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Growing Audience Awareness Through Content,
Promotion & Thought Leadership
Dr. Jim Barry
September 14, 2016
Session IV
MKT 5225
Slide 2
Tactical Helpfulness
for Top Funnel Audience FamiliarityKnow You Like You Trust You
Friend-of-MineTop-of-Mind Frame-of-Mind*
• Entertainment
• Inspiration
• Situational Triggers
• Tactical Helpfulness
• T-R-U-S-T-E-D Behaviors
• T-R-U-S-T-E-D Content
Personalized
ValueReal-time
HelpFREEmiums
Thought
Leadership
Engagement
Context
(Email + Social) Stories
Top-Funnel(Influencing)
Top/Mid-Funnel
(Nurturing)
Bottom-Funnel
(Offering)
Awareness
(Stranger)
Evaluation(Know About Your Business)
Purchasing
(Customer)
Slide 3
How to Grow FollowersBuilding Audiences/Followers
• Advertising for Followers • Helps initial audience boost (pay to play)
• Requires sizeable investment
• Short circuits trust building & likeability
• Not well supported by Facebook
Audience Growth
Social Advertising
Social Promotions
Compelling Content
SEO Targeted Content
Employee Advocates
Influence Outreach
Influence Posturing
Thought Leadership
Slide 4
How to Grow FollowersBuilding Audiences/Followers
• Advertising for Followers • Helps initial audience boost (pay to play)
• Requires sizeable investment
• Short circuits trust building & likeability
• Not well supported by Facebook
Audience Growth
Social Advertising
Social Promotions
Compelling Content
SEO Targeted Content
Employee Advocates
Influence Outreach
Influence Posturing
Thought Leadership
Slide 5
How to Grow Followers
Building Audiences/Followers
• Social Promotions (e.g., contests & events) for Followers
• Well received by social networks (e.g., Facebook)
• Offers value for followers (e.g., contest rewards)
• Entertaining way to spark interest
• Starts early engagement
• But short lived (as long as the campaign)
• Requires resources, apps, rules & heavy promotion
Audience Growth
Social Advertising
Social Promotions
Compelling Content
SEO Targeted Content
Employee Advocates
Influence Outreach
Influence Posturing
Thought Leadership
Slide 6
Building Audiences/Followers• Compelling Content
• Provides lasting opportunity to invite audiences
• Requires regular posting of T-R-U-S-T-E-D content
• Requires bold emotional content that inspires or entertains
How to Grow Followers
Audience Growth
Social Advertising
Social Promotions
Compelling Content
SEO Targeted Content
Employee Advocates
Influence Outreach
Influence Posturing
Thought Leadership
Slide 7
Building Audiences/Followers• Searchable Content
• Has lasting impact on audience attraction
• Requires knowledge of search engine optimization• Complex keyword & SEO strategies
• Stiff competition
• Lengthy gestation
How to Grow Followers
Audience Growth
Social Advertising
Social Promotions
Compelling Content
SEO Targeted Content
Employee Advocates
Influence Outreach
Influence Posturing
Thought Leadership
Slide 8
Building Audiences/Followers• Employee/Brand Advocates
• Builds off employee/customer personal accounts
• Highly trusted source
• Requires resources, discipline, training & willing participants
How to Grow Followers
Audience Growth
Social Advertising
Social Promotions
Compelling Content
SEO Targeted Content
Employee Advocates
Influence Outreach
Influence Posturing
Thought Leadership
Slide 9
Influence Outreach• Great opportunity to jump start following
• Requires topic relevance & influencer
willingness to tap audience
• Influencer relationship is often short lived
How to Grow Followers
Audience Growth
Social Advertising
Social Promotions
Compelling Content
SEO Targeted Content
Employee Advocates
Influence Outreach
Influence Posturing
Thought Leadership
Slide 10
Influence Posturing• Taps into inspiration/connection appeal
• Ensures consistent and genuine voice
• Sets the stage for thought leadership
