Nurturing with Engagement Email amp

Real-Time Context

Dr Jim Barry

October 2016

Session VII

Slide 2

Social Media Engagement - Agenda

Engagementbull What is it

bull Why is it necessary

bull How does it progress from chat-ups

to campaigns

bull How does it drive mid-funnel know

like amp trust

Slide 3

Best Media for Engagement

YouTube

Instagram

Twitter Facebook

Snapchat

Google+

Slide 2

Social Media Engagement - Agenda

Engagementbull What is it

bull Why is it necessary

bull How does it progress from chat-ups

to campaigns

bull How does it drive mid-funnel know

like amp trust

Slide 3

Best Media for Engagement

YouTube

Instagram

Twitter Facebook

Snapchat

Google+

Slide 3

Best Media for Engagement

YouTube

Instagram

Twitter Facebook

Snapchat

Google+

Slide 4

Best Media for Engagement

Slide 5

Engagement ndash Facebook Emphasis

Slide 6

Facebook Marketing Tactics

Andrea Vahl

andreavahlgmailcom

Phyllis Khare

phylliskharegmailcom

Brian Carter

bbcartergmailcom

Mari Smith

marimarismithcom

Amy Porterfield

amyamyporterfieldcom

Jon Loomer

jonjonloomercom

Slide 5

Engagement ndash Facebook Emphasis

Slide 6

Facebook Marketing Tactics

Andrea Vahl

andreavahlgmailcom

Phyllis Khare

phylliskharegmailcom

Brian Carter

bbcartergmailcom

Mari Smith

marimarismithcom

Amy Porterfield

amyamyporterfieldcom

Jon Loomer

jonjonloomercom

Slide 6

Facebook Marketing Tactics

Andrea Vahl

andreavahlgmailcom

Phyllis Khare

phylliskharegmailcom

Brian Carter

bbcartergmailcom

Mari Smith

marimarismithcom

Amy Porterfield

amyamyporterfieldcom

Jon Loomer

jonjonloomercom

Slide 7

What is Engagement

bull Engagement moves your audience towards some kind

of response

bull Engagement includes

bull Interaction (eg photos)

bull Conversations (eg chats)

bull Likes and comments

bull People reaching out to you (their Qrsquos)

bull You reaching out to others (your Qrsquos)

Slide 8

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessary

bull Builds influence through empathy

amp inspiration

Slide 9

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessary

bull Builds influence

bull Maintains audience attention

Slide 10

Social Influence Study Results (n= 171)

Influence (Klout)bull Reach

bull Relevance

bull Resonance

Entertainment

Value

Responsiveness

Engagement

Tactical

Helpfulness

Audience

Inspiration

Empathy

Visual

Storytelling

Industry

Expertise

Strategic

Insightfulness

026

023041

p lt 0001 p lt 001 p lt 005

Content

Credibility045050

Why is Engagement Important

Slide 11

Why is Engagement Necessary

Engagementbull What is it

bull Why is it necessarybull Builds influence

bull Maintains audience attention

bull Builds relationships with your audiences

(mid-funnel)

bull Starts the nurturing process

bull Multiple 2-way interactions

bull Tracking

bull Interest in your brand

Slide 12

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Builds influence

bull Maintains audience attention

bull Builds relationships with your audiences

(mid-funnel)

bull Helps understand your audience

(crowdsourcing)

Slide 13

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Building influence

bull Maintains audience attention

bull Builds relationships with your audiences (mid-funnel)

bull Helps understand your audience

bull Gets audiences to know like amp trust you

Slide 14

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 15

Progression of Engagement

Engagementbull What is it

bull Why is it necessary

bull How does it progress from chat-ups to campaigns

Slide 16

Progression of Engagement

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

Slide 17

Emotional Messaging

Emotional Messaging

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Complexity

S

P

Sentimentalism

Humor

Inspiration

Public Spontaneity

Passion

Incredulity

Narratives

GenerosityTenderness

Nostalgia

Solidarity

Overco

min

g

Ob

stacles

Reassu

rance

Pu

shin

g

Lim

its

Pastimes

Winning

Family

Ch

ang

ing

the

Wo

rld

Lo

ve

Hea

rtb

reak

to T

riu

mp

h

Slide 18

Engagement Intensity

Emotional Content

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Resources

Chat-Ups (routine minimal investment)

bull Conversation starters

bull Fun exercises httpbitly28Pi7Wc

130 ndash 630

Slide 8

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessary

bull Builds influence through empathy

amp inspiration

Slide 9

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessary

bull Builds influence

bull Maintains audience attention

Slide 10

Social Influence Study Results (n= 171)

Influence (Klout)bull Reach

bull Relevance

bull Resonance

Entertainment

Value

Responsiveness

Engagement

Tactical

Helpfulness

Audience

Inspiration

Empathy

Visual

Storytelling

Industry

Expertise

Strategic

Insightfulness

026

023041

p lt 0001 p lt 001 p lt 005

Content

Credibility045050

Why is Engagement Important

Slide 11

Why is Engagement Necessary

Engagementbull What is it

bull Why is it necessarybull Builds influence

bull Maintains audience attention

bull Builds relationships with your audiences

(mid-funnel)

bull Starts the nurturing process

bull Multiple 2-way interactions

bull Tracking

bull Interest in your brand

Slide 12

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Builds influence

bull Maintains audience attention

bull Builds relationships with your audiences

(mid-funnel)

bull Helps understand your audience

(crowdsourcing)

Slide 13

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Building influence

bull Maintains audience attention

bull Builds relationships with your audiences (mid-funnel)

bull Helps understand your audience

bull Gets audiences to know like amp trust you

Slide 14

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 15

Progression of Engagement

Engagementbull What is it

bull Why is it necessary

bull How does it progress from chat-ups to campaigns

Slide 16

Progression of Engagement

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

Slide 17

Emotional Messaging

Emotional Messaging

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Complexity

S

P

Sentimentalism

Humor

Inspiration

Public Spontaneity

Passion

Incredulity

Narratives

GenerosityTenderness

Nostalgia

Solidarity

Overco

min

g

Ob

stacles

Reassu

rance

Pu

shin

g

Lim

its

Pastimes

Winning

Family

Ch

ang

ing

the

Wo

rld

Lo

ve

Hea

rtb

reak

to T

riu

mp

h

Slide 18

Engagement Intensity

Emotional Content

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Resources

Chat-Ups (routine minimal investment)

bull Conversation starters

bull Fun exercises httpbitly28Pi7Wc

130 ndash 630

Slide 9

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessary

bull Builds influence

bull Maintains audience attention

Slide 10

Social Influence Study Results (n= 171)

Influence (Klout)bull Reach

bull Relevance

bull Resonance

Entertainment

Value

Responsiveness

Engagement

Tactical

Helpfulness

Audience

Inspiration

Empathy

Visual

Storytelling

Industry

Expertise

Strategic

Insightfulness

026

023041

p lt 0001 p lt 001 p lt 005

Content

Credibility045050

Why is Engagement Important

Slide 11

Why is Engagement Necessary

Engagementbull What is it

bull Why is it necessarybull Builds influence

bull Maintains audience attention

bull Builds relationships with your audiences

(mid-funnel)

bull Starts the nurturing process

bull Multiple 2-way interactions

bull Tracking

bull Interest in your brand

Slide 12

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Builds influence

bull Maintains audience attention

bull Builds relationships with your audiences

(mid-funnel)

bull Helps understand your audience

(crowdsourcing)

Slide 13

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Building influence

bull Maintains audience attention

bull Builds relationships with your audiences (mid-funnel)

bull Helps understand your audience

bull Gets audiences to know like amp trust you

Slide 14

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 15

Progression of Engagement

Engagementbull What is it

bull Why is it necessary

bull How does it progress from chat-ups to campaigns

Slide 16

Progression of Engagement

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

Slide 17

Emotional Messaging

Emotional Messaging

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Complexity

S

P

Sentimentalism

Humor

Inspiration

Public Spontaneity

Passion

Incredulity

Narratives

GenerosityTenderness

Nostalgia

Solidarity

Overco

min

g

Ob

stacles

Reassu

rance

Pu

shin

g

Lim

its

Pastimes

Winning

Family

Ch

ang

ing

the

Wo

rld

Lo

ve

Hea

rtb

reak

to T

riu

mp

h

Slide 18

Engagement Intensity

Emotional Content

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Resources

Chat-Ups (routine minimal investment)

bull Conversation starters

bull Fun exercises httpbitly28Pi7Wc

130 ndash 630

Slide 10

Social Influence Study Results (n= 171)

Influence (Klout)bull Reach

bull Relevance

bull Resonance

Entertainment

Value

Responsiveness

Engagement

Tactical

Helpfulness

Audience

Inspiration

Empathy

Visual

Storytelling

Industry

Expertise

Strategic

Insightfulness

026

023041

p lt 0001 p lt 001 p lt 005

Content

Credibility045050

Why is Engagement Important

Slide 11

Why is Engagement Necessary

Engagementbull What is it

bull Why is it necessarybull Builds influence

bull Maintains audience attention

bull Builds relationships with your audiences

(mid-funnel)

bull Starts the nurturing process

bull Multiple 2-way interactions

bull Tracking

bull Interest in your brand

Slide 12

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Builds influence

bull Maintains audience attention

bull Builds relationships with your audiences

(mid-funnel)

bull Helps understand your audience

(crowdsourcing)

