SXSW LESSONS de 3 23 2012

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Hi everyone -- here's the presentation I gave yesterday: Lessons Learned at SXSW


1. What I Learned at SXSW That Can Help Us 3.23.2012 1 Confidential 2. 2Confidential 3. 3Confidential 4. Best of SXSW The Future of Digital Health Content Marketing Free or Paid Content? Syndicating Content Your Brand in the Digital World Social Media and ROI Video: Best Practices Blogs: Best Practices 4 Confidential 5. The Future of Digital HealthThe emerging and rapidly growing digital industry ispoised to forever transform the healthcare industryConsider these 7 facts:1. As employers shift the cost of healthcare to consumers,1 in 4 people are having trouble paying their healthcarebills, including the average yearly $2,000 health insurancedeductible.2. This shift, which has been particularly evident within thelast five years, has created an even greater opportunity toprovide guided and validated -- health information onthe web, mobile, email, blogs, and social media. 5 Confidential 6. Digital Health Cont.3. As healthcare costs continue to rise -- and extend beyond the reachof many -- cost-effective alternative health solutions will become morenecessary, appealing, and sought after.4. Highly credible and relevant health information will become the mostpotent pathway between the consumer and providers of alternativehealth advice, guidance, and solutions.5. The immediate and long-term goal: To encourage people 50 to 80 tofocus on prevention and minimize their reliance as much as possible onhealthcare practitioners and traditional healthcare remedies. 6 Confidential 7. Digital Health Cont.6. Younger generations are the denizens of the digital age. Theaverage 24-year-old spends more time in a week on Facebook thanhe/she will with their doctor over 20 years time. As they age and theirhealthcare needs grow, they will expect to access information on anyand all digital platforms immediately.7. Doctors, previously reticent about providing healthcare informationvia the web, are now embracing digital platforms to reach more patientsremotely. Theyre joining communities like Interactive Health Network (provides free online and mobile answers from10,000 thousand doctors).Say they: Were changing the way people find health informationonline and interact with their physicians. 7 Confidential 8. Digital Health Cont.So, as this interactive health movement takes off,these 3 elements will define the digital health space:1. Access for all to the most trusted, reliable healthcareinformation2. Access to the best doctors and their advice --without losing sight of care and compassion3.Personalized information, which Healthy Directionsalready knows, will become the norm (via assessmenttools and other types of interactivity), so its even morerelevant to the consumer. 8 Confidential 9. Future of Digital HealthWhat does this changing landscape mean for HD?1.The company must perfect its ability to project its doctorscredibly to its target audiences.2.The company must stay abreast of developments in theever-changing Internet, particularly those it can use toadvantage in marketing doctors and their products (i.e.more discerning search engines, interactive tools thatenable visitors to tailor their interaction with sites (again,something were already moving on).3.The company must leverage and syndicate its content soits accessible to all. 9 Confidential 10. Content MarketingTechnology is shifting the power away from the editors, the publishers, theestablishment, the media elite. Now its the people who are in control. --Rupert MurdochFact: Consumers today engage with an average of 5-10 pieces of contentbefore making a purchasing decision. They want to say: Oh, these guys arelegit, and now Im ready to pull the trigger.And how does that trigger get pulled? Its all about the content. To be a leading expert in your field today, and to get and retain online customers, you must create consistent, valuable, and compelling content thats as good as or better than anything else in the industry. That content must be authentic and credible. Its important to realize that non-media brands like Healthy Directions are competing with traditional media for attention and retention. 10 Confidential 11. Content Marketing Cont. The 3-legged success stoolResearch shows that the biggest content-marketing challenge for B2B marketers isdeveloping ongoing content that truly engages andcompels customers and prospects.So then, whats the best way to overcome thatchallenge? 11 Confidential 12. Content Marketing Cont.1. Know your niche: Where can you be the leading expert in the world for your specific buyers? Its better to narrow your focus and then broaden out once you dominate your niche. Vertical is in; horizontal is out. The content team at Healthy Directions has set up its content in just this way.2. Know your audience: Who are you writing for? The biggest failures occur when you go too broad with your content. Rule of thumb: If your content extends beyond your niche, youre doing something wrong.3. Know your metrics: To assess the true value of your content and tailor it to your customers needs and desires accordingly, metrics (shares, lead gen, conversion to sale, etc.) are critical. 