Bob Barker Sept 2011

Who I am – a Marketing VP

Co-author

Still mastering online social, good at offline social

Why do you need a content engine? Without one it stops the business, its not an option Your News Your website Your Sales Publisher with deadlines Shop with Shelfs to fill Hungry Salesforce Hold the front page For 3 weeks No stock For 3 weeks No leads For 3 weeks

WARNING TO PRODUCT MANAGERS AND BUSINESS UNIT OWNERS: If your is content is not well represented on the content hub (the website) your product therefore doesn ’ t exist and we aren ’ t going to sell it

Content is the new currency of marketing

The Bob Barker Marketing Orchestration Model (all S ’ s to remind everyone social is important in everything!) Say News & Spokespeople Search SEO Site Clicks Customer Initiated Engagement - Inbound Content

The Bob Barker Marketing Orchestration Model (all S ’ s to remind everyone social is important in everything!) Say News & Spokespeople Search SEO Site Social Platforms See/Speak At events Clicks Conversations Customer Initiated Engagement - Inbound Social Engagement Stars Bloggers Broad budget categories Content

The Bob Barker Marketing Orchestration Model (all S ’ s to remind everyone social is important in everything!) Say News & Spokespeople Search SEO Site Social Platforms Send Campaigns See/Speak At events Stroke/ Trigger Campaigns Clicks Conversations Campaigns Sales & Automated Engagement - Outbound Customer Initiated Engagement - Inbound Social Engagement Stars Bloggers Sales Telesales Broad budget categories Content “ 70% of the buying process is now complete by the time a prospect is ready to engage with sales” SiriusDecisions B2B

Content is King Marketing is Queen

Content is not king, helping your audience (people) is king

Content Creation Machine – Step 1 Research Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already? Sales Value prop Content Audit and Review

Marketers have never had it so good Marketing Holy grail: understand what your customers want and are looking for Social Media Monitoring: Instant Market Research

73% Use search as their first port of call when looking for information

Volume of conversations What are they talking about?

Compare with competitors Do we need to increase our activity?

Sentiment and Tone Is it content they are negative about? What content could they share?

Demographics Build content for different groups

Web Domains Better have a strategy for Youtube content

The communities that advocate your products Have content ready for these channels

Word and Author Tag Clouds Do people want Content detail?

Understand the geographic spread of conversations Content in different languages?

The biggest risk to successful marketing comes from boring campaigns and wrong messages (83%), resulting from poor customer knowledge ‘ Gambling with marketing ’ survey

Content Creation 101 Why people engage with content Authority, Coolness, Social Proof, Pain , Pain and Urgency, Free, Fun, Rarity, Time Pressure

Content Creation 102 Freemium Video Based Education based Information Products Current Emotion/ News Why people engage with content Authority, Coolness, Social Proof, Pain , Pain and Urgency, Free, Fun, Rarity, Time Pressure Video, Graphical (Slides, animation), Written Multiple Strategies Available

But who any one time who is the market? In the Market Not in the Market 3% Source: Chet Holmes 91% 6% Might be

Freemium Strategy

Rise of the use of Video

Video

Infographic’s – get creative

Think viral and social…

Think Customers are the new channel

And ask people to contribute on blogs...

Find and empower your Social Media Rock Stars

What about your CEO? Job requirements for CEO ’ s will include blogging

Finding a passion

The internet forces you to define yourself Social Identity the new Silicon valley battle ground Reputation Influence Credibility Activity Relationships Realness

WARNING TO PEOPLE IN CORPORATES: You may not have had time to notice or take part in what is happening in the social world, its not your fault you are too busy, but its all happening out there…

PR Edcals – Editorial Calendars It must be newsworthy

Blogger Edcals Where do they find the time?

Make it easy – for contributors

Break it up

Content GTM plan for the Quarter PR News Story Blogs Video Web Content Email @ @ @ @ @ @ @ @ @ Direct mail Ongoing Conversations Social Content October November December

Coordinate for impact/adoption around your theme PR News Story Blogs Video Web Content Email @ @ @ @ @ @ @ @ @ Direct mail Ongoing Conversations Social Content October November December

Editor in Chief You are a publisher now… On brand Quality Raw editorial Co-ordination

Deployment process – Social Media Repurposing content opens new points of distribution and has a compounding effect on reach Start a discussion Chop into episodic blog posts Deploy as formal release Repackage as presentation Add voice for video Tweet key takeaways

Asset deployment by SM channel

website Corp blog Corp Video Twitter Slide Share Facebook LinkedIn YouTube Ybc/VIP Player RSS Feeds Customer Community Build a holistic view of your content

Questions? Bob_Barker [email_address] +44 7768 936916