Slide 13

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Building influence

bull Maintains audience attention

bull Builds relationships with your audiences (mid-funnel)

bull Helps understand your audience

bull Gets audiences to know like amp trust you

Slide 14

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 15

Progression of Engagement

Engagementbull What is it

bull Why is it necessary

bull How does it progress from chat-ups to campaigns

Slide 16

Progression of Engagement

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

Slide 17

Emotional Messaging

Emotional Messaging

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Complexity

S

P

Sentimentalism

Humor

Inspiration

Public Spontaneity

Passion

Incredulity

Narratives

GenerosityTenderness

Nostalgia

Solidarity

Overco

min

g

Ob

stacles

Reassu

rance

Pu

shin

g

Lim

its

Pastimes

Winning

Family

Ch

ang

ing

the

Wo

rld

Lo

ve

Hea

rtb

reak

to T

riu

mp

h

Slide 18

Engagement Intensity

Emotional Content

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Resources

Chat-Ups (routine minimal investment)

bull Conversation starters

bull Fun exercises httpbitly28Pi7Wc

130 ndash 630

Slide 11

Why is Engagement Necessary

Engagementbull What is it

bull Why is it necessarybull Builds influence

bull Maintains audience attention

bull Builds relationships with your audiences

(mid-funnel)

bull Starts the nurturing process

bull Multiple 2-way interactions

bull Tracking

bull Interest in your brand

Slide 12

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Builds influence

bull Maintains audience attention

bull Builds relationships with your audiences

(mid-funnel)

bull Helps understand your audience

(crowdsourcing)

Slide 13

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Building influence

bull Maintains audience attention

bull Builds relationships with your audiences (mid-funnel)

bull Helps understand your audience

bull Gets audiences to know like amp trust you

Slide 14

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 15

Progression of Engagement

Engagementbull What is it

bull Why is it necessary

bull How does it progress from chat-ups to campaigns

Slide 16

Progression of Engagement

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

Slide 17

Emotional Messaging

Emotional Messaging

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Complexity

S

P

Sentimentalism

Humor

Inspiration

Public Spontaneity

Passion

Incredulity

Narratives

GenerosityTenderness

Nostalgia

Solidarity

Overco

min

g

Ob

stacles

Reassu

rance

Pu

shin

g

Lim

its

Pastimes

Winning

Family

Ch

ang

ing

the

Wo

rld

Lo

ve

Hea

rtb

reak

to T

riu

mp

h

Slide 18

Engagement Intensity

Emotional Content

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Resources

Chat-Ups (routine minimal investment)

bull Conversation starters

bull Fun exercises httpbitly28Pi7Wc

130 ndash 630

Slide 12

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Builds influence

bull Maintains audience attention

bull Builds relationships with your audiences

(mid-funnel)

bull Helps understand your audience

(crowdsourcing)

Slide 13

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Building influence

bull Maintains audience attention

bull Builds relationships with your audiences (mid-funnel)

bull Helps understand your audience

bull Gets audiences to know like amp trust you

Slide 14

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 15

Progression of Engagement

Engagementbull What is it

bull Why is it necessary

bull How does it progress from chat-ups to campaigns

Slide 16

Progression of Engagement

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

Slide 17

Emotional Messaging

Emotional Messaging

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Complexity

S

P

Sentimentalism

Humor

Inspiration

Public Spontaneity

Passion

Incredulity

Narratives

GenerosityTenderness

Nostalgia

Solidarity

Overco

min

g

Ob

stacles

Reassu

rance

Pu

shin

g

Lim

its

Pastimes

Winning

Family

Ch

ang

ing

the

Wo

rld

Lo

ve

Hea

rtb

reak

to T

riu

mp

h

Slide 18

Engagement Intensity

Emotional Content

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Resources

Chat-Ups (routine minimal investment)

bull Conversation starters

bull Fun exercises httpbitly28Pi7Wc

130 ndash 630

Slide 13

Why is Engagement Necessary

Engagement

bull What is it

bull Why is it necessarybull Building influence

bull Maintains audience attention

bull Builds relationships with your audiences (mid-funnel)

bull Helps understand your audience

bull Gets audiences to know like amp trust you

Slide 14

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 15

Progression of Engagement

Engagementbull What is it

bull Why is it necessary

bull How does it progress from chat-ups to campaigns

Slide 16

Progression of Engagement

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

Slide 17

Emotional Messaging

Emotional Messaging

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Complexity

S

P

Sentimentalism

Humor

Inspiration

Public Spontaneity

Passion

Incredulity

Narratives

GenerosityTenderness

Nostalgia

Solidarity

Overco

min

g

Ob

stacles

Reassu

rance

Pu

shin

g

Lim

its

Pastimes

Winning

Family

Ch

ang

ing

the

Wo

rld

Lo

ve

Hea

rtb

reak

to T

riu

mp

h

Slide 18

Engagement Intensity

Emotional Content

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Resources

Chat-Ups (routine minimal investment)

bull Conversation starters

bull Fun exercises httpbitly28Pi7Wc

130 ndash 630

Slide 14

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 15

Progression of Engagement

Engagementbull What is it

bull Why is it necessary

bull How does it progress from chat-ups to campaigns

Slide 16

Progression of Engagement

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

Slide 17

Emotional Messaging

Emotional Messaging

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Complexity

S

P

Sentimentalism

Humor

Inspiration

Public Spontaneity

Passion

Incredulity

Narratives

GenerosityTenderness

Nostalgia

Solidarity

Overco

min

g

Ob

stacles

Reassu

rance

Pu

shin

g

Lim

its

Pastimes

Winning

Family

Ch

ang

ing

the

Wo

rld

Lo

ve

Hea

rtb

reak

to T

riu

mp

h

Slide 18

Engagement Intensity

Emotional Content

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Resources

Chat-Ups (routine minimal investment)

bull Conversation starters

bull Fun exercises httpbitly28Pi7Wc

130 ndash 630

Slide 15

Progression of Engagement

Engagementbull What is it

bull Why is it necessary

bull How does it progress from chat-ups to campaigns

Slide 16

Progression of Engagement

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

Slide 17

Emotional Messaging

Emotional Messaging

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Complexity

S

P

Sentimentalism

Humor

Inspiration

Public Spontaneity

Passion

Incredulity

Narratives

GenerosityTenderness

Nostalgia

Solidarity

Overco

min

g

Ob

stacles

Reassu

rance

Pu

shin

g

Lim

its

Pastimes

Winning

Family

Ch

ang

ing

the

Wo

rld

Lo

ve

Hea

rtb

reak

to T

riu

mp

h

Slide 18

Engagement Intensity

Emotional Content

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Resources

Chat-Ups (routine minimal investment)

bull Conversation starters

bull Fun exercises httpbitly28Pi7Wc

130 ndash 630

Slide 16

Progression of Engagement

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

Slide 17

Emotional Messaging

Emotional Messaging

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Complexity

S

P

Sentimentalism

Humor

Inspiration

Public Spontaneity

Passion

Incredulity

Narratives

GenerosityTenderness

Nostalgia

Solidarity

Overco

min

g

Ob

stacles

Reassu

rance

Pu

shin

g

Lim

its

Pastimes

Winning

Family

Ch

ang

ing

the

Wo

rld

Lo

ve

Hea

rtb

reak

to T

riu

mp

h

Slide 18

Engagement Intensity

Emotional Content

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Resources

Chat-Ups (routine minimal investment)

bull Conversation starters

bull Fun exercises httpbitly28Pi7Wc

130 ndash 630

Slide 17

Emotional Messaging

Emotional Messaging

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Complexity

S

P

Sentimentalism

Humor

Inspiration

Public Spontaneity

Passion

Incredulity

Narratives

GenerosityTenderness

Nostalgia

Solidarity

Overco

min

g

Ob

stacles

Reassu

rance

Pu

shin

g

Lim

its

Pastimes

Winning

Family

Ch

ang

ing

the

Wo

rld

Lo

ve

Hea

rtb

reak

to T

riu

mp

h

Slide 18

Engagement Intensity

Emotional Content

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Resources

Chat-Ups (routine minimal investment)

bull Conversation starters

bull Fun exercises httpbitly28Pi7Wc

130 ndash 630

Slide 18

Engagement Intensity

Emotional Content

Chat-upsChats

Campaigns

Social TV

Eng

agem

ent

Resources

Chat-Ups (routine minimal investment)

bull Conversation starters

bull Fun exercises httpbitly28Pi7Wc

130 ndash 630

Slide 19

Dialogs amp Livecasts

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

Chats (periodic moderate investment)bull TwitterFacebook chats

Slide 20

Chats1

bull Public reach ndash new folks see brand

bull Instant feedback

bull Weekly hosting can turn followers into brand

advocates

bull Builds your authority amp social influence (ie

Klout) when yoursquore retweeted amp mentioned during

each chat

bull Create one-on-one relationships

1) Public TwitterFacebook conversation topics resonating waudience around one unique hashtag

Dialogs amp Livecasts

Slide 21

Dialogs amp Livecasts

Livecasts (periodic moderate investment)bull Blab Periscope Facebook Live YouTube Live

bull Allows engagement during broadcasts

bull Can send live reactions (eg hearts)

bull Can serve as webinar training QampA event behind-the interview launch

Slide 22

Emotional Content

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Engagement Intensity E

ngag

emen

t

Complexity

Campaigns (periodic large investment)

bull Permit multiple engagements

bull Energizes existing fans

Slide 23

Campaigns for Social Engagement

Social Media

Campaigns

Contests

Crowd-funding

Celebrations

Slide 24

Campaign Elements

bull User Generated Contentbull Stories

bull Photosvideos

bull Promoted Hashtagged Eventsbull Measuring results

bull Enhancing recall

bull Rewards Participations

bull Often Requires Dedicated

PlatformsAppsbull Funding

bull Groups

bull Chats

bull Galleries

bull Voting

Slide 25

Social Media

Campaigns

Contests

Crowd Funding

Celebrations

Contests permitbull Playful engagement

bull Fan multiplication

bull Fan involvement

bull Email captures

Contests

Slide 26

Social Promotions (eg contests amp events) for Followers

bull Well received by social networks (eg Facebook)

bull Offers value for followers (eg contest rewards)

bull Entertaining way to spark interest

bull Starts early engagement

bull But short lived (as long as the campaign)

bull Requires complex apps rules amp heavy promotion

Contests

Slide 27

Contest - Case of University Recruiting

NSU Top-Funnel Social Content Gaps

Appeal of College Movies to Gen Z

Hyper-Targeted Approachbull Facebook ads directed to high schoolers

bull High rate of response if promoted as a contest

ldquoNon-tellingrdquo Way to Facilitate Student Opinion of College Culturebull Students in control

