“The Role of Content and Storytelling in Today’s Integrated B2C”

Content MarketingA Strategy For The Social Web

Afternoon WorkshopSeptember 6, 2011

Welcome

Robert Rose@Robert_RoseAbout.me/RobertRose

Michael [email protected]/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 [email protected]/michaelweiss

THANK YOU