IMS2012 Notes
- 1. Why Leaders Need to Embrace Social, Mobile and open Content - Getting Buy-in, Getting budget Barry Libert www.barrylibert.com @barrylibert http://barrylibert.com/blog 1. Social and mobile networks are eating the world a. Compare Facebook to China, India, and Catholicism b. Kids in their 20s see social networks as their "community" not their actual location c. GM is only 1/10 the size of Apple d. Social and mobile networks are going to overtake countries and religions (in size and relevance) e. The networks are more valuable than the companies that created them 2. Case Studies: a. Nike: Nike decided that something is different. In 2010 decided to go where the customers are (not TV) i. Started Nike digital sports Framework 1. REDUCE: Broadcast Spend 2. ENHANCE: SUPPORT RETAILERS 3. INVEST: Software - can access their design studio, hiring into the digital and analytics group. Looking at the information they get from the shoe devices 4. CREATE: Networks that allow you to interact with them ii. Facebook / YouTube Channel / Cloud Mobile 1. Content relevant to their customers 2. Putting mobile devices in everything they sell. Total integration with mobile technology. They are with the customer wherever they go iii. Revenues doubled and net income increased 400% 3. Tools and frameworks you can use to make an impact a. What is Inbound Marketing? i. Driving people to your business ii. Marketing with a magnet: iii. relevant conversations that are non-selling 1. Helpful content iv. Traditional media isn't working - transition from customer talking to listening v. Using devices to do research before they engage b. Four ways to think of your activities i. Dog: do not work, but we keep spending on them, non-interactive, but continuous (like TV) 1. Reduce ii. Cash Cows: still product some leads, (Big Data) 1. Improve: be better form the inside out a. Social Monitoring (target) marketing Big Data b. Use the data to drive performance c. Not happening because companies don't believe they are losing customers (or can't handle the truth that they have to care about what the customer has to say)
- 2. 2. Understand there are two parts of business: the 9 to 5 and the 5 to 9 (when everyone interacts and say things the bosses don't want to hear) iii. Question : not sure 1. Bring the outside in, make it about you, we, and others a. Community Development b. Inbound Marketing c. Content Automation iv. Star: Interactive, encouraging a dialogue, Game, let's all participate 1. Future - seeing towards the future 2. Developer community vs. customer community for development of products 3. Does the community have the ability to improve your business? Are they a resource for ideas and improvements? a. Crowd Source i. Why not? Businesses think they know what the customer wants and needs b. Competitions c. Video Networks d. Interactions (Pinterest) 4. Best way to find out what your customer wants/needs: ask them. Media networks give you the power to do this 4. What can a company with a billion customers accomplish? No one knows. Questions 1. Referring to mobile as a "network" is that just pipes as a way to transmit stuff a. Every company thinks of their business as a non-network company, they just sell products. In reality they are reshaping how we interact with each other. Depends on how you think about it. It you think about the device, then that's true. If you think about the people at the end of the network, then you've got something powerful 2. What should we leave with? a. When you go back, remind yourself that you are 1 degree away from 11,000 people. Can you go back and discover and engage your network? Teach your leaders to do an inversion: products should not be at the "base" make your networks the core, and make the products and services the means and not the ends. 3. To get to the numbers, you need to do a headstand. Uncovering the Hidden Sales Cycle - How Best-In-Class B2B Marketers are Using Social Media for Demand Generation Trip Kucera Senior Research Analyst Aberdeen Group 617.854.5241 Trip.kucera@aberdeen.com 1. Research Model
- 3. a. Pressures: external forces that impact an organization's market position, competitiveness, or business operations b. Actions: c. Capabilities d. Enablers 2. Challenges to the notion that companies are using social media to generate leads - consider it as part of the general "awareness slush fund" a. Funnel i. The Hidden Sales Cycle: Social / Community / Content/ Brand / Peers ii. Lead Generation iii. Lead Management iv. Opportunity Management 3. The hidden sales cycle a. The buyer is starting to shape its own vision (as opposed to sales or marketing) b. Buyers communicating on social networks: 29% c. Diminishing effectiveness of traditional marketing: 17% d. 3rd party influence within social networks: 16% 4. What do the Best In Class do? (in order of importance) raising visibility through increased social media AND generating leads through it a. Expand lead generation activity through social media marketing b. Define / focus corporate social media efforts c. Develop clear business processes to utilize social media marketing d. Support customer service with a social platform e. Capture insights into market sentiment regarding products and/or services 5. Best in class are more likely to have social media INTEGRATED with existing marketing channels, processes, and measurements a. Starts with listening - understanding the context of the conversation, social segmentation, understand how the tribes align with their buyer component b. Email marketing: drives into your social component, could be through CTA c. Need Social CRM i. Best in class create / append buyer information through social channels ii. Use the information to score leads (did they open it? Did they do the CTA) d. Content: What is driving it all i. Understand and track the effectiveness of the content ii. Best in class are more likely to have dedicated resources for social content development, but it should be integrated with general, need to be networkers within the organization / content as a strategy iii. Using social shares on emails to see if a message is having resonance 6. Measuring the impact of social media marketing a. Track and report social media metrics (followers, retweets, likes) specifically marketing-generated b. MUST connect that with measurable results i. Lead quality ii. Brand awareness iii. Lead quantity iv. Engagement activities v. Customer satisfaction 7. Take aways