bull Cheeky barbs appeal to Gen Z motivated to outwit each other

bull Sets the stage for college culture dialog

Slide 28

Contests

Slide 22

Emotional Content

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Engagement Intensity E

ngag

emen

t

Complexity

Campaigns (periodic large investment)

bull Permit multiple engagements

bull Energizes existing fans

Slide 23

Campaigns for Social Engagement

Social Media

Campaigns

Contests

Crowd-funding

Celebrations

Slide 24

Campaign Elements

bull User Generated Contentbull Stories

bull Photosvideos

bull Promoted Hashtagged Eventsbull Measuring results

bull Enhancing recall

bull Rewards Participations

bull Often Requires Dedicated

PlatformsAppsbull Funding

bull Groups

bull Chats

bull Galleries

bull Voting

Slide 25

Social Media

Campaigns

Contests

Crowd Funding

Celebrations

Contests permitbull Playful engagement

bull Fan multiplication

bull Fan involvement

bull Email captures

Contests

Slide 26

Social Promotions (eg contests amp events) for Followers

bull Well received by social networks (eg Facebook)

bull Offers value for followers (eg contest rewards)

bull Entertaining way to spark interest

bull Starts early engagement

bull But short lived (as long as the campaign)

bull Requires complex apps rules amp heavy promotion

Contests

Slide 27

Contest - Case of University Recruiting

NSU Top-Funnel Social Content Gaps

Appeal of College Movies to Gen Z

Hyper-Targeted Approachbull Facebook ads directed to high schoolers

bull High rate of response if promoted as a contest

ldquoNon-tellingrdquo Way to Facilitate Student Opinion of College Culturebull Students in control

bull Cheeky barbs appeal to Gen Z motivated to outwit each other

bull Sets the stage for college culture dialog

Slide 28

Contests

Slide 23

Campaigns for Social Engagement

Social Media

Campaigns

Contests

Crowd-funding

Celebrations

Slide 24

Campaign Elements

bull User Generated Contentbull Stories

bull Photosvideos

bull Promoted Hashtagged Eventsbull Measuring results

bull Enhancing recall

bull Rewards Participations

bull Often Requires Dedicated

PlatformsAppsbull Funding

bull Groups

bull Chats

bull Galleries

bull Voting

Slide 25

Social Media

Campaigns

Contests

Crowd Funding

Celebrations

Contests permitbull Playful engagement

bull Fan multiplication

bull Fan involvement

bull Email captures

Contests

Slide 26

Social Promotions (eg contests amp events) for Followers

bull Well received by social networks (eg Facebook)

bull Offers value for followers (eg contest rewards)

bull Entertaining way to spark interest

bull Starts early engagement

bull But short lived (as long as the campaign)

bull Requires complex apps rules amp heavy promotion

Contests

Slide 27

Contest - Case of University Recruiting

NSU Top-Funnel Social Content Gaps

Appeal of College Movies to Gen Z

Hyper-Targeted Approachbull Facebook ads directed to high schoolers

bull High rate of response if promoted as a contest

ldquoNon-tellingrdquo Way to Facilitate Student Opinion of College Culturebull Students in control

bull Cheeky barbs appeal to Gen Z motivated to outwit each other

bull Sets the stage for college culture dialog

Slide 28

Contests

Slide 24

Campaign Elements

bull User Generated Contentbull Stories

bull Photosvideos

bull Promoted Hashtagged Eventsbull Measuring results

bull Enhancing recall

bull Rewards Participations

bull Often Requires Dedicated

PlatformsAppsbull Funding

bull Groups

bull Chats

bull Galleries

bull Voting

Slide 25

Social Media

Campaigns

Contests

Crowd Funding

Celebrations

Contests permitbull Playful engagement

bull Fan multiplication

bull Fan involvement

bull Email captures

Contests

Slide 26

Social Promotions (eg contests amp events) for Followers

bull Well received by social networks (eg Facebook)

bull Offers value for followers (eg contest rewards)

bull Entertaining way to spark interest

bull Starts early engagement

bull But short lived (as long as the campaign)

bull Requires complex apps rules amp heavy promotion

Contests

Slide 27

Contest - Case of University Recruiting

NSU Top-Funnel Social Content Gaps

Appeal of College Movies to Gen Z

Hyper-Targeted Approachbull Facebook ads directed to high schoolers

bull High rate of response if promoted as a contest

ldquoNon-tellingrdquo Way to Facilitate Student Opinion of College Culturebull Students in control

bull Cheeky barbs appeal to Gen Z motivated to outwit each other

bull Sets the stage for college culture dialog

Slide 28

Contests

Slide 25

Social Media

Campaigns

Contests

Crowd Funding

Celebrations

Contests permitbull Playful engagement

bull Fan multiplication

bull Fan involvement

bull Email captures

Contests

Slide 26

Social Promotions (eg contests amp events) for Followers

bull Well received by social networks (eg Facebook)

bull Offers value for followers (eg contest rewards)

bull Entertaining way to spark interest

bull Starts early engagement

bull But short lived (as long as the campaign)

bull Requires complex apps rules amp heavy promotion

Contests

Slide 27

Contest - Case of University Recruiting

NSU Top-Funnel Social Content Gaps

Appeal of College Movies to Gen Z

Hyper-Targeted Approachbull Facebook ads directed to high schoolers

bull High rate of response if promoted as a contest

ldquoNon-tellingrdquo Way to Facilitate Student Opinion of College Culturebull Students in control

bull Cheeky barbs appeal to Gen Z motivated to outwit each other

bull Sets the stage for college culture dialog

Slide 28

Contests

Slide 26

Social Promotions (eg contests amp events) for Followers

bull Well received by social networks (eg Facebook)

bull Offers value for followers (eg contest rewards)

bull Entertaining way to spark interest

bull Starts early engagement

bull But short lived (as long as the campaign)

bull Requires complex apps rules amp heavy promotion

Contests

Slide 27

Contest - Case of University Recruiting

NSU Top-Funnel Social Content Gaps

Appeal of College Movies to Gen Z

Hyper-Targeted Approachbull Facebook ads directed to high schoolers

bull High rate of response if promoted as a contest

ldquoNon-tellingrdquo Way to Facilitate Student Opinion of College Culturebull Students in control

bull Cheeky barbs appeal to Gen Z motivated to outwit each other

bull Sets the stage for college culture dialog

Slide 28

Contests

Slide 27

Contest - Case of University Recruiting

NSU Top-Funnel Social Content Gaps

Appeal of College Movies to Gen Z

Hyper-Targeted Approachbull Facebook ads directed to high schoolers

bull High rate of response if promoted as a contest

ldquoNon-tellingrdquo Way to Facilitate Student Opinion of College Culturebull Students in control

bull Cheeky barbs appeal to Gen Z motivated to outwit each other

bull Sets the stage for college culture dialog

Slide 28

Contests

Slide 28

Contests

Slide 29

College Culture Caption Contest

Slide 30

Assignment 3a

bull Each group is to define and explain a contest concept that attracts a target

audience of your business

bull Highlight enough about the concept to demonstrate the following bull A theme that resonates with your target audience

bull Tactics for engaging participants with likes comments and shares

bull Expectation for participant responses that are simple enough yet challenging enough to create a buzz

bull A concept that can easily dovetail into an overall brand storyline and downstream content

bull Prizes that reflect the brandrsquos intended appeal

bull A contest promotion concept that that is well targeted backed by solid rationale feasible to implement and

able to attract viewers

Slide 31

Campaigns for Celebration

Social Media

Campaigns

Contests

Crowd Funding

Celebrations

Hashtagged events permit celebration ofbull Holidays

bull Special Days

bull Milestones

Slide 30

Assignment 3a

bull Each group is to define and explain a contest concept that attracts a target

audience of your business

bull Highlight enough about the concept to demonstrate the following bull A theme that resonates with your target audience

bull Tactics for engaging participants with likes comments and shares

bull Expectation for participant responses that are simple enough yet challenging enough to create a buzz

bull A concept that can easily dovetail into an overall brand storyline and downstream content

bull Prizes that reflect the brandrsquos intended appeal

bull A contest promotion concept that that is well targeted backed by solid rationale feasible to implement and

able to attract viewers

Slide 31

Campaigns for Celebration

Social Media

Campaigns

Contests

Crowd Funding

Celebrations

Hashtagged events permit celebration ofbull Holidays

bull Special Days

bull Milestones

Slide 31

Campaigns for Celebration

Social Media

Campaigns

Contests

Crowd Funding

Celebrations

Hashtagged events permit celebration ofbull Holidays

bull Special Days

bull Milestones

Slide 32

Campaigns for Celebration

Sweet 16 celebration for Results Fitness

bull Started with a story (gym owners)

bull Facebook Group coordinated flash mob

bull Live casts for

bull Pre-party build-up

bull Live flash mob

bull Posted highlights boosted membership

Slide 33

Campaigns for Celebration100 Year Anniversary

Slide 34

Use current events relevant to fans

bull Stories your fans are already talking about

bull Positions your brand as relevant amp timely

bull Holidays (engaging rsquos or fun holiday fact)

bull Special events

bull Special interest (Star Trek)

Campaigns for Celebration

Slide 35

Campaigns for Social Engagement

Social Media

Campaigns

Contests

Crowd Funding

Celebrations

Hashtagged events permit celebration ofbull Holidays

bull Special Days

bull Milestones

bull Empowerment

Celebrating female empowerment (likeagirl)

Slide 36

Cause Based Campaigns

Social Media

Campaigns

Contests

Crowd Funding

Celebrations

Crowdfundingbull Taps into generosity side of emotion

bull Creates communities centered around shared sympathies

bull Process lends itself to ongoing engagement

Slide 37

Crowdfunding ndash Why it is Booming

Crowdfunding Benefitsbull Societal amp business benefits

from social goodwill

bull Panera Care Cafes

(restaurants designed to

fight hunger in the

communities they serve)

