1.
DIGITAL MARKETING
MASTER CLASS

2.
1.Youtility: How We Look At Digital
2.Personas: The Heart of Digital
3.Digital Marketing Mix (POEM)
2
Overview

3.
YOUTILITY
Why Smart Marketing is
About Help not Hype

4.
The difference
between helping
and selling is just
2 letters

5.
@jaybaer
YOUTILITY

6.
Youtility is
marketing so
useful, people
would pay for it

7.
@jaybaer

8.
friend of mine awareness
@jaybaer
#Infusioncon
YoutilityBook.com

9.
Be a farmer, not
just a hunter

10.
@jaybaer
Youtility is Required

11.
You are
competing for
attention against
everything

12.
Friend of mine
awareness is
replacing top of
mind awareness

13.
If you create
Youtility, your
customers will
keep you close

14.
Do you have the
courage to
create Youtility?

15.
3 types of
Youtility

16.
1. Self-Serve
Information

17.
5.3
10.4
Sources Needed Before Making a Purchase
2010 2011
Google

18.
By year-end 2015, mobile will represent 70%
of total US searches.

19.
If you make a bad decision now, you’re just lazy

20.
In 2012, 72% of
Internet users looked
online for health
information.
Pew Internet, 2012

21.
@jaybaer

22.
@jaybaer
Average new customer reads 105 pages

23.
Relationships are
created with data
and information,
not just people

24.
If you teach
better, you
sell more

25.
2. Radical
Transparency

26.
Trust is the prism
through which all
business success
must pass

27.
3. Real-Time
Relevancy

28.
@jaybaer

29.
Give yourself
permission to make
the story bigger

30.
Marketing Sideways
transcends the
transaction

31.
How to
create
Youtility

32.
What Do They Need?

33.
We are surrounded
by data, but
starved for insights

34.
How Can You
Address That Need?

35.
Atomize your
Youtility

36.
Market Your
Marketing

37.
Youtility is a Process
Not a Project

38.
Inspiration doesn’t
respond to
meeting requests

39.
Ask yourself
every day

40.
Is your marketing
so useful, people
would pay for it?

41.
PERSONAS:
THE HEART
OF DIGITAL

42.
CONTENT OR MARKETING?

43.
User Experience?
63

44.
User Experience?
64

45.
User Experience?
65

46.
User Experience?
66

47.
User Experience?
67

48.
User Experience?
68

49.
Now, That’s Better...
69

50.
Yes, That’s Good.
70

51.
You must understand someone’s
needs in order to help them
solve their problems.
71

52.
Personas are the core of
great digital marketing.
72

53.
73

54.
“B2B customers
contact a sales rep
only after 70% of
the purchase
decision has been
made.”
Sirius Decisions, 2012

55.
You are
competing for
attention against
everything

56.
Be useful first

57.
@jaybaer

58.
E-Books
78

59.
Your PPT Files
79

60.
Infographics
80

61.
Tweets
81

62.
82

63.
83
Segments
Personas
Athlete
Career Mom
First Time
Hispanic
Home
owners
Au Pairs
Babysitter
Hospitals
Day Care
Providers
Grand
parents
Schools
CPG/Baby
Products
Personas vs. Segmentation

64.
Great content is based on the person, not
the demographic.
84

65.
BUILDING PERSONAS

66.
Personas help you solve
the disconnect between what
you know and what
you assume.
86

67.
87

68.
Start with what
you know.
88

69.
Analytics can tell you a lot of
great information.
Site behavior
Content preferences
OS
Browser
Location (maybe)
Site loyalty (maybe)
Source (maybe, maybe not)
89

70.
90
That’s my dog.
I know that he eats dry food and chews on fuzzy toys, and he drinks water.
I still don’t know anything about his persona.

71.
“Analyzing data in
aggregate is a crime.”
- Avinash Kaushik
Google
91

72.
Ask lots of questions.
Daily routines?
Personal outlook?
Why do they buy you?
Product expectations?
Influence sphere?
Motivators?
Call To Action?
92

73.
Make it relevant.
Project goal?
How do you make money?
What are your brand goals?
What actions will push people in the right direction?
What makes you uniquely positioned to solve these
problems?
93

74.
Get some detail.
Demographics
Psychographics
Market preferences
Needs assessment
Business value
94

75.
Get some help.
Internal Resources
Customer service data
Usability surveys
NPS segmentation
95

76.
Get some free help.
External Resources (free!)
Quantcast
Google Ad Planner
Pew Internet Life
eMarketer
Nielsen Prizm (segmentation)
96

77.
Know what people
care about.
97

78.
Start the Brainstorm
98
One person and task per page,
along with the goal.
Person and goal,
activity, action or
problem.
CMO needs to
understand how PR
contributes to her
ROI.
Busy brand manager
needs to present his
big campaign ideas.
Day-to-day
community manager
needs to energize
her brand’s Twitter
followers.
PR manager needs
to cast a wide net
with his social and
media relations.

79.
Start the Brainstorm
99

80.
Visitor Flow
100
New visitors who come to site
from a deep link (not via home
page) are more likely to enter
subscription process
Of new visitors, many come
through the home page and go
deeper to explore the site; few
navigate from home page to
subscriptions page

81.
Write it
all down.
101

82.
Example Persona
102
Content Impact:
This consumer is all about access
to information at POP and online.
They want easy, fast and reliable
sources of info that meet their
needs. Values opinions of people
like them (UGC and WOM)
Careful shoppers, they seek both value and quality
and expect convenience from all brands in their life
Proud to have a healthy, active and vibrant pet
This consumer is an active family leader; may have
children in sports with a busy career and a lot of
balls to juggle
They do their best when it comes to selecting the
best food and products for their pet; they seek
advice but aren't sure where to turn and have little
time for research
Relies on tried and true experts; more welcoming of
perceived expertise. Not looking to pet food
companies first, may view BRAND as a resource
Brand Mix: Trader Joe’s, REI, Sony, GM

83.
BE PERSONA SAVVY

84.
104
Tasks Michael would like to
accomplish:
Content to answer their need:
I would like to make my stereo
surround sound.
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
I would like to stream my computer to
my TV.
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
I need to troubleshoot my player’s
Internet connection.
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
I want to download games to my
player.
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
I need to watch TV while I am
traveling.
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
Map your content

85.
105
Map your content

86.
Be smart about
search discovery.
106

87.
107
Score it

88.
Just be sure that you
solved the problem.
108

89.
YOUR
MARKETING
MIX

90.
3 ELEMENTS

91.
THE POEM MODEL
PAID
OWNEDEARNED

92.
Sponsored content
Ads
Fan acquisition
Video pre-roll
PAID

93.
Social media engagement
PR (media relations)
Influencers
Endorsements (non-paid)
Ratings & reviews
EARNED

94.
Your website
Your email
Your actual things
Printed material
OWNED

95.
‹#›
Where is it best to focus
your digital dollars?

96.
‹#›
My vote: owned

97.
‹#›
70%
Create Content
38%
Say It’s
Yet Only

98.
ONE MODEL
Start with
the problem
Examine the
persona
Create
something
OWNED
Paid &
Earned
Media

99.
Content is fire,
social media
is gasoline

100.
“Useful articles are
forwarded 30% more
often than average.”
Contagious, 2013

101.
‹#›
Key Principle
Understand the questions that customers
must answer before buying, and answer
those questions – for every persona –
proactively, with content

102.
‹#›

103.
Is your marketing
so useful, people
would pay for it?

104.
DIGITAL MARKETING
MASTER CLASS