- 4. a. The next phase is about making social an first class marketing citizen i. Start integrating your social media efforts with existing marketing channels, processes and systems ii. Keep an eye out for products that get this right iii. Keep it all together in a package through technology IBM: a company that has gotten good at answering its own questions Convergence of search and social Effect of using Social with Sales The Path to Content Automation - 7 Rules for Content Marketing Allen Bonde CMO, The Pulse Network @abonde 1. Addresses two challenges a. Meeting the needs of the new consumer by delivering more content on more channels, more often threatens to further strain already stressed resources b. This consumer (and their influencers) no long fits in traditional categories or systems - customer conversations are increasingly disconnected from customer data i. If the call comes into a call center, the data is right next to the conversation (if the conversation came in through the channels you've created) ii. We don’t own the social channels, so we can't always be in the conversation 2. Goals a. Have enough content b. Repurpose content for social channels (think of video and how many ways that content can be used) c. Inbound traffic, links, and discussions to build community / drive commerce i. Make the content interesting and sharable so that others want to use it 3. 7 Rules a. Teach: think educational, think episodes and segmenting i. Keep people wanting more, roll it out in a sequence where people will want to see the next episodes b. Tap Experts i. Use thought leaders - tap into your community ii. External contributors will have their own network which you will tap into c. Totally Easy i. Make it easy to subscribe, to share, to contribute
- 5. ii. The only different between social and traditional media is the share ability. Sharing is what makes social different. Reach and frequency moves to include participation. d. Translate i. Repurpose EACH piece of content ii. Engineer upfront how to use the information e. Takeaway i. Clear message + clear call to action ii. Engineer it in, doesn't have to be "selling" could be join a community, get more information f. Track! i. Analyze how users consume and share, encourage link-building ii. Are you thinking about how you are going to use each step? iii. If we are not setting it up upfront for sharing, you might as well do regular campaigns g. Think Trans media i. Bridge the online and offline experiences ii. Create content in the on and offline experiences Example: This event Making videos 1. Create content 2. Tap into network of experts 3. Studio interview 4. Repurpose a. Mobile site b. YouTube c. Share: Facebook, twitter 5. Links 6. Onsite audience and video capture How do you overcome the noise on twitter and Facebook? Create sites that are separate, B2B is not congregating on Facebook, use FB to drive to your community Case Study: Facebook strategies by MESH Interactive 1. Two big giants: Google and Facebook. You need to be on both platforms a. Facebook: wants to stay in FB, not go to other channels b. Very focuses on "likes" must remember each "like" is a user you need to reach 2. 50% of Americans are on FB, even if you're customers aren’t on Facebook 3. Landing page can service to drive right into content that is interesting to the customer 4. Move away from hiding the experience behind the like button and 5. Can be used to level the playing field 1. Takeaways a. Crate a unique experience
- 6. b. Create experiences based on needs c. Start existing tools from your website d. Develop new tools e. Simple and easy to use f. Fast - FB SSL - must be fast to load Case Studies - can drive user experience on mobile 1. City arts group set up a FB page for an event instead of promoting on a traditional website. a. Quick and easy to set up b. Automatically allows for interaction 2. Interactive map within FB - could go through the event and pick out the attractions you want to see 3. Hospital - drive engagement with doctors through Facebook a. Find a physician b. Search directory c. Linked to a map 4. Persian Rug company a. Three audiences: experts, collectors, novice b. Built catalog of rugs that allows you to browse based on your needs 5. Safelight: information security a. Show coming up b. Build experience - game goes through something, timed, with a winner getting a MacBook c. Went through their webpage, better experience would be to keep it on FB 6. Alpina: European ski boots and supplies a. Developing a FB tool to make a destination b. Way to reach their community c. What do skiers need / want? Ski boot sizing. Created utility to size yourself and find a dealer/locator within FB What do you do to get people coming back? Put in a utility. A tool around the service that you are offering Imbed content in FB from other sources, so that you can update from one location CMS Panel: What Marketers can tell IT about Content Management? Moderator: Scott Liewehr Ease of use is not enough. Ease of use to do what? How we do our business, and how the stakeholders do business. 1. Shifted to the notion of web engagement and customer experience a. Marketing is the tip of the spear b. IT used to push content to the website, now goal is to have Marketing control 2. Trying to have dynamic content, 3. Globalization 4. Create more editorial content to engage the community