Slide 38

Crowdfunding ndash Why it is Booming

Crowdfunding Benefitsbull Grassroots social media support

bull 25 of philanthropic donations come from websites social media amp apps

bull 55 of people engaged with charities amp social enterprises via social media

were inspired to take further actionbull Donate

bull Volunteer

bull Sign a petition

bull Attend an event

bull Speed and convenience

bull Test trialing (scale)

Slide 39

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors amp event enthusiasts bull People come together on social media because of mutual interests

bull Can pinpoint relevant ldquointerest indicatorsrdquo inbull Profiles

bull Hashtag followings

bull Likes comments shares and posts (often via hashtags)

ldquoFundraising with social media (particularly Facebook) means

understanding that donors donrsquot separate liking sharing or pledging

from donatingrdquo - Beth Kanter

Slide 40

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors

bull Helps non-profits build meaningful engagementbull Allows donations to follow a normal relationship building process (K-L-T)

bull Taps into existing communities designed to host groups chats and galleries

bull Serves as a forum for cause support status

Slide 41

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors

bull Helps non-profits build meaningful

engagement

bull Helps build mystery and intriguebull Supports ongoing games competitions and

challenges

bull Progress toward outcome results in staged

engagement

Slide 37

Crowdfunding ndash Why it is Booming

Crowdfunding Benefitsbull Societal amp business benefits

from social goodwill

bull Panera Care Cafes

(restaurants designed to

fight hunger in the

communities they serve)

Slide 38

Crowdfunding ndash Why it is Booming

Crowdfunding Benefitsbull Grassroots social media support

bull 25 of philanthropic donations come from websites social media amp apps

bull 55 of people engaged with charities amp social enterprises via social media

were inspired to take further actionbull Donate

bull Volunteer

bull Sign a petition

bull Attend an event

bull Speed and convenience

bull Test trialing (scale)

Slide 39

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors amp event enthusiasts bull People come together on social media because of mutual interests

bull Can pinpoint relevant ldquointerest indicatorsrdquo inbull Profiles

bull Hashtag followings

bull Likes comments shares and posts (often via hashtags)

ldquoFundraising with social media (particularly Facebook) means

understanding that donors donrsquot separate liking sharing or pledging

from donatingrdquo - Beth Kanter

Slide 40

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors

bull Helps non-profits build meaningful engagementbull Allows donations to follow a normal relationship building process (K-L-T)

bull Taps into existing communities designed to host groups chats and galleries

bull Serves as a forum for cause support status

Slide 41

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors

bull Helps non-profits build meaningful

engagement

bull Helps build mystery and intriguebull Supports ongoing games competitions and

challenges

bull Progress toward outcome results in staged

engagement

Slide 38

Crowdfunding ndash Why it is Booming

Crowdfunding Benefitsbull Grassroots social media support

bull 25 of philanthropic donations come from websites social media amp apps

bull 55 of people engaged with charities amp social enterprises via social media

were inspired to take further actionbull Donate

bull Volunteer

bull Sign a petition

bull Attend an event

bull Speed and convenience

bull Test trialing (scale)

Slide 39

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors amp event enthusiasts bull People come together on social media because of mutual interests

bull Can pinpoint relevant ldquointerest indicatorsrdquo inbull Profiles

bull Hashtag followings

bull Likes comments shares and posts (often via hashtags)

ldquoFundraising with social media (particularly Facebook) means

understanding that donors donrsquot separate liking sharing or pledging

from donatingrdquo - Beth Kanter

Slide 40

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors

bull Helps non-profits build meaningful engagementbull Allows donations to follow a normal relationship building process (K-L-T)

bull Taps into existing communities designed to host groups chats and galleries

bull Serves as a forum for cause support status

Slide 41

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors

bull Helps non-profits build meaningful

engagement

bull Helps build mystery and intriguebull Supports ongoing games competitions and

challenges

bull Progress toward outcome results in staged

engagement

Slide 39

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors amp event enthusiasts bull People come together on social media because of mutual interests

bull Can pinpoint relevant ldquointerest indicatorsrdquo inbull Profiles

bull Hashtag followings

bull Likes comments shares and posts (often via hashtags)

ldquoFundraising with social media (particularly Facebook) means

understanding that donors donrsquot separate liking sharing or pledging

from donatingrdquo - Beth Kanter

Slide 40

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors

bull Helps non-profits build meaningful engagementbull Allows donations to follow a normal relationship building process (K-L-T)

bull Taps into existing communities designed to host groups chats and galleries

bull Serves as a forum for cause support status

Slide 41

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors

bull Helps non-profits build meaningful

engagement

bull Helps build mystery and intriguebull Supports ongoing games competitions and

challenges

bull Progress toward outcome results in staged

engagement

Slide 40

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors

bull Helps non-profits build meaningful engagementbull Allows donations to follow a normal relationship building process (K-L-T)

bull Taps into existing communities designed to host groups chats and galleries

bull Serves as a forum for cause support status

Slide 41

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors

bull Helps non-profits build meaningful

engagement

bull Helps build mystery and intriguebull Supports ongoing games competitions and

challenges

bull Progress toward outcome results in staged

engagement

Slide 41

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors

bull Helps non-profits build meaningful

engagement

bull Helps build mystery and intriguebull Supports ongoing games competitions and

challenges

bull Progress toward outcome results in staged

engagement

Slide 42

Crowdfunding ndash Why Social Media

Social media plays a key role in fundraising beyond a medium of donations

bull Helps identify potential new donors

bull Helps non-profits build meaningful

engagement

bull Helps build mystery and intrigue

bull Helps spread donor campaign messages

(friends of friends)

Slide 43

Second Screen Engagement

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

bull 84 of smartphone and tablet owners say they use their devices as second-

screens while watching TV at the same time

bull 16 of people engage with social media during viewing

bull 11 of multiscreen users proactively use a digital device to follow up on a TV

ad

Slide 44

Second Screen Synching

Social TV will enable brands to

bull Provide companion content on a 2nd screen

bull Syncs to exact second that TV message is seen amp

emotion is felt

bull Geo-targets amp measures response to ads

bull Permits off screen shopping amp coupon redemption

Slide 45

Second Screen Synching

Social TV will enable brands to

bull Spark social conversation around ad campaigns

bull Deepen their engagement with fans

bull Enables chats commentaries content sharing amp fan

connections surrounding brand

bull Reinforces storytelling amp branded hashtag momentum

bull Boost awareness of TV ad

Slide 46

Second Screen Synching

httpbitly2cteE0O

Slide 43

Second Screen Engagement

Emotional Messaging

Chat-ups

Dialogs amp Livecasts

Campaigns

Social TV

Eng

agem

ent

Complexity

bull 84 of smartphone and tablet owners say they use their devices as second-

screens while watching TV at the same time

bull 16 of people engage with social media during viewing

bull 11 of multiscreen users proactively use a digital device to follow up on a TV

ad

Slide 44

Second Screen Synching

Social TV will enable brands to

bull Provide companion content on a 2nd screen

bull Syncs to exact second that TV message is seen amp

emotion is felt

bull Geo-targets amp measures response to ads

bull Permits off screen shopping amp coupon redemption

Slide 45

Second Screen Synching

Social TV will enable brands to

bull Spark social conversation around ad campaigns

bull Deepen their engagement with fans

bull Enables chats commentaries content sharing amp fan

connections surrounding brand

bull Reinforces storytelling amp branded hashtag momentum

bull Boost awareness of TV ad

Slide 46

Second Screen Synching

httpbitly2cteE0O

Slide 44

Second Screen Synching

Social TV will enable brands to

bull Provide companion content on a 2nd screen

bull Syncs to exact second that TV message is seen amp

emotion is felt

bull Geo-targets amp measures response to ads

bull Permits off screen shopping amp coupon redemption

Slide 45

Second Screen Synching

Social TV will enable brands to

bull Spark social conversation around ad campaigns

bull Deepen their engagement with fans

bull Enables chats commentaries content sharing amp fan

connections surrounding brand

bull Reinforces storytelling amp branded hashtag momentum

bull Boost awareness of TV ad

Slide 46

Second Screen Synching

httpbitly2cteE0O

Slide 45

Second Screen Synching

Social TV will enable brands to

bull Spark social conversation around ad campaigns

bull Deepen their engagement with fans

bull Enables chats commentaries content sharing amp fan

connections surrounding brand

bull Reinforces storytelling amp branded hashtag momentum

bull Boost awareness of TV ad

Slide 46

Second Screen Synching

httpbitly2cteE0O

Slide 46

Second Screen Synching

httpbitly2cteE0O

Slide 47

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Top Funnel Audience Capture

Engagementbull What is it

bull Why is it necessary

bull How does it progress from chat-ups

to campaigns

bull How does it drive mid-funnel know

like amp trust

Slide 48

Top Funnel Audience CaptureMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 49

Unique Perspective

Population

bull Moms

bull Academics

bull Techies

bull Entrepreneurs

Business Segment

bull B2BB2C

bull Retail

bull Industry (eg real estate)

Slide 48

Top Funnel Audience CaptureMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 49

Unique Perspective

Population

bull Moms

bull Academics

bull Techies

bull Entrepreneurs

Business Segment

bull B2BB2C

bull Retail

bull Industry (eg real estate)

Slide 49

Unique Perspective

Population

bull Moms

bull Academics

bull Techies

bull Entrepreneurs

Business Segment

bull B2BB2C

bull Retail

bull Industry (eg real estate)

Slide 50

Amplified ExposureMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 51

Amplified Exposure

Likes help organic reach (to a point)

bull ldquoLikesrdquo rewards your post in front of more people

bull The more you are seen the more people know you

Look-alikes

Activating friends

bull Garnering contest votes

bull Tagging customers (75 of fans) motivates them to spread word

Social Sharesrdquo provides higher search visibility

bull Some Hummingbird sensitivity to social shares

bull The more sharing the greater the chance for links

Slide 52

Frequent Posting

Tweet every 18 mins 247 for 10 yrs

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 53Source Buffer Social

Optimal no of posts per day for leading brands

Source Massey amp Kyriazis (2007)