How to Grow Followers
Audience Growth
Social Advertising
Social Promotions
Compelling Content
SEO Targeted Content
Employee Advocates
Influence Outreach
Influence Posturing
Thought Leadership
Enlighten
Mentor
Motivate
Edutain
Slide 11
Finding Your Influence Archetype
Determine personal strengths• Source of inspirational appeal (perspective vs. personality)
• Audience connection (engaging vs. enlightening)
Separate from the crowd• Look for gaps
• Examine your own early following
Stick to best influence path• Enlighten
• Mentor
• Inspire
• Entertain
Slide 12
Social Influence Study Results (n= 171)
Influence (Klout)• Reach
• Relevance
• Resonance
Entertainment
Value
Responsiveness/
Engagement
Tactical
Helpfulness
Audience
Inspiration
Empathy
Visual
Storytelling
Industry
Expertise
Strategic
Insightfulness
0.26***
0.23**0.41***
*** p < 0.001, ** p < 0.01, * p < 0.05
Content
Credibility0.45***0.50***
Getting to Know You…Empirically-Backed
Slide 14
Being Authentic to your Influence Persona
Killed Campaign Hurt Campaign Helped Campaign
Slide 18
Social Influence Study Results (Enlightening)
Influence (Klout)• Reach
• Relevance
• Resonance
Entertainment
Value
Tactical
Helpfulness
Audience
Inspiration
Visual
Storytelling
Industry
Expertise
Strategic
Insightfulness
0.26***
0.23**0.41***
*** p < 0.001, ** p < 0.01, * p < 0.05
Content
Credibility0.45***0.50***
Responsiveness Empathy
Enlighten
(Analysts)
Slide 20
Influence Approach- Enlighten
Posts are often:• Analytical
• Conceptual
• Strategic (high level)
• Predictive
• Reflective
• Profound
• Sage-like
Provide technical & strategic content• Statistical research
• Market reports
• White papers
• Infographics mapping out complex processes
Slide 21
Influence Archetype - Visionary
Seen as forward thinkers• Analytical pundits
• Market authorities
• Pioneers
• Theoretical
Sports Legal
Politics Finance
Larry Merchant
VISIONARY
Andrew Napolitano
Charles Krauthammer Stuart Varney
Slide 22
Serve as industry pulse • Focus on:
• forecasting
• predicting
• interpreting trends
• high level insights & perspectives
• Interpret market/tech impact on
enterprise change
• Navigate organizations through
complex issues
Influence Archetype - Visionary
Slide 23
Jeffrey Toobin
Sports Legal
Politics Finance
Cris
Collinsworth
STRATEGIST
Larry KudlowKarl Rove
Influence Archetype - Strategist
Seen as architects• Tech Savvy
• Masterminds
• Trailblazers
• Innovative
Slide 24
Influence Approach- Strategist
Serves as change makers• Conference keynotes, lecturers & expert
panelists
• Advice on • Business imperatives
• Enterprise level success formulas
• Explain WHY and IN WHAT WAY
organizations should:• Harness the power of emerging
technologies or tools
• Adjust for change
• Attract academics, leaders & trainers
Slide 26
Influence (Klout)• Reach
• Relevance
• Resonance
Entertainment
Value
Tactical
Helpfulness
Audience
Inspiration
Visual
Storytelling
Industry
Expertise
Strategic
Insightfulness
0.26***
0.23**0.41***
*** p < 0.001, ** p < 0.01, * p < 0.05
Content
Credibility0.45***0.50***
Responsiveness Empathy
Mentoring
Social Influence Study Results (Mentoring)
Slide 28
Influence Approach- MentoringPosts are often:
• Conversational
• Technical
• Tactical
• Instructional
Provide training programs• Tutorials
• Webinars
• Case studies
• Decision aids
• Explainer videos
• Ebooks & playbooks
Slide 29
Influence Archetype - Teacher
Seen as nurturing• Empathetic
• Highly engaged
• Responsive
• Communicative
• Personable
Sports Legal
Politics Finance
TEACHER
Bill HandelTony Dungy
Charles PayneDonna Brazile
Slide 30
Influence Approach- Teacher
Serve as helpful practitioners• Propose course of action
• Give personal advice
• Interpret industry change impact on business
tactics
• Focus on:• concepts/fundamentals
• career mastery
