Education is not the learning of facts, but of the training of the mind to think Class 6: Bits and Pieces #BU459
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
#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