1. Jon Buscall
@jonbuscall
www.jontusmedia.com
Think Like a Publisher
Adding creative content & social media to your marketing mix
1
tisdag den 8 mars 2011
15. Vendor Mindset Partner Mindset
I win, you lose Win-win for each of us
Sell my product Find a solution for client
Focus on my product Focus on client needs
Sell my perspective Respect client perspective
Make a sale Build a relationship
Pitch and talk Ask questions and listen
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16. The Digital Services Funnel
• SEO
• Paid Search
• Social Media
• WOM
Customer Acquisition
• Creative Content
• Landing Page Optimisation Customer Conversion
• Customer Service
• Trust
• Email Marketing
• Brand Communities
Customer Retention
• Social CRM - social customer
relationship management
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tisdag den 8 mars 2011
17. Thinking like a publisher *part of an integrated marketing campaign
Creative optimised content
(SEO)
WOM
Customer service
Trust, Knowledge,
Authority
Brand communities
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31. Blog publishing strategy?
Regular updates (SEO)
Varied content
Comments
Hub - Twitter, Youtube, etc
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32. Your content should:
• entertain
• educate
• help
• be free
• be brief
32
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33. Vendor Mindset Partner Mindset
I win, you lose Win-win for each of us
Sell my product Find a solution for client
Focus on my product Focus on client needs
Sell my perspective Respect client perspective
Make a sale Build a relationship
Pitch and talk Ask questions and listen
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tisdag den 8 mars 2011
34. Now the hard work starts...
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35. How do you get your message out?
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53. Video best practice
personal, friendly, engaging
less than 2 mins
good sound quality
not “corporate” cheese
optimised presence
distribute everywhere
53
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54. • 70 million American listened
to a podcast
• Increasingly “mainstream”
• Podcast listeners index highly
for social media use
• Consumed on computer &
smart phone
www.edisonresearch.com
“personal” connections
B2B - B2C Podcasting
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56. Podcasting Equipment
Dynamic Mic, Mixer + Digital
Recorder
USB Mic + computer
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57. B2B Podcasting tips
Use industry experts to build
reputation
Promote via social media &
email marketing
Meaningful, high-quality
content
Show, don’t tell
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58. Key podcasting values
trust
loyalty
personal connection
thought leadership
58
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65. Marcoms 2.0 - being social
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66. The New Marketing
provides value
starts the conversation
facilitates discussion
fosters trust
offers help, knowledge, and support
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67. Consumer Trust
text (sms) ads = 24 %
Online banner ads = 33%
Radio = 55%
TV = 62%
Brand websites = 70%
Consumer opinions posted online =
70%
recommendations from friends
= 90%
Source: The Nielsen Company
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tisdag den 8 mars 2011
68. Does social media content influence business related purchases?
60
45
30
15
video
blogs 0 %
twitter
podcasts
KnowledgeStorm / Universal McCann Emergine Media 2010
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69. The Number 1 activity on the Net
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77. Best practice
personal, engaging, fun
competitions
elicits feedback
gives to the community
5000 “Likes” - friends Is there a product you need
that we don't offer? Looking
for a particular fabric? Talk to
us! Bemz is the web’s best
place for slipcovers that
breathe new life into IKEA
sofas and chairs.
www.bemz.com
77
tisdag den 8 mars 2011
78. Johan
Ununger
VD, Saltå Kvarn
– Det känns som att Facebook
allt mer blir knutpunkten...Vi har
inget problem med om någon
väljer att kritisera oss på
Facebook, det som inte är bra är
också viktigt att diskutera.
(Expressen 18 januari, 2011)
78
tisdag den 8 mars 2011
79. Facebook Page Tips
be human (not a salesman)
engage
post often; reply
use Facebook for fun things
embed content from other
“outposts”
drive traffic back to your
website (or Twitter ?)
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tisdag den 8 mars 2011
80. 2 billion tweets per month
* June 2010
80
tisdag den 8 mars 2011
81. Twitter is perfect for...
showing you’re human
networking
customer service
crisis management
driving traffic to cool content
local
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82. Twitter is NOT for...
X
broadcasting
in-depth conversations
“ghost twitterers”
half-hearted people
sales
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86. Twitter Tips
listen & engage
target prospects (local, etc)
don’t be spammy (DM)
be human
be connected
86
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87. Jenny Gejker
Chef digitala kanaler
corporate, SJ
– Vi vill finnas där våra kunder
finns. Vi vill lyssna på deras
åsikter och föra en dialog. Vi
började med Twitter i oktober
2009... Allt fler väljer att följa vår
Twitter
(Expressen 18 januari, 2011)
87
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95. Best Practice
Analyse your needs
Establish your presence
Create & publish content
Optimise your content
Be human
Audit regularly
Repeat
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tisdag den 8 mars 2011
