Staying Visible When Customers Go Digital

Gary F Spangler

Former Global Digital Marketing Manager at DuPont

“Digitization has forced companies to rethink traditional business paradigms. In today’s business world, search keywords are what we compete for, our value resides in content and social

media is where we build trust.”

Gary Spangler, DuPont

X

"To talk about digital as some kind of separate entity is to not understand it. Our lives ARE digital is not a thing, it is simply a more flexible, response and efficient way to do business."

"There is too much talk about roles: digital job titles, digital strategies". Digital is not something that needs a job title. This perpetuates the myth that it is a singular, siloed thing.”

Jeff Dodds, CEO, Tele 2 Netherlands

The Integration Kool Ade

Because the Journey Continues

B2B Buying Behavior

Consumer Behavior

• 82% researched their purchase online across 5 websites and 9 visits.

http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-trends-2016/

Accelerating To Digital

Workforce Participation

2020

50% by 2020 (20 million baby boomers retire)

75% by 2030

Paid, owned and earnedSmart devices

Content, content, contentBrands are publishers

Marketing success metricsEngage Stakeholders

Qualify leadsEngage Sales

The Modern B2B Supplier

Social MediaEngage Legal

Source of image: http://www.findandconvert.com/marketing-roi/

Where to Invest

http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-trends-2016/

B2B Investment

The Modern Marketing Plan

• Value• Education

• Access• Solution

Product Place

PricePromotion

http://hbr.org/2013/01/rethinking-the-4-ps/ar/1

Social Conversations are Content

Share of Voice

Volume

Sentiment

E-Listening• Why Listen

• Brand Monitoring• Customer Service• Thought Leadership• Competitive Intelligence• Industry Monitoring• Lead Gen and Sales• Search Optimization• Channel Selection

• How to Listen• Internal tools and resources• Outsource

High Search

Volume

High Efficiency

Search terms

“house wrap”

“building wrap”

“flashing tape”

“commercial building wrap”

“fluid applied building wrap”

“house wrap tape”

“find Tyvek® installer”

“buy Tyvek® house wrap”

“Tyvek® commercialwrap”

Awareness

Investigation/Consideration

Conversion/Loyalty

UNBRANDED

KEYWORDS

BRANDED

KEYWORDS

Content Begins with [Key]Words

Social Needs a Strategy and Goals• Thought Leadership

• Brand Awareness

• Lead Generation

• Product Launch

• Marketing Communications

Source: Altimeter Group

Define Your Metrics

Identify Your Audiences• Personas

• Influencers

• Detractors

• Mavens

• Masses

• Prospects

• Customers

Develop Web Properties• Paid

• Search Marketing

• Owned• Website

• Blog

• LinkeIn

• Earned• Twitter

• Facebook

Earned

Owned

Paid

Develop a Content Plan• Content – You are now a publisher

• Content Types

• Audiences

• Channels

• Content Publishing Process• Web Editorial Board

• Editorial calendar

• Social media management system, Sprinklr

Source: Arnie Kuenn, Vertical Measureshttp://www.slideshare.net/dlvrit/content-marketing-strategies-

conference-arniekuennintersection-of-content-marketing-and-search

Strategy and Audit

Research Ideas

Create Content

Optimize Content

Promote Content

Distribute Content

Build Links

Measure Results

8 Steps in the Content Marketing

Chain

Elements of Online Content Management Process (Web Editorial Board)

• Week 1

• Plan the monthly W.E.B. meeting and notify W.E.B. members of meeting with agenda and planning calendar

• Week 2

• Conduct W.E.B. meeting

• Week 3

• Create execution plan.

• Week 4

• Publish status.

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Execution P

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.B. M

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No

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Planning

W.E.B.

Social Engagement

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Where is content help?

Develop an Engagement Plan• Engagement Strategies

• Subject Matter Experts• Channels

• Integrate with Digital Marketing• Email• Search Marketing and Optimization• Promotions• Website calls to action

• Integrate with Offline• Events• Trade shows• Trade press

Social

Events

PR

Customer

Online

Develop a Metrics Plan• Content Metrics

• Reach, Downloads, Opens

• Engagement Metrics• Conversation, Likes

• Conversion Metrics• Where To Buy, Form Completions

$$$

Conversion

Engagement

Content

Assign Roles, Responsibilities• Roles and Responsibilities

• Content Providers

• Content Publishers/Conversationalists

• Community Managers

• Conversation Analyst

Think Like a Publisher• Writing– writers have the ability to craft a compelling tale that keeps readers engaged.

• Editing – writers are used to editing pieces for grammatical errors, maintaining consistency of tone, cutting superfluous words and sentences and formatting paragraphs for readability (or scannability).

• Curiosity – writers, especially journalists, have an innate curiosity for people and stories – a skill that will benefit any content marketer.

• Research – writers are used to conducting research, finding reputable sources to back up claims and crediting authors accordingly.

• Understanding audience – writers have a natural understanding of how the human mind works –perfect for working out target personas and tailoring content to meet audience needs.

• Working in fast paced environments – writers are used to meeting tight deadlines and working in fast paced and disruptive environments (not too dissimilar to fast growing digital environments).

• Creativity – writers are creative by nature which is an essential trait for content marketers who need to curate ideas for new titles, campaigns, etc.

• Excel skills – many journalists and PR professionals have excellent excel skills – these will come in handy for reporting on key metrics.

https://digitalmarketinginstitute.com/blog/journalists-copywriters-pr-professionals-can-carve-content-marketing-career

Risk Mitigation and Issue Management• Green

• Public Content

• Yellow• Approved Content

• Red• Sensitive Content

Identification

Analysis

EvaluationImplementation

Review

Ethics and Regulation

Tie social work to social media policy and governance.

womma.org

Keep it Simple

AwarenessSlideShare Sponsorship

Awareness

Yahoo! Answers YouTube Tumblr

Consideration

Trade Show• Pre Show

• At Show

• Post Show

Conversion

Loyalty and Advocacy

Awareness & Broad Visibility

DuPont Confidential - Gary Spangler

• Consumers have become more aware of the Teflon® brand presence online through its various social channels

• Paid advertising on Facebook has increased page visibility and fan likes exponentially in 2013

• Twitter and Pinterest giveaways attract new followers with simple entry methods and exciting prizes

• The recent National Egg Month sweepstakes used referrals from brand advocates to recommend and share the Teflon® brand Facebook page through a variety of social channels

Consideration & Insight & Information

DuPont Confidential - Gary Spangler

• Consistent content dissemination through all social channels provides consumers with useful and interesting information and drives consideration around using products made with Teflon® nonstick

• On Pinterest, recipes are posted weekly to keep the brand top of mind• Carefree Cooking Magazine’s Gail Greco responds to consumer cooking questions on

Yahoo Answers each week and shares her best tips from the kitchen

Summary• Digital and integration champion

• Sales with Marketing• Marketing with PR• Marketing with HR• All with IT

• Understanding technology• Content/social media publishing• CRM• Marketing Automation

• Understand audiences and channels

• Understand data and metrics

• Thinking and organizing like a publisher

Being an Internal ChampionLeading Thought

• The five yeses

• Individual stakeholders• Gather supporters; negate the detractors

• Forget the money (at first)

• Be the expert and exude confidence (even when you're not)

• Promote self and others in small ways often

• Reach out to all regardless of position, role or function

• Like your boss

Excerpt from future book: “What Your Boss Can’t Tell You,” Gary Spangler