Be The Content

@HOLLYABROWN@THEBROWNLOUNG

E

LESSONS FOR 21 S T CENTURY PRODUCT/BRAND MANAGEMENT

OBSERVATIONS - FACTS – LEARNING

In a Networked World….

….People make decisions using communities of interest and influence (people, places and content aligned to their interests, needs and passions)

….Communities of interest and influence are networks of content creators and content consumers

….you can find them all over the web

.... you are one and your product or brand is one too!

The New Battleground for Decision Making

Behavior

“Be the Content” is about Content and Conversational

Marketing in a Peer to Peer Networked World

You must rethink your role, your relationship, and your approach to

product/brand management

Marketing Evolution

Web 1.0

Shout

Web 2.0

Search

Web 3.0

Share

Marketer’s Challenge

Shout Ads

Search KWs

Share Conten

t

Web 3.0

``

Places Content People

Old Media New Media

Controlled targeting & broadcast messages

Publish web pages & download case studies

Marketing is about efficient reach

Content is rooted in places you own and control

Users repackage and redistribute messages

Users talk back – often start the conversation

Marketing is about content relevancy

Content is syndicated from your site to places you don’t own or control

Real Challenges

Scale vs Relevancy

Reach vs Engagement

Automation vs Conversation

Creative vs Technology

R 2 I N T E G R AT E D S O C I A L M E D I A M A R K E T I N G S U RV E Y 11 / 3 / 2 0 1 0

R 2 I N T E G R AT E D B R A N D T R A C K I N G S U RV E Y

5 / 1 7 / 2 0 11

Some Facts

Content Publishing is A Primary Focus

Eight in ten companies distribute some of their branded content through third parties, mainly the “Big Four”

Facebook (64%) Twitter (55%) YouTube (51%) LinkedIn (38%)

While continuing to favor traditional paid media approaches to audience targeting, even on the “Big Four”

CPC buys (38%) Behavioral targeting (32%) Text ads (30%)

Still a Lot of Shouting!

Short on Plans and Resources

Unsure How to Measure ROI

Not Engaging the New Influencers

DOES YOUR COMPANY HAVE SOME FORM OF BLOGGER OUTREACH PROGRAM?

No – 42%

Yes – 26%

Unsure – 10%

In Development – 22%

Marketer’s Conundrums

“I don’t have the staff or workflow”

“I can’t explain what’s working to management”

“I’m overloaded with data”

“I Need to identify key areas of importance”

DO YOUR HOMEWORK

BUILD A ROADMAP

THINK LIKE A PUBLISHER, BUT ACT LIKE A PEER

RETHINK THE WAY YOU APPROACH MEDIA AND

INFLUENCERS

LISTEN, LEARN, ADAPT

What to do?

Do Your Homework

Who are the people who talk about your category or brand and where do they gather?

Where is content and conversation about your category or product being consumed?

Who shares your content? Why and where? Which content has the most velocity or engagement? Where are the most important conversations about your category or

brand happening and how can you participate in the content or conversation?

How can your content maximize engagement with key audiences and influencers?

How do you query and respond to those who are speaking up and speaking out?

Develop a Roadmap

Test, Learn and

Optimize

Identify, Understand

and Prioritize

People and Place

s

Develop a plan for

participation,

invitation and

reaction

What are the points of entry for

content and

conversation?

Create and re-package campaigns

and content - deploy across

channels

Find your voiceUnderstand your contextual relevancePut your best foot forwardListen and learn

Think like a Publisher and Act Like a Peer

Source: eMarketer.com

Social Networks Work When They Provide Relevant,

Useful Content and Conversation

46%

Expertise and demonstrated thought leadership by participants

46%

Topics discussed by the community

24%

Nature of problems/issues the community is formed around

Most Important Factors When Deciding to Join Social Networks for Business Purposes According to Business Technology Buyers Worldwide, January 2010 (% of respondents)

Quality of discussion and relevance of comments

54%

Approach Media and Content Distribution in New Ways

Site Problems They Solve Influencers

Why They Matter

Access Points

Ways to Leverage

Small Business Trends

Give news, tips and advice about running a small business.

Anita Campbell

CEO & Editor in Chief, as well as an individual that writes several popular blogs in the small business space, also an OPEN Forum Expert.