Frequent Posting

Slide 51

Amplified Exposure

Likes help organic reach (to a point)

bull ldquoLikesrdquo rewards your post in front of more people

bull The more you are seen the more people know you

Look-alikes

Activating friends

bull Garnering contest votes

bull Tagging customers (75 of fans) motivates them to spread word

Social Sharesrdquo provides higher search visibility

bull Some Hummingbird sensitivity to social shares

bull The more sharing the greater the chance for links

Slide 52

Frequent Posting

Tweet every 18 mins 247 for 10 yrs

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 53Source Buffer Social

Optimal no of posts per day for leading brands

Source Massey amp Kyriazis (2007)

Frequent Posting

Slide 52

Frequent Posting

Tweet every 18 mins 247 for 10 yrs

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 53Source Buffer Social

Optimal no of posts per day for leading brands

Source Massey amp Kyriazis (2007)

Frequent Posting

Slide 53Source Buffer Social

Optimal no of posts per day for leading brands

Source Massey amp Kyriazis (2007)

Frequent Posting

Slide 54

Hashtags

sss

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 55

Hashtags

Hashtags help

bull People engage more with you

bull People beyond your followers find your content

bull Curating in mgmt tools (Hootsuite)

bull Passionate interest in community topics

Source Buddy Media

Slide 56

Hashtags

Hashtags helpbull People engage more with you

bull People beyond your followers find your content bull Curating in mgmt tools (Hootsuite)

bull Passionate interest in community topics

ALSIceBucketChallenge

Slide 57

Hosting ForumsMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 58

Leading Groups (Facebook LinkedIn Google+)bull Folks appreciate connecting like-minded people together

bull Branding helps drive traffic to your site

bull Ownership justifiesbull Weekly messaging

bull Managing content

Leading HOAs amp Blabsbull Panel facilitator often considered a thought leader

bull Audience traffic from other panelists

bull Opportunity to exploit stage performance amp manage agenda

Hosting Forums

Slide 59

Engaging for LikeabilityMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 60

bull Thankful storytelling makes

you ldquolikeablerdquobull People remember stories because

bull Stories are personal

bull They may be experiencing similar

situations

Acknowledgement

Slide 58

Leading Groups (Facebook LinkedIn Google+)bull Folks appreciate connecting like-minded people together

bull Branding helps drive traffic to your site

bull Ownership justifiesbull Weekly messaging

bull Managing content

Leading HOAs amp Blabsbull Panel facilitator often considered a thought leader

bull Audience traffic from other panelists

bull Opportunity to exploit stage performance amp manage agenda

Hosting Forums

Slide 59

Engaging for LikeabilityMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 60

bull Thankful storytelling makes

you ldquolikeablerdquobull People remember stories because

bull Stories are personal

bull They may be experiencing similar

situations

Acknowledgement

Slide 59

Engaging for LikeabilityMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 60

bull Thankful storytelling makes

you ldquolikeablerdquobull People remember stories because

bull Stories are personal

bull They may be experiencing similar

situations

Acknowledgement

Slide 60

bull Thankful storytelling makes

you ldquolikeablerdquobull People remember stories because

bull Stories are personal

bull They may be experiencing similar

situations

Acknowledgement

Slide 61

bull Audiences want to be acknowledged and valued

bull Thank them for their

bull Loyalty

bull Suggestions

bull Feedback

415

Acknowledgement

Slide 62

Showcase your most fervent

fansbull Give them a shout-out

bull Use fan photos for cover photo

Starbucks showcased a customerrsquos

drawing as their cover photo then provided

a shout-out by including a link to the artistrsquos

Instagram profile in the image description

Acknowledgement

Slide 63

InvolvementMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 64

Audiences want to be involvedbull Want to share their lifestyle with others

(particularly on Pinterest)

bull Want to connect with like-minded people

Golden Tote asks their Facebook fans what sort of items they

should carry nextCharmin asks parents for user stories that

revolve around its brand

Involvement

Slide 65

Involve customers withbull A question

bull Fill in the blanks (9 x more comments than

other posts)

bull Photo captions

National

Geographic posts

the worldrsquos best

photos from

experts and

amateurs alike

They interact with

their Facebook

fans by asking for

captions This

one post had

over 250000

interactions

Involvement

Slide 66

bull Ask fans about bull Business decisions

bull Gather votes for crowdsourced

research (avoids focus groups)

London Drugs ldquoCrafty or Tackyrdquo photo

Involvement

Slide 63

InvolvementMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 64

Audiences want to be involvedbull Want to share their lifestyle with others

(particularly on Pinterest)

bull Want to connect with like-minded people

Golden Tote asks their Facebook fans what sort of items they

should carry nextCharmin asks parents for user stories that

revolve around its brand

Involvement

Slide 65

Involve customers withbull A question

bull Fill in the blanks (9 x more comments than

other posts)

bull Photo captions

National

Geographic posts

the worldrsquos best

photos from

experts and

amateurs alike

They interact with

their Facebook

fans by asking for

captions This

one post had

over 250000

interactions

Involvement

Slide 66

bull Ask fans about bull Business decisions

bull Gather votes for crowdsourced

research (avoids focus groups)

London Drugs ldquoCrafty or Tackyrdquo photo

Involvement

Slide 64

Audiences want to be involvedbull Want to share their lifestyle with others

(particularly on Pinterest)

bull Want to connect with like-minded people

Golden Tote asks their Facebook fans what sort of items they

should carry nextCharmin asks parents for user stories that

revolve around its brand

Involvement

Slide 65

Involve customers withbull A question

bull Fill in the blanks (9 x more comments than

other posts)

bull Photo captions

National

Geographic posts

the worldrsquos best

photos from

experts and

amateurs alike

They interact with

their Facebook

fans by asking for

captions This

one post had

over 250000

interactions

Involvement

Slide 66

bull Ask fans about bull Business decisions

bull Gather votes for crowdsourced

research (avoids focus groups)

London Drugs ldquoCrafty or Tackyrdquo photo

Involvement

Slide 65

Involve customers withbull A question

bull Fill in the blanks (9 x more comments than

other posts)

bull Photo captions

National

Geographic posts

the worldrsquos best

photos from

experts and

amateurs alike

They interact with

their Facebook

fans by asking for

captions This

one post had

over 250000

interactions

Involvement

Slide 66

bull Ask fans about bull Business decisions

bull Gather votes for crowdsourced

research (avoids focus groups)

London Drugs ldquoCrafty or Tackyrdquo photo

Involvement

Slide 66

bull Ask fans about bull Business decisions

bull Gather votes for crowdsourced

research (avoids focus groups)

London Drugs ldquoCrafty or Tackyrdquo photo

Involvement

Slide 67

Or simply ask a question

Involvement

Slide 68

Fun amp ExcitementMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 69

Showing your personal side

bull Behind the scenes humanizes your business

bull Spotlight on your employeesteam

bull Share stories about your life amp business

bull Talk about

bull product development

bull new events

bull off-site outings

bull employees enjoying work

Fun amp Excitement

Slide 69

Showing your personal side

bull Behind the scenes humanizes your business

bull Spotlight on your employeesteam

bull Share stories about your life amp business

bull Talk about

bull product development

bull new events

bull off-site outings

bull employees enjoying work

Fun amp Excitement

Slide 70

Spotlight fans

bull Ask them to contribute

bull Show how they use your products

bull Tag them

Fun amp Excitement

Slide 71

Engage in chat-ups bull Unscramble phrases

bull Fun facts (ldquoDid you know) or trivia

Fun amp Excitement

Slide 72

TurboTax ran an Instagram contest where they asked their

audience to post and hashtag a picture with three zeros on

it

Fun amp Excitement

Slide 73

Buffalo Wild Wings asks Facebook fans to vote on 3 challenges for

intern to complete

Fun amp Excitement

Slide 73

Buffalo Wild Wings asks Facebook fans to vote on 3 challenges for

intern to complete

Fun amp Excitement

Slide 74

This contest consisted

of a fill-in-the-blank

contest with photos

They asked their

followers to tell them

why their friend

ldquorepresents Real

Beautyrdquo by filling in their

friendrsquos name and two

things that makes them

beautiful

Fun amp Excitement

Slide 75

Greater GoodMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 76

Connect with a Social Causebull Share stories related to causes your

company embraces

When Esteacutee Lauder

conducted a Breast

Cancer Awareness

(BCA) campaign it

made them a socially

aware and sensible

brand The call to

action of the

campaign was ldquoHear

our stories Share

yoursrdquo And thatrsquos

what their fans did

Greater Good

Slide 77

Connect with a Social Causebull Share stories related to causes your

company embraces

bull Showcase your social responsibility

Southwest

marks 43 years

by giving back

Every month

they host ten

birthday parties

in the

DallasFort

Worth area

Greater Good

Slide 75

Greater GoodMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 76

Connect with a Social Causebull Share stories related to causes your

company embraces

When Esteacutee Lauder

conducted a Breast

Cancer Awareness

(BCA) campaign it

made them a socially

aware and sensible

brand The call to

action of the

campaign was ldquoHear

our stories Share

yoursrdquo And thatrsquos

what their fans did

Greater Good

Slide 77

Connect with a Social Causebull Share stories related to causes your

company embraces

bull Showcase your social responsibility

Southwest

marks 43 years

by giving back

Every month

they host ten

birthday parties

in the

DallasFort

Worth area

Greater Good

Slide 76

Connect with a Social Causebull Share stories related to causes your

company embraces

When Esteacutee Lauder

conducted a Breast

Cancer Awareness

(BCA) campaign it

made them a socially

aware and sensible

brand The call to

action of the

campaign was ldquoHear

our stories Share

yoursrdquo And thatrsquos

what their fans did

Greater Good

Slide 77

Connect with a Social Causebull Share stories related to causes your

company embraces

bull Showcase your social responsibility

Southwest

marks 43 years

by giving back

Every month

they host ten

birthday parties

in the

DallasFort

Worth area

Greater Good

Slide 77

Connect with a Social Causebull Share stories related to causes your

company embraces

bull Showcase your social responsibility

Southwest

marks 43 years

by giving back

Every month

they host ten

birthday parties

in the

DallasFort

Worth area

Greater Good

Slide 78

Greater GoodMid-Funnel

Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Slide 79

Motivation

Motivate withbull Photos that

bull Make you count your blessings

bull Encourage actionrebound

bull Messages and quotes

Slide 80

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Consistency for Trust Building Engagement