• tangible/measurable results
Slide 31
Influence Archetype - Teacher
Seen as trainers• Instructional
• Task oriented
• Detailed
• Approachable
Sports Legal
Politics Finance
Lynnette
Khalfani-Cox
TUTOR
Jon Gruden Arthur Aidala
Dana Perino
Slide 32
Influence Approach- Tutors
Serve as trainers• Provide instruction for start-up experience
• Focus on:• job skill building
• workshops
• best practices
• tool adoption
• near-term tactics• short cuts
• check-lists
• decision apps
Slide 34
Influence (Klout)• Reach
• Relevance
• Resonance
Entertainment
Value
Tactical
Helpfulness
Audience
Inspiration
Visual
Storytelling
Industry
Expertise
Strategic
Insightfulness
0.26***
0.23**0.41***
*** p < 0.001, ** p < 0.01, * p < 0.05
Content
Credibility0.45***0.50***
Responsiveness Empathy
Edutaining
Social Influence Study Results (Edutaining)
Slide 36
Influence Approach- Edu-taining
Posts are often:• Visual
• Funny
• Lively
• Fun
• Confrontational
Provide excitement• Entertaining videos
• Provocative imagery
• Visual storytelling
• Caricatures
• Anecdotes
Slide 37
Influence Archetype - Entertainer
Seen as amusing• Captivating
• Witty
• Bold
• Sarcastic
• Self deprecating
Sports Legal
Politics Finance
Charles Krauthammer
ENTERTAINER
Suze Orman
Michelle Beadle Jeanine Pirro
Bill Maher
Slide 38
Influence Approach- Entertainers
Serve as performing critics• Offering fresh perspectives on
dealing with consumers• Communicate what's wrong with
current approaches
• Question cultural mindset
• Simplify explanations of complex
concepts
• Interpret changing customer
behaviors
Slide 39
Influence Archetype - Charismatics
Seen as inspiring role models• Authentic
• Charming
• Compassionate
• Bold
• Trusting
• Affable
• Vibrant
• Warm
• Philosophical
• Thought provoking
Politics Finance
CHARISMATIC
LegalSports
Robin Roberts
Glenn Beck
Maria
Bartiromo
Star Jones
Slide 40
Offer pearls of wisdom• Enlighten organizations on the larger
context of:• Technology
• New media adoption
• Illuminate perspectives on:• Changing customer environments
• Promising strategies
• Provide compelling evidence of change
from personal success stories
Influence Archetype - Charismatics
Slide 42
Influence (Klout)• Reach
• Relevance
• Resonance
Entertainment
Value
Tactical
Helpfulness
Audience
Inspiration
Visual
Storytelling
Industry
Expertise
Strategic
Insightfulness
0.26***
0.23**0.41***
*** p < 0.001, ** p < 0.01, * p < 0.05
Content
Credibility0.45***0.50***
Responsiveness Empathy
Motivating
Social Influence Study Results (Motivating)
Slide 44
Influence Approach- MotivatingPosts are often:
• Optimistic
• Encouraging
• Genuine
• Driven
Provide empowerment• Success stories
• Advocate platforms
• "How to" life lessons
• Energetic talk shows
• Inspirational quotes
• Supportive messaging
Slide 45
Influence Archetype - Evangelists
Seen as passionate crusaders• “Change” enthusiasts
• Spokesperson
• Pioneer
• Genuine
• Spirited
Sports Legal
Politics Finance
EVANGELIST
Rush Limbaugh Dave Ramsey
Stephen A. Smith Jay Sekulow
Slide 46
Influence Approach- Evangelists
Serve as advocates for
change• Focus on:
• touching hearts
• exciting audiences
• encouraging bold steps
• sparking a movement
• Promote change through
personal success
Slide 47
Influence Archetype - Coaches
Seen as leaders• Aspiring
• Optimistic
• Pumped up
• Action oriented
Sports Legal
Politics Finance
COACHES
Jim Cramer
Lou Holtz Nancy Grace
Sean Hannity
Slide 48
Influence Approach- Coaches
Serve as inspirational
models of success• Empowering teams to get the
most out of their resources
• Challenging audiences to think
bigger and bolder
• Achieving excellence in strategy
& tactics
Slide 49
Influence Approach- Considerations
Consider personality• Inspirational appeal
• Content comfort
• Connection style
Consider brand image• Is there a story?