Podcast, Product Reviews, Press Releases, Web Advertising, Polls, Events, Whitepapers, Newsletter

Podcast: Submit a proposal to have a CO expert be a guest on the weekly podcast- Sponsor the Small Business Trends Podcast for 3 mos

Business.com

Wiki of resource articles related to starting and maintaining your small business.

Rex Hammock

Owner/Creator of the wiki and a small business owner himself.

Wiki Pages

Wiki Pages: Contact influencer Rex Hammock to create a set of how-tos

Small Business Tech Tips

Offer easy-to-follow tips for small business owners who don't understand technology.

Bloggers themselves, some of note: “Stephanie”, Danny Gelber, Mike Cooch

These bloggers have shown an affinity for our products within their small businesses and write easy to understand posts about those products.

Posts, Advertising

Posts: Give these bloggers sneak peeks or products to test before launch in exchange for them writing easy to understand posts about implementation and management.

Sample Road MapPhase 1) Audit and shape up owned social properties

KPIs = increases in basic social metrics, fans, followers, and engagement.  Social property audience and content audit Create a Social Analytics Dashboard and Listening Program Develop an Editorial /Content Calendar Setup workflow, escalation and conversation policy Tools assessment and set up

 

Phase 2) Identify the People, Places and content that matter for Content Distribution, Amplification and Outreach

KPIs = increase in SOV, positive sentiment, engagement and referral traffic to site and owned social properties. 

Work with PR to develop an influencer outreach plan Prioritize content and access point opportunities Leverage media assets and relationships to sponsor and syndicate content Drive traffic to your owned properties then Ttack and analyze results

Phase 3) Integration of Conversational and Transactional programs

KPIs = awareness, lead gen and conversion KPIs Campaign planning and integration with advertising, PR, DM, Email etc. Integrate social into your website content

T H E B R O W N L O U N G E I S A P E R S O N A L E X P E R I M E N T / J O U R N E Y I S TA R T E D I N C O N T E N T A N D

C O N V E R S AT I O N A L M A R K E T I N G .

I T U R N E D M Y PA S S I O N F O R F O O D A N D W I N E I N T O A C O N T E N T C H A N N E L C A L L E D T H E B R O W N L O U N G E .

A S A S O C I A L M E D I A M A R K E T I N G P R A C T I T I O N E R I L E A R N S O M E T H I N G N E W E V E R Y D AY, B O T H A S A M A R K E T I N G

P R O F E S S I O N A L I N B U S I N E S S A N D T H R O U G H T H E L E N S O F M Y W O R K O N

T H E B R O W N L O U N G E … .

Learnings From the Trenches

www.Youtube.com/BrownLoungeSeattle

www.Facebook.com/TheBrownLounge

www.Twitter.com/TheBrownLounge

Things I’ve Learned From The Brown Lounge

• It’s scary• It takes time and testing to figure out what works• Social platforms are great for sharing content, promos,

awareness and customer response• But, your website is your central content repository and

provides content organizing principles• Your website is also the best place to convert real customers• Content gains velocity fast, but loses velocity faster, you’re

only as good as your last post!• Each platform offers a different value to you, your brand and

to your audience – use them accordingly• You can only control the time and place of paid media, to

drive reach and frequency through social (repost top content, pay attn. to what people respond to and when, respond when you get a comment to )

• Plan for your plan to change - this is the real time web• If you don’t know who you are, your customers won’t be able

to figure it out either!

Final Note

“ Eventually, online social activities and connections will be baked into every form of digital content on the Web, from marketer brand Web sites to e-commerce shopping sites, to search engines to traditional media and entertainment sites.”

 Engagement cannot remain the sole province of a few social media experts, but instead must be embraced by the entire organization.

– Charlene Li Altimeter Group

CONTENT MARKETING BLOGSTOOLSSITES

Resources

Junta’s Top 20 Content Marketing Blogs

http://www.junta42.com/community/top-42-content-marketing-blogs.aspx

Tools to Consider

Listening: Radian 6 Visible Technologies

Workflow Hootsuite Sprinklr Sprout Social

Targeting,trending and tracking Prosodic Media6 33Across InfiniGraph

Twitter Analytics Trendistic, Trendsmap, TweetStats

Sites I Like

Altimeter GroupBrian SolisBuddy MediaCMSWireDigital Buzz BlogeMarketerMarketing ProfsMashableR2integrated.comSocial TimesWhat’s Trending

@HOLLYABROWN@THEBROWNLOUNGE

Thanks!