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The Death of Marketing and the Rise of the Content
Engineer
What It Means
What You Will Get From This Presentation
How Technology is Creating New Opportunities for Your Future!
What is a Content Engineer?
Engaging Customer 2.0
Evolution of Marketing and Marketers
Where Do You go from Here?
Where does UOP go from Here?
Juxtaposition: The English Major as Technologist – The
Recipe • The Start - Creative – Words / Images
• Ad Agency / Direct Marketing Experience – Applying Numbers to Words
• Ah Ha Moment! – Web Analytics – We Can Gather Empirical Data
• Recognize Patterns – Online is Really the Same as Off Line
• Four Essential Business Models / 15 years / Five Companies later
• Measure / Monitor / Maximize
Rand Schulman rand@schulmanthorogood.com
Rand has been a technology executive for the past 25 years and helped create an industry - inventing brand name online marketing and new media companies. In 2005 he was named one of the Top 100 BtoB marketing executives by BtoB Magazine, and has been on the executive team for two IPOs and served as a public company officer at three technology firms. He has been active advisor and board member to several Social Media companies. He is regularly quoted in the WSJ, Business Week, and in numerous industry publications. Rand is a founder and past board member of the Web Analytics Association. Rand holds a BA in English from the University of the Pacific.
@RandSchulman
Juxtaposition – The Engineer as
Communicator• The Start – Analytical – I can optimize almost
anything!
• The Icing – Business – Strategy and communication
• Product Management / Product Marketing Experience– Defining and communicating product strategy
• Ah Ha Moment #1 – Web Analytics – We can finally optimize marketing!
• Ah Ha Moment #2 – An engineer who can communicate is priceless
• Measure / Monitor / Maximize
You cannot improve what you cannot measure!
Pelin Thorogood pelin@schulmanthorogood.com
Pelin is a new media marketer and entrepreneur, with success in both venture-backed startups and public companies. Throughout her career as a high technology executive, she has consistently been in the forefront of emerging technologies and trends. Pelin sits on boards and advises new media and cloud computing companies and was named one of the “20 Women to Watch” in sales lead management, and is a regular speaker and author on “Social Media topics. She also serves as a guest lecturer and a virtual Entrepreneur-in-Residence for Cornell's Johnson Graduate School of Management. Pelin holds a Bachelor of Science in Operations Research, M.Eng and MBA degrees, all from Cornell University.
@PelinT
What does it mean to be a Content Engineer?
Both LEFT and RIGHT Brain Required:
One Part Creative DirectorOne Part Data Analyst
Content Creation
Business Metrics
Technology Driven
The Customer is Driving the Conversation
“…social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that.
Most of marketing and press/analyst relations are being trumped by customers talking to customers. ”
Geoffrey James BNET
What it means - Content is KEY to Marketing Success
Invest in the Content Engineer
Listen before you talk
Engage in the conversation
Create a Virtuous Marketing Cycle
Build a culture of measurement
….and Repeat!
Listen Before You TalkSocial Media Analytics
Listen Before You Talk Social Media Sentiments
What it Means - Engage in the Conversation
Create relevant content
Go where your customers are
Empower your community managers
Leverage different social channels for different purposes
Power the community!
Emergence of Inbound Marketing
Outbound v Inbound Interrupt-driven
TalkingProgram $$
PushBusiness-Generated
Press releases, seminars, videos, collateral
Business Connections Building Websites
Sales Cycle
Organic / Findability-basedListeningPeople $$ PullUser-GeneratedBlog posts, podcasts, LinkedIn & Facebook groups, YouTubeSocial ConnectionsBuilding CommunitiesBuying Cycle
14
2011 Marketing Trends
Content Engineers Create Relevance Relevant content is key to findability
SEO (search engine optimization)
Link-building
Relevant content is key to customer engagement, stickiness and community building
Relevance Engagement Conversion
Creativity without Conversion = ZERO
You are key to Creating a Virtuous Marketing Cycle™
What it Means - Social Media in Action
Reach – Whole Foods, InsideView (client)
Engagement - Nordstrom's
Transparency – California Olive Farms
Content Relevance – Citrix
Re-branding – Domino’s Pizza
Crisis Management –Wright County Farms, Domino’s Pizza
The Content Engineer’s Work is (Now) Measured &
Optimized
What it Means - Use the Latest Technologies
What it Means - Demand is Greater Than SupplyContent is Becoming More Critical to Business
The Rate of Change is Unbelievable
Industry Can’t find Skills to fill Positions
Starting pay for Skills is Very High - $60k+
The Future is Extremely Bright!
English Classes You Might Consider
ENGL 025. Introduction to English Studies
ENGL 082. How English Works *
ENGL 107. Creative Writing – Non Fiction *
ENGL 109. Writing in the Workplace *
ENGL 111. Creative Writing *
Other possible COP courses could include – film, psychology and writing in a cultural context
Communications Classes You Might Consider
COMM 031. Media and Society *
COMM 050. Introduction to Communication Technologies
COMM 132. Writing for the Media *
COMM 135 Principals of Public Relations
COMMS 139 Principals of Mass Communications
COMMS 155. Persuasion *
COMMS 160. Communications Research Methods
Business School Classes You Might Consider BUSI 107 Marketing Management *
BUSI 141 Marketing Research
BUSI 143 Product Innovation
BUSI 145 Retailing and Channels
BUSI 147 Consumer Behavior
BUSI 149 Strategic Marketing *
BUSI 172 Entrepreneurship
BUSI 181 Strategic Management & Policy
BUSI 188 Data and Decisions *
And From the Engineering School
Current Technology Minor Could be Nicely Incorporated
You Will Need to Know What it Means
What is Search?SEO, (Organic)SEM, (Paid)
Four Fundamental Online Models eCommerce (sell more product)On-line Media (stickiness, ad space) Service / Support (cost deflection)Lead Generation (names)
The Tools Content EngineerWhat is Marketing Automation What is CRMWhat is Web AnalyticsWhat is Behavioral Targeting
Find Out About What it MeansBryan Eisenberg – Digital MarketingCall to Action Waiting for Your Cat to BarkJim Sterne – Web AnalyticsWorld Wide Web MarketingPaco Underhill – Buying Behavior Why We BuyMarshal McLuhan – Philosophy / CommunicationThe Medium is the MessageDavid Ogilvy – Advertising / Marketing Ogilvy on AdvertisingVance Packard – Persuasion / Sociology The Hidden PersuadersJohn Blossom – Social Media Content Nation
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