• Do certain archetypes resonate
with audiences?
• Is your brand credible enough to
be the industry pulse?
Slide 50
How to Grow Followers
Audience Growth
Social Advertising
Social Promotions
Compelling Content
SEO Targeted Content
Employee Advocates
Influence Outreach
Influence Posturing
Thought Leadership
Thought Leadership• Creates opportunity to distinguish as trusted advisor
• Requires content useful to target audience
• Requires participation in the right networking groups
Slide 51
What is a Thought Leader?
Recognized as:• Go-to Resource
• Trusted Advisor
• Foremost Authority
• Opinion Leader
Recognized for:• Driving Conversations
• Consistent Education
• Provoking New Mindsets
• Advancing Ideas
• Actionable Strategies
Access• Strategic Visibility (endorsements)
• Entry Point Conversations (groups)
Brand Affinity• Differentiation
• Buyer Trust
Social Influence• Advocacy
• Viral Ideas
BenefitsThought Leadership
Slide 52
What Drives Thought Leadership?
Recognized as:• Go-to Resource
• Trusted Advisor
• Foremost Authority
• Opinion Leader
Recognized for:• Driving Conversations
• Consistent Education
• Provoking New Mindsets
• Advancing Ideas
• Actionable Strategies
Thought Leadership
Relationship Capital• Trustworthiness
• Generous Sharing of Information
Communication• Charisma
• Clarity
Thought Leader Attributes
Access• Strategic Visibility (endorsements)
• Entry Point Conversations (groups)
Brand Affinity• Differentiation
• Buyer Trust
Social Influence• Advocacy
• Viral Ideas
Benefits
Slide 53
What Drives Thought Leadership?
Recognized as:• Go-to Resource
• Trusted Advisor
• Foremost Authority
• Opinion Leader
Recognized for:• Driving Conversations
• Consistent Education
• Provoking New Mindsets
• Advancing Ideas
• Actionable Strategies
Thought Leadership
Consultation Style• Engaging
• Enlightening
Inspirational Appeal• Impassioned
• Envisioned
InfluenceTactics
Content Usefulness • Insightful
• Instructional
Content Effectiveness• Originality
• Problem Knowledge
• Practicality
• Proven Points of View
Content Attributes
Relationship Capital• Trustworthiness
• Generous Sharing of Information
Communication• Charisma
• Clarity
Thought Leader Attributes
Access• Strategic Visibility (endorsements)
• Entry Point Conversations (groups)
Brand Affinity• Differentiation
• Buyer Trust
Social Influence• Advocacy
• Viral Ideas
Benefits
Slide 54
Why Thought Leadership
Networking for Thought
Leadership • Creates opportunity to
distinguish as trusted advisor
• Requires content rigor and
participation in the right groups
Slide 55
Ranked Lawyers in S. Florida
It’s all
about
content.
