Customers Content Context and Success Gilbane Workshop

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    21-Jan-2015

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These are the slides that we used for the workshop conducted at this year's Gilbane Conference.

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<ul><li> 1. <ul><li>Content, Context, Customers &amp; Engagement </li></ul></li></ul><ul><li>Developing A Process For Success </li></ul><p>Robert Rose (@Robert_Rose) Scott Liewehr (@sliewehr) Chief Troublemaker, Big Blue Moose Lead Analyst, WCM, Outsell Gilbane 2. 3. What can you expect from today? 4. </p> <ul><li>Roll up your sleeves </li></ul><ul><li>Be prepared to interact </li></ul><ul><li>Your expertise: Bring it! </li></ul><ul><li>Skinning cats </li></ul><ul><li>Get comfortable </li></ul><p>Its a W-O-R-Kshop! 5. </p> <ul><li>The Business Case Why engage? Why integrate content into marketing? </li></ul><ul><li>Building the WHO Understanding the engagement cycle and building buyer personas </li></ul><ul><li>Building the WHERE Context and TheChannel plan. Re-using content on the Social Web </li></ul><ul><li>Enabling Technology The options available in the Marketers tool bag </li></ul><ul><li>Review the day Review, answer questions and explore a little deeper </li></ul><p> 6. The Power Has Shifted </p> <ul><li>We made our bed </li></ul><ul><li>Consumer defenses are up </li></ul><ul><li>Trust of the man is down </li></ul><ul><li>Peers arealwaysrightsometimes </li></ul><ul><li>Brands that view this phenomenon as an opportunity and proactively manage it will win </li></ul><p> 7. A Digital Marketer Must . . . </p> <ul><li>Be open </li></ul><ul><li>Be a good listener </li></ul><ul><li>Be prepared </li></ul><ul><li>Be knowledgeable </li></ul><ul><li>Be consistent </li></ul><ul><li>Delivervalue </li></ul><ul><li>Listen. Be relevant. Engage. </li></ul><p>Brand 8. The Art of Engagement </p> <ul><li> Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally. </li></ul><ul><li>Most valued currency of the web </li></ul><ul><li>Requires the ability to listen and communicate </li></ul><ul><li>Tipping point: gaining the consumer s attention andtrust </li></ul><p> 9. It s All About Communication </p> <ul><li>Consumer has granted their consent </li></ul><ul><li>You must berelevant </li></ul><ul><li>Opportunity may be brief </li></ul><ul><li>The business team owns the website, not IT </li></ul><ul><li>SME s don t always reside in marketing </li></ul><p> 10. The Engagement Journey 11. </p> <ul><li>The biggest risk to engagement is the failure of a single interaction. </li></ul><p> 12. Confusion abound </p> <ul><li>Web Content Management </li></ul><ul><li>Web Experience Management </li></ul><ul><li>Web Engagement Management </li></ul><ul><li>Customer Experience Management </li></ul><ul><li>Customer Engagement Management </li></ul><p> 13. We re all publishers these days 14. Subscribers to our brand... 15. 90% Old News: It starts with a search SEO = Answers. Not Engagement 16. News: Brand Subscriber = Business Value 23% 13% Premium Value Fully Engaged Discount Fully Disengaged **CE11 Gallup Customer Engagement As Core Strategy 17. 18. 19. 20. Content Marketing The art of understanding what your customers need/want to know and delivering it to them in a compelling way to create or change a behavior 21. 22. 23. Why it works Content, if good, will be accepted and spread by your customers. NO TECHNOLOGY BARRIERS. Reach/Circulation no longer an issue (where are your customers and prospects?). Transparency and immediate communication (most companies are not good at this). More effective measurement 24. </p> <ul><li>Small team, blog, Facebook, Twitter and content. </li></ul><ul><li>Now: 800+ Facebook Fans and growing and $65,000 richer. </li></ul><ul><li><ul><li><ul><li><ul><li><ul><li>EHTP - Small Non-Profit (6 People) </li></ul></li></ul></li></ul></li></ul></li></ul><ul><li><ul><li><ul><li><ul><li><ul><li>Won 1st Round of Chase Community Giving </li></ul></li></ul></li></ul></li></ul></li></ul><p>Size doesnt matter 25. Content is as Important as Code . - Dharmesh Shah Size doesnt matter 26. WEM - Starts And Ends With One Thing. Content. 27. Have we ever been innovative? 