Slide 81

Consistency for Trust Building Engagement

Influence archetype consistencybull Communication style

bull Inspirational appeal

bull Brand voice

Community interest consistencybull Life style advocacy (eg humanitarian holistic

living spiritual growth fitness cooking cultural

experience)

bull Topic consistency (eg expertise)

bull Stance (eg un-marketing)

Communicate consistentlybull Stay true to your schedule of expected posts

(ie avoid a hiatus)

bull Stay true to your personal brand voice

Slide 79

Motivation

Motivate withbull Photos that

bull Make you count your blessings

bull Encourage actionrebound

bull Messages and quotes

Slide 80

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Consistency for Trust Building Engagement

Slide 81

Consistency for Trust Building Engagement

Influence archetype consistencybull Communication style

bull Inspirational appeal

bull Brand voice

Community interest consistencybull Life style advocacy (eg humanitarian holistic

living spiritual growth fitness cooking cultural

experience)

bull Topic consistency (eg expertise)

bull Stance (eg un-marketing)

Communicate consistentlybull Stay true to your schedule of expected posts

(ie avoid a hiatus)

bull Stay true to your personal brand voice

Slide 80

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Consistency for Trust Building Engagement

Slide 81

Consistency for Trust Building Engagement

Influence archetype consistencybull Communication style

bull Inspirational appeal

bull Brand voice

Community interest consistencybull Life style advocacy (eg humanitarian holistic

living spiritual growth fitness cooking cultural

experience)

bull Topic consistency (eg expertise)

bull Stance (eg un-marketing)

Communicate consistentlybull Stay true to your schedule of expected posts

(ie avoid a hiatus)

bull Stay true to your personal brand voice

Slide 81

Consistency for Trust Building Engagement

Influence archetype consistencybull Communication style

bull Inspirational appeal

bull Brand voice

Community interest consistencybull Life style advocacy (eg humanitarian holistic

living spiritual growth fitness cooking cultural

experience)

bull Topic consistency (eg expertise)

bull Stance (eg un-marketing)

Communicate consistentlybull Stay true to your schedule of expected posts

(ie avoid a hiatus)

bull Stay true to your personal brand voice

Slide 82

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Bilateral Communications

Slide 83

Bilateral Communications

Source Massey amp Kyriazis (2007)

Slide 84

Bilateral conversation keeps folks coming back

bull 2-way communication avoids tuning out unwanted

messages

bull Answering questions or frequently offering tips

creates reciprocal loyalty

bull The more conversation the greater the

bull Brand interest

bull Web traffic (25 of all traffic to websites is now driven by

Facebook posts )

Bilateral Communications

Slide 85

Audiences want to know you carebull Answer their questions

Bilateral Communications

Slide 86

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Generous in Sharing Knowledge

Slide 87

Generosity in knowledge sharing validates thought leadership

bull Generosity supports benevolence

bull 67 references to ldquogenerosity in sharing informationrdquo among

top 100 social influencers (Barry amp Gironda 2016)

Sharing develops trust

bull Counters suspicions of opportunism

bull Suggests genuine interest in helping

Generosity in Sharing Knowledge

Slide 88

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Accountability

Slide 89

Donrsquot bury your head in the sand

Unitedrsquos stock price dropped by 10 within 3-4 weeks of video release ndash a decrease in valuation of $180M

Accountability

Slide 83

Bilateral Communications

Source Massey amp Kyriazis (2007)

Slide 84

Bilateral conversation keeps folks coming back

bull 2-way communication avoids tuning out unwanted

messages

bull Answering questions or frequently offering tips

creates reciprocal loyalty

bull The more conversation the greater the

bull Brand interest

bull Web traffic (25 of all traffic to websites is now driven by

Facebook posts )

Bilateral Communications

Slide 85

Audiences want to know you carebull Answer their questions

Bilateral Communications

Slide 86

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Generous in Sharing Knowledge

Slide 87

Generosity in knowledge sharing validates thought leadership

bull Generosity supports benevolence

bull 67 references to ldquogenerosity in sharing informationrdquo among

top 100 social influencers (Barry amp Gironda 2016)

Sharing develops trust

bull Counters suspicions of opportunism

bull Suggests genuine interest in helping

Generosity in Sharing Knowledge

Slide 88

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Accountability

Slide 89

Donrsquot bury your head in the sand

Unitedrsquos stock price dropped by 10 within 3-4 weeks of video release ndash a decrease in valuation of $180M

Accountability

Slide 84

Bilateral conversation keeps folks coming back

bull 2-way communication avoids tuning out unwanted

messages

bull Answering questions or frequently offering tips

creates reciprocal loyalty

bull The more conversation the greater the

bull Brand interest

bull Web traffic (25 of all traffic to websites is now driven by

Facebook posts )

Bilateral Communications

Slide 85

Audiences want to know you carebull Answer their questions

Bilateral Communications

Slide 86

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Generous in Sharing Knowledge

Slide 87

Generosity in knowledge sharing validates thought leadership

bull Generosity supports benevolence

bull 67 references to ldquogenerosity in sharing informationrdquo among

top 100 social influencers (Barry amp Gironda 2016)

Sharing develops trust

bull Counters suspicions of opportunism

bull Suggests genuine interest in helping

Generosity in Sharing Knowledge

Slide 88

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Accountability

Slide 89

Donrsquot bury your head in the sand

Unitedrsquos stock price dropped by 10 within 3-4 weeks of video release ndash a decrease in valuation of $180M

Accountability

Slide 85

Audiences want to know you carebull Answer their questions

Bilateral Communications

Slide 86

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Generous in Sharing Knowledge

Slide 87

Generosity in knowledge sharing validates thought leadership

bull Generosity supports benevolence

bull 67 references to ldquogenerosity in sharing informationrdquo among

top 100 social influencers (Barry amp Gironda 2016)

Sharing develops trust

bull Counters suspicions of opportunism

bull Suggests genuine interest in helping

Generosity in Sharing Knowledge

Slide 88

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Accountability

Slide 89

Donrsquot bury your head in the sand

Unitedrsquos stock price dropped by 10 within 3-4 weeks of video release ndash a decrease in valuation of $180M

Accountability

Slide 86

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Generous in Sharing Knowledge

Slide 87

Generosity in knowledge sharing validates thought leadership

bull Generosity supports benevolence

bull 67 references to ldquogenerosity in sharing informationrdquo among

top 100 social influencers (Barry amp Gironda 2016)

Sharing develops trust

bull Counters suspicions of opportunism

bull Suggests genuine interest in helping

Generosity in Sharing Knowledge

Slide 88

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Accountability

Slide 89

Donrsquot bury your head in the sand

Unitedrsquos stock price dropped by 10 within 3-4 weeks of video release ndash a decrease in valuation of $180M

Accountability

Slide 87

Generosity in knowledge sharing validates thought leadership

bull Generosity supports benevolence

bull 67 references to ldquogenerosity in sharing informationrdquo among

top 100 social influencers (Barry amp Gironda 2016)

Sharing develops trust

bull Counters suspicions of opportunism

bull Suggests genuine interest in helping

Generosity in Sharing Knowledge

Slide 88

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Accountability

Slide 89

Donrsquot bury your head in the sand

Unitedrsquos stock price dropped by 10 within 3-4 weeks of video release ndash a decrease in valuation of $180M

Accountability

Slide 88

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Accountability

Slide 89

Donrsquot bury your head in the sand

Unitedrsquos stock price dropped by 10 within 3-4 weeks of video release ndash a decrease in valuation of $180M

Accountability

Slide 89

Donrsquot bury your head in the sand

Unitedrsquos stock price dropped by 10 within 3-4 weeks of video release ndash a decrease in valuation of $180M

Accountability

Slide 90

Mid-Funnel Engagement

Engaging to Know You

Unique Perspective

Amplified Exposure

Frequent Posting

Hashtags

Hosting Forums

Engaging to Like You

Acknowledgement

Involvement

Fun amp Excitement

Greater Good

Motivating

Engaging to Trust You

Consistent Brand Voice

Bilateral Communications

Generous Sharing

Accountability

Participation

Participation

Slide 91

Audiences expect responses to tweetsposts

bull Show you care

bull Avoid auto-replies

Reply to your blog comment posts

bull Impacts empathy-to-trust

bull Shows willingness to be challenged

Stay active in group discussions

bull Opportunity to showcase expertise

bull Shows willingness to help

Participation

Slide 91

Audiences expect responses to tweetsposts

bull Show you care

bull Avoid auto-replies

Reply to your blog comment posts

bull Impacts empathy-to-trust

bull Shows willingness to be challenged

Stay active in group discussions

bull Opportunity to showcase expertise

bull Shows willingness to help

Participation

Slide 92

What Audiences Want

bull Audiences have 3 fundamental desires

bull They want to be acknowledged and valued

bull They want to connect with like-minded people

bull They want to be rewarded

Slide 93

What Audiences Want

bull Audiences have 3 fundamental desires

bull They want to be acknowledged and valued

bull They want to connect with like-minded people

bull They want to be rewarded

Slide 94

What Audiences Want

bull Audiences have 3 fundamental desires

bull They want to be acknowledged and valued

bull They want to connect with like-minded people

bull They want to be rewarded

Slide 95

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 96

Engagement Rules - 5-3-2- Rule

For every 10 postsbull Five should be content from others

bull relevant to your audience

bull Three should be content from you

bull relevant to your audience

bull not directly selling your products

bull Two should be personal

bull something non-work related

bull to help humanize your brand

5-3-2 Rule

5

3

2

Slide 97

Engagement Rules ndash When to Post

bull Best times to postbull 12PM 3PM amp 7PM

bull Wednesdays and Sundays

bull Audience dependent

bull Key tipsbull Push a life style not a product

bull Keep posts short (lt 80 characters)

bull Post 4x a week

bull Use photos and videos (for mobile)