- 7. 5. Support other platforms and integrate systems 6. Just getting content on the website Marketing having full control of the content It having full control of the process Your audiences are in social networks. They are using mobile devices more and more. That’s the goal: to hit those areas What do we do with the analytics? Are we just reading the report? What is the reaction? What do we do? Can use to show what kind of support and tools we need. Behavioral targeting - can lead to getting the right information out of the right people We have the tools; we need to start using them better. Content Marketing The tools are available to automate. Know the tools that you have, then figure out how you use those tools and automate the process. How easy is it to train other to use the tools. One or two clicks. Marketers (and all users of software) are becoming digital natives. We don't want to learn how to use it, we want it to work like something we already understand. "Make it do it like this (like something I already know how to use) Measuring clicks is not sufficient, how do you measure engagement? Understanding the results can be hard. Takes training and persistence. Score and weigh conversions. Where does the information live? CRM or marketing automation? IMS Panel: Beyond Email Marketing Questions What about the shift of email to mobile? We have to focus on value, keep the content short, and be even more conscious of frequency Think mobile first - ask the question "are you reading this on your mobile device" Don't use the corporate HTML deader. You've got to get them quick - they may look at the mobile first, then go back to the bigger device What is the next big thing in email as far as sharing and such? Deeper, richer analytics Real-time list management that learns from a person's interest Video email? Depends on your goals and who you are emailing Blog post vs. email
- 8. A blog post can get more responses because it is searchable and lives forever. However, the combination of blog post, email, and perhaps video pulls it all together. Use email to drive the interest of the blog - here are the top 4 post that people who like things you like liked. Is that a sentence? Need to be a people person / and a geek Blue penguin development: good resource for information on content (B2B) Dingo.com - sign up for their newsletter and see (B2C) 1. How has email marketing changed? a. Email is an instrument in your orchestra, your job is to get the best sound from each instrument b. Implicate and Explicate c. Look at your community members and analyze them based on what motivates and excites them i. Example: there are people who create content, people who curate content, and people who use content d. You need to combine your email marketing with your social media. Use your email marketing to reach your fans who will then spread your word through their networks i. Digital communications is second to having great relationships OFFLINE. They will want to stay connected if they have a good experience with you 2. What about frequency? a. Constant Contact: all email marketing must be permission-based i. Be very conscious of how much you are sending: less is best ii. Three types 1. Newsletter a. Once a month b. All about informing i. Resources, information (80%) 2. Announcements and Invitations, promotions (2 to 3 times a month) a. The more you can target, the more you can 3. Promotions b. Relevance can dictate the frequency i. If you are relevant, you can send as much as you want ii. Leverage the data to find out what they click on and share 3. Role of video in email campaigns a. Every message can be tagged to learn what works for each type of customer, can find out what kind of audience likes videos, then can target videos to the right type of customer b. Stop thinking of this as "any sort of advertising" This is relationship building i. Think about going on a date: if you only talk about yourself, you won't get a second date (customer-centric selling) 4. Making your email marketing authentic a. Don't be afraid to share, be yourself, reflect your business b. This will make a difference in your level of engagement c. Myth of the B2B buyer: you can't be emotional i. At the end of the day you are buying from a person
- 9. ii. They are driven by the same emotional need - trust is the key provider iii. Trust in the relationship is key Case Study: featuring eDynamic, Dolce & Gabbana Wanted to create a content marketing platform: Swide Magazine (totally online) 1. Create value for their audience by becoming a publisher 2. Right content strategy: Freedom of Creativity and Design 3. Why? a. More engagement with their audience b. Make more money 4. Engage with the audience 5. Biggest challenge: Freedom of creation a. No compromise to the brand, flexibility and need for style b. Creating and exchanging information 6. Content Marketing and Strategy a. Separation of content and content management b. Using content to design content: tags and meta-data i. Important to have flexibility in displaying content based on the metadata c. Multi-channel is not enough: context awareness i. Social networks - go beyond website ii. Every individual is in a context: take into account iii. Dynamically render content, based on device, time of day, geo-information, language, social graphs, etc. iv. Creates a deeper engagement with the brand Questions Case Study: Brand Revitalization: Sun Chemical Geoff Smith Global internet marketing Sun Chemical Commercial / industrial / publication / packaging Represented vertically as part of brand marketing Have to constantly redefine themselves • Key challenges; • How to keep global brand relevant in existing markets • How to express brand in emerging markets • How to create awareness of brand structure globally • Key solutions • Analyze market and competitive intelligence to define differentials • Develop new taxonomy to enhance customer experience