28. The business case for innovation... Small Adaptive Experiments A skunk works?Directing a piece of budget outside the box New Types Of Internal Networking Groups Open Innovation Henry Chesbrough. IT guys might have good ideas. An Actual Innovation Business Plan? Challenge OutcomesRiskWhoActionsBudgetDeliverables and the big redOh Shit button 29. Engagement Funnel Brand Awareness Your blog, your thought leadership, webinars,Lead Conversion &amp; Nurturing Resource center, your e-newsletter, your business case, yourROI calculators Customer Conversion Proof points, testimonials, case studiesCustomer Upsell The community, your login page, support content Passionate Subscribers Social media, your compelling, SHAREABLE story. 30. Deciding where... How big an opportunity is it. Develop your TAM. Yes again.Understanding the target s needs first Dont look at what youve got to say and figure out how it will work learn from Steve JobsFeel the pain. CM will most likely be an enhancement to your existing strategyWhere are we already being successful.What s the BIG idea What happens if we actually DO create an idea bigger than ourselves 31. How does CM affect. Pay Per Click Advertising Changing your call to action can help decrease CPLAdvertising content can drive better trafficUsing the re-targeting network can drive higher CTR s Using Google re-targeting capabilities you can use content to drive lead nurturing with contentBut watch out for. It s easy to get lulled into more traffic make sure youre measuring the quality of that traffic 32. 33. How does CM affect. Public Relations Establishing as thought leader can drive interest from pubs By creating a thought leadership center of gravity, you will draw interest.Transforming content efforts into anewsroomreal-time content marketing can drive exponential attention and engagementBut watch out for. It s easy to want to comment on everything Having a strong editorial process is critical 34. 35. How does CM affect. Events Content isn t always content.Creating experiences is ALSO content marketing and can be effective. A combination of content, and experience is the magicCan you create ahuman-driven experience that delivers value?But watch out for. Scaling. These are usually high-touch and expensive Use with deliberation.. 36. 37. How does CM affect. Search Engine Optimization A high velocity of good, sharable content just worksPutting out content can help youown a search termContent that is shared gets the Google love New Google updates (including Panda) take the social graph much more into account.Also, links from outside blogs, and other sites gives youGoogle credBut be careful.Remember, it s easy to provide data You need to tell stories! 38. 39. 40. How does CM affect. Customer Retention - Upsell Keeping customers engaged AFTER the saleEspecially important if customerssubscribe to your service You are creating a subscriber to the brand NOT the serviceContent, in some ways, is just as important as the productBut watch out for. Nothing. This is extraordinarily important! 41. 42. 43. 1 One innovative idea for using CM to enhance an existing tactic 2 One idea of a NEW tactic for which you could use CM 44. </p> <ul><li>Monday Morning Takeaway </li></ul><ul><li>Pick one.Where might content actually help decrease the friction in your sales funnel? </li></ul><ul><li>B2B? Review Your Resource Center What would happen if you gave away 90% of that content. </li></ul><p> 45. </p> <ul><li>The Business Case Why engage? Why integrate content into marketing? </li></ul><ul><li>Building the WHO Understanding the engagement cycle and building buyer personas </li></ul><ul><li>Building the WHERE Context and TheChannel plan. Re-using content on the Social Web </li></ul><ul><li>Enabling Technology The options available in the Marketers tool bag </li></ul><ul><li>Review the day Review, answer questions and explore a little deeper </li></ul><p> 46. </p> <ul><li>Why a segmentation plan? </li></ul><p> Were getting leads But they re all tire-kickers. We dont 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? 47. </p> <ul><li>Some questions we ll be able to answer? </li></ul><ul><li>What kind of leads is Google PPC (or any tactic) delivering?Are they tire kickers or last-minute shoppers? </li></ul><ul><li>What content resonates best with my best customers? </li></ul><ul><li>Who are my targets? How many (of each) am I currently attracting? </li></ul><ul><li>What we can deliver </li></ul><ul><li>A lead nurturing plan to move tire-kickers down the sales funnel </li></ul><ul><li>A breakdown of how content marketing contributes to leads, opportunities and sales </li></ul><ul><li>A detailed breakout of our target audiences and a unique selling proposition for each. </li></ul><ul><li>Why? So We Have Answers </li></ul><p> 48. </p> <ul><li>The Persona &amp; Content Segmentation Plan </li></ul><ul><li>Our example for today</li></ul><ul><li>WIMPY Technology </li></ul><ul><li>Product