You've probably heard that you – and everyone – are publishers now. Or you need to be. It's not true. You're likely not a publisher. Newspapers have found that out the hard way. You still need to produce content, but the role of marketing is bigger and more encompassing than just being a publisher. "Stop the Presses" is a presentation I gave at Teradata Summit in March 2014.
2. 2 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
3. 3 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
4. 4 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
5. 5 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
6. 6 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
7. 7 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
8. 8 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
Quality >
quantity quantity
quantity quantity
quantity quantity
quantity quantity
quantity quantity
9. 9 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
2.6 Seconds
10. 10 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
Be Ruthless with Content
11. 11 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
12. 12 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
96% have received
mistargeted information
or promotions.
13. 13 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
71% said “they don’t know
who I am.”
51% received mixed
information across channels.
41% had mistakes about basic
personal information.
14. 14 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
5 X 8 X 3 = 120
Pieces of content
15. 15 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
16. 16 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
“The biggest irony with most
marketers is their inability to
successfully communicate
internally.”
- Mike Gospe
17. 17 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
Be Brief and Specific
18. 18 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
2.6 Seconds
19. 19 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
20. 20 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
Types of Advocates
1. Super Connector
2. Guru
3. Star
4. Maven
21. 21 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
Identify and Reward Advocates
1. Pay attention and create a
formal list.
2. Use Klout, Littlebird or
Traackr to find influencers.
3. Create a program to reward
them or use a service.
22. 22 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
23. 23 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
24. 24 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
25. 25 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
A Business Partner
A Relationship Builder
An Information Concierge
26. 26 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
27. 27 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
28. @Teradata_Apps |#TeradataSummit
Devin B. Meister
Devin is a Content Director at Wilson Advertising.
He graduated from E.W. Scripps School of
Journalism at Ohio University and has been
entrenched in marketing communications in some
form throughout his professional career. He has
worked with a variety of companies, both client
side and agency side, and both business to
business and business to consumer. He has also
coached high school varsity soccer for the past
nine years.
@SoccerD @Wilsonadv
29. 29 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
Wilson restores brand value for sustainable growth and
brand loyalty. We believe that well traveled brands have
a story to tell. We are experts at telling those stories and
rekindling preference for mature brands. The result is a
reinvigorated brand, one with youthful outlook that
acknowledges the past.
For more information visit www.wilsonrebranding.com.
@WilsonRebrand
30. 30 2/18/15 Teradata Confidential
The image part with relationship ID rId12 was not found in the file.
The image part with relationship ID rId2 was not found in the file.
@Teradata_Apps |#TeradataSummit
Links and Resources
1. $2 million movie production -
http://www.fastcompany.com/3017413/most-innovative-companies-2012/29red-bull-media-
house accessed 10:24 am March 6, 2014
2. F.A.V.E. 50, Social Retail Report, Top 50 Retailers on Facebook, Expion
http://www.expion.com/wp-content/uploads/2013/08/Expion-FAVE-50-Social-Retail-Report-
FINAL.pdf accessed March 6, 2014
3. Missouri University of Science and Technology,
http://www.sciencedaily.com/releases/2012/02/120216094726.htm, accessed March 6, 2014
4. 2014 Janrain US Consumer Research Social Login and Personalization, Janrain Inc. Based on
primary research performed and reported by Blue Research®,
https://t.yesware.com/tl/6aa5bb93e1728364b0b366495abac688c4e42f9c/
1a138ed8f89f85995b9a6e574d0e2c98/f6fd556ce4dd502be990d2b14e1f59d1?ytl=http%3A%2F
%2Fjanraindocs.com%2Fview%2Fmail%3FiID%3DGCQUZ5GNGFGPCNXUETT2
5. How Much Content Do You Need? Convince and Convert Blog, Jay Baer, accessed March 6, 2014
http://www.convinceandconvert.com/content-marketing-2/how-much-content-do-you-need-
heres-a-formula/
6. 3 Tips for Better Internal Marketing, Mike Gospe for Hubspot Blog
http://blog.hubspot.com/blog/tabid/6307/bid/28151/3-Tips-for-Better-Internal-Marketing-
Communication.aspx accessed March 6, 2014
7. What B2B Marketers Need To Know About The 4 Advocate Personas,
http://influitive.com/blog/2014/02/13/b2b-marketers-need-know-4-advocate-personas/
accessed March 6, 2014