Slide 98

At This Point

Viral Content to Communities

Slide 99

From Awareness to Lead Generation

Trusted Content

Situational Triggers

Stories

Thought Leadership

Influence Outreach

Acknowledgement

Connected

Rewards

Hypertargeting Proprietary Audiences

(Email Marketing)

Real-Time Apps

Slide 100

Audience REGENERATION Across Social Content Email amp Mobile

Email is the

Bedrock Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead

nurturing

Slide 101

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

ldquohellipEmail list is the energy of your business Itrsquos where fans and

leads become paying customershelliprdquo- Amy Porterfield

Email as the Bedrock Audience

Slide 102

Why Proprietary Audiences for Control

Top-of-mind does not help timely audience

courtship

bull Without subscriptions audience data is limited

bull Marketers lack info on buyer frame-of-mind

Organic reach is ineffective

bull Pay-to-play required to reach social newsfeeds

bull Search engines complicating content discovery Frame of Mind

Slide 103

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

when RELEVENT

Middle of the sales funnel (MoFu)

Email as the Bedrock Audience

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 93

What Audiences Want

bull Audiences have 3 fundamental desires

bull They want to be acknowledged and valued

bull They want to connect with like-minded people

bull They want to be rewarded

Slide 94

What Audiences Want

bull Audiences have 3 fundamental desires

bull They want to be acknowledged and valued

bull They want to connect with like-minded people

bull They want to be rewarded

Slide 95

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 96

Engagement Rules - 5-3-2- Rule

For every 10 postsbull Five should be content from others

bull relevant to your audience

bull Three should be content from you

bull relevant to your audience

bull not directly selling your products

bull Two should be personal

bull something non-work related

bull to help humanize your brand

5-3-2 Rule

5

3

2

Slide 97

Engagement Rules ndash When to Post

bull Best times to postbull 12PM 3PM amp 7PM

bull Wednesdays and Sundays

bull Audience dependent

bull Key tipsbull Push a life style not a product

bull Keep posts short (lt 80 characters)

bull Post 4x a week

bull Use photos and videos (for mobile)

Slide 98

At This Point

Viral Content to Communities

Slide 99

From Awareness to Lead Generation

Trusted Content

Situational Triggers

Stories

Thought Leadership

Influence Outreach

Acknowledgement

Connected

Rewards

Hypertargeting Proprietary Audiences

(Email Marketing)

Real-Time Apps

Slide 100

Audience REGENERATION Across Social Content Email amp Mobile

Email is the

Bedrock Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead

nurturing

Slide 101

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

ldquohellipEmail list is the energy of your business Itrsquos where fans and

leads become paying customershelliprdquo- Amy Porterfield

Email as the Bedrock Audience

Slide 102

Why Proprietary Audiences for Control

Top-of-mind does not help timely audience

courtship

bull Without subscriptions audience data is limited

bull Marketers lack info on buyer frame-of-mind

Organic reach is ineffective

bull Pay-to-play required to reach social newsfeeds

bull Search engines complicating content discovery Frame of Mind

Slide 103

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

when RELEVENT

Middle of the sales funnel (MoFu)

Email as the Bedrock Audience

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 94

What Audiences Want

bull Audiences have 3 fundamental desires

bull They want to be acknowledged and valued

bull They want to connect with like-minded people

bull They want to be rewarded

Slide 95

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 96

Engagement Rules - 5-3-2- Rule

For every 10 postsbull Five should be content from others

bull relevant to your audience

bull Three should be content from you

bull relevant to your audience

bull not directly selling your products

bull Two should be personal

bull something non-work related

bull to help humanize your brand

5-3-2 Rule

5

3

2

Slide 97

Engagement Rules ndash When to Post

bull Best times to postbull 12PM 3PM amp 7PM

bull Wednesdays and Sundays

bull Audience dependent

bull Key tipsbull Push a life style not a product

bull Keep posts short (lt 80 characters)

bull Post 4x a week

bull Use photos and videos (for mobile)

Slide 98

At This Point

Viral Content to Communities

Slide 99

From Awareness to Lead Generation

Trusted Content

Situational Triggers

Stories

Thought Leadership

Influence Outreach

Acknowledgement

Connected

Rewards

Hypertargeting Proprietary Audiences

(Email Marketing)

Real-Time Apps

Slide 100

Audience REGENERATION Across Social Content Email amp Mobile

Email is the

Bedrock Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead

nurturing

Slide 101

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

ldquohellipEmail list is the energy of your business Itrsquos where fans and

leads become paying customershelliprdquo- Amy Porterfield

Email as the Bedrock Audience

Slide 102

Why Proprietary Audiences for Control

Top-of-mind does not help timely audience

courtship

bull Without subscriptions audience data is limited

bull Marketers lack info on buyer frame-of-mind

Organic reach is ineffective

bull Pay-to-play required to reach social newsfeeds

bull Search engines complicating content discovery Frame of Mind

Slide 103

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

when RELEVENT

Middle of the sales funnel (MoFu)

Email as the Bedrock Audience

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 95

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 96

Engagement Rules - 5-3-2- Rule

For every 10 postsbull Five should be content from others

bull relevant to your audience

bull Three should be content from you

bull relevant to your audience

bull not directly selling your products

bull Two should be personal

bull something non-work related

bull to help humanize your brand

5-3-2 Rule

5

3

2

Slide 97

Engagement Rules ndash When to Post

bull Best times to postbull 12PM 3PM amp 7PM

bull Wednesdays and Sundays

bull Audience dependent

bull Key tipsbull Push a life style not a product

bull Keep posts short (lt 80 characters)

bull Post 4x a week

bull Use photos and videos (for mobile)

Slide 98

At This Point

Viral Content to Communities

Slide 99

From Awareness to Lead Generation

Trusted Content

Situational Triggers

Stories

Thought Leadership

Influence Outreach

Acknowledgement

Connected

Rewards

Hypertargeting Proprietary Audiences

(Email Marketing)

Real-Time Apps

Slide 100

Audience REGENERATION Across Social Content Email amp Mobile

Email is the

Bedrock Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead

nurturing

Slide 101

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

ldquohellipEmail list is the energy of your business Itrsquos where fans and

leads become paying customershelliprdquo- Amy Porterfield

Email as the Bedrock Audience

Slide 102

Why Proprietary Audiences for Control

Top-of-mind does not help timely audience

courtship

bull Without subscriptions audience data is limited

bull Marketers lack info on buyer frame-of-mind

Organic reach is ineffective

bull Pay-to-play required to reach social newsfeeds

bull Search engines complicating content discovery Frame of Mind

Slide 103

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

when RELEVENT

Middle of the sales funnel (MoFu)

Email as the Bedrock Audience

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 96

Engagement Rules - 5-3-2- Rule

For every 10 postsbull Five should be content from others

bull relevant to your audience

bull Three should be content from you

bull relevant to your audience

bull not directly selling your products

bull Two should be personal

bull something non-work related

bull to help humanize your brand

5-3-2 Rule

5

3

2

Slide 97

Engagement Rules ndash When to Post

bull Best times to postbull 12PM 3PM amp 7PM

bull Wednesdays and Sundays

bull Audience dependent

bull Key tipsbull Push a life style not a product

bull Keep posts short (lt 80 characters)

bull Post 4x a week

bull Use photos and videos (for mobile)

Slide 98

At This Point

Viral Content to Communities

Slide 99

From Awareness to Lead Generation

Trusted Content

Situational Triggers

Stories

Thought Leadership

Influence Outreach

Acknowledgement

Connected

Rewards

Hypertargeting Proprietary Audiences

(Email Marketing)

Real-Time Apps

Slide 100

Audience REGENERATION Across Social Content Email amp Mobile

Email is the

Bedrock Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead

nurturing

Slide 101

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

ldquohellipEmail list is the energy of your business Itrsquos where fans and

leads become paying customershelliprdquo- Amy Porterfield

Email as the Bedrock Audience

Slide 102

Why Proprietary Audiences for Control

Top-of-mind does not help timely audience

courtship

bull Without subscriptions audience data is limited

bull Marketers lack info on buyer frame-of-mind

Organic reach is ineffective

bull Pay-to-play required to reach social newsfeeds

bull Search engines complicating content discovery Frame of Mind

Slide 103

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

when RELEVENT

Middle of the sales funnel (MoFu)

Email as the Bedrock Audience

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 97

Engagement Rules ndash When to Post

bull Best times to postbull 12PM 3PM amp 7PM

bull Wednesdays and Sundays

bull Audience dependent

bull Key tipsbull Push a life style not a product

bull Keep posts short (lt 80 characters)

bull Post 4x a week

bull Use photos and videos (for mobile)

Slide 98

At This Point

Viral Content to Communities

Slide 99

From Awareness to Lead Generation

Trusted Content

Situational Triggers

Stories

Thought Leadership

Influence Outreach

Acknowledgement

Connected

Rewards

Hypertargeting Proprietary Audiences

(Email Marketing)

Real-Time Apps

Slide 100

Audience REGENERATION Across Social Content Email amp Mobile

Email is the

Bedrock Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead

nurturing

Slide 101

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

ldquohellipEmail list is the energy of your business Itrsquos where fans and

leads become paying customershelliprdquo- Amy Porterfield

Email as the Bedrock Audience

Slide 102

Why Proprietary Audiences for Control

Top-of-mind does not help timely audience

courtship

bull Without subscriptions audience data is limited

bull Marketers lack info on buyer frame-of-mind

Organic reach is ineffective

bull Pay-to-play required to reach social newsfeeds

bull Search engines complicating content discovery Frame of Mind

Slide 103

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

when RELEVENT

Middle of the sales funnel (MoFu)