is Windows Integrated Management Program (WIMP) </li></ul><ul><li>Targeting IT Directors and CFO s at financial institutions </li></ul><ul><li>Use them as our example throughout today </li></ul><ul><li>What Does Success Look Like? </li></ul><p> 49. </p> <ul><li>What does success look like? </li></ul><p> 50. </p> <ul><li>What does insight look like? </li></ul><p>IT CFO 51. </p> <ul><li>What does anA Ha Moment look like? </li></ul><p>Customer Conversions 52. </p> <ul><li>One Buyer Persona For Every Group </li></ul><ul><li>Job title, Vertical, Power in organization </li></ul><ul><li>Different products or services? </li></ul><ul><li>It s the WHO you are marketing to</li></ul><ul><li>Let s Start With Our WIMP Solution </li></ul><ul><li>Director of IT thetech guy </li></ul><ul><li>CFO </li></ul><ul><li>Step 1 Developing Buyer Personas </li></ul><p> 53. </p> <ul><li>Jeremy </li></ul><ul><li>Mid 30 s Coffee lover </li></ul><ul><li>Works at a bank</li></ul><ul><li>Responds to email; phone not so much. </li></ul><ul><li>Frustrated because his company is growing too fast to keep up with support </li></ul><ul><li>Personal USP: Enable Jeremy to be 25% more effective! </li></ul><ul><li>Step 1 Jeremy Our IT Buyer </li></ul><p> 54. </p> <ul><li>Put your Journalist hat on: </li></ul><ul><li>WHOis the persona emotionally attached </li></ul><ul><li>WHATdoes she do?What does his day look like? </li></ul><ul><li>WHEREis the gap in his needs/wants? </li></ul><ul><li>WHENdoes he need to close this gap? </li></ul><ul><li>WHYdoes he care about us? </li></ul><ul><li>Step 1 - Buyer Persona Profiles </li></ul><p> 55. Your turn. 56. Gender: Male Age: 50 s Profession: College Professor 57. Clip 58. </p> <ul><li>SEAN McGUIRE (52) sits on the roof of his apartment building in a beat-up lawn chair. Well-built and fairly muscular, he stares blankly out over the city. Sean would think himself FORMAL but seems slightly out of place in his wrinkled sport coat.There is a look about this man that tells us he has faced hard times. This is a man who fought his way through life.He has a lonely stare.He is a teacher.But tired of teaching, tired of life, he finds himself resigned to the tedium of teaching core classes to an indifferent student body. </li></ul><ul><li>Sean is a counseling teacher at lowly "Bunker Hill Community College" in the Boston area. He does therapy on the side, and takes up the challenge to counsel Will at the request of an old college buddy who now represents everything Sean hates about a career in education. </li></ul><ul><li>Exercise. </li></ul><p> 59. </p> <ul><li>Just with our Sales Funnel? </li></ul><ul><li>(this is the easiest) </li></ul><ul><li>Just with Buying Process? </li></ul><ul><li>(this is more accurate but aligned with sales?) </li></ul><ul><li>With a mix of both </li></ul><ul><li>(most complex and most accurate) </li></ul><ul><li>Step 2 The Buying Cycle / Sales Funnel </li></ul><p> 60. </p> <ul><li>Step 2 The Sales Funnel </li></ul><p>Contacts Leads Qualified Opportunities Finalist Verbal 61. </p> <ul><li>Step 2 The Buying Cycle </li></ul><p> 62. </p> <ul><li>Step 2 Putting It Together </li></ul><p> 63. </p> <ul><li>The Sales Funnel </li></ul><ul><li>Build up the Sales Funnel process </li></ul><ul><li>Identify all the stages of this process </li></ul><ul><li>The Buying Process </li></ul><ul><li>Understand the buying process of our customers </li></ul><ul><li>Identify it by product and determine if we need separate maps </li></ul><ul><li>Then, map it into the sales funnel </li></ul><ul><li>Step 2 - Summing Up </li></ul><p> 64. Your turn. 65. 66. </p> <ul><li>Taking inventory can be complex. </li></ul><ul><li>Goal is to identify the content </li></ul><ul><li>Good enough is in many cases Good Enough </li></ul><ul><li>Identify ALL the different types of marketing content </li></ul><ul><li>This becomes our well from which we ll draw </li></ul><ul><li>Step 3 Content Marketing Inventory </li></ul><p> 67. </p> <ul><li>Step 3 The Inventory Dashboard </li></ul><p>TITLE AUTHOR META DATA. 68. </p> <ul><li>Step 4 - Building The Segmentation Grid </li></ul><p> 69. Perceptive Content 70. Measuring the Level of Engagement</p> <ul><li>Understanding the audience and where they are on the journey is abusiness asset .