12 Confidential 13. Free Content or Paid Content?Once you create all of that consistent, valuable, andcompelling content, how much then should be free,and how much of it should you charge for?In other words, how far should you open thekimono?And the answer to this oft-asked question is... 13 Confidential 14. Free Content or Paid Content?Open your kimono all the way. 100% of your digitalcontent should be free!Heres why: Through your content, you develop attention, then interest, then action. Its all about brand engagement. Remember -- contrary to what some believe -- a prospect doesnt read one blog post or article and buy on the spot. They consume 5-10 pieces of content before making a purchasing decision. 14 Confidential 15. Free Content or Paid Content? Yes, you may feel like youre giving away your secrets, but having a grocery list doesnt make anyone a chef! Those customers who take your advice and never buy they arent the customers you want anyway. You need to show your expertise and insights so existing and potential consumers recognize your value. The bottom line: The more accessible/convenient (FREE) your content, the more value it has for consumers; consumers in turn will be more likely to provide info about themselves, and to share your content if you make it easy for them. 15 Confidential 16. Free Content or Paid?The Content Marketing Institute (CMI): Case in PointCMI, which sells consulting services, offers all of its content for free togenerate interest in its consulting practice. Since launching its site inMay 2010, CMI claims: Nearly 100,000 unique monthly visitors More than 70 active contributors, producing two posts per day around how-to content marketing, and content-marketing news Dozens of qualified in-bound leads, six of them recently from Fortune 500 companies Companies come to their site ready to buy their services Their sales cycle has dropped, in some cases, to just a few days 16 Confidential 17. Free Content or Paid?Bottom Line: Smart Companies Are: Asking: How do we get our content into the hands of our customers and future prospects? Understanding that giving away their knowledge leads to substantially more opportunities to generate revenue. Appreciating that content marketing is the ultimate informational annuity. 17 Confidential 18. Free Content or Paid? Realizing that if people are already talking about them online in the right places, they dont need as much original content as those who arent yet invited to the party. Acknowledging that if you want to be shared and talked about in social media, you need amazing content to make your social media go. Content is fire. Social media is gasoline! 18 Confidential 19. Syndicating ContentKey Take-awaysGet your content out for free in the right channels whilebypassing under-performing channels.Syndicated content is the best way to not only differentiateyourself, but to advertise your brand and attract new users.You can double your site traffic by putting your content onother sites.Be sure to load your content with links to take fulladvantage of the opportunity to send traffic back to yoursite. 19 Confidential 20. Your Brand in the Digital WorldAs they re-define and reinvent themselves in the digitalspace, brands need to do these 6 things to succeed:1.Put your customer first -- always and your brandsecond -- always2.Have a clear understanding of what your brandstands for and ask yourself how people will use yourbrand. If you say: Our audience would love this,then thats your answer. 21. Your Brand in the Digital World3. Find ways to become both informative and entertainingas the web moves/evolves to a feed-based system4. Identify the influencers who love, love, love your brandand ask them to advertise for you (via video, short-formTV, etc). Give them a chance to tell your story. Peoplewho like your brand will promote it and protect it.5. Associate your brand with big activity on YouTube,whether its fitness, wellness, or weight-loss categories.6. Place your brand in relationship to excellent content. 