensable Resource
How do I answer a problem or meet a need?
@FusionSpark #CMPurpose #InfoDevWorld
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Utility Purpose: American Express Open Forum
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Utility Purpose: American Express Open Forum
Purpose StatementHelp small businesses succeed with marketing, hiring & growth
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Utility Purpose: American Express Open Forum
Purpose StatementHelp small businesses succeed with marketing, hiring & growth
Utility PurposeHighly interactive, informative Expert editorial and User-generated content focused upon small business success advice
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Utility Purpose: American Express Open Forum
Purpose StatementHelp small businesses succeed with marketing, hiring & growth
Utility PurposeHighly interactive, informative Expert editorial and User-generated content focused upon small business success advice
Business OutcomeStarted in 2007, now has 1,000,000+ visitors per month; Open Forum is a natural digital extension of Amex’s content since the 1960s (i.e. Travel & Leisure, Food & Wine, etc.)
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Utility Purpose: FloridaYards.org
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Utility Purpose: FloridaYards.org
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Utility Purpose: FloridaYards.org
Purpose StatementThe purpose is to give Florida gardeners the ability to create environmentally friendly landscapes
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Utility Purpose: FloridaYards.org
Purpose StatementThe purpose is to give Florida gardeners the ability to create environmentally friendly landscapes
Utility PurposeCreate Florida-landscaping 101 tutorials and a database for making plant selections
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Utility Purpose: FloridaYards.org
Purpose StatementThe purpose is to give Florida gardeners the ability to create environmentally friendly landscapes
Utility PurposeCreate Florida-landscaping 101 tutorials and a database for making plant selections
Business Outcome#1 in Google Search Rankings for 9 years, based on original investment in evergreen content
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Utility Purpose: FloridaYards.org
Purpose StatementThe purpose is to give Florida gardeners the ability to create environmentally friendly landscapes
Utility PurposeCreate Florida-landscaping 101 tutorials and a database for making plant selections
Business Outcome#1 in Google Search Rankings for 9 years, based on original investment in evergreen content
OtherRecent discussions about upgrades
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Utility Purpose: Kleenex
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Utility Purpose: Kleenex
Purpose StatementThe purpose is to prepare people for the flu season with preventive care information
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Utility Purpose: Kleenex
Purpose StatementThe purpose is to prepare people for the flu season with preventive care information
Utility PurposeCreate a tool that predicts flu outbreaks
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Utility Purpose: Kleenex
Purpose StatementThe purpose is to prepare people for the flu season with preventive care information
Utility PurposeCreate a tool that predicts flu outbreaks
Business OutcomeIncreased customer purchase intent to buy by 11%, and social media buzz by 289%
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Utility Purpose: Kleenex
Purpose StatementThe purpose is to prepare people for the flu season with preventive care information
Utility PurposeCreate a tool that predicts flu outbreaks
Business OutcomeIncreased customer purchase intent to buy by 11%, and social media buzz by 289%
OtherRepurposed again in 2014, at www.Achoo.com
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That’s the Path.
Through Purpose, Find Meaning.
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That’s the Path.
Through Purpose, Find Meaning.
From Meaning, Learn What Matters.
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That’s the Path.
Through Purpose, Find Meaning.
From Meaning, Learn What Matters.
Knowing What Matters Creates Alignment.
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That’s the Path.
Through Purpose, Find Meaning.
From Meaning, Learn What Matters.
Knowing What Matters Creates Alignment.
Alignment Leads to Content That Engages.
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That’s the Path.
Through Purpose, Find Meaning.
From Meaning, Learn What Matters.
Knowing What Matters Creates Alignment.
Alignment Leads to Content That Engages.
That’s the Path.
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The Path to Engagement is Paved with Purpose
Wednesday, October 29, 14