thought leadership in a digital world (pp tminimizer)
TRANSCRIPT
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Shrinking news holes:
• Dictate more direct strategies
• Means fewer outlets for SMEs
White papers too dense for time starved
world
Young decision makers = new channels
Changing conference formats with
dwindling attention
Current thought leadership environment
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Thought leadership approach
Conference Support
• Email w/link to highlight video • Conference Twitter
- Speakers - Intra-conference
• “Un-session/un-conference” • Text reminders of sessions • V-cast follow-up
Content Syndication and Aggregation
• Branded RSS feed • Blogs • Communities • Industry-specific portals • Premium subscription service
(Example: WestLaw)
Business Community Build or Rent?
Branded: • Facilitate peer conversation • Capture voice of customer Rent: • Build long-tail
- LinkedIn (Dell) - Facebook groups
Editorially Independent Blog
• Sponsor or host independent blog of expert contributors (Customers, KOLs)
• Example: AppGap: Future of work, sponsor: Intuit
SMEs
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Lead generation is a social interaction
• Join groups on big social sites
• Explore niche social destinations
• Stimulate community formation with trade groups
Talk to personas… not to prospects
Build significant networks
• Post provocative Qs
• Offer smart insights
• Build relationships through conversation
Lead Generation: Put down virtual roots
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Lead generation: Put down virtual roots
Content Social Network Community Social
Bookmarking
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Think like a publisher
• Smart AND approachable: no need to be dry
• Build content around your personas
• You are what you publish: what do you want your buyer personas to think about you?
Content that people want to consume
and share:
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Think like a publisher
CPA Sings Happy Birthday to
Sarbanes Oxley
ILoveAGoodAudit.com
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Think like a publisher Content Syndication and Distribution
Syndicators:
• Clear, high-quality content from media sites, newspapers, news organizations and prestigious websites
• Distribute to independent website owners and online publishers
• Allow advertisers to self-select relevant matching content to place their ads
Content Syndication and Distribution
Systems:
• Contextual advertising system that matches ads to high-quality content
• On-demand content marketplace for online publishers
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Benefits of Content Syndication:
• Content owners can expand their exposure, reach and profitability
• Online publishers can add high-quality content to their sites, increasing their value to their readers while profiting from commissions on all the ads matched to such content
• Advertisers can enjoy highly targeted placement of their ads and a powerful distribution mechanism in which independent publishers become active marketing agents to very relevant and targeted audiences
Think like a publisher: Content Syndication and Distribution (continued)
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Think like a publisher: Content Aggregation
Tags and links spread the word: link
juice anyone?
Branded RSS Feeds
Branded Thought leader portals
Value-added repackaging of content:
potential to monetize
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Think Like a Publisher: Webinars/Webcasts/Podcasts
Deliver deep messaging directly to targets
Great lead generation tool
Help in category creation
Variety of ways to merchandise
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Think like a publisher: Independent Blogs
Sponsor or host
independent blog of expert contributors (Customers, KOLs)
Example AppGap: Future
of work, sponsored by Intuit
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Think like a publisher: eBooks are the new white paper
Highly engaging and colorful
Tell the story from the
personas perspective
Easy to consume; easy to
share
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Virtual experts
Conferences are shrinking: fewer
venues, fewer speaking slots, lower ROI
Dynamic conference formats: the age
of the “un-conference” and the “un-session”
Thought Leaders must understand
how to use social media before, during and after conferences
Merchandise speaker slots to:
• Build awareness
• Maximize attendance
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Bring people together Before , during and after the conference
Email with link to highlight video
Promote via conference page on
Facebook groups
• Announce conference on Twitter first
Conference Twitter
• Speakers
• Intra-conference
“Un-session/un-conference”
Text reminders of sessions
V-cast follow-up
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Communities: Feedback in action
Communities bring real time insights
into customers, trends, issues
Package community insights in new
ways (YouTube video, blog posts, etc.)
Use communities to recruit for surveys
and industry studies
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Community: Build, rent or buy
Branded: • Facilitate peer conversation
• Capture voice of customer
Rent: • Build long-tail
- Facebook groups
Buy: • Acquire existing community and build
brand presence
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Keeping thought leaders ahead of the game
Research channels today are different:
Trend spotting: blogs and tweets
• Analysts, reporters, organizations, government bodies and academics
• Follow specific elite groups of influencers and provide insights
• Use tweet streams to make contact
Studies and surveys
• Use private messaging on social networking and community sites
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Types of thought leadership social approaches
Community Marketing
Viral
Foot Print
Branded
Portals & Feeds
Social Networking
Webinars
Podcasts
Content Distribution
Strategy
Influencer Marketing
Conversation Insights
Awareness Preference Insight &
Innovation Relationship
Building
Leadership Topic or
Positioning
Category Creation
Lead Generation
Referrals & Pass Along
Sales Velocity
Sales Volume
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Questions?
For further information, contact:
Kathy Baughman
ComBlu
312-649-1687
J:\Presentations\TL in a digital World