- 10. • Strategize verticals into communal info areas • Re-design to leverage global brand leader across verticals • Key Leverage Indicators • SEO • Design • Content connection • Internal Query • External Query • Want to be a global leader, and dictate how this kind of company represents the industry • Analyzed how others were speaking, found it was not consistent or existent Cultivating Visibility: How to Amplify the Human Digital Channel Chris Brogan President, Human Business Works Metrics: One billion "anything" isn't cool You can't eat a "like" Klout: reasonable assumption, not yet there Views on YouTube don't fill cash registers Dollar per channel # subscriptions / members / signups to MAIN database Goal of the website: now that I have you, buy from me 1. Cultivate Visibility a. Attention is a currency 2. Earn Leverage a. A loyal fan 3. Business is About Belonging The Human Digital Channel 1. Pinterest is Awesome a. Showing up as the number 1 traffic generator to a site b. First social network where woman far outweigh men 2. Gentlemint is Awesomerrrrrrrr a. Took the same idea of pinterest, but decided to drive it down to target a audience (men) b. The right few thousand people is much more important than a billion people 3. Digital Shopkeeper a. Keeping people as valued people that matter to me b. Most social networks know nothing about you (as well as retail) c. Why doesn't your social presence tie back to your experience at the store? Who cares if you are tweeting from the store - do you know me when I walk in? 4. Cultivate visibility a. Tell stories
- 11. i. About your customers - not about yourself ii. MAKE THE CUSTOMER THE HERO b. Frequency Matters i. Billboards are becoming important - because they are permanent c. Secrets about Visibility i. People don't care about you ii. People want to be the hero 1. iPods don't hold 1000 songs, they hold 1000 of YOUR songs iii. Make sure the stories are relevant iv. Stories told well get shared well v. Stories with a few well-placed sharing buttons share even better vi. Stories exist everywhere vii. The best stores are from those who are not trying to tell stories d. Types of stories; i. Get the most from your _ when you take it home ii. Comparing the _with our colleagues in other companies iii. 7 ways to convince the boss you need a _ iv. How to get three more years out of your_ v. Your competitors have already purchased a_ e. Confidence online is makes you attractive i. Don't be pushy - assume they will want to be part of your experience f. Social channels are not for cramming down your ad content down someone's throat. It's about bridging the gap between the good stuff - AJ Bombers g. Blogger Relations i. Don you want exposure or leverage ii. Don't pitch to bloggers just because they have a huge audience h. Youtube i. 2nd largest search engine in the world i. Sawuona i. People r aren’t even using press releases - they are using circles like google+ j. Loyalty programs i. Why does a loyalty program mean "please bother me more" ii. They should make people feel like they belong, like they are getting something more than they would get without it k. Media Training for everyone i. Simple one-page policies ii. 1-day talk The Referral Engine - c.hris.cc/re http://chrisbrogan.com/contact IMS Panel - Finding the Right Role for CRM eBusiness is no more. It's just Business. Social CRM It's just an extension of CRMs
- 12. What's the role of CRM for Inbound Marketing? Tiered like a cake: base of CRM, then tiers that go up How is CRM evolving and social CRM? Three categories of platforms • Listening • Influencer identification • Engagement platforms: tools that do content management and help you push your message across platforms • In the traditional world, we know what buckets people fell into. We now have influencers. What do we do with them? Where does influence end? • Like HubSpot: • Pardot cited as a company that provides an affordable product that helps distill the data from your CRM • Marketing Automation is where the return on investment appears with the CRM • Social TV: Its impact on Television Programming and Advertising Mike Proulx Hill Holliday @McProulx 1. Introduction 1. WE are watching more television than ever before 2. TV is still at the center of our living rooms 3. What's different a. Convergence across different media b. Social TV: convergence of social media and TV 4. TV is no longer a "traditional" medium. We must experience TV as a new medium 5. Three Shifts That make TV a new medium a. Feedback: i. Social Media gives instant feedback loop ii. Liberty Mutual (doing the right thing commercial) impacted people 1. Got a letter from original push 2. Re ran, lots of tweets iii. A tweet is a social impression 1. Bluefin labs is tracking tweets during major events 2. During a republican debate: 318k tweets iv. TV commercials follow TV Networks 1. Integrated cross-channel entertainment v. The backchannel 1. Acts as TV's heartbeat. See what happens with the live audience 2. Very complicated. No tweets could mean they are engaged in the program b. Inter-connectivity i. We experience TV, we don't just watch it.