Endorsement
Rank
Relevant
Groups
Website
Traffic
(Alexa Rank
000s)
Website
Blog or
Google+
Organizationa
l Interests
Prestigiou
s Honors
& Awards
Reciprocal
Endorsements
and/&
Recommends
Recomme
ndations
Videos,
Posts, TV
Clips,
Magazines
Projects,
Seminars &
Publications
Update Activity
Stream &
Engagement
Followers
Gabrielle D'Alemberte 1 2 297 Bimonthly Very Involved Several NA 2 None None NA 6531
Hector Lombana 2 7 19656 None Few Significant NA 1 None None NA NA
John Leighton 3 11 9698 Monthly Chairs Several Several High 7 Featured+++ Seminars NA 0
Scott Leeds 4 3 527 Weekly None Several NA 1 None None NA NA
Philip DeBerard, III 5 6 24113 Bimonthly Several None Very High 4 None None Engaged 385
Spencer Aronfeld 6 6 1349 Daily Some Several NA 5 YouTube+++ Many Pubs NA 8189
Brenda Fulmer 7 8 6120 Biweekly Several Several NA 3 None Volunteer+++ NA 820
Gary S. Lesser 8 3 9278 Bimonthly Chaired Some Several NA 5 None None NA 789
Charles Jamieson 9 1 3253 Periodic Some None NA 14 29 Posts None Engaged+++ 3969
Eric Gressman 10 1 NA None None None Very High 3 None None Engaged NA
Jamie L. Allen 11 7 5024 Weekly Several None NA 8 None One Pub NA NA
John Howe 12 0 9183 Video FAQ Some Significant NA 1 None None Extraordinaire NA
Mitch Panter 13 0 1190 Biweekly None None NA 1 Videos None NA 469
Steven Farbman 14 2 11280 Quarterly Several Boards Some NA 0 None None NA 491
John H. (Jack) Hickey 15 1 1661 None None None NA 2 None None NA 873
Stuart Ratzan 16 6 13674 Monthly Chaired Some Several NA 0 None None NA 801
Michael Feiler 17 2 NA None Some Some NA 0 None None NA NA
Maria L. Rubio 18 3 NA None Some Several NA 0 None None NA NA
Charles Mustell 19 8 NA None None None NA 0 None None NA NA
Andrew Rader 20 10 18652 Periodic Some None NA 9 None None NA NA
Daniel A. Zuniga 21 5 5960 None Few Several Very High 2 None None Engaged 52
Gabriel F. Zambrano 22 4 21253 None Some Several NA 0 Posts & Slides Projects & Pubs Engaged+++ 932
Mariano Garcia 23 0 6120 Biweekly None None NA 2 None None NA 226
Carlos C. del Amo 24 2 NA None Some Some NA 0 None None NA NA
Spencer Silverglate 25 1 13528 None Chaired Some Several NA 14 None Book, Pubs+++ NA 18
Dena Foman 26 2 2456 None None None NA 0 None None NA NA
Katie S. Phang 27 1 1474 None Several Boards Several NA 0 TV Analyst None NA 288
Laura S. Blackman 28 0 NA None None None NA 0 Recent Posts None NA 5
C. Calvin Warriner 29 7 6121 Biweekly Few Some NA 0 None Several Projects NA 212
William E. Johnson 30 0 16156 None None None NA 14 None None NA 243
Slide 56
Content Usefulness
Audience Growth
Social Advertising
Social Promotions
Compelling Content
SEO Targeted Content
Employee Advocates
Influence Outreach
Influence Posturing
Thought Leadership
Thought Leadership• Creates opportunity to distinguish as trusted advisor
• Requires content useful to target audience
• Requires participation in the right networking groups
Slide 57
Thought Leadership with Useful Content
Creating useful content around:• Instructional aids
• Business insights & research
• Self-help decision tools
Slide 58
Content Usefulness
The Case of Personal Injury Lawyers
Slide 59
Content Usefulness
The Case of Personal Injury Lawyers
Slide 60
Content Usefulness
Audience Growth
Social Advertising
Social Promotions
Compelling Content
SEO Targeted Content
Employee Advocates
Influence Outreach
Influence Posturing
Thought Leadership
Thought Leadership• Creates opportunity to distinguish as trusted advisor
• Requires content useful to target audience
• Requires participation in the right networking groups
Slide 61
Networking for Thought Leadership
Connecting for partnering• Potential business collaborators
• Potential referrals
• NOT FOR SELLING!