22. Measuring Social MediaSocial media if done well builds trust; if donereally well, it builds true trust, and trustbrings an advantage to the bottom line. 22 Confidential 23. Measuring Social MediaMany companies are struggling to determine the ROI of social media,but industry leaders strongly agree thats the wrong way to think aboutsocial media. Rather, the platform should be viewed first and foremostas an opportunity to: Increase brand awareness Drive leads in the pipeline Drive traffic to the site Reduce customer service cost Improve customer satisfaction Improve customer retention and loyalty And ultimately increase sales 23 Confidential 24. Measuring Social MediaMany companies are struggling to determine the ROI of social media,but industry leaders strongly agree thats the wrong way to think aboutsocial media. Rather, the platform should be viewed first and foremostas an opportunity to: Increase brand awareness Drive leads in the pipeline Drive traffic to the site Reduce customer service cost Improve customer satisfaction Improve customer retention and loyalty And ultimately increase sales 24 Confidential 25. Measuring Social MediaWhen it comes to social media, the word onthe street is:Tell, dont sell Inspire your customers to become fit Tell them something thing they need to knowThis will change the relevance of your brandon social media 25 Confidential 26. Measuring Social MediaWhats the problem with trying to establishan ROI when it comes to social media? You need to understand why people use social media in the first place. Sorry to say, its not because they want to know more about your brand or products. They login and post to social media for 2 reasons only: 26 Confidential 27. Measuring Social MediaAnd those 2 reasons are:1.They want to know if someone wants to be theirfriend (love me, support me, need me)2.They want to express themselves and to beheardAll too often, companies forget why people usesocial applications in the first place. Rememberthis: You need to make the connection, or youllface rejection! 27 Confidential 28. Video: Best PracticesNo question, more companies are looking to video to helpmove the needle, and its working.Bud Lite is a case in point: In its 2012 online Super Bowlcampaign, Bud asked customers via video why theyrepassionate about Bud Lite. The campaign was hugelysuccessful. It yielded:480,000 consumer engagements (views, comments)92,000 shares2 minutes on average viewing timeAnd 25,000 influencers shared the video 1,000 times 28 Confidential 29. Video: Best Practices Yes! Your customers on video can be one of your biggest brand influencers. The truth is, people want to hear from people like them. Its far better to have your customers advertise your brand than to have the brand talking at the customer. Start with a concept that has an affinity with your brand. Bottom line: Video testimonials can promote your brand and also reduce brand skepticism because they feel and sound authentic. So let your customers do the talking. 29 Confidential 30. 30Confidential 31. Video: Best PracticesCase Study: The Shoedazzle EffectShoedazzle is a great testament to the effectiveness ofcustomer video testimonials. Its customers absolutely lovethe brand and what it stands for.The average Shoedazzle viewer watches a whopping 10.4customer testimonials at one time, versus 10 seconds onaverage of video at one time.The testimonials generate more than 85,000 engagementsand more than1,000 sales a month. 31 Confidential 32. 32Confidential 33. Video: Best PracticesCase Study: The Marcus Sheridan EffectMarcus owns River Pools and Spas in Virginia and is now a prominentand much sought-after marketing speaker and consultant. He alsowrites one of the most educational swimming pool blogs in the country,called The Sales Lion.So what?Marcus sells more fiberglass swimming pools than anyone in thecountry because he shares everything, including specifics on price. Heabsolutely dominates the search ranking. The same approach baringall -- has worked in his marketing practice. He is one very wealthyyoung man. 33 Confidential 34. Blogs: Best PracticesThe devils in the details, so say the folks who studyour brainsThe type of font in your blog can have a drastic impacton the blogs performance.If you want people to remember what they read, use asimple font. Its tough for the brain to remember themessage when its in fancy font.When the font was simple, research showed that thatthere was an 86 percent recall of the blogs message. 34 FoConfidential 35. Blogs: Best Practices Begin the blog in a classic newspaper style format, narrow and deep, and then widen the text across the page (55 characters per line is ideal). This small-to-wide approach triggers in our brains the apparent illusion that the blog is manageable to read. 35 Confidential 36. 36Confidential 37. Blogs: Best Practices Include a sound bite within the blog in a different font, against a backdrop color. This can lead to more re-tweets, in some cases increasing from 100 re-tweets to 800 re- tweets. The brain loves pop-out paradigms. 37 Confidential 38. Top Take-aways from SXSWSo bringing it all home: 7 Lessons for Digital Success Know Your Audience, Target (Narrow) Your Content Offer Your Content for Free All of It Syndicate Your Content -- for Free in the Right Channels Let Your Customers Sell Your Brand Forget About Social Media and ROI Leverage Video to Sell Your Brand Refine Your Blog Appearance for Better Performance 38 Confidential 39. 39Confidential 40. 40Confidential 41. 41Confidential