- 13. ii.Super Bowl - multiple channels to experience the event iii.40% of those watching TV are also using a mobile device iv. Distraction Media like Into Now: realizes what you’re watching, then sends you live information about the program v. Is this hurting advertisements? 1. Brands have to fight for attention on the "Second Screen" c. Portability i. Watch TV when and wherever you want (Netflix is on 800+ devices, and 50% of Netflix is TV content) 6. The WATCH model a. Widen Inputs b. Adjusting in real time c. Team Up: TV and digital collaborate from the beginning d. Converge with Media e. Highlight content (a great app won't save a TV show) Shazam - app that recognizes audio, ads are now "Shazamable" Understanding and Serving the "New" Consumer Why does the New Customer behave the way they do? Who is the social customer today? At the end of it, customers are still customers. They want to feel like they got a good deal, they look to their friends for advice. In the old days we would buy from people we knew. We now look to our internet "friends" to do our research. They are also connecting with brands to influence decisions The overwhelming amount of information. The paradox of choice: the more choices that are available, the more stress in the decision. Your social media should make the decision easier, not harder. Social media hasn't changed anything, just the scale. People would still talk and ask about companies, brands, and products. But is it different generationally? Digital Natives (those raised on the technology) are circumventing systems College text books: Publishers don't care about students - they sell to the professor, and assume the students will have to purchase the book. They are now finding ways around the system, students are selling books online, cutting the publishing companies and bookstores out of the loop, using the older editions. Students are now going around the whole educational system, looking for free education online
- 14. If you can't sell them on what you have, you have to change what you are selling The sales process becomes keeping in touch with customers to keep top-of-mind. Warm customers up to your brand so you are ready when the time comes to make a purchasing decision. 84% of millennials expect their first customer service experience to be online. We used to tell customers to line up for use. We now must figure out how to line up for them. The challenge of big data: how do you act on all the information that is available? Figure the process first: what gets measured? Invest in a chief data architect How are you going to take all that data and store it in a meaningful way that allows access and usefulness Micro-segmenting Drilling down to smaller groups Getting to the point of a one-to-one communication Identifying and rewarding loyal customers Can you find them with data? The Mobile Revolution: What Every Company Needs to Know Tim Hayden 44 Doors 1. The human relationship with mobiles a. Humans have only been typing for a very short period of time b. 50% smartphone ownership in US (is that all citizens, or phone owners?) c. 90% of Americans are within 3 feet of mobiles 24 hours a day d. Apps know more about you than any person in your life e. Most users are stuck in plans f. Don't think of mobiles as additional screens, they are mobile information kiosks g. So much that is possible with apps, the ways that devices can talk to the cloud: augmented reality that is layered with data (like google maps) the challenge of the carrier network is to pull the information through the camera phone and QR codes and gps h. What kind of apps do we use? i. Rank: weather / games / social networking / navigation / music / news / sports / shopping / finance / TV&Video / productivity / Barcode Readers (biggest growth) / Travel / Reference / Heath&Wellness /eBooks / Business / Food i. Mobile disrupts everything: i. Going to start seeing ads on Facebook mobile ii. Mobile is not big for Facebook - doesn't work well for making money j. Mobile / Online / Live (everything is in play, mobile is the glue that holds it all together
- 15. i. How social media is actionable and accountable for the lead to content 2. Marketing standpoint: decisions are being made in a dynamic communication systems, or mesh networks, where consumer's share experiences and make decision together a. Everyone can be an INFLUENCER: tweet blog post b. Smartphones are not limited to the rich. Lower income demographics aren't buying computers - they are buying smartphones. The smartphone does everything they want. Bad for education. 3. The Mobile Web a. The mobile web is a very different place b. What's happening? i. Higher bounce rates ii. Fewer page views iii. Less time on the site c. Optimization is not a technology solution, it is a user experience d. What do people do? Search, review, and find e. Being mobile friendly i. Condensed context (4 - 10X reduction of desktop) only focus on content that is relevant to a mobile search (drive to decisions) ii. Limit navigation to 2-3 actions beyond the landing page iii. Quick load time: you have less than 30 seconds! iv. Frame the content, use your analytics. Audience is more willing to share their information with you (or are unaware) so you can tailor the content more f. Being mobile ready i. Cross-platform testing (beyond IOS and android) ii. Data feed (API - location, device, A-B testing, time/date) with CRM/profiling platform 1. QR codes can, send the data response to your CRM iii. Responsive Design (Javascript and HTML5) iv. Intercept your audience with a QR code or RSS v. What are we doing with our mobile devices? 1. Scan: we love our cameras and we hate to type: touchscreens and voice recognition is moving away from typing 2. Text: Because we LOVE the intimate, direct conversation (#1 thing we are doing) 3. Click: going to websites. We are not using computers. Instant access to the content, shows the power of microsites 4. All leads to social / content / messaging / feedback / loyalty g. Dell QR Code i. Putting QR codes on hardware ii. Can use phone to learn about the hardware and access help iii. Goal is to keep people from searching on Google, making it look like these are massive, widespread problems h. Takaways i. Intimacy: this is the most personal device ii. Be Direct: make the content quick and relevant iii. Personalized iv. Relevant v. Actionable: give people specific marching orders and actions