Email as the Bedrock Audience

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 98

At This Point

Viral Content to Communities

Slide 99

From Awareness to Lead Generation

Trusted Content

Situational Triggers

Stories

Thought Leadership

Influence Outreach

Acknowledgement

Connected

Rewards

Hypertargeting Proprietary Audiences

(Email Marketing)

Real-Time Apps

Slide 100

Audience REGENERATION Across Social Content Email amp Mobile

Email is the

Bedrock Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead

nurturing

Slide 101

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

ldquohellipEmail list is the energy of your business Itrsquos where fans and

leads become paying customershelliprdquo- Amy Porterfield

Email as the Bedrock Audience

Slide 102

Why Proprietary Audiences for Control

Top-of-mind does not help timely audience

courtship

bull Without subscriptions audience data is limited

bull Marketers lack info on buyer frame-of-mind

Organic reach is ineffective

bull Pay-to-play required to reach social newsfeeds

bull Search engines complicating content discovery Frame of Mind

Slide 103

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

when RELEVENT

Middle of the sales funnel (MoFu)

Email as the Bedrock Audience

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 99

From Awareness to Lead Generation

Trusted Content

Situational Triggers

Stories

Thought Leadership

Influence Outreach

Acknowledgement

Connected

Rewards

Hypertargeting Proprietary Audiences

(Email Marketing)

Real-Time Apps

Slide 100

Audience REGENERATION Across Social Content Email amp Mobile

Email is the

Bedrock Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead

nurturing

Slide 101

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

ldquohellipEmail list is the energy of your business Itrsquos where fans and

leads become paying customershelliprdquo- Amy Porterfield

Email as the Bedrock Audience

Slide 102

Why Proprietary Audiences for Control

Top-of-mind does not help timely audience

courtship

bull Without subscriptions audience data is limited

bull Marketers lack info on buyer frame-of-mind

Organic reach is ineffective

bull Pay-to-play required to reach social newsfeeds

bull Search engines complicating content discovery Frame of Mind

Slide 103

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

when RELEVENT

Middle of the sales funnel (MoFu)

Email as the Bedrock Audience

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 100

Audience REGENERATION Across Social Content Email amp Mobile

Email is the

Bedrock Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead

nurturing

Slide 101

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

ldquohellipEmail list is the energy of your business Itrsquos where fans and

leads become paying customershelliprdquo- Amy Porterfield

Email as the Bedrock Audience

Slide 102

Why Proprietary Audiences for Control

Top-of-mind does not help timely audience

courtship

bull Without subscriptions audience data is limited

bull Marketers lack info on buyer frame-of-mind

Organic reach is ineffective

bull Pay-to-play required to reach social newsfeeds

bull Search engines complicating content discovery Frame of Mind

Slide 103

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

when RELEVENT

Middle of the sales funnel (MoFu)

Email as the Bedrock Audience

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 101

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

ldquohellipEmail list is the energy of your business Itrsquos where fans and

leads become paying customershelliprdquo- Amy Porterfield

Email as the Bedrock Audience

Slide 102

Why Proprietary Audiences for Control

Top-of-mind does not help timely audience

courtship

bull Without subscriptions audience data is limited

bull Marketers lack info on buyer frame-of-mind

Organic reach is ineffective

bull Pay-to-play required to reach social newsfeeds

bull Search engines complicating content discovery Frame of Mind

Slide 103

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

when RELEVENT

Middle of the sales funnel (MoFu)

Email as the Bedrock Audience

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 102

Why Proprietary Audiences for Control

Top-of-mind does not help timely audience

courtship

bull Without subscriptions audience data is limited

bull Marketers lack info on buyer frame-of-mind

Organic reach is ineffective

bull Pay-to-play required to reach social newsfeeds

bull Search engines complicating content discovery Frame of Mind

Slide 103

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

when RELEVENT

Middle of the sales funnel (MoFu)

Email as the Bedrock Audience

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 103

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

when RELEVENT

Middle of the sales funnel (MoFu)

Email as the Bedrock Audience

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 104

RealtorsProperty Managers

Real Estate Investors

bull Operational Efficiency

bull Budgeting

bull Auditing

bull Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing The Case of RE-MMAP

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 105

bull Use closely related content

Awareness of ProblemInformation Gathering Evaluation of Alternatives Deciding

Recent County

Legislation Impacting

HOA Reserve Accounts

Guidelines for

Reducing HOA

Budget Overruns

How One Property Mgmt

Firm Used Credit to Avoid

HOA Fee Increases

HOA Finances Tips for

Handling Your Reserve

Account

Problem Solution

Email for Lead Nurturing The Case of RE-MMAP

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 106

Feb 10Prospect reaches web site

through search query ldquoproperty

management softwarerdquo views

four pages and subscribes to

newsletter

March 10Prospect responds

to email invitation

for webinar 30

minutes after email

is sent

March 21Prospect attends webcast

stays 45 minutes and

submits a question related

to collecting on delinquent

tenants

March 18Prospect downloads

podcasted v-blog on

balancing annual

budgets

April 1Prospect submits

request for free

consultation following

download of case study

bull Prospect is a property manager

bull Is highly interested in the topic with some sense of urgency (eg fast response to email webcast activity etc)

bull Has a high level of interest in the accounting services

bull Is late in the buying cycle

Email for Lead Nurturing The Case of RE-MMAP

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 107

Audience REGENERATION Across Social Content Email amp Mobile

Email is the Bedrock

Audiencebull Largest channel

bull Owned asset

bull Key to MoFu lead nurturing

bull Channel is direct easily measurable amp

instantly activated

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 108

Optimize Your Email Nurtured Campaigns

Keep emails short and relevantbull Lead has to know the value in 5 seconds

bull 50 of email recipients delete messages within 2 sec of opening them

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 109

Social and Email Work Together

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 110

Social and Email Work Together

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 111

Assignment 3b

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 112

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 113

More Experience Less SoLoMo

Common 20162017 Predictions

bull SoLoMo marketing will materialize in a big way

bull Much has to do with big data solutions and skyrocketing

mobile phone usage

bull But should bullish forecast rely on devicedata enabling or

consumers expecting better experiences

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 114

Mobile Gap

Marketing is failing to prioritize the

mobile customer experiencebull 89 of mobile consumers want personalization

bull But only 18 percent of retailers actually make an effort

in social and mobile marketing

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 115

Mobile Growth

Experts attribute most of slow response

to the followingbull Desktop first lsquomobile secondrsquo design philosophy

bull Failure to adequately map mobile customerrsquos end-to-end

journey

bull Immature technologies addressing

bull Mobile payment apps

bull Multiple operating systems

bull In-store shopping infrastructures

Marketing

Mobile UserBig Data

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 116

Mobile Users Want More but Less

Want greaterbull Friendliness

bull Context

bull Personalization

bull Speed

Want lessbull Detail

bull Navigation

bull Links

40 to 61 of customers who

visit a site that isnrsquot mobile-

friendly are likely to visit a

competitorrsquos site

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 117

Convenience

Consumers expecting quick-and-easy mobile experiencesbull Location triggers

bull Mobile payments in hassle-free steps

bull Reminders

bull Directions

bull Instant call

ldquoWe like mobile devices because they

make our lives more convenientrdquo

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 118

Mobile Wallet

Wallets offer more than payment

bull Rewards

bull Tracking for personalization

bull Convenience

Technology not yet resolved

bull Apple Passbook amp Google Wallet

bull iBeaconsBluetooth LE vs NFC

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 119

Youtility

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 120

Showrooming

Research Shows High Usage

bull Consumers who purchased a product from a competitor while in a

retail store increased 156 (Vibes study)

bull After consumers compare prices on their phones while in-store

bull 47 move onto complete a transaction

bull 45 go elsewhere to purchase items

bull 7 do not make purchases

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 121

Easy-to-Use

Distinction of Mobile

bull Shorter attention spans

bull Closer to ldquoclosurerdquo

bull Prone to video

bull Fat thumb restricted

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 122

Easy-to-Use

Understand End-to-End Journey

bull Sometimes just location amp call

bull Simplify and shorten steps

Make Hassle Free

bull Less is more

bull Avoid links

bull No scrolling

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 123

Relevance

Contextual (SoLoMo) relevance

bull Proximate relevance

bull Relevant to user mobile journey

bull Anticipatory needs

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 124

Social Local Mobile (Big Data) relevance

bull Relevance to profile interests

bull Relevance to past purchase behaviors

bull Proximity relevance (eg in-store)

bull Relevance to mobile user experience

bull Personalization

bull Native

bull Real-time help

Responding to Real-Time Mobile Experiences

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 125

Summary

Whatrsquos Next

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 126

Wearables and IoT

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 127

Livestreaming Apps From ldquoWhat are You Doing Nowrdquo

to ldquoWhat are You Seeing Nowrdquo

The proliferation of smartphones may

mean the time is ripe for a livestreaming

phenomenon

Bottom Funnel Real-Time Offers on

Live Streaming Apps

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 128

Engagement to Know Like amp Trust

Know You Like You Trust YouFriend-of-MineTop-of-Mind Frame-of-Mind

Personalized

Value

Real-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

bull Unique Perspectivebull Amplified Exposurebull Frequent Postingbull Hashtagsbull Hosting Forums

bull Acknowledgementbull Involvementbull Fun amp Excitementbull Greater Goodbull Motivating

bull Consistent Voicebull Open Commbull Generous Sharingbull Accountabilitybull Participation

bull Entertainment

bull Inspiration

bull Situational Triggers

bull Tactical Helpfulness

bull T-R-U-S-T-E-D Behaviors

bull T-R-U-S-T-E-D Content

Top-Funnel(Influencing)

TopMid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)