BU Interactive Marketing 2015 Summer Class Slides - Part 2

Editor's Notes

• #5: Here’s what a day in the life of a content marketer looks like… Am I right?
• #6: Okay, I hope you know I was kidding there. It’s not that bad. I have a secret I want to share with you. I’m not online all day checking Twitter, Facebook, LinkedIn, Instagram and Pinterest. No, really, it’s true! Instead, I do a lot of my social media work early in the day, and the rest only when I have some spare time. I use a couple of tools to aggregate content in a way I can quickly peruse, and a couple of other tools to schedule out the content that I share throughout the day and week. I subscribe to my favorite blogs via Feedly (for reading on my mobile phone), which is a great substitute for the much missed Google Reader. For the super critical blogs, I may actually subscribe to get their daily email content as well. But my real secret is to take the content from the 10 “must-read” blogs and news sources, aggregate the content into a single feed using a little known tool called Yahoo! Pipes, and then use IFTTT and Feedburner so I get one or two emails a day with headlines and links that I can read in the morning. If I find an article I want to curate and share, I use two browser plugins to spread out my tweets throughout the day. I don’t want to overwhelm my Twitter, Facebook and LinkedIn followers early in the morning with a dozen updates – especially when they’re coming out at 5:30 in the morning when few sane people are up. These plugins let me avoid sending a dozen tweets out at a time when few readers are paying attention.
• #7: The Buffer plug-in lets me, in two simple clicks, create and automatically schedule a tweet, Facebook post or LinkedIn update for later in the day or week. It’s a very powerful tool, and you can get a decent amount of functionality for free!
• #8: The Hootsuite plug-in works in a very similar fashion, but with my personal Hootsuite account. And like Buffer, you can get a decent amount of functionality for free!
• #9: So with all that said, THIS is more like what my daily schedule looks like!
• #11: Let’s take a quick look at the rise of content marketing. Here are just a few stats, from some research by Jeff Bullas and ExactTarget. 98% of marketers surveyed by ExactTarget plan to increase or maintain their digital marketing budgets for 2014; only 2% plan to decrease their budgets. The five top areas where marketers plan to increase digital spend in 2014 are data and analytics (61% plan to increase), marketing automation (61%), email marketing (58%), social media marketing (57%), and content management (57%). Roughly $135 billion will be spent on new digital marketing collateral (in other words, content) in 2014. These are not insignifcant numbers!
• #53: There is a convergence happening in marketing, both in terms of media and strategy. This illustration from IDG describes it perfectly. At the top, we have the Four Cs of social media, and at the bottom we have the three forms of media. These are all coming crashing together.
• #58: Since I’m from Boston, the “Hub of the Universe,” and maybe because I’m a Hubspot fan, I naturally gravitated toward the idea of a marketing hub. Oh, by the way, for those of you familiar with the phrase “Hub of the Universe,” it’s actually the victim of typical marketing hyperbole. The phrase was originally “the Hub of the Solar System” as coined by Oliver Wendall Holmes, then got upgraded to “Universe” sometime thereafter, no doubt by the tourism and visitors bureau… So what is a marketing hub, what sits in the hub and what are the spokes? Well, it turns out we have a good place to go for this question, as analyst firm Gartner has seen fit to create the Marketing Hub Magic Quadrant in recognition of this need…
• #59: So what’s a Marketing Hub, according to Gartner? Here’s their definition. According to Gartner, the need for a digital marketing hub is motivated by three fundamental developments: 1. Growing consumer empowerment: Social and mobile technologies have given consumers power to research and interact with brands and take control of the conversation from brands and mainstream media. 2. Growing channel proliferation: Along with empowerment, consumers now have an abundance of devices and channels with which to interact with brands and purchase products and services, dramatically increasing the complexity of meeting customer expectations for a personal dialogue. 3. More responsibility being put on Marketing: As these challenges have grown, organizations have turned to marketing to take charge of the task of creating a single view of customers and enabling the organization to address them as individuals and deliver the right offer to the right person at the right time and place, as corporate strategy focuses increasingly on customer experience as the key to differentiation.