- 16. vi. Think Mobile behavior, do not think mobile technology 1. Look for the opportunity to plug into their life vii. Don’t' discount Microsoft - the windows phone will rise in Q3 and Q4 of this year Do people use mobiles to do the research AND make the purchase? For traditional retailers, most are using it to research in the store, but not to make purchases. This will move with the idea of a MOBILE WALLET Ebay and Amazon are seeing growth in sales through mobile Perspective on augmented reality apps for mobile? Until they can become very passive and don't take time (or take away from the experience) they will not be relevant Success with Online Video Means Turning off Broadcast Mentality Bettina Hein Pixability 1. The move from BROADcasting to NARROWcasting 2. Belief that traditional TV is dead, but Americans still watch 150 hours of TV a month 3. There is a SHIFT in audiences, because 23 hours a month are being spent watching online video (up 65% in the last year) 4. Smart TV will change the way we watch - and the move to the iTV, belief that this will change the way that people watch TV 1. Tips for good video 1. Produce good videos and lots of them (but don't overspend) 2. Create videos for different stages of your marketing funnel a. Broader range of videos achieves better results i. Best channels put out 30sec to 20min content 3. Tap into communities that already love you a. Find groups or video subscribers that would be interested in your product b. Find 4. Optimize to get found a. Right titles b. Short descriptions 5. Fuel the fire with some money a. YouTube allowing for paid placement b. Paid Media > Earned Media > Owned Media 6. Don't forget to convert them a. Views on YouTube are vanity, you need to make the sale b. Overlays in the player c. Target Links: get to the website, and take the next step 7. What can I do right now?
- 17. a. Onlinevideograder.com b. Empire case study Resource: Pixability: YouTube Nation IMS Panel: Fan Marketing Tools for Facebook and Beyond What other platforms? Twitter - gives you a chance to connect with people who view you as a subject. "I have permission to geek out about a topic, and the only people who will see it are like-minded. Facebook is broad, and you may not want your friends to see it. Interested in real-time, immediate. What can I get out there everyday Google+: wait and see, the ability to create circles offers a lot of potential for targeting Pinterest: good for very visual, very inspirational brands. Rush to find ways to use it, need to make sure the audience is there 1. What's interesting about fan marketing now? a. The networks continue to grow, often your customers are on Facebook, how do you convert that "Like" into a sale b. Evolution over time, it's moved beyond catching "likes" it's now engaging them through the entire life cycle c. Engagement and building community and CONVERSION: turning those fans into customers 2. Types of campaigns that are effective a. Referral: use an offer to entice people to join i. Sweepstakes, or very low-value items can be good drivers ii. Having people refer their friends, so they can take advantage of the offer b. The content you are creating is important i. Building your brand, once you get them there, what are you doing to keep and/or convert them c. The app, the campaign calendar, and the… 3. Social as a core strategy a. It's becoming tougher for marketers to keep up with things b. Social is making it easier to discover what is happening within your fan / client base i. Example: Business that discovered it's fans are into Steampunk, adapted to address it c. Need to monitor / listen first before launching you Facebook strategy 4. Ad platform a. Run keywords and ideas through the ad platform to better understand the effectiveness of adwords b. Build into your editorial calendar questions you want to ask your customers (find out what they want) 5. What about the risk of letting go of your brand? Letting your customers dictate? a. Opens up the opportunity to engage with your customers, show that you are human, engaged
- 18. i. Always that best chance - making a disgruntled customer happy can be more valuable than keeping a customer satisfied b. Have to fix the problems with your business first 6. The Facebook experience a. Facebook allows you to capture information about that person as a person. You get more information than a click b. Make content (an more importantly special offers) that are only available through FB c. Makes the "opt-in" more likely Panel Social and Broadcast Media - Convergence or Collision? Compli - short codes that link to other places where you can house the disclosure The content shift: the demand for content when and where we want it The convergence or collision depends on your mindset. Accepting it as a convergence Shift in strategies: the way we think and what we want to accomplish Shift in power: who controls the content and the ability to create it Shift in technology: content from creation to consumption 1. Multimedia content a. Something that backs up the press release b. Make it a full experience that goes from beginning to end 2. Don't let the "fear" mentality stop you from producing content 3. As a media company, how should you think about mobile a. If you are not thinking about mobile in your strategy, you are behind the game b. The children of the future will be even more focuses c. Optimize your content for the mobile d. The quality of the traffic that is generated through mobile is good, it gets converted e. When you talk mobile, you're talking two different devices: smartphone and tablet IMS Panel: Location and Mobile Marketing: What's Hot for 2012? 1. How does location factor into the mix? a. The H-card standard, google b. Future: I want location to help me , to use my accumulated data, to understand my likes, and to make location-based suggestion using that information c. Location make mobile an ability to "household" i. Understand the relationships between people (like mother/daughter) and push content like coupons to the parent based on what the child is searching d. Tie medal monitoring things to your smartphone
