staying visible when customers go digital · “digitization has forced companies to rethink...
TRANSCRIPT
Staying Visible When Customers Go Digital
Gary F Spangler
Former Global Digital Marketing Manager at DuPont
“Digitization has forced companies to rethink traditional business paradigms. In today’s business world, search keywords are what we compete for, our value resides in content and social
media is where we build trust.”
Gary Spangler, DuPont
"To talk about digital as some kind of separate entity is to not understand it. Our lives ARE digital is not a thing, it is simply a more flexible, response and efficient way to do business."
"There is too much talk about roles: digital job titles, digital strategies". Digital is not something that needs a job title. This perpetuates the myth that it is a singular, siloed thing.”
Jeff Dodds, CEO, Tele 2 Netherlands
The Integration Kool Ade
Consumer Behavior
• 82% researched their purchase online across 5 websites and 9 visits.
http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-trends-2016/
Paid, owned and earnedSmart devices
Content, content, contentBrands are publishers
Marketing success metricsEngage Stakeholders
Qualify leadsEngage Sales
The Modern B2B Supplier
Social MediaEngage Legal
Source of image: http://www.findandconvert.com/marketing-roi/
Where to Invest
http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-trends-2016/
The Modern Marketing Plan
• Value• Education
• Access• Solution
Product Place
PricePromotion
http://hbr.org/2013/01/rethinking-the-4-ps/ar/1
E-Listening• Why Listen
• Brand Monitoring• Customer Service• Thought Leadership• Competitive Intelligence• Industry Monitoring• Lead Gen and Sales• Search Optimization• Channel Selection
• How to Listen• Internal tools and resources• Outsource
High Search
Volume
High Efficiency
Search terms
“house wrap”
“building wrap”
“flashing tape”
“commercial building wrap”
“fluid applied building wrap”
“house wrap tape”
“find Tyvek® installer”
“buy Tyvek® house wrap”
“Tyvek® commercialwrap”
Awareness
Investigation/Consideration
Conversion/Loyalty
UNBRANDED
KEYWORDS
BRANDED
KEYWORDS
Content Begins with [Key]Words
Social Needs a Strategy and Goals• Thought Leadership
• Brand Awareness
• Lead Generation
• Product Launch
• Marketing Communications
Source: Altimeter Group
Identify Your Audiences• Personas
• Influencers
• Detractors
• Mavens
• Masses
• Prospects
• Customers
Develop Web Properties• Paid
• Search Marketing
• Owned• Website
• Blog
• LinkeIn
• Earned• Twitter
Earned
Owned
Paid
Develop a Content Plan• Content – You are now a publisher
• Content Types
• Audiences
• Channels
• Content Publishing Process• Web Editorial Board
• Editorial calendar
• Social media management system, Sprinklr
Source: Arnie Kuenn, Vertical Measureshttp://www.slideshare.net/dlvrit/content-marketing-strategies-
conference-arniekuennintersection-of-content-marketing-and-search
Strategy and Audit
Research Ideas
Create Content
Optimize Content
Promote Content
Distribute Content
Build Links
Measure Results
8 Steps in the Content Marketing
Chain
Elements of Online Content Management Process (Web Editorial Board)
• Week 1
• Plan the monthly W.E.B. meeting and notify W.E.B. members of meeting with agenda and planning calendar
• Week 2
• Conduct W.E.B. meeting
• Week 3
• Create execution plan.
• Week 4
• Publish status.
Co
mm
un
icati
on
Execution P
lan W.E
.B. M
eeting
No
tice
Planning
W.E.B.
Develop an Engagement Plan• Engagement Strategies
• Subject Matter Experts• Channels
• Integrate with Digital Marketing• Email• Search Marketing and Optimization• Promotions• Website calls to action
• Integrate with Offline• Events• Trade shows• Trade press
Social
Events
PR
Customer
Online
Develop a Metrics Plan• Content Metrics
• Reach, Downloads, Opens
• Engagement Metrics• Conversation, Likes
• Conversion Metrics• Where To Buy, Form Completions
$$$
Conversion
Engagement
Content
Assign Roles, Responsibilities• Roles and Responsibilities
• Content Providers
• Content Publishers/Conversationalists
• Community Managers
• Conversation Analyst
Think Like a Publisher• Writing– writers have the ability to craft a compelling tale that keeps readers engaged.
• Editing – writers are used to editing pieces for grammatical errors, maintaining consistency of tone, cutting superfluous words and sentences and formatting paragraphs for readability (or scannability).
• Curiosity – writers, especially journalists, have an innate curiosity for people and stories – a skill that will benefit any content marketer.
• Research – writers are used to conducting research, finding reputable sources to back up claims and crediting authors accordingly.
• Understanding audience – writers have a natural understanding of how the human mind works –perfect for working out target personas and tailoring content to meet audience needs.
• Working in fast paced environments – writers are used to meeting tight deadlines and working in fast paced and disruptive environments (not too dissimilar to fast growing digital environments).
• Creativity – writers are creative by nature which is an essential trait for content marketers who need to curate ideas for new titles, campaigns, etc.
• Excel skills – many journalists and PR professionals have excellent excel skills – these will come in handy for reporting on key metrics.
https://digitalmarketinginstitute.com/blog/journalists-copywriters-pr-professionals-can-carve-content-marketing-career
Risk Mitigation and Issue Management• Green
• Public Content
• Yellow• Approved Content
• Red• Sensitive Content
Identification
Analysis
EvaluationImplementation
Review
Awareness & Broad Visibility
DuPont Confidential - Gary Spangler
• Consumers have become more aware of the Teflon® brand presence online through its various social channels
• Paid advertising on Facebook has increased page visibility and fan likes exponentially in 2013
• Twitter and Pinterest giveaways attract new followers with simple entry methods and exciting prizes
• The recent National Egg Month sweepstakes used referrals from brand advocates to recommend and share the Teflon® brand Facebook page through a variety of social channels
Consideration & Insight & Information
DuPont Confidential - Gary Spangler
• Consistent content dissemination through all social channels provides consumers with useful and interesting information and drives consideration around using products made with Teflon® nonstick
• On Pinterest, recipes are posted weekly to keep the brand top of mind• Carefree Cooking Magazine’s Gail Greco responds to consumer cooking questions on
Yahoo Answers each week and shares her best tips from the kitchen
Summary• Digital and integration champion
• Sales with Marketing• Marketing with PR• Marketing with HR• All with IT
• Understanding technology• Content/social media publishing• CRM• Marketing Automation
• Understand audiences and channels
• Understand data and metrics
• Thinking and organizing like a publisher
Being an Internal ChampionLeading Thought
• The five yeses
• Individual stakeholders• Gather supporters; negate the detractors
• Forget the money (at first)
• Be the expert and exude confidence (even when you're not)
• Promote self and others in small ways often
• Reach out to all regardless of position, role or function
• Like your boss
Excerpt from future book: “What Your Boss Can’t Tell You,” Gary Spangler