1. SAVAGE
Online Strategies for Thought Leadership Marketing
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2. Why Thought Leadership?
To have you or your company be perceived
as a trusted advisor or resource
Really about providing valuable information
Establishing a positive reputation
Set yourself apart
Be “vertically famous”
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3. Why Online?
Be where the conversations are.
Help fix your audience’s “filter problem.”
Low barriers to entry
A great equalizer (no “big company”
advantage)
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4. First, Get Involved
Research and Listen
- Who is in the space already?
- What are they saying? Join the
- What do your customers say?
BIG
THREE
Build a listening post
Subscribe to industry blogs/ Twitter
group and know what’s LinkedIn
happening in your industry Facebook
Participate in conversations
Comment, answer questions, repost
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5. Next, Think About the Outcome
Is there a position or “space” you want
to own?
If it works, then what...
Figure out what results you want, and put
the measurements in place now
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6. Find your “Hotspot”
Your expertise, differentiator
Brand Your Hotspot
Position
Audience Brand
needs Experience
What is your
Busy clients = personality?
information filter problem Tone of voice?
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7. Find your “Hotspot”
Credible
Authentic
Valuable
Timely
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8. Effective Programs
This is all part of an integrated program, so
you can and should consider:
– PR/Media strategy: establish relationships,
position yourself as a resource
– Speaking opportunities and authorship
But for today we’re focusing on online
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9. The Online Strategy
A different kind of online “marketing funnel”
Micro Social
Website blogs Networks E-mails SEO/SEM
Blog
Your blog is the “hub”
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10. Blog: Why the Hub?
ATTRACT The right audience
INFORM With valuable information
ENERGIZE A call-to-action
RESPOND And listen
RETAIN By building loyalty, trust
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11. Blog: Why the Hub?
It’s the most dynamic – provides the best
balance of content depth and timeliness
Grow your traffic (and search rankings)
A more engaged community
Establish your brand with rich media
Offer better service and responses
Initiate more sales
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12. Online Channels
Communities and networks: join, comment
Blogs and microblogs: encourage dialogue
(listen to customers)
E-mails, E-newsletters (show solutions)
Websites: publish papers, webinars,
presentations, podcasts, research
SEO/SEM
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13. Networks: Use Groups Strategically
Think shared interest group instead of a
company group
– Provide topics for open-ended discussions
– Post relevant news and information (linking
back to your blog as needed)
Key is to find a topic that you have expertise
in that your customers would have an
interest in too
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14. Microblogs: Have a
“Follower” Strategy
Build your Twitter “followers”
– Media
– Other thought leaders
– Industry organizations
Follow those you want to engage with
Those you follow likely will follow you back
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15. E-mails: Ubiquitous and Useful
E-mails/E-newsletters
– Case Studies
– Industry comment
Add a tagline to all emails with your social
media links to feed your funnel
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16. Examples
Thought Leadership in Action
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17. Thought Leadership in Action
Accenture
– Thought leadership should be integrated into
your company culture
– Make innovative thought easily accessible
– Give employees freedom of speech
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21. Thought Leadership in Action
TED Conference
– Share the spotlight with other thought leaders
by bringing them into your sphere
– Think big
– Focus on the future rather than commenting on
the past
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23. Thought Leadership in Action
English Cut
– What seems mundane or ordinary can be of
great interest to those on the outside
– Letting people into your world helps them
understand the processes, complications and
obstacles you encounter, making them more
understanding and appreciative of your work
– People begin to regard you as the go-to
resource for all things related to your industry
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25. Thought Leadership in Action
Cisco
– Pay attention to timely news and think
about how it affects your customers
– Support your customers’ success
– Incorporate video to more deeply
engage readers
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27. Thought Leadership in Action
Stormhoek Wine
– Partner with the big names
– Give away product for publicity
– Differentiate yourself from your competitors
by connecting with your audience in a new way
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29. Thought Leadership in Action
Rohit Bhargava
– Do more than comment on existing content;
generate new concepts
– Share the credentials that make you a credible
thought leader
– Utilize a variety of outlets to share content
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33. Final Advice
Clarity, Commitment and Consistency!
– It’s more difficult to maintain your visitors
– Resist the temptation to market
– Don’t write about yourself – write about your
customers and your industry
Always be giving (and generous with
your ideas – to a point)
There will be new channels, so add to the
funnel but keep your “hub” intact
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34. Thank You
http://www.linkedin.com/in/robintooms
http://blog.savagebrands.com
http://twitter.com/rtooms
rtooms@savagebrands.com
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