- 19. 2. There are people who like mobile access (especially tablets) because it can be easier than traditional (push button) - how will this tie into the clinical trial world? Makes tablet content a true feature with a benefit. 3. App development: growing number of platforms a. If you want to engage your customers, you have to go to where your audience is b. Template app - drop pin your logo, built in functionality c. Event app - could be very cheap d. Cutting the development is key so it can spread across all platforms 4. Wide-spread adoption of multiple platforms, what does that mean considering what we know today, how does that affect us? a. The native app is dying, moving towards platforms b. Cost prohibitive, have to pick a platform, decision of what do I build first 5. All these channels, how do you tie it in, it's not just a technical issue a. You invested time and energy through inbound marketing, how do you tie it into mobile i. Blog: click magic. Blogs create increased organic trafficking to your site. You must have a mobile-friendly version of your blog. Step 2: when someone arrives at your blog, they engage in your content and eventually go to your main website and a call- to-action. ii. Translating inbound marketing into engagement on mobile 1. Video play on native video player, when someone's interested and watches your video, how do they get back to your site? Have it take you back to your site 6. If you have a mobile site and a desktop site, you are duplicating efforts, what can you do a. MO-SEO, google bot, so that if people are redirected to mobile, google will b. MO-SEO, key words, metatags, if you have a mobile website have you translated the keytags to thee mobile page? c. What's coming in the future: VOICE SEARCH. Siri SEO. What happens when someone searches using their voice vs. typing. Touch screen. Camera. Voice. The keypad will be dead. 7. Maintain the value of the brand has you go mobile a. As soon as you launch your app, your brand equity is as good as the next app. It's all about the value of the app. Everyone starts at the same level on an app store 8. What does the potential rise of the Windows Phone mean for the app development? a. This market changes quickly. The New Twitter and How it Fits Your Inbound Marketing Toolbox Laura Fitton @Pistachio Slideshare.net/pistachio http:Bit.ly/talkhubspot
- 20. pistachio@hubspot Tuesday, February 28, 2012 8:57 AM 1. Who is Pistachio a. Twitter away from mom at home to global presence b. Talked about twitter at Harvard business school 2. The balance of power shifted in Media a. Marketing has changed forever because media has changed forever 3. Twitter a. Twitter is not a technology. It's a conversation , one that will happen whether you want it to or not b. It's a conversation that happens across the world c. DataMinr: listen to twitter to be ahead of the game d. The MESSAGE is the influencer: it is not the PERSON. e. Any to Many: don't know where the next news story is going to break out i. Random people can publish the news f. 5 billon people can publish a webpage with just four tweets g. Influence is provide attention and value to others 4. 3 things to stop asking about twitter a. Does Twitter Matter? i. Does it matter for business ii. 89% of companies report it as at least somewhat useful b. Are my customers on Twitter? i. 44% have acquired a customer through twitter c. How can I get more followers? i. It's about the RIGHT followers ii. It's like asking how do you buy more emails for your lead list - you buy it iii. You don't want followers, you want FANS iv. YOU SOLVE A PROBLEM, YOU WANT PEOPLE WHO HAVE THAT PROBLEM v. Make marketing that people love - would someone hand you money to get your stuff? vi. What would be an answer to their question? 5. How are you doing? a. HubSpot Marketing Grader - marketing.grader.com i. It's a marketing tool - used for lead gen, it could be a product b. Get Found. Convert. Analyze c. If someone overheard you quoting your marketing materials, would that ask you questions? d. Be useful! You are a service. Put stuff out that is more about the audience than it is about you. e. Listen. Learn. Care. Serve. (cocktail party) f. Make the customer the hero of your story i. Generalize if you can't talk about them specifically ii. It's not about you - ask a question that provokes a response 6. New Twitter: Twitter for Business a. Hit your followers at the right time b. Target relevant keywords