Gaining LinkedIn endorsements for
credibility• Creating helpful content
• Actively participating in groups
Slide 62
Finding the Right Connections
Connecting with leaders• Validates your credibility as a connection (e.g., shared
connections)
• Validates endorsements
• Permits your content to reach a large, relevant audience
• Offers opportunities for influence outreach & Twitter lists
Slide 64
LinkedIn for Thought Leadership
930 Avg. LinkedIn Connections
3655 No. of 1st Level Connections
3,399,150 2nd Level Connections
Slide 66
Thought Leadership from Content
Quality content reaches
more connections (1%)
Slide 67
Thought Leadership from Content
Quality content reaches more
connections (0.8%)
55% of Endorsements come
from Content & Groups
21%
32%25%
22%
Distribution of Endorsements
Colleagues Content
Group Dialogs Unknown
Slide 69
Creating Followers and Influence
Audience Growth
Social Advertising
Social Promotions
Compelling Content
SEO Targeted Content
Employee Advocates
Influence Outreach
Influence Posturing
Thought Leadership
Building Audiences/Followers
• Advertising for Followers Helps Initial Audience Boost
• Employee/Brand Advocates Helps Long-Term
Engagement
• Compelling Content Capitalizes on Trust Building
• Searchable Content Lasts Forever
• Influence Outreach Jumpstarts Audience
• Influence Posturing Taps into Inspiration/Connection
Appeal
• Thought Leadership Keep Audience (trusted advisor)
Slide 70
Group Project 2b Background
(FOR EVENING CLASS ONLY)
Creating B2B Thought Leadership and Influence with Social Networking
Groups, Webinars, Events and Professional Content SharingIn about 10 slides, discuss your strategy for building thought leadership in your assigned project business. Be
sure to include the following:
1. Identify at least 3 Groups in LinkedIn that would serve as a platform of discussions for your subject
matter expertise – be sure to include the name of Groups, their relevancy and a channel diagram as to
how the group contributes to partnering, co-marketing or otherwise influencing your targeted audience.
Use the Landscapes-to-Go example for rationale.
2. Outline a Slide Share presentation (list 8-10 topic areas) that would kick-start your thought leadership.
Consider research related topics or other break through ideas that would educate your influencers and
peers while potentially spreading the content to their constituents.
3. Describe a webinar you would host on Blab.im or Google+ Hangouts on Air to reach your target
audience. Describe the content of the webinar, its format (e.g., expert roundtable, PowerPoint slides of
research results, embedded instructional videos, etc), your promotional strategy and the targeted
audience. Alternatively, you could consider other HOA events other than a webinar from the list of six
items on page 6.
4. Describe a 6 – 15 sec. video hosted on Vine, Instagram, Snapchat or recorded from livestreaming (e.g.,
Facebook Live, Periscope or YouTube Live) that you would use to broadcast the webinar or alternative
HOA.
LinkedIn Group is relevant to channeled audience
Channel diagram shows comprehensive relationship of key influencers
Groups show promise of though leadership building
Rationale for the group selection is solid
SlideShare presentation idea is relevant to thought leadership
SlideShare presentation topic is worthy of sharing
Webinar is suitable for targeted audience
Webinar format is appropriate for social media strategy and thought
leadership building
Webinar elements are clear and convincing
Short video (e.g., VIne, Instagram or recorded livestream) is appropriate
for webinar launch
Grading Rubric