• #60: And who’s in the first Gartner Magic Quadrant, created in December of 2014? It should be no surprise to see Adobe, Oracle and Salesforce in the Leader Quadrant. They’re being challenged by IBM and Marketo, with many others nipping at their heels.
• #61: 1. First, you have to create a master audience profile (a single view of the customer) — A consistent view of customers (including anonymous ones) across marketing programs and processes is the baseline for effective communication. Good Digital Marketing Hubs work with both 1st- and 3rd-party data to paint this picture. 2. Then, you must enable a consistent workflow and collaboration process (you must use the same content engine) — It’s critical to fuel marketing programs through ideation, planning and execution; as well as the creation, curation and cultivation of content, internally and with partners. Uniform collaboration and workflow break down silos. 3. Then, you must be able to orchestrate your efforts across all your channels — While specialized channel-specific execution is sometimes prudent, consumers are engaging on their own terms, freely switching among channels and devices. To support this, multichannel marketing programs need to account for the full context of each interaction in real time. 4. Finally, you must unify your measurement and optimize your program — Unless marketing programs are measured by a common set of rules, marketers will squander resources and lose out to more-efficient competitors. Companies must trace a thread between investments and outcomes and to enable marketers to optimize investments to the highest yield. Want an easier way to think of these? [CLICK] Think of them in terms of the four Es of digital marketing: engagement, execution, extensibility and evaluation.
• #62: How does it all work together, you ask? You start with your hub. [CLICK] Your central platform. It is, at its heart, your content management system [CLICK] (your CMS – like WordPress, Drupal or Joomla). The goal of your content creation and engagement efforts is to drive people to this hub, to a central location where you have the most control and the best ability to serve them. But most of your engagement will happen outside this sphere of influence. It will happen on channels like [CLICK] Facebook, [CLICK] Twitter and [CLICK] other social channels. Oh yeah, and each of those may come through the [CLICK] web, or through a mobile app or a tablet. And you may rely [CLICK] on your email marketing system to help reinforce your messaging and calls to action. And, [CLICK], God forbid, let’s not forget the dreaded in-person experience (a retail store or a trade show booth visit). So you need ways to connect with and manage each of these channels [CLICK]. Social media engagement tools like Hootsuite and Tweetdeck were created to do this, but while they support basic workflow management and even some measurement, they’re not closely tied to the content engine – to your hub. Nevertheless, they’re a step in the right direction. And you need ways to measure. All the social channels offer measurement, but what and how they measure is completely platform dependent. [CLICK] Tools like Google Analytics and link shorteners can provide more consistency, and can even get a little closer to the heart of the matter, but still don’t paint a unified picture. And how do you integrate the in-person experience? To do this all right, you need a single platform, a marketing hub that includes all of these… [CLICK]
• #63: A true digital marketing hub integrates all of these things, [CLICK] providing direct access and control over all of your channels, and [CLICK] integrating your sales and marketing process as well – bringing in your CRM and sales force automation tools, so you have a customized experience for both your customers and your sales and marketing teams. Add a healthy dose of marketing automation and you’re good to go!
• #64: A true digital marketing hub integrates all of these things, [CLICK] providing direct access and control over all of your channels, and [CLICK] integrating your sales and marketing process as well – bringing in your CRM and sales force automation tools, so you have a customized experience for both your customers and your sales and marketing teams. Add a healthy dose of marketing automation and you’re good to go!
• #65: 1. Create great content that doesn’t just sell, but that tells a story. And it’s not just about great storytelling, but a great narrative: an ongoing story that unfolds in real time at the pace that your consumer or prospect wants. 2. Social media engagement Search marketing Lead generation mentality Measurement Automation technology
• #77: Forbes listed the top 7 social media marketing trends dominating 2014. Here they are. (READ SLIDE)