</li></ul><p> 71. Progressive / Organic Profiling </p> <ul><li>Implicit and explicit information gathered over time </li></ul><ul><li>Insight gained via: </li></ul><ul><li><ul><li>Browser / cookie data </li></ul></li></ul><ul><li><ul><li>Referring site </li></ul></li></ul><ul><li><ul><li>Search </li></ul></li></ul><ul><li><ul><li>Web &amp; behavioral analytics </li></ul></li></ul><ul><li><ul><li>Social </li></ul></li></ul><ul><li><ul><li>User-generated content (UGC) </li></ul></li></ul><ul><li><ul><li>More </li></ul></li></ul><p>Visitor 72. </p> <ul><li>The Business Case Why engage? Why integrate content into marketing? </li></ul><ul><li>Building the WHO Understanding the engagement cycle and building buyer personas </li></ul><ul><li>Building the WHERE Context and TheChannel plan. Re-using content on the Social Web </li></ul><ul><li>Enabling Technology The options available in the Marketers tool bag </li></ul><ul><li>Review the day Review, answer questions and explore a little deeper </li></ul><p> 73. The context effect How we uniquely respond to a situation Inference &amp; Context Decision &amp; Context Contextual Conditioning 74. TheContext Effect 75. 76. The Context Effect 77. Up Until 2008 1 Web Site Publishing Model Optimize and Manage slowly 78. NOW 79. 80. Channels ESPECIALLY MOBILE Are Contextual Two Main Changes: Digital content is now a conversation a two way street The number of interfaces we have to account for The Bottom Line is: Mobile is a waste if you don t apply the right context to channels 81. Creating Our Channel Plan </p> <ul><li>Situational Analysis Fed from business case, your personas, your story. What to do/change/stop in order for us to tell this story more effectively </li></ul><ul><li>Channel Objectives The objectives of the channel.. its purpose, personality, velocity, other initiatives </li></ul><ul><li>Content/Conversation Plan Mapping to the larger story?When does it enter the story? What will be the content? </li></ul><p> 82. Creating Our Channel Plan </p> <ul><li>Metrics Expectations for the channel not measurement goals.</li></ul><ul><li>Personas Addressed Which personas are addressed by this channel </li></ul><ul><li>Editorial Calendar It s fed by multiple initiatives it should be balanced Velocity, tone, Desired Action, Structure </li></ul><p> 83. 84. Putting it all together 85. TIME PERMITING YOUR TURN 86. Case Study: Startup Software Co. Targeting Enterprise Customers 5 Years old so hardlynew.In well established space.They think of themselves as disruptive. PersonasCIO and CMO s at very large enterprises very complex, global organizations. Challenge: They own an amazing url basically industry.com and are considering launching a content marketing portal that could be the best-practices destination.They will have to hire an editor and build and manage the portal - $150,000 first year investment.Basically 25% of their total marketing spend. 87. </p> <ul><li>The Business Case Why engage? Why integrate content into marketing? </li></ul><ul><li>Building the WHO Understanding the engagement cycle and building buyer personas </li></ul><ul><li>Building the WHERE Context and TheChannel plan. Re-using content on the Social Web </li></ul><ul><li>Enabling Technology The options available in the Marketers tool bag </li></ul><ul><li>Review the day Review, answer questions and explore a little deeper </li></ul><p> 88. Digital Engagement:Puzzling, Isnt It? </p> <ul><li>Engagement is complex </li></ul><ul><li>Multiple variables </li></ul><ul><li>Nearly infinite combinations </li></ul><ul><li>Handful of solutions </li></ul><ul><li>Practice makes perfect </li></ul><ul><li>Proven techniques exist </li></ul><p> 89. Engagement complexities aided by technology </p> <ul><li>Channelization </li></ul><ul><li>Optimization </li></ul><ul><li>Individualization </li></ul><ul><li>Localization </li></ul><ul><li>Socialization </li></ul><p> 90. Engagement complexities aided by technology </p> <ul><li>Channelization </li></ul><ul><li>Optimization </li></ul><ul><li>Individualization </li></ul><ul><li>Localization </li></ul><ul><li>Socialization </li></ul><p> 91. Channelization: Whats involved? 92. Engagement complexities aided by technology </p> <ul><li>Channelization </li></ul><ul><li>Optimization </li></ul><ul><li>Individualization </li></ul><ul><li>Localization </li></ul><ul><li>Socialization </li></ul><p> 93. Testing </p> <ul><li>Provides insight to visitor behavior and content feedback </li></ul><ul><li>Shamefully uncommon practice </li></ul><ul><li>Two versions and a metric </li></ul><ul><li>No Cadillac required </li></ul><p> 94. Testing 95. What should we test? </p> <ul><li>The call to actions wording, size, color and placement </li></ul><ul><li>Headline or product description </li></ul><ul><li>Forms length and types of fields </li></ul><ul><li>Layout and style of website </li></ul><ul><li>Product pricing and promotional offe...</li></ul>