- 21. c. Find people who resemble your followers d. Visit: www.Bit.ly/nphhdc e. Tools i. Storify: make stories using social media - join the conversation ii. Muck Rack: find journalist on twitter and get insight to help with pitches iii. Twylah: takes an account and makes it a website 7. Marketing is a mess: so many stools you have to stay on top of, hubspot trying to help pull it all together Shelf life of a tweet? Extremely short, use it to direct customers to other content Can also recycle, tweet your message four different times (with different working) Set up tweets that can go on a schedule IMS Panel: 5 Years of Inbound Marketing: What We've Learned and What is Ahead 1. The measure of value is How many sales do you close? 2. Insatiable appetite for information 1. Fueling that with lots of data 2. Must be skeptical about the data 3. Sense of how the employees are engaging with the company 1. Inbound marketing is more than a "marketing department" strategy 2. Are the employees engaging in their own marketing content? 3. Too few organizations are measuring these kinds of results 4. Tags can lead to understanding the ROI on EVERYTHING: through HubSpot 5. Landscape of social marketing 1. Lots of employers understand they need it, but many don't understand what it is or what it can do 2. The C-Suites want to do it, they won't really understand it a. Most don't understand it, won't admit it, and just delegate it 6. Data company approach: Different, not better 1. Don’t go feature by feature in comparison 7. Whiz Bang Pow Wow 1. Take somebody's really cool idea and change the nature of the sales conversation 2. Find something in your product that changes the decision process by changing the conversation 3. Infographics = Garbage Plate a. Visualization of data is important, and needs to be done right (or not at all) b. C-Suites feel the need to understand things 8. Too many disconnects between the marketing executive and what needs to be done 1. Like to see more marketing execs that come from various parts of the company a. IT? Customer Service? Not the usual move from Sales b. Like to see more come
- 22. 9. What's the one thing you want people to do differently 1. Make content worth paying for (but give it away) 2. Know what your brand is 3. Test aggressively, experiment, and see what happens 4. Remember marketing is not a department, it needs to be part of the DNA 5. Make your buyer the hero Are We All Media Companies? What We Can Learn from Media Companies about becoming a "PUBLISHER" Toby Murdoch Kapost 1. Content is King / Brands need to be publishers. How do you make this happen? 2. Content beyond Experimentation a. Become a thought-leader location for the industry / audience 3. Key points of differentiation a. What distinguishes the way is what the content is about: it's not about you b. You have to create content that is not about you c. 10,000 to 1 ration of searches for general product versus a specific brand 4. Content Economics a. Economics have changed - the ways have come down and any brand can become a publisher AND compete b. You are in a much better position than a traditional publisher 5. Marketing Dynamics a. Used to build ads, then disrupt customer entertainment to deliver them. Out dated b. All the information we want is on the internet. We don't want people to send it to us c. Black Hat SEO is Over: Gaming the system to make SEO work i. The only way to win is to have great content d. Social Gimmicks i. Giveaways and such ii. The gimmicks are over: you have to engage and sustain your community through real content 6. How do you make it happen? a. Hire a Journalist (that's you) b. Make a plan i. Content Map (Eloqua) 1. Personas & Stages 2. Brainstorm the content for each of the personas 3. Map out the content for each c. Positioning i. Need to do a competitive assessment
- 23. ii. Are your constituent satisfied with the current options and content they have iii. As a brand, you can go really niche - be really specific and focus on your solution iv. You can out cover anybody on your topic 7. Listen to the Customer a. This is the biggest roadblock b. Search out locations where the topic is being discussed c. Engage and leverage the ears across your organization, talk to people who are engaging the customer i. Set up a process where people can submit their ideas 8. Build the assembly Line (MAP OUT THE PROCESS) 9. Connect with influencers (develop an audience) a. They are the people who will give you links that will drive the traffic to you b. Map out i. Who has the twitter followers ii. Who has the relationships c. Reach out to gather quotes, content, information d. Content doesn't exist for its own sake, it exist to get traffic e. Mini Marketing Campaigns on each post 10. Measure Performance a. Need the depth of metrics and analytics to understand what is succeeding and what isn't 11. Expectations: It's not a campaign a. Starting from scratch, building an audience b. Takes time, becomes an ongoing source of leads Ad dollars rent the attention of an audience IMS Panel: The Future of Corporate Web Sites - More Social, More Open Nightmare: waking up and Facebook IS the internet 1. Are we going to allow all the off-property information on our in-property domain? 2. It used to about how do you get people back to your website, now it's about interacting with people in their environment 3. Google this: "the corporate website is dead" a. The corporate site doesn't support the way people buy (no one believes what's on there) b. Social captures the reality of the conversation c. Next phase is leveraging user data points, track user activity, use the data to serve the content 4. Does it mean we will have to force people to be on these networks to interact with us? a. Facebook by its nature is being used as a content management system b. Use Facebook as a CRM platform, it's an idea to explore 5. What information do you want in each space? 6. Everybody likes to maintain come control over the channels in their own life a. When you are using your device at work / home
- 24. b. Goes into the CMS selection c. For some demographics, Facebook IS the internet i. Do we have to adapt to their desires to be ready for the future? 7. What can you do? a. Act now: fictional depictions of users groups b. Use data to personalize content c. Blogging: very basic 8. Socialization is not necessarily personalization 9. Bringing reviews into corporate domain a. Tend to be true b. Tend to be good 10. Most corporate website SUCK a. We need to change this and adapt b. Use Facebook as a data source 11. What are the demands on marketers? a.