Marketing has always required you to inform or entertain (hopefully both) to earn attention, but the way information is consumed has changed. This shift creates new opportunities to engage customers at a lower cost than ever before. Learn about blogging, content marketing, social media, and the new influencers and what it means for you.
5. Big Ideas
Cultural and Technological Shifts:
•Changing the way consumers choose to receive information
•Redefining where consumers go for information
• Broadening the set of influencers
• Social media is as much about your customer’s friends as it is them
• Some of this is actually “old wine in a new bottle”
• We can’t all be chefs, but we can all learn to cook
6. 78% of the US population is online in 2011
That is 2.5 times larger than 2000*
* http://www.internetworldstats.com/america.htm#us Photo used under Creative Commons license: http://www.flickr.com/photos/psylight/357386485 /
7. What are Americans doing on the internet?
78% conduct online research
151,000,000 or 48%
Sources: Marketing Sherpa Benchmark Study & Hubspot
11. ONLY 22% OF TWITTER RELATIONSHIPS ARE
RECIPROCAL
“What is Twitter?” http://www.slideshare.net/haewoon/what-is-twitter-a-social-network-or-a-news-media-3922095?from=ss_embed
17. For Example…….
People Visit 22 Online Places Before Booking
• Search Engines
• Facebook
• Twitter
• Blogs
• Email
• Photos & Videos
• Employee
Participation
18. Consumers go to more sources of information
than ever before and thanks to social media
they expect you to be approachable and
engaging…..
19. Marketing has always required you to inform or
entertain (hopefully both) to earn attention, but
the way information is consumed has changed….
20. CAN WE BE CONSISTENT & HUMAN ACROSS
22 DIFFERENT EXECUTIONS?
21. Content Marketing
Broadly defined, Content Marketing consists of
any and all materials a company creates and
shares to better engage customers and
prospects.
24. The Trend in Digital Marketing
Email
Social Media
Blogs Website
SEO
25. A blog can be your content
marketing hub
• It engages prospects because it is
conversational
• It engages customers as they get to be
your advocate & share their story
• It gives your social media strategy a
permanent home
• It even helps prospects find you as they
search the way they think
26. The Benefits of Business Blogging
1. Blogging is conversational.
2. Blogging improves search.
3. Blogging demonstrates thought leadership.
4. Blogging is linkable and sharable.
5. Blogging is a more permanent repository for
social media marketing.
6. Blogging facilitates the re-imagining of
marketing materials.
27. The History of Blogging
• 1st Generation Blogging: The Democratization
of Citizen Journalism
• 2nd Generation Blogging: The Rise of Thought
Leadership and the CEO Blogging
• 3rd Generation Blogging: The Decentralization
of Business Blogging
28. Current State of Blogging in 2011
51% are currently blogging
21% plan to start blogging in next 12 months
12% plan to start blogging in over12 months
16% do not have plans to start blogging
Source: The State of Marketing 2011: Unica’s Annual Survey of Marketers
32. DATA ON CELEBRITY ENDORSEMENTS IS
MIXED, ONE THING IS FOR SURE….
Photo used under Creative Commons License: http://www.flickr.com/photos/59937401@N07/6104135332/
Over a decade ago Chris Baggott founded ExactTarget. His vision was “Right Message, Right Person, Right Time”. In 2007, Chris founded Compendium with the vision of “Better Messages. More Messages.”Compendium is a blogging and content marketing platform that empowers companies to create, capture, moderate and broadcast their message online. We do this for clients such as…
The clients have found it’s easy to write a 140-character tweet, but Compendium has the tools and services to help them create real content, such as employee-written information and customer stories. We’ve found that blogs are the best permanent home for content, but content can (and should be!) be used and generated in many different ways, This afternoon, we’ll focus on how content and email works together. Let’s start by outlining the future of online marketing.
A recent study from Travel, Tweets and Trends suggests that people visit 22 online places before booking a trip. Imagine if they get a different message in those 22 places. Wouldn’t it be better if they got reinforcing ideas from those 22 visits?
Indium: Chief Content Officer called Indium’s blog one of the most innovative content marketing projects in the world. Indium’s “One Engineer to Another” blog features sixteen Indium employees, producing videos and posts about a variety of engineering topics. From sulfamate plating bath to soldering best practices, these guys have the 411 on all things dealing with electronics assembly materials.
Swanson launched an email address, FAQ@swansonvitamins.com, which they use to solicit frequently asked questions from Swanson customers. These questions are then answered by pharmacists and nutritionists via blog posts.
When The College Network, an educational services and eLearning provider, rantheir first Story Campaign in conjunction with National Nurses Week, they received 99 posts and generated 2,000 FacebookLikes, doubling their monthly blog traffic in the process.